unlock the power of mobile advertising
TRANSCRIPT
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Webinar Unlock the power of mobile advertising and
increase your marketing roi The webinar is due to start 2pm CEST
Meanwhile you can join the conversation on Twitter: #LeadmillWebinar @TeamLeadmill
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The presenter
Pavla Schlägerová Content Marketing Manager
With a huge passion for content, mobile and social, Pavla is managing all aspects of Leadmill marketing.
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agenda The current state of mobile
use mobile to create unique consumer moments
Set up the right KPI’s for mobile advertising
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Today there are 1.91 billion unique global
mobile users
This number will reach 2 billion by
next year
By 2018, half of the worlds mobile users (2.56 billion people) will have a
smartphone
2015 – eMarketer, 2 billion consumers worldwide to get Smart(phones) by 2016
The current state of mobile
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85% of smartphone users consider the devices as central to
their everyday lives
2014 – Mobile Behavior Report, Salesforce
The current state of mobile
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82% of smartphone users turn to their phone to influence
a purchase decision while in a store
2015 – Think with Google, Micro-‐Moments
The current state of mobile
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62% of smartphone users are more likely to take action right away toward solving an unexpected
problem or new task because they have a smartphone
2015 – Think with Google, Micro-‐Moments
The current state of mobile
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More than 9 of 10 say that access to content whenever
they want it is very important
2014 – Mobile Behavior Report, Salesforce
The current state of mobile
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2015 Marketo A marketer’s guide to going mobile
The current state of mobile
² Mobile devices are commonly applied to solve a a specific need or problem –in the moment.
² Mobile devices are private devices – we need to develop advertising that does not disturb the privacy but is adapted to the consumer preferences.
² We need to make our content accessible whenever consumers need our content – not sooner or later.
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But we have a challenge..
The current state of mobile
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As it is today
Mobile marketing does not live up to it’s full potential and the
consumer demands.
The current state of mobile
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The current state of mobile
² Mobile is often treated as mini-desktop ² If not done right consumers find ads
more interruptive than relevant ² Too much push messaging rather than
relationship building ² Brands do not take advantage of
targeting and data available ² For a long time, brands have perceived
the impact of mobile ads as hard to measure
The mobile challenges
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What consumers are interested in
What you want to say
relevance
The current state of mobile
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How can we succeed?
The current state of mobile
Collect what we want to know
Extract what is consistent and useful
Know the context
Measure &
Optimize
Distribute &
Promote
Create content
Understand Measure
& Optimize
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use mobile to create unique consumer moments
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use mobile to create unique consumer moments
profile
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situation
use mobile to create unique consumer moments
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Promote your web shop, app or products towards users with industry related apps installed.
Campaign Installed app
Industry related
Installed app Mobile web banner
advertisement
Interest related Promote your web shop, app or products towards users with industry related apps installed.
preferences
use mobile to create unique consumer moments
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use mobile to create unique consumer moments
content Native ads Html5 interstitials Rich media
Push Notifications Display banner
VIDEO + video cta
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use mobile to create unique consumer moments
Key take aways 1. Be customer – centric rather than
company – centric 2. Focus to be there to solve a specific
need or problem – in the moment 3. Segment and target based on
profile, situation & preferences to grow your campaign performance and break through the marketing clutter
4. Adapt content to context
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Set up the right KPI’s for mobile advertising
Using clicks as the key measure is dangerous – as a percentage of
these clicks always will be accidental
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Set up the right KPI’s for mobile advertising
Post download activity
In-app engagement
conversions
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Set up the right KPI’s for mobile advertising
retention App store
ranking Life - time
value
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Set up the right KPI’s for mobile advertising
Optimize towards the most roi efficient channels
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use mobile to create unique consumer moments
Key take aways
1. Focus on in-app event tracking 2. Optimize towards best performing
channels 3. Move away from clicks and rather
focus on post download activity, LTV & Retention
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QUESTIONS?
Pavla SChlägerová Content marketing Manager, Leadmill [email protected]
pavlaschlagerova
@pavlasch @TeamLeadmill