adma mobile marketing (and more) june 2009
DESCRIPTION
Presentation to Australian Direct Marketing Association (Digital Marketing) on the role of mobile as part of the advertising/marketing mix. Includes varied mobile concepts, including augmented realityTRANSCRIPT
New technologies, new applications New technologies, new applications (new ways of connecting)(new ways of connecting)
New technologies, new applications New technologies, new applications (new ways of connecting)(new ways of connecting)
Jennifer Wilson
Eric Schmidt CEO Google 13 August 2008Eric Schmidt CEO Google 13 August 2008
The cinema screen (screen 1)The TV screen (screen 2)The computer screen (screen 3)The mobile screen (screen 4)
The cinema screen (screen 1)The TV screen (screen 2)The computer screen (screen 3)The mobile screen (screen 4)
In the beginning was….The Printing PressFollowed by Recording (about 1900)Then Cinema (1910)And Radio (1920)We then got TV (1950)The Internet (1990’s)And finally, Mobile (as a mass media – 2000+)
Note: only the final two are personal mass media……
In the beginning was….The Printing PressFollowed by Recording (about 1900)Then Cinema (1910)And Radio (1920)We then got TV (1950)The Internet (1990’s)And finally, Mobile (as a mass media – 2000+)
Note: only the final two are personal mass media……
Alan Moore. Communities Dominate Brands
8.55m 3G handsets (December 08)Up 88% on a year ago
17m iPhone sold world-wide (10m 3G)iPhone equates to 1.1% of all handsets
Blackberry equates to 1.9%
AdMobs ad serving:33% to smart phones10.4% to iPhones
O2 released fabulous 3G package400% increase in data traffic (major upgrade requried)
$25b global mobile content market
8.55m 3G handsets (December 08)Up 88% on a year ago
17m iPhone sold world-wide (10m 3G)iPhone equates to 1.1% of all handsets
Blackberry equates to 1.9%
AdMobs ad serving:33% to smart phones10.4% to iPhones
O2 released fabulous 3G package400% increase in data traffic (major upgrade requried)
$25b global mobile content market
Twice as many mobiles as TV setsThree times as many mobile subscribers as internet users Four times as many mobiles as PCsFive times as many mobile as cars. 31% of all music dollars spent worldwide20% of video gaming software
Unisys study revealed that if we lose our wallet we report it in 26 hours. If we lose our mobile, we report it in 68 minutes.
Twice as many mobiles as TV setsThree times as many mobile subscribers as internet users Four times as many mobiles as PCsFive times as many mobile as cars. 31% of all music dollars spent worldwide20% of video gaming software
Unisys study revealed that if we lose our wallet we report it in 26 hours. If we lose our mobile, we report it in 68 minutes.
13% regard it as their best friend (2/3rd would be emotionally affected if we lost it)14% of us answer it during sex*Almost 90% would take it to the toilet with them (and too many are willing to answer it there!)28% of us send sexually explicit SMS messages23% have dumped a partner via SMS Mobile is our most important connection: 70% would refuse to lend a phone to a friend for a day20%+ of the youth market disposable income is spend on mobile and related services
13% regard it as their best friend (2/3rd would be emotionally affected if we lost it)14% of us answer it during sex*Almost 90% would take it to the toilet with them (and too many are willing to answer it there!)28% of us send sexually explicit SMS messages23% have dumped a partner via SMS Mobile is our most important connection: 70% would refuse to lend a phone to a friend for a day20%+ of the youth market disposable income is spend on mobile and related services
* Unless you’re in the USA, where it is closer to 35%
Most ubiquitous device (ever)Responded to very quickly (96% SMS read in <20 mins)On 24 x 7, nearby and accessed oftenCommunication, content and utilityResponse to mobile advertising incredible:
3% - 7% response rate10% - 20% conversation rate6 times the ROI on mobile compared to other forms
We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices
Most ubiquitous device (ever)Responded to very quickly (96% SMS read in <20 mins)On 24 x 7, nearby and accessed oftenCommunication, content and utilityResponse to mobile advertising incredible:
3% - 7% response rate10% - 20% conversation rate6 times the ROI on mobile compared to other forms
We talk about ‘conversation’ – this needs to happen seamless and consistently across all devices
AMF Ventures measured the relative accuracies of measuring audience data by the three major media channels, TV, internet and mobile in 2007 and found:
