This document discusses the impact of mobile and tablet usage on marketing. It outlines how mobile marketing, advertising, apps, e-commerce and security relate to traditional marketing approaches. Mobile advertising budgets are expected to increase significantly as mobile engagement grows. E-commerce through mobile devices allows global reach for companies. However, the document concludes that while digital strategies are becoming more prominent, traditional marketing is not going away entirely. Security and privacy are also important considerations for users of mobile commerce.
6. ADVERTISING ON MOBILE + TABLET
• Advertising– disruptive, invasive, and in the way
• Ad budgets expected to increase from $2.3 billion
to $21 billion
• Cost-effective, easy to measure, easy to
personalize
7. ADVERTISING ON MOBILE + TABLET
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iAd (2010)
Initially not well received
With better quality; users more responsive
Still viewed as in the way
8. ADVERTISING ON MOBILE + TABLET
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Mobile Bandit
Location-based advertising
Opt-in
57% of consumers expecting the advertising
company to be within a 5-mile radius
• Canadians 18+ > 25 hours of TV per week per
capita in the first half of 2013
9. ADVERTISING ON MOBILE + TABLET
• Deductions:
– Customers still prefer opt-in, personalized
advertisement
– Canadians 18+ > 25 hours of TV per week per
capita in the first half of 2013
– Customers needs are changing with respect to
medium, but old methods are not dead
11. E-COMMERCE + M-COMMERCE
5 trends that show how e-commerce is taking
over traditional retailing:
1.
2.
3.
4.
5.
Voluntary conversion
Losing cost structure
Free delivery and returns
Subscription Commerce
Fit without the fitting room
14. Push Notifications
• Sends a message to the user
• Quadruple mobile engagement and double
retention
• Too pushy
• Less is more
15. LOYALTY PROGRAMS + RETAIL APPS
• 91% are willing to download a corresponding app
• Costs
• Opt in
Retail Apps
• Product information
• Act as a checkout
• Some are designed to have a traditional feel
16. SECURITY + PRIVACY
• Only 48% consider data security &
privacy & 42% for tablets
• Companies who want to foster
ecommerce/mcommerce need to
factor in security
• Less than half of the devices tested
had some type of protection
17. SECURITY + PRIVACY
• Sensitive on how markets manage their personal
information
• Detrimental consequences for marketers
• Market rejection, regulatory enforcement
actions, loss of data flow, or costly litigation
• Disclose their privacy practices
18. CONCLUSION
• Mobile devices are not all created equal
• Marketing spending is drastically shifting to digital
• Consumers will be spending more time on their mobile
devices, presents a great opportunity for advertisers
• E-commerce allows companies to have a global reach
• While its benefits and effectiveness cannot be denied, it
would not be accurate to say traditional marketing is
going away