Connect & Serve on Mobile (at Barcelona iGaming) - by WebComrades, Tom Claes

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WebComrades was invited as a keynote speaker at the Barcelona Affiliate Conference to share insights on mobile and advertising. In a world where banner ads lead the way on the way, this presentation had to wake-up entrepreneurs to not go the display banner way on the mobile device, but to think more in terms of serving the mobile user.

Presentation on Oct 12, 2012.

by Tom Claes, WebComrades

Published in: Technology
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Connect & Serve on Mobile (at Barcelona iGaming) - by WebComrades, Tom Claes

  1. 1. Them folks from have entered the building! - over -
  2. 2. THERE’S ABOUT 30 MINUTES...
  3. 3. ...TO CONVINCE YOU THAT THERE ISMORE THAN MOBILE ADS.
  4. 4. HOW MANY OF YOU LIKE MOBILE ADS?
  5. 5. excerpt of Pimp My Ads
  6. 6. LET’S ASK SOMEONEWHO KNOWS A THING OR TWO ABOUT MOBILE.
  7. 7. “MOBILE BANNER ADS SUCK.” quoted by Steve Jobs in 2010
  8. 8. HOW DID IT COME THAT FAR?
  9. 9. ‘SOMEBODY’ DECIDED TO COPY WEB TO MOBILE MONEY CASH HOES
  10. 10. UNFORTUNATELY, IT DOESN’T LOOK LIKE THIS... sexyMONEY CASH HOES
  11. 11. USER ACCEPTANCE ADS ON MOBILE & TABLET
  12. 12. USER ACCEPTANCE ADS ON MOBILE & TABLET
  13. 13. YES.YOU ARE RIGHT.DISPLAY ADS STILL GENERATE REVENUE.
  14. 14. BUT MOBILE DISPLAY ADS GENERATE MASSIVE AMOUNTS OF IMPRESSIONS HIGHLY-DETAILED TARGETING/STATS
  15. 15. BUT MOBILE DISPLAY ADS GENERATE MASSIVE AMOUNTS OF IMPRESSIONS HIGHLY-DETAILED TARGETING/STATS AND ALSO...USER FRUSTRATION
  16. 16. SHOULD YOU KEEP USING EXISTING BIZZ MODELS? ...AND COPY SAME-OLD WEB AFFILIATE MARKETING? Please. Let there be light...
  17. 17. NO.
  18. 18. I REPEAT “MOBILE BANNER ADS SUCK.” quoted by Steve Jobs in 2010
  19. 19. THANK YOU, STEVE. BUT HOW CAN WE GO FROM... VIEWS LEADS CLICKS REGISTRATIONS SESSIONS ACQUISITIONSVISIBILITY & BRANDING ? DIRECT REVENUE
  20. 20. COOL DOWN. SUCCESS DOESN’T COME OVERNIGHT
  21. 21. GOOD NEWS
  22. 22. MOBILE IMPRESSIONS ARE ON THE RISE
  23. 23. SO THE REAL QUESTION IS...
  24. 24. WHO’S GOT THE GOOSE? the golden egg
  25. 25. Impressions, click-through rates andcost-per-action still continue to be the main numbers that marketers use to evaluate their campaigns.
  26. 26. Although these metrics might be helpfulwith other marketing platforms, it doesnot necessarily apply to mobile, whichrequires a different mentality.
  27. 27. It’s about thinking througha whole new experiencewith the consumer firstso that I can do thingsthat are importantto me.
  28. 28. WHY? BECAUSE MOBILE BANNER ADS SUCK. quoted by Steve Jobs in 2010
  29. 29. We need toTHINK mobile. for starters
  30. 30. We need toTHINK mobile. for starters
  31. 31. Even better, we needACTION ONMOBILE
  32. 32. The industry should focus on drivingengagement and participation whilecreating real value for the consumer to participate and interact with the ‘advertising’.
  33. 33. Mobile campaigns should be• personal,• location-specific,• relevant to what the user is doing,• perfectly timed,• attention-grabbers (=difficult)
  34. 34. THE BASICS IN 5 STEPS
  35. 35. 1 Simple doesn’t mean poor quality or incomplete. It’s choosing the key elements and making a huge difference between needs and wants. KEEP IT SIMPLE
  36. 36. + 2 CROSS-SELL YOUR APPCommunicating about a football clash coming up with competitive odds? Or a bonus promotion? Why not use another angle and get your mobile application involved in the campaign?
  37. 37. 3 Don’t expect users to find out about your app themselves. There are more than 500K other apps in the app stores, how can these potential users find your app or mobile site? OPTIMIZE CAMPAIGN SEO
  38. 38. Integrate mobile in all media. Mobile is a hot topicand newspapers, bloggers, journalists like to writeabout it. Don’t underestimate the power oftraditional media and give small media scoops too. 4 REACH OUT TO ALL MEDIA
  39. 39. 5 Listen to your audience. There is a reason for all user-feedback. Good or bad. Scan your customer service and social media channels thoroughly. ASK FOR FEEDBACK ...and act on it.
  40. 40. READY FOR TAKE-OFF? Let’s do it.
  41. 41. AN APP OR A MOBILE WEBSITE? NATIVE APP HYBRID APP MOBILE WEB APP
  42. 42. AN APP OR A MOBILE WEBSITE? BOTH AND AT THE SAME TIME.
  43. 43. “WHY BOTH? I’M ON A BUDGET, MAN.”Mobile sites are for the masses.Sites are excellent for SEO. Apps are for the loyal fans. Apps need stores and have charts. Apps consume content & usage.
  44. 44. NOW “$HOW ME THE MON€Y!” I hear you thinking!
