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Alexander Ragozin (Brandtone Russia) «Mobile Marketing: the era of smart phones is coming soon»
 

Alexander Ragozin (Brandtone Russia) «Mobile Marketing: the era of smart phones is coming soon»

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    Alexander Ragozin (Brandtone Russia) «Mobile Marketing: the era of smart phones is coming soon» Alexander Ragozin (Brandtone Russia) «Mobile Marketing: the era of smart phones is coming soon» Presentation Transcript

    • MobileMarketing:theeraofsmartphonesiscomingsoon.Whattodonowandhowtomeasureitseffectiveness?1Alexander Ragozin, General DirectorBRANDTONE Russia
    • The World’s leading mobile marketing company – working withleading brands in key developing and emerging markets(Brazil, South Africa, China, India, Russia, US )An award-winning team
    • 10.06.13 3Key chellengies for smartphone era NOW1. How to reach 75 % of your potential consumers75%25%Share in usersFeature fonesSmartphones2. The speed of technology innovationsWEB SM APPS …. …… …. …..2000 2008 2011 2014 20203. The ROI from new technologies and it’s efficiencyas a marketing communication channel
    • 10.06.13 4LET’S GO BACK TO OUR ROOTSTO SIMPLE AND INTEGRATEDSOLUTIONS
    • 5Mobile Marketing from Brandtone?EngagingManageableInteractiveHi redemption levelA new media channel which use themost widespread technology in historywith highest ROI
    • TV Radio Print Web 3G Mobile AppReach/Coverage Engagement+100% penetration 1 on 1 interactionAsser%ve  and  Efficient  Communica%on  Strategy  Reduced  Media  “Waste”  Tradi%onal  Media  Dependency  While opening a superior media channel
    • 7How it works?
    • 2Case  studies    
    • 4In 2011 Brandtone partnered withSouth African Breweries to planand execute the ground breaking“Be the Coach” promotion aroundthe showpiece Carling Cup soccerevent between the Kaizer Chiefsand the Orlando Pirates.
    • 25.01.13 7The BriefThe Carling Team challenged Brandtone to execute a mobile campaign that would:    Drive  consump%on  and  build  brand  affinity  increasing  commitment  amongst  Carling  Black  Label  consumers  and  conver6ng    switchers      Use  mobile  to  create  brand  engagement  plaBorm  enabling    consumers  to  be  part  of  the  ac6on  vo6ng  for  team  selec6on  and  subs6tu6on    Build  Enhanced  database  of  Carling  black  label  consumers  enabling  future  tailored  communica6ons    
    • The Campaign25.01.13 9
    • 10.06.13 13Consumer  buys  a  Carling  Black  Label  to  become  the  coach  1  Dial  for  FREE  *120*764*  underlinercode#  2  For  each  entry,  consumes  get  to  make  one  selec6on  –  of  players  on  Kaizer  Chiefs  and  Orlando  Pirates  3  The  fans  votes  are  tallied  to  determine  the  team  to  play  in  a  derby  between  Kaizer  Chiefs  &  Orlando  Pirates  on  28  July  2012  4   5    Brandtone  provided  a  customised  USSD  text-­‐menu  system  designed  specifically  for  Carling  Black  Label,  allowing  consumers  to  select  their  team  with  every  purchase  of  Carling  Black  Label.      Lucky  daily  winners  win  R5  air6me  and  6ckets  to  the  game    
    • 10.06.13 14Video Case Studyhttp://www.youtube.com/watch?v=etmzOOtNCIkhttp://vimeo.com/44024325
    • 25.01.13 13• Over 20 million votes for team selection• Over 1 million unique consumer profiles created• 80% consumer opt-in for further communicationfrom the brand.• Volume and share increase• Earned media of almost 3 times total campaigninvestment.The Results
    • 25.01.13 14Awards• GSMA 2012(Best Mobile Ad & Marketing Campaign)• Cannes Gold Lion 2012(Branded Content & Entertainment)
    • 10.06.13 18Always ask yourself when you use mobile marketing1.  Can this technology be accessible to a largepercentage of my clients??2.  How I can measure efficiency and ROI?3.  Can I integrate this technology in mymarketing mix and how it can increase mysales?4.  Does this engage consumers ?5.  How I can communicate with the consumerafter ending of the campaign ?
    • 25.01.13 17Talk to us today.+79154336927 Alexander.ragozin@brandtone.comwww.brandtone.com