Here's an introduction to mobile marketing in a Canadian context!

1. What is Mobile
Marketing?
Media Strategist | Alex.Guibord@Gmail.com
Alex Guibord

2. What is Mobile Marketing?
o Mobile marketing: activating marketing
programs/campaigns via mobile platforms
so consumers can interact with brands using
mobile devices
o Advance your marketing objectives using
mobile devices, platforms, technologies,
strategies and tactics

3. Why Study Mobile Marketing?
o Connected mobile devices are an integral part of
our daily lives
o Consumer behaviour evolved dramatically in the
last few years and will continue to do so
o Tablets didn’t exist pre-2010
o Smartphone adoption growing rapidly
— from 15% in early 2011 to 50% in late 2012!

4. Why Study Mobile Marketing?
o Mobile offers utility, social connection,
entertainment, reference, shopping and more
o Mobile creative solutions leverage the innate
qualities of mobile: swipe, tap and gamification
o Brands and marketers must adapt as well – but
you need to understand how quickly that change
will evolve and in what way

5. Mobile Marketing Milestones
– iPhone launches on 2.5G and Wi-Fi
– iPad, the first tablet computer is released
– Instagram launches
– Google Wallet launches in the US
– Facebook’s mobile audience becomes majority
– Mobile RTB launches in Canada
– Canadian smartphone penetration exceeds 50%
2010
2011
2012
2007

6. Where Does Mobile Marketing Fit?
o Mobile is social, commercial, location-
based and entertaining all in one
o It allows consumers to have interactive
experiences with their devices

7. Mobile is Part of Digital
o Digital encompasses all internet connected devices and
experiences including:
— Online through PCs, laptops, gaming consoles,
portable gaming devices, smartphones and tablets
o Mobile is a subset of digital, on which many of the
same platforms, brands, content and social media are
available
— Only consumers use these differently on a mobile
device than they do “online”

8. Mobile Web Traffic Growth
Source: comScore Device Essentials, U.S. (June 2011 – June 2012)

9. Weekly Media Time Spend
(Canadian Adults 18+)
Source: BBM, comScore, NADbank and PMB (2000); BBM and eMarketer (2012)

10. Where Does Mobile Marketing Fit?
o Americans spent 26% of their daily media time
with mobile devices in Q2 2012
o Are Canadians any different?
Source: InMobi & On Device Research, Mobile Media Consumption Research (Q2 2012), Sample size: 1,055

11. Where Does Mobile Marketing Fit?
o Mobile should not be planned in isolation from
other marketing initiatives
o It is the one medium that can activate all media
o Start thinking mobile first!
— Do not ask yourself: “Will mobile work for
this campaign?”
— Ask yourself: “What element of mobile works
for this campaign?”

12. @AlexGuibord