Andrew Grill Mo Mo Norway Jan10

Key Trends in Mobile Marketing & Advertising for 2010 Andrew Grill, Digital Strategist MoMo Norway, January 2010

This time…it’s personal

The Mad Men need to change their approach

What’s wrong with this picture ?

The advertising world has to change

Ad avoidance

The glittering allure of the mobile society
Mobile is personal – it is my media
Mobile is always carried – the city in my pocket
Mobile is always on
Mobile has a built in payment mechanism
Mobile is there at the point of creative impulse
Mobile can recount the audience
Source: Alan Moore http://bit.ly/m-allure November 2008 commissioned by Microsoft

Key trends in 2010

What are we likely to see in 2010?
Mobile internet goes mainstream & charges > flat rate
Useful applications, social media & the need to be “always connected” drive usage
Mobile “advertising” struggles as consumers crave relevancy
Mobile tie-ins for brands will feature social networking
Augmented reality etc will grow but still not prime-time

Always On

Mobile broadband is the last frontier before “flat rate everything”

Mobile Advertising… There’s an app for that

What do consumers want from a mobile application?
Works on my phone (no idea what model it is)
Easy to download (app store vs direct)
Useful (I would use it regularly)
Free or low cost
Simple to use (I don’t read instructions)
Minimal branding or pop-ups

Bespoke mobile app for Smirnoff bit.ly/smirnoffapp

Branded Utility

Branded applications

Barclaycard waterslide game

Branded experiences

Mobile friendly sites

Mobile friendly sites are a must http://www.peugeot3008.mobi

Campaigns must be measurable

Mobile + Social = WIN

Augmented Reality

IBM augmented reality at Wimbledon

Mobile Secrets

Mobile secret #1 “ Mobile operators don’t collect the information advertisers need”

“ Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile” VW CRM Manager May 2009

“ P&G spent just 0.17% of their advertising budget on mobile in 2008” Informa /Ogilvy / Acision paper bit.ly/ad2020

Mobile secret #2 “ we’re not interested in CPM or click-through rates…we just want to sell products” Brand Manager FMCG 2008

“ Ultimately advertising must sell...or else” David Ogilvy

Mobile secret #3 “ Small is beautiful with mobile”

The changing face of advertising

Mobile secret #4 “ Unless we heed the 3 Ps of mobile it will never take off as a medium”

Permission Privacy Preference

Permission people will decide what they see / receive / engage with Privacy Preference

Permission Privacy people will decide where their data is and how it is used Preference

Permission Privacy Preference people will decide what content they find relevant. Inference and assumption has a limited lifespan

Follow me on twitter.com/AndrewGrill Slides http://bit.ly/sharegrill email me via andrewgrill.com/contact +44 788 198 6694 Mobile Advertising & Social Media www.LondonCalling.mobi

Andrew Grill Mo Mo Norway Jan10

by Andrew Grill on Jan 25, 2010

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