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Mobile Marketing Primer for "Change Your Mindset mobile primer 5 26

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Master Class Presentation (more how to that compiled quickly for this last minute presentation) on Mobile Marketing at "Change Your Mindset Conference at the Hilton Molino Stucky in Venice Italy......

Master Class Presentation (more how to that compiled quickly for this last minute presentation) on Mobile Marketing at "Change Your Mindset Conference at the Hilton Molino Stucky in Venice Italy May 2013. Hosted by PR Technologies.

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  • The MMA is headquartered in New York City, and we have 4 regions around the globe to serve our members.
  • Our members are the backbone of the MMA. By joining this team of global and regional brands, you can position yourself for continuing success and major business deals. To join the MMA, talk to me during or after the presentation, and I’ll personally help you get plugged in to the success system through committee involvement, event sponsorship, education, or whatever you need to become more successful.
  • More users will connect to the internet via mobile devices than desktop PC’s within 5 yearsSo mobile needs to be placed at the heart
  • What’s the result of all that creative execution applied to the small screen? Mobile outperforms online in several categories of brand campaign effectiveness. Why does this happen?Creative is more engagingSmaller screen ensures ads are noticedAds are more noticeable while swiping and scrollingImmediacy of the ads have impact during shopping, researchingRelevant targeting options, including location
  • Not all forms of engagement are available on all devices, so it’s important to understand how to have scale when trying to reach an audience with a brand message. When you think of mobile, it’s easy to think iPhone. However, all smartphones combined represent slightly less than half of all phones in the marketplace. You should expect that number to shift to 50% very soon. There are already 40 Million tablets on the market since the iPad launched in April 2010. These devices have the potential to replace desktop computers and laptops for media consumption. Most people still prefer to create media, such as building a power point presentation like this, on a computer. So, at least half of all phones are still feature phones, meaning that they are not running Apple iOS, Google Android, or Blackberry RIM. These consumers do represent a reachable audience for advertisers, but the number of display advertisements they can be exposed to are somewhat less. For example, advertising in apps, games, and videos are not possible on feature phones. But that’s ok, you can still reach these consumers with display ads.
  • Let’s take a look at the entire scope of mobile technology to see where the advertising opportunities exist.I’ve divided the mobile technology world into three ‘Cs’ – Communication, Content, and Community. The Communication segment includes text messaging (SMS and MMS), mobile email, and voice. These are all great ways to reach feature phone users and smartphone users, because these communication technologies work on almost all devices. The MMA has published a best practices document for you to understand how to engage consumers through these channels. The Content segment is where you see most of the display and video advertising happening today. Mobile internet sites, apps, and Interactive media sites such as YouTube and mobile TV allow a wide variety of advertising units. You can reach feature phones, tablets, and smart phones with these forms of advertising, but the most engaging experiences are limited to smartphones and tablets. The Community segment includes earned media and shared media. In other words, social media. While there are presently limits on advertising in mobile Facebook apps and sites, we expect that to change. Mobile devices also have installed capabilities such as payment features, GPS, cameras, and WiFi. Marketers like to leverage these features in all of the three Cs.
  • In addition to direct mobile commerce, mobile plays a critical role in the path to purchase in today’s omnichannel environment.
  • And the importance of that cannot be over emphasised. The ability to check reviews in store and get independent opinion is having a profound affect.
  • Using mobile to activate traditional media can keep more traditional brands at ease, by allowing them to enhance traditional ads with mobile features. Examples include messaging opt-in, using ads to drive people to social media, and placing QR codes in ads. This approach might be met with the least resistance, but it’s also the least powerful because the emphasis is on direct responses.Extending existing campaigns to mobile is a great place to start with traditional-minded clients who are eager to make the move to mobile. In this model, desktop ads can be translated to mobile by altering the creative and leveraging the targeting options available with mobile devices. Building campaigns uniquely for mobile is a model for more sophisticated clients and clients with separate mobile budgets. The key here is that building branded apps and games isn’t enough by itself. You have to make sure the client is buying display, video, and search ads to support the mobile offerings.
  • When it comes to understanding how brand engagement will happen through a campaign, it may be helpful to break it down into separate parts for translation into mobile. With mobile, the brand impact can come from two places: The ad itself, and the post-tap experience. Make sure your ad creative takes advantage of both. The experience with a mobile ad can be static, or it can include motion, sound, and exciting call-to-action options. It’s important to remember that call-to-action options should not emphasize direct responses. Rather, call-to-action includes watching a video, expanding an ad, swiping through an ad, touching parts of the ad to ‘activate’ it, and so on. I’ll show you some examples of this in a bit. Mobile ads require some technical development, so make sure you are prepared to support the standard mobile practices. The MMA standards should be emphasized so there is clarity as to which set of standards your client’s creative teams can rely on.
