Mobile Marketing in the Mix

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How does the mobile channel fit in to a brands overall marketing strategy? Very carefully. Even with supersaturated penetration in the Irish Market marketing to people on their mobiles has yet to be effectively leveraged as a discreet advertising component. Some thoughts on how that can be remedied. Presented to agencies and clients at the Mobile Marketing Conference in Dublin September 2008.

Mobile Marketing in the Mix

  1. 1. “Mobile advertising has been over-hyped in the short-term but under-hyped in the medium to long term” Sir Martin Sorrell CEO WPP Group
  2. 2. “The next big wave in advertising is the mobile internet” Eric Schmidt CEO Google
  3. 3. The Importance of Being Mobile Source: Nokia Research Center
  4. 4. People Lust Love Their Mobiles 2x as many people would keep their mobile over their TV 78% of people have their mobiles on at all times 63% would refuse to lend their phone to a friend for the day 26 hours - average time to report a lost wallet 68 minutes - average time to report a lost mobile Source: BBDO, Wireless Works: Exploring New Brand Connections, 2008
  5. 5. One Screen to Rule Them All TV Personal Mobile Internet households computers subscribers users 1.5B 900M 3.3B 1.3B Source: International Telecommunication Union, 2008
  6. 6. Perfectly Practical Protocols For Portable Promotions Permission Privacy Preference
  7. 7. What Is This Mobile Strategy of Which You Speak? Deliver brand engagements Build customer acquisition Drive user activation
  8. 8. Case Study: Walkers Crisps
  9. 9. Ireland Mobile Penetration Source: The Commission for Communications Regulations, Quarterly Key Data Report, September 2008
  10. 10. Ireland Mobile Usage 40,000 35,000 30,000 MMS Volumes (000s) 25,000 20,000 15,000 10,000 5,000 0 Source: The Commission for Communications Regulations, Quarterly Key Data Report, September 2008
  11. 11. Ireland Mobile Internet Source: The Commission for Communications Regulations, Quarterly Key Data Report, September 2008
  12. 12. Western Europe Mobile Content Source: Online Publishers Association, Going Mobile: An International Study of Content Use and Advertising on the Mobile Web, March 2007
  13. 13. “You have no way to interrupt because they can choose what they can do” Andrew Robertson CEO BBDO
  14. 14. Media Fracture 1965 You could reach 80% of the population with 3 :60 second spots on TV 2008 You would need 120 prime time commercials to reach that many people Source: BBDO, Wireless Works: Exploring New Brand Connections, 2008 Images: http://flickr.com/photos/trekkyandy/178492203/, http://flickr.com/photos/sigalakos/2869118255/
  15. 15. Case Study: Barack Obama
  16. 16. Media, What’s It Good For? INTERACTIVE PC Mobile Outdoor ANONYMOUS PERSONAL TV Radio DM Print STATIC
  17. 17. The 7th Wave of Mass Media { Print Recordings Cinema Radio TV Internet Mobile
  18. 18. Mobile Convergence
  19. 19. Case Study: Nike
  20. 20. What’s the Deal With This Whole Mobile Thing Anyway? Mobile Pros Mobile Cons Personal User experience Always there Intrusive Always on Platform diversity Built in payment mechanism Network costs “Prosumption” Measurability shortcomings Personalized Social/Contagious
  21. 21. Want Some Ads With That Mobile? Highly interested Moderately interested Source: Mobile Marketing Association, Mobile Marketing Attitude and Usage Study, 2008
  22. 22. Case Study: Blyk
  23. 23. The Mobile Platform Ecosystem
  24. 24. The Mobile Metrics Ecosystem
  25. 25. Measure Once, Cut a Whole Bunch of Times Measurability Issues Measurability Solutions Client-side scripting Network cooperation Cookies Link redirection HTTP referral data HTTP header analysis Caching issues Unique image beacons Access point clarity Hand raising
  26. 26. “I know that half of my advertising dollars are wasted… I just don’t know which half” John Wanamaker The father of modern advertising
  27. 27. Thanks! Mark Congiusta Head of Interactive Irish International BBDO/Proximity mark.co@iibbdo.com Twitter/Skype: interactivemark

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