Marketing in a Mobile World
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A presentation I did with my teammates: David Larson, Carrie Murphy, David Schwartz, and Ben Serio. Presentation for my MBA Management Marketing class, Arizona State University.
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Marketing in a Mobile World
- 1. Marketing In The Mobile World Presentation by: Andrea Hoffman David Larson Carrie Murphy David Schwartz Ben Serio
- 2. Why Mobile? In 2014, mobile Internet usage will overtake desktop Internet usage (est.) SMART PHONES - “Of the world’s 4 billion mobile phones in use, 1.08 billion are smartphones.” Sahota, Pam (2011), 15 Incredible Mobile Statistics, Socialnomics: World of Mouth For Social Good, www.socialnomics.net
- 3. Why Mobile? MOBILE HOURS - Average Americans spend 2.7 hours a day “socializing” on a mobile device. MOBILE USE - Almost 50% use for social networking is done through mobile MOBILE APPS – Over 300,000 mobile apps have been developed in 3 years, while the best downloaded 10.9 billion times. Sahota, Pam (2011), 15 Incredible Mobile Statistics, Socialnomics: World of Mouth For Social Good, www.socialnomics.net
- 4. Power of Texting Over 90% of texts from SMS messaging campaigns are read by recipients--- higher than email open rate By 2012, 10 trillion text messages will be sent & delivered globally Source: www.punchkickinteractive.com
- 5. Let’s look at 3 Mobile Segments Recruitment Retail Technology
- 6. Recruiting through Mobile 20% percent of job seekers use their smartphone to look for jobs People search for jobs on their phone….at work
- 8. Engage Candidates through Text Text SCJOBS to HIREME (447363) to receive job updates Opt-In or Opt-Out Recruiters promote specific positions, job fairs, employment videos
- 9. Case Study Vegas.com CHALLENGE Mobile visitors weren’t staying very long Bounce rate of mobile visitors was higher 7% of site’s traffic came from mobile visitors Would tailored content improve their experience? CAMPAIGN 1. Limit scope of test to prove concept 2. Design pages for mobile visitors 3. Detect devices, split traffic & monitor results
- 10. Case Study Vegas.com RESULTS 22% lower bounce rate 16% more page views 4% higher conversion rate Results proved that serving mobile visitors increased stickiness
- 11. Case Study Taco Bell CHALLENGE 2008 – Flash-based website useless to mobile visitors 2009 – Launched mobile site to find menus & nearby locations CAMPAIGN 1. Visitors’ goals are a priority 2. Size matters 3. Design details are important 4. Brand should be consistent 5. Site maintenance required
- 12. Case Study Taco Bell RESULTS A month after launch, Taco Bell’s mobile traffic doubled “without any real promotion” Now team is meeting mobile visitors’ needs & has made the brand’s information available to more mobile consumers
- 13. Mobile – Return on Investment “Where are the eyeballs?”
- 14. HTML 5 FLASH Website adoption (According to Adobe) 85% of the most-visited web sites use Flash, 75% of web video is viewed using the Flash Player, 98% of enterprises rely on the Flash Player, and 70% of web games are made in Flash.[1] Flash Mobile Development Killed (11/9/2011) DOES NOT WORK ON APPLE HTML 5 to replace Adobe Flash Native to all browsers (no more plug in required) Playback of all video, audio, 3d graphics, vector graphics Allow marketers to create dynamic multi-media 1) "The Truth About Flash". Adobe Systems. http://www.adobe.com/choice/flash.html.
- 15. MINORITY REPORT
- 16. Augmented Reality Technology Virtual information superimposed on real world events/locations
- 17. Retail: Mobile to Replace Wallet? “The wallet will be dead in 2015” - PayPal • Near field communication (NFC) devices allows for mobile payment
- 18. Current Mobile Payment Providers
- 19. More on Retail Price comparison apps Allow shoppers in store locations to quickly find out if they can get a better price online Compare prices by scanning a bar code, snapping a picture of a product, verbal commands Brick & mortars’ worst nightmare
- 20. “The ability to check prices on your mobile phone when you’re in a physical retail store is changing the way people shop,” Sam Hall, director of Amazon Mobile, said in a statement. “Price transparency means that you can save money on the products you want, and that’s a great thing for customers.”
