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The Future of Mobile andLocation Based Marketing

May 16, 2012

2@aaronstrout

The mobile phone is becoming the “first screen” for a majority of internet users

There are more people own this earth that own mobile phones than toothbrushes.

-Bill McDermottCo-CEO, SAP

3@aaronstrout

This Mobile Thing is Big!

42% of mobile phones inthe U.S. are smartphones

5.9 billion mobile subscribers (87%) worldwide

1.2 billion Mobile web users 8 trillion

text messages sent in 2011

Google makes $2.5B in annual mobile ad revenue

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Use of Geo-Social and Location-Based Services is on the Rise

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*Pew Internet, Kathryn Zickhur, May 11, 2012

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Research and InsightsRelationship Before Purchase

Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011

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Google's mobile searches have risen 500% from 2008 to 2010

• 60% of Time Spent on Smartphones is New Activity for Mobile Users

Mobile is Opening New Content Doors

• 10% of all Internet activity is via a mobileMobile InternetAccess is Huge

• Desktop search is complemented by, not cannibalized by mobile which spikes during lunch, evenings & weekends

Mobile/Desktop Search are Complementary

• Mobile-optimized web sites get 74% betterconversion rates

Mobile-Optimized Sites Increase Conversion

• Mobile commerce in should reach $119 billion by 2015 according to ABI ResearchmCommerce is Viable

• According to a survey by Microsoft, 60% of those surveyed know what a LBS is. 24% have used an LBS

Location Based Services (LBS) Are

Growing

Mobile activity is growing by leaps and bounds

Some Mobile Best Practices

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Leverage features like: GPS Cameras, Sharing Music

LIKE THIS

Best Practices: Take advantage of mobile devices native features

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Customers should be able to buy through their mobile device

But more than likely will be researching and sharing

Best Practices: Allow for Commerce but optimize for Pre-Commerce

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Local is the new “black.” Connect using a location based service

Best Practices: Leverage customers’ desire to check-in and share

Speaking of Sharing…

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Social Media is Huge

… but you knew that already

900 million 225 million

100 million 90 million

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In August of 2011, 53% of all respondents to a JiWire survey said they were willing to share location on a mobile device in exchange for relevant content

Survey Says…

JiWire Mobile Audience Insights Report: Q2 2011

A Few Examples

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Smart Use of Geofencing and Location-BasedText Messaging

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Subway has partnered with O2’s location based texting service “You Are Here,” to introduce scannable discount vouchers.

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American Express Tackles the Last Frontier… Small Business with My Offers

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American Express introduced My Offers, a mobile deals platform that recommends and ranks merchant offers based on a consumer's spending history and location.

My Offers leverages American Express' Smart Offer technology, which connects shoppers and merchants across the Facebook, Twitter and foursquare platforms.

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Using Non-terrestrial “Location” - Shazam and GetGlue for Oxygen/NBC

• Connected viewers to to once they “Shazamed” the “hot spots” in the show.

• Delivered special scenes from Glee each week but that followed the linear flow of the show.

• Great response from audience. Drove more digital interactions.

• NBC is on 3rd show using GetGlue where fans can earn exclusive stickers weekly for checking In to our shows.

• The Glee Project was the #8 most checked into show of the summer and Bad Girls Club season 7 just passed the 100k check-in mark.

What Does the Future Hold?

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The Future of Mobile and Location is Ambient (Think Wifi)

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The Future is Better Deals/Loyalty (Think Tasti Dlite)

• Experiential

• Loyalty Based

• Educational

• Fun

• Non-transactional

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The Future is More Precise (Think Geofencing)

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The Future is Mobile Payments (Think NFC)

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Key Take Aways

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Key Take Aways

The Introduction – increasingly, your customers’ first experience with you starts on a mobile device

The Captive Audience – mobile search during coffee, lunch & television complements desktop search

Your Website – remember to support customers’ purchase intent with the right info when they visit your site

When They Buy – most purchases still happen offline but mobile is becoming critical to the buying process

The New Loyalty – customers want to connect, share and engage with your brand via location based services

25@aaronstrout

Aaron Strout, WCGHead of location-based marketing

blog.wcgworld.com amzn.to/lbm4d @aaronstrout

RESOURCES:http://w.cg/LBMresources

THANK YOU!