A really quick review of the state of mobile marketing from the Global Head of the Mobile Marketing Association. Slapped together in 2 hours to manage your expectations.
3. U.S. Newspaper (Print) Advertising vs. Internet Advertising Spending,
U.S. Advertising Spend ($MM)
Source: KPCB, Note: *America’s first newspaper ad appeared in 1704 in a Boston local newspaper, per AdAge. Internet
Mobile Marketing Association
advertising includes online newspaper advertising. Source: Print newspaper ad spending per Newspaper Association of America
(NAA); Internet ad spending per Interactive Advertising Bureau.
4. 1. It’s a Mobile World
2. Consumers Adoption/Activity
3. Mobile as Marketing Channel
Mobile Marketing Association 4
8. 36% 31% 83%
Motivations Messaging Media
Yes, It’s That Bad, and Worse
Mobile Marketing Association
9. A Clarion Call* to
Marketers for
Change
Clarion Call * A clarion call is a powerful request
for action or an irresistible mandate. Frequently
used in a religious context, or in a political context,
in that a politician issues a challenge for action from
the public.
Mobile Marketing Association
11. It’s a Mobile World
Welcome!
Mobile Marketing Association
12. 5.9 Billion Mobile
Subscriptions Worldwide
92.9% of developed world
compared to
53.5% use Internet (17.5% WW)
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13. First 8 Quarters Cumulative Unit Shipments, iPod vs. iPhone vs. iPad
Mobile Marketing Association iPad launch).
Source: KPCB, Apple, as of CQ1:12 (8 quarters post
15. First 13 Quarters Cumulative Global Android & iPhone Unit
Shipments
Mobile Marketing Association as of Q4:11.
Source: KPCB, Gartner, Morgan Stanley Research,
16. Worldwide feature phones
Still lead the pack!
But in U.S. only 50% of
market is feature phones
Mobile Marketing Association 16
17. % of USA Adults Who Own Tablet Computers or eReaders, 4/09 – 1/12
computers or eReaders (%)
USA Adults that own tablet
Mobile Marketing Association
Source: Pew Research Center, 1/12.
18. Global Smartphone vs. Mobile Phone
Subscriptions, Q4:11
7000 6.1B
Mobilephone
Global Subscriptions (MM)
Subscriptions
6000
5000
4000
3000
953M
2000 Smartphone
Subscriptions
1000
0
Smartphone Mobile Phone
Source: Mobile phone subscriptions per Informa (as of Q4:11), Smartphone subscriptions estimate based on Morgan Stanley
Research’s estimated smartphone user as % of total mobile user at the end of 2011 (16%). Note: While there are 1B global 3G
Mobile Marketing Association
subscribers as of Q4:11, not all of them were smartphone users. One user may have multiple mobile subscriptions, therefore
actual user #s may be lower than subscriber #s.
19. Nearly Ubiquitous High-Speed Wireless Access in Developed Countries
• Unprecedented Global Technology Innovation
• Ultra Competitive Markets for Mobile Operating Systems + Devices
• Broadly Accepted ‘Social Graphs’ / Information Transparency
• Fearless (& Connected) Entrepreneurs
• Difficult ‘What Do I Have to Lose’ Economic Environment for Many
• Available (& Experienced) Capital
• Fearless (& Connected) Consumers
• Inexpensive Devices / Access / Services (Apps)
• Ability to Reach Millions of New Users in Record (& Accelerating) Time
• ‘Social Emerging as Starting Distribution Point for Content,’ (Brian Norgard, Chill)
• Aggressive (and Informed) ‘On My Watch’ Executives at ‘Traditional’ Companies
• Unprecedented Combo of Focus on Technology AND Design
• Nearly ‘Plug & Play’ Environment For Entrepreneurs – Marketplaces / Web Services
/ Distributed Work / Innovative Productivity Tools / Low ‘Start Up’ Cost
• Beautiful / Relevant / Personalized / Curated Content for Consumers
Mobile Marketing Association
Source: KPCB
21. Texting
Use App
74% sent SMS
Posting
Browsing
Scanning 52% used App
Playing
Watching
48%
browed
Searching web
Listening 10% scanned
Researching QR code
Checking In
26% used
Redeeming connected
Buying device
Source: comScore Jan ‘12 3 month ave.
