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CMA – Mobile Marketing
Captions

MOBILE STATE OF THE NATION
Evolution of the Phone

1900 - innovation   1983 - portability   2009 – smart phone
Mobile User Stats
2009 – Users by Gender
                                          Average mobile user
     52% females
                                              is 32 yrs old
       48% male
                     Mobile media usage
                    Dominated by males at
                            65%
Change in Mobile Landscape
• Data plans are driving revenue growth
• Voice is no longer the killer app
  – 22% decrease last year in just voice calls
• Apps have shifted use patterns
Market Enablers
• Just as the Internet took off with broadband
  the same too will happen with mobile
• 3 key market enablers in mobile
  1. Smart technology
  2. 3G, 4G networks
  3. The data plans
Social & Mobile
• In UK,              is the most popular mobile
  Internet site
• Social networking account for 47% of time
  spent on the Internet
• Facebook users more engaged on their mobile
  than their PC
•                 usage is almost 2x greater on a
  mobile device than PC
• MySpac        e is down 10 million users on PC,
  but growing users on mobile – its sticky
Mobile Multimedia Stats
• 10% of mobile users have a touch screen
    – These users more likely to use multimedia
•   Majority of gamers on touch screens – iPhone
•   15% increase in photo usage on mobile
•   Video is low usage but will grow
•   42% growth in app usage (33-47 million users
    in US in 2009 alone)
    – Games, email, IM, maps, weather
    – Local based apps most popular - relevant
Key Take Aways
• Opportunity in Canada for mobile marketing
• Mobile = intense user pattern – could be great
  for brands
• Upscale users on mobile – great advertiser
  audience
Gadoua MultiGo & Wonder+ Case study

DIGITAL MARKETING MIX
PHILOSOPHY
70/20/10 Rule
Traditional Online    Emerging Platforms     Future Investment



                     Mobile




           Social Media
                                    Website
                                 Landing Pages
                                Paid Advertising
                                      SEO
Digital Marketing Campaign

Website

Online Banners, PPC

Landing Pages

Social Media (pages, ads)

Mobile (website, ads)
Mobile Campaigns
• Mobile website should be at the foundation of
  your mobile campaign
  – Should be specific to the campaign
• Ads need to have strong call-to-action not just
  brand promotion
• Any messaging should drive audience back to
  mobile website
• As part of the rest of your online channels –
  complimentary, does not replace
MOBILE BUSINESS MODELS
Mobile in the KING

23 million mobile
 users in Canada




                                  4 Billion


              1.4        1.5
 1.3                    Billion
Billion      Billion
What has changed?
•   Pace of the innovation is staggering
•   Location based content & services
•   Ad serving elements
•   Mobile has become a marketing extension
•   Networks are growing and improving
•   High speed bandwidths are better supported
•   Mobile users are well ahead of brands
Advantages of Mobile
•   Mobile brings location and targeting
•   Customer intelligence
•   Interactive advertising
•   Immediate results
•   Mobile users more willing to “expose”
    themselves (location details) unlike online
The Potential of Mobile
• Mobile ecosystem has to mature a little but it
  is moving fast
• Access through a mobile device to the
  Internet will surpass online PC access
• The market is already here
• Mobile is an extension of the digital network
• Analytics is instantaneous and powerful
MOBILE APPS
Considerations
•   Who is your target audience
•   What is your goal
•   What is your budget
•   Which device
    – Blackberry: less apps, more opportunity
    – iPhone: easiest for development, great feedback
    – Android: low usage
Marketing of Apps
•   Mobile website
•   Mobile banners
•   Other online channels
•   Advertising on app store
•   Promote to database
•   “House ads” on own site
•   PR, blogs
Questions?
Jamshaid (Jam) Hashmi
1888 678 7588 x 1278 Toll Free
jhashmi@wsiworld.com
http://ca.linkedin.com/in/jamshaidhashmi
www.facebook.com/jamshaidhashmi
www.twitter.com/jamshaidhashmi

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Mobile Marketing State of the Union

  • 1. CMA – Mobile Marketing
  • 3. Evolution of the Phone 1900 - innovation 1983 - portability 2009 – smart phone
  • 4. Mobile User Stats 2009 – Users by Gender Average mobile user 52% females is 32 yrs old 48% male Mobile media usage Dominated by males at 65%
  • 5. Change in Mobile Landscape • Data plans are driving revenue growth • Voice is no longer the killer app – 22% decrease last year in just voice calls • Apps have shifted use patterns
  • 6. Market Enablers • Just as the Internet took off with broadband the same too will happen with mobile • 3 key market enablers in mobile 1. Smart technology 2. 3G, 4G networks 3. The data plans
  • 7. Social & Mobile • In UK, is the most popular mobile Internet site • Social networking account for 47% of time spent on the Internet • Facebook users more engaged on their mobile than their PC • usage is almost 2x greater on a mobile device than PC • MySpac e is down 10 million users on PC, but growing users on mobile – its sticky
  • 8. Mobile Multimedia Stats • 10% of mobile users have a touch screen – These users more likely to use multimedia • Majority of gamers on touch screens – iPhone • 15% increase in photo usage on mobile • Video is low usage but will grow • 42% growth in app usage (33-47 million users in US in 2009 alone) – Games, email, IM, maps, weather – Local based apps most popular - relevant
  • 9. Key Take Aways • Opportunity in Canada for mobile marketing • Mobile = intense user pattern – could be great for brands • Upscale users on mobile – great advertiser audience
  • 10. Gadoua MultiGo & Wonder+ Case study DIGITAL MARKETING MIX PHILOSOPHY
  • 11. 70/20/10 Rule Traditional Online Emerging Platforms Future Investment Mobile Social Media Website Landing Pages Paid Advertising SEO
  • 12. Digital Marketing Campaign Website Online Banners, PPC Landing Pages Social Media (pages, ads) Mobile (website, ads)
  • 13. Mobile Campaigns • Mobile website should be at the foundation of your mobile campaign – Should be specific to the campaign • Ads need to have strong call-to-action not just brand promotion • Any messaging should drive audience back to mobile website • As part of the rest of your online channels – complimentary, does not replace
  • 15. Mobile in the KING 23 million mobile users in Canada 4 Billion 1.4 1.5 1.3 Billion Billion Billion
  • 16. What has changed? • Pace of the innovation is staggering • Location based content & services • Ad serving elements • Mobile has become a marketing extension • Networks are growing and improving • High speed bandwidths are better supported • Mobile users are well ahead of brands
  • 17. Advantages of Mobile • Mobile brings location and targeting • Customer intelligence • Interactive advertising • Immediate results • Mobile users more willing to “expose” themselves (location details) unlike online
  • 18. The Potential of Mobile • Mobile ecosystem has to mature a little but it is moving fast • Access through a mobile device to the Internet will surpass online PC access • The market is already here • Mobile is an extension of the digital network • Analytics is instantaneous and powerful
  • 20. Considerations • Who is your target audience • What is your goal • What is your budget • Which device – Blackberry: less apps, more opportunity – iPhone: easiest for development, great feedback – Android: low usage
  • 21. Marketing of Apps • Mobile website • Mobile banners • Other online channels • Advertising on app store • Promote to database • “House ads” on own site • PR, blogs
  • 22. Questions? Jamshaid (Jam) Hashmi 1888 678 7588 x 1278 Toll Free jhashmi@wsiworld.com http://ca.linkedin.com/in/jamshaidhashmi www.facebook.com/jamshaidhashmi www.twitter.com/jamshaidhashmi