Mobile devices are increasingly becoming the central channel for digital marketing campaigns. Evidence shows that the number of smartphones shipped now exceeds PCs, people spend more time on mobile than any other media, and brands that utilize mobile are seen as more innovative and drive higher awareness and purchase intent. If marketers make mobile the focus of all customer research, insights and interactions, it will lead to improved product design, integrated marketing opportunities across channels, advanced campaign integrations online and offline, and help create broader cultural experiences, as shown by examples like Angry Birds.

1. 110310

2. “…It’s time for marketers to
rethink their approach to
multichannel marketing”
Forrester: Chris Stutzman
Source: Forrester 2011

3. digital is increasingly
becoming viewed as the
cornerstone for
Ideation, Engagement, Retention, and Activation
Source: Forrester 2011

4. and acts as channel for
campaign:
Inspiration Hub Optimizer Multiplier
Source: Forrester 2011

5. If this is true (and we believe
it is ), then mobile will be
the channel needed for all
campaign customer research,
insights and branded
interactions

6. Evidence

7. 1. Devices Sold
 Electronics makers shipped 101M
Smartphone’s during the last three
months of 2010 (87% YOY increase)
 PCs delivered totaled 92.1M units (3%
YOY increase)
 Mary Meeker and Morgan Stanley
estimate that global Smartphone
shipments will surpass PC shipments in
2012 (with more than 400 million
Smartphone's expected to be shipped)
Source: Financial Times & IDC 2011 , Morgan Stanley 2010

8. 2. Time Spent
60% US Time Spent with Media
2008-2010 % Change
50%
40%
30%
20%
10%
0%
Newspapers Magazine Radio TV and Video Internet Mobile Other
-10%
-20%
-30% 2010 2009
 Time spend with the mobile device has grown 56% over the last two years (average of 35%
YOY)
 TV and video still account for the most time spent per media (around 40% of time spend);
however usage is slowly declining
Source: eMarketer 2010

9. 3. Audience Attitude
Mobile vs. Online Brand Metrics
 56% of consumers consider brand with Insight Express
a mobile app as innovative
Unaided Awareness 167%
 27% of consumers with connected
devices (mobile and tablets) “enjoy ads Brand Favorability 167%
that have interactive features ~and 25% 100%
Aided Awareness
are more likely to click/interact
Purchase Intent 267%
 19% of users with a connected device
feel as are new and interesting and like Messaging Association 250%
to see what the ads can do
Ad Awareness 188%
 Mobile out performs online by roughly
0% 50% 100% 150% 200% 250% 300%
188% across all brand metrics
Source: CTIA Wireless Industry Survey, 2010, eMarketer, Adweek 2010, eMarketer: Yankee Group 2011, Insight Express, “Mobile Insight
Norms”, 2011

10. Putting mobile at the center
of every campaign, will allow
brands to capture important
behavior data which will lead
to…

11. Product Design and Upgrades
 Apple Mac Lion OS
 Incorporates pinch and swipe of folders for mouse pad interaction

12. Integrated Banded Opportunities
 Super Sonic created branded ringtone that extended into social, offline, branded CDs, and call
waiting music for call centers ~ not a single advertisement was placed
– 44K plays, 17k downloads and over 4K ringtone in two weeks
– Super Sonic was playing in night clubs
 Gieco created and promoted ringtones within all TV media
 350K downloads in 60 days

13. Advanced Campaign Integrations
 Campaign integrations connecting online and offline to create robust and engaging user experiences
 Gol Airlines created an PC to mobile game where the mobile device acts as a remote for PC based game
play
 New Zealand, “Don’t Text and Drive”
– Live online texting – created a connected experience allowing the user to text and interact with online display
media

14. Creating

15. Integrated Cultural Experiences
 Rovio Mobile Ltd. has raised $42 million in VC funding
 leverage the unlikely success story of "Angry Birds”
 "Angry Birds" is expected to become available on all major videogame consoles later this year
 Before 'Angry Birds' we had 51 other game titles
 Integrated into mainstream cultural within 2 years
 Viral videos reaching millions of video views

16. Thank you!
team iconmobile
paul cowman
strategist
mobile +1 206 769 5062
paul.cowman@iconmobile.com