Technology Makes us a Marketing Tool, Demographic and Target

1. Smart Phones: The
Marketing Median of the
Future
A look at how smart phones are turning us into
marketing subjects
Hugh Williams

2. Introduction
 Within this presentation I will be
discussing
◦ What are smart phones
 Their pros and cons
◦ How Marketer use smart phone
◦ Applications that aid Marketers
 And, the pros and cons of those applications

3. What is a smart phone?
 “…a smart phone is a device that lets
you make telephone calls, but also
adds in features that, in the past, you
would have found only on a personal
digital [PDA] assistant or a
computer…” (Cassavoy, 2012)

4. Smart Phones
Pros Cons
Entertainment Can distract us when completing
dangerous tasks
Useful tool in case of emergency Can create social isolations
Reduces the need of other Can create financial burden
technology (i.e. PDA)
Facilitates many social networking Health risk (Carpal tunnel– thumbs,
services – within one device Hearing loss)

5. How do Marketer use Smart
Phones?
 Because of how much use smart
phones have we find ourselves always
on them
◦ Smartphones are used everywhere (Lieb,
2008):
 95% - „downtime‟
 82% - at work
 81% - shopping
 80% - at home
 65% - commuting to work

6.  Through all that use marketers are able to
find out:
◦ What we like
◦ What we do (as a hobby or activity)
◦ Where we go (or would like to go)

7. Application the assist
Marketers
 There are two main applications that aid
marketers in finding out about different
aspects of out lives:
◦ Facebook
◦ Twitter

8. Facebook
Pros Cons
Connecting with friends and family Over dependence on updates
Sharing special occasions with At time too much details included
people
Finding long lost friends Unnecessary comments of
postings
A source of entertainment (as like a Once its on the internet, its there
TV or radio) for good
(Feldman, 2012)

9. How Facebook helps
Marketers
 With the discover of Facebook came
the use of the „Like‟ button
◦ If someone post some thing you liked, you
would hit the like button,
◦ If there was a product or event you
liked, you would hit the like button.
 That‟s the information that marketers
look for when doing research on a
specific product or service

10. How Facebook helps Marketers
(cont.)
 Another area that marketer look at when
doing research through Facebook is the
profile page of the demographic audience
that they are targeting
• Example: Hiking gear
After consulting various Facebook accounts and find out that a
lot of the population that enjoy hiking also watch Dexter, a
marketer could conclude that the best time to place an add for
hiking gear could be during an episode of Dexter.

11. How Facebook helps Marketers
(cont.)
 Similarly to the Facebook button, more
people are „Checking In‟ to locations
 With that marketers would be able to
map the high frequented areas of the
selected demographic

12. Twitter
Pros Cons
Provides a quick update to friends Provides easy access of personal
and family information
Allows you the ability to display Possibility of cyber bulling
your interest in a given area
For companies: the power to drive For companies: a mistake can
customers to you door easily spread, creating negative
publicity

13. Marketing ourselves through
Twitter
 As we follow people and companies
through twitter, we produce useable
information for marketers to exploit (i.e.
what we like, or think they should improve on)
◦ Here is a list of companies on Twitter
(Smarty, 2008):
 Air Canada
 West Jet
 Starbucks
 JetBlue
 ComCast
 The Home Depot

14. Marketers follow the trends
 One of the most commonly used
features use in the Twitter world are
hash tags (#)
◦ “People use the hashtag symbol # before
a relevant keyword or phrase (no spaces)
in their Tweet to categorize those Tweets
and help them show more easily in Twitter
Search” (Twitter Help Center, 2012)

15. Conclusion
 With smart phone we as a population
are constantly being examined by
marketers
 May it be through the:
◦ Applications we use
◦ The things we like
◦ The things we do
◦ Or, the places we go
 Marketers will follow us and provide us
with things they deem we need

16. References
Cassavoy, L. (2012, March 10). What makes a smartphone smart?. Retrieved
from http://cellphones.about.com/od/smartphonebasics/a/what_is_smart.htm
Feldman, B. (2012, February 1). Pros and cons of Facebook. Retrieved from
http://www.surfnetkids.com/go/safety/752/pros-and-cons-of-facebook
Help center. (2012, January 1). Retrieved from
https://support.twitter.com/articles/49309-what-are-hashtags-symbols
Lieb, R. (2010, January 10). Smartphones as a marketing medium: are we there
yet?. Retrieved from http://econsultancy.com/ca/blog/5213-smartphones-as-a-
marketing-medium-are-we-there-yet
Smarty, A. (2008, October 7). 16 examples of huge brands using twitter for
business. Retrieved from http://www.searchenginejournal.com/16-examples-of-
huge-brands-using-twitter-for-business/7792/