This document discusses mobile marketing strategies. It outlines that mobile is now the "third screen" with over 1 billion iPhone app downloads. It then discusses how mobile is different because it is portable, contextual, has built-in peripherals like cameras, and is small. The document provides examples for each of these points. It also discusses considerations for mobile marketing such as what type of content to create, which platforms to use, understanding the target market, and how to promote mobile apps and content.
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Mobile marketing - why, what and for whom?
1. Mo bile Marke ting
12 June 2009
To m Gray
Co nte nt S trate g is t
2. Mo bile Marke ting
Why am I he re ?
Mo bile Wo rld Co ng re s s Feb 09
Co ntag io us Mo bile Apps S pe c ial Re po rt M 09
ay
Scott Seaborn, Head of Mobile Technologies, Ogilvy
Dave Gwozdz, CEO, Mojiva
Antony Douglas, Head of Content, O2
Matthew Kershaw, Head of Digital, BBH
Dan Rosen, Head of Mobile, AKQA
Steve Vranakis, Creative Director, VCCP
Peter Bryant, Senior Vice President, Icom
3. Mo bile Marke ting
Why no w ?
The third s c re e n
1 bn iPho ne app do wnlo ads
Ubiquito us wire le s s bro adband
Eas y fo r c o ns ume rs to do mo re than jus t talk and te xt
Affo rdable s e rvic e s (c appe d data rate s )
33% o f wo rldwide we b traffic in Fe bruary 2009 No pre s e nc e o n
But mo bile de vic e s
Only 5% o f mo bile o wne rs bro ws e the mo bile Inte rne t
in 2009 o r 2010
is e quivale nt to
9% s e nd o r re c e ive e mail o n the ir pho ne
no we b s ite
We re s till imitating pre vio us te c hno lo g y
c irc a 1999 o r 2000
4. Mo bile Marke ting
PHOTO - Gre ys c ale
S o what make s mo bile diffe re nt?
5. Mo bile Marke ting
Its Po rtable
Offe r c o nte nt and func tio nality re le vant to
e nviro nme nts o uts ide the ho me
Cas e s tudie s
Glas to nav
c o nte nt, maps and c us to mis e d itine rarie s
no ne e d fo r inte rne t c o nne c tio n
Guinne s s Pas s po rt to Gre atne s s
http ://www .yo utube .c o m /watc h ? v= jo Z3 c e vUztg
6. Mo bile Marke ting
Its Co nte xtual
The be s t apps are c o nte xtually re le vant iPint, o vi maps
Co nte nt and func tio nality s ho uld be re le vant to the e nviro nme nt
Cas e s tudy
Lynx Effe c t - Cre ating a s hare d e xpe rie nc e
Turning yo ur mo bile pho ne into a pulling mac hine
http ://www .yo utube .c o m /watc h ? v = Kb 4 aD2 BVqYQ
7. Mo bile Marke ting
It has built-in pe riphe rals
The wo rld s larg e s t manufac ture r o f c ame ras and
radio s ?
S pe ake r, mic ro pho ne , g ps , ac c e le ro me te r, he art
mo nito r what c an we us e the m fo r?
No t jus t abo ut c o mmunic ating , no w its abo ut c re ating ,
re c o rding and me as uring
Cas e S tudie s
Wimble do n 2009 Aug me nte d re ality
http ://www .yo utube .c o m /watc h ? v =7 VZo Dmqc Z34
kia S po rts trac ke r us ing the pho ne s
No
me as ure me nt to o ls as a c o nte nt c re atio n to o ls
http ://s po rts trac ke r.no kia .c o m
Lynx S ay Che e s e http ://
www .lynxe ffe c t.c o m /#/to o ls /mo bile _ s ay _ c he e s e .as px
8. Mo bile Marke ting
Its s mall
Unintrus ive , s urre ptitio us
Can be s hare d
But: Us ability implic atio ns
Cas e s tudy
Fanta S te alth S o und S ys te m (Og ilvy ) Exc lus ive , hig hly targ e tte d
http ://www .yo utube .c o m /watc h ? v= o -ID2 OQzvUk
9. Mo bile Marke ting
What s hall we make ?
S ave time o r kill time ?
Ho w brands c an c o nne c t us ing mo bile
Fun : e as ie r to de ve lo p , but lac k lo ng e vity
Us e ful: re quire s mo re R&D but c an e xte nd the re latio ns hip
Ho w c an mo bile enhance a c ampaig n ?
Do n t fo rg e t s ms !
10. Mo bile Marke ting
Who fo r?
I want to build an ipho ne app
98% o f c re ative dire c to rs have an ipho ne , 2% o f the g e ne ral public
ipho ne , java o r mo bi
iPho ne 1 bn do wnlo ads
Ge tjar 400 m do wnlo ads , 1414 s uppo rte d de vic e s
mo bi is s ue o f c o nne c tivity and data rate s
S ize o f marke t vs us e r e xpe rie nc e
12. Mo bile Marke ting
Kno w yo ur marke t
Unde rs tanding The Co nne c te d
Co ns ume r
13. Mo bile Marke ting
Kno w yo ur marke t
Wo rldwide S martpho ne S ale s to End Us e rs by Ve ndo r (tho us ands o f units ) /
20000
18000
16000
14000
12000 No kia
10000 RIM
8000 Apple
6000
4000
2000
0
Q4 Q1 Q2 Q3 Q4
2007 2008 2008 2008 2008
15. Mo bile Marke ting
Ho w do we g ive it away ?
S till ne e ds to be part o f ano the r c ampaig n
Gas to nav o n be e rmug s
Fanta o n c ans
Guinne s s - e mail blas ts , we bs ite , c o mpe titio n ,
s ho rt c o de at the e ve nt.
Blue to o th brand ambas s ado rs
Us e multiple s ho rtc o de s to e nhanc e me as ure me nt