mobile marketing misconceptions and the real truth
DESCRIPTION
Mobile marketing may sound like the latest buzzword, but Arienne Holland of Raven breaks down the real truth. Adapted from her live presentation at Digital East 2014, this slideshow teaches you 3 of the most common misconceptions about mobile marketing — and how to correct your thinking. 1. Get the national data on mobile usage and advertising spend. 2. See what one brand discovered about its most popular marketing channels for mobile devices. 3. Learn why to set priorities based on mobile conversions. For more information about online marketing, visit http://blog.raventools.com.TRANSCRIPT
MOBILE MISCONCEPTIONS
AND THE REAL TRUTH
Arienne Holland Director of Marketing and Customer Experience
@RavenArienne
You’re thinking about it all wrong.
I N T H E A B S E N C E O F D ATA , H I P P O S M A K E D E C I S I O N S
P H O T O : H E AT H . W I N D C L I F F V I A C O M P F I G H T C C
P H O T O : H E AT H . W I N D C L I F F V I A C O M P F I G H T C C
( C R A P. I A M T H E H I P P O ! )
P H O T O : H E AT H . W I N D C L I F F V I A C O M P F I G H T C C
E I T H E R WAY, F I N D O U T T H E FA C T S
Misconception: Mobile marketing is the latest buzzword.
Real truth: Mobile devices area way of life.
A M E R I C A N S W I T H M O B I L E P H O N E S
A M E R I C A N S W I T H O U T
M O B I L E P H O N E S
S O U R C E : P E W R E S E A R C H C E N T E R I N T E R N E T P R O J E C T S U R V E Y, J A N U A R Y 2 0 1 4
A M E R I C A N S W I T H M O B I L E P H O N E S
A M E R I C A N S W I T H O U T
M O B I L E P H O N E S
S O U R C E : P E W R E S E A R C H C E N T E R I N T E R N E T P R O J E C T S U R V E Y, J A N U A R Y 2 0 1 4
9 OUT OF 10
A M E R I C A N S W I T H M O B I L E P H O N E S
A M E R I C A N S W I T H O U T
M O B I L E P H O N E S
S O U R C E : P E W R E S E A R C H C E N T E R I N T E R N E T P R O J E C T S U R V E Y, J A N U A R Y 2 0 1 4
284.5 MILLION ADULTS
7 5 % A D M I T T O U S I N G A C E L L P H O N E I N T H E B AT H R O O M
P H O T O : M A C A R O N * M A C A R O N ( E S T B L E U 2 0 0 7 ) V I A C O M P F I G H T C C
P H O T O : M A C A R O N * M A C A R O N ( E S T B L E U 2 0 0 7 ) V I A C O M P F I G H T C C
Y O U K N O W Y O U D O .
S O U R C E : P E W R E S E A R C H C E N T E R I N T E R N E T P R O J E C T S U R V E Y, N O V E M B E R 2 0 1 2 A N D J A N U A R Y 2 0 1 4
W H AT D E V I C E S A M E R I C A N S H AV E
Mobile Phone
Desktop or Laptop
Tablet
eBook Reader
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
32%
42%
78%
90%
Mobile Phone
Desktop or Laptop
Tablet
eBook Reader
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
32%
42%
78%
90%
S O U R C E : P E W R E S E A R C H C E N T E R I N T E R N E T P R O J E C T S U R V E Y, N O V E M B E R 2 0 1 2 A N D J A N U A R Y 2 0 1 4
W H AT D E V I C E S A M E R I C A N S H AV E
58% Smartphone
Where the people go, the money goes.
