webtrends mobile at marketing innovation & discovery summit 2011

Mobile Marketing in 2011 and Beyond

Michael Ricci VP – Mobile; Webtrends

© 2010 WEBTRENDS INC. ALL RIGHTS RESERVED.

Our mobile phone taxonomy

Feature Phones Quick Messaging Smartphones

Android, Apple, Blackberry, Palm, Nokia N/E series, WebOS, Windows

The rest – 12 digit keypad “phones” Phone with a QWERTY

keyboard or touch screen, but not a smartphone

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Digital convergence: mobile synthesis

TV Radio Recordings Phone. Print Cinema Internet

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Mobile marketing – more than ads & SMS

4


Mobile has reached it’s tipping point


6

Morgan Stanley – mobile rules


Mobile web penetration escalates


Smartphones


Mobile - set to exceed PC shipments in 2011


Projected smartphone penetration - USA


Recent acquirers accelerating this growth


Mobile web vs. apps – usage & consumption


A global battle for smartphone dominance


Smartphone penetration - USA


Droid continues swallowing market share


Millennial ad network – Jan 2011


Key Tools in the Mobile Marketer’s Quiver


Top trends in mobile – 4G & video

Cisco CTO @ CTIA: 66% of all mobile internet traffic will be video by 2013


Samsung, Dell, Kyocera, HTC join Android stampede

Top trends in mobile - Droid


Top trends in mobile - Tablets

•iPad sales cross million mark twice as fast as original iPhone.

•iPad adoption outstripping iPod and iPhone combined (Kliener Perkins)

Google’s Android response launched by Samsung, Dell, MOTO


Mobile – program benchmarks


iPad & Tablets – an important new canvas

• Explosion in consumer adoption making this a vital medium

• User experience is fundamentally different than your WWW site or WAP site.

• Consumer expects to engage with advertising/applications and demanding rich video experiences.

• Allows for new & different interactivity – – video– photo galleries– polls (eCRM)– social sharing– 3D advertising


Case study – Men’s Health


• Mobile loyalty program designed to work with Starbucks CRM card

• Integrated 2D barcode capability allows iPhone to become Starbucks card and consumers can check balance and reload card from app

• App allows registration and has store locator, My Favs and puts nutritional info at customers fingertips.

• Launched in SEPT in 16 test markets. In certain stores consumers can pay with device.

Case study – My Starbucks


Top trends in mobile – QR codes


Why QR or 2D barcodes?

• Codes can be included in advertising, FSIs, store circulars, web properties and POS – providing engagement & driving consumers to purchase


Mobile benchmarks - QR Codes


Mobile Analytics & eCRM


Insights come from across digital channels


But most brands superficially track downloads


Important measurement points/metrics ..

People• Geo: Countries• Geo: Countries + Languages• Geo: Languages• Key Metrics: Daily• Sessions: Duration• Sessions: Frequency• Users: New + Returning

Technology• App Versions• Carriers• Connection Types• Devices• OS• OS + Devices

App Overview• App Overview Dashboard

Content and Events• Categories• Categories: Screens• Screens• Screens: Exit• Errors• Events• Events: App• Events: Conversions• In-App Ads• In-App Searches• Media: Titles• Media: Types• Outbound Links• Products• Products: Types


Mobile site analytics

• Monitor adoption and top-line performance

• Assess and optimize effective drivers of traffic

• Optimize customer experience• Prioritize design decisions

based on device information


Optimized tracking for native apps

• Integration of tracking methods into applications

• Standard and custom events• Auto-queuing for optimal performance and offline capture

• Visitor identification and opt-out options


Help to ensure success

• Build a measurement strategy that aligns your objectives to measurable activity.

• Provide guidance and best practices to ensure you are collecting and reporting on the right data.

• Identify opportunities to improve your mobile marketing programs and user experience.

• Treat mobile as key part of digital eCRM!

• Execute on a fully integrated mobile marketing strategy


Michael RicciVice President – [email protected] @MobileNTRactv