This document discusses the impact of mobile and tablet usage on marketing. It outlines how mobile marketing, advertising, apps, e-commerce and security relate to traditional marketing approaches. Mobile advertising budgets are expected to increase significantly as mobile engagement grows. E-commerce through mobile devices allows global reach for companies. However, the document concludes that while digital strategies are becoming more prominent, traditional marketing is not going away entirely. Security and privacy are also important considerations for users of mobile commerce.

1. THE IMPACT OF MOBILE &
TABLET
Prepared by: Jailum Bhandar, Amaan
Fazal, Lilia Gloria, Brianna Lake, &
Justin Wong

2. AGENDA
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Objectives
Background
Mobile Marketing
Advertising
Ecommerce/Mcommerce
Apps
Security
Conclusion

3. OBJECTIVES
As the popularity of mobile phones and tablets
grow, spells the end for traditional marketing
channels

4. BACKGROUND
• SMS
• Technology advances + price lowers
• Small to large

5. MOBILE MARKETING
Video

6. ADVERTISING ON MOBILE + TABLET
• Advertising– disruptive, invasive, and in the way
• Ad budgets expected to increase from $2.3 billion
to $21 billion
• Cost-effective, easy to measure, easy to
personalize

7. ADVERTISING ON MOBILE + TABLET
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iAd (2010)
Initially not well received
With better quality; users more responsive
Still viewed as in the way

8. ADVERTISING ON MOBILE + TABLET
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Mobile Bandit
Location-based advertising
Opt-in
57% of consumers expecting the advertising
company to be within a 5-mile radius
• Canadians 18+ > 25 hours of TV per week per
capita in the first half of 2013

9. ADVERTISING ON MOBILE + TABLET
• Deductions:
– Customers still prefer opt-in, personalized
advertisement
– Canadians 18+ > 25 hours of TV per week per
capita in the first half of 2013
– Customers needs are changing with respect to
medium, but old methods are not dead

10. E-COMMERCE + M-COMMERCE
• $200 billion
industry in the US
• Gives companies a
global reach

11. E-COMMERCE + M-COMMERCE
5 trends that show how e-commerce is taking
over traditional retailing:
1.
2.
3.
4.
5.
Voluntary conversion
Losing cost structure
Free delivery and returns
Subscription Commerce
Fit without the fitting room

12. APPS
41 APPS
2HRS. + 38 MINS.
Segmentation

13. Types of Apps
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Add convenience
Offer unique value
Provide social value
Offer incentives
Entertain

14. Push Notifications
• Sends a message to the user
• Quadruple mobile engagement and double
retention
• Too pushy
• Less is more

15. LOYALTY PROGRAMS + RETAIL APPS
• 91% are willing to download a corresponding app
• Costs
• Opt in
Retail Apps
• Product information
• Act as a checkout
• Some are designed to have a traditional feel

16. SECURITY + PRIVACY
• Only 48% consider data security &
privacy & 42% for tablets
• Companies who want to foster
ecommerce/mcommerce need to
factor in security
• Less than half of the devices tested
had some type of protection

17. SECURITY + PRIVACY
• Sensitive on how markets manage their personal
information
• Detrimental consequences for marketers
• Market rejection, regulatory enforcement
actions, loss of data flow, or costly litigation
• Disclose their privacy practices

18. CONCLUSION
• Mobile devices are not all created equal
• Marketing spending is drastically shifting to digital
• Consumers will be spending more time on their mobile
devices, presents a great opportunity for advertisers
• E-commerce allows companies to have a global reach
• While its benefits and effectiveness cannot be denied, it
would not be accurate to say traditional marketing is
going away

19. THANK YOU
ANY QUESTIONS?