(thank you Bryan Segal from ComScore for letting me borrow the last 3 images!)<br />
What is the Mobile Marketing Opportunity in today’s fragmented media landscape?<br />
What we’ll cover in the next 324 slides or 45 minutes (whatever comes first) <br />Canadian Mobile Stats<br />Relevant U.S...
Mobile is becoming ubiquitous <br />93% by 2011<br /> 75% in 2009<br />Source: 2008 Wireless Attitudes Study: harris /  de...
Usage by Province and Age<br />Source: 2008 Wireless Attitudes Study: harris /  decima for the CWTA<br />
SMS is already Ubiquitous<br />20 Billion text messages sent in 2008 <br />Estimated 40 billion in 2009<br />Over 1 billio...
Females and Persons 35-54 are Key Mobile Targets<br />Females are gaining more ground in the mobile market<br />Source: <b...
Voice No Longer the Killer App:Mobile Browsers, Application Users and Downloads (Mobile Media Users) Growing 24% Year over...
Facebook Dominates inMobile Social Media<br />Source: comScore, Inc. US, 3 Mth Ave. Ending May 09, Ages 13+<br />
=<br />
Twitter rocks Mobile more than Desktop<br /><ul><li> RIM Holds the most Twitter.com users
 7.1% of RIM and Apple Owners Tweet</li></ul>comScore Inc. Mobile Metrix – August 2009 – Symbian, MS, and Palm OS<br />com...
Mobile Advertising: Not Just  About Ringtones Anymore<br />Mobile Web Drawing Diverse Advertisers<br />
Mobile Media Opportunity<br />
Multi-screening becomes ubiquitous<br />Only 4% of the US online population say that they never use a computer while watch...
We’ve been predicting this for a while…<br />
Mobile Web (aka WAP)… <br />becomes relevant<br />
5things you should know about the mobile web<br />More people will access the mobile web by 2013 than the “desktop web” (0...
.mobi thinking is not .com thinking<br />
Mobile domain / URL strategies<br />Source: http://www.mobilemarketer.com/cms/news/research/2988.html <br />
Smartphones are HOT!<br />About 4 million Canadians are accessing the mobile web through their mobile device<br />6 of the...
Should you build an App for that?<br />
Apps stores… More than Apple.<br />Image source: http://doroteos2.files.wordpress.com/2009/05/apple_logo_rainbow_fruit.jpg...
Five things you should know about Mobile Apps<br />It takes more work (for marketer and consumer) to drive people to a mob...
App examples<br />
There’s An App for that!<br />
So… Wap or App?<br />VS<br />
DO BOTH!<br />(but probably start with a mobile website)<br />
4 ways to make old media undead with mobile<br />
Call to action with SMS that resolves to mobile web URL<br />Rich Abronson, VP Marketing @ Gumiyo:<br />“This is a clear i...
Create a mobile website & promote it!<br />Promote on all displays, POS, print & OOH<br />W3C Compliant (works on all mobi...
Create a mobile call to action with 2d / QR Codes<br />
2-D codes the near future of mobile marketing<br />A 2-D code looks like a pixilated 1980s Ms. Pac Man game board<br />Ext...
Example: Stella Artois<br />Stella Artois ran a contest across Canada with a QR Coded poster campaign (image below). The Q...
Japanese QR Coded Building(resolves to mobile web with up to date shop information)<br />
QR Code Only Magazine<br />A Japanese magazine Tada Gets (things for free) is now into its fifth issue. It is composed <br...
7 things you should know about<br />Bluetooth is the global short-range wireless standard<br />Default range is 100m – but...
Bluetooth Best Practices<br />Don’t use as “blue-spam” – use as opt-in channel (ie. South African malls)<br />Needs to be ...
Where does Mobile fit into the digital marketing mix? <br />
BSTREET Media Mix Philosophy<br />
Where to start?<br />Incorporate mobile call to action in all OOH & print media (SMS, URL, QR, Bluetooth)  <br />Give the ...
Q&A<br />
About Me<br />Follow me here:<br /><ul><li> twitter.com/phryl
Upcoming SlideShare
Loading in …5
×

CMA Atlantic Marketing Conference - Mobile Overview

1,788 views

Published on

Presentation given at CMA conference in Halifax (http://www.the-cma.org/atlantic/atlantic.asp?WCE=C=47|K=229658)

