Adma Mobile Marketing (And More) June 2009
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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. ...

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 Adma Mobile Marketing (And More) June 2009 Presentation Transcript

  • 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