(Graham Brown mobileYouth) Mobile Youth Workshop Q3 2008


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Summary of my Understanding Mobile Youth Workshop @ <a>The Prepaid Mobile Summit IIR 22-25 September 2008 in Prague</a>.

Note includes extensive videos not available on PPT file. Head to http://www.mobileyouthnet.com to view on the street videos of mobile youth

Published in: Business, News & Politics

(Graham Brown mobileYouth) Mobile Youth Workshop Q3 2008

  1. 1. mobileYouth 2008 marketing & advertising 2 halves
  2. 2. SESSION 1A About Youth A story of 2 brands
  3. 3. MobileYouth: Perspective Simple
  4. 4. MobileYouth: 3 Key Questions 1) Who are they? 2) What do they want? 3) How do we give it to them? Since 2001
  5. 5. History <ul><li>About mobileYouth </li></ul><ul><li>What you say vs. what you do </li></ul><ul><li>Brand perception </li></ul><ul><li>Innovation </li></ul>Timeless
  6. 6. Some things are timeless... Timeless
  7. 7. Some things are timeless... On the street Consumer drivers
  8. 8. Insights in Coffee Drivers are timeless Business case
  9. 9. SESSION 1B The Business Case OTStreet
  10. 10. Intro ~ What do youth want? mobileYouth on the street video 1 Why Youth?
  11. 11. Mobile Youth - The business case Adding 100 million new subscribers a year $2 trillion growing to $3.5 trillion by 2017 50% of lifetime value expended by age 35 Most likely to tell friend about a mobile service. WOM most influential advertising Highest data ARPU as a % (nearly 40%) Heaviest consumers of mobile search (market to grow to $4 bn. by 2012) Heaviest consumers of widgets & mashups Lifetime val
  12. 12. Business Case Lifetime Value Global Mobile Youth will spend an average of $28,000 in their lifetime on mobile services (measured by their phone bill). By aged 35, the lifetime value of the consumer has already halved highlighting the importance of establishing relationships at an earlier age. Implications Chasing ARPU here and now means the mobile industry compels itself to seek the higher spending customer – ie the 30+ demographic even though their lifetime value, propensity to adopt new services and value to product development is lower. By adopting a longer term focus on the relevant metrics – loyalty/churn for example – organizations will be more geared towards investing resources into consumers who do not return an immediate payoff. Changing the metrics is key to breaking the hand-to-mouth cycle that fuels telecoms marketing. Youth Lifetime Value by age 35, the average consumer has already expended half of their lifetime spend on mobile Source mobileYouth data remaining lifetime value of consumer to operator ($US 1,000s) halfway } 50% expended Future
  13. 13. Mobile Youth - The business case Mobile spending starts to plateau at under $300bn “the ARPU ceiling” Are we limiting our revenues to the phone bill? Can Channel ARPU provide growth? Mobile advertising $5bn to $16bn by 2012. Youth are most likely to recall brands marketed via mobile (41% vs. 18%) ~ particularly in SNS context Age group most comfortable with profiling Age group most likely to buy on phone MMarketing
  14. 14. Marketing Trend $5 billion market Mobile advertising remains relatively small – at 10% of the total online marketing spend. However, we anticipate that mobile will grow from 10% of the combined digital (online/mobile) budget in 2008 to just under 20% in 2011 – a doubling of relative importance within the marketing mix. Mobile advertising will grow in 3 ways – 1) In direct revenues - $5 to $16bn 2008-11 2) As a core component of integrated marketing strategies 3) Mobile merchandising Implications Most brands are reluctant to engage until they see definitve metrics that can assure their media planning of a like-for-like displacement of spend. However, beyond the simple campaign - the real value of mobile in customer service, product development and dialogue building does not translate today into a like-for-like comparison of metrics. Growth of Mobile Advertising Market to double every 2 yearsr worldwide mobile advertising spendng ($US millions) Source mobileYouth based on eMarketer data 2007/8 Receptive?
  15. 15. Business Case Mobile Advertising Youth are key to evolution of the mobile advertising sector. Although they spend relatively less on mobile, they have a higher lifetime value and, importantly, are nearly 80% more likely to recall brands featured in mobile advertising. Initial market progress will occur with these consumers as opposed to the more resistant older generations. Implications Industry often cites 30-39 as the typical advertiser target profile on mobile because they spend more, yet mobile marketing is relatively germane and the value of engaging a substantial development lab in the form of young consumers is highest in a market that is still relatively underserved. Youth and Mobile Ad Recall Young consumers have highest recall rate of mobile advertisements % who recalled brand based on mobile ad received Source mobileYouth based on Limbo data 2007/8 Lifetime val
  16. 16. SESSION 2A Trust
  17. 17. What is important to youth? mobileYouth on the street video 2 Healthcheck
  18. 18. Mobile Operators Brand Health-check Youth trust for handset brands significantly higher than that for operators (52 vs. 27%) (NB:Europe showed lowest figures) Youth churn continues to rise (35% pa) Significantly higher than the all-industry averages Youth ranked their “wants” from operators as: 1) better package 2) better customer service 3) better choice of handsets 4) new services/technologies DNA vs Need
  19. 19. mobileYouth Trend #8 Marketing and Strategy = different goals? Most marketers prioritize the need to achieve customer satisfaction (75%) and retention (65%) as core organizational goals yet most report budgets focused on acquisition (52%) rather than retention (48%) As long as the DNA of the organization (ie the metrics) remains focused on acquisition, tactics will replicate regardless of strategic objectives. Implications Strategic dissonance represents a classic case of the disjunct of organizational need and the organizational habit. For decades, the need to drive net additions in services and technology have ingrained organizational habit into measuring and focusing on high impact, low sustainability marketing tactics that place premiums on awareness, impressions and column inches. However, need now requires habit to change and it is C-level leadership that needs to take initiative in directing the organization through introducing co-operative metrics. Yet... Marketers Rated “Customer Satisfaction” & “Retention” as #1 Priorities Source mobileYouth based Andersen Analytics data 2008 % of marketers who identified this as a key focus for 2008 strategy What we do...
  20. 20. When organizational DNA gets in the way Fail is okay
  21. 21. Youth also make mistakes More!
  22. 22. Youth also make mistakes More!
  23. 23. Youth also make mistakes Dialogue
  24. 24. SESSION 2B Youth Marketing
  25. 25. (Video) How can I build trust through dialogue ? Marcomms Mass Market
  26. 26. (Video) How can I build trust through relevance ? Clarity
  27. 27. (Video) How can I build trust through clarity ? Relevance Remarkable
  28. 28. (Video) How can I build trust through being remarkable ? More videos, more info
  29. 29. mobileYouth.org Blogging mobile, youth, marketing and branding trends since 2001 with articles by Josh Dhaliwal and Graham Brown As always, free to read. Includes presentations and videos published by mobileYouth and partners http://www.mobileYouth.org mobileYouthNet.com Networking professionals in the mobile youth space. Watch on-the-street videos of our reporters talking to youth about mobile and marketing. Events calendar, discussion, contacts and more. Join today for free at http://www.mobileYouthNet.com About mobileYouth & mobileYouthNet mobileYouthNet.com mobileYouth.org