Download - DMA Mobile connects presentation
Mobile connects LBi, London #dmamobile Wifi – LBi Public Password - BillnBen
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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
Welcome and introduction to mobile connects Mark Brill, chair of DMA mobile marketing council
#dmamobile
Hello!!
[email protected]!@marktxt4ever!txt4ever.wordpress.com!
The problem with mobile?!
We’re becoming smarter, faster!
Every second 4.6 iphones and 8.1 Android devices are sold.!4.2 babies are born every second.!
10%!of media time is spentin mobile devices!!
7%!of media time is spentin print!!
80%!of UK smartphone!owners use the device!in conjunction with!other media!!
h"p://services.google.com/1/files/blogs/uk_infographic.pdf
57% of mobile users continue their brand journey through desktop!
54%!of Facebook usersaccess from mobile!
More people in China access the internet from mobile than fixed lines!
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
How does mobile connect brand marketing?
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
We need to think of how it is deployed!
Mobile can be deployed for
Branding
Service/CRM
Experiential
Advertising
Response
Promotion
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!
Using Mobile as Response Mechanic
‘Mobile First’ meansmore mobile searches!
How can we use mobile for response?!
SMS: Print/Door Drop!
QR: Print!
… but only if it’s done right!
• Context – dwell time/actionable!
• Targeted and segmented – who is our audience?!
• Mobile destination and incentive!
!
URL: ABL
Social: Like, Tweet or Hashtag
Social Check-‐In
Augmented Reality: OOH
!It can be quite guerilla …!
Audio: ABL!
You can even do it with WiFi!
Mobile Connects Service!
Connects Devices!
Or emotion …!
Mobile connects with augmented reality Stephen Shaw, opportunities director, Blippar
#dmamobile
Mobile connects with emotion
Ilicco Elia, head of mobile, LBi
#dmamobile
The mobile health check
Mark Brill, chair of DMA mobile marketing council
Ilicco Elia, head of mobile, LBi
#dmamobile
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?
Mobile Email
Mobile Search
Mobile Search (#fail)
Natural
Mobile Search (#fail)
Natural
Location Search
Brand
Mobile Advertising
Apps and App Store
Social Media
Social Media (#fail)
Mobile Social Media
Social Location
EMERGING MOBILE Where are we going?
Slide § 53
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.
Shops won’t be shops
56
Consumers redefine retail!
The future of data?
58
And it won’t be brand led!
New forms of messaging
Maybe there’ll still be SMS …
Thank You!
• DMA Mobile Council • dma.org.uk • www.dmamobileblog.org.uk • http://dma.org.uk/toolkit/
infographic-mobile-search-2012
Questions and summary
#dmamobile
Thank you for attending Make sure you check out our 2013 events calendar on our website!