On TV, the total audience data that can be captured is 1%On the web, the audience data that can be captured is 10%On mobile, the audience data that can be captured is 90%
AMF Venture 2007
AMF Ventures measured the relative accuracies of measuring audience data by the three major media channels, TV, internet and mobile in 2007 and found:
On TV, the total audience data that can be captured is 1%On the web, the audience data that can be captured is 10%On mobile, the audience data that can be captured is 90%
AMF Venture 2007
Right now, we’re seeing internet on a small screen….But there’s much more to this
Mobile offers :The first personal mass media channelAlways with us, always onLocation awarenessBuilt in payment channelCreative tool for UGC (video, text & image)Near-perfect audience dataAble to capture the social context of mediaProactive communication tool
Right now, we’re seeing internet on a small screen….But there’s much more to this
Mobile offers :The first personal mass media channelAlways with us, always onLocation awarenessBuilt in payment channelCreative tool for UGC (video, text & image)Near-perfect audience dataAble to capture the social context of mediaProactive communication tool
Based upon Tomi Ahonen – Mobile as the 7th Mass Media
Key Point – “The user interface everywhere”Everything will become connected (wirelessly)Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation
Trucks sense wear on tyres, place an order at a suitable garage on route for replacements, alerting driver as appropriate
More interesting - use of existing devices as intelligent sensorsGPS plus (time) in a car = traffic flowsGPS plus (weather sensing) = instant localised weather
We will be the crowd that sources (via our mobile device)
Key Point – “The user interface everywhere”Everything will become connected (wirelessly)Addition of mobile sensors to non-consumer devices to allow for machine to machine semantic conversation
Trucks sense wear on tyres, place an order at a suitable garage on route for replacements, alerting driver as appropriate
More interesting - use of existing devices as intelligent sensorsGPS plus (time) in a car = traffic flowsGPS plus (weather sensing) = instant localised weather
We will be the crowd that sources (via our mobile device)
Personalisation is capturing the information someone gives you about themselvesContext is knowing what goes before this, what other influences are, unspoken factors – the environment in which this sitsFor mobile, some context is automatic:
Location, day of week, time of dayPrevious actions from <here> at <similar times>What they did before they got to <this service>
With content & context, recommendations are natural (add community, commerce to personalisation and search = Mobile 3.0!)
Personalisation is capturing the information someone gives you about themselvesContext is knowing what goes before this, what other influences are, unspoken factors – the environment in which this sitsFor mobile, some context is automatic:
Location, day of week, time of dayPrevious actions from <here> at <similar times>What they did before they got to <this service>
With content & context, recommendations are natural (add community, commerce to personalisation and search = Mobile 3.0!)
This, I submit, is the formula for the future: Web 3.0 = (4C + P + VS). Sramana Mitra
WhenWhat is the time of day/day of week NOW?Is this their first time or have they been here before?
Where Where are they? Does that change anything?Where were they before they came here?
WhyWhy are they using this device?
HowCan we help them? What are they trying to do?
WhenWhat is the time of day/day of week NOW?Is this their first time or have they been here before?
Where Where are they? Does that change anything?Where were they before they came here?
WhyWhy are they using this device?
HowCan we help them? What are they trying to do?
22m mobile phones
9m 3G handsets
35% rich media devices
< 2% iPhone
22m mobile phones
9m 3G handsets
35% rich media devices
< 2% iPhone
Addressable market: 14m
Don’t restrict the contentJust manage the navigation and presentation
Think of your consumer *first*What will they be doing? Where? Moving?
Tailor your sites for your audienceNot just iPhone, but not WAP 1.0 either
If cross-platform (online and mobile)Allow a single log in for consistent experience
Personalise, tailor, make unique, deliverRemember your customers and show you remember
Don’t restrict the contentJust manage the navigation and presentation
Think of your consumer *first*What will they be doing? Where? Moving?
