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Mobile Marketing Mystery
 

Mobile Marketing Mystery

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If 76.8 million people recall seeing a mobile advertisement in the last month and 51% of mobile data subscribers respond to mobile advertising, then why is there so little mobile marketing (63% see ...

If 76.8 million people recall seeing a mobile advertisement in the last month and 51% of mobile data subscribers respond to mobile advertising, then why is there so little mobile marketing (63% see mobile ads once a month or less frequently)?

A mystery? Yes. Solvable? Definitely. This presentation gives an overview of the Mobile Marketing Industry, including compelling statistics and projections about the present and future. The deck was prepared for and given at the Mobile Marketing Roundtable on behalf of Pongr.

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    Mobile Marketing Mystery Mobile Marketing Mystery Presentation Transcript

    • what is mobile marketing? what is mobile marketing? 52. 2d bar codes (aka QR codes) 77. american idol • 78 million text messages for AT&T during last season • Up from 64.5 million the season before • AT&T also launched a series of Idol-themed services including voting reminders, trivia, a TXT-n- Win sweepstakes AT&T tunes up for another season of Idol|Fierce Mobile Content| February 2008 53. 2D bar codes: core requirements: •camera (w/ focus capabilities) •QVGA display (min res: 320x240) •application to process image •knowledge of which reader is which 78. why STAGNATION? 1. lack of information 2. trust issues 3. complexity 4. making connections Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen 1. what is mobile marketing? 54. 2D bar codes: but to thrive, requires smart phones with • strong processing capability • larger screens • better video • 3G networks capable of delivering the best content brands can create. Wireless Wave Winter 2009 - Raising the Bar Code | CTIA 79. + 2. what is mobile marketing? “The use of wireless media as an integrated content delivery and direct response vehicle within a cross-media or stand-alone marketing communications program.” -global mobile marketing association http://www.mmaglobal.com/wiki/mobile-marketing 55. 2D bar codes: we’re not there yet. Wireless Wave Winter 2009 - Raising the Bar Code | CTIA 80. = awesome and suspenseful detective chapter book 3. what is mobile marketing? an opportunity touch consumers at all times 56. 2D bar codes: the devil is in the details: • Lack of Standards • Software Autofocus • IP Litigation • Fragmentation • Poor User Experiences Wireless Wave Winter 2009 - Raising the Bar Code | CTIA 81. = awesome and suspenseful detective chapter book ...or slide presentation 4. why are we here? 57. 2D bar codes: potential to alienate 80% of the mobile consumer public based on analysis of 2008 smart phone sales with capability of 2D bar code recognition (assuming consumer knowledge of 2D environment) | Pongr Blog 82. is about connecting buyers & sellers. 5. why are we here? MOBILE MARKETING ROCKS 58. mobile applications 83. “With the change of consumer-usage patterns comes the increased expectation that advertiser-consumer interactions will be highly-relevant and highly targeted, putting search at the center of the mobile advertising space. [...] How will brands begin to adapt to the new evolution of searcher interaction?” -razorfish digital outlook report 2009 6. why are we here? WE KNOW IT’S NOT THAT SIMPLE 33. 76.8mi llion mobile consumers recall seeing mobile advertising while using their mobile phone Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen 59. mobile applications: • opportunity to create immersive brand experiences • sparks social interactions • iPhone is the leader of the pack • 500 million applications downloaded • $1 million in application sales per day The Register | January 2009 84. why STAGNATION? 1. lack of information 2. trust issues 3. complexity 4. making connections Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen 7. mobile marketing ecosystem 34. (that’s up 81%, year over year) Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen 60. image recognition 85. it’s not that complex. 8. Product & Services (brands, content owners and marketing agencies) Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker 35. 51% of mobile data subscribers who saw an ad responded to it by sending a text-message, clicking on it, or calling a specific number Nielsen: Improved Recall, Comfort With Mobile Ads|March 2008 61. image recognition: 86. it’s not that complex. in fact, it’s absurdly easy. 9. Applications (discrete application providers and mobile ASPs) Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker 36. 