Mobile Insider Summit, Key Largo, Fla.January 27, 2012

Why Main Street Is So Hyped About Mobile Marketing

About this presentation

The following presentation was made by CEO Gordon Borrell at Media Post’s Mobile Insider Summit at the Ocean Reef Club in Key Largo, Fla., on Jan. 27, 2012.

© 2012 Borrell Associates Inc.

Our Foundation: Research

Determining how much local advertisers actually spend is extremelydifficult but incredibly important in this time of shifting ad dollars.

We do it better than anyone else.

Research Components Advertisers

Spending: Database of 15 million companies Receipts: Database of 5,200 online media companies Verification & Forecasting: Panel of 10,000+ businesses

Consumers Scarborough, Claritas Ongoing surveys of web users

Advertising Trends

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A Great Retailer Once Said…

John Wanamaker1838-1922

“Half the money I spend on advertising is wasted. Trouble is, I don’t know which half."

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com Big-Picture Trends Advertisers always skeptical of ROI

Omnipresent cycle of “new media” disruptions

New media peels growth away from old media…

…And never kills off its primary competitor

Historic Trends

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Television advertising: 1950 (30 years) Cable advertising: 1980 (30 years) Internet advertising: 1995 (17 years) Mobile advertising: 2010 (15 years)

Media’s Disruptive History

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NOTE: This slide is animated to show dramatic change in 2012-2016. To download it with animation

go to www.borrellassociates.com/keylargo

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By 2016, 88% off all local online advertising will bedelivered on a mobile device.

Local Mobile Advertising

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SMBs Getting a Fast Education

© 201\2 Borrell Associates Inc. All Rights Reserved.

Source question: Has your company been pitched by any vendors to conduct mobile-based advertising or marketing campaigns or campaigns with mobile elements in the past 12 months?

Source question: Have you conducted any advertising or marketing campaigns using mobile platforms in the past 12 months?

Total Responding: 10,250

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Likelihood High for SMBs’ Use of Mobile

© 2012 Borrell Associates Inc. All Rights Reserved.

Source question: How likely is it that you will incorporate mobile elements in your advertising and marketing efforts to reach potential customers during the coming year?

Total Responding: 10,250

The Nitty Gritty

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SMBs’ Plans to Spend on Mobile Marketing

Question: What percent of the advertising budget at your company will be devoted to mobile advertising or marketing efforts in 2011?

Source: Borrell Associates, 2011. N=484© 2012 Borrell Associates Inc.

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SMBs’ Mobile Efforts Don’t Always Involve $

Source: Borrell Associates, 2011. N=484© 2012 Borrell Associates Inc.

Question: Do you plan to use in mobile marketing? Do you expect to spend money on mobile marketing

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Mobile Ad $ Forecast by Delivery Mechanism

Source: Borrell Associates, 2012© 2012 Borrell Associates Inc.

(All Projections in $ Millions)

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(All Projections in $ Millions)

Mobile Ad $ Forecast by Delivery Mechanism

Source: Borrell Associates, 2012© 2012 Borrell Associates Inc.

Promotions

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How Businesses Spend Marketing Dollars

Source: Borrell Associates, 2012© 2012 Borrell Associates Inc.

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Promotions Spending: Total vs. Online

Source: Borrell Associates, 2012© 2012 Borrell Associates Inc.

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Promotions Spending

(All Projections in $ Billions)

Source: Borrell Associates, 2012© 2012 Borrell Associates Inc.

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Source: Borrell Associates, 2012© 2012 Borrell Associates Inc.

(All Estimates and Projections in $ Millions)

Proximity Marketing

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Source: Borrell Associates, 2012© 2012 Borrell Associates Inc.

Mobile Discounts/Deals Forecast

(All Estimates and Projections in $ Millions)

Recommendations For local marketers, find an expert For agencies & media, become an expert Think social, not Amway Think frequency, not reach Use a package of products, not just one

Thank you!Gordon Borrell, CEOPhone: 757-221-6641Email: gborrell@borrellassociates.comTwitter: goborrell

Download this presentation at www.borrellassociates.com/keylargo