eMarketer Webinar: Mobile Marketing Trends, Insights and Best Practices

2. There are three faces of mobile today

3. Does ‘mobile’ always mean ‘on the go’?

4. What we’ll look at today…  Device adoption: Feature phones, smartphones and tablets  Behaviors: Mobile is more than ‘on the go’  Trends: Marketers’ focus, spending outlook and brand examples Twitter – #eMwebinar ©2011 eMarketer Inc.

11. Apple’s iPads continue to dominate the tablet market Twitter – #eMwebinar

14. Behaviors: Mobile means more than ‘on the go’

19. Tablet users lead the way in mobile content consumption

22. Mobile users toggle between devices with ease “A picture of sequential and simultaneous device usage is emerging, and marketers need to make progress around understanding how the devices relate and how to use them in combination.” —Jason Spero, head of global mobile sales and strategy at Google Twitter – #eMwebinar ©2012 eMarketer Inc.

25. Mobile marketing budgets are still small

28. Mondelez International, for one, will make a bold mobile move “We are planning to invest 10 percent of our global marketing budget in mobile activations and channels across the entire consumer journey.” —Bonin Bough, vice president of global media and consumer engagement at Mondelez International Mondelez International comprises the global snacking and food brands of the former Kraft Foods Inc., including billion-dollar brands such as Nabisco and Oreo biscuits, Trident gum, Cadbury and Milka chocolate ©2012 eMarketer Inc.

31. There are significant upsides to apps, but there are downsides too Upside Downside Encapsulated experience Multiple versions for dominant Size and functionality of the app platforms device Separate app store approvals High level of engagement Ongoing updates for each version More time spent with brand Overcoming fragmentation User retention ©2012 eMarketer Inc.

35. Valuable content, a clear call to action and repetition are critical “Shape Magazine did a sweepstakes for their 30th anniversary issue, and they had 400,000 mobile entries through the use of these [QR] codes. You have to tell consumers what to do. And you need to tell them what they will get from it—it has to be something that’s worth it.” —Roger Matus, executive vice president of mobile marketing and technology services company, Nellymoser ©2012 eMarketer Inc.

41. Mobile display offers new ways to interact with and measure ads “We can use video and allow people to play with our vehicles. The medium is even stronger when you factor in measurability. The platform combines a level of interactivity and a level of measurability that existed in the desktop space but is further enhanced in the tablet space.” —Tom Penich, media communications manager for BMW ©2012 eMarketer Inc.

43. Key Takeaways Strategically… Plan for multiple mobile device usage: Smartphone and tablet audiences will grow significantly and the percentage of consumers who use both devices will be sizeable. Expect simultaneous and sequential device usage: Messaging needs to be consistent and response across digital channels needs to be anticipated. Reconcile time spent with mobile vs. mobile spend: Track your mobile traffic and predict when your audience will become a mobile majority. Adjust budgets accordingly. ©2012 eMarketer Inc.

44. Key Takeaways Tactically… Tailor tactics to unique mobile behaviors: Smartphones are precision tools and constant companions. Tablets are entertainment hubs and shopping centers. Both are frequently used at home. Apps and mobile web are complementary tactics, not necessarily a choice. Consumers expect rewards from QR Codes. Mobile ad spending is on the rise: Mobile paid search generates high CTRs and mobile display ads offer new ways to engage and measure ad effectiveness. ©2012 eMarketer Inc.

45. What is Adobe CQ Mobile? Adobe CQ Mobile empowers digital marketers to design engaging experiences across mobile devices, increasing customer loyalty and acquisition through a consistent and relevant experience. © 2012 Adobe Systems Incorporated. All Rights Reserved.

49. Q&A Session Learn more about mobile marketing with an eMarketer corporate subscription Mobile Marketing Trends, Insights and More than 120 eMarketer reports are Best Practices published each year. The following are a few recent ones you may be interested in:  The Smartphone Class: Connected Consumers Transform US Commerce and Culture  App-etite for Engagement: Marketing Beyond the Browser  QR Codes: Marketers Keep Hitting ‘Go,’ but Cathy Boyle Consumer Adoption Still Slow  Location-Based Marketing: Driving Sales in a You will receive an email ‘What’s Around Me’ World tomorrow with a link to view the deck and  Tablet Advertising: Volumes and Engagement webinar recording. Levels Jump Up Sponsored by: To learn more: www.emarketer.com/products Adobe 800-405-0844 or webinars@emarketer.com ©2012 eMarketer Inc.

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