mobile and digital marketing

Mobile & Digital Marketing:

A look at Mobile marketing and the Future of Digital marketing:

Mobile Marketing: Primary Channels-

Computers

Wearables

Phones Tablets

Primary Channels:

Compiled by author from PDF file from adage.com

Mobile Marketing: Sub-channels-

Mobile Web Wallets Apps

Mobile commerc

e

Messaging

Location targeting

Mobile Ads

Audio/ Video

Mobile Gaming

Sub-channels:


Mobile Marketing vs. Other Media:

How the Differentiate- Personal:

Device used by 1 person

Are owned by 1 person

Pervasive:

153 million have

Smartphones in the U.S

82 million people own

tablets in the U.S

Proximite:

Location; precursor to

activity

May be more valuable than demographics to understand

intent


Mobile Marketing:Facts-

Positivity towards brands

Buying Potential

Media Receptivity

Mobile Marketing Had An Increase In The Following:


Mobile Marketing:Facts-

Mobile media is more personal:

First screen viewed in the morning and Last screen viewed at night

68% sleep with phones next to beds

Increase in intimacy with medium leads to:

Increased potential to

reach consumers

Increased risk of alienating

them


Mobile Features:What Mobile Does Better-

Role: • Always with consumer• Best feature

Location:• Delivers context• Better insight into consumer behavior• Helps brands tie into user moments

Two-way Communication:

• Conversations via messaging, mobile web, social media etc. Can occur anytime device is with consumer.

Camera:• Streamlined way to take and share pictures/videos• Brands want to incorporate consumer pictures into the brand

experience

AccelerometersOther Sensors:

• Are used to see how the phone is used• Also show the location relative to the user• Provides insight into consumer behavior

Voice Activation: • Enables Literal dialogue with the user


Mobile Marketing:The In-between and

Investments-Real World:• Provided location• Had to shop to get data

Mobile:• Provides Context for the data gathered

Digital:• Received more data but still stationary Combination of

location and context give

the best results!


Mobile Marketing:The In-between and

Investments- Mobile marketing makes other investments work harder:

Doubles the effectiveness of TV advertising by tapping into the power of social thorough mobile devices

Utility of mobile devices:

Important for

marketers!

Show they are here to

stay

Mobile device Utility


Mobile Marketing: Obstacles-

Measurements: • Not understanding how consumers change from one channel to the next

Budgets:

• Mobile accounts for 24% of media consumptions

• Less than 1% investment from companies

Formats:

• New introduction of different sized screens and ad dimensions; there is no standard was to deliver rich media to mobile devices

Integrations:• Needs to connect to other media to

be effective

71%

16%

8% 5%

Optimal Mix for Budgets:

TVMobilePrintDesktop/Internet


Mobile Marketing: Obstacles-

Limited Cookies: • Mobile needs more reliable ways to track ad campaigns across environments

Speed: • Even with devices and operating systems evolving

fast, marketers must keep up with how consumers are using the devices

Reliability: • Mobile sites crash, inaccessibility of mobile sites

and ad displays are wrong; can be issues faced with mobile ads

Privacy:• Avoiding spam and reaching consumers at the

right time when they are in the right mindset which is geotargeting

Infinite Possibilities:

• Understanding what mobile does well and applying it to the products in a way that makes sense to consumers.


Mobile Marketing: New Capabilities-

Capability: What it does: NFC- Near-field communication:

Peer to peer communication, as well as payment

Beacons: Short distance Bluetooth communication to enable physical locations to engage with consumers

Mobile: A must for wallet technology as it becomes a repository for commerce, loyalty and brand relationships

Wearables: With wearables such as google glasses, it posses a new way to interact with consumers


Mobile Marketing: Evolution-

Internet of things

Messaging

DigitizationProximity

More Refineme

ntLong term


Mobile Marketing:Red Flags-

68% Of cell owners get

unwanted sales/marketing

calls

25%Cell owners get

unwanted calls a few times a week.

79% send text

messages

69% get spam

through text


Digital Media: Usage-

Cell Phones Smartphones Tablets E-reader

90%

58%

42%32%

Percentage of Amer-ican Adults who

own:

Percentage of American Adults who own:

Text

messag

e

Use the

Inter

net

Email

Downlo

ad App

sGPS

Visit a

busin

ess

81%

60%52% 50% 49%

30%

Percentage of Amer-ican Adults who:

Percentage of American Adults who:


Contact Us for the Full Presentation:

Mediacontact USA Inc.13575 58TH Street North #160

Clearwater, Fl. 33760

T: 727 538 4112E: [email protected]

www.mediacontactusa.com

mailto:[email protected]

http://www.mediacontactusa.com/

Work Cited:

“Mobile Marketing That works: Strategies and Solutions from real marketers’ case studies.” Advertising Age. 2015. Pdf. http://adage.com/member-files?file=21