Mobile Marketing Overview - New Mexico American Marketing Association

MOBILE
MARKETING
LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION
#NMAMA / @MICHAELJBARBER
March 2013

1

ABOUT ME
March 2013

NMAMA MOBILE MARKETING 2 #NMAMA / @MICHAELJBARBER

MICHAEL BARBER
Director, Digital Strategy | COHN
cohnmarketing.com
michaeljbarber.com
@michaeljbarber


THE MOBILE
REVOLUTION
March 2013


THE MOBILE REVOLUTION

“ Mobile Is The Future, And
There's No Such Thing As
Communication Overload. ”
Eric Schmidt, Google Chairman



Mainframe
1 million
units sold in
ﬁrst ten
years



Minicomputer
10 million
units sold in
ﬁrst ten
years



PC
100 million
units sold in
ﬁrst ten
years



Desktop
Internet
1+ billion in
ﬁrst ten
years



Mobile
Internet
10 billion
sold in ﬁrst
ten years



Smartphones
1.75 billion
sold in 2012



Tablets
84 million
iPads sold in
ﬁrst two
years

Source: Apple September 2012 Keynote


Galaxy S3
10 million
sold since
July; 30
million by
December
2012
Source: Samsung


iPhone 5
•2 million in ﬁrst
24 hours

•10+ million sold
the ﬁrst week

•50 million by
December 2012
Source: Apple, JPMorgan

This is not a bubble, it is a
revolution.


Don’t believe me?
Trust Marmite.


Marmite = My Grandma


But, we have a problem.


70% of
businesses
don’t even
have a
mobile
website.
Google


HOW DO WE
SOLVE THIS?
March 2013

22

AGENDA

Understand the Understand the Understand tools What’s next?
audience tech that make this
Mobile trends and The technology easier
statistics driving the Tools to make
revolution adoption easier


MOBILE TRENDS
AND STATS
March 2013

24

SMARTPHONE PENETRATION
Entering the late innings

Source: Google, Mobile Marketing Association, IAB

SMARTPHONE PENETRATION BY AGE
Consumers of today & tomorrow driving growth.


SMARTPHONE PENETRATION BY GENDER
Men driving growth.


SMARTPHONE PENETRATION BY ETHNICITY
Majorities are being reached across ethnicities.


OPERATING SYSTEM (2012)
Android wins, Apple grows.


OPERATING SYSTEM (2011 vs. 2012)
iOS & Android grow, Blackberry tumbles.


OPERATING SYSTEM BY GENDER
Balance across the sexes.


OPERATING SYSTEM BY AGE
Similar across age groups.


SMARTPHONE MARKETSHARE TAKEAWAYS

• More than 50% of the US population is now using a
smartphone

• No major penetration differences between genders

• Slight penetration differences across ethnicities

• Signiﬁcant penetration differences across age, speciﬁcally 50+

• Android has the largest smartphone marketshare across all
ages, genders, and ethnicities (smartphone only).


This is only
half the
story.


TABLET MARKET STATS
iPad has revolutionized & cannibalized this product category.


TABLET MARKET STATS
Lots of growth in the 7” market, hence iPad mini.

Source: iHS iSuppli Research

TABLET MARKET STATS
Category is growing quickly, but iOS will continue to lead.


TABLET MARKET STATS

•17 million iPads sold April-June 2012; 84 million total iPads sold all
time

•More iPads sold than any PC manufacturer sold PC’s this year

•7” market is driving growth this year (Kindle), iPad mini

•Android & Windows will grow, but iOS will continue to have the
largest marketshare for now.

•91% of all tablet web trafﬁc comes from iPads

•Tablet (iPad) is driving post PC era


THE APP STORES
A tale of two, and maybe a third.

700,000 600,000 Unknown
iOS apps Android apps number
250,000 250(ish) Amazon apps
iPad apps Tablet apps


MOBILE
CHANGES
CONSUMPTION
PATTERNS
March 2013


WEB TRAFFIC
50% via mobile devices by this year.


