Primex Conference: Integrating Mobile and Print

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Jedwill presents to the Print Industry on how to integrate mobile into print.

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Primex Conference: Integrating Mobile and Print

  1. 1. Integrating Mobile and PrintPrimex Leadership SummitFebruary 24, 2011 Twitter: @mobilebranding Text ‘ANTHEM’ to 41411
  2. 2. Objectives Generate Ideas Demonstrate Execution Create Strategy Framework Hype vs. RealityAgenda Introduction Background Mobile Insights Integrating Mobile
  3. 3. @mobilebrandingBackground: Did You Know?
  4. 4. @mobilebrandingBackground: Did You Know?
  5. 5. @mobilebrandingBackground: Did You Know? As of June, it was 3,339!
  6. 6. @mobilebrandingBackground: Presenter - Building Brands22
  7. 7. @mobilebrandingThe Three Blind Men & The Elephant
  8. 8. @mobilebrandingBackground: De nition Mobile Marketing is any outreach to consumers that engages them through their mobile device • Native apps to mCommerce to branded cases • Its own marketing channel • Extends the reach of other marketing channels Confusion in early stages • Marketing Medium like TV, Internet • More than just a website or app • Like the Internet 15 years ago
  9. 9. @mobilebrandingMobile Background - Internet 2010
  10. 10. @mobilebrandingBackground - Internet 1996
  11. 11. @mobilebrandingBackground: Brief History of Mobile 1973 - Martin Cooper’s 1st mobile call - US 1979 - First cellular phone network - Japan +14 yrs, 1987 - Gordon Gecko - US 1993 - First SMS data services - Finland* +9 yrs, 2002 - American Idol - US 1999 - First mobile internet - Japan +8 yrs, 2007 - First iPhone - US 2005 - E911 Mandate - US “greed is good” +5 yrs, 2010 - Foursquare
  12. 12. @mobilebranding Background: Size of the Global Market Human population4.0 Mobile phone subs Internet users Landline phones TV sets3.0 Banking accounts 2.0 1.0 Emerging 0 Industrialized * TomiAhonen Almanac 2010
  13. 13. @mobilebrandingAnthem Mobile Insights
  14. 14. @mobilebrandingAnthem Mobile Insights 85 % of Americans have a cell phone 93% of 18-29 yr olds 83% of 17 yr olds 73% of 13 yr olds 58% of 12 yrs olds And at least one 3 yr old
  15. 15. @mobilebranding What Time is it?Nokia Global Survey, 2006
  16. 16. @mobilebranding What Time is it? 73%*Nokia Global Survey, 2006
  17. 17. @mobilebrandingWhat’s in Your Purse?
  18. 18. @mobilebranding 30 Minutes vs. 30 Seconds Planned vs. Unplanned Sitting Standing/Walking Create Consume Big display Small display Keyboard and mouse Keypad and camera Concentrate Multi-task Email SMS PC/Laptop Cellphone1. Tomi Ahonen, Almanac 2010
  19. 19. Phones, Tablets and PC’s, Oh My! 2012: Smartphone + Tablet > PC’s* 2015: Tablets > netbooks + desktop PC’s** % Satisfied Smartphone Tablet Email 59% 67% Social 49% 60% Web 42% 67%* per NPD, Feb 2011** per Forrester, Jan 2011
  20. 20. Phones, Tablets and PC’s, Oh My! Consumption Behaviors Phone Tablet Newspaper Consumption morning, night morning Duration 6 minutes > Phone > Phone Frequency > Tablet/News < Phone < Phone Actions Opt-in, quick Get to know Awareness conversion brand only
  21. 21. @mobilebranding WHAT Consumers Are Doing Mobile Content Usage 70% FMA ‘10 Avg 60% MJJ ‘10 Avg 50% 40% 30% 20% 10% Music Social Games 0% Apps mWeb Text3 Month Avg. Ending Jul. 2010 vs. 3 Month Avg. Ending Apr. 2010, Total U.S. Mobile Subscribers Ages 13+Source: comScore MobiLens
  22. 22. @mobilebrandingWhat Will Make Consumers Do Theory of Reasoned Action 0.5 0.4 0.3 0.1 0 Social Norms Utility Mobile Savvy Attitude Info-SeekingDRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORKAND EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028
  23. 23. @mobilebrandingIntegrating Mobile
  24. 24. @mobilebrandingMobile Strategy 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 campaignObjective Brand Consumer Mktg Mix
