mobile marketing in the mix
DESCRIPTION
How does the mobile channel fit in to a brands overall marketing strategy? Very carefully. Even with supersaturated penetration in the Irish Market marketing to people on their mobiles has yet to be effectively leveraged as a discreet advertising component. Some thoughts on how that can be remedied. Presented to agencies and clients at the Mobile Marketing Conference in Dublin September 2008.TRANSCRIPT
“Mobile advertising has beenover-hyped in the short-term but
under-hyped in the mediumto long term”
Sir Martin SorrellCEO WPP Group
“The next big wave in advertisingis the mobile internet”
Eric SchmidtCEO Google
The Importance of Being Mobile
Source: Nokia Research Center
People Lust Love Their Mobiles
2x as many people would keep their mobile over their TV
78% of people have their mobiles on at all times
63% would refuse to lend their phone to a friend for the day
26 hours - average time to report a lost wallet
68 minutes - average time to report a lost mobile
Source: BBDO, Wireless Works: Exploring New Brand Connections, 2008
One Screen to Rule Them All
Mobilesubscribers
3.3B
Personalcomputers
900M
Source: International Telecommunication Union, 2008
Internetusers1.3B
TVhouseholds
1.5B
Perfectly Practical ProtocolsFor Portable Promotions
Permission
Privacy
Preference
What Is This Mobile Strategyof Which You Speak?
Deliver brand engagements
Build customer acquisition
Drive user activation
Case Study: Walkers Crisps
Ireland Mobile Penetration
Source: The Commission for Communications Regulations, Quarterly Key Data Report, September 2008
Ireland Mobile Usage
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,000
MM
S Volum
es (00
0s)
Source: The Commission for Communications Regulations, Quarterly Key Data Report, September 2008
Ireland Mobile Internet
Source: The Commission for Communications Regulations, Quarterly Key Data Report, September 2008
Western Europe Mobile Content
Source: Online Publishers Association, Going Mobile: An International Study of Content Use and Advertising on the Mobile Web, March 2007
“You have no way to interruptbecause they can choose
what they can do”
Andrew RobertsonCEO BBDO
Media Fracture
Images: http://flickr.com/photos/trekkyandy/178492203/, http://flickr.com/photos/sigalakos/2869118255/
1965
You could reach 80% of the population
with 3 :60 second spots on TV
2008
You would need 120 prime time
commercials to reach that many people
Source: BBDO, Wireless Works: Exploring New Brand Connections, 2008
Case Study: Barack Obama
Media, What’s It Good For?
STATIC
INTERACTIVE
TVANONYMOUS PERSONAL
Radio
PC Mobile
Outdoor
DM
The 7th Wave of Mass Media
Recordings
Cinema
Radio
TV
Internet
Mobile
{
Mobile Convergence
Case Study: Nike
What’s the Deal With This WholeMobile Thing Anyway?
Mobile Pros
Personal
Always there
Always on
Built in payment mechanism
“Prosumption”
Personalized
Social/Contagious
Mobile Cons
User experience
Intrusive
Platform diversity
Network costs
Measurability shortcomings
Want Some Ads With That Mobile?
Highly interested
Moderately interested
Source: Mobile Marketing Association, Mobile Marketing Attitude and Usage Study, 2008
Case Study: Blyk
The Mobile Platform Ecosystem
The Mobile Metrics Ecosystem
Measure Once,Cut a Whole Bunch of Times
Measurability Issues
Client-side scripting
Cookies
HTTP referral data
Caching issues
Access point clarity
Measurability Solutions
Network cooperation
Link redirection
HTTP header analysis
Unique image beacons
Hand raising
“I know that half of myadvertising dollars are wasted…
I just don’t know which half”
John WanamakerThe father of modern advertising
Thanks!
Mark CongiustaHead of Interactive
Irish International BBDO/Proximity
Twitter/Skype: interactivemark
