Corporate information The Crazy4Media Group is made up of various companies specialised in different areas of the interactive marketing sector. Each company runs complementary functions and knowledge, thereby allowing us to offer innovative, ambitious, and above all effective global interactive marketing campaigns. Currently we are a team of 60+ staff, with invoicing of over 20M€ in 2011. Our client portfolio includes companies such as: • Vodafone • Vivaki • LAN Airlines • Sevilla FC
Should you be using mobile marketing?
What is mobile marke.ng? In order of general effec.veness (in our experience) • Direct mobile marke/ng (SMS push, Audio push, Video push, App no/fica/ons) • Mobile adver/sing • QR Codes – Couponing • Smartphone apps • Social Media (SoLoMo) • Video/Videocall portals • Proximity marke/ng – Bluetooth/Wifi/NFC
Fuente: Crazy4Media Group client campaigns from 2011
Why mobile marke.ng?
• Ubiquitous (there were 5.3 billion registered mobiles in the world in July 2011. 76% of the global popula/on.) Fuente: Mobithinking • Always with us • Always on • Billing mechanism • Interac/ve device • Communica/on device = Immediate responses • Personal (1 to 1 communica/on) • It works!! Low cost per promo/onal impact
The mobile audience Smartphone penetration (USA) 70% 60%
13-‐17
50%
18-‐24
40%
25-‐34 35-‐44
30%
45-‐54
20%
55-‐64
10%
65+
0% Q3 2010
Q3 2011
Source: Nielsen , 3 Noviembre 2011 http://blog.nielsen.com/nielsenwire/ online_mobile/generation-app-62-of-mobileusers-25-34-own-smartphones/
The mobile audience Attitudes towards mobile marketing (Spain)
SMS, the lowest common denominator O2 Media announces that O2 More has reached 6 million users.
80 70 60
93% of users open a message within 5 minutes of receiving it.
50 40 30
Source: O2 Media, 7 September 2011 http://www.o2media.co.uk/news
20 10 0 Willing to receive more adver/sing on their mobile phone in exchange for something of value
With mobile adver/sing I access informa/on that I do not receive through other channels
Source: IAB Spain y The Cocktail Analysis, Mobile Marketing en España. November 2011 http://recursos.anuncios.com/files/457/97.pdf
Comparison of mobile/online for CPG campaigns Percent Impacted: Delta (Δ)
CPG Mobile CPG Online
+25.0
+9.3 +6.5 +1.7
+5.1
+4.6
+1.6
+5.4
+1.6
+2.3
Aided Brand Awareness
Mobile Ad Awareness
Message Association
Brand Favorability
Purchase Intent
Source: Dynamic Logic, AdIndex for Mobile Norms through Q3/2011; Dynamic Logic MarketNorms for Online, Last 3 Years through Q1/2011 CPG Mobile N=41 campaigns, 37,649 respondents; CPG Online N=881 campaigns, 996,812 respondents. Delta (Δ)=Exposed-Control
What are other clubs doing right now?
Club objectives 1. Direct contact with fans 2. Mone/sa/on 1. CRM 2. Mone/sa/on 3. Direct contact with fans 1. CRM 2. Mone/sa/on
Mobile content clubs Downloading exclusive club content.
Adapting and converting official content into a mobile download format with an exclusive code, and incorporating mobile options so they can be paid for, and downloaded by users on their phones.
Database generation
Online promotions to generate databases of premium users.
TV Chat Interactive participation.
Allowing fans to send text messages to the their television screens.
Raffles and opinion polls Up-to-date promotions and information.
Premium SMS and voice platforms that let us obtain fans’ up-to-date votes and opinions on a proposed topic: match sweepstakes, opinions about new signings etc. Used particularly by radio stations in conjunction with Social Media platforms.
Direct mobile marketing
Send promotions, notifications, or any other club information via SMS/WAP/video push and smartphone application push to opt in fan databases.
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Video Portals Interacting via 3G videocalls. 3G videocall portals where fans can find all the information they need about the club, interact with other fans and even have videochats with the players, trainers, etc.
Video Scoreboards Interactive encouragement during matches.
Real time SMS and video call service where users can send comments, opinions and words of encouragement to their team which appear on the scoreboard screens at the grounds whilst the game is on. Also possible to do the same with games etc.
Smartphone apps
Done that. Now what?
1. Op.mise your website for mobile and tablets In EU5, Over 13 Million Smartphone Users Access Mobile Retail Sites Mobile retail is one of the fastest growing activities amongst smartphone users, with more than 13.6 million EU5 smartphone owners accessing a retail site in October 2011. Similar to other trends revealed in this study, the UK had the largest audience with 4.7 million people, but Germany accounted for the largest increase in users with a 112 percent growth year-overyear. http://www.mobile-ent.biz//news/ read/40-per-cent-of-tablet-usersencounter-problems-when-browsingwebsites
http://www.comscore.com/connected-europe
2. Incorporate mobile payments to your offerings
http://www.wired.com/epicenter/2012/03/opinion-grimshaw-sinkswim/all/1
http://www.nielsen.com/us/en/insights/reports-downloads/2012/us-digital-consumer-report.html
3. Think about mobile SEO & SoLoMo
• Different searches (shorter) • Different competition (90% of all websites are NOT mobile optimised) • Different titles/descriptions (less text) • Local results are important
• Google Latitude • Foursquare • Facebook places • Gowalla • Uwanna • Oikian • etc….
4. Use QR codes and coupons to link “physical” and “digital” Starbucks mobile
• • • •
Discount coupons “Likes” Websites Links to payment pages
In only one year Starbucks in the USA has processed 26.000.000 mobile transactions http://www.youtube.com/watch?v=or6U0GeZ4j0
http://www.youtube.com/watch? v=fGaVFRzTTP4
5. Use professionals Percent Impacted: Delta (Δ)
Mobile Best Performers Overall Mobile Performers Mobile Worst Performers
+44.4
+29.8
+19.9
+18.1
+16.3
+14.5 +12.1 +5.9 -2.7
Aided Brand Awareness
-1.3
Mobile Ad Awareness
+4.7
+3.9
+2.4
Message Association
-4.9
Brand Favorability
-4.0
Purchase Intent
Source: Dynamic Logic’s AdIndex for Mobile Norms through Q3/2011 Overall Mobile N=165 campaigns, n=125,471 respondents. Delta (Δ)=Exposed-Control
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Many thanks for listening. Tom Horsey Senior Partner Crazy4Media Group Calle Arquitectura 2 Torre 11, Planta 7 41015 Sevilla tomhorsey@crazy4media.com Phone: 954 98 08 48 Linkedin: hjp://www.linkedin.com/in/tomhorsey Twijer: @tomhorsey