Mobile Marketing For Advertisers

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Presentation delivered at the inaugural Asbury Park Press information forum held June 3rd

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  • It’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendarIt’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendar
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
  • It’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendarIt’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendar
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
  • It’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendarIt’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendar
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
  • It’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendarIt’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendar
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
  • It’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendarIt’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendar
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
  • It’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendarIt’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendar
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
  • It’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendarIt’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendar
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
  • It’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendarIt’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendar
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
  • It’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendarIt’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendar
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
  • It’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendarIt’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendar
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
  • It’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendarIt’s a phone
    ...why not invite a call (and make it a link)?
    It’s a camera
    ...let your customers get famous for their photos or enter picture contests
    It’s a video camera
    ...think short films that tie into your brand, campaign themes or brand values
    It sends text messages
    ...ask for short bits of feedback, input, votes, polls, opinions, blurbs and blog posts or let them easily share your content with friends
    It’s location-aware
    ...make special offers when users are nearby; lead them to the nearest shop; trigger instant, location-specific offer
    It’s a micropayment device
    ...there are many ways to make the mobile complete the transaction on the spot
    It sends email
    ...help people alert friends and share their new mobile experiences

    It’s a music player
    ...share a tune, a podcast or a ringtone

    It’s a video player
    ...show a trailer, promo or full commercial

    It’s a calendar
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites
    ...so people can “mark that date” right away, before they forget

    It’s a browser
    ...so your mobile campaigns can link to proper mobile websites

























