Intro mobile marketing
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Mark Brill opening presentation
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Intro mobile marketing
- 1. Making Mobile Marketing Work: An Introduction
- 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
- 8. 1/2 of human beings are ‘mobile’
- 9. 12 text messages 9 IMs from a computer 2 IMs from a mobile phone 6 calls from a mobile phone 3 calls from a landline 3 emails from a mobile phone 2 messages from a forum 5 messages via skype or similar 5 emails from a computer * Source: OTX - A beta life://Youth – February 2009 … and especially the kids
- 10. CRM, retention, loyalty Customer Acquisition Transaction Mobile’s role in marketing
- 11. Bluetooth Mobile Web Apps Response Acquisition Delivery Transaction Vouchering/Couponing Survey Voting UGC Location Services Mobile Social Networking Mobile Search Mobile Banners Proximity SMS MMS QR IR
- 12. Bluetooth Mobile Web Apps + Universal, high response, low cost - Limited info and interactivity, user permissions SMS MMS + High functionality, low cost - data connections, usability, response rates + High functionality, engaging content, delivery network - Development cost, compatibility, busy market + Network independent, high functionality, instant response - Units in situ, usability, user identification
- 13. SMS is still massive
- 15. A picture tells a thousand words...
- 16. ...but it only takes one word to create engagement JOIN
- 17. Mobile is… ...a friendly invitation
- 18. ...a way to communicate where no others will work
- 20. New OS kids on the block
- 22. The Audi A4 app Key factors 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. I want what I want, when I want it I’m the customer ... Choice
- 26. PECR DPA PhonepayPlus Ofcom CAP Code Ministry of Justice DMA MMA IAB Regulations and best practice
- 27. Data Own Organic Own Acquisition Third Party Data
- 28. ‘ 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 ’ What’s wrong with this picture?
Editor's Notes
- UK iPhone uptake is around 1.5% of all UK mobile users iPhones account for 60% of mobile web browsing worldwide User interface and App store But … 90% of apps are used once or never opened Over 70% of iphone owners in Europe are men*
- 66 + -68%* of UK consumers feel that they have received mobile spam 30%*-36% + of UK consumers blame their network operators for it 38%* of users do not recall opting in to campaigns 55%* of users would be happy to receive offers from selected brands
- 66 + -68%* of UK consumers feel that they have received mobile spam 30%*-36% + of UK consumers blame their network operators for it 38%* of users do not recall opting in to campaigns 55%* of users would be happy to receive offers from selected brands