the basics of mobile advertising

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Exploring the basics of Mobile adver6sing Cherylann Smith Digital Strategist 2009

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This is a talk I gave in 2009 and still seems relevant today in taking clients through the basics of mobile with some tips and tricks on getting the fundamentals right.

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Page 1: The basics of mobile advertising

Exploring  the  basics  of  Mobile  adver6sing  

Cherylann  Smith    Digital  Strategist  

2009  

Page 2: The basics of mobile advertising

Why  mobile  adver6sing?  

WHAT  IS  MOBILE?  Mobile  does  not  fit  into  the  tradi6onal  marke6ng  mindset.    It’s  smaller,  but  not  small.  It’s  a  new  way  of  thinking.    It’s  a  new  way  of  interac6ng.    It’s  a  new  way  of  speaking  to  your  audience.    It’s  not  isolated.    It’s  part  of  a  bigger  picture.    

 A  LITTLE  SPACE,  WITH  BIG  OPPORTUNITY!  

Page 3: The basics of mobile advertising

WELCOME  

There  are  almost  twice  as  many  cellphones  as  there  are  TV  sets  

In  South  Africa  today…  

44%  of  emails  are  sent  and  received  from  a  cellphone  

There  are  5.3  <mes  more  homes  with  cellphones  than  with  landlines  

There  are  four  <mes  as  many  households  with  a  cellphone  than  a  computer  

SMS  is  used  by  almost  four  <mes  more  people  than  email  

There  are  almost  6  6mes  more  cellphone  subscribers  than  internet  users  

Source:  MMA  AMPS  2009  

Page 4: The basics of mobile advertising

Where  to  begin…  

At  the  start…  

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Where  to  begin…  

Evolu<on  

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Where  to  begin…  

Evolu<on  

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Where  to  begin…  

Progress  

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More  progress…  

Revolu<on  

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And  then  there  was  the…  

Guess?  

First  real  mobile  phone?  

Page 10: The basics of mobile advertising

Innova<ve!  

It  worked!  

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Page 11: The basics of mobile advertising

What  is  this?  

Mobile  phones  are  really  not  phones  anymore  

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Page 12: The basics of mobile advertising

Clock Alarm

Calculator Camera

Library Location based services

Radio Messaging

MMS

Bluetooth

Games

MP3 Player

Email

Voice recorder

Memo Pad

Stop Watch

Video editor

Banker Yellow pages

Newspaper

Social Networking Browser

Search

Maps

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Page 13: The basics of mobile advertising

Why  mobile  adver6sing?  

WHY  MOBILE?  New  ways  for  brands  to  interact  

with  consumers.      

Simple,  yet  effec6ve…    but  limited  to  a  small  screen  

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Increase  in  adver6sing  cluZer…    It’s  a  shiM  in  the  way  we  think    It’s  about  engagement  &  interac<on      It’s  NOT  broadcast  

Media  CluZer  

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Page 16: The basics of mobile advertising

Used  from:  Martha  Kagan  -­‐  the  next  genera<on  of  immersive  mobile  branding  

Page 17: The basics of mobile advertising

Used  from:  Martha  Kagan  -­‐  the  next  genera<on  of  immersive  mobile  branding  

Relevance and engagement are key

Page 18: The basics of mobile advertising

Rules  of  engagement…  

Be useful

Be interesting

Don’t over-estimate the culture shift

Be visual

Get to the point

Entertain me

Solution integrator

It’s all about conversations

Simple,  yet  effec<ve  

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Page 19: The basics of mobile advertising

Tac<cs  without  strategy    is  the  noise  before  defeat    ~  Sun  Tsu  

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Page 20: The basics of mobile advertising

So  who  are  we  speaking  to?  

Young is a state of mind, not a physical state of being

Millenials  

Don’t think users think…

INFLUENCERS

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Page 21: The basics of mobile advertising

So  who  are  we  speaking  to?  

Mul<  taskters  

Things to do…

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So  who  are  we  speaking  to?  

Who  are  on  the  go  

Places to go…

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Page 23: The basics of mobile advertising

So  who  are  we  speaking  to?  

Tired of conventional advertising

Snack size, straight to the point

Relevance and engagement are key

…  &  they’re  savy  

People to talk to…

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Page 24: The basics of mobile advertising

It’s  micro  content…  

Life  is  about  sharing  

Customised ads reach key target audience

Multiple creatives for better results

There is no room to explain, keep it simple

UPPERCASE words are slower to read

Avoid superlongwords

It’s powerful, targeted, personal

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Page 25: The basics of mobile advertising

What  must  I  know?  

Handset

Lifestyle & Psychographically

Time of Day

Targeted demographically

Location based

What can we do with mobile?

We  can  target  YOU:  Text  &  Banner  ads  

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Page 26: The basics of mobile advertising

Objec<ves  

Create Awareness Generate Leads

Convert Leads Get sign ups

Data acquisition & profiling Targeted campaigns

Tac<cs…  

Measurements…  Impressions Clicks Click through rates Leads & sign ups Page views

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Usability  

Familiarity,  Consistency,  Simplicity  

For pages to be scan-able, fonts should be simple and clear to read.

Always try to keep the elements on a banner minimal. The message should be clear & easy to process.

Engaging non-intrusive consumer experience

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Page 28: The basics of mobile advertising

We’re  moving  forward  

We’ve  moved  BEYOND  promo6ng.                    

We’re  about  building  brand  affinity  through  the  right  messaging,  at  the  right  6me,  in  the  right  place.  

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Page 29: The basics of mobile advertising

So  what  does  this  mean?  

WE’RE  NOT  IN  THE  MEDIA  BUSINESS  

     

We’re  in  the  business  of  connec6ng  with  consumers.  

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Page 30: The basics of mobile advertising

Thank  you  

Cherylann  Smith    I  am  a  passionate,  innova<ve  big  picture  thinker  who  can  connect  digital  and  social  to  all  other  aspects  of  the  client  business  to  drive  growth  opportuni<es    @mylifescape    

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Page 31: The basics of mobile advertising

Disclaimer  and  Privacy  Policy  

I  believe  in  collabora<ve  informa<on  sharing  in  order  to  grow  and  learn.    The  images  used  in  this  presenta<on  are  found  from  different  sources  all  over  the  Internet,  and  are  assumed  to  be  in  public  domain  and  are  displayed  under  the  fair  use  principle.  I  provide  informa<on  on  the  image's  source  and  author  whenever  possible,  and  I  will  link  back  to  the  owner's  website  wherever  applicable.    If  you  are  the  owner  of  the  images  and  you  believe  that  their  use  on  this  site  is  in  viola<on  of  any  copyright  law,  then  please  contact  me  directly.