Monetizing mobile

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Monetizing mobile

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

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