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Making Mobile Marketing Work:An Introduction
Mark Brill
• Chair of the DMA Mobile Marketing Council
• CEO of Formation/txt4ever.comMobile agency and service provider
Welcome
Introduction
• Why mobile?• Mobile’s role in marketing• What are the technologies
and marketing channels?• Some examples• Factors to consider• Best practice
The mobile marketing challenge?
• Broadest info technology• Highly personal• Great potential for engagement and
response• Exciting and interactive content
But …• Many standards, technologies and
channels• Narrow permission spectrum• No measurement standards• Unclear regulatory practices
?
iphone: 52m Motorola Razr: 110m Nokia 1100: 200m
Myth busting
Appstore Sales$3 billion
MMS: $28 billion Mobile Music: $4.29 billion
Myth busting
• Over 7 billion SMS messages are sent in the UK each month– More the 2x the number of UK Google searches
• Year on year SMS growth at 38%***• 40% of Europeans are interested in mobile
marketing*• 55% of people interested in offers and promotions**• 95% of text messages are read
(just 25% with email)• 10%+ uplift on response where shortcodes are used
Sources: * MMA // **txt4ever Spam Study 2009 // ***Mobile Data Association
Why mobile?
1/2of human beings are‘mobile’
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 phone2 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
CRM, retention, loyalty
Customer Acquisition Transaction
Mobile’s role in marketing
Bluetooth
Mobile Web
Apps
ResponseAcquisition
DeliveryTransaction
Vouchering/CouponingSurveyVotingUGC
Location ServicesMobile Social Networking
Mobile SearchMobile Banners
Proximity
SMS MMS
QR
IR
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
SMS is still massive
Simply the most intuitive way for users to respond to a brand message ATL
Brochure request
Free sample
Competition
WAP site link
Store Locator
Call-back request
Ad response
A picture tells a thousand words...
...but it only takes one word to create engagement
JOIN
Mobile is…
...a friendly invitation
...a way to communicate where no others will work
Changing everything?
New OS kids on the block
• What: The handset, network or tariff
• Where: Home or travelling?
• Who: Identity and style
Key factors
The Audi A4 appAre Audi A4s
really that horrible to
drive? ...drives like there is a drunk
behind the wheelIf their cars handled
like this the company would be
in big troubleI feel ripped off – even though the game was free!Just like a real A4 –
it’s boring and tedious
Key factors
To achieve a good result, take more time over creative concepts, design and delivery – this may cost more money
+ =
… but above all …
I want what I want, when I want it
I’m the customer...
Choice
Consumers access their data independent of:
LocationPlatformTimeNature of request
Access – anything, any time, anywhere
PECRDPA
PhonepayPlusOfcom
CAP CodeMinistry of Justice
DMAMMAIAB
Regulations and best practice
Data
Own Organic
Own Acquisition
Third Party
Data
‘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?
In conclusion
• Mobile offers significant marketing opportunities• Channel & technology:
Functionality vs audience reach• High usage saturation -
narrow permission spectrum• Keep it simple! Clear offer and
achievable call to action• Gain user’s trust and follow best practice
