Business Marketing Association Presentaiton

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Mobile Marketing UnleashedReview of MMA/BMA B2B Mobile Marketing Benchmarking StudyBMA Unleashed, Chicago 2011

Greg Stuart Global CEOMobile Marketing Association

[email protected]/gregstuart#Mobile Marketing AssociationAgendaValue of Change/AdoptionWhy Mobile MattersWhat Makes Mobile UniqueMMA/BMA B2B Mobile Marketing Benchmarking StudyFinal Thoughts

[email protected]/gregstuart#Mobile Marketing Association


[email protected]/gregstuart#Mobile Marketing Association4$1 Billion Ad Spending Researched1.1 Million EU & U.S. Consumers Surveyed

[email protected]/gregstuart#Mobile Marketing Association5What We FoundANY additional channel adds valueAdded 10% to 1500% gainsNew media provide greatest ROI75% of studies, most cost effectiveThere are huge opportunities that are undiscovered / [email protected]/gregstuart#Mobile Marketing Association75% of U.S. Ad Pros expect to shift more than a quarter of their ad budgets away from traditional outlets in the next 5 years.

KPMG January 2009

Change is [email protected]/gregstuart#Mobile Marketing Association7But Why Does Mobile Matter?

1. Because consumers are mobile and brands are following them

[email protected]/gregstuart#Mobile Marketing AssociationToday Im going to discuss three big noticeable change; the number of channels available, the language of marketing and consumer behavior. What I am not going to lead with is the changes in the technology available, although it will have a role to play8Mobile 3rd Most Used Media Channel

Source: Microsoft Advertising Mobile Consumer Vertical Study - The Future of Mobile Advertising, Nov. 11, 2009

Average number of hours per week spent with:[email protected]/gregstuart#Mobile Marketing AssociationMobile Internet Adoption Outpaces Computer InternetiPhone + iTouch Users = 8x AOL Users 8 Quarters After LaunchQuarters Since LaunchMobile InternetiPhone + iTouchLaunched 6/07Desktop InternetNetscape*Launched 12/94Mobile InternetNTT docomo i-modeLaunched 6/99Desktop InternetAOL*V2.0 Launched 9/94605040302010Subscribers (MM)Q1Q3Q5Q7Q9Q11Q13Q15Q17Q19Source: Morgan [email protected]/gregstuart#Mobile Marketing Association

2. Marketers Have a Different View This Time AroundIf your plans dont include Mobile then your plans are not finished.

Wendy ClarkSVP Integrated MarketingCoca Cola


I skate to where the puck's going, not to where it has been.

Wayne Gretsky Ice Hockey legend [email protected]/gregstuart#Mobile Marketing AssociationConan OBriens View of the Future

[email protected]/gregstuart#Mobile Marketing Association13But What is [email protected]/gregstuart#Mobile Marketing Association

Sources: - Population: U.S. Census Bureau at, March 2010 (http://www.census.gov/ipc/www/idb/worldpopinfo.php)) - TVs: Nationmaster Website at October 8, 2009. - PCs: Forrester Research, June, 2007. - Measuring the Information Society (2101). ITU. * CTIA 2011 and comScore 2010

Industry Timeline:2G / GSMA (era of the hand phone)2001 2.5 / 3G introduced2004 mobile tops 1 billion 2006 mobile tops 2 billionmobile tops 3 billionmobile tops 4 billionmobile tops 4.6 billion (4G introduced)2010 tops 5.3 billion

Roughly 30% of all mobile phones in Developed markets, 70% in Developing Markets. Developed Markets have penetration rates of 84+ penetration rates, in some countries over 100%, largest market growth will come from developing markets (Netsize Guide, 2010)

1. Mobile is a Mass Channel3.75 Billion Unique5+ Billion Other DevicesNorth America:292 million mobile subscriptions235+ million unique [email protected]/gregstuart#Mobile Marketing AssociationThe mobile phone far outstrips the reach of any other media channel in the world, it is the 7th mass-mediaThe mobile phone is a global media channel

