“Hi, would you mind if we invaded your mobiledevice to cram advertisements down your throat?”

24.09.09

“Oh great.Another media channel

to add to ourmarketing plans.”

Consumer Expectations Are Changing

≠

(angry mob)

http://www.flickr.com/photos/29233640@N07/3645211083/

Does Mobile Advertising Even Work?

Source: Nielsen Global Online Consumer Survey April 2009

Relevance Trumps Reach

MA

SS MED

IAD

IGITA

L

Ubiquitous Mobile Touchpoints

WORK

HOME

WORK

HOME

STORE

GYM

BIZ TRAVEL

VACATION

Mobile User Profiles

Wannabe25%

Pioneer15%

Traditionalist60%

Source: InsightExpress

Applications Are The Now

The Internet Is The Future

>

Walled Gardens Always Fail (Eventually)

Mobile Social Networking

Social connectivity makes mobile devicesless isolated and more interdependent

Stealth Sound System

Devenir Maman

• Age appropriate personalized SMS babycare tips to moms

• Text in on pack codes to earn 1 point per diaper purchased

• Points redeemed for children’s toys or mobile top ups

• Each point earned is also an entry for abi-monthly sweepstakes to win a collegescholarship for their child

• 162,000 current Pampers Hearts Clubmembers and growing

• 22% increase in product consumptionamong members

Hearts Club

Flite

Tennis Sponsorship

NIKEiD

Rugby

Dublin Bikes

If You Only Remember One Thing MakeSure It’s These Five

• Stop selling and start helping/entertaining/enabling/enhancing

• Improve people’s mobile experience - you are a guest on theirmobile device

• Other media channels get you invited in and mobile enhancesother channels nicely

• Be sociable - mobiles are communication devices first

• Measure the crap out of it

Thanks!

mark@irishinternational.iehttp://www.twitter.com/irishintl