Yodel camerjam mobile marketing finance masterclass
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Transcript of Yodel camerjam mobile marketing finance masterclass
Mobile marketing overview
Mobile strategies
Brand Strategies Revenue
Strategies
Retention Differentiation Experience
Accessibility
Greater usage
Expectations
Comp advantage
Immediacy
Better service
Monetisation Acquisition
Lower CPAs
Greater returns
Mcommerce
New rev streams
CRM Strategies
Once you’ve invested in
creating your mobile
properties and presence,
how do you maximise their
success?
Mobile activity process
Business and
Marketing
Objectives
How could Mobile
be used to help
achieve these
objectives?
What is the most
effective way of
delivering the
strategy?
What is the
mobile activity
achieving?
How can we
maximise
Mobile’s
effectiveness?
The Role(s) of
mobile
Mobile
development Mobile delivery
Mobile strategy
Campaign
evaluation
How can we best
engage with our
audience in
mobile?
Maximising Mobile Success Mobilising existing activities
ATL advertising
Fixedline search
Instore/promo material
Existing CRM
Email marketing
Fixedline Display/Behavioral
Sponsorships
TV Advertising
Website
Partnerships
VOD
Activate Mobile Marketing
Mobile Search
Display Advertising activity
SMS/MMS marketing
HTML mobile Activity
Mobile video/prerole
Appstore/marketplace presence
Mobile SEO
Publisher/Carrier partnerships
In Game marketing
Mobile email marketing
Mobile social delivery
Incentivised downloads
Mobile Opportunity minefield
Mobile opportunities
Partnership
Publishers
carriers
Site integration sponsorship Customerbase leverage
Mobile
search
Bing
Yahoo
Search for info
Search to MSite
Mobile
Destinations
competition
Further
information
CRM
Social
media
usage
Msite Signup
Interact Search
Mobile
advertising
Rich
media
Preroll
video
CPC
App
Richer Msite
experience
SMS/
MMS
Locatio
n
behavio
ura
l
Tim
e s
en
sitiv
e
Three essential ingredients
Tracking Creativity
Effective
Planning
and Buying
Effective tracking
Banner/
HTML Ad Unit Tracking
Bannerclick
Network
Publishers
App downloads
Events
Section
searched
Actions taken
Location
Optimisation
Banners
Networks
Time of day
Day of week
Publisher
Publisher groups
Virtual CPA
Behavioural groups
Usage
H/M/L Usage
Activity Usage
Retargeting
Msite
Application
The Right Tracking
Publishers (CPM)
Networks (CPC)
Carriers
(CPC/CPM)
Mobile Creative
Rich Media Advertising Effectiveness
Ad awareness
Increased By
25% For
expandable
banners
Smartphone
Users are 50%
more likely to
recall an
expandable
banner
Source: IAB UK
Multi Banner HTML5 Expandable
Multi Banner HTML5 Expandable
Multi Banner HTML5 Expandable
Multi Banner HTML5 Expandable
Multi Banner HTML5 Expandable
Multi Banner HTML5 Expandable
Rich Media Capabilities
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ANIMATION
Fluid automation engine with
high performance sequencing
IMAGE GALLERY
Tactile galleries with
thumbnails & downloads
360 Degrees
Product Rotations &
Panoramas
FORM CAPTURE
Text, pull down, checkbox &
form validation for lead gen
SHAKE & TILT
Accelerometer control for
engaging experience / games
Post to wall on Facebook
SMART DAYPARTING
Creative or offer varies by
time of day
Post status update to Twitter
DRAG & DROP
UI for puzzles, builders and
more
SOUND BOARD
Tap to play sound immediately
COMPLEX ANIMATIONS
Slide, fade, object paths and
more
Mapping
Link through to Google maps
with option for branded pins
What can be provided?
Ads run Across iOS & Android devices (
others to come Q2 2012 )
All Ads we create can be served through
all major mobile ad networks and 100+
premium publishers
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The most cutting edge HTML Ad Creation
service
Build Once, Run Everywhere
Creative Banner delivery - HTC
Planning Mobile activity
Branding Works on Mobile
Average Brand Lift of Mobile Display Campaigns
+44%
+13%
+24% +16%
+76% +58%
1) Sample includes hundreds of mobile display campaigns Source: Goole: Insight Express Online & Mobile Norms, Nov’07 to Dec’09
Mobile Drives Response
Separating out mobile campaigns from desktop drives
significant performance gains
Source: Google internal data, 25
Conversions Click Through Rate
+43% +80%
Cost Per Acquisition
-15%
The P&B Rule book
1. Make sure your activity is trackable
2. Use the right solutions for the objectives
ie clicks, impressions, video, data capture,
click to call etc
3. Mobile is not just search, its also
Networks, Publishers and carriers
4. Test, learn and implement
6. Buy effective prices not the cheapest
SMS
SMS works
For an Insurance client we have..
• Reduced immediate welcome costs by
90%
• Skipped payment response rate success
47%
• Renewal reminders have a really positive
impacted on reducing churn
• Fully implemented upsell and product
extension programme
Thank you
@yodelmobile