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How togetstartedinmobilehandbook


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  1. 1. MOBILE handbook series how to get started inMOBILE Sponsored by
  2. 2. Delivering the Power of Personal Media. Personal Media is rapidly changing the way we live and work forever. We help clients take advantage of the opportunity to build stronger, closer and more personal relationships with their employees and customers through technology. Discover Deliver Evaluate Support the vision the power the success the future We are globally recognised for our industry leading strategy and delivery. Since 2003, we have been delivering the power of Personal Media globally via our hub offices in London, New York and Sydney. We work for clients in a range of sectors including Media, Telco, Retail, Not-for-Profit, Government, Professional Services and FMCG. Our clients range from globally recognised publishing brands like The Economist and TimeOut, to multinational companies such as Vodafone, PWC, Diageo, and WWF to name a few. Innovation Lab Briefings If you’d like to attend one of our regular Innovation Lab briefing sessions, where you can learn about the latest technological advances in Personal Media for your industry, please call us using the contact details below or email Case Study: The Economist iPad Application The Economist wanted an iPad application that was intuitive, simple and easy to use. It needed to appeal to advertisers, be instantly recognisable and allow both existing and new Economist readers around the world an additional channel to access the outstanding editorial content. The challenge was to deliver digital readers the same immersive reading experience that comes with the print edition. TigerSpike delivered The Economist iPad application in November 2010.More Information: Americas EMEA Asia PacificFor more information please contact one 45 W 21st Street, Floor 2 18 Buckingham Gate Level 1, 379 Crown Streetof our team at our New York, Sydney or New York, NY 10010 London SW1E 6LB Surry Hills, NSW 2010London offices. Alternatively you can visit USA United Kingdom Australia Phone: +1 646 330 4636 Phone: +44 (0)20 7148 6600 Phone: +61 (0)2 9361 5132
  3. 3. TIGERSP KE CREATIVE CUTTING EDGE Introduction By Alex Kozloff, Mobile Manager, IAB Do you want to be a record breaker? Year on year, mobile continues to flourish, indeed the mobile internet grew at the fastest rate on record in 2010, with 19.4m people using it per month in December 2010. Now, more than ever. really is the best time to hop aboard the mobile train! An increasing number of key developments over the last few years, particularly during 2010 have led to smartphone ownership increasing by 58%. Mobiles are now seamlessly integrated into consumers’ lives, for example, 30% of overall Google restaurant enquiries were made via the mobile internet, likewise 17% of automotive queries and 16% of consumer electronic queries all came via the mobile internet – figures too valuable to ignore. It would appear that more advertisers than ever before agree. Mobile adspend was up 116% from 2009 to 2010 on a like for like basis. The range of advertisers using mobile to benefit their brands is also becoming increasingly broader as more mainstream brands from sectors such as finance and consumer goods are realising mobile is not a tool to be missed. When it fits mobile, can offer a wealth of benefits to brands, many have caught on and are already reaping the rewards. 2011 really should be the year to take mobile seriously. This guide will provide you with the confidence and foundations to ‘get started’ in mobile, ensuring your brand doesn’t get left behind.How to get started in Mobile 1Sponsored by 1
  4. 4. how toget started in Mobile Contents how to set your objectives 3 how to understand your consumers 5 how to brief your agency 10 how to read results 14 how to get the basics right 182
  5. 5. Setting your objectives By George Dixon, Mobile Manager & Senior Digital Planner, MediaCom Many mobile practitioners, myself included, will happily tell you that almost a quarter of the UK’s online browsing time is performed via a mobile phone. They will also be keen to tell you that 36% of the population now own a smartphone, which means they carry a handset in their pocket that offers them an easy way to engage with nearly every aspect of the world wide web. If you are going to set yourself realistic and practical objectives these are statistics and facts you need to try not to get hung up on. Although they are very important, if you build your mobile campaign around these facts it is very likely that you will begin with a final destination in mind that limits the rest of your campaign, such as producing an app. Not strictly a bad thing, an app can help you fulfil your objectives, but it is important that you consider everything else first. When planning mobile it is important that you approach it the same way as any other media channel, whether you are producing a broad media strategy that incorporates TV, press, online and outdoor or just mobile alone. Treat it as you would any other channel, this helps you keep your options open.How to get started in Mobile 3Sponsored by 1
