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

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Interactive Day San Diego 2010

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

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

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