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Finally the year of the mobile. Wait, what?!
Note: What this presentation is - A discussion and review on mobile marketing trends, what’s working, what’s not working, and where things might be going. The content has been filtered to give the most impact to marketers exploring mobile marketing now, while still highlighting some areas that may be of interest in the future.
What this presentation is not - A deep dive into specific tactics on mobile marketing nor is it an exhaustive look at all the emerging trends and technologies.
Ryan P. Tuttle • VP of Collinson Digital
• Interactive marketing guy since ‘97
• Worked for a handful of agencies
• Spent a few years on the client side marketing TV
• Ran digital agency, with lots of big brands you’ve heard of
• Hobbies include doing stuff on the Internet • In video on YouTube that’s had 277k views • Have 10+ twitter accounts • Built SMS alert tool 2 summers ago • Have a hacked Apple TV. # Don’t tell Steve Jobs.
Why the title? Year of the mobile - I’ve heard “Next year will be the year of the mobile” for at least 5 years now. I think it is finally here and in some ways snuck up on us.
Why is this year different? First we have to look at what we mean by “mobile marketing”.
Wikipedia – “Mobile Marketing… is meant to describe marketing on or with a mobile device…”
Then what’s a “mobile device”?
…
How my brain works What is mobile anyway? LCD “paper”
One device multiple screens?
How my brain works
How my brain works The Matrix…
…Bringing it back to the here and now
I was wrong • Don’t focus too much on the device, although that is important#
• It’s marketing to people anywhere they go#
• Less “predictable” than other forms of marketing
Mobile marketing really isn’t about the device, it’s about leveraging the technology and marketing to people while they are on the move.
It’s anywhere marketing… it’s everywhere marketing
Time Out
Based on the idea of “everywhere” marketing and properly leveraging the technology. Let’s look at some dos & don’ts
• SMS campaign#
• Apps#
• Mobile site#
• Mobile ads
SMS campaign
Insurance Institute for Highway Safety (7/10): #Text messaging is banned for all drivers in 30 states and D.C.
These campaigns can still work but the increased restrictions can hurt
This particular campaign was part of a larger media blitz so it works for the branding aspect
Still legal to text and walk in NY
SMS campaign
Text “Save” to 55555
Huge discount
deal! Book your room
now, #http://mysite.com
Non-mobile enabled
landing page. No form.
Mobile Sites
Mobile Banner Ads
Applications (Apps)
App that accesses
functions of the device
The print version of
your #travel guide
Make the app useful for the user and your organization
• does it access the camera?
• is it GPS enabled?
• is it “socialized” ?
• video enabled?
• accelerometer and/or compass?
“The year of [the] mobile”
Why is this year different?
-‐ Everything is changing faster than it ever has
-‐ Usage increase, stealing market share
-‐ New Technologies
March
Several new mobile location services/products launch at SXSW
April
May
June
Why is this year different?
Smartphones vs. PCs (Desktop and Laptop) - Global Units Shipped (in millions)
Metrics – Rapid Growth
*Morgan Stanley, “Internet Trends” June 7, 2010 CM Summit – New York City
Why is this year different?
Smartphones vs. Feature Phones - North America, Units Shipped (in millions)
Metrics – Rapid Growth
*Morgan Stanley, “Internet Trends” June 7, 2010 CM Summit – New York City
Why is this year different?
-‐ Everything is changing faster than it ever has
-‐ Usage increase, stealing market share
-‐ New Technologies
Why is this year different? Metrics – Usage Increase
*Morgan Stanley, “Internet Trends” June 7, 2010 CM Summit – New York City
Smartphone users using apps and mobile browsers, U.S. (in millions)
Tablet Mobile Desktop/Laptop
Why is this year different? Metrics – Usage Increase
*Morgan Stanley, “Internet Trends” June 7, 2010 CM Summit – New York City
Page views per device comparison (Normalized to iPhone, 5/10)
Time Out
Before we move on, is mobile marketing right for you?
