Mobile Marketing in 2011: How High Is High?

Mobile Marketing in 2011:
How High is High?

How mobile marketing will fare in 2011 and best practice for effective campaign planning and management
A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

© Napean LLC. All rights reserved. 1
Panelists
Robb Walters, director of site design, Costco Wholesale
Craig Etheridge, vice president of mobile advertising sales, Gannett

Digital/USA Today
Timothy A. Blett, senior partner and president, Doner,

Newport Beach, CA
Noah Elkin, principal analyst, eMarketer
Eric Harber, president and chief operating officer, Hipcricket
Dan Butcher, associate editor, Mobile Marketer and

Mobile Commerce Daily

© Napean LLC. All rights reserved.
2
ƌĞŵŽďŝůĞŵĂƌŬĞƚŝŶŐ͛ƐďĞŶĞĨŝƚƐŽďǀŝŽƵƐƚŽďƌĂŶĚƐĂŶĚĂŐĞŶĐŝĞƐ͍
Mr. Etheridge:
Yes. Reach consumers on their terms. Consumer patterns are very different between our platforms. The
mobile audience is 80 percent unique from our print audience. Media consumption is very fragmented and
LQRUGHUWRUHDFKDEUDQG¶VWDUJHWDXGLHQFHPRELOHDGYHUWLVLQJLVDPXVW
Mr. Blett:
<HVWKHEHQHILWVDUHREYLRXV1RRQHZLOODUJXHWKDWRXUFXVWRPHUVDUHQ¶WXVLQJWKHLUPRELOHSKRQHV
more than ever. But there is a lot of confusion on exactly what to do, when to do it and how much of it
to do.
Mr. Elkin:
1RWFRPSOHWHO\EXWZH¶UHJHWWLQJFORVHU7KHUDSLGH[SDQVLRQRIWKHVPDUWSKRQHPDUNHWFRXSOHGZLWK
WKHHPHUJHQFHRIWDEOHWVDQG*RRJOHDQG$SSOH¶VPDMRULQYHVWPHQWVLQPRELOHDGYHUWLVLQJKDYHUHVKDSHG
how - and how much - marketers and their agency partners think about mobile. With consumers
spending an ever-increasing amount of time in front of their mobile devices, marketers can scarcely
afford to do otherwise. The so-FDOOHG³\HDURIPRELOH´PD\QHYHUFRPHWRSDVVEXWDVERWKDEUDQGLQJ
and direct response medium, mobile is finally and rightfully earning a seat at the table.
Mr. Harber:
I answered no last year and would say the same in 2010. But marketing programs with mobile
components are now commonplace. Enough proof has been offered for marketers to trust that dedicating
meaningful dollars will move product and build loyalty.

3
DŽďŝůĞ͛ƐďĞŶĞĨŝƚƐĂŶĚŽƉƉŽƌƚƵŶŝƚŝĞƐ
Mr. Walters
$UHPRELOHPDUNHWLQJ¶VEHQHILWVREYLRXVWREUDQGVDQGDJHQFLHV"
,IDUHWDLOHULVSD\LQJDWWHQWLRQWRWKHLUWUDIILFDQDO\WLFVLW¶VOLNHO\WKDWWKH
message would be clear. Customers are using mobile devices to interact with
your site. To ignore that would be counter-LQWXLWLYHWREXVLQHVVJURZWKDVLW¶V
another channel which can offer incremental sales.
Where will the key opportunities for mobile lie in 2011?
Although devices like the iPhone and Android phones are increasing in
popularity and penetration, the real area of opportunity lies in mobile tablets
like the iPad, the RIM PlayBook and others. The average order value and top-
line revenue they offer now and, with increased penetration as new models
are released, the future growth potential is unparalleled.

4
Where will the key opportunities for mobile lie in 2011?
Mr. Etheridge:
The key opportunities will lie in new ideas. Mobile advertising is young relative to other platforms. The
explosion of new tablets and their unique offerings will allow for greater targeting. 'RQ¶WIRUJHWWKHPRELOH
Web continues to offer the largest audience reach on the mobile platform.
Mr. Blett:
We believe that the opportunities lie in three areas:
1) SMS is still the powerhouse.
2) Mobile Web sites and apps are growing fast.
3) Location-based social networking is the new frontier.
Mr. Elkin:
Location-based services are certainly one area to keep an eye on. Although usage is not widespread, it is
growing rapidly and, if anything, having Facebook in the mix will only help familiarize people with
activities like check-in and push it toward mass adoption. Location will become an important targeting
mechanism across all media and technology platforms and at every stage of the purchase funnel,
especially as the trend toward social search and social commerce takes hold. The company with the
richest social graph and the most extensive geolocation information has the upper hand in providing a
better value proposition to advertisers and consumers.
Mr. Harber:
Messaging will still dominate because of its reach and proven effectiveness. 2011 will be the year when
VRFLDODQGPRELOHFRQYHUJHHQDEOLQJUHZDUGLQJHQJDJHPHQWRSSRUWXQLWLHVIRUEUDQGV,QDGGLWLRQZH¶OO
see more and better mobile Web sites and further see sought-after consumer interaction with mobile
display ads.

