How togetstartedinmobilehandbook

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Introduction

Do you want to be a record breaker?

Year on year, mobile continues to fl ourish, indeed the mobile internet grew at the fastest rate on record in 2010, with 19.4m people using it per month in December 2010. Now, more than ever. really is the best time to hop aboard the mobile train!

An increasing number of key developments over the last few years, particularly during 2010 have led to smartphone ownership increasing by 58%. Mobiles are now seamlessly integrated into consumers’ lives, for example, 30% of overall Google restaurant enquiries were made via the mobile internet, likewise 17% of automotive queries and 16% of consumer electronic queries all came via the mobile internet – fi gures too valuable to ignore.

It would appear that more advertisers than ever before agree. Mobile adspend was up 116% from 2009 to 2010 on a like for like basis. The range of advertisers using mobile to benefi t their brands is also becoming increasingly broader as more mainstream brands from sectors such as fi nance and consumer goods are realising mobile is not a tool to be missed.

When it fi ts mobile, can offer a wealth of benefi ts to brands, many have caught on and are already reaping the rewards. 2011 really should be the year to take mobile seriously. This guide will provide you with the confi dence and foundations to ‘get started’ in mobile, ensuring your brand doesn’t get left behind.

How to get started in Mobile

1

TIGERSP KECREATIVE CUTTING EDGE

By

Alex Kozloff,Mobile Manager, IAB

how to set your objectives 3

how to understand your consumers 5

how to brief your agency 10

how to read results 14

how to get the basics right 18

Contents

how to get started in Mobile

2

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Setting your objectives

3

By

George Dixon,

Mobile Manager & Senior Digital Planner, MediaCom

Many mobile practitioners, myself included, will happily tell you that almost a quarter of the UK’s online browsing time is performed via a mobile phone. They will also be keen to tell you that 36% of the population now own a smartphone, which means they carry a handset in their pocket that offers them an easy way to engage with nearly every aspect of the world wide web.

If you are going to set yourself realistic and practical objectives these are statistics and facts you need to try not to get hung up on.

Although they are very important, if you build your mobile campaign around these facts it is very likely that you will begin with a final destination in mind that limits the rest of your campaign, such as producing an app. Not strictly a bad thing, an app can help you fulfil your objectives, but it is important that you consider everything else first.

When planning mobile it is important that you approach it the same way as any other media channel, whether you are producing a broad media strategy that incorporates TV, press, online and outdoor or just mobile alone. Treat it as you would any other channel, this helps you keep your options open.


4

For many clients we have a frame work that shows campaigns and activations for the year (or even longer term) and which media fits each and how. For mobile I start with the same frame work, again, as I would with any other channel. For a larger client like Sky this may be very large, but it is important, as this will help keep mobile from being considered last minute as an extension of the internet on a smaller screen. You will quickly see how it can deliver parts of your campaign that you would usually reserve only for other channels.

Broken down simply this has led us to successfully test mobile with clients like RBS Insurance. We know how effective brand activity can be at raising awareness. Traditional DR channels, working in partnership with brand, can take advantage of that raised awareness and drive quotes to phone or site. But as people’s media habits change it is harder to reach everyone in the right place and at the right time, mobile was easily included as a direct channel, with click to call or a mobile optimised site.

This is a good example of mobile evolving a media plan, in order to reach an objective. For RBS Insurance it is important to remain front of mind for our target audience, using time of day and day of week targeting to plan and buy our media. We are also tasked with maintaining the perception of the brand as a market leader and innovator, and mobile allows us to achieve this as an emerging channel but also as an immediate touch point that consumers can engage with when they are triggered by other media or would usually be wasting time waiting for a train. What better way for a consumer to take advantage of this idle time at a train station on a Monday afternoon, than to sort out insurance quotes triggered by a mobile banner or even a QR code?