EMAIL
Daily usage of mobile email over 50%.


SOCIAL
91% of mobile users consume social media on their device


SEARCH
62% of users search on their smartphone, daily.

GOOGLE/NIELSEN MOBILE SEARCH http://www.google.com/think/research-studies/
MOMENTS REPORT creating-moments-that-matter.html


APPS
• Average iOS user engages with 100 apps per
month
• 36 billion apps will be downloaded this year
• 136 billion apps will be downloaded in 2017
• Users spend on average 94 minutes per day on
mobile apps

Source: Apple, Google, Mobile Marketing
NMAMA IAB
Association, MOBILE MARKETING 45 #NMAMA / @MICHAELJBARBER

ALWAYS ON
And, always with us.


DAILY LIVES
Usage is ubiquitous.


USAGE IS GOING UP
Consumers say they are shifting their habits.


BUSINESS INTERACTION
Consumers use mobile to begin & end their interaction.


APP & SITE TECH
March 2013

50

MOBILE APP TECHNOLOGY


MOBILE APP TECHNOLOGY
The options create confusion.

HTML5 Software Development Kit (SDK)


HTML5
Just the next iteration of HTML, the backbone of the web.

• A set of browser specs by 2 standard groups: W3C
(World Wide Web Consortium) and WHAT (Web
Hypertext Application Technologies)

• Brings capabilities of web apps closer to those of native
apps
• UI tools, off-line storage, 2D graphics, plugin-free video/audio, geo location,
speed and communication


SOFTWARE DEVELOPMENT KIT
Native experiences built for speciﬁc operating systems.

• Mobile operating systems with set development
standards

• Two-types: free and open-source or proprietary and
closed source

• Provide access to APIs (ability to make things do things)

• Push notiﬁcations


THE KEY DIFFERENCE

Cross-platform Operating system speciﬁc (e.g.
capability Android app works only on Android
devices)


HTML5
Pitched as the future of web apps.


MANY BENEFACTORS, NO CLEAR LEADER
All pushing and hyping HTML5 for their own unrelated reasons

Apple looking to move the web away from Flash

Google searching for more ways to commoditize complements

Facebook aiming to break-down Apple/Google silos and distance Adobe

Microsoft to onboard web developers onto Windows 8

Mobile operators hoping to regain control lost to native platforms

Qualcomm aiming to create a competitive advantage for its chips

Brands looking use web as a low-cost way to go cross-device and cross-screen

Adobe aiming to sell tools that facilitate web-to-native hybrid apps


HASN’T PLATEAUED YET
HTML5 is just past the peak of expectations.
• Fragmentation across platforms (iOS, Android, BlackBerry,
Windows Phone)
• Challenged to compete with native user experience
• Lack of distribution channels and monetization for web
apps


FRAGMENTATION
HTML5 doesn’t work the same across all platforms.

HTML5 Test Score

iOS 5.1 324

BlackBerry OS 7 273

Android 4.0 273

Bada 2.0 268

Android 3.2 235

Android 2.3 189

Amazon Silk 1.0 174

Windows Phone 7.5 (Mango) 138

0 50 100 150 200 250 300 350

Source: html5test.com, April 2012.


HTML5
Facebook pushed HTML5 and stumbled


HTML5
Positives & negatives, good for non-Facebooks.

Positives
• Cross-browser/platform
• Ease of distribution
• Access to native features
• Search engine relevance

Negatives
• No push notiﬁcations
• No native experiences
• Less ability to massively scale


MOBILE WEBSITE OPTIONS


m{dot}

2 Separate Sites - 1 mobile, 1 desktop
• Mobile-speciﬁc site tailored for a speciﬁc environment
• More affordable
• Requires maintenance on both sites
• Different URLs
• Risk of content duplication


Dynamic serving

1 Site - Device dictates content served
• Site tailored for a speciﬁc environment - smartphone, tablet
• No risk of content duplication
• Requires maintenance on both sites


Responsive

1 site
• Responds to the screen size
• Updates happens across both sites
• Same URLs
• Google likes this option
• More intensive design process

MOBILE WEB APPS/TOOLS
Mobify


Mojaba


Tiggzi


USE WORDPRESS?
Consider responsive themes.

