make mobile count now, amielle lake w/tagga media #idsd
Post on 26-Jan-2015
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Share Interactive Day, use #IDSD on
MAKE MOBILE MAKE MOBILE COUNT NOWCOUNT NOW
Like, seriously.
Amielle Lake, CEO
Tagga Media Inc.
TEXT AMIELLE TO 82442
@tagga
Tagga: A software & solutions company
#IDSDInteractiveDaySanDiego.com
Committed to Making Agencies Better Mobile Marketers
About Tagga
• 14 mobile specialists: offices in NYC & Vancouver-eh
• Software platform that simplifies mobile web development and SMS
• Focus on cost effective service offering (media planning, analytics)
• Agency needs guide our product roadmap• SMB reseller channel via Yellow Pages and
Hearst Media
#IDSDInteractiveDaySanDiego.com
Seismic Shift
#IDSDInteractiveDaySanDiego.com
Don’t Let this Be You
#IDSDInteractiveDaySanDiego.com
Overview
• What
• Why
• Who
• Where
• When
• How Much
#IDSDInteractiveDaySanDiego.com
WHAT
#IDSDInteractiveDaySanDiego.com
What is Mobile Marketing/Advertising ?
#IDSDInteractiveDaySanDiego.com
Cell Phones Have Evolved
#IDSDInteractiveDaySanDiego.com
The Landscape
#IDSDInteractiveDaySanDiego.com
Mobile Advertising Mobile MKTG Services
Mobile Content Mobile Commerce
On-Device Offline Response
• Video and Music
• Personalization
• Mobile Websites
• Branded Apps
• CRM
• Coupons
• Promotions
• Events
• eCommerce
• Operator billing
• SMS / P2P
• NFC
WAP vs. APP vs. SOCIAL
• 73 million mobile web browsers/mnth• 70 million app users/mnth• 14.5 million mobile social app users/mnth• Key content categories mobile web has 2x
the audience of apps• Social does not yet have scale but has reach• Apps can provide the richest experience
#IDSDInteractiveDaySanDiego.com
Comscore, 2010
Integrated Solution
#IDSDInteractiveDaySanDiego.com
Marketing 101
• Compelling call to action
• Media Support
• Strong Creative
#IDSDInteractiveDaySanDiego.com
Core Characteristics
• Opt-in
• Scale
• Reach
• Conversion
#IDSDInteractiveDaySanDiego.com
WHY
#IDSDInteractiveDaySanDiego.com
A Critical Equation
#IDSDInteractiveDaySanDiego.com
MOBILE PC TV
24/7/365
#IDSDInteractiveDaySanDiego.com
#IDSDInteractiveDaySanDiego.com
Mobile vs. Online
#IDSDInteractiveDaySanDiego.com
WHO
#IDSDInteractiveDaySanDiego.com
Save Time & Waste Time
#IDSDInteractiveDaySanDiego.com
#IDSDInteractiveDaySanDiego.com
Key Demographics
#IDSDInteractiveDaySanDiego.com
Millennial – Channel Agnostic
• High maintenance
• High on technology
• Needy for connectivity
• Mesh life and work
Ringtones, wallpapers, fun apps
#IDSDInteractiveDaySanDiego.com
Chipping into Millenials
#IDSDInteractiveDaySanDiego.com
Old Dutch Arriba Chips8/10 contest entries were mobile vs. online
2% conversion rate from on-pack
Responses came from non-metro areas, mass market phones whereby peak times were between 3-6pm
The iPlay game for the movie went on to become one of the most successful iPhone games of all time
Digital Moms – Time Starved
#IDSDInteractiveDaySanDiego.com
• Look for technology to make their lives easier
• IPhone and feature rich phone usres
• Need to make the transition from PC to mobile seamless
Time-saver applications, efficiencies (coupons), entertainment
Techie Men – Want the Latest & Greatest
#IDSDInteractiveDaySanDiego.com
• Gadget junkies
• Need entertainment
• Wow them
Games, fantasy sport and news
Flash Food
#IDSDInteractiveDaySanDiego.com
Build a mobile loyalty program through ongoing special offers to subscribers
1600 subscribers in a hyper-local area
14% conversion (opt in from audience)
Measurable increase in sales
Yelp and Blogs
Glowbal Restaurants
Performing Markets
• Consumer Packaged Goods
• Food & Beverage
• Automotive
• Travel
• Retail
• Real Estate
#IDSDInteractiveDaySanDiego.com
WHERE
#IDSDInteractiveDaySanDiego.com
250 Million Consumers
#IDSDInteractiveDaySanDiego.com
Same Principles Apply
#IDSDInteractiveDaySanDiego.com
Driving Intent to Purchase
#IDSDInteractiveDaySanDiego.com
HOW MUCH
#IDSDInteractiveDaySanDiego.com
Spending is Growing
#IDSDInteractiveDaySanDiego.com
MMA Agency/Brand Study, 2010
Budget Allocations
#IDSDInteractiveDaySanDiego.com
MMA Agency/Brand Study, 2010
Where is Money Being Spent
#IDSDInteractiveDaySanDiego.com
MMA Agency/Brand Study, 2010
Costs (General)
#IDSDInteractiveDaySanDiego.com
ABI Research, 2010
Budget Allocation Guidance
• 10% of your interactive budget to mobile
• Transition organization from reactive to proactive mobile marketing
#IDSDInteractiveDaySanDiego.com
LET'S DO THIS
#IDSDInteractiveDaySanDiego.com
Guiding Principles
1. Respect the consumer
2. Stop thinking about it as a stand alone channel
3. Leverage technology capabilities to respond to target audience needs
4. Be Strategic
#IDSDInteractiveDaySanDiego.com
Essential Steps
1. Develop your strategy
2. Determine clear & measurable objectives
3. Focus on asset development AND campaign driven activities
4. Allocate budget
5. Do something now #IDSD
InteractiveDaySanDiego.com
Not Everything is for Mobile…
#IDSDInteractiveDaySanDiego.com
WWW.TAGGA.COMAMIELLE.LAKE@TAGGA.COM
THANK YOU!!!THANK YOU!!!
#IDSDInteractiveDaySanDiego.com
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