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110310
“…It’s time for marketers to
       rethink their approach to
       multichannel marketing”
                           Forrester: Chris Stutzman




Source: Forrester 2011
digital is increasingly
       becoming viewed as the
       cornerstone for
       Ideation, Engagement, Retention, and Activation




Source: Forrester 2011
and acts as channel for
       campaign:



        Inspiration      Hub   Optimizer   Multiplier




Source: Forrester 2011
If this is true (and we believe
it is ), then mobile will be
the channel needed for all
campaign customer research,
insights and branded
interactions
Evidence
1. Devices Sold

           Electronics makers shipped 101M
            Smartphone’s during the last three
            months of 2010 (87% YOY increase)

           PCs delivered totaled 92.1M units (3%
            YOY increase)

           Mary Meeker and Morgan Stanley
            estimate that global Smartphone
            shipments will surpass PC shipments in
            2012 (with more than 400 million
            Smartphone's expected to be shipped)




Source: Financial Times & IDC 2011 , Morgan Stanley 2010
2. Time Spent
           60%    US Time Spent with Media
                  2008-2010 % Change
           50%

           40%

           30%

           20%

           10%

            0%
                   Newspapers      Magazine   Radio      TV and Video   Internet     Mobile          Other
           -10%

           -20%

           -30%                                                                               2010      2009




            Time spend with the mobile device has grown 56% over the last two years (average of 35%
             YOY)

            TV and video still account for the most time spent per media (around 40% of time spend);
             however usage is slowly declining




Source: eMarketer 2010
3. Audience Attitude

                                                                       Mobile vs. Online Brand Metrics
           56% of consumers consider brand with                       Insight Express
            a mobile app as innovative
                                                                    Unaided Awareness                              167%
           27% of consumers with connected
            devices (mobile and tablets) “enjoy ads                  Brand Favorability                            167%

            that have interactive features ~and 25%                                                     100%
                                                                      Aided Awareness
            are more likely to click/interact
                                                                       Purchase Intent                                              267%
           19% of users with a connected device
            feel as are new and interesting and like             Messaging Association                                          250%

            to see what the ads can do
                                                                        Ad Awareness                                  188%

           Mobile out performs online by roughly
                                                                                          0%   50%   100%   150%    200%     250%    300%
            188% across all brand metrics




Source: CTIA Wireless Industry Survey, 2010, eMarketer, Adweek 2010, eMarketer: Yankee Group 2011, Insight Express, “Mobile Insight
Norms”, 2011
Putting mobile at the center
of every campaign, will allow
brands to capture important
behavior data which will lead
to…
Product Design and Upgrades




     Apple Mac Lion OS
     Incorporates pinch and swipe of folders for mouse pad interaction
Integrated Banded Opportunities




     Super Sonic created branded ringtone that extended into social, offline, branded CDs, and call
      waiting music for call centers ~ not a single advertisement was placed
       –   44K plays, 17k downloads and over 4K ringtone in two weeks
       –   Super Sonic was playing in night clubs
     Gieco created and promoted ringtones within all TV media
          350K downloads in 60 days
Advanced Campaign Integrations




     Campaign integrations connecting online and offline to create robust and engaging user experiences
     Gol Airlines created an PC to mobile game where the mobile device acts as a remote for PC based game
      play
     New Zealand, “Don’t Text and Drive”
       –   Live online texting – created a connected experience allowing the user to text and interact with online display
           media
Creating
Integrated Cultural Experiences




     Rovio Mobile Ltd. has raised $42 million in VC funding
     leverage the unlikely success story of "Angry Birds”
     "Angry Birds" is expected to become available on all major videogame consoles later this year
     Before 'Angry Birds' we had 51 other game titles
     Integrated into mainstream cultural within 2 years
     Viral videos reaching millions of video views
Thank you!

    team iconmobile
    paul cowman
    strategist
    mobile +1 206 769 5062
    paul.cowman@iconmobile.com

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Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
 

Mobile marketing

  • 2. “…It’s time for marketers to rethink their approach to multichannel marketing” Forrester: Chris Stutzman Source: Forrester 2011
  • 3. digital is increasingly becoming viewed as the cornerstone for Ideation, Engagement, Retention, and Activation Source: Forrester 2011
  • 4. and acts as channel for campaign: Inspiration Hub Optimizer Multiplier Source: Forrester 2011
  • 5. If this is true (and we believe it is ), then mobile will be the channel needed for all campaign customer research, insights and branded interactions
  • 7. 1. Devices Sold  Electronics makers shipped 101M Smartphone’s during the last three months of 2010 (87% YOY increase)  PCs delivered totaled 92.1M units (3% YOY increase)  Mary Meeker and Morgan Stanley estimate that global Smartphone shipments will surpass PC shipments in 2012 (with more than 400 million Smartphone's expected to be shipped) Source: Financial Times & IDC 2011 , Morgan Stanley 2010
  • 8. 2. Time Spent 60% US Time Spent with Media 2008-2010 % Change 50% 40% 30% 20% 10% 0% Newspapers Magazine Radio TV and Video Internet Mobile Other -10% -20% -30% 2010 2009  Time spend with the mobile device has grown 56% over the last two years (average of 35% YOY)  TV and video still account for the most time spent per media (around 40% of time spend); however usage is slowly declining Source: eMarketer 2010
  • 9. 3. Audience Attitude Mobile vs. Online Brand Metrics  56% of consumers consider brand with Insight Express a mobile app as innovative Unaided Awareness 167%  27% of consumers with connected devices (mobile and tablets) “enjoy ads Brand Favorability 167% that have interactive features ~and 25% 100% Aided Awareness are more likely to click/interact Purchase Intent 267%  19% of users with a connected device feel as are new and interesting and like Messaging Association 250% to see what the ads can do Ad Awareness 188%  Mobile out performs online by roughly 0% 50% 100% 150% 200% 250% 300% 188% across all brand metrics Source: CTIA Wireless Industry Survey, 2010, eMarketer, Adweek 2010, eMarketer: Yankee Group 2011, Insight Express, “Mobile Insight Norms”, 2011
  • 10. Putting mobile at the center of every campaign, will allow brands to capture important behavior data which will lead to…
  • 11. Product Design and Upgrades  Apple Mac Lion OS  Incorporates pinch and swipe of folders for mouse pad interaction
  • 12. Integrated Banded Opportunities  Super Sonic created branded ringtone that extended into social, offline, branded CDs, and call waiting music for call centers ~ not a single advertisement was placed – 44K plays, 17k downloads and over 4K ringtone in two weeks – Super Sonic was playing in night clubs  Gieco created and promoted ringtones within all TV media  350K downloads in 60 days
  • 13. Advanced Campaign Integrations  Campaign integrations connecting online and offline to create robust and engaging user experiences  Gol Airlines created an PC to mobile game where the mobile device acts as a remote for PC based game play  New Zealand, “Don’t Text and Drive” – Live online texting – created a connected experience allowing the user to text and interact with online display media
  • 15. Integrated Cultural Experiences  Rovio Mobile Ltd. has raised $42 million in VC funding  leverage the unlikely success story of "Angry Birds”  "Angry Birds" is expected to become available on all major videogame consoles later this year  Before 'Angry Birds' we had 51 other game titles  Integrated into mainstream cultural within 2 years  Viral videos reaching millions of video views
  • 16. Thank you! team iconmobile paul cowman strategist mobile +1 206 769 5062 paul.cowman@iconmobile.com