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Pocket Power This supplement is an independent publication from Raconteur Media July 1 2009 MOBILE MARKETING ment is due; and, the hot thing right now, mobile applications or “apps”. “Mobile apps are the latest new mo- bile content category,” says Andrew Bud, Pocket power chairman of the Mobile Entertainment Forum, which represents companies Mobile marketing is set for big things, as brands providing entertainment content for mobile phones. “We have had ringtones realise its power to drive engagement and sales, and logos and games and mobile video, says David Murphy but this is the next great content catego- ry and it’s very exciting. We are seeing y whatever metrics you want 10 mobile advertising networks are cur- clear evidence that apps will be a very to use to measure it, mo- rently delivering 20bn page impressions successful content category that appeals B bile is powering ahead as a every month,” he says. “Whatever aspect to customers and generates revenues.” marketing channel. In May, of mobile marketing you look at, there’s For that, the industry has not Nokia, the Internet Advertising Bureau (IAB) a very good story to tell.” Motorola or any of the other traditional and PricewaterhouseCoopers reported players to thank, but the upstart Apple, that the UK mobile advertising market MISUNDERSTOOD whose iPhone and associated App Store, was worth £28.6m in 2008, a 99.2 per One of the problems the sector faces is have revolutionised attitudes towards cent increase on the previous year. The that, like any new channel, it is misun- what a mobile phone is and what you number of people using their phone to derstood. The term, ‘mobile marketing’ can do with it. Apps are, as they sound, access content online is also increasing. is somewhat nebulous, and few outside small applications for a mobile phone, In the UK, the Mobile Data association of the industry really know what it em- intended to divert, amuse, and some- reports that 17.38m people used their braces. For many people, their only ex- times promote. Apps such as games are phone to access the Internet in Decem- perience of interacting with a brand via sold, while branded apps, created by ber 08 compared to 16.7m a year earlier, mobile is probably when they text their brands to engage with customers and while in the US, comScore reported in vote for their favourite X-Factor contest- prospects, are usually given away for free. March that the number of people using ant. Text voting, of course, has suffered John Wade, director of digital strategy at their mobile device to access news and a number of scandals in recent years, digital agency Wunderman, says mobile information on the Internet more than but Edward Boddington, chairman of apps have piqued marketers’ attention doubled between January 2008 and Jan- AIME (The Association for Interactive and made brands think differently about uary 2009. And according to the mobile Media & Entertainment) the trade body mobile’s role in the marketing mix. “In marketing firm, Netsize, the percentage for the premium rate industry, says he’s the past, brands have tended to measure of companies’ digital marketing budget confident the industry can win back the mobile purely in direct response terms, allocated to mobile is set to rise from 18 public’s trust by providing more trans- such as the number of clicks on an ad,” per cent in 2008, to 30 per cent in 2010. parency and customer care. he says. “But we are seeing more open- “Everywhere I look, I see reasons to Text voting aside, however, mobile ness on our clients’ part to consider apps be cheerful,” says Paul Berney, managing marketing covers a whole range of dis- as brand engagement devices and meas- director, Europe, of the Mobile Market- ciplines. Mobile advertising, which us- ure them on slightly softer metrics such ing Association, the body charged with ers see if they browse around the mobile as brand awareness and recall.” promoting mobile as a marketing chan- internet on their phone, probably gets nel globally. Berney concedes that the the most attention, but the sector also ONE BILLION APPS mobile marketing industry is not very includes sales promotion, through text & In just nine months after its launch, good at sharing these success stories, but win campaigns; direct response (all those there were 1 billion downloads from says there are plenty to talk about. 