Mobile Marketing

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Postcard Planet, Inc., launched mobile marketing.

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Mobile Marketing

  1. 1. WHAT IS MOBILE MARKETING?
  2. 2. 3 | 87 WHAT IS MOBILE MARKETING? NO. WRONG.
  3. 3. 4 | 87 WHAT IS MOBILE MARKETING?
  4. 4. THE DREAM MEDIUM?
  5. 5. MOBILE IS KEY Mobile is our second shadow
  6. 6. MOBILE IS PERSONAL Always attributable to one single person
  7. 7. MOBILE IS UBIQUITOUS One screen to unite them all
  8. 8. MOBILE IS IMMEDIATE
  9. 9. MOBILE IS LOCALIZABLE
  10. 10. 12 | 87 MOBILE IS A GREAT DIRECT MARKETING TOOL
  11. 11. MOBILE PROVIDES A WIDE RANGE OF MARKETING TOOLS SMS MMS Web Bluetooth Location QR Codes or Text Multimedia Based Quick Message Short Service Marketing Response Barcodes Message Service
  12. 12. MC DONALD’S MASS MARKET SWEEPSTAKE CANNES SHORTLIST 2006 Send a text message and get your gift within seconds 1.5 million participations in 5 weeks
  13. 13. MOBILE LIFE
  14. 14. MOBILE IS A SECOND SHADOW 1st thing you check when you wake up Last thing you check when you go to bed Within arm’s reach 80% of your day Sources: Fluid Lives, Yahoo! 2006 + Nielsen Media Research for TV numbers, 2006
  15. 15. MOBILE IS AN EXTENSION OF OUR BODY Personal Intimate > Privacy Singularizing > Identity
  16. 16. MOBILE IS AN ADDICTION Phantom Vibration Syndrome (or Vibranxiety) 92% of owners cannot get through a typical day without using their phone Source: The Mobile Life, survey conducted by YouGov, 2006
  17. 17. MOBILE USAGES
  18. 18. WHAT DO WE DO WITH OUR MOBILE PHONES? COMMUNICATION SMS eMail Picture Messaging Send/Receive Videos Social Networking Blogging
  19. 19. WHAT DO WE DO WITH OUR MOBILE PHONES? COMMUNICATION PERSONAL SMS PRODUCTIVITY* eMail Picture Messaging Check Weather Send/Receive Videos Search the Web Social Networking Maps/Directions Blogging Movie info Stock Quotes Financial news Business directories Restaurant info Trading Stocks *Source: M:Metrics, January 2007. Transactions Items classified in decreasing order of importance
  20. 20. WHAT DO WE DO WITH OUR MOBILE PHONES? COMMUNICATION PERSONAL NEWS BITES SMS PRODUCTIVITY News eMail Product Info/reviews Check Weather Picture Messaging Tech news Search the Web Send/Receive Videos Health/Sport Maps/Directions Social Networking Sports Information Movie info Blogging Entertainment News Stock Quotes Horoscope Financial news Business directories Restaurant info Trading Stocks Transactions
  21. 21. WHAT DO WE DO WITH OUR MOBILE PHONES? COMMUNICATION PERSONAL NEWS BITES PASSING TIME SMS PRODUCTIVITY News Play video games eMail Product Info/reviews Download ringtones Check Weather Picture Messaging Tech news Download wallpapers Search the Web Send/Receive Videos Health/Sport Download videos Maps/Directions Social Networking Sports Information Download music Movie info Blogging Entertainment News Stock Quotes Horoscope Financial news Business directories Restaurant info Trading Stocks Transactions
  22. 22. MOBILE AS AN ADVERTISING PLATFORM
  23. 23. MOBILE MARKETING IS STILL IN THE EARLY STAGES… U.S. Advertising Spend by Media in 2007 (in Millions) Source: TNS Media Intelligence, Mar 2008 + earketer, Oct 2007 (mobile) + IAB, Feb 2008 (Internet) $67,772 $31,751 $26,544 $11,303 $11,055 $4,022 $1,400 Television Magazine Newspaper Internet Radio Outdoor Mobile (excludes paid search)
  24. 24. … BUT IT’S GROWING FAST In two years from now, mobile advertising should be as big as Internet advertising is today (Source: eMarketer, October 2007 + ABI Research, 2007 + Informa Telecoms & Media, February 2007)
  25. 25. THINKING MOBILE
  26. 26. THE FIRST SCREEN In 1965, you could reach 80% of the Americans with 3 spots of 60 seconds on TV. Today, you need 120 prime time commercials.
  27. 27. THE SECOND SCREEN From Information to Communication
  28. 28. THE THIRD SCREEN Willingness marketing
  29. 29. 25 | 87 THE THIRD SCREEN IS ALREADY THE FIRST 2 billion mobile subscribers today 1.2 billion TV households 670 million PC users Sources: Informa Telecoms & Media, April 2006; In-Stat, November 2006; speech from Steve Ballmer, CEO Microsoft
  30. 30. PEOPLE CAN NOW ESCAPE ADVERTISING
  31. 31. PUSH | FORCE-FEEDING NO. WRONG.
  32. 32. PULL | USER-INITIATED
  33. 33. SHORT MESSAGE SERVICE (SMS)
  34. 34. A FAST AND CONVENIENT WAY TO REACH POTENTIALLY EVERYONE
  35. 35. FINGERS’ DEMOCRACY IS TAKING OVER VOICE’S DICTATORSHIP People already text more than they call 5,000 SMS sent per second in the U.S. Source: CTIA, The Wireless Association + Mobile Marketing Association + emarketer.com + Forrester, 2007
  36. 36. TEXT MESSAGING IS YOUTH’S PREFERRED CHANNEL % of U.S. users using text messaging daily Source: InsightExpress, Mobile A&U Research Results, Sept 2007 43% 22% 16% 10% 18-24 25-44 45-54 55-64
  37. 37. SMS/TEXT CAMPAIGN EXAMPLES
  38. 38. NEWSPAPER’S MISSING PICTURES GOLD LION CANNES 2003 FOR USE OF MEDIA

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