Post on 18-Oct-2014
description
Mobile Marketing Association 1
“We Hired A
Guy” Musings on the Mobile Marketing Opportunity for
Publishers
Borrell Online Advertising ConferenceNew York City
March 3rd 2011
Mobile Marketing Association 2
Intro: Mobile Marketing AssociationWorld’s first global media trade group:
Operations in APAC, LATAM, EMEA & North America
750 members Big Tent approach: Marketers, Agencies, Publishers &
Media Sellers, & Carriers/Aggregators
Mission: To make Mobile Marketing an indispensible part of a marketer’s marketing
mix
Mobile Marketing Association
slide title2 Decades Digital Strategy Experience
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3 Topic’s Today
1. Mobile’s Time is Now (?)2. Insight from (Digital) History3. Value of a Mobile Local Future
Mobile Marketing Association
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Mobile is On EVERYONE’s
LipsMobile Marketing Association
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Mobile: Faster Than Any Before
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But Even MORE Direct…
“If your plans don’t include Mobile then your plans are
not finished.”
Wendy ClarkSVP Integrated MarketingCoca Cola
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World’s MASS Medium
1.5 Billion Computers *
But 1.8 Billion SmartPhones**
& 5.5 Billion Cell Phones***
The Power of ALL Consumers being Connected
* Forrester** Modus Associates indicates by 2013*** International Telecommunication Union (ITU).
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National Marketers Seem to Get World is Changing
Q13. How does your 2011 projected spending on mobile marketing compare with your 2010 spending?Q14. You indicated you will be spending more in 2011 on mobile marketing than in 2010. Please select the range that best represents the estimate for this increase.
Base: Total Answering
Source: MMA & ANA, Sept/Oct 2010
N = (55)
Spending more75%
Spending about the same18%
Spending less1%
Don't know6%
Mean Percent Increase In 2011 Mobile Marketing Spending:
59.1%
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And Gordon Himself Said…
Almost 44% of small business owners say they are likely to try mobile advertising in
2011Mobile Marketing Association
Mobile Marketing Association 12
Ok, so Mobile is big deal. Got it. Consumers, marketers all aligned
But what’s it mean to Local Media?
Mobile Marketing Association
What Will Be Local’s Future?
Destiny...is not a matter of chance, it is a matter of choice;
it is not a thing to be waited for, it is a thing to be achieved
William Jennings Bryan (1860 - 1925) US lawyer, orator, & politician
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I heard…
Mobile is the Missing Piece to Local
Jamie WellsMicrosoft
Mobile Marketing Association
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What Might be Mobile’s USP
PersonalPervasive
ProximityMobile Marketing Association
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Chetan Sharma Says
Mobile wins on:1. Reach2. Targeting3. Engagement4. Virality5. Transaction
Clearly, mobile is a better (Ad) mousetrap
Source: Chetan Sharma, January 2011
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Connection to Transaction-Really Valuable
Mobile is clearly becoming a new way people shop…[eBay has] nearly tripled mobile GMV (gross merchandise value) year-over-year to
nearly $2 billion, with strong holiday shopping momentum in Q4.
In 2011, we expect Mobile GMV to double to $4 billion.
- John Donahoe, President & CEO eBay CQ4:10 Earnings Call
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I’d also suggest
Mobile is the Missing Link for Marketers
Mobile Marketing Association
Mobile Marketing Association
slide titleGreat, Got it. Now What?
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Publishers’ Current Mobile Strategy
“We Hired a Guy”
10 out of 10 publishers
Mobile Marketing Association
Mobile Marketing Association
slide titleUGH! Now What?
