eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices

OCTOBER 18, 2 0 1 2

Mobile Marketing
Trends, Insights and
Best Practices

Sponsored by:

Cathy Boyle
Senior Analyst
©2011 eMarketer Inc.

There are three faces of mobile today

Does ‘mobile’ always mean ‘on the go’?

What we’ll 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 examples

Twitter – #eMwebinar ©2011 eMarketer Inc.

The 3 Faces of Mobile
Feature Phones
Smartphones
Tablets


Smartphones
are moving
to the
mainstream,
passing 50%
penetration
among US
mobile
phone users
between
2012 and
2013


Smartphones are driving growth of
mobile internet use


Smartphone
penetration
is high
across nearly
all
demographic
groups, but
several
groups
stand out


The feature phone user base is shrinking
but still comprises millions of users


2012 is
proving to
be the year
of the
tablet


Apple’s iPads continue to dominate the
tablet market

Twitter – #eMwebinar

Tablet users
are often
older and
wealthier


The three
mobile user
groups
are not
mutually
exclusive


Behaviors:
Mobile means more
than ‘on the go’

The mobile
phone is
always
within reach,
whether at
home or
‘on the go’


Smartphones
are constant
companions,
while tablets
are ‘couch
and pillow’
devices


Smartphone
users are
task-oriented
but
frequently
snack on
mobile
content


What is on
the snack
list?

games
social
networking
music
video


Tablet users lead the way in mobile
content consumption

Tablet users
are a
leisure-
minded
group,
looking to be
entertained


Tablet users’ attention is often divided
between television and tablet


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 Google


Will marketing practices change as a
result of mobile devices?


Mobile Marketing
Outlook:
Spending
Tactics
Brand examples


Mobile marketing budgets are still small

Budgets
do not
align with
time spent
on mobile


Marketers are confident spending will
increase


Mondelez International, for one, will make
a 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 mobile
marketing
plans are
skewed
toward
mobile apps
and
QR Codes


Consumers
are spending
more time
with apps
than with
the mobile
web


There are significant upsides to apps,
but there are downsides too

Upside Downside
Encapsulated experience Multiple versions for dominant
Size and functionality of the app platforms
device Separate app store approvals
High level of engagement Ongoing updates for each
version
More time spent with brand
Overcoming fragmentation
User retention


Which do you choose?


QR Codes: Marketers keep hitting ‘go,’
but adoption is slow


Barcode content often falls short of
consumer expectations

Marketers give information Consumers want rewards


Valuable content, a clear call to action
and 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 need
to tell them what they will get from it—it has to be
something that’s worth it.”

—Roger Matus, executive vice president of mobile marketing and
technology services company, Nellymoser


Mobile Advertising:
Mobile paid search
Mobile display


Local search
universally
prompts
action
among
smartphone
users


Mobile paid search delivers a better return
on investment than desktop search


Marketers will spend the most on mobile
paid search for the next three years


Mobile
display
spending
will triple
by 2014


Mobile display offers new ways to
interact with and measure ads

“We can use video and allow people to play with our
vehicles. The medium is even stronger when you
factor in measurability.

The platform combines a level of interactivity and a
level of measurability that existed in the desktop
space but is further enhanced in the tablet space.”

—Tom Penich, media communications manager for BMW


Mobile ad spending growth is strong but is
only a fraction of total media spending


Key Takeaways

Strategically…
Plan for multiple mobile device usage:
Smartphone and tablet audiences will grow significantly and
the percentage of consumers who use both devices will be
sizeable.
Expect simultaneous and sequential device
usage: Messaging needs to be consistent and response
across digital channels needs to be anticipated.
Reconcile time spent with mobile vs. mobile
spend: Track your mobile traffic and predict when your
audience will become a mobile majority. Adjust budgets
accordingly.

Key Takeaways

Tactically…
Tailor tactics to unique mobile behaviors:
Smartphones are precision tools and constant companions.
Tablets are entertainment hubs and shopping centers. Both
are frequently used at home.
Apps and mobile web are complementary
tactics, not necessarily a choice.
Consumers expect rewards from QR Codes.
Mobile ad spending is on the rise: Mobile paid
search generates high CTRs and mobile display ads offer
new ways to engage and measure ad effectiveness.

What is Adobe CQ Mobile?

Adobe CQ Mobile empowers digital marketers to design
engaging experiences across mobile devices, increasing
customer loyalty and acquisition through a consistent and
relevant experience.

© 2012 Adobe Systems Incorporated. All Rights Reserved.

Deliver optimal experiences
across mobile devices

Adobe CQ

MOBILE


Mobile as part of a multi-channel marketing strategy

PCs

MOBILE APPS

device-specific
features


Connect With Us To Learn More

adobe.com/go/adobe_cq_mobile
enterpriseADM@adobe.com
+1.888-649-2990
Follow us @AdobeWEM


Q&A Session Learn more about mobile marketing with
an eMarketer corporate subscription
Mobile Marketing
Trends, Insights and More than 120 eMarketer reports are
Best Practices published each year. The following are a
few 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 a
You will receive an email ‘What’s Around Me’ World
tomorrow with a link to
view the deck and  Tablet Advertising: Volumes and Engagement
webinar recording. Levels Jump Up

Sponsored by: To learn more: www.emarketer.com/products
Adobe 800-405-0844 or webinars@emarketer.com


eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices

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eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices