Making Mobile Marketing Work: An Introduction

Mark Brill Chair of the DMA Mobile Marketing Council CEO of Formation/txt4ever.com Mobile agency and service provider Welcome

Introduction Why mobile? Mobile’s role in marketing What are the technologies and marketing channels? Some examples Factors to consider Best practice

The mobile marketing challenge? Broadest info technology Highly personal Great potential for engagement and response Exciting and interactive content But … Many standards, technologies and channels Narrow permission spectrum No measurement standards Unclear regulatory practices ?

iphone: 52mMotorola Razr: 110mNokia 1100: 200m Myth busting

Appstore Sales $3 billion MMS: $28 billionMobile Music: $4.29 billion Myth busting

Over 7 billion SMS messages are sent in the UK each month –More the 2x the number of UK Google searches Year on year SMS growth at 38%*** 40% of Europeans are interested in mobile marketing* 55% of people interested in offers and promotions** 95% of text messages are read (just 25% with ) 10%+ uplift on response where shortcodes are used Sources: * MMA // **txt4ever Spam Study 2009 // ***Mobile Data Association Why mobile?

1/2 of human beings are ‘mobile’

12 text messages 9 IMs from a computer 2 IMs from a mobile phone 6 calls from a mobile phone 3 calls from a landline 3 s from a mobile phone 2 messages from a forum 5 messages via skype or similar 5 s from a computer * Source: OTX - A beta life://Youth – February 2009 … and especially the kids

CRM, retention, loyalty Customer AcquisitionTransaction Mobile’s role in marketing

Bluetooth Mobile Web Apps Response Acquisition Delivery Transaction Vouchering/Couponing Survey Voting UGC Location Services Mobile Social Networking Mobile Search Mobile Banners Proximity SMS MMS QR IR

Bluetooth Mobile Web Apps + Universal, high response, low cost - Limited info and interactivity, user permissions SMS MMS + High functionality, low cost - data connections, usability, response rates + High functionality, engaging content, delivery network - Development cost, compatibility, busy market + Network independent, high functionality, instant response - Units in situ, usability, user identification

SMS is still massive

 Simply the most intuitive way for users to respond to a brand message ATL  Brochure request  Free sample  Competition  WAP site link  Store Locator  Call-back request Ad response

A picture tells a thousand words...

...but it only takes one word to create engagement JOIN

Mobile is…...a friendly invitation

...a way to communicate where no others will work

Changing everything?

New OS kids on the block

What: The handset, network or tariff Where: Home or travelling? Who: Identity and style Key factors

The Audi A4 app Are Audi A4s really that horrible to drive?...drives like there is a drunk behind the wheel If their cars handled like this the company would be in big trouble I feel ripped off – even though the game was free! Just like a real A4 – it’s boring and tedious Key factors

To achieve a good result, take more time over creative concepts, design and delivery – this may cost more money += … but above all …

I want what I want, when I want it I’m the customer... Choice

Consumers access their data independent of: Location Platform Time Nature of request Access – anything, any time, anywhere

PECR DPA PhonepayPlus Ofcom CAP Code Ministry of Justice DMA MMA IAB Regulations and best practice

Data Own Organic Own Acquisition Third Party Data

‘ FREE MSG: Our records indicate u maybe entitled to £ 5000 in compensation for your recent Accident, To claim just reply with CLAIM to this msg, 2 stop txt STOP ’ What’s wrong with this picture?

In conclusion Mobile offers significant marketing opportunities Channel & technology: Functionality vs audience reach High usage saturation - narrow permission spectrum Keep it simple! Clear offer and achievable call to action Gain user’s trust and follow best practice

For further information: (0) Questions?