Berney Final Communication Wednesday Prague Nov 09
Mobile Marketing Bonus1 Pdf
1. Mobile Marketer
A CLASSIC GUIDE
TM August 14, 2009
$395
THE NEWS LEADER IN MOBILE MARKETING, MEDIA AND COMMERCE
www.MobileMarketer.com
Mobile
Classic Guide to
Advertising
3. Mobile Marketer TM CONTENTS
C L A S SI C G U I D E TO 48 The appeal of interactive voice response
by Charles Edwards
M O B I L E A DV E R T I S I N G 49 Flexibility is key for SMS coupons
by Jeff Brown and Ron Vetter
BASIC 50 Web analytics and mobile analytics are not similar
by Jose Villa
4 Editor’s note: Mobile advertising’s appeal grows. So should its budgets
51 Local TV stations see mobile in the picture for advertisers
6 Mobile is critical component of Microsoft Advertising’s strategy by Leon Spencer
by Mickey Alam Khan
52 Value best practice in mobile marketing
8 The New York Times on mobile: All the news that’s fit to pinch by Chris Brassington
by Mickey Alam Khan and Jordan Crook
53 Porsche mobile effort outperforms online display ads
12 What is mobile advertising? by Giselle Tsirulnik
by Michael Becker
A D VA N C E D
15 How to plan for a mobile marketing program
by Ben Gaddis 54 Building a successful mobile business model
by Jay Neuman
17 The ABCs of SMS advertising
by Philippe Poutonnet 55 Hear that? Voice is killer app on mobile
by Stéphane Attal
20 SMS is key to advertising mix
by Gregory J. Dunn 56 ABCs of mobile advertising optimization
by Harald Neidhardt
21 How brands can structure an SMS campaign
by Shira Simmonds 58 Maximizing mobile advertising potential requires broad collaboration
by Guy Yaniv
22 Working with an aggregator on the lifecycle of a short code
by Ben Tannenbaum 59 Mobile advertising and the African opportunity
by Alexander Gregori
23 How to make a valuable ad impression
by Steven Rosenblatt 60 AP Mobile: the new wireless service
by Jeffrey Litvack and Daniel Hodges
24 Mobile video belongs in the multichannel marketing mix
by Frank Barbieri 62 Big brands turn to mobile advertising and marketing
by Dan Butcher
25 Mobile will enable brands to align with consumption patterns
by Alexandros Moukas 64 Mobile Advertising: Smart money on smartphones
by Giselle Tsirulnik
26 The rich in rich media – goals, design and results
by Jon Altschuler and Eswar Priyadarshan 66 Look beyond the Apple iPhone
by Jeff Hasen
27 Role of branded apps in mobile advertising
by Ken Willner 67 World Wide Where? Getting location-based mobile marketing right
by Chris Glodé
28 Mobile delivers moment of truth at retail
by David Spear 69 Why reach is the critical mobile advertising metric
By Erin (Mack) McKelvey
29 A roadmap to mobile marketing
by Jose Villa 71 Blowing campaign budget on pre-canned data?
by Andrew Bovingdon
30 Interactive Advertising Bureau – How to buy media on mobile
72 Why carrier-based billing makes sense
36 Dairy Queen launches RFID-based mobile loyalty program by Jay Emmet
by Dan Butcher
73 How to track and measure a mobile ad campaign
I N T E R M E D I AT E by Bruce Braun
37 Forbes on mobile: the new capitalist tool 75 Time to flip the script for mobile
by Jeff Bauer by Josh Webb
39 Why a mobile ad network matters to publishers 77 Calling for a trusted third party to manage mobile consumer data
by Eric Holmen by Patrick Seymour
41 The potential of SMS advertising 79 The mobile advertising bazaar
by Alan Pascoe by Jamie Wells
42 Making a case for mobile video advertising 83 Overcoming mobile advertising ecosystem hurdles
by Thomas N. Ellsworth by Scott Cotter
43 Reaching the fragmented mobile audience 84 Hachette Filipacchi monetizes magazine titles with mobile ads
by Faraz A. Syed by Dan Butcher
44 7 ways to make your idle screen campaign delivery 85 ESPN: Mobile lucrative channel for publishers
by Jon Jackson by Dan Butcher
45 MMS advertising as a utility for advertisers 86 What are the requirements for a mobile marketing executive?
by Richard Eicher by Heather Baker
46 Tips on branded mobile apps beyond the iPhone 87 Mobile advertisers continue to face legal challenges
by Ken Singer by Gonzalo E. Mon
47 How to ensure that the brand’s iPhone app isn’t deleted 88 Audience engagement more important than click
by Maya Mikhailov by Paran Johar
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 3
4. EDITOR’S NOTE
Mo b ile a dv er tis in g’s ap pe al g ro ws. S o s h ou ld it s bu d ge ts
By Mickey Alam Khan are missing an opportunity to engage with their audiences on mobile
W
and pretty much leaving money on the table for bigger competitors. Or
elcome to the second edition of Mobile Marketer’s Classic Guide maybe they are not putting up a better fight for mobile ad dollars.
to Mobile Advertising. Equally, advertisers will also benefit by offering mobile consumers
A one-stop source for everything related to the workings of mobile an opportunity to view timely offers on the go, but they need the plat-
advertising, this Classic Guide targets executives from brands, ad agen- form and trusted media brands to make their case.
cies, media planning and buying shops, publishers, mobile marketing So it is in the vital interest of advertisers, publishers, agencies and
firms and other marketers interested in reaching out to busy consumers mobile marketing firms to get mobile advertising right and not just treat
on the go. it like a stripped-down version of the wired Web.
While the nation is weathering this downturn, the mobile advertis- Luckily for all, there are voices of reason working to get mobile
ing and marketing sector has proved the one bright spot for marketing right, if this Classic Guide is any indication. The key players in the mo-
growth, albeit on a smaller base than most channels. bile advertising and marketing ecosystem – the ad networks, publishers,
Fueling that positive trend is a reality: more consumers are taking SMS firms, mobile marketing shops and ad agencies – contributed
their daily lives with them on the road, including talking, texting, ex- heavily their time and effort to produce this work.
changing email, accessing work documents, searching, shopping, To all executives and their marketing communications specialists
checking weather, playing games and consuming news and content. who helped make this edition a reality – a big thank-you for your pa-
What fertile ground then for marketers to interact with mobile consumers. tience and hard work.
