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Mobile Insider Summit, Key Largo, Fla.January 27, 2012
Why Main Street Is So Hyped About Mobile Marketing
#mpmis
@goborrell
© 2012 Borrell Associates Inc.
Our Foundation: Research
Determining how much local advertisers actually spend is extremelydifficult but incredibly important in this time of shifting ad dollars.
We do it better than anyone else.
Research Components Advertisers
Spending: Database of 15 million companies Receipts: Database of 5,200 online media companies Verification & Forecasting: Panel of 10,000+ businesses
Consumers Scarborough, Claritas Ongoing surveys of web users
Advertising Trends
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A Great Retailer Once Said…
John Wanamaker1838-1922
“Half the money I spend on advertising is wasted. Trouble is, I don’t know which half."
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com Big-Picture Trends Advertisers always skeptical of ROI
Omnipresent cycle of “new media” disruptions
New media peels growth away from old media…
…And never kills off its primary competitor
Historic Trends
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Television advertising: 1950 (30 years) Cable advertising: 1980 (30 years) Internet advertising: 1995 (17 years) Mobile advertising: 2010 (15 years)
Media’s Disruptive History
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By 2016, 88% off all local online advertising will bedelivered on a mobile device.
Local Mobile Advertising
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Sizing the Local Advertising Sales Force
2: This is local-only direct sales reps and excludes national sales forces and third-party sellers. © 2012 Borrell Associates Inc.
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Under Siege: One Pitch EVERY Business Day……but only 1-2 spoken with per week
In an average month, with how many advertising sales people do you speak, in person or on the phone, among these incoming efforts? Survey date: Q1-2 2011 N = 5,112
Sales approaches per month
Sales pitches taken per month25 7
© 2012 Borrell Associates Inc.
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SMBs Getting a Fast Education
© 201\2 Borrell Associates Inc. All Rights Reserved.
Source question: Has your company been pitched by any vendors to conduct mobile-based advertising or marketing campaigns or campaigns with mobile elements in the past 12 months?
Source question: Have you conducted any advertising or marketing campaigns using mobile platforms in the past 12 months?
Total Responding: 10,250
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Likelihood High for SMBs’ Use of Mobile
© 2012 Borrell Associates Inc. All Rights Reserved.
Source question: How likely is it that you will incorporate mobile elements in your advertising and marketing efforts to reach potential customers during the coming year?
Total Responding: 10,250
Social Media
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Current Use of Social Sites by U.S. (SMBs)
Source: Borrell 2011 SMB Survey, as of August, 2011 N=4,271
Q: Does your company maintain a Social Network site or page?
Have
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Spending Intent for Online Ad Categories
Source: Borrell Inc. 2011 SMB Survey, as of August, 2011 N=4271
Q: On which types of online advertising do you expect to spend money in [the coming year]?
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Metrics for Measuring Success
Source: Borrell Associates SMB Study, Jan-Aug. 2011 N=4271
Q: How do you measure the success of social marketing programs you have attempted? Which are your key metrics?
The Nitty Gritty
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SMBs’ Plans to Spend on Mobile Marketing
Question: What percent of the advertising budget at your company will be devoted to mobile advertising or marketing efforts in 2011?
Source: Borrell Associates, 2011. N=484© 2012 Borrell Associates Inc.
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SMBs’ Mobile Efforts Don’t Always Involve $
Source: Borrell Associates, 2011. N=484© 2012 Borrell Associates Inc.
Question: Do you plan to use in mobile marketing? Do you expect to spend money on mobile marketing
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Mobile Ad $ Forecast by Delivery Mechanism
Source: Borrell Associates, 2012© 2012 Borrell Associates Inc.
(All Projections in $ Millions)
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(All Projections in $ Millions)
Mobile Ad $ Forecast by Delivery Mechanism
Source: Borrell Associates, 2012© 2012 Borrell Associates Inc.
Promotions
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How Businesses Spend Marketing Dollars
Source: Borrell Associates, 2012© 2012 Borrell Associates Inc.
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Promotions Spending: Total vs. Online
Source: Borrell Associates, 2012© 2012 Borrell Associates Inc.
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Promotions Spending
(All Projections in $ Billions)
Source: Borrell Associates, 2012© 2012 Borrell Associates Inc.
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Source: Borrell Associates, 2012© 2012 Borrell Associates Inc.
(All Estimates and Projections in $ Millions)
Proximity Marketing
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Source: Borrell Associates, 2012© 2012 Borrell Associates Inc.
Mobile Discounts/Deals Forecast
(All Estimates and Projections in $ Millions)
Recommendations For local marketers, find an expert For agencies & media, become an expert Think social, not Amway Think frequency, not reach Use a package of products, not just one
Speakers from:
Valpak Placecast Gannett Gray TV
McClatchy AT&T
Yellow Pages Group Deseret Media
Yahoo CBS Local
Yodle Centro
Morris Comm. Mobile Mktg. Assoc.
And 30+ more speakers!
Questions?
Download this presentation at www.borrellassociates.com/keylargo
Thank you!Gordon Borrell, CEOPhone: 757-221-6641Email: gborrell@borrellassociates.comTwitter: goborrell
Download this presentation at www.borrellassociates.com/keylargo
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