How Does Mobile Marketing Not Make the Same Mistakes the Internet Did

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How Does Mobile Marketing Not Make the Same Mistakes the Internet Did

Based on the Experience of One Man Who Was There for the Birth of the Internet and is Tasked at present with leading Mobile Marketing IndustryDMEXCO Cologne, GermanySeptember 2011

Greg Stuart, Global CEO

How Does Mobile Marketing Not Make the Same Mistakes the Internet Did

greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing AssociationExperienced PerspectiveAgency Media & GM; CMO; Digital Media Senior Exec and CEO in 3 businesses now4 New York City Agencies GM at Y&R - Interactive (1994)Sony Online Ventures & AOLCars.com (Tribune)Flycast Ad Network (dot.com IPO)IAB (01 to 06 or $6B to $17B)Investor in 15 Digital Media businessesOver $750,000,000 in transactions in 4 yearsCo-Author of WHAT STICKS2

AgencyCMOSellerInvestorgreg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association

Meant to be a Clarion Call for Marketers to Changegreg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association3

greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association5

But change and constant improvement is HARD

greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association6

But thats the channel I want Mobile to be and the MMA is out to build;with your help

greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association

Good News: Marketers Have a Different View This Time AroundIf your plans dont include Mobile then your plans are not finished.

Wendy ClarkSVP Integrated MarketingCoca Cola

7greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association8

What Did Internet Get Wrong?Too Hard to Buy/ MeasurementMore Aggressive Stop the Bad Stuff/PrivacyLack of Ownership on Marketing Effectiveness

greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association1. Too Hard to Buy/ Execute / Measurementgreg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association

slide titleA Network Sounded Goodgreg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association10

slide titleBut Then We Created Specialists for Each DetailUgh!greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association11

slide titleUGH! Now What?greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association12

greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing AssociationConan OBriens View of the Future

greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association14Internet Revolutionized Ad Measurement

MagazinesTelevisionInternetAdvertising Research FoundationsMedia Measurement Spiral

greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing AssociationHowever, Internet Measurement is Very Flawed and Isnt Fixing ItselfAudited ad technology showed that the average major publisher site 40% of ads measured as a impression NEVER APPEARED IN A VIEWABLE AREA of the screen

16greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing AssociationFor Example17

greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing AssociationIt Gets WorseAnd for some networks 94% of ads measured as a impression NEVER APPEARED IN A VIEWABLE AREA of the screen

18greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing AssociationFewer ad units (but more impactful)Better AUDITED measurementPowerful creative toolsApp Store distributionOptimize media planning toolsSimplify the multitude of Handset issuesTrusted and consistent analytics & reportingData in and out of handsetsGlobal regulatory environmentsGlobal standards and implications Mobile payments standardizedFast turn around for messaging (short code)Data on market and consumer penetrationAnd so on

Mobile - Easier to Buy19Better ChannelMobile requires vigilance-avoid status quo, seek constant improvementgreg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association2. Aggressively Stop the Bad Stuff / Consumer Trustgreg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing AssociationBad Interviewing PrepYes, you are the Pop-Up Association2002greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing AssociationInternet Bad StuffPop UpsSPAMMalwareDrive by DownloadsNon Uninstallable DownloadsTrap DoorsSecurity BreechesPrivacy Violations

Technology to Stop Bad StuffPop Up BlockersAd Blocking AG action on MalwareRegulatory ActionPublic sentimentEtc.

Bad Actions Kill Categoriesgreg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association

slide titleWhats Good for One is Not Always Good for Allgreg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association23Privacy Guidelines for Mobile AppsTo be out Sept/OctCrammingConsumer Best Practices MessagingPremium SMS in U.S. is challengeImpending Commerce fraudCustomer management of fraudHandset and dataset securityVirus on handsetOffensive adsUse of targeting dataLocation based issues

Mobile Stopping Bad Stuff24Better ChannelWe HAVE to be better here cause mobile so much more personal greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association3. Lack of Ownership on Marketing Effectivenessgreg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing AssociationAcross Every Measure Mobile Performs

26greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association

greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association27$1 Billion Ad Spending Researched1.1 Million EU & U.S. Consumers Surveyed

greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association28MEDIA Companies can REALLYImpact Ad Effectiveness LowHighCut out International impressions18%to43%Manage Frequency 50% to70%Capitalize on Time of Day/DoW10% to15%Ad Size does matter20% to54%Page Placement really matters6% to350%Creative is mission critical0% to400%Total Gain Possible:0%2910%+0% to INFINITY increase in Ad EffectivenessInsights from the What Sticks Researchgreg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing AssociationFirst, must get Cross Media Cost EffectivenessCreative effectiveness insightMessage effectivenessLanding page optimizationBetter reporting and analytics toolsTrain & certify the industryRich Media standardsStandardized Ad Effectiveness toolsBetter algorithmsMore

Mobile - Effectiveness30Better Channelgreg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing AssociationA final example

How big an impact can getting this right make?greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association

Most Important Car Launch in Fords History. Bill Fordslide titleFord F-150 Case Studygreg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association32But Does It Impact Sales?Cost of Portal Home Page Take-Over ad in study: $500,000

Cost of Portal Home Page Take-Over ad today: $2,500,000

Priceless!Ford Media Mix ** Approx. $200 Million BudgetEqual to +$1,350,000,000 in U.S. Truck sales $$$Equal to $750,000,000 inU.S. Truck sales $Traditional Media(TV, Magazines)greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association33So, the Goal of the MMA isgreg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association35

To build the best marketing channel with the best educated players that the worlds marketers have ever had

Bar none!greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association36

How Does The Industry (MMA) Do That?We work with you and the industry:Set the standards that create industry and company efficiency that gives mobile true competitive advantage versus the other channelsProtect the medium from non-valuable government intervention or individual company caused harm/disrespectMake sure that everyone, not just marketers, playing a role in making the mobile marketing channel work harder are better and know how to market better.

greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing AssociationIn Short, Mobile Will Have37

Better Standards/ProcessesBetter Protected/BrandBetter Effectiveness/ Participantsgreg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing AssociationMMA Forum London4th/5th October

1. Gain inspiration from 14 Global BrandsRSA Group, Unilever, Coca-Cola, NHL, The Weather Channel, JetBlue, Lactalis, Mahou, BBC, Economist, Dorling Kindersley, Debenhams, BMO Group, Marks & Spencer2. Learn from industry leaders inChina, Japan, Indonesia, India, Turkey, South Africa, Pakistan, & USA3. Plus take advantage of unparalleled networking opportunitiesRegister at http://forum.mmaglobal.com/london

greg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Associationgreg@mmaglobal.com+1 631 702 0682Schnen Dank

com

www.twitter.com/gregstuartwww.facebook.com/stuartnycwww.veoh.com/users/gregstuartwww.linkedin.com/in/gregstuartwww.gregstuart.comwww.gregstuartspeaker.comMansavesdog.wordpress.com

www.mmaglobal.comgreg@gregstuart.comTwitter.com/gregstuart#Mobile Marketing Association39