2011 may very well be the year of mobile for marketers. A number of factors are combining to make mobile as key and exciting a marketing platform as online was in the early 2000's.
3. Five billion phones means there are more than three times as many phones as personal computers
4. #1 - Mobile technology is finally mature enough
5. Source: ComScore MobiLens , June 2010 , Select Mobile Behaviors in Japan, United States and EU5 (UK, DE, FR, ES and IT), Total Mobile Audience Age 13+ If SMS and photography are still the primary usage, Internet and apps are now also key as smartphone penetration grows. #2 - Mobile phone usage is diversifying
6. #3 - In 2014, Mobile Internet will outstrip desktop access
8. Source: Distimo, 8/10 Proportion of free (blue) to paid apps (green) in US smartphone platforms (August, 2010) #5 - Unlike Internet, mobile users are willing to pay for content
9. “ Mobile is on an annualized run rate of over $1 billion . This means the people who are accessing our products and services through their mobile phones are adding a $1 billion annually to our existing revenue streams. Clearly, this is the future of search in the Internet , more people in more countries coming online from these smartphones. Our mobile search queries have grown five times over the past couple of years. And of course, a lot more of those queries are now coming from Android phones.” In October 2010, Google's SVP of product Jonathan Rosenberg announced that Google would make $1 billion in top-line mobile ad revenue on an annualized basis. #6 - Mobile advertising and commerce market booming Over $60 Million in 2010 Commitments from Leading Global Brands for iAds launch M&S first major UK high street retailer to launch a transactional mobile site, with functionality including purchasing items for collection in-store.
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11. 2 – H ow to implement a mobile advertising strategy?
12. # Step 1: Understand specifics of mobile If mobile can increasingly be another platform for Internet, it would be a mistake to just extend digital marketing to mobile. Indeed, mobile is a different beast which is capable of many unique features. So it is key for marketers to grasp the specific benefits of mobile. But what makes it so unique?
17. # Step 2a: Integrating mobile in centre of the media mix
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21. # Step 4: Selecting relevant Mobile strategies to fit briefs Source : IAB Guide to Mobile, Peter Fyfe, Head of Mobile & Emerging Platforms, MediaCom Beyond Advertising
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