bethetalkMAY2012

PUSH ME? PULL YOU!

ADVERTISING IN THE DIGITAL WORLD

PUSH ME? PULL YOU!How mobile advertising really works

TRENDINGTODAY

TRENDINGTODAY

Your guide to the latest and greatest in mobile tech

NUMBERSTO KNOCK YOUR SOCKS OFFWhat does mobile's incredible growth say about your chances?

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IN THE ZONEIN THE ZONELatest research on mobile trajectoriesTake-aways and lessons learnedTarget marketing: do's and don'ts

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IN THIS ISSUE Where to Start: Mobile campaigns from the ground up

– Todd Blackledge "The Six W's: Work will win when wishing won't."

1 bethetalk / may 2012

IIf the last decade of online marketing has taught us anything it’s that the customer doesn’t like to be pushed. No unwanted mes-sages, no flashing gifs, no obnoxious cam-paigns. That means you have to be smart and subtle. Just like they are.

The best advertising campaigns are the op-posite of push. They are all about follow. Your company has something that other people want, and so they will follow you to get it. It’s that simple.

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"It isn't what they say about you, it's what they whisper. "

– Errol Flynn

3 bethetalk / may 2012

TThe payoff can be astronomical. In 2012, Americans watched a record number - 9.5 billion - online ads in the month of April alone. Further, online response rates to advertis-ing are increasing - an 11% spike

was recorded for 2011.

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"If it doesn't sell, it isn't creative."-David Ogilvy

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Mobile’s assets - constant connec-tivity, location awareness, person-alization, and social connection - can add a sense of affinity and ownership to brand awareness. This forms the foundation of con-sumer interaction and interconnection - two goals of effective

mobile marketing campaigns.

That said, the mobile web is not the traditional web. The former is inherently transi-tive in nature. The tendency of many advertising and marketing campaigns is to treat mobile and mobile evevents as simply smaller ver-sions of the traditional web. But this does not play to

mobile’s strengths.

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AA key tool today is social media. Anybody can make a video or post a message, but it takes special insight and savvy under-standing to create a campaign that people want to follow. At iNexxus we make it our business to not only understand who your target market is, but to know exactly what

it is tit is they want.

-Aristotle

"Pleasure in the job puts perfection in the work."

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A

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A tendency of many mobile ad-vertising campaigns is to lier the landscape. With so many options and possibilities at your fingertips, the temptation is to overdo it and lose focus. This not only makes your cam-paign lose momentum, it breaks the bond of trust be-tween you and your consumer. It is crucial, therefore, that a mobile campaign maintain a tight and ordered focus. While it might not be visible to the consumer, a mobile campaign must have very defined goals, trajectories and options.

Rule no.1: Be The Talk. Rule no. 2: Never forget rule no.1

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R“To sound like an expert, hire one” -Harry Beckwith

Focused mobile advertising can be used to drive user participation at an event, or to drive retail sales at a spe-cific location, either online or on the street.

Research is already indicating that mobile ads perform about 5 times beer than tra-ditional Internet ads. The most common mobile ads are simple text links that take the user to a value-add designation. These ads are much like the paid search cam-paigns on Google, Bing or Yahoo!

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iNexxus

A“One finds limits by pushing them. ”

-Herbert Simon

iNexxus uses the latest analytical tools to collect information, convert data, and tweak your message or campaign. By regularly evaluating trends and shifts, you have the ability to adapt to changes as they happen, with a competitive agility that others will ewill envy.

A mobile campaign must have take-aways, lessons learned, and clear metrics. All rel-evant data must be tracked and analyzed to determine efficacy. Not only that, there must be a real-time feedback loop to allow for subtle shifts in message and content.

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