From the hype to the everyday. MOBILE MARKETING Mikko Hakkarainen, Strategist N2 Helsinki
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)
0101010101010101010101001010101010101010101010101010101010101011010101010101010101010101010101010101010101001010101010101010101010101010101010101010101
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