This document provides tips and guidelines for developing a successful mobile marketing campaign in 3 sentences or less: It outlines key considerations for mobile campaigns including understanding your audience, location targeting, device optimization, creative content, and calls to action. Examples are given showing how location-based mobile ads were used to drive foot traffic to retailers in Singapore and engage sports fans in the UK. The document concludes with emerging mobile marketing trends like digital out-of-home, augmented reality, and the growing importance of mobile apps.

1. LIQUID
CREATIVITY
2014MOBILE
STRATEGIES
ChristianGeissendoerfer, YOOSE

2. READY TO
START YOUR
MOBILE
CAMPAIGN?

3. 1. Audience
2. Location
3. Device/Sizes
4. Operating System
5. Duration/Timing
YOUR?

4. 6. User Journey
7. Creatives
8. Call to action
9. Multi-Channel
10. Budget
YOUR?

5. A FLUID
MOBILE
MARKETING
CHECKLIST
More tips?

6. MORE?
11*. TIPS
• Integrate a mobile–first strategy as a part of entire
360 campaign
• Understand changing user behaviors and context
with mobile devices
• GO Programmatic Go RTB
• Mobile Optimized and Responsive Design
• Screen Size Matters
• Personalization – User ID/CRM
• Branding or user acquisition?

7. MORE?
12*. TIPS
MOBILE OPTIMISED
LOCAL CONTENT
KEEP IT QUICK
ACCESS TO ALL DEVICES
DECIDE ON FORMATS
MAKE CONVERSION EASY
EASY NAVIGATION
SEAMLES WITH CURRENT SITE
VALUE AND TRUST
HAVE BUSINESS-DRIVING
FEATURES

8. (Source: Outbrain)

9. CAMPAIGN EXAMPLE
CAMPAIGN OBJECTIVE
• Drive footfalls to participating merchant outlets
during the Great Singapore Sale
• Strengthen Mastercard’s ‘Priceless’ brand theme
• Complement the multi-channel campaign on the mobile medium
JUNE - JULY ’13
Standard Banner
SG
Orchard, Sentosa,
Bugis, Haji Lane
Delivered over
1.1MM
views

10. CAMPAIGN EXAMPLE
SEP - OCT’13
Rich Media Banner
UK
CAMPAIGN OBJECTIVE
• Target over 400 Premier League, UK-based
Champions League Games & England’s World
Cup Qualifiers
• Rich Media Campaign with dynamic content
• Specific Time targeting
Across All UK Stadiums
Over 150 matches
Over3.6M Views

11. Location-based targeting to a mobile
device is the ‘holy grail’ of advertising
WPP Chairman Sir Martin Sorrell

13. MORE?
12*. Trends
• Digital OOH
• Progressive Screening
• Audio Marketing
• 020 Service
• Rich Media Takes the Lead
• Augmented Reality
• It’s an app world

14. THANK
YOU