Loyalcation, Utility & Conversion<br />Orhow to makeyour brand relevant on mobile<br />Pieterjan Bouten - @pieterjan<br />
Introduction<br />Located in<br />
Introduction<br />We only focus on mobile<br />Strategy & Concept<br />Development & Design <br />Mobile Marketing<br />Mo...
Introduction<br />
1. Location & Loyalty<br />
Location & Loyalty<br />@tijs<br />Loyalcation <br />
Location & Loyalty<br />LOCATION<br />SOCIAL<br />MOBILE<br />LOYALTY<br />@tijs<br />
Location & Loyalty<br />Background<br /><ul><li>Smartphones (3G + GPS)
Social networking
‘Always connected’
Reward loyalty
 Location Based Social Networks
Applications
Aggregators (E.g. Shopkick)
Custom developed apps (API)</li></ul>Landscape<br />
Location & Loyalty<br />Recipe for success<br /><ul><li>Context
Profile
Social
Location
Timing (real time & participatory)
Reward loyalty
Instant gratification
Small and big businesses
It’s free</li></li></ul><li>Location & Loyalty<br />How does itwork? <br /><ul><li>For the Consumer
Download the app
Buildyournetwork
Check – in atlocations (earnpoints/badges)
Add &sharetips (createto do’s)
For Brands & Business owners
Claim yourvenue
Create offers to generatetraffic
Addincentives
Tieit to yourloyalty program
Usepossibilities of the platform and becreative
Applications
Customdevelopedapps (API)</li></li></ul><li>Location & Loyalty<br />Examples<br />
Location & Loyalty<br />Examples<br />
Location & Loyalty<br />
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Loyalcation, Utility & Conversion

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How to make your brand relevant on Mobile.

Presentation of In the Pocket at the Mobile Marketing Seminar organized by Stichting Marketing (13/10).

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Loyalcation, Utility & Conversion

