The document discusses integrating mobile and print marketing. It provides background on mobile marketing and insights about consumer mobile usage. The agenda includes introducing mobile marketing strategies and frameworks. It discusses various mobile technologies that can be integrated with print, such as texting, 2D codes, GPS, and augmented reality. Example campaigns are described that integrated print with mobile technologies like texting, video, and games. The goal is to generate ideas for combining mobile and print marketing effectively.
Hugh Jedwill, CEO of Mobile Anthem and Ross Alumnus, talks about new consumer behaviors created by the ubiquitous mobile device. Their readiness to engage brands through this new marketing channel is the biggest opportunity of the decade.
Mobile 360 (TNS NIPO - Remy Bleijendaal)Kantar TNS
TNS decided to launch Mobile 360 in order to provide the market with reliable and detailed market information on smartphone owners’ usages.
Not by asking people questions (the traditional way of doing market research), but by measuring actual behaviour. Via an application, we are now able to measure holistic statistics on smartphone usage.
We install this application for four weeks on smartphones and iPads of approximately 1200 respondents from our panel: TNS NIPObase.
This way, we are able to connect mobile usage with user information (from our panel) and ask them additional questions.
Presentation by Maria Zhang for National Ski Areas Association Winter Conferences in Squaw and Killington, January & February 2012.
We’re in the middle of another massive technology revolution, bigger and faster than the Internet and PC revolutions of prior decades. This time, it’s mobile technology that is changing the way we consume, communicate, and buy. With 30% of the US population owning smartphones, and tablet sales skyrocketing, how do marketers adapt? Learn how to harness mobile trends to craft a smart and effective mobile strategy that drives measurable performance towards your goals and boosts your brand. We’ll cover planning, mobile marketing tools, emerging technologies, tracking performance, and keys to success for mobile marketing initiatives. Designed for exec, marketing, sales, and technical staff to incorporate actionable tips into current plans.
Mobile Revolution and Assessment - ATP 2011Peter Pascale
An overview of mobile trends, intended to highlight the unprecedented growth and consumer impact due mobile technology, followed by possible applications in the assessment industry.
This presentation was delivered to the Association of Test Publishers in Phoenix, AZ, March 2011
Ad tech 2013 moving on mobile intro rachel pasquaRachel Pasqua
2013 is shaping up to be a breakout year for mobile advertising. According to eMarketer, the mobile ad market will triple this year to more than $4 Billion and could top $7 Billion next year. While there’s a lot of growth potential, how are marketers preparing for this surge? What technologies and media platforms are critical to your mobile success and how can you stay on top of customer engagement on mobile devices? How are heavyweights such as Google, Facebook, Apple and Twitter embracing this growth and monetizing their investments? Sit in and discover how the mobile landscape is changing, what marketing strategies work, and why the next leap in mobile reach is poised to hit us in the coming year.
The importance of adopting mobile technology in real estate. Mobile technology has changed the way people search for homes. As experts in our field we need to understand the benefits and leverage mobile.
Hugh Jedwill, CEO of Mobile Anthem and Ross Alumnus, talks about new consumer behaviors created by the ubiquitous mobile device. Their readiness to engage brands through this new marketing channel is the biggest opportunity of the decade.
Mobile 360 (TNS NIPO - Remy Bleijendaal)Kantar TNS
TNS decided to launch Mobile 360 in order to provide the market with reliable and detailed market information on smartphone owners’ usages.
Not by asking people questions (the traditional way of doing market research), but by measuring actual behaviour. Via an application, we are now able to measure holistic statistics on smartphone usage.
We install this application for four weeks on smartphones and iPads of approximately 1200 respondents from our panel: TNS NIPObase.
This way, we are able to connect mobile usage with user information (from our panel) and ask them additional questions.
Presentation by Maria Zhang for National Ski Areas Association Winter Conferences in Squaw and Killington, January & February 2012.
We’re in the middle of another massive technology revolution, bigger and faster than the Internet and PC revolutions of prior decades. This time, it’s mobile technology that is changing the way we consume, communicate, and buy. With 30% of the US population owning smartphones, and tablet sales skyrocketing, how do marketers adapt? Learn how to harness mobile trends to craft a smart and effective mobile strategy that drives measurable performance towards your goals and boosts your brand. We’ll cover planning, mobile marketing tools, emerging technologies, tracking performance, and keys to success for mobile marketing initiatives. Designed for exec, marketing, sales, and technical staff to incorporate actionable tips into current plans.
Mobile Revolution and Assessment - ATP 2011Peter Pascale
An overview of mobile trends, intended to highlight the unprecedented growth and consumer impact due mobile technology, followed by possible applications in the assessment industry.
