This document discusses strategies for using mobile apps and advertising effectively. It notes that apps and mobile advertising tactics need to have a clear strategy that builds brand value and enhances the consumer experience through entertainment, information, and utility. The key is understanding how, when and why consumers use particular apps. Apps should connect people to other people, not just brands. When done right, mobile and apps can make all media work harder and change consumer behavior.

1. JEFF SWYSTUN
Chief Communications Officer
using
mobile to
make all
media work
harder

4. apps/
appvertising
are tactics in
search of a
strategy

5. apps need
to build
campaign
value that
builds
brand value

6. = enhanced
consumer
experience
entertainment
+ information
x utility

7. = enhanced
consumer
experience
entertainment
+ information
x utility

8. The key is
knowing
how, when
and why
consumers
use an app

9. Apps need
to connect
people with
people, not
just people
with brands

10. When done
right, apps
and mobile
make all
media work
harder

12. When done
right, apps
and mobile
change
behavior

13. • Ask yourself…
“How can we actively engage”
vs “Should we engage?”
• Walk before running…
Develop the right strategy for your brand
vs leaping into tactical activation
• Collaborate…
Mobile & Social Media has potential for a
number of different departments within a
company
• Be flexible/nimble…
Some new trend that has the potential to
impact your brand is always around the
corner
• Be open to feedback…
Everyone has an opinion about your brand,
products, services so be open and willing to
listen
Heather Oldani
US Communications Director

15. Imagine…

16. Imagine…

18. Thank you.
JEFF SWYSTUN
Chief Communications Officer
jeff.swystun@ddb.com
http://www.linkedin.com/in/swystun
http://twitter.com/jeffswystun