Mobile Opportunities

Over 3 times more powerful than online for raising purchase intent, brand favorability and ad awareness

Mobile works at a very personal level, allowing brands to develop an on-going dialogue with their customers to build brand loyalty.

Used for either branding or direct response

Worldwide, there are 4.3 billion mobile phone subscribers

Branding: full-screen interstitials, expandables, mobile video with pre-, mid-, post-roll or live event production, and original branded content in branded channels

Direct Response: mobile clubs, loyalty programs, mobile CRM, contests, sweepstakes, on-pack, retail POS, hook-ins to supply chain management system on retail level

Integration of traditional and digital media Mobile marketing campaigns can be optimized and uniquely measured (via SMS) across all media formats – TV, print, radio, outdoor, in-store, online, mobile, etc.

SMS/MMS

SMSSMS (Short Message Service): common term forthesending of "short" (160 characters or fewer, including spaces) text messages to mobile phones

MMS (Multimedia Messaging Service): can include not just text, but also sound, images and video. Much less common and more expensive.

Allows advertisers to
  • romote the brand and create an opportunity to interact with the audience
  • Evaluate the effectiveness of campaigns through response rates
  • Get instant response at points of interest and collect valuable customer data.
 Advertisers
SMS/MMS can also be integrated with other forms of media.

 

Mobile marketing opportunities also exist in:

Mobile Search

Proximity Marketing using:

Bluetooth: global standard for wirelessly connecting devices such as mobile phones, computers, cars, MP3 players and more

  • When consumers walk by kiosks, enter shopping centers, or attend events, marketers can push branded in-store specials and promotions (content is sent directly to mobile phone

Location-Based-Services (LBS): utilize the geographical position of the mobile device

  • Location based maps of user's current location, routing services to provide directions
  • Real time information about traffic conditions
  • Identification of particular points of interest based on user preferences

Lead Generation>CRM

Lead Generation

  • Capture user data through sign-ups, requests for information, sweepstakes entries
  • Email addresses, phone numbers, names, etc.

Ability to implement mobile CRM once the leads are captured

  • Mobile customer relationship management is a combination of processes, and strategies implemented by an organization that unifies its customer interaction and provides a mechanism for tracking customer information
  • Identify target groups within the customer base according to selected criteria or demographics
  • Send mobile campaign-related material (e.g. information on special offers) to selected recipients
  • Track, store, and analyze campaign statistics, including tracking responses and analyzing trends

M-Commerce

  • Ability to conduct financial transactions using mobile devices
  • Currently, mobile content purchase and delivery mainly consists of the sale of ringtones, wallpapers, and games for mobile phones
  • Nokia is working to develop phones that will allow consumers to pay for items (or pay each other) via text messages or other cell phone applications, similar to Exxon Mobile?s Speedpass where consumers can ?swipe ?n? go?

Couponing

  • Lack of infrastructure is currently holding back growth of mobile coupons in Western Europe and North America
    • Coupons delivered and redeemed via mobile phones are forecast to be used by 200 million mobile subscribers globally by 2013
  • As well as increased redemption rates, mobile coupons have a number of advantages over their paper cousins including:
    • Real-time offers
    • Geo-targeting
    • Time-of-day redemption tracking
    • Stimulate impulse purchases
    • Cost efficiency

Source: Fuor Digital 2009

Quick Mobile Facts

  • 267M mobile
    subscribers in US
  • Doesn't include visitors
    from other countries
  • 115M subscribe
    to mobile web
  • 49.7M actively use
    the mobile web each month
  • Worldwide, there
    are 4.3B mobile subscribers
  • By 2013 - 134M mobile
    web users in US.
  • Worldwide SMS volume
    from 2.6T in '07 to 5.5T in '13
  • Unlimited data plans
    becoming norm, growing 50% +/year
  • 50/50 split of users
    above/below age 35
  • 24% have household
    income > $100k+
  • 26% have household
    income < $50k
  • Over 3x more
    powerful than online for raising purchase intent, brand favorability and awareness
  • Integrate SMS
    with other forms of media
  • Print Ads, Radio,
    TV, Yellow Pages, Flyers/posters, In-store, on-pack
  • Allows for measurability
    and tracking of offline media
  • Coupons via mobile
    increase redemption rates
  • Mobile coupons have
    advantages over paper cousins including:
    • Real-time offers,
      Geo-targeting
    • Time-of-day
      redemption tracking
    • Stimulate impulse
      purchases
    • Cost efficiency

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