This document summarizes key findings from empirical research on the value of mobile marketing conducted by the Mobile Marketing Association. The research studied major brand campaigns from Coca-Cola, AT&T, MasterCard, and Walmart. It found that allocating a higher percentage of campaign budgets to mobile (8-16% on average) delivered significantly better results across awareness, image, purchase intent, foot traffic, and sales metrics than traditional allocations. Additional optimization of mobile campaigns through format, location targeting, context targeting, and creative testing could further boost ROI by 80-460%. Reallocating portions of traditional budgets to mobile optimized with best practices could substantially increase overall campaign performance.
Opportunities in the Age of Innovation - MobileGreg Stuart
Presentation given in Israel to http://www.adtechsummit.com/ on Feb 11 2014. Suggesting there is a huge opportunity for startups and founders like we've never seen.
Focus here is on how we are 1) living in the Age of Innovation, 2) Marketing & Media industries are in Chaos, & 3) Mobile is where the opportunities exist.
Created by the team at Twenty20.
Your customers are addicted to mobile and now, more time is now spent on mobile devices than on computers.
Consumers have made the shift from desktop to mobile but slow moving marketers haven't caught on. To win in mobile marketing it's essential to realize the power of mobile usage and craft campaigns for smartphone marketing. The recent KPCB Internet Trends 2015 report has some powerful data (included here) supporting the need for your attention to shift to marketing on mobile. The biggest key to success in mobile marketing is using engaging, authentic stock photos to connect with your mobile addicted customers.
Mobile Marketing Primer for "Change Your Mindset mobile primer 5 26Greg Stuart
Master Class Presentation (more how to that compiled quickly for this last minute presentation) on Mobile Marketing at "Change Your Mindset Conference at the Hilton Molino Stucky in Venice Italy May 2013. Hosted by PR Technologies.
Google makes more than 500 algorithm updates a year. LinkedIn now offers more ways to connect with sales prospects than ever before. Keeping track of the changes in digital marketing can make your head spin.
Review this presentation to learn what works today and what you should be thinking about as we head into 2017.
Sheila Kloefkorn, of KEO Marketing Inc, named a top 25 Interactive, Social Media, SEO and Advertising Agency by the Phoenix Business Journal, will walk you through the most important trends you should be thinking about heading into 2017.
Opportunities in the Age of Innovation - MobileGreg Stuart
Presentation given in Israel to http://www.adtechsummit.com/ on Feb 11 2014. Suggesting there is a huge opportunity for startups and founders like we've never seen.
Focus here is on how we are 1) living in the Age of Innovation, 2) Marketing & Media industries are in Chaos, & 3) Mobile is where the opportunities exist.
Created by the team at Twenty20.
Your customers are addicted to mobile and now, more time is now spent on mobile devices than on computers.
Consumers have made the shift from desktop to mobile but slow moving marketers haven't caught on. To win in mobile marketing it's essential to realize the power of mobile usage and craft campaigns for smartphone marketing. The recent KPCB Internet Trends 2015 report has some powerful data (included here) supporting the need for your attention to shift to marketing on mobile. The biggest key to success in mobile marketing is using engaging, authentic stock photos to connect with your mobile addicted customers.
Mobile Marketing Primer for "Change Your Mindset mobile primer 5 26Greg Stuart
Master Class Presentation (more how to that compiled quickly for this last minute presentation) on Mobile Marketing at "Change Your Mindset Conference at the Hilton Molino Stucky in Venice Italy May 2013. Hosted by PR Technologies.
Google makes more than 500 algorithm updates a year. LinkedIn now offers more ways to connect with sales prospects than ever before. Keeping track of the changes in digital marketing can make your head spin.
Review this presentation to learn what works today and what you should be thinking about as we head into 2017.
Sheila Kloefkorn, of KEO Marketing Inc, named a top 25 Interactive, Social Media, SEO and Advertising Agency by the Phoenix Business Journal, will walk you through the most important trends you should be thinking about heading into 2017.
Top 10 Digital Trends: How India will hack growth in 2016Avinash Jhangiani
Welcome to the What’s Next Trend Report 2016. Change is the only constant in life. Those who look only to the past or present might miss the future. We therefore hope that you enjoy reading this report and that it inspires you for the year ahead.
