Marketers Guide To Mobile

A Marketer’s Guide To Mobile
Marta Strickland
11.07.2008

© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED.

The Opportunity

© ™ ORGANIC INC. CONFIDENTIAL. ALL RIGHTS RESERVED. 2

Just How Big Is It?
• 3.3 Billion active mobile accounts worldwide1
- That’s 1 phone for every 2 people on the planet
• More households have mobile phones than internet & TV combined2
• In some Asian countries, mobile reaches nearly 100% of households3

1: Informa Telecoms & Media, March 2007
2: Informa Telecoms & Media, April 2006
3: IPSOS, Face of the Web 2007


It’s Not Just Big In Japan…
• China and Russia are among the top 10 emerging markets for
mobile subscriber growth4
• Currently, Italy, UK, and Russia all exceed 100% mobile penetration5
• Massive growth, due in part to increasing disposable income, in
rapidly developing countries like India and Pakistan6

4: eMarketer, June 2008
5: Factiva: United Kingdom - Mobile Market - Overview & Statistics
6: National regulartor statistics


And Back Here At Home…
• There are 250 million mobile phones in the United States alone.7
- 144 million were data users in Q1 2008.8
- 95 million paid to access the internet via their mobile phone.8
- 40.4 million are active monthly mobile internet users.9

• Smartphone adoption will grow double digits over the next 5 years.10
- The growth of the smartphone market will exceed the laptop market.10
- By 2017, 52% of all subscribers in the US will be using mobile internet.9

7: M:Metrics 9: eMarketer
8: Nielsen 10: In-State


Every Market Is Fairly Unique…
• Russia: 24% of mobile Internet users reported
visiting a mobile gaming Web site as of 1st
quarter 2008. 39% of young adult mobile users
watch TV on their mobile.11
• UK: 19% of mobile subscribers accessed
social networking sites, as of May, 2008; Social
networks were the most desired mobile content
by 25% of UK mobile phone users.11
• Italy: Upwards of 87% of mobile subscribers
use text messaging as October 2007.11
• China: 34.8% of subscribers listened to
music via mobile phones as of December 200711
• USA: 23% of all US mobile subscribers have
sent or received a photo or video.11
62% of mobile search users regularly look for
local information via their mobile phone.12

11: M:Metrics February 2008
12: iCrossing


Around The World, Phones Have Become…

A tool for a busy life on-the go

A primary means for internet access

An integral part of being social

A fashion statement and a lifestyle


What Is Mobile Marketing?


It Used To Be Fairly Limited
Marketers had to deal with:
• Small screen size
• Black & white or limited colors
• No image display
• Lack of windows
• Limited navigation
• No Flash, PDF, or Video
• Slow speeds
• Limited message length
• Limit scrolling to one direction
• No tables or frames
• No Javascript or cookies


Enter “Mobile 2.0”
Broadband, “real” web browsing, widgets, social extensions,
and streaming television are changing the marketplace,
requiring us to write new best practices.
• User interaction should feel natural
• Campaigns should integrate into daily life activities
• Content needs to be suitable for the mobile context
• Information should be time-sensitive, location-based, and actionable
• Tools should work to solve clutter, not create it


Cell Phones Are Becoming…
More Capable More Relevant
• Broadband - iPhone 3G, 700 MHz • News - citizens journalism, Obama app
• Entertainment - Slingbox, YouTube • Social - Loopt, LinkedIn, Facebook apps
• Navigation - Google Maps & Streetview • Education - mobile Blackboard
• Gaming - PSP phone, iPhone games • Advertising - 23% of users have seen
ads in past 30 days


Why Target Mobile?


Smartphone Users Are An Attractive Market
The iPhone and other smartphone user is more likely to be:
male, age 25-34, earn more that $100,000, college educated.
They are communication enthusiasts. They crave information
and entertainment. And they definitely use their phones to the
fullest capability.

