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Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives

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ad:tech London 2012

Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives

Scott Seaborn, Executive Creative Director, XS2
Christelle Chan, Marketing Director, Hotels.com
James Connelly, Managing Director, Fetch

Published in: Business
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Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives

  1. 1. James ConnellyMDFetch
  2. 2. We Are FetchBackground An international and independent Mobile Marketing Agency launched in 2009. Passionate about innovation and driven by results.
  3. 3. We Are FetchServices Strategy Media Reporting & Creative analytics
  4. 4. We Are FetchServices Strategy Media Reporting & Creative analytics
  5. 5. How to plan a mobile campaign
  6. 6. BriefBe Clear on what you want to acheive Acquiring new users? Who is your audience? Is it the same audience Converting non-mobile Mobile is not on mobile? users? the new desktop…. What devices do they Lead generation? have? When do they use Driving awareness? them?
  7. 7. BriefBe Clear on what you want to acheive Acquiring New User? Who is your audience? Is it the same on Converting non mobile Mobile is not the new What does success look users? mobile? desktop…. like? devices do they What Lead Generation? have? When do they use Driving Awareness? them?
  8. 8. ResearchUse the right tools
  9. 9. Media StrategyCentralise the plan Allow the brief and research to inform a central strategy/ plan. The strategy then informs the media choices…
  10. 10. TechnologyTracking setup before media choices SDK
  11. 11. Media Choices Ad Networks Exchanges Premium Video SEM-PPC Syndication Networks Incentivized Push Publisher Direct Wi-Fi Social Media Notifications SMS Social distribution
  12. 12. Optimisation StrategySignals & metrics to use Average revenue per userLegend: Click through rate Cost per sale Delivery signals Ranking Active users Quality signalsPerformance signals Cost per install Effective cost per install Optimisation External signals Decision Lifetime value Cost per user Delivery rate Click to Event Industry news Vendors insights Effective cost per click
  13. 13. SummaryKey pointsBe clear on what you are expecting from yourcampaignEnsure your brief and research informs your strategyInvestigate and setup tracking solutions pre-media andCreate lead-time for SDK installationEnsure you are buying at the optimal price, not just thelowest
  14. 14. Thank you, from Fetch

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