Corporate information The Crazy4Media Group is made up of various companies specialised in different areas of the interactive marketing sector. Each company runs complementary functions and knowledge, thereby allowing us to offer innovative, ambitious, and above all effective global interactive marketing campaigns.

Currently we are a team of 60+ staff, with invoicing of over 20M€ in 2011.

Our client portfolio includes companies such as: •  Vodafone •  Vivaki •  LAN Airlines •  Sevilla FC

Should you be using mobile marketing?

In  order  of  general  effec.veness  (in  our  experience)    •  Direct  mobile  marke/ng  (SMS  push,  Audio  push,  Video  push,  App  

no/fica/ons)  •  Mobile  adver/sing  •  QR  Codes  –  Couponing  •  Smartphone  apps  •  Social  Media  (SoLoMo)  •  Video/Videocall  portals  •  Proximity  marke/ng  –  Bluetooth/Wifi/NFC  

 Fuente:  Crazy4Media  Group  client  campaigns  from  2011  

What  is  mobile  marke.ng?  

Why  mobile  marke.ng?  

•  Ubiquitous  (there  were  5.3  billion  registered  mobiles  in  the  world  in  July  2011.  76%  of  the  global  popula/on.)  

Fuente:  Mobithinking  •  Always  with  us  •  Always  on  •  Billing  mechanism  •  Interac/ve  device  •  Communica/on  device  =  Immediate  responses  •  Personal  (1  to  1  communica/on)  •  It  works!!  Low  cost  per  promo/onal  impact  

 

The  mobile  audience  

0%  

10%  

20%  

30%  

40%  

50%  

60%  

70%  

Q3  2010   Q3  2011  

13-­‐17  

18-­‐24  

25-­‐34  

35-­‐44  

45-­‐54  

55-­‐64  

65+  

Smartphone penetration (USA)

Source: Nielsen , 3 Noviembre 2011 http://blog.nielsen.com/nielsenwire/online_mobile/generation-app-62-of-mobile-users-25-34-own-smartphones/

O2 Media announces that O2 More

has reached 6 million users. 93% of users open a message within 5 minutes of receiving it. Source: O2 Media, 7 September 2011 http://www.o2media.co.uk/news

SMS, the lowest common denominator

Attitudes towards mobile marketing (Spain)

Source: IAB Spain y The Cocktail Analysis, Mobile Marketing en España. November 2011 http://recursos.anuncios.com/files/457/97.pdf

0  

10  

20  

30  

40  

50  

60  

70  

80  

Willing  to  receive  more  adver/sing  on  their  mobile  phone  in  exchange  

for  something  of  value  

With  mobile  adver/sing  I  access  informa/on  that  I  do  not  receive  

through  other  channels  

The  mobile  audience  

Comparison  of  mobile/online  for  CPG  campaigns  

Aided Brand Awareness

Brand Favorability

Purchase Intent

Mobile Ad Awareness

Message Association

Percent Impacted: Delta (Δ) CPG Mobile CPG Online

Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011; Dynamic Logic MarketNorms for Online, Last 3 Years through Q1/2011 CPG Mobile N=41 campaigns, 37,649 respondents; CPG Online N=881 campaigns, 996,812 respondents. Delta (Δ)=Exposed-Control

+6.5 +1.7

+25.0

+5.1

+9.3

+2.3 +1.6

+5.4 +1.6 +4.6

What are other clubs doing right now?

Club objectives

1.  Direct  contact  with  fans  2.  Mone/sa/on      1.  CRM  2.  Mone/sa/on  3.  Direct  contact  with  fans      1.  CRM  2.  Mone/sa/on  

Mobile content clubs Downloading exclusive club content.

Adapting and converting official content into a mobile download format with an exclusive code, and incorporating mobile options so they can be paid for, and downloaded by users on their phones.

Database generation

Online promotions to generate databases of premium users.

TV Chat Interactive participation.

Allowing fans to send text messages to the their television screens.

Raffles and opinion polls Up-to-date promotions and information.

Premium SMS and voice platforms that let us obtain fans’ up-to-date votes and opinions on a proposed topic: match sweepstakes, opinions about new signings etc. Used particularly by radio stations in conjunction with Social Media platforms.

abril  12   CORPORATE   15  

Direct mobile marketing

Send promotions, notifications, or any other club information via SMS/WAP/video push and smartphone application push to opt in fan databases.

Video Portals Interacting via 3G videocalls.

3G videocall portals where fans can find all the information they need about the club, interact with other fans and even have videochats with the players, trainers, etc.

Video Scoreboards Interactive encouragement during matches.

Real time SMS and video call service where users can send comments, opinions and words of encouragement to their team which appear on the scoreboard screens at the grounds whilst the game is on. Also possible to do the same with games etc.

Smartphone apps

Done that. Now what?

1.  Op.mise  your  website  for  mobile  and  tablets  

In EU5, Over 13 Million Smartphone Users Access Mobile Retail Sites Mobile retail is one of the fastest growing activities amongst smartphone users, with more than 13.6 million EU5 smartphone owners accessing a retail site in October 2011. Similar to other trends revealed in this study, the UK had the largest audience with 4.7 million people, but Germany accounted for the largest increase in users with a 112 percent growth year-over-year.

http://www.comscore.com/connected-europe http://www.mobile-ent.biz//news/read/40-per-cent-of-tablet-users-encounter-problems-when-browsing-websites

2.  Incorporate  mobile  payments  to  your  offerings  

http://www.nielsen.com/us/en/insights/reports-downloads/2012/us-digital-consumer-report.html

http://www.wired.com/epicenter/2012/03/opinion-grimshaw-sink-swim/all/1

3.  Think  about  mobile  SEO  &  SoLoMo  

•  Different searches (shorter) •  Different competition (90% of all

websites are NOT mobile optimised)

•  Different titles/descriptions (less text)

•  Local results are important

•  Google Latitude •  Foursquare •  Facebook

places •  Gowalla •  Uwanna •  Oikian •  etc….

•  Discount coupons •  “Likes” •  Websites •  Links to payment pages

http://www.youtube.com/watch?v=fGaVFRzTTP4

4.  Use  QR  codes  and  coupons  to  link  “physical”  and  “digital”  

In only one year Starbucks in the USA has processed 26.000.000 mobile

transactions http://www.youtube.com/watch?v=or6U0GeZ4j0

Starbucks mobile

5.  Use  professionals  

Percent Impacted: Delta (Δ)

Aided Brand Awareness

Brand Favorability

Purchase Intent

Mobile Ad Awareness

Message Association

+18.1

+5.9

-2.7

+44.4

+19.9

+2.4

+29.8

+12.1

-1.3

+14.5

+3.9

-4.9

+16.3

+4.7

-4.0

Mobile Best Performers Overall Mobile Performers Mobile Worst Performers

Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011 Overall Mobile N=165 campaigns, n=125,471 respondents. Delta (Δ)=Exposed-Control

24  

Many  thanks  for  listening.  

Tom  Horsey  Senior  Partner  

Crazy4Media  Group    

Calle  Arquitectura  2  Torre  11,  Planta  7  41015  Sevilla  

 tomhorsey@crazy4media.com  

Phone:  954  98  08  48    

Linkedin:  hjp://www.linkedin.com/in/tomhorsey  

Twijer:  @tomhorsey