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Go Mobile or Fall Behind

Go Mobile or Fall Behind. Gary Richmond – VP, Sales & Account Management. grichmond@marquettegroup.com. Agenda. Mobile Trends Types of Mobile Advertising Driving Local Mobile Results Expectations of Performance Q & A. Driving Sales Leads vs. Fund Raising.

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Go Mobile or Fall Behind

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  1. Go Mobile or Fall Behind

  2. Gary Richmond – VP, Sales & Account Management grichmond@marquettegroup.com

  3. Agenda • Mobile Trends • Types of Mobile Advertising • Driving Local Mobile Results • Expectations of Performance • Q & A

  4. Driving Sales Leads vs. Fund Raising • Much of the materials I will talk about today is slanted towards business driving local sales leads, however… • This same approach, executed with a skilled ad agency, can be successfully utilized for fund raising including: • Proper media selection • Skilled targeting • Demographic • Geographic • Behavioral patterns • Gaining visibility and mind share for your charity • Tracking results and determining effective investments of your marketing dollars

  5. Mobile Trends

  6. The Mobile Marketplace • Last year, the U.S. become a multi-platform majority. The majority of digital consumers used both desktop and mobile devices every month • Around the same time, mobile surpassed desktop in terms of digital media engagement • Just this year another milestone was reached, where now the majority of all digital media time spent occurs on mobile apps • Despite this app engagement, they have not attracted the advertising dollars its audience warrants comScore – The U.S. Mobile App Report - 2014

  7. Why Mobile? • The average adult looks at their phone 41.5 times per day • This jumps to 109 times for young adults • Research shows it takes a person 26 hours to report a missing wallet, but it takes just 68 minutes to report a missing phone Pew Internet & American Life Project, 2013

  8. Mobile and Local: Where are We Now? • More and more leads are coming from mobile • Up to 50% of mobile search is local compared to 20% on desktop May 2014 (70% smartphone penetration)

  9. Mobile Search Drives Valuable Outcomes 73% of mobile searches trigger additional action and conversions

  10. Top Activities for Mobile Shoppers • 70% of mobile searches result in a CALL to the business Source: xAd Inc. 2013

  11. Mobile is Key in Consumer Decision Journey for Local Key to fundraising Bing

  12. Mobile Products

  13. Types of Mobile Advertising – Mobile Marketing Association • Mobile Web Banners • Text Messaging • SMS – Short Messaging Services • MMS – Multimedia Messaging (not yet fully supported) • Text with a link that resides on your phone • Mobile Video & TV Ad Breaks • Mobile App • Banner • Interstitial Ad • Rich Media Mobile Ad

  14. Mobile Search and Display Advertising Search Display • Priority placement across a premium network • Search advertising • Pay-per-call OR pay-per-click campaign • Display advertising • Pay-per-click campaign only • A blended campaign of both Search and Display • Pay-per-click or CMP (pay per thousand impressions) campaign • Standard and Advanced Targeting Capabilities • Target Keywords • Device • Time of Day • Location • Publishers • Proprietary Ad Scoring

  15. How Location is Determined Less Precise Mobile IP Address Cellular Towers WiFi User Reported Data GPS More Precise

  16. Mobile Search Advertising

  17. Mobile Display Advertising • Ability to dynamically render creative based on the consumers actual location • Eliminates the need to develop custom creative for each business location • Allows the most relevant location to be displayed • HTML5 banner creative allows immediate engagement with the ad via click-to-call or click to a mobile optimized landing page • Distance from the business appears within the ad • Patented ad serving technology • Identify hot spots of activity for specific searches at the specific location(s), time of day, days of week etc. when activity is at its highest

  18. Local Mobile Landing Pages Offer / Call-to-Action Prominent logo image *Ability to change image for a nominal fee Business address and link to main website Click-to-call Integration of user reviews Click-to additional details such as company description and detailed review data Map & driving directions

  19. Mobile Performance Measurement

  20. Measuring Success • Identify key performance indicators (KPIs) prior to campaign launch • Typically measuring secondary actions • Calls • Landing page visits • Volume of donors generated by ad • Visits • Map and directions downloads • Measure and optimize to meet KPIs throughout the campaign • Learn from your efforts • Study and understand the analytics

  21. Top Secondary Actions of Locally Targeted Mobile Display • A secondary action can be defined as any activity that happens after the click • In mobile advertising, true engagement with the viewer starts with the next activity post-click Other 1% MoreInfo 5% xAd 2013

  22. Mobile Summary • Mobile as an advertising medium is still immature but developing rapidly • Mobile can provide significant targeting capabilities • You should seek the support of the experts to avoid wasting marketing budgets • Understand what you want to gain from utilizing mobile advertising in your media mix

  23. Questions

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