• Get your house in order:#
1. Web site ~ 100%#
2. Facebook ~ 80%#
3. Mobile ~ 40+% Smartphones (80+% SMS enabled) #
4. Twitter ~ 20%?
Why is this year different?
-‐ Everything is changing faster than it ever has
-‐ Usage increase, stealing market share
-‐ New Technologies
Why is this year different?
• Hybrid? • iBook • TV (ABC, Hulu) • iWorks
iPad
Why is this year different? 4G introduced
*BroadBandReports.com, Akamai, Sprint, Various sources
Average Broadband Data Rate (home, U.S.) vs Average Data Rate of 3G/4G enabled phones [Units in Mbps]
3G
4G
Why is this year different?
• “iPhone vs” - iPhone 4#
• Android vs Android • HTC Desire • Droid X • HTC Incredible • HTC Evo 4G • Samsung Captivate • etc…#
• WP7 (Windows Phone 7)
Smartphones getting smarter
International Space Station
Nintendo Wii
1-year-old Human
X 5
Why is this year different?
• “iPhone vs” - iPhone 4#
• Android vs Android • HTC Desire • Droid X • HTC Incredible • HTC Evo 4G • Samsung Captivate • etc…#
• WP7 (Windows Phone 7)
Smartphones getting smarter
Why is this year different?
• No boot time, “instant on” means more share of use moving to phones#
• More uses means greater time spent with device • iPod • remote control • navigation system • medical – iPharmacy, iCardio, etc..
Smartphones getting smarter
• It’s even my wallet…
Latest Trends
Technology
Social Check-in is a mobile capability which allows users of a check-in application on a smartphone, on a mobile website or via text message to state their current location using location-based technology. Users find the venue they are located at on the platform and choose to “check in” to that specific place.
Social Check-‐in
Technology Social Check-‐in
Technology Social Check-‐in
Why are they so popular?
• Shares user experiences with friends • Integration with other social networking allows
users to further share check-ins • Encourages exploring new destinations • Gaming component increases competition between
friends • Provides users a way to #
“brag” about the places#they’ve visited
Technology Google App Inventor What’s the big deal?
Technology HTML 5 What’s the big deal? • Not a “Candidate Recommendation” till 2012 but is already supported
• Safari (iPhone) • Chrome (Andriod) • Blackberry
• Offline storage: Kind of like "Super Cookies," but with much more space to store both one-time data and persistent app databases, like e-mail.
• Canvas drawing: Sites can mark off a space on a page where interactive pictures, charts and graphs, game components, and whatever else imagination allows can be drawn directly by programming code and user interaction.
• Native video and audio streaming support
• Geolocation: HTML5 can find your location and use#it to tailor things like search results, tag your Twitter#updates, and more.
Technology HTML 5
Technology HTML 5
Technology Mobile Ads getting smarter
Technology Mobile Ads getting smarter iAds
Standard targeting options on the iAd Network include: • Music passions • Movie genre interests • Television genre interests • Location
HTML5 enabled, full screen and video
Real-time conversion tracking with App store
Technology Mobile Ads getting smarter
Google Location Ads Click-to-Call Click-to-Directions
Technology
Augmented reality (AR) is a term for a live direct or indirect view of a physical real-world environment whose elements are augmented by virtual computer-generated imagery. - Wikipedia
Augmented Reality
Technology
Technology
Q & A
Sites I like
There are hundreds and you probably already have your favorites, but I keep coming back to these…
• Mashable.com (and I have the app)
• TechCrunch.com
• BoingBoing.net
• MobileMarketingWatch.com
• blog.CollinsonMedia.com (brand new!)
• Engadget.com
• Slashdot.org (it’s also my screensaver)
Thank You!
• On Twitter @ryanptuttle
• On Facebook http://facebook.com/Collinson.Media
• ryan@collinsonmedia.com
• http://linkedin.com/in/ryanptuttle
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