mobile marketing: the creative circus digital trends class: heddy lunenfeld
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MOBILE MARKETINGA.K.A. Cell Phones and Tablets (when they get cameras)
The Good Old Days
1G
The original analog Voice-only cellular telephone
standard Allowed users to place and receive
phone calls
2G
Switch to fully digital network Allows for greater mobile phone
penetration levels Introduction of data services (i.e.
text messages)
3G
Enhanced multimedia Faster loading Web pages
Quick E-mail delivery Smoother video streams
Roaming capabilities
4G
Voice, data and streamed multimedia “anytime, anywhere" basis
Higher data rates than previous generations
• Web Browsing (WiFi)• Email
• Image recognition• QR code recognition• Instant Messaging• Text Messaging• Organizational tool• Play Games
• Utilize LBS – GPS and other tracking tools• Mass Storage Device• Music Playing Device
• Camera• Video Camera
Make Phone Calls
Statistics!
82% of brands and agencies have plans to boost their mobile ad budgets in the next year.
MediaPost’s Center For Media Research and digital research firm Insight Express,
The Third Screen Is Now The First
160,000,000
140,000,000
40,000,000
80,000,000
120,000,000
200,000,000
220,000,000
240,000,000
260,000,000
20,000,000
Source – Nielsen and eMarketer 2008
80,000,000114,800,000250,000,000Mobile Subscribers Internet HouseholdsTV Households
15Source: Nielsen Mar 2008, RBC Investments Jan 2008, Net Applications Dec 2007
Mobile Is Personal
Source – Morgan Stanley 2007; Nokia Survey
91% of mobile phone owners keep the phone within one
meter 24 hours a day, 365 days per year
33% would rather lose wallet than phone
Source – Unisys Survey; Nokia Global Survey
It takes an average of 26 hours for a user to (notice and) report a lost wallet
yet if you lose a mobile phone, the average time to report it is
68 minutes
• Fuses print + mobile advertising• Copy: “To complete this ad, send “AXE” to 2345 after 9pm.”
AXE – Time Sensitive SMS
A/R
Augmented Reality
Geo Targeting
Click to Call
QR Coding
Gaming
Starring Geo-Targeting
Amazon RemembersLoopt
Bright KiteSCVNGR
Mobile Marketing Tools
SMS/MMS Mobile Web Bluetooth Location 2D Codes
What is it? Track where people are&provide location based info.Search important- 80% of mobile web users search for places to eat, shop, compare prices
How to use it? Location aware
services, advertising And/or social
networking, etc.
What is it? B & W barcodes containing info that triggers an action when it is photographed from your phone
How to use it? Big in Asia, they’re
on OOH, TV spots, magazines, packaging, POS, business cards, etc
It can open a URL, photo, etc.
What is it? SMS = most used mobile marketing tool – cheap, safe and reaches almost every handset in US
MMS = Send&receive picture/ video
How to use it? Voting Surveys Text & wins Coupons, commerce,
games, etc.
What is it? Access the web/mobile web from your phonePreferably optimized content and data for the handset and small screen experience
How to use it? Display & search ads
linking to site, map and/or content
Click to call Widgets & Apps Video, photos, content Games
What is it? Bluetooth technology allows you to send and receive applications, content or data wirelessly and for free. Users can also ‘bump’ information between phones with Bluetooth.
How to use it?“Bluecasting” OOH
send ads, photos, podcast style audio content, video, mobile ticketing, text messages, games and other apps to mobile devices
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