Mobile Marketing: Do Marketers And Kids Want The Same Thing For Christmas?

Michael Brenner

meeker1 300x227 Mobile Marketing: Do Marketers And Kids Want The Same Thing For Christmas?

I’m a sucker for a great Mary Meeker presentation.

meeker1 300x227 Mobile Marketing: Do Marketers And Kids Want The Same Thing For Christmas?Recently, Mary updated her famous slide deck on Internet trends and the state of Digital Media with some new information.

After some of the standard content on the rapid rise of mobile internet access, she included a slide covering a Nielsen study on what American kids want for Christmas.

No surprise, but the Apple iPad tops the list as the biggest item on American kid’s wish list. And the rest of the Apple products fall closely behind the iPad.

With the increased use of tablets and mobile phones by both kids and business people, I think the iPad and other tablets probably top the list for marketers too.

We need to understand how to deliver valuable content and amazing visual experiences beyond the desktop. We need to deliver “responsive” websites, visual content, apps and even games for a mobile-first generation of consumers and buyers.

Here is a quick recap of Mary’s presentation as well as a snapshot of some of her key slides…(You can see all 88 slides here.)

Apple’s 3-hit Wonder

As the title of the chart above suggests,the  iPod changed the music industry.  iPhones ramped even faster and the iPad has the fastest product adoption in history.

The iPad has been adopted 3 times faster than the iPhone. And with the release of the iPad mini, it shows no sign of stopping any time soon.

Scores of other manufacturers  have released their own tablets, most notably the Samsung Galaxy, the Kindle, the Nook and the Microsoft Surface.

But none of them have come close to the success of the Apple iPad.

Meeker2 150x150 Mobile Marketing: Do Marketers And Kids Want The Same Thing For Christmas?

Kids (and Marketers) Christmas Wish List

Topping the list, nearly 5 in 10 American kids (48%) reported that they want an iPad n a recent Nielsen study.

More than 3 in 10 also want an iPod touch, an iPhone and an iPad mini. Only the Nintendo Wii U joins Apple in the top 5.

31% of kids have a computer on their list and 29% are looking for a “tablet other than an iPad.”

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The Increasingly Mobile Web

Mobile access to the internet has doubled in the last 18 months and tripled in the last 2 years to 13%. So 1 in every 7 visitors to the average website is coming from a mobile device.

This is putting increasing pressure on digital marketers and corporate web teams to re-design their websites for the mobile experience. “Adaptive” and “Responsive” designs are quickly making separate “m.” sites and mobile site re-directs appear cumbersome.

This is also having an impact on content marketing strategy as mobile users are looking for more visual content delivered in consumable chunks.

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Mobile Commerce

The recent “Black Friday” event in the United States saw almost a quarter (24%) of all sales come from mobile or tablet devices.

That is up 4 times from 6% just 2 years ago.

And Apple appears to have a strong stake in the mobile e-commerce space as the iPhone and iPad contributed 4 times more mobile commerce than Android or other devices.

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Mobile Ad Spending

This is one of my favorite slides because it shows the huge disparity between the time consumers spend in various channels relative to the amount of money advertisers spend on those same channels.

Despite the coverage of the huge declines in print advertising, that channel appears to have more bleeding to look forward. In 2011, 25% of all advertising dollars are spent in print despite the fact that this channel represent only 7% of consumer time spent. That is nearly a 4 X disparity.

TV advertising and time spent have reached relative parity and the previous gap in online spend relative to time spent has narrowed significantly in the past 2 years.

But there is a still a massive disparity in the time spent on mobile devices and the percentage of ad dollars flowing there. Many marketers and media folks debate whether the mobile platform can deliver an effective ad unit. Screen size and mobile-friendly designs typically eliminate the right column where banners typically appear and banners take up valuable screen space.

Mary still believes there is huge (Billions of dollars) potential in the mobile advertising market.

I believe this represents an opportunity for content marketing advertisers like Outbrain and Taboola who offer up contextually-relevant recommended articles at the bottom of mobile content.

What Do You Want For Christmas?

Is it the same as what your kids want? Maybe it should be. Oh and if anyone is shopping for me, I’ve got the iPad mini and the Kinect for Xbox 360 on my list!

