Mobile Advertising Strategy_Michael Hanley

Planning a Mobile Strategy

Planning A Mobile Strategy

Class 17



Device, Connection and ContentKeys to an Effective Mobile Strategy:

1.Don’t treat mobile as a stand-alone strategy2.Your mobile strategy has to be integrated into your overall marketing campaign3.Understand the daily activities and lifestyles of users4.Find the “in-between” times in peoples lives to target ad messages5.Know how and where consumers interact with friends, family and businesses


Creating a Mobile StrategyThe Mobile Web

• More than 50% of web access is now via mobile

• Business must have a mobile site to expand their audience device reach

• Mobile sites can offer all the interactivity and purchasing options of PC-based web

• Transactions are driving mobile usage

• Online mobile web development sites are making it easy to easy to have a presence… Cliqlaunch is an example.


Creating a Mobile StrategyMobile Apps

• “There’s an app for that…”

• You must have a thorough understanding of your audience

• The best way to use apps is to create something useful and valuable

• Apps must be functional such as a calculator

• Entertaining such as a video, game or music

• Provide some sort of social connectedness, such as an for a app for a user community

• Location aware apps are driving growth in retail, entertainment and travel

• Monetize apps by offer free versions or subscriptions


Creating a Mobile StrategyMobile Coupons

• Appeal to consumers who never think of clipping or carrying coupons

• Smaller businesses from pizza shops to spas are using services like MobileCoupons.com

• Merchants can create coupons and offer them to their customers both online and on mobile phones.

• Location based shopping coupons using mobile devices are gaining popularity

• More than 50% of users of location aware apps say they want to receive location-specific advertising, with mobile coupons a more appealing incentive than check-ins

• GPS and applications such as Google Maps ranked highest, followed by Yelp, Facebook and Foursquare.


Creating a Mobile StrategyMobile Campaigns and Ads

• Mobile marketing presents a distinct and unique way to create interactive dialogues with customers

• It requires matching the creative to the device's smaller screen size; designing messages that are short, instantly understood, and effective; and creating a call for action with minimal steps.

• Research indicates that mobile ads perform about five times better than Internet ads

• Use mobile marketing to drive participation at events, exhibitions or to drive immediate traffic to retail environments…restaurants need this.

• Make offers that are in tuned with consumer buying habits

• A key consideration is what are the benefits to the consumer of signing up for your mobile coupon, mobile site, mobile text message, or mobile app?


Creating a Mobile StrategyMobile Campaigns and Ads

• Mobile marketing presents a distinct and unique way to create interactive dialogues with customers

• It requires matching the creative to the device's smaller screen size; designing messages that are short, instantly understood, and effective; and creating a call for action with minimal steps.

• Research indicates that mobile ads perform about five times better than Internet ads

• Use mobile marketing to drive participation at events, exhibitions or to drive immediate traffic to retail environments…restaurants need this.

• Make offers that are in tuned with consumer buying habits

• A key consideration is what are the benefits to the consumer of signing up for your mobile coupon, mobile site, mobile text message, or mobile app?

Education

Mobile Advertising Strategy_Michael Hanley