How To Build The Bridge
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The document discusses mobile marketing strategies and technologies. It provides an overview of DIMOCO International Network and their mobile marketing services. It then covers definitions of mobile marketing, telecom markets and user behaviors, current and emerging mobile technologies, how marketing objectives align with technologies, and examples of successful mobile marketing campaigns.
How To Build The Bridge
- 1. How to build the bridge between technologies and your audience September 2008
- 2. About DIMOCO INTERNATIONAL NETWORK rich Know-how in the following areas MOBILE MARKETING MOBILE MESSAGING & PAYMENT MOBILE ENTERTAINMENT and DEVELOPMENT & OPERATIONS makes DIMOCO a strong Full Service Partner in the mobile marketing industry DIMOCO markets: Austria Czech Republik Germany Slovakia Switzerland Croatia Hungary Ukraine DIMOCO is interconnected with 27 mobile operators in 8 countries and able to reach over 130m mobile subscribers.
- 3. AGENDA 1. Definition mobile marketing 2. Telecom markets, user attitude and usage 3. Today's and tomorrow's technologies 4. Marketing objectives meets technology 5. Latest best practice campaigns
- 4. Mobile Marketing is more than SMS or MMS Mobile phones are interactive, bidirectional advertising media Mobile Marketing Mobile Direct Response Marketing Mobile Permission Marketing Mobile Advertising Pull SMS/MMS Bluetooth VoiceCards Mobile Couponing …………… Push (double opt in) SMS/MMS Bluetooth VoiceCards Mobile Couponing ……………… Contect Pull (text, banner, audio, video) On/Off Portal Clients/Apps Idle Screen Games (IGA,wraps) Radio, TV Music, Video Podcasts RSS feeds Source: BVDW/MMA Germany
- 5. Mobile Marketing is more than SMS or MMS SMS/TEXT Interaction Sweepstakes Information Services MMS Interaktion User Generated Content Web/WAP Portal Social-Network Mobile Ads Books Comics Bluetooth Content Direct Ads Couponing Navigation Infopoint Promotion Codes Ticketing Tagging Couponing Information Location Based Infopoints Navigation Promotion Point of Interest Mobile Games NFC TV & more VOD Cat. Channels DVB-H & Streaming commercials m-commerce
- 6. Anytime Anywhere Always On Always Available MOBILE!!!
- 7. 1. Definition mobile marketing 2. Telecom markets, user attitude and usage 3. Today's and tomorrow's technologies 4. Marketing objectives meets technology 5. Latest best practice campaigns
- 8. European Telecom Markets Mobile penetration is over 100%! Tschechien. 120% Österreich 115% Russland 110% Schweiz 98% Deutschland 98% Polen 95% Ungarn 91% 101% Kroatien Slowakei 90% MOBILE MARKETING 2.0 Milliarden Mobilfunknutzer 1.6 Milliarden TV-Haushalte 670 Millionen PC-Nutzer
- 9. Austrian advertisers advertising market estimations
- 10. Estimation of industry growth by segment
- 11. mobile phones features used in Austria Source: MMA Austria mobile attitude usage study 2007 1 2 3
- 12. mobile phones features used in Western Europe by Country Source: MMA EMEA Western Europe mobile attitude usage study 2007 1 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 3
- 13. Mobile Internet Advertising Revenues in Europe: up to €1.3 Billion in 2012 Source: Jupiter Research 2007 Mobile Internet Advertising Revenues Total Mobile Ad Spending as Percentage of Online Ad Spending Standardization and education phase Early growth phase
- 14. 1. Definition mobile marketing 2. Telecom markets, user attitude and usage 3. Today's and tomorrow's technologies 4. Marketing objectives meets technology 5. Latest best practice campaigns
- 15. Mobile cloud is sometimes confusing Widgets LBS SMS / MMS 3G UMTS wap GSM Vidlets DVB-H J2ME SMPP UCP FlashSMS EDGE
- 16. mobile cloud in detail is even more confusing
- 17. Evolution of mobile advertising media 1/2
- 18. Evolution of mobile advertising media 2/2
