Digital Mobile Marketing Academy

Digital training and Mobile Marketing Strategy workshops for your team

Mobile marketing and the mobile web are a step-change in communications. We’re entering an anytime, anyplace, anywhere internet culture, with the mobile becoming the core point of access. The resources on these pages support content, strategy and marketing teams using mobile channels to connect with customers. Whether it’s the Digital Mobile Academy programmes or mobile content strategy development, ask your Academy Manager or Project Manager if you need more information.

Welcome to the Digital Mobile Marketing Academy

Everyone has something to learn when it comes to mobile marketing, mobile content and mobile strategy development, and we set up the Digital Training Academy to quickly boost the knowledge, skills and judgements of marketing teams working in digital marketing and media. These workshops and customised courses are part of structured portfolio of essential skills that companies investing in mobile content and mobile marketing need to have. All programmes are customised to specific goals and business priorities our partners face. Whether you're in Europe, The Americas or Asia Pacific, we always customise the strategy, training and coaching to suit your specific needs. And as independent trainers, our work is confidential - our only goal is to make you more successful. Thousands of firms across more than 20 countries have been helped by our business coaches and consultants, so how can we help you and your team achieve more?

Skillscheck: Ask our mobile marketing training team to assess your mobile skills

Our training sets out to change the way your firm behaves, and to do that we need to learn about how you work today, and what prevents you from getting more value from your digital channels. From our senior management coaching programmes to the hands-on craft skills for those at the coalface, these learning programmes are constantly refined to bring you the freshest insights and help you discover new and smarter ways to tackle the challenges ahead. In the digital sector everyone is still learning, and as most of our tutors have more than a decade’s experience in teaching digital media and marketing, they can get you on the fast track, and get you achieving more straight away. Whether you and your team are entirely new to the digital sectors, or whether you have many years experience as a digital manager, there are programmes at the Digital Training Academy that have been created to suit your needs.

Find out more about a skills assessment from Digital Training Academy

Mobile marketing and mobile publishing: Questions and Answers

Mobile marketing and mobile publishingYour comments on mobile marketing and mobile publishing… This forum is for marketers, mobile content publishers and mobile applications developers. It’s a place to raise issues, include links and share materials with colleagues and participants on mobile marketing training courses and mobile strategy development projects.

Mobile marketing strategy: How to ensure offline calls-to-action drive maximum mobile interaction

As more and more consumers today come with smartphone attached, the opportunities for marketers to start a mobile dialogue with their consumers anywhere and anytime are ever expanding. While some are starting to successfully include an offline call-to-action as part of their mobile marketing strategy, many marketers still miss the opportunity. Digital Strategy Director Julian Smith offers his top tips for connecting with your on-the-go consumers through mobile, amplifying their engagement across all channels and boosting the effectiveness of your integrated marketing assets.

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Mobile marketing training for mobile content publishers and mobile marketers

We’ve been training teams in the creative and media industries since 2000 and our sole focus is on the digital aspects of classic business and publishing skills. From publishing strategies and media sales to marketing and design, our Training Academy programmes change the way companies behave.

We’ve been coaching teams in mobile marketing and mobile content development since 2004. These mobile marketing workshops are run in-company and help businesses leap forwards. It’s easy to under-value mobile marketing, or invest in the wrong approach, so these mobile training programmes have been designed to get you on track, quickly.

Some of the most popular mobile marketing training courses:

  • Digital Mobile Marketing Academy
  • Digital Mobile Content Masterclass
  • Digital Mobile Strategy Programme
  • Digital Mobile Audience Building Academy –Increasing traffic to your site

Book a conference call with one of our Academy Managers or strategists to develop the right training or strategy programme to suit your team’s needs - email Tutors@DigitalTrainingAcademy.com

Mobile marketing research

We’ve been tracking the growth of mobile marketing since 2000 and below are a couple examples of data about mobile phone use and the growth of mobile marketing. For a research account with access to the mobile marketing research briefings sign up today - www.digitalstrategyconsulting.com/digitalbriefings

