Yodel camerjam mobile marketing finance masterclass
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This document provides an overview of strategies for maximizing success with mobile marketing. It discusses revenue strategies, brand strategies, retention, differentiation, experience, and acquisition. It also covers accessibility, expectations, immediacy, lowering customer acquisition costs, and mobile commerce. The document then discusses CRM strategies and how to measure mobile activity effectiveness through effective tracking, creativity in mobile advertising, and planning and buying mobile campaigns.
Yodel camerjam mobile marketing finance masterclass
- 2. Mobile strategies Revenue Brand Strategies Strategies Retention Differentiation Experience Acquisition Monetisation Accessibility Expectations Immediacy Lower CPAs Mcommerce Greater usage Comp advantage Better service Greater returns New rev streams CRM Strategies
- 3. Once you’ve invested in creating your mobile properties and presence, how do you maximise their success?
- 4. Mobile activity process How could Mobile How can we best Business and be used to help engage with our Marketing achieve these audience in Objectives objectives? mobile? The Role(s) of Mobile strategy mobile What is the most What is the How can we effective way of mobile activity maximise delivering the achieving? Mobile’s strategy? effectiveness? Campaign Mobile Mobile delivery evaluation development
- 5. Maximising Mobile Success Mobilising existing activities Activate Mobile Marketing ATL advertising Mobile Search Fixedline search Display Advertising activity Instore/promo material SMS/MMS marketing Existing CRM HTML mobile Activity Email marketing Mobile video/prerole Fixedline Display/Behavioral Appstore/marketplace presence Sponsorships Mobile SEO TV Advertising Publisher/Carrier partnerships Website In Game marketing Partnerships Mobile email marketing VOD Mobile social delivery Incentivised downloads
- 6. Mobile Opportunity minefield Rich media Mobile opportunities Mobile advertising Preroll video CPC competition Partnership SMS/ Mobile Mobile Social media Further information MMS search Destinations usage CRM behavioural Time sensitive Location Publishers Google Search for info carriers Bing App Msite Signup Yahoo Search to MSite Richer Msite Search Interact experience Site integration sponsorship Customerbase leverage
- 7. Three essential ingredients Effective Tracking Creativity Planning and Buying
- 9. The Right Tracking Msite Publishers (CPM) Optimisation Banner/ Banners HTML Ad Unit Tracking Networks Time of day Bannerclick Day of week Networks (CPC) Network Publisher Publishers Publisher groups App downloads Application Events Section searched Virtual CPA Carriers Actions taken Behavioural groups (CPC/CPM) Location Usage H/M/L Usage Activity Usage Retargeting
- 10. Mobile Creative
- 11. Rich Media Advertising Effectiveness Smartphone Users are 50% Ad awareness more likely to Increased By recall an 25% For expandable expandable banner banners Source: IAB UK
- 12. Multi Banner HTML5 Expandable
- 13. Multi Banner HTML5 Expandable
- 14. Multi Banner HTML5 Expandable
- 15. Multi Banner HTML5 Expandable
- 16. Multi Banner HTML5 Expandable
- 17. Multi Banner HTML5 Expandable
- 18. Rich Media Capabilities SHAKE & TILT ANIMATION FACEBOOK Accelerometer control for Fluid automation engine with Post to wall on Facebook engaging experience / games high performance sequencing TWITTER 360 Degrees Post status update to Twitter Product Rotations & Panoramas DRAG & DROP IMAGE GALLERY UI for puzzles, builders and Tactile galleries with more thumbnails & downloads SMART DAYPARTING SOUND BOARD Creative or offer varies by Tap to play sound immediately time of day COMPLEX ANIMATIONS Mapping FORM CAPTURE Slide, fade, object paths and Link through to Google maps Text, pull down, checkbox & more 20 form validation for lead gen with option for branded pins
- 19. What can be provided? The most cutting edge HTML Ad Creation service Build Once, Run Everywhere 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
- 20. Creative Banner delivery - HTC
- 22. Branding Works on Mobile Average Brand Lift of Mobile Display Campaigns +13% +16% +24% +76% +58% +44% 1) Sample includes hundreds of mobile display campaigns Source: Goole: Insight Express Online & Mobile Norms, Nov’07 to Dec’09
- 23. Mobile Drives Response Conversions Click Through Rate Cost Per Acquisition +80% -15% +43% Separating out mobile campaigns from desktop drives significant performance gains Source: Google internal data, 25
- 24. 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
- 25. 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