The Future of Mobile Marketing

Mobile Marketing Forum Highlights Mobile Advertising, Media, and Entertainment

Patrick Irvin - VP @ KONA Interactive — Tue, 05 Jun 2007 14:20:56 GMT

ABC News Digital Media, The Coca-Cola Company, SONY BMG MUSIC ENTERTAINMENT Highlighted Speakers At Industry's Leading Mobile Marketing Event

NEW YORK, June 4, 2007 (PRIME NEWSWIRE) -- This week, the Mobile Marketing Association (MMA) (www.mmaglobal.com) will host its annual Mobile Marketing Forum (MMF) in New York, showcasing the mobile opportunities for marketing, advertising, media and entertainment. The industry's premier global event, the MMF will host industry leaders from agencies, brands, carriers, content, entertainment and media companies. Keynote addresses include: Mark Greatrex, SVP Marketing Communications and Insights, The Coca-Cola Company; Thomas Gewecke, EVP Global Business Development, SONY BMG MUSIC ENTERTAINMENT; and Bernard Gershon, SVP/general manager, ABC News Digital Media Group.

"Mobile marketing is strengthening the bond between consumers and our brands," said Greatrex. "I look forward to sharing the latest innovation in how The Coca-Cola Company is pioneering in the mobile channel."

Gershon stated, "The mobile platform puts the world at the fingertips of our viewers. ABC News has been successfully utilizing the mobile medium and consumer acceptance and participation has been overwhelming. I look forward to again participating in the MMA's event. It is great to see so much enthusiasm and collaboration around mobile marketing."

The Mobile Marketing Forum kicks off on Wednesday, June 6th at the New York Marriott Marquis Hotel. The two-day event brings together the world's largest brands, entertainment and media companies along with the agencies, carriers and developer communities that are making mobile marketing a reality today.

"This week's MMF reflects the increased focus on the success of mobile marketing to drive brand awareness and consumer engagement," said Laura Marriott, president of the MMA. "Mobile marketing knows no boundaries. The mobile device is unique to each person that owns one, making it a highly personable medium to reach virtually every demographic. We look forward to this week's event and welcome all participants."

Mobile Marketing - How does it fit in?

Patrick Irvin - VP @ KONA Interactive — Mon, 04 Jun 2007 16:59:21 GMT

There are Pros and Cons to all forms of Marketing. While print, radio and television have tremendous reach, they provide limited interaction with consumers. Direct mail allows Marketers to segment their market, but is limited in its ability to grab consumer’s attention. While the Web provides unprecedented interactivity and monitoring, but is not personal and has to fight for the consumer’s attention. Marketers must provide a way to connect with consumers via all of these mediums when and where they show interest in their products to be most effective. Mobile Marketing provides an interactive and integrated platform that can be leveraged across all online and offline marketing.

Though many Brands excel through traditional and interactive marketing methods, it is also true that many competing factors can cloud the Brands message. Given this reality, smart marketers must constantly update their marketing mix with new responsive media to increase the probability of customers receiving the right message when they want it and where they want it. The most effective and least intrusive forms of mobile marketing are delivered on an opt-in basis; the availability and convenience of subscription based mobile marketing is ideal for forging loyal customers. This relaxed environment means customers are more receptive to the messages being communicated. By contacting prospects when and where they are most open to receiving marketing information, companies can garner unprecedented returns.

When designing a mobile marketing campaign, it is important to integrate and align the initiative with other marketing campaigns and goals. Mobile marketing campaigns are easy to integrate with all traditional marketing: brand marketing, direct marketing,

market research, event marketing, in-store marketing and customer relationship management.

Brand Marketing

Mobile marketing provides a variety of options for increasing brand awareness. By providing consumers in-depth information you can influence purchase decisions by delivering tailored messages to specific demographics. Prospects receive the content they want, in a format that is convenient when it is needed. Integrated Mobile Brand Marketing is limited only by the imagination.

Direct Marketing

Direct marketing campaigns provide an opportunity to collect customer leads, deliver coupons and communicate promotions to a targeted audience. Mobile marketing’s tracking and reporting capabilities provide fast, detailed campaign results, enabling quick prospect follow up. Mobile Marketing is flexible enough to easily integrate with traditional direct marketing strategies, and enables the development of creative direct marketing campaigns that deliver quantifiable results.