Activity iPhone Smartphone Market

Any news or info via browser 84.8% 58.2% 13.1%

Accessed web search 58.6% 37.0% 6.1%

Watched mobile video 30.9% 14.2% 4.6%

Watched on-demand video or TV 20.9% 7.0% 1.4%

Accessed social network or blog 49.7% 19.4% 4.2%

Listened to music on mobile phone 74.1% 27.9% 6.7%

Source: M:Metrics, March 2008


The Mobile Platform Is Unique
• It's localizable
• It’s close to the POS
• It has great tracking
• It’s uncluttered
• It’s highly actionable
• It should be part of
every complete
marketing program


Each Channel Is A New Opportunity
Mobile Advertising Mobile Applications
direct robust

Location Based Services User-Generated Content
relevant engaging

Mobile Web Viral Marketing
focused intriguing

Mobile Multimedia + Downloads Emerging Technology
entertaining groundbreaking


Mobile Advertising
Mobile Advertising is the most direct and popular
way to market via the mobile device, and often
sees higher click through rates than online ads.
Types of mobile advertising include SMS, MMS or
multimedia message, banner ads on mobile web
sites, and text ads on mobile search engines.

CASE STUDIES
SMS Marketing Drives Call-To-Action Yahoo! Mobile Ads Both Broad And Targeted
Citroën wanted to sign-up Jaguar’s main goal was driving
prospects to participate in a traffic to the XF mobile site to
test drive and generate leads. engage consumers and capture
The campaign that combined handraisers. They utilize a
banner registration and SMS. combination of broad reach and
Prospects filled data into banner ads, then hyper targeted advertising on Yahoo! Mobile.
received a text message to book a test-drive. Results: 56K actions, 12K videos watched,
Results: 33 million impressions, 200K clicks, 2.5K leads, 1.5K handraisers and 96%
and 20K registrations in the first month. completion rate on the dealer locator form.


Location Based Services
Location Based Services are any mobile
information and entertainment services that make
use of the geographical position of the device.
Some examples of services are: business locators
(nearest business), directions, friend finders,
alerts/notifications, mobile coupons, etc.

CASE STUDIES
SMS + Mobile Site Drive Real Foot Traffic User-Generated Content Drives In-Store Sales
Adidas wanted to create buzz, Sunglass Hut want to connect
drive store traffic, and build a its strong online brand to retail
community of enthusiasts. sales. They created a site
They launched larger-than-life where consumers could upload
wallscapes, banners, and pics from their mobile and
custom trucks to register people for in-store decorate it with Sunglass Hut products. They
exclusives, products, downloads, and events. also received a mobile coupon to a local store.
Results: A social network of subscribers in a Results: Sunglass Hut used mobile to close
week, and boosting store traffic nearly 2000%. the loop between desktop and point of sale.
.


Mobile Web
The Mobile Web refers to the access of the World
Wide Web using a mobile device such as cell
phones, PDAs, and other portable gadgets.
In some countries, mobile has become the primary
way people access the internet. And many brands
create mobile versions of their web properties.

CASE STUDIES
Mobile Site Delivers Useful, Funny Services Mobile Site Enhances Real-World Event
Cosmo wanted to increase Adidas wanted to stand out by
user engagement on the newly enhancing a live event
launched Cosmo Mobile site. experience. RFID chips in
So they created a call-back runner’s shoes combined with
service that allows women to mobile tech allowed spectators
get women out of bad dates. to track marathon runners in real time, their
Results: Unique users up 32%, time spent competition, and find where to lend support.
171% and page views 236%. The site also Results: Over 10% of runners were tracked.
won the 2008 Mobile Webby award. 4K people used the app w/ 107K pages served.


Mobile Multimedia + Downloads
Mobile Multimedia + Downloads are becoming
more popular as phones, like the iPhone, become
more media capable.
Popular download types include: ringtones, video,
podcasts, music, and wallpapers. Often they are
used in conjunction with viral marketing programs.

