Adma Mobile Marketing (And More) June 2009


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Presentation to Australian Direct Marketing Association (Digital Marketing) on the role of mobile as part of the advertising/marketing mix.

Includes varied mobile concepts, including augmented reality

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  • Adma Mobile Marketing (And More) June 2009

    1. 1. New technologies, new applications (new ways of connecting) Jennifer Wilson
    2. 2. Eric Schmidt CEO Google 13 August 2008
    3. 3. <ul><li>The cinema screen (screen 1) </li></ul><ul><li>The TV screen (screen 2) </li></ul><ul><li>The computer screen (screen 3) </li></ul><ul><li>The mobile screen (screen 4) </li></ul>
    4. 4. <ul><li>In the beginning was…. </li></ul><ul><li>The Printing Press </li></ul><ul><li>Followed by Recording (about 1900) </li></ul><ul><li>Then Cinema (1910) </li></ul><ul><li>And Radio (1920) </li></ul><ul><li>We then got TV (1950) </li></ul><ul><li>The Internet (1990’s) </li></ul><ul><li>And finally, Mobile (as a mass media – 2000+) </li></ul><ul><li>Note: only the final two are personal mass media…… </li></ul>Alan Moore. Communities Dominate Brands
    5. 5. <ul><li>8.55m 3G handsets (December 08) </li></ul><ul><ul><li>Up 88% on a year ago </li></ul></ul><ul><li>17m iPhone sold world-wide (10m 3G) </li></ul><ul><li>iPhone equates to 1.1% of all handsets </li></ul><ul><ul><li>Blackberry equates to 1.9% </li></ul></ul><ul><li>AdMobs ad serving: </li></ul><ul><ul><li>33% to smart phones </li></ul></ul><ul><ul><li>10.4% to iPhones </li></ul></ul><ul><li>O2 released fabulous 3G package </li></ul><ul><ul><li>400% increase in data traffic (major upgrade requried) </li></ul></ul><ul><li>$25b global mobile content market </li></ul>
    6. 6. <ul><li>Twice as many mobiles as TV sets </li></ul><ul><li>Three times as many mobile subscribers as internet users </li></ul><ul><li>Four times as many mobiles as PCs </li></ul><ul><li>Five times as many mobile as cars. </li></ul><ul><li>31% of all music dollars spent worldwide </li></ul><ul><li>20% of video gaming software </li></ul><ul><li>Unisys study revealed that if we lose our wallet we report it in 26 hours. If we lose our mobile, we report it in 68 minutes. </li></ul>
    7. 7. <ul><li>13% regard it as their best friend (2/3rd would be emotionally affected if we lost it) </li></ul><ul><li>14% of us answer it during sex* </li></ul><ul><li>Almost 90% would take it to the toilet with them (and too many are willing to answer it there!) </li></ul><ul><li>28% of us send sexually explicit SMS messages </li></ul><ul><li>23% have dumped a partner via SMS </li></ul><ul><li>Mobile is our most important connection: 70% would refuse to lend a phone to a friend for a day </li></ul><ul><li>20%+ of the youth market disposable income is spend on mobile and related services </li></ul>* Unless you’re in the USA, where it is closer to 35%
    8. 8. <ul><li>Most ubiquitous device (ever) </li></ul><ul><li>Responded to very quickly (96% SMS read in <20 mins) </li></ul><ul><li>On 24 x 7, nearby and accessed often </li></ul><ul><li>Communication, content and utility </li></ul><ul><li>Response to mobile advertising incredible: </li></ul><ul><ul><li>3% - 7% response rate </li></ul></ul><ul><ul><li>10% - 20% conversation rate </li></ul></ul><ul><ul><li>6 times the ROI on mobile compared to other forms </li></ul></ul><ul><li>We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices </li></ul>
