This year, mobile is widely predicted to finally come of age, providing marketers with huge opportunities for monetisation, CRM and extending brand reach. In this fast evolving landscape, Jeremy Rosenberg, Emarketeers' mobile marketing and comms specialist, reveals the mobile strategies marketers simply cannot afford to miss.

1. © Emarketeers 2013
“Future Mobile Strategies
You Can't Afford To Neglect”
With Jeremy Rosenberg
17 July 2013

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Welcome to the age of anxiety
30
25
20
15
10
5
0
1991 2001 200920061996
World tissue/toilet paper consumption - RISI
Million
Tonnes

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“The invitedand
the ignored”
(Interruptions will no longer be tolerated)

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Mobile strategy approaches
• Made for mobile
– Responsive design and beyond
– Mobile advertising
• Mobile enhanced experience
– Context marketing
– Mobile payment
– 2nd screening
– Utility marketing
• Mobile relationship management
– Big data + Geo-location + Push

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The evolution of mobile
Tech driven People driven
1st Wave:
Non-mobile driven
2nd Wave:
Mobile driven
3rd Wave:
Behaviour driven

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Made for mobile – responsive

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Made for mobile – responsive

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Made for mobile – responsive

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Made for mobile – responsive

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Made for mobile – responsive

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Made for mobile – responsive

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Made for mobile – responsive

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Made for mobile – responsive

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Made for mobile – advertising

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Made for mobile – advertising

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Made for mobile – advertising

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Rising Stars
Made for mobile – advertising

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Made for mobile – advertising

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Made for mobile – advertising
9.30%
5.20%
0%
2%
4%
6%
8%
10%
Mobile Rising Star Ad
Standard Mobile Banner Ad
Source: ComScore Brand Survey Lift Mobile
Percentage of consumers who interact with ads

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Made for mobile – advertising
Chok! Chok! Chok!

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Context marketing

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Context marketing

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Context marketing

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Digital wallet

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Second screening
• 85% of tablet/smartphone owners use their device
whilst watching TV at least once a month
• 40% do so daily
• 33% of Twitter users tweeted about TV related content
in 2012
• 44% of tablet owners and 38% of smartphone owners
access social media daily whilst watching TV
• 26% of tablet users looked up product info for an ad
seen on TV in 2012
• 15% of smartphone users did the same

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Second screening
Watch with ebay

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Second screening

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Second screening
First UK broadcaster to
launch a dedicated second-
screen companion app

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Utility marketing

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Utility marketing

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Utility marketing

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Utility marketing

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Big data and mobile
DeliveryCollection
6 billion
mobile
users

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Big data and mobile
DeliveryCollection
6 billion
mobile
users
Geo-location Push notification
Analytics
Mobile
use
activity
Predictive modeling

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Challenges
• Analytics and interpretation
• Security and privacy
• Storage

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Big data and mobile

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What you need to do now
• Be transparent, be a good citizen, build trust
• Ask the audience
• Location, location, location
• Track everything
• Analyse, analyse, analyse,
• Think globally, act hyper personally
• Get the invitation

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Thank you!
• See all our courses at:
http://www.emarketeers.com/training-courses/
• Or call us on 0845 680 1235 or follow us…
@Emarketeers
http://www.facebook.com/Emarketeers
http://www.linkedin.com/company/Emarketeers
http://emarketee.rs/PrvY0Q

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About me
http://www.linkedin.com/in/jeremyrosenberg365
http://twitter.com/jeremy365
jeremy@tapperati.com