The document discusses misconceptions around mobile marketing and outlines some real truths. It notes that mobile devices are now a way of life for most Americans, with over 90% owning smartphones. While mobile marketing is no longer a buzzword, companies should first analyze their existing digital channels and focus on optimizing for mobile conversions rather than just experiences. The top priority for mobile efforts should be improving conversions and revenue.

1. MOBILE
MISCONCEPTIONS
AND THE
REAL TRUTH

2. Arienne Holland
Director of Marketing and Customer Experience
@RavenArienne

3. You’re thinking
about it all wrong.

4. IN THE ABSENCE OF DATA, HIPPOS MAKE DECISIONS
PHOTO: HEATH.WINDCLIFF VIA COMPFIGHT CC

5. PHOTO: HEATH.WINDCLIFF VIA COMPFIGHT CC
(CRAP. I AM THE HIPPO! )

6. EITHER WAY, FIND OUT THE FACTS
PHOTO: HEATH.WINDCLIFF VIA COMPFIGHT CC

7. Misconception:
Mobile marketing is
the latest buzzword.

8. Real truth:
Mobile devices are
a way of life.

9. AMERICANS WITH MOBILE PHONES
AMERICANS
WITHOUT
MOBILE PHONES
SOURCE: PEW RESEARCH CENTER INTERNET PROJECT SURVEY, JANUARY 2014

10. AMERICANS WITH MOBILE PHONES
9 OUT OF 10
AMERICANS
WITHOUT
MOBILE PHONES
SOURCE: PEW RESEARCH CENTER INTERNET PROJECT SURVEY, JANUARY 2014

11. AMERICANS WITH MOBILE PHONES
284.5 MILLION ADULTS
AMERICANS
WITHOUT
MOBILE PHONES
SOURCE: PEW RESEARCH CENTER INTERNET PROJECT SURVEY, JANUARY 2014

12. 75% ADMIT TO USING A CELL PHONE IN THE BATHROOM
PHOTO: MACARON*MACARON(EST BLEU2007) VIA COMPFIGHT CC

13. YOU KNOW YOU DO.
PHOTO: MACARON*MACARON(EST BLEU2007) VIA COMPFIGHT CC

14. WHAT DEVICES AMERICANS HAVE
Mobile Phone
Desktop or Laptop
Tablet
eBook Reader
32%
42%
78%
90%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
SOURCE: PEW RESEARCH CENTER INTERNET PROJECT SURVEY, NOVEMBER 2012 AND JANUARY 2014

15. WHAT DEVICES AMERICANS HAVE
Mobile Phone
Desktop or Laptop
Tablet
eBook Reader
Smartphone 58%
32%
42%
78%
90%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
SOURCE: PEW RESEARCH CENTER INTERNET PROJECT SURVEY, NOVEMBER 2012 AND JANUARY 2014

16. Where the people go,
the money goes.

17. 2013 U. S . A DVERTISING REVENUE
Internet
Broadcast TV
Cable TV
Newspaper
Radio
Magazine
Out of Home
Video Game
Cinema
$0 $5 $10 $15 $20 $25 $30 $35 $40 $45
SOURCE: INTERACTIVE ADVERTISING BUREAU (IAB) INTERNET ADVERTISING REVENUE REPORT, A P R I L 2 0 1 4

18. 2013 U. S . A DVERTISING REVENUE
Internet
Broadcast TV
Cable TV
Newspaper
Radio
Magazine
Out of Home
Video Game
Cinema
$42.8 BILLION
$0 $5 $10 $15 $20 $25 $30 $35 $40 $45
SOURCE: INTERACTIVE ADVERTISING BUREAU (IAB) INTERNET ADVERTISING REVENUE REPORT, A P R I L 2 0 1 4

19. 3% 2%
4%
2013 U. S .
INTERNET
ADVERTISING
FORMATS
SOURCE: IAB INTERNET ADVERTISING REVENUE REPORT, A P R I L 2 0 1 4
6%
7%
Mobile
17%
Display
19%
Search
43%
Search
Display
Mobile
Digital Video
Classifieds
Lead Generation
Rich Media
Sponsorship

20. 3% 2%
4%
2013 U. S .
INTERNET
ADVERTISING
FORMATS
$7.1 BILLION
SOURCE: IAB INTERNET ADVERTISING REVENUE REPORT, A P R I L 2 0 1 4
6%
7%
Mobile
17%
Display
19%
Search
43%
Search
Display
Mobile
Digital Video
Classifieds
Lead Generation
Rich Media
Sponsorship

21. Misconception:
I need to start mobile
advertising ASAP.

22. Real truth:
I need to look at my
analytics ASAP.

23. WHAT AMERICANS DO ON MOBILE PHONES
SOURCE: PEW RESEARCH CENTER INTERNET PROJECT SURVEY, MAY 2013
Texts
Internet
Email
Apps
Video Calls
0% 15% 30% 45% 60% 75% 90%

24. Mobile-friendly websites
Mobile-only websites
Ads on mobile websites
Ads on mobile search engines
Text messaging
What I can do with
feature phones }

25. Mobile-friendly websites
Mobile-only websites
Ads on mobile websites
Ads on mobile search engines
Text messaging
Apps
Ads within apps
Mobile-optimized websites
Location-based messaging
QR codes
What I can do with
feature phones
What I can do with
smartphones
}}

26. Websites
Search engines
Social media networks
Emails
Ads on websites
Ads on search engines
Ads on social networks
Ads on emails
eCommerce
What I’m already doing,
or supposed to be doing,
or forgot to be doing }

27. MINDSPLOSION!
PHOTO: BICHUA S ( E . C A RTON) VIA COMPFIGHT CC

28. Start with
what you have.

29. Website
Blog
Email
MOBILE POPULARITY
BY MARKETING CHANNEL
0% 5% 10% 15% 20% 25%

30. Website
Blog
Email
MOBILE POPULARITY
BY MARKETING CHANNEL
0% 5% 10% 15% 20% 25%

32. Now what?

33. Misconception:
Mobile experience
is the top priority.

34. Real truth:
Mobile conversion
is the top priority.

35. Website
Blog
MOBILE POPULARITY
BY MARKETING CHANNEL
0% 5% 10% 15% 20% 25%

37. SHARE OF $$ CONVERSIONS FROM MOBILE
Website
Blog
BY MARKETING CHANNEL
0% 20% 40% 60% 80% 100%

39. What if you have
no conversion data?

41. I T ’ S O K TO OPTIMIZE FOR EXPERIENCE
PHOTO: LARS PLOUGMANN VIA COMPFIGHT CC

42. IT’S BETTER TO OPTIMIZE FOR CONVERSIONS
PHOTO: ERVINS STRAUHMANIS VIA COMPFIGHT CC

43. 3 simple, important
truths

44. Mobile is not a buzzword,
it’s a way of life. If you’re an
online marketer, mobile will
change your business.

45. Analyze any existing channels
first. You may not be prepared
— or need — to spend money on
mobile ads yet.

46. Keep it all about the Benjamins.
Great mobile experiences are
important. Mobile conversions
are top priority.

47. PHOTO: DERRIEL STREET PHOTOGRAPHY VIA COMPFIGHT CC
< < <

48. Ask me anything!
!
@RavenArienne
linkedin.com/in/arienneholland
arienne@raventools.com