berney final communication wednesday prague nov 09
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TRANSCRIPT
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
