Embed Size (px)
DESCRIPTION
Citation preview
Wednesday15th September
2010
Monetizing Mobile&
Driving Engagement
Driving Engagement
Personal
Permanently carried
Always on
Built-in payment mechanism
Creative impulse
Social context-
Why mobile is the future
Social networking
Free Music
Games
Free content
News and information
Instant messaging services
Simple secure payment mechanism -
What are we looking for from Mobile?
NEED WE SAY MORE……
Ability to build a loyal profiled user base
Communication with a large, diverse base
Customer retention and repeat usage
Consumer engagement
Consumer awareness of Mobi site
Increase brand exposure
Effective targeting -
What do brands want from mobile?
No. 1 - Mobile usage has become pervasive.
year on year we have seen more and more of our population having access to mobile phones.
7 key trends mobile marketers need to know:
No. 2 - Mobile devices and platforms have experienced dramatic evolution.
Mobile phones have become more advanced and significantly cheaper
7 key trends mobile marketers need to know:
No. 3 - The device market is shifting in favor of smartphones
Handsets that 12 months ago cost R2 800 are now costing R1 299.
7 key trends mobile marketers need to know:
No. 4 - Increased ownership of smart devices is driving mobile Internet growth.
Smartphone owners are voracious media consumers — they simply do more of everything: - more app use, - more browsing, - more social networking, - more music, - more video and - more messaging.
7 key trends mobile marketers need to know:
No. 5 - Communication modes are undergoing a significant shift.
Social networks are fast becoming the primary way mobile users exchange information
7 key trends mobile marketers need to know:
No. 6 - The base of mobile content users will continue to see strong growth.
- mobile gamers - mobile video viewers - mobile music listeners
7 key trends mobile marketers need to know:
No. 7 - Tablets are changing the face of mobility and computing.
EMarketer projects - 12.9 million iPad shipments worldwide in 2010, - 36.5 million 2011 and - 50.4 million in 2012.
7 key trends mobile marketers need to know:
Monetizing Mobile
1. Use mobile to raise awareness.
5 Steps for effective mobile campaigns
Jaguar launched their new XF model in the US, and went big on Mobile Advertising to do so
Jaguar wanted to communicate the vehicle’s break through styling and unique features to a target audience that was male, 35 to 54 years old, and with a high level of household income.
Mobile proved to be a great way to do this.
5 Steps for effective mobile campaigns
Banner Ads were placed on mobile sites, in order to drive (if you’ll pardon the pun!) people to a Mobile-oriented website. Impressively, by May 2008 (from a launch in Nov 2007), over 15 million ad impressions had been generated. This brought 85,000 unique visitors to the Mobile site.
Further on from this were some nice stats about usage of the site:
12,000 videos downloaded
18,000 wallpapers downloaded
For users who visited beyond the home-page, the average dwell time was 2 minutes
1.2% of users requested an email brochure by entering their email address into the WAPsite
2.6% located their nearest dealer to arrange a test drive
5 Steps for effective mobile campaigns
2. Mobile advertising can be effective across all demographics.
You need to know your demographic audience first.
That demographic needs to be matched up with an appropriate site in order to get the best results…
Effective campaigns like this should be achieving a CTR of 4 – 7%
5 Steps for effective mobile campaigns
2. Mobile advertising can be effective across all demographics.
You need to know your demographic audience.
That demographic needs to be matched up with an appropriate mobi site in order to get the best results…
Fish where the fish are
5 Steps for effective mobile campaigns
Fish where the fish are!
3. Brands and mobile internet sites should put the user experience first.
Do not make your audience jump through too many hoops
Keep it simple
Get Permission first
Interact with them Engage them, reward them
5 Steps for effective mobile campaigns
4. Mobile display advertising needs to be a clear focus.
Use images rather than text…
5 Steps for effective mobile campaigns
a picture is worth a million words…
5. Mobile is more effective when something of value is offered.
Free Airtime
Free Music
Free Mobile Content
Money deposited into their bank account
Huge discount off the next purchase of a designer label
Free Movie Tickets
5 Steps for effective mobile campaigns
Grow your business:– New eyeballs– New sales channel– New services
Change your interactions:– New times– New places– New personality
Extend your market:– New demographics– New geographies– New billion of users
What can MOBILE do for you?
End of Presentation
Chris Wilson | Director : Advertising | [email protected] | +27 83 222 0722
Durban | Cape Town | Johannesburg
