Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele), presented at HoGent (BE) in November 2012.

1. Mobile Marketing
An interactive introduction
Anneleen Boullart
Research Consultant, InSites Consulting
Timo Vandemaele
Research Consultant, InSites Consulting

2. Who we are?
Some things you need to
know about us.

3. Nice to meet you
Anneleen Boullart, Research Consultant
I am 25 years old, and happy to be part of the InSites
team for more than a year now. Before that I have
been studying Communication Sciences at the
University of Ghent and afterwards, I obtained a
Master in Marketing Management at Vlerick
Management School. I believe in the power of open
communication, innovation and engagement. Like
Timo, I’m also part of the Media & Entertainment
team.
Anneleen@insites-consulting.com
@AnneleenBoullar
http://be.linkedin.com/in/AnneleenBoullart

4. Nice to meet you
Timo Vandemaele, Research Consultant
I am 24 years old, giving everything of myself for
InSites Consulting for just more than a year now.
Before that I have been studying Applied Economics
in Ghent and afterwards, I obtained a Master in
Marketing Management at Vlerick Management
School. I am passionate about making consumers
generate value for companies, with a specific focus on
supporting growth of Media & Entertainment brands.
Timo@insites-consulting.com
@TimoVandemaele
http://be.linkedin.com/in/TimoVandemaele

5. Fact sheet
 Market research agency
 15 years of experience and know-how
 Pioneer and innovator in online methods
 Covering any marketing domain
 Fully independent
 Ghent, Rotterdam, London, Timisoara, New York
 125 passionate employees
 Proprietary research panel in +25 countries
 Most awarded agency by ESOMAR
@AnneleenBoullar
@TimoVandemaele

6. Facts & Figures
How BIG is MOBILE and
where is it limits?
@AnneleenBoullar
@TimoVandemaele

7. Who has a
smartphone?
@AnneleenBoullar
@TimoVandemaele

8. Smartphone penetration in
Belgium is 22%
@AnneleenBoullar
@TimoVandemaele

9. By 2013, mobile phones will overtake the pc as the
most common web access device worldwide.(Gartner)
@AnneleenBoullar
@TimoVandemaele

10. 39 % of smartphone users
in Belgium access Internet
everyday
@AnneleenBoullar
@TimoVandemaele

11. Over half of European smartphone users
have daily access to the internet through
their smartphone.
@AnneleenBoullar
@TimoVandemaele

12. 35%
64%
41%
No environment is 100% mobile-free
anymore
@AnneleenBoullar
@TimoVandemaele

13. On average, Belgian
smartphone users installed 19
apps on their smartphone
@AnneleenBoullar
@TimoVandemaele

14. A large amount of apps is not used
@AnneleenBoullar
@TimoVandemaele

15. 72% of smartphone internet usage
is about contacting people
@AnneleenBoullar
@TimoVandemaele

16. Mobile internet usage is mainly about
contact, convenience and entertainment
@AnneleenBoullar
@TimoVandemaele

17. Mobile Marketing
Definition
Trends
@AnneleenBoullar
@TimoVandemaele

18. “Mobile Marketing is a set of practices that enables
organizations to communicate and engage with their
audience in an interactive and relevant manner through
any mobile device or network”
Source: Mobile Marketing Association
@AnneleenBoullar
@TimoVandemaele

19. 1. Set of practices & trends
@AnneleenBoullar
@TimoVandemaele

20. Mobile website
Mobile ads are
noticed by 82% of
smartphone users,
yet 79% of the
companies don’t
have an optimized
mobile website !
@AnneleenBoullar
@TimoVandemaele

21. Mobile applications
@AnneleenBoullar
@TimoVandemaele

22. Mobile applications
@AnneleenBoullar
@TimoVandemaele

23. Mobile advertising
on other apps
@AnneleenBoullar
@TimoVandemaele

24. Mobile advertising on other apps
@AnneleenBoullar
@TimoVandemaele

25. Mobile couponing
› Targeted
› Relevant
@AnneleenBoullar
@TimoVandemaele

26. Location Based Services
@AnneleenBoullar
@TimoVandemaele

27. Location Based Services
@AnneleenBoullar
@TimoVandemaele

28. Extended packaging
@AnneleenBoullar
@TimoVandemaele

29. Mobile payment
@AnneleenBoullar
@TimoVandemaele

30. Social Media Integration
- Advertising
- Sharing
@AnneleenBoullar
@TimoVandemaele

31. “26% of downloaded apps
are only used once!”
Source: Loyaltics.com
Measure ENGAGEMENT,
not downloads!
2. Engage the audience
@AnneleenBoullar
@TimoVandemaele

32. 3. Any mobile device
@AnneleenBoullar
@TimoVandemaele

33. “Mobile Marketing is a set of practices that enables
organizations to communicate and engage with their
audience in an interactive and relevant
manner through any mobile device or network”
Source: Mobile Marketing Association
@AnneleenBoullar
@TimoVandemaele

34. The Mobile
Mindset Model
How to implement a mobile
marketing strategy
@AnneleenBoullar
@TimoVandemaele

35. Mobile behavior
target group

36. #1 Set objectives
@AnneleenBoullar
@TimoVandemaele

37. First: set your KPI’s
@AnneleenBoullar
@TimoVandemaele

38. 1. Awareness
@AnneleenBoullar
@TimoVandemaele

39. 2. Branding
@AnneleenBoullar
@TimoVandemaele

40. 2. Branding
“Give your brand an own
identity”
@AnneleenBoullar
@TimoVandemaele

41. 3. Purchase/trial
@AnneleenBoullar
@TimoVandemaele

42. 4. Loyalty
@AnneleenBoullar
@TimoVandemaele

43. Mobile behavior
target group

44. #2 Research
@AnneleenBoullar
@TimoVandemaele

45. 1. Your brand DNA
Core
competencies
@AnneleenBoullar
@TimoVandemaele

46. 2. Existing consumer needs
@AnneleenBoullar
@TimoVandemaele

47. 3. Mobile behavior target group
@AnneleenBoullar
@TimoVandemaele

48. However….
@AnneleenBoullar
@TimoVandemaele

49. Mobile behavior
target group

50. #3 Provide value
@AnneleenBoullar
@TimoVandemaele

51. Contact
@AnneleenBoullar
@TimoVandemaele

52. Convenience
@AnneleenBoullar
@TimoVandemaele

53. Entertainment
BING cooperated with Jay-Z to develop a
game where fans could collect Jay-Z’s
biography ‘Decoded’ before release date by
Entertainment
searching every single page all over the world.
@AnneleenBoullar
@TimoVandemaele

54. Mobile behavior
target group

55. #4 Implement
@AnneleenBoullar
@TimoVandemaele

56. Use the right tool for
the job!
@AnneleenBoullar
@TimoVandemaele

57. Multi Channel !
@AnneleenBoullar
@TimoVandemaele

58. Use partners
@AnneleenBoullar
@TimoVandemaele

59. Mobile behavior
target group

60. #5 Measure
Remember your
OBJECTIVES ?!
@AnneleenBoullar
@TimoVandemaele

61. Impact?
Satisfaction? Profile?
Esomar best presentation winner
2012
#esomar @AnneleenBoullar
@TimoVandemaele

62. @AnneleenBoullar
@TimoVandemaele

63. Thank you!
Anneleen@insites-consulting.com
@AnneleenBoullar
http://be.linkedin.com/in/AnneleenBoullart
Timo@insites-consulting.com
@TimoVandemaele
http://be.linkedin.com/in/TimoVandemaele
www.insites-consulting.com
Ghent I Rotterdam I London I Timisoara I New York