Adma Mobile Marketing (And More) June 2009

New technologies, new applications (new ways of connecting) Jennifer Wilson

Eric Schmidt CEO Google 13 August 2008

The cinema screen (screen 1)
The TV screen (screen 2)
The computer screen (screen 3)
The mobile screen (screen 4)

In the beginning was….
The Printing Press
Followed by Recording (about 1900)
Then Cinema (1910)
And Radio (1920)
We then got TV (1950)
The Internet (1990’s)
And finally, Mobile (as a mass media – 2000+)
Note: only the final two are personal mass media……
Alan Moore. Communities Dominate Brands

8.55m 3G handsets (December 08)
Up 88% on a year ago
17m iPhone sold world-wide (10m 3G)
iPhone equates to 1.1% of all handsets
Blackberry equates to 1.9%
AdMobs ad serving:
33% to smart phones
10.4% to iPhones
O2 released fabulous 3G package
400% increase in data traffic (major upgrade requried)
$25b global mobile content market

Twice as many mobiles as TV sets
Three times as many mobile subscribers as internet users
Four times as many mobiles as PCs
Five times as many mobile as cars.
31% of all music dollars spent worldwide
20% of video gaming software
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.

13% regard it as their best friend (2/3rd would be emotionally affected if we lost it)
14% of us answer it during sex*
Almost 90% would take it to the toilet with them (and too many are willing to answer it there!)
28% of us send sexually explicit SMS messages
23% have dumped a partner via SMS
Mobile is our most important connection: 70% would refuse to lend a phone to a friend for a day
20%+ of the youth market disposable income is spend on mobile and related services
* Unless you’re in the USA, where it is closer to 35%

Most ubiquitous device (ever)
Responded to very quickly (96% SMS read in <20 mins)
On 24 x 7, nearby and accessed often
Communication, content and utility
Response to mobile advertising incredible:
3% - 7% response rate
10% - 20% conversation rate
6 times the ROI on mobile compared to other forms
We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices

AMF Ventures measured the relative accuracies of measuring audience data by the three major media channels, TV, internet and mobile in 2007 and found:
On TV, the total audience data that can be captured is 1%
On the web, the audience data that can be captured is 10%
On mobile, the audience data that can be captured is 90%
AMF Venture 2007

Right now, we’re seeing internet on a small screen….
But there’s much more to this
Mobile offers :
The first personal mass media channel
Always with us, always on
Location awareness
Built in payment channel
Creative tool for UGC (video, text & image)
Near-perfect audience data
Able to capture the social context of media
Proactive communication tool
Based upon Tomi Ahonen – Mobile as the 7 th Mass Media

Key Point – “The user interface everywhere” Everything will become connected (wirelessly)
Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation
Trucks sense wear on tyres, place an order at a suitable garage on route for replacements, alerting driver as appropriate
More interesting - use of existing devices as intelligent sensors
GPS plus (time) in a car = traffic flows
GPS plus (weather sensing) = instant localised weather
We will be the crowd that sources (via our mobile device)

Personalisation is capturing the information someone gives you about themselves
Context is knowing what goes before this, what other influences are, unspoken factors – the environment in which this sits
For mobile, some context is automatic:
Location, day of week, time of day
Previous actions from <here> at <similar times>
What they did before they got to <this service>
With content & context, recommendations are natural (add community, commerce to personalisation and search = Mobile 3.0!)
This, I submit, is the formula for the future: Web 3.0 = (4C + P + VS) . Sramana Mitra

When
What is the time of day/day of week NOW?
Is this their first time or have they been here before?
Where
Where are they? Does that change anything?
Where were they before they came here?
Why
Why are they using this device?
How
Can we help them? What are they trying to do?