5
More mobile opportunities
Mr. Elkin
Connected devices, rich media and video ads

Another interesting development is the spread of app platforms beyond
smartphones and tablets to a growing range of connected devices,
including Internet-‐enabled TVs and PCs.
This trend will give consumers new ways to interact with digital content
and marketers new ways to reach those consumers ʹ in effect, new ways to
buy both audience and context.
Finally, think about rich-‐media display and video advertising ʹ we are fast
ĂƉƉƌŽĂĐŚŝŶŐĂƚŝƉƉŝŶŐƉŽŝŶƚŝŶďŽƚŚĚĞƉĂƌƚŵĞŶƚƐ͘ƉƉůĞ͛ƐŝĚŚĂƐďĞĞŶĂ
huge boost in terms of generating awareness of what can be done with
mobile from a branding perspective, and many other companies have
stepped up to capitalize on the growing demand.

6
What upcoming challenges can marketers expect with mobile?
Mr. Etheridge:
Implementation of campaigns and reporting metrics are a continuous challenge.
Campaign reporting with rich media and third-party ad counting is an issue. With the
recent movement of open rich-media mobile ads, it will hopefully provide a more effective
rich-media implementation experience.
Mr. Blett:
There are at least four challenges marketers can expect with mobile: creating balance between
acquisition and retention, integrating mobile early on in planning, convincing key stakeholders and
senior management to remix traditional media plans, and measuring and maximizing ROI.
Mr. Elkin:
Fragmentation remains a big issue ± among smartphone and now tablet platforms as well as
vendors and service providers and even ad formats. This creates friction, leaves brands confused
DQGSUHYHQWVWKHFKDQQHOIURPDFKLHYLQJVFDOH7KHUH¶VGHILQLWHO\OHVVFRPSOH[LW\WKDQWKHUHXVHGWR
be, but newcomers may still find the space challenging. Demand-side platforms and real-time
bidding marketplaces that fuse mobile and desktop ad inventory would help with scale and
transparency.
Mr. Harber:
Collaboration between the MMA and IAB, among others, has moved us closer to standardized
measurement, but we are still not where we need to be in the minds of many marketers.
Also, as we pass the 50 percent mark for smartphone usage in the U.S., brands and agencies
will be challenged with creating the mobile mix that will prove most effective for their
individual situations. They will need experts to guide them.

7
Challenges and advice
Mr. Walters
What, if any, upcoming challenges can marketers expect with mobile?
While SMS affords a great opportunity to reach your customers, the challenge lies in
ensuring that the messages remain relevant to the target audience. Because of the
personal relationship people have with their phone, if you are not talking to them in a
resonant language consistent with your brand and their needs, your success in that
channel will be limited.
Strategic advice for mobile program and campaign planning and management
The first point would be to, if using an outside vendor or agency, do your homework on
their capabilities, experience, reputation and ability to support your business. The field is
fast becoming overrun with mobile service providers, but many may not handle your
business volume or provide the support you need.

8
Strategic advice for mobile program and campaign planning and management
Mr. Etheridge:
For mobile campaign planning, it is highly recommended that both publisher and agency spend time
defining the success metrics and establishing time expectations and work involved in creating a
mobile Web/WAP presence.
Mr. Blett:
Develop clear objectives and strategies, dig up key insights about the target, be consistent with brand
voice, define the role of mobile in the overall media mix, optimize each campaign and, finally, perform
plan-do-check-act.
Mr. Elkin:
Consumers with smartphones and emerging mobile devices such as the iPad are increasingly receptive to
marketing experiences. Make the most of this by coming up with well-thought-out goals and a strategy that
WDNHVLQWRDFFRXQWQRWMXVWWKHWDUJHWDXGLHQFH¶VPRELOHEHKDYLRUDQGSUHIHUHQFHVEXWDOVRZKHUHPRELOH
intersects with online and traditional media. Also, make the value exchange the cornerstone of your campaign
planning. Mobile consumers are progressively more accepting of advertising on their devices, but they also
expect something tangible in return for their attention. Everyone likes free content and apps or discounts but
customized ads also win plaudits, so bear in mind: relevant ads increase the likelihood of a response and can
actually help take a customer relationship to the next level. Think beyond the immediacy of the campaign and
look to mobile as a mechanism for maintaining and deepening a long-term relationship with customers.
Mr. Harber:
Tie everything to business goals. Do not let mobile sit on an island ± it works best when part of an
integrated program. View results in real time, then optimize. Get started. Get started now. You can start
simply and with a straightforward approach. Then you can layer on complexity and sophistication.
Customers are beginning to expect mobile engagement.