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Mobile marketing research: Digital Intelligence - Tracking the growth of mobile marketing

Digital Strategy Mobile Internet Use UK

Mobile marketing research: Mobile marketing focus groups

For mobile content product development, there’s no substitute for a focus group if you want real feedback from real consumers. The insights from our focus groups bring an independent, expert view on how your mobile products, mobile marketing or mobile content will be received. A small investment early on is key in getting your strategy going in the right direction. Find out more by emailing TheTeam@DigitalStrategyConsulting.com

Mobile marketing research: Mobile marketing platform choices

For mobile marketing and apps development, what’s the right platform and technology choice? Here we look at some of the options and thing about the audience reach and the technical complexity. They’re based on the Western European markets in 2009/2010 and the notes are drawn from one of the Digital Mobile Marketing Strategy workshops.

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Mobile marketing training: Understanding the scale of mobile growth and consumer attitudes

Mobile marketingMobile marketing is growing rapidly in most countries and marketers need to be confident about the potential for mobile in the marketing mix. These background notes provide a few examples of the scale of change in mobile marketing and form a briefing for agencies and marketers taking part in our mobile marketing training programmes. Although handset use has been near-saturation levels in many countries for ten years, it is only recently that mobile marketing has started to become a part of the strategic marketing mix. In the Digital Mobile Marketing Academy we will explore the theory and practice of mobile marketing, how to use the different channels and ways to understand the expectations consumers have in this most intimate of media channels.

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Mobile marketing training: Mobile audiences, mobile use, key trends in mobile

Mobile audiences, mobile use, key trends in mobile
Mobile use has reached saturation points in many markets, yet most brands fail to explore mobile effectively as part of their integrated marketing strategy. Mobile audience behaviours are changing fast and mobile is emerging as a key platform for video, music and a massive range of applications.

In this Mobile Marketing Academy we analyse the nature of the growth and change, looking at the type of use and the key trends. Agency and client-side marketing teams who understand the nature of the mobile audiences can develop content and services that are right for their customers, creating powerful connections and building new relationships.

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Mobile marketing training: Building effective mobile marketing campaigns

Building effective mobile marketing campaignsMobile is the most intimate of all the digital channels an yet has proved the most difficult for marketers to master. Consumers have high expectations of the value an relevancy of communications they see through mobile and marketers need to be able to meet those needs. Beyond simple SMS connections there are dozens more tools and approaches, and in this Mobile Marketing Academy we examine a broad range from the most simple downloads to mobile websites, social media and mobile advertising. We explore digital strategies ranging from the simple text-to-win, through the more advanced drive-to-web techniques, to mobile applications and geo-location strategies. Almost everyone carries a mobile in most countries, yet most brands fail to deliver any messaging through the channel. Many marketers have tested and explored opportunities with mobile for years, but with only varying levels of success, so this Academy focuses on how to quickly build strategies that work. Expectations remain high and forecasts are robust, so marketers need to be confident in gaining a strong understanding and a sophisticated approach to employing mobile in their communications mix. The Mobile Marketing Academy is supported by case studies and practical exercises.

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Mobile marketing training: Building effective SMS marketing campaigns

This is an advanced mobile marketing training course for mobile agencies and companies using mobile marketing. Text messaging is a mainstream communications channel in every country, but marketers struggle to find ways of incorporating it into their business. SMS messages can build brands, create engagement and achieve immediate sales. Text messaging can be easily used by the largest brands and the smallest micro-businesses, with very low costs of entry and a range of simple ways to get started. Experienced digital marketers can weave SMS marketing techniques into integrated campaigns, fuelling audiences and connections.

This Mobile Marketing Academy explores the best practice in text messaging, how to create mobile marketing campaigns using SMS and how to build meaningful results. There are mobile marketing case studies to support the programme and connections to other mobile marketing training modules that go beyond SMS marketing.

