Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives
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James Connelly MD Fetch
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ad:tech London 2012 Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives Scott Seaborn, Executive Creative Director, XS2 Christelle Chan, Marketing Director, Hotels.com James Connelly, Managing Director, Fetch
Transcript of Mobile Marketing & Advertising Strategies To Deliver On Your Key Objectives
James ConnellyMDFetch
We Are Fetch
Background
An international and
independentMobile
Marketing Agency launched
in 2009.
Passionate about innovation and
driven by results.
Strategy Media Reporting & analytics
Creative
We Are Fetch
Services
Strategy Media Reporting & analytics
Creative
We Are Fetch
Services
How to plan a mobile campaign
Brief
Be Clear on what you want to acheive
Acquiring new users?
Mobile is not the new
desktop….
Converting non-mobile users?
Lead generation?
Driving awareness?
Who is your audience?
Is it the same audience on mobile?
What devices do they have?
When do they use them?
Brief
Be Clear on what you want to acheive
Acquiring New User?
Mobile is not the new
desktop….
Converting non mobile users?
Lead Generation?
Driving Awareness?
Who is your audience?
Is it the same on mobile?
What devices do they have?
When do they use them?
What does success look like?
Research
Use the right tools
Media Strategy
Centralise the plan
Allow the brief and research to inform a central strategy/ plan.
The strategy then informs the media choices…
Technology
Tracking setup before media choices
SDKSDK
Ad NetworksAd Networks ExchangesExchanges Premium Premium SEM-PPCSEM-PPCVideo Networks
Video Networks
Push Notifications
Push NotificationsIncentivizedIncentivized Wi-FiWi-Fi SMSSMS
Publisher Direct
Publisher Direct
SyndicationSyndication
Media Choices
Social MediaSocial Media
Social distribution
Optimisation Decision
Optimisation Decision
Optimisation StrategySignals & metrics to use
Effective cost per click
Click to Event
Click through rate
Cost per install
Cost per user
Delivery rate
Lifetime value
Average revenue per user
Delivery signals
Performance signals
Quality signals
External signals
Legend:
Ranking
Vendors insightsIndustry news
Cost per sale
Effective cost per install
Active users
SummaryKey points
Be clear on what you are expecting from your
campaign
Ensure your brief and research informs your strategy
Investigate and setup tracking solutions pre-media and
Create lead-time for SDK installation
Ensure you are buying at the optimal price, not just the
lowest
Thank you, from Fetch
