MOBILE MARKETINGfrom SMS to in-App profiling     Massimo Rovelli     Sapienza, Università di Roma     Testimonianze:     V...
12/06/2011                        2             MaxRovelli / Sapienza - 2
Non sono i TELEFONI,    ma i CONSUMATORI che sono MOBILI     ...e i BRAND devono inseguirli !Acquisition! Retention! Brand...
MOBILE – i contorni del fenomeno                         MaxRovelli / Sapienza - 4
Smartphone + Tablet > PCs da Q4-2010                           MaxRovelli / Sapienza - 5
Media e Social diventano REALTIME                         MaxRovelli / Sapienza - 6
Global Mobile Apps   US DOLLARSGlobal Mobile Apps   DOWNLOADS             MaxRovelli / Sapienza - 7
Source: Merrill Lynch Report, 2010                                     Source: Smaato/MobileSquared, 2011M$               ...
Source: Smaato/MobileSquared, 2011  MaxRovelli / Sapienza - 9
Il 3° SCHERMO !                  MaxRovelli / Sapienza - 10
Mobile EFFECTIVENESS                   MaxRovelli / Sapienza - 11
Mobile Marketing is ALL MEDIA   interactive & realtime!                        MaxRovelli / Sapienza - 12
I canali di interazione col cliente                            MaxRovelli / Sapienza - 13
Funzioni d‟uso del MobileTEMPO                       MODO                        MaxRovelli / Sapienza - 14
Comprendere il mezzo e il contesto Funzioni            Significato                         MaxRovelli / Sapienza - 15
Tattiche d‟ingaggio                      MaxRovelli / Sapienza - 16
SMS / Text MessagingText to• Win• Donate• Get updatesWho can text• Anyone!Why text• It’s not dead… yet• Time-sensitive inf...
Web vs AppMobile Website       Mobile Application  Wide reaching        Platform specificContent restricted     Dynamic co...
QR CodesQuick Response CodeTwo-dimensional code readable by dedicatedQR barcode readers and camera phonesMake QR Work• How...
Augmented RealityLive direct or an indirect view of a physical, real-worldenvironment whose elements are augmented bycompu...
AR Codes           MaxRovelli / Sapienza - 21
Near Field Communication        NFC• A set of short-range wireless  technologies, typically requiring a  distance of 4 cm ...
AdvertisingAdvantages of Mobile Advertising• Track demo-, geo- and situation-based consumers• Real-time interaction (QR, A...
The 3Ps of Mobile Advertising   Profiles, Push and Permission• Profiles help personalise the message• Push lets brands tim...
It‟s all about LOCATION!Check-ins, badges, mayors… what?• The latest fad in social media and mobile• Uses GPS/location-bas...
Invertising leverages Touchpoints• An SMS is all it takes to opt-in• Build a hotline to Consumers – one they  want!• Give ...
CRM    Customer Relationship Monetisation•   Trigger Purchase•   Upsell•   Cross-sell•   Commerce with a Cash Balance     ...
In Summary10 reasons 4 Mobile Marketing                       MaxRovelli / Sapienza - 28
Il ruolo del MOBILE nel MARKETING “…to map the touch points  and understand how mobile can extend and enhance, not replace...
Key pointsNon è il Telefono che è mobile, è l‟audienceIl Mobile è già qui, non è che sta arrivando !!!Il mobile è più effi...
Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875…oltre ...
La parola ai protagonisti       Il progetto “TIM Ricarica e Vinci” Valeria Maniscalco, BUONGIORNO - valeria.maniscalco@buo...
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MAXROVELLI on Mobile Marketing @ MWWorld2011

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MAXROVELLI on Mobile Marketing @ MWWorld2011

