AAF Ft. Worth Talk to Mobile Marketing
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Ed Schipul [email protected] www.schipul.com // w ww.brandtobedet ermined.com http://flickr.com/photos/adwriter/2 In the Palm of Your Hand:The future is Mobile and the future is NOW! Public Relations Association of Mississippi November 10, 2008
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Mobile web presentation to American Advertising Federation of Ft. Worth (AAF FW) on February 17, 2010. We discussed mobile trends for advertisers, opportunities to develop and utilize mobile applications and strategically grow your brand through the mobile web.
Transcript of AAF Ft. Worth Talk to Mobile Marketing
Ed [email protected] www.schipul.com // www.brandtobedetermined.com
http://flickr.com/photos/adwriter/233031265/
In the Palm of Your Hand:The future is Mobile and the future is NOW!
Public Relations Association of MississippiNovember 10, 2008
www.flickr.com/photos/unitednationsdevelopmentprogramme/4275396700
Mobile Matters
Let’s talk about...
•What is Mobile Web?
•Ways to utilize the Mobile Web today!
•Who is using Mobile Web?
On-the-go tools for on-the-go communication
http://www.flickr.com/photos/jonjon_2k8/340305918/
The Ad Agency’s Toolset:Where things are going
•Cro-magnons 50k years old
•Tools & Jewelry
•Neanderthals Extinct
•Origin of Humans Unclear
http://flickr.com/photos/pollyann/2645907599/
The Great Leap Forward
Anthropology of Cell Phones
http://pogue.blogs.nytimes.com/2007/03/28/the-anthropology-of-cellphones/
It takes ≈ 25 Years for New Technology to Catch On
http://www.siliconindia.com/shownews/Clean_tech_takes_years_to_achieve_widespread_use_-nid-64767-cid--sid-15.html
Who is your maven?www.flickr.com/photos/tonyjcase/3275840654
Technology is great, but it’s all about PEOPLE
http://www.flickr.com/photos/libraryman/414960752
Don’t Pre-Excuse Yourself on TechDon’t let IT build an empire in the backDon’t Pre-Excuse Yourself on TechDon’t let IT build an empire in the back
• 1.3 billion cell phone users access Web from phones
• Mobile ad budgets to reach $6 BILLION by 2014
• 4.6 TRILLION text messages sent in 2009
• Mobile services = $1.1 Trillion/year industry
• www.communities-dominate.blogs.com
So why do you care?
www.flickr.com/photos/gibbons/343384475
http://blog.nielsen.com/nielsenwire/
Who are you reaching?
Nielsen 2010 Fact Sheet
But what is the Mobile Web?
Not just PC Web on your cell phone
Not just iPhonesor text messaging
Not just the coolest new
handheld
http://www.flickr.com/photos/andresmartin/2379157808/
http://www.flickr.com/photos/ucumari/2317386162/
http://www.flickr.com/photos/davyrocket/82339986/
http://www.flickr.com/photos/jbuhler/29493344/
http://www.flickr.com/photos/mastrobiggo/2414317157/
http://www.flickr.com/photos/gaetanlee/118885175
It’s how we connect,
advertise,ENGAGE
44% of Americans’ time
is on-the-go(Forrester Research)
Preso for youth group - they do NOT differentiate btw FB/Twitter/IM/textPreso for youth group - they do NOT differentiate btw FB/Twitter/IM/text
Content vs. Context
2.7 Billion Mobile Phones
Where you are really really matters
Slide thanks to Houston Chronicle’s David Herrold:http://www.slideshare.net/davidherrold/mobile-best-practices-for-newspapers/
Your Web Site and the Mobile Web
1. Do NOTHING!Providing the Mobile experience
2. Simplify, simplify, simplifyProviding the Mobile experience
www.davidville.com
Reduce your images and styling
www.happykatie.tumblr.com
3. Use handheld stylesheetsProviding the Mobile experience
http://www.kayak.com/ http://www.kayak.com/moby/
4. Create a separate Mobile Web siteProviding the Mobile experience
http://www.flickr.com/photos/toma01/2171010315/
There is an App for WHAT?!?
By the end of 2010...
300,000 iPhone applications +75,000 Google Android
applicationsIDC Market Research
The Trinity of Mobile Interaction
1. Reach2. Privacy3. Retention
www.flickr.com/photos/werkunz/3680331543
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Well hello, iPad
What is an App?
www.android.com/market/
• 3rd party app
• Cheap• Interactive • Handy
www.apple.com/itunes http://appworld.blackberry.com/webstore/
What about Mobile advertising?
“Small screen, big opportunity”www.google.com/mobile
• Plain text, graphic and interactive Mobile ads
• Incredible flexibility and access to key demographics
• Mobile ad campaigns 5 times more effective than online (InsightExpress)
Who is using the Mobile Web?
www.flickr.com/photos/polvero/3466964233/
http://www.barackobama.com/mobilev2/#www.flickr.com/photos/americanredcross/4351705034
Haiti mobile giving:
• $30 Million raised total
• $7 Million in first 36 hours
• 14% donations by text
• $400,000 in 2005 for Hurricane Katrina
• Short code: 90999
• Command: HAITI
Pew Internet Research
Companies bring IRL expertise to the Mobile front
http://mobile.hallmark.com/
www.tide.com
www.pizzahut.com
$1 M in sales in 3 months
$1 M in sales in 3 months
www.dunkinrun.com
Reach out and help those Mobile consumers
www.cellfire.com
www.yelp.com
www.alice.com
Congressman Culberson streams LIVE from his cellwww.qik.com/johnculberson
American Idol -- other entertainment focused thing?
www.flickr.com/photos/billnwmsu/3059441861
Hands on entertainment experience - short codes!http://www.usshortcodes.com/
Year American Idol texts
2003 7.5 M2004 13.4 M2005 41.5 M2006 64.5 M2007 (no report)
2008 78 M2009 178 M
Let’s review...
•Mobile Web = Mobile Humans
•Context and immediacy is everything
•Start with fresh Mobile content
•Keep it simple, keep it fun
Mobile Web connects Humans to info they want
www.flickr.com/photos/digitalcodi/3891603112
www.flickr.com/photos/jonlewisphotography/3706069312
Ed Schipul
Blog: http://eschipul.com Flickr: www.flickr.com/eschipul Twitter: http://twitter.com/eschipul Slideshare: www.slideshare.net/eschipul
