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Artem Daniliants / LumoLink
Mobile marketing
Tallinn Marketing Week
www.lumolink.cominfo@lumolink.com 2
www.lumolink.cominfo@lumolink.com 3
www.lumolink.cominfo@lumolink.com
60%More than half of consumers’ digital time is spent on mobile devices
Source: Accordin...
www.lumolink.cominfo@lumolink.com
80%Four out of five local searches via mobile devices lead to a purchase,
often within a...
www.lumolink.cominfo@lumolink.com
4 out of 5Google Insights has revealed every 4 out of 5 smartphone owners
prefer mobile ...
www.lumolink.cominfo@lumolink.com
Location, location, location
• Location is a very good
context
• Location can help you
i...
www.lumolink.cominfo@lumolink.com
Making use of location
• Ask user to provide a location
• Change front page of your
site...
www.lumolink.cominfo@lumolink.com
Indoor positioning
• New technologies allow for
very precise positioning
indoor without ...
www.lumolink.cominfo@lumolink.com
Mobile users are goal oriented
• When I am in Tallinn and I search
for a restaurant I am...
www.lumolink.cominfo@lumolink.com
Finally a good use for Google+
• Using Google+ you can create a
local listing
• Local li...
www.lumolink.cominfo@lumolink.com
Sometimes goal is just to pass the time
• People have favourite apps
to “waste time”
• Y...
www.lumolink.cominfo@lumolink.com
Shake it to estonia
• Most of the time user wants
to just “browse”
• Browsing process sh...
www.lumolink.cominfo@lumolink.com
Mobile users are impulsive
• Reward users who are filling
to take action now
• Make payin...
www.lumolink.cominfo@lumolink.com
Mobile users have their own content
• Incorporate user’s content
into your mobile market...
www.lumolink.cominfo@lumolink.com
Laplication
• Allows users to create live
northern lights anywhere
• Stunning images can...
www.lumolink.cominfo@lumolink.com
Mobile phone comes with a camera
• Camera can be used to
provided “augmented reality”
• ...
www.lumolink.cominfo@lumolink.com
Ikea augmented reality catalogue
• Allows you to see how
furniture looks inside your
hom...
www.lumolink.cominfo@lumolink.com
Mobile users are not always online
• Roaming is expensive
• Especially outside of EU
• S...
www.lumolink.cominfo@lumolink.com
Mobile users hate filling out forms
• How many times have you filled a
lengthy form on a ...
www.lumolink.cominfo@lumolink.com
52%A study published by the Internet Advertising Bureau reveals that
52% of the gaming a...
www.lumolink.cominfo@lumolink.com
Gamification on a budget
• Gamification can be as
simple as “send SMS and get
a surprise ...
www.lumolink.cominfo@lumolink.com
Get in touch!
email: artem@lumolink.com
tel: +358 50 40 44 299
www: www.lumolink.com
Tha...
www.lumolink.cominfo@lumolink.com
Image credits
• https://www.flickr.com/photos/
27073477@N00/7065570887/
24
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Mobile Marketing

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Mobile marketing presentation by LumoLink CEO Artem Daniliants.

Watch video of the talk on our YouTube channel: https://youtu.be/nu_zKFt5gSg

Published in: Marketing
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Mobile Marketing

