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Mobile Marketing For Advertisers

Presentation delivered at the inaugural Asbury Park Press information forum held June 3rd

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Mobile Marketing For Advertisers

  1. 1. Mobile Marketing How to engage with an audience on the go
  2. 2. What is “Mobile”?
  3. 3. Any kind of mobile phone, smart phone, cell phone, or other mobile device
  4. 4. Mobile Growth
  5. 5. Mobile Growth • 75% of adults and 60% of teens are mobile phone users 25% 75%
  6. 6. Mobile Growth • 75% of adults and 60% of teens are mobile phone users • 68% of people 18-34 use SMS (73% 18-24 and 50% overall)
  7. 7. Mobile Growth • 75% of adults and 60% of teens are mobile phone users • 68% of people 18-34 use SMS (73% 18-24 and 50% overall) • Smartphone penetration (e.g. Blackberry, iPhone) is nearing 50% of the market
  8. 8. Mobile Growth • 75% of adults and 60% of teens are mobile phone users • 68% of people 18-34 use SMS (73% 18-24 and 50% overall) • Smartphone penetration (e.g. Blackberry, iPhone) is nearing 50% of the market • Among teens, mobile phone is the most important electronic device; higher than the TV
  9. 9. “Mobile will be a larger business than the PC-Web” —Eric Schmidt, Google CEO
  10. 10. But how do you advertise on a phone?
  11. 11. Mobile Advertising Vehicles
  12. 12. Mobile Advertising Vehicles • Mobile Optimized Websites • aka Mobile Web Advertising
  13. 13. Mobile Advertising Vehicles
  14. 14. Mobile Advertising Vehicles • Text Message Advertising Indianapolis-IN Conseco loess $400M in Q4; survival is at issue http:// m.indystar.com/ *Get Kroger coupons. Text GROCERY to 22888. • aka SMS (Short Message Service)
  15. 15. Mobile Advertising Vehicles
  16. 16. Mobile Advertising Vehicles Emerging Platforms
  17. 17. Mobile Advertising Vehicles Emerging Platforms • Podcasts
  18. 18. Mobile Advertising Vehicles Emerging Platforms • Podcasts • In-Game
  19. 19. Mobile Advertising Vehicles Emerging Platforms • Podcasts • In-Game • Bluetooth and LBS
  20. 20. Mobile Advertising Vehicles Emerging Platforms • Podcasts • In-Game • Bluetooth and LBS • GPS
  21. 21. Mobile Advertising Vehicles Emerging Platforms • Podcasts • In-Game • Bluetooth and LBS • GPS • Native Apps
  22. 22. Surge in Awareness 38% of US mobile phone owners recall seeing advertising on their cell phones in the first quarter of 2009 59% of Smartphone users recalled seeing mobile advertising Source: Brightkite & GfK Technology
  23. 23. #1 Recalled Ad Format • iPhone = Banner Ads • Other Smartphones = SMS
  24. 24. 5 Easy Things you can do to market your brand via mobile
  25. 25. 1. Create a mobile version of your website (try Mofuse or Mippin if you have a valid RSS feed)
  26. 26. 1. Create a mobile version of your website (try Mofuse or Mippin if you have a valid RSS feed)
  27. 27. 2. Use Google’s Mobile-Site Generator to mobilize your site immediately (http://www.google.com/gwt/n)
  28. 28. 2. Use Google’s Mobile-Site Generator to mobilize your site immediately (http://www.google.com/gwt/n)
  29. 29. 3. Create a Text-Alert System for deals, specials, and other alerts (http://open.4info.net/)
  30. 30. 3. Create a Text-Alert System for deals, specials, and other alerts (http://open.4info.net/)
  31. 31. 4. Promote your mobile site! Sponsor other mobile sites and apps that your target audience already uses
  32. 32. 4. Promote your mobile site! Sponsor other mobile sites and apps that your target audience already uses
  33. 33. 5. Make sure all your mobile marketing is targeted and trackable
  34. 34. 5. Make sure all your mobile marketing is targeted and trackable • Target by:
  35. 35. 5. Make sure all your mobile marketing is targeted and trackable • Target by: • Geography
  36. 36. 5. Make sure all your mobile marketing is targeted and trackable • Target by: • Geography • Age, Gender
  37. 37. 5. Make sure all your mobile marketing is targeted and trackable • Target by: • Geography • Age, Gender • Phone Type
  38. 38. 5. Make sure all your mobile marketing is targeted and trackable • Target by: • Geography • Age, Gender • Phone Type • Track by:
  39. 39. 5. Make sure all your mobile marketing is targeted and trackable • Target by: • Geography • Age, Gender • Phone Type • Track by: • Click-through
  40. 40. 5. Make sure all your mobile marketing is targeted and trackable • Target by: • Geography • Age, Gender • Phone Type • Track by: • Click-through • Phone calls
  41. 41. 5. Make sure all your mobile marketing is targeted and trackable • Target by: • Geography • Age, Gender • Phone Type • Track by: • Click-through • Phone calls • SMS responses
  42. 42. Know the Limitations
  43. 43. Know the Limitations • The screen is smaller • There’s no mouse • There’s no printer • The keyboard is limited • Bandwidth may be restricted • Megabytes sometimes cost money
  44. 44. But Also Know the Numerous Capabilities ...
