Mobile Marketing ….
A true story
Agustin Calvo
member of

Mobile marketing: Myth, hype,
turtle?
Analysys Mason forecasts that, by 2012, mobile advertising will account for
over 4% of total advertising spend in European countries that have
relatively high mobile penetration and 3G network coverage, and 2% of
advertising spend in emerging Central and Eastern European economies.
In Japan Goo Research reported that response rates were at 44%.
In the UK, Blyk reported after 2,000 ad campaigns that it sustained average
response rates of 25%
Croatian Tomato Plus reported response rates of 30%.

Most agencies don’t get it
Just like they didn’t get Google Adwords
Mobile marketing is NOT an extension of online marketing
Mobile marketing is not the 5.000€ left to keep the customer
happy
Mobile is not just fancy downloadable applications on iPhone
Today there are 2 types of mobile campaigns:
− Those created to win awards…
− And those created to make money (i.e.increase client’s business)

Mobile marketing in action
What?
Brand awareness
Customer acquisition
Customer loyalty
Channels Boosters Promotions and sales
Communication Integrated creativity Events
….
Proximity Interactive conversation
Kids
Personal & relevant Teens
Mobile web
Professionals
Housewifes
Social networks & Context
Senior citizens
Communities
…. Tourists
….
….
How? Who?

SMS, MMS, Voice, link to mobile web, QR code, Iddle screen
Mobile Web with services,
applications & content

Channel
SMS Booster Integrated
creativity
Interactive TV programs
Live participation and winner,
4% of audience participated
Most successful
program in TV channel
Interaction in events

Channel
SMS Booster Integrated
creativity
Mobile and
traditional media
Reverse auction on radio,
2.8% audience participated
Web & mobile communities

Channel
SMS Booster Interactive
conversation Avg
Between
Interactive Premium SMS campaigns 12 and 23
SMS/user
Data gathered and profiling
Full name Active, passive, occasional
Gender Impulsivity
Date of birth Receptivity to different media adv
Hobbies Receptivity to promotions
City and zip code Prescription capacity
… ...
City Hall engaging
with citizens
Doctor’s reminders

Channel
SMS Booster Relevance,
Context
BMW snow tyres promotion
30%
conversion
rate
45 million $ sales
of new winter tyres
Campaign total cost:
120.000 $

Channel SMS Booster Relevance,
Context
Food is the fastest-growing category of SMS advertising since
August 2007, at a rate of 53%, followed by fashion at 38% and
restaurants at 37% (source study from comScore)
Highly segmented supermarket promotions
200%
30% (green dot)
Increase
and 40% discounts in sales
(red dots) in
marked items.
From day x to day
y in Fashionbrand
shops. Don’t forget
your loyalty card!
13 to 20%
go to the
shop Fashion shops

Sales channel for SME’s
Just like Google Adwords started the online marketing
revolution through SMEs…
Simple SMS interactivity reaches all SME’s clients
− Simple?: Create database, keep segmenting it and manage communication
from web or mobile
Inmediate returns on investment, BTW a really cheap investment!
− Above 11% on SMS, 23% on MMS, depending on incentive
SME in control: try different options, use context, ensure relevancy
… SMS is quitely leading the mobile marketing revolution
…. Don’t underestimate the SMS channel!
Of the more than 3.1 billion owners of mobile phone in the world,
1.55 billion people have received ads on their phone last year
Source Tomiahonen consulting

Thank you
Agustin Calvo
acalvo@movidream.es
member of