Leading on from this it’s important to investigate each of your audience’s usage of mobile and how it combines with other media in this way. The IAB’s research into mobile in the media day is incredibly insightful in this case and it demonstrates a consumer’s habits when using mobile on its own or responding to advertising and other content. Mobile can then be planned to fill gaps left by other media, delivering something unique other channels couldn’t, as well as work with other media to reach the campaign objectives.

It is only when you understand how mobile fits within your plan and within the lives of your target audience that you can begin to set its objectives. This objective may be reached via a mobile site or app, perhaps even driving downloads of that app. Possibly driving greater engagement with your brand using rich media on mobile sites or driven from print by a QR code. But the app production or use of a QR code cannot be the objective, planning mobile from day one helps avoid this.

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Our ability to understand mobiles ever growing audience is becoming easier than ever. Our view in the UK is proving less fragmented now than other EU markets due to great reports from both comScore, GSMA and IAB research. We also have mobile search analytics, supplier side targeting and new tools that allow real insights into consumer behaviour, and the full range of mobile activities conducted thoughout the day.

A great starting place in understanding this behaviour is via the IAB’s recent ‘Mobile and the Media Day’ report. This report examines the 24hr period of mobile media usage and makes interesting conclusions of mobile users at rest, work & ‘out and about’.

5

How to understand your consumer

By

Lee Blyth,

Mobile Advertising Specialist, Microsoft Advertising


PG.6

6

A sample of key fi ndings can be found below:

• Mobile media usage peaks 6-9pm

• Mobile media sees increased usage on weekdays

• Mobile browser is the dominant method of access (internet).

From this report it’s clear that the mobile audience is more active at home in the evening, weekdays, consuming and multi-tasking media after 6pm. And of course it’s a different story out and about. Social media, entertainment and ‘boredom’ are the most popular drivers of evening mobile media usage. More importantly, we can fi nally see the view that mobile above all media holds our attention for longer periods of time, eclipsing TV and even our trusty laptops.

Mobile media usage peaks 6-9pm

Source: IAB, Mobile and The Media Day Research, 2011

0-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am2

2.2

2.4

2.6

2.8

3

3.2

3.4

3.6

3.8

4

Average number of mobile media usage occasions

No

. of

mo

bile

med

ia u

sag

e o

ccas

ions

total mobilemedia usageoccasions perday

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1 18 mobile media occasions on the average day Consumers are using mobile media as part of their daily routine. Having

a mobile presence is a hygiene factor

2 69% accessed content via browser

It’s not all about apps! Brands need to ensure their site works on mobile

3 Mobile is an evolving companion

Mobile present’s brands with different opportunities throughout the day- make sure your offering fi ts with what consumers need

4 40% agree they often use their mobile if they see an interesting ad

Mobile should be considered in all advertising campaigns as a potential response mechanism

5 27% used their mobile in the week because it was their fi rst choice of media

Brands will benefi t from thinking ‘mobile fi rst’ rather than mobile last, to keep up with consumer demand.

7

But mobile holds consumer attentionfor the most part

Can you score each media in terms of your attention level out of a total of 100.

6-9am 9am-12pm 12-3pm 3-6pm 6-9pm 9pm-12am20

25

30

35

3.4

45

50

mobile media

Newspaper/magazine

PC/laptop

Radio

TV

Ave

rag

e en

gag

emen

t sc

ore

Source: IAB, Mobile and The Media Day Research, 2011


Overall the 5 key implications of the report state:

PG.6

8

Having reviewed our mobile audience it’s clear we need to engage them across browser environments primarily (in addition to app’s), realising its ‘always on’ 24/7 and be aware mobile is becoming the primary media device of choice.

Connecting with this audience now is becoming increasingly simplified as most large publishers, service providers and media players allow extensive targeting across their audience segments, and mobile assets.

Brands need to think about the range of targeting options available on mobile, which broadly speaking is more comprehensive than current web options.

As we’ve learnt, unlike the PC, the mobile phone is the most important and personal device available, it’s a chance to connect to the consumer one-to-one. Thinking about this personal 1:1 communication opportunity is key. This is only valuable if you know who you are talking to!

