make mobile count now, amielle lake w/tagga media #idsd

Share Interactive Day, use #IDSD on

MAKE MOBILE MAKE MOBILE COUNT NOWCOUNT NOW

Like, seriously.

Amielle Lake, CEO

Tagga Media Inc.

TEXT AMIELLE TO 82442

@tagga

Tagga: A software & solutions company

#IDSDInteractiveDaySanDiego.com

Committed to Making Agencies Better Mobile Marketers

About Tagga

• 14 mobile specialists: offices in NYC & Vancouver-eh

• Software platform that simplifies mobile web development and SMS

• Focus on cost effective service offering (media planning, analytics)

• Agency needs guide our product roadmap• SMB reseller channel via Yellow Pages and

Hearst Media


Seismic Shift


Don’t Let this Be You


Overview

• What

• Why

• Who

• Where

• When

• How Much


WHAT


What is Mobile Marketing/Advertising ?


Cell Phones Have Evolved


The Landscape


Mobile Advertising Mobile MKTG Services

Mobile Content Mobile Commerce

On-Device Offline Response

• Video and Music

• Personalization

• Mobile Websites

• Branded Apps

• CRM

• Coupons

• Promotions

• Events

• eCommerce

• Operator billing

• SMS / P2P

• NFC

WAP vs. APP vs. SOCIAL

• 73 million mobile web browsers/mnth• 70 million app users/mnth• 14.5 million mobile social app users/mnth• Key content categories mobile web has 2x

the audience of apps• Social does not yet have scale but has reach• Apps can provide the richest experience


Comscore, 2010

Integrated Solution


Marketing 101

• Compelling call to action

• Media Support

• Strong Creative


Core Characteristics

• Opt-in

• Scale

• Reach

• Conversion


WHY


A Critical Equation


MOBILE PC TV

24/7/365


Mobile vs. Online


WHO


Save Time & Waste Time


Key Demographics


Millennial – Channel Agnostic

• High maintenance

• High on technology

• Needy for connectivity

• Mesh life and work

Ringtones, wallpapers, fun apps


Chipping into Millenials


Old Dutch Arriba Chips8/10 contest entries were mobile vs. online

2% conversion rate from on-pack

Responses came from non-metro areas, mass market phones whereby peak times were between 3-6pm

The iPlay game for the movie went on to become one of the most successful iPhone games of all time

Digital Moms – Time Starved


• Look for technology to make their lives easier

• IPhone and feature rich phone usres

• Need to make the transition from PC to mobile seamless

Time-saver applications, efficiencies (coupons), entertainment

Techie Men – Want the Latest & Greatest


• Gadget junkies

• Need entertainment

• Wow them

Games, fantasy sport and news

Flash Food


Build a mobile loyalty program through ongoing special offers to subscribers

1600 subscribers in a hyper-local area

14% conversion (opt in from audience)

Measurable increase in sales

Yelp and Blogs

Glowbal Restaurants

Performing Markets

• Consumer Packaged Goods

• Food & Beverage

• Automotive

• Travel

• Retail

• Real Estate


WHERE


250 Million Consumers


Same Principles Apply


Driving Intent to Purchase


HOW MUCH


Spending is Growing


MMA Agency/Brand Study, 2010

Budget Allocations



Where is Money Being Spent



Costs (General)


ABI Research, 2010

Budget Allocation Guidance

• 10% of your interactive budget to mobile

• Transition organization from reactive to proactive mobile marketing


LET'S DO THIS


Guiding Principles

1. Respect the consumer

2. Stop thinking about it as a stand alone channel

3. Leverage technology capabilities to respond to target audience needs

4. Be Strategic


Essential Steps

1. Develop your strategy

2. Determine clear & measurable objectives

3. Focus on asset development AND campaign driven activities

4. Allocate budget

5. Do something now #IDSD

InteractiveDaySanDiego.com

Not Everything is for Mobile…


[email protected]

THANK YOU!!!THANK YOU!!!


make mobile count now, amielle lake w/tagga media #idsd

Business

mobile specialists

mobile marketingadvertising

mobile web development

mobile web browsersmnth

mobile transition organization

proactive mobile marketing

mobile pc tv

mobile loyalty program