At Omnicom Media Group, we’re passionate about the intersections between consumer culture, business practices and the never ending march of technology and media. We believe these intersections are what drives the future.
This report is created by Omnicom Media Group in collaboration with MICA, Ahmedabad.
SMOX - Smart Mobile Cross Effectiveness Research Insight ReportGrupoABC
A Mobile Marketing Association (MMA) realizou um estou inédito chamado de “Smart Mobile Cross Effectiveness Research Insight Report” ou Smox, que analisa o desempenho de campanhas de marketing no mobile em comparação a outros meios tais como TV e Web. Insights retirados deste estudo demonstram de forma empírica que uma alocação mais eficaz da verba atual de uma campanha para o meio mobile pode gerar mais vendas e um reconhecimento de marca ainda maior. Segundo Fabiano Lobo, Managing Director da MMA, o estudo mostra 3 dados importantes: 1. A recomendação seria alocar 15% dos investimentos para o meio mobile; 2. Mobile gera mais valor para o negócio do que qualquer outro meio pela proximidade com o consumidor; 3. Dispositivos móveis funcionam no funil de compra, tanto para branding quanto para intenção de compra e conversão.
The Challenges of a Rapidly Changing Local MarketplaceLocalogy
Local Search Association VP of Strategy & Insights Greg Sterling's remarks during the Search and Information Industry Association's (SIINDA) "Making Transactions Happen" event in Munich.
Hidden in plain sight: How mobile is quietly revolutionizing the B2B worldOgilvy
Mobile@Ogilvy has published a new report into how business-to-business (B2B) brands can leverage “smart mobility” to gain significant competitive advantage. Entitled “Hidden in plain sight: How mobile is quietly revolutionizing the B2B world,” the report outlines key mobile opportunities for B2B marketers and describes how to develop mobile strategies for B2B brands.
Our crackerjack staff reviewed a bunch of mobile marketing campaigns over the past few years and we picked 50 of what we thought were the best. We chose innovative campaigns that used mobile advertising, SMS, QR Codes, Mobile Apps and Mobile Commerce from companies including Starbucks, Macy’s, Target, O2, RedBox, McDonald’s and a couple of our own. We salute these companies for their ingenuity and hard work in creating these campaign that delight and inform us as mobile consumers. Stay tuned for next year’s picks.
With more than 2 billion monthly active users, Facebook is undeniably the most popular social network in the world. But how much do you know about the other platforms making their way to the top?
Disrupting the world's social landscape, these companies are rivaling the top players with new features, often uniquely tending to the needs of niche markets.
50 Mobile Marketing Facts by Jeanne Hopkins, CMO of SmartBear Software & Jamie Turner, Founder and Chief Content Officer at The 60 Second Marketer
To learn more about mobile marketing, come to HubSpot's INBOUND 2012 conference in August 27-30 in Boston. For more details visit inboundconference.com or inbound2012.eventbrite.com.
The Future of Mobile Marketing: 20 Expert Predictions For 2015Invoca
In this SlideShare, you'll find 20 predictions from business people with experience in various marketing disciplines - from search advertising and content marketing to product marketing and branding. As you flip through the pages, you'll find a common theme: today's customer journey is complex.
We hope that these predictions help you get in the #mobilemindset for 2015.
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
Curious about Facebook’s new cryptocurrency Libra? Confused about the rise of video game partnerships through the likes of Fortnite? Or do you just want to know more about the latest influencer crackdown?
This edition of the State of Social explores these new trends, along with the latest stats and key format updates from all the major social platforms.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
Mobile Marketing statistics 2017 | Mobile Marketing StatsPixxelznet
Discover the mobile marketing statistics 2017 that will help you to reach your goals this 2017. Improve your plan strategy with these steps.
Visit: http://www.pixxelznet.com/mobile-marketing-statistics-2017/
Top 10 Digital Trends: How India will hack growth in 2016Avinash Jhangiani
Welcome to the What’s Next Trend Report 2016. Change is the only constant in life. Those who look only to the past or present might miss the future. We therefore hope that you enjoy reading this report and that it inspires you for the year ahead.
At Omnicom Media Group, we’re passionate about the intersections between consumer culture, business practices and the never ending march of technology and media. We believe these intersections are what drives the future.
This report is created by Omnicom Media Group in collaboration with MICA, Ahmedabad.
