A View On Mobile Marketing

A View on Mobile Marketing

What is Mobile Marketing?

«The use of wireless media as an integrated content delivery and direct response vehicle within a cross-media or stand-alone marketing communications program.»

Mobile Marketing Association

Some nice-to-have data

«Worldwide mobile ad spending is projected to grow from $2.7 billion in 2007 to $19.1 billion in 2012, according to an eMarketerreport released in March 2008.»

«App Store: 1 billion applications served, 35,000 applications available and more than 30 million devices in market.», Advertising Age, Mobile Marketing: Is 'App-vertising' the Answer?, 13.May.09

«In two years from now, mobile advertising should be as big as internet advertising is today», The Third Screen - Super Task Force by RDA, March 2008

Some nice-to-have data

«The amount of people using a cell phone for daily access to the Web doubled from January 2008 to January 2009», InformationWeek, 16th March 2009

«UK mobile ad spend increased 99.2% year on year to £28.6m in 2008, despite a declining ad market, according to the first UK figures produced by the Internet advertising Bureau and PriceWaterhouseCoopers.»

«Fifty-one percent of U.S. subscribers access entertainment, games, news and social information via mobile phone each week, according to a new study published by research and consultation firm Frank N. Magid Associates.»

By √oхέƒx™: http://www.flickr.com/photos/vox_efx/

Mobile is Personalit’s my phone, not our phone

What’s special about Mobile?

By dwanjabi: http://www.flickr.com/photos/meredith415/

Mobile is Ubiquitousit’s always in my pocket

What’s special about Mobile?

By Darwin Bell: http://www.flickr.com/photos/darwinbell/

Mobile is ImmediateI pick it every time it rings

What’s special about Mobile?

By Merry~Blues: http://www.flickr.com/photos/27987437@N06/

Mobile is Localit’s with me wherever I am

What’s special about Mobile?

By capcase: http://www.flickr.com/photos/capcase/

Mobile is A Swiss Army Knifeit’s internet, music, games, etc.

What’s special about Mobile?

By wonker: http://www.flickr.com/photos/wonker/

And above allvirtually everybody’s got one!

What’s special about Mobile?

How is it different from Internet?

• Penetration is much higher (around 110%)

• People are exposed to mobile 24h a day

• It’s not as polluted for advertising (higher click through rates, higher notoriety, …)

• It’s a great direct marketing tool

• People are used to pay for content

• Location, location, location…

CommunicationSMS, MMS, Voice, Video-calls, e-mail, Social Networking, Blogging

InformationNews, Product Info, Entertainment, Weather, Maps, Stock Quotes, Travel Information…

EntertainmentGames, Ringtones, Music, Videos

How are people using Mobile?

SMS

MMS

Voice

Mobile Internet

Content

Games

How can we reach them?

Apps & Widgets

Bluetooth

Location Based

QR Codes

RFId

…

ChallengeTo bring interactivity to the presentation of the new Nokia Xpress Music mobile phones, that was going to take place in Paradise Garage, a famous Lisbon club.

SolutionSMS Voting. In the club, a famous group of Tecktonic dancers made an exhibition of this new trend and then fought some battles. LCD’s all around the club showed info about the new mobile phones and invited the crowd to participate in the battles by voting in their favorite pair, and trying to win someprizes just by participating. In the end of the voting period, the dancers were brought to the stage and the LCD’s revealed the results and crowned the winners!

ResultsVirtually everyone in the club has had one of the new phones on their hands so that they could vote for free. That way people test-drived the phone and interacted with the brand in a funny way, totally achieving the promotion’s goals.

Case Study | SMS

ChallengeTo promote M&M’s latest campaign, recruiting people to visit M&M’s new website.

