connect & serve on mobile (at barcelona igaming) - by webcomrades, tom claes
DESCRIPTION
WebComrades was invited as a keynote speaker at the Barcelona Affiliate Conference to share insights on mobile and advertising. In a world where banner ads lead the way on the way, this presentation had to wake-up entrepreneurs to not go the display banner way on the mobile device, but to think more in terms of serving the mobile user. Presentation on Oct 12, 2012. by Tom Claes, WebComradesTRANSCRIPT
Them folks from
have entered the building!
- over -
THERE’S ABOUT 30 MINUTES...
...TO CONVINCE YOU THAT THERE IS
MORE THAN MOBILE ADS.
HOW MANY OF YOU LIKE MOBILE ADS?
excerpt of Pimp My Ads
LET’S ASK SOMEONE WHO KNOWS A THING OR TWO
ABOUT MOBILE.
“MOBILE BANNER ADS SUCK.”
quoted by Steve Jobs in 2010
HOW DID IT COME THAT FAR?
MONEY CASH HOES
‘SOMEBODY’ DECIDED TO COPY WEB TO MOBILE
MONEY CASH HOESsexy
UNFORTUNATELY, IT DOESN’T LOOK LIKE THIS...
USER ACCEPTANCE ADS ON MOBILE & TABLET
USER ACCEPTANCE ADS ON MOBILE & TABLET
YES.YOU ARE RIGHT.
DISPLAY ADS STILL GENERATE REVENUE.
MASSIVE AMOUNTS OF IMPRESSIONS
HIGHLY-DETAILED TARGETING/STATS
BUT MOBILE DISPLAY ADS GENERATE
MASSIVE AMOUNTS OF IMPRESSIONS
HIGHLY-DETAILED TARGETING/STATS
BUT MOBILE DISPLAY ADS GENERATE
AND ALSO...USER FRUSTRATION
SHOULD YOU KEEP USING EXISTING BIZZ MODELS?
...AND COPY SAME-OLD WEB AFFILIATE MARKETING?Please. Let there be light...
NO.
“MOBILE BANNER ADS SUCK.”
quoted by Steve Jobs in 2010
I REPEAT
THANK YOU, STEVE. BUT HOW CAN WE GO FROM...
VIEWS
CLICKS
?SESSIONS
LEADS
REGISTRATIONS
ACQUISITIONS
VISIBILITY & BRANDING DIRECT REVENUE
COOL DOWN.
SUCCESS DOESN’T COME OVERNIGHT
GOOD NEWS
MOBILE IMPRESSIONS ARE ON THE RISE
SO THE REAL QUESTION IS...
WHO’S GOT THE GOOSE?
the golden egg
Impressions, click-through rates and cost-per-action still continue to be the
main numbers that marketers use to evaluate their campaigns.
Although these metrics might be helpful with other marketing platforms, it does not necessarily apply to mobile, which requires a different mentality.
It’s about thinking through a whole new experience with the consumer first so that I can do things that are importantto me.
BECAUSE MOBILE BANNER ADS SUCK.
quoted by Steve Jobs in 2010
WHY?
THINK mobile.
We need to
for starters
THINK mobile.
We need to
for starters
ACTION MOBILE
ON
Even better, we need
The industry should focus on driving engagement and participation while creating real value for the consumer
to participate and interact with the ‘advertising’.
Mobile campaigns should be • personal,• location-specific,• relevant to what the user is doing,• perfectly timed,• attention-grabbers (=difficult)
THE BASICSIN 5 STEPS
KEEP IT SIMPLE
Simple doesn’t mean
poor quality or incomplete. It’s choosing the key elements and making a
huge difference between needs and wants.1
2CROSS-SELL YOUR APP
Communicating about a football clash coming up with competitive odds? Or a bonus promotion?
Why not use another angle and get your mobile application involved in the campaign?
+
OPTIMIZE CAMPAIGN SEO
Don’t expect users to find out about your app themselves. There are more than 500K other
apps in the app stores, how can these potential users find your app or mobile site?
3
4Integrate mobile in all media. Mobile is a hot topic and newspapers, bloggers, journalists like to write about it. Don’t underestimate the power of traditional media and give small media scoops too.
REACH OUT TO ALL MEDIA
Listen to your audience. There is a reason for all user-feedback. Good or bad. Scan your customer service and
social media channels thoroughly.
ASK FOR FEEDBACK5
...and act on it.
READY FOR TAKE-OFF?
Let’s do it.
AN APP OR A MOBILE WEBSITE?
NATIVE APP MOBILE WEB APPHYBRID APP
AN APP OR A MOBILE WEBSITE?
BOTHAND AT THE SAME TIME.
“WHY BOTH? I’M ON A BUDGET, MAN.”
Mobile sites are for the masses. Sites are excellent for SEO.