- 21. We have come a LONG WAY…
- 22. Don’t Get Left Behind Mobile is the future Optimize your company website for Mobile Integrate Mobile into your marketing strategy to accentuate (not replace) other marketing tactics Use Analytic packages to track ROI: Google analytics, Splunk, Taleau- (tracks pages/visit, average time on site, % new visits) Desired results will be based on company’s needs Technology is changing very quickly!
Editor's Notes
- Open questions up to audience about their usage of mobile phones
- Love your smart phone? Debating a tablet? Gone app crazy? Check out these stats on the mobile market …Statistics: Mobile Marketing – 71% of smartphone users that see TV, press or online ad, do a mobile search for more information.Mobile – ½ of searches are done via a mobile device: smartphone,tablet, etc.Mobile – 86% use their mobile devices (smartphone/tablet) in conjunction with watching TV. My question, aren’t most of them watching TV on their mobile device too?Mobile Use – 61% use their mobile devices to play games.Mobile Use – Almost 50% use for social networking. Like it, Share it, Tweet it, + it.
- Statistics: Mobile Hours Portion – examples includes instant messaging, social media apps, SMS, etc.Mobile Use Portion – Also in mobile use is a 61% in games, 55% for weather, and 50% for maps and searching.Mobile Apps Portion – Demand for downloaded mobile apps is expected to peak next year in 2013Windows Picture – The new windows phone and their metro interface which heavily promotes social interactions and a hub for information sharing
- Apr 29th 2011 According to data released by the vertical search engine for jobs called LinkUp, 20 percent of job seekers use their smartphone to look for jobs. LinkUp reported that mobile traffic jumped to 20.8% of overall first quarter traffic, up from 1.1% the same period a year ago.
- Make sure career site is also optimized for mobile 1st before next steps
- Many companies doing it….one example
- Reference:Marketing Sherpa’s Top 5 Mobile Marketing Case Studies & How-Tos: Proven marketing strategies to take full advantage of mobile’s growing influence, 2011
- Reference:Marketing Sherpa’s Top 5 Mobile Marketing Case Studies & How-Tos: Proven marketing strategies to take full advantage of mobile’s growing influence, 2011
- Reference:Marketing Sherpa’s Top 5 Mobile Marketing Case Studies & How-Tos: Proven marketing strategies to take full advantage of mobile’s growing influence, 2011.
- Reference:Marketing Sherpa’s Top 5 Mobile Marketing Case Studies & How-Tos: Proven marketing strategies to take full advantage of mobile’s growing influence, 2011.
- Mobile Marketing – Search ads and location ads (paid-for positioning on maps and augmented reality apps) will deliver the highest revenue, while video/audio ads will see the fastest growth through 2015.Mobile Search Engine and Advertising – Google’s gross revenue from mobile advertising is over US$1 billion per year.
- Talk about the power of advertising promotions around locations
- Augmented reality (AR) is a live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data.Think Minority ReportCompanies are working on games in which characters will appear to move around real environments.
- Explain NFC - ear field communication (NFC) devices allows for mobile payment . For example, Google Wallet allows consumers to store credit card information in a virtual wallet and then use an NFC-enabled device at terminals that also accept MasterCard PayPass transactions
- Look here for breakdown of some of the providers - http://mashable.com/2011/07/08/the-future-of-mobile-payments-infographic/
- Price comparison apps Allow shoppers in store locations to quickly find out if they can get a better price online Compare prices by scanning a bar code, snapping a picture of a product, speaking its name into the phone or typing the name. Offline retailers’ worst nightmare. Takes away offline retailers’ biggest advantage: once shoppers have driven to the store, they have added incentive to make a purchase
- Amazon is also trying crowdsourcing: recruiting shoppers to collect prices in offline stores so it can try to beat them.
- Final thoughts here
- What take aways can we provide to class based on marketing material? Statistics:Mobile Web – The number of people accessing the mobile Internet is growing fast and is expected to overtake the PC as the most popular way to get on the Web withinfive years.Mobile Hours – Average Americans spend 2.7 hours a day “socializing” on a mobile device (i.e. instant messaging, social media apps, SMS, etc.).My thought…that’s all?Mobile Marketing – But 79% of large online advertisers still do not have a mobile optimized site.Mobile Apps – 1 in 4 mobile apps once downloaded is never used again.In short, Mobile devices, mobile marketing, and mobile apps are not going away. My advice, get in while it’s hot…!