Mobile Marketing Workshop

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Мастер-класс Оксаны Матвейчук, исполнительного директора Lumata, на Саммите Digital Branding

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Mobile Marketing Workshop

  1. 1. Lumata 2012 H2 Target & Sales Commission Plan 1
  2. 2. Mobile Marketing WorkshopDigital Branding, November 2012
  3. 3. Smartphones penetration in Russia is same as in USA andGreat Britain Smartphones penetration GB Russia
  4. 4. Smartphone becomes an entry point for keydigital activitiesThe number of smartphones soldexceeded that number for PCs andthe gap is growing. http://www.thinkwithgoogle.com
  5. 5. One of five smartphone owners in Russia usesmartphone for more than 2 years Duration of smartphone usage GB Database: smartphone users 1-2 yrs > 2 yrs Russia http://www.thinkwithgoogle.com/mobileplanet/ru/
  6. 6. Parallel media/device usage http://www.thinkwithgoogle.com
  7. 7. Mobile advertising response Russia Clicked on the ad US Visited websiteFrance Others None of these UKGerman y 0 10 20 30 40 50 60 70 80 http://www.thinkwithgoogle.com/mobileplanet/ru/
  8. 8. Using smartphones while shopping
  9. 9. 78% Russian smartphone owners use smartphonewhile shopping Location of smartphone usage Database: smartphone users GB In a shop 1-2 yrs Russia http://www.thinkwithgoogle.com/mobileplanet/ru/
  10. 10. People use several screens to shop http://www.thinkwithgoogle.com/mobileplanet/ru/
  11. 11. Spontaneous purchase share is larger on mobile devices http://www.thinkwithgoogle.com/mobileplanet/ru/
  12. 12. Smartphone allows to shop almost anywhere http://www.thinkwithgoogle.com
  13. 13. One of five smartphone users in Russia can changetheir purchase decision due to information receivedwith smartphone http://www.thinkwithgoogle.com/mobileplanet/ru/
  14. 14. Marketing budgets allocationMobile channel is extremely underestimated
  15. 15. Average number of apps installed onsmartphone: Russia, USA, GB http://www.thinkwithgoogle.com/mobileplanet/ru/
  16. 16. Brand journey – developing customer relationship Brand Customer Maintaining Loyalty Activation Acquisition Relationship M Loyalty Relationship Value M Couponing Direct Response Vouchering Social Media Mobile Ads Social Media Push Marketing mSites Apps Depth of Engagement 16
  17. 17. Best Cases on Mobile Marketing 17
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