Embed Size (px)
DESCRIPTION
I presented a Mobile 101 with Tim Courtney from KeyLimeTie. I took the structure from the preliminary Mobile 101 outline that the Heartland Mobile Council is creating. We had a great reception so we are excited about the full version of Heartland\'s Mobile 101. - Hugh
Citation preview
CMM&A Meetup September 14, 2009
Reaching Your Customers & Building Your Brand
on the Mobile Phone
KeyLimeTie
KeyLimeTieisaChicagoland‐basedinterac7vedesignanddevelopmentfirmspecializinginweb,mobile,kiosk,digitalsignage,andenterpriseso?waresolu7ons.
ThecompanywasfoundedinMarch2007bybrothersand15‐yearindustryinnovatorsChrisPautschandBrianPautsch.
Mobile AnthemMobileAnthemisayouthmarke7ngagencythatconnectsbrandstotheirconsumersthroughtheirmobilephonez
•Strategiesthatleveragetheubiquityofmobilewithinyourmarke7ngplan•Objec7ves7edtoreportedmobilemetrics•Drivenbyinsightsinconsumermobilebehaviors
• CRM• Mobile coupons• SMS (Text) alerts/interactions• Mobile phone accessories(skins, mirrors, phone dangles)
• Mobile Websites (WAP sites)• Mobile ad placement• Ringtones, Wallpapers• Location Based Services• iPhone apps
Who are you?
• 271 Million mobile phones in the US 1
• The number of phones worldwide outnumbers computers! (4 Billion)2
• 30% have a second mobile phone2
• 80% of Gen Y has a mobile phone 3
• 18% of mobile subscribers have smart phones 1
1 Nielsen as reported by Wall Street Journal, “Video on Cellphones: The Uncut Version,” July 28, 20092 Tomi Ahonen Almanac 2009, of global mobile subscribers3 Harris/CTIA Sep.’08
What are you doing on your phones?
0
0.225
0.450
0.675
0.900
82%
47%
38%34%
31%28% 26%
19% 18%Picture Music
WAPsiteIM
Mapping
Mobile Access to Data and Information 2008 – Pew Internet and American Life Project
Pictures, Games, Music, Video, Web, Email
18-29 30-49 50-64
Mobile Access to Data and Information 2008 – Pew Internet and American Life Project
What are you doing on WAP?
0 0.15 0.30 0.45 0.60
Social Net
Weather
Directions
Sports
News
Harris/CTIA - Teen Mobile Study, Sep. 2008
Where are you doing it?
• US 91% of the time people have their phones with them1
• Globally 60% of people sleep with their phones2
1 keeps the cellphone literally within arm's reach 24 hours, seven days a week, 365 days of the year per Morgan Stanley 20072 2005 global study by BBDO
What will you do in the future?
• Make Payments(15% of Japanese consumers already doing so)
• Clip Coupons
• Board Trains/Buses/Planes(JAL already allows this)
• Enter Stadiums & Events
• Identification?
http://teck.in/future-of-mobile-payment-and-mobile-phone-near-field-communication.html
0 0.175 0.350 0.525 0.700Specific Brand/Vendor
Favorite Restaurants
Sport, Entertnmt, Travel, etc
Coupons for Consumables
Time Driven
Teens 13-17 Adults 18+
Harris Interactive, May 2008
Type of Ads Wanted
iPhone Consumer Profile
•The typical iPhone user...
•iPhone app 411
Rubicon Consulting, March 2008
0
0.075
0.150
0.225
0.300
<18 18-21 22-25 26-30 31-40 41-50 51-60 61-70 71+
Age of iPhone User
Mobile 101
What is Mobile MarketingAny outreach to your customers using the mobile
phone as the platformA short history
1973 - Martin Cooper makes first mobile phone call - US1979 - First cellular phone network - Japan1981 - 2G introduced - Finland1993 - First SMS data services - Finland*1998 - First ringtone & mobile payment - Finland1999 - First mobile internet - Japan2002 - American Idol - US2007 - First iPhone - US
Mobile in the Marketing MixCan support any of the marketing mix:
• TV• Print• Radio• PR• POS• Web• OOH• Experiential• Direct Mktg
Mobile EcosystemCarriers
Walled Garden
Operating SystemsThe silent war
HandsetsCommodities
Rules & RegulationOpt-inDo Not CallCarrier ApprovalsGrey areas
How do you reach your customers?
Mobile Marketing Process1. Business Objectives
Build your mobile campaign to objectives that can be measured
2. Brand EquityConsider you equities to ensure the mobile program is consistent
3. Consumer TargetDetermine which phones your consumer uses
4. Marketing PlansWeave mobile into other marketing spends
5. Mobile CampaignNow build your mobile campaign
What are Companies Doing?
35%
33%
24%
4% 4%
DabbleNoProduct DependentInvested HeavilyBig Part of Budget
*iMedia Connection Poll, eMarketer, March 2008
US Online Advertisers Who Plan to Invest in Mobile, 2008
Ways to Reach Consumers on their Phones
• SMS
• MMS
• WAP (Mobile Web)
• Location-Based
• Video
• Coupons/M-Commerce
• Bluetooth
• Native Apps
• Games
• Push Notifications
• 2D Code
• RF
Case Studies
Lead Generation:Audi A4 Driving Challenge
Mobile Marketer, June 29, 2009: http://www.mobilemarketer.com/cms/news/database-crm/3566.html
Customer Relationship Management: EZLube
Brand Loyalty: Gilette Venus
Venus Case StudyGillette Venus Spring Break Campaign ‘06• Problem: Brand awareness for Venus dropped for college-aged females• Solution: Integrated Campaign including
Mobile, Internet, Print, Experiential, TV, and Sampling
• Results: Drove trial with 0.8M women and millions of impressions Won the Silver Promo Marketing Award for Experience
VenusBeach Mobile game
Photo Anthem™
Textual Flirting™
Diageo’s “Calling all Captains” campaign has used mobile to create brand engagement
• Pose Off pictures• Prank phone calls
Engagement: Captain Morgan
Awareness: Feature Films
iMedia Connection: http://blogs.imediaconnection.com/2009/9/1/At-Ralph-Lauren--Buzz-worthiness-Trumps-Consumer-Engagement_864.aspx
What is a 2D Barcode?
Mistakes to Avoid:• Don’t make the user
complete too many steps
• Control the QR reader app (or at least the opt-in/opt-out permissions)
Simplicity: Ralph Lauren& QR 2D Barcodes
Driving Sales: Chipotle
Next Steps
• Educate Yourself
• Heartland Mobile Council• www.heartlandmobilecouncil.com
• @heartlandmobile
• LinkedIn/Facebook
• Mobile Marketing Association• www.mmaglobal.com
• Measure
• Execute
• Grow
Thank You!
Contact Information:
Tim [email protected]@TimCourtney
Hugh Park [email protected]@mobilebrandingText “anthem” to 41411
