Upload
bilal-sununu
View
221
Download
0
Embed Size (px)
Citation preview
8/13/2019 Mobile Marketing Three Principles for Success
1/19
8/13/2019 Mobile Marketing Three Principles for Success
2/19
2012 Forrester Research, Inc. All rights reserved. Forrester, Forrester Wave, RoleView, Technographics, TechRankings, and Total EconomicImpact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective owners. Reproduction or sharing of thiscontent in any form without prior written permission is strictly prohibited. To purchase reprints of this document, please email [email protected]. For additional reproduction and usage information, see Forresters Citation Policy located at www.forrester.com. Information is
based on best available resources. Opinions reflect judgment at the time and are subject to change.
For Interactive Marketing Professionals
EXECUTIVE SUMMARY
More people own smartphones than ever beore and theyre using them more ofen too. Tis makes a
mobile marketing strategy crucial or any interactive marketer. Yet today we find that although mobile
budgets are beginning to increase, the majority o interactive marketers are just starting to experiment,
and many still treat mobile phones as mini-PCs. Tis report explains how marketers at each phase o
mobile marketing evolution should craf successul mobile campaigns by hewing to three key principles:
immediacy, simplicity, and context.
TA BLE OF CONTENTSMobile Phones Are Becoming A New Locus Of
Consumer Interaction
Marketers Must Evolve Their Mobile
Strategies To Catch Consumers Attention
Marketers: Identify Your Phase Of Mobile
Marketing Evolution
The Three Pillars Of Mobile Experience:
Immediacy, Simplicity, And ContextImmediacy: Provide Content That Is Timely
And Actionable In The Moment
Simplicity: Provide Content That Is Easy To See
And Navigate On A Mobile Phone
Context: Send Relevant Messages Based On
Location And Mobile Behaviors
RECOMMENDATIONS
Apply The Principles To Your Phase With Help
From The Right Partners
Supplemental Material
NOTES & RESOURCES
Forrester interviewed five vendor and agency
companies, including 360i, GoldSpot Media,
Jumptap, Pontiflex, and Xtify.
Related Research Documents
How To Grow Your Mobile Campaign Expertise
November 18, 2011
Evolving Your Mobile Marketing PresenceMarch 3, 2011
How Mature Is Your Mobile Strategy?
October 18, 2010
February 7, 2012
Mobile Marketing: Three Principles For SuccessWhat Interactive Marketers Should Do To Reach Mobile Phone Users Effectively
by Melissa Parrishwith Jennifer Wise, David Truog, and Elizabeth Komar
2
5
6
15
15
http://www.forrester.com/go?docid=60279&src=61256pdfhttp://www.forrester.com/go?docid=58495&src=61256pdfhttp://www.forrester.com/go?docid=57180&src=61256pdfhttp://www.forrester.com/go?docid=57180&src=61256pdfhttp://www.forrester.com/go?docid=58495&src=61256pdfhttp://www.forrester.com/go?docid=60279&src=61256pdfhttp://www.forrester.com/8/13/2019 Mobile Marketing Three Principles for Success
3/19
2012, Forrester Research, Inc. Reproduction ProhibitedFebruary 7, 2012
Mobile Marketing: Three Principles For Success
For Interactive Marketing Professionals
2
MOBILE PHONES ARE BECOMING A NEW LOCUS OF CONSUMER INTERACTION
Just as marketers ocused on the 30-second spot when consumers flocked to their Vs en masse,
now is the time to embrace mobile phones as the next marketing rontier. What makes this always-
on, personal device worthy o a marketing strategy today?
Smartphone ownership is growing, and users are embracing the phones unique features.Consumers are trading in their eature phones or smartphones. In act, smartphone owners
were expected to constitute 39% o US subscribers by year-end 2011.1Tese phones eatures,
unavailable on PCs, offer consumers andmarketers unique ways to connect like a portable
camera or taking pictures but also scanning 2D bar codes and GPS connectivity that helps
people navigate to locations but also helps marketers send location-targeted messages. Te
use o these eatures is on the upswing too more US mobile phone owners are downloading
applications and receiving SMS/text alerts than last year, and 48% are using their mobile phone
cameras to take photos and videos (see Figure 1-1).
