mobile marketing part 2

http://www.youtube.com/watch?v=45Z-GevoYB8

The Most Asked Questions

1. What are the business objectives? (e.g. increase market share)

2. What are the communications objectives? (e.g. increase brand awareness)

3. What are the campaign objectives? (e.g. education, CRM)

4. What is the role of mobile in this campaign?

5. What is the creative idea? Are there limitations?

6. Who is the campaign aimed at? (e.g. demographics, socio-demographics, values)

7. Which territories is this for?

8. What is the overall budget for this campaign?

9. What is the budget allocated for mobile? (e.g. development and media)

10. When will the campaign be live?

11. When will it end?

12. Is there a copy deadline for creative?

The Process for Mobile Marketing Campaign is simple

Marketing Challenge

The Idea

The Experience Journey

Marketing Challenge

Assets Vs Media

Target Audience

Mapping

Targeting Options On Ad Networks

Use a Consumer Usage Mapping Chart

This allows you to know exactly what your

consumer is doing & how much of what aspect of

mobile is being consumed.

The Idea

The Experience

Journey

The Idea will Ride on…

Based on what The ‘Business Challenge’ is The Experience Journey Can be Build

Here is another successful example Quickbeds.com

http://www.youtube.com/watch?v=drQ8LwQ4fN4&feature=player_embedded

Let’s Look at experiences in Ads

http://www.smorgasbord.nu/mma/2012/wwf/earth-hour-rich-media-banner/

High End Integration Chevy Game Time

http://www.youtube.com/watch?v=mHrW0owZPFw

Unilever Case Study

http://mashable.com/2012/06/06/mobile-site-mobile-app-infographic/

App or Not to App

App No App

Have sufficient long term content plan

Achieves a business goal

Have IT staff to support long term development

Want to access device level features

Do not have sufficient content

Business goal is short term / tactical

Do have budgets to support long term

Just want to be present on mobile devices

Design for Use

One Eye

One Thumb

Fat Fingers (& Thumbs)

57 Pixels 72 Pixels

Source: MIT - Touch Lab 2003

44 pixels 34 Pixels 28 Pixels

Recommended Target Areas by

Manufacturers

Average Digit Sizes

Responsive Design

Important to choose

between static sites vs

responsive design. As it

will impact your

technology costs.

Making a Mobile Site

Making a Mobile Site (2)

Basic Landing Pages Can be Made

Measurement

Set Clear Expectations from Performance

Google Analytics for APPs

Evaluating Rich Media Campaigns

Total Page Views 25,421

Unique Page Views 18,774

Average Time Spent 0:04:41

Game: Start Game 1,390

Game: Q1 904

Game: Q2 451

Game: Q3 408

Game: Q4 398

Game: Q5 386

Game: Replay 155

Link: Sample Product 16

Link: Go to final page 31

Link: FB Share 4

Link: Twitter Share 4

Link: Go To Website 229

Grand Total 4,376

Engagement Level 17%

Events

OS Performance Impressions Clicks Ad CTR

Android 6,161,183 41,986 0.68%

iOS 4,003,315 21,320 0.53%

Total 10,164,498 63,306 0.62%

Operator Performance Impressions Clicks Ad CTR

MobileOne SG 1,800,987 11,530 0.64%

SingTel SG 520,543 1,258 0.24%

StarHub SG 2,789,738 18,539 0.66%

WiFi 5,053,230 31,979 0.63%

Total 10,164,498 63,306 0.62%

Ad Size Performance Impressions Clicks Ad CTR

300*250 54,052 513 0.95%

320*48 3,663,456 17,440 0.48%

320*50 6,446,990 45,353 0.70%

Total 10,164,498 63,306 0.62%

0 500 1000 1500

Game: Start Game

Game: Q1

Game: Q2

Game: Q3

Game: Q4

Game: Q5

Game: Replay

Measuring Success Going back to what you set to achieve

Business Metrics Media Metrics

Sales / Registrations

App Downloads

Coupon Redemption

Brand Uplift

Clicks

Dwell Time / Engagement Rate

Social Shares

Time Spent

Mobile Needs to integrated part of the marketing challenge

We must identify what role Mobile will play in our marketing mix

Measure & track success to business.

Thank You