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eMarketer Breakfast - 9.28.2011

  1. 1. September 14, 2011<br />N E W Y O R K N Y<br />Mobile Marketing: Trends, Stats andBest Practices<br />Mobile Marketing: Trends, Stats andBest Practices<br />Geoffrey Ramsey<br />@geofframsey<br />
  2. 2. What we’lllook atthis afternoon…<br />Part I: Mobile Landscape – Consumer View<br />Part II: Mobile Landscape – Marketer View<br />Part III: A New Mindset for Marketing: Magnetic Content<br />Part IV: Five Mobile Marketing Strategies<br />Identify and Understand your Mobile Audience<br />Employ Precise Targeting<br />Consider Geo-Location Technology<br />Make it Measurable and Actionable with Mobile Couponing<br />Use Mobile as an Additive, Integrated Channel<br />Think Before You App!<br />Part V:Mobile Measurement<br />
  3. 3. Part I<br />Mobile Landscape: The Consumer View<br />6.9 B World Pop<br /><ul><li>1.6 B home internet users
  4. 4. 3.8 B mobile users (55%)</li></ul>Source: eMarketer, 2011 (supported by ABI; BITKOM; Informa; ITU); US Census Bureau, Dec, 2011<br />
  5. 5. In many countries, mobile is the 2nd most accessed media, after television viewing<br />In China, 57% penetration = 763 million mobile users<br />In some countries, mobile is #1:<br />Colombia<br />Estonia<br />Latvia<br />Saudi Arabia<br />Russia<br />#2<br />Turkey<br />#2<br />China<br />#2<br />Egypt<br />#2<br />Mexico<br />#2<br />Hong Kong<br />#2<br />Venezuela<br />#2<br />Indonesia<br />#2<br />Australia<br />#2<br />Chile<br />#2<br />Sources: TNS; TGI; Roy Morgan; Sinomonitor; Synovate; GfK; PARC/TGI, 2010<br />
  6. 6. Newspapers: 30 mins<br />Magazines:<br />20 mins<br />Mobile: 50 mins<br />Internet: <br />2 hrs, 35 mins<br />TV: <br />4 hrs, 24 mins<br />
  7. 7. US smartphone penetration?<br />(% of US mobile users with a smartphone)<br />67%<br />?<br />8%?<br />38%<br />?<br />27%<br />?<br />
  8. 8. UK……...... 42%<br />Spain…….. 41%<br />Italy……… 38%<br />France…… 32%<br />Germany…. 29%<br />--comScore, 2011<br />US smartphone penetration?<br />(% of US mobile users with a smartphone)<br />comScore<br />Deloitte<br />InsightExpress<br />BIGresearch<br />eMarketer<br />Nielsen<br />Pew<br />Source: eMarketer, 2011; various as noted<br />
  9. 9. Smartphone users will account for over ½ of US mobile users by 2014<br />50% growth<br />
  10. 10. While only 1/5 of mobile users conduct searches on their phones, 60% of smartphone owners do (Ipsos; ComScore)<br />
  11. 11. While over 1/5 (21%) of mobile users are social…<br />Zokem, 2011<br />Edison Research, 2011<br />eMarketer, 2011<br />comScore, 2011<br />… among smartphone owners, it’s closer to 40%<br />Polaris, 2011<br />
  12. 12. tablet<br />iPadpenetration will pass 8% this year, and reach nearly 13% next year<br />4X<br />growth inpenetration<br />vs. 2010<br />
  13. 13. Tablets have quickly become daily fixtures for many activities<br />
  14. 14. Part II<br />Marketer View on Mobile<br />
  15. 15. Global execs see multiple devices and platforms as a key trend impacting their business<br />
