BCU - Making Mobile Marketing Intro

8/8/2019 BCU - Making Mobile Marketing Intro

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About me

• 18 years digital marketing, 7 yearsexperience in mobile marketing

•

• CEO of mobile agency, Formation

•

• Mobile strategist and consultant

•• Chair of DMA Mobile Council

•

• [email protected] 020 7490 8779

mailto:[email protected]

mailto:[email protected]



The mobile marketing challenge

Broadest info technology

Always there, always on

Great engagement & response

Exciting and interactive content

But …

Many standards, technologies and channels

Highly personalFew measurement standards

Confusing regulatory practices



1/2of humanbeings are

‘mobile’

Why mobile?



%9 of UK adults aremobile

9 billion messages per monthOver 90% of messages are read

Almost 100% recall of messages received40% of the UK have smartphones18m + people use the mobile web each month

Mobile search has grown 500% in the last two years

Why mobile?



Why mobile marketing?

%2 -of people would opt in

for the*right incentive

Over %0 of mobile users have

used a shortcode to respond to**adverts in other media

Mobile advertising spend has doubled

each year since 2007***

Response and purchase rates over %0

have been generated by mobile campaigns

: * / , // ** , // *** ,Sources DMA IAB 2010 O2 2009 IAB 2010



Mobile’s Role in Marketing

Customer r esponse and acquisition

MobileMarketing

MobileCommerce

MobileCustomer

Service

, ,CRM retention loyalty and upli

Transaction



The Mobile Landscape



iphone: 65m Motorola Razr: 110m Nokia 1100: 200m

The Best Selling Handset?



The first mobile phones?



1G era1980’s-1991

2G era1991-2001

3G era2001 onwards...

1G mobile telephony transmitted voice calls as an analogu

nals were switched to digital, the first SMS was sent in 1992, and primitive mobile

rgence of faster data connections, music, content, news and mail services have



Smartphone AdoptersYoung affluent mobileusers have caused amassive explosion in

the market for themobile internet and

apps

Mass MarketMany devices are still

base around simplecalling and texting withsmall screens andslow connections

The Mobile Landscape Now



…and in the next few years



Smartphones are taking over



, ,s who are addicted to digital products and communities will place the smartphone at the top of thei

2010 2013

2010 2013

2010 2013

. ,et for smartphones due to their high tariff and previous exclusivity to Pay Monthly tariffs However

,lder users who make little use of digital platforms and for whom new devices are a source of confusi

Smartphone penetration



Callext

…People used to



Call

Text

ocial networks

Search

ontent Download

obile TV

Email

eb browsing

-icro payments

Gaming

Shopping

Music

+amera picture

ersonal organiser

Navigation

+ouchers ticketmart metering

leet management

-ele care

ata Storage

… now they



Brands are used to developing

products in the same silos year after

year

BranchesCall CentresOwn-brand web sitesTV AdvertisingDirect Mail

Outbound calling

!u y i t

!u y i t

Social NetworksMobile web

WidgetsGamesMatesEmail

AppsSMSViral

IM

Wha’eva

’It s a problem for brands



This is how we used to get our mobile media

Who are the mobile media owners?

Now we get it like this …



Mobile’s Role in Social Media

Up to 150 million users access

through mobile

Mobile users twice as

active as non-mobile

50%of UK status updates

from mobile

Twitter saw 62%

increase in mobile app

use from April-Sept 2010



Personalelevant

Trustworthy

Innovative Immediate

Understanding Mobile Users



I like to try new things with my new phone

personalisedi nnovative

fun

creative

stylish

entertaining

relaxing

mood setter

persuasive

trustworthy

information

comprehensive

up to date

convenient

immediate

for me

undemanding

mobile

magazines

internet on PC

TV

radio

newspapers

another plus is I’mthe only user whereas a laptop I share

with the wife!

I like to try new things with my new phone

Mobile is Innovative and Personal



volume/response/opt-out/spam

Trust and Permission



Mobile. A Spam Free Zone?

66% of UK consumers feel that they have

received mobile spam*

10% of these messages were phishing attacks**

45% were links included premium rate response numbers to call

30% of UK consumers blame their network

operators for it

•* / , // **Formation DMA 2009 Cloudmark YouGov



The Most Accessed Channel 12-6pm

mobile%71 %59

%75

%90

%76%73

%86

midnight to 6am -6am 9am -9am noon -noon 4pm -4pm 6pm -6pm midnight

PC

radio

print

TV



Mobile Marketing Technologies



Bluetooth

Mobile Web

Apps

+ Universal, high response,low cost

- Limited info and interactivity, user permissioSMS

MMS

+ High functionality, low cost- data connections, usability, response rate

+ High functionality, engaging content, delivery n- Development cost, compatibility, busy app st

+ Network independent, high functionality, instant r- Units in situ, usability, user identification



Mobile Marketing Disciplines



Interaction: response

JOIN



One CRM campaign we all know



Shelter



Walkers



Did

youkno

w that

, %

yester

day34

of

all

winner

s came

off

Barbec

ueBee

f?

Next day, 78% of entries from

Barbeque Beef packs



Interaction: sampling

U lift BMW Wi t T



:Uplift BMW Winter Tyres



Brand Awareness: AMF



’It s Not Just Text



Or a Picture



Or Even Sound



NatWest: Customer Service



M&S: Transactional



Mobile Advertising



Experiential



So why isn’t everyone doing it?

ack of understanding

ack of historic data

o measurement standards

How do we buy mobile media?

arriers from regulations and legislation

‘ ’ ’ur customers won t like it



Mobile is…

...a fast, simple way to communicate



.. It works where other’s don’t



... it only takes one word to create

engagement

JOIN



Learning more about mobile

Mobile as Media Channel

2 day course

Accredited qualification

Free if you sign up today!



In Conclusion

Mobile marketing can …

Generate response and uplift

Bring immediacy to campaigns

Work in tandem with other channels

But …

Understand the personalness of mobile

Keep it relevant and immediate

Follow best practice

And remember, not everyone has an iphone!

BCU - Making Mobile Marketing Intro

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