Market Research

Researching consumer behavior via their mobile phone will change where, when and how we gather market data like no medium has before. The ability to survey, collect data and poll customers via their mobile phone, then push coupons, benefits and rewards programs directly to their Mobile Phone will change the way brands develop and motivate loyal customers.

Event Marketing

Event marketing has long been a staple of marketing, there is no better time to raise brand awareness than when consumers are relaxing and enjoying themselves. Mobile event marketing allows brands to engage their audience by leveraging mobile interaction directly through television advertising, sporting events, concerts and trade shows.

Customer Relationship Management

The personal nature of the mobile phone makes them the ideal vehicle for enhancing existing customer relationships. Rather than just one-way corporate marketing messages, mobile marketing provides an avenue for two-way dialog with customers. Companies can provide customers with promotional information; secure account information and status, frequently asked questions, customer support, loyalty programs and more.

Mobile Marketing to the "Mobile Generation"

Patrick Irvin - VP @ KONA Interactive — Thu, 31 May 2007 15:31:22 GMT

Media is changing, Marketing is changing, Brands are changing, the Consumer is changing and we must change the way we interact with the Consumer. People are going online more and tuning in less. Consumers are texting, blogging, instant messaging, sharing photos and videos on their phones, not just calling from them. The “Mobile Generation” is consuming and sharing information, making transactions, and interacting with each other from anywhere on the planet, around the clock. The result is marketers must change their focus and find new ways for their brands and consumers to interact. Traditional ad spending in offline and broadcast media is declining, while non-traditional marketing is growing in leaps and bounds.

Who is a part of the “Mobile Generation”? The answer is clear; we are all a part of the “Mobile Generation”. Mobile Phones have penetrated over 75% of the US Market already and by 2010 over 50% of the world’s population will have a mobile phone. While mobile usage tends to skew to younger users, mobile usage is also tends to be common place with tech-savvy professionals who frequently use their mobile phone during downtime. More so than traditional target audiences, mobile users represent a highly attentive and engaged user group. Because of this 1 to 1 interaction, Mobile Marketing offers a reach never seen before by any other medium and will forever change how and where Brands interact with their market. Interactive relationships that were never possible, will now be commonplace, with the ability to deliver a personal, 1 to 1, branded campaign to consumers in a timely manner, anywhere. The ability to take a survey, enter a contest, cast a vote, win a prize, receive a coupon, download a song – the possibilities are overwhelming- will help cement a personal relationship and dialogue between Brands and their customers.

The “mobile generation” is responding to a new approach to traditional marketing strategies, an approach that will reach them how they live…on their Mobile Phone. The “Mobile Generation” use their mobile phone as their number one accessory, their connection to the world, and as an extension of who they are. Mobile offers independence and community at the same time, allowing constant contact, information and

connectivity, regardless of time or place. The “Mobile Generation” consumes information from a mix of the fragmented media outlets at their disposal from mobile phones, to satellite radio, to the internet, to TiVo, and Blogs. They are listening to podcasts instead of reading the newspaper; consumers are playing integral parts in the shows they watch. Because of this unprecedented choice in media outlets, the ability to tune out or off at any minute means you must integrate your Marketing across all Offline and Online Media.

The “Mobile Generation” relies heavily on instant information to make decisions; Mobile Marketing provides them this information when they want it, where they want it, and how they want it.

Mobile Marketing is the fastest growing marketing channel in the world. According to the Mobile Marketing Association, 89% of companies will be using mobile marketing to reach their audiences by the end of 2008. Mobile Marketing is happening much faster than the Internet “Boom”. Unlike when the internet debuted, PCs usage and ownership was limited and only a fraction of those used broadband connections, Mobile Marketing is coming of age with the infrastructure already in place. The Internet drove PC sales and broadband connectivity. Mobile Marketing has arrived at a time when the infrastructure (hardware, software and services) to accommodate rapid growth is peaking with mobile phone penetration already over 75% in the US.

Mobile Marketing - Nomenclature

Patrick Irvin - VP @ KONA Interactive — Fri, 18 May 2007 21:04:23 GMT

Nomenclature

General

Carrier – The service provider for a particular handset or service plan (Verizon Wireless,
Cingular, Sprint Nextel, etc.).

Handset – Manufacturer and model of phone (e.g., Motorola, LG, Samsung + model
number).

Screen size – Amount of display space a particular handset offers.

