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BCU Making Mobile Marketing Work Intro: Mark Brill
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- 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 marketingchallenge 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% ofUK 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 inMarketing CRM, retention, loyalty and uplift Customer response and acquisition Mobile Customer Mobile Service Marketing Mobile Commerce Transaction
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- 9. The Best SellingHandset? iphone: 65m Motorola Razr: 110m Nokia 1100: 200m
- 10. The first mobilephones?
- 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 LandscapeNow 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 thenext few years
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- 15. Young users, whoare 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 problemfor 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 themobile media owners? This is how we used to get our mobile media Now we get it like this …
- 20. Mobile’s Role inSocial 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 Innovativeand Personal
- 23. Trust and Permission volume/response/opt-out/spam
- 24. Mobile. A SpamFree 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 AccessedChannel 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
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- 27. + Universal, highresponse, 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
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- 30. One CRM campaignwe all know
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- 34. Next day, 78%of entries from Barbeque Beef packs
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- 36. Uplift: BMW WinterTyres
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- 38. It’s Not JustText
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- 45. So why isn’teveryone 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 toget connected. Integrated mobile and digital communications © 2009 Mobile Interactive Group Limited. All rights reserved
- 48. .. It workswhere other’s don’t
- 49. JOIN ... it only takes one word to create engagement
- 50. Learning more aboutmobile Mobile as Media Channel 2 day course Accredited qualification Free if you sign up today!
- 51. In Conclusion Mobilemarketing 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!