mobile 2011 and beyond
DESCRIPTION
Learn about the latest trends on mobile marketing and technologies.TRANSCRIPT
A VISION OF THE FUTURE
WHAT WE WILL SHARE TODAY
Devices and destinations
Attracting the mobile customer Making the mobile sale It’s not just about mobile Anthology does mobile
UNDERSTANDING MOBILE & WHY IT’S DIFFERENT
DEVICES & DESTINATIONS
DIGITAL DEVICE ECOSYSTEM
STATIONARY
IN-HOMEOUT-OF-HOME
MOBILE & CONNECTED DEVICES
US SMARTPHONE VS TABLET OWNERSHIP
TabletsSmartphones
Source: eMarketer, March 2011
WILL OWN A SMARTPHONE
BY THE END OF 2011
23.4%
WILL OWN A TABLETBY THE END OF 2011
7.6%
2011 US MOBILE PHONE OWNERSHIP
Smartphones
Source: Nielsen, Mobile Insights, May - July 2011
OF MOBILE PHONES ARE
SMARTPHONES
40%
Feature Phones
Smartphones are predicted to overtake feature phones by the end of 2011.
2011 TOP SMARTPHONE OPERATING SYSTEMS
Source: Nielsen, Mobile Insights, May - July 2011
It is no longer just an iPhone world.
40% 19%28% 7%
MOBILE DEVICE DESTINATIONS
Mobile AppResides on the device
and is unique to each OS
Mobile WebsiteResides on the Internet and
accessed via mobile web browser
OR
MOBILE APP VERSUS MOBILE WEBSITE USAGE
SOURCE: Adobe Experience Survey, October 2010
MOBILE APP VERSUS MOBILE WEBSITE
Mobile App Mobile Website Need to develop separate app for each OS
Rich user experience due to direct access to device hardware
Requires app store approval and has associated costs
Updates must be downloaded
One website can be viewed on any device
Not as rich of a user experience
Lower development cost and faster time to market
Updates are immediately available
Search engine friendly
HTML 5 - LEVELING THE PLAYING FIELD
Technology improvements for mobile website andweb apps: Hardware integration - access to GPS, camera, sensors, etc.
Off-line storage/capabilities
2D graphics capabilities
Video/audio streaming
Geo-location
User interface tools
DIFFERENT DEVICES = DIFFERENT EXPERIENCES
VSSmartphones Tablets
DIFFERENT DEVICES = DIFFERENT EXPERIENCES
VS
• Always on and available• Always on or near your body• Often used in motion• Primary use is communication• Focus is on “right here, right now”• One owner, not shared• Starting to replace personal items
such as watches, cameras, loyalty cards, credit cards, etc.
Smartphones Tablets
DIFFERENT DEVICES = DIFFERENT EXPERIENCES
VSSmartphones Tablets
Selectively on Not always with you Portable but used stationary Primary use is media consumption Not necessarily about immediacy Starting to replace media delivery vehicles such as magazines, newspapers, books, TV, etc. Most often a shared device
DIFFERENT DEVICES = DIFFERENT DESTINATIONS
MOBILE WEBSITE/WEB APP
NATIVE APP
DIFFERENT DEVICES = DIFFERENT DESTINATIONS
NATIVE APP
MOBILE WEBSITE/WEB APP
DIFFERENT DEVICES = DIFFERENT DESTINATIONS
MOBILE WEBSITE/WEB APP
NATIVE APP
DIFFERENT DEVICES = DIFFERENT DESTINATIONS
MOBILE WEBSITE/WEB APP
NATIVE APP
ATTRACTING THEMOBILE CUSTOMER
UNDERSTANDING MOBILE BEHAVIOR
Super Connecteds 19%
Access mobile Internet at least weekly or do multiple advanced activities monthly or more often. These are the most sophisticated users of mobile phones.
Entertainers15% Listen to music, watch video, or play games at least weekly
Connectors9%
Use of mobile phone for work is at least 25% of usage. Also use advanced services at least monthly. They are productivity oriented.
Communicators21%
Communicate at least weekly using SMS. May use MMS, IM or personal email at least monthly. Use at least two of these communication services at least monthly.
Talkers34%
Use mobile phones primarily to talk. Maybe very occasional – less than monthly – users of SMS. May do one of the activities such as vote via SMS.