  1. 1. Artem Daniliants / LumoLink Mobile marketing Tallinn Marketing Week
  2. 2. www.lumolink.cominfo@lumolink.com 2
  3. 3. www.lumolink.cominfo@lumolink.com 3
  4. 4. www.lumolink.cominfo@lumolink.com 60%More than half of consumers’ digital time is spent on mobile devices Source: According to comScore in June of 2014 4
  5. 5. www.lumolink.cominfo@lumolink.com 80%Four out of five local searches via mobile devices lead to a purchase, often within a few hours. Compared with other devices, the mobile phone showed the highest conversion rate, with nearly 80 percent of mobile phone searches ending in a purchase.  Source: http://searchenginewatch.com/sew/study/2339085/80-of-local-searches-on-mobile-phones-convert- study 5
  6. 6. www.lumolink.cominfo@lumolink.com 4 out of 5Google Insights has revealed every 4 out of 5 smartphone owners prefer mobile shopping. Source: http://blogs.pb.com/ecommerce/2011/11/14/cross-border-ecommerce-sales-should-deliver-a-nice- holiday-surprise/ 6
  7. 7. www.lumolink.cominfo@lumolink.com Location, location, location • Location is a very good context • Location can help you identify end goals and provide correct sales arguments • You can tap into user’s location also on a web page 7
  8. 8. www.lumolink.cominfo@lumolink.com Making use of location • Ask user to provide a location • Change front page of your site based on location • Display close by points of interests • Change sales arguments based on location 8
  9. 9. www.lumolink.cominfo@lumolink.com Indoor positioning • New technologies allow for very precise positioning indoor without GPS • Countless use cases • Where is ATM? • Where is certain product shelf? • Where am I now? 9
  10. 10. www.lumolink.cominfo@lumolink.com Mobile users are goal oriented • When I am in Tallinn and I search for a restaurant I am not “just browsing” • Main goals usually are • Book/Buy/Reserve • Where? • Is it open? • How much does it cost? • Make reaching these goals as easy as possible 10
  11. 11. www.lumolink.cominfo@lumolink.com Finally a good use for Google+ • Using Google+ you can create a local listing • Local listing allows • To see if your business is open or not • Calling • Getting map directions • Seeing ratings • Browsing images 11
  12. 12. www.lumolink.cominfo@lumolink.com Sometimes goal is just to pass the time • People have favourite apps to “waste time” • You need to provide people with an easy way to just browse and be able to stumble on cool stuff • Personalisation is key here 12
  13. 13. www.lumolink.cominfo@lumolink.com Shake it to estonia • Most of the time user wants to just “browse” • Browsing process should learn my likes and dislikes • Buying should be simple • I should be able to save interesting stuff for later 13
  14. 14. www.lumolink.cominfo@lumolink.com Mobile users are impulsive • Reward users who are filling to take action now • Make paying a “one click” affair • Make purchasing decision safe (free returns, reviews etc) 14
  15. 15. www.lumolink.cominfo@lumolink.com Mobile users have their own content • Incorporate user’s content into your mobile marketing campaign • User’s are much more willing to share brand message if it feature’s their own content 15
  16. 16. www.lumolink.cominfo@lumolink.com Laplication • Allows users to create live northern lights anywhere • Stunning images can be shared on social networks • Application also shows how far are you from Lapland 16
  17. 17. www.lumolink.cominfo@lumolink.com Mobile phone comes with a camera • Camera can be used to provided “augmented reality” • It can also scan QR and bar codes • On Android devices you can manipulate camera from a web page 17
  18. 18. www.lumolink.cominfo@lumolink.com Ikea augmented reality catalogue • Allows you to see how furniture looks inside your home • Requires paper catalogue • Very cool novelty factor 18
  19. 19. www.lumolink.cominfo@lumolink.com Mobile users are not always online • Roaming is expensive • Especially outside of EU • Sometimes connection is spotty (metro etc) • In some cases using an offline application creates an advantage (offline maps, offline catalog etc) 19
  20. 20. www.lumolink.cominfo@lumolink.com Mobile users hate filling out forms • How many times have you filled a lengthy form on a mobile device? • Make barrier to entry as low as possible • Use login functionality provided by social media networks such as Facebook • Utilise personalisation, location context and device information (such as language) to make smart assumptions 20
  21. 21. www.lumolink.cominfo@lumolink.com 52%A study published by the Internet Advertising Bureau reveals that 52% of the gaming audience is made up of women. That’s right – the majority of people playing games are women. Source: http://www.theguardian.com/technology/2014/sep/17/women-video-games-iab 21
  22. 22. www.lumolink.cominfo@lumolink.com Gamification on a budget • Gamification can be as simple as “send SMS and get a surprise deal from us” • Remember to require opt-in • Be very careful with SMS marketing not to be spammy • Provide a way to opt-out 22
  23. 23. www.lumolink.cominfo@lumolink.com Get in touch! email: artem@lumolink.com tel: +358 50 40 44 299 www: www.lumolink.com Thank you! 23
  24. 24. www.lumolink.cominfo@lumolink.com Image credits • https://www.flickr.com/photos/ 27073477@N00/7065570887/ 24

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