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MMA Singapore  - Mobile game changers - ville kulmala - 24th april 2012
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MMA Singapore - Mobile game changers - ville kulmala - 24th april 2012


Mobile Marketing Association Forum Asia 2012 - Singapore …

Mobile Marketing Association Forum Asia 2012 - Singapore

Mobile Game Changers

Mobile Web Apps for Marketing

Mobile Word of Mouth Marketing WOMM

Social Mobile - Macro Perspective - History and Future

Published in Technology , Business
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  • 1. Who are we?!Ville Kulmala (Finland) – Managing Director – Mobile Spark!!Twitter: @villekulmala!!-  Over 14 years technology and business consulting experience for global companies such as Nokia, Accenture, ING, ABN AMRO, Heineken, KPN, Areva, Logica and Fortis.!-  Mobile Spark is a mobile marketing agency, with offices in The Netherlands, Finland and Hong Kong. !-  Chairman for +1000 members strong Mobile Monday Thailand.!
  • 2. Mobile Game Changers!1. Web Apps for Mobile Marketing !!-  Case for Web Apps as mobile marketing tool!!2. Mobile Word-of-Mouth !!-  How to take advantage of WOMM in a mobile!!3. Social Mobile – The Big Picture!-  Past, current and future of mobile social media!
  • 3. Web Apps for Mobile Marketing!
  • 4. Stats – Mobile Web vs. Native !Na#ve  apps  and  mobile  web  con#nue  to  grow  on  separate  paths.  Fragmenta#on  con#nues.  Of  all  users:    36.4%  use  their  mobile  browser    34.4%  use  their  na5ve  Apps    Twi$er    14%  use  their  mobile  browser    8%  use  their  na5ve  Apps      (Comscore  –  US  based  users)  /  (Twi6er)  
  • 5. Positioning - Mobile Web vs. Native !Na#ve  apps  and  mobile  web  have  differen#a#ng  posi#oning  for  a  client  interac#on.  !Mobile Web ! !è Discovery!- Linkable!- Searchable!- Shareable!- Trackable!!Native Apps !è Loyalty!!!!Ref. Google!
  • 6. Mobile Marketing Perspective “Funnel”! Mobile  Web  vs.  Na=ve   Na#ve  apps  and  mobile  web  con#nue  to  grow  on  separate   paths.     Convert   Loyal   Exis#ng   Customer  /  New  Customer   Customer   Evangelist   Discovery   Loyalty   ! ! Mobile  Web   Na5ve  (web  too..)   ! ! !
  • 7. Mobile Word of Mouth!
  • 8. What are your 3C’s ?!Complete Consumer Cycle!!“Consider your customer’s fullinteraction cycle”!
  • 9. Case Study - Travel Industry! Case for Hotel Bookings apps (red).! Case for Photo Sharing apps (blue).! ! -  Most interactions only focused on one step! ! -  Relative importance of other customer interactions ignored.! -  All steps should be considered for mobile marketing strategy.!
  • 10. Case Study – High Impact Facebook!!Spotify!!-  Seamless Facebook integration!-  Fully integrated mobile app!-  Facebook Timeline since Jan 12!-  Sharing enabled in-app!-  Artist pages link to Spotify!-  Facebook / Spotify partnership!!“All roads leads to listening music on Spotify”! ! ! ! ! ! ! ! ! ! ! !!
  • 11. Case Study – High Impact Twitter!Nike + FuelBand!!-  Very popular product!-  iPad/iPhone Native App ! !(partner)!-  Integrated Twitter account ! !and missions! ! !Yet !!-  Facebook “separation” and ! !“monologue” !-  Physical device / App not ! fully integrated!!
  • 12. Social Mobile – The Big Picture!
  • 13. Social Macro perspective – 3 yrs ago!
  • 14. Social Macro Perspective – 2 yrs ago!
  • 15. Social Macro Perspective – 4 days ago!
  • 16. Social Macro Perspective – The Law!
  • 17. Social Macro Perspective - The Future!Social  Mobile  Web    -­‐  More  sharing  about  everything,  increase  of  sharing  without  ac5on  -­‐  Facebook  and  others  will  expand  their  ecosystems  to  the  mobile  -­‐  More  means  to  share,  third  party  developers  offer  a  way  to  tap  in   to  new  opportuni#es  on  a  mobile    Take  advantage  of  new  mobile  tools    -­‐  Posi5on  yourself  for  the  growth  –  being  first  does  pay  off,  but  it   can  be  painful    
  • 18. Conclusion!1.  Mobile Web Apps for Marketing ! ! Discovery - Mobile Web App is Discoverable !2.  Social Mobile Word-of-Mouth Marketing! 3C’s - Cover your Complete Customer Cycle!3.  Integrating your Social Mobile Marketing efforts! Think Future - Position your mobile efforts! for growth!!
  • 19. Thank you!!Ville Kulmala – Director!!Twitter: @villekulmala!