Mobile Marketing Elgin Kim  Enpocket V.P Business Development and Sales
Connecting Tissue – Connecting People
Global and U.S. Communication Facts <ul><li>2.7 billion mobile phones </li></ul><ul><li>1.5 billion TV sets </li></ul><ul>...
Mobile Statistics
 
 
Monthly Unique Users June 2007, Monthly Active Users (‘000) Source: Telephia Internet Report, Custom Analysis Cingular Ver...
Who’s Using This? Gender Age Race Income All Operators Subscribers Source: Mobile Internet Report, June 2007 Mar 2007 June...
Not Just for the 18 – 35 Year Olds <ul><li>75% of younger Boomers have text-messaging capabilities  </li></ul><ul><li>54% ...
Targeting Capabilities <ul><li>Behavioral by clickstream to the device </li></ul><ul><li>Demographics Based on Carrier Sub...
The Decision Funnel
Grabbing the Attention <ul><li>Advanced demographic and behavioral targeting </li></ul><ul><li>Banner advertising on the m...
Invite the Consumer <ul><li>Engage with high-concept creative </li></ul><ul><li>Draw consumers into a mobile internet site...
Allow the Consumer to Get Closer Sign Up for TXT Alerts Please Enter Mobile Number Send From: Land Rover LR2  Message The ...
Let the Consumer Decide BACK  GO BACK  NEXT Build your own 2007 Edge 2. Select an Exterior Color Blazing Red BACK  NEXT Bu...
Allow the Consumer In
Bring the Customer in with Dealer Locator  and mobile mapping <ul><li>Create individual site for each dealer containing: <...
Continue the relationship <ul><li>Service reminders </li></ul><ul><li>Special offers </li></ul><ul><ul><li>Trade-specials ...
The 3 R’s <ul><li>Reach </li></ul><ul><li>Relevance </li></ul><ul><li>Results  (measured) </li></ul>
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Enpocket Engaging The Online Shopper at J.D. Power and Associates Automotive Internet Roundtable

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Enpocket Engaging The Online Shopper at J.D. Power and Associates Automotive Internet Roundtable

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Enpocket Engaging The Online Shopper at J.D. Power and Associates Automotive Internet Roundtable

