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Making Mobile Marketing Work
Connect with the DMA…
• The #tag for this event is: #dmamobile
• LinkedIn: DMA: Direct Marketing Association (UK) Limited
• Twitter: @DMA_UK/ @DMANorth
• DMA Website: http://www.dma.org.uk
• Email: [email protected] or [email protected]
• Phone: 020 7291 3300 or 0161 918 6722
Today’s agenda• 13.15 – 13:40 Registration and Coffee• 13.40 – 13.45 Welcome and Introduction• 13.45 – 14.25 The Business Case for Mobile Marketing, Mark
Brill• 14.25 – 14.45 Response and Acquisition: Messaging it’s a bit
old hat isn't it? Jason Palgrave-Jones• 14.45 – 15:15 How to conduct an enduring, meaningful
relationship via Mobile? Richard Hicks• 15.15 – 15:35 Coffee Break• 15:35 – 16:05 CRM & Service: Mobile Web: There’s a
bandwagon, so why not jump on it? Jo Garcia• 16:05 – 16:35 Emerging Mobile: What does the future look like?
Mark Brill • 16:35 – 17:15 Exercise: How to build your own Mobile website• 17:15 – 17:30 Event Summary, Mark Brill
INTRO TO MOBILEMaking Mobile Marketing Work
About me
Mark Brill-CEO Formation-Mobile marketing strategist, consultant and lecturer-Chair of DMA Mobile Council
@marktxt4ever [email protected]
About you?
Random Fact #1
80% of young people would rather spend …
their last £10 topping up their
phone than buying food!
The Challenges for Mobile Marketing
Broadest info technologyAlways there, always onGreat engagement & responseExciting and interactive content
But …Many standards, technologies and channelsHighly personalFew measurement standardsConfusing regulatory practices
What is mobile marketing?
Mobile marketing is …
Marketing
Commerce
Service
Mobile can have different rolesMOBILE ONLY
Sometimes it’s all based around
mobile
MOBILE AS CORE
It can be a mobile centred integrated experience
MOBILE IS COMPONENT
Or it can be just one element of the
interaction, joining other bits of advertising or
service
of human beings are
‘mobile’
Why mobile?
Tipping point?
Who are our users?
Comscore: Jan 2012
89%
45%
48%
35%
24%
And what do they do?
38%
7%Comscore: Jan 2012
Mobile is a multi-functional device
My friends
My shopping
My music
My news
My fun
My schedule
Why mobile marketing?72% of people would opt-in to messaging for the right incentive*
Mobile advertising spend has doubled each year since 2007 (and it’s still rising) ***
12% of mobile owners have made a payment through their device and is predicted to increase by 100% year on year ++
47% of people have a positive view of personalised ads on their mobile ***
48% of smartphone owners look for offers and discounts on their device (and have up to 10x the redemption rate)+
92% of brand messages are read, and over 85% within the first hour*
Sources: * DMA/IAB, 2010 // ** O2, 2009// ***IAB, 2011// + Google Ipsos 2012 // ++ Pew Research 2012
Random Fact #2
In their first 5 weeks,
Drawsomthing had …
20 million downloads. That’s
more than Foursquare achieved in three years.
PersonalRelevant
Trustworthy
Innovative Immediate
Understanding Mobile Users
I like to try new things with my new phone
personalisedinnovative
funcreative
stylish
entertaining
relaxing
mood setter
persuasive
trustworthyinformation
comprehensive
up to date
convenient
immediate
for me
undemanding
mobile
magazines
internet on PC
TVradio
newspapersanother plus is I’m the only user where as a laptop I share with the wife!
I like to try new things with my new phone
Mobile is Innovative and Personal
And then there are the Digital Natives
Us Them
Digital Natives simply expect it to work
It means brands have to think differently
BranchesCall CentresOwn-brand web sitesTV AdvertisingDirect MailOutbound calling
Buy it! Buy it!
