moving from impressions    to engagement   Nikos Moraitakis                  @moraitakis           www.upstreamsystems.com
I’m wasting half of myadvertising budget. Ijust don’t know whichhalf.       John Wanamaker
Ha! In mobilemarketing we canmeasure everything
but are we measuringeffectiveness         orjust results?
1996                                                       2011  127bn  impressions                                       ...
750 interruptions  per person per year
can theytake more?
1996                                                                             2011                                ~7%  ...
how muchis too much?
theappetite exists
but limitedtolerance
engagementis a finite resource
we must learn to talk less,more effectively
personal  intimatesynchronous    direct
relevancepermission  timingeloquence
the solution   WILL betechnological
The solution willdisrupt the marketing industry and mobilemarketers are poised    to be part of it
thankstweet your comments & reactions    @moraitakis    @upstreamglobal    #momoath      www.upstreamsystems.com
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Nikos Moraitakis - From impressions to engagement

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Presentation by Nikos Moraitakis at Mobile Monday Athens (Jan 16 2012) - From impressions to engagement

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Nikos Moraitakis - From impressions to engagement

  1. 1. moving from impressions to engagement Nikos Moraitakis @moraitakis www.upstreamsystems.com
  2. 2. I’m wasting half of myadvertising budget. Ijust don’t know whichhalf. John Wanamaker
  3. 3. Ha! In mobilemarketing we canmeasure everything
  4. 4. but are we measuringeffectiveness orjust results?
  5. 5. 1996 2011 127bn impressions 5 trillion impressionsEst. volume of digital ad impressions worldwideComscore Research
  6. 6. 750 interruptions per person per year
  7. 7. can theytake more?
  8. 8. 1996 2011 ~7% typical response rate ~0.1% the market has given the answer: driving results by volume doesn’t workEst. average response rates to digital adsComscore Research
  9. 9. how muchis too much?
  10. 10. theappetite exists
  11. 11. but limitedtolerance
  12. 12. engagementis a finite resource
  13. 13. we must learn to talk less,more effectively
  14. 14. personal intimatesynchronous direct
  15. 15. relevancepermission timingeloquence
  16. 16. the solution WILL betechnological
  17. 17. The solution willdisrupt the marketing industry and mobilemarketers are poised to be part of it
  18. 18. thankstweet your comments & reactions @moraitakis @upstreamglobal #momoath www.upstreamsystems.com
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