This year, mobile is widely predicted to finally come of age, providing marketers with huge opportunities for monetisation, CRM and extending brand reach.
In this fast evolving landscape, Jeremy Rosenberg, Emarketeers' mobile marketing and comms specialist, reveals the mobile strategies marketers simply cannot afford to miss.
4. Page
Mobile strategy approaches
• Made for mobile
– Responsive design and beyond
– Mobile advertising
• Mobile enhanced experience
– Context marketing
– Mobile payment
– 2nd screening
– Utility marketing
• Mobile relationship management
– Big data + Geo-location + Push
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The evolution of mobile
Tech driven People driven
1st Wave:
Non-mobile driven
2nd Wave:
Mobile driven
3rd Wave:
Behaviour driven
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Made for mobile – advertising
9.30%
5.20%
0%
2%
4%
6%
8%
10%
Mobile Rising Star Ad
Standard Mobile Banner Ad
Source: ComScore Brand Survey Lift Mobile
Percentage of consumers who interact with ads
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Second screening
• 85% of tablet/smartphone owners use their device
whilst watching TV at least once a month
• 40% do so daily
• 33% of Twitter users tweeted about TV related content
in 2012
• 44% of tablet owners and 38% of smartphone owners
access social media daily whilst watching TV
• 26% of tablet users looked up product info for an ad
seen on TV in 2012
• 15% of smartphone users did the same
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Big data and mobile
DeliveryCollection
6 billion
mobile
users
Geo-location Push notification
Analytics
Mobile
use
activity
Predictive modeling
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What you need to do now
• Be transparent, be a good citizen, build trust
• Ask the audience
• Location, location, location
• Track everything
• Analyse, analyse, analyse,
• Think globally, act hyper personally
• Get the invitation
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Thank you!
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