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I attended the mobileSQUARED Roadshow on 11/2/10, which showcased everything that is wonderful about mobile – from its innovation to its simplicity. It was attended by leaders of brands, agencies, content providers and mobile companies. I hope you ’ll find this presentation informational and helpful in thinking about Beiersdorf and future marketing strategy.
“ Mobile phones, and especially smart phones, have become indispensable assets for both personal and business productivity, acting as a means for digital interactions, such as sending text messages, browsing the Internet or reviewing email correspondence, on-the-run. It is also one of the most personal devices, as most of us carry our phones with us just about everywhere we go. And therefore, communications and marketing messages received on the phone have the highest degree of relevance, and ultimately, success for the users. Different from their social media counterparts, email and mobile marketing are more direct one-to-one communication vehicles. This means the degree of relevance and targeted messaging can return some of the most successful and measurable campaigns. As a result, mobile and email marketing have become important sales and marketing tools, and traditionally viewed as the “desktop” communication, email is becoming increasingly mobile as well with increasing popularity of smart phones. Companies may use email and mobile marketing to reach customers and prospects instantly – wherever they may be. Email and mobile marketing are immediate and cost-effective, enabling the push-pull features and personalized content consumers want. ” (“Social, Mobile And Email Integration: Maximizing Your Digital Marketing Mix,” http://www.bestsocialmediamarketingtips.com/3910 )
“ It's no wonder so many media giants are betting heavily on the device--while brands like ABC, The Weather Channel and USA Today dominate the first wave of breakout iPad downloads, rival content providers of all shapes and sizes are introducing competing apps of their own. In fact, a recent survey conducted by video asset management systems KIT digital reports that 76.8 percent of senior marketing executives believe an iPad video strategy is crucial to their company's success . But not only does the iPad enable new entertainment formats and opportunities--it also introduces mobile marketing possibilities to go with them, heralding a new, interactive channel to reach consumers both at home and on-the-go via contextualized, personalized advertisements. "Because users will be consuming a variety of media otherwise consumed on different devices or mediums, the advertiser can reach them whatever they're doing, and reach them in a meaningful and powerful new way," says Dane Holewinski, director of marketing for mobile advertising network Greystripe. Although the iPad offers advertisers a blank canvas to create custom campaigns tailored for the platform or simply extend their existing digital marketing efforts, the most effective plan of attack is still open to debate. Advertisers and publishers are presently formulating and tweaking their approaches to determine what works on iPad and what doesn't. "The iPad platform is so new that nobody understands what all the marketing opportunities are--we're learning along with our clients," says Jason Yim, founder and CEO of entertainment and youth marketing firm Trigger. Even so, he agrees that the marketing potential is enormous. "This is an audience that can't be ignored," Yim says. "These users are the perfect audience for consuming content. ” (Read more: How the iPad could revolutionize the marketing mix - FierceMobileContent http://www.fiercemobilecontent.com/story/how-ipad-will-revolutionize-marketing-mix/2010-04-15#ixzz17SORZ8We)
“ Whether its content delivery or monetization, MTV Networks is always looking to be as innovative as possible in the nascent mobile marketplace. We do a lot of work on getting the call to action, and nothing beats getting the talent to vote. Voting numbers often determine whether deals happen.”
Right now, spending isn ’t quite there, and advertisers aren’t capitalizing on it for the full extent. But in the long run, people are connected, and more smart phones advertisers will follow How do you capitalize on this wonderful opportunity, this device that everyone has? How do we breakthrough the clutter and approach mobile from a strategic standpoint?
Communication-based mechanism Changing away from traditional advertising mechanism More about communication, we can ’t just do intermittent campaigns Look at social media, Facebook – we ’re no longer just building a website, we’re building Facebook pages
Evaluating Mobile Success: The final aspect of any marketing campaign is the evaluation and tracking of success - and mobile marketing is no exception. It is important to let your efforts run for enough time to get a true read of the success of the campaign because mobile marketing is new to consumers, and ‘buzz’ is frequently a large part of any mobile marketing campaign. When evaluating your mobile campaign, remember that your mobile marketing efforts can affect the success of other aspects of your marketing campaign. Pay attention to how mobile could be creating indirect benefits to your sales volume both online and in stores. When done correctly, mobile marketing can do a lot to affect the bottom line of your marketing campaigns, but it is crucial that you use an integrated marketing strategy, effectively leverage the correct mobile channel, and use an appropriate marketing message.
When asked about desired results, most brand marketers will cite: High-volume traffic numbers found on custom-built Web sites Higher opt-in rates and higher transaction conversion rates. Ingredients that make a campaign successful online media buy, cross-channel integration, CRM integration, strategy, planning, and design and build phase
Quite simply, because marketers aren't investing enough -- especially in media buys. Most marketers are hesitant to allocate larger budgets to mobile initiatives without proven case studies showing effective results -- a situation exacerbated by the current state of the economy. Mobile has high reach, but has to overcome the noise -- now is the perfect time for progressive companies to invest more in mobile: the medium is still largely uncluttered, and there's untapped potential to build relationships with customers. In the initial years of the Web, we faced a similar dilemma. It was difficult to prove ROI, but the pioneers, such as Nike and Coca-Cola, were able to establish a voice, presence and relevance before their competitors did. They learned from early pitfalls and gained a strong lead that many have been able to maintain to this day. We are at a comparable moment for mobile. The potential is there, but it will require courageous brand marketers with proper investment to take the plunge. Not surprisingly, small budgets often lead to small-scale initiatives that are not fully integrated with other media channels.
