Why Mobile Marketing Matters
It’s about an ever increasing connected & mobile consumer.
A Global Perspective

      Globally there are more
      mobile phones than PCs

               2008: 4.1 Billion
       ...
Mobile Use Trends:
Mobile Overview:
• 
Why
Now?
Device
capabili9es
+
3G
plus
networks
+
flat
rate
data
plans
=
mass
market
adop9on


• 
Value
...
Mobile Audience Reach:
 233
million
mobile
subscribers
in
the
US

 • 
61%
sent
text
messages


      • 
24%
received
an
SM...
Connecting Mediums




    Physical
        Digital

VML Mobile Capabilities
VML Mobile Process




                                                                                                   ...
Consumer Insights:
Target Insights Example:
Female
Adults,
35+,
Professionals,
College
Educated:

• 
All
US
Mobile
Subscribers:
31.5m
(14%
of...
Conversion:
 Mobile
Websites:
   Mobile
ApplicaPons:
   SMS
Program:





                                                ...
Mobile Media:
 SMS
Text

   Mobile
Web
Display
   ApplicaPon
            Search:

   Ads:
             Ads:
          Disp...
VML Mobile Program Examples
VML Program Examples

                                A
personal
shopper
for
Sam’s
Club

                                m...
VML Program Examples

                             In
conjunc9on
with
Cellit,
VML
lead

                             the
d...
VML Program Examples

                              Working
with
ShopText,
VML

                              developed
a
...
VML Program Examples

                             The
What’s
In
mobile
program

                             allows
custo...
VML Program Examples

                         A
mobile
sweepstakes
as
part
of

                         the
Virgin
/
Ento...
VML Program Examples

                            As
part
of
the
2009
Calle
Ocho

                            event,
Chevr...
VML Program Examples

                               Allowing
users
at
Jäger
sponsored

                               Sup...
VML Program Examples

                              Leveraging
the
exis9ng
sampling
                              
program...
VML Program Examples

                               The
Colgate
Max
White
Photo

                               Recharger...
VML Program Examples

                               Working
with
mGive,
provided

                               the
abil...
Emerging Mobile Tech
Mobile Image Recognition

                           The
ability
to
use
the
camera
to

                           recogniz...
Mobile Augmented Reality

                           The
ability
to
use
the
mobile
video

                           camer...
Near Field Communications / RFID

                            The
ability
for
users’
mobile
phones
to

                   ...
Mobile Commerce / Wallet

                           The
ability
for
users
to
make
transac9ons

                          ...
Mobile to Display Interactions

                                 The
ability
for
users
to
use
their
mobile

              ...
Mobile Marketing_VML_Oct. '09 KC/IABC Professional Development
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mobile marketing deck from IABC's Oct. '09 professional development event - "Mobile Marketing and Other Advanced Technologies" - presented by Joe Grigsby, VML director of emerging media

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Mobile Marketing_VML_Oct. '09 KC/IABC Professional Development

  1. 1. Why Mobile Marketing Matters
  2. 2. It’s about an ever increasing connected & mobile consumer.
  3. 3. A Global Perspective Globally there are more mobile phones than PCs 2008: 4.1 Billion mobile subscribers 2008: 1 Billion Internet users IT
World
Telecom
Mar
2009
 ComScore
2008

  4. 4. Mobile Use Trends:
  5. 5. Mobile Overview: • 
Why
Now?
Device
capabili9es
+
3G
plus
networks
+
flat
rate
data
plans
=
mass
market
adop9on
 • 
Value
to
Consumers:
Extension
of
connec9vity
to
broader
life
(offline
and
online)
 • 
Value
to
Clients:
Direct
connec9on
between
physical
and
digital
consumer
experience
 • 
VML’s
POV
on
Mobile:
Relevant
&
fric9onless
ability
to
connect
offline
experience
to
digital
engagement
 =
  6. 6. Mobile Audience Reach: 233
million
mobile
subscribers
in
the
US
 • 
61%
sent
text
messages

 • 
24%
received
an
SMS
ad
 • 
20%
use
the
mobile
web
 • 
11%
use
mobile
applica9ons
 • 
Search:
 • 
11%
mobile
web
 • 
6%
text
messaging
 • 
2%
mobile
apps

  7. 7. Connecting Mediums Physical
 Digital

  8. 8. VML Mobile Capabilities
  9. 9. VML Mobile Process Connect
&
Ac9vate
 Consumer
Behavior
 Value
Proposi9on
 Mobile
Offering
 Evaluate
target
 Iden9fy
the
need
 Determine
best
 Assess
most
 consumers’
use
of
 state
opportunity
 means
of
 effec9ve
method
 the
mobile
 relevant
to
the
 delivering
the
 to
create
 channel.
 client
and
the
 offering
via
the
 awareness
and
 consumer.
 mobile
channel.
 drive
engagement.
 • Device
Types
 • Mobile
Use
Profile
 • Audit
Consumer
Needs
 • Text
Message
 • Keyword
/
Short
code
 • Mobile
Effec9veness
 • Audit
Client
Assets
 • Mobile
Web
/
WAP
 • Mobile
Number
 • Content
Idea9on
 • Mobile
Applica9on
 • Camera
Phone


  10. 10. Consumer Insights:
  11. 11. Target Insights Example: Female
Adults,
35+,
Professionals,
College
Educated:
 • 
All
US
Mobile
Subscribers:
31.5m
(14%
of
all
US
subscribers)
 • 
Text
Messaging:
52%
‐
compared
to
52%
general
market
 • 
Mobile
Photos:
37%
‐
compared
to
40%
general
market
 • 
Download
Apps:
20%
‐
compared
to
10%
general
market
 • 
Internet
Access:
20%
‐
compared
to
17%
general
market
 • 
Games:
17%
‐
compared
to
21%
general
market



 • 
Email:
16%
‐
compared
to
16%
general
market
 • 
Music:
6%
‐
compared
to
9%
general
market



  12. 12. Conversion: Mobile
Websites:
 Mobile
ApplicaPons:
 SMS
Program:
 Congrats,
you
entered
the
 Jager
sweepstakes.
Rply
 EMAIL
for
email
updates.
 Stnd
rates
apply.
Txt
STOP

 2
end,
HELPJAGER
or
 RULESJAGER.

