The document discusses emerging trends in mobile marketing and technology for 2015, including hyper-targeting of ads based on precise location data, the growth of apps that mimic popular services like Tinder and Uber, increased digital payments replacing cash, the mainstreaming of augmented and virtual reality, advances in wearable technology, and expanded commercial uses of drones. Marketers will have more user data than ever to hyper-target ads to local audiences based on location and behavior.

2. HYPER-TARGETING
2

3. Nearly all apps
want to use
location services
and some don’t
even run without
them.
3SPITFIRE / Engage

4. As data gets bigger and
better every year, 2015
will be the year we
witness hyper-local and
geo-contextual takeoff.
4SPITFIRE / Engage

5. Mobile device unique IDs allows
location and behavioral
information to be tracked so that
ads can be frequently retargeted.
5SPITFIRE / Engage

6. SPITFIRE / Engage 6
HOW MIGHT THIS WORK?

7. Hyper-local
Restaurants will be
able to target
customers within a
1-mile radius with
deals specifically
between the hours
of 5pm and 8pm.
SPITFIRE / Engage 7

8. Retailers can target anyone within the same
shopping mall with a 1-day deal type promotion.
There are endless hyper-local possibilities for
FMCG firms.
SPITFIRE / Engage 8

9. Geo-Contextual
Once location information is collected, personal
characteristics can be interpreted from the
physical location of the user.
• Where they work/study/hang out.
• Ethnicity, age, gender, income.
SPITFIRE / Engage 9

10. Advertisers will start to gain
information about people based
on where they spend their day
and use these details to very
specifically target certain groups.
10SPITFIRE / Engage

11. TINDERIZATION
& UBERFICATION
11

12. Two of the most successful breakout
apps of last year were Tinder and Uber.
12SPITFIRE / Engage

13. This year we expect the
functionality of Tinder and
Uber to be copied,
replicated and applied to
nearly everything else in
our lives.
13SPITFIRE / Engage

14. The Tinder format will be
applied to restaurants, job
searches, real estate and
pets.
Another dozen semi-
successful dating apps will
pop up attempting to
replicate the success of
Tinder itself.
SPITFIRE / Engage 14
Grabble is to fashion
what tinder is to dating.

15. The same format will be applied to a number of
services and trades – allowing people to earn
commission through a third party app. There’ll
be an Uber for electricians and plumbers.
SPITFIRE / Engage 15
The market for taxis will be saturated by an
influx of apps trying to replicate the success of
Uber and Lyft.

16. DIGITAL
PAYMENTS
16

17. Digital payments will
start to take off as
the use of cash will
continue to decline.
17SPITFIRE / Engage

18. Apple Pay will start to
make its way around the
world, while services like
Venmo, Snapcash and
mobile banking are already
increasing in popularity.
18SPITFIRE / Engage

19. SPITFIRE / Engage 19
WHAT DOES THIS MEAN?

20. Even more data will end up
in the hands of companies
and their marketers – what
we’re buying, when we’re
buying and how we’re
buying.
20SPITFIRE / Engage

21. AUGMENTED
REALITY
21

22. Facebook spent $2 million to acquire
Oculus. Google purchased Magic
Leap. Samsung and Sony both
launched Virtual Reality headsets.
22SPITFIRE / Engage

23. With all the big name companies
splashing out, it looks like 2015
will be the year augmented reality
enters the mainstream.
23SPITFIRE / Engage

24. 2015 could be the year of virtual mirrors
in clothing stores or in the windows of
stores to bring foot traffic inside.
24SPITFIRE / Engage

25. 25SPITFIRE / Engage
We could take an augmented
reality tour of potential holiday
destinations before booking
our trips overseas.