  • Action initiation: Clicking on ad units provide opportunities for the user to receive additional information from the advertiser. Both ad banners and Interstitial ad images may be active and link either to places inside the application or to outside the application. This functionality must be consistent with a mobile phone’s capabilities (e.g., interactivity such as click-to-call, WAP push) and will be limited by both type of mobile phone and mobile phone connectivity. Examples include: Click-to-Mobile Web: click launches the web browser. Click-to-call: click initiates an outgoing call to the content provider or advertiser. Click-to-video: click initiates an advertiser’s video commercial for a product or service. Click-to-SMS: click initiates an SMS for a user to send a keyword to a shortcode to request more information. Click-to-locate: click initiates a map enabled by location-based services where a user may find, for example, the closest car dealer or movie theatre. Click-to-buy: click initiates a jump page where a user may make a purchase using some form of mobile payment (i.e. credit card, operator bill, etc). Click-to-storyboard: click transitions to a second interstitial ad (which itself may provide additional actions). For applications and games whose flow may be greatly disrupted by a click-through, click-through ads should only display before the launch or exit of the application, or be queued until the end of the application experience, or avoided altogether. If it is required to switch the user away from the application context, the MMA recommends that, where possible, and in mobile phones that support click through, users are returned to the place in the application that they left after interacting with the ad (e.g., World Series of Poker, with $1 million in chips). If there is a risk that switching the user away from the application context will cause the application to terminate, requiring the user to completely re-launch of the application, the application developer or publisher is recommended to apply specific user warnings as follows: Notification: Clearly notifying users that they will be leaving the application environment to experience the advertisement. And clearly communicating that, in most cases, users will need to completely re-launch the application in the same way they started the application. Right to Cancellation: Giving users the option of interrupting the action to return to the application. For ads displayed during the use of an application, MMA recommends using banners or interstitials that avoid switching the user away from the application context (e.g. expandable banners). For applications and games whose flow may be greatly disrupted by a click-through, click-through ads should only display before the launch or exit of the application, or be queued until the end of the application experience, or avoided altogether. If it is required to switch the user away from the application context, the MMA recommends that, where possible, and in mobile phones that support click through, users are returned to the place in the application that they left after interacting with the ad (e.g., World Series of Poker, with $1 million in chips). If there is a risk that switching the user away from the application context will cause the application to terminate, requiring the user to completely re-launch of the application, the application developer or publisher is recommended to apply specific user warnings as follows: Notification: Clearly notifying users
  • When planning around inventory specifications, you should remember to specifically ask publishers for the parameters they support for each component, and ask them to support the MMA recommended formats.Here’s a summary of Mobile Web Banner ad unit specifications and examples. The MMA recommends that every publisher should support at least one of the universal Mobile Web Banners ad units specified. For a complete list of unit definitions, download the MMA Universal Ad Package (Link on slide or handout in room). More detailed design principles and style guides for Mobile Web sites can be found in the W3C Mobile Web Best Practices at http://www.w3.org/TR/mobile-bp. The MMA Mobile Advertising Committees also recommends that Mobile Web sites conform to W3C mobileOK Basic 1.0 Guidelines, which are available at http://www.w3.org/TR/mobileOK-basic10-tests.
  • Mobile Web Advertising Unit Definitions The recommended ad units for Mobile Web are as follows: Mobile Web Banner Ad is a universal color graphics ad unit displayed on a Mobile Web site. The universal Mobile Web Banner Ad is defined as a still image intended for use in mass-market campaigns where the goal is a good user experience across all mobile phone models, network technologies and data bandwidths. In some cases animated mobile web ad banners may be available for supplemental use in campaigns to convey a richer experience. All Mobile Web Banner Ads must be clickable by the end user and may be placed in any location on a Mobile Web site. A Mobile Web Banner Ad may be followed by a Text Tagline Ad to emphasize the clickable character of the ad unit. Rich Media Mobile Ad (RMMA) is a supplemental ad unit defined by the two-stage principle of display and activation. Display is the way an RMMA ad resides in a usual ad space of a host property (application or website) and calls for action in form of a banner or similar ad unit. Only when the user interacts with the displayed banner by clicking or swiping it, do the RMMA features become activated, showcasing their characteristic “rich” behavior. Respective guidelines are in advanced stages of development and expected to be added in future releases of this document. Draft RMMA Guidelines are available here: http://www.mmaglobal.com/rmma.pdf. WAP 1.0 Banner Ad is a supplemental black-and-white, still graphics ad unit for use in campaigns that target older mobile phones. A WAP 1.0 Banner Ad can be followed by a supplemental Text Tagline Ad to emphasize the clickable character of the ad unit. Text Tagline Ad is a supplemental ad unit displaying only text. Text links may be used below a Mobile Web Banner Ad to emphasize the clickable character of the ad unit. Text links may also be used in older mobile phones not capable of supporting graphical images and/or by publishers that prefer to use text ads instead of graphical ads on their mobile sites.
  • Mobile Application Advertising Unit Definitions The recommended ad units for Mobile Applications are as follows: Mobile Application Banner Ad – is a universal color graphics ad unit displayed on a Mobile Application. The universal Mobile Application Banner Ad is defined as a still image(s), text or combination of these intended for use in mass-market campaigns where the goal is a good user experience across all mobile phone models, network technologies and data bandwidths. A Mobile Application Banner Ad can be clickable by the end user and may be placed anywhere in a Mobile Application (e.g., on the application main menu page, subpages or content pages). Mobile Application Interstitial Ad - is a full-screen advertisement, which may be placed as a “bumper” screen for the launch and exit of the application, or as a splash or jump page within the application. It may be used as the landing page from an earlier ad banner or may be a stand-alone Interstitial. This Interstitial may also be active or static. Rich Media Mobile Ad (RMMA) - is a supplemental ad unit enjoying increased uptake in the Mobile Applications. Common to most RMMA ads is the two-stage principle of display and activation, whereby display is the way an RMMA ad resides in a usual ad space of a host property (application or website) and calls for action in form of a banner or similar. Only when the user interacts with the displayed banner by clicking on it or moving mouse-over do the RMMA features become activated showcasing their characteristic “rich” behavior. Respective guidelines are in advanced stages of development and expected to be added in future releases of this document. Draft RMMA Guidelines are available here: http://www.mmaglobal.com/rmma.pdf Integrated Ad – is an advertisement that is integrated with the application or game experience and is formatted to be compatible with the main content type used in the application context. It can be resized, reshaped and freely positioned as part of the core application content. Respective guidelines are under study and expected to be added in future releases of this document. Branded Mobile Application – many advertisers have looked at creating their own branded applications and uploading these into app stores. These take many different forms depending on the brand and its attributes. They can be entertaining, informative or functional. Illustrative examples include a Duracell running game, and a Nestle recipe app. Respective guidelines are under study and expected to be added in future releases of this document. Sponsored Mobile Application – is a publisher’s downloadable application which features a sponsoring arrangement at various places across the application. (For example Nike or Adidas sponsoring a football app) Respective guidelines are under study and expected to be added in future releases of this document.
