1. MOBILE MARKETING
from SMS to in-App profiling
Massimo Rovelli
Sapienza, UniversitĂ di Roma
Testimonianze:
Valeria Maniscalco, Buongiorno
Marco Moretti, Ericsson
Walter Cavalcante, Mobilesoft
Diego DâAmbrosi, Vidiemme Consulting
3. Non sono i TELEFONI,
ma i CONSUMATORI che sono MOBILI
...e i BRAND devono inseguirli !
Acquisition! Retention! Brand Building!
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4. MOBILE â i contorni del fenomeno
MaxRovelli / Sapienza - 4
17. SMS / Text Messaging
Text to
⢠Win
⢠Donate
⢠Get updates
Who can text
⢠Anyone!
Why text
⢠Itâs not dead⌠yet
⢠Time-sensitive information
o Public service announcements
o Disaster announcements
⢠Special offers and coupons
⢠Event information and updates
⢠Internal communications
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18. Web vs App
Mobile Website Mobile Application
Wide reaching Platform specific
Content restricted Dynamic content
Smaller budget Bigger budget
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19. QR Codes
Quick Response Code
Two-dimensional code readable by dedicated
QR barcode readers and camera phones
Make QR Work
⢠How-to videos
⢠FAQs
⢠Ticketing
⢠Donations
Track It
⢠Bit.ly
⢠Goo.gl
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20. Augmented Reality
Live direct or an indirect view of a physical, real-world
environment whose elements are augmented by
computer-generated sensory input, as sound or graphics
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22. Near Field Communication
NFC
⢠A set of short-range wireless
technologies, typically requiring a
distance of 4 cm or less
⢠NFC tags contain simple data or
elaborate instructions that enable
them to perform such functions as:
o Unlocking doors
o Paying for goods
o Launching phone calls
o Exchanging data between users
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23. Advertising
Advantages of Mobile Advertising
⢠Track demo-, geo- and situation-based consumers
⢠Real-time interaction (QR, AR, NFC)
⢠Rich media and video capabilities
⢠In-app and mobile Web opportunities
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24. The 3Ps of Mobile Advertising
Profiles, Push and Permission
⢠Profiles help personalise the message
⢠Push lets brands time their communication
⢠Permission ensures messages are welcome
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25. Itâs all about LOCATION!
Check-ins, badges, mayors⌠what?
⢠The latest fad in social media and mobile
⢠Uses GPS/location-based identifiers blended with
posting on social media
⢠Adds a game element to social media
o Points
o Badges/Rankings
⢠Offer real-time rewards, gather hyper local information
about your customer
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26. Invertising leverages Touchpoints
⢠An SMS is all it takes to opt-in
⢠Build a hotline to Consumers â one they
want!
⢠Give control to opt-out to the Consumer
⢠Become a utility in the Customerâs life
âLâadvertising si trasforma e cambia la sua direzione: una vera e
propria inversione di marcia della pubblicitĂ , dove la creativitĂ
diventa fondamentale per catalizzare lâattenzione del pubblico,
non piĂš considerato come un semplice target. In nome della
rilevanza, dellâetica e di un rinnovato patto di fiducia tra brand e
individui, il dialogo si sostituisce ai monologhi della rĂŠclame, la
comunicazione diventa conversazione, lo shopping si fa
condivisione e la persuasione si trasforma in consenso.â
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29. Il ruolo del MOBILE nel MARKETING
ââŚto map the touch points
and understand how mobile
can extend and enhance,
not replace other channelsâ
Paul Berney CMO & MD EMEA
Mobile Marketing Association
MaxRovelli / Sapienza - 29
30. Key points
Non è il Telefono che è mobile, è lâaudience
Il Mobile è già qui, non è che sta arrivando !!!
Il mobile è piĂš efficace quando integrato dallâinizio
in un progetto di marketing multicanale
Mobile Marketing is about
customer acquisition, retention and brand building
Che ci piaccia o no, diventeremo âmobile marketersâ
MaxRovelli / Sapienza - 30
31. Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875
âŚoltre il Mobile Marketing, si tratta
di sviluppare una âMobile StrategyââŚ
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32. La parola ai protagonisti
Il progetto âTIM Ricarica e Vinciâ
Valeria Maniscalco, BUONGIORNO - valeria.maniscalco@buongiorno.com
Ericsson â IPX:enabling mobile messaging
Marco Moretti, ERICSSON - marco.moretti@ericsson.com
Il progetto BMW Mobile
Walter Cavalcante, MOBILESOFT - walter.cavalcante@mobilesoft.it
Il progetto Philips/SAECO
Diego DâAmbrosi VIDIEMME CONSULTING, - diego.dambrosi@vidiemme.it
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