Different categories have different CPM ’s.
“ Stop & Shop said Thursday it has rolled out Modiv Media's Scan It! scan-and-bag system in an additional 50 supermarket stores. With the new locations, the hand-held, self-service and electronic coupon devices are now in a total of 145 Stop & Shop and Giant Food stores. Launched in August 2007, the Scan It! system is designed both to save shoppers time, and offer targeted promotions based on current shopping behavior and purchase history. Here’s how the system works: Shoppers pick up a hand-held device as they enter a store, and scan their loyalty cards, allowing the system to track the shopper's progress through the aisles. A number of major brands have launched campaigns with Modiv Media, including Coca-Cola, Unilever, ConAgra and Procter & Gamble. Retailers—which get a share of the revenue from participating brands—pay for the installation of the system. "Our partnership with Modiv Media is helping us increase customer loyalty and sales by extending our ongoing effort to provide the fastest, easiest and most rewarding personal shopping experience possible," said Bob Anderson, director of customer relationship management at Stop & Shop. According to Paul Shaut, CEO of Modiv Media, the Scan It! system saves shoppers as much as 10 to 15 minutes in the store and leads to an increased average spend of $7 more per basket, compared to shoppers that don't use the system.”
“ Since Apple popularized the idea of mobile phone apps two years ago, smartphone owners are downloading more apps onto their iPhones, Android phones and Blackberry devices. According to a new survey by Nielsen of more than 4,000 smartphone users who have downloaded at least one app in the past 30 days, the average number of apps they have on their phones has increased to 27 in August from 22 last December. Users of Apple ’s iPhone significantly tops that with an average of 40 apps on their phones. But Android and Blackberry owners’ app usage has also steadily increased to 25 apps and 14 apps, respectively, from 22 apps and 10 apps last December.” [http://blogs.wsj.com/digits/2010/09/09/nielsen-mobile-app-usage-is-increasing/]
Research by mobile SQUARED has revealed that around 75% of apps downloaded are free. Of those paid-for apps costing between US$0.99-999, the average cost per download is US$2.20. According to our calculations, 192.5 million apps have been purchased generating a total of US$423.5 million since launch. Based on Apple ’s 30-70 revenue share model, the App Store has created its founder US$127.05 million and US$296.5 million for the developers and publishers. But mobile marketing isn ’t just about iPhone apps, and comparing the amount of money made from an iPhone app to the money made from print advertising is comparing apples to bananas. If you’re a brand, you don’t necessarily build an iPhone app just to make money from that app. The app may also be for increasing brand loyalty and seen as a digital PR move. Also, iPhone apps can make money later with in-app advertising that makes the app download fee worth more than the original purchase price.
Sample from Nielsen Apps Playbook (slide 64)
Looking at app: do we have content and distribution to satisfy consumers? Is our refresh cycle enough to keep the consumer engaged? Apps have a half-life of a year and a half Certain utility apps will be used on on-the-go basis, but need to have daily open rate Issue right now is reaching frequency A lot of people have been developing apps lately, just building apps for the sake of it Future of apps: convergence into the super app (the browser), done when Google is finished A lot of Apple and Nokia want to develop global fashion app in different languages
Sample from Nielsen Apps Playbook (slide 93)
Sample from Nielsen Apps Playbook (slide 141)
Jesse Haines, Head of Marketing, Google Mobile Ads You can take a picture w/ Google Goggles Works well with books and wine labels Like w/ regular search, Google analyzes it and develops a relevant search result Growth is accelerating dramatically, proliferation of smart phone penetration Prices coming down, new device launched every few weeks 5x more searches: on high end devices than traditional WAP phones 20% of mobile searches are voice searches In US on Android devices, 20% are voice As marketers, we need to understand how people are searching and what they ’re searching for Mechanics of search on mobile are different than they are on desktop Search for particular restaurants or gas stations along your route Slew of apps bringing innovation to search Search got sexier when it came onto the mobile device Mechanics and how people are searching is changing Mobile device is always on you Google ran a Superbowl ad, featuring a search query: “how to impress a French girl” Search patterns suggest that mobile search is incremental to desktop search
Mobile media will significantly outpace the Internet and other traditional media platforms -- especially in emerging and faster growth economies. A new report from Nielsen Wire, with research from The Cambridge Group, says: "Defying classic economic models, the demand for communication (cell phones) leads traditional media growth, signifying a global, disruptive phenomenon." Growth for the Internet will continue -- but at more predictable growth patterns. [http://www.mediapost.com/publications/?art_aid=133965&fa=Articles.showArticle]
Bdf mobile media final
The Convergence of Mobile and Media:Insights from the mobileSQUARED RoadshowmobileSQUARED RoadshowDecember 2010