Mobile Marketing

Leveraging the power of Mobile Marketing for brands Mobile Monday, Mumbai 9 th April 2007 THE NEXT ITERATION

About 2.4 billion mobile phones have been sold around the world last year, and globally there are more mobile phones than PCs. Source: GSM World

“ Worldwide over 350 billion text messages , are exchanged across the world’s mobile networks every month” Source: GSM World

Mobile reaches where other media cannot! Feb 2007 Mobile Subscriber data – 203mn

10 million GPRS users?! “… About 15 per cent of the mobile phone subscriber base in India (140 million users) is on the GPRS platform that enables such applications…". Source: The Hindu

“ Mobile is already a platform, but the consensus was that leveraging the power of the web, integrating web services into the mobile medium is the future of mobile.” Mobile2.0 Conference

Unlearn!
‘ Just-in-Case’
marketing & communication

Unlearn!
Make products ‘Just-in-case’ customers might need it!

Unlearn!
‘ Just-in-case’ the consumer
is interested to buy

Unlearn!
‘ Just-in-case’ the customer
needs the product

The problem with traditional advertising is that it's a "disconnected" process

Learn!
‘ Just-in-time’ marketing
Contextual messaging
‘ When-you-want’ messaging
‘ Overt to covert’ messaging
‘ seek & collaborate’ communication
Move from ‘communication’ to ‘conversation’

context Learn!

immediacy Learn!

personalization Learn!

Moving beyond ‘text and response’ campaigns

A world of interactivity
Initiate a phone call
Trigger a return IVR call
Download mobile content
Automatically opt-in to an SMS
Email database
Go to a promotional mobile Internet site to learn more.

Source: iLoop Mobile

Cases of ImaginAction ™

Adidas QR Tagging
QR Codes turn your phone into a bar code scanner used everywhere in Japan and Korea.
Adidas used these codes on retail merchandise tags and clothing imprints.
Potential customers could take a photo of the color code on a sleeve, and the handset would then load up the brand’s WAP site
Over the course of the test run, 60,000 people participated in the Korean Adidas program, and Adidas had over 2,000,000 page views .

What will your message be?
Mass Messages to customized messages
Download a template from a website
Customise with your Valentine message in hand-writing
Take a picture of it with your cameraphone and upload it back
Send the SMS message to your friend

Art meets mobile meets social media.
SMS as graffiti.
The idea is that you send in your text message to the central system and then the messages are projected on to buildings (interior or exterior) in specific shapes or formats.
The text messages appeared in speech bubbles.

Nike ID
Nike erected a large, interactive
billboard in Times Square.
Passers-by could use their cell
phones to text in their own custom
design and receive a free pair of
Nike IDs.
Individuals went nuts when they
saw their own shoes posted live on
the jumbotron in front of them.
Nike gave away 3000 pairs
of shoes in this promotion
Users were just as excited by their
design on the billboard as they
were by the free footwear

Download and news service called Musicstation.
Major labels like Universal and 23 global network operators so far covering 40 countries and a potential of 690m subscribers.
Service rather than messages

Service rather than messages
Bluebook from 02
Gone are the days when upgrading your phone meant losing your treasured text messages and photos
The account offers 1000 MB of storage space for important text messages, pictures or video clips. Photos taken from cameraphones can optionally be opened up to be viewed online by others and also sent directly to Kodak for printing .

Mobile mischief from 42 Below
Background:
42 Below wanted to create an interactive mobile marketing campaign that would support its quest to become the most talked about vodka brand anywhere in the world including the hard to crack markets of London and New York.
Objectives:
Support the outdoor campaign running in the party hotspots of major global cities
Use the mobile channel to spread the 42 Below far and wide among the target audience
Solution: In the world’s first ever viral mobile video campaign, mischief makers were able to spread stories of their 42 Below related misdemeanors far and wide; downloading and forwarding animated stories, videos, ringtones and screensavers to any mobile phone, anywhere in the world at any time. The stories are made up of a series of icons, with each icon accompanied by an appropriate (or inappropriate) sound. They can be downloaded from the website, www.42belowstories.com, to any phone; their own, or a fellow mischief makers. The user receives a link which opens the video or the animated story, once it has played the user has the option of forwarding the content to a friend. Users can also access a WAP page, where they can browse the content, download screensavers and SMS alert tones, as well as forwarding content to another person’s phone.

Adidas Real Madrid China Tour
Reinforce adidas’ position as an innovator and technologically savvy marketer by leveraging off sponsorship of the much hyped Real Madrid tour of China and Japan by utilizing the 3G phone to connect with the football-mad populous.
Enabling viewers to “snack” on exclusive video footage on their mobile phones of the tour, including highly sought after, exclusive interviews of the 2 superstars–Beckham & Raul, the channel was also used to launch the star-studded “Impossible Field” TVC.
Results
The campaign surpassed any similar campaigns conducted on 3G by over 200% (source Hutchison), this was due in large part to the exclusive content & interviews filmed and produced specifically for the mobile channel .

Trends on why brand marketers have to beyond just messaging!

Trend #1 Mobile web applications are the future

Trend #2 We are creators not consumers (The power of user generated content)

Trend # 3 I am not a number, I am a tag

Trend #4 Communities will the way to build engagement – Generation C “ The population that is always in contact with friends and colleagues and trust them more than your branded messages “

Why is it important for us to work together?

By 2011, global advertising industry will be close to $600B. Can mobile start to increase its revenue share from its current levels of less than 0.2% to 2-5% by then?

Thank you

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Mobile Marketing

by Sivaraman Swaminathan

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