Compare and contract the numbers, mobile phone usage worldwide (4.6 billion phones, 3+ billion unique mobile subscribers), to that of other mass-market consumer products, like PCs or TVs. Point how fast the mobile phone has been adopted, in just 8 years, use grew from 1 billion to 4.6 billion users, by all accounts this is adoption rate far exceeds the adoption rates of all other consumer media channels (just think how long TVs have been in the market, 60 years). Mobile penetration is the highest in developed markets, largest areas of growth will come from developing markets.

http://communities-dominate.blogs.com/brands/2010/11/preview-of-mobile-stats-to-end-of-year-2010-52-billion-subscribers-350m-people-got-their-first-phone.html

2.3 Billion people have only one mobile phone account andphone (61% of all people who have a mobile)1.1 Billion people have two accounts (29%)350 Million people have three or moremobile accounts (9%)152. Mobile is a Collection of Channels


Text Messaging (i.e., SMS/MMS)MOST accessible mobile channel globally

6.1 Trillion texts sent worldwide in 2010 5.7 Billion Daily in the United States (CTIA 2010)

[email protected]/gregstuart#Mobile Marketing AssociationMobile Web On the Rise

Source: Sharma Consulting (2010)

Android OS

Apple OS30% Smartphone Penetration today, 50% by end of [email protected]/gregstuart#Mobile Marketing AssociationThe World of Apps

Source: Chetan Sharma

Apple OSKraft iFood Assistant

KRAFT: 2010 MMAOverall ExcellenceAward Winner

http://bit.ly/eamtLn http://bit.ly/eamtLn 11 Billion Apps downloaded 2010; Expect 80 billion by [email protected]/gregstuart#Mobile Marketing Association19AcquisitionRetentionBrand Building+ Transactions

AwarenessEngagementConsiderationPurchaseConsumptionRelationshipAdvocacygreg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association20Across Every Measure Mobile Performs

[email protected]/gregstuart#Mobile Marketing AssociationBut What Makes Mobile [email protected]/gregstuart#Mobile Marketing AssociationMobiles USPPersonalPervasiveProximity


Personal [email protected]/gregstuart#Mobile Marketing Association24

Pervasive [email protected]/gregstuart#Mobile Marketing Association

Proximity [email protected]/gregstuart#Mobile Marketing AssociationContextual RelevanceWho? Where?When?What?On [email protected]/gregstuart#Mobile Marketing Association27

slide titleThats All Exciting, But Where is the [email protected]/gregstuart#Mobile Marketing Association28How Do Your PeersSee [email protected]/gregstuart#Mobile Marketing AssociationMobile MarketingB2B Benchmarking Study2011

MMA/BMAConducted among 265 senior level members of the BMAMobile Marketing [email protected]/gregstuart#Mobile Marketing AssociationIntroducing The MMA/BMA Benchmarking StudyWe looked at: The role of mobile in the marketing mix Current uses Most effective tacticsAnticipated spendIndustry needs/opportunities

[email protected]/gregstuart#Mobile Marketing AssociationMarketers Aim Mobile Tactics At The Top of The Purchase Funnel

Total Mentions

[email protected]/gregstuart#Mobile Marketing AssociationPlease check all of the mobile marketing tactics your company is intending to implement this year. You may check more than one tactic for each marketing objective. 32

Mobile Website and Apps Considered The Most Important Mobile Tools62%[email protected]/gregstuart#Mobile Marketing AssociationWhich mobile marketing tactic will be the single most important to your company this year? Please select one. 33But Most Companies Dont Have Their Own Mobile Website Or AppNeither App Or [email protected]/gregstuart#Mobile Marketing AssociationLittle Differentiation In Use Of Mobile Tactics By Marketing ObjectivesTotal Mentions

[email protected]/gregstuart#Mobile Marketing AssociationPlease check all of the mobile marketing tactics your company is intending to implement this year. You may check more than one tactic for each marketing objective.

