Mobile Marketing: The Creative Circus Digital Trends Class: Heddy LunenfeldPresentation Transcript
Mobile Marketing A.K.A. Cell Phones and Tablets (when they get cameras)
The Good Old Days
The original analog
Voice-only cellular telephone standard
Allowed users to place and receive phone calls
Switch to fully digital network
Allows for greater mobile phone penetration levels
Introduction of data services (i.e. text messages)
3G Enhanced multimedia
Faster loading Web pages
Quick E-mail delivery
Smoother video streams
Voice, data and streamed multimedia
“anytime, anywhere" basis
Higher data rates than previous generations
Web Browsing (WiFi)
QR code recognition
Utilize LBS – GPS and other tracking tools
Mass Storage Device
Music Playing Device
Make Phone Calls
82% of brands and agencies have plans to boost their mobile ad budgets in the next year. MediaPost’s Center For Media Research and digital research firm Insight Express,
The Third Screen Is Now The First 260,000,000 240,000,000 220,000,000 200,000,000 160,000,000 140,000,000 120,000,000 80,000,000 40,000,000 20,000,000 TV Households Mobile Subscribers Internet Households 80,000,000 114,800,000 250,000,000 Source – Nielsen and eMarketer 2008
41 Source: Nielsen Mar 2008, RBC Investments Jan 2008, Net Applications Dec 2007
Mobile Is Personal 91% of mobile phone owners keep the phone within one meter 24 hours a day, 365 days per year 33%would rather lose wallet than phone Source – Morgan Stanley 2007; Nokia Survey
It takes an average of 26 hours for a user to (notice and) report a lost wallet yet if you lose a mobile phone, the average time to report it is 68 minutes Source – Unisys Survey; Nokia Global Survey
AXE – Time Sensitive SMS Fuses print + mobile advertising Copy: “To complete this ad, send “AXE” to 2345 after 9pm.”
A/R Augmented Reality
Click to Call
Gaming Starring Geo-Targeting
Amazon RemembersLooptBright KiteSCVNGR
Mobile Marketing Tools SMS/MMS Mobile Web Bluetooth Location 2D Codes What is it? B & W barcodes containing info that triggers an action when it is photographed from your phone How to use it?
Big in Asia, they’re on OOH, TV spots, magazines, packaging, POS, business cards, etc
It can open a URL, photo, etc.
What is it? Access the web/mobile web from your phone Preferably optimized content and data for the handset and small screen experience How to use it?
Display & search ads linking to site, map and/or content
Click to call
Widgets & Apps
Video, photos, content
What is it? Bluetooth technology allows you to send and receive applications, content or data wirelessly and for free. Users can also ‘bump’ information between phones with Bluetooth. How to use it?
“Bluecasting” OOH send ads, photos, podcast style audio content, video, mobile ticketing, text messages, games and other apps to mobile devices
What is it? Track where people are&provide location based info. Search important- 80% of mobile web users search for places to eat, shop, compare prices How to use it?
Location aware services, advertising
And/or social networking, etc.
What is it? SMS = most used mobile marketing tool – cheap, safe and reaches almost every handset in US MMS = Send&receive picture/ video How to use it?