3. Agenda
9.00am Registration and breakfast
9.30am Welcome and introduction to mobile connects
Mark Brill, chair of DMA mobile marketing council
10.10am Mobile connects with augmented reality
Stephen Shaw, opportunities director, Blippar
10.40am Mobile connects with emotion
Ilicco Elia, head of mobile, LBi
11.20am The mobile health check
Mark Brill, chair of DMA mobile marketing council & Ilicco Elia, head of
mobile, LBi
12.00pm Questions and summary
12.20pm End of event
4. Welcome and introduction to mobile
connects
Mark Brill, chair of DMA mobile marketing council
#dmamobile
13. More people in China
access the internet from
mobile than fixed lines!
14. 63%!
of top 100 brands are
not optimised for mobile!
h"p://www.iabuk.net/about/press/archive/nearly-‐40-‐of-‐top-‐100-‐brands-‐have-‐a-‐mobile-‐opCmised-‐website
16. First we have the tech!
SMS/ Responsive
MMS
Messaging IM Mobile Adaptive
Web
Push Bluetooth
Content Unique
Alert
Brand Proximity WiFi
Utility
Apps
Third NFC
Party
17. We need to think of how it is deployed!
Branding
Service/
Promotion
CRM
Mobile can be
deployed for
Response Experiential
Advertising
18. Mobile Can be Used in Different Ways!
MOBILE ONLY!
MOBILE-CENTRIC! MOBILE ELEMENT!
! !
!
Sometimes it’s all It can be a mobile Or it can be just one
based around mobile! centred integrated element of the interaction,
! experience! joining other bits of
! ! advertising or service!
!
27. … but only if it’s done right!
• Context – dwell time/
actionable!
• Targeted and segmented –
who is our audience?!
• Mobile destination and
incentive!
!
40. The mobile health check
Mark Brill, chair of DMA mobile marketing council
Ilicco Elia, head of mobile, LBi
#dmamobile
41. Are We Delivering Mobile Hygiene?
Browse from your handset
Look up brand terms in How is the experience?
Facebook, Twitter etc Can you find what you want on
How is the overall the site?
experience?
Do Tabs work?
Where do links go?
Look at natural, paid and
local search
Are the results optimised?
Do you use mobile functions
(C2C, maps etc)?
Are the results consistent?
What happens if I respond
Search the app stores
via mobile?
Are there official apps?
Is it clearly sign-posted –
Is it clear which apps are
search, URL, social etc?
for what purpose?
Are other apps
referencing your brand?
54. Content
driven
brands
ASOS
Fashion
Up
is
a
good
example
of
a
fashion
brand
using
mobile
as
a
content
plaSorm.
The
app
has
allowed
them
to
reach
new
markets
out
side
the
UK.