    9. 9. <ul><li>AMF Ventures measured the relative accuracies of measuring audience data by the three major media channels, TV, internet and mobile in 2007 and found: </li></ul><ul><ul><li>On TV, the total audience data that can be captured is 1% </li></ul></ul><ul><ul><li>On the web, the audience data that can be captured is 10% </li></ul></ul><ul><ul><li>On mobile, the audience data that can be captured is 90% </li></ul></ul><ul><li>AMF Venture 2007 </li></ul>
    10. 10. <ul><li>Right now, we’re seeing internet on a small screen…. </li></ul><ul><ul><li>But there’s much more to this </li></ul></ul><ul><li>Mobile offers : </li></ul><ul><ul><li>The first personal mass media channel </li></ul></ul><ul><ul><li>Always with us, always on </li></ul></ul><ul><ul><li>Location awareness </li></ul></ul><ul><ul><li>Built in payment channel </li></ul></ul><ul><ul><li>Creative tool for UGC (video, text & image) </li></ul></ul><ul><ul><li>Near-perfect audience data </li></ul></ul><ul><ul><li>Able to capture the social context of media </li></ul></ul><ul><ul><li>Proactive communication tool </li></ul></ul>Based upon Tomi Ahonen – Mobile as the 7 th Mass Media
    11. 11. <ul><li>Key Point – “The user interface everywhere” Everything will become connected (wirelessly) </li></ul><ul><li>Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation </li></ul><ul><ul><li>Trucks sense wear on tyres, place an order at a suitable garage on route for replacements, alerting driver as appropriate </li></ul></ul><ul><li>More interesting - use of existing devices as intelligent sensors </li></ul><ul><ul><li>GPS plus (time) in a car = traffic flows </li></ul></ul><ul><ul><li>GPS plus (weather sensing) = instant localised weather </li></ul></ul><ul><li>We will be the crowd that sources (via our mobile device) </li></ul>
    12. 12. <ul><li>Personalisation is capturing the information someone gives you about themselves </li></ul><ul><li>Context is knowing what goes before this, what other influences are, unspoken factors – the environment in which this sits </li></ul><ul><li>For mobile, some context is automatic: </li></ul><ul><ul><li>Location, day of week, time of day </li></ul></ul><ul><ul><li>Previous actions from <here> at <similar times> </li></ul></ul><ul><ul><li>What they did before they got to <this service> </li></ul></ul><ul><li>With content & context, recommendations are natural (add community, commerce to personalisation and search = Mobile 3.0!) </li></ul>This, I submit, is the formula for the future: Web 3.0 = (4C + P + VS) . Sramana Mitra
    13. 13. <ul><li>When </li></ul><ul><ul><li>What is the time of day/day of week NOW? </li></ul></ul><ul><ul><li>Is this their first time or have they been here before? </li></ul></ul><ul><li>Where </li></ul><ul><ul><li>Where are they? Does that change anything? </li></ul></ul><ul><ul><li>Where were they before they came here? </li></ul></ul><ul><li>Why </li></ul><ul><ul><li>Why are they using this device? </li></ul></ul><ul><li>How </li></ul><ul><ul><li>Can we help them? What are they trying to do? </li></ul></ul>
    14. 14. <ul><li>22m mobile phones </li></ul><ul><li>9m 3G handsets </li></ul><ul><li>35% rich media devices </li></ul><ul><li>< 2% iPhone </li></ul>Addressable market: 14m
    15. 15. <ul><li>Don’t restrict the content </li></ul><ul><ul><li>Just manage the navigation and presentation </li></ul></ul><ul><li>Think of your consumer *first* </li></ul><ul><ul><li>What will they be doing? Where? Moving? </li></ul></ul><ul><li>Tailor your sites for your audience </li></ul><ul><ul><li>Not just iPhone, but not WAP 1.0 either </li></ul></ul><ul><li>If cross-platform (online and mobile) </li></ul><ul><ul><li>Allow a single log in for consistent experience </li></ul></ul><ul><li>Personalise, tailor, make unique, deliver </li></ul><ul><ul><li>Remember your customers and show you remember </li></ul></ul>