35Marketers Have Found Two Mobile Marketing Tactics Most EffectiveMobile Websites for: BrandingAwarenessAcquisition Transactions Mobile Email for: Loyalty/Retention Customer Care [email protected]/gregstuart#Mobile Marketing AssociationMarketers Rank Mobile Websites Highest In [email protected]/gregstuart#Mobile Marketing AssociationPlease rate each of the following mobile marketing tactics in terms of its importance to your company this year. 37Marketers Dont Rank Their Companys Ability To Execute Mobile Tactics Very Highly [email protected]/gregstuart#Mobile Marketing AssociationHow would you rate your companys ability to execute each of the following mobile marketing tactics? 38Big Gap Between Importance Of Mobile Tactics And Marketers Ability To Execute-25%[email protected]/gregstuart#Mobile Marketing AssociationPlease rate each of the following mobile marketing tactics in terms of its importance to your company this year. 39Most Marketers Spending Less Than $100K On Mobile Marketing This [email protected]/gregstuart#Mobile Marketing AssociationMajority Of Mobile Apps & Website Users Expect To Increase Spend This Year and NextProspects Better Next Year For All Other Mobile Tactics [email protected]/gregstuart#Mobile Marketing AssociationBiggest Hurdles For More Spending In Mobile Marketing -- Funding and [email protected]/gregstuart#Mobile Marketing AssociationIn-Market Success With Mobile Essential For Increased Budgeting [email protected]/gregstuart#Mobile Marketing AssociationKey Take-AwaysMarketers attention is clearly focused on Mobile Websites, Apps and EmailBut half dont have Mobile Website or AppMobile enjoys a range of applications with a surprising emphasis at the top of the purchase funnel Clear gap between importance of mobile in the marketing mix and the ability to execute mobile tactics Possibly due to low levels of spend/educationSpending expected to increase resulting in greater experience with mobile tacticsFunding is a clear barrier to understanding the medium and its ROIMarketers will look first to sales linked to mobile programs and then to other forms of in-market measurement to justify investment

[email protected]/gregstuart#Mobile Marketing AssociationA final thought

How big an impact can rapid adoption [email protected]/gregstuart#Mobile Marketing Association

Most Important Car Launch in Fords History. Bill Fordslide titleFord F-150 Case [email protected]/gregstuart#Mobile Marketing Association46But Does It Impact Sales?Cost of Portal Home Page Take-Over ad in study: $500,000

Cost of Portal Home Page Take-Over ad today: $2,500,000

Priceless!Ford Media Mix ** Approx. $200 Million BudgetEqual to +$1,350,000,000 in U.S. Truck sales $$$Equal to $750,000,000 inU.S. Truck sales $Traditional Media(TV, Magazines)[email protected]/gregstuart#Mobile Marketing Association47

Who do you want to be?Thats it? B2B Marketer of the Month, August [email protected]/gregstuart#Mobile Marketing AssociationWant More? Dont miss: MMA Forum New York 49

MMA Forum NYJune 15, 16, 17http://forum.mmaglobal.com@Waldorf=Astoria

3 DaysWorkshopsRoundtablesOver 100 [email protected]/gregstuart#Mobile Marketing Association49Or, Casa de Campo - Dominican RepublicJuly 24th-26th

[email protected]/gregstuart#Mobile Marketing [email protected]+1 631 702 0682thank you!

com

www.twitter.com/gregstuartwww.facebook.com/stuartnycwww.veoh.com/users/gregstuartwww.linkedin.com/in/gregstuartwww.gregstuart.comwww.gregstuartspeaker.comMansavesdog.wordpress.com

[email protected]/gregstuart#Mobile Marketing Association51Chart16.84.61.41

PopulationMobile Phone/DeviceTVsPCs5.3

Sheet1Global Penetration (billions)Population6.86,789,515,044Mobile Phone/Device4.6Traditional Internet1.7TVs1.4PCs1.0