Overview of mobile marketing including mobile web and app basics, mobile search, mobile display, and mobile email for the New Mexico American Marketing Association.
2. ABOUT ME
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#NMAMA / @MICHAELJBARBER
March 2013
NMAMA MOBILE MARKETING 2 #NMAMA / @MICHAELJBARBER
3. MICHAEL BARBER
Director, Digital Strategy | COHN
cohnmarketing.com
michaeljbarber.com
@michaeljbarber
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5. THE MOBILE
REVOLUTION
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6. THE MOBILE REVOLUTION
“ Mobile Is The Future, And
There's No Such Thing As
Communication Overload. ”
Eric Schmidt, Google Chairman
NMAMA MOBILE MARKETING 6 #NMAMA / @MICHAELJBARBER
7. THE MOBILE REVOLUTION
Mainframe
1 million
units sold in
first ten
years
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8. THE MOBILE REVOLUTION
Minicomputer
10 million
units sold in
first ten
years
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9. THE MOBILE REVOLUTION
PC
100 million
units sold in
first ten
years
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10. THE MOBILE REVOLUTION
Desktop
Internet
1+ billion in
first ten
years
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11. THE MOBILE REVOLUTION
Mobile
Internet
10 billion
sold in first
ten years
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12. THE MOBILE REVOLUTION
Smartphones
1.75 billion
sold in 2012
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13. THE MOBILE REVOLUTION
Tablets
84 million
iPads sold in
first two
years
Source: Apple September 2012 Keynote
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14. THE MOBILE REVOLUTION
Galaxy S3
10 million
sold since
July; 30
million by
December
2012
Source: Samsung
NMAMA MOBILE MARKETING 14 #NMAMA / @MICHAELJBARBER
15. THE MOBILE REVOLUTION
iPhone 5
•2 million in first
24 hours
•10+ million sold
the first week
•50 million by
December 2012
Source: Apple, JPMorgan
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16. This is not a bubble, it is a
revolution.
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20. But, we have a problem.
NMAMA MOBILE MARKETING 20 #NMAMA / @MICHAELJBARBER
21. 70% of
businesses
don’t even
have a
mobile
website.
Google
NMAMA MOBILE MARKETING 21 #NMAMA / @MICHAELJBARBER
22. HOW DO WE
SOLVE THIS?
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23. AGENDA
Understand the Understand the Understand tools What’s next?
audience tech that make this
Mobile trends and The technology easier
statistics driving the Tools to make
revolution adoption easier
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24. MOBILE TRENDS
AND STATS
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25. SMARTPHONE PENETRATION
Entering the late innings
Source: Google, Mobile Marketing Association, IAB
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26. SMARTPHONE PENETRATION BY AGE
Consumers of today & tomorrow driving growth.
Source: Google, Mobile Marketing Association, IAB
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27. SMARTPHONE PENETRATION BY GENDER
Men driving growth.
Source: Google, Mobile Marketing Association, IAB
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28. SMARTPHONE PENETRATION BY ETHNICITY
Majorities are being reached across ethnicities.
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29. OPERATING SYSTEM (2012)
Android wins, Apple grows.
Source: Google, Mobile Marketing Association, IAB
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30. OPERATING SYSTEM (2011 vs. 2012)
iOS & Android grow, Blackberry tumbles.
Source: Google, Mobile Marketing Association, IAB
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31. OPERATING SYSTEM BY GENDER
Balance across the sexes.
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32. OPERATING SYSTEM BY AGE
Similar across age groups.
Source: Google, Mobile Marketing Association, IAB
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33. SMARTPHONE MARKETSHARE TAKEAWAYS
• More than 50% of the US population is now using a
smartphone
• No major penetration differences between genders
• Slight penetration differences across ethnicities
• Significant penetration differences across age, specifically 50+
• Android has the largest smartphone marketshare across all
ages, genders, and ethnicities (smartphone only).
NMAMA MOBILE MARKETING 33 #NMAMA / @MICHAELJBARBER
34. This is only
half the
story.
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35. TABLET MARKET STATS
iPad has revolutionized & cannibalized this product category.
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36. TABLET MARKET STATS
Lots of growth in the 7” market, hence iPad mini.
