Mobile Mrt 101

Mobile MarketingMobile Marketing

Who is presenting?

And why?

ME.

2. Curiosity and interest

1. Starcom

Founder and CEO of Evolved Digital Media, dedicated mobile marketing agency based in Dubai.

Patrick Crosbie

Provides mobile marketing technology : mCoupon, mTicket, mWeb and Bluetooth as a Service.

Works with regional advertising agencies, entertainment brands, telecoms companies, Automobile brands and

hospitality sector.

1. background

2. Great Experience

Why? Head of Innovation at Diageo’s new media

division for two years. Executed over 2,000

mobile marketing campaigns

Founder and COO of Redeemit Ltd, a dedicated

mobile marketing agency that worked with 2. Great Experience

mobile marketing agency that worked with

Diageo, Coors, Apple, The Guardian. Created

some of the worlds first mobile coupon and

mobile ticket campaigns

MENA Regional GM of EnQii, one of the worlds

largest digital out of home media technology

companies

What is this session’ s agenda?What is this session’ s agenda?

Answer 5 questionsAnswer 5 questions

What is it?

who uses it?

where to use it?

why to use it?

when to use it?

how to use it?

Imagine...Imagine...

the way you felt the day you forgot your phone at home forgot your phone at home

Alone

Disconnected Disconnected

Unprepared

Exactly!Exactly!

Yes NoYes Noquestions

1. Was your mobile the 1st thing U saw today when U woke up?

2. Was UR mobile the last thing U saw yesterday B4 U went to bed?

3. Do you carry your phone almost all the time?

4. have you ever lent your mobile to a friend?

“ don't leave home without it”

during the past during the past

7 days

Marketing 4P’s. product, price,

promotion and place. Imagine

Over the past 6 months we

have experienced what it must

have been like to sell websites how many dirham’s are being

lost every year because people

cant find the “place” they are

trying to reach. Now they can.

have been like to sell websites

in 1995. Everyone knows they

need a presence but they are

just waiting to see what their

competitor does first.

I think you got the idea! :)I think you got the idea! :)

Mobiles are:Very personal

Very intimate

AddictiveAddictive

Used constantly

A necessity

Fashion statement

We all depend on it

More facts?200+ million subscribers in the ME

4 billion globally (expected to reach 5.5 billion by 2013)

100% penetration in ME

UAE mobile phone penetration is 120% UAE mobile phone penetration is 120%

There are over 350 Billion SMS messages exchanged each month

In the past 12 months, almost 3 billion mobile handsets were sold

There are more mobile phones than personal computers

Mobile advertising will rise from $648 million in 2008 to $3.3 billion in 2013

2007 global brands spent 5 billion dollars on wireless advertising

So So So So whatwhatwhatwhat the hell is the hell is the hell is the hell is mobile marketing?mobile marketing?mobile marketing?mobile marketing?

Mobile marketing: can refer to one of two categories of marketing. First, and relatively

new, is meant to describe marketing on or with a mobile device, such as a mobile phone (this is an example of

horizontal telecommunication convergence). Second, and a more traditional definition, is meant to describe marketing

in a moving fashion - for example - technology road shows or moving billboards. Marketing on a mobile phone has

become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some

parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content.

Over the past few years SMS has become a legitimate advertising channel in some parts of the world. This is because

unlike email over the public internet, the carriers who police their own networks have set guidelines and best practices

for the mobile media industry (including mobile advertising). The IAB (Interactive Advertising Bureau) and the Mobile

Marketing Association, as well, have established guidelines and are evangelizing the use of the mobile channel for

marketers. While this has been fruitful in developed regions such as North America, Western Europe and some other

countries, mobile SPAM messages (SMS sent to mobile subscribers without a legitimate and explicit opt-in by the

subscriber) remain an issue in many other parts or the world, partly due to the carriers selling their member databases

to third parties. Mobile marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach the

consumer. SMS initially received negative media coverage in many parts of Europe for being a new form of spam as consumer. SMS initially received negative media coverage in many parts of Europe for being a new form of spam as

some advertisers purchased lists and sent unsolicited content to consumer's phones; however, as guidelines are put in

place by the mobile operators, SMS has become the most popular branch of the Mobile Marketing industry with

several 100 million advertising SMS sent out every month in Europe alone. In North America the first cross-carrier SMS

shortcode campaign was run by Labatt Brewing Company in 2002. Over the past few years mobile short codes have

been increasingly popular as a new channel to communicate to the mobile consumer. Brands have begun to treat the

mobile shortcode as a mobile domain name allowing the consumer to text message the brand at an event, in store and

off any traditional media. SMS services typically run off a short code, but sending text messages to an email address is

another methodology. Short codes are 5 or 6 digit numbers that have been assigned by all the mobile operators in a

given country for the use of brand campaign and other consumer services. The mobile operators vet every application

before provisioning and monitor the service to make sure it does not diverge from its original service description.