Tailor your sites for your audienceNot just iPhone, but not WAP 1.0 either
If cross-platform (online and mobile)Allow a single log in for consistent experience
Personalise, tailor, make unique, deliverRemember your customers and show you remember
Zero changes to user behaviour(don’t make them act differently for you)
One login(remember who they are, regardless of device)
Two second respond timeMake it simple, make it clean, make it fast
Three clicks away (maximum)You’ll lose 10% of users for each added level
Zero changes to user behaviour(don’t make them act differently for you)
One login(remember who they are, regardless of device)
Two second respond timeMake it simple, make it clean, make it fast
Three clicks away (maximum)You’ll lose 10% of users for each added level
SMSPush messages, include links, content, imagesCan be forwarded (potentially viral)96% of messages read in 20 mins (email????)
InternetLimitations as to use of device functionalityLess control over placementMake sure the specific device is recognised (EX)
AppsFirst, get them to download (non-iPhone < 12%)Ability to control ad placement
SMSPush messages, include links, content, imagesCan be forwarded (potentially viral)96% of messages read in 20 mins (email????)
InternetLimitations as to use of device functionalityLess control over placementMake sure the specific device is recognised (EX)
AppsFirst, get them to download (non-iPhone < 12%)Ability to control ad placement
Masking of number with name (doesn’t let me call back/cancel)Text heavy How relevant is the offer?Note: Osborne Park WA
Masking of number with name (doesn’t let me call back/cancel)Text heavy How relevant is the offer?Note: Osborne Park WA
First, recognise your handset First, recognise your handset
And the size of the pointing device…. Note: Qantas has
resolved this problem, but it did take three
months….
Typical use of banner at top of pageOccasional repeats at fold Usually max of 3 per page
Typical use of banner at top of pageOccasional repeats at fold Usually max of 3 per page
Top line ‘jump to’ boxExpand categories for moreRepeat navigation:
Top, middle bottom
Bottom – allow jump to topWhat is the input device?
Finger? Keyboard? Numeric keypad only?
Top line ‘jump to’ boxExpand categories for moreRepeat navigation:
Top, middle bottom
Bottom – allow jump to topWhat is the input device?
Finger? Keyboard? Numeric keypad only?
Iconic brands are their own advertisingIconic brands are their own advertising
New York Times applicationAd is placed a bottom of the screenAnd remains there as you scroll down
New York Times applicationAd is placed a bottom of the screenAnd remains there as you scroll down
ABC applicationBase line navigation Remains on screen Can be tailored specifically for each siteMuch greater flexibility
ABC applicationBase line navigation Remains on screen Can be tailored specifically for each siteMuch greater flexibility
First there was television, or rather:First there was television, or rather:
+
Which started off as (and in many cases remained):Which started off as (and in many cases remained):
+
Lots of talk about “the mobile internet”….Lots of talk about “the mobile internet”….
Sounds a lot like “radio with pictures “
iPhone – that gorgeous (tiny) restricted environmentCarriers are cut out (and don’t like it)Apple has total control (and increasingly we don’t like it)Development environment also controlled (and limited)
Android, Windows Mobile & Open Symbian – new forces?(more) Open sourceBroader development communityBetter processing environment An operating system on other devices
Reduced x-platform development costsStill with the gorgeous features
iPhone – that gorgeous (tiny) restricted environmentCarriers are cut out (and don’t like it)Apple has total control (and increasingly we don’t like it)Development environment also controlled (and limited)
Android, Windows Mobile & Open Symbian – new forces?(more) Open sourceBroader development communityBetter processing environment An operating system on other devices
Reduced x-platform development costsStill with the gorgeous features
Palm PreHTC DreamLG Touch WebEclipse Intuit (maybe?)
Palm PreHTC DreamLG Touch WebEclipse Intuit (maybe?)