Mobile Marketing Association
Future Insight by Looking At the Past
"If history repeats itself, and the unexpected always happens, how
incapable must Man be of learning from experience.“
George Bernard Shaw Irish dramatist & socialist, 1856 - 1950
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One Guy’s Two Decades of Digital
1. You have to be in it to win it2. Assume responsibility for making it
work (harder); focus on improving ad performance
3. There are big opportunities out there4. It’s not your daddy’s (Digital) medium5. Innovation is hard; so get started (see
#1)6. New Paradigm – Scale is Everything
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1. Build a Mobile Presence
Nearly 80% of businesses do not have a mobile presence
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One Guy’s Two Decades of Digital
1. You have to be in it to win it2. Assume responsibility for making
it work (harder); focus on improving ad performance
3. There are big opportunities out there4. It’s not your daddy’s (Digital) medium5. Innovation is hard; so get started (see
#1)6. New Paradigm – Scale is Everything
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2. Will Agencies/Marketers Lead? Donny Deutsch speaking to 500 Marketers in 2005…
“We did a wonderful spot…on the Superbowl… for Mitsubishi Gallant...that
stops at the end and [says] go to “seewhathappens.com.”
We got about 600,000 clicks. Was that great or that not great?
We told the client it was great, so it was great.”
[nervous laughter] Deutsch is the 14 largest agency in the US
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2. Publisher Have More Control Than Acknowledged
Low High1. Cut out International impressions 18% to
43%
2. Manage Frequency 50% to 70%
3. Capitalize on Time of Day/DoW 10% to 35%
4. Ad Size matters 20% to 54%
5. Page Placement really matters 6% to 350%
6. Creative is “mission critical” 0% to 400%
Total Gain Possible: 0% 2930%
Mobile Marketing Association
For XMOS research studies, Online CPM
was lowest in 50% of studies.
Online “Cost Effectiveness” was lowest in changing brand metrics for
75% of the studies
2. Based on “Physics of Media”, all New Media Have a Value Advantage”
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One Guy’s Two Decades of Digital
1. You have to be in it to win it2. Assume responsibility for making it
work (harder); focus on improving ad performance
3. There are big opportunities out there
4. It’s not your daddy’s (Digital) medium5. Innovation is hard; so get started (see
#1)6. New Paradigm – Scale is Everything
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3. What’s The Average CPM
Online News $5.00
Google=$68.00* * $0.54 CPC x 17% click thru x 74% sell thru
Source: Jordan Rohan, Analyst at RBC from 2007
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One Guy’s Two Decades of Digital
1. You have to be in it to win it2. Assume responsibility for making it
work (harder); focus on improving ad performance
3. There are big opportunities out there4. It’s not your daddy’s (Digital)
medium5. Innovation is hard; so get started (see
#1)6. New Paradigm – Scale is Everything
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4. Mobile Is Unique; Capitalize on ItThe modern media channel:• Connect to call • Mapping• GPS• Cameras• Barcode Scanners• Bluetooth• Apps, etc
And did we mention personal?
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One Guy’s Two Decades of Digital
1. You have to be in it to win it2. Assume responsibility for making it
work (harder); focus on improving ad performance
3. There are big opportunities out there4. It’s not your daddy’s (Digital) medium5. Innovation is hard; so get started
(see #1)6. New Paradigm – Scale is Everything
Mobile Marketing Association 34
5. Steve Jobs Said
“Innovation distinguishes
between a leader and a follower.”
Mobile Marketing Association
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5. Conventional Silicon Valley Innovation Theory
70-20-10 70% of budget to what you know
works 20% to innovating off of what you
know works 10% to brand new ideas
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One Guy’s Two Decades of Digital
1. You have to be in it to win it2. Assume responsibility for making it
work (harder); focus on improving ad performance
3. There are big opportunities out there4. It’s not your daddy’s (Digital) medium5. Innovation is hard; so get started (see
#1)6. New Paradigm – Scale is
Everything
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6. The Future Media Paradigm
Old Media vs. New Media
Distribution Scale*
* Scale is required for personalization, relevancy, data (really anything tech)
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In Summary
1. You have to be in it to win it2. Assume responsibility for making it
work (harder); focus on improving ad performance
3. There are big opportunities out there4. It’s not your daddy’s (Digital) medium5. Innovation is hard; so get started (see
#1)6. New Paradigm – Scale is Everything
Mobile Marketing Association
But Seriously, if All that Wasn’t Enough, Each New Cycle Creates more Wealth than the Last
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Two Final Prognostications
And if Local is nearly 50% of the media business, then Local should be $25 billion today.