SMOX - Smart Mobile Cross Effectiveness Research Insight ReportGrupoABC
A Mobile Marketing Association (MMA) realizou um estou inédito chamado de “Smart Mobile Cross Effectiveness Research Insight Report” ou Smox, que analisa o desempenho de campanhas de marketing no mobile em comparação a outros meios tais como TV e Web. Insights retirados deste estudo demonstram de forma empírica que uma alocação mais eficaz da verba atual de uma campanha para o meio mobile pode gerar mais vendas e um reconhecimento de marca ainda maior. Segundo Fabiano Lobo, Managing Director da MMA, o estudo mostra 3 dados importantes: 1. A recomendação seria alocar 15% dos investimentos para o meio mobile; 2. Mobile gera mais valor para o negócio do que qualquer outro meio pela proximidade com o consumidor; 3. Dispositivos móveis funcionam no funil de compra, tanto para branding quanto para intenção de compra e conversão.
The Challenges of a Rapidly Changing Local MarketplaceLocalogy
Local Search Association VP of Strategy & Insights Greg Sterling's remarks during the Search and Information Industry Association's (SIINDA) "Making Transactions Happen" event in Munich.
Hidden in plain sight: How mobile is quietly revolutionizing the B2B worldOgilvy
Mobile@Ogilvy has published a new report into how business-to-business (B2B) brands can leverage “smart mobility” to gain significant competitive advantage. Entitled “Hidden in plain sight: How mobile is quietly revolutionizing the B2B world,” the report outlines key mobile opportunities for B2B marketers and describes how to develop mobile strategies for B2B brands.
Our crackerjack staff reviewed a bunch of mobile marketing campaigns over the past few years and we picked 50 of what we thought were the best. We chose innovative campaigns that used mobile advertising, SMS, QR Codes, Mobile Apps and Mobile Commerce from companies including Starbucks, Macy’s, Target, O2, RedBox, McDonald’s and a couple of our own. We salute these companies for their ingenuity and hard work in creating these campaign that delight and inform us as mobile consumers. Stay tuned for next year’s picks.
With more than 2 billion monthly active users, Facebook is undeniably the most popular social network in the world. But how much do you know about the other platforms making their way to the top?
Disrupting the world's social landscape, these companies are rivaling the top players with new features, often uniquely tending to the needs of niche markets.
50 Mobile Marketing Facts by Jeanne Hopkins, CMO of SmartBear Software & Jamie Turner, Founder and Chief Content Officer at The 60 Second Marketer
To learn more about mobile marketing, come to HubSpot's INBOUND 2012 conference in August 27-30 in Boston. For more details visit inboundconference.com or inbound2012.eventbrite.com.
The Future of Mobile Marketing: 20 Expert Predictions For 2015Invoca
In this SlideShare, you'll find 20 predictions from business people with experience in various marketing disciplines - from search advertising and content marketing to product marketing and branding. As you flip through the pages, you'll find a common theme: today's customer journey is complex.
We hope that these predictions help you get in the #mobilemindset for 2015.
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
Curious about Facebook’s new cryptocurrency Libra? Confused about the rise of video game partnerships through the likes of Fortnite? Or do you just want to know more about the latest influencer crackdown?
This edition of the State of Social explores these new trends, along with the latest stats and key format updates from all the major social platforms.
Programmatic is a revolution, not just in media buying, but for all of digital marketing and increasingly for traditional channels, like TV, radio and Out-of-Home. Through automation, efficiencies and unprecedented visibility, marketers can do breakthrough programmatic targeting, content optimisation and personalisation that transforms roles, data collection, tech stacks and performance results for any sized business. This webinar will cover the “why, what and how” of the ways in which programmatic marketing can be essential to delivering outstanding marketing performance.
Mobile Marketing statistics 2017 | Mobile Marketing StatsPixxelznet
Discover the mobile marketing statistics 2017 that will help you to reach your goals this 2017. Improve your plan strategy with these steps.
Visit: http://www.pixxelznet.com/mobile-marketing-statistics-2017/
Two-thirds of Australians own smartphones and are accessing the web, watching video, engaging mobile apps, using location marking services, and accepting advertising in return for content.
