Advertising and Media Association SA Talks Mobile with the MMA

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Trends in Mobile Marketing Local (South Africa) and International. October 2010

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  • 1. Trends in Mobile Marketing Local and International AMASA October 2010 Raymond Buckle / Brett StClair Co Chairman SA Mobile Marketing Association

2. Agenda Well cover The Channel The Audience Trends What does this mean for you Real world Examples The Mobile Marketing Association 3. What separates the Mobile Phone from other Marketing Channels? Can you imagine living without it? 4. Experiment SMS to 38268 1: Have used mobile advertising 2: Have not used mobile advertising 3: Planning to in the near future 5. 12 to 14 interactive screens 6. Mobile as a Medium - the 7th Mass Media Print Outdoor Cinema Radio Television Internet Mobile 1500s 1800s 1910s 1920s 1950s 1990s 2000s 7. The drivers for growth Convergence Economy Marketing challenges Speed Handsets Data tariffs Industry promotion Consumer behaviour 8. Worldwide growth but. 9. Who are the SA Mobile Consumers? General take Mobile Internet 10. 22% 30% 23% 23% 3% R 1 523 R 2 838 R 5 904 R 14 781 R 25 519 R 0 R 5 000 R 10 000 R 15 000 R 20 000 R 25 000 R 30 000 0% 5% 10% 15% 20% 25% 30% 35% TraditionalMarket LSM1-3 Rural TransitionalMarket LSM4-5 Rural/Peri-Urban MiddleClass LSM67Low Peri-Urban/Urban UpperMiddleClass LSM7High10Low Metros Elite LSM10High Metros Interactive Reach and the Muller Cluster Model... 90% Mobile Phone 60-70% MMS / Mobile Internet 10-20% Email & Internet 11. Meet the most popular phone in the world 12. G fK R e ta il a nd T e chno logy 2/2010 M O BILE P H O N E S,SM A R T P H O N E S S ale s U n its % JA N 09 - JA N 10 So uth Africa b y G fK -RT , w w w .g fkrt.c o m P RJ 4 1 3 4 - RG 1 6 7 0 9 6 9 - RP 6 9 4 5 2 0 8 - ID 2 2 8 7 3 6 4 1 5 T EL M o bile ph on e s ZA T EL S m artp ho n es Z A JA N 09 FEB 09 M A R 0 9 A P R0 9 M A Y0 9 JUN 09 JUL0 9 A U G0 9 S EP 09 O CT09 N O V0 9 D EC09 JA N 10 87 6 18 68 9 20 88 7 30 74 6 32 67 5 27 70 9 42 89 1 65 70 6 47 69 1 62 85 1 84 76 7 70 1.188 95 93 2 10 4 T E L M ob ile p h o n e s Z A S a les T h s. U n its T E L S m artp h on es Z A S ale s T h s. U n its 9 8 2 9 7 3 9 7 3 9 6 4 9 6 4 9 4 6 9 3 7 9 4 6 9 2 8 9 1 9 9 2 8 9 3 7 9 0 1 0 13. Mobile Internet Users: Nov 2009 Source: Nielsen c/o Admob 1% 2% 2% 5% 8% 9% 37% 38% 0% 5% 10% 15% 20% 25% 30% 35% 40% HTC Apple Blackberry Motorola LG Sony Ericsson Nokia Samsung SA's Favourite Manufacturers 14. 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% 4.0% 4.5% AdMob South Africa - July 2010 Source: Admob Of 275m ads served through 16,000 publishers 15. 22% 25% 30% 23% 0% 5% 10% 15% 20% 25% 30% 35% 16 - 24 Yrs 25 - 34 Yrs 35 - 49 Yrs 50 + Mobile Internet users: Nov 2009 Source: Nielsen c/o Admob SA User by Age Group 16. Mobile Internet Users: Nov 2009 Source: Nielsen c/o Admob SA's Users by Race and Gender Indian, 4% Coloured, 8% White, 22% Black, 67% Male 51% Female 49% 17. 3% 7% 19% 27% 15% 11% 11% 7% 0% 5% 10% 15% 20% 25% 30% LSM 1 -3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10 Mobile Internet Users: Nov 2009 Source: Nielsen c/o Admob SA's Mobile Internet Users by LSM 18. Mobile is about Service Loyalty mCRM Up-sell Cross Sell Mobile Advertising Direct Response Permission Marketing Mobile Internet Games Branded Utilities Community Brand Building Acquisition RetentionGrowth 19. Brand Building Instant interaction with consumers Consumer expectation Permanent brand presence New formats richer experience Better understanding of the advantages of mobile Commercial success 20. Acquisition: through mobile advertising Increased use of mobile internet Increase in available inventory Pressure on marketing budgets New formats richer experience Commercial success 21. Retention & Growth Growing consumer acceptance and expectation The on-demand consumer Mobile as an access point Cost effectiveness 22. The journey to loyalty 23. 150,000 mobile boarding passes per month or 15% of all check-ins Retention/Growth Lufthansa 24. The 3rd wave of technological innovation. John Doer, Kleiner Perkens VCs 1. Micro-chip and PC in 80s 2. Internet 90s 3. Mobile, Social and Cloud Computing 25. What does this mean for Media owners Advertisers Brands Marketers Agencies Business Mobile has been over- hyped in the short term but under-hyped in the medium term to long term Sir Martin Sorrell, 2009 26. Media Owners 27. Issues for marketers Understanding the role of mobile in the marketing mix Take advantages of the new contextual benefits of mobile; need, location & time Dealing with consumers as individuals Ensuring relevance 28. Test and Learn Think Mobile from the outset Know your audience Its a value exchange Its still all about the idea Golden rules for mobile strategies 29. But what about The Future? 30. Mobile Marketing Associations focus Promote Events Publications Awards PR Partnerships Educate Events Training Certification Measure Industry Research Partner Program MMA Data Guide Standards Guidelines Best Practice Guides Protect Consumers Members 31. 5 conclusions 1. Mobile is about customer acquisition, retention and brand building. 2. Mobile is here, not on the way 3. The phone is not mobile, its the audience 4. Mobile works best when integrated into campaigns from the start 5. We will all be mobile marketers 32. Next steps? Join the MMA its a global best practice industry organisation with local relevance The MMA SA will be hosting a forum where local brands, agencies and media owners will share their experiences Whatever you do, get into mobile Confidential 33. Confidential Questions? www.mmaglobal.com Raymond Buckle CEO Silverstone CIS raymond@silverstonecis.com Brett St Clair Country Manager Admob Google bstclair@google.com

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