Besides short codes, inbound SMS is very often based on long numbers (international number format, e.g. +44 7624

805000), which can be used in place of short codes or premium-rated short messages for SMS reception in several

applications, such as product promotions and campaigns. Long numbers are internationally available, as well as

enabling businesses to have their own number, rather than short codes which are usually shared across a number of

brands. Additionally, long numbers are non-premium inbound numbers. One key criterion for provisioning is that the

is a long-range, electronic device used for mobile voice or data communication over a network of specialized base stations

mobilemobilemobilemobile

satisfying needs and wants through an exchange process

MarketingMarketingMarketingMarketing

WhoWhoWhoWho uses it?uses it?uses it?uses it?WhoWhoWhoWho uses it?uses it?uses it?uses it?

everyoneeveryoneeveryoneeveryoneeveryoneeveryoneeveryoneeveryone

Except for ...Except for ...

Not just youth!Not just youth!

whywhywhywhy use it?use it?use it?use it?whywhywhywhy use it?use it?use it?use it?

IIII’ ve ve ve ve

already answered already answered already answered already answered

this question this question this question this question

indirectly indirectly indirectly indirectly

YouYouYouYou said that its on said that its on said that its on said that its on YouYouYouYou said that its on said that its on said that its on said that its on you 24/7you 24/7you 24/7you 24/7

Figures & factsFigures & factsFigures & factsFigures & factsFigures & factsFigures & factsFigures & factsFigures & facts

In other countries its no longer a niche or trend!

Mobile phone marketing has become the preferred ad tool

The mobile channel is unique

it is instantaneousit is instantaneous

intimate

immediate

100 percent reach

Even the fact that you are ignoring a message itself is a response.

They call it conversational marketing

I ignore it and

delete it

Plus, Mobiles:Drive awareness

trackable

measurablemeasurable

targeted

Cost effective

Actionable

24/7

You have to be You have to be You have to be You have to be careful though!careful though!careful though!careful though!

Use it wisely!!

WhenWhenWhenWhen and and and and wherewherewherewhere to use it?to use it?to use it?to use it?WhenWhenWhenWhen and and and and wherewherewherewhere to use it?to use it?to use it?to use it?

Check out this amazing Check out this amazing Check out this amazing Check out this amazing example!!example!!example!!example!!

HowHowHowHow to use it?to use it?to use it?to use it?HowHowHowHow to use it?to use it?to use it?to use it?

Many ways

Depends what you want to achieve

Your objectives, message and strategy

mobile marketing is a channel

Target audience

Understand the attitude

Their perception of the brand and mobile

The way use the phone

Do they have negative perception on our products

What do we want them to think

What do we want the message to deliver

Does the message stays true to our brand personality

Target audience

SMS

MMS

IVR

Outgoing calls

Bluetooth

location based serviceslocation based services

interactive TV

in gamming

applications

Mobisites

And many more ...

Check out this amazing exampleCheck out this amazing example

Lets go in-depth into the most common effective practical tools

BluetoothBluetooth

© Evolved Digital Media 2009 | Contact: [email protected] | 7th June 2009

• Bluetooth Tags worn by promoters

• Content broadcast > 2 Meters

• More personal interaction generates better results

• Highly successful in retail, events and sponsorship



• Bluetooth transmitters embedded in posters, MUPI’ s, PoS, digital signage

• Turns static media interactive

• Each site can have localised content• Each site can have localised content

• Sampling, data capture, competitions, coupons



• Exhibition stands made interactive

• Sponsors displays issuing branded content

• Product video’ s downloaded• Product video’ s downloaded

• Random win competitions to attract people to sponsors

displays or exhibition stands


Mcoupon and mTicketsMcoupon and mTickets


• Individually unique coupons with sophisticated campaign controls

• Delivered by SMS, MMS or Wap Push

• Validated on special coupon redemption scanners

• Campaigns can be ‘ Push’ (send to database), or ‘ Pull’ (‘ Txt for coupon..’ )



• Ticket delivered directly to mobile phone

• Fast access to venue

• Opportunity to bundle sponsors coupons, information

• General admission, VIP, Press or competition winners





MobisitesMobisites

© Evolved Digital Media 2009 | Contact: [email protected] | 7th June

2009

• The web optimized for 850 + handsets

• Integrated with mCoupons, mTickets

• Linked to Bluetooth Marketing• Linked to Bluetooth Marketing

• Based on CMS with fast updates and content changes

• Download and / or view multimedia files such as video


mWeb SMS Marketing

– WAP Push

SMS Marketing

– WAP Push

mWebmWebmCoupons

– WAP Push

mCoupons – WAP Push

Multimedia – Video, Audio

Multimedia – Video, Audio

Data Capture

Data Capture


Thank you!Thank you!

Documents

Mobile Mrt 101