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CCT356: Online Advertising and Marketing

CCT356: Online Advertising and Marketing. Class 12 Locational/Mobile and Social Media Marketing continued. Administration. Exam questions? Today, some mobile/locational advertising while we await Julie Tyios. Mobile marketing. Questions of context Questions of technology

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CCT356: Online Advertising and Marketing

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  1. CCT356: Online Advertising and Marketing Class 12 Locational/Mobile and Social Media Marketing continued..

  2. Administration • Exam questions? • Today, some mobile/locational advertising while we await Julie Tyios

  3. Mobile marketing • Questions of context • Questions of technology • Benefits – mobiles are a) personal, b) always carried, c) always on, d) increasingly powerful, e) accessed in very specific contexts of use

  4. Mobile Search Contextual Issues • Location-based searching – location-based results (e.g., Chinese restaurant – should return one in your area, not one thousands of miles away) • Quick, actionable response often required • Limited data entry possibilities (e.g. might be voice-activated or limited typing) • Limited attention issues (e.g., user might be walking/driving/etc. limits to how they can attend to results) • Limited screen real estate – “first page” of results now top 2-3 results, not 10!

  5. Technology and its Limitations • Mobile device capabilities (text-based, smart phone, tablet considerations – screen real estate issues) • OS considerations (e.g., Flash-based ads don’t work on iOS devices, AJAX/JavaScript/HTML5 may be limited) • Mobile app considerations (many sites have separate mobile/tablet versions to compensate for above – “detect and redirect” sites – but access to main site handy too (e.g., iPad version of TorStar – I prefer the real one.) • Data plan considerations (e.g. sending ads to pay-per-use phones = direct cost to user – size considerations) • Mobile commerce integration (e.g., some countries far more advanced in m-commerce – allows for easy acquisition for impulse purchases!)

  6. SMS marketing • Email marketing for mobile, basically • Definitely should be opt-in and easy to opt-out • Common Short Codes (CSC) e.g., texting “STOP” common method for stopping service • Comments on your own experiences with SMS marketing?

  7. QR Codes • Scanning 2D bar codes to link to web resources • Can be done resourcefully (e.g., calling up information tied to specific location – museum example) • Is often done idiotically (http://wtfqrcodes.com/) • Other examples?

  8. Apps • A big spike in mobile app creation – but why? A lot of hype there. • Many apps = just a website or static brochure – not really an app • Possibilities for effective apps - when is an app necessary?

  9. Contextual Marketing • http://vimeo.com/25641655 • Location-based marketing – Bing tied into Jay-Z book, promoted both well • Easier to do now, has been done in the past (http://murmurtoronto.ca/)

  10. Augmented Reality • Information overlayed as layer to real time space • Foursquare and Facebook Places – “checking in” to locations– once there, location-based advertising based on shared interests • Location-based dating – dating profiles for those local who want to be discovered (creepy!) • Real-life info layers on location (e.g., Google Goggles, overlaid information on Google Maps, etc.) • Still a work in progress…

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