6 Oportunidades Movilizar Resultados Marketing
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6 Oportunidades Movilizar Resultados Marketing
- 1. Sergio Villalobos Group Account Director @wolfmulder
- 2. Moviliza tus resultados de Marketing
- 5. El celular es personal Siempre atribuible a una sola persona
- 6. El celular es inmediatez
- 7. El celular es localización
- 8. FASTIDIO 75,000 $ BENDICION
- 9. El panorama del teléfono celular El uso masivo global del teléfono celular le brinda a los operadores un alcance sin rival
- 10. El panorama del teléfono celular El teléfono celular es la puerta al mundo de cada uno de los consumidores, y le ofrece a los operadores la posibilidad de un impacto personal
- 11. El celular es como tu sombra La primer cosa que revisas al despertar La última cosa que revisas antes de dormir (siempre a la distancia de tu brazo el 80% del tiempo)
- 12. El panorama del teléfono celular El teléfono celular, como medio que brinda un contenido cada vez más abundante, le ofrece a los operadores la posibilidad de un entorno publicitario
- 13. El panorama del teléfono celular Más que una puerta al mundo, más que un completo centro de actividades, más que una billetera y una tienda...
- 14. Conozca nuevas habilidades para abrir todo un nuevo mundo de oportunidades para movilizar sus resultados de marketing El dispositivo más moderno de la Sociedad Virtual
- 15. En la Sociedad Virtual Oportunidad 1 Motive la respuesta al teléfono celular y un futuro vínculo, construyendo oportunidades de consideración y de ventas add picture of mobile banner on site - nect to coke zero Text your vote to 43683 A for wrinkled B for wonderful Porque tú vales la pena
- 16. En la Sociedad Virtual Oportunidad 2 Desarrolle contenido de marcas reconocidas - más allá de los comerciales - para que los consumidores voluntariamente inviertan tiempo en su marca
- 17. Oportunidad 3 Aproveche la ventaja que ofrece el teléfono celular ‘siempre encendido’ para continuar con el diálogo, creando así mayores oportunidades para motivar resultados En la Sociedad Virtual
- 18. * Cortesía de Velti
- 19. Oportunidad 4 Aumente el impacto y el ROI utilizando la posibilidad de información que brinda el teléfono celular para ofrecer mensajes y ofertas relevantes In the Virtual Society coke poster abribus
- 20. Oportunidad 5 Accione el poder de ubicación del teléfono celular para provocar decisiones de compra En la Sociedad Virtual
- 21. Oportunidad 6 Aproveche la ventaja que ofrece el teléfono celular para influir positivamente en las opiniones en línea en las cuales los consumidores depositan su confianza En la Sociedad Virtual "Como una marca que entiende la importancia de traer la mejor experiencia en el baño a clientes, incluso cuando ellos están lejos de su casa, nuestra meta es conectar Charmin con soluciones y conversaciones innovadoras.”
- 22. ¡Gracias! Movilice sus resultados de Marketing
- 23. ¿cuantos de ustedes leen libros?
- 24. ¿cuantos de ustedes leen más de un libro?
- 26. La industria del libro esta muerta... ¿será?
- 28. Sergio Villalobos @wolfmulder ¿preguntas?
Notas del editor
- Good afternoon. No better way to start the last presentation of the day with a little reminder.
- Yes, ladies and gentlemen… turn your phones off. Or actually ignore that… as 80% of cinema visitors today do. So while some movie theaters are installing mobile phone jam systems, others are leveraging the opportunity of mobile, such as Universal Theaters who is using a SMS response system to test out trailers and analyze audience interest during screenings, helping the company to decide which movies it should be featuring next.
