mobile marketing_vml_oct. '09 kc/iabc professional development

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