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Trends and developments in mobile marketing


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Trends and developments in mobile marketing

  1. 1. DM Forum Trends and development in mobile marketing Tuesday 10 August, 2010
  2. 2. Who are we? <ul><li>Chisholm & Harper is a consulting firm that specialises in online strategy </li></ul><ul><li>We don’t build websites </li></ul><ul><li>We are impartial advisors with no ties to any technology platform or vendor </li></ul><ul><li>We help organisations to use technology to more effectively and meet their user and business needs </li></ul>16/08/10
  3. 3. Who do we work with?
  4. 4. What does mobile marketing mean to you? 16/08/10
  5. 5. Mobile marketing has been fumbling along for over a decade. Until now most device screens were small, the browsers crappy, the development tools cumbersome and Internet access slow and expensive.
  6. 6. All that has changed dramatically in the last 24 months, and will leap forward in the next 12 months.
  7. 7. 3 important developments 16/08/10 3 important developments
  8. 8. 16/08/10 1. Smart phones are more prolific Smart phones are quickly becoming more prolific 1
  9. 9. Smartphones are becoming prolific... <ul><li>Worldwide mobile phone sales to end users totaled 314.7 million units in the first quarter of 2010 </li></ul><ul><li>Smartphone sales to end users reached 54.3 million units, an increase of 48.7 per cent from the first quarter of 2009 </li></ul><ul><li>In the first quarter of 2010, smartphone sales to end users saw their strongest year-on-year increase since 2006 </li></ul><ul><li>Gartner Research, 19 May 2010 </li></ul>16/08/10
  10. 10. 2. Mobile data costs less 16/08/10 2 Mobile data is becoming cheaper to access
  11. 11. 16/08/10 3 We’re all comfortable using the web and these paradigms easily transfer to mobile Ivy Bean is 104 and has over 50,000 followers on Twitter
  12. 12. 16/08/10 So, what do marketers need to know about mobile?
  13. 13. 1 It’s not all about Apple. Google, Microsoft, HTC, Nokia, Palm and a host of others are quickly following suit. Google is now activating over 200,000 Android smart phones worldwide every day (NMA, 6 August 2010) The Wholesale Applications Committee will offer brands and developers a single point of submission for their apps
  14. 14. 1. It’s not all about Apple... Worldwide Smartphone Sales to End Users by Operating System in 1Q10 Gartner (May 2010)
  15. 15. Android penetration is smaller, but usage higher
  16. 16. 2 Those that carry “smart” devices are generally wealthier, younger, connected and more desirable customers. Plus, these are the guys traditional media has a hard time tracking down.
  17. 17. 3 Those that carry these devices use them to get information and make decisions in real time.
  18. 18. 3. Get information and make decisions in real time
  19. 19. 16/08/10 4 Those that carry these devices use them to navigate, organise and remember their world. Are you doing all you can to be found, compatible and remembered?
  20. 20. 4. Navigate, organise and remember the world
  21. 21. 4. Navigate, organise and remember the world
  22. 22. 5 This is the most personal media people own. If your message is consumed here you have broken through the clutter.
  23. 23. 2. Mobile is social <ul><li>1/4 of Facebook’s worldwide visits are via mobile </li></ul><ul><li>This is equal to 65 million visits per month </li></ul><ul><li>Facebook, 11 November 2009 </li></ul>16/08/10
  24. 24. 6 Not being discoverable when a customer comes looking is a marketer’s biggest mistake.
  25. 25. 6. Mobile search 16/08/10
  26. 26. 7 You can mess with your competitors at point of sale.
  27. 27. 7. Mess with competitors at POS 16/08/10
  28. 28. 8 Be your customers’ wingman. Your customers are looking for meaningful information that is relevant to the time of consumption. Simply turning regular web into mobile web is a wasted opportunity.
  29. 29. 8. Be your customers’ wingman
  30. 30. 8. Be your customers’ wingman
  31. 31. So what? <ul><li>Technical, economic and social developments mean we are finally at the tipping point of real growth in mobile marketing </li></ul><ul><li>Mobile marketing is not just mobile advertising; it means delivering great brand experiences through mobile devices </li></ul><ul><li>GPS-enabled smart phones provide new and unique opportunities for location-based services </li></ul><ul><li>Successful mobile marketing must seamlessly support a ‘whole of organisation’ approach to marketing </li></ul>