What is mobile marketing

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What is mobile marketing

  1. 1. A STUDY FROM THE BY MARCH 2008
  2. 2. WHAT IS MOBILEMARKETING? CHAPTER 1
  3. 3. 3 | 87WHAT IS MOBILE MARKETING? NO. WRONG.
  4. 4. 4 | 87WHAT IS MOBILE MARKETING?
  5. 5. MAINTEACHINGS CHAPTER 2
  6. 6. THE DREAMMEDIUM?SECTION 2-1
  7. 7. 7 | 87 MOBILE IS KEYMobile is our second shadow
  8. 8. 8 | 87MOBILE IS PERSONAL Always attributable to one single person
  9. 9. 9 | 87MOBILE IS UBIQUITOUS One screen to unite them all
  10. 10. 10 | 87MOBILE IS IMMEDIATE
  11. 11. 11 | 87MOBILE IS LOCALIZABLE
  12. 12. 12 | 87MOBILE IS A GREAT DIRECT MARKETING TOOL
  13. 13. 13 | 87MOBILE PROVIDES A WIDE RANGE OF MARKETING TOOLS SMS MMS Web Bluetooth Location QR Codesor Text Multimedia Based Quick Message Short Service Marketing Response BarcodesMessageService
  14. 14. 14 | 87MC 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
  15. 15. 15 | 87VODAFONE’S SECRET CONCERTS
  16. 16. 16 | 87 BBC WORLD’S INTERACTIVE BILLBOARDSOUTDOOR GOLD LION CANNES 2007 + BEST OF SHOW OBIE AWARDS 2007
  17. 17. 17 | 87BLUETOOTH BILLBOARDS FOR COLDPLAY’S LATEST ALBUM
  18. 18. MOBILEADVERTISING ISNO HEAVEN YET(RATHER A VERY PROMISING PURGATORY) SECTION 2-2
  19. 19. 19 | 87MOBILE MARKETING AS A STANDALONE WILL FAIL Integration is key to success
  20. 20. 20 | 87MOBILE MARKETING IS NOT CHEAPHigher CPM than other traditional media
  21. 21. 21 | 87MOBILE WEB IS NOT CHEAP FOR THE END USER EITHER $34.99 $99.99 $49.99 $39.99 on top of web+phone on top of on top of phone bill phone bill phone bill Sources: Sprint, T-Mobile, Verizon and AT&T for plans, November 2007
  22. 22. 22 | 87MOBILE’S ECOSYSTEM IS STILL CONSOLIDATING
  23. 23. MOBILELANDSCAPE CHAPTER 3
  24. 24. MARKET FACTSSECTION 3-1
  25. 25. 25 | 87 THE THIRD SCREEN IS ALREADY THE FIRST 2 billion mobile subscribers today 1.2 billion TV households 670 million PC usersSources: Informa Telecoms & Media, April 2006; In-Stat, November 2006; speech from Steve Ballmer, CEO Microsoft
  26. 26. 26 | 87 PENETRATION OF MOBILE PHONES HAS BEEN EXPLOSIVE 2,902215 million mobile subscribers in 19972 billion today3 billion in 2010 2,058 729 88 1 12 1981-1985 1986-1990 1991-1995 1996-2000 2001-2005 2006-2010 Worldwide Mobile Subscription (in millions) Source: Informa Telecoms & Media, April 2006.