Please tell me what you think in the comments below and follow the conversation on Twitter,  LinkedInFacebook or Google+.


About Michael Brenner

Michael Brenner is the CEO of Marketing Insider Group, Head of Strategy at NewsCred, and the former VP of Global Content Marketing at SAP. Michael is also the co-author of the upcoming book The Content Formula, a contributor to leading publications like The Economist, Inc Magazine, The Guardian, and Forbes and a frequent speaker at industry events covering topics such as marketing strategy, social business, content marketing, digital marketing, social media and personal branding.  Follow Michael on Twitter (@BrennerMichael)LinkedInFacebook and Google+ and Subscribe to the Marketing Insider.



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13 Scary Statistics On Employee Engagement [INFOGRAPHIC]

Jacob Shriar

There is a serious problem with the way we work.

Most employees are disengaged and not passionate about the work they do. This is costing companies a ton of money in lost productivity, absenteeism, and turnover. It’s also harmful to employees, because they’re more stressed out than ever.

The thing that bothers me the most about it, is that it’s all so easy to fix. I can’t figure out why managers aren’t more proactive about this. Besides the human element of caring for our employees, it’s costing them money, so they should care more about fixing it. Something as simple as saying thank you to your employees can have a huge effect on their engagement, not to mention it’s good for your level of happiness.

The infographic that we put together has some pretty shocking statistics in it, but there are a few common themes. Employees feel overworked, overwhelmed, and they don’t like what they do. Companies are noticing it, with 75% of them saying they can’t attract the right talent, and 83% of them feeling that their employer brand isn’t compelling. Companies that want to fix this need to be smart, and patient. This doesn’t happen overnight, but like I mentioned, it’s easy to do. Being patient might be the hardest thing for companies, and I understand how frustrating it can be not to see results right away, but it’s important that you invest in this, because the ROI of employee engagement is huge.

Here are 4 simple (and free) things you can do to get that passion back into employees. These are all based on research from Deloitte.

1.  Encourage side projects

Employees feel overworked and underappreciated, so as leaders, we need to stop overloading them to the point where they can’t handle the workload. Let them explore their own passions and interests, and work on side projects. Ideally, they wouldn’t have to be related to the company, but if you’re worried about them wasting time, you can set that boundary that it has to be related to the company. What this does, is give them autonomy, and let them improve on their skills (mastery), two of the biggest motivators for work.

Employees feel overworked and underappreciated, so as leaders, we need to stop overloading them to the point where they can’t handle the workload.

2.  Encourage workers to engage with customers

At Wistia, a video hosting company, they make everyone in the company do customer support during their onboarding, and they often rotate people into customer support. When I asked Chris, their CEO, why they do this, he mentioned to me that it’s so every single person in the company understands how their customers are using their product. What pains they’re having, what they like about it, it gets everyone on the same page. It keeps all employees in the loop, and can really motivate you to work when you’re talking directly with customers.

3.  Encourage workers to work cross-functionally

Both Apple and Google have created common areas in their offices, specifically and strategically located, so that different workers that don’t normally interact with each other can have a chance to chat.

This isn’t a coincidence. It’s meant for that collaborative learning, and building those relationships with your colleagues.

4.  Encourage networking in their industry

This is similar to number 2 on the list, but it’s important for employees to grow and learn more about what they do. It helps them build that passion for their industry. It’s important to go to networking events, and encourage your employees to participate in these things. Websites like Eventbrite or Meetup have lots of great resources, and most of the events on there are free.

13 Disturbing Facts About Employee Engagement [Infographic]

What do you do to increase employee engagement? Let me know your thoughts in the comments!

Did you like today’s post? If so you’ll love our frequent newsletter! Sign up here and receive The Switch and Shift Change Playbook, by Shawn Murphy, as our thanks to you!

This infographic was crafted with love by Officevibe, the employee survey tool that helps companies improve their corporate wellness, and have a better organizational culture.