Social NetworksMobile web
WidgetsGamesMatesEmailAppsSMSViral
IM
Wha’evaWha’eva
Random Fact #3
30% of apps on parents smartphones have …
been downloaded by their children
Tech to deploy mobile marketing
Messaging Mobile Web
ProximityApps
Key marketing disciplines in mobile
SOME EXAMPLES
CRM
Ad Response
Ad Response
Sales Promotion
Brand Awareness
Branding Celebration
Advertising
Advertising: Mobile DM
Advertising: Geo-Targetting
Service
CRM: Email
It doesn’t need to end up on mobile
New channels are emerging
Random Fact #4
26% of smartphone shoppers owners have …
Bought from a competitor
whilst in-sore on their device
If mobile is so great, why isn’t everyone doing it?
We don’t understand of it
How do we know it works? How can you measure it?
Too much technology
There’s too many regulations for our sector
‘Our customers won’t like it’
Understanding Permissions
volume/response/opt-out/spam
DMA/Touluna Quicksurvey 2011
22% of consumers included soft opt-inmarketing as spam
Is there a problem with spam?
18% had received 10+ messages
58% of UK consumers received a spam SMS in August
2011
Spam and The Regulations
MALICIOUSLottoPhisingPremium
OFTPPPCriminal
UNSOLICITED: MISLEADINGAccident ClaimsDebtPPI
ICOMOJOFT
UNSOLICITED:NO OPT-INNo T&CsNo brand ID
ICO
OPT-IN:CONDITIONALPrize DrawsAlcoholChildren
OPT-IN: UNEXPECTEDOld dataUnclear T&Cs
ASAOFT
Brand ICO (?)
BEST PRACTICE
Random Fact #5
4% of all SMS is spam. With email that figure is …
75%
It’s not just messaging
Are Audi A4s really that horrible
to drive?...drives like there is a drunk behind
the wheelIf their cars handled like this the company
would be in big trouble
I feel ripped off – even though the game was free!
Just like a real A4 – it’s boring and tedious
You can throw money at your app
Or you can have a strategy
Service?Information or Entertainment?
Brand Experience?
Utility?
But app stores are busy places
A strategy should be in all channels―What are your business/campaign objectives?―What problems are you looking to solve?―Who are your users and where are they in the mobile landscape?―What are the business barriers to implementing mobile?―Who are your mobile evangelists?―How will you develop your ideas?―What does success look like?―What is your roadmap for the future?―An app is NOT a replacement for a strategy
Random Fact #6
When Facebook bought Instagram for
$1 billion their employees numbered …
13. That’s $76m per staff member
Best Practice
Best Practice
... is about understanding our users expectations and meeting them (or even exceeding them)
To sum up … -
Mobile is a significant channel and still growing
-
It can be used for a range of brand activities -
Brands should not be led by tech be led by what it can do
-
Your users expect a GREAT experience - Plan your strategy -
Learn from other campaigns
-
Don’t abuse their permissions and deliver best practice
Response and Acquisition Messaging: it’s a bit old hat isn’t it?
Jason Palgrave-Jones Business Development Director
Need convincing?
30 million phones are sold in the UK each year
(bbc.co.uk)
Mobile devices will soon outnumber
humans by 2016 (Cisco research)
Mobile devices will soon outnumber
humans by 2016(Cisco research)
Over 6.2 trillion
SMS messages
will be sent in 2012
(bbc.co.uk)
There are 5.8 billion mobile phones
worldwide accounting for
87%of the global population
Not so ‘old hat’
40% of UK consumers are
interested in being contact via mobile
by advertisers(thedrum.co.uk)
2012 marks mobile
messaging’s 20th anniversary
(utalkmarketing.com)
2012 marks mobile
messaging’s 20th anniversary
(utalkmarketing.com)
Almost 50% of consumers who
respond to mobile text marketing go
on to buy
(Mobithinking.com)
81% of adults keep their mobile switched on all of the time, even when their in bed
(media.ofcom.org.uk)
81% of adults keep their mobile switched on all of the time, even when their in bed
(media.ofcom.org.uk)
Response rates
ChallengeENO wanted to increase attendance to times of certain shows.
