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Copy of bc2000|

tv
by

Trond Viggo Larsen

on 13 August 2013

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Transcript of Copy of bc2000|

Conclusion
James Erasmus
Head of Sales
larsen@boost.no
+47 90 90 77 77
BRIEF LOOK AT THE PAST..
Ways to drive mobile traffic
The BIG-picture takeaways from my point of view:
The First Page of
Mobile Search Results is Key!
ALWAYS :Keep it mobile friendly
HOW TO MONETISE
ON MOBILE

50% only look at the first page of results when conducting a search
on their smartphone
Separate your desktop and mobile campaigns
print/catalog
TV
Desktop
QR
Boards
Expect that smartphones and mobile search
will occur in consumer research at some point
in the purchase process; every PRODUCT,
every PROMOTION will be touched by mobile
behavior
happening on mobile...
HOW MOBILE SEARCH CHANGED EVERYTHING!
33%
of all google searches are
from a mobile device
are familiar with
local based apps
52%
Search
display
Standard banners have an engagement rate of between 0.10% and 0.14%, while mobile banners have click-thru rates of between 0.25% and 1.40%.
Mobile banner ads are performing markedly
better than desktop display
you need to keep on testing..
x 2
"repetitive now": someone checking for the
same piece of information over and over again,
like checking the same stock quotes or weather.
"bored now" are users who have
time on their hands.
People on trains or waiting in
airports or sitting in cafes.
"urgent now" is a request to find something specific fast, like the location of a bakery, shop, car dealer.

LOT of these questions are location-aware
90 % use multiple screens each day...
simultaneous usage
Being mobile is not just about device,
your location, or how long you have
been there, its many ingredients and
hopefully a new way of thinking.
24%
no more http://
Open for business!
Whats next?

If you are not testing mobile advertising... START!!
Anchor the mobile approach with top management to get focus on this area.


You don’t need a fullblown version of your webpages
Pick out what is the most relevant based on what the consumer needs


You don’t need full e-commerce integration to get going
Give people options on how to proceed (map, click to call, forms , sms)
recommendation..
It’s more important than ever
to have a coordinated
presence and synchronized
campaigns across multiple screens
WE LOVE OUR MOBILES...:)
Thank you for your attention!
sources: Google, Emarketer, marketingland, smartinsight, mobilemarketer, Telenor, NSB
$ 2700
$ 269
$ 169
(2007)


(2010)
smartphone shipment..
Think mobile in every campaign!
Its not to late to be early....
Telenor.no: Not mobile adapted!
Large Company
Stakeholders
Strategy
Process
Almost 20% of telenor.no traffic from Google is from mobile!
15% of total traffic on telenor.no is from mobile!
20% of newsletters are read from mobile!
"We needed a controllable layer on top of the complexity, so that we can run efficient campaigns on mobile.
GET GOING AND LEARN!"
Polaris Media owns 30 norwegian newspapers. Adresseavisen is the largest in the group
mobile is not "stand alone"
8 sek
3 min
CASE
TEXT: MANC to 1980
TEXT: NSB to 1980
TEXT: AVIS to 1980
ACTION!
"We need flexibility and speed to market.
We want to use the tools that mobile offers".
So what are the learning so far...??
TEXT: TELENOR to 1980
beta
beta
Features:
Features:
Features:
results
300 000 + downloads of APP
"NSB skal være aktivt tilstede og fremstå med troverdig kommunikasjon.
Effektiv markedsføring og kundeservice i alle kanaler skal føre til økt salg, selvbetjening og kundetilfredshet"
strategi
Autocomplete on search
3 OS versions
Push-alert (in browser)on delays and other info

Keep it simple!
Flickable/slide gallery (touch support)
Video adapted to handset
Live results ( follow the game)
Zoom on font size
Flickable/slide gallery (with touch support)
with buildt in video player

Flickable/slide (med touch-support) within articles. Commentary from FB and FB connection

Offline caching (HTML5 Application Cache)
results
Circulation Figures print: 70`per day
Unique sessions mobile: 40`per day
TEXT: MANC to 1980
TEXT: MANC to 1980
TEXT: AVIS to 1980
TEXT: NSB to 1980
TEXT: NSB to 1980
Easy access for the mobile user!
(focus on whats important for
the mobile fan)
Feedback - tweak and improve!

GOAL: TO win both "Sports site of
the year for WEB and MOBILE" 12/13!!:)
Flickable/slide gallery (touch support)
offline cashing
auto complete on search
(within articles / built in video )
font zoom
call to action!
fb integration
NSB to 1980
MANC to 1980
TELENOR to 1980
AVIS to 1980
Size DOES Matter???
why?
TEXT: BOOST to 1980
BOOST to 1980
Full transcript