This document discusses mobile marketing in Europe. It provides statistics on mobile phone and smartphone penetration rates in various European countries. It also outlines some of the most popular mobile marketing tools used in Europe such as SMS, mobile apps, mobile display advertising, QR codes, NFC, location-based services and augmented reality. Examples of campaigns using these tools from companies like McDonald's, AXA insurance and Westin Hotels are described. The document also discusses trends in mobile commerce and strategies for developing an effective mobile marketing strategy.
How Mobile Apps Can Be Used For Sales And BrandingVincent Teo
This is a presentation I gave at eTail Asia 2013 in Singapore that highlights the opportunities for brands to leverage on mobile devices and apps to drive sales and branding. There are interesting statistics that show how consumer behavior has shifted with mobile devices and insights from a survey I did on what makes a great mobile app. It also details three key rules when it comes to making mobile apps and some brand examples of great apps.
Mobile websites - The Hidden Mobile Website Sales Opportunities RevealedAndrew Edwards
www.andrewredwards.com
How would your business benefit from increasing your website leads & sales, without any extra traffic?
This powerful & revealing PPT will show you the realistic and achievable opportunity to increase your revenue from providing a great user experience from a dedicated smartphone website.
Learn about the opportunity from
1) Mobile advertising
2) Mobile apps
3) Many revealing statistics about the opportunity to grow your website buyers
4) The top 10 mobile website best practices
A one off investment that can give you an ongoing return on investment.
http://andrewredwards.com/mobile-sites/
Our crackerjack staff reviewed a bunch of mobile marketing campaigns over the past few years and we picked 50 of what we thought were the best. We chose innovative campaigns that used mobile advertising, SMS, QR Codes, Mobile Apps and Mobile Commerce from companies including Starbucks, Macy’s, Target, O2, RedBox, McDonald’s and a couple of our own. We salute these companies for their ingenuity and hard work in creating these campaign that delight and inform us as mobile consumers. Stay tuned for next year’s picks.
How Mobile Apps Can Be Used For Sales And BrandingVincent Teo
This is a presentation I gave at eTail Asia 2013 in Singapore that highlights the opportunities for brands to leverage on mobile devices and apps to drive sales and branding. There are interesting statistics that show how consumer behavior has shifted with mobile devices and insights from a survey I did on what makes a great mobile app. It also details three key rules when it comes to making mobile apps and some brand examples of great apps.
Mobile websites - The Hidden Mobile Website Sales Opportunities RevealedAndrew Edwards
www.andrewredwards.com
How would your business benefit from increasing your website leads & sales, without any extra traffic?
This powerful & revealing PPT will show you the realistic and achievable opportunity to increase your revenue from providing a great user experience from a dedicated smartphone website.
Learn about the opportunity from
1) Mobile advertising
2) Mobile apps
3) Many revealing statistics about the opportunity to grow your website buyers
4) The top 10 mobile website best practices
A one off investment that can give you an ongoing return on investment.
http://andrewredwards.com/mobile-sites/
Our crackerjack staff reviewed a bunch of mobile marketing campaigns over the past few years and we picked 50 of what we thought were the best. We chose innovative campaigns that used mobile advertising, SMS, QR Codes, Mobile Apps and Mobile Commerce from companies including Starbucks, Macy’s, Target, O2, RedBox, McDonald’s and a couple of our own. We salute these companies for their ingenuity and hard work in creating these campaign that delight and inform us as mobile consumers. Stay tuned for next year’s picks.
Authored by David Apple, and team at AT in 2010 specifically for the 2011 iStrat Conference. The deck as been referenced over 2000 times since then. Feel free to use, but please source.
If 2014 was the year of mobile, 2015 is most definitely the year of Rich Media.
Mobile ad spend is expected to increase 77%, in 2015. We will see sophisticated and creative collaboration in 2015, as content creators build audiences that rival those of pop stars and brands grasp just how powerful mobile can be. In order for brands to get the most ROI for their mobile advertising spend, they need to invest in Rich Media, to create immersive experiences, transforming their level of engagement with consumers.
In FreshDigitalGroup’s “Rethink 2015,” we take an in-depth look at the following Rich Media predictions in addition to forecasts for digital, mobile and social industries.