This presentation was delivered to the Association of Test Publishers in Phoenix, AZ, March 2011
Ad tech 2013 moving on mobile intro rachel pasquaRachel Pasqua
2013 is shaping up to be a breakout year for mobile advertising. According to eMarketer, the mobile ad market will triple this year to more than $4 Billion and could top $7 Billion next year. While there’s a lot of growth potential, how are marketers preparing for this surge? What technologies and media platforms are critical to your mobile success and how can you stay on top of customer engagement on mobile devices? How are heavyweights such as Google, Facebook, Apple and Twitter embracing this growth and monetizing their investments? Sit in and discover how the mobile landscape is changing, what marketing strategies work, and why the next leap in mobile reach is poised to hit us in the coming year.
The importance of adopting mobile technology in real estate. Mobile technology has changed the way people search for homes. As experts in our field we need to understand the benefits and leverage mobile.
With more and more people around the world spending time on the mobile Web, its hard not to get excited. This presentation shares a few things we're sharing with clients.
Smartphones and tablet devices have grown to play a leading role in how consumers access media and make purchasing decisions. Expectations about what makes for an ideal mobile experience depend on the motivations and behaviors of users. Successful outcomes require tailoring communications so they take full advantage of unique device interaction styles, context of usage and technical constraints. This presentation provides tips and best practices on creating mobile-friendly experiences that surprise and delight.
7 Tips for Mobile Lead Generation - Oct. 2010Sparkroom
CUnet Mobile Marketing Strategist Akeel Haider updates his previous mobile presentation to reflect the changes in the dynamic mobile lead generation space.
With more and more people around the world spending time on the mobile Web, its hard not to get excited. This presentation shares a few things we're sharing with clients.
Smartphones and tablet devices have grown to play a leading role in how consumers access media and make purchasing decisions. Expectations about what makes for an ideal mobile experience depend on the motivations and behaviors of users. Successful outcomes require tailoring communications so they take full advantage of unique device interaction styles, context of usage and technical constraints. This presentation provides tips and best practices on creating mobile-friendly experiences that surprise and delight.
7 Tips for Mobile Lead Generation - Oct. 2010Sparkroom
CUnet Mobile Marketing Strategist Akeel Haider updates his previous mobile presentation to reflect the changes in the dynamic mobile lead generation space.
Orbitz mobile & travel industry - for distributionMobileAnthem
Mobile has exploded on to the scene this year. Not surprising since there are 284 million phones for 310 million people in the U.S. Add to that 17 million tablets were sold in 2010. But what do people really want from these portable devices? How do we create an experience that delights them enough to gain brand loyalty in the competitive travel industry? Hugh Jedwill, CEO of Mobile Anthem, uses his background in brand marketing to describe mobile behaviors and discuss how to use them to create a compelling product that will create loyalty and drive business.
Mobile is NOT a Channel - Rob Griffin at IMMAP Summit, 2012Havas Media
Rob Griffin, EVP Product Development at Havas Digital, spoke recently at the IMMAP Summit & emphasised 3 clear takeaways-
1. Mobile is Now, and you must know that. Embrace a Mobile First approach to all marketing and communications efforts.
2. Accept the multiplicity of the device. Mobile devices are consumers' constant companions and central to their daily lives.
3. Activate and Engage! Take full advantage of mobile's greater capabilities to engage in real time.
Instead of thinking about mobile as an advertising channel, it is more important to view it as an access point for consumers- hence the urgent need for everything to be mobile enabled from the start. Mobile Internet user growth is projected to hit 3.5billion in 2015- how are you positioning your brand to take advantage of this revolution?
Mobile strategies for the tourism industryJames Burnes
James Burnes, CEO of Mobiltopia (www.mobiltopia.com) presents to the Indiana Department of Tourism's New Media Workshop on how the mobile web will impact the future of tourism and what organizations need to consider.
Scott Jones, ChaCha - Think LA Mobile Breakfast ChaChaSlide
A 2011 state of the union address on where mobile has been and where it is going as far as the advertising and marketing worlds are concerned from one of mobile's founding fathers, Scott A. Jones.
Ragan Mobile Revolution - Closing KeynoteMobileAnthem
Hugh Jedwill, CEO of Mobile Anthem, dodges tornadoes at the Sprint HQ to give the closing keynote at the Ragan Mobile Revolution conference. He talks about the mobile journey using his travels around the world as a metaphor for what internal/external communicators will be going through. He also talks about the Test and Learn concept used at Procter & Gamble to vet new ideas and how he used it on their first mobile-integrated campaign for Venus.
A presentation at the Cincinnati Digital Hub Initiative - Emerging Trends in Mobile Marketing. This presentation discusses the trends and implications of mobile marketing.
2010 Has been nicknamed "The Year of Mobile." Here is a basic overview of what mobile marketing means, the different tools that are accessible to us, some stats on mobile usage and some different examples.
