I presented a Mobile 101 with Tim Courtney from KeyLimeTie. I took the structure from the preliminary Mobile 101 outline that the Heartland Mobile Council is creating. We had a great reception so we are excited about the full version of Heartland\'s Mobile 101. - Hugh
Mobile 101 for Chicago Media Marketing & Advertising meetup
1. CMM&A Meetup September 14, 2009
Reaching Your Customers &
Building Your Brand
on the Mobile Phone
2. KeyLimeTie
KeyLimeTie is a Chicagoland‐based
interac7ve design and development firm
specializing in web, mobile, kiosk, digital
signage, and enterprise so?ware solu7ons.
The company was founded in March 2007 by
brothers and 15‐year industry innovators
Chris Pautsch and Brian Pautsch.
3. Mobile Anthem
Mobile Anthem is a youth marke7ng agency
that connects brands to their consumers
z through their mobile phone
• Strategies that leverage the ubiquity of mobile within your marke7ng
plan
• Objec7ves 7ed to reported mobile metrics
• Driven by insights in consumer mobile behaviors
• CRM • Mobile Websites (WAP sites)
• Mobile coupons • Mobile ad placement
• SMS (Text) alerts/interactions • Ringtones, Wallpapers
• Mobile phone accessories • Location Based Services
(skins, mirrors, phone dangles) • iPhone apps
4. Who are you?
• 271 Million mobile phones in the US 1
• The number of phones worldwide outnumbers
computers! (4 Billion)2
• 30% have a second mobile phone2
• 80% of Gen Y has a mobile phone 3
• 18% of mobile subscribers have smart phones 1
1 Nielsen as reported by Wall Street Journal, “Video on Cellphones: The Uncut Version,” July 28, 2009
2 Tomi Ahonen Almanac 2009, of global mobile subscribers
3 Harris/CTIA Sep.’08
5. What are you doing on your phones?
0.900
82%
0.675
47% 0.450
38%
34%
31%
28% 0.225
26%
19% 18%
Picture Music 0
WAPsite
IM
Mapping
18-29 30-49 50-64
Pictures, Games, Music, Video, Web, Email
Mobile Access to Data and Information 2008 – Pew Internet and American Life Project
Mobile Access to Data and Information 2008 – Pew Internet and American Life Project
6. What are you doing on WAP?
0.30 0.45 0.60
0 0.15
Email
Social Net
Weather
Directions
Sports
News
Harris/CTIA - Teen Mobile Study, Sep. 2008
7. Where are you doing it?
• US 91% of the time people
have their phones with them1
• Globally 60% of people sleep
with their phones2
1 keeps the cellphone literally within arm's reach 24 hours, seven days a week,
365 days of the year per Morgan Stanley 2007
2 2005 global study by BBDO
8. What will you do in the future?
• Make Payments
(15% of Japanese consumers already doing so)
• Clip Coupons
• Board Trains/Buses/Planes
(JAL already allows this)
• Enter Stadiums & Events
• Identification?
http://teck.in/future-of-mobile-payment-and-mobile-phone-near-field-communication.html
9. Type of Ads Wanted
0 0.175 0.350 0.525 0.700
Specific Brand/Vendor
Favorite Restaurants
Sport, Entertnmt, Travel, etc
Coupons for Consumables
Time Driven
Teens 13-17 Adults 18+
Harris Interactive, May 2008
10. iPhone Consumer Profile
• The typical iPhone user...
• iPhone app 411
Age of iPhone User
0.300
0.225
0.150
0.075
0
<18 18-21 22-25 26-30 31-40
41-50 51-60 61-70 71+
Rubicon Consulting, March 2008
12. What is Mobile Marketing
Any outreach to your customers using the mobile
phone as the platform
A short history
1973 - Martin Cooper makes first mobile phone call - US
1979 - First cellular phone network - Japan
1981 - 2G introduced - Finland
1993 - First SMS data services - Finland*
1998 - First ringtone & mobile payment - Finland
1999 - First mobile internet - Japan
2002 - American Idol - US
2007 - First iPhone - US
13. Mobile in the Marketing Mix
Can support any of the marketing mix:
• TV
• Print
• Radio
• PR
• POS
• Web
• OOH
• Experiential
• Direct Mktg
17. Mobile Marketing Process
1. Business Objectives
Build your mobile campaign to objectives that can be measured
2. Brand Equity
Consider you equities to ensure the mobile program is consistent
3. Consumer Target
Determine which phones your consumer uses
4. Marketing Plans
Weave mobile into other marketing spends
5. Mobile Campaign
Now build your mobile campaign
18. What are Companies Doing?
US Online Advertisers Who Plan to Invest in Mobile, 2008
4%
4%
35% Dabble
No
24% Product Dependent
Invested Heavily
Big Part of Budget
33%
*iMedia Connection Poll, eMarketer, March 2008
19. Ways to Reach Consumers on
their Phones
• SMS • Bluetooth
• MMS • Native Apps
• WAP (Mobile Web) • Games
• Location-Based • Push
Notifications
• Video
• Coupons/ • 2D Code
M-Commerce • RF
24. Venus Case Study
Gillette Venus Spring Break Campaign ‘06
• Problem: Brand awareness for Venus dropped for college-aged females
• Solution: Integrated Campaign including
Mobile, Internet, Print, Experiential, TV, and Sampling
• Results: Drove trial with 0.8M women and millions of impressions
Won the Silver Promo Marketing Award for Experience
Photo Anthem™
Textual Flirting™
VenusBeach Mobile game
25. Engagement: Captain Morgan
Diageo’s “Calling all
Captains” campaign has
used mobile to create
brand engagement
• Pose Off pictures
• Prank phone calls
27. Simplicity: Ralph Lauren
& QR 2D Barcodes
What is a 2D Barcode?
Mistakes to Avoid:
• Don’t make the user
complete too many
steps
• Control the QR
reader app (or at least
the opt-in/opt-out
permissions)
iMedia Connection: http://blogs.imediaconnection.com/2009/9/1/At-Ralph-Lauren--Buzz-worthiness-Trumps-Consumer-Engagement_864.aspx
29. Next Steps
• Educate Yourself
• Heartland Mobile Council
• www.heartlandmobilecouncil.com
• @heartlandmobile
• LinkedIn/Facebook
• Mobile Marketing Association
• www.mmaglobal.com
• Measure
• Execute
• Grow
30. Thank You!
Contact Information:
Tim Courtney
630.890.2347
tim.courtney@keylimetie.com
@TimCourtney
Hugh Park Jedwill
312.912.2837
hugh@mobileanthem.com
@mobilebranding
Text “anthem” to 41411