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

Google

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

20

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

FACEBOOK

Post to wall on Facebook

SMART DAYPARTING

Creative or offer varies by

time of day

TWITTER

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

21

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