Chisholm & Harper is a consulting firm that provides online strategy advice to organizations. They help clients use technology more effectively to meet user and business needs. The document discusses recent trends in mobile marketing. Three important developments are that smartphones are becoming more common, mobile data is cheaper to access, and people are comfortable using the web on mobile. This means marketers need to ensure they are discoverable on mobile and provide relevant information to customers using mobile devices.

1. DM Forum Trends and development in mobile marketing Tuesday 10 August, 2010

3. Who do we work with?

4. What does mobile marketing mean to you? 16/08/10

5. Mobile marketing has been fumbling along for over a decade. Until now most device screens were small, the browsers crappy, the development tools cumbersome and Internet access slow and expensive.

6. All that has changed dramatically in the last 24 months, and will leap forward in the next 12 months.

7. 3 important developments 16/08/10 3 important developments

8. 16/08/10 1. Smart phones are more prolific Smart phones are quickly becoming more prolific 1

10. 2. Mobile data costs less 16/08/10 2 Mobile data is becoming cheaper to access

11. 16/08/10 3 We’re all comfortable using the web and these paradigms easily transfer to mobile Ivy Bean is 104 and has over 50,000 followers on Twitter

12. 16/08/10 So, what do marketers need to know about mobile?

13. 1 It’s not all about Apple. Google, Microsoft, HTC, Nokia, Palm and a host of others are quickly following suit. Google is now activating over 200,000 Android smart phones worldwide every day (NMA, 6 August 2010) The Wholesale Applications Committee will offer brands and developers a single point of submission for their apps

14. 1. It’s not all about Apple... Worldwide Smartphone Sales to End Users by Operating System in 1Q10 Gartner (May 2010)

15. Android penetration is smaller, but usage higher

16. 2 Those that carry “smart” devices are generally wealthier, younger, connected and more desirable customers. Plus, these are the guys traditional media has a hard time tracking down.

17. 3 Those that carry these devices use them to get information and make decisions in real time.

18. 3. Get information and make decisions in real time

19. 16/08/10 4 Those that carry these devices use them to navigate, organise and remember their world. Are you doing all you can to be found, compatible and remembered?

20. 4. Navigate, organise and remember the world

21. 4. Navigate, organise and remember the world

22. 5 This is the most personal media people own. If your message is consumed here you have broken through the clutter.

24. 6 Not being discoverable when a customer comes looking is a marketer’s biggest mistake.

25. 6. Mobile search 16/08/10

26. 7 You can mess with your competitors at point of sale.

27. 7. Mess with competitors at POS 16/08/10

28. 8 Be your customers’ wingman. Your customers are looking for meaningful information that is relevant to the time of consumption. Simply turning regular web into mobile web is a wasted opportunity.

29. 8. Be your customers’ wingman

30. 8. Be your customers’ wingman