63% see mobile advertisements just once a month or less frequently Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen 62. mobile internet 87. image recognition 10. Connection (aggregators and wireless operators) Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker 37. “the uniquely personal, portable and actionable qualities of mobile as a marketing platform appear today to be widely espoused and accepted in the advertising community. And yet, Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen 63. mobile internet: • .mobi versions of websites are key to creating a robust and desirable user experience • mobile traffic provides average 13% lift on total audience over PC traffic alone • landing pages with coupons, forms, and content are also highly effective pay-offs for user engagement Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen 88. AdSmart 1. Campaign setup & image training • User snaps photo & sends out Pongr AdSmart app input • Email input (ads@pongr.com or mapped) • MMS ID (linked to “SHOPP” or new MMS) • Response sent back to user Same as input method • Response includes info & mobile URL User click- through for offer or info • Metrics phase 1 by Pongr • Metrics phase 2 by Pongr OR 3rd party analytics 11. Media and Retail (media properties, “brick ‘n’ mortar” and virtual retail stores) Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker attached to mobile page 38. “the uniquely personal, portable and actionable qualities of mobile as a marketing platform appear today to be widely espoused and accepted in the advertising community. And yet, STAGNATION. ” Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen 64. the coolest part? 12. “It is imperative that companies from the different spheres learn to coordinate their efforts and develop strategic relationships with players in the other spheres of the Mobile Marketing Ecosystem.” -global mobile marketing association Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker 89. text injection mobile shopping application 39. but in advertising, STAGNATION is like the PLAGUE! so... Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen 65. amazing metrics. 13. what’s more imperative? 90. mobile shopping 40. why? 66. amazing metrics. 100% opt-in location aware extensive campaign tracking 14. realizing opportunity. 91. mobile shopping notice text injection 41. why STAGNATION? 1. lack of information 2. trust issues 3. complexity 4. making connections Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen 67. amazing metrics. • Visitor and traffic metrics • eCommerce summary • Top 10 wireless carriers • Top 10 handsets • KPI Tracking • Pageviews • Conversion rates • Pages per visit • Revenue • Time/Date/Location • Cost per conversion • Revenue per conversion • Cost per response • Average sale 15. 262mi llion mobile subscribers in the U.S. Wireless Quick Facts|CTIA, June 2008 92. mobile shopping 42. lack of information basics regarding audience size and opportunity available technology 68. why STAGNATION? 1. lack of information 2. trust issues 3. complexity 4. making connections Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen 16. GREAT... but how do we reach them? 93. why STAGNATION? 1. lack of information 2. trust issues 3. complexity 4. making connections Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen 43. lack of information basics regarding audience size and opportunity available technology 69. trust issues amazing, easily understood and powerful metrics available success stories 17. DATA! 94. “It is imperative that companies from the different spheres learn to coordinate their efforts and develop strategic relationships with players in the other spheres of the Mobile Marketing Ecosystem.” -global mobile marketing association Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker 44. available technology • SMS/text messaging • short codes (dedicated and shared) • bluetooth • barcodes • applications • image recognition • mobile internet • landing pages • .mobi pages • advanced targeting • geo-targeting • analytics 70. trust issues amazing, easily understood and powerful metrics available success stories 18. 144mi llion U.S. mobile data users Wireless Quick Facts|CTIA, June 2008 95. so mysterious... 45. short codes (dedicated and shared) 71. http://yellowarrow.net/ 19. more DATA! 96. ok, it’s really not that mysterious. 46. short codes: • short numeric numbers (typically 4-6 digits) • send text messages keywords to access a wide variety of mobile content • dedicated=one service at a time • shared=multiple services with same short code 72. yellow arrow is a global public art project of local experiences. Combining stickers, mobile phones and an international community, Yellow Arrow transforms the urban landscape into a quot;deep mapquot; that expresses the personal histories and hidden secrets that live within our everyday spaces. http://yellowarrow.net/ 20. 43mi llion mobile internet subscribers in the U.S. Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen 97. SOLVED 47. short codes: text to... VOTE 73. yellow arrow http://yellowarrow.net/ 21. U.S. Mobile Internet User Profile Nielsen Mobile||May 2008 98. let’s make connections. 48. short codes: text to... RECEIVE (information, content, coupons, etc.) 74. yellow arrow 1. Participants place uniquely-coded Yellow Arrow stickers to draw attention to different locations and objects 2. By sending an SMS from a mobile phone to the Yellow Arrow number beginning with the arrow's unique code, Yellow Arrow authors connect a story to the location where they place their sticker. 