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22. Most accessible mobile technology globally
8 Trillion text 6.5 Billion text sent
messages daily in the U.S.
sent world wide (CTIA 2011)
in 2011 (Portio
Research)
* A2P roughly generates $10/person on the planet by 2016!
Mobile Marketing Association
24. Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT , Apr 2011
Base: Smartphone Users (5013).
Q. In general, which of the following media-related activities do you do while also using the Internet on your smartphone?
Mobile Marketing Association 24
25. There is a LOT that Consumers Do with Their
Smartphone
Among Smartphone Users A13+
Mobile Media in Past 30 Days Pct. Use
Text messaging/SMS 87%
Mobile internet 82%
Email 77%
Picture messaging/MMS 60%
Application (App) downloads 60%
Location-based Services 52%
Game downloads 43%
Picture downloads 36%
Content uploads 36%
Text alerts 40%
Streaming audio 35%
Instant messaging 30%
Mobile video 27%
Pre-installed games 34%
Wallpaper/Screensaver downloads 23%
Full-track music downloads 21%
Ringtone downloads 22%
Online games 19%
Video messaging 17%
VoIP 7%
Source: Nielsen Mobile Media Marketplace, Population US A13+ Mobile Subscribers, Q3 2011; Base:
Smartphone Users
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26. 1 in 3 mobile search queries have local intent
Search near Find local
My Location store hours
Find friends Get driving
nearby directions
Browse
Call a local What’s
business Near Me
Now
Locate
a business
Source: Kelsey Group as presented by Google, 2o11 on maps
Mobile Marketing Association
27. Converting Local Intent to In-Store Engagement
90% Use mobile search
70% Of shoppers use
In 1 Month
84% search as part of their
shopping activity
vs.
46% Of Smartphone users
compare prices in stores
70%
In 1 Hour
Source: Bing for mobile 2010 Source: Essential Research, 2009; Yahoo Mobile Search Webinar, April 2011
Mobile Marketing Association
28. DEVICES HAVE DIFFERENT ‘BIORYTHMS’
Source: comScore Custom
Analysis, January 24, 2012
Mobile Marketing Association
29. Global Mobile vs. Desktop Internet User
2000
Projection, 2007 – 2015E
1600
Internet Users (MM)
1200
800
400 Mobile Internet Users
0
2007E 2008E 2009E 2010E 2011E 2012E 2013E 2014E 2015E
Source: Morgan Stanley Researc
Mobile Marketing Association Greg Stuart, CEO; greg@mmaglobal.com +1 631.702.06
30. “If your plans don’t include
Mobile then your plans are not
finished.”
Wendy Clark
SVP Integrated Marketing
Coca Cola
Mobile Marketing Association
31. “Mobile Marketing is a set of practices that enable
organizations to communicate and engage with
their audience in an interactive and relevant
manner through any mobile device or network.”
(Mobile Marketing Association, 2009)
Mobile Marketing Association 31
32. TV Radio Recordings Comms. Print Cinema Internet
Source: Ahonen (2007)
Mobile Marketing Association
37. Mobile’s USP?
Personal
Pervasive
Proximity
Mobile Marketing Association 37
38. Share of Average Time Spent per Day with Select
Media by US Adults vs. Ad Spending Share, 2011
% of total
45 42.5%42.2%
40
Time spent share
35
30 25.9%
25 21.9%
20
14.6% 15%
15 10.9v 10.1% 9.7%
10
5 4% 2.8%
0.9%
0
TV Internet Radio Mobile Newspapers Magazines
Note: Time spent with the internet excludes internet access via mobile, but online ad spending includes mobile internet ad
spending due to this, the total of the ad spending shares for all media adds up to more than 100%.