  45. 45. Dear Jerry,Context is where it is.– whether it isthrough related products,time or location – will bethe next battleground formobile payments. by Mr. Doyle, Paypal
  46. 46. Shopping Define a goal & context based onArt +Entertainment Sports CONSUMER PLAYGROUNDS Games News IMPRESSION RANKING from ‘Display Business Trends’ Aug 2012 by Google
  47. 47. The goal of mobile contentmarketing is to createtarget-market-orientedcontent that informs,entertains, provides value,and inspires sharing.
  48. 48. WHAT HAVE WE DONE?We’ve been workingclosely with Unibet onmobile marketing apps.
  49. 49. ROLLING-OUT CONTEXTUAL APPS... remember picture ...INTERNATIONALLY 50
  50. 50. SUCCESSFUL MOBILE SPORTSBOOK first testcase in 2010
  51. 51. We’ve already generatedmore than 2 millionmobile user sessionssince Jan 2011 straightin their core target group. 2011
  52. 52. And keep a focus onuser-centric content integrations. 2012
  53. 53. LEARNINGS ret e nti on
  54. 54. #1 ret e ntiyou can blah-blah all you want...but you should on PRACTICE BY DOING
  55. 55. While doing, you are... ...building an audience, ...learning & improving, ...sharing the knowledge, ...giving something back, ...becoming a reference.
  56. 56. Meanwhile at the HQ... MONITOR USAGE CHECK REVIEWS FOLLOW CHARTS INTEGRATE IN COMMUNICATION
  57. 57. Thursday, October 11, 2012 (yesterday)UNIBET SPORTS TV GUIDE UNIBET FOOTBALL STATS CENTRE Two sportsbook marketing apps in the Top 10 (Denmark)!
  58. 58. Meanwhile, in The Netherlands...
  59. 59. Thursday, October 11, 2012 (yesterday) UNIBET PROUnibet Pro made the Top 10 in The Netherlands!
  60. 60. STOP BUILDING THE TITANIC!
  61. 61. YOU KNOW HOW THAT ENDED.
  62. 62. ROLL-OUT AND GET THINGS DONE. SMALL SCOPE. TOUGH DEADLINE. SURVIVE.
  63. 63. The industry should focus ondriving engagement and participationwhile creating real value for theconsumer to participate and interactwith the ‘advertising’.
  64. 64. CONNECT AND SERVEYOU GIVE YOU GETYOU GET YOU GIVE
  65. 65. Fill the void in a persons life,instead of blocking the viewon someone’s precious phone.
  66. 66. You dont win loyalty by forcing users to watch your ads. Its about respecting the user,giving him something to enrich his life in a specific way. And…first impressions.
  67. 67. POTENTIAL OF RELEVANCY “Please remind. Shit will be dumped. You can shout and get a lot of buzz with an app. But dont forget that app stores are rated, apps are supposed to be free and that the standards are already very high. High expectations from the users that make or break your app. And if youre really concerned about your potential users you should have know that before.” user feedback on mobile app forum
  68. 68. 2012 - AJAX FOOTBALL FAN APP
  69. 69. 2012 - AJAX FOOTBALL FAN APPAjax Amsterdam #1 football team in the Benelux. Currently about 550K fans on Facebook. There are more than 20 Ajax-fansites, all delivering news & updates on a daily basis, Mostly filled with affiliate banners. Still, Ajaxfans made a difference...
  70. 70. 2012 - AJAX FOOTBALL FAN APP Ajax Amsterdam #1 football team in the Benelux. Currently about 550K fans on Facebook. There are more than 20 Ajax-fansites, all delivering news & updates on a daily basis, Mostly filled with affiliate banners. Still, Ajaxfans made a difference...Ajaxfans is the #1 mobile football fan app in the Dutch app stores. And the story continues...
  71. 71. 2012 - AJAX FOOTBALL FAN APP
  72. 72. SO WHAT? Is it complete and packed with “wow”-features? No. But it’s the best app in terms of retention. Once a fan, forever a fan = engagement & loyalty. It’s ranked before official apps of other teams and resides next tothe office Ajax app. As the official app is all about the official stuff, the fan app also leaks the rumors and unofficial news/gossip. Next up (later this year) will be integration of social media tools and 3rd party added-value services for the fans.
  73. 73. CONNECT AND SERVEYOU GIVE YOU GETYOU GET YOU GIVE
  74. 74. IT’S NOT ABOUT MOBILE, IT’S ABOUT MOBILITY“All that effort, for mobile....pfff...I don’t know....”
  75. 75. RECYCLE MOBILE EFFORTS & BUDGETSIf your service workson a smartphone or tablet...it will also fitdesktop PCs,laptops,smartTVs, Recycle the efforts and offerwidgets, an API to others to beetc. creative with your service.
  76. 76. What if...your company could open its data?
  77. 77. the your boss team
  78. 78. This IS Q&A
  79. 79. Thank you. This IS Tom Claes Lead Development Crew skype webcomrades in Barcelona +32 (0)479 99 60 45 stijn@webcomrades.comtom@webcomrades.com bas@webcomrades.com “Superman doesn’t work here, but these guys come really close.”

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