  16. 16. ½ of marketers have mobile in their upcoming advertising plans…<br />“Among ANA members, 62% are using mobile”<br />51%<br />51%<br />Source: IAB survey conducted by Ovum among 300 US firms, 2011 <br />Source: Chief Marketer survey among 681 B2B and B2C marketers, 2011<br />
  17. 17. “Over the next 2 years, how will you change your mobile ad spending?”<br />Increase 72%<br />Over 1/3 say they plan toincrease spending by50% or more<br />Stay same 26%<br />1% Decrease<br />July 2011 study conductedamong 200 US firms that usemobile advertising<br />
  18. 18. Actual ad dollarsspent onmobile?<br />
  19. 19. Spending Growth in 2011<br />65%<br />--eMarketer, 2011<br />?<br />2011 Growth Rate forMobile Ad Spending<br />IDC………………….. 117%<br />eMarketer…………… 65%<br />MAGNAGLOBAL…… 57%<br />BIA/Kelsey…………... 51%<br />ZenithOptimedia…… 45%<br />$1.2 B<br />
  20. 20. B2B marketers are spending even less, proportionately, in mobile<br />= 2.2% of total B2B digital ad spending<br />2009<br />2014<br />
  21. 21. = 4.1% of total digital ad spending<br />= 8.9% of total digital ad spending<br />Global Mobile Ad Spending*<br />$3.5 Billion<br />China**<br />$445 Million<br />Brazil**...... $24 Million<br />Argentina***...... $1 Million<br />= 3.4% of total digital ad spending<br />U.S. Mobile Ad Spending**<br />$1.1 Billion<br />Russia**...... $20 Million<br />UK****<br />$215 Million<br />= 3.0% of total digital ad spending<br />Source: *PricewaterhouseCoopers ($3.6 B); MAGNA ($3.4 B); Gartner ($3.3 B); **eMarketer, 2011; ***PricewaterhouseCoopers; ****GroupM ($230 M); PwC ($213 M); MAGNA ($202 M)<br />
  22. 22. Why marketers love mobile marketing…<br />“Mobile is not a silver bullet”<br />--Wendy Clark, SVP, Coca-Cola Company<br />“Mobile works best when it plays a supportive, additive role to other media.”<br />
  23. 23. Why marketers are challenged by mobile marketing…<br />
  24. 24. The biggest obstacle for mobile marketers is also the biggest opportunity:<br />“Excuse me?!”<br />
  25. 25. Beware the Trust Factor!<br />76%<br />49%<br />40%<br />35%<br />13%<br />
  26. 26. Part III<br />A New Mindset for Marketing:<br />Magnetic Content<br />
  27. 27. The classic interruption/disruption model of advertising is waning…<br />We interrupt this<br />programming to sellyou stuff!<br />We interruptthis programto sell you stuff<br />“We need to create experiences, not just sponsor content.”<br />--Frank Cooper, CMO, Pepsi<br />“Marketers are focusing on creating Magnetic Content – so entertaining, relevant, informative or useful – it demands the consumer’s time and attention.”<br />“Advertising is no longer about blasting the most messages to the most people. Instead, it’s about this: Ideas that spread, win.”<br />--Seth Godin<br />
  28. 28. “It’s more about ATTRACTION, rather than DISTRACTION.”<br />
  29. 29. 20% off<br />Mens’<br /> Jeans<br />2-for-1<br />Sale!<br />
  30. 30.
  31. 31. Five Criteria for Magnetic Content<br />Is the content Unique?<br />Is it Useful?<br />Is it Well Executed?<br />Is it Fun?<br />Does it make good use of the channelin which it appears?<br />
  32. 32.
