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Mobile Marketing and Advertising
This document discusses mobile advertising and marketing trends from 2010-2020. It summarizes that: 1) By 2010, there will be 5 billion mobile users worldwide, with mobile broadband and smartphones growing rapidly. 2) In the short term, mobile advertising will focus on mobile broadband, social media, location-based services, apps, and mobile portals/search/coupons. 3) Looking beyond 2010, mobile payment using near-field communication and the rise of personal mobile devices that integrate sensors will further transform the mobile experience and advertising opportunities.
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Mobile Marketing and Advertising
- 1. Mobile Advertising andMarketing 2011 MORE MOBILE RELATIONS www.moremobilerelations.com
- 2. Agenda • More MobileRelations • Mobile Advertising & Marketing • Cases • 2010 and beyond • Summary
- 3. • Mobile conceptdevelopment • Oslo, Stockholm, Copenhagen and Helsinki • 40 employees • Telenor is major shareholder • A team with 10 years experience in each market
- 4. The mobile valuechain User experience Get Reach Keep Richness Grow Applicability Use Execution Analysis and reporting Marketing Advertising Mobile Service Platform Logic, dialogues, operations, CRM Mobile Gateway Mobile operator
- 5. Agenda • More MobileRelations • Mobile Advertising & Marketing • Cases • 2010 and beyond • Summary
- 6. The Mobile MarketingMap Respons Production Apps Execution Location Basic Advanced 2004 MMS marketing Mobile • Concent Portals • Databases SMS Push • Handset recognition • Analysis & Feedback Banner ads
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- 9. The Volvo lifecycle Prospecting - Get Contract - Get Re purchase Ownership services – Keep, Grow and Use
- 10. The Big Picture- Dialogue Tilbud Vinter Invitasjon Jule- vinter- klar bil Hemsedal hilsen dekk Use Kampanje Oppsalg Nye sesong tjenester Invitasjon til Produkt Grow arrangement Innkalling Ukens Rabatt service tilbud kupong Keep Velkommen som kunde Oppsalg Mobil Portal kundeservice Dialog program Get Rekruttering inn til CRM basen fra alle kanaler
- 11. How to “upsell” on mobile
- 12. Location based marketing Me Here Now
- 13. The success ofspecific mobile formats is driven by three main factors: • Applicability – How widely it can be used across the customer lifecycle • Reach – How many people can be accessed at a cost that yields a return on investment • Richness – How well the medium supports the conversation between consumer and marketer
- 14. Applicability Apps/ Mobile sites Mobile TV Banner SMS/MMS Mobile search Reach Richness
- 15. Agenda • More MobileRelations • Mobile Advertising & Marketing • Cases • 2010 and beyond • Summary
- 16. A real mobileworld • 5 billion mobile users in 2010 • 1,8 billion have access to Internet via PC • 1,2 billion mobile phones sold in 2009 • Mobile broadband speeds up with LTE • A market were global giants leave major footprints
- 17. The Clash OfTech Titans
- 18. The Clash OfTech Titans Mobile Advertising Environment Proprietary Open model - Business model + Business model IT Telecom Mobile advertising depend on editorial content The Clash creates new opportunities for advertisers The basics will be there: Applicability – Richness – Reach
- 19. Smartphone forecast Scandinavian salesforecast (annual sales in ‘000) 11 000 Basic Phones 10 000 Enhanced Phones 9 000 8 000 7 000 Smart Phones - Entry-Level 6 000 5 000 4 000 3 000 2 000 Smart Phones - Feature 1 000 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Source: Gartner
- 20. 2010 and beyond 2010(Q3) 2014 9% 4% Other Other 30 % 26 % Google 37 % Android Nokia Nokia Symbian Symbian 30 % Google Android Windows 3% Apple BlackBerry iOS Blackberry 17 % WP Apple 15 % iOS 12 % Source: Gartner 4% 15 %
- 21. Agenda • More MobileRelations • Mobile Advertising & Marketing • Cases • 2010 and beyond • Summary
- 22. Summary Short term • Mobile broadband • Social media • Power Brands • Mobile portals, Search, cupons • Location based services • Apps (android to be leader) • Sensorconomy (GPS, Gyro, Compas…) And beyond … • Mobile Payment (NFC) • Physical Personal Device • Behavioral consumer adaptation of content
- 23. … and thewinner is? Consumers and Mobile Marketers MOCOM 2020
- 24. Thank you foryour attention Steinar Brændeland 90 57 98 15 steinar@mmr.no