This is a presentation done at DMEXCO in Cologne Germany on Sept 20, 2011. Focus is on understanding where Internet marketing and advertising missed the mark and what Mobile needs to think about on it's way to building a superior marketing and media channel.
Slide 1
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
[email protected]/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
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Marketing Association
Meant to be a Clarion Call for Marketers to
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But change and constant improvement is HARD
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But thats the channel I want Mobile to be and the MMA is out to
build;with your help
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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
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What Did Internet Get Wrong?Too Hard to Buy/ MeasurementMore
Aggressive Stop the Bad Stuff/PrivacyLack of Ownership on Marketing
Effectiveness
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Association1. Too Hard to Buy/ Execute /
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Marketing Association
slide titleA Network Sounded
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slide titleBut Then We Created Specialists for Each
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Marketing Association11
slide titleUGH! Now
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AssociationConan OBriens View of the Future
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Association14Internet Revolutionized Ad Measurement
MagazinesTelevisionInternetAdvertising Research FoundationsMedia
Measurement Spiral
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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
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AssociationFor Example17
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AssociationIt Gets WorseAnd for some networks 94% of ads measured
as a impression NEVER APPEARED IN A VIEWABLE AREA of the screen
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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
[email protected]/gregstuart#Mobile
Marketing Association2. Aggressively Stop the Bad Stuff / Consumer
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AssociationBad Interviewing PrepYes, you are the Pop-Up
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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
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Marketing Association
slide titleWhats Good for One is Not Always Good for
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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
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Association3. Lack of Ownership on Marketing
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Marketing AssociationAcross Every Measure Mobile Performs
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Association
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Association27$1 Billion Ad Spending Researched1.1 Million EU &
U.S. Consumers Surveyed
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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
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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
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AssociationA final example
How big an impact can getting this right
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Most Important Car Launch in Fords History. Bill Fordslide
titleFord F-150 Case
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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)[email protected]/gregstuart#Mobile
Marketing Association33So, the Goal of the MMA
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To build the best marketing channel with the best educated
players that the worlds marketers have ever had
Bar [email protected]/gregstuart#Mobile
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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.
[email protected]/gregstuart#Mobile Marketing
AssociationIn Short, Mobile Will Have37
Better Standards/ProcessesBetter Protected/BrandBetter
Effectiveness/
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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
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[email protected]+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
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