Mobile marketing is growing rapidly, projected to increase from $2.7 billion in 2007 to $19.1 billion in 2012. It differs from internet marketing in that mobile devices are personal, ubiquitous, allow for immediate responses, provide location data, and are used by most people daily. Effective mobile marketing uses SMS, MMS, apps, widgets, Bluetooth, location data, and other methods to reach customers with content, games, information and ads. Case studies demonstrate using SMS voting at events, mobile websites and emails to promote campaigns, and Bluetooth file sharing. Issues include cost, potential intrusiveness, and platform fragmentation, but mobile is an important part of marketing mixes as people increasingly use mobile internet access.

1. A View on Mobile Marketing

2. What is Mobile Marketing?
«The use of wireless media as an integrated content delivery and
direct response vehicle within a cross-media or stand-alone
marketing communications program.»
Mobile Marketing Association

3. Some nice-to-have data
«Worldwide mobile ad spending is projected to grow from $2.7
billion in 2007 to $19.1 billion in 2012, according to an eMarketer
report released in March 2008.»
«App Store: 1 billion applications served, 35,000 applications
available and more than 30 million devices in market.», Advertising
Age, Mobile Marketing: Is 'App-vertising' the Answer?, 13.May.09
«In two years from now, mobile advertising should be as big as
internet advertising is today», The Third Screen - Super Task Force by RDA,
March 2008

4. Some nice-to-have data
«The amount of people using a cell phone for daily access to the
Web doubled from January 2008 to January 2009», InformationWeek,
16th March 2009
«UK mobile ad spend increased 99.2% year on year to £28.6m in
2008, despite a declining ad market, according to the first UK
figures produced by the Internet advertising Bureau and
PriceWaterhouseCoopers.»
«Fifty-one percent of U.S. subscribers access entertainment,
games, news and social information via mobile phone each week,
according to a new study published by research and consultation
firm Frank N. Magid Associates.»

5. What’s special about Mobile?
Mobile is Personal
it’s my phone, not our phone
By √oхέƒx™: http://www.flickr.com/photos/vox_efx/

6. What’s special about Mobile?
Mobile is Ubiquitous
it’s always in my pocket
By dwanjabi: http://www.flickr.com/photos/meredith415/

7. What’s special about Mobile?
Mobile is Immediate
I pick it every time it rings
By Darwin Bell: http://www.flickr.com/photos/darwinbell/

8. What’s special about Mobile?
Mobile is Local
it’s with me wherever I am
By Merry~Blues: http://www.flickr.com/photos/27987437@N06/

9. What’s special about Mobile?
Mobile is A Swiss Army Knife
it’s internet, music, games, etc.
By capcase: http://www.flickr.com/photos/capcase/

10. What’s special about Mobile?
And above all
virtually everybody’s got one!
By wonker: http://www.flickr.com/photos/wonker/

11. How is it different from Internet?
• Penetration is much higher (around 110%)
• People are exposed to mobile 24h a day
• It’s not as polluted for advertising (higher click through rates,
higher notoriety, …)
• It’s a great direct marketing tool
• People are used to pay for content
• Location, location, location…

12. How are people using Mobile?
Communication
SMS, MMS, Voice, Video-calls, e-mail, Social Networking, Blogging
Information
News, Product Info, Entertainment, Weather, Maps, Stock Quotes,
Travel Information…
Entertainment
Games, Ringtones, Music, Videos

13. How can we reach them?
SMS Apps & Widgets
MMS Bluetooth
Voice Location Based
Mobile Internet QR Codes
Content RFId
Games …

14. Case Study | SMS
Challenge
To bring interactivity to the presentation of the new Nokia
Xpress Music mobile phones, that was going to take place in
Paradise Garage, a famous Lisbon club.
Solution
SMS Voting. In the club, a famous group of Tecktonic dancers
made an exhibition of this new trend and then fought some
battles. LCD’s all around the club showed info about the new
mobile phones and invited the crowd to participate in the
battles by voting in their favorite pair, and trying to win some
prizes just by participating. In the end of the voting period,
the dancers were brought to the stage and the LCD’s
revealed the results and crowned the winners!
Results
Virtually everyone in the club has had one of the new phones
on their hands so that they could vote for free. That way
people test-drived the phone and interacted with the brand
in a funny way, totally achieving the promotion’s goals.

