Mobile Marketing & Advertising in a web 2.0 world<br />26 November 2009<br />Prepared by<br />Helen Keegan <br />*Heroes o...
Has much changed?<br />Are we really connected?<br />Do most people care?<br />Will my sister ever upgrade her handset?<br...
But Information overload is on the up<br /><ul><li> 35 years ago there was one commercial television station. Today, there...
 The number of magazine titles in the UK has increased six-fold over the last 25 years
 250,000 auditable outdoor poster sites in the UK
 Web 2.0
 Mobile
 Unlimited</li></ul>3<br />
What does this mean?<br />Trust and attention - key to success<br />It takes time<br />You cannot demand attention<br />Wh...
No amount of technology changes this:<br />5<br />Good marketing begins and ends with good product and service<br />
A little reminder...<br />6<br />Can you get excited by one of these?<br />
Handsets & functionality<br />7<br />
Top 18 mobile media devices in EU5<br /><ul><li>Apple is challenging Nokia’s long found dominance. Can Nokia fight back?
Sony Ericsson only represented once despite their media focus and 15% market share </li></li></ul><li>Don’t forget<br />Lo...
Different services used by different demographics. Mobile media users older/more female<br /><ul><li>Younger demographics ...
Mobile internet services skew  65-70% male and average age 33-34 years old. Mobile content & social networking - more even...
Unlimited data plan subscribers average age over 37</li></ul>Higher on chart = more female<br />Further to right = older<b...
US: Light PC users are 26% more likely to be mobile web users than heavy PC Web users.<br /><ul><li>To reach the full digi...
Mobile marketing & Advertising<br />Copyright Helen Keegan 2008. All rights reserved.<br />12<br />
A little reminder:<br />13<br />Good marketing begins and ends with good product and service<br />© Helen Keegan 2009. All...
(mobile) Marketing supports this<br />Communication<br />Customers<br />Acquisition<br />Retention<br />To make it easy fo...
A few mobile marketing ideas<br />Be useful <br />Use dead time<br />Say thank you<br />Ask for feedback<br />15<br />© He...
Kodak<br />360° campaign<br />Onsite ‘villages’<br />Full-fat website<br />UGC element<br />Mobile service<br />Free mobil...
11 September 2008<br />Copyright Helen Keegan 2008. All rights reserved.<br />17<br />
Kodak Snow Insider<br />So useful, they got 100,000 downloads in the first 2 weeks and 160,000 at the end of the first mon...
Copyright Helen Keegan 2009. All rights reserved.<br />19<br />Source: Springwise.com<br />
Use dead time<br />And make it pay<br />A new twist on the ad-funded model<br />20<br />© Helen Keegan 2009. All rights re...
Turkcell Tone & Win<br />21<br />Copyright Helen Keegan 2009. All rights reserved.<br />
Warner/ Quantum of Solace campaign<br />QoS branded ringback tone exclusive to males aged 13-54 living in the 26 Turkish c...
Mr Clarinet<br />23<br />Railway station poster campaign<br />
The spread of TDC...<br />Do you suffer from it?<br />A common affliction...<br />Does nothing for yours or your customer’...
Thinly disguised contempt<br />
Let’s have some TLC instead <br />...and some good manners<br />
27<br />Say “Thank you”<br />www.MobyMemory.comOrderID: 17xxxx shipped at DH8200xxxxxGB. Tracking: 18.46 (See RoyalMail.co...
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Futureproof Conference Dublin Nov 09

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A short keynote presentation I gave at Futureproof 3 in Dublin in November 2009, entitled 'Mobile Marketing & Advertising in a Web 2.0 World'.
Many thanks to Jimmy, Steve and Valerie for inviting me over to speak and for looking after me so well while I was there.

