Mobile Media Opportunities August 2010 Mobile Marketing Opportunities
Half The Planet Is Currently Mobile. 3.4 BILLION People Have Mobile Phones. (and that number is forecast to soar higher)
14.7% 106.5 Million Viewers 50% 3.1% 500 Million Users 1.7 Billion Netizens As Compared To Mobile’s 3.4 BILLION Subscribers?
And it's changing how (and where) our audiences communicate with each other… and how (and why) they interact with brands. Mobile Has Arrived!
Marketers have never witnessed this stunning scale of ubiquitous adoption coupled with such a unique, instantaneous and always-on communications channel. UNPRECEDENTED SCALE
Morgan Stanley analysts predict the Mobile Web will be bigger than desktop Internet use by 2015—with Gartner projecting mobile devices to overtake PCs as the most common Web devices by 2013. ‘ First Screen’ In 3-5 Years Morgan Stanley findings here and Gartner findings here .
Welcome To The New Normal: Everyone looking down (instead of ahead). Multi-tasking and multiple conversations at once: in person, through text messaging and via online social-media channels. Everything available in real-time. B2B: Your Revenue Opportunities are calling But if innovation drives opportunity, which in turn fuels new profit centers and lucrative new market segments, why do so many BtoB marketers dismiss social media as merely a BtoC play? Moreover, if business professionals automatically qualify as "engaged" around an expertise or practice area—unlike fickle consumers easily lured by the latest fad—why aren't more BtoB marketers engaging with them?
Mobile Has Morphed Our Phones Into Handheld Computers… … That Also Just Happen To Ring.
(which are mobile devices, too.) MOBILE = MORE THAN PHONES. And don’t forget the burgeoning new market categories of tablet computers and e-readers
Your target audiences aren’t always at their desktop computers when they require information. But the data they need when they’re remote still very much influences their purchasing habits and decisions. The Anywhere-Anytime Purchasing Opportunity.
Mobile is the most personal communications channel, and the closest you’ll get to your market (other than in-person). With Mobile, It’s “Personal.” B2B: Your Revenue Opportunities are calling But if innovation drives opportunity, which in turn fuels new profit centers and lucrative new market segments, why do so many BtoB marketers dismiss social media as merely a BtoC play? Moreover, if business professionals automatically qualify as "engaged" around an expertise or practice area—unlike fickle consumers easily lured by the latest fad—why aren't more BtoB marketers engaging with them?
Understand Your Target Users that are repetitively checking the same information (i.e. stocks, sports scores, weather, etc.). Users who are looking to kill time and want to surf the web while they wait. Users that need information immediately. These are task-based users who want a fast, clean and efficient mobile experience. “ Repetitive Now” “ Bored Now” “ Urgent Now”
Which Mobile Tools Are Available To You? Key Question
How could your business use SMS to introduce a new channel of communications with your audience? Key Question
Video The use of video in campaigns, case studies, discussion of best practices, branded entertainment segments, tips, etc. Note: Video pertains to mobile devices like smartphones that have the capability to view video.
According to eMarketer’s forecasts, the number of mobile video viewers in the U.S. will grow nearly 30% in 2010 to reach 23.9 million, with those numbers set to double by 2013 and increase still further in 2014.
How could your business use video to engage mobile AND PC users? Key Question
SMS: Full text messages or ads inserted into the end of 3 rd -party alerts from popular companies. In-App advertising: Ads embedded into mobile apps. Mobile web site ads: Banner ads placed on high-traffic Mobile Web sites. 3 T Y P E S
If Web advertising is part of your current marketing program… assess how mobile might be a better bang for your buck. Action Point
Mobile Apps An application, downloaded by the user to their mobile device, that is small in comparison to comprehensive desktop applications, but can be quite sophisticated, and very popular.
Keep In Mind! Apps have FAR MORE functionality than Mobile Web sites… but they have to be developed for EACH mobile OS.
Key Questions What content, or key competency, does your company provide that would work well in a mobile environment? How does your app underscore your brand's value proposition? What specific benefit does your app provide and/or what problem would your app solve for audiences? Would your app be free or available for a fee (and at what price)? How would you promote your app? How many mobile OS platforms must your app accommodate? (e.g. iPhone, Blackberry, Google Android, etc.)
Location-Based Services A location-based service (LBS) is an information and entertainment service, accessible with mobile devices that enables the ability to make use of the geographical positions of mobile users.
Check-In Services Location-Based Games Location-Based Mobile Marketing (Ads Via Text) L B S T Y P E S
The market leader in the “check-in” method; FourSquare’s members receive benefits from checking into specific locations—or prizes for being the ‘mayor’ of specific locales (members that check-into locations most frequently).
Another LBS provider that utilizes check-in based services to perform updates, Brightkite recently launched a promotion for check-ins at McDonalds. The first 500 people to check-in at select McDonald’s locations received a $5 VISA gift card.
An example of LBS software that goes beyond the simple ‘check-in’ and provides location-based games and challenges for users to share with friends.
A white-label solution, Placecast is a prime example of a LBS that does not require the subscriber to check in or perform tasks. Instead, businesses define an “electronic fence” or virtual border around their locations…a process called geo-fencing. When subscribers using the system “cross the fence,” Placecast’s retailers provides subscribers with opt-in offers.
Key Questions How could your business use location-based services to engage your audiences, provide new sources of value… and increase brand awareness among prospects?
Mobile Barcodes Also known as “QR Codes” (for Quick Response), mobile bar codes are used through subscribers’ snapping a picture of the code with their camera—with software on their phones translating it—and performing the associated action within a few seconds.
<ul><li>The actions that marketers can link users’ to through their QR Codes include (but are not limited to!): </li></ul><ul><li>Connect to a mobile web address </li></ul><ul><li>Download a MP3 </li></ul><ul><li>Initiate an email with the QR </li></ul><ul><li>owner’s name in the "send to" field </li></ul><ul><li>Initiate a call on the phone </li></ul><ul><li>Download a PDF/brochure </li></ul><ul><li>Receive a multimedia file via SMS </li></ul>
The “Back Jack” mobile campaign is part of a larger campaign to the U.S. Congress in Washington to drive petitions from members of the public to make Jack Daniel’s birthday into a national holiday. Wherever a member of the public snaps a picture of the Jack Daniel’s JagTag (the “QR code”) they will be sent information to download campaign updates and sign the petition.
Sammy Wong, business development director of Green Tomato, Hong Kong. “ The objective of the iPhone campaign is to link up Toys ‘R’ Us’s vast database of video contents to real-life shopping so that the great mini-form of entertainment can directly enhance customers’ in-store experience and eventually lead to more purchases.”
Key Questions How could a Mobile Bar Code enhance your marketing—and initiate, extend or support a dialogue with your target audiences?