Mobile marketing is the future, as mobile devices now exceed traditional computers in sales and usage. The mobile marketing landscape is large and growing rapidly, with over 7 billion mobile subscriptions globally and mobile now driving all online retail growth. Innovation in mobile marketing includes companies like Avocarrot, which provides native mobile ads for developers, and Future Ad Labs, which is reinventing CAPTCHAs into engaging mobile games and ads. Mobile marketing spending in the US is predicted to grow significantly from $10.5 billion in 2012 to $30.4 billion in 2015, also driving major employment growth in mobile marketing jobs. Marketers must prepare for this mobile-first future by learning from their own mobile usage and considering mobile in all their marketing

1. Mobile Marketing is Your
Future
A talk for Marketing Natives, Vienna
by Helen Keegan
©Helen Keegan 2014. All rights reserved.
Images used under Creative Commons Licence

2. Agenda
• Setting the scene
• The mobile marketing landscape
• Innovation in mobile marketing
• Q&A

3. Who’s here?
• Helen Keegan
– 14 years experience in mobile media, advertising and
marketing
– 5 years b2b marketing experience
– 10 years fashion retail experience
– Blogs at http://technokitten.com
– Follow me on Facebook
http://facebook.com/helenkeegan and Twitter
@technokitten
– Organiser of Heroes of the Mobile Fringe Festival,
Swedish Beers Mobile Networking and more

4. Ask
questions!
This is your
session. Get
the most
out of it 
Photograph licensed under the Open
Parliament Licence v1.0 / Creative Commons

5. SETTING THE SCENE

6. It’s big
• Subscriptions
– 7 billion & rising
• In regular usage ~4bn
– China > 1 billion
– India 950 million
• Mobile devices now exceed traditional computers in
unit sales and revenue
– 70% of US device sales are now smartphones
• Check Chetan Sharma Consulting & Mary
Meeker for more
Source: Chetan Sharma Consulting 2013

7. In 3 to 5 years, with few exceptions,
if a company is not doing the
MAJORITY of its digital business on
mobile, it is going to be irrelevant.
Source: Chetan Sharma Consulting

8. Mobile now accounts for ALL online
retail growth
Source Mobile Entertainment Magazine
http://mobile-ent.biz/news/read/mobile-now-accounts-for-all-online-retail-growth/022426

9. And in Austria
• Almost 48% Smartphone penetration
• Of those, 98% access the internet daily from
their phone
• 76% use messaging daily (email, SMS, other)
• Typically have 28 apps installed, use 10 of
them regularly. Only 5 are paid for.
Source: think.withgoogle.com

10. Room for growth
in Austria!
Source: ourmobileplanet.com

11. INNOVATION IN MOBILE
MARKETING

12. AVOCARROT

13. What is avocarrot?
• A mobile ad network for indie developers who care
about user experience.
• Instantly make money from your free apps using native
ads that don't spam your users and does not interrupt
the user experience
• Shows only quality ads to users that provide real value.
Users get discounts from shops they love or suggestions
for apps that they might find interesting.
• Average eCPM over the last six months was $2

15. REINVENTING THE CAPTCHA

16. What does Future Ad Labs do?
• Innovative ad formats that offer far more than
anything else out there
• Turn sources of frustration on the web into
delightful experiences
• Generating incremental new revenue streams
for websites

17. PlayCaptcha
300 million opportunities to generate revenue daily

18. Some of the brands using this
Click here to
play
Click here to
play
Click here to
play
Click here to play Click here to play Click here to play

19. PlayRoll
Click here to play
100 million opportunities to generate revenue daily

20. Proven results
91% Agreed that our games
are more engaging than
banner ads*
*Source: OnDevice Independent Research, 2014

21. A glimpse into your future as marketers
MOBILE MARKETING GROWTH

22. 35
30
25
20
15
10
5
0
Mobile Marketing Growth US
2012 2015
US $ Billions
Predicted growth
$10.5bn
Overheads
Advertising
Direct Response
CRM
$30.4bn
$19.8 bn
$10.6bn
Overheads=agency fees,
PR fees, media
measurement, metrics
services
Source: MMA Economic Impact Study 2013

23. Employment Impact of Mobile
Marketing: USA
Year Number of
jobs
2012 524,000
2015 1,400,000
Growth rate 44%
Source: MMA Economic Impact Study 2013

24. Employment Growth
Source: MMA Economic Impact Study 2013

25. Mobile: essential skill

26. Email marketing is dead. Long live
email marketing
• 36% open rate on mobile in 2012
• 65% January 2014
• Email is now a mobile first environment

27. The future is mobile – are you prepared?
WHAT DOES THAT MEAN FOR YOU?

28. • Be aware of your own mobile usage and that
of your friends and family. Learn from it.
• Think about the mobile apps and services you
use and why
• Access more content on your mobile. Critique
the experience.
• Consider mobile first.
• Teach yourself. Your teachers cannot teach
you this stuff.

29. It’s time to create your own
future
The future of mobile
marketing is in your hands.

30. GOOD LUCK!

31. Contact Helen Keegan
technokitten@gmail.com
@technokitten
http://technokitten.com
http://mobileheroes.net
http://swedishbeers.org