Michael Barber Back in the Black: April 28 – 29, 2011
May 15, 2015
Michael Barber
Back in the Black:
April 28 – 29, 2011
What do account peeps need to know?
• Why it matters? – The opportunity for agencies
• So you can sound smart. – The stats & trends
• So you understand how to integrate. – The landscape
• So you plan like a ninja. – Mobile planning process.
• So you can price for success. – Mobile costs
The opportunity for agencies
It affects all things digital
Mobile ___________{insert digital marketing tactic here}website optimization (SEO)pay-per-clickwebsitesemaildisplay advertisingcommerce
Smarty pants stats
By 2013, 50% of web traffic will come through mobile devices (IDC).
Daily usage of mobile email increased 40% from Nov 09-10 (ComScore)
91% of mobile users consume social media on their device; 71% of desktop users (Ruder Finn)
Mobile commerce will equate for well over 10% of purchases by 2015. (ABI Research)
Mobile is like an everything bagel.
Agency integration is tricky.
It costs WHAT?
• Budget, budget, budget.
• Think like a website. The more features, the most $$$.
• Front load your budget.
• Be creative with budget sources.
• Don’t forget to promote.
The 8 Steps of Highly Effective Mobile Plans
Q&A