The document discusses the evolution and importance of mobile marketing and advertising in a Web 2.0 environment. Key themes include the necessity of authentic communication, integrating mobile into marketing campaigns, and tailoring content for diverse demographics. Effective marketing relies on good products and services, while emphasizing trust and the engagement of potential customers.

1. Mobile Marketing & Advertising in a web 2.0 world26 November 2009Prepared byHelen Keegan *Heroes of the Mobile Screen 7 Dec http://mobileheroes.netHelen Keegan: http://technokitten.comhttp://twitter.com/technokittenMobile Monday London: http://momolo.orghttp://twitter.com/momolondonSwedish Beers Mobile Networking: http://swedishbeers.org© Helen Keegan 2009. All rights reserved. Used with permission.

2. Has much changed?Are we really connected?Do most people care?Will my sister ever upgrade her handset?Mitcham town centre looks pretty much the same to me now as it did 9 years ago when I moved there2

3. But Information overload is on the up 35 years ago there was one commercial television station. Today, there are more than 350

4. The number of magazine titles in the UK has increased six-fold over the last 25 years

5. 250,000 auditable outdoor poster sites in the UK

6. Web 2.0

7. Mobile

8. Unlimited3

9. What does this mean?Trust and attention - key to successIt takes timeYou cannot demand attentionWhat’s important to you is not important to anyone elseMake it easy for other people to spread the word for youA good propositionIf you get it right, you can build loyalty on the momentum

10. No amount of technology changes this:5Good marketing begins and ends with good product and service

11. A little reminder...6Can you get excited by one of these?

12. Handsets & functionality7

13. Top 18 mobile media devices in EU5Apple is challenging Nokia’s long found dominance. Can Nokia fight back?

14. Sony Ericsson only represented once despite their media focus and 15% market share Don’t forgetLots of mobile browsing happens on other handheld devices...Sony PSPNintendo DSIpod TouchNetbooksEmail – it’s being read on a mobile device whether you like it or not!

15. Different services used by different demographics. Mobile media users older/more femaleYounger demographics create their own ringtones, use social networking services, listen to music and watch video on demand (web 2.0 type services).

16. Mobile internet services skew 65-70% male and average age 33-34 years old. Mobile content & social networking - more even gender split

17. Unlimited data plan subscribers average age over 37Higher on chart = more femaleFurther to right = olderSize of bubbles = # of usersSource: ComScore M:Metrics Q12009

18. US: Light PC users are 26% more likely to be mobile web users than heavy PC Web users.To reach the full digital audience mobile *must* now be integrated into campaignsThese people won’t see your banner ad on a website% of people who access news and info via mobile browserSource: ComScore M:Metrics Q12009

19. Mobile marketing & AdvertisingCopyright Helen Keegan 2008. All rights reserved.12

20. A little reminder:13Good marketing begins and ends with good product and service© Helen Keegan 2009. All rights reserved. Used with permission.

21. (mobile) Marketing supports thisCommunicationCustomersAcquisitionRetentionTo make it easy for customersto find youbuy from you and do it again14

22. A few mobile marketing ideasBe useful Use dead timeSay thank youAsk for feedback15© Helen Keegan 2009. All rights reserved. Used with permission.

23. Kodak360° campaignOnsite ‘villages’Full-fat websiteUGC elementMobile serviceFree mobile download to get ski resort info – oh & some photography hints for good measure16© Helen Keegan 2009. All rights reserved. Used with permission.

24. 11 September 2008Copyright Helen Keegan 2008. All rights reserved.17

25. Kodak Snow InsiderSo useful, they got 100,000 downloads in the first 2 weeks and 160,000 at the end of the first monthAnd this is a Java app18© Helen Keegan 2009. All rights reserved. Used with permission.

26. Copyright Helen Keegan 2009. All rights reserved.19Source: Springwise.com

27. Use dead timeAnd make it payA new twist on the ad-funded model20© Helen Keegan 2009. All rights reserved. Used with permission.

28. Turkcell Tone & Win21Copyright Helen Keegan 2009. All rights reserved.

29. Warner/ Quantum of Solace campaignQoS branded ringback tone exclusive to males aged 13-54 living in the 26 Turkish cities where the film launchedIn less than 14 days, it was heard by 30,000 people, 110,000 times for a total of 1.2 million seconds.22© Helen Keegan 2009. All rights reserved. Used with permission.

30. Mr Clarinet23Railway station poster campaign

31. The spread of TDC...Do you suffer from it?A common affliction...Does nothing for yours or your customer’s self-esteemWhat is it...?24© Helen Keegan 2009. All rights reserved. Used with permission.

32. Thinly disguised contempt

33. Let’s have some TLC instead ...and some good manners

34. 27Say “Thank you”www.MobyMemory.comOrderID: 17xxxx shipped at DH8200xxxxxGB. Tracking: 18.46 (See RoyalMail.com)Thank you for shopping with MobyMemory – Memory for MobilesCopyright Helen Keegan 2009. All rights reserved.