Presented at AAF Inland Empire's monthly luncheon by Claus Enevoldsen, Director of Interactive Marketing at Freedom Communications. To learn more, visit www.aaf-inlandempire.com
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The Growing Opportunity in Mobile Marketing and Advertising presented at AAF Inland Empire
1. The Growing Opportunity in Mobile Marketing and Advertising September 9, 2010 Presented by Claus Enevoldsen Director, Interactive Marketing Freedom Communications [email_address] @CEnevoldsen
24. Text VVDPSPORTS to 56654 Text DPAPP to 56654 Text “key word” to 56654 Double opt-in ensures quality of database Link to website optimized for mobile gives immediate leads
37. Two years after launch, the iTunes App Store hit a quarter-million apps (The Android Market has more than 40,000 apps) By 2013 6.7 billion app downloads will garner $4.2 billion in app revenue The Yankee Group, September 2009
Copy and steal everything. I did. From eMarketer, industry experts, etc.. And I encourage you to do the same. Please share and join in during the presentation.
Please whip out your phone!
Another study call out iPhone users for “Elitists” and Android users for “Independent Geeks”
Almost 60% of mobile users are ripe. I will show you some stats that speak to the opportunity and growth.
246 Million users or 80% of population. This is growing! But what’s really important is what they are doing with their phones.
Younger demos are skewing higher, but look at the overall trend.
Where is the opportunity? It really is in smartphones. We are close to this line, around 30% of all phones are smartphones. Think about this. The iPhone was introduced in 2007 and in a matter of 4 years, smartphones will overtake feature phones! (or dumb phones).
Furthermore, by 2013 internet access by mobile overtake desktop. And the reason for that is two-fold: there will be more smartphones than computers and you have your phone with you at all times.
The average mobile mktg campaign will triple by 2011. This is spread out on: display banner ads, texting, search.
Mobile is not a product, it’s a unique and equal media channel. And the advantage is that it’s the most intimate channel, you carry it with you at all times.
Target an affluent and educated market segment Access to an engaged audience Access to limited ad positions Limited ad inventory means larger share of voice
While there was no gender difference in the number of texts sent each day, there was variation by ethnicity and race: Black and Hispanic texters send and receive more messages on average than their white counterparts. Same with smartphones btw, Hispanics were early adopters. Many didn’t have desktops and internet access at home, smartphones were the gateway.
Texting is not necessarily an age thing anymore. It’s about lifestyle. Adults warming up to texting could be good for messaging-based marketing efforts, especially since most Americans still have feature phones, not smartphones. However, 57% of adult mobile users told Pew they had received spam or unwanted text messages—and based on the experience of email marketers, this could include opt-in messages that the users simply no longer want to receive. On a device as personal as the mobile phone, which has the potential to annoy users with unwanted disruption, marketers must keep messaging relevant and always wanted.
Apple opened a brand new industry in 2008. There is a new era called curated content. In fact web usage is declining. People spend more and more time on apps.
But this doesn’t tell us anything about engagement. In fact, only 20% of iPhone users return to a free app after downloading it. After a month, only 5% return to a free app.
Start with a mobile website no matter what. What’s the purpose of your app? How many downloads can you really get? And will they come back? How many apps do you have on your phone? How many do you use? Are you ready to develop for all app platforms? (Start with iPhone and Android). If you do, there are companies like AppMakr.com
Lots of opportunities for advertisers. I was at Rubios in Redlands checking in (so I can become mayor). It said “special nearby”. It was for a dentist giving me $50 off any visit. I might actually go there. Mobile + Location = Relevance