eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices

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<ul><li>1.OCTOBER 18, 2 0 1 2Mobile MarketingTrends, Insights andBest PracticesSponsored by: Cathy BoyleSenior Analyst 2011 eMarketer Inc.</li></ul> <p>2. There are three faces of mobile today 3. Does mobile always mean on the go? 4. What well look at today Device adoption: Feature phones, smartphones and tablets Behaviors: Mobile is more than on the go Trends: Marketers focus, spending outlook and brand examplesTwitter #eMwebinar2011 eMarketer Inc. 5. The 3 Faces of MobileFeature PhonesSmartphonesTablets2012 eMarketer Inc. 6. Smartphonesare movingto themainstream,passing 50%penetrationamong USmobilephone usersbetween2012 and20132012 eMarketer Inc. 7. Smartphones are driving growth ofmobile internet use2011 eMarketer Inc. 8. Smartphonepenetrationis highacross nearlyalldemographicgroups, butseveralgroupsstand out2012 eMarketer Inc. 9. The feature phone user base is shrinkingbut still comprises millions of users 2011 eMarketer Inc. 10. 2012 isproving tobe the yearof thetabletTwitter #eMwebinar 2012 eMarketer Inc. 11. Apples iPads continue to dominate the tablet marketTwitter #eMwebinar 12. Tablet usersare oftenolder andwealthier 2012 eMarketer Inc. 13. The threemobile usergroupsare notmutuallyexclusive2012 eMarketer Inc. 14. Behaviors:Mobile means morethan on the go 15. The mobilephone isalwayswithin reach,whether athome oron the go2012 eMarketer Inc. 16. Smartphonesare constantcompanions,while tabletsare couchand pillowdevices2012 eMarketer Inc. 17. Smartphoneusers aretask-orientedbutfrequentlysnack onmobilecontent2012 eMarketer Inc. 18. What is onthe snacklist?gamessocialnetworkingmusicvideo 2012 eMarketer Inc. 19. Tablet users lead the way in mobilecontent consumption 20. Tablet usersare aleisure-mindedgroup,looking to beentertained2012 eMarketer Inc. 21. Tablet users attention is often dividedbetween television and tablet 2012 eMarketer Inc. 22. Mobile users toggle between devices with ease A picture of sequential and simultaneous device usage is emerging, and marketers need to make progress around understanding how the devices relate and how to use them in combination. Jason Spero, head of global mobile sales and strategy at GoogleTwitter #eMwebinar 2012 eMarketer Inc. 23. Will marketing practices change as aresult of mobile devices? 2012 eMarketer Inc. 24. Mobile MarketingOutlook:SpendingTacticsBrand examples 2012 eMarketer Inc. 25. Mobile marketing budgets are still small 26. Budgetsdo notalign withtime spenton mobile 2012 eMarketer Inc. 27. Marketers are confident spending willincrease2012 eMarketer Inc. 28. Mondelez International, for one, will makea bold mobile move We are planning to invest 10 percent of our global marketing budget in mobile activations and channels across the entire consumer journey. Bonin Bough, vice president of global media and consumer engagement at Mondelez International Mondelez International comprises the global snacking and food brands of the former Kraft Foods Inc., including billion-dollar brands such as Nabisco and Oreo biscuits, Trident gum, Cadbury and Milka chocolate 2012 eMarketer Inc. 29. 2012 mobilemarketingplans areskewedtowardmobile appsandQR CodesTwitter #eMwebinar 2012 eMarketer Inc. 30. Consumersare spendingmore timewith appsthan withthe mobileweb Twitter #eMwebinar2012 eMarketer Inc. 31. There are significant upsides to apps,but there are downsides tooUpside DownsideEncapsulated experience Multiple versions for dominantSize and functionality of the app platformsdevice Separate app store approvalsHigh level of engagementOngoing updates for each versionMore time spent with brand Overcoming fragmentation User retention2012 eMarketer Inc. 32. Which do you choose? 