The Most Asked Questions1. 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 MarketingCampaign is simple Marketing Challenge The Idea The Experience Journey
App or Not to App App No AppHave sufficient long term content plan Do not have sufficient contentAchieves a business goal Business goal is short term / tacticalHave IT staff to support long term development Do have budgets to support long termWant to access device level features Just want to be present on mobile devices
Evaluating Rich Media CampaignsOS Performance Impressions Clicks Ad CTR Total Page Views 25,421Android 6,161,183 41,986 0.68% Unique Page Views 18,774iOS 4,003,315 21,320 0.53% Average Time Spent 0:04:41Total 10,164,498 63,306 0.62% Events 0 500 1000 1500 Game: Start Game 1,390 Game: Start GameOperator Performance Impressions Clicks Ad CTR Game: Q1 904 Game: Q2 451 Game: Q1MobileOne SG 1,800,987 11,530 0.64% Game: Q3 408SingTel SG 520,543 1,258 0.24% Game: Q2 Game: Q4 398StarHub SG 2,789,738 18,539 0.66% Game: Q5 386 Game: Q3WiFi 5,053,230 31,979 0.63% Game: Replay 155Total 10,164,498 63,306 0.62% Link: Sample Product 16 Game: Q4 Link: Go to final page 31 Game: Q5Ad Size Performance Impressions Clicks Ad CTR Link: FB Share 4300*250 54,052 513 0.95% Link: Twitter Share 4 Game: Replay320*48 3,663,456 17,440 0.48% Link: Go To Website 229320*50 6,446,990 45,353 0.70% Grand Total 4,376Total 10,164,498 63,306 0.62% Engagement Level 17%
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
Mobile Needs to integrated part ofthe marketing challengeWe must identify what role Mobilewill play in our marketing mixMeasure & track success tobusiness.