work∙shop (wûrkshp) n. 1. A room, area, or small establishment where manual or light industrial work is done. 2. An educaConal seminar or series of meeCngs emphasizing interac,on and exchange of informa,on among a usually small number of parCcipants: a creaCve wriCng workshop. mobile [ˈmәʊbaɪl] n. 1. (Fine Arts & Visual Arts / Art Movements a. a sculpture suspended in midair with delicately balanced parts that are set in moCon by air currents b. (as modiﬁer) mobile sculpture 2. (Electronics & Computer Science / TelecommunicaCons) short for mobile phone [via Old French from LaCn mōbilis, from movēre to move]
About Me Rohit Dadwal email@example.com twi]er : rohitdadwal
QuesCons ( I wont answer) Is this the year of mobile ? First mobile phone call (1973) : Hi Joel ‐ guess where Im calling from? Dr MarCn Cooper, a former general manager for the systems division at Motorola, is considered the inventor of the ﬁrst modern portable handset. Cooper made the ﬁrst call on a portable cell phone to his rival, Joel Engel, head of research at Bell Laboratories. Bell had introduced the idea of cellular communicaCons in 1947 with their police car technology and had been racing to beat Motorola. But in the end Motorola was ﬁrst to incorporate the technology into a portable device designed for use outside a vehicle. The ﬁrst really portable phone for the general public was produced in 1985 by Vodaphone. Read more: h]p://wiki.answers.com/Q/ When_was_the_mobile_phone_invented#ixzz16sc3DYPO
QuesCons Why mobile? Can you imagine living without it?
QuesCons Why mobile markeCng & AdverCsing? Mobile markeCng and adverCsing are coming of age. Seen as the most personal means of communicaCon with consumers, mobile adverCsing is rallying to overcome the sCgma of larger adverCsing markets – print, TV, radio and online. the 7th Mass Media … 1st Print 1500’s 2nd Recordings 1890s 3rd Cinema 1910s 4th Radio 1920s 5th TV 1950s 6th Internet 1995s 7th Mobile 2000s
QuesCons Whats the context Print 621,000 circulaCon Singapore Automobiles Cable TV 920,000 registered 527,000 hh Land line phones 1,994,000 lines Radio 2,600,000 radios Credit cards 1,15,000 accounts TV 1,330,000 sets ResidenCal broadband 1,962,700 Mobile phones 7,020,000 sets Mobile subscripCons 6,414,800
Web has become more social & mobile Publisher media Social /Mobile Media Source: TNS compete
QuesCons Whats the size of the industry ? Experts have predicted that over the next 5 years, mobile advertising will become a $2 billion business. JupiterResearch, 2008 Experts have predicted that over the next 5 years, mobile advertising will become $2.3 billion business. LocalMobileSearch, a subsidiary of Opus Research Experts have predicted that over the next 4 years, mobile advertising will become a $6 billion business. eMarketer Experts have predicted that over the next 5 years, mobile advertising will become a $6.5 billion business. Mobile Advertising: After the Growing Pains
About Me Rohit Dadwal firstname.lastname@example.org twi]er : rohitdadwal About you Who are you ? What do you want from this session? Why ? Brands Agencies Enablers
A powerful adverCsing media: the 3rd screen The 1st SCREEN The 2nd SCREEN The 3rd SCREEN TELEVISION INTERNET MOBILE entertainment Entertainment Entertainment information Information Information Downloads Phone Messaging / email Downloads Services MP3 Photos Internet Messaging / Email TV Services0 exposure & engagement (hours / day) 24 advertising opportunities…
Deﬁning Mobile MarkeCng Mobile MarkeCng is the set of pracCces that enable organizaCons to engage, communicate and mutually exchange value with their audience in an interacCve contextually relevant manner through any mobile device or wireless network.
Deﬁning Mobile AdverCsing Mobile adverCsing is the pracCce of placing paid‐for promoConal media within any of the various mobile channels. Banner Ads A mobile adverCsement can be the inserCon of ad copy at the bo]om of a text message, the inserCon of a text or graphic ad banner within a mobile Web Animated site, the appending or pre‐pending of a Ads video or audio adverCsements to a mobile video service or automated voice service– Video Ads Text Ads these are a few examples of mobile adverCsing.
Deﬁning Mobile Commerce Mobile commerce refers to the pracCce of enabling value exchange via mobile channels using a variety of billing systems, including Premium SMS (charging to mobile phone bill), credit cards, PayPal and alternaCve forms of payment.