Inactives11%
Do not own a mobile phone.
Source: North American Technographics Benchmark Survey, Q2 2010 (US, Canada)
Source: The Mobile Shopping Framework Study,
Yahoo/Nielsen, Jan. 2011
Mobile Internet Usage
93%Out-of-Home
89%At Home
Context
THE IMPORTANCE OF CONTEXT
TIME
ENVIRONMENT
LOCATION
PHYSICAL ACTIVITY
DEGREE-OF-FOCUS
TASK-AT-HAND
DEVICE CAPABILITIES
Content
MOBILE MARKETING OPPORTUNITIES
Display Ads QR CodesSMS/MMSSearch Ads
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Geo-location
82% OF SMARTPHONE USERS NOTICE ADS
Banner or graphical ads
Ads featured on the sites I’m visiting
Ads embedded within an app I’m using
DisplayAds
45%
43%
35%
Ads within mobile search engine listingsSearch
Ads34%
Ads based on my location
Ads featured on online maps
Location Maps/Ads
21%
19%
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011
Text message/SMS ads
Video Ads
28%
21%
SMS/MMS Ads
HALF OF THOSE WHO SEE A MOBILE AD TAKE ACTION
…computer 33%
32%…smartphone
Looked for More Information49%
Instore 31%
24%Online on computerPurchase49% Online with smartphone 23%
Click to call advertiser on mobile 18%
17%Called advertiser / retailer at later time
Contacted Advertiser27%
Went to store for additional info 22%
20%Located directions on map
Visit / Locate Retailer33%
Actions Ever Taken As a Result of Seeing A Mobile Ad
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011
SEARCH IS THE MOST VISITED MOBILE WEBSITE
Search engine websites
Social Networking websites
Retail websites
Review websites, blogs or msg boards
77%
65%
46%
19%
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011
Websites Visited Via Smartphones
Video sharing websites 43%
General consumer websites
Brand or manufacturer websites
38%
26%
25%
Coupon websites
Health information websites 24%
Finance-related websites
Travel-related websites 23%
18%
24%
Full-length TV programming websites 17%
Magazine websites 15%
Other websites 14%
MOBILE SEARCH HAS A STRONGER LOCAL INTENT
SEARCHESIS LOCAL
1 IN 3
Source: Google
Hyperlocal Distance Info
Click-to-call
Location Info & Maps
Mobile-specific Search Ad
MOBILE SEARCH ENGINES ARE GEARED FOR LOCAL
MOBILE DISPLAY ADVERTISING
Banner Ads Audio AdsVideo Ads
MOBILE DISPLAY ADVERTISING - STATISTICS
Site Traffic2%
Sustained In-Market Presence
29%
Brand Awareness9%
Product Launch/Release
24%
Lead Generation27%
Increased Foot Traffic
9%
Source: Millennium Media Q1 2011
Top Campaign Goals
MOBILE DISPLAY ADVERTISING
Traffic to site47%
Custom Landing Page32%
Application Download
21%
Source: Millennium Media Q1 2011
Top Campaign Destinations
MOBILE DISPLAY ADVERTISING - STATISTICS
Place Call
Download Application
MocIal (Social Media)
Retail Promotion
39%
26%
18%
mCommerce 12%
Enroll / Join
Watch Video
39%
25%
22%
Subscribe
Store Locator 22%
Site Search
View Map
13%
12%
2%
Mobile Only Campaigns
Source: Millennium Media Q1 2011
Post-Click Campaign Actions
Integrated Campaigns
SMS STILL VALUABLE AS A MARKETING TOOL
28%of mobile subscribers in the US received one or more SMS Ads in March 2011
of those subscribers responded to at least one SMS ad
Source: The State of the U.S. Mobile Advertising Industry and What Lies Ahead, ComScore, June 2011
Info about product/
service/brand
50%
12%
36%
16%
32%
18%
30%
8%
Coupon or discount
Contest
Donation to charity/non-profit
SMS Ads Received SMS Ads Responded
17%
QR CODES BRIDGE THE PHYSICAL & DIGITAL WORLDS
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Print Ads
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Outdoor
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Packaging Point-of-Sale
Specialty Items
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TV Commercials
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US HAS THE FASTEST GROWING QR CODE USAGE
US
UK
Netherlands
Spain
Canada
181.1%
166.5%
146.3%
94.4%
94.0%
Source: 3GVision as cited in press release, April 5, 2011
Top 5 Countries, Ranked by Growth in Mobile Barcode Scans, Q1 2011
(% change versus. prior quarter)
ABOUT HALF OF QR CODES SEEN ARE SCANNED
Yes
No
Don’t know
166.5%
48%
94.0%
Source: MGH QR Code Usage and Interest Survey, Feb 2011
If you have seen a QR code, have you ever used one?
