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Mobile on a gallop

Mobile Evolving as an effective Marketing Tool.

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Mobile                                    March 27

Marketing
on a
gallop
                                          2012
Mobile as a marketing tool has evolved as a great interaction medium
for Brands. With digital convergence there is more number of people
accessing content via mobile than other medium (Newspaper, Radio,         Mobile
TV, Web Based Internet etc.) Here the question is not whether “Mobile
can be used as a marketing tool?” People are already texting, sharing &
                                                                          Marketing
communicating on Mobile. The question is “Are you ready for it?”
Mobile on a gallop, stealing budgets from
traditional media


M     obile advertising works when used as part of a cross-media campaign and dialogue.
According to Berg In-sight, mobile will account for 15.2 per cent of global online ad spend in 2016. The
total value of the global mobile marketing and advertising market will grow from $3.4 billion in 2010 at a
compound annual growth rate of 37 per cent to $22.4 billion in 2016.


Mobile advertisingmatured drastically in 2011, with more sophisticated ad units and campaign
executions. This maturation has made consumers more open to mobile ads.

According to Nielsen’s State of the Media:

Consumer Usage Report, 51 per cent of consumers say that they are OK with advertising on their
devices if it means they can access content for free.

For 2012 expect to see more integration of social into mobile ads and marketing programs. Also,
location will be a key aspect of mobile marketing and advertising strategy. Larger budgets will lead to
higher fill rates for publishers.




Why invest in mobile marketing?
By R. Cass Baker

In the beginning, mobile marketing was about brand building and consumer engagement. It was about
bright, shiny, interactive marketing designed to en-gender loyalty, awareness and brand promise. And
it was about showing innovation and life in an emerging advertising channel. Today, it is about much
more. It has to be.

Mobile’s growth According to the Interactive Advertising Bureau’s October 2011 ―State of Mobile
Measurement‖ report, the growth in mobile advertising spends and consumer usage requires sound
measurement and reliable methodologies to understand audience behaviour and ad effectiveness.

As with any other marketing investment, C-level executives expect a measurable, high-value ROI in
the form of new revenue and profits. It is no longer good enough to offer applications or mobile
games, and to justify the investment in the form of fans. So why invest in mobile marketing?

Invest in mobile

While consumers are busier than ever, they also are more heavily engaged. They are on their mobile
devices day and night. And one thing is clear – when they are researching a specific product or
service from these devices, they are ready to buy. Consumers research a brand on mobile because
they have an urgent need, and they are looking to ad-dress it while on the go. It may be scheduling an
immediate home service request, signing up for a new credit card before a big vacation or even
shopping for a car.


1|Page
Through mobile devices, consumers can quickly assess the information they need to make a
decision, making them even more determined to buy right now. If you can deliver the right mobile
experience at the right time — and in the context of a broadly integrated marketing campaign — you
win.



Connecting the dots

When the rubber hits the road, most brands find it difficult to connect the dots between mobile
engagement and sales.

The reality is that revenue through mobile marketing has very little to do with mobile marketing in its
own right, and everything to do with understanding your consumers and the purchase experiences
they desire.

Increasingly, today’s consumers are turning to mobile at pivotal points in a sales process. Success
depends on guiding the consumer through a seamless, end-to-end experience — from initial mobile
impression through to Web sites and call centres — to create targeted, data-rich experiences that
drive high-value, high-margin purchases.

If you can craft the right experience from start to finish, the mobile channel is incredibly measurable,
proven and successful. Without question, mobile can play a pivotal role in driving significant,
incremental revenue to your business this year. Success depends on tying its impact all the way
through to the ultimate outcome — sales.




2|Page
Basic principles of mobile marketing
By Stephen Upstone



Reach – mobile reach means establishing the first point of mobile interaction, such as a banner ad on
a mobile Web site or QR code on a billboard and the call to action that drives the mobile user to click.




Engage – once the consumer has responded to a call to action, you are now ready to engage and
convert them into a profitable relationship.




Analyse – measuring the success of your on-going campaign will help you adjust your strategy as
your campaign progresses, so make sure you have a strong technology platform that enables this
capability.




3|Page
How to craft a mobile advertising campaign
By Alison Gensheimer


A successful mobile advertising campaign is a combination of goals, statistics, creativity and an
intuitive knowledge of the mobile consumer.

