Date post: | 22-Jul-2015 |
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Mobile Marketing Executive View:
Cutting-Edge Strategies to Optimize and
Enhance Your Current Marketing Efforts
In case you missed session 1…
• Consumers know how to
use mobile:
– 1 billion smart phone users
– Mobile Ad Spend is now at
$ 2.6 BLN, and growing
double digit• (which is only about 2% of total ad
spend)
– $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)
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.
Man of the Match – First for World Cup, now for
the FA Cup (other sports to follow soon)
• Democratize the vote
• Create a viewing and water cooler worthy
companion
• Make Budweiser association with football
(soccer!) authentic
Superbowl Bud Light & Shazam
• Thanks to Bud Light, 1 million (!) Shazam users could access an
exclusive, free remix by LMFAO of Madonna's new single that
debuted live during the game's halftime show.
Possibly my all-time favorite (and winner of the
2011 AB-InBev Digital Media Award)
• Small brand, irreverent, how to get a big brand
impact?
• Answer: with a little spontaneous media help