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Mobile Advertising Strategy_Michael Hanley
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Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.
Sara QuinnSuivre
Visiting Professor of Professional Practice à VisiPublicité
Mobile Advertising Strategy_Michael Hanley
- Planning a Mobile Strategy Planning A Mobile Strategy Class 17
- Planning a Mobile Strategy Planning a Mobile Strategy Device, Connection and Content Keys to an Effective Mobile Strategy: 1.Don’t treat mobile as a stand-alone strategy 2.Your mobile strategy has to be integrated into your overall marketing campaign 3.Understand the daily activities and lifestyles of users 4.Find the “in-between” times in peoples lives to target ad messages 5.Know how and where consumers interact with friends, family and businesses
- Planning a Mobile Strategy Creating a Mobile Strategy The Mobile Web • More than 50% of web access is now via mobile • Business must have a mobile site to expand their audience device reach • Mobile sites can offer all the interactivity and purchasing options of PC-based web • Transactions are driving mobile usage • Online mobile web development sites are making it easy to easy to have a presence… Cliqlaunch is an example.
- Planning a Mobile Strategy Creating a Mobile Strategy Mobile Apps • “There’s an app for that…” • You must have a thorough understanding of your audience • The best way to use apps is to create something useful and valuable • Apps must be functional such as a calculator • Entertaining such as a video, game or music • Provide some sort of social connectedness, such as an for a app for a user community • Location aware apps are driving growth in retail, entertainment and travel • Monetize apps by offer free versions or subscriptions
- Planning a Mobile Strategy Creating a Mobile Strategy Mobile Coupons • Appeal to consumers who never think of clipping or carrying coupons • Smaller businesses from pizza shops to spas are using services like MobileCoupons.com • Merchants can create coupons and offer them to their customers both online and on mobile phones. • Location based shopping coupons using mobile devices are gaining popularity • More than 50% of users of location aware apps say they want to receive location-specific advertising, with mobile coupons a more appealing incentive than check-ins • GPS and applications such as Google Maps ranked highest, followed by Yelp, Facebook and Foursquare.
- Planning a Mobile Strategy Creating a Mobile Strategy Mobile Campaigns and Ads • Mobile marketing presents a distinct and unique way to create interactive dialogues with customers • It requires matching the creative to the device's smaller screen size; designing messages that are short, instantly understood, and effective; and creating a call for action with minimal steps. • Research indicates that mobile ads perform about five times better than Internet ads • Use mobile marketing to drive participation at events, exhibitions or to drive immediate traffic to retail environments… restaurants need this. • Make offers that are in tuned with consumer buying habits • A key consideration is what are the benefits to the consumer of signing up for your mobile coupon, mobile site, mobile text message, or mobile app?
- Planning a Mobile Strategy Creating a Mobile Strategy Mobile Campaigns and Ads • Mobile marketing presents a distinct and unique way to create interactive dialogues with customers • It requires matching the creative to the device's smaller screen size; designing messages that are short, instantly understood, and effective; and creating a call for action with minimal steps. • Research indicates that mobile ads perform about five times better than Internet ads • Use mobile marketing to drive participation at events, exhibitions or to drive immediate traffic to retail environments… restaurants need this. • Make offers that are in tuned with consumer buying habits • A key consideration is what are the benefits to the consumer of signing up for your mobile coupon, mobile site, mobile text message, or mobile app?
Notes de l'éditeur
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
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