Step one

Start with the end in mind.

When we began as marketers and media buyers, we did little without a clearly defined goal.

However, innovative technologies made it more difficult to measure, so we all started throwing things
at the wall just to see what would stick. Not anymore.

Advancements in targeting and end-to-end reporting enable us once again to have a goal. Goals can
be as simple as generating clicks or as complex as in-store visits.


Step two

Understand and respect the consumer. As more devices enter the mainstream, the more consumers
are bombarded with advertisements.

You likely have a great brand, one that you are very proud of, but just because your brand is great
does not naturally mean that consumers will give up their time and energy to engage with it.

The formula is simple. Offer consumers value in a quick engaging manner.

Two clicks and they are in.


Step three

Consider the complete user experience, not just the media advertisement.

The advertisement is just the beginning.

Think through where the user entered the ad.

What did they give up to engage with your brand?

What will they do next?


Step Four

Be creative and do not be afraid to try something new.

We were only able to arrive at this moment because those before us succeed and failed.

They put themselves out there.

To quote Steve Jobs, ―Be hungry, be foolish.‖

Also be ready, it may not work. But what you have gained is something greater. You now know
something that no one else knows, that it did not work.


4|Page
How can I use Mobile in my Marketing
Campaigns?
A few ways of using Mobile as a marketing tool is as follows:

       Brand property around missed call (A missed call backed by SMS, Voice Message,
        Video etc.)
       Contests or Game (Voice / SMS / WAP / APP)
       Access a mobile coupon
       Download an app.
       Like us on Facebook
       Fill out a brief survey.
       Opt in for SMS alerts
       Vote for your favourite.
       Search for a local business & map it.
       Click to call