  13. 13. Mobile Media: SMS
Text

 Mobile
Web
Display
 ApplicaPon
 Search:
 Ads:
 Ads:
 Display
Ads:
 Who played the Cowardly Lion in the Wizard of Oz? From ChaCha: Hey! We’re working on your answer. *We’ve got a way you can go to the movies for FREE! Interested? Reply AMC now!
  14. 14. VML Mobile Program Examples
  15. 15. VML Program Examples A
personal
shopper
for
Sam’s
Club
 members
as
a
companion
for
the
 holidays.
Allows
customers
to
find
 relevant
gij
recommenda9ons
for
 family
and
friends
directly
from
 their
iPhone.
 Sam’s Club Mobile Gift Finder
  16. 16. VML Program Examples In
conjunc9on
with
Cellit,
VML
lead
 the
design
of
Sam’s
Club
mobile
site
 to
allow
club
members
view
 products
while
they
are
on
the
go.
 This
allows
for
easy
comparison
 shopping,
thus
reinforcing
the
value
 of
being
a
member
of
Sam’s
Club.
 Sam’s Club Mobile Web Site
  17. 17. VML Program Examples Working
with
ShopText,
VML
 developed
a
program
to
allow
 consumers
to
purchase
gij
cards
 directly
from
their
mobile
phone.



 Burger King Mobile Purchase
  18. 18. VML Program Examples The
What’s
In
mobile
program
 allows
customers
to
share
and
be
 alerted
to
great
product
finds
in
 local
stores,
thus
driving
sales.



 T.J. Maxx Mobile Community
  19. 19. VML Program Examples A
mobile
sweepstakes
as
part
of
 the
Virgin
/
Entourage
campaign.
 The
campaign
far
exceeded
 expecta9ons
of
user
engagement
 and
demonstrated
the
value
of
a
 mul9
channel
approach
 HBO Mobile Sweepstakes
  20. 20. VML Program Examples As
part
of
the
2009
Calle
Ocho
 event,
Chevron
promoted
a
 mobile
call
to
ac9on
for
a
chance
 to
win
Chevron
prizes.
All
users
 were
also
asked
if
they
wanted
to
 opt
in
to
receive
future
SMS
 messages
from
Chevron.
 Chevron Event Sweepstakes
  21. 21. VML Program Examples Allowing
users
at
Jäger
sponsored
 Supercross
events
to
enter
to
win
 a
motor
bike
from
their
mobile
 phone.

 Jäger Supercross Sweepstakes Congrats,
you
entered
the
 Jager
sweepstakes.
Rply
 EMAIL
for
email
updates.
 Stnd
rates
apply.
Txt
STOP

 2
end,
HELPJAGER
or
 RULESJAGER.

  22. 22. VML Program Examples Leveraging
the
exis9ng
sampling 
program
to
expose
our
target
to
the 
MSS
QR
code
program.
Par9cipants
in 
the
program
receive
his
own 
personalized
QR
code
that
points
to 
his
mobile
Facebook
or
other
social 
media
profile
page.
 Speed Stick QR Code Program
  23. 23. VML Program Examples The
Colgate
Max
White
Photo
 Recharger
applica9on
will
allow
 users
to
upload
photos.
They
can
 then
modify
the
images,
 including
whitening
the
smile,
 adding
text,
adding
clip
art
and
 adding
a
frame.

 Colgate Max White iPhone App
  24. 24. VML Program Examples Working
with
mGive,
provided
 the
ability
for
users
to
donate
$5
 directly
to
the
Salva9on
Army
 Central
Territory
by
tex9ng
 “ARMY”
to
90999.

 Salvation Army Mobile Giving
  25. 25. Emerging Mobile Tech
  26. 26. Mobile Image Recognition The
ability
to
use
the
camera
to
 recognize
an
image
or
code
to
deliver
 addi9onal
informa9on
to
you
mobile
 phone.

 Example:
SnapTell
Book
App:
 htp://9ny.cc/S75gZ


  27. 27. Mobile Augmented Reality The
ability
to
use
the
mobile
video
 camera
to
allow
addi9onal
informa9on
 to
overlay
the
image
to
provide
the
user
 with
addi9onal
informa9on.
 Example:
Allowing
users
to
find
the
best
 subway
connec9ons.
 htp://9ny.cc/oViZE


  28. 28. Near Field Communications / RFID The
ability
for
users’
mobile
phones
to
 interact
with
other
objects
by
just
being
 near
them.
Includes
mobile
transac9ons
 and
content
transfer.
 Example:
Microsoj
Surface
Mobile
 Connect:
 htp://9ny.cc/sQlpy


  29. 29. Mobile Commerce / Wallet The
ability
for
users
to
make
transac9ons
 through
the
use
of
their
mobile
phone.
 Can
include
payments,
coupon
 redemp9ons,
gij
cards,
loyalty
programs
 and
points.
 Example:
Cellfire
Mobile
Coupon
App:
 htp://9ny.cc/jiRU4



  30. 30. Mobile to Display Interactions The
ability
for
users
to
use
their
mobile
 phone
as
a
remote
control
to
interact
 with
digital
displays
in
the
physical
 world.
 Example:
Play
MegaPhone
MTV
 Campaign:
 htp://9ny.cc/P5qEe


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