Unlock the power of mobile advertising

transcript

Webinar Unlock the power of mobile advertising and

increase your marketing roi The webinar is due to start 2pm CEST

Meanwhile you can join the conversation on Twitter: #LeadmillWebinar @TeamLeadmill

The presenter

Pavla Schlägerová Content Marketing Manager

With a huge passion for content, mobile and social, Pavla is managing all aspects of Leadmill marketing.

agenda The current state of mobile

use mobile to create unique consumer moments

Set up the right KPI’s for mobile advertising

Today there are 1.91 billion unique global

mobile users

This number will reach 2 billion by

next year

By 2018, half of the worlds mobile users (2.56 billion people) will have a

smartphone

2015 – eMarketer, 2 billion consumers worldwide to get Smart(phones) by 2016

The current state of mobile

85% of smartphone users consider the devices as central to

their everyday lives

2014 – Mobile Behavior Report, Salesforce

82% of smartphone users turn to their phone to influence

a purchase decision while in a store

2015 – Think with Google, Micro-‐Moments

62% of smartphone users are more likely to take action right away toward solving an unexpected

problem or new task because they have a smartphone

2015 – Think with Google, Micro-‐Moments

More than 9 of 10 say that access to content whenever

they want it is very important

2014 – Mobile Behavior Report, Salesforce

2015 Marketo A marketer’s guide to going mobile

²  Mobile devices are commonly applied to solve a a specific need or problem –in the moment.

²  Mobile devices are private devices – we need to develop advertising that does not disturb the privacy but is adapted to the consumer preferences.

²  We need to make our content accessible whenever consumers need our content – not sooner or later.

But we have a challenge..

As it is today

Mobile marketing does not live up to it’s full potential and the

consumer demands.

²  Mobile is often treated as mini-desktop ²  If not done right consumers find ads

more interruptive than relevant ²  Too much push messaging rather than

relationship building ²  Brands do not take advantage of

targeting and data available ²  For a long time, brands have perceived

the impact of mobile ads as hard to measure

The mobile challenges

What consumers are interested in

What you want to say

relevance

How can we succeed?

Collect what we want to know

Extract what is consistent and useful

Know the context

Measure &

Optimize

Distribute &

Promote

Create content

Understand Measure

& Optimize

profile

situation

Promote your web shop, app or products towards users with industry related apps installed.

Campaign Installed app

Industry related

Installed app Mobile web banner

Interest related Promote your web shop, app or products towards users with industry related apps installed.

preferences

content Native ads Html5 interstitials Rich media

Push Notifications Display banner

VIDEO + video cta

Key take aways 1.  Be customer – centric rather than

company – centric 2.  Focus to be there to solve a specific

need or problem – in the moment 3.  Segment and target based on

profile, situation & preferences to grow your campaign performance and break through the marketing clutter

4.  Adapt content to context

Using clicks as the key measure is dangerous – as a percentage of

these clicks always will be accidental

Post download activity

In-app engagement

conversions

retention App store

ranking Life - time

Optimize towards the most roi efficient channels

Key take aways

1.  Focus on in-app event tracking 2.  Optimize towards best performing

channels 3.  Move away from clicks and rather

focus on post download activity, LTV & Retention

QUESTIONS?

Pavla SChlägerová Content marketing Manager, Leadmill ps@leadmill.com

pavlaschlagerova

@pavlasch @TeamLeadmill

Unlock the power of mobile advertising

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