Mobile Marketing: Best Practices for Cracking Today’s

Most Intimate Channel

Nice to meet you

malbarda: always on

Background

The year of Mobile Marketing?DECADEERA

And it works!

At the same time…

This might explain:

• The good news:– Mobile Ad Spend:

$ 2.6 BLN

• The not-so-good news:– That is less than 2%

of total Ad Spend

The discrepancy

• Consumers:

– 1 billion smart phone users

– Always on, always there

iPass Infographic

The discrepancy

• Consumers know how to use mobile:

– 1 billion smart phone users

– 9% of all search is thru mobile

– $850 million spend globally on mTrade

• Advertisers don’t know how to use mobile:

– 47% of advertisers “dissatisfied” with mobile marketing progress

– 37% still evaluating effectiveness of mobile programs

– Only 14% of advertisers “happy” with mobile ad results

– (CMO Council, Fall 2012)

Problem #1

Cre

ativ

e A

genc

y

Dig

ital

Age

ncy

Mob

ile

Age

ncy

Mob

ile

Ad

Net

wor

k

Med

ia A

genc

y

And the consumer?

I want to be able to find what I need when I need it

I want to be able to share what I want when I want to

I want to be able to do what I want to do when I want to do it

Problem 2: ROI(or lack thereof)

ROI – two worlds

Direct Sales• KPI’s (typically):

– Actual sales– Conversion– Value per touch point– Etc.

Indirect Sales• KPI’s (typically)

– Brand Health– Brand Love– Relationship to sales– Etc.

What “you” are offering

What “we” are far more interested in

Source: Google The new Multi-Screen World

Think before you App!

The Challenge

Stop thinking about it as “mobile”.

Start thinking about the interaction opportunities that

the consumer is seeking.

Consumers want seamless and easy access.

Surely, that is what we should provide.

With “engaging” and “true two way” thrown in for good measure.

With that…

• Session 1:– State of the industry– Trends and Expectations– Will we solve The Challenge?

• Session 2:– Advertiser experience showcase– Have they solved The Challenge?

Breakout Session Presentation:Mobile Marketing: Best Practices for Cracking Today’s Most Intimate Channel

SESSION LEADER:

• Maarten L. Albarda

SPEAKERS:

• Eric Ferguson, Vice President of Digital Client Services for Nielsen

• Peter Marx, VP of Business Development, Qualcomm Labs

• Mary Sheehan, ESPN