Breaking it down Organiza,ons: Commercial enCCes, brands, agencies, marketers, non‐ proﬁts, enterprises, etc., with products, services and oﬀerings they wish to deliver to the market.∙ Mobile device: any wireless device regardless of device form factor or network.∙ Wireless network: 2G, 3G, 4G, WiFi/WiFi Max, Bluetooth, Prac,ces: acCviCes, insCtuCons, processes, industry players, standards, adverCsing, relaConship management, CRM, customer services, social markeCng, Mutual exchange: recognizes the co‐value creaCon of commerce today between organizaCons and consumers Contextually relevant: recognizes all the elements to tailor and personalize the experience including locaCon, context plus, Cme and behavior
Mobile Value Chain ‐ 7 Primary Categories Consumer, Customer, Friend Agencies: Media, creaCve, digital, mobile Media sites & content plaworms Operators, Aggregators, Ad networks Tech: channels, plaworms, network Enablers: Gov, Assoc’s, Handset manu’s Sellers: Brands, Products, Services
What’s happening? – 1 in 3 organisaCons globally are incorporaCng mobile into their ad strategies Brands are building mobile sites, but are not considering how people will ﬁnd them Like the web in the 1990’s In developing mobile sites, you sCll need to opCmise the on‐page factors: (Good coding and relevancy) Brands are not making use of available features: ‘Click to call/book’ Download an app with a single click
A Counter Intui,ve Goal A Great Mobile Campaign
The Integra,on Goal A Great Marketing Plan Leveraging Mobile The holistic integration of mobile across all your customer engagement activities
Integra,ng Mobile Into MarkeCng Key Concept Integrate mobile into all your marketing channels to support them and you will CREATE a mobile channel in the process!
Common Consumer Engagement TacCcs within mobile markeCng Viral Content AdverCsing Sweepstakes MarkeCng & PromoCons Branded UCliCes Commerce Alerts/ SubscripCons Social Media (UGC) Customer Mobile Care Coupons Quizzes, Giving Trivia, VoCng
Three ApplicaCons to Mobile MarkeCng Direct Mobile MarkeCng (push/pull markeCng) Marketer IniCated (push) Requires consumer opt‐in & consent Consumer IniCated (pull) Indirect Mobile MarkeCng (pull markeCng) Mobile enhancement of tradiConal media & retail environments requiring consumer iniCated interacCon with the markeCng iniCaCve (print, TV, radio, outdoor media, direct mail, email, point‐of‐sale, Internet, mobile Internet, etc.) Mobile as a product and/or service Mobile capabiliCes may also be integrated in with the marketers product, customer services or related oﬀers, where mobile can be an enabling value added capability or the primary services channel.
What is the mobile channel being used for? Acquisition Retention Brand Building
Mobile InteracCon Evolu,on: from a point of promoCon to engagement, Marketers started using the mobile plaworm as one of the smaller channels integrated into a larger campaign, today brands are starCng to increase the scope of the mobile channel
ACQUISTION AcCng at the point of impulse Mobile as a connector Extending & enhancing other media Increased use of mobile internet Increase in available inventory New formats – richer experience Commercial success Mobile Direct Compe,‐ Permission Sampling On‐pack adver,sing Response ,ons
ACQUISTION 53% jersey download conversion rate among clickers 41% other IPL/Reebok engagement conversion rate among clickers 15% store locate conversion rate among clickers Mobile Direct Compe,‐ Permission Sampling On‐pack adver,sing Response ,ons
ACQUISTION 760 million calls from 35 million users 300% increase in Axe sales Mobile Direct Compe,‐ Permission Sampling On‐pack adver,sing Response ,ons
mobile for entertainment • Total Incoming Calls: 760,749,000 • Total Unique Numbers: 31,225,000 AXE sales increased by 300%
ACQUISTION Choice, Control, CustomisaCon, ConsideraCon, Constraint, ConﬁdenCality. OR Permission, Preference & Privacy The key is value exchange Mobile Direct Compe,‐ Permission Sampling On‐pack adver,sing Response ,ons
ACQUISTION Database of over 400,00 IVR and vouchers to push foowall 20% response rate Mobile Direct Compe,‐ Permission Sampling On‐pack adver,sing Response ,ons
ACQUISTION Over 100,000 responses to TV advert Mobile Direct Compe,‐ Permission Sampling On‐pack adver,sing Response ,ons
ACQUISTION 16 million entries 30% increase in market share 80% new consumers. Mobile Direct Compe,‐ Permission Sampling On‐pack adver,sing Response ,ons
ACQUISTION 17.5 million entries from 5% of the UK populaCon Mobile Direct Compe,‐ Permission Sampling On‐pack adver,sing Response ,ons
RETENTION Growing consumer acceptance and expectaCon The ‘on‐demand’ consumer Mobile as an access point Cost eﬀecCveness Instant interacCon with consumers PotenCal to reward consumers for interacCng Upsell Self‐service CRM
RETENTION 30% response rate generaCng in excess of Euro 2million in sales Upsell Self‐service CRM
RETENTION 150,000 mobile boarding passes per month or 15% of all check‐ins Upsell Self‐service CRM
RETENTION SMS driven with an average response rate of 20% over 3 years Upsell Self‐service CRM
BRAND BUILDING Permanent brand presence Instant interacCon with consumers Consumer expectaCon Be]er understanding of the advantages of mobile Growth of app stores games u,li,es promo,on