SolutionENO sent last minute offers for specific performances where they had excessive tickets left.
Results•£500 spent on texts that yielded £8,000 gross profit.•An ROI rate of 16:1
Case study: Sales Promotion
Looking at the last two campaigns we spent a total of just over £500 on text credits which yielded £8,000 gross profit. An ROI rate of 16:1
Jonathan Broad, Marketing Manager
Case study: Customer Service
Challenge1.Provide customers the ability to get an immediate balance by phone. 2.Let customers immediately send in a photo of their passport rather than post, fax or scan and email it.
Solution1.Customers text: BALANCE to 607772.Customers take a picture of passport then MMS it to Card One’s unique number. This arrives at Card One as an email with the attachment.
Results1. 80% of customers use the mobile banking
facility. 2. Customer feedback has been excellent.
Challenge1.Provide customers the ability to get an immediate balance by phone.2.Let customers immediately send in a photo of their passport rather than post, fax or scan and email it.
Solution1.C ustomers text: BALANCE to 607772.Customers take a picture of passport then MMS it to Card One’s unique number. This arrives at Card One as an email with the attachment.
Results1. 80% of customers use the mobile banking
facility.2. Customer feedback has been excellent.
Through our mobile text service our customers can manage their finances with ease, and rest assured that they have access to their accounts on the move at any time of the day 365 days of the year
Gary Solomon, Head of Marketing and Acquisition
Case study: Operational Alerts & Cost Saving Initiatives
Challenge1.Reduce inbound calls relating to ticket allocation requests.2.Notify Season Ticket holders of emergency events e.g. late kick off, traffic accidents etc.
Solution1.Texts sent to customers as s oon as allocation is decided. 2.Simple text sent to the pre-created ‘Season Ticket holders’ group. Arrives in 4 seconds.
Results1.Significant reduction in call volumes from people, relating to whether they had been successful or not.2.Great Season Ticket holder feedback.
Textlocal provides a real time communications solution. We can guarantee that at least 95% of our members will read what we send
Saad Afzal, General Manager
Case study: Reminders & Confirmations
ChallengeReduce the number of missed appointments for their Careers & Employability Service.
SolutionTexts sent automatically from their CRM system to students the evening before their appointment.
ResultsSignificantly reduced the number of no-shows.Text service then used to keep students informed about other activities as well.
The Textlocal system is so simple to use, and means we can communicate with every student instantly to make sure they attend their appointments on time. It means that our guidance service, which ensures all students are receiving the right support and encouragement to succeed, can run efficiently and effectively.
Karen Fitzsimmons, Careers and Employment Department
Case study: Lead Generation & Brochure Request Service
ChallengeCollect mobile numbers for future SMS promotions and new stock arriving texts.
SolutionText: TESSUITI to 60777
ResultsMobile Marketing gave a massive return on investment and provided an excellent tool for promotions and special offers.
ChallengeCollect mobile numbers for future SMS promotions and new stock arriving texts.
SolutionText: TESSUITI to 60777
ResultsMobile Marketing gave a massive return on investment and provided an excellent tool for promotions and special offers.
We have used every other form of marketing and advertising and we needed to combat spiralling costs. Mobile marketing gives us a massive return on investment.
Mike Ashcroft, Tessuti Owner
Case study: Ticketing For Events
ChallengeGreenpeace worked with Textlocal to execute the launch event of their famous Rainbow Warrior III ship.
SolutionThey embraced the latest mobile technology using QR Codes to track attendees and to improve the efficiency of their marketing efforts to their supporters.
Results•Mobile made the whole process fast and accurate.•Reduction in the need for paper forms at the event and is therefore kinder to the environment.
ChallengeGreenpeace worked with Textlocal to execute the launch event of their famous Rainbow Warrior III ship.
SolutionThey embraced the latest mobile technology using QR Codes to track attendees and to improve the efficiency of their marketing efforts to their supporters.
Results•Mobile made the whole process fast and accurate.•Reduction in the need for paper forms at the event and is therefore kinder to the environment.