  45. 45. But Also Know the Numerous Capabilities ... • It’s a phone • It’s a • It’s a camera micropayment • It’s a video device camera • It sends email • It sends text • It’s a music player messages • It’s a video player • It’s location- • It’s a calendar aware • It’s a browser
  46. 46. Typical Mobile Website Campaign
  47. 47. Typical Mobile Website Campaign
  48. 48. Rich-Media Ads also work on Mobile Sites
  49. 49. Rich-Media Ads also work on Mobile Sites
  50. 50. Google AdWords http://services.google.com/adwords/mobile_ads
  51. 51. Mobile Web Advertising Best Practices
  52. 52. Mobile Web Advertising Best Practices Best Response Methods: • Link to advertiser WAP site • Click-to-call • Click to find store location
  53. 53. How do you get to mobile-friendly websites?
  54. 54. How do you get to mobile-friendly websites?
  55. 55. Mobile Web Traffic DailyRecord MyCentralJersey TheDailyJournal CourierPostOnline
  56. 56. Mobile Web Traffic 40,000 30,000 20,000 10,000 Nov 2008 Dec 2008 Jan 2009 Feb 2009 0 Mar 2009 Apr 2009 DailyRecord MyCentralJersey TheDailyJournal CourierPostOnline
  57. 57. Mobile Web Traffic APP.com
  58. 58. Mobile Web Traffic 240,000 180,000 120,000 60,000 Nov 2008 Dec 2008 Jan 2009 Feb 2009 0 Mar 2009 Apr 2009 APP.com
  59. 59. Breaking News Text Alerts
  60. 60. What is “texting”?
  61. 61. What is “texting”? • Short for text messaging, it means sending quot;shortquot; (160 character) text messages from mobile phones using the Short Message Service (SMS)
  62. 62. What is “texting”? • Short for text messaging, it means sending quot;shortquot; (160 character) text messages from mobile phones Meet me at the movie theater at 9:30. I using the Short Message Service already picked up the tickets. (SMS)
  63. 63. What is “texting”? • Short for text messaging, it means sending quot;shortquot; (160 character) text messages from mobile phones Meet me at the movie theater at 9:30. I using the Short Message Service already picked up the tickets. (SMS) • Nearly all cell phones have the ability to text — the lowest common denominator of mobile marketing
  64. 64. Text Message Marketplace Data Usage Among Mobile Phone Customers
  65. 65. Text Message Marketplace Data Usage Among Mobile Phone Customers Text messaging or SMS Wireless internet Video or Mobile TV 89% 81% 73% 68% 26% 26% 24% 17% 10% 3% 3% 5% Ages Ages Ages Total Ages Ages Ages Total Ages Ages Ages Total 18-24 25-36 37-55 18-24 25-36 37-55 18-24 25-36 37-55 *Source: Telephia’s “Mobile Data Services Report,” Q1 2008 (July)
  66. 66. Text Message Marketplace
  67. 67. Text Message Marketplace • Following the trend started in Europe ...
  68. 68. Text Message Marketplace • Following the trend started in Europe ...
  69. 69. SMS Alerts Growth APP Courier-Post MyCentralJersey Daily Record The Daily Journal
  70. 70. SMS Alerts Growth 150,000 112,500 75,000 37,500 August ‘08 October ‘08 0 December ‘08 APP February ’09 Courier-Post MyCentralJersey Daily Record The Daily Journal
  71. 71. How Gannett’s breaking news text alerts work
  72. 72. How Gannett’s breaking news text alerts work
  73. 73. How Gannett’s breaking news text alerts work
  74. 74. How Gannett’s breaking news text alerts work COURIER-POST You will receive alerts for COURIER-POST powered by 4INFO. Text STOP to stop or HELP for help. Std/ other charges may apply
  75. 75. More than just news headlines ...
