the growing opportunity in mobile marketing and advertising
DESCRIPTION
An introduction to mobile marketing and advertising. Presented to AAF Inland Empire, Fall 2010.TRANSCRIPT
The Growing Opportunity in Mobile Marketing and Advertising
1
September 9, 2010
Presented byClaus Enevoldsen
Director, Interactive MarketingFreedom Communications
[email protected]@CEnevoldsen
Agenda
• The growing mobile opportunity• The mobile marketing tools available• App versus wap• The convergence of social and mobile• Case studies• Resources• Q & A
IntroductionC.A.S.E
Mobile is about
being connected at any time and from anywhere, whether it’s from a phone, iPod, eReader,
tablet or any other mobile device
How do you use your phone?
How Do You Use Your Phone?How Do You Use Your Phone?
Who are you?
Base: Adult cell phone ownersSource: Experian Simmons Fall 2009 NCS/NHCS
You are not alone!
Base: Adult cell phone ownersSource: Experian Simmons Fall 2009 NCS/NHCS
Mobile usage is pervasive
1987
Mobile for all ages
Sources: Experian Simmons Fall 09, 08, 07 06 National Consumer Study
Smartphones are quickly emerging
Convergence point Q3 2011
Access to the internet by mobile will overtake desktop by 2013 (Morgan Stanley, 2010)
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Show me the money
Almost 9 out of 10 people use mobile media at home where there are plenty of other media choices
* Source: Study by Orange UK
Mobile behavior
Source: ROI Research, Inc & Microsoft “Future of Mobile”, November 2009
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Mobile Marketing Products
SMSSMS
BrandingBranding
Mobile DisplayBanners
Mobile DisplayBanners
MobileWeb SiteMobile
Web Site
Mobile SearchPPC
Mobile SearchPPC
InformationInformation
Database Marketing
Database Marketing
MobileApp
MobileApp
Psst… now is the time to show them the fancy video ClausPsst… now is the time to show them the fancy video Claus
EngageEngage
Click to CallClick to CallClick to App
StoreClick to App
Store
Click to Opt-inClick to Opt-in
Click to BuyClick to Buy
Click to Landing Page
Click to Landing Page
Click to MapClick to Map
Click to Download
Click to Download
Click to VideoClick to Video
Publishers (like Freedom Communications)AdMob
JumpTapMillenial Media
iAdYume (video)
ScanScout (video)
Where to place ads?
OMG LOL TTYL
What is SMS
• Communication tool• Database marketing, similar to E-mail
marketing• It’s the most direct way to connect with your
target audience
Adults are catching up
Few calls = Few texts
Text VVDPSPORTS to 56654Text DPAPP to 56654
Text “key word” to 56654
Double opt-in ensures quality of database
Link to website optimized for mobile gives immediate leads
SMS Marketing Ideas
• Mobile couponing and loyalty program acquisition• List building (email or mobile)• Use in traditional media as a call-to-action mechanism (and
analytics tool to measure response)• Brand engagement tool (voting, contests, polling)• Sale-related notifications, product updates and deal alerts• In-event or on-site marketing and audience interactions
(concerts, conferences)
Before Event• Short code was incorporated in all vehicles (print, radio, email)• Directed to mobile Website, where you could donate
At Event• You could text and vote for your favorite dance couple
Results
Donations increased dramatically Close to 200 votes during the event Database of around 50 subscribers
Objectives• List building• Audience interaction
Mobile Websites
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Sunsetchildren.mobi
Crateandbarrel.com
Peiwei.com
High expectations… little patience
Kengrodyford.com
Shoppesatchinohills.com
Riversiderainmakers.com
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Two years after launch, the iTunes App Store hit a quarter-million apps
(The Android Market has more than 40,000 apps)
By 2013 6.7 billion app downloads will garner $4.2 billion in app revenue
The Yankee Group, September 2009
– 79% Games– 78% Entertainment– 57% Weather– 55% Music– 43% News– 42% Utilities– 35% Social Networking– 33% Navigation– 32% Finance– 29% Travel– 29% Lifestyle– 28% Reference– 27% Productivity– 23% Sports
MobileOrchard, 2009
What type of apps are downloaded?
Platform Advantages
• Power of the store• Native experience• Offline browsing• Trend toward curated
experience
• Optimized for search• Full control• Platform agnostic• Flexible and nimble
AppApp WapWap
Are Apps Right For You?Are Apps Right For You?
Nexus of mobile and social is increasingly about one key attribute: LOCATION, LOCATION, LOCATION
- Noah Elkin, eMarketer Senior Analyst
Mobile + Location = Relevance
Resources
• Mobilemarketer.com• Emarketer.com• Mmaglobal.com• Intomobile.com• Mashable.com• @Cenevoldsen• @AAFInlandEmpire
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