“Advances in technology and corresponding shifts in consumer
behavior and expectations point to elevated levels of
customization, accessibility and convenience; thus mobile
marketing must grow to be the number one marketing platform”
Agenda & Key Terms
Mobile Sites & Apps
New Mobile Devices
Near Field Communication
BBM – Popular IM application
available only to Blackberry
Enterprise Email System
Enhanced Security features
Limited Applications Android - Open source software
• 850,000 Devices activated everyday
• 450,000 Applications Available
• 300,000,000 Android devices worldwide
Apple Iphone Google Nexus S on Android
• 1080P Video
What Smartphone do you have?
Mobile Devices – World Wide
Growth of Mobile Marketing
What is NOT Mobile?
• Websites, Email, Radio… but is it?
Advertising Spending Breakdown Infographic
• Estimated growth: 1.56 billion in 2013 from 320 million in 2008
• Young consumers perception
• Over 50% of all local searches from mobile
• Predict $8.2 billion advertising in 2016 – up 38%
• http://on.mash.to/igSelX - Microsoft Tag
• Consumers are not always as receptive to
Mobile Marketing as they are Traditional
• Hanken Swedish School of Economics
The Future in Mobile Marketing
Social & Mobile
1.7 billion users in 2016
Text and Image posts
What is your #1 Activity?
Short and sweet
Thursday – Sunday
Best days to post
Future of Mobile & SM
Mobile Sites & Apps
33 billion apps offered by 2014
“People need to be adopting mobile friendly sites and apps” – Ms. Samy, FS
Marketing & Harvard BR
Over 5 million handsets, up from 2 in 2005
Similar to Social Media – no blasting
Engagement & Value Proposition
Ad Revenue in US to reach $4.2 Billion
Up from $1 Billion 2010 (420% increase)
The Third Screen – Mobile Marketing Handbook
Shrinking Costs & Usability
Apple – Iphone Apps to Android Apps
Dropping App Costs
Entry level - $3000-8000
Highly Detailed - $50,000-150,000
Do it yourself models
“Mobile sites need to increase usability” – Naves, SEO Consultant
Heineken Star Player
More than just a redirect to a website
Easy and inexpensive
Becoming more and more mainstream
QR codes = traditional ads
5% of readers scanned
80% of disposable income is spent locally
Right products to the right people at the right time
The Evolution of Geolocation
51% - give up location for tailored ads
“Relevancy is King”
“…as big as the Internet itself”
Consumers are just going through a fad – provides illusion that Geo-
location is here to stay
Generic ad campaigns
Reliant on consumer willingness to give information
Consumers want the benefits but not to have to
give up their information
How can we apply this?
Scavenger Hunt Exercise
QR Code & Geo-location
Test the QR Codes
‘Check in’ using Foursquare!
Geolocation – Best Practice
Jet Blue ShopKick
Encourages customers to IPhone and Android devices
check in at Jet Blue terminals can collect virtual rewards for
with Facebook Places walking in to a store.
Offers special rewards as Stores can offer rewards and
incentives special offers for points as an
Encourages customer loyalty incentive to draw people to
interaction with brand http://www.shopkick.com/
Near Field Communication
Connects phone with payment terminal, etc.
34 million to 80 million users in 2013
Google is a major player
Users grew 10% to 33% of all Mobile
74% have made Mobile Purchase
31% influenced by Ad
50% of users indicate the will purchase on mobile for
Mobile Gift Cards increased 1000% in 2011
National Retail Federation
Personal Information Safety
101 Popular Smartphone Apps Tested
56 transmitted the phone ID to other companies
47 shared geo-locations
5 sent age, gender and personal information
All WITHOUT consent!
Credit Card, Banking, & Personal Information
Customers may worry
New Safety Measures need to be taken
Wall Street Journal
Mobile Phone Implants
Chip installed in tooth – used to relay sounds
Virtual Mirror Shopping
View clothes without actually undressing
Share with friends virtually
What is 4G ?
