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Making Mobile Marketing Work: An Introduction

Making Mobile Marketing Work: An Introduction. Welcome. Mark Brill Chair of the DMA Mobile Marketing Council CEO of Formation/ txt4ever.com Mobile agency and service provider. Introduction. Why mobile? Mobile’s role in marketing What are the technologies and marketing channels?

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Making Mobile Marketing Work: An Introduction

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  1. Making Mobile Marketing Work:An Introduction

  2. Welcome Mark Brill • Chair of the DMA Mobile Marketing Council • CEO of Formation/txt4ever.comMobile agency and service provider

  3. Introduction • Why mobile? • Mobile’s role in marketing • What are the technologies and marketing channels? • Some examples • Factors to consider • Best practice

  4. The mobile marketing challenge? • Broadest info technology • Highly personal • Great potential for engagement and response • Exciting and interactive content But … • Many standards, technologies and channels • Narrow permission spectrum • No measurement standards • Unclear regulatory practices ?

  5. Myth busting iphone: 52m Motorola Razr: 110m Nokia 1100: 200m

  6. Myth busting Appstore Sales$3 billion MMS: $28 billion Mobile Music: $4.29 billion

  7. Over 7 billion SMS messages are sent in the UK each month More the 2x the number of UK Google searches Year on year SMS growth at 38%*** 40% of Europeans are interested in mobile marketing* 55% of people interested in offers and promotions** 95% of text messages are read (just 25% with email) 10%+ uplift on response where shortcodes are used Why mobile? Sources: * MMA // **txt4ever Spam Study 2009 // ***Mobile Data Association

  8. 1/2 of human beings are‘mobile’

  9. … and especially the kids 12 text messages 9 IMs from a computer 3 emails from a mobile phone 2 messages from a forum 3 calls from a landline 5 messages via skype or similar 6 calls from a mobile phone 2 IMs from a mobile phone 5 emails from a computer * Source: OTX - A beta life://Youth – February 2009

  10. Mobile’s role in marketing CRM, retention, loyalty Customer Acquisition Transaction

  11. Response Acquisition Delivery Transaction Vouchering/Couponing Survey Voting UGC Location Services Mobile Social Networking Mobile Search Mobile Banners Proximity SMS MMS QR Mobile Web IR Apps Bluetooth

  12. + Universal, high response, low cost - Limited info and interactivity, user permissions SMS MMS + High functionality, low cost - data connections, usability, response rates Mobile Web + High functionality, engaging content, delivery network - Development cost, compatibility, busy market Apps + Network independent, high functionality, instant response - Units in situ, usability, user identification Bluetooth

  13. SMS is still massive

  14. Ad response • Simply the most intuitive way for users to respond to a brand message ATL • Brochure request • Free sample • Competition • WAP site link • Store Locator • Call-back request

  15. A picture tells a thousand words...

  16. JOIN ...but it only takes one word to create engagement

  17. Mobile is… ...a friendly invitation

  18. ...a way to communicate where no others will work

  19. Changing everything?

  20. New OS kids on the block

  21. Key factors • What: The handset, network or tariff • Where:Home or travelling? • Who:Identity and style

  22. Key factors The Audi A4 app Are Audi A4s really that horrible to drive? ...drives like there is a drunk behind the wheel If their cars handled like this the company would be in big trouble I feel ripped off – even though the game was free! Just like a real A4 – it’s boring and tedious

  23. … but above all … + = To achieve a good result, take more time over creative concepts, design and delivery – this may cost more money

  24. Choice I’m the customer... I want whatI want, when I want it

  25. Access – anything, any time, anywhere • Consumers access their data independent of: • Location • Platform • Time • Nature of request

  26. Regulations and best practice PECR DPAPhonepayPlus Ofcom CAP Code Ministry of Justice DMA MMA IAB

  27. Data Data Own Organic Own Acquisition Third Party

  28. What’s wrong with this picture? ‘FREE MSG: Our records indicate u maybe entitled to £5000 in compensation for your recent Accident, To claim just reply with CLAIM to this msg, 2 stop txt STOP’

  29. In conclusion • Mobile offers significant marketing opportunities • Channel & technology: Functionality vs audience reach • High usage saturation - narrow permission spectrum • Keep it simple! Clear offer and achievable call to action • Gain user’s trust and follow best practice

  30. Questions? For further information: • www.txt4ever.com • mark@txt4ever.com • +44 (0)207 490 8779

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