I went to my first MOMO London (Mobile Monday London) last night, down at the Royal Statistical Society near Old Street.
Titled “Whassup in Mobile Marketing and Media?”, the evening was sponsored by Wireless Foundry. Featuring a high-level panel discussion on current mobile web, services and applications from a media and marketing perspective, the event took a look at everything from mobile web to proximity to messaging to games and highlight creative execution and effective campaigns. They also discussed what media-owners and agencies want and how we as an industry should or could respond. They also challenged the panel to take a glimpse into the future and tell us what's catching their eye on the mobile horizon and what they think will capture the public's attention in the future.
On the panel were:
- Helen Keegan (Chair), Beep Marketing
- Marek Pawlowski, PMN
- Stephen Pinches, Financial Times
- Matthews Postgate, BBC
- Robert Thurner, Incetivated
Below are the notes I took during the evening:
Top 11 Mobile Trends:
1. Smart mobile browsers
2. Mobile Web standards
3. Mobile Ajax and Widgets
4. Mobile Search
5. Mobile Ads
6. Mobile Mash ups ad Open APIs
7. Mobile RFID & 2D Bar codes
8. Location and Geotagging
9. Mobile Social Networks
10. Mobile User Generated Content
11. Smart web Devices
After intros from panel (which were quite entertaining as mixed reports of great use of Google Maps, etc, with human error meaning some panelists were late!) the panel were asked what the current state of mobile marketing was and the debate got going.
Mobile Marketing:
- Dominated by text-2-win campaigns
- Proximity marketing was dream 5-6 years ago
- E.g. walk past Starbucks and they would send you a 50p off voucher
- What else is on the horizon?
- Text-2-win is tried and tested, instant gratification – but severely limited
- SMS in this country alone exceeds worldwide Google searches in same period of time
- Anyone here like drinking cider?
- Text Sun1 to a number and you'll get a voucher to use at participating bars
- Need to know where nearest hospital is?
- Text HOSPITAL and you'll get the nearest hospital sent to you
- As an industry, need to move on from location and text-2-win campaigns
- Shark Week on Discovery Channel – Game used real sharks as part of game GPS tagged sharks – sent off Discovery boat but if went near real shark it sent back SMS to tell you that you'd been attacked.
- But also sent information to watch programme on Discovery Channel
- Take voucher to bus driver and get free ride on bus – not going to work if bus driver forgets glasses
- No matter how much technological innovation, need to make sure it's usable by humans too
- Subway – had mobile coupon promotion where texted for promotion and had vouchers on display, but staff had not been trained and didn't accept the vouchers
- Main problem is that people don't know how to use vouchers
- Newspapers is good example as readers get established use of them – e.g. daily – and so can use them in exciting ways once they get use to them
- Training is expensive to do and mobile coupons are hard to measure ROI
Applications:
- More expensive to develop – development skills cost more
- Persuading people to download them and providing the upkeep are two hardest elements of mobile apps
- Overheads make developing apps not worth it
- Not a waste of time, but must target specific devices that you can't do in a web browser
- Mobile browser experience is closing that creative gap
- Challenge is to find interesting apps that can't be replicated on web browser based apps
- Key issue – can people download the app and do they want to?
- Lack of flat rate plans means that high data charges still remain an issue
- Only a few apps that work better in apps rather than mobile web
- Some corporate clients cannot access mobile web on their Blackberries – apps can get through firewall and becomes a trojan horse
- Can role these apps over the whole corporation, e.g. FT online rolled out across investment banks
- Therefore death of mobile apps is over-exaggerated, but mobile web users are growing
- Start with audience need – FT realised users need both apps and mobile web
- What are the BBC looking for in development teams?
- BBC have quotas to feel 25% spend must be with external teams efficient system and can find exciting things
- Mobile isn't as hard as he believed – have known this for years
- Mobile should be simple, personal and location based – joins up other platforms, e.g. internet
- News is immediate so mobile web important to BBC
Is this the year of the mobile?
- Last year, bigger ad spend in mobile than in the cinema
- Haven't caught up with radio, TV or internet
- But bigger advertisers, e.g. Jaguar, have experimented successfully with mobile
- Next year, those brands will spend more on mobile
- Is there a danger of saturation in the market?
- It's a permission based market If companies want to get onto someone's mobile, they need to earn the trust and the right to get on it
- Not seeing this at the FT – seeing growth with users, but majority of advertisers and agencies say 2010 will be the year of the mobile
- Agencies still not at the infrastructure to justify the ROI from it
- There is a danger of saying that all mobile marketing is measurable
- Mobile and web users will soon be measured together as everything goes mobile
- Certainly year of mobile for some users
- Colour TV was invented in 1940, but the golden age of colour TV was 1970s – not going to take 30 years for it to grow, but will take time to get better and better
- Not year of mobile as mobile is only one part of our intricate lives – we are in danger of looking at it through our own subjective experiences
- Google exec – “Don't need to be better than Nokia or Motorola, but need to be better than Trusted Uncle” – the trusted social sphere that mobile users operate in
In conclusion, the future of mobile marketing is not just about advertising, but we need to think about how mobile can activate other media channels, using mobile to glue together whole of the marketing mix. It's not about the effectiveness of mobile on its own, but whether it is more effective than turning on the TV or picking up the newspaper. It will cannibalise other media, but ultimately it is a complimentary channel.
9 comments:
Encouraging brand loyalty might be key to the success of mobile applications and services. Without it if a person loses their phone, breaks it or changes their number, they might not continue to use your service. I'm not sure how you would go about encouraging this loyalty though. Perhaps if a user does stop using your service for a month or two it might be wise to e-mail them and persuade them to use your service again or at least gain seem feedback as to why they stopped - Had they lost their phone or simply become bored with your service?
Working with mobile retailers may be the best way to make mobile application use widespread. Copy Microsoft and give your software away with the hardware.
Mobile ads need to get much better to become a major medium. I know that myself and my friends regularly receive txts from nightclubs and regularly delete them before reading them. Why do we do this? Because the txts have nothing new to tell us and are sent out too often.
Mobile news and PR might be a better way to target consumers. I think I'd be more willing to read a short article about a new nightclub opening than receive a txt advert that I hadn't asked for.
A point was made in the Q&A session of the event (which I didn't blog) that mentioned exactly your points - e.g. that companies had to earn the right to be on peopl's mobile phones.
Trust is a big issue, so permission hhas to be granted and maintained to ensure success. There also has to be an easy unsubscribe option in place for any text-based services.
Also, there is an educaitonal problem. People don't know how much data costs on their network, and so are reluctant to subscribe to a service or even click through on a link.
Services like Blyk are overcoming this problem by making the network advertisers carry the costs - guaranteeing no charges for clicking on links or downloading data.
There was plenty of interesting debate in the bar afterwards. Perhaps see you at the next one Matthew?
You're right about education. I don't use my mobile internet because I don't know how much it costs and when I've used it in the past I've found it to be very expensive. Probably because I'm on PAYG.
I'm put off by these £5pw subscription services too for ringtones and things. It feels like I'm being conned.
I hope so, it would be cool to come to one of these events, like a proper PR person!
Matthew - good point on the turnover of handsets.
Ben - nice job interesting to see the three themes you pulled out of it
see you at next one :-)
Thanks for your post - you clearly took better notes than I did ;)
Say hi at the next MoMo, I'm always looking to get to know more mobilists face to face.
My post-MoMo observations are nowhere near as great but you'll find them here.
Cheers,
Vero at Taptu
Thanks for the great write-up, Ben! I'm linking it through now from the Mobile Monday London site.
Well done for documenting this, very thorough notes!
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