Mobile Marketing

Mobile Marketing
Mobile Marketing 7 July 2008 Drew Spencer Interactive Director Euro RSCG Riley drew.spencer@eurorscg-riley.co.uk www.eurorscg-riley.co.uk +44 (0) 79 7414 2922
Would you be interested in the following technologies when job seeking? Yes No Source: Euro RSCG Riley 2007 Youth Marketing Survey
Facts about mobile penetration ★ UK Population: 60 million people ★ 48 million own mobile phones ★ 70 million active mobile connections (active = last 90 days) ★ More households in UK with a mobile phone and no land-line than the other way around (since 2006) ★ Less than 1/3 of mobile subscribers regularly use the mobile internet, and they average only one page per day... but this is growing at a clip of 9% month-on-month ★ 1 billion pages viewed per month (October 2007) ★ 5 billion pages will be viewed per month by end of 2008 ★ The average smartphone user spends an average of 2.5 hours browsing the web in the UK (4.75 hours in US) Source: IAB UK Mobile Marketing Report M:Metrics Report
Who is using it? Gender Age Source: IAB UK, Mobile Marketing Report 2008
What are people using it for? Total subscribers 3G subscribers ‘At present, Vodafone estimates that 27% of its customer-base regularly uses the mobile phone for browsing, collecting emails or instant messaging... Vodafone predicts that this figure will reach at least 50% by 2010.’ Source: IAB UK, Mobile Marketing Report 2008
Most popular sites (March 2007) Source: IAB UK, Mobile Marketing Report 2008
Top Domains by Time Spent Browsing ★ Facebook.com ★ Three.co.uk ★ Sky.com ★ Live.com ★ bbc.co.uk Source: M:Metrics Website (www.mmetrics.com)
Britain’s use of mobile ★ Over half have used Bluetooth ★ 37% have recorded a video using a mobile handset ★ 27% have downloaded a music track ★ 46% have accessed the internet using their mobile ★ 25% have uploaded picture or videos through their mobile ★ 20% have used GPS ★ 18% have watched TV or video clips ★ 9% used their mobile to pay bills ★ 8% bought products using their mobile ★ ‘The mobile phone is the most important possession for 1 in 3 people aged 16-24.’ Source: IAB UK, Mobile Marketing Report 2008
What is Mobile Marketing? Mobile internet advertising ★ Advertising on a mobile device that requires the internet ★ Websites designed for mobile phones ★ Search engine marketing ★ Traditional banner adverts ★ Video adverts ★ Ringtone downloads Mobile marketing ★ Text messaging ★ Mobile commerce ★ Bluetooth marketing Source: IAB UK Mobile Marketing Report
Benefits of mobile marketing ★ Extremely personal - only used by one person ★ Always with the user - target people in ways that no other device can ★ Always on - allow people to access your messages anytime ★ Highly interactive - camera, SMS, music player, web browser, video games... all in one device ★ Unparalleled reach - 90% of the UK population owns at least one handset
What is available? ★ Mobile websites ★ Click to call, locate, order brochure, enter competition, receive email, receive mobile coupon, buy, download content, enter mobile site, forward content ★ Target by Demographics, Contextual, Specific Handset, Location (GPS) ★ Pre- and post-roll video advertising ★ Mobile gaming ★ Search Engine Marketing
Key success factors ★ Permission and respect ★ Relevance to the consumer ★ Welcome invitation to participate ★ Entertaining content ★ Drives a specific action ★ Integrated where appropriate ★ Connects what was previously disconnected ★ Simplicity
Case Study: NikeID ★ Interactive Billboard in Times Square ★ Text in custom shoe design and see it appear on the screen ★ Gave away 3,000 pairs of trainers
Case Study: Nike Airmax ★ Television campaign shows athletes waking up early and doing their thing ★ Mobile campaign entices customers to sign up for a recorded wake-up call from a famous athlete (such as Maria Sharapova) ★ Multiple calls being set up by single users ★ 8 week promotion received 300% of total target by the end of the first week
