3. 9/20/12
“Mobile Marketing Too Large For Brands To Ignore”
“Tablets, Smartphones Drive Mobile
Commerce to Record Heights” January 9, 2013
“More Shoppers Reach for Mobile to Browse, Buy” Jan 21, 2013
Dramatic increases in mobile shoppers and buyers predicted
“Majority of Marketers Plan to Increase
Mobile Budgets in 2013” Jul 05, 2012
“Is Location Based Advertising The Future Of Mobile
Marketing And Mobile Advertising?” 1/17/2013
“Mobile Showrooming Leads To In-Store Sales”
19. IS THE appORTUNITY RIGHT FOR THE
BRAND?
42 APPS ON
AVERAGE
CAN THE BRAND
BREAK THE CLUTTER?
20. IMPACT THE REVENUE, USE PROXIMITY
36% OF MOBILE CAMPAIGNS IN 2012 USED
SOME FORM OF
PROXIMITY [UP FROM 17% IN 2011]
GEO-AWARE TARGETING
PLACE BASED TARGETING
GEO FENCED TARGETING
24. ONE LAST THING
• ADOPT EARLY
• TEST OFTEN
• MEASURE SUCCESS
• UNDERSTAND THAT MOBILE IS NOT DESKTOP
• BREAK THE PLANNING CYCLE
• DISTRIBUTE CONTENT
• SUSTAIN. SUSTAIN. SUSTAIN AND SUSTAIN
25. NEXT MOST OVER USED EXPRESSION
IN MOBILE MARKETING:
“BIG DATA”
Editor's Notes
Probably the biggest error brands have made as they venture into mobile is that they think mobile is the same thing they're doing for the website, just down to a 4-inch form.In the past, ads have been unavoidable for consumers — billboards target people stuck in traffic (same with radio commercials), and TV ads were something viewers had to deal with to watch their favorite shows. Mobile is an entirely different medium where users don't have to endure ads or marketing in most instances.Mobile users are not tethered to a desktop. They need timely information to drive them into stores with positive purchase intent.Marketing on mobile devices will need to be timely, personal and contextually relevant (people expect their phone to be customized to who they are), in order to work.
They run banner ads that don’t take advantage of the unique capabilities of today’s mobile devices. Things like click-to-call, GPS, the accelerometer and other functionalities that smartphones are built with give advertisers more tools and options to work with in mobile than ever before. Smart marketers are using these functionalities to their advantage in mobile ads.
Where SMS is bread and butter, the “handshake” if you will. This is what makes mobile a truly different platform. It combines display, search, social, gaming, video, retail, commerce all into on handheld device. Planning mobile can not be done in the same manner as any other medium. Determining what needs to be activated by a brand is critical. For instance, not every brand needs an app. Does a branded bar of soap need an app? No. There would be very little interest. But a branded bar of soap should use mobile couponing. Use of QR codes would work to push content. Display and video would be useful for branded engagement. Building a mobile site wouldn’t prove to be worthwhile. The point is that there needs to be a round of exploration to determine where the brand’s audience lives in mobile. What points around the mobile ecosystem get activated to reach the consumer? Whatever approach is taken to reach that consumer, the effort should be sustainable to ensure that the brand is discoverable by the consumer whenever they are looking.
The mobile phone, the SMARTPHONE in particular, create a brand new platform to marketers. Never before have consumers been able to hold such a powerful device in their hands. Never before have brands had so many means to engage with consumers in one device. TV, Radio, Print, OOH, even online….no other medium combines all the elements that are found in a mobile phone. That capability coupled with the huge growth in smartphone adoption make it a platform that needs a sustainable strategy going forward.
not allcompanies need apps.apps work perfectly for some types of brands.However, some companies jumped into branding too quickly just to keep up with the trend. If an app can really provide value to consumers thrufunctional utility, then it is worth it.
Geo-Aware TargetingGeo-aware advertising has been around since 2010 and can be seen as the origin of location-based mobile advertising: Using real-time location data, which is supplied by the mobile provider, the advertiser is able to display mobile advertisements when a possible customer is close to a certain location.Place-Based TargetingPlace-based mobile advertisements make use of a certain area or location during a specific timeframe. Think of targeting sports-related advertisements during a football match in the area of a stadium for instance.Geo-FencingGeo-fencing allows advertisers to target users within a predefined area based on latitude and longitude information: A virtual “fence” is created within a certain radius to target users around your predefined location (your store for example). Usually it’s used to drive (foot-) traffic to a specific store within a shopping mall for instance.
