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Emin aliev mobile marketing a revolution mobile marketing_buongiorno digital_red apple mixx

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Mobile Strategy Funnel, Global Trends, Mobile Russia, Russian Youth, Smart phone population

Mobile Strategy Funnel, Global Trends, Mobile Russia, Russian Youth, Smart phone population

Published in: Business, Technology
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  • itiisamobileadvcampaign - sopromotionalchannels: MOBILE, thecampaignrunonseveralpremiummobilesites (eg: repubblica - leadingitalinanewspaper)- Date: april / may 2010- Objectives: generatedatabaseofpeopleinterestedintestdrive- morethen 20k downloadinthefirst 10 days (itisallihave)
  • http://www.quora.com/Where-does-social-media-fit-in-the-traditional-marketing-funnel
  • Transcript

    • 1. Mobile Marketing: a Revolution
      Emin Aliev
      September 2011
    • 2. THE END OF MARKETING ASWE KNOW IT
      NEL
      MARKETING WILL NEED TO CHANGE AND FOLLOW NEW FORMATS AND CHANNELS
      THE TIME WE SPEND AT THE PC IS IN COMPETITION WITH THE ONE SPENT IN FRONT OF THE TV
      IN 2012 MOST SOLD PC WILL BE A SMARTPHONE
      THE FUTURE OF THE MARKETING WILL BE VERY DIFFERENT FROM ITS PAST
    • 3. THE MANY FACES OF MOBILE MARKETING
      IT SIMPLY WORKS THROUGH ALL CHANNELS
      BRAND AWARENESS, DIRECT, DRIVE TO STORE, COUPON REDEMPTION, MOBILE RECEIPT, LOYALTY
    • 4. KEY DRIVERS
    • 5. MOBILE IS PERSONAL... And that’s why
    • 6. .. CONSUMERS ARE CHANGING BEHAVIOUR
      Smarthone is always: with you/switch on/ connected
      COUNSUMERS MAKE SMARTER SHOPPING
      Source: Ipsos OTX for Google, end 2010, US Smartphone Internet Users
    • 7. Some starting questions the brand should ask
      IS MOBILE SUITABLE FOR MY BRAND ?
      WHICH GOALS CAN I REACH THROUGH MOBILE MARKETING?
      HOW DO MY CONSUMERS USE MOBILE INTERNET?
      HOW CAN I INTERGRATE MY BRAND IN THEIR MOBILE CONSUMPTION?
      HOW CAN I ENGAGE CONSUMERS IN MOBILE MAKETKING ACTIVITIES?
    • 8. WHAT WORKS WELL…
      BRANDING
      PRESENCE
      COUPONING & LOYALTY
      DIRECT RESPONSE
    • 9. BRANDING - MINI RAY ADV CAMPAIGN
      Mobile Campaign
      MINI RAY Landing Page
      Screenshots Java Game
    • 10. DIRECT RESPONSE – FORD CAMPAIGN
      CASE HISTORY ITALY
      FORD KUGA E MONDEO
      Landing Page
      iRepubblica sponsorhip
      Print campaign
    • 11. PRESENCE
      MOBILE APPLICATION
      Strategy
      • Creation of iPhone App
      • 12. Using content that promotes the new image of Miss Dior and the campaign
      • 13. Allowing people to discover the world of Miss Dior themed on love, sensuality and a fresh fragrance
      • 14. The app consists of 4 sections:
      • 15. Campaign film video
      • 16. Jane Birkin song featured in the film
      • 17. Picture gallery
      • 18. Product pages - fragrance range
      • 19. To navigate from the app home page, the user interacts with the gift box to discover hidden content
      • 20. Enabling the sharing of content via Twitter, Facebook, and email
      11
    • 21. Orange Wednesdays
      UK
      France
      Spain
      Romania,…
      Loyalty, vouchering &
      redemption
      MOBILE LOYALTY
      “Orange Wednesdays has been a huge success for us over the last seven years!”
      Andrew Pearcey
      Head of Sponsorship, Orange UK
      • 7th year of operation in the UK
      • 22. Millions of coupons sent out with 65% redemption rate
      12
    • 23. SUM-UP OF THE BENEFITS OF MOBILEMARKETING
    • 24. OUR SUGGESTIONS
      ANALYSE THE ‘MOBILE’ habits of your core TARGET
      STARTS WITH THE EASIEST: mobile site, applications, reach, coupon, etc
      INTEGRATE MOBILE TO THE REST OF YOUR MARKETING STRATEGY – DONT USE IT AS A STANDALONE TOOL
      MAKE SURE YOUR MESSAGE IS ALWAYS RELEVANT FOR YOUR TARGET
      Use data types in combination for deadly advantage: social profiles, with location data with historical preference
    • 25. CONSUMER HOURGLASS INSTEAD OF PURCHASE FUNNEL
    • 26. Sign up for the next Mobile Marketing Strategy Workshop at B!
      Emin Aliev
      emin.aliev@buongiorno.com

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