Mobile Marketing Session at Convergence 2009

Mobile Marketing

*Note: these notes were taken at Convergence 2009 and are in point form and should be read as such.

Click here to see my notes from all sessions at Convergence 2009.

Mobile Muse, Vortex Mobile, 3 Tier Logic, @vortexmobile

Stratford internet former principle/founder: Robert Craig, CEO 3 Tier Logic, past chairman of new media BC, entrepreneur of the year, 40 under 40.

Vortex Mobile
This is the year of mobile (j/k) been around for 5 years….lol
Greater convergence between mobile and SMM
Text to win is not what mobile is all about
SMS should not be overlooked but it’s also not everything that mobile is about

Levi’s Amateur model contest example
Pre-event
Live marketing
CRM, mobile coupon and facebook integration

Picked to try on a pair of jeans at an event, designer would create an image of what Jen would look like in an actual media campaign, don’t hit people over the head, allow people to share a new experience with the brand with their friends.

Mobile call to actions integraqted with: instore POS, OOH wild postings,
Voting application on mobile (more popular sms options)
Each contestant got their own code, you could vote for who you thought should be the top, you would get feedback on ballot as you voted,biggest promoters were the actual people in the contests. Also had an instant win mechanism to help get people walking by to vote. The vanity was the most important aspect of this campaign. Download the pic to your phone. Voting app remained up for 2 weeks after the event, (this whole thing took place 2 years ago) 78% of votes took place outside of the festival dates.

50 facebook and myspace groups started with 1000+ wall posts

SMS blast to all Vancouver participants. Mobile coupons for us would be the holy grail. Push people who opted in to hit a store and buy a pair of pants….e.g of how difficult it was, the store never setup a coupon code on the till..so it was impossible in the end to track ROI.

Robert

3 Tier Logic founded in 2008
Full service digital marketing firm
Focus on data capture and target market
PRM (prospect relationship management) reach consumer through mobile devices, through proprietary platform
80% of campaigns incorporate mobile, 20 campaigns in last 6 months
Major resistance to mobile marketing still – tipping point is not there yet (Opportunity!)
Consumers are ready. They have shown they will interact. Education and experience is growing, mobile is helping to drtive strategy in areas of media placement, market segmentation brand interaction, brand to consumer communication, leverage other channels and touch points.
Tipping point is coming

Never Stop. Milk
Mobile campaign 2008 and 2009, several stages,
Overall drove better results by taking what they learned in 2008 and using that to drive strategy in 2009, total entries in 2009 were 169% above objectives.

www.mobilemarketeducation.com – educational site

Jean Hebert from Mobile Muse
Project of New Media BC
Envisioning the future of mobiles and community: how communities can be engaged with technology and business

Wikitude: meta information

Air Canada and west jet you can get your boarding pass on your phone and scan it in.

Tagga media: education is a barrier: Q what are the three key educational barriers?

Case studies are key as are conferences to spread the word.

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