  6. 6. For many clients we have a frame work that shows campaigns and activationsfor the year (or even longer term) and which media fits each and how. Formobile I start with the same frame work, again, as I would with any otherchannel. For a larger client like Sky this may be very large, but it is important,as this will help keep mobile from being considered last minute as an extensionof the internet on a smaller screen. You will quickly see how it can deliver partsof your campaign that you would usually reserve only for other channels.Broken down simply this has led us to successfully test mobile with clientslike RBS Insurance. We know how effective brand activity can be at raisingawareness. Traditional DR channels, working in partnership with brand, cantake advantage of that raised awareness and drive quotes to phone or site.But as people’s media habits change it is harder to reach everyone in the rightplace and at the right time, mobile was easily included as a direct channel, withclick to call or a mobile optimised site.This is a good example of mobile evolving a media plan, in order to reach anobjective. For RBS Insurance it is important to remain front of mind for ourtarget audience, using time of day and day of week targeting to plan and buyour media. We are also tasked with maintaining the perception of the brandas a market leader and innovator, and mobile allows us to achieve this asan emerging channel but also as an immediate touch point that consumerscan engage with when they are triggered by other media or would usuallybe wasting time waiting for a train. What better way for a consumer to takeadvantage of this idle time at a train station on a Monday afternoon, than tosort out insurance quotes triggered by a mobile banner or even a QR code?Leading on from this it’s important to investigate each of your audience’susage of mobile and how it combines with other media in this way. TheIAB’s research into mobile in the media day is incredibly insightful in this caseand it demonstrates a consumer’s habits when using mobile on its own orresponding to advertising and other content. Mobile can then be planned to fillgaps left by other media, delivering something unique other channels couldn’t,as well as work with other media to reach the campaign objectives.It is only when you understand how mobile fits within your plan and withinthe lives of your target audience that you can begin to set its objectives. Thisobjective may be reached via a mobile site or app, perhaps even drivingdownloads of that app. Possibly driving greater engagement with your brandusing rich media on mobile sites or driven from print by a QR code. But theapp production or use of a QR code cannot be the objective, planning mobilefrom day one helps avoid this.4
  7. 7. How to understand your consumer By Lee Blyth, Mobile Advertising Specialist, Microsoft Advertising Our ability to understand mobiles ever growing audience is becoming easier than ever. Our view in the UK is proving less fragmented now than other EU markets due to great reports from both comScore, GSMA  and IAB research.  We also have mobile search analytics, supplier side targeting and new tools that  allow real insights into consumer behaviour, and the full range of mobile activities conducted thoughout the day.  A great starting place in understanding this behaviour is via the IAB’s recent ‘Mobile and the Media Day’ report.  This report examines the 24hr period of mobile media usage and makes interesting conclusions of mobile users at rest, work & ‘out and about’. How to get started in Mobile 5Sponsored by 1
  8. 8. A sample of key findings can be found below: • Mobile media usage peaks 6-9pm • Mobile media sees increased usage on weekdays • Mobile browser is the dominant method of access (internet). Mobile media usage peaks 6-9pm 4 18 Average number of mobile media 3.8 usage occasions No. of mobile media usage occasions 3.6 3.4 3.2 total mobile 3 media usage occasions per 2.8 day 2.6 2.4 2.2 2 0-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am Source: IAB, Mobile and The Media Day Research, 2011 From this report it’s clear that the mobile audience is more active at home in the evening, weekdays, consuming and multi-tasking media after 6pm. And of course it’s a different story out and about. Social media, entertainment and ‘boredom’ are the most popular drivers of evening mobile media usage. More importantly, we can finally see the view that mobile above all media holds our attention for longer periods of time, eclipsing TV and even our trusty laptops. 6PG.6
  9. 9. But mobile holds consumer attention for the most part Can you score each media in terms of your attention level out of a total of 100. 50 45 mobile media TV Average engagement score 3.4 Newspaper/ 35 magazine Radio 30 PC/laptop 25 Source: IAB, Mobile and The Media Day 20 Research, 2011 6-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am Overall the 5 key implications of the report state: 1 18 mobile media occasions on the average day Consumers are using mobile media as part of their daily routine. Having a mobile presence is a hygiene factor 2 69% accessed content via browser It’s not all about apps! Brands need to ensure their site works on mobile 3 Mobile is an evolving companion Mobile present’s brands with different opportunities throughout the day- make sure your offering fits with what consumers need 4 40% agree they often use their mobile if they see an interesting ad Mobile should be considered in all advertising campaigns as a potential response mechanism 5 27% used their mobile in the week because it was their first choice of media Brands will benefit from thinking ‘mobile first’ rather than mobile last, to keep up with consumer demand.How to get started in Mobile 7Sponsored by 1
