1. THE FUTURE OF MOBILE MARKETING
RICH AND CLARE

2. WHAT IS MOBILE MARKETING?
Mobile marketing is the advertising of any product, service or cause that
reaches you on a mobile device – phone, laptop, tablet etc.
Technology has also created mobile marketing by converting traditional
marketing to mobile marketing simply by viewing the advertisement on a mobile
device.
Society in general is increasingly on the go and very mobile. However, it’s not
just out and about – we are a three-screen generation even at home.
Therefore there is an opportunity to market!

3. WHAT FACTORS HAVE FACILITATED MOBILE MARKETING?
Micro chips
Screen
and
technology
miniaturisation
Sharing Affordability of
experience with handheld
others devices
Increase in
prevalence and
Ease and trust speed of
of payment broadband
internet and
wi-fi

4. IF I SAID YOU HAD A NICE FIGURE WOULD YOU HOLD IT AGAINST ME?
Marketers can reach consumers Mobile is still growing Mobile fills previously ‘dead’
almost instantly all the time marketing space
Vendors shipped 54% of business
91% of all US citizens 365.4m units in Q2 travellers in the US have
have their mobile device 2011 compared to downloaded a travel
within reach 24/7. 328.4m in Q2 2010 (feb related app onto
2011) smartphones (feb 2011)
People love their mobiles Mobile is appropriate, timely and
convenient
38% of internet users in It takes 26 hours for the
the UK connected to the average person to report Mobile coupons get ten
internet on a mobile a lost wallet. It takes 68 times the redemption
device, not from the minutes for them to rate of traditional
home or work computer report a lost phone. coupons.
(feb 2011)
People love their mobiles more than
Mobile is the third screen – people oral hygiene
embrace it There are 6.8 billion
70% of all mobile people on the planet. 5.1
searches result in action billion of them own a cell
within 1 hour. phone, but only 4.2
billion own a toothbrush

5. MOBILE FOOD, MOBILE MARKETING
• LA food trucks have created a craze for individual, non-
chain, convenience food.
• Multiple mobile apps available to track – mobile
payment – digital POS screens.
• All trucks use Twitter to inform whereabouts and market
offers.
• Instant customer interaction, feedback and response.

6. HOW WILL PHYSICAL STORES CO-EXIST WITH MOBILE AND ONLINE?
In the future it could be said that physical ‘shops’ may be on the decline, and instead
brands could offer some kind of alternative ‘brand experiences’ that then interact with
mobiles for further information and purchase.

7. MOBILE TV
Services like SkyGo mean you can now watch your TV subscription on up to
four mobile devices.
Now you can be marketed to on the train, on top of Mount Everest – even on
the loo?
In future, it could be that combining this with the geolocation ability of
iPad, television ads on handheld could be delivered dependent on location, e.g.
watching SkySports on SkyGo on the train to Euston on a Friday night, you see
an advert for sports event at the O2 arena etc.
Don’t miss the match when you’re
dragged to do the big shop – iPad SkyGo
at Sainsbury’s

8. TWITTER MARKETING
• Twitter can reach customers at all
stages of interest/buying process.
• It’s easily measurable.
• Noise has increased exponentially in
the last few years.
• Attention span has decreased.
• Communications need to be fast and
brief.
• It’s really powerful at influencing!
16,433,586 7,092,448
Would you buy the brand Would you
of eye shadow she uses? buy his
boots?

9. MOBILE INTERACTING WITH STATIC MEDIA
• World's first AR newspaper, the Metro Herald in Dublin.
• See a taster of a trip to Paris.
• Interact with the hovering airline shamrock buttons to learn
about flying to central airports.
• Click through to the Paris specific offer page and book their flight.

10. SUMMARY
• People won’t ever not have mobile devices (remember the toothbrush stat earlier?).
• Requires acceptance by consumers – you’re basically putting your hand in their pocket!
• Has to offer something appropriate, timely and useful.
• Remember, like a lot of new developments in marketing, it’s just another channel, another
tool to interact with the customer. Therefore the brand needs to ensure it still retains its
core values so it doesn’t appear fragmented on different channels.
• It does have distinct advantages in its immediacy and ability to be personalised, but as
quickly as things can go right they could also go wrong. The channel and technology need
to be useful to consumers – hence the offering of free content and ‘social buttlering
services’ (things that make people’s lives easier).