3. Evolution of the Phone
1900 - innovation 1983 - portability 2009 – smart phone
4. Mobile User Stats
2009 – Users by Gender
Average mobile user
52% females
is 32 yrs old
48% male
Mobile media usage
Dominated by males at
65%
5. Change in Mobile Landscape
• Data plans are driving revenue growth
• Voice is no longer the killer app
– 22% decrease last year in just voice calls
• Apps have shifted use patterns
6. Market Enablers
• Just as the Internet took off with broadband
the same too will happen with mobile
• 3 key market enablers in mobile
1. Smart technology
2. 3G, 4G networks
3. The data plans
7. Social & Mobile
• In UK, is the most popular mobile
Internet site
• Social networking account for 47% of time
spent on the Internet
• Facebook users more engaged on their mobile
than their PC
• usage is almost 2x greater on a
mobile device than PC
• MySpac e is down 10 million users on PC,
but growing users on mobile – its sticky
8. Mobile Multimedia Stats
• 10% of mobile users have a touch screen
– These users more likely to use multimedia
• Majority of gamers on touch screens – iPhone
• 15% increase in photo usage on mobile
• Video is low usage but will grow
• 42% growth in app usage (33-47 million users
in US in 2009 alone)
– Games, email, IM, maps, weather
– Local based apps most popular - relevant
9. Key Take Aways
• Opportunity in Canada for mobile marketing
• Mobile = intense user pattern – could be great
for brands
• Upscale users on mobile – great advertiser
audience
10. Gadoua MultiGo & Wonder+ Case study
DIGITAL MARKETING MIX
PHILOSOPHY
11. 70/20/10 Rule
Traditional Online Emerging Platforms Future Investment
Mobile
Social Media
Website
Landing Pages
Paid Advertising
SEO
13. Mobile Campaigns
• Mobile website should be at the foundation of
your mobile campaign
– Should be specific to the campaign
• Ads need to have strong call-to-action not just
brand promotion
• Any messaging should drive audience back to
mobile website
• As part of the rest of your online channels –
complimentary, does not replace
15. Mobile in the KING
23 million mobile
users in Canada
4 Billion
1.4 1.5
1.3 Billion
Billion Billion
16. What has changed?
• Pace of the innovation is staggering
• Location based content & services
• Ad serving elements
• Mobile has become a marketing extension
• Networks are growing and improving
• High speed bandwidths are better supported
• Mobile users are well ahead of brands
17. Advantages of Mobile
• Mobile brings location and targeting
• Customer intelligence
• Interactive advertising
• Immediate results
• Mobile users more willing to “expose”
themselves (location details) unlike online
18. The Potential of Mobile
• Mobile ecosystem has to mature a little but it
is moving fast
• Access through a mobile device to the
Internet will surpass online PC access
• The market is already here
• Mobile is an extension of the digital network
• Analytics is instantaneous and powerful
20. Considerations
• Who is your target audience
• What is your goal
• What is your budget
• Which device
– Blackberry: less apps, more opportunity
– iPhone: easiest for development, great feedback
– Android: low usage
21. Marketing of Apps
• Mobile website
• Mobile banners
• Other online channels
• Advertising on app store
• Promote to database
• “House ads” on own site
• PR, blogs