  • Mobile Video and TV Advertising Unit Definitions The recommended ad units for Mobile Video and TV are described as follows: Ad Breaks are video or still/animated image advertisements rendered before, during or after streamed or downloaded Mobile Video and TV content. Linear Ad Breaks take over the full mobile display screen and replace the streamed or downloaded video content for a given period of time. Ad unit formats include: Billboard Ad – a static image or brand logo typically displayed full screen before or after the video content Bumper Ad – a short video advertisement or sponsorship indent typically shown before or after the video content Pre-Roll Ad – a video advertisement shown prior to the video content Mid-Roll Ad – a video advertisement appearing as a break during the video content Post-Roll Ad – a video advertisement shown after the video content has ended Book Ending Ad – a Pre-roll video advertisement with a corresponding bumper ad from the same ad campaign appearing at the end of the video content Non-Linear Ad Breaks share the mobile display with the streamed or downloaded video content for a given period of time. Ad unit formats include: Overlay Ads are still/animated image advertisements that appear over the top of video content during playback. These ads can be semi-transparent or opaque and can be shown for the full or partial duration of the video content (appear/disappear effect). Variations include horizontal or vertical promotion banners, sponsorship skins (picture frames) and ad bugs. Companion Ads are still/animated image advertisements that appear adjacent to video content during playback. Variations include drop-down horizontal banners or L-shaped banners that surround a resized video (shrink and surround). Interactive Mobile Video and TV Ads are advertisements that allow for user interaction including clicking, browsing, zooming. Guidelines for these types of Mobile TV and Video advertisements are still being researched by the MMA but may include click-to-web, click-to-call, click-to-SMS, click-to-video, click-to-download, click-to-locate, click-to-ad etc.
  • Luke - reformat
  • Fit my ever changing personal schedule (Quiet Time)Understand my individual interests (Audience Segmentation)Give me the power to choose how you interact (Preference centers)Adapt to my current situation (Location and context aware)Provide a fresh, entertaining and engaging experience (Rich push)Stay consistent with your brand (Communication workflow and device preview)Get to know me and grow with me (Analytics for optimization)
  • Acting at the point of impulseMobile as a connectorExtending & enhancing other mediaIncrease in response methods and formats-Axe Call Me Campaign developed by BBH Singapore for Unilever Asia-Axe adapted their famous ‘Axe Effect’ work to the key Asian markets.-Target market: Asian men in their 20s. -In these markets overt acts of sexuality or flirtation are discouraged and kept under the radar, for instance men often have two ‘SIM’ cards for their phones, one for girls and an ‘official’ one to be checked by their parents.The reliance on mobile phones became the key to the creative strategy. The campaign idea was called ‘Spray Axe. Get numbers’, a subtle change to the classic ‘Axe effect’.Three TVCs featured girls giving men their numbers in unusual ways, with similar ads in print and outdoor. To make the campaign more engaging, the phone numbers were real, meaning that men who rang them got through to an Axe line with a woman’s voice on it. These lines could be adapted locally and used for contests or services like a wake-up call.Results: The phone lines saw far higher participation in all three markets than might be expected using standard response rates. Market share also rose across the markets. In their biggest market, India, share rose 3.2 percentage points over the campaign period; in the Philippines it rose 1.4 points and in Indonesia it rose 1.2 points. The campaign has now extended and is running in 14 countries.Source : http://ame.asia/public/general/winners-best-marketing-campaign-for-regional-brand 
  • So you can understand the effectiveness of your programs
  • So you can understand the effectiveness of your programs
  • So brand loyalty metrics in the future must contain measures such as how many people have your brand in their pocket or purse right now? How many of those customers will let you push a message to them right now?How many of your app users trust your brand enough to share their location information with you? These last two groups are likely your very best, most loyal customers. Think about how you might want to treat this group.  Think about how much of an advantage one brand will have over another when they have millions of customers armed with their app, sharing permission to light up their smartphone home screens wherever they are. Imagine the advantage when they have clear and accurate insight into where their users live, work and play and the behavior they exhibit so they can constantly be thinking about better ways to serve them. So in the future, when billions of people are carrying around hundreds of billions of apps, how could we possibly be engaging with all of these? We’d never have time.
  • Location-aware messaging catalyzes commerce by driving consumers online and into stores.Click through rates have a direct correlation to proximity – therefore it’s important to geo-target your mobile campaign.
  • The Halls campaign geo-fenced participating pharmacy retailers but the ad only served in those areas when the flu index was above a specified threshold. When compared to a national, untargeted campaign we saw a 62.% lift in CTR and a 3.5% increase in purchase intent (ie. Secondary action on landing page engagement).
