Social & Mobile Media

Engaging and Interacting with an Audience on the Move

What is social & mobile media?

Technology Usage+

Technology is part of our lifestyle.

Continuous partial attention

Our expense is time and attention

Where to get started..Understanding the differences:

Mobile Web vs Wired Web

While there are parallels, the characteristics of the mobile Web are different from the characteristics of

the wired Web.

Mobile phones are very personal devices, and they must be treated

as such by marketers.

Physical Differences

The form-factor limitation of a mobile device, such as a screen size and lower bandwidth, that - at least for the present - mobile Web sites much be optimized specifically for mobile.

What's that mean for us?!

The small size of mobile screens may actually work to a marketer’s advantage. Because of size restrictions, there is usually only one ad on a mobile screen at a time (significantly less clutter than on the wired Web), meaning that consumers are more likely to focus on the advertiser’s message.

The Mobile Mindset

Consumers have different goals and expectations while on the go. Mobile consumers are generally either looking for ways to save time or ways to kill time. Because a mobile phone is such a personal device, consumers’ mindsets are completely different on the mobile Web than they are

on the wired Web.

While consumers accessing the wired Web at home or in their office often browse for extended periods of time, on mobile they tend to seek snack-sized information or entertainment content.

The Mobile Mindset

Interestingly, it appears that for several content categories, dining, entertainment and sports scores, the mobile Web is becoming the preferred channel to access this information, as opposed to the wired web.

Consumers tend to access the mobile Web with a more task-oriented mindset; they expect the mobile Web to accommodate their on-the-go lifestyle. Consumers also want mobile-friendly ways to send and receive email, access bank and credit card accounts, and share information via social

networks.

Location, Location, Location

Unlike personal computer, most consumers have their mobile handset on their person all day long, meaning that they can be located at any time. This represents a huge opportunity for marketers.

Understanding the differences: Mobile Advertising vs Mobile Marketing

While some use the terms mobile advertising and mobile marketing interchangeably, they are not the same, and it’s important for marketers to understand the distinction.

Mobile Advertising

Mobile advertising is a subset of mobile marketing. It uses the mobile medium as a starting point for consumers interaction and engagement with a brand, and consists of sponsor driven message that is a component of a broader overall marketing strategy.

Mobile advertising can take many forms:

SMS/MMSSponsorships

WAP display banner adsMobile search adsIn-game ads

Mobile Marketing

Mobile marketing, on the other hand, uses mobile components (including mobile advertising) to encourage brand awareness and consumer loyalty.

Mobile marketing may include:

Mobile presenceSMS service such as coupons or alertsMobile application that complements or

enhances that brand’s core service or product offering

Traditional media (print, billboard, television, spot, radio) or wired Web ads enhanced with a mobile call-to-action such as a keyword and short code

Mobile Marketing

For the most part, mobile marketing is intended to be effective as part of a more comprehensive, multichannel campaign.

Mobile activity can be anything from very general brand marketing to processing actual transactions, so marketers need to determine (based on their product, their competitors, and their purchasing funnel) how, when, and where mobile

should fit into a campaign.

Thank You For your time

Carrie Gottschalkmobile: 515 408 2903office: 515 294 2403email: carrie.gottschalk@iowastatedaily.comcompany: www.iowastatedaily.com5th August 2009

About CarrieCarrie is an advertising account executive, as well as a student manager at the Iowa State Daily. As a student manager she assists and educates the students on selling strategies and marketing techniques to effectively reach and capture the college audience. Carrie is also in charge of mobile marketing at the Iowa State Daily and delivers training to the entire Daily staff on Online, Social & Mobile Media.