Nokia Puts DR in Your Pocket1 Jul, 2008 By: Thomas Haire Response
The new Nokia Interactive works with Hyundai, BP and Pepsi on mobile campaigns, and Jeremy Wright says the company — and the mobile marketing revolution — is just getting started.
When asked why mobile marketing will become an important part of any direct response marketer's arsenal, Jeremy Wright, global director, mobile brand strategy for Nokia Interactive Advertising, says that mobile can make the traditional outdoor billboard a serious DR weapon.
"The big opportunity for mobile is for engagement on impulse," contends the Boston-based Wright. "You can engage a consumer in a rich experience and then take people through to purchase. For example, say an entertainment company buys a billboard for a feature film and includes a link to text to get the trailer on your mobile phone. At the end of the trailer, you are prompted to find a movie theater nearby showing the film. Once you find the theater listing on the phone, you are then given an opportunity to buy tickets. You've just taken a person walking or driving down the street and taken them to the theater — you've made the billboard completely interactive and delivered ticket sales for your movie."
For Wright, a native of the United Kingdom who moved to the Boston area in 2007 during Nokia's purchase of Enpocket, a U.K.-based mobile advertising technology and services company he'd co-founded in 2001, mobile marketing is not only the future of direct response — it's very much his present. He's a current member of the North American board of the Mobile Marketing Association (MMA) and served two years as the chairman of the U.K. MMA from 2002-2004.
Nokia is the world s leading handset manufacturer, and its push into the mobile marketing sphere is part of three-prong attack to expand the brand.
"Nokia Interactive was formed in 2007 and basically built around the acquisition of Enpocket," Wright says. "Enpocket was a start-up, and whenever you create a start-up, the eventual goal is to liquidate the company in one form or another — and Nokia's purchase was a natural part of that process."
Since becoming part of Nokia, Wright — whose professional background includes time in publishing, ad agencies and the Internet — has overseen a number of mobile DR campaigns with such major branders as Hyundai, BP and Pepsi. He says branders' interest in the measurement, analytics and data capabilities of mobile is only growing as they see the efficacy of the medium.
"With mobile, there's a data level that you don't get in other media," Wright says. "The subscriber data we can access from mobile carriers is the richest consumer data you can get. The use of analytics — purchase data, click data — improves performance targeting. We've seen a four-fold increase in purchases on some campaigns just based on using the analytics the medium drives. It's a data goldmine through a very personal channel. There's every good reason for DR marketers to invest time and effort in the mobile channel."
BP Mobile Couponing
And looking ahead, Wright says that mobile — while advanced as a marketing medium in Asia and much of Europe — is just now reaching a tipping point in the U.S. "Nine of every ten phones have SMS texting and mobile Internet capability — but only half of American users are using texting and just a third are using mobile Internet," he says. "The device is in people's hands — it's not a question of reach — it's a question of activation. Within a couple years, most estimates show a very rapid growth in usage. Brands can help make the difference by engaging consumers to use their mobile devices this way."