  • Growing consumer acceptance and expectationThe ‘on-demand’ consumerMobile as an access pointCost effectiveness-MMS campaign, by BMW, in Germany-German winters require snow tyres. So if customers bought a car in the summer months, they would have summer tyres on the car, and would need winter tyres. BMW had the required info on their recent customers, what car model, what wheel types, and could therefore figure out which winter tyre model would fit the car of any given customer. They also had the mobile phone numbers.-BMW focused only on those cars that were sold that year between spring and autumn, to avoid targeting consumers who already had winter tyres.-BMW designed an MMS campaign, where they customized the picture of the car to be the model and colour of the car that the customer had, with the wheel rims that the customer had bought. Then BMW virtually fitted the suggested winter tyre for that car and wheel. And this image was to be sent to the customer.-BMW had prepared the campaign, and waited for the exact right moment. The MMS was sent out on the first day of snow.-The MMS message included a link to come to BMW’s mobile website, to select alternate tyres (and wheel rims) to upload to the tyre simulator, so that the customer could experiment with other variations and see their prices and compare.-Results:A conversion rate from messages sent, to actual tyre purchases made at registered BMW dealers, of 30%Source: http://www.ourmobilerevolution.com/?p=439
  • -The European airline Lufthansaoverhauled its mobile website.Target audience: Frequent business-class flyersThe redesign by Mobile Interactive Agency, Clanmo, saw a higher usage of the mobile boarding pass feature. Mobile check-ins increased by 30 percent.Lufthansa stated that ‘many of our business customers use our mobile site to book their tickets’Customers request a boarding pass to be sent to their mobile phone. The pass is transmitted by SMS and contains the individual’s name, flight information, and a 2d QR barcode. It can then be used to check in and scan through security checkpoints instead of the traditional boarding card.In addition, Lufthansa’s mobile Web site lets on-the-go customers check their arrival and departure information, check in and select a seat, receive a mobile boarding pass, make mobile reservations, and view a flight plan.Results: increased its mobile bookings by 50%, and mobile check-ins increased by 30% Source: http://www.mobilecommercedaily.com/lufthansa-mobile-offerings-take-off/
  • I wanted to use an example that isn’t driven by smartphones. Pring is a social network in Pakistan with 3 million users growing by about 10k a day. It is driven by text messaging. Interaction is free for consumers but paid for by brands. In the case of Gloria Jeans, it’s a coffee shop chain that many of you would have seen if travelling in the middle east and beyond.
  • Each shop has a separate keyword. When consumers text in they are in effect ‘liking’ the brand and opting in to receive messages. Those with internet access can go to the brands page. Once signed up the consumer receives text offers for discounts and promotions. This approach is responsible for a directly attributable increase in sales of 4%.

Transcript

  • 1. greg@gregstuart.com Twitter.com/gregstuart1
  • 2. greg@gregstuart.com Twitter.com/gregstuart2Mobile Marketing PrimerSome Thoughts & Examples onMobile MarketingChange Your MindsetVenice - May 2013com
  • 3. greg@gregstuart.com Twitter.com/gregstuart3Preface to This Session1. No one, not even the MMA, has written thedefinitive Guide on How to Mobile Marketing2. Thus, I’d prefer to make today a discussion– Fine to have you ask questions– Better for the Audience to answer3. If not, I have a lot of content we can cover; but stillbetter for you to make relevant to your situation.4. And, yesterday’s Presentation is on Slide Sharehttp://www.slideshare.net/gregstuart/change-your-mindset-mobile-keynote
  • 4. greg@gregstuart.com Twitter.com/gregstuart4Today’s Focus1. Context to Consumers & Mobile2. Why is there Opportunity in Mobile?3. What is Mobile Marketing?– Mobile Ad Unit Primer4. 7 Steps - Mobile Marketing Success5. Quick Glimpse at the Future4
  • 5. greg@gregstuart.com Twitter.com/gregstuart5Asia Pacific(APAC)SingaporeChinaIndiaPhilippinesVietnamLatin America(LATAM)ArgentinaBrazilMexicoColumbiaEurope, MiddleEastand Africa (EMEA)AustriaEast AfricaFranceGermanyHungaryItalyMiddle EastNordicsPortugalSpainSouth AfricaTürkiyeUKMMA Global Reach – Local RelevanceNorth America(NA)
  • 6. greg@gregstuart.com Twitter.com/gregstuart6MMA proprietary andMarketers Agencies Media Sellers Apps Operators Enabling TechnologiesMMA Members
  • 7. greg@gregstuart.com Twitter.com/gregstuart7Context to Consumers andMobile
  • 8. greg@gregstuart.com Twitter.com/gregstuart8Why mobile?Can youimagine livingwithout it?Context
  • 9. greg@gregstuart.com Twitter.com/gregstuart98 short years . . .
  • 10. greg@gregstuart.com Twitter.com/gregstuart10
  • 11. greg@gregstuart.com Twitter.com/gregstuart1101234567819621967197219771982198719921997200220072012Global Media June of 2013Source: TomiAhonen Almanac 2012 and TomiAhonen Mobile Forecast 2012-2015Population 7.1BFM Radio 4.2BInternet 2.5BTV 1.9BPC 1.4BLandline 1.1B
  • 12. greg@gregstuart.com Twitter.com/gregstuart12Global Media June of 2013Source: TomiAhonen Almanac 2012 and TomiAhonen Mobile Forecast 2012-201501234567819621967197219771982198719921997200220072012Population 7.1BMobile 7.1BFM Radio 4.2BInternet 2.5BTV 1.9BPC 1.4BLandline 1.1B
  • 13. greg@gregstuart.com Twitter.com/gregstuart131 years2.9 years3 years4 years13 yearsiPhoneiPodInternetTVRadioThe Adoption Rates are Faster than EverSource: United Nations Cyber Document, Apple, FacebookYears to Reach 50 Million Users
  • 14. greg@gregstuart.com Twitter.com/gregstuart14The age of the customer
  • 15. greg@gregstuart.com Twitter.com/gregstuart15VerySimilarMobileBehavior inRussia as inU.S.Source: Nielsen: TheMobile ConsumerReport Feb 2013
  • 16. greg@gregstuart.com Twitter.com/gregstuart16
  • 17. greg@gregstuart.com Twitter.com/gregstuart17But Really Why is theirOpportunity In Mobile
  • 18. greg@gregstuart.com Twitter.com/gregstuart18
  • 19. greg@gregstuart.com Twitter.com/gregstuart19Three Basic Opportunities in Mobile1. Mass Advertising &Communications Channel2. Loyalty & Relationship BuildingChannel (Apps at the center)3. Instant Personal CommunicationsChannel (immediacy & messaging)
  • 20. greg@gregstuart.com Twitter.com/gregstuart20Recommended Optimized ShareMobile Marketing is 7%While the average optimized mix in mobile is 7%, that figure likely is lower forlow involvement brands and higher purchase funnel (LIHP), but higher for highinvolvement brands and lower purchase funnel (HILP).Product Category Campaign GoalLow Involvement High InvolvementHigher PurchaseFunnelLower PurchaseFunnel(CPG,Entertainment,etc.)(Auto, Finance, etc.)(Awareness,Familiarity)(Consideration,Purchase Intent)OptimizedPercent ofMobile in Mix5% 9% 5% 8%Avg. Mobile7%Mobile ad units included: Ads in Mobile Web (Display Ads), Ads inApps, Mobile Video Ads, Mobile Games Ads, Mobile Social, Tablets
  • 21. greg@gregstuart.com Twitter.com/gregstuart21What Drives Optimization?1. Ad Effectiveness of Mobile2. + Cost3. + Smart Phone Penetration (37% in U.S.)(reach & frequency in essence)Russia percent SmartPhones is 29%!!(Soon to be 38%!!!)