Source: iHS iSuppli Research
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37. TABLET MARKET STATS
Category is growing quickly, but iOS will continue to lead.
Source: Google, Mobile Marketing Association, IAB
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38. TABLET MARKET STATS
•17 million iPads sold April-June 2012; 84 million total iPads sold all
time
•More iPads sold than any PC manufacturer sold PC’s this year
•7” market is driving growth this year (Kindle), iPad mini
•Android & Windows will grow, but iOS will continue to have the
largest marketshare for now.
•91% of all tablet web traffic comes from iPads
•Tablet (iPad) is driving post PC era
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39. THE APP STORES
A tale of two, and maybe a third.
700,000 600,000 Unknown
iOS apps Android apps number
250,000 250(ish) Amazon apps
iPad apps Tablet apps
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41. WEB TRAFFIC
50% via mobile devices by this year.
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42. EMAIL
Daily usage of mobile email over 50%.
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43. SOCIAL
91% of mobile users consume social media on their device
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44. SEARCH
62% of users search on their smartphone, daily.
GOOGLE/NIELSEN MOBILE SEARCH http://www.google.com/think/research-studies/
MOMENTS REPORT creating-moments-that-matter.html
Source: Google, Mobile Marketing Association, IAB
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45. APPS
• Average iOS user engages with 100 apps per
month
• 36 billion apps will be downloaded this year
• 136 billion apps will be downloaded in 2017
• Users spend on average 94 minutes per day on
mobile apps
Source: Apple, Google, Mobile Marketing
NMAMA IAB
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46. ALWAYS ON
And, always with us.
Source: Google, Mobile Marketing Association, IAB
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47. DAILY LIVES
Usage is ubiquitous.
Source: Google, Mobile Marketing Association, IAB
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48. USAGE IS GOING UP
Consumers say they are shifting their habits.
Source: Google, Mobile Marketing Association, IAB
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49. BUSINESS INTERACTION
Consumers use mobile to begin & end their interaction.
Source: Google, Mobile Marketing Association, IAB
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50. APP & SITE TECH
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52. MOBILE APP TECHNOLOGY
The options create confusion.
HTML5 Software Development Kit (SDK)
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53. HTML5
Just the next iteration of HTML, the backbone of the web.
• A set of browser specs by 2 standard groups: W3C
(World Wide Web Consortium) and WHAT (Web
Hypertext Application Technologies)
• Brings capabilities of web apps closer to those of native
apps
• UI tools, off-line storage, 2D graphics, plugin-free video/audio, geo location,
speed and communication
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54. SOFTWARE DEVELOPMENT KIT
Native experiences built for specific operating systems.
• Mobile operating systems with set development
standards
• Two-types: free and open-source or proprietary and
closed source
• Provide access to APIs (ability to make things do things)
• Push notifications
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55. THE KEY DIFFERENCE
Cross-platform Operating system specific (e.g.
capability Android app works only on Android
devices)
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56. HTML5
Pitched as the future of web apps.
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57. MANY BENEFACTORS, NO CLEAR LEADER
All pushing and hyping HTML5 for their own unrelated reasons
Apple looking to move the web away from Flash
Google searching for more ways to commoditize complements
Facebook aiming to break-down Apple/Google silos and distance Adobe
Microsoft to onboard web developers onto Windows 8
Mobile operators hoping to regain control lost to native platforms
Qualcomm aiming to create a competitive advantage for its chips
Brands looking use web as a low-cost way to go cross-device and cross-screen
Adobe aiming to sell tools that facilitate web-to-native hybrid apps
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58. HASN’T PLATEAUED YET
HTML5 is just past the peak of expectations.
• Fragmentation across platforms (iOS, Android, BlackBerry,
Windows Phone)
• Challenged to compete with native user experience
• Lack of distribution channels and monetization for web
apps
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59. FRAGMENTATION
HTML5 doesn’t work the same across all platforms.
HTML5 Test Score
iOS 5.1 324
BlackBerry OS 7 273
Android 4.0 273
Bada 2.0 268
Android 3.2 235
Android 2.3 189
Amazon Silk 1.0 174
Windows Phone 7.5 (Mango) 138
0 50 100 150 200 250 300 350
Source: html5test.com, April 2012.
