Despite overwhelming evidence, mobile budget investment remains small at 1% of marketing budgetProven returns of upto 30% campaign response, 65% voucher redemption and 98% of all SMS messages being open immediatelyThe opportunity for those willing to lead their respective markets are significant – offering notable competitive advantage, differentiation, consumer choice multi-channel modeling, not least the ability to attract a new customer profile
Mobile marketing in europe
Mobile Marketing in Europeby Richard OttoMobile Marketing Nederland
• Working in Mobile Marketing & -Advertisingindustry since 2005 (Clients: Vodafone, ABNAMRO, Mindshare, Terre des Hommes etc)• Founder of platform MobileMarketing.nl(Since March 2013 part of Adformatie Groep)• Co-autor Handbook Online Marketing (UitgeverijNoordHoff)• Manager of Linkedin Group: Mobile Marketing & -Advertising (75.000+ members)• Founder of Mobile Marketing Nederland...and mobile marketingA short introduction..LINKEDIN
• Mobile trends & numbers• Mobile marketing tools & European examples• Mobile marketing strategy• My Mobile Marketing expectationsSo let’s talk about:
History of the phone6callingtextingcalculatoragendatelephone bookMMSwappenmaking picturesmusic playeremailchatbrowseebooksgamingvideo callingbankingwatchingTVwatchingmovieslistening radiomobile shoppingnavigatingscanningdocsfaxsoliciterenbloggingphotoshoppingdraw
What activities do you do on your phone?- Scanning QR codes- Checking reviews of products- Compare prices- Branded marketing app downloaded- Mobiel banking- Mobiel Payments- Mobile Coupon usage
Research results:- 71% research of product and services with smartphone- 56% compared prices and check product reviews- 44% checked for special deals and coupons- 16% scaned bar/qr codes of productsAnd what about the rest of Europe?
75% of all sold phonesis a smartphonePenetration of mobilephones in The Nederland is91% .European average is 80%.23% van het onlineverkeer wordt via eenmobiel toestelgegenereerdTop 3 mobileactivities: SMS’en,internet en e-mail21.182.000mobiele phones in NL51 % is using mobileinternet on a daily basis41% of all email areopened on a mobiledeviceTablets worden gem door2,3 mensen in eenhuishouden gebruiktPenetration ofsmartphones in TheNetherlands 65% (7+million)34,3 milliontablet usersMobile usage by consumers20% uses Facebook onlyon their mobile. 58%mostly uses Facebook onmobile.23% of online traffic isgenerated by mobiledevices
Mobile Marketing in Europe70% said that Smartphones has theirhighest priority (28% tablets)Mobile marketing 2011in Nederland: €26million (IAB NL)23% van het onlineverkeer wordt via eenmobiel toestelgegenereerdTop 3 most important reasons to use mobile:stimulate sales, support on promotion, Generatebrand awarenessMobile advertising 2011in Nederland: 26miljoen Euro37 % does not use mobilemarketing in theirbusinessNot clear about the reach(65%),insufficient knowledge (49%),no budget (58%)are the most important reasons to not usemobile in marketing strategyTablets worden gem door2,3 mensen in eenhuishouden gebruiktMore than 70%expects a growth inbudgetTop 3 highest rated mobile features:Interactivity , Engagement betweenbrand and customer, Directness77% will use mobilemarketing tools in defuture63% are alreadyusing mobilemarketingBron: Top 500 adverteerders NLMobile Marketing Nederland (Sep 2012)
Mobile Commerce in Europe64% of all mobileshopping sessions is froman iPad€ 91 billion is the expected salestrough m-commerce worldwide by 201558% of mobileshoppers are age 18-34.In 2012 34% have made a purchaseusing their mobile phone. Compared to19% in 2011The Mobile Commerce revenuesin The Nederlands will grow with56,9%.That’s the highest percentage of whole EuropeIn the first half of 20121,5 million Dutch consumersdid an online purchase with their smartphone or tablet66% of the mobile purchasesare being done from homeMost popular mobileitems are:43% apps,12% music,10% fashion,9% tickets,9% magazines& newspapers
Who already integrated Mobile in theirmarketing activities?
Source: The Mobile Internet ReportThe impact of mobile…Mobile vs Desktop users globallyMobileinternetusers(inmilions)
“Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in aninteractive and relevant manner through any mobile device or network”. (wiki)Mobile Marketing is a collective term forall marketing activities through mobiledevicesBut what is ‘Mobile Marketing’?
