mobile marketing part 2
TRANSCRIPT
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http://www.youtube.com/watch?v=45Z-GevoYB8
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The Most Asked Questions
1. What are the business objectives? (e.g. increase market share)
2. What are the communications objectives? (e.g. increase brand awareness)
3. What are the campaign objectives? (e.g. education, CRM)
4. What is the role of mobile in this campaign?
5. What is the creative idea? Are there limitations?
6. Who is the campaign aimed at? (e.g. demographics, socio-demographics, values)
7. Which territories is this for?
8. What is the overall budget for this campaign?
9. What is the budget allocated for mobile? (e.g. development and media)
10. When will the campaign be live?
11. When will it end?
12. Is there a copy deadline for creative?
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The Process for Mobile Marketing Campaign is simple
Marketing Challenge
The Idea
The Experience Journey
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Marketing Challenge
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Assets Vs Media
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Target Audience
Mapping
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Targeting Options On Ad Networks
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Use a Consumer Usage Mapping Chart
This allows you to know exactly what your
consumer is doing & how much of what aspect of
mobile is being consumed.
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The Idea
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The Experience
Journey
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The Idea will Ride on…
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Based on what The ‘Business Challenge’ is The Experience Journey Can be Build
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Here is another successful example Quickbeds.com
http://www.youtube.com/watch?v=drQ8LwQ4fN4&feature=player_embedded
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Let’s Look at experiences in Ads
http://www.smorgasbord.nu/mma/2012/wwf/earth-hour-rich-media-banner/
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High End Integration Chevy Game Time
http://www.youtube.com/watch?v=mHrW0owZPFw
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Unilever Case Study
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http://mashable.com/2012/06/06/mobile-site-mobile-app-infographic/
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App or Not to App
App No App
Have sufficient long term content plan
Achieves a business goal
Have IT staff to support long term development
Want to access device level features
Do not have sufficient content
Business goal is short term / tactical
Do have budgets to support long term
Just want to be present on mobile devices
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Design for Use
One Eye
One Thumb
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Fat Fingers (& Thumbs)
57 Pixels 72 Pixels
Source: MIT - Touch Lab 2003
44 pixels 34 Pixels 28 Pixels
Recommended Target Areas by
Manufacturers
Average Digit Sizes
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Responsive Design
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Important to choose
between static sites vs
responsive design. As it
will impact your
technology costs.
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Making a Mobile Site
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Making a Mobile Site (2)
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Basic Landing Pages Can be Made
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Measurement
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Set Clear Expectations from Performance
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Google Analytics for APPs
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Evaluating Rich Media Campaigns
Total Page Views 25,421
Unique Page Views 18,774
Average Time Spent 0:04:41
Game: Start Game 1,390
Game: Q1 904
Game: Q2 451
Game: Q3 408
Game: Q4 398
Game: Q5 386
Game: Replay 155
Link: Sample Product 16
Link: Go to final page 31
Link: FB Share 4
Link: Twitter Share 4
Link: Go To Website 229
Grand Total 4,376
Engagement Level 17%
Events
OS Performance Impressions Clicks Ad CTR
Android 6,161,183 41,986 0.68%
iOS 4,003,315 21,320 0.53%
Total 10,164,498 63,306 0.62%
Operator Performance Impressions Clicks Ad CTR
MobileOne SG 1,800,987 11,530 0.64%
SingTel SG 520,543 1,258 0.24%
StarHub SG 2,789,738 18,539 0.66%
WiFi 5,053,230 31,979 0.63%
Total 10,164,498 63,306 0.62%
Ad Size Performance Impressions Clicks Ad CTR
300*250 54,052 513 0.95%
320*48 3,663,456 17,440 0.48%
320*50 6,446,990 45,353 0.70%
Total 10,164,498 63,306 0.62%
0 500 1000 1500
Game: Start Game
Game: Q1
Game: Q2
Game: Q3
Game: Q4
Game: Q5
Game: Replay
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Measuring Success Going back to what you set to achieve
Business Metrics Media Metrics
Sales / Registrations
App Downloads
Coupon Redemption
Brand Uplift
Clicks
Dwell Time / Engagement Rate
Social Shares
Time Spent
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Mobile Needs to integrated part of the marketing challenge
We must identify what role Mobile will play in our marketing mix
Measure & track success to business.
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Thank You