Transcript Document

Mobile Marketing &
the Print Media
A Practical View
Mark Challinor
Managing Director
Buzz Mobile Marketing Ltd
(www.buzzmobilemarketing.com)
Who me?
 Managing Director of Buzz Mobile Marketing Ltd
(www.buzzmobilemarketing.com)
 Int’l board member - International Newspaper
Marketing Association (www.inma.org)
 Background:
Marketing Director, Mirror Group (Daily Mirror,
Sunday Mirror, The People)
Group Marketing & Promotions Director, Associated
Newspapers (Daily Mail, Mail on Sunday, Evening
Standard, Metro UK)
Marketing Director, Tele-Publishing (now g8wave)
Head of Marketing, Liverpool Echo
Agenda
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Macro view on world media trends
What’s the perception of mobile in media?
How is mobile being used? Some practical examples.
What will be the factors which will drive mobile in the future?
From Thinking Like a Destination
To Being a Trusted Source
Source: “Print Media’s Answer To Cannibalization,” December 2005, Forrester Research
Winners are those that embrace all these…
Commitment!
 Commitment to a Mobile Strategy!
 Commitment to driving business’
future communication and revenues
with customers
 Part of an integrated multi platform
future focus
8,000+ Daily Newspapers
 Newspapers In Education programmes
 Anglo countries: Youth pages, supplements
 Scandinavia: Infusing youth throughout all
pages of the newspaper
 The Metro Reaction: Learning lessons about the
young adult market
 Broadsheet to tabloid conversions
 Lite Newspapers
Background?
Digital Explosion
 First reaction in 1990s: Fight
digital
 Second reaction: Reluctantly
go along
 Third reaction: Where’s the
money?
 Opportunity to learn more
about consumers
 MOBILE
The Rise of SMS…
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1billion SMS sent in the UK in 2000
20bn by 2003
23bn by 2004
32bn in 2005 (89m per day)
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(source: Mobile Data Associations)
Strategic
Ideas and Inspiration
What’s new and different in today’s global newspaper industry?
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Reader-Provided Content, or Citizen
Journalism
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From Print Product to Multi-Media Brand
Rupert Murdoch Mar ‘06
 . "I believe traditional newspapers have many years
of life but, equally, I think in the future that
newsprint and ink will be just one of many channels
to our readers," he said, predicting a future in which
"media becomes like fast food" with consumers
watching news, sport and film clips as they travel, on
mobile phones or handheld wireless devices”.
VG (Norway) Citizen Journalism
WHAT’S YOUR OPINION?
VG, Norway:
One Brand, Multiple Channels
Print Newspaper:
1,356,000 daily readers
Note: 29% of VG’s
operating profit now
comes from online and
mobile activities!
Mobile/SMS:
58,000 daily readers
Total
Unduplicated
Daily
Coverage:
1,847,000
(47% of
population)
Web Site:
926,000 daily readers
Cover the Communication Time
by Mobile Devices
Mobile
Newspaper
Web
Mobile
Web
Newspaper
Home
Train
Office
Dinner Train
Home
6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
（Hour）
Mobile as the “gap medium” for
Asahi Shimbun, Japan
Flash Update,
City AM/PM (London)
MARKETING/PROMOTIONS
 Competitions
 Offers…product, services
(Orange Wednesdays)
 Txt2win/mobile game-card
(drive to website)
 Auctions
 Happy Hours
 Mobile coupons
 Outbound bulk messages
 DVD extensions… unlock/extras
ENTERPRISES/
REVENUE OFFERS
 Fun/games/interactive
quizzes
 Ringtones/wallpapers
 Brochure requests
 Music tagging
 Horoscopes/Lovescopes
 Weather
 Tips of the day…etc
 Content fillers
ADVERTISING
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Ad placement
Repeat ad alerts
Text Back Advertising
Photo Ads
Ad alerts
Word Alerts
EDITORIAL
 Text us our views on…(sport,
stories etc)
 Votes (with downloadable
graphics in real-time)
 Story, picture or opinion for us?
Moblogs!?
 Readers letters
 Comments to columnists…
2 way interaction with stars
 Fantasy shares, football etc.
 Editorial campaigns
What’s new?
 Sunday Times Ringtones to Newsletter Push
 Sunday Times DVD by Text!
 Evening Standard Codeword/Campaigns
Media Guardian!
The first newspaper promotion allowing readers to order a
free DVD film via text messaging generated more than
100,000 responses.
"It was an experiment and it worked," said Simon Bell,
the Times Newspapers marketing director.
"We try to embrace new technology across the board and
that includes promotions. We are constantly
trying to get close to our consumers and understand their
changing behaviour and text is a more convenient medium
for consumers. This would encourage us to use
such a mechanism again," he said.
The promotion was a joint venture between DVD supplier The Communications Practice and
Buzz Mobile Marketing, which devises mobile phone strategies for newspapers.
A Quick Aside…CDs/DVDs
The Communications Practice (www.the-practice.com)
Content is King!
Collections!
BBC Wildlife/Attenborough
Language
Documentaries
Etc
Codeword
Evening Standard
Mobile Market Research
 21 brands/1000
people/6 weeks
 Tone
 Language
 Response times
 Response rates
 How many
messages?
Specifics? Please contact Mark Challinor
Things to Beware!
TECHNOLOGY
 Devote efforts to inc. sales & revenues.
 Marketers don’t need to understand it! IT specialists/ tech advisers
work around ideas. (eg a TV set…how does it work? Do we care?)
Things to Beware!
BILL SHOCK!
 Balance interaction v revenue
 Realise the staged benefits!
Conclusions
An Industry At Risk
Source: September 2005, Trends “Music Lessons: Is Your Industry
At Risk?” Forrester Research
What Is the Value Proposition?
Especially re a younger audience
The Future of Mobile
3G
Telly-phones
Barcodes/couponing
Location based
WAP links to optimised
mobile web sites
Music iPods v Mobile debate
Bluetooth
Java
Advertising
The Mobile Opportunity
 It can provide a new, modern way, for
customers to interact
 It can rejuvenate products and markets
 It can enhance positioning, brand or service
 It can be a revenue stream
 It can generate database
 Mobile can add a new dimension to media
marketing
START WITH TEXTING!?
All this can lead to
MASSIVE POTENTIAL!!
Not just revenue, but in terms of interaction, database & value added content!
Thank you for listening!
Mark Challinor
Managing Director
Buzz Mobile Marketing Ltd
[email protected]
www.buzzmobilemarketing.com