The Future of Mobile Marketing Lee Mueller University of Montana Integrated Online Marketing 420

Overview  How mobile got its start  Where is mobile at today  Opportunities in the future  Threats in the future  Key conclusions

How Mobile Came To Be  1973 – Martin Cooper invents first phone.  2005 – Nike & Pontiac launch first SMS campaigns to promote giveaways.  2007 – Apple releases the iPhone.  2011 – 40% of mobile users in US report using their mobile device as main web browsing medium.

 App’s have become leader in impressions and revenue generation for markets globally.  Steady growth in video advertising on mobile devices.  The mobile ad market is expanding worldwide. Current State Of Mobile

 Since beginning of 2014, more users of mobile than desktop computer.  Projected 19.8 Billion spent on mobile advertising in 2015.

Current State Of Mobile Marketing – Social Media

Mobile Opportunities For The Future  Near field communication  Wearables  Location based advertising

 Mobile payments (ApplePay ™ & Samsung Pay ™ )  Connectivity between devices (Google Chromecast) Mobile Opportunities For The Future Near Field Communications

Challenges For Near Field Communications  Non-compatibility between mobile devices.  Not being featured as a mobile payment option.  Poor integration of connective devices into product line.

 Electronic Watches (AppleWatch ® & Samsung S2 ® )  Performance Trackers (Fitbit™ monitors)  Glasses (Google Glass ® )  Virtual Reality Helmets Mobile Opportunities For The Future Wearables

Challenges For Wearables  Rights to advertise to wearable devices  Limited space of advertisements  Tracking of ROI from wearable advertisements

 Data and devices allow companies to know when and where consumers are.  Scarcity of physical locations for purchasing product allows for marketers to advertise to mobile devices for sales. Mobile Opportunities For The Future Location Based Advertising

Challenges Of Location Based Advertising  False data being present.  No direct correlation between consumer and product.  Users sharing mobile devices that leads to mixture of data between users for one device.

Threats To Mobile Advertising  Lack of creativity and cluttered advertising  Shift from display to video marketing  Ad Targeting

Threats To Mobile Advertising – Lack Of Creativity And Cluttered Advertising More ad’s = less attention “If mobile ad formats don't evolve and improve, mobile advertising will be relegated to the margins—used only for direct response and lead generation.” (Bader)

 Display marketing has dominated marketing the past decade.  Marketers don’t know how to capture attention through video.  Short time to capture audiences attention. Threats To Mobile Advertising – Shift From Display To Video Marketing

 Consumers can purchase products from anywhere at anytime.  Many competitors  Savvy consumers understand marketing tactics Threats To Mobile Advertising – Ad Targeting

Key Findings  Mobile device usage is growing and will continue to do so.  Wearable devices will create a great opportunity for future mobile marketing.  Customer tracking through mobile devices.  Video marketing on mobile devices will be complicated.  Still have to disrupt with all of the marketing messages customers see each day on their mobile devices.

What To Keep In Mind  Customer engagement is still, and will continue to be a big part of marketing.  Integration of marketing message to mobile devices is important.  Brands should have mobile device landing pages optimized for all different devices.

The Future of Mobile Marketing Thank You!