Admicro tham dự mobile webinar đầu tiên tại Việt Nam do MMA hostedAdmicro
Anh Nguyễn Đăng Ngọc đại diện Admicro tham dự webinar về mobile đầu tiên tại Việt Nam do MMA tổ chức. Chủ đề được đề cập đến trong webinar lần này là triển khai một chiến dịch mobile và những chiến dịch mobile tiêu biểu thành công trên thế giới.
Through a series of case studies, explore how affiliate marketing has grown from text links and banners to geo-targeted mobile campaigns. Discover what market factors drove this growth.
Experience level: Beginner
Target audience: Affiliates/Publishers, Merchants/Advertisers, Networks
Niche/vertical: Affiliate
Eric Collins, COO, Mobile Posse (Twitter @MobilePosse)
Rob Duva, CMO, RingRevenue (Twitter @RingRevenue)
Mark Silliman, CEO, Spadout.com
Carolyn Tang Kmet, Director of Affiliate Marketing, Groupon.com (Twitter @catango)
Maximizing mobile's impact in the marketing mix. ana webinar.24.10.2014Irene Ventayol
Measuring the impact of mobile in the marketing mix is an issue most marketers have struggled with.
The results from the Mobile Marketing Association's SMoX research study reveal how marketers can measure the impact of their mobile spend.
Initial results from the first study conducted with AT&T deliver real, actionable and practical insights for marketers on how to integrate mobile and make their other media work harder.
With Loot! you can earn cash and other great rewards like gift cards, product, unique experience and discounts by creating and sharing awesome content for your favorite brands.
How Digital Is Becoming A Mobile First ExperienceYuan Wang
We present the latest 2016 mobile marketing statistics and insights, showing increasing consumer adoption and changing behaviour around how people use mobile. We explore various options for using mobile in your marketing such as advertising, apps and campaigns. We summarise the factors influencing how a mobile experience differs from others. We revisit the App vs responsive website debate and propose a new approach. We provide tips on managing your own mobile presence – dos and don’ts, as well as case studies of excellent brand mobile marketing – advertising vs app, larger budget vs smaller budget.
An Insider's Guide to Mobile AdvertisingOrigami Logic
- Learn about the latest mobile advertising opportunities and how to activate them alongside a strong measurement foundation.
- Understand the role of mobile in cross-channel campaigns and the unique opportunities available only in mobile.
- Implement a well-defined measurement system that enables valuable insights from your mobile initiatives.
Answering the 3 most important questions for mobile. What is the optimal budget allocation for mobile? Why invest in mobile? How can we be agile enough to handle mobile?
Keynote Presentation on Mobile Marketing at "Change Your Mindset Conference at the Hilton Molino Stucky in Venice Italy May 2013. Hosted by PR Technolgies.
A really quick review of the state of mobile marketing from the Global Head of the Mobile Marketing Association. Slapped together in 2 hours to manage your expectations.
How Does Mobile Marketing Not Make the Same Mistakes the Internet DidGreg Stuart
This is a presentation done at DMEXCO in Cologne Germany on Sept 20, 2011. Focus is on understanding where Internet marketing and advertising missed the mark and what Mobile needs to think about on it's way to building a superior marketing and media channel.
Borrell Conference on Local Media (Mobile)Greg Stuart
This is a keynote I gavea in March 2011 at a Borrel Local Online Advertising around the topic of Mobile marketing's relationship to Local. Focus is on how Mobile is the "missing" piiece to Local Advertisiing.
Advertising is Dead. Long Live Advertising.Greg Stuart
This was prepared for a session at Institute of Media and Entertainment Executive Education as a part of IESE School of Business in Barcelona & Madrid. More on this really great program can be found at http://www.ime.edu/ Great that someone is taking a high-level, academic view of the media and digital media sectors. This is similar to my other preso done for SB Media.
Why Now is Great Time to be Media Sales (and other Media Trends)Greg Stuart
This was a presentation that I was paid to prepare and give to a B2B Media companies about Why Now is Great Time to be in Media Sales (which I was nervous about doing). It uses some digital media trends from 2010 and some material from my book, What Sticks, to make the case that Media Companies need to take more control over their future and much more responsibility for the effectiveness of the advertising (in fact it's imperative that they do so).
This is the 2nd time (first time was to Digital Media CEO’s from around the world) I've given a variation of this talk and the response has been extraordinary from Media Sales people. Appears this really strikes a nerve for Media companies and especially those that sell advertising today.
