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Mobile 101 for Chicago Media Marketing & Advertising meetup

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I presented a Mobile 101 with Tim Courtney from KeyLimeTie. I took the structure from the preliminary Mobile 101 outline that the Heartland Mobile Council is creating. We had a great reception so we …

I presented a Mobile 101 with Tim Courtney from KeyLimeTie. I took the structure from the preliminary Mobile 101 outline that the Heartland Mobile Council is creating. We had a great reception so we are excited about the full version of Heartland\'s Mobile 101. - Hugh


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  • 1. CMM&A Meetup September 14, 2009 Reaching Your Customers & Building Your Brand on the Mobile Phone
  • 2. KeyLimeTie KeyLimeTie
is
a
Chicagoland‐based
 interac7ve
design
and
development
firm
 specializing
in
web,
mobile,
kiosk,
digital
 signage,
and
enterprise
so?ware
solu7ons. The
company
was
founded
in
March
2007
by
 brothers
and
15‐year
industry
innovators
 Chris
Pautsch
and
Brian
Pautsch.
  • 3. Mobile Anthem Mobile
Anthem
is
a
youth
marke7ng
agency
 that
connects
brands
to
their
consumers
 z through
their
mobile
phone •
Strategies
that
leverage
the
ubiquity
of
mobile
within
your
marke7ng
 plan
 •
Objec7ves
7ed
to
reported
mobile
metrics •
Driven
by
insights
in
consumer
mobile
behaviors • CRM • Mobile Websites (WAP sites) • Mobile coupons • Mobile ad placement • SMS (Text) alerts/interactions • Ringtones, Wallpapers • Mobile phone accessories • Location Based Services (skins, mirrors, phone dangles) • iPhone apps
  • 4. Who are you? • 271 Million mobile phones in the US 1 • The number of phones worldwide outnumbers computers! (4 Billion)2 • 30% have a second mobile phone2 • 80% of Gen Y has a mobile phone 3 • 18% of mobile subscribers have smart phones 1 1 Nielsen as reported by Wall Street Journal, “Video on Cellphones: The Uncut Version,” July 28, 2009 2 Tomi Ahonen Almanac 2009, of global mobile subscribers 3 Harris/CTIA Sep.’08
  • 5. What are you doing on your phones? 0.900 82% 0.675 47% 0.450 38% 34% 31% 28% 0.225 26% 19% 18% Picture Music 0 WAPsite IM Mapping 18-29 30-49 50-64 Pictures, Games, Music, Video, Web, Email Mobile Access to Data and Information 2008 – Pew Internet and American Life Project Mobile Access to Data and Information 2008 – Pew Internet and American Life Project
  • 6. What are you doing on WAP? 0.30 0.45 0.60 0 0.15 Email Social Net Weather Directions Sports News Harris/CTIA - Teen Mobile Study, Sep. 2008
  • 7. Where are you doing it? • US 91% of the time people have their phones with them1 • Globally 60% of people sleep with their phones2 1 keeps the cellphone literally within arm's reach 24 hours, seven days a week, 365 days of the year per Morgan Stanley 2007 2 2005 global study by BBDO
  • 8. What will you do in the future? • Make Payments (15% of Japanese consumers already doing so) • Clip Coupons • Board Trains/Buses/Planes (JAL already allows this) • Enter Stadiums & Events • Identification? http://teck.in/future-of-mobile-payment-and-mobile-phone-near-field-communication.html
  • 9. Type of Ads Wanted 0 0.175 0.350 0.525 0.700 Specific Brand/Vendor Favorite Restaurants Sport, Entertnmt, Travel, etc Coupons for Consumables Time Driven Teens 13-17 Adults 18+ Harris Interactive, May 2008
  • 10. iPhone Consumer Profile •
The typical iPhone user... •
iPhone app 411 Age of iPhone User 0.300 0.225 0.150 0.075 0 <18 18-21 22-25 26-30 31-40 41-50 51-60 61-70 71+ Rubicon Consulting, March 2008
  • 11. Mobile 101
  • 12. What is Mobile Marketing Any outreach to your customers using the mobile phone as the platform A short history 1973 - Martin Cooper makes first mobile phone call - US 1979 - First cellular phone network - Japan 1981 - 2G introduced - Finland 1993 - First SMS data services - Finland* 1998 - First ringtone & mobile payment - Finland 1999 - First mobile internet - Japan 2002 - American Idol - US 2007 - First iPhone - US
  • 13. Mobile in the Marketing Mix Can support any of the marketing mix: • TV • Print • Radio • PR • POS • Web • OOH • Experiential • Direct Mktg
  • 14. Mobile Ecosystem Carriers Handsets Walled Garden Commodities Operating Systems The silent war
  • 15. Rules & Regulation Opt-in Do Not Call Carrier Approvals Grey areas
  • 16. How do you reach your customers?
  • 17. Mobile Marketing Process 1. Business Objectives Build your mobile campaign to objectives that can be measured 2. Brand Equity Consider you equities to ensure the mobile program is consistent 3. Consumer Target Determine which phones your consumer uses 4. Marketing Plans Weave mobile into other marketing spends 5. Mobile Campaign Now build your mobile campaign
  • 18. What are Companies Doing? US Online Advertisers Who Plan to Invest in Mobile, 2008 4% 4% 35% Dabble No 24% Product Dependent Invested Heavily Big Part of Budget 33% *iMedia Connection Poll, eMarketer, March 2008
  • 19. Ways to Reach Consumers on their Phones • SMS • Bluetooth • MMS • Native Apps • WAP (Mobile Web) • Games • Location-Based • Push Notifications • Video • Coupons/ • 2D Code M-Commerce • RF
  • 20. Case Studies
  • 21. Lead Generation: Audi A4 Driving Challenge
  • 22. Customer Relationship Management: EZLube Mobile Marketer, June 29, 2009: http://www.mobilemarketer.com/cms/news/database-crm/3566.html
  • 23. Brand Loyalty: Gilette Venus
  • 24. Venus Case Study Gillette Venus Spring Break Campaign ‘06 • Problem: Brand awareness for Venus dropped for college-aged females • Solution: Integrated Campaign including Mobile, Internet, Print, Experiential, TV, and Sampling • Results: Drove trial with 0.8M women and millions of impressions Won the Silver Promo Marketing Award for Experience Photo Anthem™ Textual Flirting™ VenusBeach Mobile game
  • 25. Engagement: Captain Morgan Diageo’s “Calling all Captains” campaign has used mobile to create brand engagement • Pose Off pictures • Prank phone calls
  • 26. Awareness: Feature Films
  • 27. Simplicity: Ralph Lauren & QR 2D Barcodes What is a 2D Barcode? Mistakes to Avoid: • Don’t make the user complete too many steps • Control the QR reader app (or at least the opt-in/opt-out permissions) iMedia Connection: http://blogs.imediaconnection.com/2009/9/1/At-Ralph-Lauren--Buzz-worthiness-Trumps-Consumer-Engagement_864.aspx
  • 28. Driving Sales: Chipotle
  • 29. Next Steps • Educate Yourself • Heartland Mobile Council • www.heartlandmobilecouncil.com • @heartlandmobile • LinkedIn/Facebook • Mobile Marketing Association • www.mmaglobal.com • Measure • Execute • Grow
  • 30. Thank You! Contact Information: Tim Courtney 630.890.2347 tim.courtney@keylimetie.com @TimCourtney Hugh Park Jedwill 312.912.2837 hugh@mobileanthem.com @mobilebranding Text “anthem” to 41411