Mobile Marketing beyond apps                 Richard Otto (Mobile Strategy Consultant Lumata Netherlands)‘Good MorningGute...
A small introduction…     • Working in Mobile Marketing & -        Advertising industry since 2005• Mobile Strategy Consul...
and everybody’s using it..                  50%                  44%                            64%                       ...
40%Consumerstimespend    vsMarketing  budgets            5
many advertisers just say…          We want an             app!
but there are still some challenges..• most mobile agencies are it-driven; not marketing driven• mobile strategies are oft...
So what’s the story of Lumata?      Lumata has been created to better serve brands   Our vision is to bring contextual mob...
the dutch story of Lumata                                         In 2007 HotSMS is sold In 1999 HotSMS started           ...
Why we are different?                 12
Lumata is…1 focused brand3 key customer segments - operators, OEMS and brands10+ years of mobile marketing experience500+ ...
Our sole focus is:CONTEXTUALMOBILERELATIONSHIPMARKETING                     for brands, operators and OEMs                ...
Lumata client snapshot Mobile Operators   Brands and Adv   Publishers                          15
Our process
The brand journey –mobile relationship marketingBuilding long term relationshipsthrough mobile engagement     Brand Activa...
Lumata’s mobile solutionsBrand                     Customer                Customer                      CustomerActivatio...
So what these mean to brands?Brand Activation                             Users need to                             browse...
Brand ActivationBring your brand to life                                     79%• Reach customers on the move• Build your ...
Case Studies• Miss Dior      Mobile can be beautiful      Bringing the Miss Dior brand to       life on mobile via an ap...
•    Our processCustomer Acquisition•     Help your future customers      discover your brand on mobile•   Global network•...
Case Studies  BMW Mini Reaching Mini’s broader audience  by designing a Java & iPhone  game supported by customer  acquis...
Case Studies• La Repubblica Mobile      Deliver the news through ads.                                                   #...
Customer EngagementCreating dialogue, leveragingmobile’s unique properties• Contextual and personal  interactivity• Highly...
What do these mean to brands?Customer Engagement         Keep                   I want a useable database         users   ...
Case Studies• Hewlett Packard       End to end mobile marketing partner       Integrating mobile to engage HP        cus...
Customer Retention•    Mobilizing loyalty beyond the     card•   Active relationships•   Rewards at their fingertips•   Re...
•   Our process What do these mean to brands?Customer Retention                             Loyalty cards                 ...
Case Studies• Patrizia Pepe        Bridging the gap between physical         and digital worlds via mobile points        ...
Case Studies• Orange Wednesdays     Building brand equity through film       partnership, while rewarding high       valu...
twitter: @richardotto                              skype: richard.otto                 richard.otto@lumatagroup.comThank y...
"Mobile Marketing beyond apps" presentation by Richard Otto (Marketing & Communication Loft) 4th of April 2012 Lausanne Sw...
"Mobile Marketing beyond apps" presentation by Richard Otto (Marketing & Communication Loft) 4th of April 2012 Lausanne Sw...
"Mobile Marketing beyond apps" presentation by Richard Otto (Marketing & Communication Loft) 4th of April 2012 Lausanne Sw...
"Mobile Marketing beyond apps" presentation by Richard Otto (Marketing & Communication Loft) 4th of April 2012 Lausanne Sw...