Mobile phones are becoming an important additional resource for consumer contentneeds.o be effective, marketing seeks eyeballs and consumers eyes are increasingly ocused
on their mobile phones to access content and inormation. One-fifh o consumers look up
directions or maps, and twice as many as last year research products or purchase. ime spent
on mobile phones is also supplementing the time consumers spend with other media such as
print newspapers, Vs, and iPods almost one-ourth o US mobile owners check the news,
sports, or weather on their phone at least monthly, and 9% watch V and videos and 18% listen
to music at least weekly (see Figure 1-2).
People increasingly interact with formerly PC-centric channels on mobile phones.Consumers are turning to their mobile phones to access channels like websites, search, and
email whether you have prepared a mobilized version o the channel or them or not. One-
third o US mobile owners access the Internet on their phones weekly or more, an increase rom
one in five only last year. And 30% send and receive personal emails rom phones, up rom 20%
last year.
8/13/2019 Mobile Marketing Three Principles for Success
4/19
2012, Forrester Research, Inc. Reproduction Prohibited February 7, 2012
Mobile Marketing: Three Principles For Success
For Interactive Marketing Professionals
3
Figure 1People Are Embracing Mobile Phone Functionality
Source: Forrester Research, Inc.61256
People increasingly use unique mobile phone features at least monthly1-1
Which of the following activities do you do on your primary cell phone orhandheld wireless device at least monthly?
Base: 8,352 US adults ages 18 and older who own a mobile phone*Base: 30,453 US adults ages 18 and older who own a mobile phone
(multiple responses accepted)
Take photos/videos 48%
41%34%
Send/receive MMS (picture messages) 37%28%
Check news/sports/weather 23%14%
21%17%
Use applications 21%
Look up directions or maps 21%12%
Download applications 15%7%
Send/receive work email 11%8%
Check financial accounts 11%6%
Research products for purchase 10%5%
Download music10%
Receive coupons/promotions 7%2%
Enter a contest or vote via SMS/text messages 6%5%
Check flight, bus, or train status 4%3%
Purchase products 4%2%
No answer 3%5%
Access operator portal (e.g., AT&T MEdia Net) 2%1%
None of these 33% 46%
Source: North American Technographics Benchmark Survey, Q2 2011 (US)*Source: North American Technographics Benchmark Survey, Q2 2010
Send/receive instant messages (e.g., MSN)
Receive SMS/text alerts
2011
2010*
N/A
N/A
N/A
8/13/2019 Mobile Marketing Three Principles for Success
5/19
2012, Forrester Research, Inc. Reproduction ProhibitedFebruary 7, 2012
Mobile Marketing: Three Principles For Success
For Interactive Marketing Professionals
4
Figure 1People Are Embracing Mobile Phone Functionality (Cont.)
Source: Forrester Research, Inc.61256
People increasingly use mobile phones as a resource for content and communication at least weekly1-2
How frequently do you do the following activities on your primary cell phoneor handheld wireless device?
(At least weekly)
Base: 8,352 US adults (ages 18+) who own a mobile phone*Base: 30,453 US adults (ages 18+) who own a mobile phone
(multiple responses accepted)
2011
2010*
2011
2010*
2011
2010*
2011
2010*
2011
2010*
2011
2010*
2011
2010*
Source: North American Technographics Benchmark Survey, Q2 2011 (US)*Source: North American Technographics Benchmark Survey, Q2 2010
Access theInternet
Play games
Listen tomusic
Watchvideo/TV
Access socialnetworking
sites (e.g.,Facebook,Myspace)
Send orreceive
SMS/textmessages
Send orreceive
personalemail
60%
52%
30%
20%
34%
20%
22%
14%
18%
11%
9%
5%
23%
12%
8/13/2019 Mobile Marketing Three Principles for Success
6/19
2012, Forrester Research, Inc. Reproduction Prohibited February 7, 2012
Mobile Marketing: Three Principles For Success
For Interactive Marketing Professionals
5
MARKETERS MUST EVOLVE THEIR MOBILE STRATEGIES TO CATCH CONSUMERS ATTENTION
As a marketer, you must connect with these mobile users to boost brand engagement and meet their
expectations in the channels theyre already accessing on their mobile phones. And many marketers
are in act already trying to do just that by committing more resources to mobile marketing in
2011, spend on mobile display and search marketing surpassed email and social media.2
But despite this increased investment in and prioritization o mobile marketing, budgets still remain
small relative to the opportunity. And in practice the majority o marketers are not taking ull
advantage o this channel: Most are still testing, reusing existing creative, and in the early phases
o their mobile marketing evolution.3Te solution starts with identiying what phase o mobile
marketing evolution youre in.
