From my presentation at CommunicAsia 2009 (Singapore) see http://tinyurl.com/kup9pt The State of the Mobile Marketing Industry and beyond: Consumer generated content, social networking, online on-demand video, engagement and the death of television as we know it - The velocity of change only seems to be increasing. Zenith Optimedia estimates online advertising spending will grow 8.6% in 2009, reaching $54.3 billion by the end of the year, even as the overall market slumps by 6.9%, as marketers increasingly leverage digital media and technology platforms to establish a dialog with their customers, optimize messaging and delivery and, ultimately, drive brand preference. How will the looming recession impact on media and advertising? Will digital media suffer along with other platforms or might our industry benefit from these tough times as marketers shift a disproportionate amount of spending to performance-based marketing channels? Gerd Leonhard www.mediafuturist.com

1. Mobile Marketing
Futures
Gerd Leonhard
Media Futurist
www.mediafuturist.com

3. Source: Hugh MacLeod / GapingVoid
Marketing and ‘Advertising’ as we
once knew it is finished

4. Generat ion ‘Me’
G eneratio n Mobile
Generati on ‘Now’
G eneratio n Google
G eneratio n ‘Free’

5. Now: Many to Many, networked
Attention & Linking Economy
Was: one-way, top-down
Monopolies of Attention

6. Unlike Web ‘1.0’ and Computers...
On the Mobile it’s Personal

7. Social Networks are our new Address Books

8. In all Media, Push is out
Pull is In

9. The Future of Marketing
Interrupt to sell ‘Own the customer’ Centralized
Attract Engage Decentralized
Own TRUST
10
7.5
5
2.5
0
Now 2010 2012 2015

10. Push Objects Pull Objects

11. R eal-Time E verything
Fragmented E verything
Egosystem
becomes
Ecosystem

12. Interaction, Fun, Immediacy, Mobile:
Honda Interactive Ad: ‘Wake the Beast’

13. Advertising will follow
the audience from TV,
Radio and Print to the
(Mobile) Web

14. Are people willing to engage with Ads on their Mobiles?

15. Sorry... no cook-book - Yet

16. Exposure study (UK)
Regarding mobile as a marketing channel, the study revealed the following:
• Mobile media users are very receptive to mobile marketing,
and mobile is viewed as the most innovative and personal
media channel compared to all other traditional and digital
channels.
• Short SMS codes remain a popular marketing mechanic,
having been used by two-thirds of participants.
• 70% of participants are attracted more by interactive
marketing formats, such as sponsorship, coupons or
picture messaging.
• In general, consumers viewed marketing formats with
perceived value as the most appealing, such as coupons
offering discounts and sponsored games available for free
download.

17. The Future of ‘Advertising’
= Content
Wanted
Personal
Timely

18. The Future of Advertising
is... Content

19. Advertising will get a lot smarter - and
support a lot of free Content!

20. It’s still very early
Nobody ever got fired for
buying TV ads!

21. The Future Attract
Convince
Other
Users
Other
Users
Engine Other Other
Users Users
Helps to invent Addict
new products Generate Fans &
Followers
Users fka
Consumers
User fka
consumer Product or
Service
Marketing
Advertising
Promotion

22. Da ta is the new Oil

23. Crucial:
Flat Rate Data Plans
Low-Cost Roaming
Full Compatibility (no DRM)
Privacy Protection
Marketing &
Advertising Industries
Operators &
Content
Telecoms Creators &
Industry

24. Sponsored...
• Information
• Conversation
•Content

27. More smart-phones than laptops!
Informa June 09:
• Total smartphone sales were 162 million units for 2008
• For the first time, more smartphones were sold last
year than Laptop Computers.
• Every analyst who discusses mobile phones, including
Informa, IDC, iSupply and Gartner: inspite of the economic
downturn, smartphone sales will increase this year
• The three largest manufacturers of personal computers,
HP, Dell and Acer, sold 55, 44 and 31 million computers in
total in 2008.
• Far above those numbers, the worlds largest maker of
smartphones, Nokia, sold 61 million smartphones last
year.
Source: Tomi Ahonen Communities Dominate Brands Blog

28. Some are ... not there yet ;)
Steve Ballmer (CEO of MSFT): "...the number 1 device today,
and likely the number 1 device for the next 5 years, is the
PC...I'm not saying there's not a role for phones and PCs. I
believe in phones, I believe in the PC. What's the difference?
Probably we'll think of it as screen size." WSJ June 2, 2009

29. Web-native, mobile Marketing:
Small is beautiful. Hits are in Niches
The right 100 people that know the right 100
people that know another 100 right people...

30. The Future Hits are... Niches

31. The Asia-Pacific region leads the world in Mobile
Marketing and Advertising, and accelerating growth will
see nearly $7.7 billion (and more than $16 billion globally)
spent there in 2011 (Source: Abi Research June 09)

32. A quick overview

33. Behavioral Targeting
Privacy is about
having Options and
Control

34. “There is an inverse relationship
between control and trust”
David Weinberger

35. Now: Imagine a mobile 2-3x the size...

36. Branded Mobile Applications...2.0

37. In-App Advertising
Source: Adage

38. What does this tell you? (IAB Data)
App-Vertising...

39. Some challenges for mobile advertising
•Small is beautiful - but when will the
big clients start to believe it?
•The new hits are in the niches - but are
they still big enough for the key
players?
•The users are in control - so what
about the client?
•User permission is always required - is
that realistic?

40. Embracing De-centralization

41. Thanks for listening!
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gerd@mediafuturist.com
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