Mobile Marketing Overview - New Mexico American Marketing Association

transcript

MOBILE MARKETING

LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013

NMAMA MOBILE MARKETING #NMAMA / @MICHAELJBARBER2

ABOUT MELUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013

MICHAEL BARBERDirector, Digital Strategy | COHNcohnmarketing.commichaeljbarber.com@michaeljbarber

THE MOBILE REVOLUTION

Mobile Is The Future, And There's No Such Thing As Communication Overload.Eric Schmidt, Google Chairman

“”

Mainframe1 million units sold in first ten years

Minicomputer10 million units sold in first ten years

PC100 million units sold in first ten years

Desktop Internet1+ billion in first ten years

Mobile Internet10 billion sold in first ten years

Smartphones1.75 billion sold in 2012

Tablets84 million iPads sold in first two years

Source: Apple September 2012 Keynote

Galaxy S310 million sold since July; 30 million by December 2012

Source: Samsung

iPhone 5•2 million in first 24 hours

•10+ million sold the first week

•50 million by December 2012

Source: Apple, JPMorgan

This is not a bubble, it is a revolution.

Don’t believe me? Trust Marmite.

Marmite = My Grandma

But, we have a problem.

70% of businesses don’t even have a mobile website.Google

HOW DO WE SOLVE THIS?

AGENDA

Understand the audienceMobile trends and statistics

Understand the techThe technology driving the revolution

Understand tools that make this easierTools to make adoption easier

What’s next?

MOBILE TRENDS AND STATS

NMAMA MOBILE MARKETING #NMAMA / @MICHAELJBARBER25Source: Google, Mobile Marketing Association, IAB

SMARTPHONE PENETRATIONEntering the late innings

SMARTPHONE PENETRATION BY AGEConsumers of today & tomorrow driving growth.

Source: Google, Mobile Marketing Association, IAB

SMARTPHONE PENETRATION BY GENDERMen driving growth.

SMARTPHONE PENETRATION BY ETHNICITYMajorities are being reached across ethnicities.

OPERATING SYSTEM (2012)Android wins, Apple grows.

OPERATING SYSTEM (2011 vs. 2012)iOS & Android grow, Blackberry tumbles.

OPERATING SYSTEM BY GENDERBalance across the sexes.

OPERATING SYSTEM BY AGESimilar across age groups.

SMARTPHONE MARKETSHARE TAKEAWAYS

• More than 50% of the US population is now using a smartphone

• No major penetration differences between genders

• Slight penetration differences across ethnicities

• Significant penetration differences across age, specifically 50+

• Android has the largest smartphone marketshare across all ages, genders, and ethnicities (smartphone only).

This is only half the story.

TABLET MARKET STATSiPad has revolutionized & cannibalized this product category.

TABLET MARKET STATSLots of growth in the 7” market, hence iPad mini.

Source: iHS iSuppli Research

TABLET MARKET STATSCategory is growing quickly, but iOS will continue to lead.

TABLET MARKET STATS

•17 million iPads sold April-June 2012; 84 million total iPads sold all time

•More iPads sold than any PC manufacturer sold PC’s this year

•7” market is driving growth this year (Kindle), iPad mini

•Android & Windows will grow, but iOS will continue to have the largest marketshare for now.

•91% of all tablet web traffic comes from iPads

•Tablet (iPad) is driving post PC era

THE APP STORESA tale of two, and maybe a third.

700,000iOS apps250,000iPad apps

600,000Android apps250(ish) Tablet apps

Unknown numberAmazon apps

MOBILE CHANGES CONSUMPTION PATTERNS

WEB TRAFFIC50% via mobile devices by this year.

EMAILDaily usage of mobile email over 50%.

SOCIAL91% of mobile users consume social media on their device

SEARCH62% of users search on their smartphone, daily.

http://www.google.com/think/research-studies/creating-moments-that-matter.html

GOOGLE/NIELSEN MOBILE SEARCH MOMENTS REPORT

APPS• Average iOS user engages with 100 apps per

month• 36 billion apps will be downloaded this year• 136 billion apps will be downloaded in 2017• Users spend on average 94 minutes per day on

mobile apps

Source: Apple, Google, Mobile Marketing Association, IAB

ALWAYS ONAnd, always with us.

DAILY LIVESUsage is ubiquitous.

USAGE IS GOING UPConsumers say they are shifting their habits.

BUSINESS INTERACTIONConsumers use mobile to begin & end their interaction.

APP & SITE TECHLUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013

MOBILE APP TECHNOLOGY

MOBILE APP TECHNOLOGYThe options create confusion.

Software Development Kit (SDK)

HTML5Just the next iteration of HTML, the backbone of the web.

• A set of browser specs by 2 standard groups: W3C (World Wide Web Consortium) and WHAT (Web Hypertext Application Technologies)

• Brings capabilities of web apps closer to those of native apps

• UI tools, off-line storage, 2D graphics, plugin-free video/audio, geo location, speed and communication

SOFTWARE DEVELOPMENT KITNative experiences built for specific operating systems.

• Mobile operating systems with set development standards

• Two-types: free and open-source or proprietary and closed source

• Provide access to APIs (ability to make things do things)

• Push notifications

Cross-platform capability

THE KEY DIFFERENCE

Operating system specific (e.g. Android app works only on Android

devices)

HTML5Pitched as the future of web apps.