- So the mobile phone, a blessing or nuisance!? While marketers seem to think the latter with mobile marketing representing only a fraction of total advertising budgets, I suppose that the fact that more than half of the global population owns a mobile is evidence of its unrivalled popularity with consumers. So thank you for making me speak today about a topic that has been ruling marketing headlines since a decade with every year being announced as ‘the year for mobile’. Will this year be it? For some brave and determined brands in the world it already is. Ebay, the leading online auction and shopping site, is today attracting 750,000 global daily unique users to its mobile services. In 2009 it has seen more than $500MM worth of transactions via its mobile website and iPhone app, which has been installed by more than 6MM shoppers. No credit cards needed. Thanks to pay pal, a web service that allows you to set up a payment account linked to your bank account or credit card to make secure payments on the web or mobile easy, transactions on ebay mobile are instantaneous and pain-free. As such, an item is now purchased via Ebay mobile every two seconds. 1.5MM purchases took place over the last holiday period - including that of a 1966 Chevrolet Corvette, bought on ebay mobile for $75,000. Users from 165 countries have used Ebay mobile with American cities accounting for only 4 of the top 10 locations. In less than 18 months time Ebay has built its mobile revenue up to a 6% share of its total revenue. The point of this anecdote is that if commerce is finding its life on the mobile, shouldn’t marketing do so too?
- Mobile certainly offers marketers unrivalled reach. Did you realize that the mobile phone is today the leading medium in the world? While 480MM newspapers are distributed every day, 1.5BB people visit the Internet, the world counts 1.5BB TV sets, 2.1BB people have a bank account and 3.2BB people possess a FM radio, the world today counts 3,4BB unique mobile phone owners. China added 9mio subscribers just last month. In India mobile penetration is 50 times greater than that of computers. So yes, the mobile decade does seem upon us. Is anybody still hesitating to accept the claim that mobile is the 7th mass media in the history of the world? After the printing industry, audio, cinema, radio, tv, the web... mobile offers marketers today more reach, but also potentially more impact.
- Why? Because the mobile phone is an incredibly personal medium. Research shows we rather drive home if we forget our mobiles than to go back for our wallets. We always seem to hold it and keep it close. We hardly ever turn our the damn thing off, something someone should have told Tiger Woods to do a long time ago. After all, 1 in 3 people snoop inside their partner’s phone, mostly when they're in the shower, and 10% have ended relationships after what they found. 1 in 4 British couples sleep apart 1 night a week because of their partner’s addiction to their mobile device. We even find peculiar ways to make this eternal companion or ours our own. Yes, it's the device we spend the most time customizing - with our contacts, our screensavers, wallpapers and clearly also our ring tones - 60% of South Koreans customize their ringtones. But more importantly our phones are increasingly our personal gateways to the world.. on which we share our every moment thought and experience. By calling. By texting – which all mobile users can do ... 74% do, sending a total of 15bio texts sent a day, 4x as much as in 2008. We also increasingly sharepictures or videos – 63% of phones have a camera... 50% of mobile users use it. In 2009 video contributions from mobile devices to YouTube jumped 1700%. And we of course also access quick stolen moments of leisure on our phone with 1 out of 10 owners playing games. Phones also connect us increasingly to our virtual social lives. Social networking is quickly becoming the most popular feature on mobile. Research shows that mobile Facebook and Twitter users are the most active social network users: about 20% of Facebooks’ users access Facebook primarily through their mobile device and they are about 50% more active on Facebook than the average FB user. And no less than 80% of Twitter usage happens over mobile. In South Africa, half of the active population is registered for and send each other 250 million messages per day on the mobile social network Mxit. Social network popularity is driving mobile companies to integrate the feature into handsets, so expect this trend to continue. All in all, if I was a CMO, finding a way to be part of this gateway to consumers’ personal and virtual world would be high on my list.
- In fact, 91% of mobile owners keep their phone within 1 meter, 24/7. You could call it’s our security blanket. Hence a study on Japanese high school students and their dependency on the mobile is appropriate called “No Mobile, No Life.”
