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Adma Mobile Marketing Course 2009 For Printing


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Adma Mobile Marketing Course 2009 For Printing

  1. 1. ADMA Mobile Marketing Course <ul><li>June 11th 2009 </li></ul><ul><li>Sydney </li></ul>Lecturer: Emily Freeman Director, Mobilista Organiser, Mobile Monday Melbourne ADMA Mobile Marketing Course
  2. 2. Past & Future – Mobile Technology <ul><li>Why is this important? </li></ul><ul><li>Networks & Handsets </li></ul><ul><ul><li>1G </li></ul></ul><ul><ul><li>2G / 2.5G </li></ul></ul><ul><ul><li>3G / 3.5G </li></ul></ul><ul><ul><li>4G </li></ul></ul><ul><ul><li>WiFi </li></ul></ul><ul><ul><li>Bluetooth </li></ul></ul><ul><li>Data Charges </li></ul>
  3. 3. <ul><li>To understand </li></ul><ul><ul><li>The mobile customer experience – past issues and future expectations </li></ul></ul><ul><ul><li>what devices people are using and why not everyone can see your campaign </li></ul></ul><ul><ul><li>why data speed makes a big difference to the mobile web and app experience. </li></ul></ul><ul><ul><li>how to use video and pictures appropriately </li></ul></ul><ul><ul><li>the various companies involved in mobile marketing </li></ul></ul><ul><li>Because carriers use different technologies which limit what their customers can so </li></ul><ul><ul><li>Premium SMS </li></ul></ul><ul><ul><li>Walled Gardens </li></ul></ul><ul><li>So you know that Australia has world class networks & devices! </li></ul>Why is this important?
  4. 4. <ul><li>1G Analogue Mobile Phone Service </li></ul><ul><li>2G Digital (SMS & WAP) </li></ul><ul><li>2.5G General Packet Radio Service </li></ul><ul><li>3G Fast mobile data and multi channel </li></ul><ul><li>3.5G Yep, even faster!! </li></ul><ul><li>4G Long Term evolution – sooooper fast! </li></ul><ul><li>WiFi </li></ul><ul><li>Bluetooth </li></ul>Overview of Networks & Handsets
  5. 5. <ul><li>Analogue Mobile Phone Service (AMPS) </li></ul><ul><li>Phone calls only </li></ul><ul><li>Basic handsets </li></ul>Networks & Handsets: 1G
  6. 6. <ul><li>Digital transmission </li></ul><ul><ul><li>Better signal </li></ul></ul><ul><ul><li>More secure </li></ul></ul><ul><li>SMS - meant as an engineer comms tool </li></ul><ul><li>WAP (Wireless Applications Protocol) meant that people could access specially built content on their mobile phone </li></ul><ul><li>GPRS (General Packet Radio Service) was 2.5G and allowed faster data speeds for WAP </li></ul><ul><li>2.5G also enabled MMS </li></ul><ul><li>Handsets got colour screens for pics & video </li></ul>Networks & Handsets: 2G/2.5G
  7. 7. <ul><li>All about the mobile data </li></ul><ul><li>Data + voice at the same time </li></ul><ul><li>Faster data speeds 3.6/7.2/14.4/21Mbps + (up to 100Mbps?) </li></ul><ul><li>Video finally looks decent and plays OK </li></ul><ul><li>Handsets advancing </li></ul><ul><ul><li>bigger screens to see more content and at decent size </li></ul></ul><ul><ul><li>higher resolution screens to make content clearer </li></ul></ul><ul><ul><li>different interaction methods (stylus, QWERTY, touch) </li></ul></ul>Networks & Handsets: 3G/3.5G
  8. 8. <ul><li>Long Term Evolution (LTE) </li></ul><ul><li>Due in around 2012 (?) </li></ul><ul><li>Super fast!! 50-70Mbps </li></ul>Networks & Handsets: 4G
  9. 9. <ul><li>Smaller (usually private) network </li></ul><ul><li>Not through telco but used to extend current internet connection, therefore no additional cost </li></ul><ul><li>Faster speeds 54Mbps </li></ul><ul><li>High-end handsets have WiFi (Nokia N95/97, iPhone, G1 etc) </li></ul><ul><li>Some devices e.g. iPhone will only allow some content to download/play when on WiFi to prevent poor experience and bill shock </li></ul><ul><li>WiFi makes it faster to download big apps and large content </li></ul><ul><li>Can be hard to get onto closed networks </li></ul>Networks & Handsets: WiFi
  10. 10. <ul><li>Smaller network area </li></ul><ul><li>Need to have Bluetooth turned on </li></ul><ul><li>Generally easier to connect to a Bluetooth </li></ul><ul><li>No cost to use the network </li></ul><ul><li>Good for sending larger files to each other </li></ul><ul><li>Handsets </li></ul><ul><ul><li>Most handsets have Bluetooth these days </li></ul></ul><ul><ul><li>Most default to off, so need to have clear instructions for people to turn on. </li></ul></ul>Networks & Handsets: Bluetooth
