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Presentation on "trends for mobile marketing and advertising" presented 25 January 2010 at Mobile Monday Oslo in Norway.
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LondonCalling.mobi
twitter @andrewgrill
Key Trends in Mobile Marketing & Advertising for 2010
Andrew Grill, Digital StrategistMoMo Norway, January 2010
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This time…it’s personal
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The Mad Men need to change their approach
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What’s wrong with this picture ?
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The advertising world has to change
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Ad avoidance
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The glittering allure of the mobile society
1. Mobile is personal – it is my media
2. Mobile is always carried – the city in my pocket
3. Mobile is always on
4. Mobile has a built in payment mechanism
5. Mobile is there at the point of creative impulse
6. Mobile can recount the audience
Source: Alan Moore http://bit.ly/m-allureNovember 2008 commissioned by Microsoft
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Key trends in 2010
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What are we likely to see in 2010?
•Mobile internet goes mainstream & charges > flat rate•Useful applications, social media & the need to be “always connected” drive usage
•Mobile “advertising” struggles as consumers crave relevancy
•Mobile tie-ins for brands will feature social networking•Augmented reality etc will grow but still not prime-time
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Always On
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Mobile broadband isthe last frontier before “flat rate everything”
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Mobile Advertising…There’s an app for that
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What do consumers want from a mobile application?
•Works on my phone (no idea what model it is)•Easy to download (app store vs direct)•Useful (I would use it regularly)•Free or low cost•Simple to use (I don’t read instructions)•Minimal branding or pop-ups
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Bespoke mobile app for Smirnoff
bit.ly/smirnoffapp
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Branded Utility
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Branded applications
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Barclaycard waterslide game
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Barclaycard waterslide game
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Branded experiences
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Mobile friendly sites
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Mobile friendly sites are a must
http://www.peugeot3008.mobi
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Campaigns must be measurable
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Mobile + Social = WIN
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Augmented Reality
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IBM augmented reality at Wimbledon
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Mobile Secrets
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Mobile secret #1
“Mobile operators don’t collect the information advertisers need”
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“Volkswagen spend ONE PERCENT of their DIGITAL budget on mobile”
VW CRM Manager May 2009
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“P&G spent just 0.17% of their advertising budget on mobile in 2008”
Informa /Ogilvy / Acision paper bit.ly/ad2020
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Mobile secret #2
“we’re not interested in CPM or click-through rates…we just want to sell products”
Brand Manager FMCG 2008
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“Ultimately advertising must sell...or else”David Ogilvy
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Mobile secret #3
“Small is beautiful with mobile”
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The changing face of advertising
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Mobile secret #4
“Unless we heed the 3 Ps of mobile it will never take off as a medium”
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Permission
Privacy
Preference
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Permissionpeople will decide what they see / receive / engage with
Privacy
Preference
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Permission
Privacypeople will decide where their data is and how it is used
Preference
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Permission
Privacy
Preferencepeople will decide what content they find relevant. Inference and assumption has a limited lifespan
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twitter @andrewgrill
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email me via andrewgrill.com/contact+44 788 198 6694
Mobile Advertising & Social Mediawww.LondonCalling.mobi
