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Futureproof Conference Dublin Nov 09
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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'. …

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.

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

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