Mobile marketing part 2
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learn all there is about what constitutes of mobile marketing and how mobile is not just about ads. but much more than that.
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Mobile marketing part 2
- 2. 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?
- 3. The Process for Mobile Marketing Campaign is simple Marketing Challenge The Idea The Experience Journey
- 7. Targeting Options On Ad Networks
- 8. 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.
- 9. The Idea
- 11. The Idea will Ride on…
- 12. Based on what The ‘Business Challenge’ is The Experience Journey Can be Build
- 13. Here is another successful example Quickbeds.com http://www.youtube.com/watch?v=drQ8LwQ4fN4&feature=player_embedded
- 14. Let’s Look at experiences in Ads http://www.smorgasbord.nu/mma/2012/wwf/earth-hour-rich-media-banner/
- 15. High End Integration Chevy Game Time http://www.youtube.com/watch?v=mHrW0owZPFw
- 20. App or Not to App App No App Have sufficient long term content plan Do not have sufficient content Achieves a business goal Business goal is short term / tactical Have IT staff to support long term development Do have budgets to support long term Want to access device level features Just want to be present on mobile devices
- 21. Design for Use One Eye One Thumb
- 22. Fat Fingers (& Thumbs) Recommended Target Areas by Manufacturers 28 Pixels 34 Pixels 44 pixels 57 Pixels 72 Pixels Average Digit Sizes Source: MIT - Touch Lab 2003
- 25. Important to choose between static sites vs responsive design. As it will impact your technology costs.
- 26. Making a Mobile Site
- 27. Making a Mobile Site (2)
- 28. Basic Landing Pages Can be Made
- 29. Measurement
- 30. Set Clear Expectations from Performance
- 32. Google Analytics for APPs
- 34. Evaluating Rich Media Campaigns OS Performance Impressions Clicks Ad CTR Total Page Views 25,421 Android 6,161,183 41,986 0.68% Unique Page Views 18,774 iOS 4,003,315 21,320 0.53% Average Time Spent 0:04:41 Total 10,164,498 63,306 0.62% Events 0 500 1000 1500 Game: Start Game 1,390 Game: Start Game Operator Performance Impressions Clicks Ad CTR Game: Q1 904 Game: Q2 451 Game: Q1 MobileOne SG 1,800,987 11,530 0.64% Game: Q3 408 SingTel SG 520,543 1,258 0.24% Game: Q2 Game: Q4 398 StarHub SG 2,789,738 18,539 0.66% Game: Q5 386 Game: Q3 WiFi 5,053,230 31,979 0.63% Game: Replay 155 Total 10,164,498 63,306 0.62% Link: Sample Product 16 Game: Q4 Link: Go to final page 31 Game: Q5 Ad Size Performance Impressions Clicks Ad CTR Link: FB Share 4 300*250 54,052 513 0.95% Link: Twitter Share 4 Game: Replay 320*48 3,663,456 17,440 0.48% Link: Go To Website 229 320*50 6,446,990 45,353 0.70% Grand Total 4,376 Total 10,164,498 63,306 0.62% Engagement Level 17%
- 35. Measuring Success Going back to what you set to achieve Business Metrics Media Metrics Sales / Registrations Clicks App Downloads Dwell Time / Engagement Rate Coupon Redemption Social Shares Brand Uplift Time Spent
- 37. 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.
- 38. Thank You