Mobile Marketing Ready for Takeoff

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Mobile Marketing
Ready for Takeoff
March 2008
Plug & Play Mobile Solutions
Mobile Marketing – say what?
Mobile Marketing can be defined as the use
of marketing communication techniques via
mobile phones. This involves the use of several
information carriers: SMS and MMS, voice
messages and mobile internet sites. Mobile
Marketing can furthermore be divided into
following subcategories.
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Content
•
Introduction
•
Facts & Figures: why you will use Mobile Marketing in the near future
•
Mobile Marketing: case examples
Plug & Play Mobile Solutions
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Overview of MobileWeb.be Plug & Play Solutions
Mobile Internet
Connect with your customers on our Mobile Internet platform.
Connectivity & Messaging
Integrate seamlessly SMS and MMS connectivity with your applications.
Mobile Entertainment
Grow your mobile entertainment business with our innovative solutions.
Mobile Marketing
Get in touch with your mobile community with our Plug & Play Mobile Solutions.
Mobile Payment
Implement efficient billing and payment systems and benefit from our high payments.
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Some reference customers and partners
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Content
•
Introduction
•
Facts & Figures: why you will use Mobile Marketing in the near future
•
Mobile Marketing: case examples
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The reach of mobile is comparable to other mass media like TV and radio
and significantly higher than the reach of press, internet and cinema
Source: Le Guide du Marketing Mobile, July 2006
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A group of approximately 600000 people are already intensive
users of the advanced multimedia features of the mobile phone
Data
exchange
between
mobile
phone and
other
appliances
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Internet users
• Uses a mobile phone
mostly for telephone
calls only
• Typical phone: Nokia
• Relatively low
knowledge of mobile
terms and portals
• Rather reserved
towards mobile
marketing
• Less mobile phone
experience
• Using same mobile
phone for a long time
• Lot of data exchange
between mobile and other
applicances and with
Internet
• Intensive use of functional
tools and multimedia on
phone
• More trendy phone brands:
Sony Ericsson, Nokia,
Samsung
• Profound knowledge of
telephone terms and portals
• Open towards mobile
marketing
• Buys regularly a new handy
• Early adopter mobile
technology
• Relatively open for free
information with
advertisement via mobile
phone
Advanced user: 11%
• Uses functional tools, but not a lot of
data exchange with other appliances
• Nokia owner
• Average mobile phone terms
knowledge
• Less open than advanced user for
mobile marketing
• Rather female group
Functional user: 38%
Basic user: 50%
Functional tool usage
Source: Insites BMM I, October 2006
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Advanced Users are more interested in receiving (sponsored)
information on their mobile
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Q:Do you wish to receive information (traffic info, breaking news, tourist information, …) on your mobile phone at a small charge per message?
Q:Do you wish to receive free information (traffic info, breaking news, tourist information,...) on your mobile phone but with every message containing a commercial message?
Internet users
4% 1%
9%3%
32%
44%
63%
44%
1%
3%
20%
Advanced users
Functional users
76%
Basic users
Interest both in case of a fee as for free
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Only without advertising, for a little fee
Yes, if for free
Never
The mobile is a direct and immediate response medium accessible
to broad part of the population
Many consumers respond via mobile to ads
Participation to SMS Game or
response to ad via SMS
Internet users
Yes: 40%
No: 60%
N (Internet users): 2861
Filter: only owners of a
mobile phone
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Response via mobile is immediate
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The mobile phone is close to the hearts of people
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GSM is very personal and
emotional
• Forgot wallet or phone at
home - 38% go back for
phone
• Lend a phone to a friend –
63% doesn't want to
• 56% have flirted via mobile
• Answer phone during sex –
14% takes phone
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About 50% of the phones are equiped with MMS or Mobile
Internet (WAP) with increasing usage
Usage
100%
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Q:Which functions are available on your mobile phone?
Q:To what extent do you use the following functions on your mobile phone?
Internet users
90%
Colour screen
80%
70%
Camera
60%
Alarm clock
Dictionary
50%
Touch screen
MP3 player
Polyphonic ringtones
Calendar
Video camera
Bluetooth
40%
Radio PC synchronisation
30%
UMTS / 3G
20%
Sound recorder
Infrared
GPRS
MMS
WAP
E-mail
10%
Fax
0%
0%
10%
20%
30%
Filter: only owners of a mobile phone
Usage: Monthly or more often
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40%
50%
60%
70%
80%
90%
100%
Adoption
Use of mobile portals starting off with 20%-30% having visited
the portal 2 or more times during last 6 months
Internet users
Q:How often did you visit the mobile portal of your current mobile phone
operator in the last 6 months?
