Getting Started in Mobile Marketing
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Getting Started in Mobile Marketing A Pharma Marketer’s Guide Jay Goldman VP Strategy, Klick Pharma jgoldman@klickpharma. com http://twitter.com/ja ygoldman
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Written by our very own Jay Goldman and based on the popular Klick Pharma Guide to Mobile Marketing (http://klickpharma.com/mobile_marketing), this presentation provides the background needed to get your mobile plans started.
Transcript of Getting Started in Mobile Marketing
Getting Started in Mobile MarketingA Pharma Marketer’s Guide
Jay GoldmanVP Strategy, Klick Pharma
http://twitter.com/jaygoldman
GUIDE TO MOBILE MARKETING
http://klickpharma.com/mobile_marketing
Agenda
Mobile Websites Mobile Apps Mobile Advertising
2011: Year of Mobile
Defining Mobile: Devices
Featurephone Smartphone
Defining Mobile: Desktop
DesktopDesktop
Defining Mobile: Tablet
TabletTablet
2011: Year of the Mobile Smartphone (and Tablet)
Dr. Google Says…
75%research
symptoms online
70%research after prescription
Yahoo! and Nielsen say…
48%want healthcare or medical-related
content on phones in next 12 months
Pew Internet and American Life Study says…
61%search online for health information
that affects their decisions and actions
Traffic Trends
Traffic Trends
29%of 18-29 year olds use phones to
access healthcare info now
Morgan Stanley says…
>50%of all web traffic from mobile by 2013
Global Mobile Health Market Report says…
500mpeople using healthcare smartphone
apps by 2015
And, of course, tablets
Forrester says…
82mAmericans with tablets by 2015
Mobile is more than ‘marketing’
•Marketing (un/branded)•Patient support•Sales force enablement•HCP tools and info•Detailing/leave behind•Sky’s the limit
MOBILE WEBSITES
Tested OptimizedAlways Always
Link
Many Faces
Mobile Browsers
Context of Use
Pow
er
Privacy
Quiet
Audio
Comfort
Keyboard and mouse
Lighting
InternetFast
Loud
Touchscreen
Uncomfortable
Public
Battery Slow
Photos by Kawa0310 and gogoloopie. Licensed under Creative Commons. Some rights reserved.
Driving Traffic
Mobile Advertising
m.klickpharma.comDistinct URLs
QRCodes
Mobile Website Challenges
Browsers
Context of UseUser Interface
Adobe Flash
MOBILE APPS
Market Share
Gartner says…
17.7bapp downloads in 2011
Gartner says…
185bapp downloads in 2014
Apple has…
>10bapp downloads
eMarketer says…
86%of smartphone users aged 35-44
have downloaded an app
The rise of Android in 2011
< $100Android phones
$10data plans
Getting to MRL
•Pre-review and approval•Background info and partner•In-person and e-assets•Devices handy•App store reviews
Design Considerations
Confidentiality/Privacy Take Full Advantage
MOBILE ADS
Ad Networks
Mobile advertising – a sample
73million monthly
uniques
8/10US mobile web
users
3700+devices
What do mobile ads look like?
CARPE ANNUM
Three Steps to Mobile Nirvana
1. Test everything2. Optimize in parallel (or after)3. Pilot app, test, optimize,
spread
SALES REP ENABLEMENT
Sales Enablement Ad Board
Want to be part of
it?
Contact us!
Please contact me with any questions or to participate in the Sales Enablement Ad Board
1-877-885-9957 x. 2045
