emarketer webinar: mobile marketing trends, insights and best practices

©2011 eMarketer Inc.

OCTOBER 18, 2 0 1 2

Mobile Marketing Trends, Insights and Best Practices

Cathy BoyleSenior Analyst

Sponsored by:

There are three faces of mobile today

Does ‘mobile’ always mean ‘on the go’?

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What we’ll look at today…

Device adoption: Feature phones, smartphones and tablets

Behaviors: Mobile is more than ‘on the go’

Trends: Marketers’ focus, spending outlook and brand examples

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The 3 Faces of Mobile

Feature Phones

Smartphones

Tablets

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Smartphones are moving to the mainstream, passing 50% penetration among US mobile phone users between 2012 and 2013

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Smartphones are driving growth of mobile internet use

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Smartphone penetration is high across nearly all demographic groups, but several groups

stand out

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The feature phone user base is shrinking but still comprises millions of users

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2012 is proving to be the year of the tablet

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Apple’s iPads continue to dominate the tablet market

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Tablet users are often older and wealthier

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The three mobile user groups are not mutually exclusive

Behaviors:

Mobile means more than ‘on the go’

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The mobile phone is always within reach, whether at home or‘on the go’

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Smartphones are constant companions, while tablets are ‘couch and pillow’ devices

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Smartphone users are task-oriented but frequently snack on mobile content

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What is on the snack list?

gamessocial networkingmusic video

Tablet users lead the way in mobile content consumption

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Tablet users are a leisure-minded group, looking to be entertained

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Tablet users’ attention is often divided between television and tablet

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“A picture of sequential and simultaneous device usage is emerging, and marketers need to make progress around understanding how the devices relate and how to use them in combination.”

—Jason Spero, head of global mobile sales and strategyat Google

Mobile users toggle between devices with ease

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Will marketing practices change as a result of mobile devices?

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Mobile Marketing Outlook:

Spending

Tactics

Brand examples

Mobile marketing budgets are still small

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Budgets do not align with time spent on mobile

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Marketers are confident spending will increase

Mondelez International, for one, will make a bold mobile move

“We are planning to invest 10 percent of our global marketing budget in mobile activations and channels across the entire consumer journey.”

—Bonin Bough, vice president of global media and consumer engagement at Mondelez International

Mondelez International comprises the global snacking and food brands of the former Kraft Foods Inc., including billion-dollar brands such as Nabisco and Oreo biscuits, Trident gum, Cadbury and Milka chocolate

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2012 mobile marketing plans are skewed toward mobile apps and QR Codes

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Consumers are spending more time with apps than with the mobile web

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There are significant upsides to apps, but there are downsides too

UpsideEncapsulated experience

Size and functionality of the device

High level of engagement

More time spent with brand

DownsideMultiple versions for dominant app platforms

Separate app store approvals

Ongoing updates for each version

Overcoming fragmentation

User retention

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Which do you choose?

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QR Codes: Marketers keep hitting ‘go,’ but adoption is slow

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Consumers want rewardsMarketers give information

Barcode content often falls short of consumer expectations

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“Shape Magazine did a sweepstakes for their 30th anniversary issue, and they had 400,000 mobile entries through the use of these [QR] codes.

Valuable content, a clear call to action and repetition are critical

You have to tell consumers what to do. And you need to tell them what they will get from it—it has to be something that’s worth it.”

—Roger Matus, executive vice president of mobile marketing and technology services company, Nellymoser

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Mobile Advertising:

Mobile paid search

Mobile display

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Local search universally prompts action

among smartphone users

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Mobile paid search delivers a better return on investment than desktop search

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Marketers will spend the most on mobile paid search for the next three years

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Mobile display spending will tripleby 2014

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Mobile display offers new ways to interact with and measure ads

The platform combines a level of interactivity and a level of measurability that existed in the desktop space but is further enhanced in the tablet space.”

—Tom Penich, media communications manager for BMW

“We can use video and allow people to play with our vehicles. The medium is even stronger when you factor in measurability.

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Mobile ad spending growth is strong but is only a fraction of total media spending

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Key Takeaways

Strategically…

Plan for multiple mobile device usage: Smartphone and tablet audiences will grow significantly and the percentage of consumers who use both devices will be sizeable.

Expect simultaneous and sequential device usage: Messaging needs to be consistent and response across digital channels needs to be anticipated.

Reconcile time spent with mobile vs. mobile spend: Track your mobile traffic and predict when your audience will become a mobile majority. Adjust budgets accordingly.

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Key Takeaways

Tactically…

Tailor tactics to unique mobile behaviors: Smartphones are precision tools and constant companions. Tablets are entertainment hubs and shopping centers. Both are frequently used at home.

Apps and mobile web are complementary tactics, not necessarily a choice.

Consumers expect rewards from QR Codes.

Mobile ad spending is on the rise: Mobile paid search generates high CTRs and mobile display ads offer new ways to engage and measure ad effectiveness.

© 2012 Adobe Systems Incorporated. All Rights Reserved.

What is Adobe CQ Mobile?

Adobe CQ Mobile empowers digital marketers to design engaging experiences across mobile devices, increasing customer loyalty and acquisition through a consistent and relevant experience.

© 2012 Adobe Systems Incorporated. All Rights Reserved.

Adobe CQ

MOBILE

Deliver optimal experiencesacross mobile devices

© 2012 Adobe Systems Incorporated. All Rights Reserved.

MOBILE APPS

PCs

device-specific features

Mobile as part of a multi-channel marketing strategy

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Connect With Us To Learn More

adobe.com/go/adobe_cq_mobile

enterpriseADM@adobe.com

+1.888-649-2990

Follow us @AdobeWEM

©2012 eMarketer Inc.

Q&A Session

Mobile Marketing Trends, Insights and

Best Practices

Sponsored by:

Adobe

You will receive an email tomorrow with a link to

view the deck and webinar recording.

Cathy Boyle

The Smartphone Class: Connected Consumers Transform US Commerce and Culture

App-etite for Engagement: Marketing Beyond the Browser

QR Codes: Marketers Keep Hitting ‘Go,’ but Consumer Adoption Still Slow

Location-Based Marketing: Driving Sales in a ‘What’s Around Me’ World

Tablet Advertising: Volumes and Engagement Levels Jump Up

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