James Connelly provides a summary of Fetch, a mobile marketing agency launched in 2009. Fetch focuses on strategy, media, reporting and analytics services. The document then provides guidance on planning a mobile campaign, including being clear on objectives, using research to inform strategy, setting up tracking before media buys, and optimizing based on key metrics. The summary emphasizes understanding campaign goals, using research to drive the strategy, and setting up analytics solutions in advance to optimize performance.

1. James Connelly
MD
Fetch

2. We Are Fetch
Background
An international and
independent
Mobile
Marketing Agency
launched in 2009.
Passionate about
innovation and
driven by results.

3. We Are Fetch
Services
Strategy Media Reporting & Creative
analytics

4. We Are Fetch
Services
Strategy Media Reporting & Creative
analytics

5. How to plan a mobile campaign

6. Brief
Be Clear on what you want to acheive
Acquiring new users? Who is your audience?
Is it the same audience
Converting non-mobile
Mobile is not on mobile?
users?
the new
desktop….
What devices do they
Lead generation?
have?
When do they use
Driving awareness?
them?

7. Brief
Be Clear on what you want to acheive
Acquiring New User? Who is your audience?
Is it the same on
Converting non mobile
Mobile is not
the new
What does success look
users?
mobile?
desktop…. like? devices do they
What
Lead Generation?
have?
When do they use
Driving Awareness?
them?

8. Research
Use the right tools

9. Media Strategy
Centralise the plan
Allow the brief and research
to inform a central strategy/
plan.
The strategy then informs the
media choices…

10. Technology
Tracking setup before media choices
SDK

11. Media Choices
Ad Networks Exchanges Premium Video SEM-PPC Syndication
Networks
Incentivized Push Publisher Direct Wi-Fi Social Media
Notifications SMS
Social distribution

12. Optimisation Strategy
Signals & metrics to use
Average revenue per user
Legend:
Click through rate Cost per sale
Delivery signals
Ranking Active users
Quality signals
Performance signals Cost per install Effective cost per install
Optimisation
External signals Decision
Lifetime value Cost per user
Delivery rate Click to Event
Industry news Vendors insights
Effective cost per click

13. Summary
Key points
Be clear on what you are expecting from your
campaign
Ensure your brief and research informs your strategy
Investigate and setup tracking solutions pre-media and
Create lead-time for SDK installation
Ensure you are buying at the optimal price, not just the
lowest

14. Thank you, from Fetch