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Business Marketing Association Presentaiton

The document reviews the implications of the MMA/BMA B2B Mobile Marketing Benchmarking Study, highlighting the significant growth and importance of mobile marketing as brands adapt to consumer behaviors. It notes that mobile offers diverse channels for marketing and emphasizes the gap between marketers' recognition of mobile's importance and their ability to execute effective mobile strategies. Key findings include the expectation of increased spending on mobile marketing, despite current challenges in funding and measuring ROI.

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Mobile Marketing UnleashedReview of MMA/BMA B2B Mobile Marketing Benchmarking StudyBMA Unleashed, Chicago 2011Greg Stuart Global CEOMobile Marketing Association
AgendaValue of Change/AdoptionWhy Mobile MattersWhat Makes Mobile UniqueMMA/BMA B2B Mobile Marketing Benchmarking StudyFinal Thoughts2
$1 Billion Ad Spending Researched1.1 Million EU & U.S. Consumers Surveyed
What We FoundANY additional channel adds valueAdded 10% to 1500% gainsNew media provide greatest ROI75% of studies, most cost effectiveThere are huge opportunities that are undiscovered / under-valued
Change is Constant75% of U.S. Ad Pros expect to shiftmore than a quarterof their ad budgets away from traditionaloutlets in the next 5 years.KPMG January 2009
But Why Does Mobile Matter?1. Because consumers are mobile and brands are following them
Mobile 3rd Most Used Media ChannelAverage number of hours per week spent with:Source: Microsoft Advertising Mobile Consumer Vertical Study - The Future of Mobile Advertising, Nov. 11, 2009
Mobile Internet Adoption Outpaces Computer InternetiPhone + iTouch Users = 8x AOL Users 8 Quarters After Launch60Mobile InternetiPhone + iTouchLaunched 6/07Desktop InternetNetscape*Launched 12/945040Mobile InternetNTT docomo i-modeLaunched 6/9930Subscribers (MM)20Desktop InternetAOL*V2.0 Launched 9/9410Q1Q3Q5Q7Q9Q11Q13Q15Q17Q19Quarters Since LaunchSource: Morgan Stanley
2. Marketers Have a Different View This Time Around“If your plans don’t include Mobile then your plans are not finished.”Wendy ClarkSVP Integrated MarketingCoca Cola11
“I skate to where the puck's going, not to where it has been.”Wayne Gretsky – Ice Hockey legend
Conan O’Brien’s View of the Future
But What is Mobile?
1. Mobile is a Mass ChannelIndustry Timeline:2G / GSMA (era of the hand phone)2001 2.5 / 3G introduced2004 mobile tops 1 billion 2006 mobile tops 2 billionmobile tops 3 billionmobile tops 4 billionmobile tops 4.6 billion (4G introduced)2010 tops 5.3 billionRoughly 30% of all mobile phones in Developed markets, 70% in Developing Markets. Developed Markets have penetration rates of 84+ penetration rates, in some countries over 100%, largest market growth will come from developing markets (Netsize Guide, 2010) 3.75 Billion UniqueNorth America:292 million mobile subscriptions
235+ million unique users5+ Billion Other DevicesSources: - Population: U.S. Census Bureau at, March 2010 (http://www.census.gov/ipc/www/idb/worldpopinfo.php)) - TVs: Nationmaster Website at October 8, 2009. - PCs: Forrester Research, June, 2007.’ - Measuring the Information Society (2101). ITU. * CTIA 2011 and comScore 2010
2. Mobile is a Collection of ChannelsContentProximity
Text Messaging (i.e., SMS/MMS)MOST accessible mobile channel globally5.7 Billion Daily in the United States (CTIA 2010)6.1 Trillion texts sent worldwide in 2010
Mobile Web On the RiseAndroid OSSource: Sharma Consulting (2010)Apple OS30% Smartphone Penetration today, 50% by end of year
The World of AppsKRAFT: 2010 MMAOverall ExcellenceAward Winnerhttp://bit.ly/eamtLn http://bit.ly/eamtLn 11 Billion Apps downloaded 2010; Expect 80 billion by 2014Apple OSKraft iFood AssistantSource: Chetan Sharma
EngagementPurchaseRelationshipAcquisitionRetentionBrand Building+ TransactionsAwarenessConsiderationConsumptionAdvocacy
Across Every Measure – Mobile Performs
But What Makes Mobile Different?
Mobile’s USPPersonalPervasiveProximity23
Personal .
Pervasive .
Proximity .
On SteroidsContextual RelevanceWho? Where? When? What?
slide titleThat’s All Exciting, But Where is the Market
How Do Your PeersSee Mobile?
Mobile MarketingB2B Benchmarking Study2011MMA/BMAConducted among 265 senior level members of the BMA
Introducing The MMA/BMA Benchmarking StudyWe looked at: The role of mobile in the marketing mix Current uses Most effective tacticsAnticipated spendIndustry needs/opportunities
Marketers Aim Mobile Tactics At The Top of The Purchase Funnel Total Mentions
Mobile Website and Apps Considered The Most Important Mobile Tools62%
But Most Companies Don’t Have Their Own Mobile Website Or AppNeither App Or Website
Little Differentiation In Use Of Mobile Tactics By Marketing ObjectivesTotal Mentions
Marketers Have Found Two Mobile Marketing Tactics Most EffectiveMobile Websites for: BrandingAwarenessAcquisition Transactions Mobile Email for: Loyalty/Retention Customer Care
Marketers Rank Mobile Websites Highest In Importance
Marketers Don’t Rank Their Company’s Ability To Execute Mobile Tactics Very Highly
Big Gap Between Importance Of Mobile Tactics And Marketers’ Ability To Execute-25%
Most Marketers Spending Less Than $100K On Mobile Marketing This Year
Majority Of Mobile Apps & Website Users Expect To Increase Spend This Year and NextProspects Better Next Year For All Other Mobile Tactics
Biggest Hurdles For More Spending In Mobile Marketing -- Funding and ROI
In-Market Success With Mobile Essential For Increased Budgeting
Key Take-AwaysMarketers’ attention is clearly focused on Mobile Websites, Apps and EmailBut half don’t have Mobile Website or AppMobile enjoys a range of applications with a surprising emphasis at the top of the purchase funnel Clear gap between importance of mobile in the marketing mix and the ability to execute mobile tactics Possibly due to low levels of spend/educationSpending expected to increase resulting in greater experience with mobile tacticsFunding is a clear barrier to understanding the medium and its ROIMarketers will look first to sales linked to mobile programs and then to other forms of in-market measurement to justify investment
A final thought……How big an impact can rapid adoption make?
slide titleFord F-150 Case Study“Most Important Car Launch in Ford’s History.”Bill Ford
But Does It Impact Sales?Ford Media Mix *Cost of Portal Home Page Take-Over ad in study: $500,000Cost of Portal Home Page Take-Over ad today: $2,500,000Priceless!Traditional Media(TV, Magazines)$$$$Equal to +$1,350,000,000in U.S. Truck salesEqual to $750,000,000 inU.S. Truck sales * Approx. $200 Million Budget
Who do you want to be?“That’s it? B2B Marketer of the Month, August ‘97!”
Want More? Don’t miss: MMA Forum New York http://forum.mmaglobal.com3 Days
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