“Hi, would you mind if we invaded your mobile
device to cram advertisements down your throat?”
24.09.09

“Oh great.
Another media channel
to add to our
marketing plans.”

Consumer Expectations Are Changing
≠

(angry mob)
http://www.flickr.com/photos/29233640@N07/3645211083/

Does Mobile Advertising Even Work?
Source: Nielsen Global Online Consumer Survey April 2009

MASS MEDIA
DIGITAL
Relevance Trumps Reach

Ubiquitous Mobile Touchpoints
WORK WORK
BIZ TRAVEL STORE
VACATION GYM
HOME HOME

Mobile User Profiles
Traditionalist Wannabe Pioneer
60% 25% 15%
Source: InsightExpress

Applications Are The Now

The Internet Is The Future
>

Walled Gardens Always Fail (Eventually)

Mobile Social Networking
Social connectivity makes mobile devices
less isolated and more interdependent

Stealth Sound System

Devenir Maman

Hearts Club
• Age appropriate personalized SMS babycare tips to moms
• Text in on pack codes to earn 1 point per diaper purchased
• Points redeemed for children’s toys or mobile top ups
• Each point earned is also an entry for a
bi-monthly sweepstakes to win a college
scholarship for their child
• 162,000 current Pampers Hearts Club
members and growing
• 22% increase in product consumption
among members

Flite

Tennis Sponsorship

NIKEiD

Rugby

Dublin Bikes

If You Only Remember One Thing Make
Sure It’s These Five
• Stop selling and start helping/entertaining/enabling/enhancing
• Improve people’s mobile experience - you are a guest on their
mobile device
• Other media channels get you invited in and mobile enhances
other channels nicely
• Be sociable - mobiles are communication devices first
• Measure the crap out of it

Thanks!
mark@irishinternational.ie
http://www.twitter.com/irishintl