Michael Leander's mobile marketing session at the DIGIT12 Conference in Karachi, Pakistan organized by Pakistan's Advertisers Society

1. Mobile
marketing
inspiration
to get you
thinking Michael Leander
• michael@michaelleander.me
•@michaelleander < Twitter
DIGIT 12
• Facebook/Linkedin “Michael Leander”

2. See the pictures from the session here
Pictures from the session here
http://www.facebook.com/media/set/?set=a.10151162406261039.437893.232078671
038&type=1

4. … and other new opportunities to
interact and get a response from your
audience using QR codes (or not)

5. Me too, me too, me too,
me too, me too, me too !

6. Drink and scan –
if you can !

7. The future is already here
— it's just not very
evenly distributed.
William Gibson, 1993

8. 104.000.000
SIM Cards issued in Pakistan
… and growing
7 out of 10
Pakistanis

9. 5-6 million smart
phone users in Pakistan
Expected to grow to 50 million
by 2016 (Ericsson Pakistan)
Mian Muhammad Mansh

10. Mobile internet users: 1 in 4
Facebook penetration: 1 in 4 of online population
(total 8 million)
Sources: Telenor Pakistan and Socialbakers.com

11. 18-26 year olds:
high data consumption on
feature phones

12. Models designed for feature
phone users

13. In closingBlackberry &
Feature
• phones
Remember there are two kinds of people

14. And so should you

15. Get 11 mobile marketing case
studies – with your business card

16. Which reads the most words
pr minute – the eye or the ear?
2.500 words per minute 125 words per minute
The eye reads 20 times faster than the ear @michaelleander

17. We are in the
picture
economy

18. Challenge: from eyeballs
to reel interaction?
Make sure you
include USP’s
and/or branding
when appropriate
Call to action:
Links and
Stir an descriptive
text needed
emotion

19. WHAT DOES
THE PICTURE
ECONOMY
MEAN FOR
OUR MOBILE
MARKETING
ACTIVITIES?

20. Meet Good ‘ol AIDA
A = Attention (Awareness)
I = Interest
D = Desire
A = Action

21. Attention
Spend: € 22 Interest
Revenue: € 4.950
Desire
www.linktext.com > learn more about this masterclass Action
and see how attending can help you increase your
email marketing ROI www.linktext.com

22. Community engagement – picture
economy
• The secret lives of
luxury shoes
• Photos are
submitted through
Instagram using the
hashtag #BGShoes
• Image is placed on
map near
Bergdorf’s of
Manhattan

23. A day in the life of a mobile user

24. Mobile is a case of push and pull

25. The biggest change is what?
Touch is
the biggest change

26. Touch will change the game
completely

27. • Make sure your websites are mobile
native – or mobile friendly
• Learn about HTML 5

29. Beware of permission and make sure
mobile users understand what they get
themselves into

30. Mobile or mobility?

31. Key trends changing buying behavior

32. Key trends changing buying behavior

33. Mobile marketing is
multichannel multiply
ROMI by 5, 10, 25

34. What your audience expects

35. What your audience experience

36. It is a [multi-channel
game of many
devices, many
platforms and
umpteenth
delivery formats

37. Integrate touchpoints for
maximum engagement
Maximize each
touchpoint while
measuring ROMI

38. Lifecycle thinking applied in mobility

40. Pushing your mobile
advertisements
• Click through rates very high on mobile
banner adds
• Click through rates for in-app adds up to 12
times higher

41. Mobility How to engage the moving audience

44. Thin
Which real
problem
are you
solving?

46. Which problems does the tablet bank solve?

47. Tripit.com keeps track of trips
- Notifications
- Track loyalty programs
- Integrates with social networks

48. Foursquare –
mobile & relevant
time and place
offers

49. Consumers are becoming more
and more cautious
Trust is critical
Remember your trust emblems
(positive associations, testimonials etc.)

50. Short attention span, loads of intrusion
- how do you cut through the clutter?
Do I know you?
Do I need you?
Brain Can I trust
filter you?

51. How to get into the Mind Box?
Unique
passionate
emotional
authentic
focused
interactive
meaningful
…

52. 7 senses to consider for any mobile
marketing campaign
• Lust; the anticipation of pleasure, (which we crave)
• Mystique; an unanswered question that intrigues us and
makes us want to solve the puzzle
• Alarm: the threat of negative consequences, which demands
immediate response
• Prestige: symbols of rank and respect, which earn us status
and admiration
• Vice: rebellion against rules, which tempts us toward
“forbidden fruit”
• Trust: certainty and reliability, to which we give our loyalty
• Commonsense; use your commonsense

53. See examples of these senses
applied – get the case studies

54. Which senses do this Westin
mobile add play on?

56. Axe girl wake me up
• Sign-up via
qualification
• IVR
• Different Axe girl
calls every day
Think: Solves a real problem in a fun way
(service) and generates continous awarenesss

57. Questions, comments:
send an email to michael@michaelleander.me
Michael Leander is an international
marketing speaker.
He has spoken in Pakistan
and 40 other countries
Find him here
http://www.twitter.com/michaelleander
Speaking: http://www.michaelleander.me
Consulting: http://www.michaelleander.com

58. Bonus slides …

59. Mobile Email Design Best Practices
• A narrow email width
• Single column layout
• Compelling subject
line
• Large headlines & Call
to Actions (CTA’s)
• Bullet proof buttons
• Graceful Degradation

62. McDonald’s Campaign
Push Notifications with CircleTie Egypt

63. Trigger Based Push Notifications
Notifications sent from nearest McDonald’s
whenever any of the following happens:
• User passes within 2 km of a McDonald’s
venue
• User discovers nearby fast food
• User searches for venue that is categorized as
fast food
All to people whom have given consent
(permission) to receive notifications

65. Get Feedback, Attach vouchers or URLs

66. McDonald’s Egypt used
the attachment feature
to drive people to their
Facebook page

67. On BlackBerry too

68. Other words of importance
• Mobile search is significant
• Mobile content
• Create your own mobile universe and
distribute that content to all channels