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MRM Seattle Digital Immersion Lab: Presence In Motion


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Ansible Mobile lead this workshop that canvassed how the mobile channel, players, and applications fir as part of a larger marketing mix. Panelists from comScore, MoFuse, Yahoo! Mobile, and Zumobi discussed all things mobile, from what it takes to build and maintain a mobile presence, to new mobile technologies, to mobile apps and search.

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MRM Seattle Digital Immersion Lab: Presence In Motion

  1. 1. Presence in MotionIntegrating Mobile Marketing into Your 360° Campaigns<br />
  2. 2. Welcome<br />Holly Brown<br />SVP, Managing Director, MRM Seattle<br />
  3. 3. MRM Worldwide<br />3<br />Advertising & Direct, Online & Mobile Marketing<br />Web Development,<br />Emerging & Social Media<br />Strategy & Planning<br />Measurement & Analytics <br />Customer & Partner<br />Relationship Management<br />Database Management<br />Search Engine Marketing & Optimization<br />Technology Architecture <br />& Development<br />Interactive Design<br />Motion Graphics &<br />Flash Development<br />Application & Client-side Development<br />Content Management Solutions<br />
  4. 4. Unifying Approach to Marketing in an Evolving Digital World<br />Help our clients build their brands by creating and distributing measured programs and platforms that attract, engage, acquire, and retain customers by building Customer UtilityTM<br />4<br />
  5. 5. Digital Immersion Lab<br />To share knowledge<br />To partner<br />To invite you to our table<br />5<br />
  6. 6. The Mobile Landscape<br />Michael Weaver <br />VP, Business Development, Mobile Discipline Lead, <br />MRM Seattle<br />
  7. 7. There is a huge, engaged, and passionate audience<br />7<br />Over 1 trillion text messages in 2008 <br />Estimated 50 million active mobile web users <br />1 in 5 people would rather lose their wedding ring than cell phone<br />60% of all people take their mobile phone with them to bed<br />
  8. 8. So where are the ads?<br />Three things that have traditionally “held up” mobile advertising<br />1. Audience and consistency of platform<br />2. Speed of network and experience<br />3. Advertising technology, e.g., targeting, measurement, scalabilty<br />8<br />
  9. 9. The markets are coming together<br />Carriers have adopted advertising and embraced partners<br />Organizations like the MMA and the IAB have instituted standards <br />Advertisers are driving the market as they see the most engaged and targetable audience is in mobile<br />Data and metrics have allowed mobile to become an integral part of 360° marketing plans<br />9<br />
  10. 10. The advertising technology is here<br />Ad networks exist now for Search, Remnant, Premium, and Text advertising with global reach and targeting<br />Handset detection and cross carrier platforms are commonplace <br />Location-based and GPS technology has allowed for innovative solutions<br />Integration into major ad serving and data measurement portals is readily available<br />Carriers are enthusiastically embracing creative advertising experiences<br />10<br />
  11. 11. There is a lot to consider:It is still easy to get lost in the technology and complexity of the market<br />11<br />
  12. 12. 12<br />
  13. 13. Case Studies<br />Niles X. Lichtenstein<br />Director, Mobile Strategy and Integration, <br />Ansible Mobile<br />
  14. 14. 14<br />CONFIDENTIAL AND PROPRIETARY INFORMATION OF ANSIBLE<br />MRM-Ansible Drive Engagement for Dynamics<br />Mobile Alignment and Strategy<br />Media Planning and Buying<br />Mobile Creative and Production<br />Optimization, Tracking & Reporting<br /><ul><li>Researched BDM and ITDM Mobile Behavior
  15. 15. Explored targeting layers to drive trial and engagement w/ Dynamics
  16. 16. Extended online assets, rethought for the small screen
  17. 17. Executed a buy that aligned with online, SMS sponsorship, business widgets, and search
  18. 18. Included efficiency elements to exceed digital goals
  19. 19. 10x higher Click-through rate than online
  20. 20. Cost efficient awareness driver
  21. 21. High conversion rate for e-mail and video end actions
  22. 22. Because of lengthy registration process – not the best registration tool
  23. 23. Utilized video, e-mail capture and case study content to drive engagement</li></li></ul><li>15<br />CONFIDENTIAL AND PROPRIETARY INFORMATION OF ANSIBLE<br />Timberland Lifestyle iPhone Application<br />Mobile Alignment and Strategy<br />Media Planning and Buying<br />Mobile Creative and Production<br />Optimization, Tracking & Reporting<br /><ul><li>Developed comprehensive Media strategy
  24. 24. Advised on cutting edge app and game analytics
  25. 25. Let media agency plan and buy
  26. 26. Researched iPhone behavior across key segments and geos
  27. 27. Developed mobile iPhone App and Game strategy to position Timberland as life style brand
  28. 28. Designed and built RIM app to extend audience reach
  29. 29. Developed mobile site to capture non-iPhone Audience
  30. 30. Created Dynamic mobile game to increase brand presence and complement app
  31. 31. Advised on retail cross promotion (in store)
  32. 32. Developed reporting metrics and cadence</li></li></ul><li>BabyCenter: Translating Online to Mobile<br />Objectives<br /><ul><li>Strengthen brand awareness and increase customer engagement</li></ul>Solutions<br /><ul><li>US Hispanics & US English