  11. 11. <ul><li>For using the carrier network/infrastructure (Telstra, Three, Vodafone, Optus) </li></ul><ul><li>Usually customer buys a data pack for data use on top of their mobile phone call plan (some call plans include data) </li></ul><ul><li>Content “can” be zero-rated </li></ul><ul><li>Some markets offer wholesale data campaigns that need more bandwidth (e.g. video or music) </li></ul><ul><li>Data rates are coming down over time </li></ul>Data Charges
  12. 12. <ul><li>Carriers </li></ul><ul><li>Aggregators </li></ul><ul><li>Developers </li></ul><ul><li>Handset manufactures </li></ul><ul><li>Publishers </li></ul><ul><li>Search Companies </li></ul><ul><li>Advertising networks </li></ul><ul><li>Industry bodies </li></ul>The Mobile Industry
  13. 13. <ul><li>What they do </li></ul><ul><ul><li>Build the mobile phone networks </li></ul></ul><ul><ul><li>Allow calls & data </li></ul></ul><ul><ul><li>Invoice the customer </li></ul></ul><ul><li>Example Carriers </li></ul><ul><ul><li>Telstra (9m) </li></ul></ul><ul><ul><li>Optus (7m) </li></ul></ul><ul><ul><li>Vodafone (4.1m) </li></ul></ul><ul><ul><li>Three (1.9m) </li></ul></ul><ul><li>MVNOs (Virgin, B, RSL, etc) </li></ul>Carriers / Telcos
  14. 14. <ul><li>What they do </li></ul><ul><ul><li>Collate content to re-sell </li></ul></ul><ul><ul><li>e.g. ringtones, wallpapers, games, SMS competitions </li></ul></ul><ul><li>Example companies </li></ul><ul><ul><li>5th Finger </li></ul></ul><ul><ul><li>Be Interactive </li></ul></ul><ul><ul><li>Communicator </li></ul></ul><ul><li>Most of these companies have opt-in lists e.g. BlueSkyFrog </li></ul>Aggregators
  15. 15. <ul><li>What they do </li></ul><ul><ul><li>Design & develop mobile web sites and applications </li></ul></ul><ul><li>Example companies </li></ul><ul><ul><li>Tigerspike </li></ul></ul><ul><ul><li>Mogeneration </li></ul></ul><ul><ul><li>Digital Glu </li></ul></ul><ul><ul><li>WAPFly </li></ul></ul><ul><ul><li>m.Net Corporation </li></ul></ul><ul><ul><li>MIA </li></ul></ul><ul><ul><li>Icon Mobile </li></ul></ul>Developers
  16. 16. <ul><li>What they do </li></ul><ul><ul><li>Create mobile web sites & campaigns </li></ul></ul><ul><ul><li>Deal with brands and advertisers (their clients) </li></ul></ul><ul><ul><li>Sometimes work with mobile development company to implement </li></ul></ul><ul><li>Example companies </li></ul><ul><ul><li>Hyperfactory </li></ul></ul><ul><ul><li>Group M </li></ul></ul><ul><ul><li>Saatchi & Saatchi </li></ul></ul><ul><ul><li>Hothouse </li></ul></ul>Agencies
  17. 17. <ul><li>What they do </li></ul><ul><ul><li>Design & manufacture mobile phones </li></ul></ul><ul><li>Example companies </li></ul><ul><ul><li>Nokia </li></ul></ul><ul><ul><li>Sony Ericsson </li></ul></ul><ul><ul><li>Apple </li></ul></ul><ul><ul><li>LG </li></ul></ul><ul><li>None are based in in Australia </li></ul><ul><li>Australia is a small market and therefore few manufacturers customise phones for our market </li></ul>Handset Manufacturers
  18. 18. <ul><li>What they do </li></ul><ul><ul><li>Create and publish content (news, weather & sport information) </li></ul></ul><ul><li>Example companies </li></ul><ul><ul><li>ABC </li></ul></ul><ul><ul><li>ninemsn </li></ul></ul><ul><ul><li>Yahoo!7 </li></ul></ul><ul><ul><li>News Digital Media </li></ul></ul><ul><ul><li>Sensis </li></ul></ul><ul><ul><li>Fairfax Digital </li></ul></ul>The Publishers
  19. 19. <ul><li>What they do </li></ul><ul><ul><li>Provide mobile search engines and results </li></ul></ul><ul><li>Example companies </li></ul><ul><ul><li>Google </li></ul></ul><ul><ul><li>Yahoo!7 </li></ul></ul><ul><ul><li>Sensis </li></ul></ul>Search Companies
  20. 20. <ul><li>What they do </li></ul><ul><ul><li>Create ads </li></ul></ul><ul><ul><li>Serve ads into mobile websites & applications </li></ul></ul><ul><li>Example companies </li></ul><ul><ul><li>AdMob </li></ul></ul><ul><ul><li>Sensis </li></ul></ul>Advertising Networks
  21. 21. <ul><li>What they do </li></ul><ul><ul><li>Support the industry </li></ul></ul><ul><ul><li>Deal with regulators </li></ul></ul><ul><ul><li>Create guidelines (e.g. Mobile Advertising Guidelines) to improve consistency </li></ul></ul><ul><li>Examples </li></ul><ul><ul><li>ADMA </li></ul></ul><ul><ul><li>AIMIA Mobile Industry Group </li></ul></ul><ul><ul><li>ACMA </li></ul></ul>Industry Bodies
  22. 22. The Mobile Audience – Your Customers <ul><li>Globally </li></ul><ul><li>In Australia </li></ul><ul><ul><li>How many 3G Handsets </li></ul></ul><ul><ul><li>Research & Data </li></ul></ul><ul><ul><ul><li>Handset usage (AdMob & Nielsen) </li></ul></ul></ul><ul><ul><ul><li>iPhone app store </li></ul></ul></ul><ul><ul><ul><li>AIMIA traffic trends </li></ul></ul></ul><ul><ul><ul><li>m.Net WMDS </li></ul></ul></ul><ul><ul><ul><li>Nielsen Internet & Technology Report </li></ul></ul></ul><ul><ul><ul><li>Australian Mobile Phone Lifestyle Index (AMPLI) </li></ul></ul></ul><ul><li>The Mobile Experience </li></ul>
