Transcript Mobile Marketing Powerpoint

Mobile Use in the U.S.
• This year mobile use in the US finally surpassed
desktop use, with 60% of total digital media time spent
on smartphones and tablets, up 10% from the previous
year.
• The US has finally caught up with global trends, and
the mobile screen has become the primary screen.
• That fact will define not just the mobile landscape but
also all digital media strategy in 2015.
Mobile Marketing by Definition:
Mobile marketing can provide customers
with time and location sensitive,
personalized information that promotes
goods, services and ideas.
Andreas Kaplan
>> >> >> >> >>
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Andreas Kaplan defines mobile marketing as "any
marketing activity conducted through a ubiquitous
network to which consumers are constantly
connected using a personal mobile device".
If you want to make money …
… get into mobile marketing now
• New data from BI Intelligence finds that US
mobile ad spend will top nearly $42 billion in
2018, rising by a five-year compound annual
growth rate (CAGR) of 43% from 2013.
Industry Predictions
• Display and video will be the fastest-growing
mobile ad formats as digital ad dollars quickly
shift from desktop to mobile, and ad products
improve.
• US mobile display and mobile video ad revenues
will grow at an astonishing CAGR of 96%
and 73%, respectively, between 2013 and 2018.
Industry Predictions
• But search and social media will still account
for the largest share of US mobile ad revenue
during the forecast period.
• Search is a strong format on mobile because
of its convergence with local-mobile
targeting.
Industry Predictions
• Mobile programmatic ad revenues, including ads
sold through real-time bidding (RTB), will account
for 43% of US mobile display-related ad revenue
in 2018, up from only a 6% share in 2013.
• “Programmatic” ad buying typically refers to the
use of software to purchase digital advertising, as
opposed to the traditional process that involves
Request for Proposals (RFPs), human negotiations
and manual insertion orders. It’s using machines
to buy ads, basically.
It’s the future of advertising, but …
• But programmatic will still be limited by the
lack of robust cookie-based targeting on
mobile.
Industry Predictions
• In-app mobile ads perform much better than
mobile web ads, and ad spending will likely
follow performance and usage.
• In-app click-through rates averaged 0.56%
globally compared to 0.23% for mobile web
ads during the first half of the year, according
to Medialets.
Proximity marketing
• Proximity marketing is the localized wireless
distribution of advertising content associated
with a particular place.
Proximity and Beyond
Tom Cruise Knows
http://youtu.be/7bXJ_obaiYQ
SMS and MMS
• Short Message Service (SMS) is a text messaging
service component of phone, Web, or mobile
communication systems. It uses standardized
communications protocols to allow fixed line or mobile
phone devices to exchange short text messages.
• Multimedia Messaging Service (MMS) is a standard
way to send messages that include multimedia content
to and from mobile phones. It extends the core SMS
capability that allowed exchange of text messages only
up to 160 characters in length.
Push Notifications
• Push notifications were first introduced to
smartphones by Apple with the advent of the
iPhone in 2007. They were later further
popularized with the Android operational
system, where the notifications are shown on
the top of the screen. It has helped
application owners to communicate directly
with their end users in a simple and effective
way.
Push Notifications (cont…)
• If not used wisely it can quickly alienate users
as it causes interruptions to their current
activities on the phone. It can be much
cheaper if compared to SMS marketing for the
long run, but it can become quite expensive
on the short run, because the cost involved in
application development.
App-based marketing
• With the increasingly widespread use of
smartphones, app usage has also greatly
increased. Therefore, mobile marketers have
increasingly taken advantage of smartphone apps
as a marketing resource. This allows for direct
engagement, payment, and targeted advertising.
• There is a lot of competition in this field as well.
However, just like other services, it is not easy
anymore to rule the mobile application market.
In-game mobile marketing
• There are 3 major trends in mobile gaming
right now:
• Interactive real-time 3D games
• Massive multi-player games
• Social networking games.
QR Codes
• QR code (abbreviated from Quick Response
Code) is the trademark for a type of matrix
barcode (or two-dimensional barcode) first
designed for the automotive industry in Japan.
QR Codes
• QR codes have been growing in popularity in
Asia and Europe, but have been slow to be
adopted in North America.Some high-profile
QR campaigns in the United States have
included billboards by Calvin Klein in Times
Square.
Calvin Klein in Times Square
Privacy Concerns and Backlash
• Mobile advertising has become more and more
popular. However, some mobile advertising is
sent without a required permission from the
consumer causing privacy violations. It should be
understood that irrespective of how well
advertising messages are designed and how
many additional possibilities they provide, if
consumers do not have confidence that their
privacy will be protected, this will hinder their
widespread deployment.
Privacy Concerns and Backlash
• A number of important new concerns
emerged mainly stemming from the fact that
mobile devices are intimately personal and are
always with the user, and four major concerns
can be identified:
• mobile spam
• personal identification
• location information and
• wireless security
Hey Tom, what’s are Mobile marketing
trends for 2015?
https://www.youtube.com/watch?v=jc
bnt4Svq9Y
<< I’m so excited
and I just can’t
hide it!
Does Mobile Marketing Work?
• Is Mobile’s Contextual Promise Paying Off?
The new hyper-targeted ad format is the latest move from
the mobile advertising industry to capitalize on the growing
interest in location-based marketing, which BIA/Kelsey
estimates will bring in $4.5 billion this year. By 2018, per
BIA/Kelsey, that number will grow to $15.7 billion.
• But while the tactic seems intrusive, you may be surprised
to learn that xAd throws out 80 percent of inventory from
publishers because the location data isn't accurate. Similar
numbers from mobile firm ThinkNear back up xAd's claim—
a mere 34 percent of ad requests based on latitude and
longitude data are accurate within 100 meters of a
consumer's location.
We’ll know soon enough …
Predictions
• http://www.marketingprofs.com/articles/201
4/26365/six-mobile-marketing-predictionsfor-2015