Mobile marketing provides an engaging way to interact with customers that is always accessible. However, it also presents challenges due to the personal nature of phones, varying technologies, and lack of measurement standards. To be effective, mobile campaigns must be immediately relevant, follow regulations, and recognize that smartphone adoption varies in different demographic groups. An understanding of the mobile landscape and how users interact with their devices is crucial to creating successful mobile marketing strategies.

1. Mobile Marketing:
An Introduction

2. About me
• 18 years digital marketing, 7 years
experience in mobile marketing
• CEO of mobile agency, Formation
• Mobile strategist and consultant
• Chair of DMA Mobile Council
• mark@formatie.com
020 7490 8779

3. The mobile marketing challenge
Broadest info technology
Always there, always on
Great engagement & response
Exciting and interactive content
But …
Many standards, technologies and channels
Highly personal
Few measurement standards
Confusing regulatory practices

4. Why mobile?
1/2
of human
beings are
‘mobile’

5. Why mobile?
89% of UK adults are mobile
9 billion messages per month
Over 90% of messages are read
Almost 100% recall of messages received
40% of the UK have smartphones
18m + people use the mobile web each month
Mobile search has grown 500% in the last two years

6. Why mobile marketing?
72% of people would opt-in for the
right incentive*
Over 40% of mobile users have
used a shortcode to respond to
adverts in other media**
Mobile advertising spend has doubled each
year since 2007***
Response and purchase rates over 30%
have been generated by mobile campaigns
Sources: * DMA/IAB, 2010 // ** O2, 2009// ***IAB, 2010

7. Mobile’s Role in Marketing
CRM, retention, loyalty and uplift
Customer response and acquisition
Mobile
Customer
Mobile Service
Marketing
Mobile
Commerce
Transaction

8. The Mobile Landscape

9. The Best Selling Handset?
iphone: 65m Motorola Razr: 110m Nokia 1100: 200m

10. The first mobile phones?

11. 1G era 1G mobile telephony transmitted
1980’s-1991 voice calls as an analogue signal
As voice signals were switched to
digital, the first SMS was sent in
2G era 1992, and primitive mobile
1991-2001
internet and download services
developed
With the emergence of faster data
3G era connections, music, content, news
2001 onwards... and mail services have appeared.
Voice is now just a part of the mix

12. The Mobile Landscape Now
Smartphone Adopters
Young affluent mobile
users have caused a
massive explosion in
the market for the
mobile internet and
apps
Mass Market
Many devices are still
base around simple
calling and texting with
small screens and
slow connections

13. …and in the next few years

14. Smartphones are taking over

15. Young users, who are addicted to
High digital
digital products and communities,
usage
will place the smartphone at the
top of their device wish-list,
leading to near universal take-up
within two years
2010 2013
Smartphone penetration
Adults are the current key market
for smartphones due to their high
tariff and previous exclusivity to
Pay Monthly tariffs. However,
Medium
fewer habitual users of social and
digital
usage
digital products mean that not all
adults will want one
2010 2013
Older users who make little use of
digital
digital platforms, and for whom
usage
Little
new devices are a source of
confusion or discomfort, will be
less likely to acquire a smartphone
2010 2013

16. People used to …
Text Call

17. … now they Tele-care
Web Gaming Fleet
browsing management
Personal
organiser
Call
Email Camera +
pictures
Shopping
Text
Mobile TV Search
Music
Social
Smart networks Vouchers +
metering tickets
Content
Download
Navigation Micro-
Data Storage payments

18. It’s a problem for brands
Wha’eva
Brands are used to developing
products in the same silos year after
year
Social Networks
Mobile web
Widgets
Buy it! Games
Buy it!
Mates
Email
Apps
Branches SMS
Call Centres Viral
Own-brand web sites IM
TV Advertising
Direct Mail
Outbound calling

19. Who are the mobile media owners?
This is how we used to get our mobile media
Now we get it like this …

20. Mobile’s Role in Social Media
Up to 150 million users access
through mobile
Mobile users twice as
active as non-mobile
50% of UK status updates
from mobile
Twitter saw 62%
increase in mobile app
use from April-Sept 2010

21. Understanding Mobile Users
Innovative
Immediate
Trustworthy
Relevant
Personal

22. Mobile is Innovative and Personal

23. Trust and Permission
volume/response/opt-out/spam

24. Mobile. A Spam Free Zone?
66% of UK consumers feel that they have
received mobile spam*
10% of these messages were phishing attacks**
45% were links included premium rate response numbers to call
30% of UK consumers blame their network
operators for it
* Formation/DMA, 2009 // **Cloudmark YouGov

25. The Most Accessed Channel 12-6pm
86%
90% TV
75% 73% 76% PC
71% 59% mobile
radio
print
midnight to 6am 6am - 9am 9am - noon noon - 4pm 4pm - 6pm 6pm - midnight

26. Mobile Marketing Technologies

27. + Universal, high response,
low cost
SMS - Limited info and interactivity, user
permissions
MMS
+ High functionality, low cost
Mobile Web - data connections, usability,
response rates
+ High functionality, engaging
content, delivery network
Apps - Development cost, compatibility,
busy app stores
+ Network independent, high
functionality, instant response
Bluetooth - Units in situ, usability, user
identification

28. Mobile Marketing Disciplines

29. Interaction: response
JOIN

30. One CRM campaign we all know

31. Shelter

32. Walkers

33. Interaction: sales promotion

34. Next day, 78% of entries from
Barbeque Beef packs

35. Interaction: sampling

36. Uplift: BMW Winter Tyres

37. Brand Awareness: AMF

38. It’s Not Just Text

39. Or a Picture

40. Or Even Sound

41. NatWest: Customer Service

42. M&S: Transactional

43. Mobile Advertising

44. Experiential

45. So why isn’t everyone doing it?
Lack of understanding
Lack of historic data
No measurement standards
How do we buy mobile media?
Barriers from regulations and legislation
‘Our customers won’t like it’

46. Mobile is…
...a fast, simple way to communicate

47. ...a way to get connected.
Integrated mobile and digital communications © 2009 Mobile Interactive Group Limited. All rights reserved

48. .. It works where other’s don’t

49. JOIN
... it only takes one word to create
engagement

50. Learning more about mobile
Mobile as Media Channel
2 day course
Accredited qualification
Free if you sign up today!

51. In Conclusion
Mobile marketing can …
Generate response and uplift
Bring immediacy to campaigns
Work in tandem with other channels
But …
Understand the personalness of mobile
Keep it relevant and immediate
Follow best practice
And remember, not everyone has an iphone!