3%
49%
LOCATION WHEN QR CODE IS SCANNED
Source: ComScore, MobiLens, August 2011
At home
Retail store
Grocery store
58%
39.4%
24.5%
At work 19.7%
Outside or on public transit
Restaurant
12.6%
7.6%
QR codes are scanned more while at home
SOURCES OF SCANNED QR CODES
166.5%
Source: ComScore, MobiLens, August 2011
Printed magazine or newspaper
Product packaging
Website on PC
49.4%
35.3%
27.4%
Business card or brochure 13.4%
Storefront
TV
12.8%
11.7%
Print media is the most common source
DEALS AND INFORMATION ARE THE MOST POPULAR USES
Source: MGH QR Code Usage and Interest Survey, Feb 2011
To get a coupon, discount or deal
Access additional information
Enter a sweepstakes
Interact with social media properties
53%
52%
33%
What QR Codes Are Used For Most?
Sign up to receive more information 26%
Access video
Make a purchase
24%
23%
23%
Other 11%
Don’t know
38%
2%
QR CODES PROVIDE BRANDING OPPORTUNITIES
Discover LA TourismHBO’s True Blood
GEO-LOCATION TOOLS
Location-based services common place for brick and mortar company apps.
GEO-LOCATION MARKETING OPPORTUNITIES
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3rd party tools help build customer loyalty by rewarding check-ins with special offers
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GEO-LOCATION MARKETING TRENDS
App rewards customers for walking into participating stores
GEO-LOCATION USAGE
Source: Pew Internet & American Life Project , September 2011
Use a geo-social (“check in”) service such as Foursquare or Gowalla
12%
4%
55%
28%
58%
29%
Get location-based directions and recommendations
Has done at least one of the above
Smartphone Owners All cell phone owners
Smartphone owners ages 18-49 are more likely than those over 50 to use location-based services
AUGMENTED REALITY - ENHANCING THE REAL WORLD
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3rd party app/browser platforms provide a way to
reach established audiences
AUGMENTED REALITY FOR BRAND ENGAGEMENT
Starbucks Cup Magic Just Launched
MOBILE SHOPPING EXPERIENCE
MOBILE WEB PURCHASES SLOW IN COMING
Forrester’s “Mobile Commerce Forecast, 2011 To 2016”, June 2011
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Only of online web sales in will be transacted through mobile devices, growing to in
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2%2011
7% 2016.
AWKWARD EXPERIENCE AND SECURITY ARE TOP CHALLENGES
Source: The “Shopping” Mindset of the Mobile Consumer, 2011
Awkward shopping experience on phone
Concerns over credit card information
Slow connection / connectivity
Product information is limited
49%
36%
31%
Image of product not good 26%
Not easy to view product information
Takes too long
23%
20%
18%
Full product selection is not offered 13%
Customized experience based on location
Other (Please specify) 12%
9%
Perceived Challenges to Making a Mobile Web Purchase
MOBILE SHOPPING ISN’T JUST ABOUT SHOPPING ONLINE
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011
79%Use phone for
shopping-related activities
70%Use phone while shopping in-store
74%Of smartphone
shoppers made a purchase as a result of using smartphone
COMMON MOBILE SHOPPING TASKS
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011
Called a retailer 46%
22%Contacted retailer in another way
Contact Retailer52%
In-store Drivers78%Located a retailer 54%
49%Compared prices to decide
Searched store’s inventory 34%
Get More Product Information69%
Read product information and reviews 44%
40%Compared features of a product
Watched online video
26%
21%
Used barcode scanner
Find and Use Offers & Discounts48% Looked for promotions and coupons 40%
28%Used discount coupon on phone
MOBILE EXTENDS TRANSACTIONS
Retailers can now conduct non-cash transactions beyond the register.