  • Mobile Marketing For Advertisers

    1. 1. Mobile Marketing How to engage with an audience on the go
    2. 2. What is “Mobile”?
    3. 3. Any kind of mobile phone, smart phone, cell phone, or other mobile device
    4. 4. Mobile Growth
    5. 5. Mobile Growth • 75% of adults and 60% of teens are mobile phone users 25% 75%
    6. 6. Mobile Growth • 75% of adults and 60% of teens are mobile phone users • 68% of people 18-34 use SMS (73% 18-24 and 50% overall)
    7. 7. Mobile Growth • 75% of adults and 60% of teens are mobile phone users • 68% of people 18-34 use SMS (73% 18-24 and 50% overall) • Smartphone penetration (e.g. Blackberry, iPhone) is nearing 50% of the market
    8. 8. Mobile Growth • 75% of adults and 60% of teens are mobile phone users • 68% of people 18-34 use SMS (73% 18-24 and 50% overall) • Smartphone penetration (e.g. Blackberry, iPhone) is nearing 50% of the market • Among teens, mobile phone is the most important electronic device; higher than the TV
    9. 9. “Mobile will be a larger business than the PC-Web” —Eric Schmidt, Google CEO
    10. 10. But how do you advertise on a phone?
    11. 11. Mobile Advertising Vehicles
    12. 12. Mobile Advertising Vehicles • Mobile Optimized Websites • aka Mobile Web Advertising
    13. 13. Mobile Advertising Vehicles
    14. 14. Mobile Advertising Vehicles • Text Message Advertising Indianapolis-IN Conseco loess $400M in Q4; survival is at issue http:// m.indystar.com/ *Get Kroger coupons. Text GROCERY to 22888. • aka SMS (Short Message Service)
    15. 15. Mobile Advertising Vehicles
    16. 16. Mobile Advertising Vehicles Emerging Platforms
    17. 17. Mobile Advertising Vehicles Emerging Platforms • Podcasts
    18. 18. Mobile Advertising Vehicles Emerging Platforms • Podcasts • In-Game
    19. 19. Mobile Advertising Vehicles Emerging Platforms • Podcasts • In-Game • Bluetooth and LBS
    20. 20. Mobile Advertising Vehicles Emerging Platforms • Podcasts • In-Game • Bluetooth and LBS • GPS
    21. 21. Mobile Advertising Vehicles Emerging Platforms • Podcasts • In-Game • Bluetooth and LBS • GPS • Native Apps
    22. 22. Surge in Awareness 38% of US mobile phone owners recall seeing advertising on their cell phones in the first quarter of 2009 59% of Smartphone users recalled seeing mobile advertising Source: Brightkite & GfK Technology
    23. 23. #1 Recalled Ad Format • iPhone = Banner Ads • Other Smartphones = SMS
    24. 24. 5 Easy Things you can do to market your brand via mobile
    25. 25. 1. Create a mobile version of your website (try Mofuse or Mippin if you have a valid RSS feed)
    26. 26. 1. Create a mobile version of your website (try Mofuse or Mippin if you have a valid RSS feed)
    27. 27. 2. Use Google’s Mobile-Site Generator to mobilize your site immediately (http://www.google.com/gwt/n)
    28. 28. 2. Use Google’s Mobile-Site Generator to mobilize your site immediately (http://www.google.com/gwt/n)
    29. 29. 3. Create a Text-Alert System for deals, specials, and other alerts (http://open.4info.net/)
    30. 30. 3. Create a Text-Alert System for deals, specials, and other alerts (http://open.4info.net/)
    31. 31. 4. Promote your mobile site! Sponsor other mobile sites and apps that your target audience already uses
    32. 32. 4. Promote your mobile site! Sponsor other mobile sites and apps that your target audience already uses
    33. 33. 5. Make sure all your mobile marketing is targeted and trackable
    34. 34. 5. Make sure all your mobile marketing is targeted and trackable • Target by:
    35. 35. 5. Make sure all your mobile marketing is targeted and trackable • Target by: • Geography
    36. 36. 5. Make sure all your mobile marketing is targeted and trackable • Target by: • Geography • Age, Gender
    37. 37. 5. Make sure all your mobile marketing is targeted and trackable • Target by: • Geography • Age, Gender • Phone Type
    38. 38. 5. Make sure all your mobile marketing is targeted and trackable • Target by: • Geography • Age, Gender • Phone Type • Track by:
    39. 39. 5. Make sure all your mobile marketing is targeted and trackable • Target by: • Geography • Age, Gender • Phone Type • Track by: • Click-through
    40. 40. 5. Make sure all your mobile marketing is targeted and trackable • Target by: • Geography • Age, Gender • Phone Type • Track by: • Click-through • Phone calls
    41. 41. 5. Make sure all your mobile marketing is targeted and trackable • Target by: • Geography • Age, Gender • Phone Type • Track by: • Click-through • Phone calls • SMS responses
    42. 42. Know the Limitations
    43. 43. Know the Limitations • The screen is smaller • There’s no mouse • There’s no printer • The keyboard is limited • Bandwidth may be restricted • Megabytes sometimes cost money
    44. 44. But Also Know the Numerous Capabilities ...
    45. 45. But Also Know the Numerous Capabilities ... • It’s a phone • It’s a • It’s a camera micropayment • It’s a video device camera • It sends email • It sends text • It’s a music player messages • It’s a video player • It’s location- • It’s a calendar aware • It’s a browser
    46. 46. Typical Mobile Website Campaign
    47. 47. Typical Mobile Website Campaign
    48. 48. Rich-Media Ads also work on Mobile Sites
    49. 49. Rich-Media Ads also work on Mobile Sites
    50. 50. Google AdWords http://services.google.com/adwords/mobile_ads
    51. 51. Mobile Web Advertising Best Practices
    52. 52. Mobile Web Advertising Best Practices Best Response Methods: • Link to advertiser WAP site • Click-to-call • Click to find store location
    53. 53. How do you get to mobile-friendly websites?
    54. 54. How do you get to mobile-friendly websites?
    55. 55. Mobile Web Traffic DailyRecord MyCentralJersey TheDailyJournal CourierPostOnline
    56. 56. Mobile Web Traffic 40,000 30,000 20,000 10,000 Nov 2008 Dec 2008 Jan 2009 Feb 2009 0 Mar 2009 Apr 2009 DailyRecord MyCentralJersey TheDailyJournal CourierPostOnline
    57. 57. Mobile Web Traffic APP.com
    58. 58. Mobile Web Traffic 240,000 180,000 120,000 60,000 Nov 2008 Dec 2008 Jan 2009 Feb 2009 0 Mar 2009 Apr 2009 APP.com
    59. 59. Breaking News Text Alerts
    60. 60. What is “texting”?