MANY BENEFACTORS, NO CLEAR LEADERAll pushing and hyping HTML5 for their own unrelated reasons

Apple looking to move the web away from Flash

Google searching for more ways to commoditize complements

Facebook aiming to break-down Apple/Google silos and distance Adobe

Microsoft to onboard web developers onto Windows 8

Mobile operators hoping to regain control lost to native platforms

Qualcomm aiming to create a competitive advantage for its chips

Brands looking use web as a low-cost way to go cross-device and cross-screen

Adobe aiming to sell tools that facilitate web-to-native hybrid apps

HASN’T PLATEAUED YETHTML5 is just past the peak of expectations.

• Fragmentation across platforms (iOS, Android, BlackBerry, Windows Phone)

• Challenged to compete with native user experience• Lack of distribution channels and monetization for web

FRAGMENTATIONHTML5 doesn’t work the same across all platforms.

0 50 100 150 200 250 300 350

iOS 5.1

BlackBerry OS 7

Android 4.0

Bada 2.0

Android 3.2

Android 2.3

Amazon Silk 1.0

Windows Phone 7.5 (Mango)

HTML5 Test Score

Source: html5test.com, April 2012.

HTML5Facebook pushed HTML5 and stumbled

HTML5Positives & negatives, good for non-Facebooks.

Positives• Cross-browser/platform• Ease of distribution• Access to native features• Search engine relevance

Negatives• No push notifications• No native experiences• Less ability to massively scale

MOBILE WEBSITE OPTIONS

MOBILE WEBSITE OPTIONSm{dot}

2 Separate Sites - 1 mobile, 1 desktop• Mobile-specific site tailored for a specific environment• More affordable• Requires maintenance on both sites• Different URLs• Risk of content duplication

MOBILE WEBSITE OPTIONSDynamic serving

1 Site - Device dictates content served• Site tailored for a specific environment - smartphone, tablet• No risk of content duplication• Requires maintenance on both sites

MOBILE WEBSITE OPTIONSResponsive

1 site• Responds to the screen size• Updates happens across both sites• Same URLs• Google likes this option• More intensive design process

MOBILE WEB APPS/TOOLSMobify

MOBILE WEB APPS/TOOLSMojaba

MOBILE WEB APPS/TOOLSTiggzi

USE WORDPRESS?Consider responsive themes.

The Theme Foundry

EMAILMore emails read on mobile than webmail.

EMAILDesign options & tips

• Responsive available• Single-column option• Email providers have responsive templates available• Design with clear sections• Make buttons/CTAs thumb-friendly• Font size 18+ looks great

PAID ADS: SEARCH & DISPLAY

PAID MOBILE ADSTips & insights

• PPC• Same character lengths• Consider targeting options (geo, demo,

retargeting)• Click to call options available• LANDING PAGES MUST BE MOBILE FRIENDLY

• Display/banner• Clear CTA• Images help• LANDING PAGES MUST BE MOBILE FRIENDLY

PAID MOBILE ADSMobile ad networks

http://www.flickr.com/photos/fidelman/5282509966/

PAID MOBILE ADSMobile ad network types

Blind&

Blind&inventory&

Less&than&premium&sites&

CPC&op6ons&

Premium&Blind&

Blind&inventory&

More&premium&sites&

Variety&of&pricing&models&

Premium&networks&

Known&inventory&

Focus&on&premium&publishers&

CPM&model&

SMS / TEXT MESSAGING

SMS, YEP STILL WORTH ITTips & insights

• Still have 40% of the market on feature phones• SMS great for immediacy (coupons, surveys)• Conversion can be epic• Relatively inexpensive• Cost drivers are number of messages, shared/

dedicated shortcode, and vanity keyword

SMS / TEXT MESSAGINGComparison to push notifications

http://5thfingerblog.files.wordpress.com/2012/05/smsvsapps.jpg

SMS / TEXT MESSAGINGProviders

AMAZING! NOW WHAT?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013

STEP 1Immediately focus any current digital planning around mobile.

• Ensure any upcoming website redesign is mobile first• Begin testing other mobile-optimized opportunities across

other digital efforts (e.g. email, search marketing, display/ad campaigns)

STEP 2Determine short & long-terms objectives.

• What are we trying to do?• Increase brand awareness• Increase sales• Increase retention

• How will mobile make us money?• Focus on ROI

• How do we get to market quickly?• How do we build long-term value?

STEP 3Develop customer, client, and employee survey.

• Leverage current customer database as well as other consumer research tools such as Google Insights

• Find the insights to interest and adoption• You need to answer? What will make people interact and talk

about the app/site?

STEP 4Understand where your customers are and what they want.

• Review web analytics for baseline understanding• Leverage current customer database as well as other

consumer research tools such as Google Insights• Find the insights to interest and adoption• Need to answer?

• What will make people interact and talk about the app/site?

• How can we start dialogues with current and prospective customers via mobile?

• How can we make their lives easier?• What information do they need on the go?

STEP 5Develop mobile marketing brief or incorporate within yearly marketing plan.

• Bring together goals, insights, and customer needs with yearly tactics and budget

• Work with agency partners to build this together

WANT TO LEARN MORE?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013

RESOURCES

• Amex Open Forum - http://www.openforum.com/• Mobile Marketer - http://www.mobilemarketer.com/• Mashable Mobile - http://mashable.com/mobile/• #mobile on Twitter

QUESTIONS?LUNCH AND LEARN | NEW MEXICO AMERICAN MARKETING ASSOCIATION#NMAMA / @MICHAELJBARBERMarch 2013

Mobile Marketing Overview - New Mexico American Marketing Association

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