MLA Sessions Presentation

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The Mobile Leaders Alliance introduces MLA Sessions, a new educational series developed to help today’s marketers understand the power of mobile and the importance of mobile marketing. Learn proper planning techniques and best practices from seasoned mobile professionals in this innovative new series.

Transcript of MLA Sessions Presentation

  • 1. Welcome to Presented by:

2. Holistic Mobile PlanningCreating & Executing Cross-Channel MobileStrategy in Todays Fragmented WorldTrevor HamiltonRVP, Velti 3. Agenda Some mind-blowing mobile stats & ecosystem update Major fragmentation The need for a holistic, multi-channel approach Review of multichannel mobile media formats Case studies Key takeaways 4. Mobile Ecosystem UpdateConsumers are voting with their time, with theirpassions, and moving into a media space wheremarketers are simply uncomfortable followingthem-IAB President Randall Rothenberg 5. 10 Incredible Mobile Marketing Statistics1) There are 7 billion people on Earth. 4.8 billion own a cell phone. 4.2 billion own a toothbrush.(Mobile Marketing Association Asia, 2011)2) It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for theaverage person to respond to a text message. (, 2011)3) Mobile coupons get 10 times the redemption rate of traditional coupons. (Mobile Marketer, 2012)4) 91% of all smart phone users have their phone within arms reach 24/7 (Morgan Stanley, 2012)5) Mobile marketing will account for 15.2% of global online ad spend by 2016. (Berg Insight, 2012)6) It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report alost phone. (Unisys, 2012)7) 70% of all mobile searches result in action within 1 hour. 70% of online searches result in action inone month. (Mobile Marketer, 2012)8) 9 out of 10 mobile searches lead to action, over half leading to purchase. (Search Engine Land, 2012)9) 61% of local searches on a mobile phone result in a phone call. (Google, 2012)10) 52% of all mobile ads result in a phone call. (xAd, 2012) 6. Was Third Screen, now the First ScreenSource Microsoft 2012 7. Mobile is a MajorSocial PlatformSource Microsoft 2012 8. US Mobile LandscapeTwo year expected growth 2012 2014*Source eMarketer 2012 9. End Result = FRAGMENTATION 10. A Multichannel Approach IsImperative to MobilesSuccess 11. 5 Key Points for a Multichannel Approach:1) Social Media, SMS, Mobile Advertising and QR codes complement each other, socompanies must identify what channels best drive user engagement.2) Offering consumers relevant mobile experiences that are consistent acrossconsumer touch points and that are delivered in rich formats is expected3) Mobile as the glue between traditional media and digital channels to drive broaderawareness, stronger engagement, and better ad conversion.4) Consumer behavior is changing daily! Consumers now check out brandcompetitors while they are in retail locations. (i.e Showrooming)5) Consumers expect a seamless experience across all channels, particularly withnew, more powerful devices capable of more 12. To Plan a Holistic Mobile Strategy, Marketers Must:1) Research to understand top target audiences and determine the best engagement channels2) Exercise Mobile Readiness Mobilized assets, optimized sites, snackable video, analog media integration, on-pack promotions3) Define what success looks like and build in measurement routines to evaluate which mobile channels realize the strongest ROI4) Ensure that your multichannel strategy sustains brand value over time, even if a specific campaigns timeline passes.5) Optimize based off of performance and practice long-term planning RESULT = CONSUMER LOYALTY 13. Review of Select Multi-Channel Mobile Formats SMS On Pack Promotions QR Codes Mobile Web & Apps Mobile Advertising Mobile Search Location Based Services True Multi/Cross Channel 14. SMS Why SMS? 15. SMS Why SMS? 16. Multichannel Engagement with SMS 17. Other Types of MessagingMMS Sending pictures & video 18. SMS Push Marketing 19. Other Types of MessagingPush Notifications In app messaging 20. Other Types of MessagingIP Messaging - 21. Key Planning & Tracking Tools for Messaging:A mobile or push notification platform capable of: Connected to a capable aggregator Keyword management Stable, easy-to-use API that integrates into the backend system of the brand Pre-built message campaign templates that incorporate best practices byindustry Comprehensive reporting allowing cross-channel analysis for user flowtracking and KPI evaluation across all media 22. On Pack Promotions Why On Pack?1) Its valuable real estate that the brand is already paying for2) Every impression is 100% targeted and viewed3) A great way to extend brand objectives4) A great way to influence purchase intent at POP 23. On-Pack PromotionsColgate wanted to drive product sales and consumer engagement for theirMax White toothpaste brand, and mobile was the channel of choice!Specialty packaging was created for the promotion that featured instant winprizes