CMA Atlantic Marketing Conference - Mobile Overview

(thank you Bryan Segal from ComScore for letting me borrow the last 3 images!)

What is the Mobile Marketing Opportunity in today’s fragmented media landscape?

What we’ll cover in the next 324 slides or 45 minutes (whatever comes first)
Canadian Mobile Stats
Relevant U.S. & Broader Mobile stats
The Mobile Media opportunity
Five Things you need to know about the mobile web
Five Things you need to know about mobile apps
Four ways of making old media undead with mobile (using what we just learned)
Where mobile fits in our digital marketing mix
Questions & Answers

Mobile is becoming ubiquitous
93% by 2011
75% in 2009
Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA

Usage by Province and Age
Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA

SMS is already Ubiquitous
20 Billion text messages sent in 2008
Estimated 40 billion in 2009
Over 1 billion SMS messages sent in 2008 on shortcodes
Source : CWTA

Females and Persons 35-54 are Key Mobile Targets
Females are gaining more ground in the mobile market
Source:
Source: comScore M:Metrics, US,, Persons 13+, 3mnth avg ending May 2005 - May 2009

Voice No Longer the Killer App:Mobile Browsers, Application Users and Downloads (Mobile Media Users) Growing 24% Year over Year
Product: MobiLens
Data: Three month average ending May 09
Country: US - N= 35,520

Facebook Dominates inMobile Social Media
Source: comScore, Inc. US, 3 Mth Ave. Ending May 09, Ages 13+

Twitter rocks Mobile more than Desktop
RIM Holds the most Twitter.com users
7.1% of RIM and Apple Owners Tweet
comScore Inc. Mobile Metrix – August 2009 – Symbian, MS, and Palm OS
comScore Inc. M:Metrics US – October 2009

Mobile Advertising: Not Just About Ringtones Anymore
Mobile Web Drawing Diverse Advertisers

Mobile Media Opportunity

Multi-screening becomes ubiquitous
Only 4% of the US online population say that they never use a computer while watching TV
We can view this as fragmentation… or opportunities to engage more deeply with our audiences where they are already spending time
comScore Plan Metrix April 2009

We’ve been predicting this for a while…

Mobile Web (aka WAP)…
becomes relevant

5things you should know about the mobile web
More people will access the mobile web by 2013 than the “desktop web” (01/14/10 Gartner report)
The user experience has to be optimized for the mobile web
Mobile websites need specific purpose and relevance to users
You can build mobile websites to work on all devices
You don’t need to spend a lot to get a lot

.mobi thinking is not .com thinking

Mobile domain / URL strategies
Source: http://www.mobilemarketer.com/cms/news/research/2988.html

Smartphones are HOT!
About 4 million Canadians are accessing the mobile web through their mobile device
6 of the top 10 best selling phones are touch-based smart phones
25% of all new Canadian mobile sales in Q2 09 were smartphones. That rose to 47% in Q3 09.
55% of Canadians have indicated that they are looking to upgrade their mobile phones over the next 6 months
By 2011 nearly all phones will be smartphones

Should you build an App for that?

Apps stores… More than Apple.
Image source: http://doroteos2.files.wordpress.com/2009/05/apple_logo_rainbow_fruit.jpg

Five things you should know about Mobile Apps
It takes more work (for marketer and consumer) to drive people to a mobile app vs. a mobile website
Allows you to build a richer experience without impacting data speeds / charges
Allows you to take advantage of native phone features (camera, voice, “shaking”)
Features can work offline
There’s an App for that

App examples

There’s An App for that!

So… Wap or App?
VS

DO BOTH!
(but probably start with a mobile website)

4 ways to make old media undead with mobile

Call to action with SMS that resolves to mobile web URL
Rich Abronson, VP Marketing @ Gumiyo:
“This is a clear indication of the power of SMS and the Mobile Web to increase the effectiveness of marketing campaigns that include an on-site promotional event or venue, and we believe the contributions of these channels will dramatically increase in 2010 and beyond”

Create a mobile website & promote it!
Promote on all displays, POS, print & OOH
W3C Compliant (works on all mobile devices)
Leverages iphone webkit capabilities for enhanced menu features
Build once – use many times

Create a mobile call to action with 2d / QR Codes

2-D codes the near future of mobile marketing
A 2-D code looks like a pixilated 1980s Ms. Pac Man game board
Extend & create a more interactive mobile experience
Enter a contest
Get a coupon or gift certificate
Get product information
Download movie trailer
Download music
Access information on a mobile website
Get directions to a location with a link to google maps (store locator)

Example: Stella Artois
Stella Artois ran a contest across Canada with a QR Coded poster campaign (image below). The QR Code resolves to a mobile website where entrants can win a unique experience at a film festival, including the Toronto International Film Festival, the Vancouver International Film Festival, the Calgary International Film Festival and the Atlantic Film Festival.
The experience includes meeting up with a film industry insider, attending a festival screening and VIP access to an exclusive party.

Japanese QR Coded Building(resolves to mobile web with up to date shop information)

QR Code Only Magazine
A Japanese magazine Tada Gets (things for free) is now into its fifth issue. It is composed
almost entirely of QR codes and by scanning these codes mobile users link to a variety of free ringtones,
decorations, games, music, pictures and other content.

7 things you should know about
Bluetooth is the global short-range wireless standard
Default range is 100m – but can be adjusted down
1.5 billion Bluetooth-powered devices worldwide
80 percent of new mobile phones come with Bluetooth
Consumer awareness of Bluetooth at all time high
Response rates are typically 5-10%
Many blackberries do not support 2-way bluetooth… yet

Bluetooth Best Practices
Don’t use as “blue-spam” – use as opt-in channel (ie. South African malls)
Needs to be supported by other communications
Make sure there is a value exchange with consumer

Where does Mobile fit into the digital marketing mix?

BSTREET Media Mix Philosophy

Where to start?
Incorporate mobile call to action in all OOH & print media (SMS, URL, QR, Bluetooth)
Give the Consumer at least 2 of the 4 options mentioned above
Leverage existing assets to create something of value to the Consumer
You don’t need a robust mobile website to resolve to, but it needs to be more than a larger version of the Ad itself
Extend existing “desktop” web properties to the mobile web
Design to work on all devices – but optimize for smartphones
Start small – but be relevant and specific
Use existing URLs but add device detector
Promote the fact your sites are mobile friendly online and in other channels
Start allocating ~20% of your digital media budget to mobile

About Me
Follow me here:
twitter.com/phryl
burningthebacon.com
linkedin.com/in/phryl
Copy of today’s presentation can be found here:
slideshare.net/phryl
Phil Barrett (.mobi)
VP Digital & Mobile
CMA Digital Council
Mobile Evangelist
360 Marketer
BSTREET Communications
Toronto & London, UK‏

BSTREET is a marketing communications agency
dedicated to creating
SmartIdeasTM
for your brand.

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CMA Atlantic Marketing Conference - Mobile Overview

by Phil Barrett on Mar 04, 2010

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CMA Atlantic Marketing Conference - Mobile Overview — Presentation Transcript