The Growing Opportunity in Mobile Marketing and Advertising

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September 9, 2010

Presented byClaus Enevoldsen

Director, Interactive MarketingFreedom Communications

cenevoldsen@freedom.com@CEnevoldsen

Agenda

• The growing mobile opportunity• The mobile marketing tools available• App versus wap• The convergence of social and mobile• Case studies• Resources• Q & A

IntroductionC.A.S.E

Mobile is about

being connected at any time and from anywhere, whether it’s from a phone, iPod, eReader,

tablet or any other mobile device

How do you use your phone?

How Do You Use Your Phone?How Do You Use Your Phone?

Who are you?

Base: Adult cell phone ownersSource: Experian Simmons Fall 2009 NCS/NHCS

You are not alone!

Base: Adult cell phone ownersSource: Experian Simmons Fall 2009 NCS/NHCS

Mobile usage is pervasive

1987

Mobile for all ages

Sources: Experian Simmons Fall 09, 08, 07 06 National Consumer Study

Smartphones are quickly emerging

Convergence point Q3 2011

Access to the internet by mobile will overtake desktop by 2013 (Morgan Stanley, 2010)

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Almost 9 out of 10 people use mobile media at home where there are plenty of other media choices

* Source: Study by Orange UK

Mobile behavior

Source: ROI Research, Inc & Microsoft “Future of Mobile”, November 2009

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Mobile Marketing Products

SMSSMS

BrandingBranding

Mobile DisplayBanners

Mobile DisplayBanners

MobileWeb SiteMobile

Web Site

Mobile SearchPPC

Mobile SearchPPC

InformationInformation

Database Marketing

Database Marketing

MobileApp

MobileApp

Psst… now is the time to show them the fancy video ClausPsst… now is the time to show them the fancy video Claus

EngageEngage

Click to CallClick to CallClick to App

StoreClick to App

Store

Click to Opt-inClick to Opt-in

Click to BuyClick to Buy

Click to Landing Page

Click to Landing Page

Click to MapClick to Map

Click to Download

Click to Download

Click to VideoClick to Video

Publishers (like Freedom Communications)AdMob

JumpTapMillenial Media

iAdYume (video)

ScanScout (video)

Where to place ads?

OMG LOL TTYL

What is SMS

• Communication tool• Database marketing, similar to E-mail

marketing• It’s the most direct way to connect with your

target audience

Adults are catching up

Few calls = Few texts

Text VVDPSPORTS to 56654Text DPAPP to 56654

Text “key word” to 56654

Double opt-in ensures quality of database

Link to website optimized for mobile gives immediate leads

SMS Marketing Ideas

• Mobile couponing and loyalty program acquisition• List building (email or mobile)• Use in traditional media as a call-to-action mechanism (and

analytics tool to measure response)• Brand engagement tool (voting, contests, polling)• Sale-related notifications, product updates and deal alerts• In-event or on-site marketing and audience interactions

(concerts, conferences)

Before Event• Short code was incorporated in all vehicles (print, radio, email)• Directed to mobile Website, where you could donate

At Event• You could text and vote for your favorite dance couple

Results

Donations increased dramatically Close to 200 votes during the event Database of around 50 subscribers

Objectives• List building• Audience interaction

Mobile Websites

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Crateandbarrel.com

Peiwei.com

High expectations… little patience

Kengrodyford.com

Shoppesatchinohills.com

Riversiderainmakers.com

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Two years after launch, the iTunes App Store hit a quarter-million apps

(The Android Market has more than 40,000 apps)

By 2013 6.7 billion app downloads will garner $4.2 billion in app revenue

The Yankee Group, September 2009

– 79% Games– 78% Entertainment– 57% Weather– 55% Music– 43% News– 42% Utilities– 35% Social Networking– 33% Navigation– 32% Finance– 29% Travel– 29% Lifestyle– 28% Reference– 27% Productivity– 23% Sports

MobileOrchard, 2009

What type of apps are downloaded?

Platform Advantages

• Power of the store• Native experience• Offline browsing• Trend toward curated

experience

• Optimized for search• Full control• Platform agnostic• Flexible and nimble

AppApp WapWap

Are Apps Right For You?Are Apps Right For You?

Nexus of mobile and social is increasingly about one key attribute: LOCATION, LOCATION, LOCATION

- Noah Elkin, eMarketer Senior Analyst

Mobile + Location = Relevance

Resources

• Mobilemarketer.com• Emarketer.com• Mmaglobal.com• Intomobile.com• Mashable.com• @Cenevoldsen• @AAFInlandEmpire

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