“Using QR Codes to track attendees meant that Greenpeace staff could easily use mobile phones to track who attended. Being able to track everyone electronically through the Textlocal reporting system worked perfectly for us, as we were able to follow up with our supporters accordingly to say thank you for coming, or reach out quickly to those that couldn’t make it with a separate message.”
Molly Brooks, Digital Marketing Co-ordinator at Greenpeace
See how simple SMS is…
Text DMA
to 60777 Now
Textlocal’s Top Tips to a perfect SMS campaign
1. Call to action2. Good timing3. Keep it short4. Avoid repetition5. Cleanse your database6. Track your progress7. Grow your audience8. Respect opt-outs9. Send relevant messages10.Get personal
1. Call to action2. Good timing3. Keep it short4. Avoid repetition5. Cleanse your database6. Track your progress7. Grow your audience8. Respect opt-outs9. Send relevant messages10.Get personal
Our clients include
Thank you
Q&A
Richard HicksHead Of Mobile
Gillian RobertsOnline & Mobile Manager
Connected TV…Event TVAlways On
Because…
46% stated convenience
41% said it was the only device available to them at the time
Looking for…
40% product information
37% price information
1 in 2 smartphone owners have
followed up an advert or recommendation
on their mobile phone
This is most likely to be driven by (44%) TV adverts as consumers looking for quick convenient price and product
information
extra content, build up and catch up
support, vote
social, with friends and new friends
participation, getting closerConnecting
Extending Enjoyment
Self Expression
Sharing
• Rewarding customer for brand knowledge
• Can be used to hypercharge brand message towards end of campaign
• Brand awareness increases by 60% after 4 exposures*
• To be available on both long and short form May/June 2012
• Innovations in development: AdExplore, AdPlay, Adsave
Jo Garcia Business Development [email protected]: +44 7850 927 501
The Mobile Internet: There’s a bandwagon, so why not jump on it?
There’s a bandwagon, so why not jump on it?
Section 1: Snapshot of the market ‐ Brands
Are YOU ready for it?
Some web giants have adapted well
to mobile
No!
But then – who is?Site rendered
for mobile
Amazon Sites YESHome Retail Group NoPlay.com Sites NoDixons Stores Group NoWal-Mart YESJohn Lewis Partnership YESHMV YES
Arcadia Group Limited NoGAME Group PLC No
Marks & Spencer YESNEXT Group YESBoots Plc YESIKEA NoComet YES
“Mobile is the new face of engagement. Businesses should stop thinking about it as a
small website on a tiny computer, and start thinking about mobile as being deeply embedded
systems of engagement.”
Ted Schadler: Principle Analyst, Forrester
Section 2: Snapshot of the market ‐ Audience
The stellar rise of mobile usage
£203 million – UK Mobile Ad Spend**
**IAB/PWC March 2012
53% UK Smartphone Ownership*
Tablets 72% growth in 7 months*
£134.3 million Search = 66%**
24.6 million – Mobile Internet Audience*
*comScore Mobilens Jan 2012
Mobile visits to e‐retail sites up to 8.2%
Mobile web set to overtake fixed internet
Source: Morgan Stanley 2010
AM
• News/weather (29%), and traffic/travel (13%)
• First choice (34%)
Breakfast Slot 6am-9am
• Finance/banking (20%) • First choice (29%)
Morning Rush 10am-12pm
Source: IAB’s Mobile & the Media Day Study, Jan 2011Base: Average of 500 respondents, over 7 days
PM• Careers (10%), search (19%), and
news/weather (23%)• Only way to access (19%), private (17%)
Lunch Break 12-3pm
• entertainment (26%), games (25%), sport (20%) and shopping (18%)
• Instead of PC(21%), time saving (27%)
Feet Up 6pm-9pm
• Social media (41%), music/radio (17%)• Bored (32%), time saving (25%)
Me time 9pm-12am
Out & About 3pm-6pm
• maps (13%), directories/classifieds (12%) and search (20%)