9
Best-‐practice tips for mobile inclusion in multichannel marketing efforts
Mr. Etheridge:
Use it where it makes sense ± do not force it. Understand what can by done with integration and
possible limitations between the platforms.
Mr. Blett:
Be entertaining, provide limited-time offer, provide rewards for raving fans, make it quick and keep it
simple.
Mr. Elkin:
Mobile can play a key role at every stage of the purchase funnel, so think about different ways to
use mobile to activate other media, but also consider where mobile can provide an end-to-end
experience in and of itself.
Mr. Harber:
Identify and hire a trusted mobile vendor. Leverage the experiences others have had in mobile.
Watch, learn and optimize. Use your existing traditional and online media to create or promote
initial mobile interaction. Make your existing media work harder and smarter. Use mobile to
measure the effectiveness of other multichannel marketing vehicles. Leverage the on-the-fly
changes that can be made to mobile programs to optimize performance.

10
Unified and targeted messaging across channels
Mr. Elkin
Focus on customer needs ± where

mobile enters the purchase process
± DQGHPEUDFHFRQVXPHUV¶H[LVWLQJ
device and usage patterns.
Services, applications and marketing

campaigns all need to respect
FRQVXPHUV¶H[LVWLQJQHHGVILUVWZKLOH
also providing an on-ramp to more
advanced activities.
Unify messaging across channels

and use other channels to market
mobile assets. With all the noise
consumers are exposed to, adopting
a consistent message is important
Source: eMarketer
for achieving branding goals.

11
Best-‐practice tips, where to invest
Mr. Walters
Best-practice tips for mobile inclusion in multichannel marketing efforts

We at Costco see mobile as the bridge between online and inline buying. Features
like UPC or QR code scanning offer a direct tie-in to the product for additional
information, reviews, inventory, videos or ability to order for direct delivery. To
marry this with your direct marketing campaigns allows for a more robust and
meaningful message, while allowing you to provide more information than your
marketing collateral may allow.
Where to invest in mobile next year?

The mobile Web would certainly be the first place to start, followed closely by a
more robust application. If you have not reviewed your mobile traffic analytics,
do so to better understand where your application focus should be applied. But if
possible, avoid just replicating your mobile Web site in an app, which would
provide no value to your customer.

12
Where to invest in mobile next year?
Mr. Etheridge:
The mobile Web and tablets. The latest numbers suggest between 40 and 50 million tablet
devices will be in the market by the end of next year.
Mr. Blett:
The most underfunded opportunity for mobile is building a database to strengthen
relationships with those who have expressed an interest in your brand. Mobile is an
excellent tool for growing your business by building long-term loyal customers.
Mr. Elkin:
Mobile advertising saw strong momentum in 2010, buoyed by greater optimism about the
HFRQRP\PDUNHWHUV¶LQFUHDVHGXUJHQF\RIHQJDJLQJZLWKWKHPRELOHPHGLXPWKHKDORHIIHFW
of new devices and ad inventory, and the continued rise in smartphone adoption and usage.
EMarketer projects a 79 percent increase in total spending for 2010, with that momentum
carrying over into 2011.
Mr. Harber:
The creation of programs that lead to ongoing, opted-in relationships with consumers:
Ɗ6RFLDODQGPRELOH
Ɗ0RELOHDVH[WHQVLRQWRWUDGLWLRQDO&50DQG050HIIRUWV
Ɗ0HVVDJLQJPRELOHGLVSOD\DGYHUWLVLQJDQGPRELOHFRXSRQV

13
U.S. mobile ad spending by format
Mr. Elkin
The continued development of

devices, browsers and mobile
networks, combined with the
availability and marketer
awareness of richer ad units, will
significantly enhance how
marketers will be able to use
mobile to interact and engage
with consumers. So expect a
steeper growth in display via
banners, rich media and video
accompanied by a sharper drop
LQPHVVDJLQJ¶VVKDUHRIWRWDO
mobile ad spending.