  76. 76. More than just news headlines ...
  77. 77. More than just news headlines ... Publishers Advertisers 4INFO Content From: 44636 weather sports stocks Top 7th: and more… CUBS: 2 REDS: 1 Partner Content *NFL updates? Reply COORS and more… and more…
  78. 78. 1-to-1 Ad/Edit Ratio
  79. 79. 1-to-1 Ad/Edit Ratio COURIER-POST COURIER-POST COURIER-POST Cops: Man kills ex- McCains make N.J. Woman fatally stabbed girlfriend, turns gun on campaign stops. in Pennsauken. self in Millville. *Get that look with JCP *Free ADT $1000 GE *Don’t get thirsty this Back to school Home Security System. summer, get Gatorade, Reply PROTECT3 Reply G2
  80. 80. Text Ad Responses
  81. 81. Text Ad Responses • Interactivity, Click-to-Call, Click-to-Locate, and more
  82. 82. Text Ad Responses • Interactivity, Click-to-Call, Click-to-Locate, and more
  83. 83. Text Alerts Marketing Best Practices
  84. 84. Text Alerts Marketing Best Practices • Offer incentives for users to respond— discounts, coupons, sweepstakes
  85. 85. Text Alerts Marketing Best Practices • Offer incentives for users to respond— discounts, coupons, sweepstakes • Use 4Info inventory to broaden campaign reach (635,000 subscribers)
  86. 86. Text Alerts Marketing Best Practices • Offer incentives for users to respond— discounts, coupons, sweepstakes • Use 4Info inventory to broaden campaign reach (635,000 subscribers) • Use 1-800 telephone number, response text, or links to mobile site to track campaign ROI
  87. 87. Text Alerts Marketing Best Practices • Offer incentives for users to respond— discounts, coupons, sweepstakes • Use 4Info inventory to broaden campaign reach (635,000 subscribers) • Use 1-800 telephone number, response text, or links to mobile site to track campaign ROI • Keep ad copy fresh — rotate 4 different 40- character short ads
  88. 88. Three-Pronged SMS Sponsorship Package
  89. 89. Three-Pronged SMS Sponsorship Package • Print Bug • Online Signup Widget • Text Alerts
  90. 90. Three-Pronged SMS Sponsorship Package • Print Bug • Online Signup Widget • Text Alerts
  91. 91. Three-Pronged SMS Sponsorship Package • Print Bug • Online Signup Widget • Text Alerts
  92. 92. Three-Pronged SMS Sponsorship Package • Print Bug • Online Signup Widget • Text Alerts
  93. 93. Case Study: Kroger
  94. 94. Case Study: Kroger • Sponsorship of IndyStar’s mobile offerings to drive traffic to SMS based coupons, which can be redeemed at checkout
  95. 95. Case Study: Kroger • Sponsorship of IndyStar’s mobile offerings to drive traffic to SMS based coupons, which can be redeemed at checkout Indianapolis-IN Conseco loess $400M in Q4; survival is at issue http:// m.indystar.com/ *Get Kroger coupons. Text GROCERY to 22888.
  96. 96. Case Study: Papa John’s
  97. 97. Case Study: Papa John’s • Louisville sold Papa John’s SMS inventory across the whole network to help promote text-alert specials, coupons, and mobile ordering
  98. 98. Case Study: Papa John’s • Louisville sold Papa John’s SMS inventory across the whole network to help promote text-alert specials, coupons, and mobile ordering • Average daily click-through rate up to .33% COURIER JOURNAL Ride that Bird wins Kentucky Derby http:// m.courier-journal.com/ *Specialty pizza only $8.99! Reply PAPAJOHNS
  99. 99. Case Study: Jiffy Lube
  100. 100. Case Study: Jiffy Lube • Key takeaway: all facets of the campaign are TRACKABLE and tied back to MOBILE
  101. 101. Case Study: Jiffy Lube • Key takeaway: all facets of the campaign are TRACKABLE and tied back to MOBILE
  102. 102. Case Study: Jiffy Lube • Key takeaway: all facets of the campaign are TRACKABLE and tied back to MOBILE
  103. 103. Case Study: Jiffy Lube • Key takeaway: all facets of the campaign are TRACKABLE and tied back to MOBILE
  104. 104. Case Study: Jiffy Lube • Key takeaway: all facets of the campaign are TRACKABLE and tied back to MOBILE
  105. 105. Ted Mann Digital Development Director, Gannett NJ tcmann@gannett.com 914-419-1432
  106. 106. Questions

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