Mobile marketing is becoming a dynamic medium of the Integrated Marketing Communication (IMC) mix. It can be used effectively to communicate sense of excitement and intimacy with its target audience.

1. Mobile Marketing
Overview

2. Definition
• Mobile marketing is broadly defined as the
use of the mobile medium as a means of
IMC communication. It distributes any form
of promotional or advertising messages to
customers predominately through wireless
networks.

3. Quote
Mobile marketing is the most personal
medium available. People run their lives off
their mobile. It’s business, it’s personal, it’s
information gathering. It’s on 24/7. We call it
the “brand in the hand.”
Quote: Global Media Manager, Adidas International

4. Need to be mobile friendly
• Consumers are on the move, but less than
5% of Websites are Mobile friendly.
Businesses need to develop a Mobile
version, optimise for Mobile SEO, integrate
your CMS and Customer systems, host, and
even monetise through 3rd party marketing.

5. Amex Daniel Campaign
• American Express and their Agency Neo Ogilvy approached
Big Mobile looking to take the Realise the Potential 'Daniel'
campaign beyond traditional offline and online media and
communicate the message, that American Express sees its
customer as a person, not a number.
• The request was simply “amplify the campaign please and
take it somewhere new and different”.
• The creative borrowed the integrated 'Daniel' campaign's look
and feel and prompted click-through.
• They re-engineered the ultimate alphanumeric typeface
American Express had created so when people entered the
Realise The Potential 'Daniel American Express mobile site,
they could manipulate the typeface to create their personalised
name-tag design.
• Once they had designed their name-tag we invited them to:
• Download it for use as a screensaver on their mobile
• Receive a file via email to personalise their desktop
• Share their name-tag, by posting it directly onto their
Facebook page
• Or even order a fridge magnet of their name-tag to be mailed
to their home.
• In 7 weeks, over 100,000 people decided they wanted to be
'more than a number' through the Mobile campaign, and
created their own name-tag.
• Over 20,000 took it one step further, and their name-tags
made onto their Mobile screensavers and fridges, and onto
their Facebook updates all highly effective brand prompts.

6. Nike Id
• Nike erected a large, interactive billboard in
Times Square.
• Passers-by could use their cell phones to
text in their own custom design and receive
a free pair of Nike IDs.
• In Wheeler and Keenan's video, individuals
went nuts when they saw their own shoes
posted live on the Jumbotron in front of
them.
• Though Nike gave away 3000 pairs of shoes
in this promotion, Users had the distinct
impression that users were just as excited
by their design on the billboard as they were
by the free footwear.
• Very successful participation and it created
great brand excitement.

7. Emirates FIFA
• Leverage Emirates global sponsorship with
the 2010 FIFA World Cup.
• Drive innovation by using mobile
• Due to the time difference, harness World
Cup fever through mobile – the first device
users check each morning.
• Exclusive sponsorship of the FIFA World
Cup on mobile, through Optus’ official
coverage.
• Sponsorship included:
• Mobile Banner advertising on the global
FIFA site, Optus FIFA World Cup site and
on the Big Mobile ROC Sport (ESPN Soccer
net, News.com.au etc.)
• Integration into the Optus FIFA World Cup
coverage . Including brand integration, pre
and post rolls and more.
• Large scale mobile campaign site with
Emirates tactical offers and campaign
content.
• The campaign was a Great example of
collaboration between publisher, media,
creative and client
• Profile raising campaign with sponsorship,

8. Jaguar XF
• Build brand awareness of Jaguar XF and
encourage target audience to explore the key
features of the car.
• Mobile banners ran across Big Mobile's
premium Business and Finance category
• Tailored sponsorships and integration within
The Australian Business and News.com.au
• Branded Jaguar XF mobile site optimised for
mobile handsets featuring gallery, videos,
request a brochure and much more.
• Simple and elegant mobile design principles
were used
• Sponsorship and integration placements
resulted in the highest click thru rates. The
Jaguar XF promotion offer was the most
visited section of the Jaguar mobile site.
• Overall a very strong click thru rate for the
campaign. Over 19,000 visitors to the mobile
site.

9. Mobile Marketing Success Factors
• Relevance to the consumer
• Invitation to participants
• Entertaining and visual impactful
• Drive to achieve a specific action
• Integrated with other IMC media if relevant
• Simple and clear message

10. You are welcome to contact Nigel Bairstow at B2B
Whiteboard your source of B2B Asia / Pacific
marketing advice
http://www.linkedin.com/pub/nigel-bairstow/6/41b/726
http://twitter.com/#!/b2bwhiteboard