STARBUCKS MOBILE PAYMENTS APPROACH
iPhone and Blackberry app released January 2011 Android app just released in June Allows customers to check balance, purchase by scanning
a barcode and reload account balance
MOBILE WALLETS RACE HEATING UP
Contactless NFC- and RFID-based payments
IN THE NEWS…
Isis, a venture of AT&T, Verizon and T-Mobile, join forces with Visa, MasterCard, American Express and Discover
July 19, 2011 Google Wallet launches on its first smartphone, the Samsung Nexus S offered on Sprint NextelSeptember 19, 2011
UNDERSTANDING MOBILE & WHY IT’S DIFFERENT
IT’S NOT JUST ABOUT MOBIILE
THE NEW CONVERGENCE
Social Local
Mobile
SoLoMo
SOCIAL IS THE FASTEST GROWING USE
Source: The State of the U.S. Mobile Advertising Industry and What Lies Ahead, ComScore, June 2011
Social Networking
Maps
Weather
Sports Information
45.7%
43.3%
40.2%
News 38.1%
Entertainment News
Search
33.4%
32.1%
31.5%
Personal Email 30.7%
Work Email
Instant Messaging (IM) 16.9%
24.8%
Top 10 Mobile Categories Year-on-Year Growth
(March 2010 - March 2011)
LOCATION-BASED SERVICES CONTINUES GROWTH
Source: The State of the U.S. Mobile Advertising Industry and What Lies Ahead, ComScore, June 2011
Maps
Restaurant Information
Travel Service
43.3%
40.4%
Weather 40.2%
Search 32.1%
29.2%
Movie Information 27.5%
Traffic Reports 28.4%
Location-based Services Year-on-Year Growth
(March 2010 - March 2011)
SoLoMo PURCHASE FUNNEL
Courtesy: Social Studio
SOCIAL
MOBILE
LOCAL
AWARENESS
FAMILIARITY
OPINION
CONSIDERATION
INTENTION
SHOPPING
PURCHASE
SoLoMo IS EVERYWHERE & EVER EVOLVING
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Group Texting
Reviews
GeolocationCheck-In /Deals
Group Discounts
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Search
Microblogs
Social Networks
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Photo Sharing
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Price Comparison
Social Local
Mobile
Music & Entertainment
MOBILE USERS ARE MEDIA MULTI-TASKERS
USE THEIRSMARTPHONE
WHILE…
72%
Listen to music
Watch TV
Read newspaper/magazine
44%
33%
Use Internet 29%
Play video games 27%
22%
Read a book 16%
Source: The Mobile Movement Study, Google/Ipsos OTX MediaCT, April 2011
MOBILE USERS GO ONLINE WHILE WATCHING TV
Source: Mobile Shopping Framework, Nielsen/Yahoo, November 2010
Communicating with a friend/ family member via texting
Updating/reading social networking sites
Browsing content on the Internet not related to what I’m watching
Doing Internet searches/looking up info related to a commercial I saw
56%
40%
37%
Communicating with a friend/family member via email 33%
Using mobile applications
Browsing content on the Internet related to what I’m watching
33%
24%
23%
Communicating with a friend/family member via IM 19%
1 out of 5 search for more informationrelated to TV commercial they saw.
ANTHOLOGY DOES MOBILE
MOBILE OFFERINGSP
RO
GR
AM
S &
CA
MP
AIG
NS
Demand & LeadGeneration
Direct Response
Customer Service
Customer Loyalty
Brand Awareness& Engagement
Websites &Web Apps
Mobile Website Starter
Package
Custom Mobile Website/Web App
Development
Tablet Accessible Website
Development
Native Apps
iPhoneApp
AndroidApp
iPadApp
Marketing
Messaging(SMS/MMS)
Mobile Search
Mobile Display
Location-basedMarketing
Social Media Integration
Analytics
mCommerce
Commerce-enabled
Mobile Website
MobileShopping
Tools
SERVICES
CURRENT MOBILE CLIENTS
Mobile Websites
Mobile Campaigns
MOBILE WEBSITE
m.anthologymarketing.com
QUESTIONS?
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