Key Trends In Mobile Marketing & Advertising For 2010

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Andrew Grill presentation at MoMoNo 2nd anniversary

Andrew Grill presentation at MoMoNo 2nd anniversary

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  • 1. Key Trends in Mobile Marketing & Advertising for 2010
    Andrew Grill, Digital Strategist
    MoMo Norway, January 2010
  • 2. This time…it’s personal
  • 3. The Mad Men need to change their approach
  • 4. What’s wrong with this picture ?
  • 5. The advertising world has to change
  • 6. Ad avoidance
  • 7. The glittering allure of the mobile society
    Mobile is personal – it is my media
    Mobile is always carried – the city in my pocket
    Mobile is always on
    Mobile has a built in payment mechanism
    Mobile is there at the point of creative impulse
    Mobile can recount the audience
    Source: Alan Moore http://bit.ly/m-allure
    November 2008 commissioned by Microsoft
  • 8. Key trends in 2010
  • 9. What are we likely to see in 2010?
    Mobile internet goes mainstream & charges > flat rate
    Useful applications, social media & the need to be “always connected” drive usage
    Mobile “advertising” struggles as consumers crave relevancy
    Mobile tie-ins for brands will feature social networking
    Augmented reality etc will grow but still not prime-time
  • 10. Always On
  • 11.
  • 12. Mobile broadband is
    the last frontier before “flat rate everything”
  • 13. Mobile Advertising…
    There’s an app for that
  • 14. What do consumers want from a mobile application?
    Works on my phone (no idea what model it is)
    Easy to download (app store vs direct)
    Useful (I would use it regularly)
    Free or low cost
    Simple to use (I don’t read instructions)
    Minimal branding or pop-ups
  • 15.
  • 16. Bespoke mobile app for Smirnoff
    bit.ly/smirnoffapp
  • 17. Branded Utility
  • 18. Branded applications
  • 19. Barclaycard waterslide game
  • 20. Barclaycard waterslide game
  • 21. Branded experiences
  • 22.
  • 23.
  • 24.
  • 25. Mobile friendly sites
  • 26. Mobile friendly sites are a must
    http://www.peugeot3008.mobi
  • 27.
  • 28. Campaigns must be measurable
  • 29. Mobile + Social = WIN
  • 30.
  • 31.
  • 32.
  • 33. Augmented Reality
  • 34.
  • 35.
  • 36. IBM augmented reality at Wimbledon
  • 37. Mobile Secrets
  • 38. Mobile secret #1
    “Mobile operators don’t collect the information advertisers need”
  • 39. “Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile”
    VW CRM Manager May 2009
  • 40. Informa /Ogilvy / Acision paper bit.ly/ad2020
    “P&G spent just 0.17% of their advertising budget on mobile in 2008”
  • 41. Mobile secret #2
    “we’re not interested in CPM or click-through rates…we just want to sell products”
    Brand Manager FMCG 2008
  • 42. “Ultimately advertising must sell...or else”
    David Ogilvy
  • 43. Mobile secret #3
    “Small is beautiful with mobile”
  • 44. The changing face of advertising
    Reach & Frequency
    RELEVANCY
  • 45. Mobile secret #4
    “Unless we heed the 3 Ps of mobile it will never take off as a medium”
  • 46. Permission
    Privacy
    Preference
  • 47. Permission
    people will decide what they see / receive / engage with
    Privacy
    Preference
  • 48. Permission
    Privacypeople will decide where their data is and how it is used
    Preference
  • 49. Permission
    Privacy
    Preference
    people will decide what content they find relevant. Inference and assumption has a limited lifespan
  • 50. Mobile Advertising & Social Media
    www.LondonCalling.mobi
    Follow me on twitter.com/AndrewGrillSlides http://bit.ly/sharegrillemail me via andrewgrill.com/contact+44 788 198 6694