  1. 1. MOBILE MARKETINGfrom SMS to in-App profiling Massimo Rovelli Sapienza, Università di Roma Testimonianze: Valeria Maniscalco, Buongiorno Marco Moretti, Ericsson Walter Cavalcante, Mobilesoft Diego D’Ambrosi, Vidiemme Consulting
  2. 2. 12/06/2011 2 MaxRovelli / Sapienza - 2
  3. 3. Non sono i TELEFONI, ma i CONSUMATORI che sono MOBILI ...e i BRAND devono inseguirli !Acquisition! Retention! Brand Building! MaxRovelli / Sapienza - 3
  4. 4. MOBILE – i contorni del fenomeno MaxRovelli / Sapienza - 4
  5. 5. Smartphone + Tablet > PCs da Q4-2010 MaxRovelli / Sapienza - 5
  6. 6. Media e Social diventano REALTIME MaxRovelli / Sapienza - 6
  7. 7. Global Mobile Apps US DOLLARSGlobal Mobile Apps DOWNLOADS MaxRovelli / Sapienza - 7
  8. 8. Source: Merrill Lynch Report, 2010 Source: Smaato/MobileSquared, 2011M$ MaxRovelli / Sapienza - 8
  9. 9. Source: Smaato/MobileSquared, 2011 MaxRovelli / Sapienza - 9
  10. 10. Il 3° SCHERMO ! MaxRovelli / Sapienza - 10
  11. 11. Mobile EFFECTIVENESS MaxRovelli / Sapienza - 11
  12. 12. Mobile Marketing is ALL MEDIA interactive & realtime! MaxRovelli / Sapienza - 12
  13. 13. I canali di interazione col cliente MaxRovelli / Sapienza - 13
  14. 14. Funzioni d‟uso del MobileTEMPO MODO MaxRovelli / Sapienza - 14
  15. 15. Comprendere il mezzo e il contesto Funzioni Significato MaxRovelli / Sapienza - 15
  16. 16. Tattiche d‟ingaggio MaxRovelli / Sapienza - 16
  17. 17. SMS / Text MessagingText to• Win• Donate• Get updatesWho can text• Anyone!Why text• It’s not dead… yet• Time-sensitive information o Public service announcements o Disaster announcements• Special offers and coupons• Event information and updates• Internal communications MaxRovelli / Sapienza - 17
  18. 18. Web vs AppMobile Website Mobile Application Wide reaching Platform specificContent restricted Dynamic content Smaller budget Bigger budget MaxRovelli / Sapienza - 18
  19. 19. QR CodesQuick Response CodeTwo-dimensional code readable by dedicatedQR barcode readers and camera phonesMake QR Work• How-to videos• FAQs• Ticketing• DonationsTrack It• Bit.ly• Goo.gl MaxRovelli / Sapienza - 19
  20. 20. Augmented RealityLive direct or an indirect view of a physical, real-worldenvironment whose elements are augmented bycomputer-generated sensory input, as sound or graphics MaxRovelli / Sapienza - 20
  21. 21. AR Codes MaxRovelli / Sapienza - 21
  22. 22. Near Field Communication NFC• A set of short-range wireless technologies, typically requiring a distance of 4 cm or less• NFC tags contain simple data or elaborate instructions that enable them to perform such functions as: o Unlocking doors o Paying for goods o Launching phone calls o Exchanging data between users MaxRovelli / Sapienza - 22
  23. 23. AdvertisingAdvantages of Mobile Advertising• Track demo-, geo- and situation-based consumers• Real-time interaction (QR, AR, NFC)• Rich media and video capabilities• In-app and mobile Web opportunities MaxRovelli / Sapienza - 23
  24. 24. The 3Ps of Mobile Advertising Profiles, Push and Permission• Profiles help personalise the message• Push lets brands time their communication• Permission ensures messages are welcome MaxRovelli / Sapienza - 24
  25. 25. It‟s all about LOCATION!Check-ins, badges, mayors… what?• The latest fad in social media and mobile• Uses GPS/location-based identifiers blended with posting on social media• Adds a game element to social media o Points o Badges/Rankings• Offer real-time rewards, gather hyper local information about your customer MaxRovelli / Sapienza - 25
  26. 26. Invertising leverages Touchpoints• An SMS is all it takes to opt-in• Build a hotline to Consumers – one they want!• Give control to opt-out to the Consumer• Become a utility in the Customer’s life “L’advertising si trasforma e cambia la sua direzione: una vera e propria inversione di marcia della pubblicità, dove la creatività diventa fondamentale per catalizzare l’attenzione del pubblico, non più considerato come un semplice target. In nome della rilevanza, dell’etica e di un rinnovato patto di fiducia tra brand e individui, il dialogo si sostituisce ai monologhi della réclame, la comunicazione diventa conversazione, lo shopping si fa condivisione e la persuasione si trasforma in consenso.” MaxRovelli / Sapienza - 26
  27. 27. CRM Customer Relationship Monetisation• Trigger Purchase• Upsell• Cross-sell• Commerce with a Cash Balance MaxRovelli / Sapienza - 27
  28. 28. In Summary10 reasons 4 Mobile Marketing MaxRovelli / Sapienza - 28
  29. 29. Il ruolo del MOBILE nel MARKETING “…to map the touch points and understand how mobile can extend and enhance, not replace other channels” Paul Berney CMO & MD EMEA Mobile Marketing Association MaxRovelli / Sapienza - 29
  30. 30. Key pointsNon è il Telefono che è mobile, è l‟audienceIl Mobile è già qui, non è che sta arrivando !!!Il mobile è più efficace quando integrato dall‟inizio in un progetto di marketing multicanaleMobile Marketing is aboutcustomer acquisition, retention and brand buildingChe ci piaccia o no, diventeremo ’mobile marketers‟ MaxRovelli / Sapienza - 30
  31. 31. Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875…oltre il Mobile Marketing, si trattadi sviluppare una „Mobile Strategy‟… MaxRovelli / Sapienza - 31
  32. 32. La parola ai protagonisti Il progetto “TIM Ricarica e Vinci” Valeria Maniscalco, BUONGIORNO - valeria.maniscalco@buongiorno.comEricsson – IPX:enabling mobile messaging Marco Moretti, ERICSSON - marco.moretti@ericsson.com Il progetto BMW Mobile Walter Cavalcante, MOBILESOFT - walter.cavalcante@mobilesoft.it Il progetto Philips/SAECODiego D’Ambrosi VIDIEMME CONSULTING, - diego.dambrosi@vidiemme.it MaxRovelli / Sapienza - 32

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