This is the public version from various client work reviewing the digital advertising ecosystem and the seismic changes occurring in the advertising industry.
This looks at marketer metrics, ad exchanges, economics and issues around privacy (very short) and use of data and targeting.
Greg Stuart +1 631 702 0682
Intro To Online Advertising Greg StuartGreg Stuart
The attached was developed by Greg Stuart, co-author of What Sticks, for a client to give them a very comprehensive view of online advertising by the former CEO of the IAB-Interactive Advertising Bureau. It gives away many unknown secrets of online advertising practices and is an insiders view to the research, measurement, practices by the world's blue-chip brands.
1. Proving the Value of Mobile
Answering the question for the first time ever, what is real value of mobile in
marketing based on empirical research
.
Empirical Data from Coca Cola, AT&T, MasterCard and WalmartApril 2015
Greg Stuart
CEO
Mobile Marketing Association
3. John Costello
President, Global
Mktg& Innovation
Dunkin’ Brands
Jack Philbin
Co-Founder,
President & CEO
Vibes
Carolyn Everson
VP Global Mktg.
Solutions
Facebook
Brett Caine
President & CEO
Urban Airship
Peter Kuipers
SVP & CFO
Quantcast
Alex Moukas
CEO & Founder
Velti
Cameron Clayton
President, Digital
Group
The Weather Co.
Mike Baker
CEO & President
DataXu
B. Bonin Bough
VP, Global Media &
Consumer
Engagement
Mondelēz Int’l
Tom Daly
Group Dir., Global
Connections
The Coca-Cola Co.
Luis Di Como
SVP Global Media
Unilever
Jack Haber
VP Global Advertising
& Digital
Colgate-Palmolive
Peter Hamilton
CEO,
TUNE
John Kosner
EVP Digital & Print
Media
ESPN
Ilonka Laviz
Global Digital Mktg.
Dir. Global eBusiness
Procter & Gamble
Neal Mohan
VP, Display Adv.
Products
Google
Dipanshu Sharma
Founder & CEO
xAd
John Trimble
CRO
Pandora
Wanda Young
VP, Media & Digital
Marketing
Walmart
2015 MMA Global Board of Directors
4/17/2015 Proprietary & Confidential 3
Curt Hecht
Global CRO
The Weather Co.
Amit Gupta
Co-Founder &
President U.S.
InMobi
4. Do you see it? Can you act on it?
Consumer’s have changed their Media behavior, have you
changed your Marketing plans to keep pace
4
5. Mobile is the Greatest (Universal)
Transformation in Consumer Behavior
150x
Times we
check our
phone a day
5.3B
Total phone subs
worldwide
(25+%
Smartphone)
59%
U.S.
Smartphone
penetration
(2014)
80%
Never leave
home without
a phone
6. What Other Media Gets This Kind of
Commitment?
10
Min
18-24 year olds
check their
phones every 10
minutes
on average
75%
Americans admit
to using phone
while in bathroom
65%
Parents believe
their devices
make them
better parents
68%
Place their mobile
device next to bed
while sleeping at
night
12. What is the value of mobile to your Business?
Can mobile help me meet my
marketing goals?
What is the optimal mobile allocation
for my campaign?
How can I make my mobile
investment work harder?
13. Revolutionary Channel needed a Revolutionary
Approach.
SMoX.me = Smart Mobile Cross Marketing Effectiveness Studies
14. Why SMOX is important/revolutionary
$2 million,
20 companies,
3 Trade Groups,
7 major marketers
Global Perspective:
• 5 studies so far
• 10 more coming
• Real in-market
testing
• Versus entire mix
(not just mobile)
15. 1
4 5
Leveraging Mobile
ad tech to target DID
Individual Level data
for cross media
exposure
Experimental Design
for media allocation
Track multiple
KPIs, perceptual
or behavioral
Regression
analysis to
identify drivers
Budget
Optimization
Software to
operationalize
insights
2
3
6
Integrated Partners
target DID of panelists
500K
Mobile
panel of
InsightExpress
checks for cross
over in panel and
sends list of
panelists back to
Networks
Ads, tagged by
InsightExpress,
are targeted to
panelist devices
Assess multiple
scenarios of cross
media exposure
and frequency
Brand KPIs
/attitudinal with
Surveys
Foot traffic
with actual
location data
Actual sales with
panel match
How it works: Thank you to Marketing
Evolution & Insights Express
16. Thank you to these Innovation Leaders
Supporters Partners
Association of National Advertisers
American Association of
Advertising Agencies
17. The campaigns we tested cover the entire
purchase funnel
Awareness
Image
Purchase Intent
Foot Traffic
Sales
18. What is the value of mobile to your Business?
Can mobile help me better meet
my marketing goals?
