The state of mobile marketing in 2013 and the power of context
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May, 2013
Mobile marketing in 2013 and the power of context
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• A bird’s eye view of the mobile world and mobile apps
• How apps are doing
• Where the users are
• Where the marketers are
• Native and web
• Marketing trends for 2013
• Hyper-context
Overview
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Mobile devices are the fastest adopted technology in our century
A bird’s eye view of the mobile world and mobile apps
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Adopted faster than the PC and TV combined
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6 years ago marketing possibilities with mobile phones were limited and it wasn’t considered a relevant game changer for businesses
And the internet was damn slow and expensive for mobile browsing
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Then Steve Jobs came along…
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And pulled the ,,we reinvented the phone” surprise on everybody in 2007
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From smartphones and tablets whose potential had yet to be unlocked…
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One in four people will own a smartphone by the end of the year
To ~1,2bn people owning a smartphone in 2012
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Tablet sales are increasing as well
From 128m units sold in 2012 (IDC)
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To 197M Units In 2013, As PCs/Laptops Decline (Gartner)
And tablets are expected To Pass Desktop Sales In 2013, Portable PCs In 2014
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So we’re looking at a market of over 2bn mobile smart devices in 2013
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Being lead by…
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Android & Apple
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By users and OS
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Android is winning
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But...
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Comscore shows that users spend more money with Apple
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The same holds true for developers in revenue
For each dollar a developer makes on iOS, he only makes 24 cents on Android (Flurry)
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But what are smart devices without apps?
How apps are doing
How apps are doing
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• ~45bn apps downloaded in 2012
• 6.8 bn global mobile connections are
• $30bn revenue from mobile apps in 2012, out of which $5bn were from mobile ads
• Cumulative revenues from the mobile ecosystems is ~$1.6tn
• On average, each smartphone user runs 41 apps
• Users spend roughly 127 minutes per day with mobile apps
• Facebook is the #1 app in popularity
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How users interact with phones and apps
Where the users are
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Time spent socializing, shopping and searching for media content has grown
Where the users are
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Where the marketers are
The focal point of user interaction with mobile apps will be games, socializing, media and shopping
That’s where the mobile marketing opportunities will be in 2013
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Mobile optimization is the prime concern for marketers in 2013
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Strongmail revealed that 42.8% of marketers are willing to invest in mobile this year, an increase of 11% from 2012
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Mobile ads, SMS campaigns, mail and other types of mobile marketing are just the tip of mobile opportunities
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Native apps are still in the spotlight, with 80% of time being spent on apps vs. 20% mobile browsing
Native and web
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In the app vs native debate HTML5 is actually being used more as a tool for cross-platform native app development
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Jakob Nielsen, also called ”the next best thing to a true time machine” (USA Today), said it best.
,,An app can target the specific limitations and abilities of each individual device much better than a website can while running
inside a browser.”
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Apps are all about user experience and context, from geotargeted notifications, elegant designs, multiple monetization opportunities
and leveraging user data.
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Great mobile marketing will be in the hands of those that understand and focus on the power of context.
Marketing trends for 2013
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Or to be more exact…
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Hyper-context
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Great things are happening in the mobile world
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Techs and software are emerging and innovations happen every day
• Smart push notifications are boosting user engagement and strengthen relationships between brands and consumers
• Location based services are where mobile marketing will be golden
• Cool new technologies like ByteLight can reshape context marketing to indoor location marketing
• Big Data and Analytics will be the fulcrum of successful strategies
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Smart push notifications are being leveraged to target specific user segments and increase engagement
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97% of push notifications are read, as opposed to 3-4% for email based campaigns
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Location based services transform coordinates into rich possibilities
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From engineering social serendipity, to delivering products, content or ads based on real time info and real time needs, LBS are becoming a game changer for many businesses in retail &
hospitality
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ByteLight transform LED enabled light bulbs using light to send info to your phone for indoor navigation and indoor location
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Imagine going to a convention, store or mall and getting a notification for offers, map and relevant content personalised for
you…all by using a light bulb
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Or where you can send targeted info leveraging the cornucopia of petabytes Big Data means today
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Other techs and strategies are gaining traction and popularity
• Near field communication helps mobile users to share info and complete payments
• QR codes are increasingly used to direct users to landing pages and get content directly, from products to ads, QR code hunts
• Augmented reality is promising to fundamentally change how we shop and explore stores
• Brand wars are driving innovation, with new technologies being eagerly awaited, such as Google Glass or Samsung’s flexible smartphone
• Mobile app development platforms will play a crucial role in getting businesses and companies in the mobile game
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So where does it all add up to?
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Imagine a world where you have the data to send targeted and contextually relevant content to your users and customers, outdoors and indoors
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Based on advanced user profiles, location triggers, segmented audiences, user feedback, the sky’s the limit
And even simple things such as light bulbs
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Great marketing driven by one revolutionary device and the hyper-context it generates
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A booming market with great opportunities all awaiting those that want to take context to the next level.
The bottom line?
Thank you!
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Get started on your mobile strategy!
Visit us at www.appscend.com and see what makes us the one stop platform for mobile awesomeness.
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SOURCES
StrongMail: http://bit.ly/XwmNQ3 ABI Research: http://bit.ly/UXfiQn
Mobile Appeal: http://bit.ly/10IeBCK Baynote, Flurry: http://bit.ly/13t51mB
Compendium: http://bit.ly/13itfRV Econsultancy: http://bit.ly/125UyuI
IDC: http://tcrn.ch/ZvzOgf ByteLight: http://www.bytelight.com/
Gartner: http://gtnr.it/14G9XGC http://bit.ly/XdlEgz
Communities Dominate Brands: http://bit.ly/Zb7NwZ GSMA: http://bit.ly/YtskKw
Comscore: http://bit.ly/12paKZG http://bit.ly/GCKJgZ
Flurry: http://bit.ly/11yweqj Urban Airship: http://mwne.ws/MuXAir
http://bit.ly/XNH4FI Tech Crunch: http://tcrn.ch/w1PYfI
http://bit.ly/RBaHEK http://bit.ly/gevUWb
http://bit.ly/YVcHd4