This guide comprises 56 articles authored by some of the top exec- It is only through collaboration with all the key players in mobile
utives in mobile advertising and marketing. The topics graduate from advertising can a work like this become effective in its aims: to inform
basic level to intermediate and then advanced, following Mobile Mar- and educate marketers on the value of mobile advertising and perhaps
keter’s established pattern with its Classic Guide series. entice those sitting on the sidelines to jump in – now.
While the mix may seem eclectic, the guide is chock-full with ad- Many thanks also to Mobile Marketer’s Giselle Tsirulnik and Dan
vice, best practice and how-to tips on everything, from a lay of the land Butcher for their reporting, Jordan Crook for her help with images and
and an Interactive Advertising Bureau primer on how to buy media on Jodie Solomon for convincing others to invest in this Classic Guide
mobile to structuring and deploying mobile advertising campaigns and and others before it. Chris Harnick is new here, but he will participate
programs as well as their issues, analysis and measurement. in future efforts.
Must-read articles include viewpoints on mobile advertising and And then there’s Rob DiGioia, art director on this effort. As many
publishing from key executives at Microsoft Mobile Advertising, The will notice, this is Mobile Marketer’s largest Classic Guide to date – 88
New York Times, Forbes and The Associated Press. pages at 16 megabytes – so try sending a link before emailing the entire
PDF to friends, colleagues, prospects or clients.
Banner year Rob worked many hours on getting the pages and images right, no
This guide will have succeeded in its mission if it convinces readers easy task with a finicky yours truly. Thank-you to him as well, although
to begin a dialogue on mobile advertising or extends the commitment his mutter in the newsroom was within earshot: “It passed being a guide
of those already in the field. at 40 pages. You mean the Old Testament.” I
A lot is at stake here. Mass media are rapidly fragmenting, making
the task of advertising to consumers more difficult. This is an issue not
just for advertisers. Publishers also recognize that they need to be where
the consumers are – on mobile devices and on the wired Web.
However, as SmartReply president Eric Holmen points out in his ar- Mickey Alam Khan mickey@mobilemarketer.com
ticle, “only the top 50 [publishers] account for 91 percent of all mobile
advertising revenue.” Please subscribe to Mobile Marketer for the latest news and analysis
What Mr. Holmen’s observation implies is that smaller publishers of mobile marketing, media and commerce. Click here.
Mickey Alam Khan Chris Harnick Jordan Crook Rob DiGioia
Editor in Chief Editorial Assistant Editorial Assistant Director, Editorial
mickey@ chris@ jordan@ Development
mobilemarketer.com mobilemarketer.com mobilemarketer.com rob@
mobilemarketer.com
401 Broadway, Suite 1408
Giselle Abramovich Dan Butcher Jodie Solomon New York, NY 10013
Associate Editor Staff Reporter Director, Ad Sales Tel: 212-334-6305
giselle@ dan@ ads@ Fax: 212-334-6339
mobilemarketer.com mobilemarketer.com mobilemarketer.com Email: editor@mobilemarketer.com
Web site: www.MobileMarketer.com
Mobile Marketer covers news and analysis of mobile marketing, media and commerce. For advertising: For newsletter subscriptions:
The franchise comprises Mobile Marketer, MobileMarketer.com, the Mobile Marketer Daily http://www.mobilemarketer.com/ http://www.mobilemarketer.com/
newsletter and MobileMarketingDaily.com 2009 Napean LLC. All rights reserved. cms/general/1.html newsletter.php
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 4
6. M
Mobile is critic al component of Microsoft Adve rtising’s strategy
icrosoft Corp. has stepped up its commitment to mobile with savvy audience which is in “decision mode” from anywhere on the Mi-
an aggressive push to promote new mobile services and en- crosoft network.
courage clients to run campaigns across online, gaming and The goal is meaningful experiences that keep the consumer em-
mobile channels. powered, engaged and entertained.
Charles Johnson, general manager of Microsoft Mobile Advertis-
ing and a former brand executive at Procter & Gamble Co. and Coca- You’re in a room with a brand marketer. What would you say
Cola Co., is charged with ensuring his company’s place on the mobile to him or her about mobile advertising?
advertising map. In this interview with Mobile Marketer’s Mickey As a former brand marketer for Procter & Gamble, Coca-Cola and
Alam Khan, the Redmond, WA-based Mr. Johnson explains Mi- Yum Brands, I have a unique perspective when it comes to developing
crosoft’s take on mobile and its strategy going forward. Excerpts: and launching convenience and on-the-go consumer products for advertisers.
With mobile adoption increasing around the world and mobile de-
What does mobile advertising vices becoming more sophisticated, there is a prime opportunity for ad-
mean to Microsoft? vertisers to connect with consumers who no longer use their mobile to
Mobile is a critical component of simply place calls.
Microsoft Advertising’s strategy and Mobile advertising allows companies to connect their brands with
vision to offer smarter, simpler and audiences when they’re on the move and away from the computer, and
more cost-effective digital advertising do so in a way that is empowering, engaging, entertaining and meaningful.
solutions that span multiple screens, Incorporating a mobile element into a digital campaign comple-
platforms and devices. ments other avenues for engaging today’s in-
We have made, and will continue to creasingly fragmented audiences.
make, significant investments and part- In fact, we recently completed a re-
nerships to develop an agnostic plat- search study with Toyota in France in
form that works on any device, so advertisers and publishers can preparation for the launch of its IQ car that
provide their target audiences with empowering, engaging and entertaining found a synergy between mobile and
mobile experiences on-the-go. online campaigns.
Our findings indicated that incorporat-
Microsoft has a multi-screen strategy – computer, gaming and ing mobile advertising into the online dis-
mobile, excluding its MSNBC cable channel with NBC. How does play campaign provided a 200 percent
that play out for an advertiser? incremental lift in ad recall and a 40 percent
The ability to bridge multiple screens, platforms and devices is crit- lift in brand recall of Toyota’s online presence.
ical if you are going to follow your audience throughout their digital day.
At Microsoft, our goal is to drive greater reach and impact with tai- Have you seen any mobile advertising
lored ad experiences that are empowering, engaging and entertaining, campaigns recently that you really liked? What was the
optimized for the three accepted media channels – TV, PC and mobile. standout quality?
