mary-kate willette morgan powell malorie donovan marie ledger may 10 th, 2012 marketing capstone
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The Value of Mobile Marketing
Mary-Kate WilletteMorgan Powell
Malorie DonovanMarie Ledger
May 10th, 2012Marketing Capstone
Agenda
• Introduction MARY KATE
• Growth of Mobile MARY KATE
• Methods of Mobile Marketing MORGAN
• Usage of Mobile Marketing MALORIE
• Conclusions MARIE
Introduction
“Mobile Marketing is a set of practices that enables organizations to
communicate and engage with their audience in an interactive and
relevant manner through any mobile device or network.”
MMA 2011
Developments1979
• First handheld mobile phone made by Dr. Martin Cooper of Motorola
2000
• 132.2 million Americans have the internet
2006
• 3.2% of mobile subscribers owned a smartphone
2008
• 11 million Americans used mobile web
In 2011, 46% of U.S. mobile phone users owned a smartphone.
Mobile device uses have evolved to include:• Texting• Applications• Internet access• Social media• E-mail connectivity• Music• Camera
Mobile Phones: Today
Mobile Phones: Commerce• 1/3rd of mobile users have looked up or compared prices online or on their phones in the past 30 days
• 38% of mobile users browse products on their phone while in the store
• 38% of mobile users compare prices online while in the store
METHODS & USAGE• SMS• Applications• MMS• QR Codes
• Short Messaging Services• 160 characters• Created in late 1980’s• First sent in 1992
• King of communications and mobile marketing• 6.9 trillion SMS sent in 2010• 2011 expected to break 8 trillion• $114.6 billion revenues in 2010• Expected $127 billion revenues in 2011
SMS
• Airlines: American Airlines texts flight status information, delays, and cancellations.
• Banks: Bank of America texts overdraft alerts, balance notifications.
• Cafés: Starbucks invites My Starbucks members to Frappuccino Happy Hour via SMS
SMS Usage
Applications• A2P messaging• 2016 overtake all other
communications• messages to or from an
application to or from a large number of customers
•Available on smartphones•Financial services, shopping, games, social media
Application Usage
E-Trade Groupon Pizza Hut Shopkick
Mobile-Optimized Sites• Mobile web usage increased 148% last year
• Mobile-optimized sites are tailored to mobile phones• Smaller screens• Fewer buttons• De-cluttered
• 79% of large online retailers do not have mobile-optimized sites.
Mobile-Optimized Site Usage
Banner Ads• Used to drive traffic to mobile-optimized sites, applications, or social media accounts.
• Placed in relevant media spaces.
• Can be tailored to location, time of day, etc.
Banner Ad Usage
Conclusions
• Mobile is the next frontier for marketers
• New methods of mobile marketing are being continually developed
• Top retailers have begun to use mobile marketing, but the large majority have not
• Benefits of adapting to mobile marketing trends include: being in tune with consumers, recruiting new consumers, improving CRM and the value of existing consumers.
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