  • 22. greg@gregstuart.com Twitter.com/gregstuart22Mobile advertising effectiveness© 2012 InsightExpress. Used by permission.www.InsightExpress.com
  • 23. greg@gregstuart.com Twitter.com/gregstuart230%20%40%60%80%100%1 2 3 4 5 6 7 8 9 10Frequency or Budget2. New Media Benefit from LowerDiminishing Returns%ofBrandImpactAwareness,ImageorPurchaseIntent DiminishingReturn Curve12345
  • 24. greg@gregstuart.com Twitter.com/gregstuart243. As a Result -10x value in New MediaInterpretation: If it cost Roadblock $1 (indexed at 100) to increase purchase consideration, then itcost $1.35 for Online, $4.56 for magazine and $11.04 to TV to achieve the same increase.Brand Metric:PurchaseConsideration(top 2 box)RelativeCost Index Relative CostTV 1104 $11.04Magazine 456 $4.56Online 100 $1.00
  • 25. greg@gregstuart.com Twitter.com/gregstuart251. New Media Reaches a New AudienceTV UseOnlineUseHeavierHeavierLighterLighterHeavy TVHeavy OnlineHeavy TVLight OnlineLight TVLight OnlineLight TVHeavy Online26% 38%15% 21%MediaUsageamong18-49yearoldtarget34.3 Million!
  • 26. greg@gregstuart.com Twitter.com/gregstuart262015 Recommended OptimizedShare Mobile Marketing is 7%Product Category Campaign GoalLow Involvement High InvolvementHigher PurchaseFunnelLower PurchaseFunnel(CPG,Entertainment,etc.)(Auto, Finance, etc.)(Awareness,Familiarity)(Consideration,Purchase Intent)OptimizedPercent ofMobile in Mix7% 13% 7% 12%Avg. Mobile10%Mobile ad units included: Ads in Mobile Web (Display Ads), Ads inApps, Mobile Video Ads, Mobile Games Ads, Mobile Social, Tablets
  • 27. greg@gregstuart.com Twitter.com/gregstuart27slide titleFear, Uncertainty, Etc.
  • 28. greg@gregstuart.com Twitter.com/gregstuart28"Put your best people on mobile.”- Eric Schmidt, Google
  • 29. greg@gregstuart.com Twitter.com/gregstuart29But What is Mobile (and thusMobile Marketing)
  • 30. greg@gregstuart.com Twitter.com/gregstuart30Mobile is…[Everything]• What comes to your mind when wesay mobile ?
  • 31. greg@gregstuart.com Twitter.com/gregstuart31Feature phones- Meaning, few featuresDevices enabling engagementSmartphones- Browsers, video, Siri, etc.Connected devices- Tablets, Kindles, eReaders
  • 32. greg@gregstuart.com Twitter.com/gregstuart32Opportunities for mobileengagementInstalledCapabilitiesMobilePaymentsCommunicationSMSMMSMobileEmailVoicePushNotificationContentMobileInternetMobile AppsInteractiveMediaCommunityEarned Media Shared Media
  • 33. greg@gregstuart.com Twitter.com/gregstuart33Channels for delivery33
  • 34. greg@gregstuart.com Twitter.com/gregstuart34Source: comScore study, December 2012
  • 35. greg@gregstuart.com Twitter.com/gregstuart35Effect of mobile on path to purchasesource: eMarketer, Jan 2012
  • 36. greg@gregstuart.com Twitter.com/gregstuart36Map the touch points andunderstand how mobile canextend and enhance, notreplace other channels
  • 37. greg@gregstuart.com Twitter.com/gregstuart37mobileadvertisingtraditionaladvertisingactivationsponsorshipactivationconsumerpromotionactivationmobileincentives &couponsin-storemobilemarketingVIP/rewardsprogrammobiledatabasemarketingDIGITAL TOUCHPOINTSOFFLINE TOUCHPOINTSPath to Purchase is the New ModelOpt-inAWARENESS ENGAGEMENT TRANSACTION LOYALTYApp promoAugmented realityQR codesMobileCouponsMobilewalletSocialintegrationPrint Signage In-store RewardsSource: Vibes, 2012
  • 38. greg@gregstuart.com Twitter.com/gregstuart3834%of US smartphone owners said they hadabandoned a purchase in store after seeinga negative review on their mobile
  • 39. greg@gregstuart.com Twitter.com/gregstuart39PrintMobileTVInternet In-StoreTurn Passive Advertising Channels IntoInteractive Experiences
  • 40. greg@gregstuart.com Twitter.com/gregstuart40But Mobile has a Number ofUnique Advantages1. Mobile is Personal(one person per phone)2. Mobile is Pervasive(everywhere, all the time)3. Mobile has Proximity(tracking location)
  • 41. greg@gregstuart.com Twitter.com/gregstuart41Ask questions like....what can we do differently now thatwe have mobile?