  23. 23. <ul><li>More than 4 billion mobile subscribers (60% of ALL people) </li></ul><ul><li>There are more mobiles than PCs on Earth </li></ul><ul><li>From now on more people will connect to the Internet via mobile than by PC </li></ul><ul><li>1 trillion SMS sent in 2008 in the US alone (CTIA) </li></ul>Globally
  24. 24. Australia <ul><li>Australian population = 21.5m </li></ul><ul><li>Mobile phone usage = 20m </li></ul><ul><ul><li>Surpassed natural saturation </li></ul></ul><ul><li>Mobile internet capable handsets = 8.5m (43%) </li></ul><ul><li>Mobile web users = 4.65m (30%)^ </li></ul><ul><li>Handsets usage (at end 2008) ^ </li></ul><ul><ul><li>Nokia 38% </li></ul></ul><ul><ul><li>iPhone 13% </li></ul></ul><ul><ul><li>Blackberry 11% </li></ul></ul><ul><li>Handset replacement cycles 12 – 18 mths </li></ul>(^ Source: Nielsen. The Australian Internet and Technology Report 2008-2009)
  25. 25. How many 3G handsets in Australia? Courtesy of Myne Blog http:// myneblog.typepad.com/myne / 43% 100% 31% 29% 47% 3G as % 22,500 2,000 4,100 7,100 9,300 Total 12,800 0 2,800 5,000 4,900 Other handsets 9,800 2,000 1,200 2,100 4,400 3G Handsets Total 3 Vodafone Optus Telstra
  26. 26. 3G Handsets vs Mobile Internet users Courtesy of Myne Blog http:// myneblog.typepad.com/myne / Source: Nielsen. The Australian Internet and Technology Report Edition 11, 2008-2009 (Feb 2009) <ul><li>31% of Australian with a mobile phone have used the Mobile Internet and specified which was their mobile carrier (source: Nielsen) </li></ul><ul><li>^ remaining 9% specified ‘other’ as carrier </li></ul>^91% 10% 16% 27% 38% Mobile Internet Usage 100% 21% 12% 22% 45% % of 3G Market 9,800 2,000 1,200 2,100 4,400 3G Handsets Total 3 Vodafone Optus Telstra
  27. 27. <ul><li>Statistics only show those sites serving mobile ads by admob </li></ul><ul><li>Top handsets: </li></ul>Research: admob ads served AdMob Stats for Q1 2009 www.admob.com
  28. 28. Research: AdMob Australian Handset Data <ul><li>(Jan 09 – Mar 09) </li></ul><ul><li>Of all handsets hitting AdMob publisher sites and seeing an Ad: </li></ul><ul><ul><li>Apple iPhone 37.7% </li></ul></ul><ul><ul><li>Apple iPod Touch 15.4% </li></ul></ul><ul><ul><li>Nokia 6120 4.4% </li></ul></ul><ul><ul><li>LG TU500 2.8% </li></ul></ul><ul><ul><li>Samsung A411 2.6% </li></ul></ul><ul><ul><li>Nokia N95 2.5% </li></ul></ul>AdMob Mobile Metrics for Q1 2009 www.admob.com
  29. 29. Handset Consideration (Source: Nielsen. The Australian Internet and Technology Report 2008-2009)
  30. 30. iPhone – 1 Billion Apps in 9 months <ul><li>35k applications in store </li></ul><ul><li>Average 33 apps per iPhone </li></ul><ul><li>1000 new apps released each week </li></ul><ul><li>No.1 device for mobile internet browsing today in Australia </li></ul><ul><li>Estimated 500k – 600k Australian iPhone users </li></ul><ul><li>Predominantly 25 – 35 year olds </li></ul>
  31. 31. <ul><li>AIMIA Mobile Measurement Committee measures growth in Australian mobile traffic (page views) </li></ul><ul><ul><li>Quarter 4 - 2008 </li></ul></ul><ul><ul><ul><li>Australian Mobile Traffic grew by 17.3% </li></ul></ul></ul><ul><ul><li>Quarter 1 - 2009 </li></ul></ul><ul><ul><ul><li>Australian Mobile Traffic grew by 20% </li></ul></ul></ul><ul><li>Compound Annual Growth Rate (CAGR) of 89.3% </li></ul><ul><li>(NOTE Sensis announced mobile sites page views grew 62% in Q4 08) </li></ul>Australian Traffic Trends
  32. 32. <ul><li>More than 70% of Australians use mobile for more than voice & sms </li></ul><ul><ul><li>41% visited a website </li></ul></ul><ul><ul><li>30% used mobile search </li></ul></ul><ul><ul><li>15% used social networking sites </li></ul></ul><ul><ul><li>61% accessed information </li></ul></ul><ul><ul><li>57% accessed entertainment </li></ul></ul><ul><ul><li>31% used mobile to make purchase </li></ul></ul><ul><li>Mobile search increased to 30% </li></ul><ul><li>Mobile web usage increased to 49% </li></ul><ul><li>Access methods </li></ul><ul><ul><li>- URL entry dropped from 54% to 29% </li></ul></ul>Research: WMDS Australian Results of Worldwide Mobile Data Service Study 2008 www.mnetcorporation.com/worldwide-mobile-data-services-study/
