Adma Mobile Marketing (And More) June 2009
Upcoming SlideShare
Loading in...5

Adma Mobile Marketing (And More) June 2009



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



Total Views
Views on SlideShare
Embed Views



2 Embeds 2 1 1



Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

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: (recommend against
    • Site being developed by AIMIA (MIG)
      • 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
    • 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
    • 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
  • Jennifer Wilson The Project Factory [email_address] +61 414 59 58 57 @JenWilsonSydney