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mobile marketing deck from IABC's Oct. '09 professional development event - "Mobile Marketing and Other Advanced Technologies" - presented by Joe Grigsby, VML director of emerging media
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Why Mobile Marketing Matters
It’s about an ever increasing connected & mobile consumer.
ITWorldTelecomMar2009ComScore2008
Globally there are more mobile phones than PCs
2008: 4.1 Billion mobile subscribers
2008: 1 Billion Internet users
A Global Perspective
Mobile Use Trends:
• WhyNow?Devicecapabili9es+3Gplusnetworks+flatratedataplans=massmarketadop9on
• ValuetoConsumers:Extensionofconnec9vitytobroaderlife(offlineandonline)
• ValuetoClients:Directconnec9onbetweenphysicalanddigitalconsumerexperience
• VML’sPOVonMobile:Relevant&fric9onlessabilitytoconnectofflineexperiencetodigitalengagement
Mobile Overview:
=
Mobile Audience Reach:
233millionmobilesubscribersintheUS• 61%senttextmessages
• 24%receivedanSMSad• 20%usethemobileweb• 11%usemobileapplica9ons• Search:
• 11%mobileweb• 6%textmessaging• 2%mobileapps
Physical Digital
Connecting Mediums
VML Mobile Capabilities
VML Mobile Process Co
nsum
erBeh
avior
Evaluatetargetconsumers’useofthemobilechannel.
• DeviceTypes• MobileUseProfile• MobileEffec9veness
ValueProp
osi9on
Iden9fytheneedstateopportunityrelevanttotheclientandtheconsumer.
• AuditConsumerNeeds• AuditClientAssets• ContentIdea9on
Mob
ileOffe
ring
Determinebestmeansofdeliveringtheofferingviathemobilechannel.
• TextMessage• MobileWeb/WAP• MobileApplica9on
Conn
ect&
Ac9vate
Assessmosteffec9vemethodtocreateawarenessanddriveengagement.
• Keyword/Shortcode• MobileNumber• CameraPhone
Consumer Insights:
Target Insights Example: FemaleAdults,35+,Professionals,CollegeEducated:• AllUSMobileSubscribers:31.5m(14%ofallUSsubscribers)• TextMessaging:52%‐comparedto52%generalmarket• MobilePhotos:37%‐comparedto40%generalmarket• DownloadApps:20%‐comparedto10%generalmarket• InternetAccess:20%‐comparedto17%generalmarket• Games:17%‐comparedto21%generalmarket• Email:16%‐comparedto16%generalmarket• Music:6%‐comparedto9%generalmarket
Conversion:
MobileWebsites: MobileApplicaPons: SMSProgram:
Congrats,youenteredtheJagersweepstakes.RplyEMAILforemailupdates.Stndratesapply.TxtSTOP2end,HELPJAGERorRULESJAGER.
Mobile Media:
SMSTextAds:
MobileWebDisplayAds:
ApplicaPonDisplayAds:
Search:
From ChaCha:
Hey! We’re working on your answer.
*We’ve got a way you can go to the movies for FREE! Interested? Reply AMC now!
Who played the Cowardly Lion in the Wizard of Oz?
VML Mobile Program Examples
ApersonalshopperforSam’sClubmembersasacompanionfortheholidays.Allowscustomerstofindrelevantgijrecommenda9onsforfamilyandfriendsdirectlyfromtheiriPhone.
Sam’s Club Mobile Gift Finder
VML Program Examples
Inconjunc9onwithCellit,VMLleadthedesignofSam’sClubmobilesitetoallowclubmembersviewproductswhiletheyareonthego.Thisallowsforeasycomparisonshopping,thusreinforcingthevalueofbeingamemberofSam’sClub.
Sam’s Club Mobile Web Site
VML Program Examples
WorkingwithShopText,VMLdevelopedaprogramtoallowconsumerstopurchasegijcardsdirectlyfromtheirmobilephone.
Burger King Mobile Purchase
VML Program Examples
TheWhat’sInmobileprogramallowscustomerstoshareandbealertedtogreatproductfindsinlocalstores,thusdrivingsales.
T.J. Maxx Mobile Community
VML Program Examples
AmobilesweepstakesaspartoftheVirgin/Entouragecampaign.Thecampaignfarexceededexpecta9onsofuserengagementanddemonstratedthevalueofamul9channelapproach
HBO Mobile Sweepstakes
VML Program Examples
Aspartofthe2009CalleOchoevent,Chevronpromotedamobilecalltoac9onforachancetowinChevronprizes.AlluserswerealsoaskediftheywantedtooptintoreceivefutureSMSmessagesfromChevron.
Chevron Event Sweepstakes
VML Program Examples
AllowingusersatJägersponsoredSupercrosseventstoentertowinamotorbikefromtheirmobilephone.
Jäger Supercross Sweepstakes Congrats,youenteredtheJagersweepstakes.RplyEMAILforemailupdates.Stndratesapply.TxtSTOP2end,HELPJAGERorRULESJAGER.
VML Program Examples
Leveragingtheexis9ngsamplingprogramtoexposeourtargettotheMSSQRcodeprogram.Par9cipantsintheprogramreceivehisownpersonalizedQRcodethatpointstohismobileFacebookorothersocialmediaprofilepage.
Speed Stick QR Code Program
VML Program Examples
TheColgateMaxWhitePhotoRechargerapplica9onwillallowuserstouploadphotos.Theycanthenmodifytheimages,includingwhiteningthesmile,addingtext,addingclipartandaddingaframe.
Colgate Max White iPhone App
VML Program Examples
WorkingwithmGive,providedtheabilityforuserstodonate$5directlytotheSalva9onArmyCentralTerritorybytex9ng“ARMY”to90999.
Salvation Army Mobile Giving
VML Program Examples
Emerging Mobile Tech
Mobile Image Recognition
Theabilitytousethecameratorecognizeanimageorcodetodeliveraddi9onalinforma9ontoyoumobilephone.
Example:SnapTellBookApp:htp://9ny.cc/S75gZ
Mobile Augmented Reality
Theabilitytousethemobilevideocameratoallowaddi9onalinforma9ontooverlaytheimagetoprovidetheuserwithaddi9onalinforma9on.
Example:Allowinguserstofindthebestsubwayconnec9ons.htp://9ny.cc/oViZE
Near Field Communications / RFID
Theabilityforusers’mobilephonestointeractwithotherobjectsbyjustbeingnearthem.Includesmobiletransac9onsandcontenttransfer.
Example:MicrosojSurfaceMobileConnect:htp://9ny.cc/sQlpy
Mobile Commerce / Wallet
Theabilityforuserstomaketransac9onsthroughtheuseoftheirmobilephone.Canincludepayments,couponredemp9ons,gijcards,loyaltyprogramsandpoints.
Example:CellfireMobileCouponApp:htp://9ny.cc/jiRU4
Mobile to Display Interactions
Theabilityforuserstousetheirmobilephoneasaremotecontroltointeractwithdigitaldisplaysinthephysicalworld.
Example:PlayMegaPhoneMTVCampaign:htp://9ny.cc/P5qEe