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Mobile marketing training: Advantages of SMS as a communications tool

Benefits of mobile marketing

SMS was the first digital consumer channel to go mainstream. It happened by accident and was never the intention of the technologists who created it, but it gave a magic formula of immediate and simple communication that was more efficient than voice calls for many activities. Here we recap some of the key advantages of SMS as a communications too.

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Mobile marketing training: Advantages of SMS as a marketing tool

Advantages of mobile marketing

Here are a few of the key advantages SMS has as a marketing tool, and what it proves to be so attractive to marketers. Remember that SMS marketing won’t be right for every brand, but when there is a fit the results can give much higher ROI than other marketing channels.

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Mobile marketing training: Building an SMS mobile marketing campaign

Steps in building an SMS mobile marketing campaign

mobile marketing campaignIn this section we outline the key steps in building effective SMS marketing campaigns. During the Digital Mobile Marketing Academy training course we’ll explore each in more depth, from acquiring permission to use SMS to contact customers, through to how to create stronger customer relationships in SMS.

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Mobile marketing training: Setting clear mobile marketing campaign objectives

Best practice mobile marketing

mobile marketing campaignIn this part of the mobile marketing training we examine ways of setting clear mobile marketing campaign objectives and how marketers can create realistic objectives for SMS marketing campaigns.

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Mobile marketing training: Getting the right customer insight for effective mobile marketing

Best practice mobile marketing

mobile marketing campaignHere we look at mobile marketing research and the challenges marketers have in getting the right customer insight for effective mobile marketing. Without understanding the customer, no agency can create a powerful campaign. These mobile marketing tips for a checklist for mobile agency planners.

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Mobile marketing training: Building lists for SMS mobile marketing campaigns

Best practice mobile marketing

mobile marketing campaignBuilding lists for SMS mobile marketing campaigns remains one of the biggest challenges marketers face. Mobile is a powerful tool, but the reach can be extremely low. Many firms failed to capture the mobile contact numbers of their customers early on, so they are having to build mobile marketing databases from scratch. Here we show how to build your own mobile marketing list and offer advice when using mobile marketing lists from third parties.

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Mobile marketing training: Effective writing for SMS marketing campaigns

Best practice mobile marketing

mobile marketing campaignWriting for SMS marketing campaigns is very different to writing for email or web pages. The constraints of the 160 characters are only part of the challenge because marketers need to understand how to motivate their customers and achieve strong activation through the language in SMS texts.

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Mobile marketing training: Tracking mobile marketing campaign effectiveness

Best practice mobile marketing

mobile marketing campaignOnly by tracking mobile marketing effectiveness can agencies and brands develop benchmarks and improve their campaigns over time. Measuring mobile marketing grows from clear campaign objectives and here we explore some of the mobile marketing measurement techniques you can use.

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Mobile marketing and advertising guidelines

The MMA's Mobile Advertising Guidelines provide global formats, guidelines and best practices nescessary to implement mobile advertising initiative in a variety of mobile media channels, including Web, messaging, applications and video.

The Mobile Marketing Associations mobile advertising guidelines (October 2008)

Mobile phone manufacturers

Here you can find links to all the major mobile phone manufacturers.

Continue reading "Mobile phone manufacturers" »

Mobile marketing strategy and mobile content development strategy

The mobile space is changing fast. To help develop your ideas about your own mobile strategy and the potential for mobile content, here are some people and ideas that reveal some of the trends in mobile strategy.

Mobile strategy: Tracking the growth of mobile communications

This short film brings together some of the landmarks in the growth of mobile communications, from the early stages of mobile phone development to today's anytime, any place anywhere culture. As you watch, reflect on what this means for your audiences and how you communicate with them using the channels they'd like.

Mobile strategy: Nokia Lifecasting




Mobile strategy: Mobile World Congress 2009 - All about collaboration

Industry insights from Chris Osika, Managing Director of Cisco Internet Business Solutions… He gives his perspective on new business models and market development trends for smart devices, touch, 4G and LTE and how service providers can monetize new networks in this economy.