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"Mobile Marketing beyond apps" presentation by Richard Otto (Marketing & Communication Loft) 4th of April 2012 Lausanne Switzerland

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"Mobile Marketing beyond apps" presentation by Richard Otto for the Swiss Club Global Conference (Marketing & Communications Loft), Lausanne 4th of April 2012 (Switzerland)

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  • Market is represented by both Male and Female usersAs well as large age demographic coverage25-44 representing largest disposable income
  • Despite overwhelming evidence, mobile budget investment remains small at 1% of marketing budgetProven returns of upto 30% campaign response, 65% voucher redemption and 98% of all SMS messages being open immediatelyThe opportunity for those willing to lead their respective markets are significant – offering notable competitive advantage, differentiation, consumer choice multi-channel modeling, not least the ability to attract a new customer profile
  • LUMATA is a business created specifically to address the mobile needs of large Brands, Telco’s and OEM’s – that’s it, that’s our purpose, that’s why we’re structured how we are, that’s why we’re located where we are and its why we employ the people we do – no one else has this client focus expertiseThe TAKEAWAY here is CONTEXTUAL – the RELEVANCE or APPROPRIATENESS of our complete solutions – we meet customer needs, we don’t sell them product
  • We are PASSIONATE about evolving and leading the mobile marketWe do not want to blend in, we do not want to follow – we will change the way Brands, Operators and OEM’s use mobile to enhance their businesses
  • Enviable list of clientConsider the due diligence undertaken by these leading Brands and Telco’s to select LUMATA to run their business critical Loyalty and Acquisition programmesMany of these clients are long standing clients – example Orange Wednesdays in now in its 7th year and recently extended to 9Lumata has also recently secured additional leading Operators contracts in Russia
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  • Effective mobile solutions evolve with our clients business and their customers’ demandsEffective mobile solutions are not ProductsMobile adoption is a journey – how can Brands successfully undertake this journey without engaging total solution partners – they don’t! the opportunity lead is still thereA smartphone App in isolation will rarely achieve a business goal, an SMS campaign without effective analytics and learning is pointless and loyalty aspired redemption programmes are ineffective without the Contextual business solution
  • Relevance – contextualEngage an increasingly mobile audienceEngage the user-journey and experience
  • Customers want to engage with Brands using their mobile devices – this market is growing at an almost incalculable rateLumata can enable the targeting, acquisition, permissions, interaction and call to action or transaction for your BrandMobileADV capturing eye-balls, triggering interest, generating revenueInteractive SMS creating brand awareness,interaction and customer intelligenceMobile Web or App presence offer enhance user experience and contentManaged DB develops opt-in permissions offering intelligence based segmentation and catagorisation
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  • Extend Brand and generate revenueInteract with your customers to capture intelligence and preference -------------------- - Lumata offers threetypes of advertising solutions to the market: Lumata Performance Ads : (formerly known as B!mobile) is a fast growing mobile marketplace that enables advertisers, publishers and app developers to get the best benefit from the mobile advertising marketLumata Premium Ad Network:targeted to those advertisers who are serious about where their campaigns are being delivered. We allow our customers to choose exactly where they want their banners placed we develop projects tailored around advertisers needs, such as branded mobile sites and applications on many premium properties across multiple countries.From display ads to vertical sponsorship, Lumata premium network helps brand position their ads on the best publishers in the market.We are the leading network in Italy today with following key publishers: Vodafone, 3, Fastweb, MTV, Samsung Mobile, ANSA, Play.me, calciomercato.com, etc.Newspapers – Il Messagero, Il Giornale, Il Gazzetino, Il mattinoLumata Social Media Marketing:Focused on end-to-end facebook marketing (Leader in the dutch market)StrategyFanpage creationFanpage managementMedia buyWidget creationWorking with a host of brands through GroupM.- More details on the Lumata Performance Network: the mobile advertising network of choice for advertisers looking to achieve tangible, measurable ROI from their campaigns.Campaigns are delivered based on CPC and CPM models:5B monthly impressions globallyStrong media agency relationships in all the major marketsDedicated account managerDeep expertise (10yrs+)in mobile acquisition supporting campaign optimizationHigher eCPM vs. industry averageManaging a wide variety of formats: special iPad and interstitial formats;Rich Media; all MMA approved formats for mobile display adsROI FocusedPay for performance – CPCPay CPM on premium sitesOptimize CPA using sophisticated targeting methodsMeasure & Monitor live resultsAchieve maximum reach for your campaignTarget mobile specific device and carrier traffic.
