Andrew Grill Mo Mo Norway Jan10

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Presentation on "trends for mobile marketing and advertising" presented 25 January 2010 at Mobile Monday Oslo in Norway.

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Andrew Grill Mo Mo Norway Jan10

  1. 1. Key Trends in Mobile Marketing & Advertising for 2010 Andrew Grill, Digital Strategist MoMo Norway, January 2010
  2. 2. This time…it’s personal
  3. 3. The Mad Men need to change their approach
  4. 4. What’s wrong with this picture ?
  5. 5. The advertising world has to change
  6. 6. Ad avoidance
  7. 7. The glittering allure of the mobile society <ul><li>Mobile is personal – it is my media </li></ul><ul><li>Mobile is always carried – the city in my pocket </li></ul><ul><li>Mobile is always on </li></ul><ul><li>Mobile has a built in payment mechanism </li></ul><ul><li>Mobile is there at the point of creative impulse </li></ul><ul><li>Mobile can recount the audience </li></ul>Source: Alan Moore http://bit.ly/m-allure November 2008 commissioned by Microsoft
  8. 8. Key trends in 2010
  9. 9. What are we likely to see in 2010? <ul><li>Mobile internet goes mainstream & charges > flat rate </li></ul><ul><li>Useful applications, social media & the need to be “always connected” drive usage </li></ul><ul><li>Mobile “advertising” struggles as consumers crave relevancy </li></ul><ul><li>Mobile tie-ins for brands will feature social networking </li></ul><ul><li>Augmented reality etc will grow but still not prime-time </li></ul>
  10. 10. Always On
  11. 12. Mobile broadband is the last frontier before “flat rate everything”
  12. 13. Mobile Advertising… There’s an app for that
  13. 14. What do consumers want from a mobile application? <ul><li>Works on my phone (no idea what model it is) </li></ul><ul><li>Easy to download (app store vs direct) </li></ul><ul><li>Useful (I would use it regularly) </li></ul><ul><li>Free or low cost </li></ul><ul><li>Simple to use (I don’t read instructions) </li></ul><ul><li>Minimal branding or pop-ups </li></ul>
  14. 16. Bespoke mobile app for Smirnoff bit.ly/smirnoffapp
  15. 17. Branded Utility
  16. 18. Branded applications
  17. 19. Barclaycard waterslide game
  18. 20. Barclaycard waterslide game
  19. 21. Branded experiences
  20. 25. Mobile friendly sites
  21. 26. Mobile friendly sites are a must http://www.peugeot3008.mobi
  22. 28. Campaigns must be measurable
  23. 29. Mobile + Social = WIN
  24. 33. Augmented Reality
  25. 36. IBM augmented reality at Wimbledon
  26. 37. Mobile Secrets
  27. 38. Mobile secret #1 “ Mobile operators don’t collect the information advertisers need”
  28. 39. “ Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile” VW CRM Manager May 2009
  29. 40. “ P&G spent just 0.17% of their advertising budget on mobile in 2008” Informa /Ogilvy / Acision paper bit.ly/ad2020
  30. 41. Mobile secret #2 “ we’re not interested in CPM or click-through rates…we just want to sell products” Brand Manager FMCG 2008
  31. 42. “ Ultimately advertising must sell...or else” David Ogilvy
  32. 43. Mobile secret #3 “ Small is beautiful with mobile”
  33. 44. The changing face of advertising
  34. 45. Mobile secret #4 “ Unless we heed the 3 Ps of mobile it will never take off as a medium”
  35. 46. Permission Privacy Preference
  36. 47. Permission people will decide what they see / receive / engage with Privacy Preference
  37. 48. Permission Privacy people will decide where their data is and how it is used Preference
  38. 49. Permission Privacy Preference people will decide what content they find relevant. Inference and assumption has a limited lifespan
  39. 50. Follow me on twitter.com/AndrewGrill Slides http://bit.ly/sharegrill email me via andrewgrill.com/contact +44 788 198 6694 Mobile Advertising & Social Media www.LondonCalling.mobi

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