Forrester Research mobile analyst Melissa Parrish takes you on a guided tour of how brand marketers are going from experimentation to executing high-impact, rich media mobile marketing campaigns.

1. Making Leaders Successful
Every Day

2. The Mobile Marketing Maturation
Curve
Melissa Parrish, Senior Analyst
@MelissaRParrish

3. Agenda
The incredible rate of mobile
adoption
How marketers are evolving to meet
customer needs
Recommendations

4. Agenda
The incredible rate of mobile
adoption
How marketers are evolving to meet
customer needs
Recommendations

5. In 2010, 17% of the US cellphone-
owning population had a smartphone

6. Today it’s over 50%, and growing

7. The Mobile Technographics Profile
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© 2012 Forrester Research, Inc. Reproduction Prohibited

8. Agenda
The incredible rate of mobile
adoption
How marketers are evolving to meet
customer needs
Recommendations

9. Mobile search & display will be an $8bn
industry by 2016

10. By mid-year 2013, most marketers plan to be
using mobile in their marketing programs
“What best describes your company’s use of mobile in its marketing program?”
Currently using 36%
Plan to use in the next 12 months 31%
No plans to use 33%
Base: 232 global interactive marketers
Source: Forrester Research Interactive Marketing Executive Panel Survey, Q2 2012

11. Budget
“What will be your company's total marketing budget in 2012 for each of
the follow channels? (Please select one.)”
I don't know 46%
Less than $50,000 21%
$50,000 to $149,999 13%
$500,000 to $749,999 5%
$250,000 to $499,999 5%
$5 million or more 3%
$2,000,000 to $2,999,999 3%
$1,000,000 to $1,999,999 3%
$150,000 to $249,999 3%

12. Four Steps to Mobile Marketing Maturity
Brands go through the following steps as their mobile
marketing practices mature:
1. Novices: trying out new tactics
2. Experimenters: “mobilizing” existing programs
3. Practitioners: strategically focusing on mobile
consumers
4. Leaders: creating multi-touch-point programs with
mobile at the center
But before all of this, comes the foundation….

13. Foundation

14. Foundation
• A mobile website is table-stakes today
• Most brands see 12-18% of web traffic coming from mobile
devices– even if they don’t intend to serve a mobile audience
• Mobile websites contribute to discovery and provide depth for a
wider mobile audience than do apps

15. Example: Nike’s mobile website shows
massive depth

16. Novices
Aren’t looking for any particular
outcome, just want to play
Emphasis is on learning about the
single tactic being used
Small test-budgets are applied to
individual short-term tests
Setting expectations is key

17. Example: Kraft foods tested short
codes for sampling
Kraft foods tested short codes
for the German launch of a new
instant coffee product
Short codes and keywords were
incorporated into print and TV
ads to allow consumers to
request product samples via
mobile
500,000 consumers requested
samples via the short code

18. Experimenters
Look for ways to make existing
interactive programs more
mobile-friendly
Creative is adjusted and links are
directed to mobile presences
Budget comes from the overall
interactive campaign
Success is measured by
comparing mobile results to non-
mobile results

19. Example: Paramount Pictures extends
Shrek campaign to mobile
Extended the display campaign by
taking advantage of new mobile
browser technologies and ad units
Paramount measured CTR across all
channels to determine success of
overall interactive campaign
Mobile CTR was 30x higher than the
same campaign on PCs

20. Practitioners
Have made the decision to
specifically engage mobile
customers
Strategically plan programs for
the mobile device
Mobile-specific budget is applied
KPI’s are established according
to what you know about your
mobile customers

21. Example: VW launches the Golf GTI on
mobile
VW worked with their agency to
develop a comprehensive,
digital-only launch of the Golf
GTI with mobile assets at the
core of the campaign
6 million game downloads
485 million impressions
97% lower cost per sale versus
traditional new auto rollout
plans

22. Leaders
Mobile is part of your brand’s
DNA, with support and expertise
across the company
Strategic marketing development
focuses on multi-touch-point
strategies with mobile at the core
Now you start to think of mobile
as the connective tissue between
online and offline experiences

23. Example: FedEx mobile serves
businesses and consumers
Consumers can track packages via a
variety of mobile tools
FedEx business shippers have
immediate access to their accounts
on any device– including over the
phone-- all synced with real time
data
Sales agents have an enterprise app
equipped with customer data and
sales collateral to answer questions
and close deals quickly and
efficiently

24. Agenda
The incredible rate of mobile
adoption
How marketers are evolving to meet
customer needs
Recommendations
© 2012 Forrester Research, Inc. Reproduction Prohibited

25. Don’t wait– but be strategic in your
approach
Your customers are already in mobile– you need to at least start
testing the channel
Don’t skip any maturity stages. You need to go through each of them
and roll what you learn into the next stage, but…
Focus on becoming practitioners as quickly as you comfortably can
Before starting any program, understand what your audience is
doing in mobile first, then set your objectives before you pick a tech
to play with

26. Thank you
Melissa Parrish
mparrish@forrester.com
@MelissaRParrish