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  • Interactive engagement on mobile with Brand customers is the key a highly successful mobile strategyThe mobile web and App are important for content, creative experience and destination BUT the engagement strategy is paramountInterest – competition – brand opt-in – offers – vouchers – ticketsRelevant, Personal, Timely interactions directly influence brand perception and loyalty----------------------------------------------------------------------Lumata provides end-to-end management of customer engagement campaigns for brands across all mobile technologies and channels (e.g. SMS, MMS, Email, NFC, Bluetooth, QR Codes, etc.) through our carrier-grade mobile marketing platform.We are big fans of ‘closing the loop’ where we leverage mobile in the ‘last mile’ at point of purchase to drive sales and customer engagement.- Examples of our capabilities include: Broadcast campaigns to an existing databaseInbound and interactive campaigns Shortcode and/or QR code/bluetooth/NFC enabled inbound campaignsText & win to drive salesData Capture campaignsQuizzes, Sweepstakes and other competition types requiring interactivity on mobileIntegrate with 3rd party databases to enhance user profilesWe integrate across the wider mobile ecosystem to provide end-to-end solutions: We work with partners like placecast to enable location based servicesWe work with partners like bcode and other couponing technology providers to ‘close the loop’ at POSWe work with partners to deliver on NFC projects (e.g. Orange Quicktap) We integrate directly into the Facebook APIs to socially enable campaigns if requiredWe work with partners like Neomedia to build QR code campaigns (e.g. HP)The key areas in which we differentiate ourselves are: End-to-end delivery of campaigns – cross-marketAbility to design highly targeted campaigns based on client-defined variables and parametersHighly flexible to integrate with most systemsDeep experience and a robust platform
  •    
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  • Ability to create Dynamic customer loyaltyRewards for purchase, repeat purchase, spend value, Cross-sellReturning customers, Account activation, viral/friends/family introductionsThink about what you want your customers to do for you and seek to incentive/reward those behaviorsMobilizing these programmes significantly enhances the redemption levels, retention and customer experienceAnti-churn, acquisition, up-sell, brand exposure, frequency
  • Best crop for imported images = h80.2 x w50.2mm
  • Best crop for imported images = h80.2 x w50.2mm
  • "Mobile Marketing beyond apps" presentation by Richard Otto (Marketing & Communication Loft) 4th of April 2012 Lausanne Switzerland

    1. 1. Mobile Marketing beyond apps Richard Otto (Mobile Strategy Consultant Lumata Netherlands)‘Good MorningGute MorgenGoedemorgenBonjourBuenos DiasBuongiorno The Marketing & -Communication Loft 4 april 2012 Lausanne, Switzerland
    2. 2. A small introduction… • Working in Mobile Marketing & - Advertising industry since 2005• Mobile Strategy Consultant @ Lumata Netherlands since march 2012•Writting for various Dutch mobile- en online marketing websites• Co-autor Handboek Online Marketing • Manager of Linkedin Group: Mobile Marketing & -Advertising (50.000 members) • founder of Mobile Marketing Nederland ...and mobile marketing
    3. 3. and everybody’s using it.. 50% 44% 64% 68% 55% 69% 35% 53% 21% 33% 9% 16% 4
    4. 4. 40%Consumerstimespend vsMarketing budgets 5
    5. 5. many advertisers just say… We want an app!
    6. 6. but there are still some challenges..• most mobile agencies are it-driven; not marketing driven• mobile strategies are often app focused; not on the real marketing objectives• mobile is in most times not yet integrated in the marketing mix• mobile budgets are still very small• fragmentation• for advertisers is it not transparent what the can expect• advertisers often disappointed in the actual results
    7. 7. So what’s the story of Lumata? Lumata has been created to better serve brands Our vision is to bring contextual mobile marketing to every brand that takes mobile seriously. 10
    8. 8. the dutch story of Lumata In 2007 HotSMS is sold In 1999 HotSMS started to Buongiuorno Group as first mobile and rebranded to marketing agency in B!Digital. Holland Golden Spin Award for the Since 2010 B!Digital Red Bull Flugtag mobile Facebook Advertising marketing campaign marktleader in Holland (mTicketing, Branded Game & Mobile Advertising) in 2006. 1999 2006 2007 2010 2011 HotSMS launched the first mobile display advertising November 2011 campaign in Holland Lumata was unveiled as (Volvo C30). a partnership between In the summer of 2006 Francisco Partners and HotSMS.com reached the Buongiorno. mark of 1.000.000 members.
