M2 roadshow europe adam smith group m
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M2 roadshow europe adam smith group m

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    M2 roadshow europe adam smith group m M2 roadshow europe adam smith group m Presentation Transcript

    • Mobilise to Optimise mobileSQUARED Roadshow 29 September 2010
    • The man from Del Monte… Don't Know/Not Sure No Plans Plan to Use (>12 Months) Plan to use (Next 12 … Currently Use North Europe America 29% 37% 0% 20% 40% (Unica, March 2010; 155 respondents)
    • Technology and Mobile media creative planning and services buying Campaign Tracking and implementation measurement Data Campaign management design and CRM Mobile marketing Research and strategic development planning
    • A global app forecast from Ovum…. 5
    • Apps – simplicate and add lightness 6
    • Limited repertoire
    • Rules-based buying
    • Latency of the mobile web – Rules-based buying – Big organic growth – Paid search is underweight – Mobile commerce – A ‘find’ engine
    • Opted-in ad targeting O2 More NatWest iPhone app launch Orange Shots trailer promotion A targeted SMS was sent to iPhone users with a NatWest account A targeted SMS offers consumers the chance to download a new film • Sent:70,000 trailer • Over 22% CTR •Sent: 66,755 • Top of app store in 4 hours •9% CTR •65% of clicks downloaded the trailer
    • Optimise your website for mobile 11
    • Conclusions – We’re investing – It’s already routine – ‘Apps versus’ or ‘apps and’ – Behind the search and commerce curve