the impact on traditional advertising of mobile and tablets
DESCRIPTION
This presentation discusses the impact that mobile phones and tablets have had on traditional marketing methods. We conclude that while mobile/tablet marketing is on the rise, traditional advertising presents too large an opportunity to ignore.TRANSCRIPT
THE IMPACT OF MOBILE & TABLET
Prepared by: Jailum Bhandar, Amaan Fazal, Lilia Gloria, Brianna Lake, &
Justin Wong
AGENDA
• Objectives• Background• Mobile Marketing• Advertising• Ecommerce/Mcommerce• Apps• Security• Conclusion
OBJECTIVES
As the popularity of mobile phones and tablets grow, spells the end for traditional marketing channels
BACKGROUND
• SMS • Technology advances + price lowers• Small to large
ADVERTISING ON MOBILE + TABLET
• Advertising– disruptive, invasive, and in the way• Ad budgets expected to increase from $2.3
billion to $21 billion• Cost-effective, easy to measure, easy to
personalize
ADVERTISING ON MOBILE + TABLET
• iAd (2010)• Initially not well received• With better quality; users more responsive• Still viewed as in the way
ADVERTISING ON MOBILE + TABLET
• Mobile Bandit• Location-based advertising• Opt-in• 57% of consumers expecting the advertising
company to be within a 5-mile radius• Canadians 18+ > 25 hours of TV per week per
capita in the first half of 2013
ADVERTISING ON MOBILE + TABLET
• Deductions:– Customers still prefer opt-in, personalized
advertisement– Canadians 18+ > 25 hours of TV per week per
capita in the first half of 2013– Customers needs are changing with respect to
medium, but old methods are not dead
E-COMMERCE + M-COMMERCE
• $200 billion industry in the US
• Gives companies a global reach
E-COMMERCE + M-COMMERCE
5 trends that show how e-commerce is taking over traditional retailing:
1. Voluntary conversion2. Losing cost structure3. Free delivery and returns4. Subscription Commerce5. Fit without the fitting room
APPS
41 APPS
2HRS. + 38 MINS.Segmentation
Types of Apps
• Add convenience• Offer unique value• Provide social value• Offer incentives• Entertain
Push Notifications
• Sends a message to the user • Quadruple mobile engagement and double
retention• Too pushy• Less is more
LOYALTY PROGRAMS + RETAIL APPS
• 91% are willing to download a corresponding app
• Costs
• Opt in
Retail Apps
• Product information
• Act as a checkout
• Some are designed to have a traditional feel
SECURITY + PRIVACY
• Only 48% consider data security & privacy & 42% for tablets
• Companies who want to foster ecommerce/mcommerce need to factor in security
• Less than half of the devices tested had some type of protection
SECURITY + PRIVACY
• Sensitive on how markets manage their personal information
• Detrimental consequences for marketers
• Market rejection, regulatory enforcement actions, loss of data flow, or costly litigation
• Disclose their privacy practices
CONCLUSION
• Mobile devices are not all created equal
• Marketing spending is drastically shifting to digital
• Consumers will be spending more time on their mobile
devices, presents a great opportunity for advertisers
• E-commerce allows companies to have a global reach
• While its benefits and effectiveness cannot be denied, it
would not be accurate to say traditional marketing is
going away
THANK YOU
ANY QUESTIONS?