This is a talk I gave in 2009 and still seems relevant today in taking clients through the basics of mobile with some tips and tricks on getting the fundamentals right.

1. Exploring
the
basics
of
Mobile
adver6sing
Cherylann
Smith
Digital
Strategist
2009

2. Why
mobile
adver6sing?
WHAT
IS
MOBILE?
Mobile
does
not
fit
into
the
tradi6onal
marke6ng
mindset.
It’s
smaller,
but
not
small.
It’s
a
new
way
of
thinking.
It’s
a
new
way
of
interac6ng.
It’s
a
new
way
of
speaking
to
your
audience.
It’s
not
isolated.
It’s
part
of
a
bigger
picture.
A
LITTLE
SPACE,
WITH
BIG
OPPORTUNITY!

3. WELCOME
There
are
almost
twice
as
many
cellphones
as
there
are
TV
sets
In
South
Africa
today…
44%
of
emails
are
sent
and
received
from
a
cellphone
There
are
5.3
<mes
more
homes
with
cellphones
than
with
landlines
There
are
four
<mes
as
many
households
with
a
cellphone
than
a
computer
SMS
is
used
by
almost
four
<mes
more
people
than
email
There
are
almost
6
6mes
more
cellphone
subscribers
than
internet
users
Source:
MMA
AMPS
2009

4. Where
to
begin…
At
the
start…
Image
source
unknown

5. Where
to
begin…
Evolu<on
Image
source
unknown

6. Where
to
begin…
Evolu<on
Image
source
unknown

7. Where
to
begin…
Progress
Image
source
unknown

8. More
progress…
Revolu<on
Image
source
unknown

9. And
then
there
was
the…
Guess?
First
real
mobile
phone?

10. Innova<ve!
It
worked!
Image
source
unknown

11. What
is
this?
Mobile
phones
are
really
not
phones
anymore
Image
source
unknown

12. Clock
Alarm
Calculator
Camera
Library
Location based services
Radio
Messaging
MMS
Bluetooth
Games
MP3 Player
Email
Voice recorder
Memo Pad
Stop Watch
Video editor
Banker
Yellow pages
Newspaper
Social Networking
Browser
Search
Maps
Image
source
unknown

13. Why
mobile
adver6sing?
WHY
MOBILE?
New
ways
for
brands
to
interact
with
consumers.
Simple,
yet
effec6ve…
but
limited
to
a
small
screen

15. Increase
in
adver6sing
cluZer…
It’s
a
shiM
in
the
way
we
think
It’s
about
engagement
&
interac<on
It’s
NOT
broadcast
Media
CluZer
Image
source
unknown

16. Used
from:
Martha
Kagan
-­‐
the
next
genera<on
of
immersive
mobile
branding

17. Used
from:
Martha
Kagan
-­‐
the
next
genera<on
of
immersive
mobile
branding
Relevance and engagement are key

18. Rules
of
engagement…
Be useful
Be interesting
Don’t over-estimate the culture shift
Be visual
Get to the point
Entertain me
Solution integrator
It’s all about conversations
Simple,
yet
effec<ve
Image
source
unknown

19. Tac<cs
without
strategy
is
the
noise
before
defeat
~
Sun
Tsu
Image
source
unknown

20. So
who
are
we
speaking
to?
Young is a state of mind,
not a physical state of being
Millenials
Don’t think users
think…
INFLUENCERS
Image
source
unknown

21. So
who
are
we
speaking
to?
Mul<
taskters
Things to do…
Image
source
unknown

22. So
who
are
we
speaking
to?
Who
are
on
the
go
Places to go…
Image
source
unknown

23. So
who
are
we
speaking
to?
Tired of conventional advertising
Snack size, straight to the point
Relevance and engagement are key
…
&
they’re
savy
People to talk to…
Image
source
unknown

24. It’s
micro
content…
Life
is
about
sharing
Customised ads reach key target audience
Multiple creatives for better results
There is no room to explain, keep it simple
UPPERCASE words are slower to read
Avoid superlongwords
It’s powerful, targeted, personal
Image
source
unknown

25. What
must
I
know?
Handset
Lifestyle & Psychographically
Time of Day
Targeted demographically
Location based
What can we do with mobile?
We
can
target
YOU:
Text
&
Banner
ads
Image
source
unknown

26. Objec<ves
Create Awareness
Generate Leads
Convert Leads
Get sign ups
Data acquisition & profiling
Targeted campaigns
Tac<cs…
Measurements…
Impressions
Clicks
Click through rates
Leads & sign ups
Page views
Image
source
unknown

27. Usability
Familiarity,
Consistency,
Simplicity
For pages to be scan-able, fonts should be
simple and clear to read.
Always try to keep the elements on a banner
minimal. The message should be clear & easy
to process.
Engaging non-intrusive consumer experience
Image
source
unknown

28. We’re
moving
forward
We’ve
moved
BEYOND
promo6ng.
We’re
about
building
brand
affinity
through
the
right
messaging,
at
the
right
6me,
in
the
right
place.
Image
source
unknown

29. So
what
does
this
mean?
WE’RE
NOT
IN
THE
MEDIA
BUSINESS
We’re
in
the
business
of
connec6ng
with
consumers.
Image
source
unknown

30. Thank
you
Cherylann
Smith
I
am
a
passionate,
innova<ve
big
picture
thinker
who
can
connect
digital
and
social
to
all
other
aspects
of
the
client
business
to
drive
growth
opportuni<es
@mylifescape
Image
source
unknown

31. Disclaimer
and
Privacy
Policy
I
believe
in
collabora<ve
informa<on
sharing
in
order
to
grow
and
learn.
The
images
used
in
this
presenta<on
are
found
from
different
sources
all
over
the
Internet,
and
are
assumed
to
be
in
public
domain
and
are
displayed
under
the
fair
use
principle.
I
provide
informa<on
on
the
image's
source
and
author
whenever
possible,
and
I
will
link
back
to
the
owner's
website
wherever
applicable.
If
you
are
the
owner
of
the
images
and
you
believe
that
their
use
on
this
site
is
in
viola<on
of
any
copyright
law,
then
please
contact
me
directly.