BRAND BUILDING VW †GTi Real Racing app for 2010 model $500,000 spend 5m plus downloads More cars sold games u,li,es promo,on
BRAND BUILDING LocaCon aware services 500,000 downloads games u,li,es promo,on
BRAND BUILDING 15.000 + downloads 17 diﬀerent countries games u,li,es promo,on
Building Blocks of Mobile MarkeCng Strategy Creative Expertise Execution Triangles Mobile Analytics & Measurement Mobile Enablement Platform
Strategic Approaches Do-it- Agency Platform Hybrid Mobile markeCng tasks: Strategy, yourself CreaCve, ExecuCon, Plaworm/ Strategy Technology, AnalyCcs Agency, partner with a ﬁrm and have Creative them oversee everything for you. Execution Do‐it‐yourself, handling all mobile markeCng tasks yourself Mobile Analytics & Measurement Plaworm, license access to one or more mobile markeCng applicaCon Mobile Enablement plaworm(s) and handle the rest Platform yourself Approaches Legend Hybrid, some combinaCon of the Outsource activity to partner three approaches above Mange activity in-house
Check List for picking mobile provider partner Does the provider have extensive mobile experience and relaConships within the mobile markeCng ecosystem? Is the provider of and following the industry best pracCces and guidelines from MMA Which of the mobile markeCng building blocks does the provider have an experCse in (if the vendor says “all of them” make sure you drill down” and ﬁnd out who they work with—no one ﬁrm can do everything). Does the provider have the capabiliCes need to deliver your unique brand experience? Can the provider’s systems handle peaks in message, mobile Internet or related program traﬃc? Will your business goals be met if I choose a provider purely on price? Can the provider help you build or expand my customer database?
BudgeCng: Fix Costs BudgeCng: Variable Costs Fixed Costs/Investments CreaCve concept development Strategy and resource Content licensing and/or creaCon Mobile markeCng applicaCon/plaworm Mobile marking plaworm and TacCcal execuCon of a program applicaCon licenses TransacConal items ConnecCon aggregator fees messaging traﬃc (SMS, MMS, Email), Common Short Code leases Internet and mobile Internet page views, adverCsing page views/click throughs, content downloads, IVR Minutes, content royalCes, images recognized, etc. Program strategy development Carrier speciﬁc charges TradiConal media and retail channels
Plan your mobile strategy 1. Sports broadcast company wants to increase engagement with its consumers to reinforce their posiCon and to raise awareness of new programming 2. Alcoholic beverage brand needs to engage with ﬂoaCng audience at a sporCng event to increase brand penetraCon and share among new consumer groups 3. Transport company needs to engage consumers and help improve customer saCsfacCon and thereby bo]om line
Delivering Through All Media ESPN is the Clear Leader in Mobile Sports #1 Sports Mobile Website: 11M uniques/month Publisher #1 Sports Alerts Service: 200M+ messages/month of the year iPhone / iPad Apps (free and paid) – 11MM downloads 2010 Mobile TV >1,000 live events/games in 2010
Improving Customer Care and BoXom Line Orange Country Transportation Authority Incoming Texts vs Calls 35,000 Number inncoming 30,000 25,000 20,000 15,000 10,000 Incoming Text: 8,000 in 5,000 0 November 2009 to more than 167,000 in July 2010 Week Weekly calls dropped 40% Texts Calls Saved OCTA $600K
Success with Mobile: Guinness Objectives: • Guinness® wanted to create a strong and lasting connection with the consumer, making the brand synonymous with the Hong Kong Sevens Execution: • Guinness Passport to Greatness, the worlds first talking mobile event guide • 1000s of application downloads during the week-long event, driven by a competition to win Sevens tickets • The campaign boosted Guinness sales by 30% year-on-year
1 Explore the various mobile marketing avenues Broadband based adverCsing Targeted proﬁled campaigns Contextual messaging adverCsing On and oﬀ portal adverCsing InteracCve, direct response campaigns Mobile portal subscripCons Qr codes Sms short codes Viral games Branded Approaches Content Sim cards
2 Harness the medium Match the advert to the subscriber right time right place right format Context / scenarios user profile user preference demographics device time location
Best mobile campaigns are not SILOS Mobile bolsters the equiCes of the overall brand strategy & experience.
4 Choose the right partners Ad / Digital Agencies Content Providers Ad Sales Network Network Operators
5 test and learn start with a pocket / highly targeted campaign in a controlled environment then eventually launch on a bigger scale.
• InnovaCon is happening every day and many emerging soluCons are viable today • But while many things are “cool”, it’s imperaCve for brands and agencies to not get ahead of the technology – Follow the mobile pyramid strategy – Tap into research on consumer behaviors and interests – Learn from case studies
“Success is not so much aboutwhere you are now but aboutwhere you want to be.”
Thank you Rohit Dadwal Managing Director Mobile MarkeCng AssociaCon Asia Paciﬁc email@example.com twi]er : rohitdadwal