emarketer breakfast - 9.28.2011
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September 14, 2011
N E W Y O R K N Y
Geoffrey Ramsey@geofframsey
Mobile Marketing: Trends, Stats and
Best Practices
Mobile Marketing: Trends, Stats andBest Practices
What we’ll look at this afternoon…
Part I: Mobile Landscape – Consumer View
Part II: Mobile Landscape – Marketer View
Part III: A New Mindset for Marketing: Magnetic Content
Part IV: Five Mobile Marketing Strategies
1. Identify and Understand your Mobile Audience
2. Employ Precise Targeting
3. Consider Geo-Location Technology
4. Make it Measurable and Actionable with Mobile Couponing
5. Use Mobile as an Additive, Integrated Channel
6. Think Before You App!
Part V: Mobile Measurement
Part IMobile Landscape: The Consumer View
6.9 B World Pop
• 1.6 B home internet users
• 3.8 B mobile users (55%)Source: eMarketer, 2011 (supported by ABI; BITKOM; Informa; ITU); US Census Bureau, Dec, 2011
In many countries, mobile is the 2nd most accessed media, after television viewing
Chile
#2
China
#2
Turkey
#2
Australia
#2
Russia
#2
Sources: TNS; TGI; Roy Morgan; Sinomonitor; Synovate; GfK; PARC/TGI, 2010
Venezuela
#2
Mexico
#2Indonesia
#2
Hong Kong
#2
Egypt
#2
In some countries, mobile is #1:
ColombiaEstoniaLatviaSaudi Arabia
In China, 57% penetration = 763 million mobile users
TV: 4 hrs, 24
mins
TV: 4 hrs, 24
mins
Internet: 2 hrs, 35
mins
Internet: 2 hrs, 35
mins
Mobile: 50 mins
Mobile: 50 mins
Newspapers: 30 mins
Magazines:20 mins
Newspapers: 30 mins
Magazines:20 mins
US smartphone penetration?(% of US mobile users with a smartphone)
8%?
27%?
38%?
67%?
comScore
Deloitte
InsightExpress
BIGresearch
eMarketer
Nielsen
Pew
US smartphone penetration?(% of US mobile users with a smartphone)
42%
40%
38%
36%
34%
33%
32%
UK……...... 42%Spain…….. 41%Italy……… 38%France…… 32%Germany…. 29%
--comScore, 2011
Source: eMarketer, 2011; various as noted
Smartphone users will account for over ½ of US mobile users by 2014
50% growth
While only 1/5 of mobile users conduct searches on their phones, 60% of smartphone
owners do (Ipsos; ComScore)
While over 1/5 (21%) of mobile users are social…
0% 5% 10% 15% 20% 25% 30% 35%
29%
27%
21%
17%
8%
% of Mobile Users Who Are Social
Zokem, 2011
Polaris, 2011
comScore, 2011
eMarketer, 2011
Edison Research, 2011
… among smartphone owners, it’s closer to 40%
iPad penetration will pass 8% this year, and reach nearly 13% next year
4Xgrowth in
penetrationvs. 2010
tablet
Tablets have quickly become daily fixtures for many activities
Marketer View on Mobile
Part II
Global execs see multiple devices and platforms as a key trend impacting their business
½ of marketers have mobile in their upcoming advertising plans…
51%51%
Source: IAB survey conducted by Ovum among 300 US firms, 2011
Source: Chief Marketer survey among 681 B2B and B2C marketers, 2011
“Among ANA members, 62%
are using mobile”
“Over the next 2 years, how will you change your mobile ad spending?”
Stay same 26%Stay same 26%
Increase 72%Increase 72%
1% Decrease
July 2011 study conductedamong 200 US firms that usemobile advertising
Over 1/3 say they plan to
increase spending by50% or more
Actual ad dollars
spent onmobile?
?
$1.2 B
Spending Growth in 2011
65%
--eMarketer, 2011
2011 Growth Rate forMobile Ad Spending
IDC………………….. 117%eMarketer…………… 65%MAGNAGLOBAL…… 57%BIA/Kelsey…………... 51%ZenithOptimedia…… 45%
B2B marketers are spending even less, proportionately, in mobile
$0
$20
$40
$60
$80
$100
$120
$140
$160
$26
$106
US B2B Mobile Ad Spending, in Millions
= 2.2% of total B2B digital ad spending
2009 2014
Source: *PricewaterhouseCoopers ($3.6 B); MAGNA ($3.4 B); Gartner ($3.3 B); **eMarketer, 2011; ***PricewaterhouseCoopers; ****GroupM ($230 M); PwC ($213 M); MAGNA ($202 M)
Global Mobile Ad Spending*$3.5 Billion
U.S. Mobile Ad Spending**
$1.1 Billion
Argentina***...... $1 Million
Russia**...... $20 Million
Brazil**...... $24 Million
UK****
$215 Million
China**
$445 Million
= 3.4% of total digital ad spending
= 4.1% of total digital ad spending
= 3.0% of total digital ad spending
= 8.9% of total digital ad spending
Why marketers love mobile marketing…
“Mobile works best when it plays a supportive, additive role to other
media.”
“Mobile is not a silver bullet”--Wendy Clark, SVP, Coca-Cola Company
Why marketers are challenged by mobile marketing…
The biggest obstacle for mobile marketers is also the biggest opportunity:
“Excuse me?!”
