bcu making mobile marketing work intro: mark brill
TRANSCRIPT
Mobile Marketing:
An Introduction
About me
• 18 years digital marketing, 7 years
experience in mobile marketing
• CEO of mobile agency, Formation
• Mobile strategist and consultant
• Chair of DMA Mobile Council
020 7490 8779
The mobile marketing challenge
Broadest info technology
Always there, always on
Great engagement & response
Exciting and interactive content
But …
Many standards, technologies and channels
Highly personal
Few measurement standards
Confusing regulatory practices
1/2of human
beings are
‘mobile’
Why mobile?
89% of UK adults are mobile
9 billion messages per month
Over 90% of messages are read
Almost 100% recall of messages received
40% of the UK have smartphones
18m + people use the mobile web each month
Mobile search has grown 500% in the last two years
Why mobile?
Why mobile marketing?
72% of people would opt-in for the
right incentive*
Over 40% of mobile users have
used a shortcode to respond to
adverts in other media**
Mobile advertising spend has doubled each
year since 2007***
Response and purchase rates over 30% have been generated by mobile campaigns
Sources: * DMA/IAB, 2010 // ** O2, 2009// ***IAB, 2010
Mobile’s Role in Marketing
Customer response and acquisition
Mobile
Marketing
Mobile
Commerce
Mobile
Customer
Service
CRM, retention, loyalty and uplift
Transaction
The Mobile Landscape
iphone: 65m Motorola Razr: 110m Nokia 1100: 200m
The Best Selling Handset?
The first mobile phones?
1G era1980’s-1991
2G era1991-2001
3G era2001 onwards...
1G mobile telephony transmitted
voice calls as an analogue signal
As voice signals were switched to
digital, the first SMS was sent in
1992, and primitive mobile
internet and download services
developed
With the emergence of faster data
connections, music, content, news
and mail services have appeared.
Voice is now just a part of the mix
Smartphone Adopters
Young affluent mobile
users have caused a
massive explosion in
the market for the
mobile internet and
apps
Mass Market
Many devices are still
base around simple
calling and texting with
small screens and
slow connections
The Mobile Landscape Now
…and in the next few years
Smartphones are taking over
Hig
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Young users, who are addicted to digital products and communities, will place the smartphone at the
top of their device wish-list, leading to near universal take-up
within two years2010 2013
2010 2013
2010 2013
Adults are the current key market for smartphones due to their high tariff and previous exclusivity to
Pay Monthly tariffs. However, fewer habitual users of social and digital products mean that not all
adults will want one
Older users who make little use of digital platforms, and for whom
new devices are a source of confusion or discomfort, will be
less likely to acquire a smartphone
Smartphone penetration
CallText
People used to …
Call
Text
Social networks
Search
Content Download
Mobile TV
Web browsing
Micro-payments
Gaming
Shopping
Music
Camera + pictures
Personal organiser
Navigation
Vouchers + tickets
Smart metering
Fleet management
Tele-care
Data Storage
… now they
Brands are used to developing
products in the same silos year after
year
Branches
Call Centres
Own-brand web sites
TV Advertising
Direct Mail
Outbound calling
Buy it! Buy it!
Social Networks
Mobile web
Widgets
Games
Mates
Apps
SMS
Viral
IM
Wha’eva
It’s a problem for brands
This is how we used to get our mobile media
Who are the mobile media owners?
Now we get it like this …
Mobile’s Role in Social Media
Up to 150 million users access
through mobile
Mobile users twice as
active as non-mobile
50% of UK status updates
from mobile
Twitter saw 62%
increase in mobile app
use from April-Sept 2010
PersonalRelevant
Trustworthy
InnovativeImmediate
Understanding Mobile Users
Mobile is Innovative and Personal
volume/response/opt-out/spam
Trust and Permission
Mobile. A Spam Free Zone?
66% of UK consumers feel that they have
received mobile spam*
10% of these messages were phishing attacks**
45% were links included premium rate response numbers to call
30% of UK consumers blame their network operators for it
* Formation/DMA, 2009 // **Cloudmark YouGov
The Most Accessed Channel 12-6pm
mobile71% 59%
75%
90%
76%73%
86%
midnight to 6am 6am - 9am 9am - noon noon - 4pm 4pm - 6pm 6pm - midnight
PC
radio
TV
Mobile Marketing Technologies
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 app stores
+ Network independent, high
functionality, instant response
- Units in situ, usability, user
identification
Mobile Marketing Disciplines
Interaction: response
JOIN
One CRM campaign we all know
Shelter
Walkers
Interaction: sales promotion
Next day, 78% of entries from
Barbeque Beef packs
Interaction: sampling
Uplift: BMW Winter Tyres
Brand Awareness: AMF
It’s Not Just Text
Or a Picture
Or Even Sound
NatWest: Customer Service
M&S: Transactional
Mobile Advertising
Experiential
So why isn’t everyone doing it?
Lack of understanding
Lack of historic data
No measurement standards
How do we buy mobile media?
Barriers from regulations and legislation
‘Our customers won’t like it’
Mobile is…
...a fast, simple way to communicate
Integrated mobile and digital communications © 2009 Mobile Interactive Group Limited. All rights reserved
...a way to get connected.
.. It works where other’s don’t
... it only takes one word to create
engagement
JOIN
Learning more about mobile
Mobile as Media Channel
2 day course
Accredited qualification
Free if you sign up today!
In Conclusion
Mobile marketing can …
Generate response and uplift
Bring immediacy to campaigns
Work in tandem with other channels
But …
Understand the personalness of mobile
Keep it relevant and immediate
Follow best practice
And remember, not everyone has an iphone!