5|Page

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Mobile on a gallop

  • 1. Mobile March 27 Marketing on a gallop 2012 Mobile as a marketing tool has evolved as a great interaction medium for Brands. With digital convergence there is more number of people accessing content via mobile than other medium (Newspaper, Radio, Mobile TV, Web Based Internet etc.) Here the question is not whether “Mobile can be used as a marketing tool?” People are already texting, sharing & Marketing communicating on Mobile. The question is “Are you ready for it?”
  • 2. Mobile on a gallop, stealing budgets from traditional media M obile advertising works when used as part of a cross-media campaign and dialogue. According to Berg In-sight, mobile will account for 15.2 per cent of global online ad spend in 2016. The total value of the global mobile marketing and advertising market will grow from $3.4 billion in 2010 at a compound annual growth rate of 37 per cent to $22.4 billion in 2016. Mobile advertisingmatured drastically in 2011, with more sophisticated ad units and campaign executions. This maturation has made consumers more open to mobile ads. According to Nielsen’s State of the Media: Consumer Usage Report, 51 per cent of consumers say that they are OK with advertising on their devices if it means they can access content for free. For 2012 expect to see more integration of social into mobile ads and marketing programs. Also, location will be a key aspect of mobile marketing and advertising strategy. Larger budgets will lead to higher fill rates for publishers. Why invest in mobile marketing? By R. Cass Baker In the beginning, mobile marketing was about brand building and consumer engagement. It was about bright, shiny, interactive marketing designed to en-gender loyalty, awareness and brand promise. And it was about showing innovation and life in an emerging advertising channel. Today, it is about much more. It has to be. Mobile’s growth According to the Interactive Advertising Bureau’s October 2011 ―State of Mobile Measurement‖ report, the growth in mobile advertising spends and consumer usage requires sound measurement and reliable methodologies to understand audience behaviour and ad effectiveness. As with any other marketing investment, C-level executives expect a measurable, high-value ROI in the form of new revenue and profits. It is no longer good enough to offer applications or mobile games, and to justify the investment in the form of fans. So why invest in mobile marketing? Invest in mobile While consumers are busier than ever, they also are more heavily engaged. They are on their mobile devices day and night. And one thing is clear – when they are researching a specific product or service from these devices, they are ready to buy. Consumers research a brand on mobile because they have an urgent need, and they are looking to ad-dress it while on the go. It may be scheduling an immediate home service request, signing up for a new credit card before a big vacation or even shopping for a car. 1|Page
  • 3. Through mobile devices, consumers can quickly assess the information they need to make a decision, making them even more determined to buy right now. If you can deliver the right mobile experience at the right time — and in the context of a broadly integrated marketing campaign — you win. Connecting the dots When the rubber hits the road, most brands find it difficult to connect the dots between mobile engagement and sales. The reality is that revenue through mobile marketing has very little to do with mobile marketing in its own right, and everything to do with understanding your consumers and the purchase experiences they desire. Increasingly, today’s consumers are turning to mobile at pivotal points in a sales process. Success depends on guiding the consumer through a seamless, end-to-end experience — from initial mobile impression through to Web sites and call centres — to create targeted, data-rich experiences that drive high-value, high-margin purchases. If you can craft the right experience from start to finish, the mobile channel is incredibly measurable, proven and successful. Without question, mobile can play a pivotal role in driving significant, incremental revenue to your business this year. Success depends on tying its impact all the way through to the ultimate outcome — sales. 2|Page
  • 4. Basic principles of mobile marketing By Stephen Upstone Reach – mobile reach means establishing the first point of mobile interaction, such as a banner ad on a mobile Web site or QR code on a billboard and the call to action that drives the mobile user to click. Engage – once the consumer has responded to a call to action, you are now ready to engage and convert them into a profitable relationship. Analyse – measuring the success of your on-going campaign will help you adjust your strategy as your campaign progresses, so make sure you have a strong technology platform that enables this capability. 3|Page
  • 5. How to craft a mobile advertising campaign By Alison Gensheimer A successful mobile advertising campaign is a combination of goals, statistics, creativity and an intuitive knowledge of the mobile consumer. Step one Start with the end in mind. When we began as marketers and media buyers, we did little without a clearly defined goal. However, innovative technologies made it more difficult to measure, so we all started throwing things at the wall just to see what would stick. Not anymore. Advancements in targeting and end-to-end reporting enable us once again to have a goal. Goals can be as simple as generating clicks or as complex as in-store visits. Step two Understand and respect the consumer. As more devices enter the mainstream, the more consumers are bombarded with advertisements. You likely have a great brand, one that you are very proud of, but just because your brand is great does not naturally mean that consumers will give up their time and energy to engage with it. The formula is simple. Offer consumers value in a quick engaging manner. Two clicks and they are in. Step three Consider the complete user experience, not just the media advertisement. The advertisement is just the beginning. Think through where the user entered the ad. What did they give up to engage with your brand? What will they do next? Step Four Be creative and do not be afraid to try something new. We were only able to arrive at this moment because those before us succeed and failed. They put themselves out there. To quote Steve Jobs, ―Be hungry, be foolish.‖ Also be ready, it may not work. But what you have gained is something greater. You now know something that no one else knows, that it did not work. 4|Page
  • 6. How can I use Mobile in my Marketing Campaigns? A few ways of using Mobile as a marketing tool is as follows:  Brand property around missed call (A missed call backed by SMS, Voice Message, Video etc.)  Contests or Game (Voice / SMS / WAP / APP)  Access a mobile coupon  Download an app.  Like us on Facebook  Fill out a brief survey.  Opt in for SMS alerts  Vote for your favourite.  Search for a local business & map it.  Click to call 5|Page
  • 7. Three best-practice tips for evaluating mobile ad performance By Bill Dinan Know how you want to measure More so than other digital channels, mobile offers the opportunity to measure and gain additional insight beyond the click. Focus on your creative content strategy Today, mobile content does not offer the same breadth and depth as traditional or digital creative content so a targeted content strategy is key. Optimize mobile interaction details There is no better way to use measurement stats than to feed them back into the program to improve your lead rate. This starts with a simple and concise measurement tool that does not overcomplicate the metrics and can clearly display aggregate trending data. Number & frequency of hits, engagement time, levels played, call duration etc., can be a good measure. Finally, a stand-alone mobile campaign can succeed only when it is integrated to the overall marketing campaign and made well visible by integrating it with the overall ATL & BTL campaigns. Tuesday, 27 March 2012 Thanks for your time. Kumar Gaurav +91 95604 52199 6|Page
  • 8. Please Note: Some excerpts of this document are taken from Mobile Marketer Classic Guide to Mobile Advertising. 7|Page