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Apps, Traps & Business Cases<br />Mobile Marketing for Marketers – AMI Presentation 7 April 2011.<br />
“<br />Via Media is South Australia’s leading Digital and Direct Marketing Agency. We combine strategy, creative, data and...
What We Do<br />Marketing Strategy (Digital/Direct Focus)<br />Research & Insights<br />Brand and Campaign Creative<br />W...
Today’s Talk<br /><ul><li> What’s Up in The World of Mobile?
 Myths and Misunderstandings
 It’s Still Marketing
 The Boss Wants a Business Case
 Where To From Here
 Question Time</li></li></ul><li>What is Mobile Marketing<br />
By The Numbers<br />25m. 10m. 8m. 7m.<br />25%. 33%. 93%. 6%.<br />5b. 300k. 70.<br />
Busted<br />Mobile is for a youth market<br />
40% of Smartphone buyers are over 40<br />35-44: The most active app download group<br />
Busted<br />Mobile is for a youth market<br />Android is taking over the world<br />
25%			33%<br />93%			7%<br />
Busted<br />Mobile is for a youth market<br />Android is taking over the world<br />Publish to AppStore and retire<br />
Busted<br />Mobile is for a youth market<br />Android is taking over the world<br />Publish to AppStore and retire<br />Ap...
Source: Mashable – Aaron Maxwell – Feb 24 2011<br />
Not Matching Luggage<br /><ul><li>Mobile Search
First Screen Interaction
Location Services
mCommerce
etc</li></li></ul><li>Busted<br />Mobile is for a youth market<br />Android is taking over the world<br />Publish to AppSt...
But Let’s Take a Step Back<br />Marketing           Digital          Mobile Objectives<br />Information Delivery<br />Bran...
Just Another Channel<br />
Where Does ‘Mobile’ Fit? <br />Marketing Performance http://www.datranmediasurvey2010.com/<br />
Location Marketing<br />Average Reach % <br />
M-Commerce<br />
5 Questions to Get Started<br />What are my objectives? <br />What response rates do I expect?<br />What mobile channel(s)...
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Apps, Traps, and the Role of Mobile in Marketing

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Breakfast presentation to AMI SA members on the role of mobile in marketing strategy. April 7 2011.

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Apps, Traps, and the Role of Mobile in Marketing

  1. 1. Apps, Traps & Business Cases<br />Mobile Marketing for Marketers – AMI Presentation 7 April 2011.<br />
  2. 2. “<br />Via Media is South Australia’s leading Digital and Direct Marketing Agency. We combine strategy, creative, data and technology to connect our clients with today’s customers. <br />.”<br />
  3. 3. What We Do<br />Marketing Strategy (Digital/Direct Focus)<br />Research & Insights<br />Brand and Campaign Creative<br />Website Design & Development<br />Search & Social <br />Email Marketing <br />Analytics<br />Mobile <br />Campaign Strategy, Management<br />
  4. 4. Today’s Talk<br /><ul><li> What’s Up in The World of Mobile?
  5. 5. Myths and Misunderstandings
  6. 6. It’s Still Marketing
  7. 7. The Boss Wants a Business Case
  8. 8. Where To From Here
  9. 9. Question Time</li></li></ul><li>What is Mobile Marketing<br />
  10. 10. By The Numbers<br />25m. 10m. 8m. 7m.<br />25%. 33%. 93%. 6%.<br />5b. 300k. 70.<br />
  11. 11.
  12. 12. Busted<br />Mobile is for a youth market<br />
  13. 13. 40% of Smartphone buyers are over 40<br />35-44: The most active app download group<br />
  14. 14. Busted<br />Mobile is for a youth market<br />Android is taking over the world<br />
  15. 15. 25% 33%<br />93% 7%<br />
  16. 16. Busted<br />Mobile is for a youth market<br />Android is taking over the world<br />Publish to AppStore and retire<br />
  17. 17.
  18. 18. Busted<br />Mobile is for a youth market<br />Android is taking over the world<br />Publish to AppStore and retire<br />Apps are better than mobile sites<br />
  19. 19. Source: Mashable – Aaron Maxwell – Feb 24 2011<br />
  20. 20. Not Matching Luggage<br /><ul><li>Mobile Search
  21. 21. First Screen Interaction
  22. 22. Location Services
  23. 23. mCommerce
  24. 24. etc</li></li></ul><li>Busted<br />Mobile is for a youth market<br />Android is taking over the world<br />Publish to AppStore and retire<br />Apps are better than mobile sites<br />Same thing, smaller screen<br />
  25. 25. But Let’s Take a Step Back<br />Marketing Digital Mobile Objectives<br />Information Delivery<br />Brand & Community<br />Advertising & Direct Response (Sales)<br />mCommerce<br />User Experience<br />Location Marketing<br />Service Delivery <br />Cost Reduction<br />
  26. 26. Just Another Channel<br />
  27. 27. Where Does ‘Mobile’ Fit? <br />Marketing Performance http://www.datranmediasurvey2010.com/<br />
  28. 28. Location Marketing<br />Average Reach % <br />
  29. 29. M-Commerce<br />
  30. 30. 5 Questions to Get Started<br />What are my objectives? <br />What response rates do I expect?<br />What mobile channel(s) are best<br />Who will do it?<br />How much will we spend?<br />
  31. 31. They’ve got one. Why the hell haven’t we? <br />
  32. 32. Somebody Get Me a Business Case<br />Direct ROI<br />Visits<br />Downloads<br />Handling Times<br />Response Rates<br />Check-ins<br />Conversions<br />Innovation ROI<br /><ul><li>PR value
  33. 33. Brand Affinity
  34. 34. Thought Leadership</li></li></ul><li>Measure. Everything.<br />
  35. 35. Tools & Resources<br />http://mmaglobal.com/resources/case-studies<br />http://www.mobilemarketer.com/<br />AMI/ADMA/AIMIA Awards Websites<br />http://www.emarketer.com/blog/index.php/mobile-marketing-case-studies-practices-roundup/<br />eConsultancy<br />http://www.readwriteweb.com/mobile/2010/12/30-plus-tools-for-building-your-own-mobile-app.php<br />
  36. 36. Where To From Here?<br />Objective Review<br />Confirmation of Need<br />Benchmarking & Channel Selection<br />Resourcing: Inhousev Outsource<br />Training & Skills Development<br />Execution/Implementation<br />Measure Everything<br />Pantene<br />
  37. 37.
  38. 38. Want to Talk Some More?<br />Jason Neave<br />08 7225 2688<br />0410 664 920<br />Twitter: jasonneave<br />Skype: jasonneave<br />LinkedIn:jasonneave<br />www.viamedia.com.au<br />

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