I am really proud of the mobile portion of the “Deadliest Catch”
What strides has the industry made this year that makes mobile campaign we ran for the Discovery Channel.
advertising more acceptable to brands and agencies? Not only did we execute a homepage takeover of the MSN mobile
The industry has made significant strides in improving the value of site, but also with the help of Microsoft subsidiary ScreenTonic, we
mobile effectiveness for advertisers and consumers. That said, I believe created a dedicated WAP site where viewers could interact by entering
we still have a long way to go. their cell phone numbers to receive tune-in reminders for the show via
While the technology is in place to drive digital to the phone, the text message.
mobile industry now needs to turn its focus on the end-to-end experi- The Deadliest Catch campaign was the first time Microsoft Adver-
ence to help audiences become aware of and consider the purchase tising had led a simultaneous launch that utilized our full breadth of
cycle throughout the day. Microsoft assets including the PC, mobile and TV gaming via Xbox
Advertising, mobile apps and search must focus on the consumer. and Massive, and featured the first ever MSN homepage and MSN mo-
For example, the Microsoft Mobile Advertising platform supports lo- bile homepage conjunction takeover.
cation-based advertising of Bing with our exclusive YellowPages.com partnership.
Together with YellowPages.com we’re able to improve a con- So what’s the mandate that Microsoft has given you for this
sumer’s search experience, i.e., finding a store, restaurant or place of year and next?
interest nearby. We’re committed to partnering with the carriers, like Verizon, and
Location-based advertising is a strong component of mobile search the OEMs to provide these experiences we all want our customers to
and we are already generating strong ecosystem interest in that space. have today, and continue to evolve our platform and services in the
Marketers who advertise on Bing can target a high-quality, search- coming years. I
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 6
8. T h e N e w Yo r k Ti m es o n m o b i l e
W
A l l t h e n ew s t h a t ’s f i t t o pi nc h
By Mickey Alam Khan and Jordan Crook mobile Web. The [New York Times]
iPhone app and mobile Web site
hile The New York Times is not immune from the advertis- have grown tremendously over the
ing and circulation woes afflicting newspapers nationwide, past year.
there is no doubt that the brand has a finger on the pulse of There have been a number of
news consumption trends. great campaigns, and we have future
In addition to its status as one of the top-circulating broadsheets, campaigns booked. The real value of
the Times is also admired for its comprehensive wired Web site at it is the great demographic they are
http://www.nytimes.com – one of the most trafficked English-language reaching. Our team is really deliver-
news sites online. Now, the publisher is intent on planting a stake in ing on the mobile ads.
mobile ground with its iPhone site and application as well as a site op- I think nobody underestimates
timized for other mobile devices. the future of the mobile Web. The product development, NY Times
Robert Z. Samuels, director of mobile
Aware that consumption of news is rapidly moving to Web-enabled challenge is that up until now con-
phones, the Times has developed a mobile presence that is evolving tent publishers haven’t provided a robust mobile experience. They rel-
into the richness offered on its wired Web site but adapted to on-the-go, egated the mobile Web experience to partial feeds to third-party WAP
content consumption behavior. site providers – they don’t have the same robust experience as we do
Such attention to detail is paying off: The Times’iPhone application on the Times.
has been downloaded 2 million times and the iPhone site approached The mobile Web isn’t known for a robust experience. As content
nearly 1 million unique visitors in June 2009. Overall, the publication’s publishers update their content publishing systems, regular site content
mobile Web presence is around 40 million page views per month. publishing systems work on more capabilities so they have the database
Not surprisingly, the mobile New York Times has attracted adver- that allows a dynamic CMS.
tisements from noted brands such as Polo Ralph Lauren, Starwood, Hopefully they are thinking about mobile so they can ensure they
Land Rover, Hewlett-Packard, Continental Airlines and Cartier. have the capability of producing a great mobile site internally.
However, mobile publishing requires special attention given the As you go to site XYZ it will automatically create a single-column,
limitations of screen size, mobile device and data plans, as well as ad- mobile-friendly view that has navigation scaled to produce videos or
vertiser attitudes and consumer expectations. slideshows so users won’t have to pinch or scan or scroll or download
In this interview, Robert Z. Samuels, director of mobile product an app for everything. The Internet should work like it does on PC screens.
“Nobody underestimates the future of the mobile Web. The challenge is
that up until now content publishers haven’t provided a robust mobile
experience. They relegated the mobile Web experience to partial feeds
to third-party WAP site providers.”
development for the New York Times, offers his take on the state of Do you see news consumption migrating to mobile like it is from
mobile publishing and advertising, as well as insights into his publica- print to online?
tion’s mobile strategy and tactics. Here is what Mr. Samuels had to say. In large part, the snacking behavior is growing but news is news.
The same rankings that appear on nytimes.com and within the app is all
Where do you see mobile publishing today, especially given a common CMS, common ranking. Features like real estate, show-
print’s predicament? times, Timeswire – they’re all available on the mobile Web site.
I think print has a long life ahead of it and mobile can make it more News is news. I get feedback asking to see science to tech to sports
useful in the long run to tie print and mobile together. I’m not con- to obituaries. It is largely snacking-oriented, but there are some users
cerned with print going anywhere but mobile is a big part of the future. that do want to read the full article on a better device, BlackBerry or LG
A lot of people have spoken about the year of mobile and I think it’s Voyager, Palm Pre or iPhone.
a little artificial to say what the year of mobile is because for the past Many people want to read full articles. But for those who are wait-
five years mobile has been on a tear. ing for the bus or in a café, there is a large amount of the snacking behavior.
I’ve been a firm believer even when people weren’t believers of the But there is the utility aspect of it as well. People can log in on the
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 8
9. mobile site the way they log in on nytimes.com, check stocks, check Do advertisers get mobile?
My Alerts, check weather by ZIP code, check movie times through ZIP It’s been a little bit of a labor of love over the past couple years. We
code. They can search through the same real estate listings as on the have a few key members on the team who are educating the folks. I go
[wired] Web site. on some of these meetings, whether external or internal.
Getting back to paper, it is a valuable experience. People are taking notice. They are getting to understand the value
People like sitting and reading it. But maybe they want to see the of the click to call offer in an ad, being able to click right to a destina-
large, glossy pictures of real estate, they can bring up the article on tion site and purchase goods like it’s on the regular Web.
their iPhone and see video in addition to reading the business blog. It’s a unique demographic that are likely to click on ads and trans-
They can see images associated with the real estate listing. They can act. With a new campaign launch of new books and from the ad we’ve
send links in SMS to whoever is looking. helped facilitate the creation of a destination site when advertisers
didn’t have a formatted destination site.
