It was an illuminating afternoon, though mainly in terms of what I didn’t take away. Mobile is still nascent as a media platform, and the industry understanding of it is still at a fairly basic (in my opinion) level.
Most information on how people use mobile seems to be on potential behaviour rather than actual (though there were exceptions). As such, the emphasis of the event was very much on inspiration rather than effectiveness or impact. In part because of the fragmented nature of mobile (different handsets, networks, operating systems, functionality etc), it is difficult to emerge with overarching advice on using mobile.
However, it is clear that it is a medium ripe for innovation. Nearly all of the speakers had case studies as illustrations on how mobile can be used in new and interesting ways. These include:
- Fitness First cold-texting people with information on their local gym (once people had responded with their postcode)
- Comic Relief raising £7.8m through people messaging in to pledge donations that would be added to their monthly bill
- The ringtone from the Cadbury’s “eyebrows” advert was downloaded over 250,000 times in less than a month
- Pizza Hut’s pizza-building application where you can shake to remove toppings, click to order it (including regional discounts) and play a game while you wait for it to arrive
- Ikea augmented reality tool to superimpose furniture into your living room
- An Ocado shopping app that requires a four digit pin rather than a username/password each time you want to purchase.
Despite not coming away stunned, there were some useful pieces of information that I picked up at the event.
- Chris Boddice from O2 made the comparison of a mobile phone to a personal assistant or life manager – it can do everything from diary management to your shopping via being an alarm clock
- Alex Kozloff from Orange made the point that in addition to being relevant and innovative, mobile marketing also needs to reassure. Trust is much more of an issue on your mobile (it has people’s lives on it, yet there is no anti-virus or anti-phishing software) and so consumers need to be reassured that your site/brand is trusted and that they aren’t going to be surreptitiously charged for anything. For people who pay for their data, zero-rating can be used whereby the advertiser foots the data charges to visit that site.
- Justyn Lucas from yodel warned of advertisers getting blinded by technology, and that the role of mobile should be established before deciding on how to proceed. In fairness, integrated marketing is hardly a new piece of information, but it is worth re-iterating
- Jonathan Abrahams from Admob revealed that they are now seeing more traffic from Andriod than they are from Windows Mobile. This reinforces the asymmetry of mobile use in that while iPhones and Google phones still have relatively small penetration, they are driving the use of the mobile internet
- The IAB’s Jon Mew said that the user experience should be paramount when browsing – from their first ad effectiveness study (for KitKat), they noted that respondents were much more likely to remember the ad if they had enjoyed browsing the site. Furthermore, regular users of the site were more likely to notice the ads (this was contrary to my assumption that the novelty of mobile ads would cause stand-out, but this effect is no different to other media platforms)
- Tim Hussain from BSkyB had some great tips on apps – which he argued should provide a richer more creative experience for your customer. He also alluded to the asymmetry of action – in 6 weeks more people were using the Sky EPG on the iphone than on the 300 other handsets it is available on AND the pc combined. He pointed out that the iPhone has a massive advantage in that, from our iPods, we are familiar with iTunes and the iTunes store and so the comprehension barrier has already been overcome.
Tim’s six tips for apps were
- Understand the target audience
- Ensure the app is different to a mobile website
- Make it a destination, not a driver
- It should either save time or kill time (I liked this point, even if it does overlook the other uses of an app, such as inspiration)
- The idea should be aligned with the brand
- The app should be integrated to the wider campaign
Additional statistics I picked up from the event were:
- Gartner predict that by 2012, 70% of all phones will be smartphones
- There is an average of 37 apps per iPhone in the UK
- Orange research suggests that 87% of mobile media users (“anything that a message can be delivered through” – so including SMS) use it at home
- 95% of us don’t switch our phones off
- Yahoo! is bigger than Google in mobile search (though I think this will change as iPhone/Google phones etc take share away from the network portals)
Although I didn’t pick up as much new information or knowledge as I was anticipating, it was an event worth attending. I’d particularly recommend Tim’s presentation on apps – it can be downloaded here.
As the industry develops and matures, it is inevitable that our understanding of consumer behaviour and marketing effectiveness will improve – from my various discussions with people in the space there is definitely a market opportunity to fulfill some of these needs. I’m confident that the study I’m about to embark upon will contribute to this.
Image credit: http://www.flickr.com/photos/kamshots/
Filed under: mobile | Tagged: Admob, alex kozloff, BSkyB, Chris Boddice, google, iab, iphone, iPod, ITunes Store, Jon Mew, Jonathan Abrahams, justyn lucas, Mobile phone, O2, Orange, tim hussain, yodel |