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Slide 1: Brand Focus Taking Your Online Strategy Mobile
Slide 2: About Me • Independent Digital DM consultant working with brands and MSP’s in harnessing the power of digital • Clients include JaywingDMG, Indicia Group, Direct Marketing Association, AXA PPP and Alterian • Mobile - Client Services Director at Flytxt, former founder and Chair of the DMA Mobile Marketing Council
Slide 3: Why Are Brands Going Mobile? Because Consumers Are
Slide 4: Consumers and the Mobile Internet • 92% of the population never leave home without their phone and 74% never switch it off (Source – IAB research) c 15m mobile internet users in the UK (Source – mobileSQUARED). 35% of mobile users used the mobile internet every week Growth has been fuelled by the take up of 3G (now just short of 40%) , smart phones (particularly the iPhone, soon to be available beyond 02) and ‘all you can eat’ tariffs that put an end to ‘bill shock’ Most importantly, consumers are ready to use the wider array of services and applications………. • • •
Slide 5: What Consumers Do picture MMS 64% d’load games 19% local 14% email 26% d’load logos 8% use internet 53% TV 4% bluetooth 63% d’load music 17% listen to music 49% d’load tones 23% d’load pics 19% search internet 37% video MMS 31% radio 31% play games 55% Source – Orange UK plc, March 2009 Base: All respondents – mobile media users (c 2000)
Slide 6: The Opportunity Is Much More Than Just Transferring a Web Presence To Mobile For many brands, this is the key because it translates to their online strategy
Slide 7: Boosting Viewing Figures – Living TV (with Blyk) • Create an opt in audience (split between current viewers and non viewers) of 1624 year olds. Engage the audience with SMS and MMS messages Drive them to a mobile internet site and offer free clips Collect viewing intention and actual viewing data Deliver a 62% increase in viewing figures from this audience • • • •
Slide 8: Driving Online and Retail Traffic – M&S • Create an opt in audience of busy mums from response to press activity Offer discount on ‘back to school’ clothes via SMS inviting respondents to visit a mobile internet site or to have their voucher emailed. Enable the visitor to browse the offer on the mobile internet site – this is a complex product configuration by age and item Order by phone or claim the email voucher to order online Excellent click through rate and page visit per user metrics. A breakthrough campaign for the brand in what would be considered an unnatural medium. • • • •
Slide 9: Audience Engagement – Rimmel (with OMD) • Create an opt in audience from responses to mobile advertising on a range of on and off portal mobile sites (from Vodafone Live to Heat) Ad responders visit a microsite which includes downloadable wallpaper, video's, make-up tips and viral MGM’s. Visitors too can sign up to the Ambassadors Club and receive text alerts as new products are launched. Collect browsing and download data by media source • •
Slide 10: Generating Quotes – Swiftcover (with Steak Media) • Create awareness of a mobile service that provides a quote for car insurance anytime anywhere via just a small number of questions on a mobile internet site. Aim the service at predefined target audiences by age and gender based on their adoption of technology and an affinity with forward thinking brands such as Swiftcover Drive traffic by a) mobile search, b) mobile on portal display and c) offline with an SMS call to action. Generate almost 15k clicks within the first two months, almost 1000 quote at half the target cost per quote. Exceed targets for acquisition and branding • •
Slide 11: It’s Just Like The Web – Only Different • Delivering traffic via search – ranging from 12% for all users to 55% for iPhone users. So it’s important but not ubiquitous (Source – eMarekter) Delivering traffic via display – plenty of options for ad networks and exchanges but buying solely on price isn't wise. Users expect to be delivered to something entertaining and valuable; they won't hang around if they're not. Delivering for mobile – design for screen size, browsing flexibility, handset variants and speed. Everyone doesn’t have an iPhone (just like a few years ago everyone didn't have Broadband or flash) . • •
Slide 12: Bringing It All Together