• Prompted by other media (13%)
Source: IAB’s Mobile & the Media Day Study, Jan 2011Base: Average of 500 respondents, over 7 days
How consumers are using their mobile devices
54% of display advertising is in App**
£2.4m ad revenue on tablet***
Tablet owners 4+ hours per week on retail sites**
**IAB
MOJO Study Jan 2012
24% take mobile shopping to compare prices****
*Neilsen
40% Smartphones & 42% Tablets Dual Screening*
****Google‐Our Mobile Planet
***IAB/PWC March 2012
How consumers are using their mobile devices
10% share of adults’ media time each day
‐ but less than 1% of ad $
US adults spend daily 65 minutes with mobile vs. just 44 minutes with print
magazines & newspapers combined
eMarketer Dec 2011
UK Mobile Marketplace – Ad Expenditure
2011 £203m Mobile Display Advertising £68.9m Paid for search on Mobile Internet £134.3m
2010 £83m Mobile Display Advertising £28.1m Paid for search on Mobile Internet £54.9m
IAB & PwC research
Top 5 display ad categories:
Entertainment & Media ‐ 23.2% (32.9% in 2010)Telecoms ‐ 14.9% (14.3% in 2010)
Consumer Goods ‐ 14.4% (11.8% in 2010)Retail – 12.3.% (5.5% in 2010)
Finance – 10.3% (18.6% in 2010)
But then – who is?Site rendered
for mobile
Amazon Sites YESHome Retail Group NoPlay.com Sites NoDixons Stores Group NoWal-Mart YesJohn Lewis Partnership YESHMV YES
Arcadia Group Limited (Top Shop Y) NoGAME Group PLC No
Marks & Spencer YESNEXT Group YESBoots Plc YesIKEA (Promising, but NO) NoComet YES
Mobile Search
1
2
3
Mobile search has increased 500% in 2 years
PPC campaigns offer better value than desktop
Targeting is more precise on mobile 4
51% of mobile browsers use search
5 13.4% of paid search from mobile clicks*
* Source: Latitude Report 2012
Mobile minutes spent online in UK
GSMA UK comScore December 2010
March 2012 – Month of the Mobile! (nearly!)
250 billionth App downloaded - Apple
Google’s Android Market Renamed Google Play GoMo Campaign Facebook Mobile Ads
Section 3: Snapshot of the market –Best Practice in Mobile Advertising
Ad Formats - static
BANNEREDITORIAL INTEGRATION
TENANCY LINK
Ad Formats – pre-roll
Ad Formats - Expandables
Ad Formats – In-app
Ad Formats - Creative
Section 4: Snapshot of the market –Best Practice in Mobile Search
Mobile Search is Different...
ABC RestaurantFine dining for any occasion.Fresh, organic ingredients. www.abcfood.co.uk
ABC RestaurantFine dining for any occasion.Call us now to reserve a table! 020 7031 1000
ad slots ad slots
Local drive to Mobile Search
Walk into a store
Get driving directions
33% of all search queries have local intent
15% of iPhone applications are local
Unique Feature – Click to Call
restaurant
Paolo’s Italian Restaurantwww.paolositalian.co.uk Fine dining for any
occasion. Featuring organic and fresh
ingredients.01342 945547‐
20 London Road, East Grinstead,
West Sussex, RH19 2TA
Sussex restaurant
reviewsFind the perfect restaurant. Hours, reviews,
directions & more. Book a table and read …
restaurant
Advertisers who use click-to-call get a 5-10% increase in CTRs
CTC provides a safety net and doesn’t cannibalize URL clicks
Unique Feature – Click to Download
Promote Apps with mobile search:
Link directly to the download page forApple App Store and Android Market
Section 5: Case Studies
Directgov
Banners
M&S
113
M&S m‐site 1.2m visitors and 13,000 orders since launch
10million page views and 13,000 orders from the site
One single order of £3,280 – 2 sofas!
(Up to Dec 2010)
Furniture Village
Mobile AOVs surpass online for Furniture Village
Over 1 in 5 visitors now arrive at the website via a smartphone or tablet
“The mobile website has created a new shopping experience for our customers. It’s not an uncommon sight to see someone sat
on the very sofa that they’re looking at on their phone.”
