Mobile Marketing and Advertising in the context of Evolution, Marketing 2.0, The Metaverse and Mobile Internet Trends

Slide 1: A Perspective on Mobile Marketing Evolution, Marketing 2.0, Metaverse and Mobile Internet Yuri van Geest / SPRX Mobile

Slide 2: Yuri van Geest Mobile Monday Amsterdam (MoMo) Emerce Marketing yuri.typepad.com Erasmus Univ. Marketingfacts MIT Sales SPRX Mobile Reddion Innovation Nuon HP Cross digimedia Mediakabel/ManyCast

Slide 3: Agenda  Evolution  Marketing 2.0 and Metaverse  Mobile Internet  Q&A

Slide 5: “Every futurist who is worth his salt is a historian” (Kevin Kelly)

Slide 6: Globalization and Power Church (< 1500) Nation (1500-1800) Multinationals (1800-2000) Individual + social network (> 2000)

Slide 7: The Self Organizing Universe

Slide 8: Economic Revolutions & Changing Consumer Drivers Agriculture : Availability Industrial : Price Services : Quality Digital + Bio : Authenticity

Slide 9: Market Economy Social Economy Social = Authentic, Authority, Recommendations, Peer Production

Slide 10: Summary Globalized and Empowered Individuals and Groups using Authentic, Social (Network) Filters and Self Organization to find, buy or create Authentic offerings Question : How Will Mobile Marketing Work In This Context ? 

Slide 12: Marketing 2.0 • Authenticity • Open source marketing • ROI-based marketing • Focus on product innovation, less on classic promotion

Slide 14: Communication 2.0 • Reputation -> Attention -> Conversion • Proof and Honest Advice <> Propaganda • Sequence: 1) Mobile + Outdoor (LBS / AR) 2) PC-Internet 3) TV 4) Other media • ROI rules (reach overrated)

Slide 16: Metaverse Augmentation External Personal Simulation

Slide 19: Lifelogging/Lifestreaming  Twitter  FriendFeed  Trackr  Cluztr  Trip-It  Qik  Nokia Conversations  Magitti

Slide 20: Via web, mobiel web, sms en IM

Slide 21: MIRROR WORLDS

Slide 22: Examples Mirror Worlds  Nokia Maps 2.0  Google Earth 4.3 including StreetView !  Microsoft Virtual Earth  Yahoo Maps  Earthmine

Slide 24: AUGMENTED REALITY

Slide 27: Mobile Internet = Booming  Networks  WiMax, DVB-H, HSDPA, LTE/4G, P2P  Handsets  N95/N96, iPhone, Polymer Vision, nanotech  OS  Android, OSX, Symbian, Windows Mobile  Applications  JoikuSpot, Qik, Seesmic, Talkonaut, TrackR,  LinkedIn, G-Gears, AR/RFID/QR codes, Twitter  Mofuse, Napster, JotYou, YouTube, Hyves

Slide 28: Mobile Internet = Booming (2)  Content  Maps/Earth/Nokia Maps, TV, video, movels, UGC  Payment Solutions  P2P NFC/RaboMobiel, Payter, PayPerPhone  Advertising  AdWords, QR codes, e-mail, RSS, banners, text links, AR ads  Flat-fee Pricing  Open Mobile Internet  Mobile = Lifestyle & Hot

Slide 29: Context

Slide 30: Mobile Growth Areas

Slide 31: Social/Connected Physical Live Virtual Web Commercial

Slide 32: Social/Connected Social Web Physical Virtual Commercial

Slide 33: Social/Connected Geo Physical Virtual Web Commercial

Slide 34: Summary Globalized and Empowered Individuals and Groups using Social (Network) Filters and Self Organization to find, buy and create Authentic offerings Question : How Will Mobile Marketing Work In This Context ? 

Slide 35: Social/Connected (C2C) Buddyfinder Facebook Nokia Sensor Multiplayergaming Presence (Hyves LBS, Twitter) Dating Roomware Chat Physical Virtual LBS push advertisjng (banners, AdWords, rich Downloadable content media etc.) Widgets Payments (NFC) Entertainment QR code + RFID + AR ads Mobile TV Physical computing Mobile books Bluecasting Music SMS/MMS-marketing Commercial (B2C)

Slide 36: QR codes

Slide 37: Social/Connected (C2C) Buddyfinder Facebook Nokia Sensor Multiplayergaming Presence (Hyves LBS, Twitter) Dating Roomware Chat Mobile Internet Physical Virtual Trends Downloadable content Widgets Payments Entertainment QR codes ads Mobile TV RFID/NFC Mobile Books Physical computing Music Bluecasting SMS/MMS-marketing Commercial (B2C)

Slide 38: Social/Connected (C2C) Buddyfinder Facebook Authenticity due to Social C2C Filters Nokia Sensor Presence (Hyves LBS, Twitter) Multiplayergaming Dating Roomware Chat Physical Virtual Downloadable content Widgets Payments Entertainment QR codes ads Mobile TV RFID/NFC Mobile Books Physical computing Music Bluecasting SMS/MMS-marketing Commercial (B2C)

Slide 39: Social/Connected (C2C) Buddyfinder Facebook Sweet Spot for Nokia Sensor Multiplayergaming Mobile Marketing Presence (Hyves LBS, Twitter) Roomware Dating Chat Next 5 Years Physical Virtual Downloadable content Widgets Payments Entertainment QR codes ads Mobile TV RFID/NFC Mobile Books Physical computing Music Bluecasting SMS/MMS-marketing Commercial (B2C)

Slide 40: Answer Mobile Marketing  Focus on the product itself and its USPs and tags (ecology, social, intrinsic value)  Focus on the physical ads instead of virtual ads  Don’t advertise, use the C2C data for research (e.g. using Hyves LBS or Twitter messages/profiles)  Let the mobile community decide upon your product and marketing roadmap (authenticity)  Enable and sponsor new mobile C2C apps/tools  Be more implicit and stealth relative to PC-Internet