Any form of targeted advertising works better than generic ‘billboard’ ad’s pointed at the masses – the same rules apply to mobile.

Brands should consider the below options when planning mobile activity

• Age & gender of consumer

• Specific mobile device choice (to optimise experience)

The consumer ‘device choice’ expands the opportunity for brands to communicate from mobile browser, app environments and execute new ‘rich media’ ad formats.

It could be argued that the younger audience segment has the greatest opportunity to be ‘wowed’ with impactful creative subsequently shared socially with their friends. Brands should be aware of the opportunity this represents for viral and social sharing, and look to include a social element for this audience.

Audience Targeting

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Another increasingly important option is ‘behavioural targeting’. Technology exists to target consumers based on internet behaviour and apply those segments to mobile marketing campaigns.

At Microsoft we’ve followed the learning’s from our web business and unified targeting options across both mobile & web. This allows for simplistic campaign planning across two screens.

Concise audience targeting is the future of mobile marketing as mobile publishers evolve to offer new solutions to advertisers including ‘Experian’ mosaic profiling and eventually re-targeting. This is moving away from mobile providers that offer assumptions of consumers, where real data isn’t available.

It’s fair to say mobile targeting will eclipse web campaigns shortly, and be viewed as the primary method of 1:1 consumer communication. Our devices are shaping up to become more powerful, cheaper, with faster networks on the horizon. In two years we’ll see more internet users on mobile than the PC (Morgan Stanley) which is an amazing thought to linger on.

9

DemoTargeting

DeviceTargeting

GeoTargeting

BehavioralTargeting

CarrierTargeting

Day PartTargeting

FrequencyCapping

3rd PartyImpressionTracking


10

By

Marks and Spencer

Briefing shouldn’t be just about delivering the brief but the collaboration between the brand and agency to make sure they are on the same page. So, discussing the brief, evaluating and agreeing on the final brief are an important part of the process. Without these steps you might end up with an agency delivering something that doesn’t meet your expectations. Any good agency should have a ton of questions, some which might change the original brief.

How to writea mobile brief

Things to consider including:

The basics:

• Objectives

• Markets (e.g. UK)

• Timings

• Budget

• Importance to the business

• Any specific formats or devices

• Sign off process & requirements

And then detail:

• Background:

Information that puts the campaign in a business context e.g. market information such as “an increasingly competitive market and sales are decreasing YOY....”. An agency that understands your business, the business challenges and objectives are more likely to give you the right solution

Competitor information, if a product specific campaign include any competitor analysis on the product - most agencies are able to get this themselves but sometimes bigger pieces of research are carried out that will be worth sharing

• Task - Provide context for the campaign

What is the purpose of the campaign/project (this could be simply to learn)

If mobile is part of a bigger campaign, provide the ATL and digital strategy. Putting the campaign into context of other activity will help to define mobile’s role, which in many cases will be different to the others. It can also help to bridge gaps in the campaign!

What will the user journey be likely to be (e.g. ideally the call to action should take the customer to a mobile website, if not then what?)

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11How to get started in Mobile

Media laydown from other channels

Creative assets / concepts from ATL/digital. This is to make sure that everything is integrated, not necessarily looking/doing the same. You’ve got to take advantage of the strengths of each channel. Mobile is a more personal environment so you’d not expect it to do or communicate in the same way as ATL for example

Redemption mechanic, if there is an offer and any technical or operational challenges about using a mobile to do this in a store environment e.g. scanning at PoS or manual numeric entry by a service agent

Product details and alternatives if these are out of stock

Channel/format specific requirements e.g. for SMS what time the broadcast should be, no earlier than 8am and no later than 8pm

Brand & copy guidelines and how far these will flex to a small screen (for example, not every logo looks great on a small screen, there may be less elegant degradation across screen sizes!)

What will success look like, and how will it be measured / KPIs?