Marketers: Identify Your Phase Of Mobile Marketing Evolution
Forrester has identified five phases that organizations and marketers pass through as they takeincreasing advantage o expanding mobile marketing opportunities. Depending on your current
approach, youre at one o these phases: oundation, experimentation, device strategy, channel
strategy, or comprehensive strategy (see Figure 2).4
8/13/2019 Mobile Marketing Three Principles for Success
7/19
2012, Forrester Research, Inc. Reproduction ProhibitedFebruary 7, 2012
Mobile Marketing: Three Principles For Success
For Interactive Marketing Professionals
6
Figure 2The Five Phases Of Mobile Marketing Evolution
Source: Forrester Research, Inc.61256
Approach
Resources
Goal
IT, development,eBusiness,product
strategists/management
Establish asolidfoundationalpresence onmobile that willserve the wholebusiness as itmatures throughmobile
Phase
Learn aboutthe capabilitiesof the mobilephone
Optimize thewebsite formobile, create amobile website,or develop animmersiveapplication.Marketing maynot lead thisphase.
Existinginteractivemarketers
Conductinexpensive, PC-derived testcampaigns.
Learn thenuances ofmobilemarketingsuccess.
Small budgetsapplied to oneshort-termcampaign at atime
Existinginteractivechannel
managers
Optimize existingefforts for themobile device.
Extend andsupportinteractivecampaigns thatfocus on otherchannels.
Optimization ofmessages andcreative formobile devicesizes and usercontexts
Mobile channelexperts
Treat mobile as achannel in itsown right.
Directly engagethe mobileconsumer,supported byother channels.
SMS/MMS,applications,mobile websites,mobile displayand search and anycombinationthereof
Marketers,productdevelopers,
externalagencies, andotherstakeholders
Treat mobile asthe connectivetissue betweenonline and offlinechannels.
Integrate mobileinto the brandsDNA.
Mobiletouchpointsintegrated withonline and offlinecampaigns
Tactics
Foundation Experimenta-tion
DeviceStrategy
ChannelStrategy
ComprehensiveStrategy
THE THREE PILLARS OF MOBILE EXPERIENCE: IMMEDIACY, SIMPLICITY, AND CONTEXT
Once you have determined what phase o mobile marketing evolution youre in, its time to master
your phase and progress to the next phase to eventually establish mobile as an integral piece o your
marketing efforts. o do this there are three principles you must always apply to crafing mobileexperiences: immediacy, simplicity, and context.5
How to apply these principles depends on what phase o evolution youre in now. Te oundational
phase isnt specific to marketing and marketers may have little purview over it, so weve outlined how
you should approach the next our phases, using the principles o immediacy, simplicity, and context.
8/13/2019 Mobile Marketing Three Principles for Success
8/19
2012, Forrester Research, Inc. Reproduction Prohibited February 7, 2012
Mobile Marketing: Three Principles For Success
For Interactive Marketing Professionals
7
Immediacy: Provide Content That Is Timely And Actionable In The Moment
Immediacy is a measure o content timeliness: whether users can act on it right now like a search
result highlighting directions, or the timeliness o a service such as a pushed notification o a deal
nearby. Mobile phones unique always-on capabilities and portability allow interactive marketers
to reach the user in this timely manner to drive desired behaviors and engage more deeply with
consumers in the moment. Tis is how to apply the immediacy principle in the ollowing phases o
evolution:
Experimentation: Marshall your already immediately actionable content.Review thecampaign assets you already have and identiy the single campaign that eatures the most
immediately actionable content. Ten start unneling mobile users to that content and tracking
whether theres a noticeable lif in clicks and conversions. For example, 1-800-Flowers.coms
mobile website lets users order same-day delivery and the company wanted to test what it could
do to promote this expedited service to increasingly mobile consumers pressed or time. Soit tweaked the text and keywords rom its existing PC-based campaigns and created Google
mobile ads to direct users to its mobile website. Te result: click-through rates two to three
times higher per campaign than in its PC-based AdWords campaigns.6
Device strategy: Add or surface actionable content connected to your current strategy. Review your existing presence in email, search, display, and your website, to identiy the most
immediately actionable content in each, and then optimize the channel or mobile devices by
eaturing that content. For example, a custom mobile website can consolidate content to surace
only time-sensitive inormation, like the mobile Yelp website that displays only a search box, a
categorized list o places close by, and a list o Hot New Businesses Nearby with ratings and
reviews (see Figure 3-1).
