The document provides an overview of mobile marketing, highlighting the significant number of mobile users globally and in Australia, as well as the advantages of mobile advertising, such as higher engagement and response rates compared to traditional media. It discusses strategies for integrating mobile into advertising campaigns, along with various ad types and case studies showcasing successful mobile marketing applications. Additionally, it notes the increasing budgets for mobile marketing and the importance of understanding the objectives behind mobile initiatives.

1. What is Mobile Marketing? Zac Jacobs Oct 09

3. 4 Billion number of mobile users worldwide

4. 21 Million The number of mobile users in Australia 100% adoption

5. 3.5 Million The estimated number of smartphones in Australia. High % AB demographic

6. Why Mobile? Increasing interaction - CTC Highly targeted Always ON – first and last Improving response rate Location aware - actionable

7. Why a Mobile Site? Navigation very difficult – PC sites Compatibility Issues - eg Flash support Rendering now very simple Take advantage of factors like location Creating a simple mobile site costs as little as $500

8. Mobile Consumer 53% agree that advertising keeps them up to date on products they want 63% agree that they would purchase via mobile via a single click either at home or out 49% have requested more information on a product via their mobile Source: Insight Express. Consumer Portrait 2009

9. Attention! 6 Ads = 17% 1 Ad = 100%

10. AdMob Mojiva Millennial Google Jumptap Mobile Ad Networks

11. 95% of mobile marketing messages are opened compared to 25% of emails Source: IAB

12. UK companies' mobile marketing budgets rising from 18% in 2008 to over 30% by 2010

13. Mobile advertising is much like advertising on any other medium. It is about finding the right places to connect your brand with the right audience to deliver the right message. Think of mobile as an execution point on your current advertising strategy.

14. Ask yourself what role mobile will play in your media mix. Is the objective to increase brand recognition? To launch a new product? Get a direct response? or A customer retention initiative? Once your core media objectives have been answered, the route to take with mobile becomes much clearer.

15. Mobile Ad Types Web/Display Messaging Paid Search Video Voice In Game Apps

16. Mobile Advertising Options Web/ Display Messaging Paid Search Video Voice In Game Apps Branding √ √ √ √ √ Drive to Mobile Site √ √ √ √ √ √ Click To Call √ √ √ √ Consumer Engagement √ √ √ Lead Gen √ √ √ √ Direct Sales √ √ √

17. Location, Location Best Buy demo

18. Apps Pizza Hut iPhone Demo Video

19. MasterCard Not just a simple ATM locator – they created one that adds value by showing cashed up shoppers nearby stores that offer discounts to MasterCard users. Apps

20. Case Study: Firemint Flight Control #1 iPhone App 1.5M downloads

21. 3 Easy Steps to putting up a mobile ad. Login Add Content Decide Bid Amount Lets make one now!

22. Case Study China Mobile Top 20 ( China Idol )

23. Serious Business “ We don’t have normal marketers just doing online ads, or just putting our TV ads online,” Jensen said. “For example, we have a whole department at our headquarters in Germany just doing digital marketing.”

24. Free Offer Abmob Credits US$50 worth of advertising for your business on their mobile networks. Details and promo code will be sent following the seminar.

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