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Adma Mobile Marketing Course 2009 For Printing

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Richard Pester
Richard Pester
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ADMA Mobile Marketing Course ,[object Object],[object Object],Lecturer: Emily Freeman Director, Mobilista Organiser, Mobile Monday Melbourne ADMA Mobile Marketing Course
Past & Future – Mobile Technology ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Why is this important?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Overview of Networks & Handsets
[object Object],[object Object],[object Object],Networks & Handsets: 1G
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Networks & Handsets: 2G/2.5G
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Networks & Handsets: 3G/3.5G
[object Object],[object Object],[object Object],Networks & Handsets: 4G
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Networks & Handsets: WiFi
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Networks & Handsets: Bluetooth
[object Object],[object Object],[object Object],[object Object],[object Object],Data Charges
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Mobile Industry
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Carriers / Telcos
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Aggregators
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Developers
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Agencies
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Handset Manufacturers
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Publishers
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Search Companies
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Advertising Networks
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Industry Bodies
The Mobile Audience – Your Customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Globally
Australia ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(^ Source: Nielsen. The Australian Internet and Technology Report 2008-2009)
How many 3G handsets in Australia? Courtesy of Myne Blog http:// myneblog.typepad.com/myne / 43% 100% 31% 29% 47% 3G as % 22,500 2,000 4,100 7,100 9,300 Total 12,800 0 2,800 5,000 4,900 Other handsets 9,800 2,000 1,200 2,100 4,400 3G Handsets Total 3 Vodafone Optus Telstra
3G Handsets vs Mobile Internet users Courtesy of Myne Blog http:// myneblog.typepad.com/myne / Source: Nielsen. The Australian Internet and Technology Report Edition 11, 2008-2009 (Feb 2009) ,[object Object],[object Object],^91% 10% 16% 27% 38% Mobile Internet Usage 100% 21% 12% 22% 45% % of 3G Market 9,800 2,000 1,200 2,100 4,400 3G Handsets Total 3 Vodafone Optus Telstra
[object Object],[object Object],Research: admob ads served AdMob Stats for Q1 2009 www.admob.com
Research: AdMob Australian Handset Data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],AdMob Mobile Metrics for Q1 2009 www.admob.com
Handset Consideration (Source: Nielsen. The Australian Internet and Technology Report 2008-2009)
iPhone – 1 Billion Apps in 9 months ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Australian Traffic Trends
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Research: WMDS Australian Results of Worldwide Mobile Data Service Study 2008 www.mnetcorporation.com/worldwide-mobile-data-services-study/
[object Object],[object Object],[object Object],[object Object],[object Object],Research: AMPLI Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
Research: Nielsen Internet Report ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Nielsen. The Australian Internet and Technology Report Edition 11, 2008-2009 (Feb 2009)
Research: Nielsen Internet Report ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Nielsen. The Australian Internet and Technology Report Edition 11, 2008-2009 (Feb 2009)
Online Communities Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile PC Mobile 83% used at least one online community 16% stated they used online communities on their mobile ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Creation of Content for the Mobile ,[object Object],Type of content shared (as a % of those that shared content) Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
Sharing of Content for the Mobile How content is shared (as a % of those that shared content) Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
Use More Content if Free? Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
Approach to Mobile Advertising Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
Approach to Mobile Advertising
Choice between Ads and No Ads
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Mobile Experience: Bad (historically)
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Mobile Experience: Good (the future!)
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Mobile Behaviours
The (r)evolution of mobile ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Your Marketing Message ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
All the Mobile Buzz “ driving traffic to mobile adsites “ QR codes can leverage print media: “ bluetooth for ambient distribution” “ iPhone apps as a branding tool” “ mobile is all about location based services” “ mobilise your content” “ push SMS for mainstream reach” “ branded content on the carrier portals” “ reaching users off deck” “ mobile CPMs are too high” “ it’s too early for mobile SEO” “ not worth targeting low end devices” “ multiple ad formats in mobile”
What is “Mobile Content” then? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mobile Marketing Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What is your marketing goal? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Classic Mistakes and things to avoid ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Planning a Marketing Campaign ,[object Object],[object Object],[object Object],Build fan database for a fashion brand 16 – 29 female Collect phone numbers Build brand Sell Cars 35 – 45 single male Support ATL TV campaign ?
Other things to consider ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
It all boils down to only 4 options! ,[object Object],[object Object],[object Object],[object Object],[object Object]
SMS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MMS ,[object Object],[object Object],[object Object],[object Object]
Mobile Site ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mobile Application ,[object Object],[object Object],[object Object],[object Object],[object Object]
“ Advertising” Your Mobile Message ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Advertise your message ,[object Object],[object Object]
Send an SMS or MMS? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Messaging Campaign Considerations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Visitors to a Mobile Site ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Buy Mobile Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Telco Portals – On Deck ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
AdMob ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
AdMob new iPhone ad units (3.0) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mobile Search ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Google Mobile ,[object Object],[object Object],[object Object]
Google Mobile SEM ,[object Object],[object Object],[object Object],[object Object],[object Object]
Traditional Advertising ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web to Mobile ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Enter your mobile no. to receive a link
Mobile Codes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Where can a QR Code go? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Bluetooth ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mobile Application Downloads ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
App stores, the iPhone and others ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Adma Mobile Marketing Course 2009 For Printing

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  • 25. How many 3G handsets in Australia? Courtesy of Myne Blog http:// myneblog.typepad.com/myne / 43% 100% 31% 29% 47% 3G as % 22,500 2,000 4,100 7,100 9,300 Total 12,800 0 2,800 5,000 4,900 Other handsets 9,800 2,000 1,200 2,100 4,400 3G Handsets Total 3 Vodafone Optus Telstra
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  • 38. Sharing of Content for the Mobile How content is shared (as a % of those that shared content) Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
  • 39. Use More Content if Free? Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
  • 40. Approach to Mobile Advertising Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
  • 41. Approach to Mobile Advertising
  • 42. Choice between Ads and No Ads
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  • 48. All the Mobile Buzz “ driving traffic to mobile adsites “ QR codes can leverage print media: “ bluetooth for ambient distribution” “ iPhone apps as a branding tool” “ mobile is all about location based services” “ mobilise your content” “ push SMS for mainstream reach” “ branded content on the carrier portals” “ reaching users off deck” “ mobile CPMs are too high” “ it’s too early for mobile SEO” “ not worth targeting low end devices” “ multiple ad formats in mobile”
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Hinweis der Redaktion

  1. Moto Phone: http://www.eightiesonline.com/wp-content/uploads/2008/10/cellphone_full.jpg
  2. Nokia 7110
  3. Number est: International Telecommunication Union. (2009). Measuring the Information Society: The ICT Development Index . International Telecommunication Union. pp. 108. ISBN 9261128319 .
  4. Case Study
  5. Case Study
  6. Case Study
  7. Case Study
  8. How’s this for a QR barcode! Produced by Tokyo-based creative agency SET, it was put together to promote the ongoing collaborations between LV and Takashi Murakami. I’m pretty sure it’s the first time I see a stylized code like this, and I’m quite surprised that it actually works.