  33. 33. <ul><li>34% have a 2nd mobile phone and/or SIM card </li></ul><ul><li>48% purchased content for their mobile from PC & 17% carrier portal </li></ul><ul><ul><li>Top 3 Content types Games (43%) Trutones (42%) Wallpapers (33%) </li></ul></ul><ul><ul><li>Top 3 Info types News (53%) Weather (50%) Sport (34%) </li></ul></ul><ul><ul><li>Future content types maps (31%) news (29%) weather (28%) </li></ul></ul>Research: AMPLI Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
  34. 34. Research: Nielsen Internet Report <ul><li>43% of Australians have internet capable mobile devices </li></ul><ul><li>31% of Australians have used the Mobile Internet </li></ul><ul><ul><li>68% between 16 – 29 years </li></ul></ul><ul><ul><li>42% between 30 – 49 years </li></ul></ul><ul><ul><li>37% of High Income earners ($95k+) </li></ul></ul><ul><li>Of those who have used the mobile internet </li></ul><ul><ul><li>41% have accessed News & Weather </li></ul></ul><ul><ul><li>38% have used Email </li></ul></ul><ul><ul><li>38% have used General Search </li></ul></ul><ul><ul><li>33% have used Local Business / Directories Search </li></ul></ul><ul><ul><li>32% have accessed Maps & Directions </li></ul></ul><ul><ul><li>30% have used Mobile Web Search </li></ul></ul>Source: Nielsen. The Australian Internet and Technology Report Edition 11, 2008-2009 (Feb 2009)
  35. 35. Research: Nielsen Internet Report <ul><li>Of those aged between 16 – 29 years </li></ul><ul><ul><li>81% say they have access to the internet from their mobile </li></ul></ul><ul><ul><li>68% they have used a mobile device to access the internet </li></ul></ul><ul><ul><li>51% say they use the mobile internet regularly </li></ul></ul><ul><ul><li>32% say they have a touch screen phone </li></ul></ul>Source: Nielsen. The Australian Internet and Technology Report Edition 11, 2008-2009 (Feb 2009)
  36. 36. Online Communities Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile PC Mobile 83% used at least one online community 16% stated they used online communities on their mobile <ul><li>Most popular: </li></ul><ul><ul><li>MSN Messenger (57%) </li></ul></ul><ul><ul><li>You Tube (46%) </li></ul></ul><ul><ul><li>Facebook (45%) </li></ul></ul><ul><ul><li>MySpace (28%) </li></ul></ul><ul><ul><li>Y! Messenger (23%) </li></ul></ul><ul><li>Most popular: </li></ul><ul><li>MSN Messenger (8%) </li></ul><ul><li>Facebook (5%) </li></ul><ul><li>MySpace (3%) </li></ul><ul><li>Y! Messenger (2%) </li></ul><ul><li>You Tube (2%) </li></ul>
  37. 37. Creation of Content for the Mobile <ul><ul><li>33% created content to share with others </li></ul></ul>Type of content shared (as a % of those that shared content) Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
  38. 38. Sharing of Content for the Mobile How content is shared (as a % of those that shared content) Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
  39. 39. Use More Content if Free? Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
  40. 40. Approach to Mobile Advertising Australian Mobile Phone Lifestyle Index 2008 www.aimia.com.au/mobile
  41. 41. Approach to Mobile Advertising
  42. 42. Choice between Ads and No Ads
  43. 43. <ul><li>For Mobile Customers </li></ul><ul><ul><li>complexity & cost of call & data plans </li></ul></ul><ul><ul><li>low awareness / understanding / need </li></ul></ul><ul><ul><li>separation of hardware, OS, applications, content & online services </li></ul></ul><ul><ul><li>too much irrelevant functionality </li></ul></ul><ul><ul><li>hidden & difficult customisation </li></ul></ul><ul><li>For Mobile Content Creators </li></ul><ul><ul><li>handset range for intended audience </li></ul></ul><ul><ul><li>screen size/s </li></ul></ul><ul><ul><li>interaction type/s </li></ul></ul><ul><ul><li>internal developer skills </li></ul></ul><ul><ul><li>understanding of all aspects of mobile is complex </li></ul></ul>The Mobile Experience: Bad (historically)
  44. 44. <ul><li>For Customers </li></ul><ul><ul><li>Data costs are coming down </li></ul></ul><ul><ul><li>Wide range of content </li></ul></ul><ul><ul><li>Greater awareness/engagement of mobile content and marketing campaigns </li></ul></ul><ul><ul><li>Handsets are getting more user friendly </li></ul></ul><ul><ul><li>Better methods of discovery & access to mobile content </li></ul></ul><ul><ul><li>Integrated with multiple channels, online, outdoor </li></ul></ul><ul><li>For Creators </li></ul><ul><ul><li>Range of campaign tools to use </li></ul></ul><ul><ul><li>Easier to reach more users, discoverability choices </li></ul></ul><ul><ul><li>Better options for developing and implementing for mobile </li></ul></ul><ul><ul><li>The main mobile browsers are starting to standardise (WebKit) </li></ul></ul>The Mobile Experience: Good (the future!)
