The document discusses trends in mobile marketing and technology. It notes that mobile phone ownership in the UK is widespread, with more households having mobile phones than landlines. Mobile internet and app usage is growing rapidly. Social networks are developing mobile versions, and microblogging through sites like Twitter is on the rise. The document also provides examples of successful mobile marketing campaigns and predictions that mobile will increasingly be integrated with other digital media. Recruiters may consider using mobile to share job updates, connect with candidates on social platforms, and facilitate employee referrals.

1. Mobile Marketing
7 July 2008
Drew Spencer
Interactive Director
Euro RSCG Riley
drew.spencer@eurorscg-riley.co.uk
www.eurorscg-riley.co.uk
+44 (0) 79 7414 2922

2. Would you be interested in the following technologies when
job seeking?
Yes
No
Source: Euro RSCG Riley 2007 Youth Marketing Survey

3. Would you be interested in the following technologies when
job seeking?
Yes
No
Source: Euro RSCG Riley 2007 Youth Marketing Survey

4. Would you be interested in the following technologies when
job seeking?
Yes
No
Source: Euro RSCG Riley 2007 Youth Marketing Survey

5. Would you be interested in the following technologies when
job seeking?
Yes
No
Source: Euro RSCG Riley 2007 Youth Marketing Survey

6. Would you be interested in the following technologies when
job seeking?
Yes
No
Source: Euro RSCG Riley 2007 Youth Marketing Survey

7. Would you be interested in the following technologies when
job seeking?
Yes
No
Source: Euro RSCG Riley 2007 Youth Marketing Survey

8. Facts about mobile penetration
★ UK Population: 60 million people
★ 48 million own mobile phones
★ 70 million active mobile connections (active = last 90 days)
★ More households in UK with a mobile phone and no land-line than
the other way around (since 2006)
★ Less than 1/3 of mobile subscribers regularly use the mobile
internet, and they average only one page per day... but this is
growing at a clip of 9% month-on-month
★ 1 billion pages viewed per month (October 2007)
★ 5 billion pages will be viewed per month by end of 2008
★ The average smartphone user spends an average of 2.5 hours
browsing the web in the UK (4.75 hours in US)
Source: IAB UK Mobile Marketing Report
M:Metrics Report

9. Who is using it?
Gender Age
Source: IAB UK, Mobile Marketing Report 2008

10. What are people using it for?
Total subscribers
3G subscribers
‘At present, Vodafone estimates that 27% of its customer-base regularly uses the mobile phone for browsing,
collecting emails or instant messaging... Vodafone predicts that this figure will reach at least 50% by 2010.’
Source: IAB UK, Mobile Marketing Report 2008

11. Most popular sites (March 2007)
Source: IAB UK, Mobile Marketing Report 2008

12. Top Domains by Time Spent Browsing
★ Facebook.com
★ Three.co.uk
★ Sky.com
★ Live.com
★ bbc.co.uk
Source: M:Metrics Website (www.mmetrics.com)

13. Britain’s use of mobile
★ Over half have used Bluetooth
★ 37% have recorded a video using a mobile handset
★ 27% have downloaded a music track
★ 46% have accessed the internet using their mobile
★ 25% have uploaded picture or videos through their mobile
★ 20% have used GPS
★ 18% have watched TV or video clips
★ 9% used their mobile to pay bills
★ 8% bought products using their mobile
★ ‘The mobile phone is the most important possession for 1 in 3
people aged 16-24.’
Source: IAB UK, Mobile Marketing Report 2008

14. What is Mobile Marketing?
Mobile internet advertising
★ Advertising on a mobile device that requires the internet
★ Websites designed for mobile phones
★ Search engine marketing
★ Traditional banner adverts
★ Video adverts
★ Ringtone downloads
Mobile marketing
★ Text messaging
★ Mobile commerce
★ Bluetooth marketing
Source: IAB UK Mobile Marketing Report

15. Benefits of mobile marketing
★ Extremely personal - only used by one person
★ Always with the user - target people in ways that no other device
can
★ Always on - allow people to access your messages anytime
★ Highly interactive - camera, SMS, music player, web browser,
video games... all in one device
★ Unparalleled reach - 90% of the UK population owns at least one
handset

16. What is available?
★ Mobile websites
★ Click to call, locate, order brochure, enter competition, receive
email, receive mobile coupon, buy, download content, enter mobile
site, forward content
★ Target by Demographics, Contextual, Specific Handset, Location
(GPS)
★ Pre- and post-roll video advertising
★ Mobile gaming
★ Search Engine Marketing

17. Key success factors
★ Permission and respect
★ Relevance to the consumer
★ Welcome invitation to participate
★ Entertaining content
★ Drives a specific action
★ Integrated where appropriate
★ Connects what was previously disconnected
★ Simplicity

18. Case Study: NikeID
★ Interactive Billboard in Times
Square
★ Text in custom shoe design and see
it appear on the screen
★ Gave away 3,000 pairs of trainers