  33. 33. Is it Useful?<br />
  34. 34. Part IV<br />Six Essential Mobile Marketing Strategies<br /> Identify and Understand your Mobile Audience<br />Employ Precise Targeting<br />Consider Geo-Location Technology<br />Use Mobile as an Additive, Integrated Channel<br />Make It Actionable with Mobile Couponing<br />Think Before You App!<br />
  35. 35. #1. Identify and Understand Your Mobile Audience<br />(41% Get It)<br />(56% are Clueless)<br />
  36. 36. #2. Precise Targeting is Essential…<br />Because it’s Personal<br />Adhere to strict opt-in, permission marketing policies<br />Because it’s Possible<br />Work with top mobile ad networks who have access to rich subscriber data from carriers<br />Store this information in a database so you can create real-time campaigns segmented by interests, intentions and even location<br />
  37. 37. Targeting is a top priority for marketers in 2011:<br />
  38. 38. #3. Use geo-location technology (but use it judiciously).<br />
  39. 39. You are here.<br />“Have you checked in?”<br />
  40. 40. “Less than 10%*of mobile/online adults use location services to check-in”<br />--Pew (5%); comScore (7%); InsightExpress (11%); SNL Kagan (14%); Beyond (17%)<br />Location-Based Services<br />Geoff Ramsey <br />@ eM Breakfast<br />Presenting<br />Right this second<br />Carl Fremont<br />@ eM Breakfast<br />Feeling skeptical<br />2 mins ago<br />“But there’s exciting opportunities, too”<br />Noah Elkin<br />@ Starbucks<br />Emailing on my Android<br />3 mins ago<br />“Doesn’t foursquare have only have about 10 million users?”<br />
  41. 41. “The company with the richest social graph and the most extensive geo-location information has the upper hand in providing a better value proposition to the consumer.”<br /> --Noah Elkin, Mobile Analyst, eMarketer<br />Space<br />Time<br />= intent<br />While in stores, consumers are using their phones to compare prices, evaluate products and check inwith trusted friends… <br />…This creates richopportunities to reach consumers just when they are at the point of making a decision.<br />
  42. 42. Checking in is motivated by the prospect of value exchange: getting useful information and finding deals<br />
  43. 43. #4. Make it measurable and actionable with mobile couponing<br />25%<br />
  44. 44. #5. Use mobile as an additive, integrated channel…… to alert consumers to your Magnetic Content<br />
  45. 45. Use mobile as an additive, integrated channel…… to track, measure and enhance other media efforts<br />50% of those redeeming coupons were new customers<br />
  46. 46. Remember, you’re not just competing with other marketers, you’re competing with thousands of app developers for the consumers’ time and attention<br />#6. Think before you app!<br />Think about the consumers’ needs<br />Think Utility, Think Fun!<br />
  47. 47. Part V<br />Measuring Mobile: A Framework for Success<br />
  48. 48. The ROI Challenge…<br />Chief Marketer Survey:<br />51% of mobile marketers are relying on clicks to measure campaign success!<br />MMA/Google/Ipsos Survey, 2011:<br />41% of global marketers said they were not investing in mobile because of uncertainty about ROI<br />King Fish Media Survey, 2011:<br />63% of US marketers either a) hadn’t measured the ROI of their mobile campaigns or b) simply had no idea what it was<br />
  49. 49. Mobile Measurement Challenges:<br /><ul><li>Integration with other media
  50. 50. Lack of reliable data collection, e.g., cookies
  51. 51. Multiple devices, carriers and operating systems </li></ul>Only about a 1/3 of marketers are integrating mobile with their cross-platform media strategies<br />37%<br />29%*<br />Source: IAB survey conducted by Ovum, based on average of seven industry categories, June, 2011<br />Source: Chief Marketer survey among 681 B2B and B2C marketers, May, 2011<br />
  52. 52. Start with the measurement framework<br />Look at this in terms of Sales “Incrementality”:<br /><ul><li>Increase in # of transactions and transaction size;
  53. 53. Increase in # of customers;
  54. 54. Additional revenue from m-commerce</li></ul>Some kind of conversion: registration, coupon redemption, trial, email sign-up, purchase, etc<br />Financial<br />Outcomes<br />e.g., ROI<br />LINKAGE<br />LINKAGE<br />Perceptual & Behavioral <br />Outcomes<br />i.e., End Action Rate<br />LINKAGE<br />Marketing<br />Investment<br />e.g., Qualified Reach<br />49<br />
  55. 55. Thank you<br />(Amazon.com)<br />eMail geoff@emarketer.com<br />Twitter @geofframsey<br />Cell 201-989-9230<br />