- Because more the mobile offers even more than human connections, it is increasingly a preferred information and entertainment device. And this is made possible by the fact that about 75% of phones in the world are internet enabled, outfitted with at minimum a wap-browser that supports access to light internet sites and for which you don’t need an internet subscription plan. This means that we can send text messages featuring a wap link to the majority of the mobile population. And increasingly outfitted with a full browser that supports full internet access. But not all owners with phones holding full browsers are paying for more affordable web browsing. Hence today, about 20% of the mobile population - that’s 700mio people - access the full internet on their phones, but this is growing at a very fast rate so expect adoption of mobile Internet to be 39% in Western Europe by 2014! The growing availability of 3G is as transformative to the phone as broadband has been for the computer. As a result all the big media players in the world are now moving their content not only from traditional to digital channels, but adapting it for mobile. Mobile played a key role in Haiti reporting, updating us with the latest news many times a day, but also feeding it with people there texting, tweeting and sending in pics of what was going on over mobile. 20% of mobile phone users now access news. The New York Times is exemplary in its approach, making news accessible for all types of mobile users through multiple formats. Mobile text alerts, a mobile website and funky apps that make reading news even more enjoyable on the phone are available for the iphone, the palm and blackberry. Today the New York times sends 80mio text messages and services 70 million views on its mobile site per month. And so far about news, what about TV? Well, here’s an example. The BBC iPlayer is a site in the UK that allows people who have missed TV shows on the TV screen for free on the internet. Figures now reveal that Brits love to watch the iPlayer on their mobiles with big peaks in traffic post 9.00pm, and again on Saturday and Sunday morning, suggesting that the nation is snuggling up with their favorite BBC programs from the warmth of their own bed. The iPlayer exists in both a mobile site and app format is clocking about 10mio streams every month. Yes, news and TV owners are building content and hence audiences on the mobile medium, offering us increasingly the same advertising opportunities surrounding mobile content as we’ve been used to in the offline world. And sometimes new ad formats mix the best of both worlds.
- The uptake of mobile content consumption thanks to mobile internet is now accelerated by the massive sales of smartphones. Making up 17% of the total phone market with obviously higher penetration in developed markets such as Italy where smartphones are owned by 30% of the population, they account for a remarkable 91% of all mobile internet activity. Smartphone users are also twice as likely to use maps, download music, send email, watch videos; and iPhone users… well, they’re 4x’s as likely. And they do so much more, as we’ve seen from Alexander’s presentation, they go app crazy… turning the mobile into our favorite activity center. By the way phones, and not just smartphones, can service as our wallets. Micro-payments deducted from your phone bill pay for mobile content but also real world goods. In Helsinki, 57% of public transport single tickets are paid by mobile. In Croatia, over half of all parking is paid by mobile. In South Africa, paychecks can be paid directly into the mobile phone with Soweto barbershops now claiming that more than half of their customers now pay for hair by mobile. In Slovenia, every vending machine, every McDonald’s restaurant, and every taxicab accepts payment by mobile phone. The mobile phone is even a shop. An internet enabled phone can support e-commerce as easily as the computer does. Mobile’s growing contribution to commerce is definitely a trend to watch, with the ebay example I mentioned earlier as evidence of the opportunity. More than a gateway to our worlds, more than a rich activity center, more than a wallet and a shop... smartphones are dramatically changing consumer behavior. In this one single place we carry with us 24/7 we’re truly living our 21st Century lives.
- Yes, mobile is the ultimate device of today’s virtual society. After all, our constant social evolution from hunters, to tribes, villages, cities and nations has entered a new stage thanks to the Internet – that of the virtual society. In which physical boundaries are disintegrating. From street conversations, to telephones, to mobiles and video calls - from letters to email, to instant messenger and social networks, the evolution is clearly about increasingly more connections, richer interactivity, instantaneously. This has major implications for marketers, which will have to learn new skills to open up a whole new world of opportunities to mobilize marketing results.
