Mobile marketing - why, what and for whom?

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Insights gathered from the Barcelona Mobile World Congress and the Contagious Report 09

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Mobile marketing - why, what and for whom?

  1. 1. Mo bile Marke ting 12 June 2009 To m Gray Co nte nt S trate g is t
  2. 2. Mo bile Marke ting Why am I he re ? Mo bile Wo rld Co ng re s s Feb 09 Co ntag io us Mo bile Apps S pe c ial Re po rt M 09 ay Scott Seaborn, Head of Mobile Technologies, Ogilvy Dave Gwozdz, CEO, Mojiva Antony Douglas, Head of Content, O2 Matthew Kershaw, Head of Digital, BBH Dan Rosen, Head of Mobile, AKQA Steve Vranakis, Creative Director, VCCP Peter Bryant, Senior Vice President, Icom
  3. 3. Mo bile Marke ting Why no w ? • “The third s c re e n” • 1 bn iPho ne app do wnlo ads • Ubiquito us wire le s s bro adband • Eas y fo r c o ns ume rs to do mo re than jus t talk and te xt • Affo rdable s e rvic e s (c appe d data rate s ) • 33% o f wo rldwide we b traffic in Fe bruary 2009 No pre s e nc e o n • But mo bile de vic e s •Only 5% o f mo bile o wne rs bro ws e the mo bile Inte rne t in 2009 o r 2010 is e quivale nt to •9% s e nd o r re c e ive e mail o n the ir pho ne no we b s ite •We ’re s till imitating pre vio us te c hno lo g y c irc a 1999 o r 2000
  4. 4. Mo bile Marke ting PHOTO - Gre ys c ale S o what make s mo bile diffe re nt?
  5. 5. Mo bile Marke ting It’s Po rtable • Offe r c o nte nt and func tio nality re le vant to e nviro nme nts o uts ide the ho me • Cas e s tudie s •Glas to nav c o nte nt, maps and c us to mis e d itine rarie s no ne e d fo r inte rne t c o nne c tio n Guinne s s Pas s po rt to Gre atne s s http ://www .yo utube .c o m /watc h ? v= jo Z3 c e vUztg
  6. 6. Mo bile Marke ting It’s Co nte xtual • The be s t apps are c o nte xtually re le vant – iPint, o vi maps • Co nte nt and func tio nality s ho uld be re le vant to the e nviro nme nt • Cas e s tudy • Lynx Effe c t - Cre ating a s hare d e xpe rie nc e “Turning yo ur mo bile pho ne into a pulling mac hine ” http ://www .yo utube .c o m /watc h ? v = Kb 4 aD2 BVqYQ
  7. 7. Mo bile Marke ting It has built-in pe riphe rals • The wo rld ’s larg e s t manufac ture r o f c ame ras and radio s ? • S pe ake r, mic ro pho ne , g ps , ac c e le ro me te r, he art mo nito r – what c an we us e the m fo r? • No t jus t abo ut c o mmunic ating , no w it’s abo ut c re ating , re c o rding and me as uring • Cas e S tudie s •Wimble do n 2009 Aug me nte d re ality http ://www .yo utube .c o m /watc h ? v =7 VZo Dmqc Z34 • kia S po rts trac ke r – us ing the pho ne ’s No me as ure me nt to o ls as a c o nte nt c re atio n to o ls http ://s po rts trac ke r.no kia .c o m •Lynx S ay Che e s e – http :// www .lynxe ffe c t.c o m /#/to o ls /mo bile _ s ay _ c he e s e .as px
  8. 8. Mo bile Marke ting It’s s mall • Unintrus ive , s urre ptitio us • Can be s hare d • But: Us ability implic atio ns • Cas e s tudy •Fanta S te alth S o und S ys te m (Og ilvy ) – Exc lus ive , hig hly targ e tte d •http ://www .yo utube .c o m /watc h ? v= o -ID2 OQzvUk
  9. 9. Mo bile Marke ting What s hall we make ? • S ave time o r kill time ? • Ho w brands c an c o nne c t us ing mo bile • Fun : e as ie r to de ve lo p , but lac k lo ng e vity • Us e ful: re quire s mo re R&D but c an e xte nd the re latio ns hip • Ho w c an mo bile enhance a c ampaig n ? • Do n ’t fo rg e t s ms !
  10. 10. Mo bile Marke ting Who fo r? • “I want to build an ipho ne app” • 98% o f c re ative dire c to rs have an ipho ne , 2% o f the g e ne ral public • ipho ne , java o r mo bi • iPho ne – 1 bn do wnlo ads • Ge tjar – 400 m do wnlo ads , 1414 s uppo rte d de vic e s • mo bi – is s ue o f c o nne c tivity and data rate s • S ize o f marke t vs us e r e xpe rie nc e
  11. 11. Mo bile Marke ting Who fo r? PHOTO - Gre ys c ale
  12. 12. Mo bile Marke ting Kno w yo ur marke t Unde rs tanding The Co nne c te d Co ns ume r
  13. 13. Mo bile Marke ting Kno w yo ur marke t Wo rldwide S martpho ne S ale s to End Us e rs by Ve ndo r (tho us ands o f units ) / 20000 18000 16000 14000 12000 No kia 10000 RIM 8000 Apple 6000 4000 2000 0 Q4 Q1 Q2 Q3 Q4 2007 2008 2008 2008 2008
  14. 14. Mo bile Marke ting Kno w yo ur marke t
  15. 15. Mo bile Marke ting Ho w do we g ive it away ? • S till ne e ds to be part o f ano the r c ampaig n • Gas to nav o n be e rmug s • Fanta o n c ans • Guinne s s - e mail blas ts , we bs ite , c o mpe titio n , s ho rt c o de at the e ve nt. • Blue to o th brand ambas s ado rs • Us e multiple s ho rtc o de s to e nhanc e me as ure me nt

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