What is Mobile Marketing?

Zac JacobsOct 09

4 Billionnumber of mobile users worldwide

21 MillionThe number of mobile users

in Australia

100% adoption

3.5 MillionThe estimated number of

smartphones in Australia.

High % AB demographic

Why Mobile?

• Increasing interaction - CTC

• Highly targeted

• Always ON – first and last

• Improving response rate

• Location aware - actionable

Why a Mobile Site?

• Navigation very difficult – PC sites

• Compatibility Issues

- eg Flash support

• Rendering now very simple

• Take advantage of factors like location

• Creating a simple mobile site costs as little as $500

Mobile Consumer

53% agree that advertising keeps them up to date on products they want

63% agree that they would purchase via mobile via a single click either at home or out

49% have requested more information on a product via their mobile

Source: Insight Express. Consumer Portrait 2009

Attention!

6 Ads = 17% 1 Ad = 100%

• AdMob

• Mojiva

• Millennial

• Google

• Jumptap

Mobile Ad Networks

95%

of mobile marketing messages

are opened compared

to 25% of emails

Source: IAB

UK companies'

mobile marketing budgets rising from 18% in 2008

to over

30% by 2010

• Mobile advertising is much like advertising on any other medium.

• It is about finding the right places to

connect your brand with the rightaudience to deliver the right message.

• Think of mobile as an execution point on your current advertising strategy.

Ask yourself what role mobile will play in your media mix.

1. Is the objective to increase brand recognition?2. To launch a new product? 3. Get a direct response? or 4. A customer retention initiative?

Once your core media objectives have been answered, the route to take with mobile becomes much clearer.

Mobile Ad Types

• Web/Display

• Messaging

• Paid Search

• Video

• Voice

• In Game

• Apps

Web/ Display

Messaging Paid Search

Video Voice In Game Apps

Branding√ √ √ √ √

Drive to Mobile Site √ √ √ √ √ √Click To Call

√ √ √ √Consumer

Engagement √ √ √Lead Gen

√ √ √ √Direct Sales

√ √ √

Mobile Advertising Options

Location, LocationBest Buy demo

Apps

Pizza Hut

iPhone

Demo

Video

MasterCard

Not just a simple ATM locator – they created one that adds value by showing cashed up shoppers nearby stores that offer discounts to MasterCard users.

Apps

Case Study:

Firemint

Flight Control

#1 iPhone App

1.5M downloads

3 Easy Steps to putting up a mobile ad.

1. Login2. Add Content3. Decide Bid Amount

Lets make one now!

Case Study

China Mobile

Top 20 ( China Idol )

Serious Business

“We don’t have normal marketers just doing online ads, or just putting our TV ads online,” Jensen said. “For example, we have a whole department at our headquarters in Germany just doing digital marketing.”

Free Offer

Abmob Credits

US$50 worth of advertising for your business

on their mobile networks.

Details and promo code will be sent following the seminar.

Thanks

zac@duxdigital.com