emarketer webinar: mobile marketing trends, insights, best practices

Presented by:Noah ElkineMarketer Senior Analyst

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Mobile Marketing Trends, Insights and Best Practices

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Mobile Marketing Trends, Insights and Best Practices

Noah Elkin Senior Analyst

Agenda

Users, devices and usage patterns: 7 key trends

“App-opportunity” knocks

Industry case examples and best practices:

– Automotive

– Financial services

– Consumer products and retail

Key takeaways

Q & A

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1) Mobile usage has become pervasive

2) Mobile devices have experienceddramatic evolution

2007 20101987

3) Device market is shifting in favor of smartphones

Which platform will win the increasingly competitive smartphone race?

Smartphone owners are voracious media consumers

4) Increased ownership of smart devices is driving mobile Internet growth

5) Communication modes are undergoing a significant shift

Social networks are becoming the primary way mobile users exchange information

Nexus of mobile and social is increasingly about one key attribute: LOCATION, LOCATION, LOCATION

In mobile marketing, location leads to relevance

Frequent social network access is linked to above-average mobile content consumption

6) The base of mobile content users will continue to see strong growth

Mobile gaming, music and video revenues will more than double from 2010 to 2014…

…but the ad-driven component will grow fourfold

7) The iPad and other tablet-style devices are changing the meaning of mobility

Tablet buyers are wealthier, better-educated and more connected than the average US adult

Bigger screens promise more immersive experiences

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“App-ortunity” knocks...Will brands answer?

Apps created by brands

Apps sponsored by brands

Apps supported by ads

Apps sold by brands

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Games, music, social networking, weather and maps lead in app usage

Volkswagen Group gets its game on

2008 2009

Pandora app is music to Infiniti’s ears

Nissan shifts gears with inaugural iAd

Buick works to update its image with exclusive sponsorship of WSJ iPad app

“One of the things we wanted to do is contemporize the way people think about this brand. In some respects, you are the company you keep.”—Craig Bierley, director, advertising and promotions, Buick/GMC, in an interview with eMarketer, May 21, 2010

Best practices: Automotive mobile marketing

1)Make it accessible.

2)Align strategies with quantifiable user behavior and preferences.

3)Associate brand, messaging and objectives with the right device platforms and mobile channels.

4)Use other channels to market mobile assets.

5)Use mobile to develop and deepen relationships.

Mobile banking combines utility, marketing and loyalty

Citibank connects the dots

App Web

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Third-party web/mobile apps can drive innovation and marketing opportunities

Best practices: Mobile banking

1)Focus on customers’ existing needs first.

2)Make it unique.

3)Emphasize security.

4)Convey the value.

Kraft succeeds in selling a branded mobile app

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GILT mobilizes service and value with invitation-only luxury goods sales

Tiffany & Co. rings in a new iPhone app

Best practices: Consumer products

1)Understand the rationale for an app.

2)Link app development to consumer needs, not brand needs.

3)Set realistic ROI goals.

4)Track consumer engagement.

5)Maintain, refresh, enhance.

Final thought: Mobile web is becoming more app-like in appearance and experience

Key takeaways

Evolving device and network landscape will continue to play a decisive role in mobile marketing.

Adding value means providing consumers with a measure (and measurable degree) of utility, relevance and fun.

Design for customers: Mobile apps and experiences should focus on facilitating consumers’ existing behaviors while providing an on-ramp to more advanced activities.

Pay close attention to the growing nexus of mobile and social.

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eMarketer Mobile Coverage

Learn more about mobile marketing with eMarketer Total Access.

Recent Reports: Kids and Teens: Mobile Everywhere

Mobile Shopping from In-Store: A Potential Game Changer

Hispanic Mobile Users and Usage

Automotive Mobile Marketing Shifts Gears

Mobile Banking: Financial Services Firms Look to Cash In

Mobile Apps and Consumer Product Brands

BRIC Mobile: Emerging Markets Mature

Boomers and Mobile Usage

All reports are available to Total Access clients.

Visit: www.emarketer.com/productsCall: 800-405-0844 Email: sales@emarketer.com

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Mobile Measurement Solutions from AdobeMatthew Langie | August 2010

Omniture, An Adobe Company

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Adobe and Omniture:

Measure & optimize any online experience across any platform and any device

Adobe and Omniture:Measure & optimize any online experience

across any platform and any device

Adobe and Omniture:Measure & optimize any online experience

across any platform and any device

Mobile Channels

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Mobile Sitesm.nbc.com

Mobile Channels

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Mobile SMSBest Buy

Mobile Channels

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Mobile AppsESPN

Mobile Value Proposition

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Collect the right data

Mobile Value Proposition

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Collect the right data Data-driven Decisions

Mobile Value Proposition

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Collect the right data Data-driven Decisions Compelling Experiences

Quick Wins – Site Content

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Business Questions:

Most popular pages?

How deep do visitors go in mobile site?

Which mobile pages most frequently influence success?

Metrics:

Page views

Time spent on site

Time spent on page

Key Wins:

Optimize site design, navigation

Improve site usability

Stronger content affinities within site

Quick Wins – Site Content

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Business Questions:

Most popular pages?

How deep do visitors go in mobile site?

Which mobile pages most frequently influence success?

Metrics:

Page views

Time spent on site

Time spent on page

Key Wins:

Optimize site design, navigation

Improve site usability

Stronger content affinities within site

EngagementMobile Standard

Site Site

Best Experience

Optimization Upside

1.9 1.0 Mobile Site 90%

1.0 2.6Standard

Site 160%

Success Story

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Issue:

Building mobile app was expensive proposition

Needed one source for analytics

Success Story

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Issue:

Building mobile app was expensive proposition

Needed one source for analytics

Key Results:

Track & compare user behavior and lead generation across three platforms: Web, mobile Web and iPhone

Track phone leads from iPhone app

App converts at twice the rate of Web site!

iPhone channel: Positive ROI ahead of plan

Adobe Scene7 Mobile Commerce Survey – August 2010

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Key findings

• Over 80% planning or have deployed an m-commerce website v. 8% downloadable application-only strategy

• Four key areas of execution: 1) promotions, 2) commerce, 3) product information display, 4) branding

• Full-screen image zoom & videos most effective ways to browse/display products

For the complete report: www.scene7.com/MCommerce2010 For the complete report: www.scene7.com/MCommerce2010

Thank you for tuning in to the eMarketer Webinar:

Mobile Marketing Trends, Insights and Best Practices

Twitter Hashtag – #eMwebinar

Questions & Answers

Sponsored by:

Presented by:Noah ElkineMarketer Senior Analyst

Registrants will receive a copy of the slide deck and the playback link in a follow up email within 24 hours of this presentation.

eMarketer Mobile Coverage

Learn more about mobile marketing with eMarketer Total Access.

Recent Reports: Kids and Teens: Mobile Everywhere

Mobile Shopping from In-Store: A Potential Game Changer

Hispanic Mobile Users and Usage

Automotive Mobile Marketing Shifts Gears

Mobile Banking: Financial Services Firms Look to Cash In

Mobile Apps and Consumer Product Brands

BRIC Mobile: Emerging Markets Mature

Boomers and Mobile Usage

All reports are available to Total Access clients.

Visit: www.emarketer.com/productsCall: 800-405-0844 Email: sales@emarketer.com