Slide 2:4 times cheaper 20% CTA increase: shop visits 50% margin increase


Mobile Marketing :Mobile Marketing


Mobile Marketing :Mobile Marketing What? Why? How? Limits? Future?


What? :What? Mobile marketing is any form of communication that uses a mobile device to reach customers anytime anywhere and make them react in some targeted way (the CTA) Mobile marketing can meet most if not all of the marketing needs an advertiser may have today


Why? :Why? 86% 70% 20+% 22% http://www.plazzza.be


Slide 8:Just how big is the mobile market?


Mobile Marketing :Mobile Marketing What? Why? how big? how useful?


Slide 18:Mobiles reach where other media don’t


Slide 19:Mobiles reach in ways other media don’t


Slide 20:Mobiles are a rebound medium


The mobile is: :The mobile is:


Slide 22:http://www.afom.fr


The mobile’s potential :The mobile’s potential Perceived values Reach LBS Contextual and viral by nature Chrono-mobility


Slide 24:Perceived values: Practical Safety Freedom Reach - SMS marketing 92% opening rate 60% recall rate vs. 15% radio/TV spot Growing op-in database (12M / 3.5M) LBS Contextual and viral by nature Chrono-mobility


SMS marketing: :SMS marketing: MSG is read is read wn 1 hr is passed on is answered CTA Visit web site Visit POS Buy product 4 to 17% 94% 8 to 27% 4 to 15% 23% 6 to 19% 83% 94% 83% 23% 8-27% 6-19% 4-15% 4-17%


Mobile Marketing :Mobile Marketing What? Why? How?


Mobile tools :Mobile tools Mobile advertising can take several forms: SMS – SMS+ MMS – MMS+ Hyperlinks Flash movies Banners Mobile site It can be deployed in different ways: Operator portal Mobile portal Off-line media On-line non mobile media It can use several strategies: Push Pull Service


Bluecasting :Bluecasting


Mobile Marketing :Mobile Marketing What? Why? How? Limits?


Mobile Marketing :Mobile Marketing What? Why? How? Limits? User’s expectations Ecosystem Campaign set-up Market readability Format compatibility


So… :So…


Slide 51:Permission Marketing Opt-in based Pull SMS Pull call (m-)website registration Data collection method Existent provider-client contract Impersonal moral person


Slide 52:Permission Marketing Opt-in based: Préalable Libre Spécifique Informé (Belgian Law on Electronic Commerce 11/03/2003)


Slide 53:Permission Marketing Opt-in based Opt-out [ Double opt-in ]


Slide 54:Permission Marketing Each PUSH message will include: Identification: Sender Offer Message Control: Opt-out –  »STOP »


Mobile Marketing :Mobile Marketing What? Why? How? Limits? User’s expectations Ecosystem Campaign set-up Market readability Format compatibility


Mobile Marketing :Mobile Marketing What? Why? How? Limits? User’s expectations Ecosystem Campaign set-up Market readability Format compatibility


Mobile Marketing :Mobile Marketing What? Why? How? Limits? User’s expectations Ecosystem Campaign set-up Market readability Format compatibility


Slide 68:GSM GPRS SMS MT UMTS 2.5G PDA c HTML i Mode push SMS MO MMS+ pull HSDPA Blackberry MTTDoCoMo Audio tag 3G WAP OFF Portal PlazZza Short Codes ARPU QR bar codes Tagattitude LBS


Mobile Marketing :Mobile Marketing What? Why? How? Limits? User’s expectations Ecosystem Campaign set-up Market readability Format compatibility


Mobile Marketing :Mobile Marketing What? Why? How? Limits? Future?