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Mobile Marketing Mystery
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
Mobile Marketing Mystery
Mobile Marketing Mystery
Wireless Quick Facts|CTIA, June 2008
Mobile Marketing Mystery
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
Mobile Marketing Mystery
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
Mobile Marketing Mystery
+
=
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
Mobile Marketing Mystery
Mobile Marketing Mystery
Mobile Marketing Mystery
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
Mobile Marketing Mystery
so mysterious...
ok, it’s really
not that mysterious.
SOLVED.
let’s make
connections.
Mobile Marketing Mystery
ben grossman




     © 2008 Ben Grossman - all rights reserved - presentation available upon request

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Mobile Marketing Mystery

  • 2. 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
  • 3. what is mobile marketing? -global mobile marketing association http://www.mmaglobal.com/wiki/mobile-marketing
  • 4. what is mobile marketing?
  • 5. why are we here?
  • 6. why are we here?
  • 7. why are we here?
  • 9. Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker
  • 10. Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker
  • 11. Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker
  • 12. Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker
  • 13. -global mobile marketing association Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker
  • 21. Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
  • 24. -Eddie Groenewald CEO of Multimedia Solutions Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker
  • 26. Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
  • 27. Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
  • 28. Nielsen: Improved Recall, Comfort With Mobile Ads|March 2008
  • 29. Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
  • 30. Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
  • 31. Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
  • 32. Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
  • 33. why?
  • 34. why ? Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
  • 44. bluetooth: Could Bluetooth Kill Mobile Marketing? | Mobile Marketing Watch | May 2008
  • 47. 2D bar codes: Wireless Wave Winter 2009 - Raising the Bar Code | CTIA
  • 48. 2D bar codes: we’re not there yet. Wireless Wave Winter 2009 - Raising the Bar Code | CTIA
  • 49. 2D bar codes: Wireless Wave Winter 2009 - Raising the Bar Code | CTIA
  • 50. 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
  • 52. mobile applications: The Register | January 2009
  • 57. mobile internet: Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
  • 60. amazing metrics. 100% opt-in location aware extensive campaign tracking
  • 61. 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
  • 62. why ? Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
  • 66. yellow arrow http://yellowarrow.net/
  • 67. yellow arrow http://yellowarrow.net/
  • 68. yellow arrow http://yellowarrow.net/
  • 69. yellow arrow today http://yellowarrow.net/
  • 71. american idol AT&T tunes up for another season of Idol|Fierce Mobile Content| February 2008
  • 72. why ? Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
  • 74. +
  • 75. = awesome and suspenseful detective chapter book
  • 76. = awesome and suspenseful detective chapter book
  • 77. is about connecting buyers & sellers.
  • 79. why ? Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
  • 80. it’s not that complex.
  • 81. it’s not that complex.
  • 90. why ? Realizing Potential: Overcoming Barriers to the U.S. Mobile Advertising Market|September 2008|nielsen
  • 91. -global mobile marketing association Unfolding of the Mobile Marketing Ecosystem: A Growing Strategic Network | Michael Becker
  • 94. ok, it’s really not that mysterious.
  • 98. ben grossman © 2008 Ben Grossman - all rights reserved - presentation available upon request