Make Mobile Count Now, Amielle Lake w/Tagga Media #IDSD

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Interactive Day San Diego 2010
Session: Make Mobile Count Now
Presenter: Amielle Lake

Published in: Business, Technology
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Make Mobile Count Now, Amielle Lake w/Tagga Media #IDSD

  1. 1. MAKE MOBILE COUNT NOW Like, seriously. Amielle Lake, CEO Tagga Media Inc. TEXT AMIELLE TO 82442 @tagga
  2. 2. Tagga: A software & solutions company #IDSD InteractiveDaySanDiego.com Committed to Making Agencies Better Mobile Marketers
  3. 3. About Tagga <ul><li>14 mobile specialists: offices in NYC & Vancouver- eh </li></ul><ul><li>Software platform that simplifies mobile web development and SMS </li></ul><ul><li>Focus on cost effective service offering (media planning, analytics) </li></ul><ul><li>Agency needs guide our product roadmap </li></ul><ul><li>SMB reseller channel via Yellow Pages and Hearst Media </li></ul>#IDSD InteractiveDaySanDiego.com
  4. 4. Seismic Shift #IDSD InteractiveDaySanDiego.com
  5. 5. Don’t Let this Be You #IDSD InteractiveDaySanDiego.com
  6. 6. Overview <ul><li>What </li></ul><ul><li>Why </li></ul><ul><li>Who </li></ul><ul><li>Where </li></ul><ul><li>When </li></ul><ul><li>How Much </li></ul>#IDSD InteractiveDaySanDiego.com
  7. 7. WHAT #IDSD InteractiveDaySanDiego.com
  8. 8. What is Mobile Marketing/Advertising ? #IDSD InteractiveDaySanDiego.com
  9. 9. Cell Phones Have Evolved #IDSD InteractiveDaySanDiego.com
  10. 10. The Landscape #IDSD InteractiveDaySanDiego.com Mobile Advertising Mobile MKTG Services Mobile Content Mobile Commerce On-Device Offline Response <ul><li>Video and Music </li></ul><ul><li>Personalization </li></ul><ul><li>Mobile Websites </li></ul><ul><li>Branded Apps </li></ul><ul><li>CRM </li></ul><ul><li>Coupons </li></ul><ul><li>Promotions </li></ul><ul><li>Events </li></ul><ul><li>eCommerce </li></ul><ul><li>Operator billing </li></ul><ul><li>SMS / P2P </li></ul><ul><li>NFC </li></ul>
  11. 11. WAP vs. APP vs. SOCIAL <ul><li>73 million mobile web browsers/mnth </li></ul><ul><li>70 million app users/mnth </li></ul><ul><li>14.5 million mobile social app users/mnth </li></ul><ul><li>Key content categories mobile web has 2x the audience of apps </li></ul><ul><li>Social does not yet have scale but has reach </li></ul><ul><li>Apps can provide the richest experience </li></ul>#IDSD InteractiveDaySanDiego.com Comscore, 2010
  12. 12. Integrated Solution #IDSD InteractiveDaySanDiego.com
  13. 13. Marketing 101 <ul><li>Compelling call to action </li></ul><ul><li>Media Support </li></ul><ul><li>Strong Creative </li></ul>#IDSD InteractiveDaySanDiego.com
  14. 14. Core Characteristics <ul><li>Opt-in </li></ul><ul><li>Scale </li></ul><ul><li>Reach </li></ul><ul><li>Conversion </li></ul>#IDSD InteractiveDaySanDiego.com
  15. 15. WHY #IDSD InteractiveDaySanDiego.com
  16. 16. A Critical Equation #IDSD InteractiveDaySanDiego.com MOBILE PC TV
  17. 17. 24/7/365 #IDSD InteractiveDaySanDiego.com
  18. 18. #IDSD InteractiveDaySanDiego.com
  19. 19. Mobile vs. Online #IDSD InteractiveDaySanDiego.com
  20. 20. WHO #IDSD InteractiveDaySanDiego.com
  21. 21. Save Time & Waste Time #IDSD InteractiveDaySanDiego.com
  22. 22. #IDSD InteractiveDaySanDiego.com
  23. 23. Key Demographics #IDSD InteractiveDaySanDiego.com
  24. 24. Millennial – Channel Agnostic <ul><li>High maintenance </li></ul><ul><li>High on technology </li></ul><ul><li>Needy for connectivity </li></ul><ul><li>Mesh life and work </li></ul><ul><li>Ringtones, wallpapers, fun apps </li></ul>#IDSD InteractiveDaySanDiego.com