14
Rich media, video, Google
Mr. Elkin
Consider rich media and video if they make

sense for your brand.
Consider the relative value of investing in

building and developing an smartphone
and/or tablet application.
But above all think less about generating

buzz and more about how you can use
different mobile channels and ad units to
most effectively reach and engage your
audience.
Remember also that while Apple wears the

halo, Google remains the one to watch.
$SSOH¶VL$GLVWKHODWHVWEULJKWVKLQ\
object in mobile advertising, but Google is
better positioned over the long term to
simplify the media-buying process and
bring scale to mobile advertising.

15
'ĂŶŶĞƚƚŝŐŝƚĂůͬh^dŽĚĂǇ͛ƐŵŽďŝůĞƐƚƌĂƚĞŐǇ
Mr. Etheridge
Gannett Digital/USA Today

aims to reach consumers
wherever they are, on
whichever platform they
prefer.
The publisher has a cross-

platform strategy across
multiple smartphone
platforms with both apps and
mobile Web properties.

16
ŽŶĞƌ͛ƐǁŽƌŬŝŶŵŽďŝůĞ
'RQHU¶VFOLHQWVLQFOXGH&ROHPDQ6HUWD:LOVRQ'HO7DFR0D]GD&R[$PD]RQ.LQGOHWKH'HWURLW=RR
the UPS Store, Lexmark, Minute Maid, Polartec, Vera Wang and Autotrader.com.

17
DŝůůĞƌŽŽƌƐ͛ŵŽďŝůĞŝŶŝƚŝĂƚŝǀĞƐ
The main objectives are customer
retention and to promote the beers to
customers and prospects
The efforts are on a local and national

level
Many campaigns include sweepstakes

18
ŽƐƚĐŽ͛ƐĐŽŵŵĞƌĐĞ-‐enabled mobile site
Last month Costco launched a commerce-enabled mobile Web site accessible at
http://m.costco.com from any Web-enabled mobile device.
The site places a great emphasis on the role of search, with the functionality displayed front and
center.
An additional revenue stream was part of the strategy behind the site. Costco also wanted to
ensure that it provides the best possible services to its members.
Costco realizes the needs of members are changing and mobile provides a convenience. It is a
bridge between online and warehouse shopping.

19
ŽƐƚĐŽ͛ƐŵŽďŝůĞƐƚƌĂƚĞŐǇ
Customers are looking

for a means of efficiently
accessing their retailer
of choice.
Costco sees the mobile

medium as a means of
VDWLVI\LQJLWVPHPEHU¶V
needs.
The company expects to

launch apps as well for
BlackBerry, iPhone and
Android devices.

20
Thank you for your time
For a copy of this presentation

please email Hipcricket at
cmo@hipcricket.com

21

Mobile Marketing in 2011: How High Is High?

Hochgeladen von

Dokumentinformationen

Originalbeschreibung:

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Mobile Marketing in 2011: How High Is High?

Hochgeladen von

Copyright:

Verfügbare Formate

Mobile Marketing in 2011:

How High is High?

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

Craig Etheridge, vice president of mobile advertising sales, Gannett

Timothy A. Blett, senior partner and president, Doner,

Noah Elkin, principal analyst, eMarketer

Eric Harber, president and chief operating officer, Hipcricket

Dan Butcher, associate editor, Mobile Marketer and

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

Connected devices, rich media and video ads

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

Focus on customer needs ± where

Services, applications and marketing

Unify messaging across channels

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

Best-­practice tips for mobile inclusion in multichannel marketing efforts

Where to invest in mobile next year?

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

The continued development of

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

Consider rich media and video if they make

Consider the relative value of investing in

But above all think less about generating

Remember also that while Apple wears the

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

Gannett Digital/USA Today

The publisher has a cross-­

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

 The efforts are on a local and national

 Many campaigns include sweepstakes

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

Customers are looking

Costco sees the mobile

The company expects to

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

For a copy of this presentation

A Mobile Marketer webinar Dec. 9, 2010 Sponsored by

Das könnte Ihnen auch gefallen

Best-practice tips for mobile inclusion in multichannel marketing efforts

The publisher has a cross-

The efforts are on a local and national

Many campaigns include sweepstakes