  45. 45. <ul><li>Killing time </li></ul><ul><ul><li>Want something to do while waiting for the bus </li></ul></ul><ul><ul><li>Entertainment while family watches something on the main TV </li></ul></ul><ul><li>Goal directed </li></ul><ul><ul><li>Want to get in and out quickly </li></ul></ul><ul><ul><li>After a specific piece of information </li></ul></ul><ul><li>Gen Y use multiple channels simultaneously </li></ul><ul><li>With new touch screen, advanced handsets </li></ul><ul><ul><li>Normal internet behaviours </li></ul></ul><ul><ul><li>Convenience, contextual, relevant, location </li></ul></ul>Mobile Behaviours
  46. 46. The (r)evolution of mobile <ul><li>2006 (past) </li></ul><ul><ul><li>Mobile as another channel </li></ul></ul><ul><ul><li>Limited audience </li></ul></ul><ul><ul><li>Restricted capability </li></ul></ul><ul><li>2009 (now) </li></ul><ul><ul><li>Content is being integrated cross channel </li></ul></ul><ul><ul><li>Audience growth, building fast </li></ul></ul><ul><ul><li>Opportunities being discovered </li></ul></ul><ul><ul><li>Convenience & context </li></ul></ul><ul><li>2013 (future) </li></ul><ul><ul><li>Mobile reaches critical mass </li></ul></ul><ul><ul><li>Not just another channel - seamless extension of your internet experience </li></ul></ul><ul><ul><li>Integrated with social, contextual, location, identity </li></ul></ul>
  47. 47. Your Marketing Message <ul><li>Mobile Marketing Tools </li></ul><ul><li>What are your marketing goals? </li></ul><ul><li>There are only 4 ways to deliver mobile content </li></ul><ul><ul><li>SMS </li></ul></ul><ul><ul><li>MMS </li></ul></ul><ul><ul><li>Mobile Site </li></ul></ul><ul><ul><li>Mobile application </li></ul></ul><ul><li>Really! </li></ul>
  48. 48. All the Mobile Buzz “ driving traffic to mobile adsites “ QR codes can leverage print media: “ bluetooth for ambient distribution” “ iPhone apps as a branding tool” “ mobile is all about location based services” “ mobilise your content” “ push SMS for mainstream reach” “ branded content on the carrier portals” “ reaching users off deck” “ mobile CPMs are too high” “ it’s too early for mobile SEO” “ not worth targeting low end devices” “ multiple ad formats in mobile”
  49. 49. What is “Mobile Content” then? <ul><li>It’s just stuff on your mobile! </li></ul><ul><li>Cartoons that you send by MMS </li></ul><ul><li>Pages on a carrier portal </li></ul><ul><li>Off deck mobile sites </li></ul><ul><li>Custom made mobisodes & shortform content </li></ul><ul><li>Mobile TV shows and videos </li></ul><ul><li>Applications & downloads </li></ul><ul><li>Personalisation content like ringtones & wallpapers </li></ul><ul><li>Mobile music </li></ul><ul><li>Mobile games </li></ul>
  50. 50. Mobile Marketing Tools <ul><li>Mobile content </li></ul><ul><li>Mobile landing pages / campaign pages </li></ul><ul><li>Click to call </li></ul><ul><li>Mobile site & content sponsorship </li></ul><ul><li>Mobile banner ads </li></ul><ul><li>Mobile SEO and Search Engine Marketing (SEM) </li></ul><ul><li>Off-deck mobile ad networks </li></ul><ul><li>Mobile social networks </li></ul><ul><li>SMS & MMS, shortcodes, voting </li></ul><ul><li>Mobile Barcodes QR Codes, eCoupons </li></ul><ul><li>Location based services </li></ul><ul><li>Bluetooth </li></ul>
  51. 51. What is your marketing goal? <ul><li>Forget about mobile!! </li></ul><ul><li>What is the goal of the campaign? </li></ul><ul><ul><li>Build a database </li></ul></ul><ul><ul><li>Generate competition entries </li></ul></ul><ul><ul><li>Awareness / branding </li></ul></ul><ul><ul><li>Calls to a call centre </li></ul></ul><ul><ul><li>A specific response or action </li></ul></ul><ul><li>Think about </li></ul><ul><ul><li>Conversations </li></ul></ul><ul><ul><li>Interactions </li></ul></ul><ul><ul><li>Start with traditional DM! </li></ul></ul>