Mobile strategy: Mobile internet browsers - opera 4 vs Internet Explorer on Windows Mobile

See how the two compare in this test. We used a HTC TyTN to load www.coolsmartphone.com over GPRS. How long would it take to load up the first page? How easy would it be and how long would it take to load up one specific link in the site?


Mobile strategy: Intel’s vision and strategy

Intel's Dadi Perlmutter goes at the Intel Developer Forum in Shanghai (April 2008) on the new solid state disk and their vision for next generation mobile devices. He talks about essential tech advancements that are about to improve our mobile internet lives. He talks about chip designs, solid state drives, built-in anti-theft asset and data defense and Intel's "Montevina," which will help the industry keep making cooler, thinner laptops.


Mobile trends: An overview of the Stanford Open Mobile Internet 2020 programme

To underscore how mobile internet use will continue changing, this is an overview from Stanford University faculty members of their new research program on Programmable Open Mobile Internet 2020.


Mobile marketing case studies

These case studies of mobile marketing showcase the best practice points we make in our mobile marketing training courses. Any agency can submit case studies of mobile marketing but only a few are selected by tutors for use in the Mobile Marketing Academy. For more mobile marketing case studies, members of the Digital Training Academy should contact their Academy manager or follow links in the online classroom.

SMS text marketing for FMCG brands sponsoring events

Text messaging in retail and FMCG

mobile marketing case studies and best practiceLook for ways to connect with customers through launches, events and activities linked to the celebrities and events the brand is connected to. These create ‘permission’ to contact a group of target consumers, and may also enable the use of third party lists owned by the partner. Use the messaging to drive engagement and brand loyalty, building stronger associations between the brand and its partner as well as delivering the tactical goals related to the partnership. Add downloads and links to deliver brand messages within the mobile or the PC.

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SMS text marketing for FMCG and retail brands using couponing tactics

Text messaging in retail and FMCG

mobile marketing case studies and best practiceMobile coupons, codes or vouchers with a high perceived value among consumers are proven to drive people to stores either on the high street or online. Either the FMCG brand or the retailer can initiate the coupons, but the logistics must be in place to read, decode, identify and record the coupons as they are used. These approaches may preclude many firms from being able to use them, but the tactic can be highly effective at driving immediate response.

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SMS text marketing for retailers with special offers

Text messaging in retail and FMCG

mobile marketing case studies and best practiceThis is simply a change of channel from email to SMS, delivering key special offers to a registered customer base using segmentation and profiling tools. The challenge for retailers is to compress the offers into the limited space and continue to drive traffic to call centres or online sales pages over time once the novelty has faded.

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SMS text marketing in the music industry

Text messaging in entertainment

mobile marketing case studies and best practiceUse SMS to notify registered fans of news about a band, in a similar way that email alerts, twitter posts or Facebook updates would be used. Focus on driving sales through clear calls to action and give loyal fans advanced notice ahead of mainstream media. Create clear calls to action and include event booking numbers. The message can be sent ‘from the artist’ rather than the record label or venue and can use their tone of voice to build authenticity. Including a link to mobile downloads such as ringtones drives awareness, engagement, loyalty and builds buzz among brand advocates.

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SMS text marketing for theatres

Text messaging in entertainment

mobile marketing case studies and best practiceAny firm with limited and time sensitive inventory can use SMS as a way of offering deals to segments of its customer-base. Theatres with defined local catchments and a registered base of fans can target them with offers for last minute seats if it is clear that there will be spare capacity at a performance. This increases the margin of the theatre, fills unsold seats, builds loyalty among theatre-goers and builds discussion of the production with the associated viral effects between friends. But be cautious about targeting high value customers, their contribution to total sales may be too great and they may be less price sensitive than other segments, so look for casual customers who are price sensitive and target this separate segment to grow sales first. Reward high value customers differently.

