Time to Mobilize: Engaging Customers through Mobile Marketing, Apps & Ads
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Time to Mobilize: Engaging Customers through Mobile Marketing, Apps & Ads

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For years we've heard that next year is "the year of mobile." For marketers, the time for mobile is now. By 2013, the U.S. smartphone application market is projected to reach $4.2 billion and the ...

For years we've heard that next year is "the year of mobile." For marketers, the time for mobile is now. By 2013, the U.S. smartphone application market is projected to reach $4.2 billion and the number of smartphone users is expected to quadruple. Yet only a small percentage of companies are currently engaging their customers through mobile apps. Marketers must seize this opportunity and meet their target audiences where they want to be met - on their mobile devices.

Larry Weber of Racepoint Group, Bob Walczak of Ringleader Digital and Emily Green of Yankee Group discuss:

- Which brands are doing mobile "right"
- Getting started with mobile marketing, apps and ads
- How to successfully integrate mobile into existing marketing programs
- Engaging customers in a more targeted, personalized way
- Connecting with customers any place, anywhere for more hours of the day

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    Time to Mobilize: Engaging Customers through Mobile Marketing, Apps & Ads Time to Mobilize: Engaging Customers through Mobile Marketing, Apps & Ads Presentation Transcript

    • Time to Mobilize
      April 30, 2010
      #Mobilize
    • 2
      Today’s Speakers
      Moderator
      Emily Green
      CEO
      Yankee Group
      @emilynaglegreen
      Larry Weber
      Chairman
      Digital Influence Group and
      Racepoint Group
      @thelarryweber
      Bob Walczak
      CEO
      Ringleader Digital
      @RLDCEO
    • 3
      About Us
      Full service digital agency that is social media at its core
      A global public relations agency that helps clients harness the power of both traditional and social media to build and protect reputation and drive business
    • 4
      Introducing Larry Weber
      Chairman
      @thelarryweber
    • 5
      Mobile = Web Anywhere, Anytime
    • 6
      100 million iPhone Apps
    • 7
      Mobile Social Networking
    • 8
      Location-Based Services
    • 9
      Mobile Couponing
    • 10
      Mobile Banking and Trading
      Bank of America
      E*TRADE
    • 11
      Introducing Emily Green
      Emily Green
      CEO
    • Revenue from mobile app downloads will pass $11B in 2014
      • Apple owners & AT&T subs download the most apps
      • Games, search, and social apps the most popular
      • Banking, shopping, and location-based apps make a strong showing
      12
    • 13
      Meanwhile, mobile websites underperform their potential
      • Besides mobile apps, mobile sites hold great promise for serving consumers
      • Yankee Group’s scoring methodology finds Google and MLB at top of the table… while mobile carriers are among the weakest
      • Best sites follow these precepts:
      • Detect device types
      • Fold in mobile user context
      • Prioritize mobile info
      • Follow mobile standards
      • Were done by mobile designers
    • Nike et. al.: So-called apps with fleeting value
      • Many of today’s branded apps hearken back to 1996 and www.ragu.com
      • To maintain mindshare, novelty factor must be replaced by thoughtful lasting value
      14
    • Anywhere Consumers require Anywhere thinking by brands
      • How is your brand already embedded in buyers’ lives?
      • Mobile platform is not just a screen & keys
      • It’s a way to embody that integration
      • GPS
      • accelerometer
      • camera
      • voice
      15
    • 16
      Introducing Bob Walczak
      Bob Walczak
      CEO
    • Current mobile advertising market challenges
      • Less than 60% of devices support third-party cookies
      • Fragmented market standards make it very hard to buy, track, target mobile advertising effectively and efficiently.
      • Fragmented device capabilities and standards (older versions of phones do not support the same functionality)
      • Buy side creative optimization, targeting and tracking is limited
      • No campaign frequency control…i.e. Ad Networks rep the same inventory leading to ad fatigue on uniques
      • Non-standardized rich media delivery
      • Java enabled devices vs. non-enabled
      17
    • Major digital market verticals – how does mobile fit in?
      Publisher
      Buy Side
      Analytics
      Rich Media
      DSP
      Ad Networks
      Exchange
      18
    • Measurement, Targeting, Data Enrichment… Enablement
      19
    • 20
      Questions from the Audience
      Feel free to type in your questions for Larry, Emily and Bob
    • 21
      Additional Resources
      1. To share the recording of this webinar
      www.racepointgroup.com/digital/resources.cfm
      www.digitalinfluencegroup.com
      Other questions, contact:
      Jackie Lustig at jlustig@w2groupinc.com