Published in: Technology, Business

Futureproof Conference Dublin Nov 09

  1. 1. Mobile Marketing & Advertising in a web 2.0 world<br />26 November 2009<br />Prepared by<br />Helen Keegan <br />*Heroes of the Mobile Screen 7 Dec http://mobileheroes.net<br />Helen Keegan: http://technokitten.com<br />http://twitter.com/technokitten<br />Mobile Monday London: http://momolo.org<br />http://twitter.com/momolondon<br />Swedish Beers Mobile Networking: http://swedishbeers.org<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  2. 2. Has much changed?<br />Are we really connected?<br />Do most people care?<br />Will my sister ever upgrade her handset?<br />Mitcham town centre looks pretty much the same to me now as it did 9 years ago when I moved there<br />2<br />
  3. 3. But Information overload is on the up<br /><ul><li> 35 years ago there was one commercial television station. Today, there are more than 350
  4. 4. The number of magazine titles in the UK has increased six-fold over the last 25 years
  5. 5. 250,000 auditable outdoor poster sites in the UK
  6. 6. Web 2.0
  7. 7. Mobile
  8. 8. Unlimited</li></ul>3<br />
  9. 9. What does this mean?<br />Trust and attention - key to success<br />It takes time<br />You cannot demand attention<br />What’s important to you is not important to anyone else<br />Make it easy for other people to spread the word for you<br />A good proposition<br />If you get it right, you can build loyalty on the momentum<br />
  10. 10. No amount of technology changes this:<br />5<br />Good marketing begins and ends with good product and service<br />
  11. 11. A little reminder...<br />6<br />Can you get excited by one of these?<br />
  12. 12. Handsets & functionality<br />7<br />
  13. 13. Top 18 mobile media devices in EU5<br /><ul><li>Apple is challenging Nokia’s long found dominance. Can Nokia fight back?
  14. 14. Sony Ericsson only represented once despite their media focus and 15% market share </li></li></ul><li>Don’t forget<br />Lots of mobile browsing happens on other handheld devices...<br />Sony PSP<br />Nintendo DS<br />Ipod Touch<br />Netbooks<br />Email – it’s being read on a mobile device whether you like it or not!<br />
  15. 15. Different services used by different demographics. Mobile media users older/more female<br /><ul><li>Younger demographics create their own ringtones, use social networking services, listen to music and watch video on demand (web 2.0 type services).
  16. 16. Mobile internet services skew 65-70% male and average age 33-34 years old. Mobile content & social networking - more even gender split
  17. 17. Unlimited data plan subscribers average age over 37</li></ul>Higher on chart = more female<br />Further to right = older<br />Size of bubbles = # of users<br />Source: ComScore M:Metrics Q12009<br />
  18. 18. US: Light PC users are 26% more likely to be mobile web users than heavy PC Web users.<br /><ul><li>To reach the full digital audience mobile *must* now be integrated into campaigns</li></ul>These people won’t see your banner ad on a website<br />% of people who access news and info via mobile browser<br />Source: ComScore M:Metrics Q12009<br />
  19. 19. Mobile marketing & Advertising<br />Copyright Helen Keegan 2008. All rights reserved.<br />12<br />
  20. 20. A little reminder:<br />13<br />Good marketing begins and ends with good product and service<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  21. 21. (mobile) Marketing supports this<br />Communication<br />Customers<br />Acquisition<br />Retention<br />To make it easy for customers<br />to find you<br />buy from you <br />and do it again<br />14<br />
  22. 22. A few mobile marketing ideas<br />Be useful <br />Use dead time<br />Say thank you<br />Ask for feedback<br />15<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  23. 23. Kodak<br />360° campaign<br />Onsite ‘villages’<br />Full-fat website<br />UGC element<br />Mobile service<br />Free mobile download to get ski resort info – oh & some photography hints for good measure<br />16<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  24. 24. 11 September 2008<br />Copyright Helen Keegan 2008. All rights reserved.<br />17<br />
  25. 25. Kodak Snow Insider<br />So useful, they got 100,000 downloads in the first 2 weeks and 160,000 at the end of the first month<br />And this is a Java app<br />18<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  26. 26. Copyright Helen Keegan 2009. All rights reserved.<br />19<br />Source: Springwise.com<br />
  27. 27. Use dead time<br />And make it pay<br />A new twist on the ad-funded model<br />20<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  28. 28. Turkcell Tone & Win<br />21<br />Copyright Helen Keegan 2009. All rights reserved.<br />
  29. 29. Warner/ Quantum of Solace campaign<br />QoS branded ringback tone exclusive to males aged 13-54 living in the 26 Turkish cities where the film launched<br />In less than 14 days, it was heard by 30,000 people, 110,000 times for a total of 1.2 million seconds.<br />22<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  30. 30. Mr Clarinet<br />23<br />Railway station poster campaign<br />
  31. 31. The spread of TDC...<br />Do you suffer from it?<br />A common affliction...<br />Does nothing for yours or your customer’s self-esteem<br />What is it...?<br />24<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  32. 32. Thinly disguised contempt<br />
  33. 33. Let’s have some TLC instead <br />...and some good manners<br />
  34. 34. 27<br />Say “Thank you”<br />www.MobyMemory.comOrderID: 17xxxx shipped at DH8200xxxxxGB. Tracking: 18.46 (See RoyalMail.com)<br />Thank you for shopping with MobyMemory – Memory for Mobiles<br />Copyright Helen Keegan 2009. All rights reserved.<br />
  35. 35. Ask for feedback<br />SMS for customer service is a winner<br />More powerful than push SMS advertising<br />So simple<br />Works on every phone<br />Genuine regard for customers<br />28<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  36. 36. National Express trains / Rapide<br />A requirement for a feedback mechanism - National Express East Coast has a target for responding to written passenger feedback within 10 days…set by the Department of Transport – expensive & time consuming to run<br />Wanted an instant alert system to make train staff aware of problems so they can be fixed quickly<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />29<br />
  37. 37. Brian Elliott, Customer Service Development Manager at National Express is happy with the service;<br />“Receiving feedback via SMS has helped us save time, improve our customer’s experiences and even save paper!”<br />
  38. 38. The data is fed into a ‘sentiment engine’ and rated<br />Results viewed through the dashboard<br />
  39. 39. A final word on authenticity<br />You can’t hide any more behind your PR wall<br />Tone and style of words should reflect your brand as much as your look and feel. <br />Be authentic. You can’t afford not to be.<br />Mobile is about communication – it’s a 2-way street<br />Think customer service, think useful<br />32<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  40. 40. A final reminder:<br />33<br />Good marketing begins and ends with good product and service<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  41. 41. Any questions for me?<br />Helen Keegan<br />Mobile: +44 794 053 8802<br />Email: helen@beepmarketing.com<br />http://mobileheroes.net<br />http://technokitten.com<br />http://twitter.com/technokitten<br />http://momolo.org<br />http://twitter.com/momolondon<br />http://swedishbeers.org<br />

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