  • 42. greg@gregstuart.com Twitter.com/gregstuart42But even more so, act like amarketer…..AcquisitionRetention/LoyaltyBrand Building
  • 43. greg@gregstuart.com Twitter.com/gregstuart43Three models for buying mobileadvertisingUsing mobile to activatetraditional mediaMessaging opt-inDrive to social mediaQR codesClick to CallExtending existingcampaigns to mobileMobile display adsRich Media display adsMobile videoMobile searchMobile audioBuilding campaignsuniquely for mobileMobile appsMobile gamesLocation-based ads
  • 44. greg@gregstuart.com Twitter.com/gregstuart44Activating a mobile experienceWhere is thebrandimpact?The ad itselfThe post-tapexperienceWhat is theexperience?StaticMotion/SoundCall to actionTechnicalrequirementsCreativedevelopmentAd sizes andformatsOptimizedlandingpagesCross-platformanalytics
  • 45. greg@gregstuart.com Twitter.com/gregstuart45MMA mobile advertising call-to-actionguidelines• Launches the web browser• Initiates outgoing call• Initiates video play• Initiates an SMS message• Activates map application• Jump page or web visit• Activates in-ad featuresAction• Click-to-Mobile Web• Click to call• Click to video• Click to SMS• Click to locate• Click to buy• Click to storyboardTapGet the MMA universal mobile ad package here:http://mmaglobal.com/whitepaper?filename=MMAUniversalMobileAdPackageDec2011.pdf
  • 46. greg@gregstuart.com Twitter.com/gregstuart46Mobile Advertising Ad UnitPrimer and Examples
  • 47. greg@gregstuart.com Twitter.com/gregstuart47Types of advertisingDisplayRich Media In ContentIn MessageSearchAt Location
  • 48. greg@gregstuart.com Twitter.com/gregstuart48Smartphone Formats:• 320x50, 320x48, 300x50, 300x250Feature Phone Formats• 120x20, 168x28, 216x36Tablet Formats:• 728x90, 300x250, 160x600MMA mobile display advertising unitsizesSupporting MMA multiple display adformats and sizes is essentialGet the MMA universal mobile ad package here:http://mmaglobal.com/whitepaper?filename=MMAUniversalMobileAdPackageDec2011.pdfSee how the Cherokeehandles the snowExample courtesy ofMojiva
  • 49. greg@gregstuart.com Twitter.com/gregstuart49MMA mobile web advertising unitdefinitionsFormat Key attributes Main benefitsMobile web banner ad Universal with color, still images,text, and links.Useful in mass-marketingcampaigns. Good user experienceacross all web-capable devices.Rich media mobile ad Acts as a static ad until activatedto display motion and video.Increased engagement throughactivation of the ad.Web interstitial ad Full-screen ad displays betweenpage loads.Content utilizes entire screen. Usermust touch to close ad.WAP 1.0 banner ad Still graphics formatted to becompatible with older featurephones.Useful in reaching audiences withfeature phones and older dataplans.Text tagline ad Text-only ad unit often usedbelow a banner ad to emphasizethe clickable nature of the ad.Highlighting the ability to click thead can increase response rates,especially on older feature phones.Get the MMA universal mobile ad package here:http://mmaglobal.com/whitepaper?filename=MMAUniversalMobileAdPackageDec2011.pdf
  • 50. greg@gregstuart.com Twitter.com/gregstuart50Example courtesy of MojivaWeb banner tablet exampleRotating stillimages, text, andlink to mobilesite.
  • 51. greg@gregstuart.com Twitter.com/gregstuart51Interstitial smartphone web exampleExample courtesy ofMojiva. Rich media by Vdopia.Full screen adloads betweenpages untilclosed.
  • 52. greg@gregstuart.com Twitter.com/gregstuart52Example courtesy ofMojiva. Rich media by Sprout.Expandable adsdeliver contentwhile still withinthe publishersite.Expandable web ad example
  • 53. greg@gregstuart.com Twitter.com/gregstuart53Download FreeWallpaperExample courtesy of MojivaRich media banner ad exampleRich mediadraws the eyeand allowsengagingcontent.
  • 54. greg@gregstuart.com Twitter.com/gregstuart54Example courtesy ofMojivaRich media with hotspot activationHotspots appearin ad unit.
  • 55. greg@gregstuart.com Twitter.com/gregstuart55Example courtesy ofMojivaRich media with hotspot activationHotspots activateexpandedinformation.
