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Imedia Brand Summit 2009

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Breakfast presentation I gave at iMedia brand summit in April

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Imedia Brand Summit 2009

  1. 1. Your Mobile Marketing Partner m.Net Corporation Ltd
  2. 2. <ul><li>http://hangovercure.2urmob.com </li></ul>
  3. 3. Why should mobile be in your marketing mix? <ul><li>Asia Pacific is the home of mobile usage. </li></ul><ul><li>Personal, always on, and disruptive. </li></ul><ul><li>The average consumer is ready to </li></ul><ul><li>engage with your brand on their device </li></ul><ul><li>Mobile can activate the rest of your </li></ul><ul><li>media e.g. print, TV, online </li></ul><ul><li>Entirely measurable </li></ul>
  4. 4. Source: Worldwide Mobile Data Service Survey 2009 MDS are used widely across the region
  5. 5. Source: Worldwide Mobile Data Service Survey 2009 MDS other then for communications, emphasises the usage across the region
  6. 6. Source: Worldwide Mobile Data Service Survey 2009
  7. 7. Source: Worldwide Mobile Data Service Survey 2009
  8. 8. Source: Worldwide Mobile Data Service Survey 2009
  9. 9. Source: Worldwide Mobile Data Service Survey 2009
  10. 10. The key environmental changes <ul><li>Dramatic improvements in device and UI design </li></ul><ul><li>Data charges are decreasing </li></ul><ul><li>Brands are providing more engaging opportunities </li></ul>
  11. 11. You need a mobile opt-in program <ul><li>Permission to communicate </li></ul><ul><li>Always double opt-in </li></ul><ul><li>Very efficient over time </li></ul>
  12. 12. Mobile Marketing Ecosystem © 2009 m.Net Corporation Ltd. Commercial in Confidence. Broadcast TV/Radio Outdoor Web P2P Mobile Banner Mobile Search Opt-in Push Print Premium Mobile Destination
  13. 13. Premium Mobile Destinations © 2009 m.Net Corporation Ltd. Commercial in Confidence. Telstra BigPond Fox Sports Elizabeth Arden Toyota Camry
  14. 14. The top end of mobile destinations
  15. 15. Telstra Beijing Olympics Mobile 2008 <ul><li>Most advanced event site in the region </li></ul><ul><li>2 live channels of rebroadcast FTA TV </li></ul><ul><li>Video on demand </li></ul><ul><li>Medal tally </li></ul><ul><li>Expert blogs </li></ul><ul><li>Photos & breaking news </li></ul><ul><li>Hero alerts </li></ul>
  16. 16. Print to Mobile © 2009 m.Net Corporation Ltd. Commercial in Confidence. Print Premium Mobile Destination <ul><li>Call to action via SMS </li></ul><ul><li>1.5% of circulation sent SMS </li></ul><ul><li>Approximately 17% of these consumers opted-in for further communication </li></ul>To experience your own taste of the Mediterranean SMS the word “SUMMER” to 19702299 and receive your invitation to an exclusive gift from Elizabeth Arden
  17. 17. Print to Mobile – QR Codes © 2009 m.Net Corporation Ltd. Commercial in Confidence. Print Premium Mobile Destination <ul><li>40 page supplement to Men’s Health magazine showcasing workout routines </li></ul><ul><li>Each routine has a QR code to a mobile video site </li></ul><ul><li>3% of circulation downloaded videos! </li></ul>
  18. 18. Web to Mobile © 2009 m.Net Corporation Ltd. Commercial in Confidence. Web to Mobile Premium Mobile Destination <ul><li>Integrate mobile site to web website to provide coupons, take away information </li></ul><ul><li>Coupon CTR typically 10-15% </li></ul>
  19. 19. Mobile Banners © 2009 m.Net Corporation Ltd. Commercial in Confidence. Mobile Banners Premium Mobile Destination <ul><li>Traffic driven to WAP site from a mobile banner add in the carriers portal </li></ul><ul><li>The mobile WAP site featured a strong call to action inviting consumers to ‘click to call’ and sponsor a child </li></ul><ul><li>Phenomenal CTCR (Click to Call Rate) of 3.25% </li></ul>
  20. 20. Increasingly Cross Channel © 2009 m.Net Corporation Ltd. Commercial in Confidence.
  21. 21. Increasingly Cross Channel © 2009 m.Net Corporation Ltd. Commercial in Confidence. Mobile Banners Premium Mobile Destination Broadcast TV 2.43% 5.83% More bookings achieved via mobile then through the online channel “ ADMA MMA Promotional Campaign of the year 2008” Ch7: Check out the Toyota Camry. Click now: http://camry.2mymob.com or go to www.toyota.com.au/camry . Thanks for your entry.
  22. 22. How can you afford to not have mobile in your mix? <ul><li>A mass market channel – we all have one and increasingly they are 3G devices </li></ul><ul><li>Consumer has a reason and the capability to explore </li></ul><ul><li>It’s entirely measurable. </li></ul><ul><li>It can be mass or micro depending on you objectives and opt-ins </li></ul><ul><li>Get a mobile partner. Make sure they invest in handset profiling. </li></ul><ul><li>Consider a mobile extension in your next campaign. </li></ul>
  23. 23. <ul><li>Scott Johnson </li></ul><ul><li>Chief Marketing Officer </li></ul><ul><li>[email_address] </li></ul><ul><li>Mobile : +61 411 077 297 </li></ul><ul><li>For US Clients Toll Free on </li></ul><ul><li>1 888 582 7662 </li></ul> © 2009 m.Net Corporation Ltd. Commercial in Confidence. No one knows Mobile like m.Net Australia's leading mobile marketing solutions company

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