emarketer webinar: mobile marketing trends, insights, best practices

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Presented by: Noah Elkin eMarketer Senior Analyst Twitter Hashtag – #eMwebinar Sponsored by: Mobile Marketing Trends, Insights and Best Practices The Webinar will begin at 1:00 PM EST You will be connected to audio using your computer’s microphone and speakers (VoIP). A headset is recommended. Or you may select Use Telephone after joining the Webinar. Registrants will receive a copy of the slide deck and the playback link in a follow-up email within 24 hours of this presentation. Dial-in phone: (312) 878-0211 Access code: 279-536-550

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Page 1: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Presented by:Noah ElkineMarketer Senior Analyst

Twitter Hashtag – #eMwebinar

Sponsored by:

Mobile Marketing Trends, Insights and Best Practices

The Webinar will begin at 1:00 PM EST

You will be connected to audio using your computer’s microphone and speakers (VoIP). A headset is recommended. Or you may select Use Telephone after joining the Webinar.

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

Dial-in phone: (312) 878-0211Access code: 279-536-550

Page 2: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Welcome Webinar AttendeesYour GoToWebinar Attendee Viewer

is made of 2 parts:

1. Viewer Window 2. Control Panel

Type your question here

Page 3: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

J U L Y 2 0 1 0

Mobile Marketing Trends, Insights and Best Practices

Noah Elkin Senior Analyst

Page 4: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Twitter Hashtag – #eMwebinar

Page 5: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

1) Mobile usage has become pervasive

Page 6: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

2) Mobile devices have experienceddramatic evolution

2007 20101987

Page 7: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

3) Device market is shifting in favor of smartphones

Page 8: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Which platform will win the increasingly competitive smartphone race?

Page 9: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Smartphone owners are voracious media consumers

Page 10: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Page 11: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

5) Communication modes are undergoing a significant shift

Page 12: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Social networks are becoming the primary way mobile users exchange information

Page 13: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Page 14: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

In mobile marketing, location leads to relevance

Page 15: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Page 16: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Page 17: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

…but the ad-driven component will grow fourfold

Page 18: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Page 19: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Page 20: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Bigger screens promise more immersive experiences

Twitter Hashtag – #eMwebinar

Page 21: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Apps created by brands

Apps sponsored by brands

Apps supported by ads

Apps sold by brands

Twitter Hashtag – #eMwebinar

Page 22: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Page 23: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Volkswagen Group gets its game on

2008 2009

Page 24: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Pandora app is music to Infiniti’s ears

Page 25: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Nissan shifts gears with inaugural iAd

Page 26: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Page 27: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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.

Page 28: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Mobile banking combines utility, marketing and loyalty

Page 29: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Citibank connects the dots

App Web

Twitter Hashtag – #eMwebinar

Page 30: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Page 31: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Best practices: Mobile banking

1)Focus on customers’ existing needs first.

2)Make it unique.

3)Emphasize security.

4)Convey the value.

Page 32: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Kraft succeeds in selling a branded mobile app

Twitter Hashtag – #eMwebinar

Page 33: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Page 34: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Tiffany & Co. rings in a new iPhone app

Page 35: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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.

Page 36: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Page 37: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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.

Twitter Hashtag – #eMwebinar

Page 38: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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: [email protected]

Page 39: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Mobile Measurement Solutions from AdobeMatthew Langie | August 2010

Page 40: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Page 41: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Mobile Channels

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

Mobile Sitesm.nbc.com

Page 42: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Mobile Channels

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

Mobile SMSBest Buy

Page 43: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Mobile Channels

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

Mobile AppsESPN

Page 44: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Mobile Value Proposition

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

Collect the right data

Page 45: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Mobile Value Proposition

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

Collect the right data Data-driven Decisions

Page 46: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Mobile Value Proposition

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

Collect the right data Data-driven Decisions Compelling Experiences

Page 47: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Page 48: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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%

Page 49: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

Success Story

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

Issue:

Building mobile app was expensive proposition

Needed one source for analytics

Page 50: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Page 51: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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

Page 52: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices
Page 53: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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.

Page 54: eMarketer Webinar: Mobile Marketing Trends, Insights, Best Practices

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: [email protected]