Mobile advertisers tie-in

http://www.marketingcharts.com/direct/mobi le-advertisers-leverage-social-media15182/millenial-media-campaign-action-mixoct10-nov10gif/#

4 times cheaper 20% CTA increase: shop visits

LIVErtising 6

> Mobile Marketing

Mobile Marketing

What? Why? How? Limits? Future?

What?

Mobile marketing isanyform of communication that uses a mobile deviceto reachcustomersanytimeanywhere and makethemreact in sometargetedway(the CTA) Mobile marketing canmeetmost if not all of the marketing needs an advertisermay have today

Why?

86%
http://www.plazzza.be

70%
22%

20+%

Why?

Just how bigis the mobile market?

Why?

Why?

Mobile Marketing

What? Why?
how big? how useful?

Mobiles reachwhereoth er media dont

Mobiles reachin waysother media dont

Mobiles are a rebound medium

WHY?
The mobile 5 Ps

Why?

http://www.afom.fr

Why? Potential (&limits)

Perceived values:
 Practical  Safety  Freedom

Reach - SMS marketing

 opening rate:  recall rate :  Growing op-in database :

= 92% = 60% vs 15% = 12M / 3.5 M

Contextual by nature Viral by nature LBS

SMS marketing:
MSG isread isreadwn 1 hr ispassed on isanswered CTA Visit web site Visit POS Buyproduct

   

94% 83% 23% 8-27% 6-19% 4-15% 4-17%

  

4 to 17% 94% 8 to 27% 4 to 15% 23% 6 to 19% 83%

Why?

Mobile Marketing

What? Why? How?

How?

How? Mobile tools

Mobile advertisingcantakesever alforms:
SMS SMS+ MMS MMS+ Mobile site Mobile App Mobile widget Hyperlinks Flash movies Banners

How?

How?

How?

How?

How? Mobile tools

Mobile It canbedeployed in advertisingcantakesever differentways: alforms: Operator portal
SMS SMS+ MMS MMS+ Hyperlinks Flash movies Banners Mobile site Mobile App Mobile widget Mobile portal Off-line media On-line non mobile media

It can use severalstrategies:

Push Pull Service

How?

Web site Portal Banner SMS campaign MMS campaign Couponing Confirmation Alert Community

Branding
Acquisition Satisfaction Loyalty building

Image

DM

Satisfaction

CRM

Product info Contests

Promotion

Sales

Mobile sales site

Retail

M-commerce

How?
SMS Push SMS Pull MMS Push SMS Pull/+ MMS Pull/+
Games Events Product launch Events Confirmation Alert M-ticket Product Info Promotion M-coupon Games Info request Contests Customisation Teasing

Mobile Web

Product info

Order follow-up

M-coupon Promotional

LBS

Promotion POS localisation

Local reminders

Event info

Mobile Marketing

What? Why? How? Limits?

Mobile Marketing

What? Why? How? Limits?

User s expectations

So
Non intrusive

Complementary

Added value

KIS&A

Non intrusive

Permission Marketing Opt-in based

Pull SMS Pull call (m-)website registration Data collection method Existent provider-client contract Impersonal moral person

Non intrusive

Permission Marketing Opt-in based:

Pralable Libre Spcifique Inform
(Belgian Law on Electronic Commerce 11/03/2003)

Non intrusive

Permission Marketing Opt-in based Opt-out

[ Doubleopt-in ]

Non intrusive

Permission Marketing Each PUSH message willinclude:

Identification:
o Sender o Offer

Message Control: Opt-out

STOP

Non intrusive

Non intrusive

KIS&A

KIS&A

Mobile Marketing

What? Why? How? Limits?

User s expectations Ecosystem

Advertiser
Sets goals

Facilitators
Com agency
Suggests m-campaign Coordinates Integrates

M-operators
User education

Liaises

M-agency
Works out the campaign Runs the campaign

Implement evolution Bill users & reward advertisers

Promotes

Animates

Connection Agregators
Run admin + technical + commercial interface

Advertiser
Sets goals

Facilitators
Com agency
Suggests m-campaign Coordinates Integrates

M-operators
User education

Liaises

M-agency
Works out the campaign Runs the campaign

Implement evolution Bill users & reward advertisers

Promotes

Animates

Connection Agregators
Run admin + technical + commercial interface

Mobile Marketing

What? Why? How? Limits?

User s expectations Ecosystem Campaignset-up

Prepare
1. Mobility brief: Goal +CTA

Implement
1. Deployment

Launch E
1. M-service promotion 2. M-service animation 3. M-service updating

V A L U A T E

2. 2. Facilitator selection 3. Definition: - Mobile AV - Law & ethics - Economic model - Lifespan Admin coordination 3. Technical coordination

Prepare
1. Mobility brief: Goal +CTA

Implement
1. Deployment

Launch E
1. M-service promotion 2. M-service animation 3. M-service updating

V A L U A T E

2. 2. Facilitator selection 3. Definition: - Mobile AV - Law & ethics - Economic model - Lifespan Admin coordination 3. Technical coordination

Mobile Marketing

What? Why? How? Limits?

User s expectations Ecosystem Campaignset-up Marketreadability

GSM GPRS SMS MT UMTS 2.5G PDA c HTML i Mode push SMS MO MMS+ pull HSDPA BlackberryMTTDoCoMo Audio tag 3G WAP OFF Portal PlazZza Short Codes ARPU QR bar codes Tagattitude LBS

Mobile Marketing

What? Why? How? Limits?

User s expectations Ecosystem Campaignset-up Marketreadability Format compatibility

Mobile Marketing

What? Why? How? Limits? Future?

the ultimate Web 2.0 tool ?