Is this established behavior or is this hoped-for behavior? We’ve helped for a modest cost to create the destination site, help-
It is absolutely established behavior. Our page views are growing. ing the ad buy, read about author, read an excerpt from the book, and
This is established behavior. Much of it is really an extension. A natural you could click off to a mobile version of Barnes & Noble or
extension of what occurs on the Web. Amazon.com and it would be a link right in to buy that book on either
People love our content and now [that] it’s much more available if of those commerce sites.
they have downtime, they can click on the news or read an interesting We have a lot of campaigns that are booked. Some of our recent
story without being tethered to their desk at home or the office. advertisers on mobile include Starwood, Polo Ralph Lauren, Land
Not every second of a kid’s soccer game is compelling, so maybe Rover, Hewlett Packard, Continental Airlines and Cartier.
they’re scanning articles at a soccer game. Some of it is otherwise.
Maybe they’d be off reading a novel, and now they can be reading the So right now your mobile presence is the iPhone app and site
Times content more than they otherwise would be because not everyone mobile.nytimes.com. But on the BlackBerry all you have to type is
is able to carry around a newspaper everywhere. nytimes.com.
But with their must-have BlackBerry, maybe it’s because they’re Right now we aren’t redirecting Android, Palm Pre and the iPhone,
always checking in at work or personal email, they also have the ability but that may occur in the future.
to consume our content all around the world.
How do you make the decision on which to redirect?
Not redirecting the other phones has been held off until I’m happy
with the experience we have for the higher-end phones, robustness that
those browsers can support. We’ll be doing a redirect for those devices
as well.
We also do have a Palm Pre app. We are one of two news apps to
be there at the launch of the Palm Pre. We worked with them prior to
launch to develop our app for the Pre. We’ve been very pleased working
with Palm.
How do you make the case to advertisers and, specific to the
New York Times itself, how do you make the case for mobile? Are
you selling it as a single channel buy or a buy across all properties,
as you typically do with online?
Some of the media planners look and suggest it as part of a larger
cross-platform sell. Many times it is sold that way with larger advertis-
ers. Sometimes it’s only the app or the mobile Web. Really it’s sold in
multiple ways.
Obviously we think there is great value in reaching our audience
across different channels. But if there’s somebody who is really inter-
ested in only being on the iPhone app, we’re content working with that.
What about the ad rates for mobile?
CPMs for mobile are still very high. People are happy with the
click-through rate. We have fairly elevated CPMs. The pricing of it
hasn’t been a point of discussion lately.
What do publishers need to do to get more acceptance from
media planners, agencies and advertisers?
Need to ensure they have a good product. Forgetting about content
is not good. We are very happy we have the Times’ content.
By a good product I mean if you have a good iPhone app or mobile
Web site, you have to have a good product. From there, do you have the
team that can provide the packaging of the Web site, if that’s relevant
to the advertiser? Is it portrayed in such a way that it’s a compelling plat-
form reaching a great demographic, and not an afterthought of some other site?
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 9
10. It’s a premium product, just like our print product has been a pre- It’s unfair to compare the BlackBerry and the iPhone because there
mium product for over 100 years. We are creating the same premium is only one iPhone and many BlackBerry models. All of our Palm views
experiences in mobile. They need to treat mobile as a serious platform, are holding strong. A lot of the higher-end Verizon phones consume
create good ad units and portray it as such. quite a bit of page views.
Explain to advertisers that many of their great customers are con-
suming content in this new manner. It’s here to stay and it enables great What is the average time spent on the Times’ mobile properties?
consumer behavior like buying immediately or click to call. No, we don’t have that data [across the board]. It’s pretty hard from
We can tell advertisers that “x” percent are coming from this phone a browser and we don’t have reporting from a browser on a mobile de-
or that phone and it’s a great story all around about the move to con- vice. We aren’t ready to give out our iPhone app reporting. We do have
sume content in the mobile environment. time spent there.
Keep portraying it as the future and as a premium experience. In
terms of an ad buy it’s a great way to reach our readers. What’s your most popular content across all devices?
Latest news, most emailed, business, tech – really people read
everything. I mean it, I get feedback. If somebody doesn’t understand
mobile navigation and can’t find dining and wine or obituaries, I hear
it from the readers. Everything is read on mobile. Opinion obviously is
huge for the Times.
Your site is optimized for every device.
We have a database with hundreds of phones. We had an issue with
the weather icon displaying for touch phones. We use numbered bullets
that accelerate things on the phone.
For touch phones we remove the number bullets on the first eight
articles so we just have regular dot bullets instead of the number bullets,
because the number bullets are largely allowing the user to rank.
We don’t do that on the regular Web – the numbers imply some nu-
meric ranking. The benefit of that is many phones have accelerator
keys. When there is a 2 there and it jumps and opens the link, rather
than scrolling to the track ball.
With a touch device there is no need to scroll to it – you can just
click it on the screen. It looks cleaner and follows form on the regular site.
Is the audience the same as online and in print?
It’s a lot of crossover, fair amount of international – people who
have never had a free press where they are and people from South
America, Africa, all over Asia.
Feedback comes back on the mobile Web site on how they’re so
happy they have something formatted for their phone and clearly didn’t
have home delivery [of the New York Times print edition] or a PC, but
now they’re able to consume our award-winning journalism. We’re
happy to be able to bring it to these people.
How does the Times position its print product versus its online
product versus its mobile product?
There’s two angles. Positioning towards the readers and then there
is our place in the advertising agency ecosystem.
From the advertising side, we keep on with the theme of “We’re a
What kind of traffic are you seeing on your mobile properties? multichannel, multiplatform company,” whether it’s video podcast, mo-
Our app has been downloaded coming up on 2 million times. Our bile Times reader, [Amazon] Kindle, we want to provide content to our
mobile Web site is approaching 1 million unique on the iPhone in June. readers however they want to read it.
Our mobile Web presence is right around 40 million page views We work with carriers and manufacturers directly to make sure
a month. we’re on their roadmap and give the best experience on mobile. It’s
about creating more value for print by being able to read the article in
That’s bigger than most wired Web sites. print but maybe then see the video [and] you want to email the story.
Yes, it’s bigger than most wired Web sites. [But] you have to mon- Then from the advertising side, really we have a single sales team
etize your mobile channel. This is what I’ve been losing my hair over that is well-versed in all our content. We are thinking to the next gen-
the past couple of years. eration of products, whether it be netbooks, whether the Crunchpad
comes to market.