Channel strategy: Create offerings that fix in-the-moment connection gaps.Use eatures thatare unique to mobile phones like SMS, MMS, mobile couponing, and applications to give
users updates, reminders, and redeemable coupons at moments when the PC cant. For example,
the shopkick app provides relevant deals with added immediacy by delivering push notifications
at the moment a user walks into a store (see Figure 3-2). Or run a campaign like Hilton Hotels
did to increase bookings and loyalty by sending members SMS notifications o instantly
redeemable on-site specials which also boosted redemptions by 10% to 25% per offer.7
Comprehensive strategy: Connect users with actionable content across channels and devices.Use the mobile phones always-on and personal nature to connect with and enhance otherconsumer touchpoints including the computer, print, tablets, e-readers, Vs, and kiosks. For
example, Home Depot helps people make purchase decisions by connecting them with ratings
and reviews through 2D bar codes on its in-store product labels. And Aflac has integrated
mobile into its business and marketing strategy with two mobile apps that let its sales orce
immediately pull up customer and account data when in the field.8
8/13/2019 Mobile Marketing Three Principles for Success
9/19
2012, Forrester Research, Inc. Reproduction ProhibitedFebruary 7, 2012
Mobile Marketing: Three Principles For Success
For Interactive Marketing Professionals
8
Figure 3Provide Content That Is Timely And Actionable To Boost Immediacy
Source: Forrester Research, Inc.61256
Mobile apps like shopkick send users actionable content upon entering a physical store3-2
Yelp modifies its content for its mobile website to surface timely information3-1
Source: shopkick website
Source: Yelp website and Yelp iPhone mobile website
The Yelp website provides a wealth of
content, whereas the mobile website has
been optimized to show only the most
immediately actionable content.
8/13/2019 Mobile Marketing Three Principles for Success
10/19
2012, Forrester Research, Inc. Reproduction Prohibited February 7, 2012
Mobile Marketing: Three Principles For Success
For Interactive Marketing Professionals
9
Simplicity: Provide Content That Is Easy To See And Navigate On A Mobile Phone
Simplicity means reducing both the number o steps and the wait time required to execute a task.
For interactive marketers, this requires accounting or the mobile phones smaller screen and usually
lower bandwidth when designing layouts and interactions. Marketers can also reduce the number
o steps required to access inormation by creating mobile-optimized navigation and using mobile
eatures like apps and the camera to connect users with content. Tis is how to apply the simplicity
principle in the ollowing phases o evolution:
Experimentation: Learn what content your users consume from their phones.Understandthe nuances between what content people want to consume on their mobile devices and what
they preer on a PC by comparing their uses o your mobile website and your non-mobile
website, or doing a similar comparison across search queries and how people use the results. For
example, run a PC-based email campaign you already have in place, but use a shorter headline
and reduced file size to see i mobile open-rates increase, and track what content your mobileconsumers click on most requently. Urban Outfitters emails provide the option to view on
a browser or view on a mobile phone. Te latter connects to a text-only view that is easy to
consume and click through on a phones smaller screen (see Figure 4-1).
Device strategy: Adjust creative and navigation to fit mobile screens and content preferences. Adapt your marketing creative and messaging across all channels to account or differences
between a PC and a mobile phone. For example, simpliy display ad creative to load quickly in
apps and use ewer words to fit your message on mobile screens. And make relevant content
easier to access by using location data to display place-relevant search results right off the bat.
Also add easy-to-access action links, as Gumps has done by adding click-to-call, click-to-view
map, and click-or-directions links (see Figure 4-2).
