AAF Ft. Worth Talk to Mobile Marketing

Ed Schipuleschipul@schipul.com www.schipul.com // www.brandtobedetermined.com

http://flickr.com/photos/adwriter/233031265/

In the Palm of Your Hand:The future is Mobile and the future is NOW!

Public Relations Association of MississippiNovember 10, 2008

www.flickr.com/photos/unitednationsdevelopmentprogramme/4275396700

Mobile Matters

Let’s talk about...

•What is Mobile Web?

•Ways to utilize the Mobile Web today!

•Who is using Mobile Web?

On-the-go tools for on-the-go communication

http://www.flickr.com/photos/jonjon_2k8/340305918/

The Ad Agency’s Toolset:Where things are going

•Cro-magnons 50k years old

•Tools & Jewelry

•Neanderthals Extinct

•Origin of Humans Unclear

http://flickr.com/photos/pollyann/2645907599/

The Great Leap Forward

Anthropology of Cell Phones

http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/

It takes ≈ 25 Years for New Technology to Catch On

http://www.siliconindia.com/shownews/Clean_tech_takes_years_to_achieve_widespread_use_-nid-64767-cid--sid-15.html

Who is your maven?www.flickr.com/photos/tonyjcase/3275840654

Technology is great, but it’s all about PEOPLE

http://www.flickr.com/photos/libraryman/414960752

Don’t Pre-Excuse Yourself on TechDon’t let IT build an empire in the backDon’t Pre-Excuse Yourself on TechDon’t let IT build an empire in the back

• 1.3 billion cell phone users access Web from phones

• Mobile ad budgets to reach $6 BILLION by 2014

• 4.6 TRILLION text messages sent in 2009

• Mobile services = $1.1 Trillion/year industry

• www.communities-dominate.blogs.com

So why do you care?

www.flickr.com/photos/gibbons/343384475

http://blog.nielsen.com/nielsenwire/

Who are you reaching?

Nielsen 2010 Fact Sheet

But what is the Mobile Web?

Not just PC Web on your cell phone

Not just iPhonesor text messaging

Not just the coolest new

handheld

http://www.flickr.com/photos/andresmartin/2379157808/

http://www.flickr.com/photos/ucumari/2317386162/

http://www.flickr.com/photos/davyrocket/82339986/

http://www.flickr.com/photos/jbuhler/29493344/

http://www.flickr.com/photos/mastrobiggo/2414317157/

http://www.flickr.com/photos/gaetanlee/118885175

It’s how we connect,

advertise,ENGAGE

44% of Americans’ time

is on-the-go(Forrester Research)

Preso for youth group - they do NOT differentiate btw FB/Twitter/IM/textPreso for youth group - they do NOT differentiate btw FB/Twitter/IM/text

Content vs. Context

2.7 Billion Mobile Phones

Where you are really really matters

Slide thanks to Houston Chronicle’s David Herrold:http://www.slideshare.net/davidherrold/mobile-best-practices-for-newspapers/

Trapster - a Mobile What else do folks do while driving?www.trapster.com

Your Web Site and the Mobile Web

1. Do NOTHING!Providing the Mobile experience

2. Simplify, simplify, simplifyProviding the Mobile experience

www.davidville.com

Reduce your images and styling

www.happykatie.tumblr.com

3. Use handheld stylesheetsProviding the Mobile experience

http://www.kayak.com/ http://www.kayak.com/moby/

4. Create a separate Mobile Web siteProviding the Mobile experience

http://www.flickr.com/photos/toma01/2171010315/

There is an App for WHAT?!?

By the end of 2010...

300,000 iPhone applications +75,000 Google Android

applicationsIDC Market Research

The Trinity of Mobile Interaction

1. Reach2. Privacy3. Retention

www.flickr.com/photos/werkunz/3680331543

28

Well hello, iPad

What is an App?

www.android.com/market/

• 3rd party app

• Cheap• Interactive • Handy

www.apple.com/itunes http://appworld.blackberry.com/webstore/

Make your own app

www.appmakr.com

Stanford iPhone app dev podcast

What about Mobile advertising?

“Small screen, big opportunity”www.google.com/mobile

• Plain text, graphic and interactive Mobile ads

• Incredible flexibility and access to key demographics

• Mobile ad campaigns 5 times more effective than online (InsightExpress)

Connect with Mobile ad proswww.admob.com

Who is using the Mobile Web?

www.flickr.com/photos/polvero/3466964233/

http://www.barackobama.com/mobilev2/#www.flickr.com/photos/americanredcross/4351705034

Haiti mobile giving:

• $30 Million raised total

• $7 Million in first 36 hours

• 14% donations by text

• $400,000 in 2005 for Hurricane Katrina

• Short code: 90999

• Command: HAITI

Pew Internet Research

Companies bring IRL expertise to the Mobile front

http://mobile.hallmark.com/

www.tide.com

www.pizzahut.com

$1 M in sales in 3 months

$1 M in sales in 3 months

www.dunkinrun.com

Reach out and help those Mobile consumers

www.cellfire.com

www.yelp.com

www.alice.com

Congressman Culberson streams LIVE from his cellwww.qik.com/johnculberson

American Idol -- other entertainment focused thing?

www.flickr.com/photos/billnwmsu/3059441861

Hands on entertainment experience - short codes!http://www.usshortcodes.com/

Year American Idol texts

2003 7.5 M2004 13.4 M2005 41.5 M2006 64.5 M2007 (no report)

2008 78 M2009 178 M

Let’s review...

•Mobile Web = Mobile Humans

•Context and immediacy is everything

•Start with fresh Mobile content

•Keep it simple, keep it fun

Mobile Web connects Humans to info they want

www.flickr.com/photos/digitalcodi/3891603112

www.flickr.com/photos/jonlewisphotography/3706069312

Ed Schipul

Blog: http://eschipul.com Flickr: www.flickr.com/eschipul Twitter: http://twitter.com/eschipul Slideshare: www.slideshare.net/eschipul