This document discusses mobile marketing trends and the future of mobile. It notes that mobile usage is growing rapidly, with people spending more time on their smartphones each day. Marketers are increasingly using mobile strategies like location-based marketing, coupons, and personalized ads. Metrics show that mobile can improve customer engagement and drive sales. The document advocates testing mobile marketing and customizing approaches based on different global markets and mobile trends. The future of mobile marketing is predicted to involve cross-channel attribution, responsive design, and leveraging big data.

1. Mobile and Marketing
ChristinaTrampota
CGM Squared

2. Agenda
▪ MobileToday
▪ Mobile Marketing
▪ Mobile Future

3. Worldwide Mobile Infographics
http://www.mobileapptesting.com/all-the-mobile-app-stats-you-need-in-one-infographic/2013/03/

4. Mobile Devices and Customer Behavior
Mobile First
▪ Design for the mobile experience before others
Consumer Behavior
▪ First thing you do when you wake up – 18-44 yr olds (IDC)
▪ They have their smartphones with them 22 hours/day
Experiences for Brands, Retailers and Media
▪ 78% of US Population:The "disconnecteds, dabblers and roamers" are the least engaged (Forrester)
▪ 22% are the most engaged segments as "adapters, immersers and perpetuals," who are the most
affluent and influential of all customers

5. Surge in Mobile Internet Traffic

6. Mobile Growth is Everywhere

7. Market Share by Mobile Operating System

8. Growing Group of Smartphone Users in US
Who carries a smartphone?
▪ 50.9% of Female
▪ 50.1 % of Male
▪ 2/3 of those age 25-34
▪ Almost 3/5 off Hispanic Users
▪ Asians lead smartphone
adoption with 67.3%

9. Hispanic Mobile Consumer Trends
What is attractive
to this user base?
http://www.nielsen.com/us/en/newswire/2012/hispanics-in-u-s-highly-active-on-mobile-and-social.html

10. Time on Mobile vs. Television
168 min/day158 min/day
Source: Flurry 2013

11. Growth In Mobile Marketing
A Great Deal of Mobile Phones that are still “dumbphones” (2012)
▪ 1B Smartphones vs 6B Mobile Phones overall
Mobile Represents 15% of GlobalWebTraffic
Twice as many mobile devices sold as PCs
Source: BI Intelligence 2012

12. What is Mobile Marketing
Mobile
Marketing
Mobile
Apps
Mobile
Websites
Mobile
Messaging
Mobile
Search
Mobile
Location
Services
Mobile
Advertising

13. Four P’s of Mobile Marketing
▪ Place
▪ Promotion
▪ Personalization
▪ Purchase

14. Places: Location Based Marketing
▪ Ads
▪ Push Notifications
▪ Phone number
▪ GPS
▪ In app alerts/deals
▪ Event Attendance/Check In

15. Promotions: Coupons, Deals and Discounts
Retail Specific Apps & Programs
▪ Macy’s
▪ Cabela’s
Discount Apps
▪ Shopkick
▪ RetailMeNot
▪ Shoping Center/District Apps

16. Personalization
Unique consumer experience
▪ Retail LoyaltyCard
▪ Purchase History
▪ Pricing/Discounts
Data
▪ Name
▪ Geography/Location
▪ Segment/Differences
▪ Date and Time

17. Purchase and Payment on Mobile
Mobile Payment Options
▪ PaymentTerminals
▪ Square and related options
▪ NFC/MobileWallet
▪ Mobile Banking
▪ Security/Privacy

18. Technology of Mobile Marketing
Variety of Options for Mobile Marketing Campaigns
SMS
QR Codes
NFC
Photo
Video

19. Mobile Marketing Today

20. Innovative Brand Moves in Mobile
http://www.youtube.com/watch?v=UYy1GmJgFXA
Nivea Ad in Brazil -Solar Charger forCell Phone

21. Mondelez Mobile Futures Programs
7 new pilots in 90 days in the US Market / 5 startups in plan for Brazil Programs

22. Mobile Success: L'Oreal and Retail Data

23. Cabela’s

24. Macy’s

25. Future Plans for Mobile

26. Introducing Mobile into your Marketing
▪ Mobile is a global transition in marketing
▪ Define how this applies to your business or brand
▪ Consider adoption requirements to succeed
▪ Customization, Ease and Metrics

27. Metrics and Measurements for Mobile
▪ Increasing Customer Engagement
▪ Improve Customer Satisfaction
▪ Generate Direct Sales
▪ Appear Innovative
▪ Acquire New Customers
▪ DriveTraffic and Sales from Other Channels
▪ Build Loyalty
▪ Increase BrandAwareness
▪ Test and Learn
▪ Reach Specific Customer Segments
Source: Forrester 2013

28. Global Differences
▪ Smartphone Penetration
▪ Mobile Network Services and Fees
▪ Pricing andTariffs
▪ User Preferences and Patterns
▪ Link between mobile and spending

29. Future Outlook on Mobile Marketing Trends
Cross Channel Attribution
Responsive Design
Big Data

30. Christina Trampota
christina@cgmsquared.com
@tektalk
THANK YOU