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Mobile Marketing is Your Future
A talk for Marketing Natives, Viennaby Helen Keegan
©Helen Keegan 2014. All rights reserved.Images used under Creative Commons Licence
Agenda
• Setting the scene• The mobile marketing landscape• Innovation in mobile marketing• Q&A
Who’s here?
• Helen Keegan– 14 years experience in mobile media, advertising and
marketing– 5 years b2b marketing experience– 10 years fashion retail experience– Blogs at http://technokitten.com– Follow me on Facebook
http://facebook.com/helenkeegan and Twitter @technokitten
– Organiser of Heroes of the Mobile Fringe Festival, Swedish Beers Mobile Networking and more
Ask questions!
This is your session. Get
the most out of it
Photograph licensed under the Open Parliament Licence v1.0 / Creative Commons
SETTING THE SCENE
It’s big• Subscriptions– 7 billion & rising• In regular usage ~4bn
– China > 1 billion– India 950 million
• Mobile devices now exceed traditional computers in unit sales and revenue– 70% of US device sales are now smartphones
• Check Chetan Sharma Consulting & Mary Meeker for more
Source: Chetan Sharma Consulting 2013
In 3 to 5 years, with few exceptions, if a company is not doing the
MAJORITY of its digital business on mobile, it is going to be irrelevant.
Source: Chetan Sharma Consulting
Mobile now accounts for ALL online retail growth
Source Mobile Entertainment Magazine
http://mobile-ent.biz/news/read/mobile-now-accounts-for-all-online-retail-growth/022426
And in Austria
• Almost 48% Smartphone penetration• Of those, 98% access the internet daily from
their phone• 76% use messaging daily (email, SMS, other)• Typically have 28 apps installed, use 10 of
them regularly. Only 5 are paid for.
Source: think.withgoogle.com
Room for growth in Austria!
Source: ourmobileplanet.com
INNOVATION IN MOBILE MARKETING
AVOCARROT
What is avocarrot?• A mobile ad network for indie developers who care
about user experience.
• Instantly make money from your free apps using native ads that don't spam your users and does not interrupt the user experience
• Shows only quality ads to users that provide real value. Users get discounts from shops they love or suggestions for apps that they might find interesting.
• Average eCPM over the last six months was $2
REINVENTING THE CAPTCHA
What does Future Ad Labs do?
• Innovative ad formats that offer far more than anything else out there
• Turn sources of frustration on the web into delightful experiences
• Generating incremental new revenue streams for websites
PlayCaptcha
300 million opportunities to generate revenue daily
Some of the brands using this
Click here to play
Click here to play
Click here to play
Click here to play Click here to play Click here to play
PlayRoll
100 million opportunities to generate revenue daily
Click here to play
Proven results
*Source: OnDevice Independent Research, 2014
91%Agreed that our games are more engaging than
banner ads*
MOBILE MARKETING GROWTHA glimpse into your future as marketers
2012 20150
5
10
15
20
25
30
35
Mobile Marketing Growth US
OverheadsAdvertisingDirect ResponseCRM
Predicted growth
US
$ Bi
llion
s
$10.5bn
$30.4bn
$19.8 bn
$10.6bn
Source: MMA Economic Impact Study 2013
Overheads=agency fees, PR fees, media measurement, metrics services
Employment Impact of Mobile Marketing: USA
Year Number of jobs
2012 524,0002015 1,400,000
Growth rate 44%
Source: MMA Economic Impact Study 2013
Employment Growth
Source: MMA Economic Impact Study 2013
Mobile: essential skill
Email marketing is dead. Long live email marketing
• 36% open rate on mobile in 2012• 65% January 2014• Email is now a mobile first environment
WHAT DOES THAT MEAN FOR YOU?The future is mobile – are you prepared?
• Be aware of your own mobile usage and that of your friends and family. Learn from it.
• Think about the mobile apps and services you use and why
• Access more content on your mobile. Critique the experience.
• Consider mobile first.• Teach yourself. Your teachers cannot teach you
this stuff.
It’s time to create your own future
The future of mobile marketing is in your hands.
GOOD LUCK!
Contact Helen Keegan
@technokitten
http://technokitten.comhttp://mobileheroes.net http://swedishbeers.org
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