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SMS text marketing for online events

Text messaging in entertainment

mobile marketing case studies and best practiceThis is a simple ‘drive-to-web’ technique, boosting attention to realtime online events. Examples may range from an online broadcast or interview with a band to a B2B news announcement about changes in the economy or industry. The same approach can be used internally to drive attention to corporate announcements such as company events or procedural changes.

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SMS text marketing for restaurant and bar owners

Text messaging in retail services

mobile marketing case studies and best practiceText promotional messages and discount vouchers to a known, registered customer base, using tactical voucher promotions to boost sales when there is spare capacity and to deliver new information about products and promotion. Price incentives where the mobile message is needed to redeem the offer are particularly effective. However be cautious about the frequency and because the service capacity of the restaurant or bar is limited, only target segments of the database in a systematic order. The messages can be used to enforce brand values, trigger friends to invite eachother, and boost brand loyalty. SMS can be used to reach the right customer at the right time and the right place in a way that other channels can never match.

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SMS text marketing for real estate agents

Text messaging in retail services

mobile marketing case studies and best practicePublish a short cut code on all advertising and ask potential buyers to text if they would like updates when new properties in a certain category come onto the market. Tightly segment the database and ensure there is a clear call to action such as a web link for more or a request to arrange an appointment. This boosts lead generation, and lead activation among registered clients. SMS is providing a cut-through in a competitive market place.

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SMS text marketing for doctors, dentists, hairdressers, beauty therapists

Text messaging in retail services

mobile marketing case studies and best practiceSend an outbound SMS two days before an appointment to reconfirm the details. This reduces the chance of missed appointments, improves the brand image of the service by showing the customer the service is fully looking after them, and reduces redundant time in the company by allowing the chance to book other clients instead.

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SMS text marketing for airlines, travel companies, railway networks and taxis

Text messaging in travel, alerts and alarms

mobile marketing case studies and best practiceUse text messages to confirm the details of the flight or travel at the point of purchase, reconfirm again by text at an appropriate time before the trip: for a taxi company this could be a few minutes before the driver arrives, for an airline it could be 24hrs before. This reduces the chance of missed trips or the customer arriving late, improves their experience of travel and builds loyalty and brand advocacy. It potentially avoids the greater costs of disruption.

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SMS text marketing for courier companies, online retailers and delivery firms

Text messaging in travel, alerts and alarms

mobile marketing case studies and best practiceSend a text message instead of an email to update the customer on when and how the product was shipped. Use links to realtime tracking data to let them explore further but fix an outbound SMS at the point of dispatch and use additional alerts to advise of delays. The process works for B2B marketing as well as for consumers. It reduces customer resentment if there are delays in the schedule and reminds customers to ensure there is somebody available for collection.

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SMS text marketing for alerts about system failures such as IT infrastructure, travel infrastructure, fire alarms, intruder alarms etc

Text messaging in travel, alerts and alarms

mobile marketing case studies and best practiceFor over a decade text message alerts have proved their worth as a way of conveying alert messages for system failures. This began in the IT hardware industry but has since extended to almost any alarm systems and now many public transit systems. It’s a highly efficient form of message delivery and can be designed as mass communication tool.

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SMS text marketing for further alerts

Text messaging in travel, alerts and alarms

mobile marketing case studies and best practiceAny activity that is time dependent could be supported by text message alerts, from notifications to patients for when and how a drug is taken, to an annual event like an accountant texting their clients for reminders about a tax return filing

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Mobile marketing case study: Apple iPhone | Sector: Telecommunications | Format: Social media and online video

A few of the examples of how Apple and its communities have been engaging through YouTube.

Using social media to encourage discussion, chat and create engagement is at the heart of digital marketing '2.0'. Follow the links and see some of the comments alongside these videos.

