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My opening presentation, focusing on the state of the industry and the challenge to the industry to close the gap for more growth in advertiser investment. Pls contact me for a version that includes all the builds.
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Mobile Marketing: Best Practices for Cracking Today’s
Most Intimate Channel
Nice to meet you
malbarda: always on
Background
The year of Mobile Marketing?DECADEERA
And it works!
At the same time…
This might explain:
• The good news:– Mobile Ad Spend:
$ 2.6 BLN
• The not-so-good news:– That is less than 2%
of total Ad Spend
The discrepancy
• Consumers:
– 1 billion smart phone users
– Always on, always there
iPass Infographic
The discrepancy
• Consumers know how to use mobile:
– 1 billion smart phone users
– 9% of all search is thru mobile
– $850 million spend globally on mTrade
• Advertisers don’t know how to use mobile:
– 47% of advertisers “dissatisfied” with mobile marketing progress
– 37% still evaluating effectiveness of mobile programs
– Only 14% of advertisers “happy” with mobile ad results
– (CMO Council, Fall 2012)
Problem #1
Cre
ativ
e A
genc
y
Dig
ital
Age
ncy
Mob
ile
Age
ncy
Mob
ile
Ad
Net
wor
k
Med
ia A
genc
y
And the consumer?
I want to be able to find what I need when I need it
I want to be able to share what I want when I want to
I want to be able to do what I want to do when I want to do it
Problem 2: ROI(or lack thereof)
ROI – two worlds
Direct Sales• KPI’s (typically):
– Actual sales– Conversion– Value per touch point– Etc.
Indirect Sales• KPI’s (typically)
– Brand Health– Brand Love– Relationship to sales– Etc.
What “you” are offering
What “we” are far more interested in
Source: Google The new Multi-Screen World
Think before you App!
The Challenge
Stop thinking about it as “mobile”.
Start thinking about the interaction opportunities that
the consumer is seeking.
Consumers want seamless and easy access.
Surely, that is what we should provide.
With “engaging” and “true two way” thrown in for good measure.
With that…
• Session 1:– State of the industry– Trends and Expectations– Will we solve The Challenge?
• Session 2:– Advertiser experience showcase– Have they solved The Challenge?
Breakout Session Presentation:Mobile Marketing: Best Practices for Cracking Today’s Most Intimate Channel
SESSION LEADER:
• Maarten L. Albarda
SPEAKERS:
• Eric Ferguson, Vice President of Digital Client Services for Nielsen
• Peter Marx, VP of Business Development, Qualcomm Labs
• Mary Sheehan, ESPN