Case Study: Aramark
Trends and predictions
Multiplatform Marketing ★ Use traditional media to place your brand in front of people before the decision becomes a priority ★ Be present and relevant when research begins online ★ Provide channels for response, interaction and dialogue ★ Use nascent but omnipresent platforms such as mobile and social media ★ Send a consistent, persuasive message all the way to the point of decision Source: ad:tech blog, “In a Multiplatform World, Brands must be Present, Relevant” June 2008
Monthly Consumption of Content and Applications US EU FR DE IT ES UK Total Population 226m 224m 46.5m 49m 47m 34m 47m Watched Video 6% 9.2% 7.3% 6.2% 11.2% 12.8% 9.4% Listened to music 7.4% 17.9% 16.1% 17.6% 14.7% 22.5% 19.9% Accessed news/info 13.7% 9.5% 10.1% 5.7% 7.8% 7.2% 16.3% Received SMS ads 19.2% 49.6% 63.5% 29.7% 53.9 73% 35.4% Played downloaded game 9% 8.3% 4.4% 7.3% 9% 11.4% 10.3% Accessed downloaded application 4.9% 2.9% 1.8% 2.6% 4.1% 2.5% 3.4% Sent/received photos/videos 23% 27.6% 25% 20.9% 32% 31% 30.2% Purchased ringtone 9.2% 3.8% 4.1% 3.6% 4% 4.1% 3.2% Used email 12.6% 8.6% 6.5% 7.2% 11.2% 9.1% 9.1% Accessed Social networking sites 4.8% 2.8% 2.4% 1.3% 2.7% 2.5% 4.9% Source: M:Metrics, Survey of mobile subscribers, March 2008
UK Mobile Social Networking Use ★ Facebook - 19 minutes per day ★ Microsoft live - 10 minutes per day ★ 3 portal - 10 minutes ★ Sky - 14 minutes ★ BBC - 9 minutes
Trends: Mobile Versions of Social Networks
Trends: Microblogging
What is Twitter? ★ A microblogging platform ★ What you are doing in 140 characters or less ★ Connected to your Social Network ★ Connected to Instant Messenger and to Mobile Phones ★ Easy to use, remarkably useful
Trends: Microblog Mashups
Trends: QR Codes ★ Case Study: Adidas ★ QR codes on retail merchandise tags and clothing imprints ★ Consumers take a photo of colour code on a sleeve ★ Phone loads Adidas website ★ 60,000 people participated in test (Korea) ★ 2,000,000 page views on Adidas website
What is coming? ★ Growth of 3G ★ 2006 - 4.8m ★ 2007 - 7.8m ★ Mobile TV and films ★ Mobile commerce ★ More phones ★ Phone-to-phone video chat ★ Voice-related services (e.g. GoogleMaps) ★ Click to call ★ Mobile gaming
Universal truths about Mobile ★ Mobile and SMS texting are part of life ★ Mobile marketing must be permission-based ★ Mobile is not the Internet, but the user experience is improving ★ Mobile marketing programs should be tested and optimized starting now ★ Mobile initiatives must be integrated with other media campaigns ★ Mobile campaigns, at least right now, need to be simple Source: ad:tech blog, June 2008 Jose Villa, CEO of Sensis
Things to consider ★ Social media is changing recruiting ★ Mobile technology is changing social media ★ It’s about communicating, not advertising ★ Mobile has unparalleled reach ★ Always with them, always on ★ Most important possession for those aged 16-24 ★ Used mostly for socialising and entertainment ★ Not used separately, but integrated with other channels ★ Can be used for response, interaction and dialogue ★ Most effective when measured ★ Permission is key - it’s about relationships!
Possible recruitment uses? ★ Campus recruiting updates - where/when you can meet the recruiting team ★ Off to a conference - meet us there (booth number, room, time) ★ Links from Twitter to hot jobs on your careers Web site, employee profiles, videos, articles, etc. ★ Important deadlines during recruiting season ★ Connecting with job seekers also on Twitter ★ Employee Referrals ★ Feedback
Your thoughts? Thanks for coming! drew.spencer@eurorscg-riley.co.uk +44 (0) 79 7414 2292 linkedin.com/in/andrewspencer twitter.com/kayperbeats

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