Beware the Trust Factor!
76%49%40%35%
13%
Part III
A New Mindset for Marketing:
Magnetic Content
Chaos Theory
BreakoutSessions
Today’s Panels:• Digital re-aggregration of media dust
• Digital is making the media universe fly apart at an accelerated rate
Rishad
Peter
John
Bob
The classic interruption/disruption model of advertising is waning…
We interrupt
this program
to sell you stuff
We interrupt this
programming to sell
you stuff!“Advertising is no longer about blasting the most messages to the most people. Instead, it’s about
this: Ideas that spread, win.”
--Seth Godin
“We need to create experiences, not just
sponsor content.”
--Frank Cooper, CMO, Pepsi
“Marketers are focusing on creating Magnetic Content – so entertaining, relevant, informative
or useful – it demands the consumer’s
time and attention.”
“It’s more about ATTRACTION, rather than
DISTRACTION.”
20% offMens’ Jeans
2-for-1Sale!
Five Criteria for Magnetic Content
1. Is the content Unique?
2. Is it Useful?
3. Is it Well Executed?
4. Is it Fun?
5. Does it make good use of the channel in which it appears?
Is it Useful?
Part IVSix Essential Mobile Marketing Strategies
1. Identify and Understand your Mobile Audience
2. Employ Precise Targeting
3. Consider Geo-Location Technology
4. Use Mobile as an Additive, Integrated Channel
5. Make It Actionable with Mobile Couponing
6. Think Before You App!
#1. Identify and Understand Your Mobile Audience
(56% are Clueless)
(41% Get It)
#2. Precise Targeting is Essential…
• Because it’s Personal– Adhere to strict opt-in, permission
marketing policies
• Because it’s Possible– Work with top mobile ad networks
who have access to rich subscriber data from carriers
– Store this information in a database so you can create real-time campaigns segmented by interests, intentions and even location
Targeting is a top priority for marketers in 2011:
#3. Use geo-location technology (but use
it judiciously).
You are here.
“Have you checked
in?”
Location-Based Services
Geoff Ramsey @ eM BreakfastPresentingRight this second
Carl Fremont@ eM BreakfastFeeling skeptical2 mins ago
Noah Elkin @ StarbucksEmailing on my Android3 mins ago
“Less than 10%* of mobile/online adults use location services to check-in”
--Pew (5%); comScore (7%); InsightExpress (11%); SNL Kagan (14%); Beyond (17%)
“Less than 10%* of mobile/online adults use location services to check-in”
--Pew (5%); comScore (7%); InsightExpress (11%); SNL Kagan (14%); Beyond (17%)
“Doesn’t foursquare have
only have about 10 million users?”
“But there’s exciting opportunities, too”
Space Time
While in stores, consumers are using their phones to compare prices, evaluate
products and check inwith trusted friends…
= intent
…This creates richopportunities to reach consumers just when
they are at the point of making a decision.
“The company with the richest social graph and the most extensive geo-location information has the upper hand in providing a better value proposition to the consumer.”
--Noah Elkin, Mobile Analyst, eMarketer
Checking in is motivated by the prospect of value exchange: getting useful information and finding deals
#4. Make it measurable and actionable with mobile couponing
25%
#5. Use mobile as an additive, integrated channel…
… to alert consumers to your Magnetic Content
Use mobile as an additive, integrated channel…
… to track, measure and enhance other media efforts
50% of those
redeeming
coupons were
new customers
#6. Think before you app!
Think about the consumers’ needs
Think Utility, Think Fun!
Remember, you’re not just competing with other marketers, you’re competing with thousands of app developers for the consumers’ time and attention
Part VMeasuring Mobile: A Framework for Success
The ROI Challenge…
MMA/Google/Ipsos Survey, 2011:
41% of global marketers said they were not investing in mobile because of uncertainty about ROI
King Fish Media Survey, 2011:
63% of US marketers either a) hadn’t measured the ROI of their mobile campaigns or b) simply had no idea what it was
Chief Marketer Survey:
51% of mobile marketers are relying on clicks to measure campaign success!
Only about a 1/3 of marketers are integrating mobile with their cross-platform media strategies
37% 29%*
Source: IAB survey conducted by Ovum, based on average of seven industry categories, June, 2011
Source: Chief Marketer survey among 681 B2B and B2C marketers, May, 2011
Mobile Measurement Challenges:
• Integration with other media• Lack of reliable data collection,
e.g., cookies• Multiple devices, carriers and
operating systems
Start with the measurement framework
Perceptual & Behavioral Outcomes
FinancialOutcomes
MarketingInvestment
FinancialMetrics
Strategic Metrics
Exposure Metrics
LINKAGE
LINKAGE
LINKAGE
49
e.g., Qualified Reach
i.e., End Action Rate
e.g., ROI
Some kind of conversion: registration, coupon redemption, trial, email sign-up, purchase, etc
Look at this in terms of Sales “Incrementality”:
• Increase in # of transactions and transaction size;
• Increase in # of customers;• Additional revenue from
m-commerce
Thank you
eMail geoff@emarketer.comTwitter @geofframseyeMail geoff@emarketer.comTwitter @geofframsey
Cell 201-989-9230Cell 201-989-9230
(Amazon.com)
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