Channel strategy: Use mobile capabilities to eliminate obstacles to content.Use themobile phones unique attributes to reduce the number o steps required to access content
decreasing chances o abandonment and increasing engagement. For example, remove the
need or text-based search or typing a ull URL into a browser and instead connect users
with content through Google Goggles or a 2D bar code.9Or run a simple SMS campaign, as
Universal Studios Home Entertainment did to launch sales o its DVD Bring It On: Fight o Te
Finish, by letting people quickly enter a sweepstake by texting BringItOn. Te campaign also
helped boost immediacy, as it earned Universal opt-ins that it used later to send each person a
reminder when the DVD went on sale.10
Comprehensive strategy: Let consumers traverse from mobile to any other channel.Peoplewill access your content through the device o their choice so make sure that content is
optimized or the device, presences are consistent, and people can easily transition between
touchpoints i required to complete a task. For example, Robitussin partnered with ribalDDB
or the Robitussin Relie Finder campaign that helped sick people navigate the conusing
8/13/2019 Mobile Marketing Three Principles for Success
11/19
2012, Forrester Research, Inc. Reproduction ProhibitedFebruary 7, 2012
Mobile Marketing: Three Principles For Success
For Interactive Marketing Professionals
10
medicine aisle on the spot with a mobile app Robitussin Relie Finder by selecting their
symptoms and then being presented with the recommended Robitussin product. And this app
didnt live alone the integrated Relie Finder campaign also eatured V commercials, a
mobile microsite, print coupons, an overlay ad on the main website, and QR codes in-storethat downloaded the app when scanned all with a consistent look and cross-promotion (see
Figure 4-3).
Figure 4Provide Content That Is Easy To See And Navigate To Boost Simplicity
Source: Forrester Research, Inc.61256
Urban Outtters oers a text-only version of its email, allowing for simple mobile navigation4-1
Source: Urban Outfitters subscriber email
8/13/2019 Mobile Marketing Three Principles for Success
12/19
2012, Forrester Research, Inc. Reproduction Prohibited February 7, 2012
Mobile Marketing: Three Principles For Success
For Interactive Marketing Professionals
11
Figure 4Provide Content That Is Easy To See And Navigate To Boost Simplicity (Cont.)
Source: Forrester Research, Inc.61256
Gumps mobile search results oer click-to-action buttons to simplify completing actions4-2
Source: Google search
Unlike its non-mobile search results,
Gumps mobile search results
provide easy access to desiredlocation-based content including
click-to-call, click-to-map, and click-
to-directions buttons.
8/13/2019 Mobile Marketing Three Principles for Success
13/19
2012, Forrester Research, Inc. Reproduction ProhibitedFebruary 7, 2012
Mobile Marketing: Three Principles For Success
For Interactive Marketing Professionals
12
Figure 4Provide Content That Is Easy To See And Navigate To Boost Simplicity (Cont.)
Source: Forrester Research, Inc.61256
Source: Tribal DDB
Robitussins Relief Finder app helps users nd the right medicine easily, and across channels4-3
Robitussins mobile app is supported by
and consistent with other online and
offline marketing channels.
8/13/2019 Mobile Marketing Three Principles for Success
14/19
2012, Forrester Research, Inc. Reproduction Prohibited February 7, 2012
Mobile Marketing: Three Principles For Success
For Interactive Marketing Professionals
13
Context: Send Relevant Messages Based On Location And Mobile Behaviors
Trough mobile phones, interactive marketers can use contextual data like location, communication
history, and mobile behaviors to connect users with real-time, location-relevant, and customized
content. A more personal device than a PC, the mobile phone has unique eatures that allow marketers
to customize and target messaging based on analyzing browsing behavior, past search terms, and
mobile-specific data such as check-ins, mobile carrier and operating system, the use o apps that access
the Internet, as well as location data available through the phones GPS or triangulated rom wireless
towers. Tis is how to apply the context principle in the ollowing phases o evolution:
Experimentation: Consider mobile user differences in demographics and context.Rely onwhat you know o your target mobile consumers behaviors and demographics to guide you
with customizing one campaign at this phase. For example, data reveals that mobile search
attracts more local queries, suggesting that mobile users want to know whats in their area.11So
try geotargeting a paid search or mobile display campaign and analyze whether you observeincreased response. For example, Roys Restaurants tested hyperlocal advertising by sending
locally relevant ads to nearby users that showed the location, phone number, and distance to the
nearest restaurant. By comparing with past perormance, they noticed a 40% increase in calls
with a cost-per-click that was 67% less than previous PC-based ads.12
Device strategy: Use mobile-enabled data to boost all channels effectiveness.Examine allo your campaigns through the lens o consumers mobile behaviors to make your messages
and content more relevant. For example, optimize basic display ads by adding location-specific
results along with your creative, as Dunkin Donuts did when it worked with mobile ad network
Where to include the address and distance to nearest location in its mobile banner ad.13Or use
the trove o data available through mobile phones or targeting display messages or example,
the American Society or the Prevention o Cruelty to Animals (ASPCA) worked with mobile
signup ads platorm Pontiflex to target users in-app by applying Pontiflexs algorithm to 27
inputs, including the category o app they were using at the time, and noticed they received the
highest response in the personal health app category.
