Mobile marketing presentation by LumoLink CEO Artem Daniliants. Watch video of the talk on our YouTube channel: https://youtu.be/nu_zKFt5gSg

1. Artem Daniliants / LumoLink
Mobile marketing
Tallinn Marketing Week

2. www.lumolink.cominfo@lumolink.com 2

3. www.lumolink.cominfo@lumolink.com 3

4. www.lumolink.cominfo@lumolink.com
60%More than half of consumers’ digital time is spent on mobile devices
Source: According to comScore in June of 2014
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5. www.lumolink.cominfo@lumolink.com
80%Four out of five local searches via mobile devices lead to a purchase,
often within a few hours. Compared with other devices, the mobile
phone showed the highest conversion rate, with nearly 80 percent
of mobile phone searches ending in a purchase.
Source: http://searchenginewatch.com/sew/study/2339085/80-of-local-searches-on-mobile-phones-convert-
study
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6. www.lumolink.cominfo@lumolink.com
4 out of 5Google Insights has revealed every 4 out of 5 smartphone owners
prefer mobile shopping.
Source: http://blogs.pb.com/ecommerce/2011/11/14/cross-border-ecommerce-sales-should-deliver-a-nice-
holiday-surprise/
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7. www.lumolink.cominfo@lumolink.com
Location, location, location
• Location is a very good
context
• Location can help you
identify end goals and
provide correct sales
arguments
• You can tap into user’s
location also on a web page
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8. www.lumolink.cominfo@lumolink.com
Making use of location
• Ask user to provide a location
• Change front page of your
site based on location
• Display close by points of
interests
• Change sales arguments
based on location
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9. www.lumolink.cominfo@lumolink.com
Indoor positioning
• New technologies allow for
very precise positioning
indoor without GPS
• Countless use cases
• Where is ATM?
• Where is certain product
shelf?
• Where am I now?
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10. www.lumolink.cominfo@lumolink.com
Mobile users are goal oriented
• When I am in Tallinn and I search
for a restaurant I am not “just
browsing”
• Main goals usually are
• Book/Buy/Reserve
• Where?
• Is it open?
• How much does it cost?
• Make reaching these goals as easy
as possible
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11. www.lumolink.cominfo@lumolink.com
Finally a good use for Google+
• Using Google+ you can create a
local listing
• Local listing allows
• To see if your business is
open or not
• Calling
• Getting map directions
• Seeing ratings
• Browsing images
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12. www.lumolink.cominfo@lumolink.com
Sometimes goal is just to pass the time
• People have favourite apps
to “waste time”
• You need to provide people
with an easy way to just
browse and be able to
stumble on cool stuff
• Personalisation is key here
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13. www.lumolink.cominfo@lumolink.com
Shake it to estonia
• Most of the time user wants
to just “browse”
• Browsing process should
learn my likes and dislikes
• Buying should be simple
• I should be able to save
interesting stuff for later
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14. www.lumolink.cominfo@lumolink.com
Mobile users are impulsive
• Reward users who are filling
to take action now
• Make paying a “one click”
affair
• Make purchasing decision
safe (free returns, reviews
etc)
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15. www.lumolink.cominfo@lumolink.com
Mobile users have their own content
• Incorporate user’s content
into your mobile marketing
campaign
• User’s are much more willing
to share brand message if it
feature’s their own content
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16. www.lumolink.cominfo@lumolink.com
Laplication
• Allows users to create live
northern lights anywhere
• Stunning images can be
shared on social networks
• Application also shows how
far are you from Lapland
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17. www.lumolink.cominfo@lumolink.com
Mobile phone comes with a camera
• Camera can be used to
provided “augmented reality”
• It can also scan QR and bar
codes
• On Android devices you can
manipulate camera from a
web page
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18. www.lumolink.cominfo@lumolink.com
Ikea augmented reality catalogue
• Allows you to see how
furniture looks inside your
home
• Requires paper catalogue
• Very cool novelty factor
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19. www.lumolink.cominfo@lumolink.com
Mobile users are not always online
• Roaming is expensive
• Especially outside of EU
• Sometimes connection is
spotty (metro etc)
• In some cases using an
offline application creates an
advantage (offline maps,
offline catalog etc)
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20. www.lumolink.cominfo@lumolink.com
Mobile users hate filling out forms
• How many times have you filled a
lengthy form on a mobile device?
• Make barrier to entry as low as
possible
• Use login functionality provided
by social media networks such as
Facebook
• Utilise personalisation, location
context and device information
(such as language) to make smart
assumptions
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21. www.lumolink.cominfo@lumolink.com
52%A study published by the Internet Advertising Bureau reveals that
52% of the gaming audience is made up of women. That’s right – the
majority of people playing games are women.
Source: http://www.theguardian.com/technology/2014/sep/17/women-video-games-iab
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22. www.lumolink.cominfo@lumolink.com
Gamification on a budget
• Gamification can be as
simple as “send SMS and get
a surprise deal from us”
• Remember to require opt-in
• Be very careful with SMS
marketing not to be spammy
• Provide a way to opt-out
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23. www.lumolink.cominfo@lumolink.com
Get in touch!
email: artem@lumolink.com
tel: +358 50 40 44 299
www: www.lumolink.com
Thank you!
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24. www.lumolink.cominfo@lumolink.com
Image credits
• https://www.flickr.com/photos/
27073477@N00/7065570887/
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