SolutionWe’ve developed a mobile campaign with advertising banners in SapoMobile (the mobile version of Portugal’s biggest portal) that linked to a landing page were potential consumers could get to know more about the new site and about some challenges they were invited to take on the web to win an iPhone and other prizes. As the advertising campaign was running on the mobile internet we’ve introduced an e-mail field in the landing page, so that people could opt-in for the promotion right from their mobiles. That way, when they got to their computers, they’d already have an e-mail with all they needed to know to take the challenges and try to win the iPhone!

ResultsBeing quite innovative, this mobile marketing campaign drawed a lot of attention from both users (great CTR and e-mail inscription) and the press.

Case Study | Mobile Internet

ChallengeTo bring interactivity to an event where Nokia would present one of its new music feature phones to the press, that would take place on a small but famous music club in Lisbon.

SolutionNokia brought its own DJ that was using Nokia’s new mobile phone for playing MP3. We’ve brought a promotor with a bluetooth antenna on her backpack that while showing people Nokia’s new phone, would ask them to connect their bluetooth in order to receive a selection of MP3 music files selected by the DJ, so that they could take a bit of the party home!

ResultsThe main result was that everyone got so curious about what was happening that everyone in the club has downloaded Nokia’s free MP3 selection. What is powerful about this is the word-of-mouth generated after the event, because if you take something home with you, you are bound to share it and its story with all of your friends and family.

Case Study | Bluetooth

ChallengeBefore EuroCup 2008 adidas perfumes has launched its new fragrance Fair Play. The challenge was to grab people’s attention in the Point of Sale, by differentiating from other brand’s EuroCupcampaigns.

SolutionWe’ve developed an application for adidas that people could get by sending an SMS to a Large Account. By doing so, consumers would gain access to all the information they needed to win adidas prizes and also to insightful information on adidas Fair Play products. All this was communicated on adidas Fair Play packages on the POS, and also in the Press, both with immediate call-for-action (send an SMS to… and win…)!

ResultsThis innovative aproach caught the eye of the consumer. We’ve registered lots of downloads and got excelent feedback both from the brand and its customers.

Case Study | Applications

What are the big issues behind Mobile Marketing?

•Mobile Marketing is not cheap

•Mobile Marketing campaigns tend to imply costs for the consumers

•Mobile Marketing is complex on the development side, because of the multiple platforms and lack of standardization

•Mobile Marketing tends to be seen as intrusive, so you have to be extra-careful when contacting users

That’s simply not the question…Mobile Marketing has been quite significant for years – SMS is a huge revenue stream for lots of companies exploiting it as a marketing and advertising media.

Mobile is definitely an important piece of any brand’s marketing mix. Consumers are using mobile to access the web and they expect brands to be there for them. It’s up to the brands to decide if they want their consumers’ experience to be a long wait to reach the information he needs in a non-optimized website, or if they want to take a close look at mobile and define how will their presence be so that they can better serve their consumers, using the right mix of content and services available in the mobile habitat.

So… Is this the year for Mobile?

The Real Challenge – ExposureThe Telco 2.0 Paradox

Telco's need to embrace the Telco 2.0 challenge

Network as a Service is the way to go. Openness has been key to the fantastic growth the Web as experienced in the last few years.

For mobile data revenues to explode, operators need to face the apparent paradox: open up your walled gardens, keep exploring your own services and content, but, above all, sell your network capabilities. Expose messaging, voice, presence, location, billing, subscribers, etc., through standardized webservices and let hundreds of thousands of developers worldwide deliver compelling multi-operator services , that will boost everybody’s revenues and create a much larger market!

The Good News?

It seems to be happening already!

What is myAdLab doing?

myAdLab is working in three fronts:

• Consulting – We develop and implement mobile marketing campaigns for brands and agencies

•myAdLab SaaS - In 2009Q4, we’ll launch the myAdLab SaaSwebsite in Beta

•myAdLab WS – We’re also working on our own set of myAdLab webservices for developers for you to take full advantage of our platform and launch compelling new mobile services

Thank you! Questions?João T. Fernandes

+351967165940

Twitter: @joaotfernandes

[email protected]

http://www.myadlab.com