  52. 52. Classic Mistakes and things to avoid <ul><li>Starting from a list of mobile marketing tools! </li></ul><ul><li>What to avoid: </li></ul><ul><ul><li>My client wants to do mobile this year </li></ul></ul><ul><ul><li>We booked mobile media – now what? </li></ul></ul><ul><ul><li>We had $5k left so we got Vodafone to give us a quote </li></ul></ul><ul><ul><li>No mobile content? Just run the TV ad / online banners </li></ul></ul><ul><li>Why would you use mobile? </li></ul><ul><ul><li>If your audience is there – and you can reach them </li></ul></ul><ul><ul><li>If it’s the right channel to deliver your campaign goals </li></ul></ul>
  53. 53. Planning a Marketing Campaign <ul><li>What is the brief? </li></ul><ul><li>Who is the target audience? </li></ul><ul><li>What are you trying to achieve? </li></ul>Build fan database for a fashion brand 16 – 29 female Collect phone numbers Build brand Sell Cars 35 – 45 single male Support ATL TV campaign ?
  54. 54. Other things to consider <ul><li>Consider mobile at the beginning – not the end </li></ul><ul><ul><li>Can a mobile component be core to the ENTIRE campaign </li></ul></ul><ul><ul><li>Not an afterthought </li></ul></ul><ul><ul><li>BMW snow tyres example </li></ul></ul><ul><li>Can you support existing channels? </li></ul><ul><ul><li>Extend DM execution to mobile </li></ul></ul><ul><ul><li>Build database via mobile as well </li></ul></ul><ul><ul><li>Create a mobile version of the web site </li></ul></ul><ul><ul><li>Push iPhone users to web site </li></ul></ul><ul><ul><li>Use click to call to generate call centre activity </li></ul></ul><ul><ul><li>Redemption at POS </li></ul></ul>
  55. 55. It all boils down to only 4 options! <ul><li>SMS </li></ul><ul><li>MMS </li></ul><ul><li>Mobile Site </li></ul><ul><li>Mobile application </li></ul><ul><li>Mobile TV (emerging opportunity) </li></ul>
  56. 56. SMS <ul><li>Text based messages </li></ul><ul><ul><li>Alerts and updates </li></ul></ul><ul><ul><li>News </li></ul></ul><ul><ul><li>Short form information </li></ul></ul><ul><ul><li>Immediate response </li></ul></ul><ul><ul><li>Voting </li></ul></ul>
  57. 57. MMS <ul><li>Visual or more detailed </li></ul><ul><ul><li>One or more images </li></ul></ul><ul><ul><li>Video & Audio </li></ul></ul><ul><ul><li>Slide show </li></ul></ul>
  58. 58. Mobile Site <ul><li>Web Content </li></ul><ul><li>Detailed information </li></ul><ul><li>Lasting content </li></ul><ul><li>Images, video & audio </li></ul><ul><li>Interaction </li></ul><ul><li>Forms & data collection </li></ul><ul><li>Competitions </li></ul><ul><li>Branding </li></ul>
  59. 59. Mobile Application <ul><li>Interaction </li></ul><ul><li>Games </li></ul><ul><li>Functionality </li></ul><ul><li>Permanence </li></ul><ul><li>Utility </li></ul>
  60. 60. “ Advertising” Your Mobile Message <ul><li>How to: </li></ul><ul><ul><li>Send an SMS / MMS </li></ul></ul><ul><ul><li>Drive visits to a mobile site </li></ul></ul><ul><ul><ul><li>Telcos </li></ul></ul></ul><ul><ul><ul><li>Mobile Media </li></ul></ul></ul><ul><ul><ul><li>Ad Networks & Mobile Search </li></ul></ul></ul><ul><ul><ul><li>Traditional methods </li></ul></ul></ul><ul><ul><ul><li>Web to mobile </li></ul></ul></ul><ul><ul><ul><li>Mobile Codes / Blutooth </li></ul></ul></ul><ul><ul><li>Distribute a mobile application </li></ul></ul>
  61. 61. Advertise your message <ul><li>OR </li></ul><ul><li>How to get people to see the mobile stuff you created… </li></ul>
  62. 62. Send an SMS or MMS? <ul><li>Collect their phone number </li></ul><ul><ul><li>Send an SMS mailout (push SMS) </li></ul></ul><ul><li>Advertise a number </li></ul><ul><ul><li>Ask your audience to request the SMS </li></ul></ul><ul><ul><ul><li>Shortcode eg 19 1234 </li></ul></ul></ul><ul><ul><ul><li>Longcode 0418 123 456 </li></ul></ul></ul>
  63. 63. Messaging Campaign Considerations <ul><li>Database acquisition </li></ul><ul><ul><li>Your own customers </li></ul></ul><ul><ul><li>Telco database </li></ul></ul><ul><ul><li>Opt-in database </li></ul></ul><ul><li>Choosing suppliers </li></ul><ul><ul><li>Manage your campaign </li></ul></ul><ul><ul><li>Handle opt-ins an opt-out </li></ul></ul><ul><ul><li>Maintain database </li></ul></ul><ul><ul><li>Billing across all carriers </li></ul></ul><ul><li>SPAM Act and opt-ins </li></ul><ul><li>SMS Shortcodes </li></ul><ul><li>Using MMS </li></ul>
