Andrew Grill Mo Mo Norway Jan10
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twitter @andrewgrill
Key Trends in Mobile Marketing & Advertising for 2010
Andrew Grill, Digital StrategistMoMo Norway, January 2010
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LondonCalling.mobi
This time…it’s personal
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LondonCalling.mobi
The Mad Men need to change their approach
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LondonCalling.mobi
What’s wrong with this picture ?
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LondonCalling.mobi
The advertising world has to change
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LondonCalling.mobi
Ad avoidance
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LondonCalling.mobi
The glittering allure of the mobile society
1. Mobile is personal – it is my media
2. Mobile is always carried – the city in my pocket
3. Mobile is always on
4. Mobile has a built in payment mechanism
5. Mobile is there at the point of creative impulse
6. Mobile can recount the audience
Source: Alan Moore http://bit.ly/m-allureNovember 2008 commissioned by Microsoft
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LondonCalling.mobi
Key trends in 2010
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LondonCalling.mobi
What are we likely to see in 2010?
•Mobile internet goes mainstream & charges > flat rate•Useful applications, social media & the need to be “always connected” drive usage
•Mobile “advertising” struggles as consumers crave relevancy
•Mobile tie-ins for brands will feature social networking•Augmented reality etc will grow but still not prime-time
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LondonCalling.mobi
Always On
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LondonCalling.mobi
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LondonCalling.mobi
Mobile broadband isthe last frontier before “flat rate everything”
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LondonCalling.mobi
Mobile Advertising…There’s an app for that
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LondonCalling.mobi
What do consumers want from a mobile application?
•Works on my phone (no idea what model it is)•Easy to download (app store vs direct)•Useful (I would use it regularly)•Free or low cost•Simple to use (I don’t read instructions)•Minimal branding or pop-ups
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LondonCalling.mobi
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LondonCalling.mobi
Bespoke mobile app for Smirnoff
bit.ly/smirnoffapp
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LondonCalling.mobi
Branded Utility
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LondonCalling.mobi
Branded applications
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LondonCalling.mobi
Barclaycard waterslide game
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LondonCalling.mobi
Barclaycard waterslide game
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LondonCalling.mobi
Branded experiences
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LondonCalling.mobi
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LondonCalling.mobi
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LondonCalling.mobi
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LondonCalling.mobi
Mobile friendly sites
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LondonCalling.mobi
Mobile friendly sites are a must
http://www.peugeot3008.mobi
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LondonCalling.mobi
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LondonCalling.mobi
Campaigns must be measurable
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LondonCalling.mobi
Mobile + Social = WIN
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LondonCalling.mobi
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LondonCalling.mobi
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LondonCalling.mobi
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LondonCalling.mobi
Augmented Reality
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LondonCalling.mobi
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LondonCalling.mobi
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LondonCalling.mobi
IBM augmented reality at Wimbledon
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LondonCalling.mobi
Mobile Secrets
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LondonCalling.mobi
Mobile secret #1
“Mobile operators don’t collect the information advertisers need”
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LondonCalling.mobi
“Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile”
VW CRM Manager May 2009
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LondonCalling.mobi
“P&G spent just 0.17% of their advertising budget on mobile in 2008”
Informa /Ogilvy / Acision paper bit.ly/ad2020
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LondonCalling.mobi
Mobile secret #2
“we’re not interested in CPM or click-through rates…we just want to sell products”
Brand Manager FMCG 2008
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LondonCalling.mobi
“Ultimately advertising must sell...or else”David Ogilvy
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LondonCalling.mobi
Mobile secret #3
“Small is beautiful with mobile”
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LondonCalling.mobi
The changing face of advertising
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LondonCalling.mobi
Mobile secret #4
“Unless we heed the 3 Ps of mobile it will never take off as a medium”
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LondonCalling.mobi
Permission
Privacy
Preference
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LondonCalling.mobi
Permissionpeople will decide what they see / receive / engage with
Privacy
Preference
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LondonCalling.mobi
Permission
Privacypeople will decide where their data is and how it is used
Preference
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LondonCalling.mobi
Permission
Privacy
Preferencepeople will decide what content they find relevant. Inference and assumption has a limited lifespan
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LondonCalling.mobi
twitter @andrewgrill
Follow me on twitter.com/AndrewGrillSlides http://bit.ly/sharegrill
email me via andrewgrill.com/contact+44 788 198 6694
Mobile Advertising & Social Mediawww.LondonCalling.mobi