mobile marketing: myths, truths and the practice

@lent, michel

miths:

1. Mobile and Web: worlds apart.

The concept that mobile and Web are different worlds is heritage from the time cellphones looked like this

Mobile phones today are smart,small computers

Today computers, tablets and mobile mobile phones make different points of entrance

Users on one side, brands on the other, and screens in the middle

2. Developing for mobile is making things smaller.

‘Responsive design’ seems to take care of the size of the screens

But thinking for mobile is not only about making things smaller

You need to ask yourself: “Why is my user accessing my content while mobile?”

You need to understand your user’s context. What is she is search of? Service? Practicality, Fun?

3. Mobile marketing is to make an app and become billionaire.

Mobile marketing and app development are the true worlds apart

Out of the hundreds of thousand apps launched, like a lottery, very few became real success cases, non of them made for

marketing

But using mobile in your marketing strategyhas nothing to do with luck

truths:

1. The world is becoming mobile-first.

Good / Bad News – Rapidly Growing Mobile Internet Usage Surpassed More Highly Monetized Desktop Internet Usage in May, 2012, in India

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12/08 4/09 8/09 12/09 4/10 8/10 12/10 4/11 8/11 12/11 4/12

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Desktop Internet

Mobile Internet

India Internet Traffic by Type, Desktop vs. Mobile, 12/08 – 5/12

Source: StatCounter Global Stats. 18

More and more people access the internet via their mobile devices.

More people on mobileaccessing more frequently

“Nokia reported at MindTrek 2010 that the average person looks at their phone 150 times a day, or once every six-and-a-half minutes of every waking hour.”

Informações confidenciais e reservadas do Google

Os smartphones estão sempre presentes e sempre com você

não saem de casa sem seus dispositivos

73% Base: usuários particulares de smartphones que usam a Internet em geral, Smartphone n= 1.000 Q52: até que ponto você concorda com cada uma dessas declarações?, Caixas Top2;

escala de 5 – concordo totalmente a 1 – discordo totalmente. “Não saio de casa sem meu smartphone” 8

Mobile is always at hand.

Hence, it tends to become the first point of touch between people, brands and digital services.

2. Context is king: message changes with the medium.

Same people access same brandsvia different screens.

But the context for each screen is different

By understanding what is our user’s context, we are able to design more adequate services.

3. Mobile marketing is design.

Users while mobile tend to be more interested in services.

To create adequate marketing content for mobile devices is to design services that help users to their needs.

The design of applications that help users, generates value for brands and companies and even new lines of revenue.

practice:

1. Adequate mobile presence.

Your users are already accessing your sites via mobile. What are they seeing?

Make your mobile presence adequate, not only for size, but specially for content.

2. Creating experiences.

The combination of software and hardware enables us to offer enriched experiences for mobile users.

QR codes, geo-localization, sensors. Focus on creating something relevant, useful.

A good experience, something relevant for the users becomes equity to brands.

3. Mobile media: contextualized.

Source: Gartner. CAGR is compound annual growth rate. Note: Apple has paid >$3B $’s to developers as of 9/11, implying gross app market revenue of $4B in 3 years; Google indicated during

CQ3 earnings call that it expects $2.5B mobile ad revenue in 2011E

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Global Mobile App + Advertising Revenue, 2008 vs. 2011E

$12B

$0.7B

Good News = Mobile Monetization Growing Rapidly (71% Apps, 29% Ads)

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While more users become mobile, app development and mobile media also increase aggressively.

And mobile media offers several alternatives with instant conversion.

CLICK TO VIDEO

We need to observe that mobile is a medium ideally focused on practicality.

CLICK TO DOWNLOAD

Why not using a click to call to close a deal right from a banner ad on a mobile phone?

CLICK TO CALL

finally:

1. There is only one internet.

2. Mobile marketing is part of your digital stragegy.

3. Be screen-agnostic. Focus on the solution, not the medium.

THANK YOUMICHEL LENT

michel.lent@gmail.comwww.about.me/michel.lent