61%
Base
56%
Mobistar
45%
Never
16%
16%
17%
17%
21%
Once 2 to 5 times 6 to 10 times More than 10 times No idea
N (Internet users):1810
Filter: only owners of a mobile phone who know at least 1 mobile portal
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4% 2%3%
15%
13%
50%
Proximus
Others
14%
4% 4%
5%
8%
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7%
7%
6%
4%
3%
Almost one third of 50 leading European Brands have already deployed
SMS or MMS Mobile Marketing campaigns
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The impact of Mobile Marketing campaigns has increased significantly
during the past year
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Content
•
Introduction
•
Facts & Figures: why you will use Mobile Marketing in the near future
•
Mobile Marketing: case examples
Plug & Play Mobile Solutions
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Various Mobile Marketing Formats exist in order to fulfill the
campaign objectives
Available Mobile Marketing formats
Advertising
Bannering / sponsored links
PlazZza directory
SMS/MMS Mailing
Direct response
SMS-to-mail
Mobile Internet (PlazZza)
SMS-to-CallCenter
Interactive
SMS & Win
Mobile Internet Site
GSM Personalization
Participative
SMS/MMS community
MMS Blogging
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Mobile Marketing Case Study: Play.be – mobile bannering
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Advertising
Direct response
• Advertising: Mobile bannering
Interactive
Participative
•
Objective:
Create awareness of new mobile content
service Play.be
•
Implementation:
Banners on PlazZza (Proximus and
Mobistar)
•
Results:
High click through rates: 3 – 8% CTR
Higher clickthrough on animated banners
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w!
e
N
Mobile Marketing Case Study: Universal – movie launch
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Advertising
Direct response
• Advertising: PlazZza Directory Listing
Interactive
Participative
• Objective:
Promote new movie
through mobile channel
• Concept
Movie channel
on PLazZza
PlazZza listing
PlazZza 4444 action on
abribus posters
« TRANSFO »
To
4444
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Mobile Marketing Case Study: Louis Widmer SMS Couponing
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Advertising
Direct response
• Advertising: SMS Mailing
Interactive
Participative
• Objective:
Sales Stimulation & sampling of new
products
• Concept
Web site registration
Coupon by SMS (SMS Mailing)
Receive the product samples in the
nearest pharmacy
• 6.000 subscribers in the first 3 days
• 10.000 subscribers in the first week !
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Hey, ga nr
apotheek
VAN DER WEEËN,
Stationsstraat 27
DENDERLEEUW!
Toon je code
LW1987 &
Advertising
Direct response
Interactive
Participative
Direct Response: First PlazZza Advertising Campaign
launched by MobileWeb.be in November 2006
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Mobile Marketing Case Study : Pumbby
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• SMS Mailing: Pumbby
w!
e
N
• Objective :
Build opt-in community
of mobile subscribers
• Concept :
End user receives
money in exchange of
viewing advertising
You can transfer the
money on your bank
account, spend it in the
PUMBBY shop or pay
your gsm bill.
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Mobile Marketing Case Study: T-Groep lead generation
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Advertising
Direct response
• Direct response: SMS to Call Center
Interactive
Participative
SMS message “JOB” naar 3455
• Objective:
obtain new work force
• Concept:
Radio spots / billboards invite potentials
The SMS is sent to the call center to initiate subsequently an
outbound call
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Mobile Marketing Case Study: Michelin dealer sales stimulation
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Advertising
Direct response
• Interactive: SMS & Win
Interactive
Participative
• Objective
Stimulate new
product sales
among dealers
Scope: Benelux
• Concept:
SMS Quiz related
to new product
features
SMS Game to
provide incentive
to participate
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Mobile Marketing Case Study: Rexona Girl (new product launch)
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Advertising
Direct response
• Interactive: Internet / IVR Deposit
Interactive
Participative
• Objective
Create awareness
between young females
from 15 to 25
• Concept
Send an IVR Deposit
Joke to a friend
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Mobile marketing case study: D’Ieteren/Audi Mobile Internet Site
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Advertising
Direct response
• Interactive: Mobile Internet Site
Interactive
Participative
• Objectives :
Create brand awareness
Offer mobile Value Added
Service
• Concept :
GSM Personalization
(logo, ringtone)
Dealer locator (postcode)
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Mobile marketing case study:
Proximus Pay & GO Generation Moblog
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Advertising
Direct response
• Participative: MOBLOG
Interactive
Participative
•
Objective:
•
Concept:
•
stimulate usage of MMS sending among
Pay & Go customers
MMS adds value
Only for Pay & Go users
Create a mobile blog via website
Send MMS to 4488
Results:
More usage of MMS
2 weeks active an already more than 1680
pictures online
Messages had strong viral quality:
– forwarded
– showed to friends/family/colleagues
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Mobile Marketing Case Study : Hoegaarden New Baseline
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Advertising
Direct response
• Participative: SMS Community
Interactive
Participative
• Objective :
Create bonding with the
brand
• Concept :
People sends their
original thoughts, the
bests are put online and
winner wins beers
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Contact us
Laurence Romain
Sales Manager
Alix Van Eyck
Senior Business Developer
Rue de Verdunstraat 742
B - 1130 Brussels
Tel: +32 (0)2 247 37 08
Mail: [email protected]
Site: www.mobileweb.be
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