berney final communication wednesday prague nov 09

Communication Wednesday

1

The Drivers for Mobile

Agenda

Why Mobile? The Opportunity

Lessons from Global Brands

MMA: Growing the Mobile Marketing Industry

MMA is:

MMA: Growing the Mobile Marketing Industry Worldwide

3

ACTION-ORIENTED

MEMBER-DRIVEN

DEDICATED

FORWARD-THINKING

-25%

-15%

-5%

5%

15%

-25%

-23% -2

0%

-19%

-18%

3%

7% 9

% 12%

2009 Projected Change in Ad Spending Selected Categories 2009 versus 2008

• 4.1 billion mobile users

globally today

• 61% penetration rate3

• 5.6 billion mobile users globally

in 20134

• Spending on mobile messaging

is expected to rise to $2.9 billion

in 20105

• Mobile content is predicted to

rise from $24 billion in 2008

to $47 billion by 20136

Mobile Marketing Landscape: The Numbers

Total of $453.2B to be spent on advertising globally in 20091

4

The unique value of the mobile channel is clear

Why Mobile? The Question is: Why Not?

Increasingly

attractive ROI as

other marketing

channels lose

their appeal

Higher level of engagement

and interaction controlled by the consumer

Mobile can deliver on the promise of one-to-one

marketing

Relevant, tailored, timely messages can translate to high conversion

rates

5

Confidential 6

Question; what is driving the growth of mobile marketing?

The convergence arguement

Confidential 7

thMass

Media

PrintRecordings

CinemaRadio

TVInternetMobile

In fact mobile adds other capabilities

Confidential 8

CouponsBluetooth

M-commerce

PrintRecordings

CinemaRadio

TVInternetMobile

So it’s simple?

Confidential 9

Technological convergence can take place

So will all channels converge through mobile?

Perhaps……….

Much more likely that in the short and medium term that mobile will

ENHANCE & EXTEND the other channels

Extending & enhancing channels

Confidential 10

thMass

Media

PrintRecordings

CinemaRadio

TVInternetMobile

From a mobile perspective

Confidential 11

SMS - Orange Wednesdays

Keyword & Short codes in display adverts

From a mobile perspective

Confidential 12

QR Codes on outdoor posters

Mobile internet sites

From a mobile perspective

Confidential 13

Bluetooth VUE cinemas & Xbox

Mobile Applications - Flixster

From a marketing perspective

• Telling people about new movie releases

• Telling them where they can see the movie

• Telling then when to go and see the movie

• Getting people to interact with the movie

• Driving people to movie theatres

• Getting them to come back to the movie theatres

Confidential 14

So if it’s not just about convergence……

Confidential 15

Is consumer behaviour driving the move towards mobile?

The on-demand consumer

Confidential 16

‘I want my stuff when and where I want it’

It’s not about one dominant channel

Confidential 17

Consumer channel choice is driven by convenience & need

Mobile isn't a thingMobile is an access point

Learning from the web

Confidential 18

Amazon works because it makes sense and suits people.Find it, consider it, buy it, sit back and get it in the post

Not because it’s on a PC

And there are other drivers…..

These changes

“stack up” on

top of each

other

technology –

handset functionality

Speed - 3G

Data tariffs

Technological

convergence

Economic change

Marketing challenges

Consumer Behaviour

Industry promotion

What can the mobile channel be used for?

The same thing as every other channel.

Acquisition – Retention – Brand Building

Coca Cola - global but local

Confidential 21

1,142,095 Page views

550,541 Unique

visitors

½ MILLION UNIQUE

VISITORS

INTERACTED

WITH THE PROGRAM

100,144 Cards sent

39,540 Downloads

Nike – total integration

Confidential 22

Lufthansa and the customer journey

Confidential 23

Pageviews: approx. 1.5 million per month

Most used services: Flight status and check-in

Mobile boarding pass: approx. 90,000 per month (from online & mobile)

– 60% via email

– 40% via SMS

Session length: approx. 7-8 minutes

BMW – integration is key

Confidential 24

The mobile channel is a relevant customer touch point, but1. Mobile does not function in a vacuum.2. Mobile Marketing has to deliver value.3. Megaportals are helpful as distribution channels.4. Users want to get inspired and involved.5. If you cannot track it - kill it!

P&G – Mobile CRM

Confidential 25

• National Express East Coast has

a target for responding to

written passenger feedback

within 10 Days set by the

Department of Transport

• Rant & Rave service to capture

passenger feedback and

comments from every carriage

on every train on the National

Express East Coast network –

instantly.

• Platform uses a sentiment

engine to rank texts and

prioritise responses

National Express – instant feedback

Issues for marketers

Confidential 27

Understanding the role for mobile in the marketing mix

Context & relevance

and much more….

Contextual; time, location, need

Individual; demographics

28

Two steps you can take

www.mmaglobal.com

Join the MMA!

Thank you. Questions?

Paul Berney

paul.berney@mmaglobal.com

+ 44 7753 566 441

Twitter - PaulBMMA