Gridley Presentation at Mobile: IAB Marketplace July 18, 2011Linda Gridley
Mobile Moves to Mainstreet:
Implications for the VC and M&A Market
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How to take you website mobile. Sitecore and guest presenters discussing mobile website. Perfect for anyone interested in making there website mobile friendly.
Jon Moser's edSocialMedia Webinar: Going Mobile: How it Pertains to Social Me...edSocialMedia
Jon Moser, President and Founder of finalsite, is passionate about web trends and strategies that impact the education field. In this edSocialMedia webinar, Moser discusses how an organizations' websites should be optimized for mobile consumption. Topics include: just how mobile are we, social media on a mobile device, school website functionality, design revision for a new world, and more.
MobiU2011 Lecture: STRAT121 Mobile Web - Microsoft Office & AnsibleKimberly-Clark
Learn how to effectively use the mobile internet and build a brand presence that will inform your consumer with critical information at the time and location that they need it. Microsoft and Ansible will lay a solid groundwork for mobile web, then discuss the Microsoft Office launch case study. You will learn:
> Fundamentals of the mobile web
> How marketing can support a mobile web initiative
> Tips/guideline from Microsoft Office’s launch experience
> View of the future from both Microsoft and Ansible
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Similar to Primex Conference: Integrating Mobile and Print (20)
Mobile devices are with us all the time so it's natural that they have an impact on our behaviors. Hugh Jedwill uses his marketing background from P&G to provide an understanding of the depth of this impact. He also provides guidance on how to design given these mobile behaviors.
Mobile Anthem - Campaign Integration Showcase for Illumedia LuncheonMobileAnthem
Hugh Jedwill presents the Venus integrated marketing campaign that incorporated mobile into print, event, entertainment and sampling marketing programs.
8. @mobilebranding
Background: De nition
Mobile Marketing is any outreach to
consumers that engages them through
their mobile device
• Native apps to mCommerce to branded
cases
• Its own marketing channel
• Extends the reach of other marketing channels
Confusion in early stages
• Marketing Medium like TV, Internet
• More than just a website or app
• Like the Internet 15 years ago
11. @mobilebranding
Background: Brief History of Mobile
1973 - Martin Cooper’s 1st mobile call - US
1979 - First cellular phone network - Japan
+14 yrs, 1987 - Gordon Gecko - US
1993 - First SMS data services - Finland*
+9 yrs, 2002 - American Idol - US
1999 - First mobile internet - Japan
+8 yrs, 2007 - First iPhone - US
2005 - E911 Mandate - US
“greed is good”