  27. 27. 27 | 87 THE U.S. IS CATCHING UP TO EUROPE & ASIA IN MOBILE PENETRATION98% 93% 92% 89% 89% 83% 82% 78% 78% 77% 76% 72%South China Japan UK Germany France India US Russia Brazil Mexico CanadaKorea Household Mobile Penetration by Country in 2006 (in %) Source: IPSOS, Face of the Web 2007
  28. 28. 28 | 87MOBILE PHONES WILL BE UBIQUITOUS IN THE U.S. BY 2010 296.8 285.4 269.2 249.3 228.7 207.9 2005 2006 2007 2008 2009 2010 U.S. Mobile Subscription (in millions) Source: eMarketer, August 2006
  29. 29. 29 | 87 A VERY OLIGOPOLISTIC CARRIERS’ DANCECingular Wireless 61 million subscribers 26.2% Verizon Wireless 59.1 million subscribers 25.3%Sprint Nextel Corp 53.1 million subscribers 22.8% 80% of the market T-Mobile USA Inc 25 million subscribers 10.7% Alltel 11 million subscribers 4.7% Other 24 million subscribers 11.3% TOTAL 233.2 million subscribers 100% Sources: ctia.org for the total number + respective carriers websites
  30. 30. MOBILE LIFE SECTION 3-2
  31. 31. 31 | 87 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 daySources: Fluid Lives, Yahoo! 2006 + Nielsen Media Research for TV numbers, 2006
  32. 32. 32 | 87MOBILE IS AN EXTENSION OF OUR BODY Personal Intimate > Privacy Singularizing > Identity
  33. 33. 33 | 87 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
  34. 34. MOBILEUSAGESSECTION 3-3
  35. 35. 35 | 87 WHAT DO WE DO WITH OUR MOBILE PHONES?COMMUNICATION SMS eMail Picture Messaging Send/Receive Videos Social Networking Blogging
  36. 36. 36 | 87 MOBILE PHONES ARE MORE THAN JUST VOICE Text/SMS 44% 17% 81% 82% 87% 77%Photo Messaging (MMS) 10% 7% 33% 33% 32% 40% Mobile Internet 11% 20% 16% 15% 7% 19% Mobile E-Mail 9% 57% 10% 12% 8% 16% Mobile Messaging and Internet use by Mobile Phone Users Source: Office of Communications “The International Communications Market 2007”, December 2007
  37. 37. 37 | 87 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
  38. 38. 38 | 87 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
  39. 39. 39 | 87 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
  40. 40. MOBILE AS ANADVERTISING PLATFORM SECTION 3-4
  41. 41. 41 | 87MOBILE 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)
  42. 42. 42 | 87 … BUT IT’S GROWING FAST In two years from now, mobile advertisingshould be as big as Internet advertising is today (Source: eMarketer, October 2007 + ABI Research, 2007 + Informa Telecoms & Media, February 2007)
  43. 43. THINKING MOBILE CHAPTER 4
  44. 44. 44 | 87 THE FIRST SCREENIn 1965, you could reach 80% of the Americans with 3 spots of 60 seconds on TV. Today, you need 120 prime time commercials.
  45. 45. 45 | 87 THE SECOND SCREENFrom Information to Communication
  46. 46. 46 | 87THE THIRD SCREEN Willingness marketing
  47. 47. 47 | 87PEOPLE CAN NOW ESCAPE ADVERTISING
  48. 48. 48 | 87 MOBILE MARKETING IS ANTICIPATED TO BE AS IRRITATING AS OTHER ADVERTISING 90% of U.S. users are not at all interested in mobile marketing (Source: Harris Interactive study for eMarketer, 2007) 79% of consumers are annoyed by the idea of mobile marketing (Source: Forrester, 2007)Additional converging sources: International Journal of Electronic Commerce, Hanken Swedish School of Economics and Business, M:Metrics, eMarketer (Harris Interactive study conducted in February 2007), Godin (2001), DeZoysa (2002), Okazaki (2005), Fawcett (2000), Hawkins (2000), Nobel and Callaghan (2000)
  49. 49. 49 | 87
  50. 50. 50 | 873 GOLDEN RULES TO LOWER THE PAIN OF MOBILE ADVERTISING Consideration Choice Control Entertainment Opt-in Opt-out Information Interactivity Source: U.S Code of Conduct established by the Mobile Marketing Association | Consumer study from MobHappy & Mobiledia, 2007
  51. 51. 51 | 87PUSH | FORCE-FEEDING NO. WRONG.