Watch the Apple iPhone videos

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Mobile marketing case study: Motorola MotoBlur | Sector: Telecommunications | Format: Outdoor, print

Proposition: The device for people who want all their social media and services combined into a single stream and device, giving them better control over their lives, relationships and content.
Media format: out of home projection

Location: Urban transit systems, London, business district

Academy comment: Combining services and the device together explains to people what the real benefit of purchase is. This is a good example of getting the right content into the right place at the right time for the right target consumer. London's commercial districts are a perfect place for targeting media spend. Half the people on this platform would have a smartphone and this market is highly influential on national media and trends. The creative message is simple, and using icons of digital brands like Facebook that everyone is familiar with already means there's no need to explain a complicated message. Motorola is being squeezed hard in the smartphone market and this type of advertising is heir stake in the ground to show the devices have the same basic capability as those from other manufacturers.

Footnote: The advert in the sequence that follows it is a neat example of good media planning. The effectiveness of marketing this charger mat for mobile phones is amplified because the consumer is already in the mindset of thinking about mobile.

Watch the video

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Mobile marketing case study: Motorola MotoBlur Dext | Sector: Telecommunications | Format: Rich media

This simple advert from Motorola is a good example of the 'connection' advertising that connects mobile handsets to web applications or social media applications. Although Apple gained first mover advantage in taking the iPhone Apps store to market with very strong connection advertising, almost all device manufacturers have a natural right to this space. In the consumers' mind there is a step-change in bevaiour that is being unlocked and this sort of advertising shows you how.

Watch the video

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Mobile marketing case study: T-Mobile Life’s for sharing | Sector: Telecommunications | Format: Television, video, viral and social media

A big idea, executed beautifully. This approach of taking the idea of a flash mob, and the connections between people, and turning it into a massive entertainment experience is a powerful way to communicate the brand values and the consumer benefit of the operator. Mobile operators have real challenges in differentiation, so this type of brand building activity can be fundamental for setting the framework through which consumers see the sector. T-Mobile began the campaign with heavyweight media exposure to build reach and frequency of the video. They extended the campaign across social media and their own media channels, supported with PR and strong online discussion.

YouTube viral video content | T-Mobile Lifes For Sharing Youtube | View campaign creative

Mobile marketing case study: Reebok’s ‘Rondo’ integrated mobile campaign

Reebok Rondo'd

Mobile marketing case study: Reebok Rondo | Agency: Inside Mobile | Country: US | Sector: Retail | Format: Mobile

Reebok built a quick and dirty mobile marketing campaign based around the popularity of the Boston Celtics star player Rajon Rondo. In just 8 working days a mobile campaign was launched that reached a valuable target audience of potential Reebok consumers in this entertaining and engaging campaign. Building upon the catch-phrase “You got Rondo’d”, a mobile internet site was created along with supporting viral videos. These bite-sized bits of content prompted users to enter their mobile details to receive a custom ringtone and real-time information via their phones. This case study shows that even on a tight time-line and budget, a targeted mobile marketing campaign can deliver impactful results.

Download Reebok Rondo'd case study | Video Case Study | YouTube viral video content

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Mobile marketing case study: AIS | Sector: Telecomms | Format: Rich media

AISThailand-based telecommunications company Advanced Info Service PLC (AIS) is a market leader. With traditional ad channels having less impact among tech-savvy professionals, it was time for a new approach. AIS believed that many tech-savvy Thais went online for the best deals on new mobiles. So the company wanted to try online for its latest phone and airtime package. The problem was finding a media owner with high reach who could deliver measurable results.

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Mobile marketing case study: KDDI | Sector: Telecomms | Format: Rich media

cKDDIFor mobile operators, business and enterprise users are vital customers. But they are difficult to reach—particularly the decision makers. When KDD I brand Business au! launched the E03CA mobile phone, a rugged, secure handset that meets the needs of a business lifestyle, it had to find a way to get the message to the people that mattered—high-level executives. Microsoft Advertising had the answer.

Download the case study

Mobile marketing case study: Nokia N95 | Sector: Telecomms | Format: Video, email, rich media

Nokia N95The Nokia N95 broke new ground in smartphone technology. To create advocates for the new device, Nokia turned to Microsoft to reach techsavvy target groups. Cross-media research was conducted by MetrixLab to measure how the different combinations of media affected brand metrics such as awareness, recall, imagery, message association, and purchase intent. Around 3,400 people took part in the research.

