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2014

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LIQUID CREATIVITY 2014 MOBILE STRATEGIES ChristianGeissendoerfer, YOOSE


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READY TO START YOUR MOBILE CAMPAIGN?


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Audience Location Device/Sizes Operating System Duration/Timing YOUR?


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6. User Journey 7. Creatives 8. Call to action 9. Multi-Channel 10. Budget YOUR?


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A FLUID MOBILE MARKETING CHECKLIST More tips?


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MORE? 11*. TIPS Integrate a mobile–first strategy as a part of entire 360 campaign Understand changing user behaviors and context with mobile devices GO Programmatic Go RTB Mobile Optimized and Responsive Design Screen Size Matters Personalization – User ID/CRM Branding or user acquisition?


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MORE? 12*. TIPS MOBILE OPTIMISED LOCAL CONTENT KEEP IT QUICK ACCESS TO ALL DEVICES DECIDE ON FORMATS MAKE CONVERSION EASY EASY NAVIGATION SEAMLES WITH CURRENT SITE VALUE AND TRUST HAVE BUSINESS-DRIVING FEATURES


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(Source: Outbrain)


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CAMPAIGN EXAMPLE CAMPAIGN OBJECTIVE Drive footfalls to participating merchant outlets during the Great Singapore Sale Strengthen Mastercard’s ‘Priceless’ brand theme Complement the multi-channel campaign on the mobile medium JUNE - JULY ’13 Standard Banner SG Orchard, Sentosa, Bugis, Haji Lane Delivered over 1.1MM views


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CAMPAIGN EXAMPLE SEP - OCT’13 Rich Media Banner UK CAMPAIGN OBJECTIVE Target over 400 Premier League, UK-based Champions League Games & England’s World Cup Qualifiers Rich Media Campaign with dynamic content Specific Time targeting Across All UK Stadiums Over 150 matches Over3.6M Views


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Location-based targeting to a mobile device is the ‘holy grail’ of advertising WPP Chairman Sir Martin Sorrell


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MORE? 12*. Trends Digital OOH Progressive Screening Audio Marketing 020 Service Rich Media Takes the Lead Augmented Reality It’s an app world


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THANK YOU


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