Hi, would you mind if we invaded your mobile device to cram advertisements down your throat?

“Hi, would you mind if we invaded your mobiledevice to cram advertisements down your throat?”

24.09.09

“Oh great.Another media channel

to add to ourmarketing plans.”

Consumer Expectations Are Changing

≠

(angry mob)

http://www.flickr.com/photos/29233640@N07/3645211083/

Does Mobile Advertising Even Work?

Source: Nielsen Global Online Consumer Survey April 2009

Relevance Trumps Reach

MA

SS MED

IAD

IGITA

L

Ubiquitous Mobile Touchpoints

WORK

HOME

WORK

HOME

STORE

GYM

BIZ TRAVEL

VACATION

Mobile User Profiles

Wannabe25%

Pioneer15%

Traditionalist60%

Source: InsightExpress

Applications Are The Now

The Internet Is The Future

>

Walled Gardens Always Fail (Eventually)

Mobile Social Networking

Social connectivity makes mobile devicesless isolated and more interdependent

Stealth Sound System

Devenir Maman

• Age appropriate personalized SMS babycare tips to moms

• Text in on pack codes to earn 1 point per diaper purchased

• Points redeemed for children’s toys or mobile top ups

• Each point earned is also an entry for abi-monthly sweepstakes to win a collegescholarship for their child

• 162,000 current Pampers Hearts Clubmembers and growing

• 22% increase in product consumptionamong members

Hearts Club

Flite

Tennis Sponsorship

NIKEiD

Rugby

Dublin Bikes

If You Only Remember One Thing MakeSure It’s These Five

• Stop selling and start helping/entertaining/enabling/enhancing

• Improve people’s mobile experience - you are a guest on theirmobile device

• Other media channels get you invited in and mobile enhancesother channels nicely

• Be sociable - mobiles are communication devices first

• Measure the crap out of it

Thanks!

mark@irishinternational.iehttp://www.twitter.com/irishintl