and for iPhones, iPads, and a final draw for a Toyota car.The promotion resulted in a 12% lift in sales in the region during the timethe campaign was live. 24. On-Pack PromotionsTaco Bells Unlock the Box Promotion Will Give Away 5,000 Playstation VitasUser instructed to Text Unique Code in Box to Short Code to see if they won.Drove 1.3 million code redemptions and over 75,000 entries into mobile marketingalerts over 6 week promotion 25. QR Codes Why QR Codes? Great way to add an interactive dimension to analog media 22% of the Fortune 50 are placing QR codes in magazines, or at anyconvenient location to deliver relevant content to smartphone users. Brands saw 30X more scans 11 holidays compared to 10. New report out by Nellymoser demonstrating QR Codes beat out directmail in driving response 6.4% to 4.3% Jury is still out for long-term utilization may be usurped by new tech. 26. QR Codes Use Cases: 27. QR Code ActivationGive Consumers the Information needed to Make an Informed Decision via mobileAlso leads to Showrooming 28. Key Planning & Tracking Tools for QR:A QR Code Generator & Management System: 24/7 URL Management Has companion mobile landing page development tool Self service tools to create, customize and promote Real time dashboard of campaign performance activity Robust analytics on a cross-media basis 29. Mobile Web Why?Huge Scale! 121.9 million US monthly users of themobile internet & 1.2 billion globally!Per Comscore, 40% ofiPhone owners reportedbrowsing the web moreoften on their phonesthan on their PCs 30. Mobile Web Why?Potential lost opportunity and lost revenue! 31. Mobile Website Usability Rules to Live By! Mobile optimize your site Understand your audience Make your mobile site accessible Keep it Simple & clear Use Iconography Test, optimize and test again Provide link to main site Bear in mind connectivity (EDGE,3G,4G)Smartphone adoption and HTML5 have changed EVERYTHING! 32. Understanding Your Audience Brands need to understand the natural human behaviors of their users Each audience member, even if they own identical devices use themdifferently. Especially when you take into consideration: Time of day Content type mCommerce Banking/payments Video Games LocationThe usability of the site has to evolve with what your users want from you 33. Smartphone Utilization*Source O2 June 2012 34. Optimized Mobile Site Example 35. Key Development Tools for Mobile Web & Web Apps:A self or managed service platform : Innovative HTML5 creation Pre built templates and video transcoding tools Automated features with drag-and-drop interface enabling rapid deployment Widget components for site/app add-ons Comprehensive reporting with live site analysis enabling real-time optimization 36. Mobile Display Examples 37. Integrated Mobile Rich Media 38. Mobile Advertising Effectiveness 39. Key Tools for mobile ad serving & tracking:1) Ad Serving Proven 3rd party ad server with real-time conversion tracking Real-time reporting UI Creative-level placement analysis Single source for counting & reporting Real time reporting dashboard2) Analytics tools beyond ad serving Predictive analytics Consumer modeling Brand studies 40. Key Takeaways:1) The mobile platform is burgeoning with opportunity, and brands have to get organized to capitalize.2) All media formats can be complemented by mobile and companies must research and identify what channels best drive user engagement3) Consumer behavior is evolving at a rapid pace. Brands need to provide a seamless experience across all media4) Brands need to understand the psychology of their users and provide relevant experiences based off of that composition5) Plan and buy your mobile strategy in a holistic manner that delivers utility and benefit for the consumer at every step, and evolve as things change6) Highly consider working with trusted providers who can offer cross-channel solutions with unified analytics 41. ITS BEEN A PLEASURE! 42. Mobile Social MediaThe Real Marketing OpportunitiesDavid BerkowitzVP Emerging Media, 43. Brought to you by 360iU 44. Surveying the landscape360iU Learn. Do. Teach. Proprietary & Confidential 45. US mobile phone usage heavilysocial 46. Smartphone users are obsessedwith mobile social 47. US mobile social network usersgrowing, led by Facebook 48. Few surprises in top socialnetworks accessed via mobile Source: Adobe 49. Social activity similar on PCs & smartphones 50. Mobile social media strategy360iU Learn. Do. Teach. Proprietary & Confidential 51. The social strategic lensGoalsArsenalRulesValue 52. Social in the context of other digital marketing 53. Mobile social advertising strategy:Best practices Use mobile social to expand reach ofpaid/earned social programs Beyond adding reach, look for potentialintegration points Mobile only for specific audience groups Test copy & targeting Track separately 54. Facebook360iU Learn. Do. Teach.Proprietary & Confidential 55. Facebook mobile penetration nears 60% 56. 5 in 6 FB mobile users in North America, Europe, Asia 57. Zuck on Mo