What needs to be tracked and how – some tracking may not possible

Learnings from past campaigns along with previous assets - if the agency on record they’d of course have that already

Any legal considerations (opt in’s, Ts&Cs and where these need to be available, any specifics about the offer wording)

• Target audience - Bringing the customer to life

Who are we talking to? Demographic, attitude, lifestyle - try to go beyond just demographic (personas are great - if done for online it is worth sharing)

What do we already know about their mobile behaviour (site stats) and handsets and mobile media consumption? This is very important as not all campaigns can cover all handsets due to them having different formats.

Any barriers to engagement with the campaign the customers might have

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• Sign-off

It is always good to agree a robust and clear signoff procedure in advance – and this may include the creative and legal elements – timings need to accommodate this.

Cautionary notes

• Different agencies are good at different things, but some agencies deliver the best results when they have been given a problem rather than the solution. That’s when their expertise and creativity really shines and you get some amazing work.

• Finally, this is a mobile brief, but sometimes it is not the right solution, like with anything another channel might do the job better. Make sure you ask yourself why mobile is the best place to carry out this campaign in this way.

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13How to get started in Mobile

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The mobile industry has been built on accountability, measurement and value and can provide data often missing in both traditional and other forms of digital marketing. So once you have launched the app, pressed play on the SMS campaign or included your short code on your TV advertising, what do you do next? How do you know whether the campaign has been a success?

The best place to start is to understand what you can measure and then work out how to do so. If you can measure success, you can measure ROI. But what does success look like? Just as in the traditional media world, a mobile campaign without objectives is a waste of marketing budget. Are you looking for brand awareness? Are you looking to build an opt-in database? Can you measure success on the number of appdownloads or mobile top-ups if you are an operator? Is it about churn or

How to read results

By

Kelaine OlveraDirector, Marketing, Velti

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15

average revenue per user? Work with your mobile partner to figure this out first – if you know where you are going, you know when you have reached your destination.

So, what can you measure? The mobile channel’s personal nature means you can measure everything – from mobile site visits to time period, geography, operator, device, model, screen, user journey, repeat usage to name just a few variables. With a robust analytics tool you can even go beyond measuring surface statistics to gaining a deeper understanding of how and why someone is using your application. Examples of more robust application reporting include funnel analysis to illustrate how customers navigate the app, measuring social sharing to understand which aspects of the app are most interesting or useful, correlating demographic data with user behaviour which can be used for mobile CRM and targeting, and tracking time and location together which will give insights into how the app is being used. The key is to ensure a fully integrated mobile campaign, getting appy happy will only take you so far, you can measure downloads – but then what?

Source: Velti’s mGage™


16


As a general rule of thumb – apps are developed to create customer engagement, loyalty or purchase consideration. But if building an app is all you do, the investment will deliver limited results. You need to consider how you will encourage users to download the app. You need to increase awareness through the mobile channel but also from traditional media such as TV, print and outdoor advertising using mobile short codes – an integrated campaign will make each channel work harder.

Once your potential or existing customer has downloaded your app, you need to build a relationship with that customer. Leverage the data and CRM capabilities of platforms such as Velti’s mGage™, Overture, Webtrends and Google Analytics. According to a 2010 survey by GkK NOP, the average British smartphone user downloads 15 apps to their handset, keeps 12 of them and uses five daily. So beyond creative and concept, what can you do ensure you are one of those five? The key is flexibility, monitoring feedback data and amending the campaign in line with that feedback.

At this point, the app can become an integrated reinforcement vehicle for all marketing contacts through both traditional and mobile media, supported through multi-channel communications that remind users of the unique opportunities and incentives the app makes available. Reports and analytics give you the insight to understand how customers are usingthe app, where it’s falling short, and how to deliver an even better mobile experience to support your marketing objectives.

