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Mobile Marketing
Trends, Insights and
Best Practices
Sponsored by:
Cathy Boyle
Senior Analyst
©2011 eMarketer Inc.
4. What we’ll look at today…
Device adoption: Feature phones,
smartphones and tablets
Behaviors: Mobile is more than ‘on the go’
Trends: Marketers’ focus, spending outlook and
brand examples
Twitter – #eMwebinar ©2011 eMarketer Inc.
5. The 3 Faces of Mobile
Feature Phones
Smartphones
Tablets
©2012 eMarketer Inc.
9. The feature phone user base is shrinking
but still comprises millions of users
©2011 eMarketer Inc.
18. What is on
the snack
list?
games
social
networking
music
video
©2012 eMarketer Inc.
22. Mobile users toggle between devices
with ease
“A picture of sequential and
simultaneous device usage is
emerging, and marketers need to
make progress around understanding
how the devices relate and how to
use them in combination.”
—Jason Spero, head of global mobile sales and strategy
at Google
Twitter – #eMwebinar ©2012 eMarketer Inc.
28. Mondelez International, for one, will make
a bold mobile move
“We are planning to invest 10 percent
of our global marketing budget in mobile
activations and channels across the
entire consumer journey.”
—Bonin Bough, vice president of global media and
consumer engagement at Mondelez International
Mondelez International comprises the global snacking and food brands
of the former Kraft Foods Inc., including billion-dollar brands such as
Nabisco and Oreo biscuits, Trident gum, Cadbury and Milka chocolate
©2012 eMarketer Inc.
31. There are significant upsides to apps,
but there are downsides too
Upside Downside
Encapsulated experience Multiple versions for dominant
Size and functionality of the app platforms
device Separate app store approvals
High level of engagement Ongoing updates for each
version
More time spent with brand
Overcoming fragmentation
User retention
©2012 eMarketer Inc.
34. Barcode content often falls short of
consumer expectations
Marketers give information Consumers want rewards
©2012 eMarketer Inc.
35. Valuable content, a clear call to action
and repetition are critical
“Shape Magazine did a sweepstakes for
their 30th anniversary issue, and they
had 400,000 mobile entries through the
use of these [QR] codes.
You have to tell consumers what to do. And you need
to tell them what they will get from it—it has to be
something that’s worth it.”
—Roger Matus, executive vice president of mobile marketing and
technology services company, Nellymoser
©2012 eMarketer Inc.
38. Mobile paid search delivers a better return
on investment than desktop search
Twitter – #eMwebinar ©2012 eMarketer Inc.
39. Marketers will spend the most on mobile
paid search for the next three years
©2012 eMarketer Inc.
41. Mobile display offers new ways to
interact with and measure ads
“We can use video and allow people to play with our
vehicles. The medium is even stronger when you
factor in measurability.
The platform combines a level of interactivity and a
level of measurability that existed in the desktop
space but is further enhanced in the tablet space.”
—Tom Penich, media communications manager for BMW
©2012 eMarketer Inc.
42. Mobile ad spending growth is strong but is
only a fraction of total media spending
©2012 eMarketer Inc.
43. Key Takeaways
Strategically…
Plan for multiple mobile device usage:
Smartphone and tablet audiences will grow significantly and
the percentage of consumers who use both devices will be
sizeable.
Expect simultaneous and sequential device
usage: Messaging needs to be consistent and response
across digital channels needs to be anticipated.
Reconcile time spent with mobile vs. mobile
spend: Track your mobile traffic and predict when your
audience will become a mobile majority. Adjust budgets
accordingly.
©2012 eMarketer Inc.
44. Key Takeaways
Tactically…
Tailor tactics to unique mobile behaviors:
Smartphones are precision tools and constant companions.
Tablets are entertainment hubs and shopping centers. Both
are frequently used at home.
Apps and mobile web are complementary
tactics, not necessarily a choice.
Consumers expect rewards from QR Codes.
Mobile ad spending is on the rise: Mobile paid
search generates high CTRs and mobile display ads offer
new ways to engage and measure ad effectiveness.
©2012 eMarketer Inc.
45. What is Adobe CQ Mobile?
Adobe CQ Mobile empowers digital marketers to design
engaging experiences across mobile devices, increasing
customer loyalty and acquisition through a consistent and
relevant experience.
© 2012 Adobe Systems Incorporated. All Rights Reserved.
47. Mobile as part of a multi-channel marketing strategy
PCs
MOBILE APPS
device-specific
features
© 2012 Adobe Systems Incorporated. All Rights Reserved.
48. Connect With Us To Learn More
adobe.com/go/adobe_cq_mobile
enterpriseADM@adobe.com
+1.888-649-2990
Follow us @AdobeWEM
© 2012 Adobe Systems Incorporated. All Rights Reserved.
49. Q&A Session Learn more about mobile marketing with
an eMarketer corporate subscription
Mobile Marketing
Trends, Insights and More than 120 eMarketer reports are
Best Practices published each year. The following are a
few recent ones you may be interested in:
The Smartphone Class: Connected Consumers
Transform US Commerce and Culture
App-etite for Engagement: Marketing Beyond the
Browser
QR Codes: Marketers Keep Hitting ‘Go,’ but
Cathy Boyle Consumer Adoption Still Slow
Location-Based Marketing: Driving Sales in a
You will receive an email ‘What’s Around Me’ World
tomorrow with a link to
view the deck and Tablet Advertising: Volumes and Engagement
webinar recording. Levels Jump Up
Sponsored by: To learn more: www.emarketer.com/products
Adobe 800-405-0844 or webinars@emarketer.com
©2012 eMarketer Inc.