Intro mobile marketing


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Mark Brill opening presentation

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  • UK iPhone uptake is around 1.5% of all UK mobile users iPhones account for 60% of mobile web browsing worldwide User interface and App store But … 90% of apps are used once or never opened Over 70% of iphone owners in Europe are men*
  • 66 + -68%* of UK consumers feel that they have received mobile spam 30%*-36% + of UK consumers blame their network operators for it 38%* of users do not recall opting in to campaigns 55%* of users would be happy to receive offers from selected brands
  • 66 + -68%* of UK consumers feel that they have received mobile spam 30%*-36% + of UK consumers blame their network operators for it 38%* of users do not recall opting in to campaigns 55%* of users would be happy to receive offers from selected brands
  • Intro mobile marketing

    1. 1. Making Mobile Marketing Work: An Introduction
    2. 2. <ul><li>Mark Brill </li></ul><ul><li>Chair of the DMA Mobile Marketing Council </li></ul><ul><li>CEO of Formation/ Mobile agency and service provider </li></ul>Welcome
    3. 3. Introduction <ul><li>Why mobile? </li></ul><ul><li>Mobile’s role in marketing </li></ul><ul><li>What are the technologies and marketing channels? </li></ul><ul><li>Some examples </li></ul><ul><li>Factors to consider </li></ul><ul><li>Best practice </li></ul>
    4. 4. The mobile marketing challenge? <ul><li>Broadest info technology </li></ul><ul><li>Highly personal </li></ul><ul><li>Great potential for engagement and response </li></ul><ul><li>Exciting and interactive content </li></ul><ul><li>But … </li></ul><ul><li>Many standards, technologies and channels </li></ul><ul><li>Narrow permission spectrum </li></ul><ul><li>No measurement standards </li></ul><ul><li>Unclear regulatory practices </li></ul>?
    5. 5. Myth busting iphone: 52m Motorola Razr: 110m Nokia 1100: 200m
    6. 6. Myth busting Appstore Sales $3 billion MMS: $28 billion Mobile Music: $4.29 billion
    7. 7. <ul><li>Over 7 billion SMS messages are sent in the UK each month </li></ul><ul><ul><li>More the 2x the number of UK Google searches </li></ul></ul><ul><li>Year on year SMS growth at 38%*** </li></ul><ul><li>40% of Europeans are interested in mobile marketing* </li></ul><ul><li>55% of people interested in offers and promotions** </li></ul><ul><li>95% of text messages are read (just 25% with email) </li></ul><ul><li>10%+ uplift on response where shortcodes are used </li></ul>Sources: * MMA // **txt4ever Spam Study 2009 // ***Mobile Data Association Why mobile?
    8. 8. 1/2 of human beings are ‘mobile’
    9. 9. 12 text messages 9 IMs from a computer 2 IMs from a mobile phone 6 calls from a mobile phone 3 calls from a landline 3 emails from a mobile phone 2 messages from a forum 5 messages via skype or similar 5 emails from a computer * Source: OTX - A beta life://Youth – February 2009 … and especially the kids
    10. 10. CRM, retention, loyalty Customer Acquisition Transaction Mobile’s role in marketing
    11. 11. Bluetooth Mobile Web Apps Response Acquisition Delivery Transaction Vouchering/Couponing Survey Voting UGC Location Services Mobile Social Networking Mobile Search Mobile Banners Proximity SMS MMS QR IR
    12. 12. Bluetooth Mobile Web Apps + Universal, high response, low cost - Limited info and interactivity, user permissions SMS MMS + High functionality, low cost - data connections, usability, response rates + High functionality, engaging content, delivery network - Development cost, compatibility, busy market + Network independent, high functionality, instant response - Units in situ, usability, user identification
    13. 13. SMS is still massive
    14. 14. <ul><li>Simply the most intuitive way for users to respond to a brand message ATL </li></ul><ul><li>Brochure request </li></ul><ul><li>Free sample </li></ul><ul><li>Competition </li></ul><ul><li>WAP site link </li></ul><ul><li>Store Locator </li></ul><ul><li>Call-back request </li></ul>Ad response
    15. 15. A picture tells a thousand words...
    16. 16. ...but it only takes one word to create engagement JOIN
    17. 17. Mobile is… ...a friendly invitation
    18. 18. ...a way to communicate where no others will work
    19. 19. Changing everything?
    20. 20. New OS kids on the block
    21. 21. <ul><li>What: The handset, network or tariff </li></ul><ul><li>Where: Home or travelling? </li></ul><ul><li>Who: Identity and style </li></ul>Key factors
    22. 22. The Audi A4 app Key factors Are Audi A4s really that horrible to drive? ...drives like there is a drunk behind the wheel If their cars handled like this the company would be in big trouble I feel ripped off – even though the game was free! Just like a real A4 – it’s boring and tedious
    23. 23. … but above all … To achieve a good result, take more time over creative concepts, design and delivery – this may cost more money + =
    24. 24. I want what I want, when I want it I’m the customer ... Choice
    25. 25. <ul><li>Consumers access their data independent of: </li></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Platform </li></ul></ul><ul><ul><li>Tim e </li></ul></ul><ul><ul><li>Nature of request </li></ul></ul>Access – anything, any time, anywhere
    26. 26. PECR DPA PhonepayPlus Ofcom CAP Code Ministry of Justice DMA MMA IAB Regulations and best practice
    27. 27. Data Own Organic Own Acquisition Third Party Data
    28. 28. ‘ FREE MSG: Our records indicate u maybe entitled to £ 5000 in compensation for your recent Accident, To claim just reply with CLAIM to this msg, 2 stop txt STOP ’ What’s wrong with this picture?
    29. 29. In conclusion <ul><li>Mobile offers significant marketing opportunities </li></ul><ul><li>Channel & technology: Functionality vs audience reach </li></ul><ul><li>High usage saturation - narrow permission spectrum </li></ul><ul><li>Keep it simple! Clear offer and achievable call to action </li></ul><ul><li>Gain user’s trust and follow best practice </li></ul>
    30. 30. <ul><li>For further information: </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul><ul><li>+44 (0)207 490 8779 </li></ul>Questions?