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The right data helps you to make metric-driven decisions to refine every aspect of your mobile marketing and advertising campaign. A platform that provides in-campaign optimization is invaluable – the ability for you to monitor and adjust your mobile campaign while in progress. Empirical evidence and a clear view on success and ROI makes the mobile channel a manageable one, less risky and more likely to warrant a bigger investment. To date, an industry-wide measurement platform has beenout of reach. The prolific and fragmented nature of the feedback data delivered through differing reports from ad networks to agencies has simply resulted in a big pack of confused and useless data.

Through the use of analytic tools mentioned previously comprehensive reports across your end-to-end campaign and over multiple modules provide meaningful visibility on campaign performance to enable continuous optimisation throughout the lifecycle of your campaign.

The old adage, ‘knowledge is power’ really is key when it comes to the mobile channel. Whether brand awareness is the objective or direct response to a specific call to action, if you gather the right data and are able to analyse it in the right way, mobile will become a much more powerful part of the mix.



If they’re not doing something in mobile already, some or all of your competitors are likely to be busy planning their mobile strategy this year. It’s becoming increasingly clear that the way people interact with technology is rapidly evolving. Those brands and businesses who fail to act upon the new opportunities brought about by mobile and personal media will, sadly, begin to lose their competitive edge.

The fast moving world of mobile, whilst exciting, can also appear daunting to the newcomer. In addition, the recent surge in the rate of technological innovation shows no signs of slowing, which only serves to make it increasingly difficult to stay abreast all of the latest developments.

How to get the basics right

By

James Stewart,

Mobile Analyst, TigerSpike

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Hopefully this handbook has already provided you with some useful tips, pointing you in the right direction with setting objectives, understanding your consumer, briefing your agency and reading the results. Here we’re going to provide a high-level summary of how to get yourself ‘mobile ready’. We’ll also list some important questions – about your customers, your brand and your marketing mix – that you should ask yourself when planning your mobile strategy. These are all designed to help ensure that any investment you make brings you the best returns.

So, if you’re thinking of developing your mobile strategy in 2011, then here are TigerSpike’s four steps to success:

Step 1 – Define your objectives

You should have a clear idea of what it is that you’re trying to achieve. Be sure to research your target audience.

Key considerations

• What are the most common platforms that your customers are using?

• How will mobile compliment your current marketing mix?

• What are your key success metrics?

Step 2 – Identify the right technology for your strategy

Be careful not to do the reverse by letting technology drive your strategy. Also ask yourself whether your business is set up to serve your mobile requirements. For example, are data feeds in place and has content already been created?

Key considerations

• Can you deliver your required objectives through a mobile site or an app?

• Do you need to outsource design, development and testing, or can you deliver it in-house?

• What needs to be prepared in-house first? e.g. data feeds


Step 3 – Plan your mobile marketing

You will make a significant investment in the development of your application or mobile site, both in terms of time and money, so make sure you integrate promotion of it into your marketing plan.

Key considerations

• How can you use your development roadmap to create buzz around your app or site?

• How will you raise awareness amongst your target audience?

• If promoting an app, what mechanisms within each app store (Apple, Android, Nokia, etc.) do you need to understand to ensure your app is highly rated and visible?

Step 4 – Evaluate

Be sure to build in excellent analytics from the outset. This will allow for solid, data-led decisions in the future. It’s important to listen to user feedback and evolve your site/app accordingly. You must also now integrate your mobile product roadmap into your overall marketing plan.

Key considerations

• How will you capture and implement user feedback?

• What analytics will be useful to you? Know this before you start

• How do you plan to evolve the site/app from day one?

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Acknowledgements For more information on mobile please contact the IAB or any of our members.

Jon Mew, Director of Mobile & Operations, [email protected], 0207 050 6969

With thanks to our sponsor

ExperianAlex [email protected]

Google UK LtdNicola [email protected]

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Lucidity MobileDavid [email protected]

MediaComPeter [email protected]

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Microsoft AdvertisingPaul [email protected]

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On Device ResearchAlistair Hill020 3239 2598

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