  10. 10. Having reviewed our mobile audience it’s clear we need to engage them across browser environments primarily (in addition to app’s), realising its ‘always on’ 24/7 and be aware mobile is becoming the primary media device of choice. Audience Targeting Connecting with this audience now is becoming increasingly simplified as most large publishers, service providers and media players allow extensive targeting across their audience segments, and mobile assets. Brands need to think about the range of targeting options available on mobile, which broadly speaking is more comprehensive than current web options. As we’ve learnt, unlike the PC, the mobile phone is the most important and personal device available, it’s a chance to connect to the consumer one-to-one. Thinking about this personal 1:1 communication opportunity is key. This is only valuable if you know who you are talking to! Any form of targeted advertising works better than generic ‘billboard’ ad’s pointed at the masses – the same rules apply to mobile. Brands should consider the below options when planning mobile activity • Age & gender of consumer • Specific mobile device choice (to optimise experience) The consumer ‘device choice’ expands the opportunity for brands to communicate from mobile browser, app environments and execute new ‘rich media’ ad formats. It could be argued that the younger audience segment has the greatest opportunity to be ‘wowed’ with impactful creative subsequently shared socially with their friends. Brands should be aware of the opportunity this represents for viral and social sharing, and look to include a social element for this audience. 8PG.6
  11. 11. Another increasingly important option is ‘behavioural targeting’. Technology exists to target consumers based on internet behaviour and apply those segments to mobile marketing campaigns. At Microsoft we’ve followed the learning’s from our web business and unified targeting options across both mobile & web. This allows for simplistic campaign planning across two screens. Demo Device Targeting Targeting 3rd Party Impression Tracking Frequency Day Part Capping Targeting Geo Carrier Targeting Targeting Behavioral Targeting Concise audience targeting is the future of mobile marketing as mobile publishers evolve to offer new solutions to advertisers including ‘Experian’ mosaic profiling and eventually re-targeting. This is moving away from mobile providers that offer assumptions of consumers, where real data isn’t available. It’s fair to say mobile targeting will eclipse web campaigns shortly, and be viewed as the primary method of 1:1 consumer communication. Our devices are shaping up to become more powerful, cheaper, with faster networks on the horizon. In two years we’ll see more internet users on mobile than the PC (Morgan Stanley) which is an amazing thought to linger on.How to get started in Mobile 9Sponsored by 1
  12. 12. How to write a mobile brief By Marks and SpencerBriefing shouldn’t be just about delivering the brief but thecollaboration between the brand and agency to make sure they are onthe same page. So, discussing the brief, evaluating and agreeing on thefinal brief are an important part of the process. Without these steps youmight end up with an agency delivering something that doesn’t meet yourexpectations. Any good agency should have a ton of questions, somewhich might change the original brief.10
  13. 13. Things to consider including: The basics: • Objectives • Markets (e.g. UK) • Timings • Budget • Importance to the business • Any specific formats or devices • Sign off process & requirements And then detail: • Background: I nformation that puts the campaign in a business context e.g. market information such as “an increasingly competitive market and sales are decreasing YOY....”. An agency that understands your business, the business challenges and objectives are more likely to give you the right solution ompetitor information, if a product specific campaign include any C competitor analysis on the product - most agencies are able to get this themselves but sometimes bigger pieces of research are carried out that will be worth sharing • Task - Provide context for the campaign W hat is the purpose of the campaign/project (this could be simply to learn) If mobile is part of a bigger campaign, provide the ATL and digital strategy. Putting the campaign into context of other activity will help to define mobile’s role, which in many cases will be different to the others. It can also help to bridge gaps in the campaign! W hat will the user journey be likely to be (e.g. ideally the call to action should take the customer to a mobile website, if not then what?)How to get started in Mobile 11Sponsored by 1
  14. 14. edia laydown from other channels M reative assets / concepts from ATL/digital. This is to make sure C that everything is integrated, not necessarily looking/doing the same. You’ve got to take advantage of the strengths of each channel. Mobile is a more personal environment so you’d not expect it to do or communicate in the same way as ATL for example Redemption mechanic, if there is an offer and any technical or operational challenges about using a mobile to do this in a store environment e.g. scanning at PoS or manual numeric entry by a service agent Product details and alternatives if these are out of stock hannel/format specific requirements e.g. for SMS what time the C broadcast should be, no earlier than 8am and no later than 8pm rand copy guidelines and how far these will flex to a small screen B (for example, not every logo looks great on a small screen, there may be less elegant degradation across screen sizes!) What will success look like, and how will it be measured / KPIs? What needs to be tracked and how – some tracking may not possible earnings from past campaigns along with previous assets - if the L agency on record they’d of course have that already ny legal considerations (opt in’s, TsCs and where these need to be A available, any specifics about the offer wording)• Target audience - Bringing the customer to life W ho are we talking to? Demographic, attitude, lifestyle - try to go beyond just demographic (personas are great - if done for online it is worth sharing) hat do we already know about their mobile behaviour (site stats) and W handsets and mobile media consumption? This is very important as not all campaigns can cover all handsets due to them having different formats. ny barriers to engagement with the campaign the customers might A have12
