Adma Mobile Marketing Course 2009 For Printing

ADMA Mobile Marketing Course
June 11th 2009
Sydney
Lecturer: Emily Freeman Director, Mobilista Organiser, Mobile Monday Melbourne ADMA Mobile Marketing Course

Past & Future – Mobile Technology
Why is this important?
Networks & Handsets
1G
2G / 2.5G
3G / 3.5G
4G
WiFi
Bluetooth
Data Charges

To understand
The mobile customer experience – past issues and future expectations
what devices people are using and why not everyone can see your campaign
why data speed makes a big difference to the mobile web and app experience.
how to use video and pictures appropriately
the various companies involved in mobile marketing
Because carriers use different technologies which limit what their customers can so
Premium SMS
Walled Gardens
So you know that Australia has world class networks & devices!
Why is this important?

1G Analogue Mobile Phone Service
2G Digital (SMS & WAP)
2.5G General Packet Radio Service
3G Fast mobile data and multi channel
3.5G Yep, even faster!!
4G Long Term evolution – sooooper fast!
WiFi
Bluetooth
Overview of Networks & Handsets

Analogue Mobile Phone Service (AMPS)
Phone calls only
Basic handsets
Networks & Handsets: 1G

Digital transmission
Better signal
More secure
SMS - meant as an engineer comms tool
WAP (Wireless Applications Protocol) meant that people could access specially built content on their mobile phone
GPRS (General Packet Radio Service) was 2.5G and allowed faster data speeds for WAP
2.5G also enabled MMS
Handsets got colour screens for pics & video
Networks & Handsets: 2G/2.5G

All about the mobile data
Data + voice at the same time
Faster data speeds 3.6/7.2/14.4/21Mbps + (up to 100Mbps?)
Video finally looks decent and plays OK
Handsets advancing
bigger screens to see more content and at decent size
higher resolution screens to make content clearer
different interaction methods (stylus, QWERTY, touch)
Networks & Handsets: 3G/3.5G

Long Term Evolution (LTE)
Due in around 2012 (?)
Super fast!! 50-70Mbps
Networks & Handsets: 4G

Smaller (usually private) network
Not through telco but used to extend current internet connection, therefore no additional cost
Faster speeds 54Mbps
High-end handsets have WiFi (Nokia N95/97, iPhone, G1 etc)
Some devices e.g. iPhone will only allow some content to download/play when on WiFi to prevent poor experience and bill shock
WiFi makes it faster to download big apps and large content
Can be hard to get onto closed networks
Networks & Handsets: WiFi

Smaller network area
Need to have Bluetooth turned on
Generally easier to connect to a Bluetooth
No cost to use the network
Good for sending larger files to each other
Handsets
Most handsets have Bluetooth these days
Most default to off, so need to have clear instructions for people to turn on.
Networks & Handsets: Bluetooth

For using the carrier network/infrastructure (Telstra, Three, Vodafone, Optus)
Usually customer buys a data pack for data use on top of their mobile phone call plan (some call plans include data)
Content “can” be zero-rated
Some markets offer wholesale data campaigns that need more bandwidth (e.g. video or music)
Data rates are coming down over time
Data Charges

Carriers
Aggregators
Developers
Handset manufactures
Publishers
Search Companies
Advertising networks
Industry bodies
The Mobile Industry

What they do
Build the mobile phone networks
Allow calls & data
Invoice the customer
Example Carriers
Telstra (9m)
Optus (7m)
Vodafone (4.1m)
Three (1.9m)
MVNOs (Virgin, B, RSL, etc)
Carriers / Telcos

What they do
Collate content to re-sell
e.g. ringtones, wallpapers, games, SMS competitions
Example companies
5th Finger
Be Interactive
Communicator
Most of these companies have opt-in lists e.g. BlueSkyFrog
Aggregators

What they do
Design & develop mobile web sites and applications
Example companies
Tigerspike
Mogeneration
Digital Glu
WAPFly
m.Net Corporation
MIA
Icon Mobile
Developers