+5 yrs, 2010 - Foursquare
12. @mobilebranding
Background: Size of the Global Market
Human population
4.0 Mobile phone subs
Internet users
Landline phones
TV sets
3.0 Banking accounts
2.0
1.0
Emerging
0 Industrialized
* TomiAhonen Almanac 2010
14. @mobilebranding
Anthem Mobile Insights
85 % of Americans have a cell phone
93% of 18-29 yr olds
83% of 17 yr olds
73% of 13 yr olds
58% of 12 yrs olds
And at least one 3 yr old
18. @mobilebranding
30 Minutes vs. 30 Seconds
Planned vs. Unplanned
Sitting Standing/Walking
Create Consume
Big display Small display
Keyboard and mouse Keypad and camera
Concentrate Multi-task
Email SMS
PC/Laptop Cellphone
1. Tomi Ahonen, Almanac 2010
19. Phones, Tablets and PC’s, Oh My!
2012: Smartphone + Tablet > PC’s*
2015: Tablets > netbooks + desktop PC’s**
% Satisfied Smartphone Tablet
Email 59% 67%
Social 49% 60%
Web 42% 67%
* per NPD, Feb 2011
** per Forrester, Jan 2011
20. Phones, Tablets and PC’s, Oh My!
Consumption Behaviors
Phone Tablet Newspaper
Consumption morning, night morning
Duration 6 minutes > Phone > Phone
Frequency > Tablet/News < Phone < Phone
Actions Opt-in, quick Get to know Awareness
conversion brand only
21. @mobilebranding
WHAT Consumers Are Doing
Mobile Content Usage
70%
FMA ‘10 Avg
60%
MJJ ‘10 Avg
50%
40%
30%
20%
10% Music
Social
Games
0% Apps
mWeb
Text
3 Month Avg. Ending Jul. 2010 vs. 3 Month Avg. Ending Apr. 2010, Total U.S. Mobile Subscribers Ages 13+
Source: comScore MobiLens
22. @mobilebranding
What Will Make Consumers Do
Theory of Reasoned Action
0.5
0.4
0.3
0.1
0
Social Norms
Utility
Mobile Savvy
Attitude
Info-Seeking
DRIVING CONSUMER ACCEPTANCE OF MOBILE MARKETING: A THEORETICAL FRAMEWORK
AND EMPIRICAL STUDY, Journal of Electronic Commerce Research, VOL. 6, NO.3, 2005. n=1028
24. @mobilebranding
Mobile Strategy
1. Business Objectives
Build your mobile campaign to objectives that can be measured
2. Brand Equity
Consider you equities to ensure the mobile program is consistent
3. Consumer Target
Determine which phones your consumer uses
4. Marketing Plans
Weave mobile into other marketing spends
5. Mobile Campaign
Now build your mobile campaign
Objective Brand Consumer Mktg Mix
25. @mobilebranding
Mobile Technologies
Mobile Mobile Delivered Example
Technology Communication Experience
Messaging SMS Text/Weblink Sara Lee FSI
Voice IVR Snakes on a Plane
Remote Control Carnival “Aquarium”
MMS Video/Picture/Ringtone SI Swimsuit Issue
Email/IM Email/IM CBD White Papers
Apps Alerts eBay
Camera Picture/MMS Website Captain Morgan
App Elf Yourself
2D Codes (QR) Video/mWeb/App SI Swimsuit
Optical Recognition Video/mWeb Tron/Google
GPS mWeb Location-Sensitivity Travelocity
Apps Groupon
Augmented Reality Legos
Accelerometer Apps/mWeb Shake/Rotation Audi
Games Labyrinth
26. @mobilebranding
Technologies that Integrate Print
Mobile Delivered Example
Technology Experience
Texting Website Sara Lee*, FCG*
Video P&G*
Game Venus*, X Games*
2D/Picture Website/App Sierra Mist*, MA*
Recognition Video SI Swimsuit*, Tron*
Game Call of Duty
IVR United Nations*
Augmented Deeper Content Nike*
Reality
* Featured Case Study
27. @mobilebranding
State Fair Dream Home promotion
Problem: drive awareness for promotion
Solution: mobile text/web campaign
reminding people to play promotion
Results: drove over XX% from text to mWeb
29. @mobilebranding
Texting to mVideo: P&G’s Tremor
Problem: Drive viewership; Extend
Tremor influence beyond online
Solution: Email blast sign-up for
mobile alerts; mWeb; refer-a-
friend; mobile video
30. @mobilebranding
Texting to mGame: Venus
Gillette Venus Spring Break Campaign ‘06
• Problem: Brand awareness for Venus
dropped for college-aged females
• Solution: Integrated Campaign including
Mobile, Internet, Print, Experiential, TV,
and Sampling
• Results: Drove trial with X.XM women
and millions of impressions
Won the Silver Promo Marketing
Award for Experience
50 University newspapers
31. @mobilebranding
Texting to mGame: Winter X Games - Jan. 2010
Target: primary 12-17, secondary 18-34
Onsite:
Text ACTION, SNO, X to 43776
Video boards at WX14
DJ Announcements
Anywhere:
SnoCross mobile game app
Mobile Website http://espn.mobi/wx
Wallpapers/Ringtones http://XGames.com/Cell
27
39. Text ANTHEM to 41411
@mobilebranding
Sports Illustrated Swimsuit on Mobile
Problem: Extend the Swimsuit edition
experience to be with reader
anytime anywhere
Solution: Snap Picture of 2D code to
get video
Result: 120,000 responses*
0.5% of 23 million readership
* per AdAge “NYC Garbage Trucks Take QR Codes Mainstream”, August 3, 2010
40. Text ANTHEM to 41411
@mobilebranding
Sports Illustrated Swimsuit on Mobile
Problem: Extend the Swimsuit edition
experience to be with reader
anytime anywhere
Solution: Snap Picture of 2D code to
get video
Result: 120,000 responses*
0.5% of 23 million readership
* per AdAge “NYC Garbage Trucks Take QR Codes Mainstream”, August 3, 2010
46. @mobilebranding
TV
PRINT Radio
OOH Internet
MOBILE
PR In-Store
On-pack Events
47. @mobilebranding
LEGEND
Inverse Law of Mobile Color refers to hype
RED = overhyped
GREEN = underhyped
Blow Size = consumer potential
Your Aug-
mented
Mind Reality
Quality of Interaction
Apps
mWeb
2D
Codes
LBS MMS
IVR
SMS
Yawn
0% Market Reach 100%
48. Text ANTHEM to 41411
@mobilebranding
Conclusions
Mobile is BIG
• It’s the elephant in the room
• Big! Just ads: $0.9B in 2007 to $6.5B in 2012*
The “Old” Rules Still Apply
• Content is King
• Fight for Content Distribution
Unique benefits
• Anyone, Anywhere, Anytime, Always-on
• Personal: The phone is an extension of the person
Differentiates
• Access: be in the consumer’s pocket 24/7
• Immediacy: activate when your are Top-of-Mind
* eMarketer, 2008
49. THANK YOU!
Hugh Park Jedwill
CEO/Founder
Text “anthem” to 41411
for business card
@mobilebranding