  15. 15. • Sign-off It is always good to agree a robust and clear signoff procedure in advance – and this may include the creative and legal elements – timings need to accommodate this. Cautionary notes • ifferent agencies are good at different things, but some agencies deliver D the best results when they have been given a problem rather than the solution. That’s when their expertise and creativity really shines and you get some amazing work. • inally, this is a mobile brief, but sometimes it is not the right solution, like F with anything another channel might do the job better. Make sure you ask yourself why mobile is the best place to carry out this campaign in this way.How to get started in Mobile 13Sponsored by 1
  16. 16. How to read results By Kelaine Olvera Director, Marketing, VeltiThe mobile industry has been built on accountability, measurementand value and can provide data often missing in both traditional andother forms of digital marketing. So once you have launched the app,pressed play on the SMS campaign or included your short code on yourTV advertising, what do you do next? How do you know whether thecampaign has been a success?The best place to start is to understand what you can measure and thenwork out how to do so. If you can measure success, you can measureROI. But what does success look like? Just as in the traditional mediaworld, a mobile campaign without objectives is a waste of marketingbudget. Are you looking for brand awareness? Are you looking to buildan opt-in database? Can you measure success on the number of appdownloads or mobile top-ups if you are an operator? Is it about churn or14
  17. 17. average revenue per user? Work with your mobile partner to figure this out first – if you know where you are going, you know when you have reached your destination. Source: Velti’s mGage™ So, what can you measure? The mobile channel’s personal nature means you can measure everything – from mobile site visits to time period, geography, operator, device, model, screen, user journey, repeat usage to name just a few variables. With a robust analytics tool you can even go beyond measuring surface statistics to gaining a deeper understanding of how and why someone is using your application. Examples of more robust application reporting include funnel analysis to illustrate how customers navigate the app, measuring social sharing to understand which aspects of the app are most interesting or useful, correlating demographic data with user behaviour which can be used for mobile CRM and targeting, and tracking time and location together which will give insights into how the app is being used. The key is to ensure a fully integrated mobile campaign, getting appy happy will only take you so far, you can measure downloads – but then what?How to get started in Mobile 15Sponsored by 1
  18. 18. As a general rule of thumb – apps are developed to create customerengagement, loyalty or purchase consideration. But if building an app isall you do, the investment will deliver limited results. You need to considerhow you will encourage users to download the app. You need to increaseawareness through the mobile channel but also from traditional mediasuch as TV, print and outdoor advertising using mobile short codes – anintegrated campaign will make each channel work harder.Once your potential or existing customer has downloaded your app, youneed to build a relationship with that customer. Leverage the data and CRMcapabilities of platforms such as Velti’s mGage™, Overture, Webtrends andGoogle Analytics. According to a 2010 survey by GkK NOP, the averageBritish smartphone user downloads 15 apps to their handset, keeps 12of them and uses five daily. So beyond creative and concept, what canyou do ensure you are one of those five? The key is flexibility, monitoringfeedback data and amending the campaign in line with that feedback.At this point, the app can become an integrated reinforcement vehiclefor all marketing contacts through both traditional and mobile media,supported through multi-channel communications that remind users ofthe unique opportunities and incentives the app makes available. Reportsand analytics give you the insight to understand how customers are usingthe app, where it’s falling short, and how to deliver an even better mobileexperience to support your marketing objectives. Source: Velti’s mGage™16