However, What Sticks research suggested that U.S. national online would be at $40 to $50 billion, if there was rational decision-making
Therefore, Local Digital should be a $50 billion sector.
And like Apple, we just need the right product
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Mobile is Product to get $50 Billion
PersonalPervasive
ProximityMobile Marketing Association
Mobile Marketing Association
What Does the Future Hold?
Mobile Marketing Association
So What Is Local’s Destiny?
I cannot say whether things will get better if we change;
what I can say is they must change if they are to get better.
Georg Christoph Lichtenberg 18th-century German scientist, satirist
and Anglophile
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Greg Stuart
greg@mmaglobal.com+1 631 702 0682
thank you!
www.twitter.com/gregstuart
www.facebook.com/stuartnyc
www.veoh.com/users/gregstuart
www.linkedin.com/in/gregstuart
www.gregstuart.com
www.gregstuartspeaker.com
Mansavesdog.wordpress.com
www.slideshare.net/gregstuart
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THANK YOU
Mobile Marketing Association
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2010: Mobile Websites, Apps, SMS Most Popular 2011: Mobile Coupons Sees Most New Adoption
Q4. Which of the following mobile marketing elements are you using (or are you planning use) to reach your customers for the business you are managing?
Base: Total Answering
Source: ANA, Sept/Oct 2010
N = (88)
63%
61%
57%
55%
50%
39%
36%
25%
24%
17%
16%
15%
12%
8%
24%
27%
28%
9%
14%
21%
17%
30%
37%
26%
31%
30%
14%
7%
86%
88%
85%
64%
64%
60%
53%
55%
61%
43%
47%
44%
25%
15%
Mobile websites
Mobile apps
Mobile messaging/SMS
Mobile display ads (CPM or CPC)
Mobile search
Mobile rich media ads
Mobile video
2D "smart" barcodes
Mobile coupons
Location based services
Interactive voice response
Mobile gaming
Proximity - Bluetooth, RFID
Near Field Communications payments
Currently Using Planning To Use
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1.5 B TVs1.5 B Computers online5.0 B mobile (Mobile transcends everything; especially mo1.8 Smart phones212% Quartar most phones per pop
20% of searches are mobileLiquid and Linked
Consumer Engagement: Paid, owned, earned and shared
Can’t let go of the connection at the point of transaction and application
We have to assume that “Everything that is static will become dynamic”
Mobile is a REQUIREMENT
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What Will Be Our Future?
Destiny...is not a matter of chance, it is a matter of choice;
it is not a thing to be waited for, it is a thing to be achieved
William Jennings Bryan (1860 - 1925) US lawyer, orator, & politician
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Projected Allocations of 2011 Mobile Marketing Budget By Campaign Type (Means)
Q16. How will your mobile marketing budget be allocated in 2011? Total must add to 100%.
Base: Total Answering
Source: ANA, Sept/Oct 2010
N = (62)
Other8%
Mobile Commerce
5%
Mobile Database Marketing/CRM
14%
Mobile Response16%
Mobile Publishing
27%
Mobile Advertising
29%
NOTE: May not add to 100% due to rounding
Lion’s Share of Mobile Marketing $ Going to Mobile Advertising, Publishing in 2011
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More Consumer Habits
1 in 3 mobile searches are local
Source: Kelsey Group 2010, Google User Behavior Study 2010
After looking up a local business on
smart phone,
61% called the local business and
59%visited.
0% 10% 20% 30%
16%
30%
15%
15%
17%
Search Queries that are Mobile