22m mobile phones
9m 3G handsets
35% rich media devices
< 2% iPhone
Addressable market: 14m

Don’t restrict the content
Just manage the navigation and presentation
Think of your consumer *first*
What will they be doing? Where? Moving?
Tailor your sites for your audience
Not just iPhone, but not WAP 1.0 either
If cross-platform (online and mobile)
Allow a single log in for consistent experience
Personalise, tailor, make unique, deliver
Remember your customers and show you remember

Zero changes to user behaviour
(don’t make them act differently for you)
One login
(remember who they are, regardless of device)
Two second respond time
Make it simple, make it clean, make it fast
Three clicks away (maximum)
You’ll lose 10% of users for each added level

SMS
Push messages, include links, content, images
Can be forwarded (potentially viral)
96% of messages read in 20 mins (email????)
Internet
Limitations as to use of device functionality
Less control over placement
Make sure the specific device is recognised (EX)
Apps
First, get them to download (non-iPhone < 12%)
Ability to control ad placement

Masking of number with name (doesn’t let me call back/cancel)
Text heavy
How relevant is the offer?
Note: Osborne Park WA

First, recognise your handset

And the size of the pointing device…. Note: Qantas has resolved this problem, but it did take three months….

Typical use of banner at top of page
Occasional repeats at fold
Usually max of 3 per page

Top line ‘jump to’ box
Expand categories for more
Repeat navigation:
Top, middle bottom
Bottom – allow jump to top
What is the input device?
Finger? Keyboard? Numeric keypad only?

Iconic brands are their own advertising

New York Times application
Ad is placed a bottom of the screen
And remains there as you scroll down

ABC application
Base line navigation
Remains on screen
Can be tailored specifically for each site
Much greater flexibility

First there was television, or rather:
+

Which started off as (and in many cases remained):
+

Lots of talk about “the mobile internet”….
Sounds a lot like “radio with pictures “

iPhone – that gorgeous (tiny) restricted environment
Carriers are cut out (and don’t like it)
Apple has total control (and increasingly we don’t like it)
Development environment also controlled (and limited)
Android, Windows Mobile & Open Symbian – new forces?
(more) Open source
Broader development community
Better processing environment
An operating system on other devices
Reduced x-platform development costs
Still with the gorgeous features

Palm Pre
HTC Dream
LG Touch Web
Eclipse Intuit (maybe?)

When scanned, this code links directly to this mans’ blog

Don’t expect more than 25% of your market to get this (yet)
Always offer an alternative way in eg: “or text ‘code’ to 0410 10 10 10”
About 7%(+) of your audience will type in a URL eg: m.campaign.com.au (recommend against campaign.mobi)
Site being developed by AIMIA (MIG) scanme.com.au
Will provide information on what QR codes are
And supply a link to download a free reader
(Also available by texting ‘reader’ to '0429 883 688' )
Likely to have a shelf life of about 12 – 18 months
Image recognition will take over

http://www.youtube.com/watch?v=PrwmHnnSXYo

Facebook Connect (to open up social elements)
Linking installed apps via connect (or other open source tool)
Allows for sharing at the apps level
Could be games
Could be gaming
Could be how social network truly goes mobile
Brightkite
Loopt
Citysearch (US)
LivePoker
Digg
Twitter
Image: © razorfish 2008

http://www.youtube.com/watch?v=vCCyfkGKL_w

Image recognition improving dramatically
Prediction: death of QR codes in 18 months
Supplementing reality and augmenting it
Via your mobile phone

Mobile is more than a campaign tool
We have to start thinking of it not as the fourth screen
But as the first
For marketing, the budget need to not be experimental
But experiential
For advertisers, the consumer needs to come first
Time, place, activity
Reward, cost, response
We can experiment here
The audience is extremely tolerant (and inquisitive)

If you are a brand:
Mobile is a consumer touch point, not just an advertising or marketing channel
Consumers will expect to transact through this channel
How does your brand stack up? What do you represent?
If you are a marketer:
Use mobile as part of you strategy (integrated with others)
If you want to do something new/different – mobile can help
Consumers are sophisticated – clever concepts are better
If you are an advertiser:
Be patient. The market is coming (and can be counted)
Be aware of the context. Popular might not be appropriate

Eric Schmidt CEO Google May 2005

http://www.youtube.com/watch?v=FScddkTMlTc

Jennifer Wilson The Project Factory [email_address] +61 414 59 58 57 @JenWilsonSydney

Adma Mobile Marketing (And More) June 2009

by Jennifer Wilson on Jun 11, 2009

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Adma Mobile Marketing (And More) June 2009 — Presentation Transcript