26. WEARABLE
TECHNOLOGY
26

27. We’ve left the era of clunky Bluetooth
connected wristwatches and we’ve
entered the era of smart bras, intelligent
jackets and of course Google Glass.
27SPITFIRE / Engage
9:20

28. Wearable technology will
undoubtedly enter many workplaces
and industries. In particular, medical
and fitness workers could reap the
benefits of these advancements.
28SPITFIRE / Engage

29. SPITFIRE / Engage 29
BUT IS WEARABLE TECHNOLOGY GOING
TO BREAK INTO THE MAINSTREAM?

30. Not in 2015 at least. At the
present time, the gadgets are
too fiddly, too expensive and
too ugly to make an
impression on anyone but
tech developers.
30SPITFIRE / Engage

31. It will likely be another year at least before
we see the first marketing applications
enter the wearable technology industry.
31SPITFIRE / Engage

32. DRONES
32

33. 33SPITFIRE / Engage
There will be a huge increase
of the use of drones in 2015.

34. Deep Focus has been huddling with a major packaged-
goods brand about hovering a drone above a supermarket
parking lot. If the plan comes to be, the client’s new snack
product will be dropped from a drone into shopping carts as
shoppers walk from the store to their cars, with tweeted
photos and videos to follow.
34SPITFIRE / Engage

35. Consumers could begin ordering
products online and having them
dropped directly to their
location. Amazon is already
working on a service like this.
35SPITFIRE / Engage

36. 36SPITFIRE / Engage
WHAT OTHER WAYS
CAN DRONES BE USED?

37. New York real estate agents have
begun using drones to market pricey
beachfront properties.
37SPITFIRE / Engage

38. Unmanned Aeriel Vehicle (UAV) are
positioned so that agents can provide the
first persons view (FPV) as if the potential
buyers is sitting, standing looking out at
the view you have designed.
38SPITFIRE / Engage

39. New Zealand companies already
provide this service.
39SPITFIRE / Engage

40. DIGITAL
BILLBOARDS
40

41. 41SPITFIRE / Engage
DIGITAL BILLBOARDS HAVE HIGH IMPACT AND
EXPOSURE IN A WIDE RANGE OF MARKETS.

42. Digital billboards provide an
opportunity for brands to engage
with people in a public space. This
type of interaction will grow in 2015.
42SPITFIRE / Engage

43. 43SPITFIRE / Engage
British airways have utilized digital billboards
by using surveillance technology to interact with
planes at real time.

44. The National Centre for Domestic Violence
created a campaign called 'Drag Him Away'
that urges texters to text in to stop the
berating of a woman in their interactive video.
44SPITFIRE / Engage

45. 45SPITFIRE / Engage
After this is done, the man is dragged away,
across multiple boards and a message that
reads, "An injunction will put distance
between a victim and their abuser."

46. Multiple executions are possible, time
sensitive messages, conditional content
based on changing sports scores, weather
conditions, social media updates – the
possibilities to wow audiences are endless.
46SPITFIRE / Engage

47. 47SPITFIRE / Engage
Mobile interaction with digital
billboards will kick off in 2015.

48. DEATH OF SMS?
48

49. Traditional SMS text message is quickly
becoming obsolete, particularly in light
of the explosion of popular, easy-to-use
messaging apps.
49SPITFIRE / Engage

50. WhatsApp, Viber, Kik, Line and other apps all offer
free text messaging, as well as voice, video and file-
sharing to other users, bypassing your carrier's SMS
and call charges entirely.
50SPITFIRE / Engage

51. HOW ARE THESE APPS BE
USED IN MARKETING?
51SPITFIRE / Engage

52. Official accounts give brands, celebrities and
merchants the ability to connect and engage
directly with users. The official account uses
the same, familiar features within the app so
they can connect as ‘friends’ with users,
exchange messages and share content.
52SPITFIRE / Engage

53. SMS is not dead yet,
however the volume of txts
being sent are declining.
53SPITFIRE / Engage

54. SPITFIRE / Engage 54

55. ENGAGING
PEOPLE WITH BRANDS.

56. 56SPITFIRE / Engage
Connect people with brands with the most
engaging and rewarding experiences
possible, creating long term, sustainable
relationships that deliver beneficial
outcomes for our customers.
OUR MISSION.

57. Colin Proebstel
CLIENT SERVICE DIRECTOR
AND PARTNER
M 64 21 874 330
colinp@spitfire.co.nz
John Madden
CREATIVE DIRECTOR
AND PARTNER
M 64 21 874 333
johnm@spitfire.co.nz
57
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