why mobile marketing is essential for 21st century business success
TRANSCRIPT
WHY MOBILE MARKETING IS ESSENTIAL FOR 21ST CENTURY BUSINESS SUCCESS
By Morgan Liu
Photo by MrTinDC -‐ h0ps://goo.gl/uCzTTf
A PARADIGM SHIFT
The increasing use of mobile phones is changing how things are being marketed
Photo by Esther Vargas -‐ h0ps://goo.gl/QLiSie
The mobile web is reaching 2 billion users, outpacing desktop Internet usage
…making this a $5.04 billion industry1
Photo by Libby Levi -‐ h0ps://goo.gl/J3ut4U
Time spent on smartphones is largely due to developed
smart-phone habits 2
Photo by Intel Free Press -‐ h0ps://goo.gl/7y24lk
Half the country owns a smartphone,
Spending 86% of their time staring at a screen3
Photo by Japanexperterna.se -‐ h0ps://goo.gl/2ZV75Q
SO WHAT ARE THE BENEFITS?
SMARTPHONES DRIVE COMMERCE
1/3 consumers cite mobile as the preferred shopping method1
Photo by Ian Bri0on -‐ h0ps://goo.gl/CCNKN2
Hospitality shoppers on mobile were 47% more likely to book three or more trips than desktop users4
Photo by sabl3t3k -‐ h0ps://goo.gl/FzZEHb
allowing companies to effectively target the right
products and content at the right consumers 5
SMART PHONES CREATE SUSTAINED ENGAGEMENT
Mobile marketing allows for personalization,
Photo by Natasha Mileshina -‐ h0ps://www.flickr.com/photos/bubbo-‐tubbo/3263544239/
SMARTPHONES PROVIDE VALUABLE CONSUMER INFORMATION TO MARKETERS
Apps can be used as monitoring tools to track valuable data, personal information 6
Photo by Luc Legay -‐ h0ps://goo.gl/nDN0tB
“The mobile revolution is complete. Smartphones account for more than half of
searches in 10 countries.”7
Photo by Incase -‐ h0ps://www.flickr.com/photos/goincase/11327951565/in/photostream/
SO WHAT ABOUT MOBILE VIDEOS?
Mobile video ads will attract $2.6 billion this year, growing 70% more
than a year ago4 Photo by Ed Gregory -‐ h0p://stokpic.com/project/cleaver-‐concept-‐of-‐man-‐and-‐technology-‐including-‐smartphone-‐laptop-‐and-‐tablet/
Facebook, Twitter, Pinterest, and Youtube are all developing videos advertisements8
Photo by mkhmarke^ng – mkhmarke^ng.wordpress.com
“THERE IS A CONSENSUS IN ADVERTISING THAT MOBILE VIDEO IS THE FUTURE”8
Photo by Karolina -‐ h0p://kaboompics.com/one_foto/1051
SO WHAT MAKES MOBILE MARKETING EFFECTIVE?
INVITE FOCUS In a time where nothing gets personal attention for long9, make ads interesting enough for people to stay still and pay attention10
Photo by Karolina -‐ h0p://kaboompics.com/one_foto/887/man-‐taking-‐photo-‐of-‐a-‐lake-‐with-‐mobile-‐phone
MAKE IT SHAREWORTHY
Photo by GotCredit -‐ www.gotcredit.com
Successful sharing comes with a psychological and physiological rush11
– and creates more attention!
GET EMOTIONAL
Ads that are emotional are twice as likely to be shared7
Picture by Magnus Halsnes -‐ h0ps://goo.gl/skTp5E
GET PERSONALIZED Use customer information to provide more personal services and ads to
generate positive buzz12
Photo by Nathaniel C. -‐ h0ps://goo.gl/a1DjBP
SO HOW WILL TECHNOLOGY INFLUENCE MARKETING NEXT?
Works Cited1 Kessler, Sarah. "Mobile Marketing by the Numbers [INFOGRAPHIC]." Mashable. Mashable, 19 May 2012. Web. 12 June 2015. http://mashable.com/2012/05/19/mobile-marketing-infographic-smartphones/>.
2 Oulasvirta, Antti. "Habits Make Smartphone Use More Pervasive." Pers Ubiquit Comput 10.04 (2011): n. pag. Helsinki Institute for Information Technology, 16 June 2011. Web. 10 June 2015. http://www.hiit.fi/u/oulasvir/scipubs/Oulasvirta_2011_PUC_HabitsMakeSmartphoneUseMorePervasive.pdf.
3 Anderssen, Erin. "Digital Overload: How We Are Seduced by Distraction." The Globe and Mail. The Globe and Mail, 29 Mar. 2014. Web. 12 June 2015. http://www.theglobeandmail.com/life/relationships/digital-overload-how-we-are-seduced-by-distraction/article17725778/.
4 Heine, Christopher. "Here Are 10 Fun and Useful Digital Marketing Stats From the Last Week." AdWeek. Adweek, 9 June 2015. Web. 12 June 2015. <http://www.adweek.com/news/technology/here-are-10-fun-and-useful-digital-marketing-stats-last-week-165261>.
5 Martin, Alan. "The Web's 'echo Chamber' Leaves Us None the Wiser (Wired UK)." Wired UK. Conde Nast Digital, 1 May 2013. Web. 12 June 2015. <http://www.wired.co.uk/news/archive/2013-05/1/online-stubbornness>.
6 Golbeck, Jennifer. "This App Tracks You While You Shop." Slate. The Slate Group, n.d. Web. 12 June 2015. <http://www.slate.com/articles/technology/future_tense/2014/01/ibeacon_shopkick_privacy_policies_for_location_tracking_apps_aren_t_clear.single.html>.
Works Cited (Continued) 7 Heine, Christopher. "12 Interesting Digital Marketing Stats From the Past Week." AdWeek. Adweek, 11 May 2015. Web. 12 June 2015. http://www.adweek.com/news/technology/12-interesting-digital-marketing-stats-past-week-164642.
8 Sloane, Garrett. "Here's Why Mobile Video Is Confusing and Scares Advertisers." AdWeek. Adweek, 4 June 2015. Web. 12 June 2015. <http://www.adweek.com/news/technology/here-s-why-mobile-video-confusing-and-scary-advertisers-165172>.
9 Eichler, Leah. "Sorry to Be Rude, but My Smartphone Needs My Attention." The Globe and Mail. The Globe and Mail, 4 Oct. 2013. Web. 12 June 2015. <http://www.theglobeandmail.com/report-on-business/careers/career-advice/life-at-work/sorry-to-be-rude-but-my-phone-needs-me/article14706158/>.
10 Boyd, Danah. "Why Snapchat Is Valuable: It's All About Attention."LinkedIn. LinkedIn, 21 Mar. 2015. Web. 12 June 2015. <https%3A%2F%2Fwww.linkedin.com%2Fpulse%2F20140321152822-79695780-why-snapchat-is-valuable-it-s-all-about-attention>.
11 Konnikova, Maria. "How Facebook Makes Us Unhappy - The New Yorker."The New Yorker. The New Yorker, 10 Sept. 2013. Web. 12 June 2015. <http://www.newyorker.com/tech/elements/how-facebook-makes-us-unhappy>.
12 Clark, Nicola. "Airlines Use Digital Technology to Get Even More Personal."The New York Times. The New York Times, 17 Mar. 2014. Web. 12 June 2015. <http://www.nytimes.com/2014/03/18/business/airlines-use-digital-technology-to-get-even-more-personal.html?gwh=840FAFA381E1B629FCA8352B2A5286B5&gwt=pay+%E2%80%A2Associate+brand+with+latest+technology+>.