- For starters... one-way communication – our modus operandi of the last few decades – seems simply too restrictive in a virtual society in which everybody is expecting to feedback and interact. With Interactivity increasingly a prerequisite, marketers shouldn’t only master the ad, but equally care about how to build further engagement and convert this into more sales opportunities. Hence I believe more calls to action should be added to ATL advertising. After all, we were raised in a marketing world where this didn't make sense, but today knowing that the mobile phone is close at hand while we’re watching TV or reading a magazine, why wouldn't we try to leverage it to engage with consumers beyond the ad. Adding not just a url, but a free sms code to respond to seems such an obvious thing to do. Or what about making it even easier following in the footsteps of bild magazine? In Spain, the 3 major carriers now all carry since a few months the same 2D bar code technology, making taking pictures of codes on any printed support from ads to packaging to give mobile consumers with more digital content from videos to vouchers - easy and free for 98% of the country’s mobile phone users. QR codes on posters in Japan led people to the Nescafe mobile site where they could instantly enter sweepstakes and receive a sampling ticket that drove them in-store. And more can be achieved if we develop creative ideas that play into the interactivity citizens of the virtual society are looking for. Go beyond just ads that shared Dove’s view on beauty, these Dove billboards and print ads invited consumers to participate in a real beauty debate, voting whether this 96y women was wonderful or wrinkled via SMS. As such the 400K $ ad campaign lead to free media buzz valued at 5mio, 120mio text messages which were converted into a significant increase in sales. This approach can of course also be applied to on-pack promotions. In Turkey, Doritos asked consumers on-pack a simple question - “Buddy or Love?”, which do you prefer? After texting in their response, participants were entered in a sweepstake to win mobile credits. Over 600.000 people participated in just 3 months time. And more than basic sms is possible to make consumers spend more time with your brand at the breakfast table. They only need to download your mobile augmented reality app first. So far we have talked about add mobile calls-to-action to ATL advertising. But what about mobile advertising? Because yes, those ad formats also exist for the mobile medium offering us not only already significant reach but also more response. After all, the mobile is a hands-on device. So for example, text sponsored links on mobile search results pages have an average CTR of 10%. And mobile banners, that can reach about 30% of mums in Italy and the US, they have an average CTR 5x that of online banners. But not all mobile advertising needs the mobile internet. Phonevalley and L’Oreal sent 105.000 French women a picture message featuring Linda Evangelista to promote a new lip treatment which invited women to go to the L’Oreal website to print of a coupon. Alex doesn’t allow me to share results but I can assure you they significantly exceeded expectations. And the newest trend to watch in mobile advertising is driven by the growing popularity of mobile apps, which is pushing the uptake of in-app mobile adds... which I mention as they tend to offer us more creative opportunities. So these Coke Zero ad which were actually video ads were displayed while mobile apps are loading. They had a 250% higher CTR for as the same versions online. Part of the ‘If Coke Zero has Coke’s taste maybe someone out thee has your face’ campaign, they lead to mobile facial profiler, which used facial recognition technology to find your looks-alike in the world by matching your face with social network profile pictures.
