Marketing In The Mobile World

Presentation by:Andrea Hoffman

David LarsonCarrie Murphy

David SchwartzBen Serio

Why Mobile?

In 2014, mobile Internet usage will overtake desktop Internet usage (est.)

SMART PHONES - “Of the world’s 4 billion mobile phones in use, 1.08 billion are smartphones.”

Sahota, Pam (2011), 15 Incredible Mobile Statistics, Socialnomics: World of MouthFor Social Good, www.socialnomics.net

Why Mobile?

MOBILE HOURS - Average Americans spend 2.7 hours a day “socializing” on a mobile device.

MOBILE USE - Almost 50% use for social networking is done through mobile

MOBILE APPS – Over 300,000 mobile apps have been developed in 3 years, while the best downloaded 10.9 billion times.

Sahota, Pam (2011), 15 Incredible Mobile Statistics, Socialnomics: World of MouthFor Social Good, www.socialnomics.net

Power of Texting

Over 90% of texts from SMS messaging campaigns are read by recipients--- higher than email open rate

By 2012, 10 trillion text messages will be sent & delivered globally

Source: www.punchkickinteractive.com

Let’s look at 3 Mobile Segments

Recruitment

Retail

Technology

Recruiting through Mobile

20% percent of job seekers use their smartphone to look for jobs

People search for jobs on their phone….at work

Mobile Career Site

Engage Candidates through Text

Text SCJOBS to HIREME (447363) to receive job updates

Opt-In or Opt-Out

Recruiters promote specific positions, job fairs, employment videos

Case StudyVegas.com

CHALLENGE

Mobile visitors weren’t staying very long

Bounce rate of mobile visitors was higher

7% of site’s traffic came from mobile visitors

Would tailored content improve their experience?

CAMPAIGN

1. Limit scope of test to prove concept2. Design pages for mobile visitors3. Detect devices, split traffic & monitor

results

Case StudyVegas.com

RESULTS

22% lower bounce rate

16% more page views 4% higher conversion

rate

Results proved that serving mobile visitors increased stickiness

Case StudyTaco BellCHALLENGE 2008 – Flash-based website useless to mobile

visitors 2009 – Launched mobile site to find menus &

nearby locations

CAMPAIGN1. Visitors’ goals are a priority2. Size matters3. Design details are important4. Brand should be consistent5. Site maintenance required

Case StudyTaco Bell

RESULTS A month after launch, Taco

Bell’s mobile traffic doubled “without any real promotion”

Now team is meeting mobile visitors’ needs & has made the brand’s information available to more mobile consumers

Mobile – Return on Investment“Where are the eyeballs?”

HTML 5 FLASH Website adoption (According to Adobe)

85% of the most-visited web sites use Flash, 75% of web video is viewed using the Flash Player, 98% of enterprises rely on the Flash Player, and 70% of web games are made in Flash.[1]

Flash Mobile Development Killed (11/9/2011)

DOES NOT WORK ON APPLE

HTML 5 to replace Adobe Flash Native to all browsers (no more plug in required) Playback of all video, audio, 3d graphics, vector graphics Allow marketers to create dynamic multi-media

1) "The Truth About Flash". Adobe Systems. http://www.adobe.com/choice/flash.html.

MINORITY REPORT

Augmented Reality Technology Virtual information superimposed on real

world events/locations

Retail: Mobile to Replace Wallet?

“The wallet will be dead in 2015”- PayPal

• Near field communication (NFC) devices allows for mobile payment

Current Mobile Payment Providers

More on Retail

Price comparison apps Allow shoppers in store locations to quickly find out if they can get a better price online

Compare prices by scanning a bar code, snapping a picture of a product, verbal commands

Brick & mortars’ worst nightmare

“The ability to check prices on your mobile phone when you’re in a physical retail store is changing the way people shop,” Sam Hall, director of Amazon Mobile, said in a statement. “Price transparency means that you can save money on the products you want, and that’s a great thing for customers.”

We have come a LONG WAY…

Don’t Get Left Behind

Mobile is the future

Optimize your company website for Mobile

Integrate Mobile into your marketing strategy to accentuate (not replace) other marketing tactics

Use Analytic packages to track ROI: Google analytics, Splunk, Taleau- (tracks pages/visit, average time on site, % new visits)

Desired results will be based on company’s needs

Technology is changing very quickly!