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,788
On SlideShare
0
From Embeds
0
Number of Embeds
16
Actions
Shares
0
Downloads
46
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Capabilities:Initiate phone callsReceive phone callsOn the moveText MessagingMobile Web that doesn’t suckMapsNewsWatch TV/VideoAlarm clock GPS &amp; Maps Apps for everything else!
  • The home phone is dying. 6% of Canadians have made their mobile phone their home phone and 19% say they will consider doing the same over the next 18 months
  • Matt asked me to cover off some current Canadian Mobile stats for the audience today – so here are some updated stats (mostly courtesy of our friends at the CWTA)
  • Ok – I’ve covered a ton of ground already… does anybody need a moment to reflect &amp; gather themselves?
  • It seems that every year is the “year of the mobile web”Just like those predictions from the 50s, the mobile web has become…
  • Finally relevant - although it’s final form is perhaps not exactly as visioned
  • Just as we learned that brochures didn’t make great websites in the 90s, desktop websites do not automatically make great mobile website. Different context, different purpose, different opportunity
  • Once you decide you are going on the mobile web, there are several options on how you brand / identify that you’ve gone mobile
  • Although Apple was the first to popularize the App store, every major mobile OS has rolled out their own version. Such as…
  • WHAT WE DO;BSTREET Communications is a SmartIdeas company.Most brands will tell you to be effective they need a Big Idea – something out of the box, BSTREET believes what they really need is a Smart Idea
  • We have extensive experience and long term relationships with global brands in Canada, US and UK marketsCampaignable ideas and activation strategies that have been adopted globally
  • CMA Atlantic Marketing Conference - Mobile Overview