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60. HTML5
Facebook pushed HTML5 and stumbled
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61. HTML5
Positives & negatives, good for non-Facebooks.
Positives
• Cross-browser/platform
• Ease of distribution
• Access to native features
• Search engine relevance
Negatives
• No push notifications
• No native experiences
• Less ability to massively scale
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63. MOBILE WEBSITE OPTIONS
m{dot}
2 Separate Sites - 1 mobile, 1 desktop
• Mobile-specific site tailored for a specific environment
• More affordable
• Requires maintenance on both sites
• Different URLs
• Risk of content duplication
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64. MOBILE WEBSITE OPTIONS
Dynamic serving
1 Site - Device dictates content served
• Site tailored for a specific environment - smartphone, tablet
• No risk of content duplication
• Requires maintenance on both sites
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65. MOBILE WEBSITE OPTIONS
Responsive
1 site
• Responds to the screen size
• Updates happens across both sites
• Same URLs
• Google likes this option
• More intensive design process
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75. PAID MOBILE ADS
Tips & insights
• PPC
• Same character lengths
• Consider targeting options (geo, demo,
retargeting)
• Click to call options available
• LANDING PAGES MUST BE MOBILE FRIENDLY
• Display/banner
• Clear CTA
• Images help
• LANDING PAGES MUST BE MOBILE FRIENDLY
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76. PAID MOBILE ADS
Mobile ad networks
http://www.flickr.com/photos/fidelman/5282509966/
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77. PAID MOBILE ADS
Mobile ad network types
Premium& Premium&
Blind&
Blind& networks&
Blind& Blind& Known&
inventory& inventory& inventory&
Less&than& More& Focus&on&
premium& premium& premium&
sites& sites& publishers&
Variety&of&
CPC&op6ons& pricing& CPM&model&
models&
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78. SMS / TEXT MESSAGING
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79. SMS, YEP STILL WORTH IT
Tips & insights
• Still have 40% of the market on feature phones
• SMS great for immediacy (coupons, surveys)
• Conversion can be epic
• Relatively inexpensive
• Cost drivers are number of messages, shared/
dedicated shortcode, and vanity keyword
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80. SMS / TEXT MESSAGING
Comparison to push notifications
http://5thfingerblog.files.wordpress.com/2012/05/smsvsapps.jpg
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81. SMS / TEXT MESSAGING
Providers
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82. AMAZING! NOW
WHAT?
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83. STEP 1
Immediately focus any current digital planning around
mobile.
• Ensure any upcoming website redesign is mobile first
• Begin testing other mobile-optimized opportunities across
other digital efforts (e.g. email, search marketing, display/ad
campaigns)
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84. STEP 2
Determine short & long-terms objectives.
• What are we trying to do?
• Increase brand awareness
• Increase sales
• Increase retention
• How will mobile make us money?
• Focus on ROI
• How do we get to market quickly?
• How do we build long-term value?
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85. STEP 3
Develop customer, client, and employee survey.
• Leverage current customer database as well as other
consumer research tools such as Google Insights
• Find the insights to interest and adoption
• You need to answer? What will make people interact and talk
about the app/site?
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86. STEP 4
Understand where your customers are and what they want.
• Review web analytics for baseline understanding
• Leverage current customer database as well as other
consumer research tools such as Google Insights
• Find the insights to interest and adoption
• Need to answer?
• What will make people interact and talk about the app/
site?
• How can we start dialogues with current and prospective
customers via mobile?
• How can we make their lives easier?
• What information do they need on the go?
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87. STEP 5
Develop mobile marketing brief or incorporate within yearly
marketing plan.
• Bring together goals, insights, and customer needs with yearly
tactics and budget
• Work with agency partners to build this together
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88. WANT TO LEARN
MORE?
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March 2013
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89. RESOURCES
• Amex Open Forum - http://www.openforum.com/
• Mobile Marketer - http://www.mobilemarketer.com/
• Mashable Mobile - http://mashable.com/mobile/
• #mobile on Twitter
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90. QUESTIONS?
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