mobile marketing & advertising strategies to deliver on your key objectives
DESCRIPTION
ad:tech London 2012 Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives Scott Seaborn, Executive Creative Director, XS2 Christelle Chan, Marketing Director, Hotels.com James Connelly, Managing Director, FetchTRANSCRIPT
![Page 1: Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives](https://reader036.vdocument.in/reader036/viewer/2022062617/54c43fd64a7959742b8b460a/html5/thumbnails/1.jpg)
James ConnellyMDFetch
![Page 2: Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives](https://reader036.vdocument.in/reader036/viewer/2022062617/54c43fd64a7959742b8b460a/html5/thumbnails/2.jpg)
We Are Fetch
Background
An international and
independentMobile
Marketing Agency launched
in 2009.
Passionate about innovation and
driven by results.
![Page 3: Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives](https://reader036.vdocument.in/reader036/viewer/2022062617/54c43fd64a7959742b8b460a/html5/thumbnails/3.jpg)
Strategy Media Reporting & analytics
Creative
We Are Fetch
Services
![Page 4: Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives](https://reader036.vdocument.in/reader036/viewer/2022062617/54c43fd64a7959742b8b460a/html5/thumbnails/4.jpg)
Strategy Media Reporting & analytics
Creative
We Are Fetch
Services
![Page 5: Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives](https://reader036.vdocument.in/reader036/viewer/2022062617/54c43fd64a7959742b8b460a/html5/thumbnails/5.jpg)
How to plan a mobile campaign
![Page 6: Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives](https://reader036.vdocument.in/reader036/viewer/2022062617/54c43fd64a7959742b8b460a/html5/thumbnails/6.jpg)
Brief
Be Clear on what you want to acheive
Acquiring new users?
Mobile is not the new
desktop….
Converting non-mobile users?
Lead generation?
Driving awareness?
Who is your audience?
Is it the same audience on mobile?
What devices do they have?
When do they use them?
![Page 7: Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives](https://reader036.vdocument.in/reader036/viewer/2022062617/54c43fd64a7959742b8b460a/html5/thumbnails/7.jpg)
Brief
Be Clear on what you want to acheive
Acquiring New User?
Mobile is not the new
desktop….
Converting non mobile users?
Lead Generation?
Driving Awareness?
Who is your audience?
Is it the same on mobile?
What devices do they have?
When do they use them?
What does success look like?
![Page 8: Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives](https://reader036.vdocument.in/reader036/viewer/2022062617/54c43fd64a7959742b8b460a/html5/thumbnails/8.jpg)
Research
Use the right tools
![Page 9: Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives](https://reader036.vdocument.in/reader036/viewer/2022062617/54c43fd64a7959742b8b460a/html5/thumbnails/9.jpg)
Media Strategy
Centralise the plan
Allow the brief and research to inform a central strategy/ plan.
The strategy then informs the media choices…
![Page 10: Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives](https://reader036.vdocument.in/reader036/viewer/2022062617/54c43fd64a7959742b8b460a/html5/thumbnails/10.jpg)
Technology
Tracking setup before media choices
SDKSDK
![Page 11: Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives](https://reader036.vdocument.in/reader036/viewer/2022062617/54c43fd64a7959742b8b460a/html5/thumbnails/11.jpg)
Ad NetworksAd Networks ExchangesExchanges Premium Premium SEM-PPCSEM-PPCVideo Networks
Video Networks
Push Notifications
Push NotificationsIncentivizedIncentivized Wi-FiWi-Fi SMSSMS
Publisher Direct
Publisher Direct
SyndicationSyndication
Media Choices
Social MediaSocial Media
Social distribution
![Page 12: Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives](https://reader036.vdocument.in/reader036/viewer/2022062617/54c43fd64a7959742b8b460a/html5/thumbnails/12.jpg)
Optimisation Decision
Optimisation Decision
Optimisation StrategySignals & metrics to use
Effective cost per click
Click to Event
Click through rate
Cost per install
Cost per user
Delivery rate
Lifetime value
Average revenue per user
Delivery signals
Performance signals
Quality signals
External signals
Legend:
Ranking
Vendors insightsIndustry news
Cost per sale
Effective cost per install
Active users
![Page 13: Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives](https://reader036.vdocument.in/reader036/viewer/2022062617/54c43fd64a7959742b8b460a/html5/thumbnails/13.jpg)
SummaryKey points
Be clear on what you are expecting from your
campaign
Ensure your brief and research informs your strategy
Investigate and setup tracking solutions pre-media and
Create lead-time for SDK installation
Ensure you are buying at the optimal price, not just the
lowest
![Page 14: Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives](https://reader036.vdocument.in/reader036/viewer/2022062617/54c43fd64a7959742b8b460a/html5/thumbnails/14.jpg)
Thank you, from Fetch