What is the optimal mobile allocation
for my campaign?
How can I make my mobile
investment work harder?
19. How many people can you convert with mobile?
?
Campaign Average Mobile
20. 1. AT&T wanted to build AWARENESS
for the new moto X
Image
Purchase
Intent
Foot
Traffic
Sales
Awareness
TV PRINT
MOBILE DIGITAL
21. Mobile Delivered almost twice the Awareness
/Dollar vs.. other media
Total People converted with mobile vs.
campaign on average
Device Awareness
AT&T
Campaign
on average
Mobile
1 1.9
x 1.9
Image
Purchase
Intent
Foot
Traffic
Sales
Awareness
22. 2. MasterCard wanted to increase
association with Travel
Purchase
Intent
Foot
Traffic
Sales
Awareness
TV
SOCIAL
PRINT
DIGITAL/MEDIA
Image
23. Mobile Delivered almost twice the
Image /Dollar vs.. other media
“Good Card To Carry When Traveling”
MasterCard
Campaign
on average
Mobile
1 1.7
x 1.7
Total People converted with mobile vs.
campaign on average
Purchase
Intent
Foot
Traffic
Sales
Awareness
Image
24. 3. Walmart wanted to drive Intent for
Back to School grocery
Foot
Traffic
Sales
Awareness
TV
MOBILE
Image
Purchase
Intent
24
DIGITAL
25. Mobile Delivered almost twice the
Purchase Intent /Dollar vs...other media
Walmart
Campaign
on average
Mobile
x 1.9
1.91
“Intent to Shop Back to School Grocery”
Total People converted with mobile vs.
campaign on average
Foot
Traffic
Sales
Awareness
Image
Purchase
Intent
26. 4. Coca Cola launched a campaign to
support it’s growth strategy for Gold Peak
Foot
Traffic
Awareness
Image
Purchase
Intent
TV PRINT
DIGITAL/MEDIA
OOH
Sales
27. Mobile worked harder than its share
and drove results across the Board
Sales
of
sales6%
Total People converted with mobile vs.
campaign on average
Gold Peak
Campaign
on average
Mobile
Top of Mind
Awareness
Home
Brewed Taste
Gold Peak
Campaign
on average
Mobile
4.81 1.81
Foot
Traffic
Awareness
Image
Purchase
Intent
Sales
of
budget5%
28. Well, can mobile help me meet
my marketing goals?
YES. Mobile drives
results across
the entire
purchase funnel
29.
30. What is the value of mobile to your Business?
Can mobile help me better meet
my marketing goals?
What is the optimal mobile allocation
for my campaign?
How can I make my mobile
investment work harder?
31. Our empirical data suggest that based on its
impact mobile should be 8%-16% of the mix
Image
Purchase
Intent
Foot
Traffic
Sales
Awareness
Mobile Optimized %
8% 10% 10% 16%
32. But what is the REAL
business value of
those allocations?
33. Reallocation to mobile would bring double
digit lift in awareness
Or convert entire city of Chicago to be aware
+12%
Increase in Awareness
34. Reallocation to mobile would change
perceptions for nesters/empty nesters
Or convince enough empty/nesters to fill all the
Hotel rooms in Greece
+7%
Increase in Image
35. Reallocation to mobile would bring double
digit lift in Intent
or cover all the schools in NJ with back to
school supplies
+15%
Increase Purchase Intent
36. Reallocation to mobile would increase actual
sales by 4%
enough bottles to pave the way to Toronto
+4%
Sales
37. So what is the optimal allocation
for mobile in the mix?
DOUBLE DIGIT
Aim for a
Mobile allocation in your total
marketing mix
39. Key Questions
Can mobile help me better meet
my marketing goals?
What is the optimal mobile allocation
for my campaign?
How can I make my mobile
investment work harder?