Internet
Broadcast TV
Cable TV
Newspaper
Radio
Magazine
Out of Home
Video Game
Cinema
$0 $5 $10 $15 $20 $25 $30 $35 $40 $45
S O U R C E : I N T E R A C T I V E A D V E R T I S I N G B U R E A U ( I A B ) I N T E R N E T A D V E R T I S I N G R E V E N U E R E P O R T, A P R I L 2 0 1 4
2 0 1 3 U . S . A D V E R T I S I N G R E V E N U E
Internet
Broadcast TV
Cable TV
Newspaper
Radio
Magazine
Out of Home
Video Game
Cinema
$0 $5 $10 $15 $20 $25 $30 $35 $40 $45
S O U R C E : I N T E R A C T I V E A D V E R T I S I N G B U R E A U ( I A B ) I N T E R N E T A D V E R T I S I N G R E V E N U E R E P O R T, A P R I L 2 0 1 4
2 0 1 3 U . S . A D V E R T I S I N G R E V E N U E
$42.8 BILLION
S O U R C E : I A B I N T E R N E T A D V E R T I S I N G R E V E N U E R E P O R T, A P R I L 2 0 1 4
2%3%4%
6%
7%
Mobile 17%
Display 19%
Search 43%
SearchDisplayMobileDigital VideoClassifiedsLead GenerationRich MediaSponsorship
2 0 1 3 U . S . I N T E R N E T A D V E R T I S I N G F O R M AT S
S O U R C E : I A B I N T E R N E T A D V E R T I S I N G R E V E N U E R E P O R T, A P R I L 2 0 1 4
2%3%4%
6%
7%
Mobile 17%
Display 19%
Search 43%
SearchDisplayMobileDigital VideoClassifiedsLead GenerationRich MediaSponsorship
2 0 1 3 U . S . I N T E R N E T A D V E R T I S I N G F O R M AT S
$7.1 BILLION
Misconception: I need to start mobile advertising ASAP.
Real truth: I need to look at my analytics ASAP.
S O U R C E : P E W R E S E A R C H C E N T E R I N T E R N E T P R O J E C T S U R V E Y, M AY 2 0 1 3
W H AT A M E R I C A N S D O O N M O B I L E P H O N E S
Texts
Internet
Apps
Video Calls
0% 15% 30% 45% 60% 75% 90%
Mobile-friendly websitesMobile-only websitesAds on mobile websitesAds on mobile search enginesText messaging
What I can do with feature phones}
Mobile-friendly websitesMobile-only websitesAds on mobile websitesAds on mobile search enginesText messagingAppsAds within appsMobile-optimized websitesLocation-based messagingQR codes
What I can do with feature phones
What I can do with smartphones
}}
WebsitesSearch enginesSocial media networksEmailsAds on websitesAds on search enginesAds on social networksAds on emailseCommerce
What I’m already doing, or supposed to be doing, or forgot to be doing}
M I N D S P L O S I O N !
P H O T O : B I C H U A S ( E . C A R T O N ) V I A C O M P F I G H T C C
Start withwhat you have.
Website
Blog
0% 5% 10% 15% 20% 25%
M O B I L E P O P U L A R I T Y B Y M A R K E T I N G C H A N N E L
Website
Blog
0% 5% 10% 15% 20% 25%
M O B I L E P O P U L A R I T Y B Y M A R K E T I N G C H A N N E L
Now what?
Misconception: Mobile experience is the top priority.
Real truth: Mobile conversion is the top priority.
Website
Blog
0% 5% 10% 15% 20% 25%
M O B I L E P O P U L A R I T Y B Y M A R K E T I N G C H A N N E L
Website
Blog
0% 20% 40% 60% 80% 100%
S H A R E O F $ $ C O N V E R S I O N S F R O M M O B I L E B Y M A R K E T I N G C H A N N E L
What if you haveno conversion data?
P H O T O : L A R S P L O U G M A N N V I A C O M P F I G H T C C
I T ’ S O K T O O P T I M I Z E F O R E X P E R I E N C E
P H O T O : E R V I N S S T R A U H M A N I S V I A C O M P F I G H T C C
I T ’ S B E T T E R T O O P T I M I Z E F O R C O N V E R S I O N S
3 simple, important truths
Mobile is not a buzzword,it’s a way of life. If you’re an online marketer, mobile will change your business.
Analyze any existing channels first. You may not be prepared — or need — to spend money on mobile ads yet.
Keep it all about the Benjamins. Great mobile experiences are important. Mobile conversions are top priority.
P H O T O : D E R R I E L S T R E E T P H O T O G R A P H Y V I A C O M P F I G H T C C
< < <
Ask me anything! !
@RavenAriennelinkedin.com/in/arienneholland