What they do
Create mobile web sites & campaigns
Deal with brands and advertisers (their clients)
Sometimes work with mobile development company to implement
Example companies
Hyperfactory
Group M
Saatchi & Saatchi
Hothouse
Agencies

What they do
Design & manufacture mobile phones
Example companies
Nokia
Sony Ericsson
Apple
LG
None are based in in Australia
Australia is a small market and therefore few manufacturers customise phones for our market
Handset Manufacturers

What they do
Create and publish content (news, weather & sport information)
Example companies
ABC
ninemsn
Yahoo!7
News Digital Media
Sensis
Fairfax Digital
The Publishers

What they do
Provide mobile search engines and results
Example companies
Google
Yahoo!7
Sensis
Search Companies

What they do
Create ads
Serve ads into mobile websites & applications
Example companies
AdMob
Sensis
Advertising Networks

What they do
Support the industry
Deal with regulators
Create guidelines (e.g. Mobile Advertising Guidelines) to improve consistency
Examples
ADMA
AIMIA Mobile Industry Group
ACMA
Industry Bodies

The Mobile Audience – Your Customers
Globally
In Australia
How many 3G Handsets
Research & Data
Handset usage (AdMob & Nielsen)
iPhone app store
AIMIA traffic trends
m.Net WMDS
Nielsen Internet & Technology Report
Australian Mobile Phone Lifestyle Index (AMPLI)
The Mobile Experience

More than 4 billion mobile subscribers (60% of ALL people)
There are more mobiles than PCs on Earth
From now on more people will connect to the Internet via mobile than by PC
1 trillion SMS sent in 2008 in the US alone (CTIA)
Globally

Australia
Australian population = 21.5m
Mobile phone usage = 20m
Surpassed natural saturation
Mobile internet capable handsets = 8.5m (43%)
Mobile web users = 4.65m (30%)^
Handsets usage (at end 2008) ^
Nokia 38%
iPhone 13%
Blackberry 11%
Handset replacement cycles 12 – 18 mths
(^ Source: Nielsen. The Australian Internet and Technology Report 2008-2009)

How many 3G handsets in Australia? Courtesy of Myne Blog http:// myneblog.typepad.com/myne / 43% 100% 31% 29% 47% 3G as % 22,500 2,000 4,100 7,100 9,300 Total 12,800 0 2,800 5,000 4,900 Other handsets 9,800 2,000 1,200 2,100 4,400 3G Handsets Total 3 Vodafone Optus Telstra

3G Handsets vs Mobile Internet users Courtesy of Myne Blog http:// myneblog.typepad.com/myne / Source: Nielsen. The Australian Internet and Technology Report Edition 11, 2008-2009 (Feb 2009)
31% of Australian with a mobile phone have used the Mobile Internet and specified which was their mobile carrier (source: Nielsen)
^ remaining 9% specified ‘other’ as carrier
^91% 10% 16% 27% 38% Mobile Internet Usage 100% 21% 12% 22% 45% % of 3G Market 9,800 2,000 1,200 2,100 4,400 3G Handsets Total 3 Vodafone Optus Telstra

Statistics only show those sites serving mobile ads by admob
Top handsets:
Research: admob ads served AdMob Stats for Q1 2009 www.admob.com

Research: AdMob Australian Handset Data
(Jan 09 – Mar 09)
Of all handsets hitting AdMob publisher sites and seeing an Ad:
Apple iPhone 37.7%
Apple iPod Touch 15.4%
Nokia 6120 4.4%
LG TU500 2.8%
Samsung A411 2.6%
Nokia N95 2.5%
AdMob Mobile Metrics for Q1 2009 www.admob.com

Handset Consideration (Source: Nielsen. The Australian Internet and Technology Report 2008-2009)

iPhone – 1 Billion Apps in 9 months
35k applications in store
Average 33 apps per iPhone
1000 new apps released each week
No.1 device for mobile internet browsing today in Australia
Estimated 500k – 600k Australian iPhone users
Predominantly 25 – 35 year olds

