Adma Mobile Marketing Course 2009 For Printing
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Adma Mobile Marketing Course 2009 For Printing

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  • Moto Phone: http://www.eightiesonline.com/wp-content/uploads/2008/10/cellphone_full.jpg
  • Nokia 7110
  • Number est: International Telecommunication Union. (2009). Measuring the Information Society: The ICT Development Index . International Telecommunication Union. pp. 108. ISBN 9261128319 .
  • Case Study
  • Case Study
  • Case Study
  • Case Study
  • How’s this for a QR barcode! Produced by Tokyo-based creative agency SET, it was put together to promote the ongoing collaborations between LV and Takashi Murakami. I’m pretty sure it’s the first time I see a stylized code like this, and I’m quite surprised that it actually works.

Adma Mobile Marketing Course 2009 For Printing Adma Mobile Marketing Course 2009 For Printing Presentation Transcript

  • 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