Which device sends you the most traffic? There is no place that we don’t want to be and it creates more value
We’re dominated by usage in smartphones. If you combine the for both our readers and our advertisers. I
BlackBerry, iPhone and Palm Pre, the iPhone and BlackBerrys con-
sume the most amount [of New York Times content]. Reach Robert Z. Samuels at robert.samuels@nytimes.com
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 10
12. W hat is m obile a dve r t is ing ?
W
By Michael Becker SMS message and banner place-
ment within mobile Web sites
e live in a mobile world. We live in a world where the ma- and applications.
jority of the global population carries with them a mobile However, there are many other
phone or wirelessly enabled mobile terminal. paths that can be leverage for ad-
It is estimated that nearly 60 percent of the world population – vertising within the mobile
around 4 billion people – now have a mobile phone. In the United channel, including:
States, mobile phone penetration has reached roughly 75 percent of the • Voice and messaging paths,
country’s population, or 232 million individual mobile subscribers. short message service, multi-mes-
The mobile phone is considered by many to be the most effective saging service, automated interac-
channel for direct and indirect marketing and advertising. tive voice response channels
Advertising is a critical activity within the practice of marketing. As • Local frequency proximity Michael Becker, VP of mobile
marketers it is our job to communicate, deliver and exchange value paths, specifically Bluetooth
strategies, iLoop Mobile
with our audience and advertising. Including mobile advertising is a and Wi-Fi
key tool that marketers can leverage to fulfill this mandate. • Data paths, carrier portals, mobile Web sites, content (for example.
Many marketers, however, consider mobile marketing and mobile radio, mobile television and games), downloaded and device-resident
advertising as being the same thing. They are not. applications, and the idle screen of the phone
This article provides a definition for mobile advertising and em- • Organic and paid search as integrated within mobile Web, appli-
phasizes the need to create a persistent and lasting mobile strategy cation and related services
alongside mobile advertising experiences to enhance the possibility of Each of the above paths is illustrated in the mobile advertising
long-term, sustainable, value exchange between marketers and ecosystem figure below:
their audience.
Mobile marketing is practice of communicat-
ing, delivering and exchanging value through and
with the mobile channel. It encompasses all mar-
keting to mobile subscriber engagement activities,
including direct, proactive, permission-based voice
and messaging engagements, mobile enhancement
of tradition and new media, as well as mobile advertising.
Mobile advertising, simply stated, refers to the
practice of placing a marketing message or a call-
to-action within any of the many media paths of
the mobile channel.
Calling out benefits
Marketers benefit from mobile advertising
through the generation of brand awareness,
prospecting for new customers and leads, genera-
tion of new sales and the stimulation of community.
Publishers – the owners of mobile media prop-
erties such as SMS groups and mobile Web sites –
and content owners employ mobile advertising as a means of revenue The figure also highlights a number of key industry players and
generation or cost abatement. channels that are worthy of note.
Finally, consumers benefit from mobile advertising by being able to Marketers and their agencies leverage and partner with these play-
access content for free simply by being willing to receive the ad, rather ers, since without them mobile advertising would not be possible. These
than having to pay for the content. players include:
Advertising may also provide consumers with the benefit of being • Wireless carriers, the providers of wireless infrastructure and serv-
exposed to valued products and services of which they otherwise may ices, such as AT&T, Verizon Wireless, T-Mobile and Sprint, as well as
not have had the opportunity to become aware. mobile virtual network operators such as Boost Mobile and
The two most common methods of mobile advertising for most peo- Virgin Mobile
ple when they think about it includes the insertion of an ad within an • Mobile ad networks such as Jumptap, Millennial Media, AdMob,
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 12
13. Third Screen Media, Yahoo and Google, to name a few, which enable
the mobile ad marketplace and bring publishers – The Weather Channel
Worth
being one of the most successful in the market – and marketers together
in order to support the buying, selling and serving of ads to the mobile
phone. This process is limited not just through the carrier networks, but
repeating.
also over Wi-Fi. Many new Wi-Fi-enabled phones, such as the iPhone
or Palm Pre, and dedicated devices including the Sony PlayStation and
the Apple iPod touch generate a significant amount of mobile advertis-
ing traffic and consumer engagements via Wi-Fi connections
• Mobile ad aggregators play the important role of aggregating mo-
bile ad inventory from multiple ad networks in order to amass ad inven-
tory to fulfill demand. Aggregators provide the message traffic
connections between the other players and the carriers
• Mobile search providers. These players enable organic and Reprints and
e-prints of your
paid search
• Application service providers. These players provide all the appli-
cation services such as text messaging, mobile Internet site develop-
ment and management, content delivery, voice and related services favorite articles
Experience the mobile Web
appearing in
Mobile advertising is a powerful consumer engagement tool. How-
ever, marketers are often missing out on a tremendous opportunity.
Mobile Marketer Daily
The majority of leading brands and marketers have not considered and on
MobileMarketer.com.
or executed on the development and maintenance of a persistent mobile
presence, or they may think that enough consumers have phones that
can visit a regular wired Web site.
This is evidenced by the fact that most company Web sites, for ex-
ample, are not ready for the mobile Internet. Yet few consumers – less
than 10 percent – have phones that have any chance of providing a rea-
Perfect for media kits,
sonable experience with an untailored site.
Company Web sites that are not tailored to provide a compelling
trade shows, hand-outs,
and lasting consumer experience when visited by a mobile phone leave sales presentations
and mailings.
consumers with a bad experience. Consumers see garbled pages, non-
functioning menus and poor navigation. They are left wanting.
These companies are missing a huge opportunity by not having a
persistent mobile presence as a foundation for any and all mobile ad-
vertising campaigns they may run. Please contact
For example, when marketers run mobile Web banner advertising
campaigns they will drive traffic to a landing page that provides the reprints@mobilemarketer.com
details surrounding a specific promotion or program such as a brand for pricing and details.
awareness generating sweepstakes program.
In this context, marketers will often run the program for a limited
period of time. Once the campaign is over, they will turn off the site and
shutdown the campaign.
What these marketers may neglect to consider, however, is that if
the campaign was successful, consumers will want to come back and
engage the brand via mobile.
For instance, the consumer may try going to the brand’s Web site on
its mobile phone. But if the brand’s Web site is not mobile-ready, the
consumer will be left wanting and with a poor experience.
This poor experience may drive the consumer away. At best it may
minimize the effect that the campaign may have made and at worst have
a negative and lasting impression on the consumer’s take on the brand.
