Mobile Marketing Overview

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Mobile Marketing Overview - Presentation Transcript

  1. The Mobile Medium
  2. Why You Should Care About this Presentation
  3. Client Demand   As mobile con,nues to evolve into a more important marke,ng  channel employers and clients will increasingly ask for feedback,  strategies and tac,cal ideas leveraging the mobile channel.     ? 
  4. Competition   As client demand increases so do the amount of players in the  space. If you are going to grasp digital marke,ng you can not  afford to ignore mobile ‐ as others will not.      Traditional Agencies Mobile Specialists Digital Agencies
  5. Drive Revenue Growth   Expecta,on is to drive revenue growth. Given current climate it  is understandable that there is heightened focus on “emerging”  opportuni,es.     Mobile projected to be the Projected downturn in fastest growing advertising marketing into 2009 spend category to 2012 $25,000  $20,000  $15,000  millions  $10,000  $5,000  $0  2007  2008  2009  2010  2011  2012  Mobile Messaging  Mobile Display Ads  Mobile Search  Total 
  6. The Value of Mobile as a Medium
  7. Mobile marketing is not about mobile technology….
  8. It’s about an ever increasing connected & mobile consumer.
  9. Globally there are more mobile phones than PCs 2008: 4.1 Billion mobile subscribers 2008: 1 Billion Internet users IT World Telecom Mar 2009 ComScore 2008 …
  10. The Rate of Growth is Staggering 2008: 4.1 Billion mobile subscribers 2008: 1 Billion Internet users IT World Telecom Mar 2009 …
  11. Over 85% of Americans have a cell phone. Compared to 73% who have Internet access. Nielsen, July 2008
  12. Americans sent over 1 Trillion text messages in 2008 • Almost triple the number (363 million) from 2007 • Roughly 3.5 billion texts per day • Almost 13 messages per wireless user per day CTIA 2009
  13. Americans text more than they talk. In Q2 2008, U.S. mobile user sent and received on average 357 text messages per month, compared with making and receiving 204 phone calls a month. Even more staggering is that on average, American teens send and receive 1,742 text messages a month. Nielsen, 2008
  14. Mobile Misconceptions Nielsen, July 2008
  15. Growth in the Mobile Channel iPhone 3G Google G1 Palm Pre HTC Diamond Sprint Instinct Blackberry Bold & Storm ComScore, July 2008
  16. Key Mobile Insights Text Messaging: • 85% of Americans are mobile subscribers • 90%+ of US mobile subscribers have the ability to text message • 59% use text messaging in a month Mobile Internet: • There are now 250 million mobile phones in the U.S. • Over 20% have used their mobile phone to access the Internet. • Mobile Internet penetration was 46.6 million in February 2009. • Up from 29.7mm in 2007 & more than double the 22.4mm in 2006. ComScore, February 2009
  17. The Mobile Tipping Point Device Capabilities + Network Speeds (3G+) + Affordable / Flat Data Plans = Mass Market Adoption
  18. The iPhone • Over 17 million sold globally / 6 million U.S.    Phenomenon • Sold over 13 million iPod Touch Devices    • In over 80 countries    • Is the most popular device for accessing news and    informaMon on the mobile web  • Has surpassed the Razr as the top handset bought    by U.S. adult consumers in the third quarter    • Approximately 30,000 applicaMons in the iTunes    App Store  • There have been 800 million total downloads on    the App Store so far   Nielsen, 2008 NPD Group, 2008 Apple, 2009
  19. Connecting Mediums Integra4on:   Digital  Physical  1 
  20. Value of Mobile Engagement It is Instant:   Mobile devices are almost ubiquitous in penetraMon and use. This ensures any brand impressions,  especially those away from the computer, can iniMate an instant direct connecMon to a digital  brand experience through the device. This direct connecMon from the physical to a digital  experience is what makes it such a powerful medium.  It Can Extend Reach:   The instant nature of mobile, offers the ability to extend reach and engagement of markeMng  campaigns. Providing a seamless transiMon from passive listening/watching to acMve engagement  1  through the most personal technology device.  It Adds Measurability:  Mobile allows the ability to overlay digital tracking elements to heavy investment of tradiMonal  and in dealership markeMng  It is Unique:   Use of the mobile channel is fairly unique, uMlizing it, specifically in ways that leverages the  advantages of this plaVorm will demonstrate brand innovaMon. 
  21. Mobile Marketing Effectiveness SMS Ads: • 20% received an SMS ad in August 2008 • 3% responded to an SMS ad in August 2008 Short Codes: • 4% responded to short code based poll / contest in August 2008 • 2% responded to advertisement via short code in August 2008 Mobile Display Ads: • Averaging 3% – 5% CTR (as compared to 0.25% - 1% online) ComScore, July 2008
