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Brand Mobilization

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Brand Mobilization

  1. 1. How to Mobilize your Brand May 2009 tomas.zeman@wirenode.com
  2. 2. Mobile as 7th Mass Medium 1. Print - late 1400s 2. Recording - late 1800s 3. Cinema - from about 1900 4. Radio - from about 1910 5. Television - from about 1950 6. Internet - from about 1995 7. Mobile - from about 2000
  3. 3. “Mobile is as different from the Internet, as television is from radio”. Tomi Ahonen, author of Digital Korea
  4. 4. How to make it work? • Relevancy • Respect citizen privacy • Asking permission • Knowing preference • Transparent offering • Easy of communication
  5. 5. Demographic data x Digital footprint • man • travels a lot • 31 • drives Škoda • Prague • watch Lost • university degree • plays poker • entrepreneur • uses Palm Treo • reads Wired
  6. 6. 1. Start collecting customer’s telephone numbers. 2. Gather more information about your customers. 3. Use the numbers to communicate with them.
  7. 7. Mobile Website Logo & Header Image Text Menu (links) Click to call Instant feedback more features …
  8. 8. … more Features “Gen–C” is used to – Discover, Create, Participate and Share • Mobile Coupons • Forwarding ability => “Sufficiently contagious“ • Quiz games for prices • Mobile surveys • Video download
  9. 9. Mobile Web • use m.yourbrand.com • use yourbrand.mobi • needs a purpose • simple navigation • … other technical restrictions Some examples: table booking, opening hours, click to call, location with map and driving directions, special discounts.
  10. 10. Distribution • Mobile search & catalogs • Mobile advertisement on portals – 3% - 6% click CTR • QR codes • SMS to mobile website “Send COKE to 9070903 to get more info about this product and have a chance to win in our quiz contest” • MMS to mobile website
  11. 11. • Bluetooth – Untargeted spam – Not recommended • Branded Games – iPhone phenomenon – App need a purpose: flight booking, cash machine compass
  12. 12. Take home message • Mobile is the 7th mass medium • Privacy - Permission – Preference • Collect telephone numbers
  13. 13. Thank you! For more information, please, contact: Tomas Zeman Tomas.Zeman@wirenode.com Tel: +420 723 552 787 Company Address: Wirenode s.r.o. Seifertova 9 130 00 Prague 3 Czech Republic

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