- This example shows that we can find ways to make consumers voluntarily spend time with our brand. In the virtual society we don’t need to limit ourselves to pushing ads in people’s faces. We can break through the personal advertising shield consumers are erecting to protect them against the 1,5mio, often indiscriminate, ad messages they are bombarded with year, by offering content they want. After all, as marketers we’ve always known that content is the way to the consumer’s heart – hence we have been surrounding it with advertising for decades. In the digital age we can create content ourselves, branded content, that can live on mobile. I always loved Purina’s PetCentric mobile idea. Enter your zip code in a mobile app and your phone will guide you to off-leash parks, pet friendly restaurants, and fun places to take your dog to. Once installed on your mobile phone, the Purina brand is going with you wherever you and your dog go. The Kraft iFood assistant makes a robust recipe engine come to life on device most likely to lie on the kitchen counter while you’re cooking, moreover surrounding it with useful services that make unique sense on mobile, such as converting your selected recipes into an on-the-go shopping list that you can take with you on your mobile, even featuring nearby store promotions and offers using the location capability of your phone. Costing 99 cents, it has been installed millions of times. Advertising that brings in money... and is driving sales as recipes are surrounded with arelevant Kraft product messages and promotions. In India, I know you’re piloting a similar app, Family Nestle Kitchen. But branded content doesn’t need to take the form of mobile sites and apps. What about simply using voice? Huggies on-pack calls-to-action help mums with the potty training process. After their text, mums will receive a call from a Cinderella or Cars character so they can let their toddlers listen to message of advice from their heros. A great way to get mums opt-in for further relevant Huggies product offers. What about leveraging SMS? J&J's Babycenter provides a range of useful and free SMS services. Text in your baby's due date to receive pregnancy & new baby advice 3 times a week until your baby is 3 months old. Trying to get pregnant women can also text to get the ‘time for sex’ service - 18 text messages, 3x/cycle to get fertility advice. Or simply text OFFERS to get promotions & coupons sent to you. The huggies service was promoted on pack – J&J’s on their site and in email. Because when you develop great branded content and services, you need to make sure your consumers become aware, building an audience for it. That's often where it goes wrong, as mobile tends to sit in the corner of the organization and hence the rest of the marketing team doesn't truly support it. Don’t hesitate to promote it big and loud in all your channels - your site, on pack, your Facebook page, in your advertising. To build consideration for Fanta whose brand promise is about creating more play in the world, we developed the Fanta Stealth Sound System, aiming to help teens to plan for fun by giving them a way to talk each other that adults can’t hear. And we promoted it loud and clear, assuring 500K downloads.
- The third opportunity. As you may have realized, many of these examples show that mobile is a perfect medium to keep the dialogue going with the virtual society consumer whose phone is always on. Yes, CRM is today’s marketer’s secret weapon and luckily something that Nestle truly cares about. Because in a digital world in which interruptive advertising is under pressure, building a relationship with consumers can only give brands some significant leverage? What’s interesting to realize is that 21st Century CRM programs don’t need direct or e-mail. Purina’s petcentric, the kraft ifood, J&J’s sms services can keep the relationship active, providing their brands with more sales opportunities. Even the pure promotional loyalty programs work on mobile. The American ‘My Coke Rewards’ program has had mobile at the heart since its on-set. The mobile wap site allows on-the-go consumers to enter their bottle cap codes and Coke to keep participants engaged through fun, promotional on their mobile. The program, tracking 5-10% growth in mobile opt-ins each month already counts 15mio members and it’s mobile which is driving the success. Leverage mobile for more regular, personal, and relevant communication is what the virtual society citizen loves!
- Leverage mobile for more regular, personal, and relevant communication is what the virtual society citizen loves!
- More than just regular dialogue, more relevant advertising will win the virtual society consumer’s heart. And that’s what digital media which are data-based offer as a 4th opportunity to 21st Century marketers… who have the database. Imagine that nirvana-like marketing world in which you can send a tired student a mobile nescafe coupon wishing him strength and good luck with the rest of his exams… well, that world is here. As coupons sent directly to mobile devices represent a big opportunity for FMCG brands seeking to drive incremental sales, lots of marketers and retailers are testing it, but wide-scale deployment will need mainstream adoption of scanning technology to “read” coupons from handsets. But investments are worth it. Retailer tests witness a 20% redemption rate… 10x that of average couponing results. Mobile coupons delivered via loyalty cards are a precursor to true mobile couponing. Procter & Gamble’s eSavers enables consumers to load coupons for P&G brands directly onto their loyalty cards which are then activated by showing the card at checkout. That’s why Starbucks is turning its loyalty card mobile. (video) And despite the lack of a standardized system real mobile coupon campaigns are possible. An 8-week campaign last year by Coca-Cola UK working with retailers part of the Paypoint network – paypoint is a bill payment and cash terminal which you can find in 22.000 outlets in the UK. This collaboration assured the distribution of 200,000 free drinks and a redemption rate of 87% as well as a beautiful database. By sending by-passers to who texted in the word ‘YES’ in response to one of these posters a unique voucher code, validated by the retailer using the PayPoint terminal. And relevant advertising doesn’t of course always need a coupon. Just as Babycenter, the Nestle Devenir Maman program mobile app can send mommy’s-to-be who have provided their baby’s due date, timely, relevant messages and product promotions throughout and after the pregnancy. Yes targeted advertising, it seems such a hassle. The ‘one blast to all’ is so much more convenient… but increasingly less effective. And thanks to mass data availability and google-inspired message automation targeted mass advertising is here to stay, promising unseen ROI. It’s a new marketing skill we’ll have to apply not only to improve push advertising, but also to be there when consumers are looking for us or our category. As we’ve heard, mobile search is and will be extremely popular.