  22. Approach to Mobile
  23. The VML Mobile Team The VML Mobile PracMce Group (MPG) is dedicated to  leading mobile markeMng educaMon, planning and  development on behalf of VML clients.   The MPG team is focused on supporMng VML’s account,  creaMve, technology and media teams in offering clients  relevant mobile soluMons as part of their markeMng  iniMaMves. The key is in collaboraMng with the teams  already working on client accounts so that mobile is an  integrated part of the VML offering and not a separate  proposiMon.  The VML MPG also works within the mobile ecosystem  with partners such as the Mobile MarkeMng AssociaMon,  ComScore/M:Metrics and other mobile markeMng  service organizaMons to ensure that we execute best‐in‐ class programs. It is in this holisMc approach that we feel  we can best service our clients as they look to leverage  the emerging mobile channel as a means to connect  with their customers. 
  24. VML Mobile Capabilities
  25. The Mobile Marketing Ecosystem Publishers Mobile Services Advertisers Ad Networks Agencies Mobile Platforms Mobile Enablers Insights Organizations
  26. SMS / Text Messaging Dedicated Short Code:   • Work with CSCA to get a dedicated short code (mobile equivalent of domain name)    • Cost includes:     • Setup: $3,500     • Vanity Code SelecMon / Set Up: $1,000    • AddiMonal T‐Mobile Set Up Fee: $500    • One‐Time CSCA Processing: $2,000)    • Monthly: $500 (requires at least 3 month commitment)    Messaging PlaBorm:   • Allows ability to execute SMS programs such as mobile alerts, voMng and polling    • Will provide ability to integrate keywords and short codes on tradiMonal adverMsing elements     • Work with messaging aggregator to gain approval from US carriers    • Timing: 12 weeks (for campaign approval by carriers)    • Cost includes:     • Setup: Varies based on specific requirements    • Monthly: $1,000 ‐ $2,000 (+ variable cost)    • Variable costs: $0.03 ‐ $0.05 per message as standard messaging costs      • Use baseline of 10,000 messages per month = $500    
  27. Mobile Web / WAP Sites Mobile Web / WAP Site Development:  • Allows customers to gain access to key content opMmized for their specific mobile devices     • Can act as a call to acMon from SMS message alerts and/or direct mobile traffic    • ConsideraMons:    • Managed hosMng    • Traffic data / Monthly impressions    • Data storage    • Client plaVorm access (if required)    • Service availability    • Daily backups    • SSL security    • 24‐hour email support    • Mobile device detecMon and opMmizaMon    • Includes mobile web and carrier markup    • Mobile search opMmizaMon    • ReporMng   
  28. Mobile Media Mobile Media Campaigns:  • Allows ability to target consumers in the mobile channel  • Can include display ads on mobile web sites, in mobile  applicaMons and as part of SMS programs  • Can buy on network or direct with publishers  • Can buy at around $10 ‐ $25 CPMS  • See conversion rates around 3%  • Can target based on:  • Demographics    • Contextual    • Handset / Device Type   
  29. The VML Mobile Marketing Process Connect & AcMvate  Consumer Behavior  Value ProposiMon  Mobile Offering  Evaluate target  IdenMfy the need  Determine best  Assess most  consumers’ use of  state opportunity  means of delivering  effecMve method to  the mobile channel.  relevant to the client  the offering via the  create awareness  and the consumer.  mobile channel.  and drive  1  engagement.  • Device Types  • Mobile Use Profile  • Audit Consumer Needs  • Text Message  • Mobile EffecMveness  • Audit Client Assets  • Mobile Web / WAP  • Keyword / Short code  • Content IdeaMon  • Mobile ApplicaMon  • Mobile Number  • Camera Phone  
  30. Mobile Marketing Funnel The key value in developing the mobile markeMng strategy is in the ability to  provide a uniquely high‐touch plaVorm in synergy with other iniMaMves to  communicate with customers driving addiMonal brand awareness, transacMon  conversion and relevant customer engagement.  ;Bug Workaround; 
  31. VML Overview
  32. VML Overview Founded in 1992, VML conceives and executes best‐in‐ class interacMve experiences for industry‐leading brands.  Ranked by AdverMsing Age as one of the Top 20 InteracMve  MarkeMng Agencies in the U.S. a full‐service digital agency;  VML provides the full breadth and depth of creaMve  ideaMon, strategic markeMng and digital soluMons.  The 700‐person VML Digital Network includes Studiocom,  with offices in Atlanta and Bogotá, Colombia; and GT, in  London and Barcelona. VML has been a member of the  WPP group of global communicaMon agencies since 2001  and is now the  formal digital strategy partner to Y&R. 
  33. Client Roster
  34. Thank you jgrigsby@vml.com
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Why marketers need to start to consider mobile.

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