CASE STUDIES
Entertainment Inspires Big Mobile Strategy Mobile Ads Drive To Multimedia Downloads
Coca-cola extended the Hyundai wanted to build
Happiness Factory experience awareness of the Genesis.
by offering mobile users 'digital TV and mobile ads drove to a
goodies‘. Also, in shopping mobile site where users could
malls, there were photo booths download wallpaper and engine
that downloaded the image to your phone and “rev” ringtones. Internet ads featured a
Happiness Factory video found via Bluetooth. shortcode leading users to the mobile site.
Results: The photo booth attained 70% Results: Click-through rate of 3.41 percent.
conversion and Bluetooth 59%. 11% conversion on mobile banner for ringtone.


Mobile Applications
Mobile Applications gained huge popularity with
the launch of the iPhone App Store which saw 60
million downloads in the first 30 days.
However, mobile apps aren’t just limited to the
iPhone and are being used increasingly by brands
who want to deliver custom, targeted experience.

CASE STUDIES
Engage Audience With Mobile Games Build Grassroots and Buzz With A Mobile App
The Audi A4 Challenge lets Barack Obama launched an
iPhone owners quot;drivequot; the app to help supporters get
2009 model year vehicle. The involved, stay up to date on
game, a free download at breaking issues and track local
Apple's App Store, uses the campaign events. It organized
motion sensor to steer a virtual A4 through a user's contacts by state and offers stats to
series of progressively challenging courses. measure how many friends you called.
Results: Over 370,000 units of version 1.0 Results: It was used by 11K people to make
were downloaded in the first two weeks. over 41K of calls, and received huge press.


User-Generated Content
User-Generated Content submitted via mobile
phone has seen tremendous growth, as photo
and video cameras come standard with new
devices.
Because mobile technology allows content to be
geo-tagged when submitted, we are seeing all the
popular UGC sites adopt mobile upload tools.
CASE STUDIES
Celebrity Appeal Drives UGC Interaction Contest Encourages User-Generated Photos
AMF Pension let consumers Pontiac wanted to drive
age their portraits by sending awareness of the G6.
in images via MMS. They Consumers had the opportunity
could upload results to a web to snap a photo of a G6 via
gallery. AMF used billboards their mobile phone of a G6 for a
and TV spots featuring aged celebrities. chance to win $1 million. A free ringtone was
Results: Web traffic tripled. More than 320K offered to everyone who entered.
images (262K from mobile) in one month Results: Significantly lifted traffic to the G6
Winner at the Global Mobile Awards 2008. web and expanded visibility to target audience.


Viral Marketing
Viral Marketing in the mobile space has great
potential, because it often combines real-world
messaging with digital action.
Viral marketing can mix billboards, TV commercials,
and guerilla tactics with strategically placed text
short codes and mobile bar codes.

CASE STUDIES
Viral Mobile Campaign With Video Content New Viral Technique Creates Instant Buzz
Volvo wanted S40 awareness The 28 Days Later DVD
with young urban audience. release featured large posters
A mockumentary called the containing QR codes placed
quot;mystery of Dalaröquot; was around London. The QR code
released virally on mobile when snapped by a mobile
phones in order to drive traffic while exposing camera provided users with DVD release
the new product to the target audience. information and a web link.
Results: 49% of participants downloaded the Results: There was a huge buzz created as
video, and Volvo saw a large spike web traffic. the code showed up on Flickr, blogs, and TV.


Emerging Mobile Channels
Mobile Social puts the power of social networking in
easy to use mobile apps, that can also connect people
in the real world using GPS location.

Mobile TV & Video streams television
signal or video content sites into mobile
devices. A great opportunity for pre-roll
advertising on bite-sized content.

Mobile Commerce grows as customers get comfortable
with mobile banking. GPS location makes it easy to get
consumers from phone to POS.

Mobile Gaming brings together the
popularity of handheld gaming and the
connectivity of wi-fi to match up players
for digital and even real-world games.


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