Category: Search Engine Marketing

Charles S. Golvin, Principal Analyst, Forrester Research

Where do you fit in? Discussed Crest toothpaste mobile campaign example

What tools are available, what is the reach, what are the learnings?

Tools available today:
– Messaging
 – Voting
 – Promotions
 – Search
– Mobile Browser
 – Banners
 – Interstitial
 – Search-based
– Applications and content
 – Free / discounted services

New mechanisms are emerging
 – Physical proximity
 – Coupons and loyalty (Cellfire)
 – Using location (opt-in) to improve targeting

Where does mobile fit?
Eyeballs>>Awareness>>Consideration>>Preference>>Personal>>Loyalty

What is the reach of these tools?
1 in 4 receive text messages regularly

Youth see their mobile phone differently

Think Europe is so far ahead? Think again…
 – Internet penetration is higher in USA than Europe

What does the data mean?
 – Mobile campaigns need to target data adopters

It’s still early
 – Most US consumers still use voice
 – Mobile formats are small and generally difficult to use
 – Ad Standards need to be developed
 – Mobile is a unique channel

Compared with the fixed Web, consumers’ mobile experiences are:
 – Abbreviated
 – Transactional
 – More tied to the physical world
 – Successful campaigns embrace these differences

Best practices
 – Target mobile early adopters
 – Immediacy factor
 – Tailor content to mobile screen and user’s process
 – Use promotions to boost response rate
 – Employ creative or ad formats that match product or service
 – Time campaigns for maximum business ROI
 – Tie mobile to offline marketing

Tomorrow’s mobile marketing next practices
 – Integrated marketing campaigns
 – Performance-based metrics
 – Smart use of innovative functionality
 – Location sensitivity