Mobile Marketing and Advertising

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Keynote by Steinar Brændeland, GM More Mobile Relations

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Mobile Marketing and Advertising

  1. 1. Mobile Advertising and Marketing 2011 MORE MOBILE RELATIONS www.moremobilerelations.com
  2. 2. Agenda• More Mobile Relations• Mobile Advertising & Marketing• Cases• 2010 and beyond• Summary
  3. 3. • Mobile concept development• Oslo, Stockholm, Copenhagen and Helsinki• 40 employees• Telenor is major shareholder• A team with 10 years experience in each market
  4. 4. The mobile value chain User experience Get ReachKeep RichnessGrow Applicability Use Execution Analysis and reporting Marketing Advertising Mobile Service Platform Logic, dialogues, operations, CRM Mobile Gateway Mobile operator
  5. 5. Agenda• More Mobile Relations• Mobile Advertising & Marketing• Cases• 2010 and beyond• Summary
  6. 6. The Mobile Marketing Map Respons Production Apps Execution LocationBasic Advanced 2004 MMS marketing Mobile • Concent Portals • Databases SMS Push • Handset recognition • Analysis & Feedback Banner ads
  7. 7. Dialogue concepts
  8. 8. Volvo
  9. 9. The Volvo lifecycle Prospecting - Get Contract - GetRe purchase Ownership services – Keep, Grow and Use
  10. 10. The Big Picture - Dialogue Tilbud Vinter Invitasjon Jule- vinter- klar bil Hemsedal hilsen dekkUse Kampanje Oppsalg Nye sesong tjenester Invitasjon til ProduktGrow arrangement Innkalling Ukens Rabatt service tilbud kupongKeep Velkommen som kunde Oppsalg Mobil Portal kundeservice Dialog programGet Rekruttering inn til CRM basen fra alle kanaler
  11. 11. How to “up sell” on mobile
  12. 12. Location based marketing Me Here Now
  13. 13. The success of specific mobile formatsis driven by three main factors:• Applicability – How widely it can be used across the customer lifecycle• Reach – How many people can be accessed at a cost that yields a return on investment• Richness – How well the medium supports the conversation between consumer and marketer
  14. 14. Applicability Apps/ Mobile sites Mobile TV Banner SMS/MMS Mobile searchReach Richness
  15. 15. Agenda• More Mobile Relations• Mobile Advertising & Marketing• Cases• 2010 and beyond• Summary
  16. 16. A real mobile world• 5 billion mobile users in 2010• 1,8 billion have access to Internet via PC• 1,2 billion mobile phones sold in 2009• Mobile broadband speeds up with LTE• A market were global giants leave major footprints
  17. 17. The Clash Of Tech Titans
  18. 18. The Clash Of Tech Titans Mobile Advertising EnvironmentProprietary Open model- Business model + Business model IT Telecom Mobile advertising depend on editorial content The Clash creates new opportunities for advertisers The basics will be there: Applicability – Richness – Reach
  19. 19. Smartphone forecastScandinavian sales forecast (annual sales in ‘000)11 000 Basic Phones10 000 Enhanced Phones 9 000 8 000 7 000 Smart Phones - Entry-Level 6 000 5 000 4 000 3 000 2 000 Smart Phones - Feature 1 000 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Source: Gartner
  20. 20. 2010 and beyond2010 (Q3) 2014 9% 4% Other Other 30 % 26 % Google 37 % Android Nokia Nokia Symbian Symbian 30 % Google Android Windows 3% Apple BlackBerry iOS Blackberry 17 % WP Apple 15 % iOS 12 % Source: Gartner 4% 15 %
  21. 21. Agenda• More Mobile Relations• Mobile Advertising & Marketing• Cases• 2010 and beyond• Summary
  22. 22. SummaryShort term• Mobile broadband • Social media • Power Brands • Mobile portals, Search, cupons• Location based services • Apps (android to be leader) • Sensorconomy (GPS, Gyro, Compas…)And beyond …• Mobile Payment (NFC)• Physical Personal Device • Behavioral consumer adaptation of content
  23. 23. … and the winner is?Consumers and Mobile Marketers MOCOM 2020
  24. 24. Thank you for your attention Steinar Brændeland 90 57 98 15 steinar@mmr.no

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