3 myths, 3 truths, 3 practices about Mobile Marketing.

1. @lent, michel
mobile
marketing:
myths, truths
and the practice

2. miths:

3. 1. Mobile and Web:
worlds apart.

4. The concept that mobile and Web are different worlds
is heritage from the time cellphones looked like this

5. Mobile phones today are smart,
small computers

6. Today computers, tablets and mobile mobile
phones make different points of entrance

7. Users on one side, brands on the other,
and screens in the middle

8. 2. Developing for
mobile is making
things smaller.

9. ‘Responsive design’ seems to take care
of the size of the screens

10. But thinking for mobile is not only about
making things smaller

11. You need to ask yourself: “Why is my user
accessing my content while mobile?”

12. You need to understand your user’s context. What
is she is search of? Service? Practicality, Fun?

13. 3. Mobile marketing is
to make an app and
become billionaire.

14. Mobile marketing and app development
are the true worlds apart

15. Out of the hundreds of thousand apps launched, like a lottery,
very few became real success cases, non of them made for
marketing

16. But using mobile in your marketing strategy
has nothing to do with luck

17. truths:

18. 1. The world is
becoming mobile-
first.

19. Good / Bad News – Rapidly Growing Mobile Internet Usage Surpassed
More Highly Monetized Desktop Internet Usage in May, 2012, in India
India Internet Traffic by Type, Desktop vs. Mobile, 12/08 – 5/12
100%
80%
% of Internet Traffic
60% Desktop Internet
Mobile Internet
40%
20%
0%
12/08 4/09 8/09 12/09 4/10 8/10 12/10 4/11 8/11 12/11 4/12
Source: StatCounter Global Stats. 18
More and more people access the
internet via their mobile devices.

20. “Nokia reported at MindTrek
2010 that the average person
looks at their phone 150 times a
day, or once every six-and-a-half
minutes of every waking hour.”
More people on mobile
accessing more frequently

21. Os smartphones estão sempre presentes e
sempre com você
73%
não saem de casa
sem seus dispositivos
Base: usuários particulares de smartphones que usam a Internet em geral, Smartphone n= 1.000
Q52: até que ponto você concorda com cada uma dessas declarações?, Caixas Top2; Informações confidenciais e reservadas do Google 8
escala de 5 – concordo totalmente a 1 – discordo totalmente. “Não saio de casa sem meu smartphone”
Mobile is always at hand.

22. Hence, it tends to become the first point of touch
between people, brands and digital services.

23. 2. Context is king:
message changes
with the medium.

24. Same people access same brands
via different screens.

25. But the context for each screen is different

26. By understanding what is our user’s context,
we are able to design more adequate services.

27. 3. Mobile marketing is
design.

28. Users while mobile tend to be more
interested in services.

29. To create adequate marketing content for mobile devices
is to design services that help users to their needs.

30. The design of applications that help users, generates value
for brands and companies and even new lines of revenue.

31. practice:

32. 1. Adequate mobile
presence.

33. Your users are already accessing your
sites via mobile. What are they seeing?

34. Make your mobile presence adequate, not
only for size, but specially for content.

35. 2. Creating
experiences.

36. The combination of software and hardware enables
us to offer enriched experiences for mobile users.

37. QR codes, geo-localization, sensors. Focus
on creating something relevant, useful.

38. A good experience, something relevant for
the users becomes equity to brands.

39. 3. Mobile media:
contextualized.

40. Good News =
Mobile Monetization Growing Rapidly (71% Apps, 29% Ads)
Global Mobile App + Advertising Revenue, 2008 vs. 2011E
$15
Mobile Apps
Mobile Ad + Apps Spending ($B)
$12B
Mobile Advertising
$10
$5
$0.7B
$0
2008 2009 2010 2011E
Source: Gartner. CAGR is compound annual growth rate.
Note: Apple has paid >$3B $’s to developers as of 9/11, implying gross app market revenue of $4B in 3 years; Google indicated during
CQ3 earnings call that it expects $2.5B mobile ad revenue in 2011E 16
While more users become mobile, app development
and mobile media also increase aggressively.

41. CLICK TO VIDEO
And mobile media offers several
alternatives with instant conversion.

42. CLICK TO DOWNLOAD
We need to observe that mobile is a
medium ideally focused on practicality.

43. CLICK TO CALL
Why not using a click to call to close a deal
right from a banner ad on a mobile phone?

44. finally:

45. 1. There is only one
internet.

46. 2. Mobile marketing is
part of your digital
stragegy.

47. 3. Be screen-
agnostic. Focus on
the solution, not the
medium.

48. THANK YOU
MICHEL LENT
michel.lent@gmail.com
www.about.me/michel.lent