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Supply Chain Fraud: The Threat from Within

Lindsey LaManna

Supply chain fraud – whether perpetrated by suppliers, subcontractors, employees, or some combination of those – can take many forms. Among the most common are:

  • Falsified labor
  • Inflated bills or expense accounts
  • Bribery and corruption
  • Phantom vendor accounts or invoices
  • Bid rigging
  • Grey markets (counterfeit or knockoff products)
  • Failure to meet specifications (resulting in substandard or dangerous goods)
  • Unauthorized disbursements

LSAP_Smart Supply Chains_graphics_briefook inside

Perhaps the most damaging sources of supply chain fraud are internal, especially collusion between an employee and a supplier. Such partnerships help fraudsters evade independent checks and other controls, enabling them to steal larger amounts. The median loss from fraud committed
by a single thief was US$80,000, according to the Association of Certified Fraud Examiners (ACFE).

Costs increase along with the number of perpetrators involved. Fraud involving two thieves had a median loss of US$200,000; fraud involving three people had a median loss of US$355,000; and fraud with four or more had a median loss of more than US$500,000, according to ACFE.

Build a culture to fight fraud

The most effective method to fight internal supply chain theft is to create a culture dedicated to fighting it. Here are a few ways to do it:

  • Make sure the board and C-level executives understand the critical nature of the supply chain and the risk of fraud throughout the procurement lifecycle.
  • Market the organization’s supply chain policies internally and among contractors.
  • Institute policies that prohibit conflicts of interest, and cross-check employee and supplier data to uncover potential conflicts.
  • Define the rules for accepting gifts from suppliers and insist that all gifts be documented.
  • Require two employees to sign off on any proposed changes to suppliers.
  • Watch for staff defections to suppliers, and pay close attention to any supplier that has recently poached an employee.

About Lindsey LaManna

Lindsey LaManna is Social and Reporting Manager for the Digitalist Magazine by SAP Global Marketing. Follow @LindseyLaManna on Twitter, on LinkedIn or Google+.


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Why New Technology Has An Adoption Problem

Danielle Beurteaux

When 3D printing became a practical reality, in the sense that the actual printers became more efficient, less expensive, and more accessible to the average consumer, there was an assumption that the consumer 3D printing market was going to take off. We’d all have printers at home printing…. what? Our clothes? Toys? Spare organs?

That has yet to happen. 3D printing company MakerBot just went through its second employee layoff this year, driven by a market that’s developing much slower than predicted.

That same thinking is in play with a somewhat more prosaic technology – digital wallets. Apple Pay was released this year, as was Samsung Pay. There’s also Google’s Android Pay. During an earnings call, Apple CEO Tim Cook said: “We are more confident than ever that 2015 will be the year of Apple Pay.” But that expectation has yet to be realized, at least vis-à-vis consumers.

Consumers aren’t using any of the digital wallets en masse. According to Bloomberg, payments made via mobile wallets – all of them – make up a mere 1% of retail purchases in the U.S. The reason is that consumers just don’t see a compelling reason to use them. There’s no real reward for them to change from SOP.

Both these instances highlight a problem with assumptions about mass adoption for new technology – just because it’s cool, interesting, and accessible doesn’t mean a market-worthy mass of people will use it.

Who is more likely to use mobile wallets? Emerging economies without a stable financial and banking systems. In those environments, digital payments present a more secure and quicker method for purchasing. These are the same areas where mobile adoption leapfrogged older technologies because there was a lack of telecommunications infrastructure, i.e. many never had a landline phone to begin with, and they went directly to mobile. The value-add already exists. (But there are also security issues, to which consumers are becoming more sensitive. A hack of Samsung’s U.S. subsidiary LoopPay network was uncovered five months post-hack. Although one was expert quoted as saying the hackers may not have been interested in selling consumer financial info but instead in tracking individuals.)

Here’s some interesting data and a good point made: mobile payments are most popular in situations where the buyer already has his or her phone in hand and the transaction is made even quicker than swiping plastic. For example, purchases made for London Transit rides are responsible for a good portion of the U.K.’s mobile payments.

Mass technology adoption is no longer driven simply by the release of a new product. There are too many products released constantly now, the market is too diverse, and the products often lack a true raison d’être.

Learn more about how creative and innovative companies are finding their customers. Read Compelling Shopping Moments: 4 Creative Ways Stores Connect With Their Customers.


