Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Time to Mobilize: Engaging Customers through Mobile Marketing, Apps & Ads


Published on

For years we've heard that next year is "the year of mobile." For marketers, the time for mobile is now. By 2013, the U.S. smartphone application market is projected to reach $4.2 billion and the number of smartphone users is expected to quadruple. Yet only a small percentage of companies are currently engaging their customers through mobile apps. Marketers must seize this opportunity and meet their target audiences where they want to be met - on their mobile devices.

Larry Weber of Racepoint Group, Bob Walczak of Ringleader Digital and Emily Green of Yankee Group discuss:

- Which brands are doing mobile "right"
- Getting started with mobile marketing, apps and ads
- How to successfully integrate mobile into existing marketing programs
- Engaging customers in a more targeted, personalized way
- Connecting with customers any place, anywhere for more hours of the day

  • Be the first to comment

Time to Mobilize: Engaging Customers through Mobile Marketing, Apps & Ads

  1. 1. Time to Mobilize<br />April 30, 2010<br /> #Mobilize<br />
  2. 2. 2<br />Today’s Speakers<br />Moderator<br />Emily Green<br />CEO<br />Yankee Group<br /> @emilynaglegreen <br />Larry Weber<br />Chairman<br />Digital Influence Group and<br />Racepoint Group<br /> @thelarryweber<br />Bob Walczak<br />CEO<br />Ringleader Digital <br />@RLDCEO<br />
  3. 3. 3<br />About Us<br />Full service digital agency that is social media at its core<br />A global public relations agency that helps clients harness the power of both traditional and social media to build and protect reputation and drive business<br />
  4. 4. 4<br />Introducing Larry Weber<br />Chairman<br /> @thelarryweber<br />
  5. 5. 5<br />Mobile = Web Anywhere, Anytime<br />
  6. 6. 6<br />100 million iPhone Apps<br />
  7. 7. 7<br />Mobile Social Networking<br />
  8. 8. 8<br />Location-Based Services<br />
  9. 9. 9<br />Mobile Couponing<br />
  10. 10. 10<br />Mobile Banking and Trading<br />Bank of America<br />E*TRADE<br />
  11. 11. 11<br />Introducing Emily Green<br />Emily Green<br />CEO<br />
  12. 12. Revenue from mobile app downloads will pass $11B in 2014<br /><ul><li>Apple owners & AT&T subs download the most apps
  13. 13. Games, search, and social apps the most popular
  14. 14. Banking, shopping, and location-based apps make a strong showing</li></ul>12<br />
  15. 15. 13<br />Meanwhile, mobile websites underperform their potential<br /><ul><li>Besides mobile apps, mobile sites hold great promise for serving consumers
  16. 16. Yankee Group’s scoring methodology finds Google and MLB at top of the table… while mobile carriers are among the weakest
  17. 17. Best sites follow these precepts:
  18. 18. Detect device types
  19. 19. Fold in mobile user context
  20. 20. Prioritize mobile info
  21. 21. Follow mobile standards
  22. 22. Were done by mobile designers</li></li></ul><li>Nike et. al.: So-called apps with fleeting value<br /><ul><li>Many of today’s branded apps hearken back to 1996 and
  23. 23. To maintain mindshare, novelty factor must be replaced by thoughtful lasting value</li></ul>14<br />
  24. 24. Anywhere Consumers require Anywhere thinking by brands<br /><ul><li>How is your brand already embedded in buyers’ lives?
  25. 25. Mobile platform is not just a screen & keys
  26. 26. It’s a way to embody that integration
  27. 27. GPS
  28. 28. accelerometer
  29. 29. camera
  30. 30. voice</li></ul>15<br />
  31. 31. 16<br />Introducing Bob Walczak<br />Bob Walczak<br />CEO<br />
  32. 32. Current mobile advertising market challenges<br /><ul><li>Less than 60% of devices support third-party cookies
  33. 33. Fragmented market standards make it very hard to buy, track, target mobile advertising effectively and efficiently.
  34. 34. Fragmented device capabilities and standards (older versions of phones do not support the same functionality)
  35. 35. Buy side creative optimization, targeting and tracking is limited
  36. 36. No campaign frequency control…i.e. Ad Networks rep the same inventory leading to ad fatigue on uniques
  37. 37. Non-standardized rich media delivery
  38. 38. Java enabled devices vs. non-enabled </li></ul>17<br />
  39. 39. Major digital market verticals – how does mobile fit in?<br />Publisher<br />Buy Side<br />Analytics<br />Rich Media<br />DSP<br />Ad Networks<br />Exchange<br />18<br />
  40. 40. Measurement, Targeting, Data Enrichment… Enablement<br />19<br />
  41. 41. 20<br />Questions from the Audience<br />Feel free to type in your questions for Larry, Emily and Bob<br />
  42. 42. 21<br />Additional Resources<br />1. To share the recording of this webinar<br /><br /><br />Other questions, contact:<br /> Jackie Lustig at<br />