1 / 37

Third-Screen Marketing Mobile as a Channel BCAIM Presentation November 8th, 2007 Richard Muller SVP, Senior Consult

Some statisticsSome predictionsSome definitionsSome best practicesSome local examplesSome do's and don'ts.

ulema
Download Presentation

Third-Screen Marketing Mobile as a Channel BCAIM Presentation November 8th, 2007 Richard Muller SVP, Senior Consult

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

    2. Some statistics Some predictions Some definitions Some best practices Some local examples Some do’s and don’ts “Some-of-everything”

    3. Mobile Phones All have text messaging capability 3G coming in 2 years Mobile Phones All have text messaging capability 3G coming in 2 years

    4. Mobile is Global More than 240 MM mobile subscribers in the US, and over 2B worldwide Currently, one-third of humankind has Mobile Internet access, which is twice as many as the number of Internet-connected PCs Mobile advertising spending will increase to $14B in 2011, up from $1.5 B 46% of the mobile audience is 35 or older, 54% male 94% of text messages are read Average response rate for mobile campaigns reach beyond 15% Source: www.themobilemarketingagency.com

    5. Shift in Consumer Behaviour

    6.

    7. Mobile Marketing Forum October 2007 Press Release In a survey of 50 global brand-name companies, 28% of companies surveyed have already launched live SMS campaigns and 18% live MMS campaigns Number of brands considering implementing mobile campaigns doubled to 28% since the previous year 71% of brands projecting to spend up to 10% of the budget on mobile marketing within two year’s time

    8. “Mobile Marketing Has Potential (to be really annoying)” January 2007 study on the state of the mobile-marketing industry: 79% of online consumers find the idea of ads on their mobile phone annoying Only 3% says they trust text ads on their mobile phones “Marketers must tread lightly when it comes to mobile advertising, offering something of value in exchange for the message”

    9. What is Mobile Marketing? It’s marketing, but with mobile phones For now, in North America, it’s text messaging and WAP Specific applications can be tailored to a brand’s target audience and objectives Promotion is the key to success

    10. Short Message Service (SMS) SMS, often called text messaging, is a means of sending short messages (up to 136 characters in Canada) to and from mobile phones SMS was originally defined as part of the GSM series of standards in 1985 The only wireless data medium that has the ability to work across networks, countries and handsets

    11. Short numeric codes to which text messages can be sent from a mobile phone There are ‘random’ or ‘vanity’ shortcodes Vanity shortcodes are requested by the applicant and have a higher lease cost Shortcodes are leased for a minimum of 3 months and a maximum period of 1 year. Can re-apply for the shortcode after the one year expiry date What is a Shortcode?

    12. Average time line for the initial set-up and integration is 6-8 weeks. Short Code Application CWTA/CTIA reviews application with direction from the SCC (Standards Council of Canada) Approved applications are sent to the carriers with a recommendation to participate in the program. Carriers reserve the right to refuse any program submitted to them. Program must have participation by two or more competing carriers. Establish SMPP Connectivity to network operators A direct or indirect connection needs to be established to the carriers participating in the program. Shortcode Campaign

    13. Interoperability – Specialist companies can solve this Fast – 2-3 second interaction Ubiquitous – 2b recipients worldwide, over 250m in North America Efficient – 95% open rate, 15% response rate for marketing campaigns Simple Benefits of Text Messaging

    14. SPAM – Controlled by Short Code application and conduct Complexity, cost, time – Due to complex interfaces and Short Code requirements Text interface may take time for neophytes to adopt Issues with Text Messaging

    15. Multimedia Messaging Service (MMS) MMS is a standard that allows sending messages that include multimedia objects (images, audio, video, rich text) Much richer user experience (potentially) Problems with latency, different content standards across phones and carriers

    16. Wireless Application Protocol (WAP) WAP is an open international standard that enables access to the Internet from a mobile phone or PDA A WAP browser provides all of the basic services of a computer-based web browser but simplified to operate within the restrictions of a mobile phone A WAP Push is a specially encoded message “pushed” to the mobile handset which includes a link to a WAP address

    17. Wireless Value Chain Wireless subscribers – receive and send messages Wireless carriers – “own” the experience for their subscribers – also gatekeepers Aggregators – provide access to all wireless networks Application providers – Provide management application software Automate opt-in, opt-out as well as other messaging processes. Enable interoperability Applications and reporting Brands – Services and offering to subscribers

    18. Mobile Marketing Value Chain

    19. Why Mobile Marketing? Instant: Moment of impulse Short bursts of activity while engaged with entertainment content 2-way: Dialogue initiated by consumer Cross-media effectiveness Activates Radio, TV, Print Adds measurability Viral: Customers can forward messages to friends Targets a highly-desired demographic (19-29 year olds) that are difficult to reach with conventional media

    20. Three Ways for Marketers to use the medium Text messaging Advertising with banner ads on a mobile browser “on deck” “off deck” Creating ad-supported applications and content

    21. Take advantage of Time and Place Instantly reward Deliver “on the go” content Provide highly targeted and relevant information …. Let’s look at some examples Mobile Marketing Best Practices

    22. Take advantage of time and place Integration of last-minute ticket promotion with Mobile Coke Fridge Fans enter contest by texting code from the top of their Coke Draw for World Cup tickets every ninety minutes

    23. Instantly reward SMS and Win Campaign for McDonalds Italy Unique codes on over 6 million cups Prizes ranged from pre-paid shopping cards to mobile content Response rate of 25%

    24. Deliver “on the go” content Freundin is a German magazine targeted at women Subscribers download content options Brand extension to readership base

    25. Targeting and Relevancy AirG is the world’s largest mobile community (“chat room in your pocket”) Boost Mobile provides branded wireless content and phone services to the youth market Unilever’s Axe targets 18-24 year-old males on Boost Mobile’s social network to extend reach of its campaign

    26. “Made in BC” …. Examples and Case Studies

    27. Experienced developer of interactive games & applications across platforms Mobile, On-Line, Participation TV, Big Screen Trusted Partner to Brands and Content partners Specialists in Sports & Entertainment Integrated with all carriers in North America Connected to over 250MM mobile subscribers About EXPONENTIA

    28. Colts PlayAction: Case Study Engage fans with new forms of engaging interactive content Build permission-based email and mobile database relationships Create a platform for mobile and on-line sponsorship and transaction-based revenues

    29. Proposal Launch integrated mobile and on-line game portal Colts PlayAction Promote free game to users In-venue, on-line and through local radio Deliver marketing return on objective Test revenue opportunities Build interactive database (mobile and on-line) Test entertainment model through game portal

    32. Dine Out Vancouver Best Bite Awards Dine Out Vancouver™ is Vancouver’s showcase food and wine event, with over 150 participating restaurants Dine Out Vancouver 2008 will see the introduction and addition of the Best Bite Awards recognizing culinary and service excellence Text voting available “24X7”, beginning with the first night of the event (January 16th, 2008) and running until the day after the last night (February 4th, 2008)

    33. Rate the Experience

    34.

    35. Do’s Focus on what users do: 40% text message 36% play games 13% use WAP 1 % watch videos Think of Mobile as a Channel not a Strategy One touchpoint in an integrated campaign

    36. Do’s Give consumers something they want Content Entertainment Special Offers Exclusivity

    37. Increase Your Mobile Knowledge Exponentia www.exponentia.com The Mobile Marketing Association www.mmaglobal.com Industry newsletters www.mocoNews.net

More Related