MYTH BUSTING FOR MOBILE MEDIA

In a recent survey of media planning and buying professionals Velti uncovered some interesting misconceptions about mobile media.

MYTH: Mobile advertising and mobile marketing are the same thing.

They are not. Mobile advertising is brand positioning, conveying a simple message to a consumer or developing a response for an offer through mobile banner ads. Mobile marketing is about engaging and building a dialogue with the consumer and is really where the action is. It's what happens after the click, once the consumer decides to interact or make a purchase, request information or join a community. Ultimately, the goal of mobile marketing is to start a meaningful and relevant dialogue that is mutually beneficial to both the customer and the brand.

MYTH: Mobile measurement is an issue.

Many marketers believe that it is difficult to measure the impact of mobile marketing and advertising. Yet mobile metrics are easily attainable and can now provide you with insights on the performance of other media channels, including print, TV, outdoor and radio. A mobile response mechanism within traditional media can provide a gateway to a more rewarding consumer engagement. Whether that starts with a shortcode, on-pack promos, using a QR code in print ads or mobile site from TV spots, mobile lets you map consumer response across different media channels.

MYTH: SMS is yesterday's news.

SMS is still the king and the only messaging format that all handsets can accept. According to ABI Research, SMS will account for 83 percent of all mobile messaging revenues until 2013. So SMS remains an unrivalled way to reach mobile consumers. Timely, relevant information, in the right context, provides a positive impact much like rich mobile experiences. SMS also acts as the critical call to action that creates an opt-in CRM brand community or "engaged audience."

BABYCENTER CASE STUDY

BACKGROUND

BabyCenter, the Web's No. 1 global interactive parenting network, has nurtured more than 100 million parents since its debut in 1997. BabyCenter's purpose is to support individuals through their parenting journeys with a blend of expert advice and user-created wisdom. Visitors can sign up to receive e-mail providing advice and information tailored to women at different stages of pregnancy or child rearing. As a result, BabyCenter sends out more than 60 million e-mails a month.

CHALLENGE

BabyCenter has been at the forefront of creating innovative ways to be the go-to source for parenting information all over the world. With more mobile phones than computers worldwide, the company wanted to extend the BabyCenter experience to the mobile phone.

The mobile program had to follow BabyCenter's formula of the right content, message and community delivered at the right time to the right need. It also had to account for the mobile experience with different handsets, local carriers and evolving consumer behaviors such as SMS text, voice and mobile Internet.

SOLUTION

BabyCenter teamed with Velti and Ansible to extend BabyCenter.com to mobile phones for English- and Spanish-speaking parents in the U.S.

Velti technology now extends BabyCenter.com through an integrated mobile marketing approach that reaches moms everywhere in the way they want to be reached. All mobile programs are opt-in. Mobile web at www.babycenter.mobi and www.espanol.babycenter.mobi

RESULTS

The goal of the mobile program was to strengthen brand awareness and increase customer engagement through an integrated mobile marketing approach that invites parents to engage at varying levels and on the go.

• 80% user retention for BC Tips with 20% joining the mobile com- munity for sponsor offers
• 65% growth rate for Booty Caller alerts
• 5.48 unique page visits per user (6 month avg.), Baby Name Finder has the most page visits on www.babycenter.mobi¹

Velti