The document discusses mobile marketing trends. It begins with an introduction and agenda. It then discusses the increasing connectivity across demographics known as the "Marmite effect." Statistics on mobile usage and growth are presented showing rising adoption globally. Common mistakes for agencies and brands to avoid are outlined such as being too specialized, not investing in training, and having too narrow a focus. Tools to help with mobile adoption like mobile web, advertising, SMS and MMS are reviewed. Trends from SXSW like redefining place and geolocation are summarized. The presentation concludes with five mobile technologies and trends to watch in the future like natural interfaces and connected devices.

1. THE
“MARMITE”
EFFECT
A MOBILE MARKETING
PRIMER FOR AGENCIES &
BRANDS
TAMA | March 13, 2011
@tucsonama/
#tucsonama

2. INTRODUCTION & AGENDA
TUCSON AMA
Agenda
• The “Marmite” effect
• Mobile stats
• Mistakes to live by
• SXSW update
• Future trends
Michael Barber
Director, Digital Strategy, COHN
@michaeljbarber

3. THE REALITY
TUCSON AMA
Americans consume 34 GBs of data per day.

4. THE REALITY
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5. THE REALITY
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6. THE REALITY
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7. THE REALITY
TUCSON AMA

8. THE “MARMITE”
EFFECT
TUCSON AMA

9. THE “MARMITE” EFFECT
TUCSON AMA
Marmite = My
Grandma

10. THE “MARMITE” EFFECT
TUCSON AMA
Marmite Now Owns an iPad
• 73 years old
• Lives in a 300+ year old cottage in rural Derbyshire, England
• Newest technology = multi-unit cordless telephone (two years ago)
• Uses iPad for two things = games & communication
• 10 minutes of training, a lifetime of connectivity

11. THE “MARMITE” EFFECT
TUCSON AMA
The “Marmite” Effect
• Mobile connectivity is dramatically rising across all socio-economic statuses
• Driven by post PC era - smartphone and tablet
• First year of more uploads, than downloads at the Super Bowl
• Part of the “next 50%”
• Major differences in mobile usage

12. MOBILE STATS
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13. STATS
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Last Year

14. STATS
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This Year

15. STATS
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16. STATS
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Global. Itʼs still a
feature phone
World.

17. STATS
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Post PC era isnʼt affecting smartphones, but tablets.
• More smartphones sold last year than PCs
• iPad affecting PC usage, not smartphones
• 22% less time due to iPad

18. LEARN FROM
OTHERS’ MISTAKES
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19. SPECIALIZATION
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Donʼt be/look for all things.
• Service-based (app development, SMS, mobile web)
• Strategy
• Creative production
• Integrated

20. TALENT & KNOWLEDGE
TUCSON AMA
You canʼt buy talent, nurture it.
• Multi-faceted
• Easier to teach marketing people
• Provide focused investment on training
• Hire for specialities (e.g. UI, design)

21. TOO MUCH FOCUS ON ROI
TUCSON AMA
Please donʼt tell your boss you will make money immediately.
• For agencies - Understand where mobile dollars will come from
• For brands - Figure out where your mobile dollars will come from
• Won’t immediately add to the bottom line

22. FOCUS, FOCUS, FOCUS
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Narrow focus can be limiting.
• Start somewhere, then move outward.
• Extend your services or reach across mobile
• Consultancy
• IP

23. DON’T WAIT
TUCSON AMA
Invest now, fail, invest, fail, invest, succeed.
• POVs
• Labs Group

24. TOOLS TO MAKE
MOBILE ADOPTION
EASIER
TUCSON AMA

25. MOBILE WEB
TUCSON AMA

26. MOBILE WEB
TUCSON AMA

27. MOBILE WEB
TUCSON AMA

28. MOBILE ADVERTISING
TUCSON AMA
http://www.flickr.com/photos/fidelman/5282509966/

29. MOBILE ADVERTISING
TUCSON AMA
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30. SMS
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31. MMS
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32. MOBILE & SXSW
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33. REDEFINING PLACE
TUCSON AMA
What is place?

34. REDEFINING PLACE
TUCSON AMA
What is place?
• Who is there?
• What are they doing?
• Who is talking?

35. GEO-LOCATION
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Geolocation was a massive topic this year.
• First, must redefine the concept of place
• Must use to benefit the user as much possible
• Issues/concerns with privacy can be mitigated with trust and
enhancement of user’s lives.

36. QR CODES
TUCSON AMA

37. NEAR FIELD COMMUNICATION
TUCSON AMA
It may happen (if Apple pays for it).
• Just starting to test with newest Android phones
• Retailers have ancient POS systems; will take time to integrate
• Apple/Google have enough money to float the US government for about a year
• How much value will consumers see in these technologies?

38. THE MOBILE
FUTURE
TUCSON AMA

39. 5 THINGS TO WATCH
TUCSON AMA
1 Natural user interface on mobile (e.g. Kinect)
2 Speech development (e.g. Siri)
3 Connected devices (e.g. Apple TV, Google TV/Play)
4 Network maturation (e.g. 4G)
5 Socio-economic patterns as adoption rises

40. THANK YOU
TUCSON AMA
THANK YOU!
Find This Presentation on
SlideShare
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Michael Barber
Director, Digital Strategy, COHN
michael@cohnmarketing.com
@michaeljbarber
520-591-1658
http://linkedin.com/in/uabarber