  1. 1. Loyalcation, Utility & Conversion<br />Orhow to makeyour brand relevant on mobile<br />Pieterjan Bouten - @pieterjan<br />
  2. 2. Introduction<br />Located in<br />
  3. 3. Introduction<br />We only focus on mobile<br />Strategy & Concept<br />Development & Design <br />Mobile Marketing<br />Mobile Advertising<br />
  4. 4. Introduction<br />
  5. 5. 1. Location & Loyalty<br />
  6. 6. Location & Loyalty<br />@tijs<br />Loyalcation <br />
  7. 7. Location & Loyalty<br />LOCATION<br />SOCIAL<br />MOBILE<br />LOYALTY<br />@tijs<br />
  8. 8. Location & Loyalty<br />Background<br /><ul><li>Smartphones (3G + GPS)
  9. 9. Social networking
  10. 10. ‘Always connected’
  11. 11. Reward loyalty
  12. 12. Location Based Social Networks
  13. 13. Applications
  14. 14. Aggregators (E.g. Shopkick)
  15. 15. Custom developed apps (API)</li></ul>Landscape<br />
  16. 16. Location & Loyalty<br />Recipe for success<br /><ul><li>Context
  17. 17. Profile
  18. 18. Social
  19. 19. Location
  20. 20. Timing (real time & participatory)
  21. 21. Reward loyalty
  22. 22. Instant gratification
  23. 23. Small and big businesses
  24. 24. It’s free</li></li></ul><li>Location & Loyalty<br />How does itwork? <br /><ul><li>For the Consumer
  25. 25. Download the app
  26. 26. Buildyournetwork
  27. 27. Check – in atlocations (earnpoints/badges)
  28. 28. Add &sharetips (createto do’s)
  29. 29. For Brands & Business owners
  30. 30. Claim yourvenue
  31. 31. Create offers to generatetraffic
  32. 32. Addincentives
  33. 33. Tieit to yourloyalty program
  34. 34. Usepossibilities of the platform and becreative
  35. 35. Applications
  36. 36. Aggregators (E.g. Shopkick)
  37. 37. Customdevelopedapps (API)</li></li></ul><li>Location & Loyalty<br />Examples<br />
  38. 38. Location & Loyalty<br />Examples<br />
  39. 39. Location & Loyalty<br />
  40. 40. Location & Loyalty<br />
  41. 41. Location & Loyalty<br />Practical tips:<br /><ul><li>Investigate the different platforms
  42. 42. Determine your objectives
  43. 43. ‘Claim’ your location
  44. 44. Think of compelling promotions/offers/actions
  45. 45. Interact and engage
  46. 46. Track and measure as much as you can
  47. 47. Be flexible
  48. 48. Have a look onSlideshare! </li></li></ul><li>Location & Loyalty<br />Challenges:<br /><ul><li>Reach in Europe
  49. 49. Claiming your venue
  50. 50. Creating attractive promotions
  51. 51. Organisational (e.g. retailers)</li></li></ul><li>2. Utility Marketing on Mobile<br />
  52. 52. Utility Marketing on Mobile<br />
  53. 53. Utility Marketing on Mobile<br />
  54. 54. Utility Marketing on Mobile<br />Where to start<br /><ul><li>Credibility
  55. 55. Needs
  56. 56. Possibilities to fulfill that need on mobile </li></li></ul><li>Utility Marketing on Mobile<br />Things to consider<br /><ul><li>Is there a fit with your audience
  57. 57. Does it pay off the brand promise
  58. 58. Does it build brand credibility and is it authentic
  59. 59. Does it fulfill an unmet need, is it unique
  60. 60. Is it actually useful
  61. 61. When and how often can it be used
  62. 62. Is it engaging, entertaining and easy-to-use
  63. 63. Is it satisfying and rewarding
  64. 64. Is it easy to share and distribute
  65. 65. Resources needed to keep it alive</li></ul>GuthrieDolin, Odopod 2009<br />
  66. 66. Utility Marketing on Mobile<br />Examples:<br />
  67. 67. Utility Marketing on Mobile<br />
  68. 68. 3. Conversion<br />
  69. 69. Conversion<br />Conversion<br />
  70. 70. Conversion<br />Somefacts<br /><ul><li>E-commerce : 15y  4% of retail
  71. 71. M – commerce : 5y  4% of retail</li></ul>WhyM-commercewillbehuge<br /><ul><li>LocationBased Services
  72. 72. Transparant Pricing
  73. 73. Deep Discounts
  74. 74. ImmediateGratification
  75. 75. Paymentmethods</li></ul>Morgan Stanley 2010<br />
  76. 76. A fictive example<br />
  77. 77. Conversion<br />
  78. 78. Fictive concept for Coca - Cola<br />Reward users of the application for certain behaviour<br />Check in at Coke locations (festivals, events, bars, …)<br />Sharing brand related actions<br />Buying Coke products<br />Location & Interaction<br />Check ins<br />QR codes<br />Barcodes<br />‘Hide’ products for users to pick them up and get rewards<br />Conversion<br />
  79. 79. Fictive concept for Coca - Cola<br />Couponing (reward/actions linked with location/sharing/buying)<br />Discounts in stores<br />Gifts in stores<br />Participation in campaigns<br />Integrate with social media & location based <br />services<br />Conversion<br />
  80. 80. Challenges<br />Advertising campaign & communication<br />Trigger downloads<br />Explain the concept<br />Stimulate usage<br />Organisational<br />Conversion<br />
  81. 81. A real example<br />
  82. 82. Conversion<br />
  83. 83. Conversion<br />EARN MILES<br />
  84. 84. Conversion<br />http://www.youtube.com/watch?v=_gVReno7XCM<br />
  85. 85. 4. Don’t forget Search<br />
  86. 86.
  87. 87. Pannestraat 67<br />9000 GENT<br />+32 9 234 34 25<br />info@inthepocket.mobi<br />www.inthepocket.mobi<br />@itpocket<br />Don’t have a QR reader yet? <br />Search for ‘QR code’ on your iphone or <br />go to www.i-nigma.mobi on your mobile device<br />Like to create a QR code yourself?<br />Surf to http://qr.inthepocket.mobi/<br />

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