Mobile marketing is an opportunity that should be leveraged rather than feared. Agencies need to get over their fear of mobile marketing due to the large growth in mobile usage and advertising budgets moving to mobile. Mobile advertising works best as part of cross-media campaigns and dialogues. Numbers show that mobile users are an attractive demographic for advertisers and agencies should explore mobile marketing opportunities rather than focusing only on traditional media. With the right third-party partners, agencies can develop effective mobile marketing strategies and campaigns without extensive technical expertise.

1. Mobile Marketing is to be
leveraged & not to be feared
Contents
Are you stuck on Marketing?................................................................................................................... 2
Mobile Marketing – The New Opportunity............................................................................................... 3
Mobile on a gallop, stealing budgets from traditional media ................................................................... 4
Agencies need to get over their fear of mobile marketing ...................................................................... 5
Numbers’ game ................................................................................................................................... 5
Right party ........................................................................................................................................... 6
Three Behavioural Trends of Mobile Experience .................................................................................... 7
Some News in Mobile Advertising Space ............................................................................................... 8
Mobile Advertising ............................................................................................................................... 8
 Universal Pictures drives film awareness via mobile ad campaign ............................... 8
 Google addresses burgeoning apps marketplace with new ad units ........................... 8
 Celebrity Cruises builds database via mobile calls-to-action - Luxury Daily .............. 8
 Unilever’s Dove promotes beauty products through multichannel digital effort ....... 8
 Breguet matches competitors with mobile history, collection showcase - Luxury
Daily .................................................................................................................................................... 8
 Why are marketers forgetting to optimize their mobile campaigns? ........................... 9
 Warner Bros. raises film awareness through mobile ....................................................... 9
 Michael Kors ups mobile efforts for Mother’s Day campaign - Luxury Daily .............. 9
 Target ramps up its marketing efforts via new mobile ad campaign........................... 9
 De Beers, Clarisonic engage brides-to-be via watermarked ads - Luxury Daily ....... 9
 Bentley offers virtual test drive in app update - Luxury Daily ...................................... 9
 Should marketers invest in in-app ads or mobile display? .......................................... 10
 What White Castle could have done to make its mobile ad campaign successful .. 10
 72pc affluent consumers have no spending limit in apps: study - Luxury Daily..... 10

2. Are you stuck on Marketing?
out of box
What new to do? How to grab consumer's short attention Span? How to do
marketing campaigns How to increase ?
ROI on existing marketing spends?
.... Follow the Blue Ocean Strategy...
Find Greener Pastures in Mobile Marketing....
If you follow the "only traditional route" approach ... You end up with the ordinary.
Try Out of Box... Try Mobile
“Mobile is so interesting because it combines the ability to consume and heroize brands with the
ability to take action,” said Patrick J. Moorhead, senior vice president and group management director
of mobile platforms at Draftfcb Chicago.

3. Mobile Marketing – The New Opportunity

4. Mobile on a gallop, stealing budgets from traditional media
M obile advertising works when used as part of a cross-media campaign and dialogue.
According to Berg In-sight, mobile will account for 15.2 per cent of global online ad spend in 2016. The
total value of the global mobile marketing and advertising market will grow from $3.4 billion in 2010 at a
compound annual growth rate of 37 per cent to $22.4 billion in 2016.
Mobile advertising matured drastically in 2011, with more sophisticated ad units and campaign
executions. This maturation has made consumers more open to mobile ads.
According to Nielsen’s State of the Media:
Consumer Usage Report, 51 per cent of consumers say that they are OK with advertising on their
devices if it means they can access content for free.
For 2012 expect to see more integration of social into mobile ads and marketing programs. Also,
location will be a key aspect of mobile marketing and advertising strategy. Larger budgets will lead to
higher fill rates for publishers.

5. Agencies need to get over their fear of mobile marketing
April 27, 2012
By Alex Kutsishin
With more than 1 billion smartphones in use worldwide and approximately half of all online searches
now originating on mobile devices, this is the time for advertising agencies to fully embrace the new
possibilities of mobile advertising. But many are still reluctant to do so. The reason? Fear of the
unknown.
It is no exaggeration to say that advertisers and agencies who want to remain relevant need to get
over their fear of mobile marketing – quickly.
Mobile Internet use is poised to outstrip desktop Internet use in 2014. Mobile device use already tops
PC use in many major markets, according to a Google study.
Numbers’ game
If the threat of irrelevance is not sufficient motivation to take the plunge, ad agencies should also note
that mobile customers are a highly desirable demographic group:
• 36 per cent of mobile shoppers are in the 25-34 age range and an additional 21 per cent are 35-44 –
the exact demographic many advertisers are trying to reach.
• 52 per cent of mobile shoppers use their smartphones to research product features, and 29 per cent
conduct comparison shopping online using their devices.
• 34 per cent of mobile shoppers make $100,000 per year or more and 18 per cent make between
$75,000 and $100,000.
With such attractive demographics and a marketplace that is increasingly turning to mobile advertising
solutions, agencies that focus exclusively on print and PC-based advertisements have plenty of
reasons to explore the prospect of mobile marketing.
However, many agencies are hampered by misperceptions about the technical complexity of the
mobile medium as well as the expenses involved.
The good news is that these fears are misplaced.

