Mobile Marketing: Bring Web to Mobile Life. Communication World 2008 2008-10-21 Magnus Höglund TietoEnator Corporation magnus.hoglund@tietoenator.com
Consumer on the driver s seat. Consumer behaviour is fundamentally changing Digital Natives User generated content Social networking Pull > Push Mass Market No manuals For free! (Source: Time Magazine 13 December 2006)
Anything, anywhere, anytime, on any device, instant, intuitive, personalized and for free How will you create a large user base? How will you attract a share of the consumer s attention and wallet? How can you provide a personal experience? Where will your money come from in the future?
Mobile vs Web what s different? Mobile is a small screen Mobile is a personal device you always carry Mobile is in addition to web, chat, social networks, TV used for phone calls, sms, mms Mobile has location Mobile has camera, GPS, NFC/RFID Mobile has subscription (established payment relation)
Put the consumer in focus and use the strengths of the different channels and let them interact for exciting campaigns. Mobile marketing is more than bringing the web marketing to the mobile world New ways of advertising possible New ways of targeting possible Web and mobile complement each other As does the TV which is no anonymous massmarket anymore As do, radio, newpaper, bus stops, car multimedia system,
Multi-channel Ad Campaign Management. Fast and easy creation and management of multi-channel campaigns Banner advertising SMS and MMS advertising Person-to-person messaging tagging Video advertising Targeting Contextual targeting User profile based targeting Location based targeting Behavioural targeting Social network analysis Real-time measurement and reporting Browser-based self-service interface for advertisers
Cross-channel campaigns.
Ranked as Alpha User (hub in social network) Social network encompasses several other persons with main interest Scuba Diving as s downloaded several songs of Tokyo Hotel last week Has made numerous calls to England last week as browsed news related to fashion, italy, bags High responsiveness to movie advertising Targeting Example of potential. Social Closest friend is sitting next to her Behavioural Demo/Geo Contextual (Content/Thematic) She is 19 years old Lives in Helsinki Prefers Action Movies Owner of latest Smartphone Main interest Scuba Divin High Credit Ranking Is visiting Stockholm Bromma Search keyword: designer bags Is browsing page with profile fashion Italy, bags It's raining outside Ad flow is switched on Has forgotten to charge her Smartphone and has borrowed her brothers phone Chatting with other friend Limited Phone using the available function is operators bandwidth switched of chat service * Footnote: Examples of targeting attributes
Personalization increases ad inventory Targeting increases ad revenue. Revenue per view (CPM) Behavioural targeting Social Network Analysis Contextual targeting No targeting Demographical targeting Personalization Targeting
Example of Content Profiling. Film: The Queen (2006) After Princess Diana's shocking death, Queen Elizabeth II and Tony Blair engage in intimate talks as Britain demands the princess be memorialized in a manner beyond standard protocol.the Oscar-nominated drama goes behind the scenes as the queen and prime minister try to manage Diana's death Starring: Helen Mirren, James Cromwell... Director: Stephen Frears Genre: Drama
Social Network Targeting.
Location Based Targeting.
Car Navigation Use Cases. Remote Configuration Electronic Payment (i.e. toll, Drive In) Targeted & location based advertising Travel Time Calculation Find my car Booking Systems Parking, Hotel, etc. Near Field Communication Personal Avatar User Generated content upload of Hot Spots On Screen Weather Forecast Video Assistance 16 Location based search Location based Information on events Online Map-Search Where is my Child driving User Generated Map Upload Communities Meet and Great
Beyond advertising: Making business out of platforms and networks is about pricing. Traditional thinking no more Price = cost + margin Give your service for free to one side while charging a fee from the other Loss leader Profit center Calculate how to maximize your profits based on platform analysis Bring more revenue streams into the game creating business models beyond advertsing
Thank you. Take-away: Find the many, charge the few! Magnus Höglund TietoEnator Corporation magnus.hoglund@tietoenator.com