- Leveraging the mobile for immediate, relevant answers is an absolute opportunity to watch. Activating the internet’s treasure chest of available information to drive consumers’ brand decisions when at point of purchase will be a new battle field in marketing. That’s why Marks & Spencer has launched a trial of mobie barcodes on its freshly squeezed juices, which by taking their picture with a camera phone will direct you to a mobile site where further information aims to trigger immediate purchase. While brands are moving slowly, new players are storming ahead. Playing into the fact that the majority of online consumers compare price online, Shopsavvy is a mobile app that by taking a picture of any barcode will not only give you web-available information about 22mio products, but more importantly will tell you how much they cost at the pos you’re at, but also online or at nearby stores, again using the mobile’s location features. So thes mobile price comparison tools will be quite worrying for retailers, maybe less so for brands, but then other players will be surfacing other information consumers will increasingly base their purchase decisions on. Welcome to Goodguide which strives to help people shop smarter and drive companies to offer even better products by making information about supermarket goods transparent on its site or mobile apps. By taking a picture of a barcode, you will get immediate access to detailed ratings of that product’s health, environmental and social performance. Its database holds more than 50,000 personal care, household & food products, adding thousands of products every month.
- And believe it or not, even more information is available on our mobiles consumers cherish.... which gets me to the last opportunity mobile offers 21st Century Marketers. Billions of comments on brands get posted by consumers on the internet. Pet food reviews, coffee reviews, recipe reviews... you name it, the web has got it. Why do they matter? Because a global Nielsen study shows that a massive 81% of online consumers use reviews in their purchase decisions. Consumers' decision-making processes – whether to buy from you or from someone else - have shifted to a new, powerful peer-to-peer arena. Why? Because never before was there so much to choose from. This fuels our need for trusted advice. Over 100 years of commercial communication we’ve become a little sceptical of advertisers. We trust a recommendation from a friend more than that a brand. I suppose that has always been the case, digital just facilitates our access to these friendly opinions. Nielsen shows 7 in 10 online consumers trust a consumer opinion posted online. Reviewing is the new advertising. For all of these reviews – to both contribute to and access them - people are increasingly using their mobile phones. Simply because the phone allows to do it now. . I bet my job that we’ll see a tsunami of mobile review services - such as Shopsavvy that definitely highlights consumer reviews - appear in all developed markets of the world. The most important way brands can influence these reviews is by participating. Activate participation, sharing things consumers can react to and encouraging feedback the brand can respond to in the public forum of the web, will ultimately drive more positive opinions contributed and seen by consumers about your brand. And obile can help. Forrester suggests all packaging should include the invitation for consumers to not just call, but text in feedback. QR code on posters in Japan invited customers to participate in Nestle sampling sweepstakes. Winners received sample products, for which in return, they were asked to text in product reviews. A total of 77,000 comments were received and were used to fuel an advocacy marketing program. Starbucks was one of the first brands to set up a genuine feedback channel on Twitter, of which 80% of participation is happening via mobile. Complaints, suggestions or questions, just tweet @Starbucks and get an instant reply which will be seen by the other 770K followers of Starbucks Twitter account. And to conclude and going full circle to one of the first opportunities mobile offers marketers finding ways to make consumers spend time with your brand... here’s how toilet paper brand Charmin used consumer reviews to create a useful service that can build brand consideration. They partnered with a mobile service which helps on-the-go consumers find the cleanest public toilets close to them, based on opinions contributed by consumers. Charmin banner ads then of course surround the listings of in total 80,000 toilets in 15 different countries. Charmin’s Brand Manager commented: “As a brand that understands the importance of bringing the best bathroom experience to consumers, even when they’re away from home, our goal is to connect Charmin with innovative conversations and solutions.”