  64. 64. Visitors to a Mobile Site <ul><li>Buy mobile media </li></ul><ul><ul><li>Banners </li></ul></ul><ul><ul><li>Sponsorship </li></ul></ul><ul><ul><li>Social media sites </li></ul></ul><ul><li>Do a deal with a Telco </li></ul><ul><li>Advertise the URL </li></ul><ul><ul><li>Outdoor </li></ul></ul><ul><ul><li>Print </li></ul></ul><ul><li>Send them from your website </li></ul><ul><li>Send an SMS with a link in it </li></ul><ul><li>Get them to photograph a QR code </li></ul><ul><li>Push it to them while they’re in a bluetooth zone </li></ul><ul><li>Buy mobile search keywords (SEM) </li></ul>
  65. 65. Buy Mobile Media <ul><li>CPM </li></ul><ul><li>Traditional Media Buyers often uninformed </li></ul><ul><li>Bundling </li></ul><ul><li>From Telcos </li></ul><ul><ul><li>Banners & Sponsorship </li></ul></ul><ul><li>From Publishers </li></ul><ul><ul><li>NineMSN </li></ul></ul><ul><ul><li>News Digital </li></ul></ul><ul><ul><li>Fairfax </li></ul></ul><ul><li>From Ad Networks </li></ul><ul><ul><li>AdMob / Global networks </li></ul></ul><ul><ul><li>Social Media sites </li></ul></ul>
  66. 66. Telco Portals – On Deck <ul><li>Buy Mobile Media from a Carrier </li></ul><ul><ul><li>Telstra </li></ul></ul><ul><ul><li>Vodafone </li></ul></ul><ul><ul><li>Three </li></ul></ul><ul><ul><li>Optus </li></ul></ul><ul><li>CPM based media buy </li></ul><ul><li>Sponsorship deal </li></ul><ul><li>Pros </li></ul><ul><ul><li>includes zero rating </li></ul></ul><ul><ul><li>landing page development </li></ul></ul><ul><li>Cons </li></ul><ul><ul><li>limited reach </li></ul></ul><ul><ul><li>blocked to other carrier customers </li></ul></ul>
  67. 67. AdMob <ul><li>Global publisher network of mobile sites </li></ul><ul><li>Targeting by Country </li></ul><ul><ul><li>Australian visitors to AdMob publisher sites </li></ul></ul><ul><li>Targeting by Carrier, </li></ul><ul><ul><li>Telstra / Optus / Vodafone / 3 Mobile </li></ul></ul><ul><li>Targeting by Handset </li></ul><ul><ul><li>Specific Device </li></ul></ul><ul><ul><li>iPhone custom Ad units </li></ul></ul><ul><li>Large network of ‘unidentified’ sites </li></ul><ul><li>CPC bidding </li></ul><ul><ul><li>Competition for Australian traffic pushes bids up </li></ul></ul><ul><ul><li>In 2008/09 average CPC = $0.35 </li></ul></ul>
  68. 68. AdMob new iPhone ad units (3.0) <ul><li>Mobile Social Networking </li></ul><ul><ul><li>lets consumers access advertisers' social content from an ad, including their Twitter feed, Facebook page, Digg, MySpace account, Flickr photos, and Linkedin. </li></ul></ul><ul><li>Search </li></ul><ul><ul><li>users can run searches within an advertiser's mobile site straight from an ad unit. </li></ul></ul><ul><li>Multi-Panel Banner </li></ul><ul><ul><li>delivers multiple calls to action in one rich media ad unit. </li></ul></ul><ul><li>Scrolling Canvas   </li></ul><ul><ul><li>lets audiences access more information about a product or service without clicking away from the application they're on. </li></ul></ul>
  69. 69. Mobile Search <ul><li>Target customers using Google Mobile </li></ul><ul><ul><li>Other mobile search engines </li></ul></ul><ul><ul><li>Low usage in Australia </li></ul></ul><ul><ul><li>Growth area globally </li></ul></ul><ul><li>Buy mobile search keywords (SEM) </li></ul><ul><li>Click thru to mobile site </li></ul><ul><li>Very targeted traffic, high conversions </li></ul>
  70. 70. Google Mobile <ul><li>Mobile Search </li></ul><ul><li>Mobile Content Network </li></ul><ul><li>Device Targeting </li></ul>
  71. 71. Google Mobile SEM <ul><li>CPC bid for relevant keywords in Google Mobile Search </li></ul><ul><li>User searches for keywords on Google Mobile </li></ul><ul><ul><li>Results vary depending on device </li></ul></ul><ul><li>Ad appears within results based on relevancy, CTR, CPC bid </li></ul><ul><li>In 2008/09 average CPC = $0.15 </li></ul>