AIMIA Mobile Measurement Committee measures growth in Australian mobile traffic (page views)
Quarter 4 - 2008
Australian Mobile Traffic grew by 17.3%
Quarter 1 - 2009
Australian Mobile Traffic grew by 20%
Compound Annual Growth Rate (CAGR) of 89.3%
(NOTE Sensis announced mobile sites page views grew 62% in Q4 08)
Australian Traffic Trends

More than 70% of Australians use mobile for more than voice & sms
41% visited a website
30% used mobile search
15% used social networking sites
61% accessed information
57% accessed entertainment
31% used mobile to make purchase
Mobile search increased to 30%
Mobile web usage increased to 49%
Access methods
- URL entry dropped from 54% to 29%
Research: WMDS Australian Results of Worldwide Mobile Data Service Study 2008 www.mnetcorporation.com/worldwide-mobile-data-services-study/

34% have a 2nd mobile phone and/or SIM card
48% purchased content for their mobile from PC & 17% carrier portal
Top 3 Content types Games (43%) Trutones (42%) Wallpapers (33%)
Top 3 Info types News (53%) Weather (50%) Sport (34%)
Future content types maps (31%) news (29%) weather (28%)
Research: AMPLI Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile

Research: Nielsen Internet Report
43% of Australians have internet capable mobile devices
31% of Australians have used the Mobile Internet
68% between 16 – 29 years
42% between 30 – 49 years
37% of High Income earners ($95k+)
Of those who have used the mobile internet
41% have accessed News & Weather
38% have used Email
38% have used General Search
33% have used Local Business / Directories Search
32% have accessed Maps & Directions
30% have used Mobile Web Search
Source: Nielsen. The Australian Internet and Technology Report Edition 11, 2008-2009 (Feb 2009)

Research: Nielsen Internet Report
Of those aged between 16 – 29 years
81% say they have access to the internet from their mobile
68% they have used a mobile device to access the internet
51% say they use the mobile internet regularly
32% say they have a touch screen phone
Source: Nielsen. The Australian Internet and Technology Report Edition 11, 2008-2009 (Feb 2009)

Online Communities Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile PC Mobile 83% used at least one online community 16% stated they used online communities on their mobile
Most popular:
MSN Messenger (57%)
You Tube (46%)
Facebook (45%)
MySpace (28%)
Y! Messenger (23%)
Most popular:
MSN Messenger (8%)
Facebook (5%)
MySpace (3%)
Y! Messenger (2%)
You Tube (2%)

Creation of Content for the Mobile
33% created content to share with others
Type of content shared (as a % of those that shared content) Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile

Sharing of Content for the Mobile How content is shared (as a % of those that shared content) Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile

Use More Content if Free? Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile

Approach to Mobile Advertising Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile

Approach to Mobile Advertising

Choice between Ads and No Ads

For Mobile Customers
complexity & cost of call & data plans
low awareness / understanding / need
separation of hardware, OS, applications, content & online services
too much irrelevant functionality
hidden & difficult customisation
For Mobile Content Creators
handset range for intended audience
screen size/s
interaction type/s
internal developer skills
understanding of all aspects of mobile is complex
The Mobile Experience: Bad (historically)

For Customers
Data costs are coming down
Wide range of content
Greater awareness/engagement of mobile content and marketing campaigns
Handsets are getting more user friendly
Better methods of discovery & access to mobile content
Integrated with multiple channels, online, outdoor
For Creators
Range of campaign tools to use
Easier to reach more users, discoverability choices
Better options for developing and implementing for mobile
The main mobile browsers are starting to standardise (WebKit)
The Mobile Experience: Good (the future!)

Killing time
Want something to do while waiting for the bus
Entertainment while family watches something on the main TV
Goal directed
Want to get in and out quickly
After a specific piece of information
Gen Y use multiple channels simultaneously
With new touch screen, advanced handsets
Normal internet behaviours
Convenience, contextual, relevant, location
Mobile Behaviours

The (r)evolution of mobile
2006 (past)
Mobile as another channel
Limited audience
Restricted capability
2009 (now)
Content is being integrated cross channel
Audience growth, building fast
Opportunities being discovered
Convenience & context
2013 (future)
Mobile reaches critical mass
Not just another channel - seamless extension of your internet experience
Integrated with social, contextual, location, identity

Your Marketing Message
Mobile Marketing Tools
What are your marketing goals?
There are only 4 ways to deliver mobile content
SMS
MMS
Mobile Site
Mobile application
Really!