Channel strategy: Reach mobile audiences with unique content.Use rich mobile data suchas real-time location to provide location-based services and interest data inerred rom which
apps a user spends the most time with, to customize messaging and target the mobile consumer.
For example, Virgin America partnered with geosocial app vendor Loopt to push deals rom
nearby stores to travelers in its new SFO terminal. And Sams Club sends push notificationsabout special offers to keep people engaged who have sel-identified as interested in Sams Club
products by downloading its app.
Comprehensive strategy: Incorporate multidevice context into the strategy.Use theenhanced situational context inormation available through mobile phones to tailor content,
messaging, and experience. For example, entice people to capture images o what is around
8/13/2019 Mobile Marketing Three Principles for Success
15/19
2012, Forrester Research, Inc. Reproduction ProhibitedFebruary 7, 2012
Mobile Marketing: Three Principles For Success
For Interactive Marketing Professionals
14
them through the portable camera eature in exchange or more inormation, and then use
augmented reality to overlay it with marketing materials like customer reviews or promotions.
Or create a multichannel experience using the mobile phone, as Bravo did when it partnered
with 360i to drive buzz around the premiere o its show op Chef: Just Dessertsthrough anonline-offline campaign revolving around location (see Figure 5). Bravo announced the
locations o dessert give-away trucks on mobile-social channels like Facebook and witter and
people were encouraged to share their experience on social networks, upload photos rom their
phones to Facebook or a chance to win $5,000, check in to oursquare to earn an event badge
and deals at local dessert spots, and share photos with the oodie audience on the Foodspotting
mobile app. Te result? 1.6 million people tuned into the premiere.
Figure 5Bravos Campaign Used Mobile Phones To Link Online And Offline Experiences
Source: Forrester Research, Inc.61256
Source: 360i
Bravos integrated Just Desserts Day
campaign featured real-time updates
on dessert truck locations, mobile-
social status and picture updates from
participants, and mobile app check-ins
on foursquare.
8/13/2019 Mobile Marketing Three Principles for Success
16/19
2012, Forrester Research, Inc. Reproduction Prohibited February 7, 2012
Mobile Marketing: Three Principles For Success
For Interactive Marketing Professionals
15
R E C O M M E N D A T I O N S
APPLY THE PRINCIPLES TO YOUR PHASE WITH HELP FROM THE RIGHT PARTNERS
To apply this reports recommendations about how to advance through the phases of mobile
evolution while incorporating the principles of immediacy, simplicity, and context, Forrester
recommends that you:
Seek the help of a major digital agency that excels at mobile. To push your marketing out ofexperimentation, you should tap one of the leading digital agencies with strong mobile
marketing chops because they: 1) have dedicated mobile experts leading cross-discipline
mobile expertise; 2) integrate mobile with larger campaign efforts to create a consistent user
experience; and 3) have the right vision of mobile becoming the crux of consumer interaction
and the primary connection between online and offline interactions. To help marketers select
the best-fit digital agency partner for this purpose, Forrester has analyzed nine US digital
agencies based on their mobile-centric offerings, strategy, and market presence in the Forrester
Wave: US Digital Agencies Mobile Marketing Strategy & Execution, Q1 2012. 14
Rope in mobile specialists to move beyond the device phase.Other strategic partnersare available to interactive marketers as well especially those who have advanced past
the device phase to work on mobile-specific tactics like 2D bar codes or mobile email and
who may benefit from the niche expertise of mobile specialists. Marketers can also lean on
platform providers to lay the technological foundation to optimize and manage campaigns.