- 19. It´s the combination of today's and tomorrow's technical possibilities which pushes mobile marketing & advertising 1/2 Value added reseller, content aggregators and service providers are adapting their value propositions to capture value on the new value chain Mobile TV SMS/MS Bluetooth Mobile web payment Codes/access M- commerce Traditional players are becoming innovative and very active along the value chain Payment agents, system integrators and middleware/application vendors are adapting their value proposition to capture value on the new value chain The paradigm will only work if the players enter the mobile game by fulfilling risks- and revenue sharing partnership models
- 20. It´s the combination of today's and tomorrow's technical possibilities which pushes mobile marketing & advertising 2/2 Mobile TV SMS/MS Bluetooth Mobile web payment Codes/access M- commerce Proximity/ Bluetooth brings the service to the POS Mobile web mobile ad formats allows interaction on multmedia level SMS / MMS to get direct access to your audience Push & Pull Mobile TV special commercials and formats Codes & access NFC, Tags for deep linking solutions (couponing) Mobile payment via P-SMS and real payment solutions e.g. paybox M-commerce „ we have to sell“
- 21. 1. Definition mobile marketing 2. Telecom markets, user attitude and usage 3. Today's and tomorrow's technologies 4. Marketing objectives meets technology 5. Latest best practice campaigns
- 22. Mobile Marketing – problems to estimate the market potentials “ Who the hell would like to hear an actor speaking?” Harry M. Warner, Founder of Warner Brothers, 1927 about talkies “ I think, there is a global market potential for around 5 computers.” Thomas Watson, CEO IBM, 1943 “ Fine, but what is the thing good for?” Engineer of R&D Advanced Computing Systems Division of IBM in connection with development of microchips 1968 “ There is no reason and need, to have a computer at home.” Ken Olson, President Digital Equipment Corp., 1977 “ Email is a totally unsaleable product.” Ian Sharp, Sharp Associates, 1979
- 23. Mobile Media Innovation – new marketing approaches In mobile media markets we need new evolutionary and integrated approaches to establish mobile marketing service concepts which are far away from routine marketing concepts. Scope of duties of mobile media innovation marketing Product- and process development Development of service concept Market- respectively product launch Adjustment of service concept Market expansion Fixation of service concept Innovation marketing Exploration Stimulation Innovation market research Pre launch marketing pilot marketing Initial campaign Interaction Routine marketing markets Annotation Innovation market research to collect market information about customer needs Pre launch marketing encloses marketoriented adjustment of service development and pre-marketing activities Pilot marketing campaign to approve the whole marketing concept in a test market Initial campaign to push and market the product during its market introduction
- 24. 1. Definition mobile marketing 2. Telecom markets, user attitude and usage 3. Today's and tomorrow's technologies 4. Marketing objectives meets technology 5. Latest best practice campaigns
- 25. Case study: & ambient media „ MUMMY 3“ Universal Pictures International Austria, focus on Vienna, 1.-18.Aug.2008 Cooperation with Boomerang media Objective promoting start of „Mummy 3“ movie Marketing tools Bluetooth proximty marketing, ambient media (coasters, backlight-posters, cards) Promotion - motivate customers to activate bluetooth through branded ambient media - offer content for bluetooth download: movie trailer and wallpapers
- 26. Case study: & ambient media RESULTS: >5.000 downloads Almost 4.000 unique users >11.000 detected mobiles 35% response (detect.mobiles/unique users) PLANS for the next campaign: Extend bluetooth network (15 -> 30 locations) Include mobile couponing © Client: Universal Pictures International | Mobile Marketer: DIMOCO GmbH | Account Executive: Mediaedge:cia GmbH | Ambient Advertiser: Boomerang Medien GmbH |