15. Case Study | Mobile Internet
Challenge
To promote M&M’s latest campaign, recruiting people to visit M&M’s
new website.
Solution
We’ve developed a mobile campaign with advertising banners in Sapo
Mobile (the mobile version of Portugal’s biggest portal) that linked to a
landing page were potential consumers could get to know more about
the new site and about some challenges they were invited to take on
the web to win an iPhone and other prizes. As the advertising campaign
was running on the mobile internet we’ve introduced an e-mail field in
the landing page, so that people could opt-in for the promotion right
from their mobiles. That way, when they got to their computers, they’d
already have an e-mail with all they needed to know to take the
challenges and try to win the iPhone!
Results
Being quite innovative, this mobile marketing campaign drawed a lot of
attention from both users (great CTR and e-mail inscription) and the
press.

16. Case Study | Bluetooth
Challenge
To bring interactivity to an event where Nokia would present one of its new music feature phones to
the press, that would take place on a small but famous music club in Lisbon.
Solution
Nokia brought its own DJ that was using Nokia’s new mobile phone for playing MP3. We’ve brought
a promotor with a bluetooth antenna on her backpack that while showing people Nokia’s new
phone, would ask them to connect their bluetooth in order to receive a selection of MP3 music files
selected by the DJ, so that they could take a bit of the party home!
Results
The main result was that everyone got so curious about what was happening that everyone in the
club has downloaded Nokia’s free MP3 selection. What is powerful about this is the word-of-mouth
generated after the event, because if you take something home with you, you are bound to share it
and its story with all of your friends and family.

17. Case Study | Applications
Challenge
Before EuroCup 2008 adidas perfumes has launched its new fragrance Fair Play. The challenge was to
grab people’s attention in the Point of Sale, by differentiating from other brand’s EuroCup
campaigns.
Solution
We’ve developed an application for adidas that people could get by sending an SMS to a Large
Account. By doing so, consumers would gain access to all the information they needed to win
adidas prizes and also to insightful information on adidas Fair Play products. All this was
communicated on adidas Fair Play packages on the POS, and also in the Press, both with immediate
call-for-action (send an SMS to… and win…)!
Results
This innovative aproach caught the eye of the consumer. We’ve registered lots of downloads and
got excelent feedback both from the brand and its customers.

18. What are the big issues
behind Mobile Marketing?
• Mobile Marketing is not cheap
• Mobile Marketing campaigns tend to imply costs for the
consumers
• Mobile Marketing is complex on the development side, because
of the multiple platforms and lack of standardization
• Mobile Marketing tends to be seen as intrusive, so you have to
be extra-careful when contacting users

19. So… Is this the year for Mobile?
That’s simply not the question…
Mobile Marketing has been quite significant for years – SMS is a
huge revenue stream for lots of companies exploiting it as a
marketing and advertising media.
Mobile is definitely an important piece of any brand’s marketing
mix. Consumers are using mobile to access the web and they
expect brands to be there for them. It’s up to the brands to decide
if they want their consumers’ experience to be a long wait to
reach the information he needs in a non-optimized website, or if
they want to take a close look at mobile and define how will their
presence be so that they can better serve their consumers, using
the right mix of content and services available in the mobile
habitat.

20. The Real Challenge – Exposure
The Telco 2.0 Paradox
Telco's need to embrace the Telco 2.0 challenge
Network as a Service is the way to go. Openness has been key to
the fantastic growth the Web as experienced in the last few years.
For mobile data revenues to explode, operators need to face the
apparent paradox: open up your walled gardens, keep exploring
your own services and content, but, above all, sell your network
capabilities. Expose messaging, voice, presence, location, billing,
subscribers, etc., through standardized webservices and let
hundreds of thousands of developers worldwide deliver
compelling multi-operator services , that will boost everybody’s
revenues and create a much larger market!

21. The Good News?
It seems to be happening already!

22. What is myAdLab doing?
myAdLab is working in three fronts:
• Consulting – We develop and implement mobile marketing
campaigns for brands and agencies
• myAdLab SaaS - In 2009Q4, we’ll launch the myAdLab SaaS
website in Beta
• myAdLab WS – We’re also working on our own set of
myAdLab webservices for developers for you to take full
advantage of our platform and launch compelling new mobile
services

23. Thank you! Questions?
João T. Fernandes
+351967165940
Twitter: @joaotfernandes
joao@myadlab.com
http://www.myadlab.com