I recently spoke at MAD World, the region’s premiere mobile event; the topic of discussion: “How to Create Attention Grabbing Clickable Ads That Simplify The Path to Purchase”.
My presentation in a nutshell:
It’s not a one shoe fits all solution. Each mobile campaign is different and depends on various factors.
To be thorough, follow this structure:
- Understand the path to purchase - I referenced McKinsey & Company’s consumer decision journey.
- Know Your Mobile Consumer (Usage Behaviour)
- Define Your Mobile Campaign Objectives
- Create Your Mobile Campaign (included some of my favourite case studies – see below)
The presentation, on SlideShare
Photos from the event
The case studies referenced in my presentation are perfect examples of brands using mobile to meld on and offline and using different types of mobile ads to provide value, entertainment and immersive rich media experiences to communicate their message.