- 27. Case study: SMS info services e.g. COSMOS RETAIL PORSCHE AUSTRIA XXXLUTZ FURNITURE STORE International, focus on Austria, since 2003 Objective - marketing = customer service - Increase customer satisfaction - remove process delays Marketing tools SMS, with direct connection to ERP/CRM Promotion - in-time status notification of retail-orders, car repairs, delivery of goods, etc. through SMS
- 28. Case study: SMS info services RESULTS: >100.000 SMS/month (Cosmos+Lutz+Porsche) Increased customer satisfaction (feedback!) Reduced admistration efforts Higher ERP-process throughpout PLANS for the next step: Use Push-SMS for targeted customer info Extend use of SMS services © Client(s): Cosmos Elektrohandels Gesellschaft m.b.H. & Co KG | Porsche Austria GmbH & Co OG | XXXLutz GmbH | Mobile Marketer and Implementation: DIMOCO GmbH
- 29. Case study: User Generated Content “ KISS KATY” EMI Music Austria + vienna.at Austria, nationwide, September 2008 Objective - promoting the upcoming pop star Katy Perry - increasing vienna.at awareness level Marketing tools MMS, e-mail, online & raffle, flyers, votings Promotion - upload “kiss”-photos via MMS and e-mail - vote online for your favorite pictures - win tickets for Katy´s live concert in Cologne .
- 30. Case study: User Generated Content © Client: EMI Music Austria GesmbH | Mobile Marketer: DIMOCO GmbH | Co-operation partner: Vienna Online/vienna.at | RESULTS: Campaign just started Expected MMS uploads: >30 (total uploads approx. 100) PLANS for the next campaign: tell-a-friend/vote-for-me through SMS/WAP -> viral distribution
- 31. Case study: SMS push campaigns BAUMAX HOME IMPROVEMENT CENTERS Austria, since 2006 Objective - address customer with cross-selling offers - get them to POS and make them buy Marketing tools SMS, targeting through CRM using customer bonus card data Promotion (example) - SMS to customers who have bought ovens - offer fuel that fits ovens with 10% discount - sweepstake: additional chance to get your money back
- 32. Case study: SMS push campaigns RESULTS: 30% conversion rate! i.e. 1.000 SMS per store -> 300 customers bought fuel Key to success: highly targeted campaign PLANS for the next step: Extend mobile reach of CRM Long-term: establish mobile CRM including e-payment © Client: BauMax AG | Mobile Marketer and Implementation: DIMOCO GmbH
- 33. Mobile Web – Universal Domain approach All Online offers of a brand are under one domain Sites are optimized after the system has recognised the accessing mobile phone No unscertainness in connection with subdomains or schedules aspecially build for mobile access (go – pda – m – mobil – mobile – wap – ???) Example: www.bild.de Quelle: YOC AG
- 34. Mobile Web – activate your mobile portal out of the web, broaden your coverage Quelle: YOC AG Access via Web
- 35. Mobile Web – activate your mobile portal out of the web, broaden your coverage Alternative 1: free of charge call Alternative 2: via SMS and Keyword Activation of mobile portals Alternative 3: enter domain in browser Quelle: YOC AG
- 36. Mobile Advertising – we recommend MMA Standards
- 37. Mobile Advertising – Type of campaigns
- 38. Mobile Advertising – Type of campaigns
- 39. Mobile Advertising – Type of campaigns
- 40. Established to enable the mobile channel. Action-oriented association designed to: Clear obstacles to market development Establish standards and best practices for sustainable growth Evangelize the mobile channel for use by brands and third party content providers. The MMA has established a trusted environment where companies collaboratively work together to create a professional and sustainable mobile marketing industry. What is the Mobile Marketing Association (MMA)?
- 41. JOIN US!
- 42. Thank you! Roland Tauchner Managing Director DIMOCO Tel: +43-1-86670 210 50; E-Mail: r.tauchner@dimoco.at, www.dimoco.org