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Mobile marketing case study: Nokia on Facebook | Sector: Telecommunications | Format: Sponsorship and content integration

Nokia on FacebookNokia is about connecting people. The pioneers of mobile phones created the handsets a generation grew up with, and the handsets a generation learned to ‘talk’ with. So how smart and how fitting that Nokia is the brand behind an initiative for writing the rules for mobile and SMS conversations. Getting the most from a new technology isn’t about understanding the functions it’s about understanding how to behave with it. We master the functions quickly, but the behaviour takes longer and as people try out new technologies (from texting to tweeting), there’s a new type of behaviour we have to discover. So when Nokia started thinking about how people connect, it seemed only natural to let their customers do the talking. And that’s what you have right here. A great example of a wider social message, linked to a brand truth, delivered through a sponsorship, inside a community space, using social content - and along the way some great marketing. Like the strapline says, Nokia really are about ‘connecting people’.

http://apps.facebook.com/talkingpoints

Mobile marketing case study: Vodafone Passport | Sector: Telecoms | Format: Mobile

Vodaphone passport summer roaming case studyA great example of how brand advertising can be delivered through mobile channels. This MMS from the mobile operator Vodafone was part of an integrated campaign to promote a promotion on roaming charge reductions. The campaign ran across classic media (television, cinema, outdoor) and included online promotion. However, the use of an MMS with audio that delivered the message from the operator to its own customers was the most powerful piece of communication. Consider the impact of having it open on a screen that's capturing 100% of your attention. In the UK market watching video on mobile phones is still a novelty and this adds to the impact.

Watch the MMS mobile video | Vodaphone Passport

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Mobile marketing case study: Bookstart | Agency: Incentivated | Sector: Public | Format: Mobile

Bookstart

Mobile drives free book giveaway

In this campaign by Incentivated TV ads were run featuring a prominent text call to action ran during daytime TV shows on 34 channels for four weeks. By texting BOOK along with their name, house no. and postcode to 80800, viewers can receive a free book from bookstart. Mobile was the only medium used to request a book.Texts were totally free to viewers.

Download the Bookstart case study

Mobile marketing case study: MacMillan Cancer Support | Agency: Incentivated | Sector: Charity | Format: Mobile

cs_i-mcmillan.jpg

Mobile generates 59% of donations from press campaign

This campaign featured a Call-to-action in national newspapers and on television. Donors text SUPPORT, NURSE, HELP or MACMILLAN to 85222, which deducts £3 from the donor’s mobile. Donors are sent a WAP push message inviting them to fill out a mobile internet Gift Aid form. By confirming they are tax payers, Macmillan can claim extra 28% from HM Revenue & Customs. (An SMS questionnaire alternative was offered.)

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Mobile marketing case study: Transport for London Cabwise | Agency: Incentivated | Sector: Public | Format: Mobile

cs_i-cabwise.jpgMobile helps to reduce cab-related attacks by 46%

In an effort to reduce crime related to illegal taxis in London Incentivated launched the Cabwise initiative where by subscribers could text HOME to 60835 (spells ’G0TFL’) to receive local licensed minicab and taxi information in the area they are texting from. A Location Based Service search is used to pinpoint the subscriber’s exact location, enabling the relevant information to be identified and sent. The database of 45,000 licensed minicab operators and drivers is updated daily to maximise safety.

Download the Cabwise case study

Mobile marketing case study: British Airways | Agency: Incentivated | Sector: Travel | Format: Mobile

British Airways MobileMobile enhances passenger experience for BA

British Airways launched a new mobile service that could providing passengers with up to the minute the information they about their flights. Passengers enter their mobile numbers via ba.com. Up-to-the-minute SMS alerts are sent if their flight is going to be delayed or is cancelled. Messages are sent in a number of languages. The service integrates with BA’s existing information system.

