CMA – Mobile Marketing

MOBILE STATE OF THE NATIONCaptions

Evolution of the Phone

1900 - innovation 1983 - portability 2009 – smart phone

Mobile User Stats

2009 – Users by Gender52% females

48% male

Average mobile useris 32 yrs old

Mobile media usageDominated by males at

65%

Change in Mobile Landscape

• Data plans are driving revenue growth• Voice is no longer the killer app

– 22% decrease last year in just voice calls• Apps have shifted use patterns

Market Enablers

• Just as the Internet took off with broadband the same too will happen with mobile

• 3 key market enablers in mobile1. Smart technology2. 3G, 4G networks3. The data plans

Social & Mobile• In UK, is the most popular mobile

Internet site• Social networking account for 47% of time

spent on the Internet• Facebook users more engaged on their mobile

than their PC• usage is almost 2x greater on a

mobile device than PC• MySpac e is down 10 million users on PC,

but growing users on mobile – its sticky

Mobile Multimedia Stats

• 10% of mobile users have a touch screen– These users more likely to use multimedia

• Majority of gamers on touch screens – iPhone• 15% increase in photo usage on mobile• Video is low usage but will grow• 42% growth in app usage (33-47 million users

in US in 2009 alone)– Games, email, IM, maps, weather– Local based apps most popular - relevant

Key Take Aways

• Opportunity in Canada for mobile marketing• Mobile = intense user pattern – could be great

for brands• Upscale users on mobile – great advertiser

audience

DIGITAL MARKETING MIX PHILOSOPHY

Gadoua MultiGo & Wonder+ Case study

70/20/10 Rule

WebsiteLanding Pages

Paid AdvertisingSEO

Social Media

Mobile

Traditional Online Emerging Platforms Future Investment

Digital Marketing Campaign

Website

Online Banners, PPC

Landing Pages

Social Media (pages, ads)

Mobile (website, ads)

Mobile Campaigns

• Mobile website should be at the foundation of your mobile campaign– Should be specific to the campaign

• Ads need to have strong call-to-action not just brand promotion

• Any messaging should drive audience back to mobile website

• As part of the rest of your online channels – complimentary, does not replace

MOBILE BUSINESS MODELS

Mobile in the KING

1.5 Billion1.3

Billion

4 Billion

1.4 Billion

23 million mobile users in Canada

What has changed?

• Pace of the innovation is staggering• Location based content & services• Ad serving elements• Mobile has become a marketing extension• Networks are growing and improving• High speed bandwidths are better supported• Mobile users are well ahead of brands

Advantages of Mobile

• Mobile brings location and targeting• Customer intelligence• Interactive advertising• Immediate results• Mobile users more willing to “expose”

themselves (location details) unlike online

The Potential of Mobile

• Mobile ecosystem has to mature a little but it is moving fast

• Access through a mobile device to the Internet will surpass online PC access

• The market is already here• Mobile is an extension of the digital network• Analytics is instantaneous and powerful

MOBILE APPS

Considerations

• Who is your target audience• What is your goal• What is your budget• Which device

– Blackberry: less apps, more opportunity– iPhone: easiest for development, great feedback– Android: low usage

Marketing of Apps

• Mobile website• Mobile banners• Other online channels• Advertising on app store• Promote to database• “House ads” on own site• PR, blogs

Questions?Jamshaid (Jam) Hashmi1888 678 7588 x 1278 Toll Freejhashmi@wsiworld.com http://ca.linkedin.com/in/jamshaidhashmi www.facebook.com/jamshaidhashmi www.twitter.com/jamshaidhashmi