Determine the best mobile marketing service provider based on your organizations need for
help in four key areas: strategy, creative, execution, and measurement.15
SUPPLEMENTAL MATERIAL
Methodology
Forrester conducted the North American echnographics Online Benchmark Survey, Q3 2011 (US,
Canada), an online survey fielded in July 2011 o 64,515 US and Canadian online adults ages 18 to
88. For results based on a randomly chosen sample o this size (N = 64,515), there is 95% confidence
that the results have a statistical precision o plus or minus 0.39% o what they would be i the entire
population o North American online individuals ages 18 and older had been surveyed. Forrester
weighted the data by age, gender, income, broadband adoption, and region to demographically
represent the adult US and Canadian online populations. Te survey sample size, when weighted,
was 63,644. (Note: Weighted sample sizes can be different rom the actual number o respondentsto account or individuals generally underrepresented in online panels.) Please note that this was an
online survey. Respondents who participate in online surveys generally have more experience with
the Internet and eel more comortable transacting online. Te data is weighted to be representative
o the total online population on the weighting targets mentioned, but this sample bias may produce
results that differ rom Forresters offline benchmark survey. Te sample was drawn rom members
8/13/2019 Mobile Marketing Three Principles for Success
17/19
2012, Forrester Research, Inc. Reproduction ProhibitedFebruary 7, 2012
Mobile Marketing: Three Principles For Success
For Interactive Marketing Professionals
16
o Marketools online panel, and respondents were motivated by receiving points that could
be redeemed or a reward. Te sample provided by Marketools is not a random sample. While
individuals have been randomly sampled rom Marketools panel or this particular survey, they
have previously chosen to take part in the Marketools online panel.
Companies Interviewed For This Document
360i
GoldSpot Media
Jumptap
Pontiflex
Xtiy
ENDNOTES
1 In the US and in some European countries, smartphone penetration is racing past 25%. Smartphones
are going mainstream, albeit at a varying pace across the globe. Interactive marketers should anticipate
the consequences o moving rom a smartphone target audience o early adopters to one that is more
mainstream and be prepared to meet these consumers with well-planned mobile marketing strategies. See
the September 15, 2011, Te Global Mainstreaming O Smartphones report.
2 By 2016, advertisers will spend $77 billion on interactive marketing as much as they do on television
today. Search marketing, display advertising, mobile marketing, email marketing, and social media will
grow to 26% o all advertising spend as they are embedded in the marketing mix. See the August 24, 2011,
US Interactive Marketing Forecast, 2011 o 2016 report.
3 Last year we ound that 40% o marketers have used some type o mobile marketing 35% planned to
incorporate it within the next year, and 30% have optimized their email campaigns or mobile, and more
than 29% have experimented with SMS or MMS campaigns. See the March 3, 2011, Evolving Your Mobile
Marketing Presence report.
4 Interactive marketers must catch up to consumer mobile adoption. As hardware, sofware, and interaces
evolve, interactive marketers can expect an exciting and complicated landscape in which mobile
eventually becomes the connective tissue that bridges marketers online and offline consumer touchpoints.
o ensure your mobile marketing practices mature steadily and efficiently to this uture state o consumer
connectedness, optimize current campaigns or mobile devices, and then develop mobile-specific channel
expertise. Tis report introduces the five phases o mobile marketing evolution. See the March 3, 2011,
Evolving Your Mobile Marketing Presence report.
5
Forrester first outlined how the three principles o immediacy, simplicity, and context can be applied tomobile marketing in 2009. See the October 14, 2009, Te Convenience Quotient O Mobile Services: A
Facebook Case Study report.