19. Case Study: Nike Airmax
★ Television campaign shows athletes waking up early and doing
their thing
★ Mobile campaign entices customers to sign up for a recorded
wake-up call from a famous athlete (such as Maria Sharapova)
★ Multiple calls being set up by single users
★ 8 week promotion received 300% of total target by the end of the
first week

20. Case Study: Aramark

22. Trends and predictions

23. Trends and predictions

24. Trends and predictions

25. Multiplatform Marketing
★ Use traditional media to place your brand in front of people before
the decision becomes a priority
★ Be present and relevant when research begins online
★ Provide channels for response, interaction and dialogue
★ Use nascent but omnipresent platforms such as mobile and
social media
★ Send a consistent, persuasive message all the way to the point of
decision
Source: ad:tech blog, “In a Multiplatform World, Brands
must be Present, Relevant” June 2008

26. Monthly Consumption of Content and
Applications
US EU FR DE IT ES UK
Total Population 226m 224m 46.5m 49m 47m 34m 47m
Watched Video 6% 9.2% 7.3% 6.2% 11.2% 12.8% 9.4%
Listened to music 7.4% 17.9% 16.1% 17.6% 14.7% 22.5% 19.9%
Accessed news/info 13.7% 9.5% 10.1% 5.7% 7.8% 7.2% 16.3%
Received SMS ads 19.2% 49.6% 63.5% 29.7% 53.9 73% 35.4%
Played downloaded game 9% 8.3% 4.4% 7.3% 9% 11.4% 10.3%
Accessed downloaded application 4.9% 2.9% 1.8% 2.6% 4.1% 2.5% 3.4%
Sent/received photos/videos 23% 27.6% 25% 20.9% 32% 31% 30.2%
Purchased ringtone 9.2% 3.8% 4.1% 3.6% 4% 4.1% 3.2%
Used email 12.6% 8.6% 6.5% 7.2% 11.2% 9.1% 9.1%
Accessed Social networking sites 4.8% 2.8% 2.4% 1.3% 2.7% 2.5% 4.9%
Source: M:Metrics, Survey of mobile subscribers, March
2008

27. UK Mobile Social Networking Use
★ Facebook - 19 minutes per day
★ Microsoft live - 10 minutes per day
★ 3 portal - 10 minutes
★ Sky - 14 minutes
★ BBC - 9 minutes

28. Trends: Mobile Versions of Social Networks

29. Trends: Microblogging

30. Trends: Microblogging

31. What is Twitter?
★ A microblogging platform
★ What you are doing in 140 characters
or less
★ Connected to your Social Network
★ Connected to Instant Messenger and
to Mobile Phones
★ Easy to use, remarkably useful

32. Trends: Microblogging

33. Trends: Microblogging

34. Trends: Microblogging

35. Trends: Microblogging

36. Trends: Microblogging

37. Trends: Microblogging

38. Trends: Microblogging

39. Trends: Microblog Mashups

40. Trends: QR Codes
★ Case Study: Adidas
★ QR codes on retail merchandise tags and clothing
imprints
★ Consumers take a photo of colour code on a sleeve
★ Phone loads Adidas website
★ 60,000 people participated in test (Korea)
★ 2,000,000 page views on Adidas website

41. What is coming?
★ Growth of 3G
★ 2006 - 4.8m
★ 2007 - 7.8m
★ Mobile TV and films
★ Mobile commerce
★ More phones
★ Phone-to-phone video chat
★ Voice-related services (e.g.
GoogleMaps)
★ Click to call
★ Mobile gaming

42. Universal truths about Mobile
★ Mobile and SMS texting are part of life
★ Mobile marketing must be permission-based
★ Mobile is not the Internet, but the user experience is
improving
★ Mobile marketing programs should be tested and optimized
starting now
★ Mobile initiatives must be integrated with other media
campaigns
★ Mobile campaigns, at least right now, need to be simple
Source: ad:tech blog, June 2008 Jose Villa, CEO of Sensis

43. Things to consider
★ Social media is changing recruiting
★ Mobile technology is changing social media
★ It’s about communicating, not advertising
★ Mobile has unparalleled reach
★ Always with them, always on
★ Most important possession for those aged 16-24
★ Used mostly for socialising and entertainment
★ Not used separately, but integrated with other channels
★ Can be used for response, interaction and dialogue
★ Most effective when measured
★ Permission is key - it’s about relationships!

44. Possible recruitment uses?
★ Campus recruiting updates - where/when you can meet the
recruiting team
★ Off to a conference - meet us there (booth number, room, time)
★ Links from Twitter to hot jobs on your careers Web site, employee
profiles, videos, articles, etc.
★ Important deadlines during recruiting season
★ Connecting with job seekers also on Twitter
★ Employee Referrals
★ Feedback

45. Your thoughts?
Thanks for coming!
drew.spencer@eurorscg-riley.co.uk
+44 (0) 79 7414 2292
linkedin.com/in/andrewspencer
twitter.com/kayperbeats