mobile misconceptions and the real truth
TRANSCRIPT
MOBILE MISCONCEPTIONS
AND THE REAL TRUTH
Arienne Holland Director of Marketing and Customer Experience
@ArienneHO
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
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