Apps are for the loyal fans.Apps need stores and have charts.
Apps consume content & usage.
NOW “$HOW ME THE MON€Y!”
I hear you thinking!
Dear Jerry,Context is where it is.– whether it is through related products, time or location – will be the next battleground for mobile payments.
by Mr. Doyle, Paypal
Sports
ShoppingArt +Entertainment
GamesNews
IMPRESSION RANKING
CONSUMER PLAYGROUNDS
from ‘Display Business Trends’ Aug 2012 by Google
Define a goal & context based on
The goal of mobile content marketing is to create target-market-oriented content that informs, entertains, provides value, and inspires sharing.
WHAT HAVE WE DONE?
We’ve been working closely with Unibet on mobile marketing apps.
50
remember picture
...INTERNATIONALLY
ROLLING-OUT CONTEXTUAL APPS...
SUCCESSFUL MOBILE SPORTSBOOK
2010first testcase in
We’ve already generated more than 2 million mobile user sessions since Jan 2011 straight in their core target group.
2011
And keep a focus on user-centric content integrations.
2012
LEARNINGSretention
#1retention
PRACTICE BY DOINGyou can blah-blah all you want...but you should
While doing, you are...
...building an audience,
...learning & improving,
...sharing the knowledge,
...giving something back,
...becoming a reference.
MONITOR USAGE
CHECK REVIEWS
FOLLOW CHARTS
INTEGRATE IN COMMUNICATION
Meanwhile at the HQ...
Thursday, October 11, 2012 (yesterday)
Two sportsbook marketing apps in the Top 10 (Denmark)!
UNIBET SPORTS TV GUIDE UNIBET FOOTBALL STATS CENTRE
Meanwhile, in The Netherlands...
UNIBET PRO
Unibet Pro made the Top 10 in The Netherlands!
Thursday, October 11, 2012 (yesterday)
STOP BUILDING THE TITANIC!
YOU KNOW HOW THAT ENDED.
ROLL-OUT AND GET THINGS DONE.
SMALL SCOPE.TOUGH DEADLINE.
SURVIVE.
The industry should focus on driving engagement and participation while creating real value for the consumer to participate and interact with the ‘advertising’.
CONNECT AND SERVE
YOU GIVEYOU GET
YOU GETYOU GIVE
Fill the void in a persons life,instead of blocking the viewon someone’s precious phone.
You don't win loyalty by forcing users to watch your ads.
It's about respecting the user, giving him something to enrich
his life in a specific way. And…first impressions.
POTENTIAL OF RELEVANCY
“Please remind. Shit will be dumped. You can shout and get a lot of buzz with an app. But don't forget that app stores are rated, apps are supposed to be free and that the standards are already very high. High expectations from the users that make or break your app. And if you're really concerned about your potential users you should have know that before.”
user feedback on mobile app forum
2012 - AJAX FOOTBALL FAN APP
2012 - AJAX FOOTBALL FAN APP
Ajax Amsterdam #1 football team in the Benelux.
Currently about 550K fans on Facebook.There are more than 20 Ajax-fansites,
all delivering news & updates on a daily basis, Mostly filled with affiliate banners.
Still, Ajaxfans made a difference...
2012 - AJAX FOOTBALL FAN APP
Ajaxfans is the #1 mobile football fan app in the Dutch app stores. And the story continues...
Ajax Amsterdam #1 football team in the Benelux.
Currently about 550K fans on Facebook.There are more than 20 Ajax-fansites,
all delivering news & updates on a daily basis, Mostly filled with affiliate banners.
Still, Ajaxfans made a difference...
2012 - AJAX FOOTBALL FAN APP
SO WHAT?
Is it complete and packed with “wow”-features? No.
But it’s the best app in terms of retention.Once a fan, forever a fan = engagement & loyalty.
It’s ranked before official apps of other teams and resides next to the office Ajax app. As the official app is all about the official stuff,
the fan app also leaks the rumors and unofficial news/gossip.
Next up (later this year) will be integration of social media tools and 3rd party added-value services for the fans.
CONNECT AND SERVE
YOU GIVEYOU GET
YOU GETYOU GIVE
IT’S NOT ABOUT MOBILE, IT’S ABOUT MOBILITY
“All that effort, for mobile....pfff...I don’t know....”
RECYCLE MOBILE EFFORTS & BUDGETS
If your service works on a smartphone or tablet...it will also fitdesktop PCs, laptops,smartTVs,widgets,etc.
Recycle the efforts and offer an API to others to be
creative with your service.
What if...your company could open its data?
your bossthe
team
This IS
Q&A
Tom Claesskype webcomrades
+32 (0)479 99 60 [email protected]
Lead Development Crewin [email protected]@webcomrades.com
“Superman doesn’t work here, but these guys come really close.”
This IS
Thank you.