THE FUTURE OF MOBILE MARKETING

RICH AND CLARE

WHAT IS MOBILE MARKETING?

Mobile marketing is the advertising of any product, service or cause that reaches you on a mobile device – phone, laptop, tablet etc.

Technology has also created mobile marketing by converting traditional marketing to mobile marketing simply by viewing the advertisement on a mobile device.

Society in general is increasingly on the go and very mobile. However, it’s not just out and about – we are a three-screen generation even at home.

Therefore there is an opportunity to market!

WHAT FACTORS HAVE FACILITATED MOBILE MARKETING?

Screen technology

Affordability of handheld devices

Increase in prevalence and

speed of broadband

internet and wi-fi

Ease and trust of payment

Sharing experience with

others

Micro chips and

miniaturisation

IF I SAID YOU HAD A NICE FIGURE WOULD YOU HOLD IT AGAINST ME?

Mobile coupons get ten times the redemption

rate of traditional coupons.

Vendors shipped 365.4m units in Q2 2011 compared to

328.4m in Q2 2010 (feb 2011)

54% of business travellers in the US have

downloaded a travel related app onto

smartphones (feb 2011)

38% of internet users in the UK connected to the

internet on a mobile device, not from the

home or work computer (feb 2011)

It takes 26 hours for the average person to report a lost wallet. It takes 68

minutes for them to report a lost phone.

91% of all US citizens have their mobile device

within reach 24/7.

70% of all mobile searches result in action

within 1 hour.

There are 6.8 billion people on the planet. 5.1 billion of them own a cell

phone, but only 4.2 billion own a toothbrush

Marketers can reach consumers almost instantly all the time

People love their mobiles

People love their mobiles more than oral hygiene

Mobile is appropriate, timely and convenient

Mobile is the third screen – people embrace it

Mobile is still growing Mobile fills previously ‘dead’ marketing space

MOBILE FOOD, MOBILE MARKETING

• LA food trucks have created a craze for individual, non- chain, convenience food.

• Multiple mobile apps available to track – mobile payment – digital POS screens.

• All trucks use Twitter to inform whereabouts and market offers.

• Instant customer interaction, feedback and response.

HOW WILL PHYSICAL STORES CO-EXIST WITH MOBILE AND ONLINE?

In the future it could be said that physical ‘shops’ may be on the decline, and instead brands could offer some kind of alternative ‘brand experiences’ that then interact with mobiles for further information and purchase.

MOBILE TV

Services like SkyGo mean you can now watch your TV subscription on up to four mobile devices.

Now you can be marketed to on the train, on top of Mount Everest – even on the loo?

In future, it could be that combining this with the geolocation ability of iPad, television ads on handheld could be delivered dependent on location, e.g. watching SkySports on SkyGo on the train to Euston on a Friday night, you see an advert for sports event at the O2 arena etc.

Don’t miss the match when you’re dragged to do the big shop – iPad SkyGo at Sainsbury’s

TWITTER MARKETING

16,433,586

Would you buy the brand of eye shadow

she uses?

7,092,448

Would you buy his boots?

• Noise has increased exponentially in the last few years.

• Attention span has decreased.

• Communications need to be fast and brief.

• Twitter can reach customers at all stages of interest/buying process.

• It’s easily measurable.

• It’s really powerful at influencing!

MOBILE INTERACTING WITH STATIC MEDIA

•World's first AR newspaper, the Metro Herald in Dublin.

•See a taster of a trip to Paris.• Interact with the hovering airline shamrock buttons to learn

about flying to central airports.

• Click through to the Paris specific offer page and book their flight.

SUMMARY

• People won’t ever not have mobile devices (remember the toothbrush stat earlier?).

• Requires acceptance by consumers – you’re basically putting your hand in their pocket!

• Has to offer something appropriate, timely and useful.

• Remember, like a lot of new developments in marketing, it’s just another channel, another tool to interact with the customer. Therefore the brand needs to ensure it still retains its core values so it doesn’t appear fragmented on different channels.

• It does have distinct advantages in its immediacy and ability to be personalised, but as quickly as things can go right they could also go wrong. The channel and technology need to be useful to consumers – hence the offering of free content and ‘social buttlering services’ (things that make people’s lives easier).