Mobile Marketing Trends, Insights

and Best Practices

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Presented by:
Noah Elkin
eMarketer Senior Analyst

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JULY 2010

Mobile Marketing
Trends, Insights and
Best Practices

Noah Elkin
Senior Analyst
Agenda

 Users, devices and usage patterns: 7 key trends

 “App-opportunity” knocks
 Industry case examples and best practices:
– Automotive
– Financial services
– Consumer products and retail

 Key takeaways
Q & A

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1) Mobile usage has become pervasive
2) Mobile devices have experienced
dramatic evolution

1987 2007 2010

3) Device
market is
shifting in
favor of
smartphones
Which
platform
will win the
increasingly
competitive
smartphone
race?
Smartphone owners are
voracious media consumers
4) Increased ownership of smart devices
is driving mobile Internet growth
5) Communication modes are undergoing
a significant shift
Social
networks
are
becoming
the primary
way mobile
users
exchange
information
Nexus of
mobile and
social is
increasingly
about one
key attribute:
LOCATION,
LOCATION,
LOCATION
In mobile
marketing,
location
leads to
relevance
Frequent social network access is linked to
above-average mobile content consumption
6) The base of mobile content users will
continue to see strong growth
Mobile gaming, music and video revenues
will more than double from 2010 to 2014…
…but the ad-driven component will grow fourfold
7) The iPad
and other
tablet-style
devices are
changing
the meaning
of mobility
Tablet
buyers are
wealthier,
better-
educated
and more
connected
than the
average
US adult
Bigger screens promise
more immersive experiences

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“App-ortunity” knocks...
Will brands answer?

 Apps created by brands

 Apps sponsored by brands

 Apps supported by ads

 Apps sold by brands

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Games,
music,
social
networking,
weather
and maps
lead in app
usage
Volkswagen Group gets its game on

2008 2009
Pandora app is music to Infiniti’s ears
Nissan shifts gears with inaugural iAd
 Buick works to update its image with
exclusive sponsorship of WSJ iPad app

“One of the things we wanted to do is contemporize the way people

think about this brand. In some respects, you are the company you
keep.”
—Craig Bierley, director, advertising and promotions, Buick/GMC, in an interview with
eMarketer, May 21, 2010
Best practices:
Automotive mobile marketing

1)Make it accessible.
2)Align strategies with quantifiable user behavior
and preferences.
3)Associate brand, messaging and objectives
with the right device platforms and mobile
channels.
4)Use other channels to market mobile assets.
5)Use mobile to develop and deepen relationships.
Mobile
banking
combines
utility,
marketing
and loyalty
Citibank connects the dots

App Web

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Third-party web/mobile apps can drive
innovation and marketing opportunities
Best practices:
Mobile banking

1)Focus on customers’ existing needs first.

2)Make it unique.
3)Emphasize security.
4)Convey the value.
Kraft succeeds in selling a branded
mobile app

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GILT
mobilizes
service and
value with
invitation-
only luxury
goods
sales
Tiffany & Co. rings in a new iPhone app
Best practices:
Consumer products

1)Understand the rationale for an app.

2)Link app development to consumer needs,
not brand needs.
3)Set realistic ROI goals.
4)Track consumer engagement.
5)Maintain, refresh, enhance.
Final thought: Mobile web is becoming
more app-like in appearance and experience
Key takeaways

 Evolving device and network landscape will

continue to play a decisive role in mobile marketing.

 Adding value means providing consumers with a measure

(and measurable degree) of utility, relevance and fun.

 Design for customers: Mobile apps and experiences

should focus on facilitating consumers’ existing behaviors
while providing an on-ramp to more advanced activities.

 Pay close attention to the growing nexus of mobile

and social.

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eMarketer Mobile Coverage

Learn more about mobile marketing with eMarketer Total Access.