Source: eMarketer, December 2011
Mobile Marketing Association
39. Average Brand Metric Details for Mobile and Online
Campaigns
+1.2
Purchase Intent
+4.7
Online
+1.4
Brand Favorability Mobile
+3.1
+2.2
Message Association
+12.1
+4.2
Ad Awareness
+19.9
+2.1
Aided Brand Awareness
+5.9
0 5 10 15 20 25
Source: Dynamic Logic Market norms for online, last 3 years through Q1/2011, N=2,437 campaigns, n=3,259,336 respondents. AdIndex for Mobile
norms through Q3/2011, N=165 campaigns, n=125,471 respondents. Delta = Exposed-Control
Mobile Marketing Association Greg Stuart, CEO; greg@mmaglobal.com +1 631.702.06
40. Ford F-150 Case Study
slide title
“Most Important Car Launch in
Ford’s History.” Bill Ford
Mobile Marketing Association 40
41. Brand
Metric:
Purchase
Consideration Relative Relative
(top 2 box) Cost Index Cost
TV 1104 $11.04
Magazine 456 $4.56
Roadblock 100 $1.00
Online 135 $1.35
Interpretation: If it cost Roadblock $1 (indexed at 100) to increase purchase consideration,
then it cost $1.35 for Online, $4.56 for magazine and $11.04 to TV to achieve the same
increase.
Mobile Marketing Association
42. 100%
Equal to +$1,350,000,000
80%
Traditional Media $$$ in U.S. Truck sales
Cost of Portal Home Page
(TV, Magazines)
60% Take-Over ad in
study: $500,000
40%
Cost of Portal Home Page
Take-Over ad today:
20%
$2,500,000
0%
Base 2.5% 6% Priceless!
Plan Online Online
* Approx. $200 Million Budget
Mobile Marketing Association
43. Internet Media Revenue Growth Over Time
Greg Stuart
Joins the IAB
Mobile Marketing Association
45. Interested in Joining the MMA….
greg@mmaglobal.com
+1 631 702 0682
Thank You!
Mobile Marketing Association
46. • MMA New York Forum – New York (June 11 – 13)
• MMA CEO/CMO Summit – Dominican Republic (July 15 – 17)
• Advertising Week Mobile Summit & Global Expo – New York
(October 2-3)
• The SMARTIES – New York (October 3)
• MMA LATAM Forum - Miami (November 28 – 29)
• Visit www.mmaglobal.com/events for more details on future events
and webinars
Mobile Marketing Association
TRANSITION: This phase, the Marriage phase, is the that golden nugget of your SEM efforts and is the bright future for digital and mobile advertisingOnce consumers have traveled this far down the purchase funnel, they have taken in as much information from everything around them and your advertising and are ever so close to that final point of redemptionIn fact, 90% of mobile phone users use search, and a near majority of Smartphone users, 46%, use mobile to compare prices in store and 36% of searchers make in-store visitsBut once you have them in store or restaurant, how do you close them? How do you ensure you continue to have a continuous touch point with that consumers… especially that in store, they are more than likely on a mobile deviceOne way is through scanning technology… like a QR Scanner or MS Tag. Utilizing one of the newest features of mobile search, the phone camera, users are now scanning the bar codes of your products to compare prices or snapping a shot of your cereal box to get the nutritional informationWhether you see redemption as Scanning a Coupon, reading a barcode or just having someone walk through the door... closing out the purchase funnel is the key to driving successful local revenuesBing as a decision engine is a great opportunity to get your message in front of consumers one last time
Flurry estiamtes that time spent is as muchas 23%
In Q3 2011, we saw mobile advertising outperform Internet ads in average brand metric deltas. Mobile outperformed Internet in brand awareness by nearly 5 to 1 and in message association by nearly 6 to 1. We also saw mobile ads outstrip internet ads in purchase intent (nearly 3 to 1), aided brand awareness (nearly 3 to 1) and brand favorability (more than 2 to 1).