The basics of mobile advertising
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The basics of mobile advertising

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This is a talk I gave in 2009 and still seems relevant today in taking clients through the basics of mobile with some tips and tricks on getting the fundamentals right.

This is a talk I gave in 2009 and still seems relevant today in taking clients through the basics of mobile with some tips and tricks on getting the fundamentals right.

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  • 1. Exploring  the  basics  of  Mobile  adver6sing  Cherylann  Smith    Digital  Strategist  2009  
  • 2. Why  mobile  adver6sing?  WHAT  IS  MOBILE?  Mobile  does  not  fit  into  the  tradi6onal  marke6ng  mindset.    It’s  smaller,  but  not  small.  It’s  a  new  way  of  thinking.    It’s  a  new  way  of  interac6ng.    It’s  a  new  way  of  speaking  to  your  audience.    It’s  not  isolated.    It’s  part  of  a  bigger  picture.      A  LITTLE  SPACE,  WITH  BIG  OPPORTUNITY!  
  • 3. WELCOME  There  are  almost  twice  as  many  cellphones  as  there  are  TV  sets  In  South  Africa  today…  44%  of  emails  are  sent  and  received  from  a  cellphone  There  are  5.3  <mes  more  homes  with  cellphones  than  with  landlines  There  are  four  <mes  as  many  households  with  a  cellphone  than  a  computer  SMS  is  used  by  almost  four  <mes  more  people  than  email  There  are  almost  6  6mes  more  cellphone  subscribers  than  internet  users  Source:  MMA  AMPS  2009  
  • 4. Where  to  begin…  At  the  start…  Image  source  unknown  
  • 5. Where  to  begin…  Evolu<on  Image  source  unknown  
  • 6. Where  to  begin…  Evolu<on  Image  source  unknown  
  • 7. Where  to  begin…  Progress  Image  source  unknown  
  • 8. More  progress…  Revolu<on  Image  source  unknown  
  • 9. And  then  there  was  the…  Guess?  First  real  mobile  phone?  
  • 10. Innova<ve!  It  worked!  Image  source  unknown  
  • 11. What  is  this?  Mobile  phones  are  really  not  phones  anymore  Image  source  unknown  
  • 12. Clock AlarmCalculatorCameraLibraryLocation based servicesRadioMessagingMMSBluetoothGamesMP3 PlayerEmailVoice recorderMemo PadStop WatchVideo editorBanker Yellow pagesNewspaperSocial NetworkingBrowserSearchMapsImage  source  unknown  
  • 13. Why  mobile  adver6sing?  WHY  MOBILE?  New  ways  for  brands  to  interact  with  consumers.      Simple,  yet  effec6ve…    but  limited  to  a  small  screen  
  • 14. Increase  in  adver6sing  cluZer…    It’s  a  shiM  in  the  way  we  think    It’s  about  engagement  &  interac<on      It’s  NOT  broadcast  Media  CluZer  Image  source  unknown  
  • 15. Used  from:  Martha  Kagan  -­‐  the  next  genera<on  of  immersive  mobile  branding  
  • 16. Used  from:  Martha  Kagan  -­‐  the  next  genera<on  of  immersive  mobile  branding  Relevance and engagement are key
  • 17. Rules  of  engagement…  Be usefulBe interestingDon’t over-estimate the culture shiftBe visualGet to the pointEntertain meSolution integratorIt’s all about conversationsSimple,  yet  effec<ve  Image  source  unknown  
  • 18. Tac<cs  without  strategy    is  the  noise  before  defeat    ~  Sun  Tsu  Image  source  unknown  
  • 19. So  who  are  we  speaking  to?  Young is a state of mind,not a physical state of beingMillenials  Don’t think usersthink…INFLUENCERSImage  source  unknown  
  • 20. So  who  are  we  speaking  to?  Mul<  taskters  Things to do…Image  source  unknown  
  • 21. So  who  are  we  speaking  to?  Who  are  on  the  go  Places to go…Image  source  unknown  
  • 22. So  who  are  we  speaking  to?  Tired of conventional advertisingSnack size, straight to the pointRelevance and engagement are key…  &  they’re  savy  People to talk to…Image  source  unknown  
  • 23. It’s  micro  content…  Life  is  about  sharing  Customised ads reach key target audienceMultiple creatives for better resultsThere is no room to explain, keep it simpleUPPERCASE words are slower to readAvoid superlongwordsIt’s powerful, targeted, personalImage  source  unknown  
  • 24. What  must  I  know?  HandsetLifestyle & PsychographicallyTime of DayTargeted demographicallyLocation basedWhat can we do with mobile?We  can  target  YOU:  Text  &  Banner  ads  Image  source  unknown  
  • 25. Objec<ves  Create AwarenessGenerate LeadsConvert LeadsGet sign upsData acquisition & profilingTargeted campaignsTac<cs…  Measurements…  ImpressionsClicksClick through ratesLeads & sign upsPage viewsImage  source  unknown  
  • 26. Usability  Familiarity,  Consistency,  Simplicity  For pages to be scan-able, fonts should besimple and clear to read.Always try to keep the elements on a bannerminimal. The message should be clear & easyto process.Engaging non-intrusive consumer experienceImage  source  unknown  
  • 27. We’re  moving  forward  We’ve  moved  BEYOND  promo6ng.                    We’re  about  building  brand  affinity  through  the  right  messaging,  at  the  right  6me,  in  the  right  place.  Image  source  unknown  
  • 28. So  what  does  this  mean?  WE’RE  NOT  IN  THE  MEDIA  BUSINESS        We’re  in  the  business  of  connec6ng  with  consumers.     Image  source  unknown  
  • 29. Thank  you  Cherylann  Smith    I  am  a  passionate,  innova<ve  big  picture  thinker  who  can  connect  digital  and  social  to  all  other  aspects  of  the  client  business  to  drive  growth  opportuni<es    @mylifescape    Image  source  unknown  
  • 30. Disclaimer  and  Privacy  Policy  I  believe  in  collabora<ve  informa<on  sharing  in  order  to  grow  and  learn.    The  images  used  in  this  presenta<on  are  found  from  different  sources  all  over  the  Internet,  and  are  assumed  to  be  in  public  domain  and  are  displayed  under  the  fair  use  principle.  I  provide  informa<on  on  the  images  source  and  author  whenever  possible,  and  I  will  link  back  to  the  owners  website  wherever  applicable.    If  you  are  the  owner  of  the  images  and  you  believe  that  their  use  on  this  site  is  in  viola<on  of  any  copyright  law,  then  please  contact  me  directly.