- To conclude: mobile your marketing results. The question is not if you can, but whether you want to.. learning new skills. Because if mobile marketing can work for the next brand, it can work for any brand. The Love God Singapore Movement came to our agency in Singapore with a very particular brief. It said: Sales our down... visits in our churches our down. Can you help us make our brand, God, popular again? And so the agency did with a truly multimedia campaign at the heart of which sat mobile. The campaign included billboards that said “I am here... signed God”, and a bus “Please don’t drink and drive, you’re not quite ready to meet me yet”. “ I grew this apple especially for you,” said God ... and in a TV commercial he said: “Don’t forget your umbrella, I might water the plants today.” And through all of these and many other ads people were invited to start a dialogue with God. His first SMS arrived on a friday and said: “Thank me, it’s Friday. God.” And on Saturday God said: “Coming over to my place tomorrow?” And on Sunday He said: “Even I rested on the 7th day.” And other messages arrived like: “I’m never out of range.” - “You don’t need the phone for a direct line to me.” And my favourite one: “When you talk to me it’s called prayer, but when I talk to you it’s called schizophrenia... So I write. God”. The mobile phone: a blessing or a nuisance. Up to you. Thank you.
- To conclude: mobile your marketing results. The question is not if you can, but whether you want to.. learning new skills. Because if mobile marketing can work for the next brand, it can work for any brand. The Love God Singapore Movement came to our agency in Singapore with a very particular brief. It said: Sales our down... visits in our churches our down. Can you help us make our brand, God, popular again? And so the agency did with a truly multimedia campaign at the heart of which sat mobile. The campaign included billboards that said “I am here... signed God”, and a bus “Please don’t drink and drive, you’re not quite ready to meet me yet”. “ I grew this apple especially for you,” said God ... and in a TV commercial he said: “Don’t forget your umbrella, I might water the plants today.” And through all of these and many other ads people were invited to start a dialogue with God. His first SMS arrived on a friday and said: “Thank me, it’s Friday. God.” And on Saturday God said: “Coming over to my place tomorrow?” And on Sunday He said: “Even I rested on the 7th day.” And other messages arrived like: “I’m never out of range.” - “You don’t need the phone for a direct line to me.” And my favourite one: “When you talk to me it’s called prayer, but when I talk to you it’s called schizophrenia... So I write. God”. The mobile phone: a blessing or a nuisance. Up to you. Thank you.
- To conclude, after this tour of the mobile landscape to convince you of its unparalleled popularity with consumers, media companies and some brands and after an introduction of 6 opportunities to mobilize your marketing results in the virtual society, I I of course realize this isn’t the first nor the last mobile speech you will see that uses undeniable facts and real examples in the hope to convince you. In my view it’s not the lack of evidence or technology standardization that holds us up. It’s the fact that we are forced to learn new skills. Yes, one size doesn’t fit all. And one way comms wouldn’t do it any longer. That’s a revolutionary change for marketers. But the reward of engagement, branded content, ongoing dialogue, personal timely and location-based relevance, and positive conversation is reapable. Test, learn and master! Thank you very much.