To this end, successful mobile marketing and long-term consumer
engagements through mobile require more than simply running mobile
advertising programs. They require a long-term strategy and approach,
an organized commitment to customer-relationship-building and a fo-
cused approach toward the communication, delivery and exchange of Mobile Marketer
lasting value with one’s audience. I
Michael Becker is vice president of mobile strategies at iLoop Mobile,
San Jose, CA. Reach him at michael.becker@iloopmobile.com
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 13
14. Mi oot bl A vrs g
c sfMo i d eti
r e in
E h nig E g gn ,n E tr iig
n a c ,n a ig a d net nn
n a
Wi acs t n alhl fh mo i i en t
t ceso er a o te ben re
h y f l t
uesnte ., c sfMo i A vrs g
sri h US Mioot be deti ,
. r l in
te xl i Mo i A vrs g&Sac p r e fr
h Ec s e be deti
uv l in er at ro
h n
Vro Wil smae i ai ta ee t rah
ei n re , kst s rhn vro ec
z es e e
yu ad ne c s mo i, C g mi adb yn .
o r u i c ar s beP , a n n eo d
e o l g
ht:a vrs gmi ooto mo i-d etig
t / d eti . c sfc m/ bl a vrs
p/ in r . e in
15. M
H o w to p la n f o r a m o b il e m ar ke ti n g p r o g ra m
By Ben Gaddis to use it yet, but we have planned for it.
We cannot tell you how many
obile is much like the Wild West right now, plagued with marketers we have talked to re-
many of the same issues that we faced in the early days of the cently who have run a “mobile test”
Internet: little to no standardization of operating systems, and cannot answer the question,
browsers, ad unit sizes and formats, and CPMs. “How did it perform?”
Add to that the fact that in most organizations there is no “mobile That is because more often than
lead,” and mobile initiatives end up in a virtual no man’s land. Mar- not, success metrics and analytics
keters have more questions than answers. are not defined upfront. First of all,
In this article, we will navigate the mobile badlands and tackle the what is the goal? Is it brand lift?
three most common questions we hear from our clients: When do we Engagement? Conversion?
plan? How do we plan? How much does mobile cost? All of those things can be meas-
Start thinking about mobile as early as possible. The biggest issue ured, as long as you plan for them Ben Gaddis, director of mobile and
that we see marketers encounter in the mobile space is a lack of plan- upfront.
ning. So if you are asking that question, you are ahead of the pack. The The frequent failure to get measurable results often comes from
emerging media strategy, T3
more important question is “How do we plan?” poor planning. Set the goals, and make sure that what you are bench-
marking against yields a clear, actionable view of success or failure.
Commit to a lasting dialogue
As you begin to plan, look at mobile the same way you look at all Budget for ongoing conversations, not just campaigns
your marketing communications: as part of a long-range plan. Then re- The No. 1 question we get is how much to spend on mobile. It is
alize that it is more than a series of campaigns – it is an ongoing dia- kind of like asking, “How long is a piece of string?” or “What’s Twit-
logue with your consumer. ter’s monetization strategy?” There is no good answer.
The cost of acquiring a mobile contact is high and so are customer A simple SMS campaign may cost $20,000 whereas a yearlong mo-
expectations once you have acquired them, so it is critical that you de- bile initiative may cost $500,000. During the planning phase the best
liver – for the life of the relationship. question to ask is, “With the available budget, how do we make the
Many marketers fall short by missing that long-term view and in- greatest impact on our customers?”
stead look at mobile in terms of campaigns or flights. Before you start looking at mobile campaigns, analyze your current
Much the way a goldfish continually rediscovers the castle in its consumer touch points. Is your Web site optimized for mobile devices?
bowl, marketers tend to lack object permanence when it comes to mobile. If not, that cost may need to be included in your mobile budget.
Marketers start fresh with every new campaign (“Oh, look, a chance Buying a banner ad on weather.com’s mobile site is not going to be
to talk to customers via mobile!”), yet the customer has been there since very successful if the click-through takes you to a site that is not opti-
the moment they opted in, expecting valuable communication from the mized for mobile.
brand. Show your customers you remember them by picking up where Next, look at individual campaigns. How do you thread campaigns
you left off. together to create an ongoing conversation with your consumer instead
Find a way to create a conversation that delivers value and moves of a series of one-offs? Allocate resources during the down times to
the consumer farther down the funnel with every interaction. This keep your consumer engaged.
means planning for what happens before, during and after big campaigns. Now look at how you are going to drive traffic and interaction with
If a customer texts in to get more information or a reminder about those campaigns. Use mobile advertising, traditional media, your Web
a product, what happens when that product is released? Do they get an- site, retail signage and other vehicles.
other text message with a link containing directions to the stores where Any first mobile effort will need to do some heavy lifting to acquire
they can buy that product? Great. But then what? customers, so frontload your budget accordingly. Once you have con-
If you set up your campaign correctly and can track purchases, you sumers who have opted into your mobile list, the cost of subsequent
now have the mobile number of a loyal customer. Engage them. Ask campaign efforts goes down.
them what they think about the product. Can it be improved? Do they Determine where the budget comes from. Some organizations pull
need an accessory? And by the way, here is a coupon for that accessory. all mobile costs from a media budget, regardless of whether it is truly
This kind of long-term planning turns mobile into a powerful CRM a media expense or not. Others budget specifically for mobile. Some
tool that can drive repeat purchase. look at mobile as a part of the “digital” budget.
We know that yearly planning can be daunting, especially when None of these options is wrong, as long as mobile has a strategic
marketers do not have a clear picture of how they will be using mobile and early seat at the planning table. I
throughout the year.
The goal is to approach mobile with the same long-term commit- Ben Gaddis is director of mobile and emerging media strategy at T3,
ment as any other channel – we do not know exactly how we are going Austin, TX. Reach him at ben.gaddis@t-3.com
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 15
16. is a mobile software company that helps you optimize your internet site for mobile.
Our quality testing ensures that your mobile site looks as great as your internet site across all
platforms on over 2000+ different mobile devices.
Control Y
1. Your com
our Site
pany ser
rand
everage Your B
sof tware ve
is designe r – Siteminis
L .net serv e
r. You ho
d to work
with your
ftware site and c st your ow
ce – Siteminis so ustom er i n mobile
1. Graphic interfa your leaves yo nfo
ur posses rm ation never
e your logos and
allows you to us at reflect directly to sion. All
data is f ed
esign pages th the site a
style guides to d rd to tim e and nd update
ve worked so ha in sync w s are real
th e brand that you’ 2. ith your in
ternet site
Your fire .
build. wall – Pro
and let th tect your
minis Proprietary em know customer
2. Your .com – Site ame inf orm atio that their s
you to use the s n is safe personal
Redirect enables on the se behind yo
ur firewall
rnet site, while rver of the
URL as your inte r 3. ir trusted
customers to you Content retailer.
redirecting mobile mers Managem
site. Loyal custo unique an ent Syste
o ptimized mobile hey d extensiv m – This
rn a new URL. T system all e m anage
don’t have to lea that ow you to ment
se the same .com data. Ch m anage y
can continue to u your ange price our own
to associate with instantan s, photos
they have come eou
and traffic sly. Custom er info
, products
internet site. reports. T
can be co
m piled in
rmation
here is no custom
third party need to w
vendors t ait for
o deliver.
