Monetizing mobile

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Wednesday15th September2010Monetizing Mobile&Driving Engagement

1Driving Engagement

2Personal

Permanently carried

Always on

Built-in payment mechanism

Creative impulse

Social context-

Why mobile is the future

3Social networking

Email

Free Music

Games

Free content

News and information

Instant messaging services

Simple secure payment mechanism -

What are we looking for from Mobile?

NEED WE SAY MORE

Ability to build a loyal profiled user base

Communication with a large, diverse base

Customer retention and repeat usage

Consumer engagement

Consumer awareness of Mobi site

Increase brand exposure

Effective targeting - What do brands want from mobile?

No. 1 - Mobile usage has become pervasive.

year on year we have seen more and more of our population having access to mobile phones.7 key trends mobile marketers need to know:

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8No. 2 - Mobile devices and platforms have experienced dramatic evolution.

Mobile phones have become more advanced and significantly cheaper7 key trends mobile marketers need to know:

9No. 3 - The device market is shifting in favor of smartphones

Handsets that 12 months ago cost R2 800 are now costing R1 299.7 key trends mobile marketers need to know:

10No. 4 - Increased ownership of smart devices is driving mobile Internet growth.

Smartphone owners are voracious media consumers they simply do more of everything: - more app use, - more browsing, - more social networking, - more music, - more video and - more messaging.7 key trends mobile marketers need to know:

11No. 5 - Communication modes are undergoing a significant shift.

Social networks are fast becoming the primary way mobile users exchange information7 key trends mobile marketers need to know:

12No. 6 - The base of mobile content users will continue to see strong growth.

- mobile gamers - mobile video viewers - mobile music listeners7 key trends mobile marketers need to know:

13No. 7 - Tablets are changing the face of mobility and computing.

EMarketer projects - 12.9 million iPad shipments worldwide in 2010, - 36.5 million 2011 and - 50.4 million in 2012.7 key trends mobile marketers need to know:

14Monetizing Mobile

151. Use mobile to raise awareness.

5 Steps for effective mobile campaigns

16Jaguar launched their new XF model in the US, and went big on Mobile Advertising to do so

Jaguar wanted to communicate the vehicles break through styling and unique features to a target audience that was male, 35 to 54 years old, and with a high level of household income.

Mobile proved to be a great way to do this.

5 Steps for effective mobile campaigns

17Banner Ads were placed on mobile sites, in order to drive (if youll pardon the pun!) people to a Mobile-oriented website. Impressively, by May 2008 (from a launch in Nov 2007), over 15 million ad impressions had been generated. This brought 85,000 unique visitors to the Mobile site.

Further on from this were some nice stats about usage of the site:

12,000 videos downloaded

18,000 wallpapers downloaded

For users who visited beyond the home-page, the average dwell time was 2 minutes

1.2% of users requested an email brochure by entering their email address into the WAPsite

2.6% located their nearest dealer to arrange a test drive

5 Steps for effective mobile campaigns

182. Mobile advertising can be effective across all demographics.

You need to know your demographic audience first.

That demographic needs to be matched up with an appropriate site in order to get the best results

Effective campaigns like this should be achieving a CTR of 4 7%

5 Steps for effective mobile campaigns

192. Mobile advertising can be effective across all demographics.

You need to know your demographic audience.

That demographic needs to be matched up with an appropriate mobi site in order to get the best results

Fish where the fish are

5 Steps for effective mobile campaigns

Fish where the fish are!203. Brands and mobile internet sites should put the user experience first.

Do not make your audience jump through too many hoops

Keep it simple

Get Permission first

Interact with them Engage them, reward them

5 Steps for effective mobile campaigns

214. Mobile display advertising needs to be a clear focus.

Use images rather than text

5 Steps for effective mobile campaigns

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a picture is worth a million words235. Mobile is more effective when something of value is offered.

Free Airtime

Free Music

Free Mobile Content

Money deposited into their bank account

Huge discount off the next purchase of a designer label

Free Movie Tickets

5 Steps for effective mobile campaigns

24 Grow your business: New eyeballs New sales channel New services

Change your interactions: New times New places New personality

Extend your market: New demographics New geographies New billion of users

What can MOBILE do for you?

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End of PresentationChris Wilson | Director : Advertising | chris@thumbtribe.co.za | +27 83 222 0722

Durban | Cape Town | Johannesburg