  1. 1. Mobile Marketing Elgin Kim Enpocket V.P Business Development and Sales
  2. 2. Connecting Tissue – Connecting People
  3. 3. Global and U.S. Communication Facts <ul><li>2.7 billion mobile phones </li></ul><ul><li>1.5 billion TV sets </li></ul><ul><li>.9 billion computers </li></ul><ul><li>The majority of users in the world access the Internet via mobile phone </li></ul><ul><li>---------------------------------------------------- </li></ul><ul><li>Every 18 months 90% of the handsets in the U.S. market are upgraded </li></ul><ul><li>232 million U.S. wireless subscribers vs. U.S. population of 300 million (77%) and 57% use more than voice </li></ul>&quot;If you had to choose between the following types of media, which one would you give up last?' Base: All ages Source: Enpocket Mobile Media Monitor/Harris Interactive
  4. 4. Mobile Statistics
  5. 7. Monthly Unique Users June 2007, Monthly Active Users (‘000) Source: Telephia Internet Report, Custom Analysis Cingular Verizon T-Mobile Rest * Most but not all of US Mobile Instant Messaging is Web Based. Some is on non-Web based IM clients. 100% of Sprint Instant Messaging is Web Based. ** Includes all unique subscribers that used one or more of these applications 18,741 21,853 22,784 41,505 Sprint Nextel 31,383 Generally Used Telephia Metric
  6. 8. Who’s Using This? Gender Age Race Income All Operators Subscribers Source: Mobile Internet Report, June 2007 Mar 2007 June 2007 Mar 2007 June 2007 Mar 2007 June 2007 Mar 2007
  7. 9. Not Just for the 18 – 35 Year Olds <ul><li>75% of younger Boomers have text-messaging capabilities </li></ul><ul><li>54% have ring tones </li></ul><ul><li>52% have camera phones </li></ul><ul><li>4% of younger Boomers access the mobile web daily </li></ul><ul><li>3% of older Boomers access the mobile web daily </li></ul>From InsightExpress (Sept. 2007)
  8. 10. Targeting Capabilities <ul><li>Behavioral by clickstream to the device </li></ul><ul><li>Demographics Based on Carrier Subscription </li></ul><ul><ul><ul><li>Age </li></ul></ul></ul><ul><ul><ul><li>Gender </li></ul></ul></ul><ul><ul><ul><li>HH Income </li></ul></ul></ul><ul><ul><ul><li>Geography (based on billing address) </li></ul></ul></ul><ul><ul><ul><li>Education </li></ul></ul></ul><ul><ul><ul><li>Presence of Children </li></ul></ul></ul><ul><ul><ul><li>Ethnicity </li></ul></ul></ul><ul><ul><ul><li>Marital Status </li></ul></ul></ul><ul><ul><ul><li>Time of Day </li></ul></ul></ul><ul><ul><ul><li>Handsets </li></ul></ul></ul>
  9. 11. The Decision Funnel
  10. 12. Grabbing the Attention <ul><li>Advanced demographic and behavioral targeting </li></ul><ul><li>Banner advertising on the mobile Web targeted to reach desired audience </li></ul><ul><li>Click to video for richer brand experience </li></ul><ul><li>Personalization </li></ul>BACK DONE Links 0. My Account 1. Messaging 2. Downloads 3. News 4. Weather 5. Sports IT’S NOT MAGIC… Check out a video of the G3 BACK GO
  11. 13. Invite the Consumer <ul><li>Engage with high-concept creative </li></ul><ul><li>Draw consumers into a mobile internet site </li></ul><ul><li>Mobile is immediate and anywhere </li></ul><ul><li>Edutainment </li></ul>
  12. 14. Allow the Consumer to Get Closer Sign Up for TXT Alerts Please Enter Mobile Number Send From: Land Rover LR2 Message The All New LR2 is available now! Your nearest Land Rover retailer is: Land Rover Newport BeachI 1540 Jamboree Road Newport Beach, CA 92660 (949) 640-6445 – CLICK TO CALL
  13. 15. Let the Consumer Decide BACK GO BACK NEXT Build your own 2007 Edge 2. Select an Exterior Color Blazing Red BACK NEXT Build your own 2007 Edge 1. Select Your Model SE: $27,220 SEL: $28,860 Links 0. My Account 1. Messaging 2. Downloads 3. News 4. Weather 5. Sports VEHICLE BUILDER VEHICLE BUILDER Build your vehicle THE NEW FORD EDGE IS HERE!
  14. 16. Allow the Consumer In
  15. 17. Bring the Customer in with Dealer Locator and mobile mapping <ul><li>Create individual site for each dealer containing: </li></ul><ul><ul><li>Maps </li></ul></ul><ul><ul><li>Address </li></ul></ul><ul><ul><li>Directions </li></ul></ul><ul><ul><li>Offers </li></ul></ul>Directions Approaching from London
  16. 18. Continue the relationship <ul><li>Service reminders </li></ul><ul><li>Special offers </li></ul><ul><ul><li>Trade-specials </li></ul></ul><ul><ul><li>Test Drive Incentives </li></ul></ul><ul><ul><li>End of Lease Specials </li></ul></ul><ul><li>Opt in at point of sale / dealership </li></ul><ul><li>Program can be centrally managed across participating dealerships </li></ul>INBOX 10:03 Bos Acura: It has been 3 months since your last oil change. Get 20% off if you book an oil change before 12/29/06. Call to book 617-262-5000. Reply END to end msgs. BACK REPLY
  17. 19. The 3 R’s <ul><li>Reach </li></ul><ul><li>Relevance </li></ul><ul><li>Results (measured) </li></ul>
  18. 20. Thank you

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