Transcript The Future of Mobile Marketing

The Mobile Future
Jeff Hassemer, Director of Multi-Channel Strategy
Is this our future?
Clearly, there is some kind of future in Mobile
US wireless subscribers:
75% Penetration
86% Penetration
226 million
258 million
2006
SMS users
ca. 50%
ca. 60%
MMS users
ca. 14%
ca. 28%
Source: JupiterResearch Wireless Model, 10/06 (US only)
2011
And use is on the rise in the U.S.
In March 2007,
39.6% users sent or received an SMS message
15.3% of Users sent a photo message
9.6% of Mobile users accessed news or information
via phones in March 2007
6.6% of users used Mobile Instant Messaging
3.2% of users downloaded a game
3.2% of users purchased wallpaper or a screensaver
Source: M-Metrics, M-Metrics.com
Theoretically, Mobile is a Direct Marketers Dream
Location Based Advertising
Individual identification that does not change
Total Engagement with the audience
Multiple Formats to utilize
SMS
MMS
WAP/WMS
Mobile Advertising
Mobile Video
In short, everything that is available today via the
Internet is also available via the mobile web.
So Why is the U.S. so far behind in our Mobile
Evolution?
U.S. Mobile Issues - Infrastructure
U.S. Mobile Issues - Culture
Where are the Opportunities?
The Market
Those who are heavily tied to their mobile devices
Currently 15-25 year olds who were raised on Mobile
Business People who are tied to their phones
Soccer Mom’s who are constantly on the go
Marketing Must Bring Value to the User
Service Oriented Messages
Timely Offers/Location Based Offers
Lower the cost of service – i.e. Ad Supported is NOT a dirty word
Coupons on phones
Surveys/contests via text
Some Real World Examples
Financial Services
Transaction Alerts
Balance Alerts
Loan Approval Status – Real Estate/Auto
Retail/CPG
Store Promotions
Mobile Zones
Location Based Advertising
Mobile Search/Local Search
Health Care/Pharma
Prescription Alerts
Health Monitoring
Travel/Hospitality
Reservation Confirmations
Departure Management Messages
Pay by Phone
www.feedtribes.com
The Mobile Wave Will Come
Create a Mobile Version of your Web Site
Test the Waters
Identify the customers who are highly tied to mobile
GET PERMISSION!
Define High Value Service Types of offers
OMG, IMHO SMS is $$$$ that’s SNF
Current infrastructure forces us to think it through
Consider your Channels
SMS
MMS (Verizon Only)
Mobile Advertising
Mobile Search
Thank you!
Jeff Hassemer
Director, Product Marketing
[email protected]
Mobile: 303.960.6914
Direct: 303.825.3678