Loyalcation, Utility & Conversion

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How to make your brand relevant on Mobile. …

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