  52. 52. 52 | 87PULL | USER-INITIATED
  53. 53. INVENTORY CHAPTER 5
  54. 54. 54 | 87MOBILE PROVIDES A WIDE RANGE OF MARKETING TOOLS SMS MMS Web Bluetooth Location QR Codesor Text Multimedia Based Quick Message Short Service Marketing Response BarcodesMessageService
  55. 55. SHORTMESSAGESERVICE (SMS)SECTION 5-1
  56. 56. 56 | 87 A FAST AND CONVENIENT WAYTO REACH POTENTIALLY EVERYONE
  57. 57. 57 | 87FINGERS’ 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
  58. 58. 58 | 87TEXT 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
  59. 59. 59 | 87SMS/TEXT MESSAGING IS A LIMITED OPPORTUNITY TO CONNECT EMOTIONALLY WITH THE AUDIENCE
  60. 60. SMS/TEXTCAMPAIGNEXAMPLES
  61. 61. 61 | 87NIVEA UK | PURE DEODORANT TEXT PRIZE-DRAWING
  62. 62. 62 | 87NEWSPAPER’S MISSING PICTURES GOLD LION CANNES 2003 FOR USE OF MEDIA
  63. 63. 63 | 87SEND AN ANONYMOUS MESSAGE TO YOUR DRUNK FRIEND DIRECT GOLD LION CANNES 2007
  64. 64. 64 | 87ROYAL NAVY RECRUITMENT CAMPAIGN BRONZE CYBER LION CANNES 2007
  65. 65. THEMOBILE WEBSECTION 5-2
  66. 66. 66 | 87 MOBILE WEB IS NOW ACCESSIBLE ON MOST HANDSETS 60% of U.S. mobile subscribers can access the mobile InternetSource: M:Metrics – WAP Statistics ending February 28, 2007 for U.S
  67. 67. 67 | 87 THE U.S. MOBILE WEB IS ALREADY MADE OF 60 MILLION SOULS19% of U.S. consumers access the web from their mobile phones Source: M:Metrics, 2007 and Universal McCann, 2007 + MindShare, March 2008
  68. 68. 68 | 87 MOBILE WEB IS STILL A YOUNG, WELL-ESTABLISHED MAN GAME… 60% male 46% under 35 38% earn over $75,000Source: M:Metrics, 2007
  69. 69. 69 | 87 … BUT USERS OF ALL AGES ACCESS THE INTERNET ON THEIR PHONE 40 30 20 10 16-19 20-29 30-39 40-49 50+ Male FemaleQuestion: Do you access the Internet on your mobile device? (answer “yes”) (Base: U.S. mobile users ages 16+, n=1,001) Source: iCrossing | How America Searches: Mobile | April 2007
  70. 70. 70 | 87 THE MOBILE WEB IS PURPOSE-DRIVENMajor behavioral difference with the Computer Web
  71. 71. 71 | 87THE MESSAGING NEEDS TO BE IMMEDIATE AND CONVENIENT
  72. 72. 72 | 87 THE SELL PHONE REVOLUTIONADIDAS SPORT PERFORMANCE’S LAS VEGAS STORE | NBA ALL STAR WEEK 2007
  73. 73. BLUETOOTH SECTION 5-3
  74. 74. 74 | 87 BLUETOOTHShort range (33 feet) wireless technology
  75. 75. 75 | 87ASB BANK | PAGO’S DIGITAL WALLETS PROMO GRAND PRIX CANNES 2007
  76. 76. LOCATION-BASED MARKETING SECTION 5-4
  77. 77. 77 | 87THE PINNACLE OF LOCATION-BASED MARKETING
  78. 78. 78 | 87 SEARCH IS THE MOST IMPORTANT CONSUMER NEED IN MOBILE MARKETING79% of mobile Web users 982 use the mobile Search 901 757 672 596 517 490 406 411 337 327 266 Mobile Internet users Mobile Search users 2006 2007 2008 2009 2010 2011 Worldwide Mobile Internet Users and Search Users (in millions of persons) Source: eMarketer, Julyy 2007
  79. 79. 79 | 87 PROVIDE A SERVICE RATHER THAN SELL TOO HARDLand Rover’s iPhone campaign providing directions to the nearest dealer
  80. 80. 80 | 87HEINEKEN’S BAR GUIDE
  81. 81. BARCODESSECTION 5-5
  82. 82. 82 | 87 TWO-DIMENSIONAL BARCODESDATAMATRIX (DM) CODES | QUICK RESPONSE (QR) CODES | SEMACODES Scan QR Code Info on Mobile
  83. 83. 83 | 87 TWO-DIMENSIONAL BARCODESDATAMATRIX (DM) CODES | QUICK RESPONSE (QR) CODES | SEMACODES
  84. 84. 84 | 87 COMIC SHOGAKUKAN BOOKS PROMO GOLD LION CANNES 2007 + WEBBY AWARDS 2007 Column wraps Posters TV commercialsMagazine Mobile Web Site Outdoor Monitors
  85. 85. AND BEYOND? SECTION 5-7
  86. 86. 86 | 87THIS IS NOT THE END…
  87. 87. THISPRESENTATIONWAS BROUGHT TO YOU BY Contact Information Jérôme Sudan Website: Advertising Pawn eMail: adpawn@gmail.com

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