  • 56. greg@gregstuart.com Twitter.com/gregstuart56Mobile application advertising unitdefinitionsFormat Key attributes Main benefitsApp banner ad Universal with color, still images,text, and links.Useful in mass-marketingcampaigns. Good user experienceacross all app-capable devices.App interstitial ad Full-screen ad displays duringlaunch, exit or as a ‘splash’ pagein app.Content utilizes entire screen. Canutilize sound and motion.Rich media app ad Acts as a static ad until activatedto display motion and video.Increased engagement throughactivation of the ad.Integrated mobile app ad Formatted to be compatible withthe content in-app.Passive interaction with the ad butimpossible for the app user toignore.Branded mobile app Entire app created by brand withbranded look and feel.Completely branded experiencethroughout all stages.Sponsored mobile app Publisher creates app withsponsorships at various stages.Branded experience can be targetedto specific actions and content.Get the MMA universal mobile ad package here:http://mmaglobal.com/whitepaper?filename=MMAUniversalMobileAdPackageDec2011.pdf
  • 57. greg@gregstuart.com Twitter.com/gregstuart57Interstitial game exampleExample courtesy ofMojiva
  • 58. greg@gregstuart.com Twitter.com/gregstuart58Integrated example during gameentryExample courtesy ofMojiva
  • 59. greg@gregstuart.com Twitter.com/gregstuart59Interstitial overlay exampleExample courtesy ofMojiva
  • 60. greg@gregstuart.com Twitter.com/gregstuart60Mobile video and TV advertising unit definitionsNon-linear ad breaks(shared within the video display)Overlays Companions InteractiveLinear ad breaks(rendered before, during or after video)Billboards Bumpers Pre-roll Mid-roll Post-rollBookendsGet the MMA universal mobile ad package here:http://mmaglobal.com/whitepaper?filename=MMAUniversalMobileAdPackageDec2011.pdf
  • 61. greg@gregstuart.com Twitter.com/gregstuart61Example courtesy ofMojivaTap to video tablet example
  • 62. greg@gregstuart.com Twitter.com/gregstuart62Example courtesy of Mojiva.Rich media by Phluant.Expandable video ad unit exampleExpandablevideo playswithin theexpanded adunit.
  • 63. greg@gregstuart.com Twitter.com/gregstuart63Download FreeVideo HereDownload FreeWallpaper HereExample courtesy ofMojivaVideo with engagement overlayVideooverlaysinviteadditionalengagement
  • 64. greg@gregstuart.com Twitter.com/gregstuart64Post-tapincludesdownloadablewallpapersLeveraging device features withactionsExample courtesy ofMojiva
  • 65. greg@gregstuart.com Twitter.com/gregstuart65Don’t Forget the BasicsOnly three things to get right in anymarketing campaign:1. Motivation2. Message3. Media
  • 66. greg@gregstuart.com Twitter.com/gregstuart667 Steps to Practical MobileMarketing Implementation &Inspiration
  • 67. greg@gregstuart.com Twitter.com/gregstuart67Defining Mobile MarketingMobile Marketing is the set ofpractices that enable organizationsto engage, communicate and mutuallyexchange value with their audience inan interactive contextually relevantmanner through any mobile device orwireless network.
  • 68. greg@gregstuart.com Twitter.com/gregstuart681Source: Zokem Research, January 2011Executive buy-in iscritical for bettermobile successv
  • 69. greg@gregstuart.com Twitter.com/gregstuart69Howard Schultz, Starbucks CEOJan 2013, NRF Convention & ExpoThere is a seismic change inconsumer behavior that islinked to technology such associal and mobile platforms.‖
  • 70. greg@gregstuart.com Twitter.com/gregstuart70Industries That Get Mobile Matters• Retail• Automotive• Media & Content & Entertainment– TV, Movies, Games, Print, etc.• Those that want Direct Connection totheir Consumers• Product Transformations (Nike FuelBands, Band Aids Magic Vision, etc)• Nearly everyone to some degree
  • 71. greg@gregstuart.com Twitter.com/gregstuart71Showrooming Study - Activities71Vibes Mobile Consumer Survey 2012
  • 72. greg@gregstuart.com Twitter.com/gregstuart7225% Apparently Purchase Elsewhere72
  • 73. greg@gregstuart.com Twitter.com/gregstuart73More Showrooming Experience73
  • 74. greg@gregstuart.com Twitter.com/gregstuart742Source: Zokem Research, January 2011Create an InnovationFrameworkfor testing & learningv
  • 75. greg@gregstuart.com Twitter.com/gregstuart75Innovation FrameworkInnovate, Innovate, Innovate:70% budget to what you know works20% to innovating off of what works10% to brand new ideas
  • 76. greg@gregstuart.com Twitter.com/gregstuart761. Universal Agreement to Goals2. Have a Back Up Plan (Plan B)3. Know the Value of each DollarMight I Suggest…from ―What Sticks‖
  • 77. greg@gregstuart.com Twitter.com/gregstuart771. Universal Agreement to Goals2. Have a Back Up Plan (Plan B)3. Know the Value of each DollarWhat Sticks’ Leadership Steps
  • 78. greg@gregstuart.com Twitter.com/gregstuart78slide titleUniversal AgreementHow many companies haduniversal agreement?
  • 79. greg@gregstuart.com Twitter.com/gregstuart791. Universal Agreement to Goals2. Have a Back Up Plan (Plan B)3. Know the Value of each DollarWhat Sticks’ Leadership Steps
  • 80. greg@gregstuart.com Twitter.com/gregstuart80slide titleHave a Back Up PlanHow many Companies had aBack up Plan?
