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  • 1. Mobile Marketing 090530
  • 2. Mobile Marketing The Opportunity Brands should now be exploring the opportunities on mobile Utility - LBS, integrated payments, mobile bar codes Activation point for traditional marketing By 2012 global mobile ad spend will grow to $6.5B eMarketer 4-08 Very personal 1 2 3 4
  • 3. Mobile Marketing Potential Mobile Solutions - from SIMPLE to ADVANCED Simple text messages (SMS) and Multimedia messages (MMS) can be received by virtually every mobile phone. They are simple and effective ways to contact and inform customers. They can be used to trigger: alerts, contests, voting, WAP sites or download content (ringtone, application, wallpaper…) Mobile operators are now beginning to offer targeted SMS to their customer base - this is a very interesting opportunity Message from BMW Tomorrow it is forecast to snow. By law you need Winter Tyres. To find the address of your local dealer click here…. WAP pages + iPhone ready Media integration Social Networking Response Codes (couponing & info Text Message campaigns Applications & Tools Location-Based Services
  • 4. Mobile Marketing Potential Mobile Solutions - from SIMPLE to ADVANCED WAP pages are specially designed mobile internet sites which can be viewed in the phone’s online browser. More brands are now investing in a mobile destination Brands are also buying advertising WAP sites similar to on the internet. Targeting options are getting better It is crucial that sites are optimised to the device someone is using. We know that usability has a dramatic impact on success WAP pages + iPhone ready Media integration Social Networking Response Codes (couponing & info Text Message campaigns Applications & Tools Location-Based Services
  • 5. Mobile Marketing Potential Mobile Solutions - from SIMPLE to ADVANCED More and more brands are using text shortcodes a response mechanism on traditional media. However as outdoor media especially increases in interactivity, the possibilities for mobile increase. Nike are great innovators in this space. In addition Ford have recently launched a campaign using augmented reality WAP pages + iPhone ready Media integration Social Networking Response Codes (couponing & info Text Message campaigns Applications & Tools Location-Based Services
  • 6. Mobile Marketing Potential Mobile Solutions - from SIMPLE to ADVANCED WAP pages + iPhone ready Media integration Social Networking Response Codes (couponing & info Text Message campaigns Applications & Tools Location-Based Services Mobile social networking has been one of the major growth areas in the latter part of 2008 and early 2009. 12.5m of US mobile population now access social networking sites via mobile (22% of these access daily) MySpace - 58% doubled mobile growth in 2008 Facebook - 36% tripled growth in 2008 YouTube - 23% tripled growth in 2008 O2 ran a campaign called Make Some Noise and ATS demonstrated the power of twitter.
  • 7. Mobile Marketing Potential Mobile Solutions - from SIMPLE to ADVANCED WAP pages + iPhone ready Media integration Social Networking Response Codes (couponing & info Text Message campaigns Applications & Tools Location-Based Services Marketing message delivered with relevance to location Store promotions Event campaigns Directional marketing
  • 8. Mobile Marketing Potential Mobile Solutions - from SIMPLE to ADVANCED WAP pages + iPhone ready Media integration Social Networking Response Codes (couponing & info Text Message campaigns Applications & Tools Location-Based Services Location and retail is a very exciting area. Visa recently launched an LBS based retail application displaying merchant offers
  • 9. Mobile Marketing Potential Mobile Solutions - from SIMPLE to ADVANCED WAP pages + iPhone ready Media integration Social Networking Response Codes (couponing & info Text Message campaigns Applications & Tools Location-Based Services Response codes such as QR codes are a powerful way to connect with other media or products. Other methods are also emerging such as photo recognition and more excitingly Smart Tags (using NFC). They can be used to provide additional information, coupons or vouchers as well as complete transactions
  • 10. Mobile Marketing Potential Mobile Solutions - from SIMPLE to ADVANCED WAP pages + iPhone ready Media integration Social Networking Response Codes (couponing & info Text Message campaigns Applications & Tools Location-Based Services The ultimate tool on your phone. Paying for everyday things using your phone using contactless payments. Mobile payments are set to…. In emerging markets such as Africa remote mobile payments (mPass) mobile make up 10% of all transactions. And its growing fast!
  • 11. Mobile Marketing Google & Apple are rapidly changing the landscape Google Android will help create an explosion in application development for mobile. It has changed the way people develop on phones to make it more accessible and simpler Apple iPhone changed the game forever. Beautiful simple product, simple interface, easy to use applications, a store to get apps from, insistence of flat rate data tariffs. For the first time it’s a device that makes the mobile value chain connected.
  • 12. Mobile Marketing iPhone - simple customer experience MySpace (always-on lifestream publishing) eBay (connections to transaction-based services) Facebook (always-on social networking)
  • 13. Mobile Marketing A final thoughts: Operators - are they the dump pipe? For many years now operators have feared being a utility. However they have one big advantage - their always on connection with their customers. And for this reason we would always recommend trying to work in concert with operators…. They have massive customer bases, they have unrivalled data about those customers and they always have an ON connection
  • 14. Anthony Marris Managing Partner iconmobile uk limited the griffin building _ 83 clerkenwell road _ london _ EC1R 5AR mobile +44 7595 537947 www.iconmobile.com _ www.iconmobile.mob i Thank you!