  72. 72. Traditional Advertising <ul><li>Integrate mobile destination (URL) in traditional advertising </li></ul><ul><li>Advertise the URL </li></ul><ul><ul><li>On a billboard </li></ul></ul><ul><ul><li>In a magazine </li></ul></ul><ul><ul><li>On the side of a tram </li></ul></ul><ul><ul><li>In a press ad </li></ul></ul><ul><li>Include SMS shortcode as alternative to URL </li></ul>
  73. 73. Web to Mobile <ul><li>Suits Brands & Publishers with existing website </li></ul><ul><li>Promote mobile version of your content </li></ul><ul><li>Direct customers to visit the mobile site </li></ul><ul><ul><li>Enter your mobile number and receive an SMS </li></ul></ul><ul><ul><li>Type in URL </li></ul></ul><ul><li>Low cost option where online channel exists already </li></ul>
  74. 74. Enter your mobile no. to receive a link
  75. 75. Mobile Codes <ul><li>Integrate a QR Code in traditional and online advertising: </li></ul><ul><ul><li>on a billboard </li></ul></ul><ul><ul><li>in a magazine </li></ul></ul><ul><ul><li>on a website </li></ul></ul><ul><ul><li>at Point of Sale </li></ul></ul><ul><ul><li>in direct marketing materials </li></ul></ul><ul><li>Customers scan and click through to your mobile site </li></ul><ul><li>SMS back-up is essential </li></ul><ul><li>Since July 08 Telstra reported </li></ul><ul><ul><li>42.5k Code Scans </li></ul></ul><ul><ul><li>1.2M+ handsets now capable of scanning mobile codes. </li></ul></ul><ul><ul><li>25% of Telstra’s Next G handsets </li></ul></ul>
  76. 76. Where can a QR Code go? <ul><li>Takashi Murakami & Louis Vuitton “designer QR” </li></ul><ul><li>Jacket Patches </li></ul><ul><li>Tattoos </li></ul><ul><li>Business Cards </li></ul><ul><li>Invitations </li></ul><ul><li>Posters </li></ul><ul><li>T-Shirts </li></ul>
  77. 77. Bluetooth <ul><li>Location specific </li></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Festivals </li></ul></ul><ul><ul><li>Contained area such as an office building, university campus etc </li></ul></ul><ul><li>Customers with bluetooth enabled receive alert </li></ul><ul><li>Choose whether or not to receive the content </li></ul>
  78. 78. Mobile Application Downloads <ul><li>Promote in an app store </li></ul><ul><ul><li>iPhone app store </li></ul></ul><ul><ul><li>Other app stores are growing market </li></ul></ul><ul><li>Send an SMS with a link to download </li></ul><ul><li>Send to a mobile site where they can download </li></ul><ul><li>Pre-installed onto a phone </li></ul><ul><ul><li>Carriers </li></ul></ul><ul><ul><li>Handset manufacturers </li></ul></ul><ul><ul><li>Strong brands only </li></ul></ul>
  79. 79. App stores, the iPhone and others <ul><li>iPhone </li></ul><ul><ul><li>Australian app store launched July 08 </li></ul></ul><ul><ul><li>500 – 750k Australian users </li></ul></ul><ul><li>Android (Google) </li></ul><ul><ul><li>Australian app store launched March 09 </li></ul></ul><ul><ul><li>2.3k applications </li></ul></ul><ul><ul><li>No. 4 Handset in U.S. in March (after iPhone, Blackberry) </li></ul></ul><ul><li>Blackberry </li></ul><ul><ul><li>Launched App store April 09 (not in Aus yet) </li></ul></ul><ul><li>Nokia (Ovi store) </li></ul><ul><ul><li>Australian app store launched </li></ul></ul><ul><ul><li>Predicted 20k applications on launch </li></ul></ul>

Notes de l'éditeur

  • Moto Phone: http://www.eightiesonline.com/wp-content/uploads/2008/10/cellphone_full.jpg
  • Nokia 7110
  • Number est: International Telecommunication Union. (2009). Measuring the Information Society: The ICT Development Index . International Telecommunication Union. pp. 108. ISBN 9261128319 .
  • Case Study
  • Case Study
  • Case Study
  • Case Study
  • How’s this for a QR barcode! Produced by Tokyo-based creative agency SET, it was put together to promote the ongoing collaborations between LV and Takashi Murakami. I’m pretty sure it’s the first time I see a stylized code like this, and I’m quite surprised that it actually works.