  33. 33. Pregnancy Tips, Mobile Website, Mobile Club
  34. 34. Pregnancy Content via IVR</li></ul>Results<br /><ul><li>Alerts average growth per month: 263%
  35. 35. 94% of users that register for alerts remain
  36. 36. 93% of users that joined the mobile club remain registered
  37. 37. 9% of web users register for mobile alerts</li></li></ul><li>CONFIDENTIAL AND PROPRIETARY INFORMATION OF ANSIBLE<br />17<br />Mobile and Traditional Media<br />Trial<br />Download<br />
  38. 38. Mobile at Events<br /><ul><li>Verizon Green Screens</li></ul>Office Real Life Tools Stadium<br /><ul><li>EventGuides(Concept Only)</li></ul>18<br />
  39. 39. Mobile in Steps<br />Understand how your audience is using their mobile device<br />Consider your business objectives and big campaign ideas<br />Evaluate your online, creative assets and media mix<br />Understand metrics and tracking<br />Run<br /><ul><li>Integrate into online IA for increased global scalability
  40. 40. Fully integrate mobile into CRM strategy
  41. 41. Fully integrate analytics and tracking systems
  42. 42. Create mobile applications/ utilities for partners & internally</li></ul>Walk<br /><ul><li>Create branded utilities and applications for specific phones
  43. 43. Integrate across multiple media channels
  44. 44. Create unique product sites
  45. 45. Make all engagement experiences mobile i.e. events
  46. 46. Make mobile an official budget item</li></ul>Crawl<br /><ul><li>Extend one campaign across one or two media spaces (e.g. print and mobile)
  47. 47. Establish basic Mobile Web Presence for vanity URLs
  48. 48. Develop one mobile tool or utility (SMS or Mobile web based)
  49. 49. Initiate tracking/ analytics process</li></ul>19<br />
  50. 50. Panel Discussion<br />Moderators:<br />Michael Weaver, MRM Seattle<br />Niles X. Lichtenstein, Ansible Mobile<br />Panelists:<br />Mark Donovan, SVP, Mobile + Sr. Analyst, comScore<br />Annette Tonti, CEO, MoFuse<br />Brian Morel, Strategic Account Director, Yahoo! Mobile<br />Ken Willner, CEO, Zumobi<br />
  51. 51. comScore Mobile<br />Leader in digital marketing intelligence<br />Founded in 1999—publicly traded since 2007 (SCOR)<br />HQ in Reston, VA with offices in NY, Chicago, SF, Seattle, London, Tokyo<br />A List clients in advertising, CPG, pharma, finance, telecoms, and media <br />In 2008 acquired M:Metrics, the leading mobile metrics firm<br />Founded in 2004—offices in Seattle, SF, London, coverage of US and EU5<br />Mobile products built on five years of continuous research<br />Monthly reporting linking technology, demographics, and mobile usage and behavior<br />Continuous behavioral measurement of metered panel of smartphone owners<br />Daily tracking of mobile display advertising<br />Measuring mobile ad effectiveness<br />Mobile media planning tool available September ’09<br />Unique ability to link mobile + online behavior for cross-media profiling<br />We help clients understand—and profit—from the mobile revolution. <br />Who is this guy?What . . .. . . interests him?. . . does he buy?<br />. . . does he do with his phone?<br />
  52. 52. Annette Tonti, CEO<br />MoFuse takes the time and expense out of building and managing mobile web sites.<br />Platforms: MoFuse for Business™ and MoFuse for Blogs™<br />Network: 28,000+ mobile sites<br />Key Clients: Marchex, Mashable, Seattle Sounders, The State Department, Newser, Xconomy, Atlanta Falcons<br />
  53. 53. Yahoo! Mobile Overview<br />» Yahoo! is a leading Web brand on the mobile Internet in the U.S. reaching more than 35 million unique users per month* <br />» More than 80 operator partnerships globally<br />» OEM Partnerships (Apple, RIM, HTC, Nokia, Samsung, LG, Motorola, Sony Ericcson) <br />» Display advertising available across 23 territories<br />» Search marketing live in the U.S., UK, Germany and Japan <br />Brian Morel<br />Strategic Account Director, Mobile<br /><br />310.907.3390<br />*Source: M:Metrics / comScore, June 2009<br />
  54. 54. Zumobi is a market leader in the publishing of highly immersive, branded mobile applications for next generation Smartphones (aka “Superphones” such as iPhone, Android, Palm Pre, next-gen BlackBerry, etc.).<br />Zumobi’s portfolio of mobile applications comprises The Zumobi Network, which facilitates user discovery and provides innovative ways for top-tier brands and media properties to connect and engage with their consumers.<br />The Zumobi Network is monetized through in-application advertising and sponsorship, branded content, and premium downloads.<br />Additionally, Zumobi captures and reports a very granular set of metrics on traffic, engagement, and user behavior across the Network.<br />Zumobi has published mobile applications and developed brand sponsorships in partnership with leading consumer and media brands including American Idol, Pepsi, The Today Show, Best Buy, REI, Xbox 360,, adidas, The Sporting News, Lenovo, and Intel, among others.<br />
  55. 55. Contact Us<br />Keep the conversation going! #MRMSeattle<br />MRM Worldwide<br />Holly Brown | | Twitter: hollyabrown<br />Michael Weaver | | Twitter: michaelweaver<br />Brian Ladyman | | Twitter: brianladyman<br />Panel Discussion<br />Niles X. Lichtenstein, Ansible Mobile|<br />Mark Donovan, comScore |<br />Annette Tonti, MoFuse |<br />Brian Morel, Yahoo! Mobile |<br />Ken Willner, Zumobi |<br /><br />MRM Seattle<br />MRMSeattle<br />