This document discusses the rise of mobile devices and how marketers can better engage consumers in the mobile age. It notes that while most people initially used mobile phones just for calling, devices are now used for many other activities like social media, shopping, and entertainment. The document advocates for using consumer-initiated text messaging as a direct marketing channel, noting it is ubiquitous, easy to use, instant, casual, and discreet. Examples are given of how texting can be used to deliver coupons, engage customers in games, and direct people to local stores. The conclusion is that texting provides a better way for legacy advertising to bridge to the mobile world than just displaying URLs, as it avoids issues like typing long URLs and
33. In the past few years,
mobile web traffic
has exploded.
34. Traffic
Further information regarding this statistic can be found on page 63.
15
% of web traffic served to mobile (2009-2016)
Share of mobile phone website traffic worldwide 2016
Note: Worldwide; 2009 to 2016
Source: We Are Social; StatCounter; ID 241462
0.7%
2.9%
6.1%
10.9%
17%
28.9%
33.4%
38.6%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
2009 2010 2011 2012 2013 2014 2015 2016*
Shareoftraffic
36. Traffic
Further information regarding this statistic can be found on page 64.
16
“Mobile” Traffic Will Keep Growing
Global mobile data traffic 2015-2020
Note: Worldwide; 2015
Source: Cisco Systems; ID 271405
3.7
6.2
9.9
14.9
21.7
30.6
0
5
10
15
20
25
30
35
2015 2016* 2017* 2018* 2019* 2020
Trafficinexabytespermonth
38. Mobile apps
Further information regarding this statistic can be found on page 74.
27
Mobile apps by monthly US visitors (millions) (6-2015)
Leading mobile apps in the United States 2015, ranked by unique visitors
Note: United States; June 2015; 18 years and older
Source: comScore; ID 250862
125.73
98.93
95.67
81.09
77.39
76.47
74.22
67.9
63.06
49.7
49.35
46.4
43.69
41.35
40.85
0 20 40 60 80 100 120 140
Facebook
YouTube
Facebook Messenger
Google Search
Google Play
Google Maps
Pandora Radio
Gmail
Instagram
Apple Music
Apple Maps
Yahoo Stocks
Amazon Mobile
Twitter
Pinterest
Total unique visitors in millions
40. Mobile commerce
Further information regarding this statistic can be found on page 96.
52
Mobile retail commerce sales in the United States (in billion U.S. dollars)
Actual and Projected.
U.S. mobile retail commerce revenue 2013-2019
Note: United States; 2013 to 2015
Source: eMarketer; ID 249855
41.71
56.67
74.93
96.22
112.28
130.12
149.79
0
20
40
60
80
100
120
140
160
2013 2014 2015 2016* 2017* 2018* 2019*
RevenueinbillionU.S.dollars
41. While younger people
spend more time on
mobile devices, soon most
consumers will spend two
or more hours daily on
mobile devices.
42. Usage
Further information regarding this statistic can be found on page 57.
7
Average daily hours spent online via mobile internet in
2015, by age group.
Daily time spent online via mobile 2015, by age group
Note: Worldwide; 2015; 16 to 64 years
Source: GlobalWebIndex; ID 428425
3.26
2.69
1.82
1.07
0.58
0
0.5
1
1.5
2
2.5
3
3.5
16-24 25-34 35-44 45-54 55-64
Dailymobiletimeinhours
45. So how do we exploit
this new tool and not be
swept away by it?
46. Initially, I thought that
slapping a URL into my
TV ads would allow the
audience to find me “on
the web.”
47. Later, we realized that
was a hugely expensive
mistake. I’ll explain why
in a few minutes.
48. This chart showing the
explosive growth in
mobile “paid search”
expense should be a
hint.
49. Advertising spending
Further information regarding this statistic can be found on page 113.
61
Share of mobile in digital search advertising spending in the United
States from 2013 to 2018
Mobile share of U.S.digital search advertising spending 2013-2018
Note: United States; includes ad spending on search engines, search applications and carrier portals, ad spending on tablet is included; includes contextual
text links, paid inclusion, paid listings (paid search) and SEO
Source: eMarketer; ID 374024
24.7%
38.1%
50.1%
62.9%
70.5%
76.7%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
2013 2014 2015* 2016* 2017* 2018*
Share
50. Let’s talk about my own
misplaced response to
the challenge of the
mobile web.
57. Call Now
(800) PAY-LESS
If you’re
interested in
what I’m showing
you here, try to
remember and
accurately
thumb-type our
25 Digit URL
Direct
Response
2.0
58. Call Now
(800) PAY-LESS
If you can
manage that,
look at your
phone and see
that your browser
is showing you
my competitors.
Direct
Response
2.0
59. Call Now
(800) PAY-LESS
Unless I’ve forked
over a bushel of
money to Google,
hoping they will
show my listing
ahead of my
competitors.
Direct
Response
2.0
60. Call Now
(800) PAY-LESS
I’m so glad I spent
money on this ad
and the TV time
just to send my
best prospects
wandering through
an online mall.
Direct
Response
2.0
91. Engaging
.
Reply instantly with touch-to-
call phone numbers, links to
websites, coupons, games,
contest entries or price-drop
alerts. Direct to users phones.
.
118. TCPA rules were unsettled.
It can be difficult to
remember a 6 digit texting
short-code.
119. TCPA rules were unsettled.
It can be difficult to
remember a 6 digit texting
short-code.
A proprietary short code
is expensive to set-up
and support.
125. Mobile Dominates
Some may still use the
desktop in the den or the
land-line in the kitchen; but
when ready to take action,
most consumers will grab
the phone that’s in their
pocket or at their side.
126. URLs work well inside digital media –
where a finger pressed to a mobile
screen whisks a prospect from online
ad to landing page. Legacy media is
different. There’s no one-touch
connection from the ad seen on TV
directly to a website.
127. The best tool to bridge
the gap between legacy
media and online
commerce is the
ubiquitous mobile phone.
128. By using a URL in their call-to-
action, marketers
inadvertently drive an untold
number of prospects into the
welcoming arms of their
competition.
129. Text response eliminates the
potential for distraction or
diversion which inevitably
comes whenever a consumer is
asked to type ANYTHING into a
mobile web browser.
130. Ever since stores were invented,
marketers have known one simple
thing: if a prospect wants to visit
your store, don’t point them in the
general direction of a nearby
marketplace. Take them by the
hand and lead them directly into
your store – preferably right to the
item they seek.
