Mobile Marketing: a Revolution<br />Emin Aliev<br />September 2011<br />
THE END OF MARKETING ASWE KNOW IT <br />NEL <br />MARKETING WILL NEED TO CHANGE AND FOLLOW NEW FORMATS AND CHANNELS<br />T...
THE MANY FACES OF MOBILE MARKETING<br />                                                             IT SIMPLY WORKS THROU...
KEY DRIVERS<br />
MOBILE IS PERSONAL... And that’s why <br />
.. CONSUMERS ARE CHANGING BEHAVIOUR<br />Smarthone is always: with you/switch on/ connected<br />COUNSUMERS MAKE SMARTER S...
Some starting questions the brand should ask <br />  IS MOBILE SUITABLE FOR MY BRAND ?<br />WHICH GOALS CAN I REACH THROUG...
WHAT WORKS WELL…<br />BRANDING<br />PRESENCE <br />COUPONING & LOYALTY <br />DIRECT RESPONSE<br />
BRANDING - MINI RAY ADV CAMPAIGN<br />Mobile Campaign<br />MINI RAY Landing Page<br />Screenshots Java Game<br />
DIRECT RESPONSE – FORD CAMPAIGN <br />CASE HISTORY ITALY<br />FORD KUGA E MONDEO<br />Landing Page<br />iRepubblica sponso...
PRESENCE <br />MOBILE APPLICATION <br />Strategy<br /><ul><li>Creation of iPhone App
Using content that promotes the new image of Miss Dior and the campaign
Allowing people to discover the world of Miss Dior themed on love, sensuality and a fresh fragrance
The app consists of 4 sections:
 Campaign film video
 Jane Birkin song featured in the film
Upcoming SlideShare
Loading in...5
×

Emin aliev mobile marketing a revolution mobile marketing_buongiorno digital_red apple mixx

502
-1

Published on

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

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
502
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • 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
  • Emin aliev mobile marketing a revolution mobile marketing_buongiorno digital_red apple mixx

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

      Clipping is a handy way to collect important slides you want to go back to later.

    ×