Wireless Web or Internet – The common term for Internet use on a wireless phone. The
wireless web offers users the ability to do such things as play games and trivia, search for
information, look up telephone numbers and addresses and do their banking and shopping,
all on their wireless phone. Also called Mobile Web or Mobile Internet.

Formats

WAP – Wireless Application Protocol. A protocol developed to allow efficient transmission
of optimized Internet content to wireless phones.

WAP 1.0 – WAP version 1 relied on the WML markup language and special protocols
designed for ultra-efficient transmission of content to limited devices over limited
connections.

WAP 2.0 – Relies on a new set of standards that are more in line with Internet standards.
Using xHTML, carriers, content providers and media companies can present content and
functionality in more robust formats on powerful devices via faster wireless technologies.

Mobile Web (WAP) Ad Components

Combination Ad – A potentially clickable ad consisting of an image and text.

Landing Page – A secondary page a consumer is taken to once they click on an ad in order
to give or receive additional information pertaining to the offer of interest.

Image Ad – A potentially clickable ad consisting of an image only.

Page view – Each time a subscriber requests a new page of content a Page View is
recorded.

SMS – A text message used to deliver relevant information or confirmation of participation in
a particular campaign initiative once a consumer has opted-in to a particular offer. SMS
messages are limited in size – a max of 160 characters and no images.

MMS – Multimedia messaging that is used to deliver text, pictures, audio and/or video
messages once a customer has opted in to a particular offer. MMS allows for greater
creativity and richness.

Text Ad – A potentially clickable ad consisting of text only.

Mobile Web (WAP) Campaign Types

Branding – A non-clickable ad that serves to reinforce the advertiser’s brand.

Click to Call – An ad where a call to an advertiser can be initiated from the landing page
without a user inputting a phone number.

Coupon – An ad where a text coupon code can be delivered via SMS or MMS, or displayed
on the landing page.

Data Collection – An ad where an e-mail address or a phone number is collected by the
advertiser in order for additional requested information (coupon, event details etc.) to be
delivered to the recipient.

Locator – An ad where a brick and mortar location for an advertiser (i.e., Radio Shack, Ford)
can be identified based on proximity of the consumer or their preferred location (can be
GPS/LBS or user defined postal code).

Offer Based Ad – A clickable ad that typically has some type of offer.

Mobile Web (WAP) Campaign Operations

Dynamic Ad Delivery – The process of a mobile ad being delivered through a campaign
management platform to a publisher’s mobile phone content based upon predetermined
criteria.

Optimization – The process of modifying a campaign so it will perform more favorably for
the advertiser.

Placement – The area where an ad is located within a publisher’s mobile content.

Reporting – The results of a campaign broken down by various criteria (impressions
delivered, click-through rate, etc.).

Site Tagging – The process of inserting ad tags into a Mobile Web (WAP) site that allows a
mobile campaign management platform to deliver advertisements to the site.

Targeting – Various criteria to make the delivery of a mobile ad more precise (age, gender,
geographical, day parting, household income, etc.).

Tracking – The ability to assess the performance of a mobile campaign.

Ad Measurement Criteria

Acquisition Rate – Percentage of consumers that were “acquired” (typically refers to giving
a phone number or e-mail address) for a particular campaign.

Ad Impression – An ad impression is recorded each time an ad is displayed on the user’s
handset screen. The process goes like this: while a subscriber is browsing a data product,
ads appear within the content. The ads are then sent to the users screen by an ad server
that reacts to “calls” from the mobile content provider.

Click – When the user interacts (highlights and clicks) on the advertisement (banner, text
link) that has been served to their screen.

Click-through – Each time an ad is clicked on to take the consumer to a jump page for more
information or to take advantage of an offer.

CPM (Cost per thousand) – CPM is used by marketers (not just Internet marketers) to price
ad banners. Sites that sell advertising may guarantee an advertiser a certain number of
impressions (number of times an ad banner is served and presumably seen by visitors) and
then set the cost based on the guarantee multiplied by the CPM rate.

Impression – Each individual page view on a mobile publisher’s site.

Redemption – The number or percentage of consumers that actually took advantage of a
particular offer.

Unique user – A unique user is a specific subscriber. Every mobile phone user has some
sort of alpha and/or numeric code (not personal subscriber data like name or phone number)
that is sent with each ad request. These unique identifiers are used to determine how many
“unique users” view each ad.