6. Right party
Just as technology has generally become simpler and more intuitive for the average user, mobile
technology is becoming more straightforward for both users and advertisers.
Today, it is easier than ever for an agency to develop and implement a mobile marketing strategy and
take advantage of the huge opportunities the explosive growth in the mobile advertising sector
presents.
Creative teams can now access an array of third-party offerings that can make creating branded
mobile content a snap.
Offering truly user-friendly mobile content creation systems at an affordable price, third-party
developers now empower advertisers to build and publish Web content and specialty apps complete
with highly customizable buttons, fonts, headers and embedded video.
Agencies no longer need specialized technology expertise to operate mobile campaigns since their
development partners can handle the back-end architecture.
With the right partner, agencies can leave worries about screen-size optimization and mobile viewing
dimensions behind and focus on creating compelling content and campaign strategies that drive
revenue.
A competent third-party provider can allow agencies to develop mobile ads in-house without
programming knowledge, much as software programs enable non-techie users to create, edit and
publish documents and social media content every day without ever entering a single code.
Many third-party services also make social media integration and analytics part of the package, with
access to Twitter and Facebook widgets as well as campaign metrics from applications and programs
such as Google Analytics and APIs.
IN LIGHT OF these new options and the rapid growth of the mobile advertising industry, the only
question that remains is why any agencies are still reluctant to jump on the mobile marketing
bandwagon.
With affordable new offerings and user-friendly technology, it is time for the last of the holdouts to
mobilize their marketing campaigns

7. Three Behavioural Trends of Mobile Experience

8. Some News in Mobile Advertising Space
Mobile Advertising
 Universal Pictures drives film awareness via mobile ad campaign
May 2, 2012
Universal Pictures is promoting its new “The Five-Year Engagement” film through a series of
mobile ads that feature the movie’s trailer and branded radio station.
 Google addresses burgeoning apps marketplace with new ad units
May 2, 2012
With the mobile application market continuing to grow, Google has introduced new and enhanced
ad units to help marketers promote, track and monetize their apps.
 Celebrity Cruises builds database via mobile calls-to-action - Luxury Daily
May 2, 2012
Luxury Daily today - Celebrity Cruises builds database via mobile calls-to-action; 70pc affluent
males prefer online shopping: study.
 Unilever’s Dove promotes beauty products through multichannel digital effort
May 1, 2012
Unilever’s Dove is using mobile advertising to encourage consumers to get involved in a broader
digital campaign that promotes healthy skin and the brand’s personal care products.
 Breguet matches competitors with mobile history, collection showcase - Luxury
Daily
May 1, 2012
Luxury Daily today - Breguet matches competitors with mobile history, collection showcase; Do
luxury brand Olympics sponsorships work?

9.  Why are marketers forgetting to optimize their mobile campaigns?
April 30, 2012
Too many marketers are hopping on the mobile bandwagon without fully considering the consumer
experience they are delivering after the call to action.
 Warner Bros. raises film awareness through mobile
April 30, 2012
Warner Bros. is aiming to get movie lovers excited about its upcoming “Dark Shadows” film via a
mobile campaign that incorporates social.
 Michael Kors ups mobile efforts for Mother’s Day campaign - Luxury Daily
April 30, 2012
Luxury Daily today - Michael Kors ups mobile efforts for Mother’s Day campaign; Elliman luxury
real estate magazine relaunch focuses on affluent lifestyle.
 Target ramps up its marketing efforts via new mobile ad campaign
April 27, 2012
Target is running a new mobile advertising campaign that promotes its pharmacy initiatives and
lets consumers learn more about it.
 De Beers, Clarisonic engage brides-to-be via watermarked ads - Luxury Daily
April 27, 2012
Luxury Daily today - De Beers, Clarisonic engage brides-to-be via watermarked ads; Oscar de la
Renta reinvents social commerce via brand-controlled product sharing.
 Bentley offers virtual test drive in app update - Luxury Daily
April 26, 2012

10. Luxury Daily today - Bentley offers virtual test drive in app update; Burberry fetes largest Asia-
Pacific store via 4D spectacle.
 Should marketers invest in in-app ads or mobile display?
April 25, 2012
Mobile apps continue to surge in popularity, making in-apps ads an increasingly attractive option
for marketers who want to reach mobile consumers. While savvy marketers have begun pouring
more money into in-app ads, mobile Web-based display advertising can still make sense for many.
 What White Castle could have done to make its mobile ad campaign successful
April 25, 2012
White Castle’s mobile advertising campaign clearly aims to engage new and existing customers by
offering them the ability to order food through their handsets. However, by leading users to an
unoptimized landing page, the fast food giant missed its goals due to poor execution.
 72pc affluent consumers have no spending limit in apps: study - Luxury Daily
April 25, 2012
Luxury Daily today - 72pc affluent consumers have no spending limit in apps: study; Gucci uses
actress endorsement for China-area accessories campaign.

11. st
Monday, 1 May, 2012
Thanks for your time.
Kumar Gaurav
+91 95604 52199
Source:
 Mobile Marketer Classic Guide to Mobile Advertising.
 The Mobile Marketing Handbook by Kim Dushinski
 Reports from the Mobile Marketer.
 Alex Kutsishin is president of FiddleFly Inc., a Columbia, MD-based developer of mobile Web
sites