    16. 16. <ul><li>Zero changes to user behaviour </li></ul><ul><ul><li>(don’t make them act differently for you) </li></ul></ul><ul><li>One login </li></ul><ul><ul><li>(remember who they are, regardless of device) </li></ul></ul><ul><li>Two second respond time </li></ul><ul><ul><li>Make it simple, make it clean, make it fast </li></ul></ul><ul><li>Three clicks away (maximum) </li></ul><ul><ul><li>You’ll lose 10% of users for each added level </li></ul></ul>
    17. 19. <ul><li>SMS </li></ul><ul><ul><li>Push messages, include links, content, images </li></ul></ul><ul><ul><li>Can be forwarded (potentially viral) </li></ul></ul><ul><ul><li>96% of messages read in 20 mins (email????) </li></ul></ul><ul><li>Internet </li></ul><ul><ul><li>Limitations as to use of device functionality </li></ul></ul><ul><ul><li>Less control over placement </li></ul></ul><ul><ul><li>Make sure the specific device is recognised (EX) </li></ul></ul><ul><li>Apps </li></ul><ul><ul><li>First, get them to download (non-iPhone < 12%) </li></ul></ul><ul><ul><li>Ability to control ad placement </li></ul></ul>
    18. 20. <ul><li>Masking of number with name (doesn’t let me call back/cancel) </li></ul><ul><li>Text heavy </li></ul><ul><li>How relevant is the offer? </li></ul><ul><li>Note: Osborne Park WA </li></ul>
    19. 21. <ul><li>First, recognise your handset </li></ul>
    20. 22. And the size of the pointing device…. Note: Qantas has resolved this problem, but it did take three months….
    21. 23. <ul><li>Typical use of banner at top of page </li></ul><ul><li>Occasional repeats at fold </li></ul><ul><li>Usually max of 3 per page </li></ul>
    22. 24. <ul><li>Top line ‘jump to’ box </li></ul><ul><li>Expand categories for more </li></ul><ul><li>Repeat navigation: </li></ul><ul><ul><li>Top, middle bottom </li></ul></ul><ul><li>Bottom – allow jump to top </li></ul><ul><li>What is the input device? </li></ul><ul><ul><li>Finger? Keyboard? Numeric keypad only? </li></ul></ul>
    23. 25. <ul><li>Iconic brands are their own advertising </li></ul>
    24. 26. <ul><li>New York Times application </li></ul><ul><li>Ad is placed a bottom of the screen </li></ul><ul><li>And remains there as you scroll down </li></ul>
    25. 27. <ul><li>ABC application </li></ul><ul><li>Base line navigation </li></ul><ul><li>Remains on screen </li></ul><ul><li>Can be tailored specifically for each site </li></ul><ul><li>Much greater flexibility </li></ul>
    26. 28. <ul><li>First there was television, or rather: </li></ul>+
    27. 29. <ul><li>Which started off as (and in many cases remained): </li></ul>+
    28. 31. <ul><li>Lots of talk about “the mobile internet”…. </li></ul>Sounds a lot like “radio with pictures “
    29. 33. <ul><li>iPhone – that gorgeous (tiny) restricted environment </li></ul><ul><ul><li>Carriers are cut out (and don’t like it) </li></ul></ul><ul><ul><li>Apple has total control (and increasingly we don’t like it) </li></ul></ul><ul><ul><li>Development environment also controlled (and limited) </li></ul></ul><ul><li>Android, Windows Mobile & Open Symbian – new forces? </li></ul><ul><ul><li>(more) Open source </li></ul></ul><ul><ul><li>Broader development community </li></ul></ul><ul><ul><li>Better processing environment </li></ul></ul><ul><ul><li>An operating system on other devices </li></ul></ul><ul><ul><ul><li>Reduced x-platform development costs </li></ul></ul></ul><ul><ul><li>Still with the gorgeous features </li></ul></ul>
