IAB Mobile Revisted 15 September - Hugues Rey L’Internet mobile, un concept qui entraîne encore plus de changements que l’Internet fixeLes versions mobiles ou les équivalents des services Internet touchent un public beaucoup plus large et sont lucratifs. Très lucratifs.Si vous pensiez que l'Internet était important, sachez que l'Internet mobile le sera plus encore au cours de cette décennie. Regardez ne fût-ce que l'iPad. Les principales entreprises Internet le clament déjà : « Mobile First » !Si vous voulez savoir pourquoi l'internet mobile est si important, et comment vous pouvez l'utiliser pour générer plus de visiteurs et donc plus de revenus, venez donc le jeudi 15 septembre à la première activité que Stichting Marketing, IAB Belgium et Mobile Monday organisent ensemble.Nous avons le plaisir de vous présenter : - en exclusivité, l'étude Worldwide Mobile Usage d'InSites/IAB - un programme adapté, destiné au « Mobile Savvy » et au « Mobile Newbie », proposé par des experts belges - une session avec Jonathan MacDonald, un expert en communication connu de TEDx Manchester et co-fondateur de This Fluid World & Every Single One of US Découvrez – et repartez peut-être avec – les derniers smartphones !Programme18:15 Welcome (à boire et à manger vous seront offerts)19:00 Introduction par le groupe d'experts19:15 “IAB MC DC 2011: How Belgian consumers use mobile compared with the rest of the world” par Elias Veris (Insites)20:00 Track pour les Mobile Newbies 1. Nicolas Vanderseypen (FR) (Isobar) - “Objectives, KPI’s, stratégie et opportunités” 2. Patrick Bosteels (Mobile Mondays, The Creative Stores) (NL) - “Pertinence de l'évolution mobile du consomateur final”20:00 Track pour le Mobile Savvy 1. Wim Vermeulen (Momads) (NL) - “City marketing case: de App van ‘t Stad” (TBC) 2. Hugues Rey (HAVAS Media) (FR) - “Lead generation through mobile”21:00 Session finale par Jonathan MacDonald (Thought-leader, co-founder de This Fluid World & Every Single One Of Us)

1. Lead generation through mobile
Hugues Rey - Havas Media Belgium
15th September 2011

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3. Content
3. Lead generation
2. One-to-one
communication and
interaction
1. Devices

4. Lead generation through mobile
Lead generation, or lead gen is a marketing tool
used, particularly in ”internet” marketing, to generate
consumer interest or inquiry into products or services of
a business
Mobile ?
Augmented Real
Media value World &
Social
All the steps
24/7
of the Buying
Dedicated
Cycle
Presentation title⎢4

5. Mobile Lead Generation ?
Sales
Marketing
Communication

6. Content
3. Lead generation
2. One-to-one
communication and
interaction
1. Devices

8. GSM  Smartphones
Barrier for lead generation: privacy protection
and unwillingness to share mobile phone number
Smartphone Penetration*: Smartphone use as 3G**:
• 19% own a smartphone • 62% email
• 12% will acquire one in the coming • 68% internet
months
 Over 1/3 of smartphone owners do no
use the 3G functions
* GSM Study by Havas Media Jan 2011. TA = 12+ ** BMM 2011. TA 18-64.

9. Tablets
Growth area with large impact on lead generation
Tablet Penetration*: Tablet use*:
• 3% own a tablet • 73% surf the internet more than 4x/week
• 11% will acquire one in the coming months • 62% use email more than 4x/week
* GSM Study by Havas Media Jan 2011. TA = 12+

10. Use of various services on digital tablet
How often do you use the following different services on your digital
tablet?
Based on digital tablet users / n:31

11. Content
3. Lead generation
2. One-to-one
communication and
interaction
1. Devices

12. Principaux Leviers Publicitaires Mobile – Ovum France
Presentation title⎢13

13. Mobile CTR - 6 x Time Higher than Web banner
Presentation title⎢14

14. Mobile Dwell Rate by Industry
Presentation title⎢15

15. Mobile + Traditional Media
= Augmented Value Traffic

16. QR Codes
 In USA, 6.2 percent of the total mobile audience, scanned a QR
code on their mobile device in June 2011
 Profile of a mobile user that scanned a QR code: Male, 18-34,
Upper income
 42% are familiar with QR Codes.
 67% have seen QR codes in magazines and 62% in retails stores
 46% have scanned for a discount – 44% to get info on product or
service
 Concert tickets are the most popular type of ticket being scanned
=>QR codes make the ad more interactive. It’s easier and faster to get
information
Presentation title⎢17 Source: Comscore, Lab42.com