  • 81. greg@gregstuart.com Twitter.com/gregstuart81Or Another ExampleFor 5 select studies, creative testing was done prior tothe research launch:Only 1 brand’s ads required no adjustment2 brands found 1/2 the ads were not effectiveDiluting the effectiveness of the campaign2 brands discarded ALL ads & started all overBoth developed ads that scored much betterWho were the 5 Advertisers?P&G J&J Kraft Nestle Target
  • 82. greg@gregstuart.com Twitter.com/gregstuart821. Universal Agreement to Goals2. Have a Back Up Plan (Plan B)3. Know the Value of each DollarWhat Sticks’ Leadership Steps
  • 83. greg@gregstuart.com Twitter.com/gregstuart83slide titleKnow the Value of Each $More Complicated, MoreExpensive, But Worth It
  • 84. greg@gregstuart.com Twitter.com/gregstuart84To SummarizeHave a pre committed plan for changefrom everyone.–Six Sigma calls it ―having an actionplan‖
  • 85. greg@gregstuart.com Twitter.com/gregstuart85Source: Zokem Research, January 20113Create “mobile-unique”experiences
  • 86. greg@gregstuart.com Twitter.com/gregstuart86Surf alerts only possible through mobile
  • 87. greg@gregstuart.com Twitter.com/gregstuart87Phones/Apps Are Still Getting Even Smarter
  • 88. greg@gregstuart.com Twitter.com/gregstuart88What is Currently in a Phone:1. Accelerometer2. Digital Compass3. GPS4. Outdoor Temperature5. Augmented Reality6. Barometer1. Relative Humidity7. Proximity8. Near-Field Communications9. Microphones10. Magnetic Field (Magnetometers)11. Gravity12. Gyroscope13. Light14. Linear Acceleration15. Voice ControlWhat Could be in a Phone:Heart Rate MonitorsLearn User PatternsMicrobolometers (Infrared)Motion ControlMood SensorsPhysical Sensation of Touching (Vibration to Translate Texture ofGarment on device)Smart-Phone Sensor NetworksSmell TransmitterSpeed SensorTaste SensorPerspiration SensorBiometric Sensors• Iris Recognition (Eyes)• Fingerprint Recognition• Face Recognition• DNA RecognitionChemical Sensors• Radiation Levels• Foods Level of Organicity• Surrounding Light Levels• EMF (Electromagnetic Frequencies)Conversational Voice, Voice RecognizerIndoor TemperatureAnalyze Breath for Alcohol Content etc.Altimeter To Detect Elevation (Mountains, Buildings)Smartphone have a LOT of Sensors
  • 89. greg@gregstuart.com Twitter.com/gregstuart89Source: Zokem Research, January 20114Deliver value thatenhances customers’ lives
  • 90. greg@gregstuart.com Twitter.com/gregstuart90Pharmacy: Can send you a push notification when yourprescription is ready, [and] we’ll send you a pushnotification when it’s time to refill it again.‖
  • 91. greg@gregstuart.com Twitter.com/gregstuart91Blackhawks gives users detailed timing controls
  • 92. greg@gregstuart.com Twitter.com/gregstuart92MobileadvertisingDirectResponsePermission SamplingCompeti-tionsOn-packACQUISTION760 million calls from 35 million users300% increase in Axe sales
  • 93. greg@gregstuart.com Twitter.com/gregstuart93• Revolutionary idea: create a companion app for a TV show.―We were thinking: what can you do with a mobile devicethat you can’t do online—what can you do with touch, withlocation, with a camera that would also create a compellingreason for people to sit down and tune into the show?‖
  • 94. greg@gregstuart.com Twitter.com/gregstuart945Personalize and createengaging experiences
  • 95. greg@gregstuart.com Twitter.com/gregstuart95Blackhawks gives users detailed timing controls
  • 96. greg@gregstuart.com Twitter.com/gregstuart966Capitalize on location asthe game-changer
  • 97. greg@gregstuart.com Twitter.com/gregstuart97Create layers of value in exchange
  • 98. greg@gregstuart.com Twitter.com/gregstuart98Proximity boosts performanceThe most likely response to locationaware retailer communication on asmartphone:Mobile ad performance has a directcorrelation to proximity:• CTRs increase by 26-48% forads served within 5 miles of theestablishment*• 72% higher interaction rate forgeo-targeted vs. nationallytargeted campaigns***YP study, 2012**Range Online MediaSource: Latitude, December 2012 –owners of all three devices
  • 99. greg@gregstuart.com Twitter.com/gregstuart99• The way to overcome the noisebombardment out there is not to shoutlouder, it’s to get really relevant.‖
  • 100. greg@gregstuart.com Twitter.com/gregstuart100Case study: Roaming geo-fence62.5% Higher CTR in campaign using aroaming geo-fenceLift in purchase intentOBJECTIVE Increase purchases of Halls CoughDropsSOLUTION Geo-fence pharmacy and retaillocations in ―high flu index‖areas using a CDC data feed.(A/B test included national andlocalized Roaming geo-fencecampaigns)RESULTS3.5%
  • 101. greg@gregstuart.com Twitter.com/gregstuart1017The end game is loyalty
  • 102. greg@gregstuart.com Twitter.com/gregstuart102Upsell Self-service CRMRETENTION30% response rate generating inexcess of Euro 2million in sales
  • 103. greg@gregstuart.com Twitter.com/gregstuart103Upsell Self-service CRMRETENTION150,000 mobile boardingpasses per month or 15% ofall check-ins
  • 104. greg@gregstuart.com Twitter.com/gregstuart104text based social networking in Pakistan
  • 105. greg@gregstuart.com Twitter.com/gregstuart105
  • 106. greg@gregstuart.com Twitter.com/gregstuart106QUICK OF MOBILE’S FUTURE
  • 107. greg@gregstuart.com Twitter.com/gregstuart107
  • 108. greg@gregstuart.com Twitter.com/gregstuart108
  • 109. greg@gregstuart.com Twitter.com/gregstuart109where is the phone?
  • 110. greg@gregstuart.com Twitter.com/gregstuart110epidermal?
  • 111. greg@gregstuart.com Twitter.com/gregstuart111So, while…Nothing Gets You CloserTo Your CustomerThan Mobile
  • 112. greg@gregstuart.com Twitter.com/gregstuart112112Nothing Gets You Closer toTransforming Your Businessthan MobileTruth is…
  • 113. greg@gregstuart.com Twitter.com/gregstuart113greg@gregstuart.com+1 631 702 0682спасибоwww.gregstuartspeaker.comwww.slideshare.net/gregstuart com
  • 114. greg@gregstuart.com Twitter.com/gregstuart114