2012 eMarketer Inc. 33. QR Codes: Marketers keep hitting go,but adoption is slow 2012 eMarketer Inc. 34. Barcode content often falls short of consumer expectationsMarketers give information Consumers want rewards 2012 eMarketer Inc. 35. Valuable content, a clear call to actionand repetition are critical Shape Magazine did a sweepstakes for their 30th anniversary issue, and they had 400,000 mobile entries through the use of these [QR] codes.You have to tell consumers what to do. And you needto tell them what they will get from itit has to besomething thats worth it.Roger Matus, executive vice president of mobile marketing andtechnology services company, Nellymoser 2012 eMarketer Inc. 36. Mobile Advertising:Mobile paid searchMobile display2012 eMarketer Inc. 37. Local searchuniversallypromptsactionamongsmartphoneusers 2012 eMarketer Inc. 38. Mobile paid search delivers a better return on investment than desktop searchTwitter #eMwebinar 2012 eMarketer Inc. 39. Marketers will spend the most on mobilepaid search for the next three years2012 eMarketer Inc. 40. Mobiledisplayspendingwill tripleby 20142012 eMarketer Inc. 41. Mobile display offers new ways tointeract with and measure adsWe can use video and allow people to play with ourvehicles. The medium is even stronger when youfactor in measurability.The platform combines a level of interactivity and alevel of measurability that existed in the desktopspace but is further enhanced in the tablet space.Tom Penich, media communications manager for BMW2012 eMarketer Inc. 42. Mobile ad spending growth is strong but isonly a fraction of total media spending2012 eMarketer Inc. 43. Key TakeawaysStrategicallyPlan for multiple mobile device usage:Smartphone and tablet audiences will grow significantly andthe percentage of consumers who use both devices will besizeable.Expect simultaneous and sequential deviceusage: Messaging needs to be consistent and responseacross digital channels needs to be anticipated.Reconcile time spent with mobile vs. mobilespend: Track your mobile traffic and predict when youraudience will become a mobile majority. Adjust budgetsaccordingly.2012 eMarketer Inc. 44. Key TakeawaysTacticallyTailor tactics to unique mobile behaviors:Smartphones are precision tools and constant companions.Tablets are entertainment hubs and shopping centers. Bothare frequently used at home.Apps and mobile web are complementarytactics, not necessarily a choice.Consumers expect rewards from QR Codes.Mobile ad spending is on the rise: Mobile paidsearch generates high CTRs and mobile display ads offernew ways to engage and measure ad effectiveness. 2012 eMarketer Inc. 45. What is Adobe CQ Mobile?Adobe CQ Mobile empowers digital marketers to designengaging experiences across mobile devices, increasingcustomer loyalty and acquisition through a consistent andrelevant experience. 2012 Adobe Systems Incorporated. All Rights Reserved. 46. Deliver optimal experiencesacross mobile devices Adobe CQ MOBILE 2012 Adobe Systems Incorporated. All Rights Reserved. 47. Mobile as part of a multi-channel marketing strategyPCs MOBILE APPSdevice-specificfeatures 2012 Adobe Systems Incorporated. All Rights Reserved. 48. Connect With Us To Learn Moreadobe.com/go/adobe_cq_mobileenterpriseADM@adobe.com+1.888-649-2990Follow us @AdobeWEM 2012 Adobe Systems Incorporated. All Rights Reserved. 49. Q&amp;A Session Learn more about mobile marketing withan eMarketer corporate subscription Mobile MarketingTrends, Insights andMore than 120 eMarketer reports are Best Practices published each year. The following are afew recent ones you may be interested in: The Smartphone Class: Connected Consumers Transform US Commerce and Culture App-etite for Engagement: Marketing Beyond the Browser QR Codes: Marketers Keep Hitting Go, but Cathy Boyle Consumer Adoption Still Slow Location-Based Marketing: Driving Sales in aYou will receive an emailWhats Around Me World tomorrow with a link to view the deck and Tablet Advertising: Volumes and Engagement webinar recording.Levels Jump UpSponsored by: To learn more: www.emarketer.com/productsAdobe 800-405-0844 or webinars@emarketer.com 2012 eMarketer Inc. </p>