  19. 19. The right data helps you to make metric-driven decisions to refine every aspect of your mobile marketing and advertising campaign. A platform that provides in-campaign optimization is invaluable – the ability for you to monitor and adjust your mobile campaign while in progress. Empirical evidence and a clear view on success and ROI makes the mobile channel a manageable one, less risky and more likely to warrant a bigger investment. To date, an industry-wide measurement platform has been out of reach. The prolific and fragmented nature of the feedback data delivered through differing reports from ad networks to agencies has simply resulted in a big pack of confused and useless data. Through the use of analytic tools mentioned previously comprehensive reports across your end-to-end campaign and over multiple modules provide meaningful visibility on campaign performance to enable continuous optimisation throughout the lifecycle of your campaign. The old adage, ‘knowledge is power’ really is key when it comes to the mobile channel. Whether brand awareness is the objective or direct response to a specific call to action, if you gather the right data and are able to analyse it in the right way, mobile will become a much more powerful part of the mix.Source:Velti’s mGage™How to get started in Mobile 17Sponsored by 1
  20. 20. How to get the basics right By James Stewart, Mobile Analyst, TigerSpike If they’re not doing something in mobile already, some or all of your competitors are likely to be busy planning their mobile strategy this year. It’s becoming increasingly clear that the way people interact with technology is rapidly evolving.  Those brands and businesses who fail to act upon the new opportunities brought about by mobile and personal media will, sadly, begin to lose their competitive edge. The fast moving world of mobile, whilst exciting, can also appear daunting to the newcomer.  In addition, the recent surge in the rate of technological innovation shows no signs of slowing, which only serves to make it increasingly difficult to stay abreast all of the latest developments. 18
  21. 21. Hopefully this handbook has already provided you with some useful tips, pointing you in the right direction with setting objectives, understanding your consumer, briefing your agency and reading the results.  Here we’re going to provide a high-level summary of how to get yourself ‘mobile ready’. We’ll also list some important questions – about your customers, your brand and your marketing mix – that you should ask yourself when planning your mobile strategy. These are all designed to help ensure that any investment you make brings you the best returns. So, if you’re thinking of developing your mobile strategy in 2011, then here are TigerSpike’s four steps to success: Step 1 – Define your objectives You should have a clear idea of what it is that you’re trying to achieve. Be sure to research your target audience. Key considerations • What are the most common platforms that your customers are using? • How will mobile compliment your current marketing mix? • What are your key success metrics? Step 2 – Identify the right technology for your strategy Be careful not to do the reverse by letting technology drive your strategy. Also ask yourself whether your business is set up to serve your mobile requirements. For example, are data feeds in place and has content already been created? Key considerations • Can you deliver your required objectives through a mobile site or an app? • o you need to outsource design, development and testing, or can you D deliver it in-house? • hat needs to be prepared in-house first? e.g. data feeds WHow to get started in Mobile 19Sponsored by 1
  22. 22. Step 3 – Plan your mobile marketingYou will make a significant investment in the development of yourapplication or mobile site, both in terms of time and money, so make sureyou integrate promotion of it into your marketing plan.Key considerations• ow can you use your development roadmap to create buzz around H your app or site?• ow will you raise awareness amongst your target audience? H• If promoting an app, what mechanisms within each app store (Apple, Android, Nokia, etc.) do you need to understand to ensure your app is highly rated and visible?Step 4 – EvaluateBe sure to build in excellent analytics from the outset. This will allow for solid,data-led decisions in the future. It’s important to listen to user feedbackand evolve your site/app accordingly. You must also now integrate yourmobile product roadmap into your overall marketing plan.Key considerations• How will you capture and implement user feedback? • hat analytics will be useful to you? Know this before you start W• ow do you plan to evolve the site/app from day one? H Acknowledgements For more information on mobile please contact the IAB or any of our members. Jon Mew, Director of Mobile With thanks to our sponsor Operations, IAB, 0207 050 696920
  23. 23. Experian Movement Alex Kuhnel Clive Baker Google UK Ltd NAVTEQ Media Solutions Nicola Rennison Mandeep Mason Guardian News and Media OMD Richard Chambers Alex Newman Mobile Directory Incentivated Jason Cross On Device Research Alistair Hill 020 3239 2598 Incentivated OpenMarket Robert Thurner David Sheridan 07540 572 1234th ScreenTina Taylor InMobi Sky Media02079215560 Rob Jonas Tim Hussain 020 7470 7475 0207 705 4616 | 07958 318960AdMob /GoogleMatt Brocklehurst Lucidity Mobile Somo Andrew French David Fieldhouse davidf@luciditymobile.comAddictiveSimon Andrews MediaCom Joanna Restrick Peter Fyfe Peter.Fyfe@mediacom.comAdfonicPaul Childs Mediamind Joshua Heyneke UK Sales Team 020 7148 6600Blismobile MediaGreg Microsoft Advertising Velti Paul Lyonette Kelaine Olvera kolvera@velti.comcomScore, Inc.Jeremy millennialmedia Yahoo! Zac Pinkham John Tigg 020 7131 1691Deutsche TelekomJames MobiAD News YOC Jim Cook Gary Danks Gary.Danks@yoc.comEverything Everywhere(Orange and T-Mobile)Julie Fairclough Mobile Commerce Ltd Yodel DigitalJulie.fairclough@ Steve Page Justyn
  24. 24. MOBILE handbook series Internet Advertising Bureau 14 Macklin Street, London WC2B 5NF t +44(0)20 7050 6969 t +44(0)20 7242 9928 e www.iabuk.netSponsored by