Simon Balmer sb@thirdscreen.com.au Joe Barber jb@thirdscreen.com.au
Stats & Facts AIMIA - 2009 Australian Mobile Phone Lifestyle Index (sample space 3710) •35% of Australians now check emails on their handsets (50% of these daily) •70 per cent access mobile entertainment and information services •32% per cent of respondents accessed social networking sites from their handsets •21 per cent of respondents visiting websites on their mobile phones at least once a day. •Accessing the web, video, music & information on mobile was now well and truly mainstream. •9% respondents owned an iPhone •47% owning a Nokia phone. •63% stated they had a 3/3.5G handset, while 16 per cent didn't know •Australians appeared to be comfortable both with making payments from their mobile phones and with mobile phone advertising •MySpace targeting 50% access via mobile by end 2010 MOBILE MOBILE PREMIUM 3G DATA ON OFF BLUETOOTH COUPONSINTERNETCONTENT SERVICESDECK DECK PROXIMITY
The 8 Ways of MobileMarketing 1 2 3 4 Mobile Mobile Mobile Mobile Mobile Mobile Mobile Mobile Messaging Loyalty Internet Broadcast Messaging Loyalty Internet Broadcast POS Integration POS Integration TV & Radio SMS Search/LBS, Portals TV & Radio SMS MMS Search/LBS, Portals MMS Track Transactions Track Transactions CAMPAIGN OBJECTS Banners CAMPAIGN OBJECTS Banners PODcasting Reward Loyalty PODcasting Reward Loyalty Image, Face, QR Code... “Click to receive MMS” Image, Face, QR Code... “Click to receive MMS” Music “Channels” Ticketing, Vouchers Motivate Spending Integrated WAP mSites Music “Channels” Ticketing, Vouchers Motivate Spending Integrated WAP mSites 5 6 7 8 Mobile Mobile Mobile Mobile Mobile Mobile Mobile Mobile Content Proximity APPS Social Networks Content Proximity APPS Social Networks On Device Portals Games Games On Device Portals Sponsored Events Bluetooth Bluetooth Sponsored Events (branded) (applications) (applications) (branded) Search, Shop & Save Targeted Banners Videos NFC/Wi-Fi/RFID Videos NFC/Wi-Fi/RFID Search, Shop & Save Targeted Banners Widgets & gadgets Sponsored Channels Music LBS LBS Widgets & gadgets Sponsored Channels Music
Mobile Messaging.. Beyond SMS/Banners Coupons & Vouchers Coupons & Vouchers Inbound MMS Image Inbound MMS Image Loyalty Group Offers Loyalty Group Offers Ticketing & Catalogues Ticketing & Catalogues
Mobile Internet Mobile Subscribers Mobile Subscribers “Rich” Mobile Consumers now expect Internet Browsers a device friendly mobile Mobile Internet Mobile Internet Internet experience Users Users (NOT WAP) Deliver a per handset (device family) friendly experience
Try somedemos.... www.mobiPOST.com.au Sendthese keywordsto 0488-901-858
Try somedemos....INBOUND MMS “Readerless” QR Code Demo www.mobiPOST.com.au QR Codes create some intrigue and interest from the consumer. But the challenges in downloading and installing a reader and putting the explanation inside the advertising creates a complexity that deters interaction. However, a “snap and send” strategy where the codes are interpreted at the server side achieve all the same consumer interest and intrigue and is easy to explain and provides far greater flexibility for the response which can be updated and changed on the fly. Send an MMS with a pic of a QRCode with the subject being QR to 0429-687-062 and see how our server reads and responds. NO READER REQUIRED. Face Recognition Demo Try the face recognition engine which for 0429687062 0429687062 the demo compares how much you look QR FACE like Ben Stiller. Send an MMS with a pic of your face and the subject being Face to 0429-687- 062.
Does MobileW ork?
Mobile – What sets it apart • Always On – mobiles are rarely ‘Off’ • Always on Hand – almost always close by • Extremely Personal – a single contact device No other medium has any of these qualities If these attributes are not respected mobile will fail
Does MobileW ork? Pushing a 30s TVC to a list. - No offer - No targeting Using radio to drive mobile vouchers - Complex mechanic - Targeted “drive time” to “text in”
Does MobileW ork? • integrated with Community Benefits Program • opt-in to mobile program called CB MORE • 6 offers sent to mobile every Thurs • offers unique to CB MORE • unique offers triggered by swipe of existing card • mobile message the only communication 1. weekly spend ….. up 20+% 2. promoted products ….. 50 – 2000% uplifts 3. MMS sales uplift 100% higher than SMS
Does MobileW ork? 5,000 TICKET 0355 vouchers sent • POS conversion tracked • benchmarked Email, SMS, MMS • 6% sales conversion from Email • 7% sales conversion from SMS • 75% more sales from MMS vs email • Fully in house self managed campaigns
Do Agencies UnderstandMobile? o o o o t t t t t t t t n n n n a a a a w w w w Media Agencies Banner spots Limited requirement in bigger picture Revenue disconnect Creative Agencies Talking about mobile Limited appreciation for full scope Lacking skills & knowledge Promotions Agencies Intrigued and open minded Exploring ideas Trying to understand full scope Need results CRM Agencies Dabbling and inquisitive Struggling to balance integration DIRECT Innovators, looking for “edge” Learning from International experiences Relatively low cost to explore and innovate
Do Agencies UnderstandMobile? o o o o t t t t t t t t n n n n a a a a w w w w WINNERS..... Small, nimble, bold experimenters Making effort to learn scope of mobile Ecosystem Internal focussed mobile champion Willing to push envelope with clients ACTIONS..... Move mobile from back room “incubation” to core Explore and understand entire mobile Ecosystem Be bold & be creative Integrate across mediums (don’t isolate mobile) THINK BIG
Some “winning” tips... Remember... •The mobile is a very “personal” 24x7 medium •Messages are read almost immediately •Has the ability to annoy very easily •Is very strictly regulated (ACMA) “ Snack on the mobile feast on the WEB ”
Some “winning” tips... DON’T... •Mobile wont “fix” a bad campaign •Don’t confuse or compromise a campaign for revenue share •Don’t treat mobile like “online” •Over use “opt in” members/lists •SPAM
Some “winning” tips... DO... • Personalise all messaging where possible; keep communications targeted and relevant •Give consumer compelling offer (purpose) not “soft offer” •Ensure WEB properties are “mobile friendly” •Integrate medium as part of overall media strategy •Track, measure, analyse and follow up
Some “winning” tips... DO... • Personalise all messaging where possible; keep communications targeted and relevant •Give consumer compelling offer (purpose) not “soft offer” •Ensure WEB properties are “mobile friendly” •Integrate medium as part of overall media strategy •Track, measure, analyse and follow up
www.mmaglobal.com Is it real? www.mobilemarketingmagazine.co.uk www.mobilemarketer.com
Is it real?
Is it real? BMW Germany – Direct MMS Campaign • MMS delivered to recent car buyers • Promoting winter tires • Customized example of car with new tires • Specific ‘Money Saving’ offer • Prompt to call local dealer •$45 Million in Revenue
Our MobileEcosystem Solutions ... Self managed and full service solutions are available ... ... for you to easily deliver mobile marketing across the mobile Ecosystem. Third Screen Media P: 03 9804-4600 E: info@thirdscreen.com.au 22
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