Focus on mobile marketing

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    Focus on mobile marketing - Presentation Transcript

    1. Focus on mobile marketing Christopher Bennett Commercial Director, Blyk UK Ltd. July 17, 2008
    2. What is Blyk? The first free mobile service for 16-24s funded by advertising Media by ethos, operator by capability The fastest growing interactive media for 16-24s in the UK
    3. Joining Blyk
    4. Get an invite
    5. Complete a profile online
    6. Targeted and relevant communications sent directly to their mobile phone
      • 3.3 billion mobile phones in operation today
      • 2x as many mobile phones as TV sets
      • 3x as many mobile phones as personal computers
      • 53,000 mobile phones will be sold during this 25 minute presentation
      • Informa 2007 , The Business, The Computer Industry Almanac
      A few mind blowing stats
      • Nearly every 16-24 year old in Europe owns a mobile phone
      • (95% in the UK and in Sweden it’s already at 100%)
      • BBC commissioning - 16-24 year olds, youth audience information
      • 70% said they could not live without their mobile phone
      • Blyk Quantitative Consumer Research 2007, 16-24s in the UK. 619 respondents
      • So, why have advertisers been so slow to embrace this medium?
    7. Mobile advertising is SPAM
      • Teens get free cell phone service in exchange for annoying ads.
      • Annoying me before I’ve even had a chance to interact with a company
      • or product does not inspire consumer confidence.
      1. Conventional thinking =
    8. What do young people say?
      • Q Research Advertising & Mobiles Report, 2007 UK
      71% of young people surveyed would like to receive advertising messages targeted to their particular interests (more than double the response for non-targeted communications)
    9. Blyk’s solution
      • Blyk members are 100% opted-in
      • and profiled
      • They’ve expressed genuine demand
      • For brands, Blyk enables precise targeting and detailed insight into
      • the habits, tastes and preferences of young people
    10. Blyk’s solution
      • Messages related to anything that helps them to organise their lives
      • High value offers based on user preferences
      • Therefore advertising becomes a service for our members
      • Blyk Quantitative Consumer Research 2007, 16-24s in the UK. 619 respondents
      Timely messages that link to user’s behaviour and interest
    11. In mobile, content is king
      • CBS began selling television clips, games, ring tones designed to cell phones
      • .
      • Mobile phone becomes the Computer.
      • Mobile blogging, instant uploads.
      2. Conventional thinking =
    12. Mobile internet/mobile data services?
      • 73% of young people don’t use data services
      • IDC: Wireless Teen and Adult Consumer Entertainment Survey
      • 2/3 say they use it once a month or less
      • Blyk Quantitative Consumer Research 2007, 16-24s in the UK. 619 respondents
      • 2/3 of students found using the internet on their mobile such a poor experience, they gave up trying
      • InfoGin/Vansom Bourne, 2007
    13. Why?
      • Access to content is a barrier.
      • Cost is a barrier.
      • Perceived value is minimal.
      • Not relevant to me.
      Blyk Quantitative Consumer Research 2007, 16-24s in the UK. 619 respondents
    14. Blyk’s solution
      • From the users perspective, the primary need to communicate
      • should drive everything in mobile
      • I call you, you call me. I text you, you text me.
    15. Blyk’s solution
      • Blyk ad formats are based on the most dominant and most familiar pattern among 16-24s.... Messaging
      • Consumers and brands interact in a dialog
      • 2-way communications
      • Brands ‘earn’ attention from relevant dialogue with consumers
    16. Blyk’s solution – The Kooks wallpaper giveaway
    17. 3. Conventional thinking = Advertiser Mobile as a media is complicated Wireless carriers Airtime broker Platform technology Opt-in databases
    18. Blyk Advertiser Blyk’s solution
    19. Mobile is not as rich as other media
      • Small screen
      • Issues with quality or delivery
      4. Conventional thinking =
    20. Blyk’s solution
      • Rich in relevance
      • Rich in engagement
      • Rich in user experience
    21. Mobile advertising when executed correctly is not viewed as advertising at all...it becomes useful information Blyk benefits both brands and consumers, facilitating a relationship between the two Start with the right questions & the consumer will create time for the brand The future
      • Thank you

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    Focus on mobile marketing
    Christopher Bennett
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