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How To Prepare Your IT Landscape For The Digital Economy

Sei Drake

Remember Tom Cruise’s 2002 movie Minority Report? Set in the futuristic world of 2054, the film featured self-driving cars, autonomous manufacturing robots, and multimedia advertising billboards that broadcast personalized messages to individuals as they passed by. What seemed like science fiction in 2002 is now a reality, with personalized and targeted social media and marketing, smart technologies such as robotics, autonomous vehicles, and 3D printing – not to mention digital machine-to-machine hyperconnectivity of the Internet of Things (IoT). Digital transformation means that all of these things will become the norm in the next few years. The future of many enterprises will depend on their ability to embrace these technologies and innovations.

Over the last two decades, many companies have built large, complex IT landscapes to support traditional business processes. The legacy systems in these landscapes were not designed for the age of Internet hyperconnectivity and the resulting high data and transaction volumes. Extending these landscapes to support new, digitally connected processes and models will further complicate IT landscapes and inhibit business innovation and agility.

The architecture of the digital enterprise will not only need to support Big Data and analytics, but a host of other things. It must also use the datastream from evolving digital technologies to trigger actions and alerts in new and existing business processes, enabling increased revenue, improved customer experience, enhanced supply chain efficiencies, and innovative business models.

To keep pace with rapid change, businesses like yours need to do three things:

  1. Simplify your IT landscape.
  1. Transition to modern platforms such as cloud-based solutions and a “digital core.”
  1. Build innovative business solutions using the latest digital capabilities to  strategically differentiate from both current and future new competitors.

Yet most organizations lack the skills to tackle these tasks alone. So who can best help you navigate this shift? 

Support for a strong foundation 

Surprise! Your best choice may be the support organization of your enterprise software and solutions provider. Over the past 15 years, many enterprise support organizations have evolved beyond providing reactive break/fix support to acting as an architectural quality advisor that can oversee the complete software lifecycle. The support provider is a smart partner for both proactive landscape simplification and co-innovation initiatives.   That’s a fundamental shift driven by the market forces of this “new normal” of digital transformation.

Support providers tend to be close to their customers, understanding their existing technologies, business processes, and revenue models. And because software solution providers often lead in the introduction of new solutions based on the latest innovations and technologies – such as IoT, cloud, robotics, autonomous cars, and 3D printing – their experienced support teams can architect solutions that will give you a strategic and sustainable advantage over your competitors.

The proof is with customers. For example the Global Service & Support organization at SAP is working with a Fortune 100 chemical company on an IT simplification initiative. After numerous mergers and acquisitions over the years, this company needed help consolidating four unique IT landscapes into one. What is an overly complex, burdensome infrastructure will be a simplified, modern solution architecture.

SAP is also working with a large energy distribution company to co-engineer an innovative Big Data, IoT data management solution. The solution is structured to deliver fast, responsive analytics from a data store of 120 terabytes of smart meter data. The utility will use predictive analytics to anticipate demand, allowing buyers to make smarter wholesale energy purchases. In the future, this Big Data and analytics platform will be extended to support innovative solutions for the utility’s customers.

Minimize risk and maximize outcomes 

Working with support organizations to simplify and innovate offers clear benefits, too. These teams are naturally close to their development organizations. They understand cutting-edge technology and they have direct access to the best talent for building new solutions. Support organizations also have extensive experience working in high-volume, high-velocity transaction and data environments.

Because they already know your business and your technology infrastructure, partnering with your software and solutions support provider can reduce risk. Remember that support organizations are measured on their ability to help their customers succeed, not on maximizing billable hours. In a world of “outcomes-based” solutions, that’s a true win-win for all.

When building innovative solutions, support teams develop in short cycles, conduct proof-of-concept exercises, and take steps to minimize cost and risk. And they can do all of this while helping you continue supporting your traditional business operations, looking for opportunities to optimize processes, reduce costs, and increase efficiency.

We may not be able to predict what innovations and new technologies will exist in the year 2054, but we know that there are technology advancements available now that will have a significant impact on our world. Work with your enterprise software provider’s support organization and start planning your digital transformation.

Click here to learn more how Global Service & Support can provide support services to help you prepare for the digital economy and realize rich value.  Visit us at


About Sei Drake

Sei Drake has been helping SAP customers for over 18 years as a solutions expert and architecture advisor. In his current role as a Co-Engineering Architect in the Global Service and Support organization, he helps customers build innovative, industry leading capabilities with SAP technologies.

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