6 For more inormation on the 1-800-Flowers.com case study, see the Google Mobile Ads case study site
(http://www.google.com/ads/mobile/advertisers/casestudies/flowers.html).
http://www.forrester.com/go?docid=57190&src=61256pdfhttp://www.forrester.com/go?docid=59379&src=61256pdfhttp://www.forrester.com/go?docid=58495&src=61256pdfhttp://www.forrester.com/go?docid=58495&src=61256pdfhttp://www.forrester.com/go?docid=58495&src=61256pdfhttp://www.forrester.com/go?docid=53682&src=61256pdfhttp://www.forrester.com/go?docid=53682&src=61256pdfhttp://www.forrester.com/go?docid=53682&src=61256pdfhttp://www.forrester.com/go?docid=53682&src=61256pdfhttp://www.forrester.com/go?docid=58495&src=61256pdfhttp://www.forrester.com/go?docid=58495&src=61256pdfhttp://www.forrester.com/go?docid=58495&src=61256pdfhttp://www.forrester.com/go?docid=59379&src=61256pdfhttp://www.forrester.com/go?docid=57190&src=61256pdf8/13/2019 Mobile Marketing Three Principles for Success
18/19
2012, Forrester Research, Inc. Reproduction Prohibited February 7, 2012
Mobile Marketing: Three Principles For Success
For Interactive Marketing Professionals
17
7 More examples o SMS marketing campaigns can be ound on the ext SMS Marketing website (http://www.
textsmsmarketing.com/sms-text-marketing-case-studies.php).
8 o learn more about this example, see the March 3, 2011, Evolving Your Mobile Marketing Presence
report.
9 Google Goggles is a mobile app that uses image recognition technology to identiy pictures o artwork,
wine labels, logos, contact ino, books, landmarks, and text and return relevant search results. Source:
Google Goggles (http://www.google.com/mobile/goggles/).
10 For more inormation about the Bring It On: Fight o Te Finishmarketing campaign, read the 360i Mobile
Marketing Playbook (http://360i.com/mplaybook).
11 A report conducted by the search agency Efficient Frontier ound that one in three mobile searchers showed
local intent. Source: Giselle sirulnik, One in three mobile searches show local intent: Efficient Frontier,
Mobile Marketer, September 2, 2010 (http://www.mobilemarketer.com/cms/news/search/7232.html).
12 For more inormation on the Roys Restaurants examples, see the case study on the Google Mobile Ads
website (http://www.google.com/ads/mobile/advertisers/casestudies/roys-restaurants.html).
13 o learn more about this example and see screen shots o the campaign, see the January 13, 2011, How o
Get Started With Mobile Display report.
14 For more inormation on selecting the digital agency thats the best fit or your needs in mobile marketing
strategy, see the January 27, 2012, Te Forrester Wave: US Digital Agencies Mobile Marketing Strategy
And Execution, Q1 2012 report.
15 Interactive marketers are finally starting to invest in mobile and develop expertise. However, i you launch a
mobile campaign beore youve honed your skills, you run the risk o wallowing in experimentation rather
than growing your mobile marketing practice. o avoid this quagmire, choose the right partners to ensure
that your mobile programs are strategic, not just experimental. oday the market is wide open: Marketers
can find strategic partners in both agencies and technology companies but which partners make the
most sense? For Forresters categorization o the vendors and the strategic services they offer, and our
advice about when marketers should work with each o them, see the November 18, 2011, How o Grow
Your Mobile Campaign Expertise report.
http://www.forrester.com/go?docid=58495&src=61256pdfhttp://www.forrester.com/go?docid=58256&src=61256pdfhttp://www.forrester.com/go?docid=58256&src=61256pdfhttp://www.forrester.com/go?docid=59180&src=61256pdfhttp://www.forrester.com/go?docid=59180&src=61256pdfhttp://www.forrester.com/go?docid=60279&src=61256pdfhttp://www.forrester.com/go?docid=60279&src=61256pdfhttp://www.forrester.com/go?docid=60279&src=61256pdfhttp://www.forrester.com/go?docid=60279&src=61256pdfhttp://www.forrester.com/go?docid=59180&src=61256pdfhttp://www.forrester.com/go?docid=59180&src=61256pdfhttp://www.forrester.com/go?docid=58256&src=61256pdfhttp://www.forrester.com/go?docid=58256&src=61256pdfhttp://www.forrester.com/go?docid=58495&src=61256pdf8/13/2019 Mobile Marketing Three Principles for Success
19/19