17. Creative QR Codes (Bad Taste Example ?)
 Interactive menus at Radisson Edwardian
 QR codes on their restaurant menus that lead to videos of the
preparation of their dishes. Menus could never be as descriptive as HD
video, and as a result they often leave the customer with questions like
“how exactly is this prepared?” or “What does this dish look like?”
Because picture-filled menus are considered a sign of a low-class
eatery, QR codes provide the visual information while keeping the
menu modern and classy. This careful accommodation of both proper
menu design and technology is a brilliant combination
Presentation title⎢18

18. Creative QR Codes – Smart Idea
 French student Victor Petit effectively rewrites the book on “Making
Your Resume Stand Out.” If this doesn’t get the attention of a hiring
manager, nothing will.
http://vimeo.com/21228618
Presentation title⎢19

19. Prospecting: connect QR codes to landing page
Presentation title⎢20

20. Mobile driving commerce
 Tesco QR code store : Let the store come to the people
 In Korea, Tesco (named Homeplus over there) launched an innovative
virtual store that made the most of the fact that their customers
dreaded having to do the weekly shop, as it ate into the little spare time
that they had in their hectic lifestyles. They introduced virtual stores in
subway stations that allowed people to shop directly via their
smartphones. They put up billboards that reflected the real products on
the shop shelf, with QR codes next to each product. By simply
scanning the product, it was instantly added to your mobile shopping
cart and you could then complete the transaction via your smartphone.
Presentation title⎢22 http://www.youtube.com/watch?v=nJVoYsBym88&feature=player_embedded

21. Presentation title⎢23

22. Starbucks Mobile payments
In January, Starbucks introduced a program that made
it easier for customers to buy coffee. The brand was
ahead of the curve on mobile payments, a segment
that is still in its infancy in the U.S.
In March, Starbucks revealed that the plan, which relied
on customers using the Starbucks Card Mobile iPhone
and BlackBerry apps, was a success.
Some 3 million people at that point had paid using the
app. For customers, there’s a clear benefit to using the
technology — it lets you pay faster..
Starbucks Card Mobile [iTunes link] lets users add their
Starbucks Cards, track rewards and reload cards as
needed via PayPal or credit card. To pay with their
phone, app users simply select “touch to pay” and hold
up the barcode on their mobile device screen to the 2-D
scanner at the register
Presentation title⎢24

23. Foursquare – Ville de Bruxelles
Presentation title⎢25

24. Quick
The first advertiser using geolocalisation in Belgium
 Quick lance une campagne
nationale sur FourSquare en
Belgique.
 Les “nouveaux” clients ainsi que
les clients les plus loyaux seront
récompensés: un menu offert à
l’achat d’un premier menu ou
encore un cheeseburger lors du
premier check-in. pour les clients
fidèles, lors de leur troisième
visite, un menu est offert à l’achat
d’un menu.
Presentation title⎢26

25. Link to Social Media - RFID-enabled cards
 Renault MotorShow Amsterdam, April 2011
 Attendees were given RFID-enabled cards that they could use to check
in to pillars near Renault’s cars. Then, they could check in on
Facebook and “like” various models.
Presentation title⎢27
http://www.youtube.com/watch?v=TfwKJ97T9C0&feature=player_embedded

26. Content
3. Lead generation
2. One-to-one
communication and
interaction
1. Devices

27. Extend online paid search to mobile
 Target by city, keyword,
subject, IP, etc…
 Use click-to-call
 URL redirect to a mobile page
to keep the experience
consistent
 Capture user info on the mobile
page
Presentation title⎢30

28. Click to Call campaigns

29. Mobile Couponing

30. As a conclusion
Mobile is everywhere in the purchase cycle
2
Consumers add or substract
brands as they evaluate what
they want.
Active evaluation
1 Information gathering, shopping 3
The consumer considers an Ultimately, the consumer
initial set of brands, based on selects a brand at the
brand perceptions and moment of purchase.
exposure to recent touch
points.
Loyalty loop
Initial Moment
Consideration of
Set purchase
Trigger
Postpurchase experience
Ongoing exposure
4
After purchasing a product or service,
the consumer builds expectations
based on experience to inform the
next decision journey.

31. Thank you!