1. Why Main Street Is So Hyped
About Mobile Marketing
January 27, 2012 Mobile Insider Summit, Key Largo, Fla.

2. Twitter
#mpmis
@goborrell
© 2012 Borrell Associates Inc.

4. Our Foundation: Research
Determining how much local advertisers actually spend is extremely
difficult but incredibly important in this time of shifting ad dollars.
We do it better than anyone else.

5. Research Components
 Advertisers
 Spending: Database of 15 million companies
 Receipts: Database of 5,200 online media companies
 Verification & Forecasting: Panel of 10,000+ businesses
 Consumers
 Scarborough, Claritas
 Ongoing surveys of web users

6. Advertising Trends

7. A Great Retailer Once Said…
www.borrellassociates.com
“Half the money I spend on
advertising is wasted.
Trouble is, I don’t know
which half."
John Wanamaker
1838-1922

8. Historic Trends
Big-Pictureskeptical of ROI
Trends
www.borrellassociates.com
 Advertisers always
 Omnipresent cycle of “new media” disruptions
 New media peels growth away from old media…
 …And never kills off its primary competitor

9. Media’s Disruptive History
Micro Trends
www.borrellassociates.com
 Radio advertising: 1920
 Television advertising: 1950 (30 years)
 Cable advertising: 1980 (30 years)
 Internet advertising: 1995 (17 years)
 Mobile advertising: 2010 (15 years)

10. © 2012 Borrell Associates Inc. All Rights Reserved.
www.borrellassociates.com

11. By 2016, 88% off all local
Local Mobile Advertising
online advertising will be
delivered on a mobile device.
© 2012 Borrell Associates Inc. All Rights Reserved.
www.borrellassociates.com

12. Sizing the Local Advertising Sales Force
www.borrellassociates.com
2: This is local-only direct sales reps and excludes national sales forces and third-party sellers. © 2012 Borrell Associates Inc.

13. Under Siege: One Pitch EVERY Business Day…
…but only 1-2 spoken with per week
Sales approaches
25 Sales pitches
taken per month 7
www.borrellassociates.com
per month
In an average month, with how many advertising sales people do you speak, in person or on the phone, among these incoming efforts?
Survey date: Q1-2 2011 N = 5,112
© 2012 Borrell Associates Inc.

14. SMBs Getting a Fast Education
Source question: Has your
www.borrellassociates.com
company been pitched by
any vendors to conduct
mobile-based advertising or
marketing campaigns or
campaigns with mobile
elements in the past 12
months?
Source question: Have you
conducted any advertising
or marketing campaigns
using mobile platforms in
the past 12 months?
Total Responding: 10,250
© 2012 Borrell Associates Inc. All Rights Reserved.

15. Likelihood High for SMBs’ Use of Mobile
Source question: How likely
www.borrellassociates.com
is it that you will incorporate
mobile elements in your
advertising and marketing
efforts to reach potential
customers during the
coming year?
Total Responding: 10,250
© 2012 Borrell Associates Inc. All Rights Reserved.

16. Social Media

17. Current Use of Social Sites by U.S. (SMBs)
Q: Does your company maintain a Social Network site or page?
www.borrellassociates.com
Have
Source: Borrell 2011 SMB Survey, as of August, 2011 N=4,271

18. Spending Intent for Online Ad Categories
Q: On which types of online advertising do you expect to spend money in [the coming year]?
www.borrellassociates.com
Source: Borrell Inc. 2011 SMB Survey, as of August, 2011 N=4271

19. Metrics for Measuring Success
Q: How do you measure the success of social marketing programs you have attempted?
www.borrellassociates.com
Which are your key metrics?
Source: Borrell Associates SMB Study, Jan-Aug. 2011 N=4271

20. The Nitty Gritty

21. SMBs’ Plans to Spend on Mobile Marketing
Question: What percent of the advertising budget at your company will be devoted to
www.borrellassociates.com
mobile advertising or marketing efforts in 2011?
Source: Borrell Associates, 2011. N=484
© 2012 Borrell Associates Inc.

22. SMBs’ Mobile Efforts Don’t Always Involve $
Question: Do you plan to use in mobile marketing? Do you expect to spend money
www.borrellassociates.com
on mobile marketing
Source: Borrell Associates, 2011. N=484
© 2012 Borrell Associates Inc.

23. Mobile Ad $ Forecast by Delivery Mechanism
(All Projections in $ Millions)
www.borrellassociates.com
Source: Borrell Associates, 2012
© 2012 Borrell Associates Inc.

24. Mobile Ad $ Forecast by Delivery Mechanism
(All Projections in $ Millions)
www.borrellassociates.com
Source: Borrell Associates, 2012
© 2012 Borrell Associates Inc.

25. Promotions

26. How Businesses Spend Marketing Dollars
www.borrellassociates.com
Source: Borrell Associates, 2012
© 2012 Borrell Associates Inc.

27. Promotions Spending: Total vs. Online
www.borrellassociates.com
Source: Borrell Associates, 2012
© 2012 Borrell Associates Inc.

28. Promotions Spending
(All Projections in $ Billions)
www.borrellassociates.com
Source: Borrell Associates, 2012
© 2012 Borrell Associates Inc.

29. Proximity Marketing
(All Estimates and Projections in $ Millions)
www.borrellassociates.com
Source: Borrell Associates, 2012
© 2012 Borrell Associates Inc.

31. Mobile Discounts/Deals Forecast
(All Estimates and Projections in $ Millions)
www.borrellassociates.com
Source: Borrell Associates, 2012
© 2012 Borrell Associates Inc.

32. Recommendations
 For local marketers, find an expert
 For agencies & media, become an expert
 Think social, not Amway
 Think frequency, not reach
 Use a package of products, not just one

33. Speakers from:
Valpak
Placecast
Gannett
Gray TV
McClatchy
AT&T
Yellow Pages Group
Deseret Media
Yahoo
CBS Local
Yodle
Centro
Morris Comm.
Mobile Mktg. Assoc.
And 30+ more speakers!

35. Questions?
Download this presentation at
www.borrellassociates.com/keylargo

36. Thank you!
Gordon Borrell, CEO
Phone: 757-221-6641
Email: gborrell@borrellassociates.com
Twitter: goborrell
Download this presentation at
www.borrellassociates.com/keylargo