Mobile Marketing:

An Introduction
About me
• 18 years digital marketing, 7 years
experience in mobile marketing
•
• CEO of mobile agency, Formation
•
• Mobile strategist and consultant
•
• Chair of DMA Mobile Council
•
• mark@formatie.com
020 7490 8779
The mobile marketing challenge

Broadest info technology

Always there, always on
Great engagement & response
Exciting and interactive content

But …
Many standards, technologies and channels
Highly personal
Few measurement standards
Confusing regulatory practices
Why mobile?

1/2
of human
beings are
‘mobile’
Why mobile?

89 % of UK adults are
mobile
9 billion messages per month
Over 90% of messages are read
Almost 100% recall of messages received
40% of the UK have smartphones
18m + people use the mobile web each month
Mobile search has grown 500% in the last two years
Why mobile marketing?
72 % of people would opt-in
for the
right incentive*

Over 40 % of mobile users have

used a shortcode to respond to
adverts in other media**

Mobile advertising spend has doubled

each year since 2007***

Response and purchase rates over 30 %

have been generated by mobile campaigns

Sources: * DMA/IAB, 2010 // ** O2, 2009// ***IAB, 2010

 Mobile’s Role in Marketing
CRM, retention, loyalty and uplif

Customer response and acquisition

Mobile
Customer
Service
Mobile
Marketing

Mobile
Commerce

Transaction
The Mobile Landscape
The Best Selling Handset?

iphone: 65m Motorola Razr: 110m Nokia 1100: 200m

The first mobile phones?
 1G era 1G mobile telephony transmitted voice calls as an analogu
1980’s-1991

2G erato digital, the first SMS was sent in 1992, and primitive mobile
nals were switched
1991-2001

3G era
ergence of faster data connections, music, content, news and mail services have a
2001 onwards...
The Mobile Landscape Now

Smartphone Adopters
Young affluent mobile
users have caused a
massive explosion in
the market for the
mobile internet and
apps

Mass Market
Many devices are still
base around simple
calling and texting with
small screens and
slow connections
…and in the next few years
Smartphones are taking over
 digital usage
rs, who are addicted to digital products and communities, will place the smartphone at the top of their

2010 2013
usage digital usageHigh

Smartphone penetration

ket for smartphones due to their high tariff and previous exclusivity to Pay Monthly tariffs. However, f

2010 2013
Little digitalMedium

Older users who make little use of digital platforms, and for whom new devices are a source of confusio

2010 2013
People used to …

Text Call
… now they

Tele - care
Gaming
Web browsing Fleet management

Personal organiser
Call
Email Camera + pictures

Shopping
Text
Mobile TV Search

Music
Social networks
Smart metering Vouchers + tickets

Content Download
Navigation
Data Storage Micro - payments
 It’s a problem for brands

Wha’eva

Brands are used to developing



products in the same silos year after

year
Social Networks
Mobile web
Widgets
Buy it ! Games
Buy it ! Mates
Email
Apps
Branches SMS
Call Centres Viral
Own-brand web sites IM
TV Advertising
Direct Mail
Outbound calling
Who are the mobile media owners?

This is how we used to get our mobile media

Now we get it like this …

Mobile’s Role in Social Media

Up to 150 million users access

through mobile
Mobile users twice as
active as non-mobile
50%of UK status updates
from mobile

Twitter saw 62%

increase in mobile app
use from April-Sept 2010
Understanding Mobile Users

Innovativ
e Immediate
Trustworthy
Relevant
Personal
 Mobile is Innovative and Personal

newspapers
another plus is I’m comprehensive

the only user where

as a laptop I share up to date
information
with the wife! immediate trustworthy

internet convenient
on PC persuasive
for me
personalised
innovative
radio
mobile TV
undemanding

entertaining mood setter

II like
like to
to try
try new
new things
things relaxing
with my new
with my new phone phone fun
creative

magazines

stylish
Trust and Permission

volume/response/opt-out/spam
Mobile. A Spam Free Zone?

 66% of UK consumers feel that they have

received mobile spam*


 10% of these messages were phishing attacks**



 45% were links included premium rate response numbers to call



 30% of UK consumers blame their network

operators for it
* Formation/DMA, 2009 // **Cloudmark YouGov
•
The Most Accessed Channel 12-6pm
90% TV
86%
75% 73% 76% PC

71% 59% mobile

radio
print

midnight to 6am 6am - 9am 9am - noon noon - 4pm 4pm - 6pm 6pm - midnight
Mobile Marketing Technologies
 + Universal, high response,
SMS low cost
- Limited info and interactivity, user permission
MMS
+ High functionality, low cost
Mobile Web - data connections, usability, response rates

+ High functionality, engaging content, delivery ne

Apps - Development cost, compatibility, busy app sto

+ Network independent, high functionality, instant re

Bluetooth - Units in situ, usability, user identification
Mobile Marketing Disciplines
Interaction: response

JOIN
One CRM campaign we all know
Shelter
Walkers
Interaction: sales promotion
 h a t
w t of
o
kn 34% e 
u
yo ay, am f?
d c
Di terd ners B ee 
yes win becue 
all Bar
off
Next day, 78% of entries from
Barbeque Beef packs
Interaction: sampling
Uplift: BMW Winter Tyres



Brand Awareness: AMF
It’s Not Just Text
Or a Picture
Or Even Sound
NatWest: Customer Service
M&S: Transactional
Mobile Advertising
Experiential
So why isn’t everyone doing it?
Lack of understanding

Lack of historic data

No measurement standards

How do we buy mobile media?

Barriers from regulations and legislation

‘ Our customers won ’ t like it ’

 Mobile is…

...a fast, simple way to communicate

...a way to get connected.

Integrated mobile and digital communications © 2009 Mobile Interactive Group Limited. All rights reserved
.. It works where other’s don’t
JOIN

... it only takes one word to create

engagement
Learning more about mobile

Mobile as Media Channel

2 day course
Accredited qualification
Free if you sign up today!
In Conclusion

Mobile marketing can …

Generate response and uplift
Bring immediacy to campaigns
Work in tandem with other channels

But …
Understand the personalness of mobile
Keep it relevant and immediate
Follow best practice

And remember, not everyone has an iphone!