The Theme Foundry


EMAIL


EMAIL
More emails read on mobile than webmail.


EMAIL
Design options & tips

• Responsive available
• Single-column option
• Email providers have responsive templates available
• Design with clear sections
• Make buttons/CTAs thumb-friendly
• Font size 18+ looks great


PAID ADS: SEARCH &
DISPLAY


PAID MOBILE ADS
Tips & insights

• PPC
• Same character lengths
• Consider targeting options (geo, demo,
retargeting)
• Click to call options available
• LANDING PAGES MUST BE MOBILE FRIENDLY

• Display/banner
• Clear CTA
• Images help
• LANDING PAGES MUST BE MOBILE FRIENDLY


PAID MOBILE ADS
Mobile ad networks

http://www.flickr.com/photos/fidelman/5282509966/


PAID MOBILE ADS
Mobile ad network types

Premium& Premium&
Blind&
Blind& networks&

Blind& Blind& Known&
inventory& inventory& inventory&

Less&than& More& Focus&on&
premium& premium& premium&
sites& sites& publishers&

Variety&of&
CPC&op6ons& pricing& CPM&model&
models&


SMS / TEXT MESSAGING


SMS, YEP STILL WORTH IT
Tips & insights

• Still have 40% of the market on feature phones
• SMS great for immediacy (coupons, surveys)
• Conversion can be epic
• Relatively inexpensive
• Cost drivers are number of messages, shared/
dedicated shortcode, and vanity keyword


Comparison to push notifications

http://5thfingerblog.files.wordpress.com/2012/05/smsvsapps.jpg


Providers


AMAZING! NOW
WHAT?
March 2013


STEP 1
Immediately focus any current digital planning around
mobile.

• Ensure any upcoming website redesign is mobile ﬁrst
• Begin testing other mobile-optimized opportunities across
other digital efforts (e.g. email, search marketing, display/ad
campaigns)


STEP 2
Determine short & long-terms objectives.

• What are we trying to do?
• Increase brand awareness
• Increase sales
• Increase retention
• How will mobile make us money?
• Focus on ROI
• How do we get to market quickly?
• How do we build long-term value?


STEP 3
Develop customer, client, and employee survey.

• Leverage current customer database as well as other
consumer research tools such as Google Insights
• Find the insights to interest and adoption
• You need to answer? What will make people interact and talk
about the app/site?


STEP 4
Understand where your customers are and what they want.

• Review web analytics for baseline understanding
• Leverage current customer database as well as other
consumer research tools such as Google Insights
• Find the insights to interest and adoption
• Need to answer?
• What will make people interact and talk about the app/
site?
• How can we start dialogues with current and prospective
customers via mobile?
• How can we make their lives easier?
• What information do they need on the go?


STEP 5
Develop mobile marketing brief or incorporate within yearly
marketing plan.

• Bring together goals, insights, and customer needs with yearly
tactics and budget
• Work with agency partners to build this together


WANT TO LEARN
MORE?
March 2013


RESOURCES

• Amex Open Forum - http://www.openforum.com/
• Mobile Marketer - http://www.mobilemarketer.com/
• Mashable Mobile - http://mashable.com/mobile/
• #mobile on Twitter


QUESTIONS?
March 2013

90

Mobile Marketing Overview - New Mexico American Marketing Association

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Viewers also liked

Viewers also liked (12)

Similar to Mobile Marketing Overview - New Mexico American Marketing Association

Similar to Mobile Marketing Overview - New Mexico American Marketing Association (20)

Recently uploaded

Recently uploaded (20)

Mobile Marketing Overview - New Mexico American Marketing Association