mobile marketing - mikko hakkarainen / n2

From the hype to the everyday.

MOBILE MARKETING

Mikko Hakkarainen, StrategistN2 Helsinki

The most profound technologies are those that disappear.

“ - Mark Weiser, XEROX Parc

A little bit of the hype to get started.

11

Source: Time Magazine 2012 (The Wireless Issue)Image: Flickr (CC Sweetie187)

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x 2Source: Cisco 2012Image: Flickr (CC netzanette)

NEXT YEAR

No. 2

Source: Google 2011, Gartner 2010Image: Flickr ( kelp CC)

30%

Source: Velti 2012: The Mobile Opportunity

YEARS5IN

http://www.craveonline.com/tv/reviews/145722-the-tonight-show-with-conan-obrien-week-one

Image: http://www.craveonline.com/tv/reviews/145722-the-tonight-show-with-conan-obrien-week-one

85%of the world

will be covered by

3Gor4G

Source: Sony Ericsson 2012Image: Flickr (CC carlaarena)

US ad spend on mobile in 2012

US ad spend on mobile

in 2016*

1%

5%

* Should be over 10% based on ROI analyses

Source: eMarketing 2012, Marketing Evolution 2012Image: Flickr (CC Sergio Lora)

Billion smartphones3

Source: Advertising Age 2012

And hopefully...

Image: Flickr (CC Fabio Maroni)

Image: Flickr (CC freefotouk)

Mobile users will do everything and anything desktop users will do, provided it’s presented in a usable way.

“- Brad Frost, WebVisions Chicago 2012

And yes. Even buying.

%%%

BuyBuyBuy

So, the user is ready, is your brand?

wtfmobileweb.com

Text

Source: http://picturesofpeoplescanningqrcodes.tumblr.com/

If the user is ready to do anything on mobile.

You have to choose wisely what you want them to do.

Prioritize and simplify.

What do your customers expect to get on mobile?

• Check account balances

• Operating hours for brick ’n’ mortar

• Transfer money

• Check flight status

• Check-in for flight

• Search hotels, car rentals

• Get directions and check operating hours

• Contact the store

• Make a purchase

Source: Google 2012

And when do they expect you to be there?

Successful mobile marketing is figuring out how and when you can be relevant to the user in their everyday.

Let’s look at some examples.

You can help them save time.

Source: http://www.forbes.com 10.1.2012

Or help them kill time.

How could your brand help people when they’re bored?

You can try to be socially relevant.

A solution for Facebook’s

mobile misery?

Source: Techchrunch 18.9.2012

Or at least contextually relevant.

Or you can just surprise people and make them smile.

WWF: Earth Hour

Source: Mobiento.com

Shazam &

as a

Source: http://www.simplyzesty.com/mobile/how-shazam-are-leading-the-mobile-revolution/

Whatever you do...

Remember the potential:

• Context aware• Location aware• Data-soaked• Always on / Always with• Personal

• Personal

Text

T H

A N

K Smikko.hakkarainen@n2.fi

@mikmo