“Hi, would you mind if we invaded your mobiledevice to cram advertisements down your throat?”
24.09.09
“Oh great.Another media channel
to add to ourmarketing plans.”
Consumer Expectations Are Changing
≠
(angry mob)
http://www.flickr.com/photos/29233640@N07/3645211083/
Does Mobile Advertising Even Work?
Source: Nielsen Global Online Consumer Survey April 2009
Relevance Trumps Reach
MA
SS MED
IAD
IGITA
L
Ubiquitous Mobile Touchpoints
WORK
HOME
WORK
HOME
STORE
GYM
BIZ TRAVEL
VACATION
Mobile User Profiles
Wannabe25%
Pioneer15%
Traditionalist60%
Source: InsightExpress
Applications Are The Now
The Internet Is The Future
>
Walled Gardens Always Fail (Eventually)
Mobile Social Networking
Social connectivity makes mobile devicesless isolated and more interdependent
Stealth Sound System
Devenir Maman
• Age appropriate personalized SMS babycare tips to moms
• Text in on pack codes to earn 1 point per diaper purchased
• Points redeemed for children’s toys or mobile top ups
• Each point earned is also an entry for abi-monthly sweepstakes to win a collegescholarship for their child
• 162,000 current Pampers Hearts Clubmembers and growing
• 22% increase in product consumptionamong members
Hearts Club
Flite
Tennis Sponsorship
NIKEiD
Rugby
Dublin Bikes
If You Only Remember One Thing MakeSure It’s These Five
• Stop selling and start helping/entertaining/enabling/enhancing
• Improve people’s mobile experience - you are a guest on theirmobile device
• Other media channels get you invited in and mobile enhancesother channels nicely
• Be sociable - mobiles are communication devices first
• Measure the crap out of it
Thanks!
[email protected]://www.twitter.com/irishintl