1. Communication Wednesday
1

2. Agenda
MMA: Growing the Mobile Marketing Industry
Why Mobile? The Opportunity
The Drivers for Mobile
Lessons from Global Brands

3. MMA: Growing the Mobile Marketing Industry Worldwide
MMA is:
ACTION-ORIENTED
MEMBER-DRIVEN
DEDICATED
FORWARD-THINKING
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4. Mobile Marketing Landscape: The Numbers
Total of $453.2B to be spent on advertising globally in 2009 1
2009 Projected Change in Ad Spending
Selected Categories 2009 versus 2008
15% • 4.1 billion mobile users
globally today
12%
9%
• 61% penetration rate3
7%
5%
3%
• 5.6 billion mobile users globally
in 20134
-5%
• Spending on mobile messaging
is expected to rise to $2.9 billion
-18%
in 20105
-19%
-20%
-15%
-23%
• Mobile content is predicted to
-25%
rise from $24 billion in 2008
-25%
to $47 billion by 20136
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5. Why Mobile? The Question is: Why Not?
The unique value of the mobile channel is clear
Increasingly Higher level of
attractive ROI as engagement
other marketing and interaction
channels lose controlled by
their appeal the consumer
Mobile can deliver Relevant, tailored,
on the promise timely messages
of one-to-one can translate to
marketing high conversion
rates
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6. Question; what is driving the
growth of mobile marketing?
Confidential 6

7. The convergence arguement
Print
Recordings
th Cinema
Mass Radio
Media TV
Internet
Mobile
Confidential 7

8. In fact mobile adds other capabilities
Print
Recordings Coupons
Cinema Bluetooth
Radio M-commerce
TV
Internet
Mobile
Confidential 8

9. So it’s simple?
Technological convergence can take place
So will all channels converge through mobile?
Perhaps……….
Much more likely that in the short and
medium term that mobile will
ENHANCE & EXTEND the other channels
Confidential 9

10. Extending & enhancing channels
Print
Recordings
th Cinema
Mass Radio
Media TV
Internet
Mobile
Confidential 10

11. From a mobile perspective
SMS - Orange Wednesdays
Keyword & Short codes
in display adverts
Confidential 11

12. From a mobile perspective
QR Codes on outdoor
posters
Mobile internet sites
Confidential 12

13. From a mobile perspective
Bluetooth VUE cinemas & Xbox
Mobile Applications - Flixster
Confidential 13

14. From a marketing perspective
• Telling people about new movie releases
• Telling them where they can see the movie
• Telling then when to go and see the movie
• Getting people to interact with the movie
• Driving people to movie theatres
• Getting them to come back to the movie theatres
Confidential 14

15. So if it’s not just about convergence……
Is consumer behaviour driving
the move towards mobile?
Confidential 15

16. The on-demand consumer
‘I want my stuff when
and where I want it’
Confidential 16

17. It’s not about one dominant channel
Consumer channel choice is
driven by convenience & need
Mobile isn't a thing
Mobile is an access point
Confidential 17

18. Learning from the web
Amazon works because it
makes sense and suits people.
Find it, consider it, buy it, sit
back and get it in the post
Not because it’s on a PC
Confidential 18

19. And there are other drivers…..
Industry promotion
Economic change
Marketing challenges
Data tariffs
technology –
handset functionality These changes
Speed - 3G “stack up” on
top of each
Consumer Behaviour
other
Technological
convergence

20. What can the mobile channel be used for?
The same thing as every other channel.
Acquisition – Retention – Brand Building

21. Coca Cola - global but local
1,142,095 Page views
550,541 Unique
visitors
½ MILLION UNIQUE
VISITORS
INTERACTED
WITH THE PROGRAM
100,144 Cards sent
39,540 Downloads
Confidential 21

22. Nike – total integration
Confidential 22

23. Lufthansa and the customer journey
 Pageviews:
approx. 1.5 million per
month
 Most used services:
Flight status and check-
in
 Mobile boarding
pass:
approx. 90,000 per
month (from online &
mobile)
– 60% via email
– 40% via SMS
 Session length:
approx. 7-8 minutes
Confidential 23

24. BMW – integration is key
The mobile channel is a relevant
customer touch point, but
1. Mobile does not function in a
vacuum.
2. Mobile Marketing has to deliver
value.
3. Megaportals are helpful as
distribution channels.
4. Users want to get inspired and
involved.
5. If you cannot track it - kill it!
Confidential 24

25. P&G – Mobile CRM
Confidential 25

26. National Express – instant feedback
• National Express East Coast has
a target for responding to
written passenger feedback
within 10 Days set by the
Department of Transport
• Rant & Rave service to capture
passenger feedback and
comments from every carriage
on every train on the National
Express East Coast network –
instantly.
• Platform uses a sentiment
engine to rank texts and
prioritise responses

27. Issues for marketers
Understanding the role for
mobile in the marketing mix
Contextual; time, location, need
Individual; demographics
Context & relevance
and much more….
Confidential 27

28. Two steps you can take
www.mmaglobal.com
Join the MMA!
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29. Thank you. Questions?
Paul Berney
paul.berney@mmaglobal.com
+ 44 7753 566 441
Twitter - PaulBMMA