3. When another person encounters the Yellow Arrow, he or she sends its code to 22. Active U.S. Users of Mobile Internet Nielsen Mobile||May 2008 the Yellow Arrow number and immediately receives the message on their mobile phone. http://yellowarrow.net/ 99. March 31, 2009 49. short codes: text to... PARTICIPATE (trivia, contests, etc.) 23. “It all boils down to the fact that mobile technology is far more accessible, interactive and measurable that any other channel, which is why retailers are moving aggressively into the space.” -Eddie Groenewald CEO of Multimedia Solutions Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker 75. yellow arrow today • People are looking for something engaging and valuable to do with their mobile phones. • 395 cities and 37 countries • Community includes registrants from 1,561cities in 86 countries http://yellowarrow.net/ 50. short codes: text to... JOIN (loyalty programs, services, etc.) 24. so, what’s the 76. http://www.americanidol.com/ 51. bluetooth: • invitation to receive a message are sent whenever user steps range of transmitter • potential to seem invasive or not completely ‘opt-in’ • opportunity to provide content • create bluetooth hotspots to battle the trend towards disabling bluetooth Could Bluetooth Kill Mobile Marketing? | Mobile Marketing Watch | May 2008
    • what is mobile marketing? -global mobile marketing association http://www.mmaglobal.com/wiki/mobile-marketing
    • what is mobile marketing?
    • why are we here?
    • why are we here?
    • why are we here?
    • mobile marketing ecosystem
    • Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker
    • Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker
    • Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker
    • Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker
    • -global mobile marketing association Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker
    • what’s more imperative?
    • realizing opportunity.
    • Wireless Quick Facts|CTIA, June 2008
    • Wireless Quick Facts|CTIA, June 2008
    • Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
    • Nielsen Mobile||May 2008
    • Nielsen Mobile||May 2008
    • -Eddie Groenewald CEO of Multimedia Solutions Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker
    • Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
    • Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
    • Nielsen: Improved Recall, Comfort With Mobile Ads|March 2008
    • Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
    • Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
    • Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
    • Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
    • why?
    • why ? Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
    • lack of information
    • lack of information
    • available technology
    • short codes
    • short codes:
    • short codes:
    • short codes:
    • short codes:
    • short codes:
    • bluetooth: Could Bluetooth Kill Mobile Marketing? | Mobile Marketing Watch | May 2008
    • 2d bar codes
    • 2D bar codes:
    • 2D bar codes: Wireless Wave Winter 2009 - Raising the Bar Code | CTIA
    • 2D bar codes: we’re not there yet. Wireless Wave Winter 2009 - Raising the Bar Code | CTIA
    • 2D bar codes: Wireless Wave Winter 2009 - Raising the Bar Code | CTIA
    • 2D bar codes: based on analysis of 2008 smart phone sales with capability of 2D bar code recognition (assuming consumer knowledge of 2D environment) | Pongr Blog
    • mobile applications
    • mobile applications: The Register | January 2009
    • image recognition
    • image recognition:
    • image recognition:
    • mobile internet
    • mobile internet: Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
    • the coolest part?
    • amazing metrics.
    • amazing metrics. 100% opt-in location aware extensive campaign tracking
    • amazing metrics. • Visitor and traffic metrics • eCommerce summary • Top 10 wireless carriers • Top 10 handsets • KPI Tracking • Pageviews • Conversion rates • Pages per visit • Revenue • Time/Date/Location • Cost per conversion • Revenue per conversion • Cost per response • Average sale
    • why ? Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
    • trust issues
    • trust issues
    • http://yellowarrow.net/
    • yellow arrow http://yellowarrow.net/
    • yellow arrow http://yellowarrow.net/
    • yellow arrow http://yellowarrow.net/
    • yellow arrow today http://yellowarrow.net/
    • http://www.americanidol.com/
    • american idol AT&T tunes up for another season of Idol|Fierce Mobile Content| February 2008
    • why ? Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
    • +
    • = awesome and suspenseful detective chapter book
    • = awesome and suspenseful detective chapter book
    • is about connecting buyers & sellers.
    • -razorfish digital outlook report 2009
    • why ? Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
    • it’s not that complex.
    • it’s not that complex.
    • image recognition
    • text injection
    • mobile shopping
    • mobile shopping
    • mobile shopping
    • why ? Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
    • -global mobile marketing association Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker
    • so mysterious...
    • ok, it’s really not that mysterious.
    • SOLVED.
    • let’s make connections.
    • ben grossman © 2008 Ben Grossman - all rights reserved - presentation available upon request