Transcript
Page 1: DMA Mobile connects presentation

Mobile connects LBi, London #dmamobile Wifi – LBi Public Password - BillnBen

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Thank you to our sponsor

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Agenda 9.00am Registration and breakfast 9.30am Welcome and introduction to mobile connects Mark Brill, chair of DMA mobile marketing council 10.10am Mobile connects with augmented reality Stephen Shaw, opportunities director, Blippar 10.40am Mobile connects with emotion

Ilicco Elia, head of mobile, LBi 11.20am The mobile health check

Mark Brill, chair of DMA mobile marketing council & Ilicco Elia, head of mobile, LBi

12.00pm Questions and summary 12.20pm End of event

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Welcome and introduction to mobile connects Mark Brill, chair of DMA mobile marketing council

#dmamobile

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Hello!!

[email protected]!@marktxt4ever!txt4ever.wordpress.com!

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The problem with mobile?!

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We’re becoming smarter, faster!

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Every second 4.6 iphones and 8.1 Android devices are sold.!4.2 babies are born every second.!

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10%!of media time is spentin mobile devices!!

7%!of media time is spentin print!!

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80%!of UK smartphone!owners use the device!in conjunction with!other media!!

h"p://services.google.com/1/files/blogs/uk_infographic.pdf  

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57% of mobile users continue their brand journey through desktop!

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54%!of Facebook usersaccess from mobile!

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More people in China access the internet from mobile than fixed lines!

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63%!of top 100 brands arenot optimised for mobile!

h"p://www.iabuk.net/about/press/archive/nearly-­‐40-­‐of-­‐top-­‐100-­‐brands-­‐have-­‐a-­‐mobile-­‐opCmised-­‐website  

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How does mobile connect brand marketing?

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First we have the tech!

SMS/MMS

IM

Push Alert

Messaging

Responsive

Adaptive

Unique

Mobile Web

Bluetooth

WiFi

NFC

Proximity

Content

Utility

Third Party

Brand Apps

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We need to think of how it is deployed!

Mobile can be deployed for

Branding

Service/CRM

Experiential

Advertising

Response

Promotion

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Mobile Can be Used in Different Ways!

   

   

MOBILE ONLY!!Sometimes it’s all based around mobile!!!

MOBILE-CENTRIC!!It can be a mobile centred integrated experience!!!

MOBILE ELEMENT!!Or it can be just one element of the interaction, joining other bits of advertising or service!

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Using Mobile as Response Mechanic

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‘Mobile First’ meansmore mobile searches!

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How can we use mobile for response?!

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SMS: Print/Door Drop!

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QR: Print!

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… but only if it’s done right!

•  Context – dwell time/actionable!

•  Targeted and segmented – who is our audience?!

•  Mobile destination and incentive!

!

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URL:  ABL  

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Social:  Like,  Tweet  or  Hashtag  

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Social  Check-­‐In  

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Augmented  Reality:  OOH  

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!It can be quite guerilla …!

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Audio: ABL!

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You can even do it with WiFi!

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Mobile Connects Service!

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Connects Devices!

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Or emotion …!

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Mobile connects with augmented reality Stephen Shaw, opportunities director, Blippar

#dmamobile  

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Mobile connects with emotion

Ilicco Elia, head of mobile, LBi

#dmamobile  

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The mobile health check

Mark Brill, chair of DMA mobile marketing council

Ilicco Elia, head of mobile, LBi

#dmamobile  

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Are We Delivering Mobile Hygiene?

Look up brand terms in Facebook, Twitter etc How is the overall experience? Do Tabs work? Where do links go?

Browse from your handset How is the experience? Can you find what you want on the site?

Look at natural, paid and local search Are the results optimised? Do you use mobile functions (C2C, maps etc)? Are the results consistent?

What happens if I respond via mobile? Is it clearly sign-posted – search, URL, social etc?

Search the app stores Are there official apps? Is it clear which apps are for what purpose? Are other apps referencing your brand?

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Mobile Email

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Mobile Search

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Mobile Search (#fail)

Natural  

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Mobile Search (#fail)

Natural  

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Location Search

Brand  

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Mobile Advertising

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Apps and App Store

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Social Media

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Social Media (#fail)

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Mobile Social Media

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Social Location

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EMERGING  MOBILE  Where are we going?

Slide § 53

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 Content  driven  brands  

ASOS  Fashion  Up  is  a  good  example  of  a  fashion  brand  using  mobile  as  a  content  plaSorm.  The  app  has  allowed  them  to  reach  new  markets  out  side  the  UK.  

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 Shops  won’t  be  shops  

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Consumers redefine retail!

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 The  future  of  data?  

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And it won’t be brand led!

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 New  forms  of  messaging  

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Maybe there’ll still be SMS …

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Thank You!

•  DMA Mobile Council •  dma.org.uk •  www.dmamobileblog.org.uk •  http://dma.org.uk/toolkit/

infographic-mobile-search-2012

•  [email protected]

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Questions and summary

#dmamobile

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Thank you for attending Make sure you check out our 2013 events calendar on our website!


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