Brand Focus

Taking Your Online Strategy Mobile

About Me

• Independent Digital DM consultant working with brands and MSP’s in harnessing the power of digital

• Clients include JaywingDMG, Indicia Group, Direct Marketing Association, AXA PPP and Alterian

• Mobile - Client Services Director at Flytxt, former founder and Chair of the DMA Mobile Marketing Council

Why Are Brands Going Mobile?

Because Consumers Are

Consumers and the Mobile Internet

• 92% of the population never leave home without their phone and 74% never switch it off (Source – IAB research)

• c 15m mobile internet users in the UK (Source – mobileSQUARED). 35% of mobile users used the mobile internet every week

• Growth has been fuelled by the take up of 3G (now just short of 40%) , smart phones (particularly the iPhone, soon to be available beyond 02) and ‘all you can eat’ tariffs that put an end to ‘bill shock’

• Most importantly, consumers are ready to use the wider array of services and applications……….

What Consumers Do

Base: All respondents – mobile media users (c 2000)

d’load games19%

use interne

t53%

d’load music17%

videoMMS31%

d’load tones23%

email26%

picture MMS64% bluetoot

h63% play

games55%

listen to music49%

search internet

37%

radio31%

d’load pics19%

local14%

d’load

logos8%

TV4%

Source – Orange UK plc, March 2009

The Opportunity Is Much More Than Just Transferring a Web

Presence To Mobile

For many brands, this is the key because it translates to their online strategy

Boosting Viewing Figures – Living TV (with Blyk)

• Create an opt in audience (split between current viewers and non viewers) of 16-24 year olds.

• Engage the audience with SMS and MMS messages

• Drive them to a mobile internet site and offer free clips

• Collect viewing intention and actual viewing data

• Deliver a 62% increase in viewing figures from this audience

Driving Online and Retail Traffic –M&S

• Create an opt in audience of busy mums from response to press activity

• Offer discount on ‘back to school’ clothes via SMS inviting respondents to visit a mobile internet site or to have their voucher emailed.

• Enable the visitor to browse the offer on the mobile internet site – this is a complex product configuration by age and item

• Order by phone or claim the email voucher to order online

• Excellent click through rate and page visit per user metrics. A breakthrough campaign for the brand in what would be considered an unnatural medium.

Audience Engagement – Rimmel (with OMD)

• Create an opt in audience from responses to mobile advertising on a range of on and off portal mobile sites (from Vodafone Live to Heat)

• Ad responders visit a microsite which includes downloadable wallpaper, video's, make-up tips and viral MGM’s. Visitors too can sign up to the Ambassadors Club and receive text alerts as new products are launched.

• Collect browsing and download data by media source

Generating Quotes –Swiftcover (with Steak Media)

• Create awareness of a mobile service that provides a quote for car insurance anytime anywhere via just a small number of questions on a mobile internet site. Aim the service at predefined target audiences by age and gender based on their adoption of technology and an affinity with forward thinking brands such as Swiftcover

• Drive traffic by a) mobile search, b) mobile on portal display and c) offline with an SMS call to action.

• Generate almost 15k clicks within the first two months, almost 1000 quote at half the target cost per quote. Exceed targets for acquisition and branding

It’s Just Like The Web – Only Different

• Delivering traffic via search – ranging from 12% for all users to 55% for iPhone users. So it’s important but not ubiquitous (Source – eMarekter)

• Delivering traffic via display – plenty of options for ad networks and exchanges but buying solely on price isn't wise. Users expect to be delivered to something entertaining and valuable; they won't hang around if they're not.

• Delivering for mobile – design for screen size, browsing flexibility, handset variants and speed. Everyone doesn’t have an iPhone (just like a few years ago everyone didn't have Broadband or flash) .

Bringing It All Together