Recent Reports:
 Kids and Teens: Mobile Everywhere
 Mobile Shopping from In-Store: A Potential Game Changer
 Hispanic Mobile Users and Usage
 Automotive Mobile Marketing Shifts Gears
 Mobile Banking: Financial Services Firms Look to Cash In
 Mobile Apps and Consumer Product Brands
 BRIC Mobile: Emerging Markets Mature
 Boomers and Mobile Usage

All reports are available to Total Access clients.

Visit: www.emarketer.com/products
Call: 800-405-0844 Email: sales@emarketer.com
 Mobile Measurement Solutions from Adobe
Matthew Langie | August 2010

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

 Omniture, An Adobe Company

Adobe and Omniture:

Adobe and Omniture:
Measure&&optimize
Measure optimizeany
anyonline
onlineexperience
experience
acrossany
across anyplatform
platformand
andany
anydevice
device

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

 Mobile Channels

Mobile Sites
m.nbc.com

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

 Mobile Channels

Mobile SMS
Best Buy

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

 Mobile Channels

Mobile Apps
ESPN

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

 Mobile Value Proposition

Collect the right data

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

 Mobile Value Proposition

Collect the right data Data-driven Decisions

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

 Mobile Value Proposition

Collect the right data Data-driven Decisions Compelling Experiences

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

 Quick Wins – Site Content

Business Questions:
Most popular pages?
How deep do visitors go in mobile site?
Which mobile pages most frequently influence success?

Metrics:
Page views
Time spent on site
Time spent on page

Key Wins:
Optimize site design, navigation
Improve site usability
Stronger content affinities within site

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

 Quick Wins – Site Content

Business Questions:
Engagement Best Optimization
Most popular pages?Mobile
Standard Experience Upside
How deep do visitors goSite Site
in mobile site?
Which mobile pages most frequently influence success?

Metrics:
1.9 1.0 Mobile Site 90%
Page views
Time spent on site Standard
Time spent on page 1.0 2.6
Site 160%
Key Wins:
Optimize site design, navigation
Improve site usability
Stronger content affinities within site

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

 Success Story

Issue:
Building mobile app was expensive proposition
Needed one source for analytics

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

 Success Story

Issue:
Building mobile app was expensive proposition
Needed one source for analytics
Key Results:
Track & compare user behavior and lead generation
across three platforms: Web, mobile Web and iPhone
Track phone leads from iPhone app
App converts at twice the rate of Web site!
iPhone channel: Positive ROI ahead of plan

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

 Adobe Scene7 Mobile Commerce Survey – August 2010

Key findings
• Over 80% planning or have deployed an m-commerce website v. 8% downloadable application-only
strategy

• Four key areas of execution: 1) promotions, 2) commerce, 3) product information display, 4) branding

• Full-screen image zoom & videos most effective ways to browse/display products

For
For the
the complete
complete report:
report: www.scene7.com/MCommerce2010
www.scene7.com/MCommerce2010

© 2010 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Thank you for tuning in to the eMarketer Webinar:

Mobile Marketing Trends,

Insights and Best Practices

Questions & Answers

Registrants will receive a copy of the slide deck and the playback
link in a follow up email within 24 hours of this presentation.

Sponsored by:

Presented by:
Noah Elkin
eMarketer Senior Analyst

Twitter Hashtag – #eMwebinar

eMarketer Mobile Coverage

Learn more about mobile marketing with eMarketer Total Access.

Recent Reports:
 Kids and Teens: Mobile Everywhere
 Mobile Shopping from In-Store: A Potential Game Changer
 Hispanic Mobile Users and Usage
 Automotive Mobile Marketing Shifts Gears
 Mobile Banking: Financial Services Firms Look to Cash In
 Mobile Apps and Consumer Product Brands
 BRIC Mobile: Emerging Markets Mature
 Boomers and Mobile Usage

All reports are available to Total Access clients.

Visit: www.emarketer.com/products
Call: 800-405-0844 Email: sales@emarketer.com