Download - Mobile Marketing State of the Union
CMA – Mobile Marketing
MOBILE STATE OF THE NATIONCaptions
Evolution of the Phone
1900 - innovation 1983 - portability 2009 – smart phone
Mobile User Stats
2009 – Users by Gender52% females
48% male
Average mobile useris 32 yrs old
Mobile media usageDominated by males at
65%
Change in Mobile Landscape
• Data plans are driving revenue growth• Voice is no longer the killer app
– 22% decrease last year in just voice calls• Apps have shifted use patterns
Market Enablers
• Just as the Internet took off with broadband the same too will happen with mobile
• 3 key market enablers in mobile1. Smart technology2. 3G, 4G networks3. The data plans
Social & Mobile• In UK, is the most popular mobile
Internet site• Social networking account for 47% of time
spent on the Internet• Facebook users more engaged on their mobile
than their PC• usage is almost 2x greater on a
mobile device than PC• MySpac e is down 10 million users on PC,
but growing users on mobile – its sticky
Mobile Multimedia Stats
• 10% of mobile users have a touch screen– These users more likely to use multimedia
• Majority of gamers on touch screens – iPhone• 15% increase in photo usage on mobile• Video is low usage but will grow• 42% growth in app usage (33-47 million users
in US in 2009 alone)– Games, email, IM, maps, weather– Local based apps most popular - relevant
Key Take Aways
• Opportunity in Canada for mobile marketing• Mobile = intense user pattern – could be great
for brands• Upscale users on mobile – great advertiser
audience
DIGITAL MARKETING MIX PHILOSOPHY
Gadoua MultiGo & Wonder+ Case study
70/20/10 Rule
WebsiteLanding Pages
Paid AdvertisingSEO
Social Media
Mobile
Traditional Online Emerging Platforms Future Investment
Digital Marketing Campaign
Website
Online Banners, PPC
Landing Pages
Social Media (pages, ads)
Mobile (website, ads)
Mobile Campaigns
• Mobile website should be at the foundation of your mobile campaign– Should be specific to the campaign
• Ads need to have strong call-to-action not just brand promotion
• Any messaging should drive audience back to mobile website
• As part of the rest of your online channels – complimentary, does not replace
MOBILE BUSINESS MODELS
Mobile in the KING
1.5 Billion1.3
Billion
4 Billion
1.4 Billion
23 million mobile users in Canada
What has changed?
• Pace of the innovation is staggering• Location based content & services• Ad serving elements• Mobile has become a marketing extension• Networks are growing and improving• High speed bandwidths are better supported• Mobile users are well ahead of brands
Advantages of Mobile
• Mobile brings location and targeting• Customer intelligence• Interactive advertising• Immediate results• Mobile users more willing to “expose”
themselves (location details) unlike online
The Potential of Mobile
• Mobile ecosystem has to mature a little but it is moving fast
• Access through a mobile device to the Internet will surpass online PC access
• The market is already here• Mobile is an extension of the digital network• Analytics is instantaneous and powerful
MOBILE APPS
Considerations
• Who is your target audience• What is your goal• What is your budget• Which device
– Blackberry: less apps, more opportunity– iPhone: easiest for development, great feedback– Android: low usage
Marketing of Apps
• Mobile website• Mobile banners• Other online channels• Advertising on app store• Promote to database• “House ads” on own site• PR, blogs
Questions?Jamshaid (Jam) Hashmi1888 678 7588 x 1278 Toll [email protected] http://ca.linkedin.com/in/jamshaidhashmi www.facebook.com/jamshaidhashmi www.twitter.com/jamshaidhashmi