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Monetizing mobile

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Transcript

  • 1. Monetizing Mobile
    &
    Driving Engagement
    Wednesday
    15th September
    2010
  • 2. Driving Engagement
  • 3. Why mobile is the future
    Personal
    Permanently carried
    Always on
    Built-in payment mechanism
    Creative impulse
    Social context-
  • 4. What are we looking for from Mobile?
    Social networking
    Email
    Free Music
    Games
    Free content
    News and information
    Instant messaging services
    Simple secure payment mechanism -
  • 5. NEED WE SAY MORE……
  • 6. What do brands want from mobile?
    Ability to build a loyal profiled user base
    Communication with a large, diverse base
    Customer retention and repeat usage
    Consumer engagement
    Consumer awareness of Mobi site
    Increase brand exposure
    Effective targeting -
  • 7. 7 key trends mobile marketers need to know:
    No. 1 - Mobile usage has become pervasive.
    year on year we have seen more and more of our population having access to mobile phones.
  • 8.
  • 9. 7 key trends mobile marketers need to know:
    No. 2 - Mobile devices and platforms have experienced dramatic evolution.
    Mobile phones have become more advanced and significantly cheaper
  • 10. 7 key trends mobile marketers need to know:
    No. 3 - The device market is shifting in favor of smartphones
    Handsets that 12 months ago cost R2 800 are now costing R1 299.
  • 11. 7 key trends mobile marketers need to know:
    No. 4 - Increased ownership of smart devices is driving mobile Internet growth.
    Smartphone owners are voracious media consumers — they simply do more of everything:
    - more app use,
    - more browsing,
    - more social networking,
    - more music,
    - more video and
    - more messaging.
  • 12. 7 key trends mobile marketers need to know:
    No. 5 - Communication modes are undergoing a significant shift.
    Social networks are fast becoming the primary way mobile users exchange information
  • 13. 7 key trends mobile marketers need to know:
    No. 6 - The base of mobile content users will continue to see strong growth.
    - mobile gamers
    - mobile video viewers
    - mobile music listeners
  • 14. 7 key trends mobile marketers need to know:
    No. 7 - Tablets are changing the face of mobility and computing.
    EMarketer projects
    - 12.9 million iPad shipments worldwide in 2010,
    - 36.5 million 2011 and
    - 50.4 million in 2012.
  • 15. Monetizing Mobile
  • 16. 5 Steps for effective mobile campaigns
    1. Use mobile to raise awareness.
  • 17. 5 Steps for effective mobile campaigns
    Jaguar launched their new XF model in the US, and went big on Mobile Advertising to do so
    Jaguar wanted to communicate the vehicle’s break through styling and unique features to a target audience that was male, 35 to 54 years old, and with a high level of household income.
    Mobile proved to be a great way to do this.
  • 18. 5 Steps for effective mobile campaigns
    Banner Ads were placed on mobile sites, in order to drive (if you’ll pardon the pun!) people to a Mobile-oriented website.
    Impressively, by May 2008 (from a launch in Nov 2007), over 15 million ad impressions had been generated. This brought 85,000 unique visitors to the Mobile site.
    Further on from this were some nice stats about usage of the site:
    12,000 videos downloaded
    18,000 wallpapers downloaded
    For users who visited beyond the home-page, the average dwell time was 2 minutes
    1.2% of users requested an email brochure by entering their email address into the WAPsite
    2.6% located their nearest dealer to arrange a test drive
  • 19. 5 Steps for effective mobile campaigns
    2. Mobile advertising can be effective across all demographics.
    You need to know your demographic audience first.
    That demographic needs to be matched up with an appropriate site in order to get the best results…
    Effective campaigns like this should
    be achieving a CTR of 4 – 7%
  • 20. 5 Steps for effective mobile campaigns
    2. Mobile advertising can be effective across all demographics.
    You need to know your demographic audience.
    That demographic needs to be matched up with an appropriate mobi site in order to get the best results…
    Fish where the fish are
    Fish where the fish are!
  • 21. 5 Steps for effective mobile campaigns
    3. Brands and mobile internet sites should put the user experience first.
    Do not make your audience jump through too many hoops
    Keep it simple
    • Get Permission first
    • 22. Interact with them
    • 23. Engage them, reward them
  • 5 Steps for effective mobile campaigns
    4. Mobile display advertising needs to be a clear focus.
    Use images rather than text…
  • 24. a picture is worth a million words…
  • 25. 5 Steps for effective mobile campaigns
    5. Mobile is more effective when something of value is offered.
    Free Airtime
    Free Music
    Free Mobile Content
    Money deposited into their bank account
    Huge discount off the next purchase of a designer label
    Free Movie Tickets
  • 26. What can MOBILE do for you?
    Grow your business:
    New eyeballs
    New sales channel
    New services
    Change your interactions:
    New times
    New places
    New personality
    Extend your market:
    New demographics
    New geographies
    New billion of users
  • 27.
  • 28. End of Presentation
    Chris Wilson | Director : Advertising | chris@thumbtribe.co.za | +27 83 222 0722
    Durban | Cape Town | Johannesburg