5-digit shortcodes you see on press ads Apple’s App Store, and according to fig- “You can look at the advertising-fund- and billboards; text voting; mobile search; ures from Strategy Analytics, the App Bob Jeffrey, CEO of ad agency JWT worldwide, ed ‘Please call me’ SMS campaign in S. mobile CRM, where companies use the Store captured a 12 per cent volume Africa that generated 22m commercial phone to tell customers their goods have explains why after years on the sidelines, mobile messages a day, or the fact that the top been despatched, or their next appoint- continued on page three marketing’s time may finally have arrived page 3 Appetite for Apps Global force Multichannel mobile Mobile applications are booming, as consumers All around the world, brands are tapping into To make a success of mobile marketing, integrating discover a world of fun and entertainment on the power of mobile to amuse, engage and the mobile activity with what the brand is doing their mobiles. page 6 persuade consumers. page 8 in other channels is key. page 11 propinquity-media mobi targeted, mobile - proximity markeing Mobiventures Limited is the holding organisation for a group of companies operating in the digital communications space, providing both services and platform solutions to a global marketplace. Key solutions include proximity marketing, including but not limited to Bluetooth, as well as SMS marketing, mobile gaming and social networking solutions. Mobiventures constantly seeks to invest in, acquire and build new businesses within this sector enabling brands to access a full range of innovative products and services. One of Mobiventures focus companies is Propinquity Media Propinquity Media is a proximity marketing company that combines various technologies with Bluetooth in order to add value to this underutilised technology and provide static or interactive location based services, information and rich media to mobile phones and devices. An example of the above is its partnership with Millwall Football Club that has led to the creation of an interactive Bluetooth installation which allows two way communications between the mobile phones of the fans and a network of Bluetooth nodes that covers the total seating area of the stadium. The big screen is used to communicate to fans and the fans will be able to interact with the services via BlueTooth or SMS; this level of interaction is a mobile first and fans will be able to use the services throughout the match. Their interactions will feed into a Millwall loyalty scheme which is part of the service and the Millwall management believes that this will lead to a 10% uplift in the sale of merchandise and associated products. In addition Millwall will utilise the hardware, software and media planning expertise that Propinquity and Mobiventures offer to create additional revenue streams. Another example is the partnership with BBC 1xtra’s Rampage Sound a Notting Hill Carnival first. Bluetooth Nodes will be installed within key areas at the carnival at Notting Hill allowing the carnival crowds to download exclusive content directly into their mobile phones. The opportunity exists for organisations such as the Metropolitan Police to utilise this immediate method of communication on issues such as anti-gun and knife crime to the public with the use of media like video. All of the above are easy to install, involve minimal investment and provide huge returns to the host of the Bluetooth nodes (venues); also with all of the above examples, it is possible to capture the mobile number of the recipient (provided they have opted-in) to be able to provide other offers or to gather more data in the form of feeback from the recipient. Propinquity Media is always seeking new sponsors and partners for their innovative products across a broad range of venues. So if you would like to find out more please get in touch. Typical usage scenarios for proximity marketing: t: +44 (0)7830 459770 Restaurants & Cafes / Bars, Nightclubs and Casinos e: [email protected] Cinemas & Theatres / Schools, Colleges, Universiies & skype: propinq.info Student Unions / Exhibiions & Events / Retail Outlets & Shopping Centres / Airports & Train Staions. for Mobiventures call +44 (0)7740 611413 MOBILE MARKETING 3 continued from page one Tim Dunn, head of mobile market- home in front of a PC surfing the inter- a fair usage cap) for a fee of around £5 per ucate people, and I think the operators ing at Mobile Interactive Group, which net, he or she does not worry about the month. Many people, however, don’t real- have done a good job for non-contract share of the mobile applications market provides mobile marketing services for cost of doing so, having paid a monthly ise these plans exist, and so the number of customers, offering internet access for a in 2008, despite a handset penetration of several large clients, including ITV. subscription to their internet service people browsing mobile websites and in- one-off fee of around 50p a day.” only 2 per cent. Since the launch of the Jonathan Bass, managing director of provider. In the mobile world, until rela- teracting with mobile campaigns on their In a sense then, mobile marketing App Store, operators and other handset mobile marketing agency Incentivated, tively recently, things were different.
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