40. 4 ways to make mobile work harder
Format Location Time of Day Creative
42. 1. Optimize by Format
Format Location Time of Day Creative
43. Mobile Video improved results for Coke.
Price
Better
ROI!
Effectiveness at
low Frequency
Mobile
Video
Mobile
Display
320
100 100
650
Effectiveness at
High Frequency
350
Manage frequency or rotate creative
44. Save video creative would produce stronger
results vs.. TV with lower cost
Mobile
Video
TV
40
100 100
450
Better ROI!
Effectiveness at
low frequency
Price
45. Mobile Native improved results for Walmart.
Price
Better
ROI!
Effectiveness at
low Frequency
Mobile
Native
Mobile
Display
500
100 100
1000
Effectiveness at
High Frequency
300
Manage frequency or rotate creative
49. Depending on the category, Context Targeting
can add significant value
Day of the week* Time of Day**
130
100 100
1290
Weekday vs.. Weekend targeting
Time of the day targeting for industry with Strong Time of Day Dynamic
Without
targeting
With
targeting
50. 4. Build on Creative
Format Location Time of Day Creative
51. AB testing can significantly increase impact
+ figure out BEST practices for Creative
AB testing
and
optimization
No optimization
Better Creative Relevance to Demo
100 100
170120
52. Optimization focus ROI Upside
(based on SMoX)
1. Optimize by Format
(display size, audio, video, native, social)
20%-40%
2. Leverage Location targeting
(Audience, proximity targeting & role of creative) 20%+
3. Leverage Context targeting
(Time of the day, day of the week)
20%+
4. Build on Creative
(AB testing, relevance by target group)
40%-60%
Total 100%-160%
ROI Upside
(expert opinion)
+ 80%
+120%
+ 60%
+ 200%
+ 460%
But can Mobile be made to work even
harder. But what is the opportunity?
4/17/2015 Proprietary & Confidential 52
53. That said, asking marketers to do mobile
marketing is like kids asking for first cell phone
54. Image
Purchase
Intent
Foot
Traffic
Sales
Awareness
+7% +15% +4%
+17% +29% +7%
With Mobile Best Practices
Agreement
with brand
image
Intent to shop Offline Sales
Agreement
with brand
image
Intent to shop Offline Sales
+12%
+18%
Awareness
Awareness
Increase in Overall Campaign Performance
Applying the learnings: Improved Results
4/17/2015 Proprietary & Confidential 54
57. Key Questions
Can mobile help me better meet
my marketing goals?
What is the optimal mobile allocation
for my campaign?
How can I make my mobile
investment work harder?
Mobile drives results across the
ENTIRE purchase funnel
Aim for a double digit mobile
allocation in your total marketing mix
Optimizing your mobile investment can
increase its impact by up to 160%, or more
62. 2. Join the MMA as a Member
greg@mmaglobal.com
63. And, then continue dialogue at MMA CEO & CMO
Summit (or the 17 other events, 50 webinars, etc MMA has)
July 25-27
greg@mmaglobal.com
64. 3. Adopt a 3-Point Plan for Change. MMA can help
greg@mmaglobal.com
1. Get internal agreement to change
2. Set a goal!
• Make it a public event
3. Connect to mobile industry/solutions
–MMA Mobile Marketing Day
–MMA webinars/MMA events/education
66. Opportunity Doesn’t Come Around Very Often.
There is no reason for
any individual to have a
computer in his home.
Ken Olson
Co-founder Digital
Equipment Corp.
1977
“A computer on every
desk and in every
home”
Bill Gates
Founder, Microsoft
1980
Net Worth:
$79.2 billion
67. Opportunity Doesn’t Come Around Very Often.
Sometimes We See It.
“My local mall does more business
in an afternoon than the entire
Internet in a month?
Even if there were a trustworthy
way to send money over the
Internet—which there isn’t—the
network is missing a most essential
ingredient of capitalism:
salespeople.”
Clifford Stoll
Astronomer & Computer expert
1995
A $1,000 invested at
the IPO for Amazon
would be worth
$240,000 today.
Jeff Bezos
Founder, Amazon
Founded 1994
Net Worth:
$34.8 billion
68. Opportunity Doesn’t Come Around Very Often.
Sometimes We See It. Sometimes We Don’t.
“Cellular phones will
absolutely not replace
local wire systems.”
Marty Cooper
Cell phone inventor
1981
Net Worth:
$100 million