When scanned, this code links directly to this mans’ blog
Don’t expect more than 25% of your market to get this (yet)Always offer an alternative way in eg:“or text ‘code’ to 0410 10 10 10”About 7%(+) of your audience will type in a URL eg:m.campaign.com.au (recommend against campaign.mobi)Site being developed by AIMIA (MIG) scanme.com.au
Will provide information on what QR codes areAnd supply a link to download a free reader(Also available by texting ‘reader’ to '0429 883 688' )
Likely to have a shelf life of about 12 – 18 monthsImage recognition will take over
Don’t expect more than 25% of your market to get this (yet)Always offer an alternative way in eg:“or text ‘code’ to 0410 10 10 10”About 7%(+) of your audience will type in a URL eg:m.campaign.com.au (recommend against campaign.mobi)Site being developed by AIMIA (MIG) scanme.com.au
Will provide information on what QR codes areAnd supply a link to download a free reader(Also available by texting ‘reader’ to '0429 883 688' )
Likely to have a shelf life of about 12 – 18 monthsImage recognition will take over
36
http://www.youtube.com/watch?v=PrwmHnnSXYo
Facebook Connect (to open up social elements)Linking installed apps via connect (or other open source tool)Allows for sharing at the apps levelCould be gamesCould be gamingCould be how socialnetwork truly goes mobile
BrightkiteLooptCitysearch (US)LivePokerDiggTwitter
Facebook Connect (to open up social elements)Linking installed apps via connect (or other open source tool)Allows for sharing at the apps levelCould be gamesCould be gamingCould be how socialnetwork truly goes mobile
BrightkiteLooptCitysearch (US)LivePokerDiggTwitter
Image: © razorfish 2008
http://www.youtube.com/watch?v=vCCyfkGKL_w
Image recognition improving dramaticallyPrediction: death of QR codes in 18 months
Supplementing reality and augmenting itVia your mobile phone
Image recognition improving dramaticallyPrediction: death of QR codes in 18 months
Supplementing reality and augmenting itVia your mobile phone
Mobile is more than a campaign toolWe have to start thinking of it not as the fourth screen
But as the first
For marketing, the budget need to not be experimentalBut experiential
For advertisers, the consumer needs to come first Time, place, activityReward, cost, response
We can experiment hereThe audience is extremely tolerant (and inquisitive)
Mobile is more than a campaign toolWe have to start thinking of it not as the fourth screen
But as the first
For marketing, the budget need to not be experimentalBut experiential
For advertisers, the consumer needs to come first Time, place, activityReward, cost, response
We can experiment hereThe audience is extremely tolerant (and inquisitive)
If you are a brand:Mobile is a consumer touch point, not just an advertising or marketing channelConsumers will expect to transact through this channelHow does your brand stack up? What do you represent?
If you are a marketer:Use mobile as part of you strategy (integrated with others)If you want to do something new/different – mobile can helpConsumers are sophisticated – clever concepts are better
If you are an advertiser:Be patient. The market is coming (and can be counted)Be aware of the context. Popular might not be appropriate
If you are a brand:Mobile is a consumer touch point, not just an advertising or marketing channelConsumers will expect to transact through this channelHow does your brand stack up? What do you represent?
If you are a marketer:Use mobile as part of you strategy (integrated with others)If you want to do something new/different – mobile can helpConsumers are sophisticated – clever concepts are better
If you are an advertiser:Be patient. The market is coming (and can be counted)Be aware of the context. Popular might not be appropriate
Eric Schmidt CEO Google May 2005Eric Schmidt CEO Google May 2005
http://www.youtube.com/watch?v=FScddkTMlTc
Jennifer WilsonJennifer WilsonThe Project FactoryThe Project Factory
[email protected]@theprojectfactory.com+61 414 59 58 57+61 414 59 58 57
@JenWilsonSydney@JenWilsonSydney
Jennifer WilsonJennifer WilsonThe Project FactoryThe Project Factory
[email protected]@theprojectfactory.com+61 414 59 58 57+61 414 59 58 57
@JenWilsonSydney@JenWilsonSydney