  25. 25. Chipping into Millenials #IDSD InteractiveDaySanDiego.com Old Dutch Arriba Chips <ul><li>8/10 contest entries were mobile vs. online </li></ul><ul><li>2% conversion rate from on-pack </li></ul><ul><li>Responses came from non-metro areas, mass market phones whereby peak times were between 3-6pm </li></ul><ul><li>The iPlay game for the movie went on to become one of the most successful iPhone games of all time </li></ul>
  26. 26. Digital Moms – Time Starved #IDSD InteractiveDaySanDiego.com <ul><li>Look for technology to make their lives easier </li></ul><ul><li>IPhone and feature rich phone usres </li></ul><ul><li>Need to make the transition from PC to mobile seamless </li></ul><ul><li>Time-saver applications, efficiencies (coupons), entertainment </li></ul>
  27. 27. Techie Men – Want the Latest & Greatest #IDSD InteractiveDaySanDiego.com <ul><li>Gadget junkies </li></ul><ul><li>Need entertainment </li></ul><ul><li>Wow them </li></ul><ul><li>Games, fantasy sport and news </li></ul>
  28. 28. Flash Food #IDSD InteractiveDaySanDiego.com <ul><li>Build a mobile loyalty program through ongoing special offers to subscribers </li></ul><ul><li>1600 subscribers in a hyper-local area </li></ul><ul><li>14% conversion (opt in from audience) </li></ul><ul><li>Measurable increase in sales </li></ul><ul><li>Yelp and Blogs </li></ul>Glowbal Restaurants
  29. 29. Performing Markets <ul><li>Consumer Packaged Goods </li></ul><ul><li>Food & Beverage </li></ul><ul><li>Automotive </li></ul><ul><li>Travel </li></ul><ul><li>Retail </li></ul><ul><li>Real Estate </li></ul>#IDSD InteractiveDaySanDiego.com
  30. 30. WHERE #IDSD InteractiveDaySanDiego.com
  31. 31. 250 Million Consumers #IDSD InteractiveDaySanDiego.com
  32. 32. Same Principles Apply #IDSD InteractiveDaySanDiego.com
  33. 33. Driving Intent to Purchase #IDSD InteractiveDaySanDiego.com
  34. 35. HOW MUCH #IDSD InteractiveDaySanDiego.com
  35. 36. Spending is Growing #IDSD InteractiveDaySanDiego.com MMA Agency/Brand Study, 2010
  36. 37. Budget Allocations #IDSD InteractiveDaySanDiego.com MMA Agency/Brand Study, 2010
  37. 38. Where is Money Being Spent #IDSD InteractiveDaySanDiego.com MMA Agency/Brand Study, 2010
  38. 39. Costs (General) #IDSD InteractiveDaySanDiego.com ABI Research, 2010
  39. 40. Budget Allocation Guidance <ul><li>10% of your interactive budget to mobile </li></ul><ul><li>Transition organization from reactive to proactive mobile marketing </li></ul>#IDSD InteractiveDaySanDiego.com
  40. 41. LET'S DO THIS #IDSD InteractiveDaySanDiego.com
  41. 42. Guiding Principles <ul><li>Respect the consumer </li></ul><ul><li>Stop thinking about it as a stand alone channel </li></ul><ul><li>Leverage technology capabilities to respond to target audience needs </li></ul><ul><li>Be Strategic </li></ul>#IDSD InteractiveDaySanDiego.com
  42. 43. Essential Steps <ul><li>Develop your strategy </li></ul><ul><li>Determine clear & measurable objectives </li></ul><ul><li>Focus on asset development AND campaign driven activities </li></ul><ul><li>Allocate budget </li></ul><ul><li>Do something now </li></ul>#IDSD InteractiveDaySanDiego.com
  43. 44. Not Everything is for Mobile… #IDSD InteractiveDaySanDiego.com
  44. 45. WWW.TAGGA.COM [email_address] <ul><li>THANK YOU!!! </li></ul>#IDSD InteractiveDaySanDiego.com

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