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MIMA Mobile 2009 and Beyond (10/01/2008)
2:13
Room is just a little over 50/50 for picking cell phones versus computer if had to give up one
Moderator Kara Thornton gives some interesting stats: 1 in 7 adults only use cell phones; one in five adults have no landline
(i hate when the panelists sit in an order different than listed in the program)
What recos to marketers who are considering entering mobile space?
Greg Crockart, Buongiorno Marketing Services
Talking about Cadbury putting long codes on confectionary products — what I learned is you think about what benefits mobile offer to consumer — how is it making my life easier in some way.
David Gale, Vibes: Mobile is just another screwdriver for marketing, retention, things you already do. Be objectives driven. Mobile is not a gamechanger for any reason whatsoever. Know what your objectives are, set your expectations clearly and then measure results.
Brent Dusing, Cellfire: Even though economy is a bit down, Majority of 18-24 are moving into mobile-only category (not even e-mail). Use it as a mechanism to draw consumers in.
Moderator: How would you advise people to assess participation? How can they determine if mobile is a good fit.
Brent: When dealing with companies who are blue chip advertisers, you won’t have a problem selling. The other thing mobile can provide you — especially if you’re brick and mortar advertiser — is capturing consumer data.
David: Look at behavior. 99 percent plus of traffic on mobile phones is not commercially sponsored. We have to teach consumer to accept the promotion. We assume commercials and companies now have a Web site (a dot com). But we don’t expect that with a mobile property. Set expectations in advance, then experiement, then plot success moving forward.
Greg: Nightmare question is client asking for metrics up front. Sometimes you have to use information at head in advance. Historically the experience on a mobile device isn’t as rich and fulfilling as sitting at a computer. This is getting better with iPhone user-interface, but not everyone has one. Key thing is to show consumer what benefit will be for moving to mobile device.
2:14
Brent: the live personality is key
2:14
Super bowl and other big events is “spikey” and doesn’t perform as well as you would think. In terms of layering across other media, you must experiment. The closer to live you can get — or be live, the more response you’re going to get
2:14
Mobile is about time, location and interaction.
2:15
Make it of value, time, convenience for consumer.
2:15
Brent: I’ll disagree
2:16
While it is true, mobile is good as part of integrated campaign
2:16
(why aren’t any MSP companies represented besides the moderator?)
2:16
We have success with carriers — drive/push consumers through their carrier/channel
2:17
(the internet is soooo slow in this room — who’s downloading MGMT mp3’s?)
2:17
There are ways to drive consumers via mobile web, the irony can’t be lost that twitter is primary a mobile site
2:19
(Only a handful of people in room are conducting mobile campaigns right now)
David says if you’re putting TBD for mobile, just wait until 2010
2:20
Brent: Fast Food, Electronics, Casual Dining, Department Store — real brick and mortar — packaged goods company actually use Cellfire coupons as part of their campaigns
2:20
Brent: one of fundamental differences between mobile phone and internet are wireless carriers
2:21
e.g., for Verizon, TMobile and Alltel, you can’t run digital content on their phones w/o explicit marketing partnerships with those carriers
2:21
unlike the internet, carriers control a lot of the content that is/isn’t distributed on their platforms
2:22
(talking about partnering with a specific carrier now — is that really the way of the future?)
2:23
(talking about partnering with a specific carrier now — is that really the way of the future?)
2:23
Greg: Japan and Europe mobile markets are really picking up compared to U.S. although they are catching up.
2:26
Brent: as a marketer, we have to consider the 6 different programming languages
2:26
on the internet, fundamentally you can manage your own Web site, that doesn’t work in the mobile space
2:27
David: there are 3rd party services who help with ringtone delivery and such, but even those aren’t enough. Answer is be patient enough to ask questions and understand desired tactics will have roadblocks
2:27
Question from audience: how would you layer in smart phones?
2:28
(I love the european perspective since they are sooo far ahead of us — it helps only a few carriers/manufacturers have mass there)
2:28
Greg: I have people say SMS is boring, 150 characters in black and white (wow, they are so far ahead of us)
2:28
SMS just works. But carriers in U.S. are straining under amount of SMS. What I’m seeing is shaky and carriers need to put more resources in reliability of SMS
2:30
Google searches are ~6 billion per month, so that’s a big difference
2:30
Greg: of course it comes down to the phone your client has doesn’t work
2:31
although only .5% were marketing-based.
Brent: I think that’s an opportunity
2:31
David: the volume of SMS was 73 billion messages sent just in June
2:31
even though people still have dvrs, they will still watch a commercial. but they still had pop-up ads and will resisit advertising on their phones
2:31
(what’s the future, guys?)
2:32
On mobile Web, you can start seeing what kinds of phone they are on and customize the approach
2:33
Question from twitter: affect mobile marketing has had on political campaigns
2:34
David: Obama rewritten the rules for mobile — actually violated a lot of laws for push marketing for seeking donations, etc.
2:35
Greg, who has worked at AT&T, says Obama really hyped the VP announcement beyond belief, which was dangerous because the real-time opportunity was impossible
2:35
So you start at 3 p.m. in the afternoon, and if you haven’t done your math right, you get it at 4 a.m.
2:35
the other side is people don’t get it at all
2:36
last night, Obama campaign sent message saying best place to watch debates was cnn. then 20 minutes later they resent another saying “major networks”
2:37
Brent: I think it was really smart to do this. People felt like they were in the know — know before others — inside scoop
2:38
Moderator speaks again!
2:38
Greg plays Obama ringtone – wonder what they think of that in his international meetings
2:38
Question from Twitter: How do you see Adobe Air changing the market?
2:38
NONE OF THE PANELISTS KNOW WHAT ADOBE AIR IS
2:39
Greg: Android won’t be a game changer b/c don’t have user interface that Apple has
2:41
Greg: Who has had their phone crash? (maybe 10 raised hands)
2:42
Brent: I used to have a handset that crashed all the time, but my new one hasn’t crashed in 2 years.
2:42
(my caveman blackberry crashes about every other day – thanks work! :) )
2:43
David: We’ll still see limits on bandwith, speed and battery life. Nothing much coming in the future to solve that.
2:43
Brent: My Blackberry is fine. Same thing with iPhones
2:44
(what? My wife’s iPhone doesn’t last a day of surfing and talking, and it’s brand new)
2:44
Greg: with Android, what I’m seeing is similar to Windows platform that you’ll start seeing on lots of brands
2:44
PC manufacturer model is going to start being applied to mobile devices
2:45
Brent: I think the high-up time and high-availability is going to need to be worked on
2:45
That’s it. I’m bummed they didn’t really talk about next year or the future, just navigating now.
2:45
GREG SWAN 