Loyalcation, Utility & Conversion
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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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Loyalcation, Utility & Conversion Loyalcation, Utility & Conversion Presentation Transcript

  • Loyalcation, Utility & Conversion
    Orhow to makeyour brand relevant on mobile
    Pieterjan Bouten - @pieterjan
  • Introduction
    Located in
  • Introduction
    We only focus on mobile
    Strategy & Concept
    Development & Design
    Mobile Marketing
    Mobile Advertising
    View slide
  • Introduction
    View slide
  • 1. Location & Loyalty
  • Location & Loyalty
    @tijs
    Loyalcation
  • Location & Loyalty
    LOCATION
    SOCIAL
    MOBILE
    LOYALTY
    @tijs
  • Location & Loyalty
    Background
    • Smartphones (3G + GPS)
    • Social networking
    • ‘Always connected’
    • Reward loyalty
    • Location Based Social Networks
    • Applications
    • Aggregators (E.g. Shopkick)
    • Custom developed apps (API)
    Landscape
  • Location & Loyalty
    Recipe for success
    • Context
    • Profile
    • Social
    • Location
    • Timing (real time & participatory)
    • Reward loyalty
    • Instant gratification
    • Small and big businesses
    • It’s free
  • Location & Loyalty
    How does itwork?
    • 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
    • Aggregators (E.g. Shopkick)
    • Customdevelopedapps (API)
  • Location & Loyalty
    Examples
  • Location & Loyalty
    Examples
  • Location & Loyalty
  • Location & Loyalty
  • Location & Loyalty
    Practical tips:
    • Investigate the different platforms
    • Determine your objectives
    • ‘Claim’ your location
    • Think of compelling promotions/offers/actions
    • Interact and engage
    • Track and measure as much as you can
    • Be flexible
    • Have a look onSlideshare!
  • Location & Loyalty
    Challenges:
    • Reach in Europe
    • Claiming your venue
    • Creating attractive promotions
    • Organisational (e.g. retailers)
  • 2. Utility Marketing on Mobile
  • Utility Marketing on Mobile
  • Utility Marketing on Mobile
  • Utility Marketing on Mobile
    Where to start
    • Credibility
    • Needs
    • Possibilities to fulfill that need on mobile
  • Utility Marketing on Mobile
    Things to consider
    • Is there a fit with your audience
    • Does it pay off the brand promise
    • Does it build brand credibility and is it authentic
    • Does it fulfill an unmet need, is it unique
    • Is it actually useful
    • When and how often can it be used
    • Is it engaging, entertaining and easy-to-use
    • Is it satisfying and rewarding
    • Is it easy to share and distribute
    • Resources needed to keep it alive
    GuthrieDolin, Odopod 2009
  • Utility Marketing on Mobile
    Examples:
  • Utility Marketing on Mobile
  • 3. Conversion
  • Conversion
    Conversion
  • Conversion
    Somefacts
    • E-commerce : 15y  4% of retail
    • M – commerce : 5y  4% of retail
    WhyM-commercewillbehuge
    • LocationBased Services
    • Transparant Pricing
    • Deep Discounts
    • ImmediateGratification
    • Paymentmethods
    Morgan Stanley 2010
  • A fictive example
  • Conversion
  • 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
  • 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
  • Challenges
    Advertising campaign & communication
    Trigger downloads
    Explain the concept
    Stimulate usage
    Organisational
    Conversion
  • A real example
  • Conversion
  • Conversion
    EARN MILES
  • Conversion
    http://www.youtube.com/watch?v=_gVReno7XCM
  • 4. Don’t forget Search
  • Pannestraat 67
    9000 GENT
    +32 9 234 34 25
    info@inthepocket.mobi
    www.inthepocket.mobi
    @itpocket
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