All the Mobile Buzz “ driving traffic to mobile adsites “ QR codes can leverage print media: “ bluetooth for ambient distribution” “ iPhone apps as a branding tool” “ mobile is all about location based services” “ mobilise your content” “ push SMS for mainstream reach” “ branded content on the carrier portals” “ reaching users off deck” “ mobile CPMs are too high” “ it’s too early for mobile SEO” “ not worth targeting low end devices” “ multiple ad formats in mobile”

What is “Mobile Content” then?
It’s just stuff on your mobile!
Cartoons that you send by MMS
Pages on a carrier portal
Off deck mobile sites
Custom made mobisodes & shortform content
Mobile TV shows and videos
Applications & downloads
Personalisation content like ringtones & wallpapers
Mobile music
Mobile games

Mobile Marketing Tools
Mobile content
Mobile landing pages / campaign pages
Click to call
Mobile site & content sponsorship
Mobile banner ads
Mobile SEO and Search Engine Marketing (SEM)
Off-deck mobile ad networks
Mobile social networks
SMS & MMS, shortcodes, voting
Mobile Barcodes QR Codes, eCoupons
Location based services
Bluetooth

What is your marketing goal?
Forget about mobile!!
What is the goal of the campaign?
Build a database
Generate competition entries
Awareness / branding
Calls to a call centre
A specific response or action
Think about
Conversations
Interactions
Start with traditional DM!

Classic Mistakes and things to avoid
Starting from a list of mobile marketing tools!
What to avoid:
My client wants to do mobile this year
We booked mobile media – now what?
We had $5k left so we got Vodafone to give us a quote
No mobile content? Just run the TV ad / online banners
Why would you use mobile?
If your audience is there – and you can reach them
If it’s the right channel to deliver your campaign goals

Planning a Marketing Campaign
What is the brief?
Who is the target audience?
What are you trying to achieve?
Build fan database for a fashion brand 16 – 29 female Collect phone numbers Build brand Sell Cars 35 – 45 single male Support ATL TV campaign ?

Other things to consider
Consider mobile at the beginning – not the end
Can a mobile component be core to the ENTIRE campaign
Not an afterthought
BMW snow tyres example
Can you support existing channels?
Extend DM execution to mobile
Build database via mobile as well
Create a mobile version of the web site
Push iPhone users to web site
Use click to call to generate call centre activity
Redemption at POS

It all boils down to only 4 options!
SMS
MMS
Mobile Site
Mobile application
Mobile TV (emerging opportunity)

SMS
Text based messages
Alerts and updates
News
Short form information
Immediate response
Voting

MMS
Visual or more detailed
One or more images
Video & Audio
Slide show

Mobile Site
Web Content
Detailed information
Lasting content
Images, video & audio
Interaction
Forms & data collection
Competitions
Branding

Mobile Application
Interaction
Games
Functionality
Permanence
Utility

“ Advertising” Your Mobile Message
How to:
Send an SMS / MMS
Drive visits to a mobile site
Telcos
Mobile Media
Ad Networks & Mobile Search
Traditional methods
Web to mobile
Mobile Codes / Blutooth
Distribute a mobile application

Advertise your message
OR
How to get people to see the mobile stuff you created…

Send an SMS or MMS?
Collect their phone number
Send an SMS mailout (push SMS)
Advertise a number
Ask your audience to request the SMS
Shortcode eg 19 1234
Longcode 0418 123 456

Messaging Campaign Considerations
Database acquisition
Your own customers
Telco database
Opt-in database
Choosing suppliers
Manage your campaign
Handle opt-ins an opt-out
Maintain database
Billing across all carriers
SPAM Act and opt-ins
SMS Shortcodes
Using MMS

