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Mobile Marketing in a nutshell


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Mobile Marketing in a nutshell

  1. 1. Mobile Marketing in a nutshell Figitt Pty Ltd Sydney, Australia April 2010 I nspired M obile I nteraction
  2. 2. Mobile Marketing in a nutshell CONFIDENTIAL Copyright Figitt 2009 <ul><li>Mobile, mobile everywhere… </li></ul><ul><li>Why the fuss? </li></ul><ul><li>How would I use it? </li></ul><ul><li>From the mouths of the converted… </li></ul><ul><li>The Figitt platform enables organisations to… </li></ul>
  3. 3. MOBILE MARKETING Mobile, mobile everywhere… CONFIDENTIAL Copyright Figitt 2009 SMS, MMS Mobile search Interactive mobile messaging Augmented reality Applications Mobile sites Mobile internet Mobile coupons / vouchers Location based services Mobile advertising
  4. 4. Why the fuss? CONFIDENTIAL Copyright Figitt 2009 * NDM survey of 2000 Australian mobile users Australian 3G services grew by 43% from ‘08 to ‘09 280M apps downloaded from iTunes in December 2009 Smartphone shipments to grow at CAGR of +13% 347% jump in mobile Twitter usage in 2009 95% of SMS read within first 5 minutes Social networks account for 48% of all time spent on mobile 56% of Australians would like to receive discounts to their mobile* 110% mobile penetration in Australia Admob serves 191,512,050,321 impressions (at 26/4/10)
  5. 5. CONFIDENTIAL Copyright Figitt 2009 How would I use it? Branding Engagement Acquisition Retention / loyalty Service Mobile site ✓ ✓ ✓ ✓ ✓ Mobile search ✗ ✗ ✓ ✗ ✗ SMS ✗ ✓ ✓ ✓ ✓ Interactive Mobile Messaging ✓ ✓ ✓ ✓ ✓ Applications ✓ ✓ ✓ ✓ ✓ Augmented reality ✓ ✓ ✓ ✗ ✗ Mobile ads ✓ ✓ ✓ ✗ ✗
  6. 6. From the mouths of the converted… CONFIDENTIAL Copyright Figitt 2009 <ul><li>We find mobile marketing works best when integrated across touch points (i.e. using different media channels). If done well, all models can be successful, whether it's branded mobile games, SMS-based loyalty programs, MMS-based mobile magazines or mobile media . A deep understanding of the consumer and how mobile fits into the holistic marketing mix are more important than following a certain model . (Proctor & Gamble) </li></ul><ul><li>We always start with the purpose and marketing objectives of the brand . So a mobile consumer relationship management program will work for brands that are built on loyalty, while a mobile media campaign should enable brands to increase top-of-mind awareness by increasing both the reach and frequency of the branded message. </li></ul><ul><li>Mobile is a two-way medium. Great campaigns will be as much about the consumer requesting information or answering a call to action, as much as the brand pushing information towards the consumer . At the very best, this builds a sustained interaction. </li></ul><ul><li>From the very start, mobile needs to be part of the marketing strategy and tactics planning and a line item in the marketing campaign budget . </li></ul>
  7. 7. From the mouths of the converted… CONFIDENTIAL Copyright Figitt 2009 <ul><li>The most value mobile can offer relates to service and utility for a consumer - brands need to focus on making it easy for consumers to transact - that's the missing link. Transaction drives investment because return on investment (ROI) becomes transparent. (OglivyOne) </li></ul><ul><li>For fast moving consumer good companies, such as Coke, linking purchase to some sort of &quot;reward&quot; is one important feature to building a sustainable marketing platform. Things like loyalty points, SMS redemption and mobile vouchers are critical elements of these strategic marketing platforms . </li></ul><ul><li>The biggest mistake? Too much complexity . Keep things simple and easy to use with 100 percent focus on the user experience </li></ul><ul><li>Mobile needs to become part of the experience that we build across all media. It should be the activation point for our ideas - not just SMS and MMS - actively engaging with outdoor work and the immediate environment. (Saatchi & Saatchi) </li></ul><ul><li>The key to a successful mobile strategy is being consumer-centric – if companies implement the consumer services that benefit the customer first, they will find customers much more receptive when they introduce mobile marketing. </li></ul>
  8. 8. From the mouths of the converted… CONFIDENTIAL Copyright Figitt 2009 <ul><li>Mobile should be integrated into the overall marketing campaign with the planning for any other media channels (TV, print, Web, out-of-home etc.) Do not bolt it on at the last minute, when all the other media/marketing is set and ready to go - that’s a recipe for failure . </li></ul><ul><li>We consider the mobile phone a powerful engagement channel for establishing and nurturing consumer loyalty . (Proctor & Gamble) </li></ul>
  9. 9. Figitt’s platform enables organisations to… CONFIDENTIAL Copyright Figitt 2009 <ul><li>Engage mobile users on the go - anytime - anywhere </li></ul><ul><li>Immediately notify customers of time sensitive events and offers </li></ul><ul><li>Activate and leverage print, OOH, TVC, radio, ambient and online marketing </li></ul><ul><li>Grow and enrich customer databases </li></ul><ul><li>Drive customer acquisition </li></ul><ul><li>Drive revenue and foot traffic </li></ul><ul><li>Reduce in-bound and out-bound call centre costs </li></ul><ul><li>Cross and up-sell products and services </li></ul><ul><li>Increase customer touch points , interactions and transactions </li></ul>
  10. 10. To learn more about how Figitt can help your brand to: develop an effective mobile strategy, integrate the Mobile channel into an existing marketing and / or customer service strategy and / or develop specific mobile solutions… … visit our website , or contact us on +61(0)4883 90056 I nspired M obile I nteraction