Charlie Harrison, head of e‐commerce at Furniture Village
Mobile being used as both a research and purchase tool
The importance of mobile in offline retail
John Lewis
Source: IAB Rich Media Brand Effectiveness Study July 2011
• 20% of respondents would buy from a competitor if no site available on their mobile
• Retailers risk losing 30% of potential business by not having a site that works on mobiles
• Android/iPhone users are 28% more likely to recall static ads BUT
• 50% more likely to recall the rich media ads
Argos
Mobile channel delivered £90m + worth of incremental revenue in 2010
Text & Reserve £30m worth of reservations in 2010
40m notification messages in 2010 = 210% annual growth
6m unique members within notifications & 4m Opted In for marketing activities
Go Outdoors
• Mobile Loyalty Scheme for discount card holders
• First Smartphone based loyalty scheme
• Redeem exclusive deals at the Point Of Sale
• Bringing together mobile phone technology, terminal & EPOS payment systems
118
• Web Site• Email Alerts• Mobile Site• Mobile App• SMS Alerts• Weekly Film Times• Targeted Promotions
Unilever
• Embraced Mobile • Mobile Promotions• Enhanced Customer Data• Social Media Integration
Summary
Distinct business advantage for businesses who optimise their sites for mobile Clear benefit for retail & mCommerce -
but not just retail...
Optimise for internet – apps can follow, if appropriate
Mobile market is moving away from feature phones – but not everyone has an
iPhone! Increased activity on the mobile internet –
higher levels of browsing & search
Increased mobile advertising & more creative use of ad formats Mobile is an “always on”
companion
Consider Mobile opportunities in integrated cross channel marketing activity
Let’s ride out into the “wild west!”
EMERGING AND FUTURE MOBILE
Making Mobile Marketing Work
What does the future look like?
Will it look like this?
Or this?
Looks are important
Predicting the future isn’t easy
‘Do you think that computers will be radios, stereos, things like that?’
‘No, I think they’ll just be computers’
Steve Jobs, 1990
The rise of the convergent device
The revolution will not be televised
The fall of old media
The future is open
It’s about location
And gamification
And social engagement
Not just coffee, pizzas or burgers
Consumers want to be engaged
Or surprised?
Or simply get a better service?
The rise of the sofa surfer
Mobile connects devices
The wheel is reinvented
Mobile connects all media
Can QR connect?
Shops won’t be shops
They can pop up anywhere
The new QR?
New ways to engage
Anything can be responsive
Sound can be responsive
New ways to search
Building old over new
New ways to pay
And new ways to interact
The future will feel different
New screens and new interactions
The future seems uncertain?
But in reality we already know what it is
Because the future is already here
BUILD YOUR OWN MOBILE SITE
Making Mobile Marketing Work
So what’s changed?
• Full sized keyboard• A chair/desk• Constant power and connection
It used to be a specific activity:
A new context for mobile
• Different device capabilities• Different screen sizes• Different locations• Different intent
Mobile web is different
Understanding mobile UX
Google defines three types of behaviours
•Repetitive Now•Bored Now•Urgent Now
Forget trying to control the user•Mobile sites should be ‘loose’•You can’t plan how it will look on every device•Let the users tweak•Think ‘mobile first’•Content – should we be thinking more like an app?
Other ways to approach mobile web
Yellow Pages, Canada
Audi LEDs
Nike Air Jordan Fly Over
http://www.nike.com/jumpman23/aj2012/mobile/
Responsive Design
But simplicity can also work
How to do it
Off you go...
We hope you enjoyed today’s session!
A final thank you to all of today’s speakers:
Mark Brill, Formation
Jason Palgrave-Jones, Textlocal
Richard Hicks, ITV
Gillian Roberts, ITV
Jo Garcia, Traction
And our sponsors:
Presentations will be emailed to you tomorrow.
Please return your completed evaluation forms and badges to the registration desk we look forward to
seeing you again!