Monetize
1. Mcommerce – Increase your revenue by gaining
incremental sales through the fast growing world of
mobile. Conduct purchase transactions from your mobile
website. Siteminis tests their mobile software across all
platforms and over 2000 different devices to ensure that
purchasing is functional no matter which phone your
customer uses.
2. Data mining – Our extensive CMS system allows you to
monitor sales and traffic from your own server. Price and
content changes can be made instantly and appear on
the mobile in real time.
3. No Carrier Costs – You will not have to pay additional
costs/fees to any carrier for transactions.
17. The ABCs of SMS advert ising
I
By Philippe Poutonnet • Click to video: One SMS with
a link pointing to a video at the bottom
n August 2008, Barack Obama’s presidential campaign made either • Click to listen to a personal
history or political spectacle when it attempted to announce Joe message: One SMS with an IVR at
Biden as the vice presidential candidate over SMS text message. the bottom pointing to either a call
SinglePoint and Distributive Networks handled this campaign. center or voicemail
Before the campaign could send the text message announcement to • Click to capture personal in-
supporters, mass media scooped the news and broke the story, but the formation: One SMS with either a
magnitude of the campaign’s mobile efforts is noteworthy. WAP Web address at the bottom
Nielsen estimates that the Biden text was received by 2.9 million pointing to a WAP site or an IVR
mobile phone users nationwide over the course of that weekend last number or a SMS response, where
August, making it one of the biggest, broadest mobile marketing stunts the user will be asked to enter Philippe Poutonnet, director of
to date. personal information.
marketing, SinglePoint
Why make such an important announcement over a text message, though?
It is no new insight that the media landscape exploded in the past Benefits of SMS advertising
decade to yield dozens of new marketing channels. Why tap text mes-
saging as the outlet for one of the campaign’s most important mes-
sages? Surely not for buzz alone?
This is why: SMS is currently the most widely used medium for
mobile advertising
largely due to:
1. Its popularity:
80 percent adoption
among mobile users,
according to comScore
2. Attractive pric-
ing options: Bucket
plans pricing models
3. Simple device
requirements: 160-
character message
SMS-based mes-
saging campaigns re- Short code SMS
main the most popular Short codes have played a central role in messaging-based mobile
form of mobile adver- advertising campaigns.
tising today, with con- They are four-to six-digit-long numbers assigned by the wireless
siderable interest levels carriers to a mobile marketing application.
among brands and Short codes, issued by short code registry NeuStar on behalf of the
advertisers. carriers, allow mobile subscribers to send SMS to a short and easy-to-
How do consumers feel about talking to
brands in the same way they talk to
remember number rather than the full ten-digit number used in person-
their friends and family?
How does SMS work? to-person messaging. This increases the probability of users responding
The process of executing a common short code marketing campaign to the campaign and interacting with the mobile marketing application.
is actually very easy thanks to a number of firms that have emerged as Short codes can also relate well with the brand being marketed.
valued partners and simplified the process. For example, a brand such as Apple could have a short code of
This leaves a marketer to focus on the best way to engage their cus- 27753 (which translates into APPLE on the mobile phone keypad) for
tomers 40, 60 or 160 characters at a time, which is the current length its particular application. This introduces a fun element also and makes
limitation on each text message. it easy for the mobile subscribers to remember the numbers, provided
Multiple ad mechanisms have been created by SMS advertising they know the brand being marketed.
firms such as: The initial SMS-based campaigns were restricted to subscribers of
• Click to WAP: One SMS with content and a WAP Web address the carrier launching the mobile marketing application.
at the bottom For example, AT&T Wireless’ short-code SMS-based “American
• Click to call: One SMS with content and a phone number at the bottom Idol” campaign was previously restricted to its own subscribers.
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 17
18. Moreover, an application
provider had to negotiate sep-
White paper,
arately with each carrier to
persuade them to launch
the campaign on its net-
right crowd.
work, which led to as-
signment of different
short codes for the
same mobile market-
ing application
across carriers.
This created is-
sues for brand mar-
keters that could not Make sure your case
studies, best practices
advertise a single short
code in their “call-to-action”
advertisements.
To address these issues, the Cel- and research are seen by
lular Telecommunications and Internet Association (CTIA) reserved a
set of five-and six-digit numbers that can be assigned as short codes in
the right audience.
a mobile advertising campaign.
Referred to also as common short codes, they range from 20000 to
99999 and 222222 to 899999 for five-and six-digit codes, respectively. Our white paper
e-blast is an effective and
Content providers or application providers can reserve a short code
for a particular campaign and then interact with each individual carrier
to reserve that number on the network. Reserving a common number
ensures consistent brand representation. affordable channel in
While content providers include brands or advertisers that sponsor
programming or interactive short-code SMS promotions, application
reaching the entire Mobile
providers develop the actual software application.
Connection aggregators have authorized links to carriers and con-
Marketer Daily e-letter
nect the messaging application to the carriers. subscriber base.
In some cases, an application provider may also choose to establish
the connection with the carrier itself, especially when more than one
campaign is being handled. Carriers can launch campaigns on
their networks. Please contact
Is SMS advertising effective?
ads@mobilemarketer.com
For all this texting, it is fair to wonder what effect SMS advertising
could have on consumers. For that matter, how do consumers feel about
for pricing and details.
talking to brands in the same way they talk to their friends and family?
According to Nielsen’s second-quarter 2008 Mobile Advertising
Report, 16 percent of text messagers nationwide see some form of text
message advertising every month.
Teens, in their endless texting, are the most likely to engage with
some form of SMS advertising —35 percent of teen texters say they see
some form of text message advertising every month.
African-American and Hispanic mobile subscribers are also more
likely than the typical texter to engage with some form of text message
advertising in a month – 24 percent and 23 percent, respectively.
Of those text messagers who recall seeing some form of advertising
while using text messaging, 45 percent say they have responded.
Furthermore, the most popular response action to any type of mo-
bile advertising – text, mobile Web or video – in the second quarter of
2008 was actually to send a text message.