    30. 34. <ul><li>Palm Pre </li></ul><ul><li>HTC Dream </li></ul><ul><li>LG Touch Web </li></ul><ul><li>Eclipse Intuit (maybe?) </li></ul>
    31. 35. When scanned, this code links directly to this mans’ blog
    32. 36. <ul><li>Don’t expect more than 25% of your market to get this (yet) </li></ul><ul><li>Always offer an alternative way in eg: “or text ‘code’ to 0410 10 10 10” </li></ul><ul><li>About 7%(+) of your audience will type in a URL eg: (recommend against </li></ul><ul><li>Site being developed by AIMIA (MIG) </li></ul><ul><ul><li>Will provide information on what QR codes are </li></ul></ul><ul><ul><li>And supply a link to download a free reader </li></ul></ul><ul><ul><li>(Also available by texting ‘reader’ to '0429 883 688' ) </li></ul></ul><ul><li>Likely to have a shelf life of about 12 – 18 months </li></ul><ul><ul><li>Image recognition will take over </li></ul></ul>
    33. 37.
    34. 39. <ul><li>Facebook Connect (to open up social elements) </li></ul><ul><ul><li>Linking installed apps via connect (or other open source tool) </li></ul></ul><ul><ul><li>Allows for sharing at the apps level </li></ul></ul><ul><ul><li>Could be games </li></ul></ul><ul><ul><li>Could be gaming </li></ul></ul><ul><ul><li>Could be how social network truly goes mobile </li></ul></ul><ul><li>Brightkite </li></ul><ul><li>Loopt </li></ul><ul><li>Citysearch (US) </li></ul><ul><li>LivePoker </li></ul><ul><li>Digg </li></ul><ul><li>Twitter </li></ul>Image: © razorfish 2008
    35. 40.
    36. 41. <ul><li>Image recognition improving dramatically </li></ul><ul><ul><li>Prediction: death of QR codes in 18 months </li></ul></ul><ul><li>Supplementing reality and augmenting it </li></ul><ul><ul><li>Via your mobile phone </li></ul></ul>
    37. 42. <ul><li>Mobile is more than a campaign tool </li></ul><ul><li>We have to start thinking of it not as the fourth screen </li></ul><ul><ul><li>But as the first </li></ul></ul><ul><li>For marketing, the budget need to not be experimental </li></ul><ul><ul><li>But experiential </li></ul></ul><ul><li>For advertisers, the consumer needs to come first </li></ul><ul><ul><li>Time, place, activity </li></ul></ul><ul><ul><li>Reward, cost, response </li></ul></ul><ul><li>We can experiment here </li></ul><ul><ul><li>The audience is extremely tolerant (and inquisitive) </li></ul></ul>
    38. 43. <ul><li>If you are a brand: </li></ul><ul><ul><li>Mobile is a consumer touch point, not just an advertising or marketing channel </li></ul></ul><ul><ul><li>Consumers will expect to transact through this channel </li></ul></ul><ul><ul><li>How does your brand stack up? What do you represent? </li></ul></ul><ul><li>If you are a marketer: </li></ul><ul><ul><li>Use mobile as part of you strategy (integrated with others) </li></ul></ul><ul><ul><li>If you want to do something new/different – mobile can help </li></ul></ul><ul><ul><li>Consumers are sophisticated – clever concepts are better </li></ul></ul><ul><li>If you are an advertiser: </li></ul><ul><ul><li>Be patient. The market is coming (and can be counted) </li></ul></ul><ul><ul><li>Be aware of the context. Popular might not be appropriate </li></ul></ul>
    39. 44. Eric Schmidt CEO Google May 2005
    40. 45.
    41. 46. Jennifer Wilson The Project Factory [email_address] +61 414 59 58 57 @JenWilsonSydney