  25. 25. @mobilebrandingMobile TechnologiesMobile Mobile Delivered ExampleTechnology Communication ExperienceMessaging SMS Text/Weblink Sara Lee FSI Voice IVR Snakes on a Plane Remote Control Carnival “Aquarium” MMS Video/Picture/Ringtone SI Swimsuit Issue Email/IM Email/IM CBD White Papers Apps Alerts eBayCamera Picture/MMS Website Captain Morgan App Elf Yourself 2D Codes (QR) Video/mWeb/App SI Swimsuit Optical Recognition Video/mWeb Tron/GoogleGPS mWeb Location-Sensitivity Travelocity Apps Groupon Augmented Reality LegosAccelerometer Apps/mWeb Shake/Rotation Audi Games Labyrinth
  26. 26. @mobilebrandingTechnologies that Integrate Print Mobile Delivered Example Technology Experience Texting Website Sara Lee*, FCG* Video P&G* Game Venus*, X Games* 2D/Picture Website/App Sierra Mist*, MA* Recognition Video SI Swimsuit*, Tron* Game Call of Duty IVR United Nations* Augmented Deeper Content Nike* Reality* Featured Case Study
  27. 27. @mobilebrandingState Fair Dream Home promotion Problem: drive awareness for promotion Solution: mobile text/web campaign reminding people to play promotion Results: drove over XX% from text to mWeb
  28. 28. @mobilebrandingTexting to mWeb:For Colored Girls Text COLORS to 30333 24
  29. 29. @mobilebrandingTexting to mVideo: P&G’s Tremor Problem: Drive viewership; Extend Tremor influence beyond online Solution: Email blast sign-up for mobile alerts; mWeb; refer-a- friend; mobile video
  30. 30. @mobilebrandingTexting to mGame: VenusGillette 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 X.XM women and millions of impressions Won the Silver Promo Marketing Award for Experience 50 University newspapers
  31. 31. @mobilebrandingTexting to mGame: Winter X Games - Jan. 2010 Target: primary 12-17, secondary 18-34 Onsite: Text ACTION, SNO, X to 43776 Video boards at WX14 DJ Announcements Anywhere: SnoCross mobile game app Mobile Website http://espn.mobi/wx Wallpapers/Ringtones http://XGames.com/Cell 27
  32. 32. @mobilebranding2D Code to mWeb Code - mWeb: Sierra Mist
  33. 33. @mobilebranding2D Code to mWeb Code - mWeb: Sierra Mist
  34. 34. @mobilebranding2D Code to mWeb Code - mWeb: Sierra Mist
  35. 35. @mobilebranding2D Code to mWeb Code - mWeb: Sierra Mist
  36. 36. @mobilebranding
  37. 37. @mobilebranding2D Code to mWeb
  38. 38. @mobilebranding
  39. 39. Text ANTHEM to 41411 @mobilebranding Sports Illustrated Swimsuit on Mobile Problem: Extend the Swimsuit edition experience to be with reader anytime anywhere Solution: Snap Picture of 2D code to get video Result: 120,000 responses* 0.5% of 23 million readership* per AdAge “NYC Garbage Trucks Take QR Codes Mainstream”, August 3, 2010
  40. 40. Text ANTHEM to 41411 @mobilebranding Sports Illustrated Swimsuit on Mobile Problem: Extend the Swimsuit edition experience to be with reader anytime anywhere Solution: Snap Picture of 2D code to get video Result: 120,000 responses* 0.5% of 23 million readership* per AdAge “NYC Garbage Trucks Take QR Codes Mainstream”, August 3, 2010
  41. 41. @mobilebranding2D Code to mVideo: SI Swimsuit
  42. 42. @mobilebranding2D Code to mVideo: SI Swimsuit
  43. 43. @mobilebrandingPicture Recognition to mWeb: Tron Legacy 33
  44. 44. @mobilebrandingPicture Recognition to IVR: United Nations 34
  45. 45. @mobilebrandingAugmented Reality: Nike in Japan 35
  46. 46. @mobilebranding TV PRINT RadioOOH Internet MOBILE PR In-Store On-pack Events
  47. 47. @mobilebranding LEGEND Inverse Law of Mobile Color refers to hype RED = overhyped GREEN = underhypedBlow Size = consumer potentialYour Aug- mentedMind RealityQuality of Interaction Apps mWeb 2D Codes LBS MMS IVR SMSYawn 0% Market Reach 100%
  48. 48. Text ANTHEM to 41411 @mobilebrandingConclusions Mobile is BIG • It’s the elephant in the room • Big! Just ads: $0.9B in 2007 to $6.5B in 2012* The “Old” Rules Still Apply • Content is King • Fight for Content Distribution Unique benefits • Anyone, Anywhere, Anytime, Always-on • Personal: The phone is an extension of the person Differentiates • Access: be in the consumer’s pocket 24/7 • Immediacy: activate when your are Top-of-Mind* eMarketer, 2008
  49. 49. THANK YOU!Hugh Park JedwillCEO/FounderText “anthem” to 41411 for business card@mobilebranding

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