Your SlideShare is downloading. ×
Which Way Now? James Hilton, Inside Mobile
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Which Way Now? James Hilton, Inside Mobile

565
views

Published on

James Hilton gives us a perspective from the rapidly growing mobile sector. He suggested that the continued success of mobile marketing depended on their metrics being consistent with those of other …

James Hilton gives us a perspective from the rapidly growing mobile sector. He suggested that the continued success of mobile marketing depended on their metrics being consistent with those of other digital channels. He warned that the rush for the ‘app’ has only a limited shelf-life and is only part of the picture in mobile.


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
565
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 12
  • Transcript

    • 1. James Hilton Joint CEO james@insidemob.com
    • 2. Selection of our Clients
    • 3. Why we believe it According to the Pew Internet & American Life Project, the mobile phone will become the primary means of accessing the Internet worldwide by the year 2020 “We can make more money in mobile than desktop eventually because the mobile computer is more targeted. You carry your phone everywhere, it knows all about you, it knows what you’re up to. We can do a very, very targeted ad. Over time, we’ll make more money from mobile advertising.” Eric Schmidt, CEO Google How big is the opportunity? “We can make more money in mobile than desktop eventually because the mobile computer is more targeted. You carry your phone everywhere, it knows all about you, it knows what you’re up to. We can do a very, very targeted ad. Over time, we’ll make more money from mobile advertising.” Eric Schmidt, CEO Google According to the Pew Internet & American Life Project, the mobile phone will become the primary means of accessing the Internet worldwide by the year 2020
    • 4. The Long Tail of Marketing No device is more integrated into our lives The mobile phone is, uniquely, always with us It can be the key channel to affect people’s behaviour
    • 5. Reaching the on-the-go consumer Home Out on the town Commuting At retail
    • 6. Direct response Retail marketing CRM & loyalty Text ‘Brochure’ to 89017 Branding & acquisition The glue for the marketing mix
    • 7. Mobile media landscape • The mobile media landscape is continually changing primarily due to the introduction of new handsets and changes in operator data charging structures. • The mobile media landscape is presently dominated by opportunities on both mobile internet sites and apps. • Operator portals have lost ground over the years largely down to most Smartphone browsers not going through portals on launch. • There are two key sources of mobile traffic; mobile ad networks & targeted sites. • The benefit of using ad networks is they offer huge global scale and low CPC’s. Targeted sites are generally smaller in terms of scale and CPM or higher CPC’s. •
    • 8. Mobile targeting • Mobile offers advertisers the opportunity to target consumers in a variety of ways to target consumers, we can target by: • Handset / device Operator Operating system Genre (broad and iPhone categories) Connection (WIFI etc) Country Geo (town etc) Day / time etc • The above gives brands a variety of new performance metrics for both brand and direct response campaigns. A great deal of these features when combined are unique to mobile and cannot be replaced by any other individual medias.
    • 9. Mobile metrics • The key for the continued success of mobile marketing is for the metrics to remain akin to all other digital activities. • A few years ago a few agencies started to brake mobile away by introducing other metrics but with mobile being so mainstream it is vital that it is seen as part of an integrated strategy. • There are issues with mobile tracking (no cookies on older handsets) but there are plenty of solutions coming to market. • •
    • 10. Mobile creative • It sounds very obvious but we are working with a small screen and need to reflect this in creative executions. • There are rich media opportunities available and many more coming to market, these are ideal for branding campaigns. • Brands can be creative on the small screen and testing and optimising is key in finding the ‘killer execution’. • •
    • 11. Growth of the market
    • 12. Inside Mobile 36 Golden Square, London W1F 9EE Tel: 0207 543 4600 e-mail: james@insidemob.com web:www.insidemob.com