maximising mobile marketing – @Brandrepublic conference

Last week I attended a conference on maximising mobile marketing. I tweeted. A lot. Here’s the best bits.

  1. #brmobile over 1billion in bets through mobile says @betfair speaker – people using dead time
    November 8, 2011 4:16:01 AM EST
  2. First speaker… Comscore
  3. Mobile handsets – 27% nokia, 11% iphone, Samsung 19% #brmobile
    November 8, 2011 4:20:47 AM EST
  4. 54% of people in the UK don’t have a smartphone #BRMobile
    November 8, 2011 4:22:34 AM EST
  5. 40% consumers use mobile when see an interesting ad – even if not a mobile ad #brmobile
    November 8, 2011 4:28:10 AM EST
  6. November 8, 2011 4:29:20 AM EST
  7. 10% of UK smartphone users (4.7m) accessing mobile banking now #brmobile
    November 8, 2011 4:33:33 AM EST
  8. Don’t forget SMS – it can give significant response 1.9mil out of 19.9mil #brmobile
    November 8, 2011 4:38:58 AM EST
  9. July 2011- 2.9mil scanned a QR code – mostly for product discovery #brmobile
    November 8, 2011 4:40:42 AM EST
  10. Top tips slide 2 #brmobile http://lockerz.com/s/154319556
    November 8, 2011 4:41:50 AM EST
  11. 3 takeaways from comescore-1.Mobile growing rapidly 2.consider carefully the audience you want to reach 3. don’t get left behind #brmobile
    November 8, 2011 4:44:22 AM EST
  12. Next speaker… Expedia
  13. #brmobile 39% of people use their smartphone whilst on the toilet
    November 8, 2011 5:24:00 AM EST
  14. 80% of apps less than 1000 downloads (consumer healthcare). Less than 1% branded apps pass 1mill downloads #brmobile (Deloitte research)
    November 8, 2011 4:57:01 AM EST
  15. . @expedia decided not to silo mobile with a specific mobile person. Had mobile champions but integrated into core business #brmobile
    November 8, 2011 5:17:44 AM EST
  16. 4mil monthly mobile visitors to @expedia mobile, and it’s not cannabalising website bookings #brmobile
    November 8, 2011 5:33:18 AM EST
  17. Top tips for creating a mobile experience from @expedia #brmobile http://lockerz.com/s/154325602
    November 8, 2011 5:32:20 AM EST
  18. Community/ gaming layer, local immediacy layer, social layer, self-service layer – the components of @expedia mobile experience #brmobile
    November 8, 2011 5:30:31 AM EST
  19. Next speaker… Weber Shandwick
  20. Intent vs Content: @jamesdotwarren discusses the results of WS’s #smartmarketing report at #MaximisingMobileMarketing conference #brmobile
    November 8, 2011 5:34:12 AM EST
  21. Mobile mkg = teenage s*x. lots of talk, not much doing, and if doing the doing is not good. #brmobile
    November 8, 2011 5:57:21 AM EST
  22. 44% of people feel naked without their smartphone. 36% changing way think and interact with products and services #brmobile
    November 8, 2011 5:59:49 AM EST
  23. Search lifecycle- desktop 30day journey search to purchase, 1hour on mobile! #brmobile
    November 8, 2011 6:05:51 AM EST
  24. Next speaker… Sky
  25. Sky have over 1m people viewing live tv via mobile devices every month #brmobile #skygo
    November 8, 2011 6:45:02 AM EST
  26. 23% of online time is spent on mobile. If you work in digital you should spend at least this on mobile too #brmobile
    November 8, 2011 6:50:38 AM EST
  27. 3 screen strategy is core @sky. From content build through to advertising – becoming agnostic to a degree #brmobile
    November 8, 2011 6:39:04 AM EST
  28. ‘integrated marketing is the output of an integrated business’ Tim Hussain, Sky #brmobile
    November 8, 2011 6:51:11 AM EST
  29. Ultimately it’s still about single consumer view. Just multiethnic touch points and screens #brmobile
    November 8, 2011 6:41:00 AM EST
  30. Mobile USP to a campaign- it’s personal, it’s a second shadow (always there), it’s immediate, it’s feature rich #brmobile
    November 8, 2011 6:54:30 AM EST
  31. Next speaker… Autotrader
  32. Used 4m mkg strategy- Mindset:test,learn,iterate. Method:awareness,education,trial. Mix:mobile,ATL,partners,autotrader. Msg. #brmobile
    November 8, 2011 7:08:09 AM EST
  33. 0.5mil mobile users in 12 months. Became a new challenge #brmobile
    November 8, 2011 7:16:32 AM EST
  34. Bounce increased by 20% when off season. They hit saturation with their activity. Too much share of voice #brmobile
    November 8, 2011 7:18:29 AM EST
  35. Maturing the mobile strategy from autotrader #brmobile http://lockerz.com/s/154340838
    November 8, 2011 7:20:56 AM EST
  36. 300k year 1, 500k year 2, 1mil year 3, next years target is 2mil mobile users of autotrader #brmobile
    November 8, 2011 7:23:09 AM EST
  37. Next speaker… Pizza Express
  38. Now up- pizza express: In oct 27% of all traffic to pizza express sites came from mobile #brmobile
    November 8, 2011 8:07:36 AM EST
  39. 1000 table bookings a month through mobile #brmobile
    November 8, 2011 8:12:16 AM EST
  40. Optimising for mobile search by creating restaurant pages for local sites. To avoid bouncing people into a location search #brmobile
    November 8, 2011 8:13:57 AM EST
  41. Next up a panel discussion
  42. panel with @nicholascumisky – says don’t forget Nokia is still biggest handset producer #brmobile
