jo garcia: making mobile marketing work
TRANSCRIPT
![Page 1: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/1.jpg)
CONFIDENTIAL & PROPRIETARYCONFIDENTIAL & PROPRIETARY
The Mobile Internet: There’s a bandwagon, so why not jump on it?1st December 2010
Jo Garcia - Velti
1
![Page 2: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/2.jpg)
CONFIDENTIAL & PROPRIETARY
1 Snapshot of the market -Brands
![Page 3: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/3.jpg)
CONFIDENTIAL & PROPRIETARY
Are YOU ready for it?
Some web giants
have adapted well to
mobile
![Page 4: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/4.jpg)
CONFIDENTIAL & PROPRIETARY
No.
![Page 5: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/5.jpg)
CONFIDENTIAL & PROPRIETARY
But then – who is?
Total Unique Visitors
Site rendered for
mobile
Amazon Sites 787,202 YES
Home Retail Group 161,362 No
Play.com Sites 145,169 No
Dixons Stores Group 54,750 No
Wal-Mart 49,871 No
John Lewis Partnership 47,077 No
HMV 40,866 No
Arcadia Group Limited 37,371 No
GAME Group PLC 37,155 No
Marks & Spencer 36,671 YES
NEXT Group 30,769 No
Boots Plc 27,718 No
IKEA 26,433 No
Comet 23,745 No
![Page 6: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/6.jpg)
CONFIDENTIAL & PROPRIETARY
Mobile Design
![Page 7: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/7.jpg)
CONFIDENTIAL & PROPRIETARY
2 Snapshot of the market -Audience
![Page 8: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/8.jpg)
CONFIDENTIAL & PROPRIETARY
Mobile web set to overtake fixed internet
Source: Morgan Stanley 2010
![Page 9: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/9.jpg)
CONFIDENTIAL & PROPRIETARY
UK Mobile Marketplace – Ad Expenditure
2009 £36.7m
Mobile Display
Advertising £17.4m
Paid for search on
Mobile Internet £20.2m
2008 £28.6m
Mobile Display
Advertising £14.2m
Paid for search on
Mobile Internet £14.4m
IAB & PwC research
Top 5 display ad categories:
Entertainment & Media - 61.5%
Telecoms - 14.7%
Finance - 8.1%
Consumer Goods - 3.2%
Government, social & political -2.7%
![Page 10: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/10.jpg)
CONFIDENTIAL & PROPRIETARY
Mobile Search
1
2
3
Mobile search has increased 500% in 2 years
PPC campaigns offer better value than desktop
Targeting is more precise on mobile 4
51% of mobile browsers use search
![Page 11: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/11.jpg)
CONFIDENTIAL & PROPRIETARY
Mobile minutes spent online in UK
![Page 12: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/12.jpg)
CONFIDENTIAL & PROPRIETARY
A growing audience - increased daily usage
18.9m
monthly
Source: GSMA MMM, Appetite survey
heavy users
7.6m
(40%)
light
6.4m (34%)
medium
4.9m (26%)
![Page 13: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/13.jpg)
CONFIDENTIAL & PROPRIETARY
Increased engagement opportunities
Mobile
Internet
Usage
5
< 5 minutes
23%
5 minutes
77%
Appetite survey
![Page 14: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/14.jpg)
CONFIDENTIAL & PROPRIETARY
Increased engagement opportunities
77%
TV & PC 517%
PC+MOB
29%
TV+MOB
Appetite survey
22%
TV+PC+MOB
![Page 15: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/15.jpg)
CONFIDENTIAL & PROPRIETARY
3 Snapshot of the market –Best practice in mobile advertising
![Page 16: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/16.jpg)
CONFIDENTIAL & PROPRIETARY
Ad Formats - static
BANNEREDITORIAL INTEGRATION
TENANCY LINK
![Page 17: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/17.jpg)
CONFIDENTIAL & PROPRIETARY
Ad Formats – pre-roll
![Page 18: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/18.jpg)
CONFIDENTIAL & PROPRIETARY
Ad Formats - Expandables
![Page 19: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/19.jpg)
CONFIDENTIAL & PROPRIETARY
Ad Formats – In-app
![Page 20: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/20.jpg)
CONFIDENTIAL & PROPRIETARY
Ad Formats - Dynamic
![Page 21: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/21.jpg)
CONFIDENTIAL & PROPRIETARY
Ad Formats - Creative
![Page 22: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/22.jpg)
CONFIDENTIAL & PROPRIETARY
4 Snapshot of the market –Best practice in mobile search
![Page 23: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/23.jpg)
CONFIDENTIAL & PROPRIETARY
Mobile Search is Different...
ABC RestaurantFine dining for any occasion.Fresh, organic ingredients. www.abcfood.co.uk
ABC RestaurantFine dining for any occasion.Call us now to reserve a table!
020 7031 1000
ad slots ad slots
![Page 24: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/24.jpg)
CONFIDENTIAL & PROPRIETARY
Local drive to Mobile Search
Walk into a store
Get driving directions
33% of all search queries have local intent
15% of iPhone applications are local
Series 1, 2007, 18.9
Series 1, 2008, 61.3
Series 1, 2009, 134
Series 1, 2010, 215.3
Series 1, 2011, 329
Series 1, 2012, 486
Users of mobile-local services (millions)
![Page 25: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/25.jpg)
CONFIDENTIAL & PROPRIETARY
Unique Feature – Click to Call
restaurant
Paolo’s Italian Restaurantwww.paolositalian.co.uk Fine dining for any occasion. Featuring organic and fresh ingredients.01342 945547- 20 London Road, East Grinstead, West Sussex, RH19 2TA
Sussex restaurant reviews
Find the perfect restaurant. Hours, reviews, directions & more. Book a table and read …
restaurant
Advertisers who use click-to-call get a 5-10% increase in CTRs
CTC provides a safety net and doesn’t cannibalize URL clicks
![Page 26: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/26.jpg)
CONFIDENTIAL & PROPRIETARY
Unique Feature – Click to Download
Promote Apps with mobile search:
Link directly to the download page forApple App Store and Android Market
![Page 27: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/27.jpg)
CONFIDENTIAL & PROPRIETARY
5 Case studies
![Page 28: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/28.jpg)
CONFIDENTIAL & PROPRIETARY
Directgov
![Page 29: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/29.jpg)
CONFIDENTIAL & PROPRIETARY
Banners
![Page 30: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/30.jpg)
CONFIDENTIAL & PROPRIETARY
M&S
30
M&S m-site 1.2m visitors and 13,000 orders since launch
10million page views and 13,000 orders from the site
One single order of £,3280 – 2 sofas!
![Page 31: Jo Garcia: Making Mobile Marketing Work](https://reader033.vdocuments.net/reader033/viewer/2022052621/558046b0d8b42ae32c8b4b08/html5/thumbnails/31.jpg)
CONFIDENTIAL & PROPRIETARY
Less of the bandwagon – Let’s make our bed!
31