Among mobile subscribers who saw any form of mobile advertising
in the quarter, 25 percent say they responded at least once by sending
another text message – emphasizing the interactivity and engagement
Mobile Marketer
this medium presents. I
Philippe Poutonnet is director of marketing at SinglePoint, Bellevue,
WA. Reach him at ppoutonnet@singlepoint.com
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 18
20. SMS is key to advertising mix
N
By Gregory J. Dunn The operator takes the appliance serial number and asks the cus-
tomer to send the item to a specific address for repair. The customer
o matter which country you call home, your favorite television sends it, then calls to see if it was received. Then the customer calls
show to watch, or which Internet news site greets you in the again to see if it is being fixed, then
morning, the story hits us all the same: The economy is in pain. calls again to ask when it will be
How does this current state of affairs affect our daily way of com- shipped back to the firm.
municating? Do you still call your business customers? Still check the By using SMS, the customer
status of your recent bank transactions? And most importantly, do you sends a text message to the repair
still send that text message asking: “R U ready to do business?” group with the appliance serial
I would say the answer is a resounding yes. number. The customer gets a return
According to a Portio Research report entitled “Mobile Messaging SMS message that gives the the ad-
Futures 2009-2013,” SMS traffic is expected to increase to levels of dress to which the item must
5.471 billion by 2013, and worldwide revenues to$124.2 billion. be sent.
Closer to the reality of times and looking into the rear view mirror When the item is received, the
at 2008, Sybase 365 has seen another banner year in the number of repair center confirms via an SMS Gregory J. Dunn, VP of product
SMS and MMS traffic processed through our platform. alert to the customer. And when the management, Sybase
For the year, approximately 210 billion messages traversed the in- item is repaired, the customer receives an SMS alert with the tracking
frastructure, which is 135 percent more than 2007 numbers. number for the return shipment.
In the U.S. marketplace during fourth-quarter 2008, greater than What is the difference?
160 million users reportedly used text messaging. This was a 16 percent A minimum of five phone calls at the cost of $6 per minute versus
increase over 2007. five SMS messages with a total cost of about 25 cents – a differential
that cannot
be ignored.
Other benefits
to the firm and the
customer include
reduction in call
wait times and in-
crease in
customer
satisfaction.
SMS is new to
the advertising
mix as a means to
get the message
across.
Advertisers
like the flexibility
More marketers are embracing SMS as a new and effective medium to reach their customers that mobile offers
and are set to cap-
Enterprises turn to SMS italize on the broad base of users that may not be sitting in front of the
The unrivalled global usage of mobile messaging is becoming in- television when their ads run.
creasingly attractive to enterprises as a generator for new revenue SMS provides a targeted and secure means of delivering informa-
streams as well as providing value-added services for end-users. More tion to users who can take action to call a number, click-through to a
marketers are embracing SMS as a new and effective medium to reach Web site or even make purchases.
their customers. Indeed, SMS provides all of that in one solution. It allows sub-
Here’s an example of how SMS can lead to cost-reduction and in- scribers to not only view a piece of information, but to be totally inter-
creased customer satisfaction: An electronics manufacturer uses SMS active with it, as we see with location-based services, mobile
to lessen the burden on their call center for returned and warranty goods. advertising and mobile banking. I
This company has a single return center and a single phone number
that customers can call. When an appliance breaks down, the customer Gregory J. Dunn is vice president of product management at Sybase,
calls the 800 number. Reston, VA. Reach him at greg.dunn@sybase.com
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 20
21. H
H o w br an ds can st ru ctu re an S M S c am pa i gn
By Shira Simmonds Do all stores have the same point-
of-sales system?
ow do brands best structure an SMS campaign from beginning Third is the call to action. Put
to end? Our clients are constantly voicing concerns on how to yourself in the shoes of the brands’
put all the pieces of the mobile puzzle together. target audience. What would incen-
Here is what I typically advise. tivize you to pick up the phone and
First and foremost, make sure mobile is integrated into the plan- text in?
ning phase and not after the advertising and media campaigns have al- Use this opportunity to research
ready been structured. the brand’s successful and unsuc-
The mobile component is highly dependent on the various factors cessful campaigns, as well as any
of the ad campaign. What media channels will advertise the mobile call mobile campaigns that have per-
to action? How many impressions are anticipated? What markets will formed well in the same vertical. Shira Simmins, president,
Here is where the
Ping Mobile
benefits of a mobile campaign transcend traditional cam-
paigns. Figure out the best way to take advantage of the
trackability and viral aspect of the mobile campaign.
For example, if the brand is selling a product, use the
mobile channel as a way to incentivize clients to make a
purchase and create mass exposure – for example, “Send
this to four friends and enter the UPC code of the product
for 4 additional entries into the mobile sweep”.
Fourth, make sure the legal components are all in
place and the campaign is fully compliant with the carri-
ers and Mobile Marketing Association’s rules, regulations
and policies.
If your common short code is not provisioned, make
sure you give yourself a good four months before the
launch date to complete the provisioning process.
For campaigns that require a quicker launch date,
partner with a mobile company that has provisioned and
pre-approved short codes.
Fifth, build a database. Make sure to ask consumers
to double-opt-in to receive future messages from the
brand. What makes mobile marketing unique and power-
ful is segmenting and profiling this database.
Sixth is content. Ensure that the content is written so
that the call-to-action is easy to understand.
For example, I strongly recommend against the key-
word being a number. This will lead to many errors on
the consumer’s end. Make it easy and make it clear. Take
out your phone and text this WORD to this
SHORT CODE.
Moreover, make sure that the mobile call-to-action is
clearly outlined in the ad and is present for the duration of
Make sure mobile is integrated into the planning phase and not after
the ad, not quickly flashing on and off a banner or
the advertising and media campaigns have already been structured.
the campaign launch in? These and other critical issues must be visited television spot.
during the planning stage. Seventh, define success metrics prior to the start of the cam-
Second, understand the client’s challenges just as much as you paign and make sure your client is looking at the same metrics you are.
understand the client’s goals. This will be critical when discussions of renewals take place. I
If this is a mobile coupon campaign, what are the limitations at the
point-of-sale? Does the client have scanners that can read mobile bar Shira Simmonds is cofounder and president of Ping Mobile, Englewood
codes? Can they easily upload codes into their cash register system? Cliffs, NJ. Reach her at shira.simmonds@pingmobile.com
MOBILE MARKETERʼS CLASSIC GUIDE TO MOBILE ADVERTISING WWW.MOBILEMARKETER.COM PAGE 21