4G is the fourth generation of cellular communication
Data can be sent 10x faster than 3G technology
4G & Apple Ipad 3
Reports indicate Apple Ipad 3
will have 4G Technology
Will take until the end of 2013
for 80% of the US to be covered
by 4G Technology
Notes de l'éditeur
Mark - Intro
Jenelle - Agenda
RaviExplain different phones and operating systems very briefly to give an overview of Smartphones
RaviDiscussionWhat type of phone do you have?Android, Iphone, or BlackberryAnyone without a Smartphone – why haven’t you changed yet?Why do you think Nokia is so high when Apple and RIM are such dominant companies in the market?Regular cellphones v.s. Smartphones
JenelleBook ReviewScholary Article440 American college studentsApril 2010Young consumers are more willing to engage in viral mobile marketingAttention-Intent-BehaviourMarkMashableInfographScholarly Article against Mobile Marketing successVideo of the Future in Mobile MarketingBreak outWhat do you think about Mobile Marketing?-Is it a better means to Advertise? -Womens high fashion dress shop and laundry detergent for another, -Would you be more receptive?
Intro Question - How many of you use your mobile device for social purposes?JenelleWhitepaperMarkVideo on the Future of Mobile & Social MediaBreakoutWhat are your top mobile activities?Do they match up with the trends in Canada?
MarkBreakoutWhat are you favorite apps?Why?What makes apps so popular, how can companies use these strategically?If there are SO many in the market place, will companies see a ROI?
Mark SlideDiscussion - RaviWould you play along with the Heineken style game?Do you think they really got much of an ROI here? It was Free, but the millions spent, were they worth the interaction and ‘buzz’?Was it profitable?Are the returns short-term, or would they be looking at long-term benefits of brand awareness, not necessarily financial?
JenelleQR Codes: An Extra DimensionMedFlashThe Weather ChannelSmart scanning: QR Codes offer PR pros new options to connectWould you guys send a QR code by email? – then show video.The Problem With QR CodesPeople don’t think through the executionDiscussionHow Many Readers Use Snap Codes in Magazine Ads?Do you guys use QR codes?Will discuss further after exercise – Slide 7
JenelleThe Benefits Of Geolocation MarketingGeolocation: Advertising’s Future or 1984 RevisitedDiscussionDo you use features such as ‘checking in’?What are the benefits this gives you?We will discuss further after the exercise – slide 7
Ravi + MarkExerciseQR Code scanning & Geo-location checking in-Scan codes around classroom (magazine QR Code, Business Card QR Code, Poster QR Code, Web QR Code)-Final QR Code will tell users to ‘check in’ to a specific location (Kwantlen Richmond Campus) to test Geo-locationBreakout Discussion on ExerciseWas scanning the QR Code easy? How useful are they in each medium?What might be the most effective uses of QR Codes?Do you see a point to ‘checking in’?Would we be more inclined to use this feature if there were incentives provided? Such as local coupons.What are some of the benefits you see for companies using both tools?
Jenelle+RaviDiscussionWhat do you think of this use of geo-location? Would you check-in at an airport terminal if you were to receive special rewards?What kinds of special rewards?
MarkBreakoutHow do you feel about carrying less and adopting a mobile phone wallet?Would this be more convenient or is it too risky in case you lose your phone?It took years for the Mastercard ‘tap and go’ terminals to catch on, will this also take years?Coming out when ‘chips’ are so popular, will people AND businesses invest in this technology?
MarkDiscussionHow many people have made a mobile purchase?How many were motivated by some form of ad?Would you buy a big ticket item on your mobile like you do computer?
MarkBreakout – JenelleWhat do you think about all of the secure personal information that was released?What implications will this have on NFC and other new Mobile trends when consumers find out this is happening?Ultimately, will this impact the industry and result in LESS mobile use?How significant is your privacy to you?Does this information scare you? Did you even know? How do you think others will react?
MarkDiscussion –Mark+RaviAre they Practical Technology?Would you use or try them?Mobile Implants is very delayed, many tests still taking place, nothing to come in the near future. Tooth phone was not successful, barely usable.Don’t you still need to try clothes on? This app isn’t going to ‘fit the clothing’ to your body!
RaviSource - http://www.theglobeandmail.com/news/technology/mobile-technology/smartphone-use-in-canada/article2349327/?from=2347499DiscussionWhy do you think Android is so much stronger in Japan and US over Canada?Is Apple gaining market share or losing? What do you predict for future?Does the Apple suicides impact the Asian Market?
RaviWith technology increasing so rapidly, how long do you think before 5G or similar is out?What will happen to 3G?Will it ever get to be too much? People can’t keep upgrading and spending, what is the breaking point? Will it ever fail?Summary – All 3Discussion of Mobile – Is Mobile really growing or is all of the new technology too much for people?Many of the new technologies require A LOT of interaction and have not exploded yet, but will they ever?Are customers really going to be more receptive to MORE advertising and bombardment on their phones?ORIs Mobile going to continue to blow up and become the biggest marketing means?
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