Visitors to a Mobile Site
Buy mobile media
Banners
Sponsorship
Social media sites
Do a deal with a Telco
Advertise the URL
Outdoor
Print
Send them from your website
Send an SMS with a link in it
Get them to photograph a QR code
Push it to them while they’re in a bluetooth zone
Buy mobile search keywords (SEM)

Buy Mobile Media
CPM
Traditional Media Buyers often uninformed
Bundling
From Telcos
Banners & Sponsorship
From Publishers
NineMSN
News Digital
Fairfax
From Ad Networks
AdMob / Global networks
Social Media sites

Telco Portals – On Deck
Buy Mobile Media from a Carrier
Telstra
Vodafone
Three
Optus
CPM based media buy
Sponsorship deal
Pros
includes zero rating
landing page development
Cons
limited reach
blocked to other carrier customers

AdMob
Global publisher network of mobile sites
Targeting by Country
Australian visitors to AdMob publisher sites
Targeting by Carrier,
Telstra / Optus / Vodafone / 3 Mobile
Targeting by Handset
Specific Device
iPhone custom Ad units
Large network of ‘unidentified’ sites
CPC bidding
Competition for Australian traffic pushes bids up
In 2008/09 average CPC = $0.35

AdMob new iPhone ad units (3.0)
Mobile Social Networking
lets consumers access advertisers' social content from an ad, including their Twitter feed, Facebook page, Digg, MySpace account, Flickr photos, and Linkedin.
Search
users can run searches within an advertiser's mobile site straight from an ad unit.
Multi-Panel Banner
delivers multiple calls to action in one rich media ad unit.
Scrolling Canvas
lets audiences access more information about a product or service without clicking away from the application they're on.

Mobile Search
Target customers using Google Mobile
Other mobile search engines
Low usage in Australia
Growth area globally
Buy mobile search keywords (SEM)
Click thru to mobile site
Very targeted traffic, high conversions

Google Mobile
Mobile Search
Mobile Content Network
Device Targeting

Google Mobile SEM
CPC bid for relevant keywords in Google Mobile Search
User searches for keywords on Google Mobile
Results vary depending on device
Ad appears within results based on relevancy, CTR, CPC bid
In 2008/09 average CPC = $0.15

Traditional Advertising
Integrate mobile destination (URL) in traditional advertising
Advertise the URL
On a billboard
In a magazine
On the side of a tram
In a press ad
Include SMS shortcode as alternative to URL

Web to Mobile
Suits Brands & Publishers with existing website
Promote mobile version of your content
Direct customers to visit the mobile site
Enter your mobile number and receive an SMS
Type in URL
Low cost option where online channel exists already

Enter your mobile no. to receive a link

Mobile Codes
Integrate a QR Code in traditional and online advertising:
on a billboard
in a magazine
on a website
at Point of Sale
in direct marketing materials
Customers scan and click through to your mobile site
SMS back-up is essential
Since July 08 Telstra reported
42.5k Code Scans
1.2M+ handsets now capable of scanning mobile codes.
25% of Telstra’s Next G handsets

Where can a QR Code go?
Takashi Murakami & Louis Vuitton “designer QR”
Jacket Patches
Tattoos
Business Cards
Invitations
Posters
T-Shirts

Bluetooth
Location specific
Events
Festivals
Contained area such as an office building, university campus etc
Customers with bluetooth enabled receive alert
Choose whether or not to receive the content

Mobile Application Downloads
Promote in an app store
iPhone app store
Other app stores are growing market
Send an SMS with a link to download
Send to a mobile site where they can download
Pre-installed onto a phone
Carriers
Handset manufacturers
Strong brands only

App stores, the iPhone and others
iPhone
Australian app store launched July 08
500 – 750k Australian users
Android (Google)
Australian app store launched March 09
2.3k applications
No. 4 Handset in U.S. in March (after iPhone, Blackberry)
Blackberry
Launched App store April 09 (not in Aus yet)
Nokia (Ovi store)
Australian app store launched
Predicted 20k applications on launch

Adma Mobile Marketing Course 2009 For Printing

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