This document discusses how mobile marketing can drive engagement and monetization. It outlines 7 key trends in the mobile market, including the rise of smartphones and tablets. It then provides 5 steps for effective mobile campaigns: 1) use mobile to raise awareness, 2) mobile advertising can be effective across demographics when matched to the right audience, 3) prioritize user experience, 4) focus on mobile display advertising, and 5) offer something of value to users. Overall, the document advocates that mobile provides opportunities to grow businesses by reaching new audiences, changing interactions, and extending markets.

1. Monetizing Mobile&Driving EngagementWednesday15th September2010

2. Driving Engagement

3. Why mobile is the futurePersonalPermanently carriedAlways onBuilt-in payment mechanismCreative impulseSocial context-

4. What are we looking for from Mobile?Social networkingEmailFree MusicGamesFree contentNews and informationInstant messaging servicesSimple secure payment mechanism -

5. NEED WE SAY MORE……

6. What do brands want from mobile? Ability to build a loyal profiled user base Communication with a large, diverse base Customer retention and repeat usage Consumer engagement Consumer awareness of Mobi site Increase brand exposure Effective targeting -

7. 7 key trends mobile marketers need to know:No. 1 - Mobile usage has become pervasive. year on year we have seen more and more of our population having access to mobile phones.

9. 7 key trends mobile marketers need to know:No. 2 - Mobile devices and platforms have experienced dramatic evolution. Mobile phones have become more advanced and significantly cheaper

10. 7 key trends mobile marketers need to know:No. 3 - The device market is shifting in favor of smartphones Handsets that 12 months ago cost R2 800 are now costing R1 299.

11. 7 key trends mobile marketers need to know:No. 4 - Increased ownership of smart devices is driving mobile Internet growth.Smartphone owners are voracious media consumers — they simply do more of everything: - more app use, - more browsing, - more social networking, - more music, - more video and - more messaging.

12. 7 key trends mobile marketers need to know:No. 5 - Communication modes are undergoing a significant shift. Social networks are fast becoming the primary way mobile users exchange information

13. 7 key trends mobile marketers need to know:No. 6 - The base of mobile content users will continue to see strong growth. - mobile gamers - mobile video viewers - mobile music listeners

14. 7 key trends mobile marketers need to know:No. 7 - Tablets are changing the face of mobility and computing.EMarketer projects - 12.9 million iPad shipments worldwide in 2010, - 36.5 million 2011 and - 50.4 million in 2012.

15. Monetizing Mobile

16. 5 Steps for effective mobile campaigns1. Use mobile to raise awareness.

17. 5 Steps for effective mobile campaignsJaguar launched their new XF model in the US, and went big on Mobile Advertising to do so Jaguar wanted to communicate the vehicle’s break through styling and unique features to a target audience that was male, 35 to 54 years old, and with a high level of household income. Mobile proved to be a great way to do this.

18. 5 Steps for effective mobile campaignsBanner Ads were placed on mobile sites, in order to drive (if you’ll pardon the pun!) people to a Mobile-oriented website. Impressively, by May 2008 (from a launch in Nov 2007), over 15 million ad impressions had been generated. This brought 85,000 unique visitors to the Mobile site. Further on from this were some nice stats about usage of the site:12,000 videos downloaded18,000 wallpapers downloadedFor users who visited beyond the home-page, the average dwell time was 2 minutes1.2% of users requested an email brochure by entering their email address into the WAPsite2.6% located their nearest dealer to arrange a test drive

19. 5 Steps for effective mobile campaigns2. Mobile advertising can be effective across all demographics.You need to know your demographic audience first.That demographic needs to be matched up with an appropriate site in order to get the best results… Effective campaigns like this should be achieving a CTR of 4 – 7%

20. 5 Steps for effective mobile campaigns2. Mobile advertising can be effective across all demographics.You need to know your demographic audience.That demographic needs to be matched up with an appropriate mobi site in order to get the best results…Fish where the fish areFish where the fish are!

21. 5 Steps for effective mobile campaigns3. Brands and mobile internet sites should put the user experience first.Do not make your audience jump through too many hoopsKeep it simpleGet Permission first

22. Interact with them

23. Engage them, reward them 5 Steps for effective mobile campaigns4. Mobile display advertising needs to be a clear focus.Use images rather than text…

24. a picture is worth a million words…

25. 5 Steps for effective mobile campaigns5. Mobile is more effective when something of value is offered.Free AirtimeFree MusicFree Mobile ContentMoney deposited into their bank accountHuge discount off the next purchase of a designer labelFree Movie Tickets

26. What can MOBILE do for you? Grow your business: New eyeballs New sales channel New services Change your interactions: New times New places New personality Extend your market: New demographics New geographies New billion of users