    9. 9. Why we are different? 12
    10. 10. Lumata is…1 focused brand3 key customer segments - operators, OEMS and brands10+ years of mobile marketing experience500+ people with a global presence in 6 continents and 15 offices1000+ campaigns run for multinationals250,000,000+ transactions processed each month on our platform
    11. 11. Our sole focus is:CONTEXTUALMOBILERELATIONSHIPMARKETING for brands, operators and OEMs 14
    12. 12. Lumata client snapshot Mobile Operators Brands and Adv Publishers 15
    13. 13. Our process
    14. 14. The brand journey –mobile relationship marketingBuilding long term relationshipsthrough mobile engagement Brand Activation: Customer Acquisition: Customer Customer Start with your Find your customers and Engagement: Build trust Retention: Reward mobile presence help them find your brand and increase value those who really matter 17
    15. 15. Lumata’s mobile solutionsBrand Customer Customer CustomerActivation. Acquisition. Engagement. Retention.Start with your Find your Build trust and Reward thosemobile presence customers and increase value who really help them find your matter brand• Mobile Sites • Performance • Proximity Marketing • Next Generation Advertising Network mLoyalty• Applicaties • Vouchering & M-couponing • Premium Advertising • Loyalty Card• Mobile Push Marketing Network • Direct Response Marketing Mobilisation • Opt-in database • Social Media Marketing Management • Social Ads Tool
    16. 16. So what these mean to brands?Brand Activation Users need to browse, check I want people to stock and purchase find me easily online wherever they are My brand needs to be different from my competitors 19
    17. 17. Brand ActivationBring your brand to life 79%• Reach customers on the move• Build your mobile presence• Take your shopfront mobile of smartphone internet users use their smartphones while shopping 20
    18. 18. Case Studies• Miss Dior  Mobile can be beautiful  Bringing the Miss Dior brand to life on mobile via an app-based 
 multi-media experience  Results  High brand awareness from downloads and PR coverage 21
    19. 19. • Our processCustomer Acquisition• Help your future customers discover your brand on mobile• Global network• local relationships with premium ad networks• Innovative formats and rich media• Sophisticated targeting 22
    20. 20. Case Studies BMW Mini Reaching Mini’s broader audience by designing a Java & iPhone game supported by customer acquisition across our ad network Results Over 100K+ prospect acquisitions 23
    21. 21. Case Studies• La Repubblica Mobile  Deliver the news through ads. #1 On italian appstore  Drive subscriber acquisition through innovative display ads with dynamic content  Results  #1 app during the campaign in the Italian appstore 24
    22. 22. Customer EngagementCreating dialogue, leveragingmobile’s unique properties• Contextual and personal interactivity• Highly targeted messaging – in real time• Bridging the gap between physical and digital worlds 25
    23. 23. What do these mean to brands?Customer Engagement Keep I want a useable database users to help me target informed We need to be first “How do I increase with innovations trial via couponing? 26
    24. 24. Case Studies• Hewlett Packard  End to end mobile marketing partner  Integrating mobile to engage HP customers at point of purchase  Results  Enabled over 3000 best buy stores in the US with QR codes in-store 27
    25. 25. Customer Retention• Mobilizing loyalty beyond the card• Active relationships• Rewards at their fingertips• Real-time, data driven profiling & interaction• Enhancing existing channels with mobile 28
    26. 26. • Our process What do these mean to brands?Customer Retention Loyalty cards are expensive how can I to implement reward my best customers? I want to upsell to people who would be interested 29
    27. 27. Case Studies• Patrizia Pepe  Bridging the gap between physical and digital worlds via mobile points collection app  Driving customer engagement and sales through interactivity & community  Results  Over 37K engagements across app, Facebook and online 30
    28. 28. Case Studies• Orange Wednesdays  Building brand equity through film partnership, while rewarding high value customers  Results  Most successful programme for mvouchering across Europe - in its 7th year, 50Mn vouchers delivered across 6 ‘Orange’ markets  Drive churn reduction 31
    29. 29. twitter: @richardotto skype: richard.otto richard.otto@lumatagroup.comThank you 33

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