    61. 61. What is “texting”? • Short for text messaging, it means sending quot;shortquot; (160 character) text messages from mobile phones using the Short Message Service (SMS)
    62. 62. What is “texting”? • Short for text messaging, it means sending quot;shortquot; (160 character) text messages from mobile phones Meet me at the movie theater at 9:30. I using the Short Message Service already picked up the tickets. (SMS)
    63. 63. What is “texting”? • Short for text messaging, it means sending quot;shortquot; (160 character) text messages from mobile phones Meet me at the movie theater at 9:30. I using the Short Message Service already picked up the tickets. (SMS) • Nearly all cell phones have the ability to text — the lowest common denominator of mobile marketing
    64. 64. Text Message Marketplace Data Usage Among Mobile Phone Customers
    65. 65. Text Message Marketplace Data Usage Among Mobile Phone Customers Text messaging or SMS Wireless internet Video or Mobile TV 89% 81% 73% 68% 26% 26% 24% 17% 10% 3% 3% 5% Ages Ages Ages Total Ages Ages Ages Total Ages Ages Ages Total 18-24 25-36 37-55 18-24 25-36 37-55 18-24 25-36 37-55 *Source: Telephia’s “Mobile Data Services Report,” Q1 2008 (July)
    66. 66. Text Message Marketplace
    67. 67. Text Message Marketplace • Following the trend started in Europe ...
    68. 68. Text Message Marketplace • Following the trend started in Europe ...
    69. 69. SMS Alerts Growth APP Courier-Post MyCentralJersey Daily Record The Daily Journal
    70. 70. SMS Alerts Growth 150,000 112,500 75,000 37,500 August ‘08 October ‘08 0 December ‘08 APP February ’09 Courier-Post MyCentralJersey Daily Record The Daily Journal
    71. 71. How Gannett’s breaking news text alerts work
    72. 72. How Gannett’s breaking news text alerts work
    73. 73. How Gannett’s breaking news text alerts work
    74. 74. How Gannett’s breaking news text alerts work COURIER-POST You will receive alerts for COURIER-POST powered by 4INFO. Text STOP to stop or HELP for help. Std/ other charges may apply
    75. 75. More than just news headlines ...
    76. 76. More than just news headlines ...
    77. 77. More than just news headlines ... Publishers Advertisers 4INFO Content From: 44636 weather sports stocks Top 7th: and more… CUBS: 2 REDS: 1 Partner Content *NFL updates? Reply COORS and more… and more…
    78. 78. 1-to-1 Ad/Edit Ratio
    79. 79. 1-to-1 Ad/Edit Ratio COURIER-POST COURIER-POST COURIER-POST Cops: Man kills ex- McCains make N.J. Woman fatally stabbed girlfriend, turns gun on campaign stops. in Pennsauken. self in Millville. *Get that look with JCP *Free ADT $1000 GE *Don’t get thirsty this Back to school Home Security System. summer, get Gatorade, Reply PROTECT3 Reply G2
    80. 80. Text Ad Responses
    81. 81. Text Ad Responses • Interactivity, Click-to-Call, Click-to-Locate, and more
    82. 82. Text Ad Responses • Interactivity, Click-to-Call, Click-to-Locate, and more
    83. 83. Text Alerts Marketing Best Practices
    84. 84. Text Alerts Marketing Best Practices • Offer incentives for users to respond— discounts, coupons, sweepstakes
    85. 85. Text Alerts Marketing Best Practices • Offer incentives for users to respond— discounts, coupons, sweepstakes • Use 4Info inventory to broaden campaign reach (635,000 subscribers)
    86. 86. Text Alerts Marketing Best Practices • Offer incentives for users to respond— discounts, coupons, sweepstakes • Use 4Info inventory to broaden campaign reach (635,000 subscribers) • Use 1-800 telephone number, response text, or links to mobile site to track campaign ROI
    87. 87. Text Alerts Marketing Best Practices • Offer incentives for users to respond— discounts, coupons, sweepstakes • Use 4Info inventory to broaden campaign reach (635,000 subscribers) • Use 1-800 telephone number, response text, or links to mobile site to track campaign ROI • Keep ad copy fresh — rotate 4 different 40- character short ads
    88. 88. Three-Pronged SMS Sponsorship Package
    89. 89. Three-Pronged SMS Sponsorship Package • Print Bug • Online Signup Widget • Text Alerts
    90. 90. Three-Pronged SMS Sponsorship Package • Print Bug • Online Signup Widget • Text Alerts
    91. 91. Three-Pronged SMS Sponsorship Package • Print Bug • Online Signup Widget • Text Alerts
    92. 92. Three-Pronged SMS Sponsorship Package • Print Bug • Online Signup Widget • Text Alerts
    93. 93. Case Study: Kroger
    94. 94. Case Study: Kroger • Sponsorship of IndyStar’s mobile offerings to drive traffic to SMS based coupons, which can be redeemed at checkout
    95. 95. Case Study: Kroger • Sponsorship of IndyStar’s mobile offerings to drive traffic to SMS based coupons, which can be redeemed at checkout Indianapolis-IN Conseco loess $400M in Q4; survival is at issue http:// m.indystar.com/ *Get Kroger coupons. Text GROCERY to 22888.
    96. 96. Case Study: Papa John’s
    97. 97. Case Study: Papa John’s • Louisville sold Papa John’s SMS inventory across the whole network to help promote text-alert specials, coupons, and mobile ordering
    98. 98. Case Study: Papa John’s • Louisville sold Papa John’s SMS inventory across the whole network to help promote text-alert specials, coupons, and mobile ordering • Average daily click-through rate up to .33% COURIER JOURNAL Ride that Bird wins Kentucky Derby http:// m.courier-journal.com/ *Specialty pizza only $8.99! Reply PAPAJOHNS
    99. 99. Case Study: Jiffy Lube
    100. 100. Case Study: Jiffy Lube • Key takeaway: all facets of the campaign are TRACKABLE and tied back to MOBILE
    101. 101. Case Study: Jiffy Lube • Key takeaway: all facets of the campaign are TRACKABLE and tied back to MOBILE
    102. 102. Case Study: Jiffy Lube • Key takeaway: all facets of the campaign are TRACKABLE and tied back to MOBILE
    103. 103. Case Study: Jiffy Lube • Key takeaway: all facets of the campaign are TRACKABLE and tied back to MOBILE
    104. 104. Case Study: Jiffy Lube • Key takeaway: all facets of the campaign are TRACKABLE and tied back to MOBILE
    105. 105. Ted Mann Digital Development Director, Gannett NJ tcmann@gannett.com 914-419-1432
    106. 106. Questions

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