Mobile Marketing12 June 2009

Tom GrayContent Strategist

Mobile MarketingWhy am I here?

Mobile World Congress Feb 09

Contagious Mobile Apps Special Report May 09

Scott Seaborn, Head of Mobile Technologies, Ogilvy

Dave Gwozdz, CEO, Mojiva

Antony Douglas, Head of Content, O2

Matthew Kershaw, Head of Digital, BBH

Dan Rosen, Head of Mobile, AKQA

Steve Vranakis, Creative Director, VCCP

Peter Bryant, Senior Vice President, Icom

Mobile MarketingWhy now?

No presence on mobile devices

in 2009 or 2010 is equivalent to

no web site circa 1999 or

2000

• “The third screen”

• 1bn iPhone app downloads

• Ubiquitous wireless broadband

• Easy for consumers to do more than just talk and text

• Affordable services (capped data rates)

• 33% of worldwide web traffic in February 2009

• But • Only 5% of mobile owners browse the mobile Internet

• 9% send or receive email on their phone

• We’re still imitating previous technology

Mobile Marketing

PHOTO - GreyscaleSo what makes mobile different?

Mobile MarketingIt’s Portable

• Offer content and functionality relevant to environments outside the home

• Case studies • Glastonav content, maps and customised itineraries no need for internet connection

Guinness Passport to Greatness http://www.youtube.com/watch?v=joZ3cevUztg

Mobile MarketingIt’s Contextual

• The best apps are contextually relevant – iPint, ovi maps

• Content and functionality should be relevant to the environment

• Case study • Lynx Effect - Creating a shared experience

“Turning your mobile phone into a pulling machine”

http://www.youtube.com/watch?v=Kb4aD2BVqYQ

Mobile MarketingIt has built-in peripherals

• The world’s largest manufacturer of cameras and radios?

• Speaker, microphone, gps, accelerometer, heart monitor – what can we use them for?

• Not just about communicating, now it’s about creating, recording and measuring

• Case Studies

• Wimbledon 2009 Augmented reality http://www.youtube.com/watch?v=7VZoDmqcZ34

•Nokia Sportstracker – using the phone’s measurement tools as a content creation toolshttp://sportstracker.nokia.com

• Lynx Say Cheese – http://www.lynxeffect.com/#/tools/mobile_say_cheese.aspx

Mobile MarketingIt’s small

• Unintrusive, surreptitious

• Can be shared

• But: Usability implications

• Case study

• Fanta Stealth Sound System (Ogilvy) – Exclusive, highly targetted

• http://www.youtube.com/watch?v=o-ID2OQzvUk

Mobile MarketingWhat shall we make?

• Save time or kill time?

• How brands can connect using mobile

• Fun: easier to develop, but lack longevity

• Useful: requires more R&D but can extend the relationship

• How can mobile enhance a campaign?

• Don’t forget sms!

Mobile MarketingWho for?

• “I want to build an iphone app”

• 98% of creative directors have an iphone, 2% of the general public

• iphone, java or mobi

• iPhone – 1bn downloads• Getjar – 400m downloads, 1414 supported devices• mobi – issue of connectivity and data rates

• Size of market vs user experience

Mobile MarketingWho for?

PHOTO - Greyscale

Mobile MarketingKnow your market

Understanding The Connected Consumer

Mobile MarketingKnow your market

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Nokia

RIM

Apple

Worldwide Smartphone Sales to End Users by Vendor (thousands

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Mobile MarketingKnow your market

Mobile MarketingHow do we give it away?

• Still needs to be part of another campaign

• Gastonav on beermugs

• Fanta on cans

• Guinness - email blasts, website, competition,short code at the event.

• Bluetooth brand ambassadors

• Use multiple shortcodes to enhance measurement