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Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
Mobile   the next steps January 2014 (To20 version)
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Mobile the next steps January 2014 (To20 version)

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Transcript

  • 1. Mobile Mark Wilmont mark@to20.nl January, 2014
  • 2. Index • Introduction Mark Wilmont • Introduction TO20 • Introduction TomorrowMobile.nl • Mobile The Next Steps
  • 3. Inhoud: - Introducti e To20 - Voorbeeld en campagn
  • 4. Why mobile? • In the Netherlands, every 2nd phone is a smartphone. • More than 35% of web visits are mobile only • 94% of the Smartphone owners use an app daily • Amazon sells $6b worth of stuff through mobile, almost 15% of their entire revenue • In the Netherlands mobile advertising is still relatively small, 6.6% of total display advertising
  • 5. Why mobile? In the nearby future the potential of mobile as a product and as a marketing tool is huge Source: http://www.tomorrowmobile.nl/alle-mobile-marketing-introducties-op-een-rij/
  • 6. Mobile strategy Comprehensive Phase III Phase II Phase I Source: Havas Media/Forrester A. Experimental strategy B. Device strategy Foundation C. Channel strategy
  • 7. Phase I: Foundation “If your information is not available on a small screen, it doesn’t exist for all the people that rely on their mobile phones for access.”
  • 8. Phase I: Foundation
  • 9. Phase I: Foundation Mobile context: The reality • Advertisers communicate their URL through TV • 86% of people use mobile internet while watching television • Many advertisers do not have mobile site • 30% of searches for restaurants comes from mobile • Most restaurant websites are horribly useless through mobile Source: Marketresponse
  • 10. Phase I: Foundation • 79% of smartphone users uses their mobile in a shop for product research • 15% of searches for financial and insurance content comes from mobile • 77% of mobile searches are from home or work Source: Marketresponse
  • 11. Phase I: Foundation
  • 12. Phase I: Foundation Four reasons why not to develop an app, and one reason why an advertisers should! #1 An app is not an idea #2 There are too many platforms #3 The consumer doesn’t want the advertisers app #4 App development is expensive BUT Consumer time spend on apps on mobile phones: 80% ! Source: @leeuwenrob
  • 13. Phase II: Advertising
  • 14. Phase II: Advertising examples An overview of mobile and tablet advertising options
  • 15. Phase II: Advertising examples
  • 16. Phase II: Advertising examples
  • 17. Phase II: Advertising – mobile and big data
  • 18. Phase II: Advertising – location based advertising • Big Data makes it possible for mobile ads to target hyper-local. • This is interesting because localized mobile campaigns perform two to three times as good as standard campaigns. • The promise of mobile advertising is enormous, since consumers have their smartphone with them all day.
  • 19. Phase II: Advertising – Location based advertising An overview of the most effective location based targeting strategies. Source: TomorowMobile.nl / Business Insider, BI Intelligence Full Report.
  • 20. Mobile commerce: Who are the consumers Source: aimia.com + tomorrowmobile.nl
  • 21. Mobile commerce: What do consumers buy? • Clothes and accessories (39%) • Tickets (24%) • Books (not e-books) (23%) • Meals (22%) • Electronics (22%) • Daily offerings (21%) Source: MarketingCharts
  • 22. “People are using the smartphone in the store as a complement to what they’re doing. When you start to view the smartphone as a complement to the purchase cycle, and as retailers understand that, that number will only increase.” Bill Dinan (Telmetrics)
  • 23. Phase II: advertising – in the retail industry • 21% of consumers conducted a mobile search before making an offline purchase • 44% check prices in store • 73% of mobile searches are at home • 42% of mobile searches are at store • Reason of search: price comparison 34% • 47% annual increase in mobile purchase research Source: mobilemarketing.nl
  • 24. Phase II: Advertising – Second screen advertising Second Screen • Programs are increasingly watched "on demand" and a second screen is added to a program • Program makers and broadcasters want to fascinate the viewer and increase the perception around the program • The second screen is a valuable addition or an unnecessary distraction? • Second screen brings new advertising options for broadcasters and advertisers
  • 25. Phase III: Comprehensive strategy “Mobile as a bridge for all online and offline activities and campaigns”
  • 26. Phase III: Comprehenisve strategy car industry– Sales force app
  • 27. Phase III: Comprehenisve strategy car industry – after sales app
  • 28. Phase III: Comprehenisve strategy financial industry– app for a specific target group
  • 29. Phase III: Comprehenisve strategy financial industry – Investor & media relations app
  • 30. Phase III: Comprehenisve strategy leisure industry– Investor & media relations app
  • 31. Phase III: Comprehenisve strategy – Loyalty programs
  • 32. Phase III: Comprehenisve strategy – Loyalty programs
  • 33. To20 Connecting Brands to Youth Tel: +31-20 33 30 040 info@to20.nl | www.to20.nl mark@to20.nl

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