Mobile Marketing tools9. Location BasedServices4. Mobile displayadvertising7. Bluetooth1. SMS / MMS2. Mobile site3. Mobile apps5. QR codes10. NFC8. AugmentedReality6. MobileCoupons
• McDonalds introducedinteractive ping pongon big screen in center ofStockholm• People could interactwith McDonalds and wincoupons.• The game was mobileweb based, you donthave to download an appto play.• Great brand awarenesnot only in the center ofStockholm, but also PR-buzzPros & Cons?Usage is sometime not clearHardwareHigh redemption ratio’sMeasurableMore relevance by location and timeData (more personal with link to CRM)Cheaper than traditional couponsReal time deliveryEnviromental friendlyMobile CouponsMcDonalds mobile ping pong game on billboard to wincoupons
Pros & ConsHigh AwarenessEasy and cheapMakes traditional media interactiveContent is always changeableConsumer usageYou need a QR Scanner appMobile landingspage is sometimes‘forgotten’.QR codeFrozen Cinema for QR donations• QR campaign in germancinema’s• QR to donate for charity
NFCLogo• Grab a snack out of thewall is typical Dutch• First NFC payment testby Rabobank•Showcase about howeasy NFC payment couldworkPros & ConsEasy to use for consumerSubstitude for cardsPersonal contentPush en pullInstall baseHardware investmentNot many consumers alreadyhave NFC on the phone yetStill in trail phasesNFC-caseBuy a snack out of the wall and pay with your mobile (2007)
NFC-caseBuy a snack out of the wall and pay with your mobile (2007)Pros & Conshttp://www.youtube.com/watch?v=otLt4pBkVCoEasy to use for consumerSubstitude for cardsPersonal contentPush en pullInstall baseHardware investmentNot many consumers alreadyhave NFC on the phone yetStill in trail phasesSEE VIDEO:http://www.youtube.com/watch?v=otLt4pBkVCo
Pros & ConsStore trafficLoyaliteitsprogramsData generatorDeep targeting often expensiveReach could be sometimes verylimited (deep targeting)Location Based ServicesInterbest Traffic Lottery app• Interbest is an outdooradvertising company withbillboards next tohighways• Consumers with theFreeway app can play agame & win priceseverytime they are nearan Interbest billboard• Drivers only get theability to play if they arenot drive too fast. You canonly play the game if yournot driving.
Augmented RealityAXA Insurance brings print ads to lifeLogo• Insurance company hada new app to easy claimyour damage• Augmented Reality incombination with ainteractive printcampaignto create brand awarenessand app downloadsPros & ConsInteractive possibilities‘WOW factor’ generates greatawarnessYou have to do some activities(no Google Glass yet available)Added value is often not clear(not much knowledge about ROI yet)You have to start an appEnlarge your imaginationIntegration with other mediaInstall base
Augmented RealityCase: AXA Insurance brings print ads to life (video)Keys to Success• Be relevant and try to put someadded value in it!• Use a Call to ActionAugmented RealityCase: AXA Insurance brings print ads to lifeZIE VIDEO:http://www.youtube.com/watch?v=9ohhf0p8CFM
Pros & ConsAnywhere, AnytimeDe respons is higher thant desktop (0,7%en 3% clickratio)Interactive features (click to callendar/Click to call)Mobile Advertising is more expensive thanonline advertisingNot much known yet about ROIMobile Display AdvertisingWestin Hotels weather related swipe advertisingKeys to Success• Be Relevant• Use a Call the action• Advertisiment will onlyappear when the weatheris locally bad• ‘Icescreen’ is swipeable• Direct click-to-call to book
Utility AppEen brand ed utility app iseen app van een merk datinstrumenteel gebruikt kanworden. (Vb: De Voetjes meetiPad app van Scapino/Dolcis:http://tinyurl.com/9ouphgx)Pros and ConsAdvanced featuresVolledige programmeertaal en dusmeer mogelijkhedenRegulations App StoresFragmentation of mobile platformsMobile AppsScapino Shoe stores: Measure little feet and buydirectly
Mobile AppsCase Make your Domino’s Pizza Hero appKeys to Succes• An app has to have added value for theuser, for example a game of an utilitytool• There are lots of apps, so think abouthow you could differentiate withexisting apps. Why will consumersdownload your app?• Do not use to much text• Don’t forget to make it User Friendly!• Try to get some data out of it and linkit to your existing CMS• Make it socialZIE VIDEO:http://www.youtube.com/watch?v=fsWyOsL_pJk
Mobile Strategy• Start from your goals; not the tools• Try to integrate mobile in your whole marketing mix
From a mobile marketing campaign to strategyMobilecampagneexperimentMobilemarketingprogramMobilemarketingintegrationMobilerelationshipmanagementStandalonecampagnes toexperiment ormake the firststeps in mobilePeriodicalcampaigns whereresults are beingmeasured andoptimized. Data isbeing linkedin toan centraldatabase.Client data is beingenriched with CRMand other dataresources to buildbetter profiles forpersonalised andmore relevantcommunication.Mobile is fullyintegrated inoverall marketingmix. Focus onbuilding a bettercustomerexperience andbetter relationwith severalmobile tools
Mobile marketing strategy- step by stepSet up your goalsResearch on yourtargetgroupSelect the marketingtoolsCreate the contentTest the campaignTracking enreportingOptimalisationEvaluation
• Mobile Commerce will explode• Faster growth of Mobile Advertising• More focus on Tablets• The consumer will be more demanding on mobile• Relevance will become more & more important• Not only an app, but a mobile strategy• Less focus on total number of app downloads,but more on active users (app loyalty)My Mobile Marketing Trends 2013
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