Download the British Airways case study

Mobile marketing case study: Pedigree | Agency: Incentivated | Sector: FMCG | Format: Mobile

Pedigree mobileMobile encourages 5x more voucher redemption

This mobile campaign was kick started with 300,000 mailers containing vouchers being delivered nationwide. A text & win was offered giving customers the chance to win a year’s supply of dog food and a digital camera. Customers were invited to text SMALL DOG to 82222 to enter the competition and then reminded to use the vouchers each month, by text message.

Download the Pedigree mobile case study

Mobile marketing case study: Jaguar | Agency: Incentivated | Sector: Automotive | Format: Mobile

Jaguar MobileMobile enhances passenger experience for BA

A mobile banner advertising campaign across the whole Yahoo! US mobile network
on the day of the motor show, as well as at other times on other sites. The ads clicked through to a mobile internet site* where user could read about the design, performance and innovative
features of the car or download videos and wallpapers. (*As well as unique iPhone site) Users could also submit their email address to receive the XF email brochure or enter their zipcode to locate their nearest dealer to arrange a test drive.

Download the Jaguar mobile case study

Mobile marketing case study: Blink TV and GirlsAloud | Sector: Entertainment | Format: Mobile

Mobile Girls AloudThis is a simple example of integrated mobile marketing. UK agency g8wave worked with Blink TV (the leading supplier of video screens and equipment to the music industry) to target Girls Aloud fans by offering the chance to meet their band. The mobile marketing promotion for Girls Aloud was based around the band’s Out of Control tour, which opened in Manchester. Blink were behind the stunning mix of visuals on the tour and as part of the pre-show build-up, fans saw a short film inviting them to text in their details to win a VIP trip to Wembley Stadium to meet the girls when they support Coldplay in September.

Read the case study

Mobile marketing case study: ‘3’ launches free Skype to Skype calling | Sector: Telecommunications | Format: TV commercial and online video

This is a classic TVC, but the thinking and positioning have big implications for digital marketers. It underscores the changing nature of mobile internet and phone use. The role of the internet as the signals carrier - rather than the cellular system – fundamental implications for the costs of calling. It’s been a contentious issue since Skype first launched and this initiative from network operator 3 in the UK marked a stepchange in pricing.

Watch the 3 Skype advert

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Mobile marketing case study: Palm Treo 680 Launch | Sector: IT | Format: Interactive media

palm%20100.jpgPalm targeted a broader audience for the launch of the Treo 680 because of the model's lower price point. As part of the global multimedia initiative, Palm allied with brands that consumers are passionate about: Amazon, Google, Flickr, The Onion, Yahoo and Zagal. Static and interactive media formats (such as the first ever SMS-activated kiosks) were used to communicate the breadth of Treo's features. 700 bus shelters in New York were equipped to allow users to receive horoscopes from The Onion via SMS. A WAP/mobile jump page was also created to drive users to a microsite for the full Palm experience.

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Mobile marketing case study: Channel 4’s Big Art Mob | Sector: Media | Format: Mobile, blogging

This is a mobile blogging site that set out to create the UK’s first ‘comprehensive map of public art’. The Big Art Mob is a web-based resource and community ahead of Channel 4’s Big Art Project television series. 'Mobile blogging' was brought in to enable the sending of photos, text and other media direct from a mobile phone to appear within seconds on their website.

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Mobile marketing case study: Coca-Cola Zero & Nokia | Sector: FMCG | Format: Mobile

Coca-Cola Zero offers Coca-Cola taste with zero calories. Brazil has become one of its most important markets, and Coke Zero was looking for ways to reinforce its position as a leading low-calorie soft drink. To extend its relationship with young audiences it launched Coca-Cola Zero Studio, a project that fuses different types of music together. Two Brazilian artists recorded a show mixing their musical styles in association with a major music broadcaster, so Coca-Cola was seeking a way to share this content with consumers, and raise awareness of the recently launched Coca-Cola Zero brand.

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