    1. 1.
    2. 2.
    3. 3. (thank you Bryan Segal from ComScore for letting me borrow the last 3 images!)<br />
    4. 4.
    5. 5.
    6. 6.
    7. 7. What is the Mobile Marketing Opportunity in today’s fragmented media landscape?<br />
    8. 8. What we’ll cover in the next 324 slides or 45 minutes (whatever comes first) <br />Canadian Mobile Stats<br />Relevant U.S. & Broader Mobile stats<br />The Mobile Media opportunity <br />Five Things you need to know about the mobile web<br />Five Things you need to know about mobile apps<br />Four ways of making old media undead with mobile (using what we just learned)<br />Where mobile fits in our digital marketing mix<br />Questions & Answers<br />
    9. 9.
    10. 10. Mobile is becoming ubiquitous <br />93% by 2011<br /> 75% in 2009<br />Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA<br />
    11. 11. Usage by Province and Age<br />Source: 2008 Wireless Attitudes Study: harris / decima for the CWTA<br />
    12. 12. SMS is already Ubiquitous<br />20 Billion text messages sent in 2008 <br />Estimated 40 billion in 2009<br />Over 1 billion SMS messages sent in 2008 on shortcodes<br />Source : CWTA<br />
    13. 13. Females and Persons 35-54 are Key Mobile Targets<br />Females are gaining more ground in the mobile market<br />Source: <br />Source: comScore M:Metrics, US,, Persons 13+, 3mnth avg ending May 2005 - May 2009<br />
    14. 14. Voice No Longer the Killer App:Mobile Browsers, Application Users and Downloads (Mobile Media Users) Growing 24% Year over Year<br />Product: MobiLens<br />Data: Three month average ending May 09 <br />Country: US - N= 35,520<br />
    15. 15. Facebook Dominates inMobile Social Media<br />Source: comScore, Inc. US, 3 Mth Ave. Ending May 09, Ages 13+<br />
    16. 16.
    17. 17. =<br />
    18. 18. Twitter rocks Mobile more than Desktop<br /><ul><li> RIM Holds the most Twitter.com users
    19. 19. 7.1% of RIM and Apple Owners Tweet</li></ul>comScore Inc. Mobile Metrix – August 2009 – Symbian, MS, and Palm OS<br />comScore Inc. M:Metrics US – October 2009<br />
    20. 20. Mobile Advertising: Not Just About Ringtones Anymore<br />Mobile Web Drawing Diverse Advertisers<br />
    21. 21. Mobile Media Opportunity<br />
    22. 22. Multi-screening becomes ubiquitous<br />Only 4% of the US online population say that they never use a computer while watching TV<br />We can view this as fragmentation… or opportunities to engage more deeply with our audiences where they are already spending time<br />comScore Plan Metrix April 2009<br />
    23. 23.
    24. 24. We’ve been predicting this for a while…<br />
    25. 25. Mobile Web (aka WAP)… <br />becomes relevant<br />
    26. 26. 5things you should know about the mobile web<br />More people will access the mobile web by 2013 than the “desktop web” (01/14/10 Gartner report)<br />The user experience has to be optimized for the mobile web<br />Mobile websites need specific purpose and relevance to users<br />You can build mobile websites to work on all devices<br />You don’t need to spend a lot to get a lot<br />
    27. 27. .mobi thinking is not .com thinking<br />
    28. 28. Mobile domain / URL strategies<br />Source: http://www.mobilemarketer.com/cms/news/research/2988.html <br />
    29. 29. Smartphones are HOT!<br />About 4 million Canadians are accessing the mobile web through their mobile device<br />6 of the top 10 best selling phones are touch-based smart phones<br />25% of all new Canadian mobile sales in Q2 09 were smartphones. That rose to 47% in Q3 09.<br />55% of Canadians have indicated that they are looking to upgrade their mobile phones over the next 6 months<br />By 2011 nearly all phones will be smartphones<br />
    30. 30. Should you build an App for that?<br />
    31. 31. Apps stores… More than Apple.<br />Image source: http://doroteos2.files.wordpress.com/2009/05/apple_logo_rainbow_fruit.jpg<br />
    32. 32.
    33. 33. Five things you should know about Mobile Apps<br />It takes more work (for marketer and consumer) to drive people to a mobile app vs. a mobile website<br />Allows you to build a richer experience without impacting data speeds / charges<br />Allows you to take advantage of native phone features (camera, voice, “shaking”)<br />Features can work offline<br />There’s an App for that<br />
    34. 34. App examples<br />
    35. 35. There’s An App for that!<br />
    36. 36. So… Wap or App?<br />VS<br />
    37. 37. DO BOTH!<br />(but probably start with a mobile website)<br />
    38. 38. 4 ways to make old media undead with mobile<br />
    39. 39. Call to action with SMS that resolves to mobile web URL<br />Rich Abronson, VP Marketing @ Gumiyo:<br />“This is a clear indication of the power of SMS and the Mobile Web to increase the effectiveness of marketing campaigns that include an on-site promotional event or venue, and we believe the contributions of these channels will dramatically increase in 2010 and beyond” <br />
    40. 40. Create a mobile website & promote it!<br />Promote on all displays, POS, print & OOH<br />W3C Compliant (works on all mobile devices)<br />Leverages iphone webkit capabilities for enhanced menu features<br />Build once – use many times<br />
    41. 41. Create a mobile call to action with 2d / QR Codes<br />
    42. 42. 2-D codes the near future of mobile marketing<br />A 2-D code looks like a pixilated 1980s Ms. Pac Man game board<br />Extend & create a more interactive mobile experience<br />Enter a contest <br />Get a coupon or gift certificate <br />Get product information <br />Download movie trailer<br />Download music<br />Access information on a mobile website <br />Get directions to a location with a link to google maps (store locator) <br />
    43. 43. Example: Stella Artois<br />Stella Artois ran a contest across Canada with a QR Coded poster campaign (image below). The QR Code resolves to a mobile website where entrants can win a unique experience at a film festival, including the Toronto International Film Festival, the Vancouver International Film Festival, the Calgary International Film Festival and the Atlantic Film Festival. <br />The experience includes meeting up with a film industry insider, attending a festival screening and VIP access to an exclusive party.<br />
    44. 44. Japanese QR Coded Building(resolves to mobile web with up to date shop information)<br />
    45. 45. QR Code Only Magazine<br />A Japanese magazine Tada Gets (things for free) is now into its fifth issue. It is composed <br />almost entirely of QR codes and by scanning these codes mobile users link to a variety of free ringtones, <br />decorations, games, music, pictures and other content. <br />
    46. 46. 7 things you should know about<br />Bluetooth is the global short-range wireless standard<br />Default range is 100m – but can be adjusted down<br />1.5 billion Bluetooth-powered devices worldwide<br />80 percent of new mobile phones come with Bluetooth<br />Consumer awareness of Bluetooth at all time high<br />Response rates are typically 5-10%<br />Many blackberries do not support 2-way bluetooth… yet<br />
    47. 47. Bluetooth Best Practices<br />Don’t use as “blue-spam” – use as opt-in channel (ie. South African malls)<br />Needs to be supported by other communications<br />Make sure there is a value exchange with consumer<br />
    48. 48. Where does Mobile fit into the digital marketing mix? <br />
    49. 49. BSTREET Media Mix Philosophy<br />
    50. 50. Where to start?<br />Incorporate mobile call to action in all OOH & print media (SMS, URL, QR, Bluetooth) <br />Give the Consumer at least 2 of the 4 options mentioned above<br />Leverage existing assets to create something of value to the Consumer <br />You don’t need a robust mobile website to resolve to, but it needs to be more than a larger version of the Ad itself<br />Extend existing “desktop” web properties to the mobile web<br />Design to work on all devices – but optimize for smartphones<br />Start small – but be relevant and specific <br />Use existing URLs but add device detector<br />Promote the fact your sites are mobile friendly online and in other channels<br />Start allocating ~20% of your digital media budget to mobile<br />
    51. 51. Q&A<br />
    52. 52. About Me<br />Follow me here:<br /><ul><li> twitter.com/phryl
    53. 53. burningthebacon.com
    54. 54. linkedin.com/in/phryl
    55. 55. Copy of today’s presentation can be found here:
    56. 56. slideshare.net/phryl</li></ul>Phil Barrett (.mobi)<br />VP Digital & Mobile<br /><ul><li> CMA Digital Council
    57. 57. Mobile Evangelist
    58. 58. 360 Marketer</li></ul>BSTREET Communications <br />Toronto & London, UK‏<br />
    59. 59. BSTREET is a marketing communications agency<br />dedicated to creating<br />SmartIdeasTM<br /> for your brand.<br />

    ×