What is Mobile Marketing?

Sep 4, 2013Download as ppt, pdf4 likes779 views

Mobile marketing involves activating marketing campaigns and programs through mobile platforms to allow consumers to interact with brands using mobile devices. It is an important part of digital marketing as connected mobile devices are integral to daily life and consumer behavior is evolving rapidly. Marketers must adapt to this change and understand how consumers are using mobile for utilities, social connection, entertainment and shopping. Mobile marketing fits within digital marketing and allows interactive consumer experiences.

What is Mobile
Marketing?
Media Strategist | Alex.Guibord@Gmail.com
Alex Guibord

What is Mobile Marketing?
o Mobile marketing: activating marketing
programs/campaigns via mobile platforms
so consumers can interact with brands using
mobile devices
o Advance your marketing objectives using
mobile devices, platforms, technologies,
strategies and tactics

Why Study Mobile Marketing?
o Connected mobile devices are an integral part of
our daily lives
o Consumer behaviour evolved dramatically in the
last few years and will continue to do so
o Tablets didn’t exist pre-2010
o Smartphone adoption growing rapidly
— from 15% in early 2011 to 50% in late 2012!

Why Study Mobile Marketing?
o Mobile offers utility, social connection,
entertainment, reference, shopping and more
o Mobile creative solutions leverage the innate
qualities of mobile: swipe, tap and gamification
o Brands and marketers must adapt as well – but
you need to understand how quickly that change
will evolve and in what way

Mobile Marketing Milestones
– iPhone launches on 2.5G and Wi-Fi
– iPad, the first tablet computer is released
– Instagram launches
– Google Wallet launches in the US
– Facebook’s mobile audience becomes majority
– Mobile RTB launches in Canada
– Canadian smartphone penetration exceeds 50%
2010
2011
2012
2007

Where Does Mobile Marketing Fit?
o Mobile is social, commercial, location-
based and entertaining all in one
o It allows consumers to have interactive
experiences with their devices

Mobile is Part of Digital
o Digital encompasses all internet connected devices and
experiences including:
— Online through PCs, laptops, gaming consoles,
portable gaming devices, smartphones and tablets
o Mobile is a subset of digital, on which many of the
same platforms, brands, content and social media are
available
— Only consumers use these differently on a mobile
device than they do “online”

Mobile Web Traffic Growth
Source: comScore Device Essentials, U.S. (June 2011 – June 2012)

Weekly Media Time Spend
(Canadian Adults 18+)
Source: BBM, comScore, NADbank and PMB (2000); BBM and eMarketer (2012)

Where Does Mobile Marketing Fit?
o Americans spent 26% of their daily media time
with mobile devices in Q2 2012
o Are Canadians any different?
Source: InMobi & On Device Research, Mobile Media Consumption Research (Q2 2012), Sample size: 1,055

Where Does Mobile Marketing Fit?
o Mobile should not be planned in isolation from
other marketing initiatives
o It is the one medium that can activate all media
o Start thinking mobile first!
— Do not ask yourself: “Will mobile work for
this campaign?”
— Ask yourself: “What element of mobile works
for this campaign?”

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What is Mobile Marketing?

1. What is Mobile Marketing? Media Strategist | Alex.Guibord@Gmail.com Alex Guibord

2. What is Mobile Marketing? o Mobile marketing: activating marketing programs/campaigns via mobile platforms so consumers can interact with brands using mobile devices o Advance your marketing objectives using mobile devices, platforms, technologies, strategies and tactics

3. Why Study Mobile Marketing? o Connected mobile devices are an integral part of our daily lives o Consumer behaviour evolved dramatically in the last few years and will continue to do so o Tablets didn’t exist pre-2010 o Smartphone adoption growing rapidly — from 15% in early 2011 to 50% in late 2012!

4. Why Study Mobile Marketing? o Mobile offers utility, social connection, entertainment, reference, shopping and more o Mobile creative solutions leverage the innate qualities of mobile: swipe, tap and gamification o Brands and marketers must adapt as well – but you need to understand how quickly that change will evolve and in what way

5. Mobile Marketing Milestones – iPhone launches on 2.5G and Wi-Fi – iPad, the first tablet computer is released – Instagram launches – Google Wallet launches in the US – Facebook’s mobile audience becomes majority – Mobile RTB launches in Canada – Canadian smartphone penetration exceeds 50% 2010 2011 2012 2007

6. Where Does Mobile Marketing Fit? o Mobile is social, commercial, location- based and entertaining all in one o It allows consumers to have interactive experiences with their devices

7. Mobile is Part of Digital o Digital encompasses all internet connected devices and experiences including: — Online through PCs, laptops, gaming consoles, portable gaming devices, smartphones and tablets o Mobile is a subset of digital, on which many of the same platforms, brands, content and social media are available — Only consumers use these differently on a mobile device than they do “online”

8. Mobile Web Traffic Growth Source: comScore Device Essentials, U.S. (June 2011 – June 2012)

9. Weekly Media Time Spend (Canadian Adults 18+) Source: BBM, comScore, NADbank and PMB (2000); BBM and eMarketer (2012)

10. Where Does Mobile Marketing Fit? o Americans spent 26% of their daily media time with mobile devices in Q2 2012 o Are Canadians any different? Source: InMobi & On Device Research, Mobile Media Consumption Research (Q2 2012), Sample size: 1,055

11. Where Does Mobile Marketing Fit? o Mobile should not be planned in isolation from other marketing initiatives o It is the one medium that can activate all media o Start thinking mobile first! — Do not ask yourself: “Will mobile work for this campaign?” — Ask yourself: “What element of mobile works for this campaign?”

12. @AlexGuibord

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What is Mobile Marketing?

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