    November 8, 2011 9:32:37 AM EST
  43. French connection fail – build an app before a m.site and it didn’t work. So now building one. Doh! They needed proper analytics! #brmobile
    November 8, 2011 9:20:13 AM EST
  44. HTML5 offering new innovations. Yodel mobile working on an interactive ad unit for the reader Kobo #brmobile
    November 8, 2011 9:37:27 AM EST
  45. Unilever lynx case study means they now see mobile as a horizontal not just an add-on. They ask how mobile can extend the story #brmobile
    November 8, 2011 9:44:45 AM EST
  46. 3G vs 4g question is diluted by fact that huge amount of mobile connectivity is via wifi. Cloud is on the rise instead of apps #brmobile
    November 8, 2011 9:49:58 AM EST
  47. By 2015 estimated 1.5bil mobiles will have NFC built in. Perhaps some will be dormant – but it’ll be there #brmobile
    November 8, 2011 9:56:21 AM EST
  48. QR code coming under criticism. Only 1% of phones able to read #brmobile
    November 8, 2011 10:00:43 AM EST
  49. NFC going to compliment QR codes and AR not replace it #brmobile
    November 8, 2011 9:59:52 AM EST
  50. Next speaker… Debenhams
  51. How @debenhams see mobile in their business strategy #brmobile http://lockerz.com/s/154371429
    November 8, 2011 10:08:05 AM EST
  52. mobile providing link between channels as always on @debenhams #brmobile
    November 8, 2011 10:09:59 AM EST
  53. Impressive – @debenhams app paid for itself within 2 weeks #brmobile
    November 8, 2011 10:25:06 AM EST
  54. 700k downloads, £3mil sales, over 1/3 use @debenhams app repeat times #brmobile
    November 8, 2011 10:14:06 AM EST
  55. Use push notifications when people close to store – result in 67% app open #brmobile
    November 8, 2011 10:17:32 AM EST
  56. Next speaker… WWF
  57. Goal to increase fundraising by £1mil so @wwf targeting countries where mobile already surpassed desktop use #brmobile
    November 8, 2011 10:29:24 AM EST
  58. . @wwf sms conversion case study – Austria 2007 #brmobile http://lockerz.com/s/154377697
    November 8, 2011 10:38:14 AM EST
  59. Text num on @wwf street team shirt low rsp but ‘text facing’ good #brmobile < note @UNICEF_uk pic http://lockerz.com/s/154379603 http://lockerz.com/s/154379620
    November 8, 2011 10:45:51 AM EST
  60. Next speaker… FT.com
  61. next up FT.com @spoonerf on user journeys #brmobile
    November 8, 2011 11:12:23 AM EST
  62. Mobile users 20% of FT traffic, 30% page views from mobile. Overall 4mil reg users, 250k subscribers #brmobile
    November 8, 2011 11:17:32 AM EST
  63. 15% of subscriptions direct from mobile. Mobile users twice as likely to consume content at wkds #brmobile
    November 8, 2011 11:19:19 AM EST
  64. Last year FT kept launching apps in response to market. But not sustainable. And then apple changed subscription payment journey #brmobile
    November 8, 2011 11:21:32 AM EST
  65. So took a risk – June launch of HTML5 site – within a week 100k downloads so removed apps from iTunes #brmobile
    November 8, 2011 11:22:45 AM EST
  66. Big marketing benefit – can send people straight to content in web app. Not to an iTunes download page #brmobile
    November 8, 2011 11:24:55 AM EST
  67. Next speaker… Visit Britain
  68. First Mobile @visitbritain app in 2008. Too expensive but learnt. 2009 next app learnt need PR to have app found. #brmobile
    November 8, 2011 11:39:35 AM EST
  69. Found more success by tying in mobile to bigger picture – overall digital and marketing strategy rather than just a silo app #brmobile
    November 8, 2011 11:54:05 AM EST
  70. Love UK @visitbritain app used Facebook places. Users 50% more likely to buy and 20% had bigger basket value #brmobile
    November 8, 2011 11:52:31 AM EST
  71. Last speaker… Barclays
  72. Mobile payments and services @barclays #brmobile http://lockerz.com/s/154395549
    November 8, 2011 11:59:39 AM EST
  73. Big challenge is awareness and education about mobile payment options #brmobile
    November 8, 2011 12:03:49 PM EST
  74. Digital wallet is not just a replacement of physical wallet-bump you phone to share money-identification is key #brmobile
    November 8, 2011 12:10:02 PM EST
  75. Mobile wallet should do more than your usual wallet – @barclays ideas here #brmobile http://lockerz.com/s/154397648
    November 8, 2011 12:09:36 PM EST
  76. Parting thoughts …
  77. Fair to say native apps haven’t fared well at todays #BRMobile conf- scope for them certainly- but mobile internet has more potential
    November 8, 2011 10:11:54 AM EST
  78. #smartmarketing #brmobile ROI anyone? 80% of branded apps get less than 1k downloads
    November 8, 2011 6:57:29 AM EST
  79. Still not sure about NFC. Been talked about for years now #Brmobile
    November 8, 2011 10:11:18 AM EST
  80. Great loyalty case studies on Starbucks and Pizza Express. Shows what can be done with mobile loyalty. #brmobile
    November 8, 2011 7:56:34 AM EST
  81. Very thought provoking day at #brmobile mobile marketing conference. Glad to see we’re not alone in our barriers
    November 8, 2011 1:29:02 PM EST

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