Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Futureproof Conference Dublin Nov 09

1,169 views

Published on

A short keynote presentation I gave at Futureproof 3 in Dublin in November 2009, entitled 'Mobile Marketing & Advertising in a Web 2.0 World'.
Many thanks to Jimmy, Steve and Valerie for inviting me over to speak and for looking after me so well while I was there.

Published in: Technology, Business

Futureproof Conference Dublin Nov 09

  1. 1. Mobile Marketing & Advertising in a web 2.0 world<br />26 November 2009<br />Prepared by<br />Helen Keegan <br />*Heroes of the Mobile Screen 7 Dec http://mobileheroes.net<br />Helen Keegan: http://technokitten.com<br />http://twitter.com/technokitten<br />Mobile Monday London: http://momolo.org<br />http://twitter.com/momolondon<br />Swedish Beers Mobile Networking: http://swedishbeers.org<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  2. 2. Has much changed?<br />Are we really connected?<br />Do most people care?<br />Will my sister ever upgrade her handset?<br />Mitcham town centre looks pretty much the same to me now as it did 9 years ago when I moved there<br />2<br />
  3. 3. But Information overload is on the up<br /><ul><li> 35 years ago there was one commercial television station. Today, there are more than 350
  4. 4. The number of magazine titles in the UK has increased six-fold over the last 25 years
  5. 5. 250,000 auditable outdoor poster sites in the UK
  6. 6. Web 2.0
  7. 7. Mobile
  8. 8. Unlimited</li></ul>3<br />
  9. 9. What does this mean?<br />Trust and attention - key to success<br />It takes time<br />You cannot demand attention<br />What’s important to you is not important to anyone else<br />Make it easy for other people to spread the word for you<br />A good proposition<br />If you get it right, you can build loyalty on the momentum<br />
  10. 10. No amount of technology changes this:<br />5<br />Good marketing begins and ends with good product and service<br />
  11. 11. A little reminder...<br />6<br />Can you get excited by one of these?<br />
  12. 12. Handsets & functionality<br />7<br />
  13. 13. Top 18 mobile media devices in EU5<br /><ul><li>Apple is challenging Nokia’s long found dominance. Can Nokia fight back?
  14. 14. Sony Ericsson only represented once despite their media focus and 15% market share </li></li></ul><li>Don’t forget<br />Lots of mobile browsing happens on other handheld devices...<br />Sony PSP<br />Nintendo DS<br />Ipod Touch<br />Netbooks<br />Email – it’s being read on a mobile device whether you like it or not!<br />
  15. 15. Different services used by different demographics. Mobile media users older/more female<br /><ul><li>Younger demographics create their own ringtones, use social networking services, listen to music and watch video on demand (web 2.0 type services).
  16. 16. Mobile internet services skew 65-70% male and average age 33-34 years old. Mobile content & social networking - more even gender split
  17. 17. Unlimited data plan subscribers average age over 37</li></ul>Higher on chart = more female<br />Further to right = older<br />Size of bubbles = # of users<br />Source: ComScore M:Metrics Q12009<br />
  18. 18. US: Light PC users are 26% more likely to be mobile web users than heavy PC Web users.<br /><ul><li>To reach the full digital audience mobile *must* now be integrated into campaigns</li></ul>These people won’t see your banner ad on a website<br />% of people who access news and info via mobile browser<br />Source: ComScore M:Metrics Q12009<br />
  19. 19. Mobile marketing & Advertising<br />Copyright Helen Keegan 2008. All rights reserved.<br />12<br />
  20. 20. A little reminder:<br />13<br />Good marketing begins and ends with good product and service<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  21. 21. (mobile) Marketing supports this<br />Communication<br />Customers<br />Acquisition<br />Retention<br />To make it easy for customers<br />to find you<br />buy from you <br />and do it again<br />14<br />
  22. 22. A few mobile marketing ideas<br />Be useful <br />Use dead time<br />Say thank you<br />Ask for feedback<br />15<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  23. 23. Kodak<br />360° campaign<br />Onsite ‘villages’<br />Full-fat website<br />UGC element<br />Mobile service<br />Free mobile download to get ski resort info – oh & some photography hints for good measure<br />16<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  24. 24. 11 September 2008<br />Copyright Helen Keegan 2008. All rights reserved.<br />17<br />
  25. 25. Kodak Snow Insider<br />So useful, they got 100,000 downloads in the first 2 weeks and 160,000 at the end of the first month<br />And this is a Java app<br />18<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  26. 26. Copyright Helen Keegan 2009. All rights reserved.<br />19<br />Source: Springwise.com<br />
  27. 27. Use dead time<br />And make it pay<br />A new twist on the ad-funded model<br />20<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  28. 28. Turkcell Tone & Win<br />21<br />Copyright Helen Keegan 2009. All rights reserved.<br />
  29. 29. Warner/ Quantum of Solace campaign<br />QoS branded ringback tone exclusive to males aged 13-54 living in the 26 Turkish cities where the film launched<br />In less than 14 days, it was heard by 30,000 people, 110,000 times for a total of 1.2 million seconds.<br />22<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  30. 30. Mr Clarinet<br />23<br />Railway station poster campaign<br />
  31. 31. The spread of TDC...<br />Do you suffer from it?<br />A common affliction...<br />Does nothing for yours or your customer’s self-esteem<br />What is it...?<br />24<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  32. 32. Thinly disguised contempt<br />
  33. 33. Let’s have some TLC instead <br />...and some good manners<br />
  34. 34. 27<br />Say “Thank you”<br />www.MobyMemory.comOrderID: 17xxxx shipped at DH8200xxxxxGB. Tracking: 18.46 (See RoyalMail.com)<br />Thank you for shopping with MobyMemory – Memory for Mobiles<br />Copyright Helen Keegan 2009. All rights reserved.<br />
  35. 35. Ask for feedback<br />SMS for customer service is a winner<br />More powerful than push SMS advertising<br />So simple<br />Works on every phone<br />Genuine regard for customers<br />28<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  36. 36. National Express trains / Rapide<br />A requirement for a feedback mechanism - National Express East Coast has a target for responding to written passenger feedback within 10 days…set by the Department of Transport – expensive & time consuming to run<br />Wanted an instant alert system to make train staff aware of problems so they can be fixed quickly<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />29<br />
  37. 37. Brian Elliott, Customer Service Development Manager at National Express is happy with the service;<br />“Receiving feedback via SMS has helped us save time, improve our customer’s experiences and even save paper!”<br />
  38. 38. The data is fed into a ‘sentiment engine’ and rated<br />Results viewed through the dashboard<br />
  39. 39. A final word on authenticity<br />You can’t hide any more behind your PR wall<br />Tone and style of words should reflect your brand as much as your look and feel. <br />Be authentic. You can’t afford not to be.<br />Mobile is about communication – it’s a 2-way street<br />Think customer service, think useful<br />32<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  40. 40. A final reminder:<br />33<br />Good marketing begins and ends with good product and service<br />© Helen Keegan 2009. All rights reserved. Used with permission.<br />
  41. 41. Any questions for me?<br />Helen Keegan<br />Mobile: +44 794 053 8802<br />Email: helen@beepmarketing.com<br />http://mobileheroes.net<br />http://technokitten.com<br />http://twitter.com/technokitten<br />http://momolo.org<br />http://twitter.com/momolondon<br />http://swedishbeers.org<br />

×