Mobile Marketing: Pros and Cons_Michael HanleySara Quinn
Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.
Commission by Shopper Marketing Institute with Arc World Wide and Augme Technologies (Prior to Augme Technologies discontinuing managed services in favor of IP Litigation, company is no longer operational) in 2011, this white paper takes a deep dive into mobile engagement in store and strategy to understand planning and limitations.
Admicro tham dự mobile webinar đầu tiên tại Việt Nam do MMA hostedAdmicro
Anh Nguyễn Đăng Ngọc đại diện Admicro tham dự webinar về mobile đầu tiên tại Việt Nam do MMA tổ chức. Chủ đề được đề cập đến trong webinar lần này là triển khai một chiến dịch mobile và những chiến dịch mobile tiêu biểu thành công trên thế giới.
Authored by David Apple, and team at AT in 2010 specifically for the 2011 iStrat Conference. The deck as been referenced over 2000 times since then. Feel free to use, but please source.
If 2014 was the year of mobile, 2015 is most definitely the year of Rich Media.
Mobile ad spend is expected to increase 77%, in 2015. We will see sophisticated and creative collaboration in 2015, as content creators build audiences that rival those of pop stars and brands grasp just how powerful mobile can be. In order for brands to get the most ROI for their mobile advertising spend, they need to invest in Rich Media, to create immersive experiences, transforming their level of engagement with consumers.
In FreshDigitalGroup’s “Rethink 2015,” we take an in-depth look at the following Rich Media predictions in addition to forecasts for digital, mobile and social industries.
Mobile Marketing: Pros and Cons_Michael HanleySara Quinn
Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.
Commission by Shopper Marketing Institute with Arc World Wide and Augme Technologies (Prior to Augme Technologies discontinuing managed services in favor of IP Litigation, company is no longer operational) in 2011, this white paper takes a deep dive into mobile engagement in store and strategy to understand planning and limitations.
Admicro tham dự mobile webinar đầu tiên tại Việt Nam do MMA hostedAdmicro
Anh Nguyễn Đăng Ngọc đại diện Admicro tham dự webinar về mobile đầu tiên tại Việt Nam do MMA tổ chức. Chủ đề được đề cập đến trong webinar lần này là triển khai một chiến dịch mobile và những chiến dịch mobile tiêu biểu thành công trên thế giới.
Mobiel & Werving by Richard Otto (HotSMS Buongiorno Mobile Marketing & Adver...Richard Otto
Presentatie over hoe uitzendbureaus, werving & selectie bureaus, maar ook bedrijven direct op een onderscheidende wijze personeel kunnen bereiken middels Mobile Marketing & Advertising.
Pulitzer Prize winner, Michael J. Berens of The Seattle Times presents "Data Journalism 101," a three-hour, hands-on workshop for the Donald W. Reynolds National Center for Business Journalism at the Excellence in Journalism Conference in Nashville, Tenn. on Sept. 4, 2014.
Part 1 provides an intro to databases and their importance to reporting.
For more business journalism training opportunities and resources, please visit http://businessjournalism.org.
If you're an Interaction Designer, I'm sure you've noticed a new design pattern in the past year - one that doesn't really seem to have a proper name yet. In fact, you're probably already incorporating this pattern into your designs. It seems like almost every major redesign is leveraging this pattern to help hide complexity: Amazon, Linkedin, TripAdvisor - and sites like Target, Google, and Yahoo have been using it for awhile. It's a design pattern I'm calling "reveling interfaces".
Read more here: http://www.jeremyjohnsononline.com/2008/03/06/revealing-interfaces/
eMarketer Webinar: How Marketers Are Meeting the Challenges of Always-On Shop...eMarketer
Join eMarketer's Noah Elkin and Yoram Wurmser for a free webinar that covers how today’s mobile-enabled, constantly connected shoppers are refashioning the path to purchase.
A Practical Guide for Integrating Mobile into your B2B Business Strategy & Marketing Mix. Presented by Will Keible, Manager of Digital Sales and Marketing for WCNC.com, the digital arm of Charlotte’s NBC affiliate, WCNC-TV.
Mobile marketing overview for B2B and B2C marketers, covering the unprecedented growth and opportunities of mobile--as well as a summary of mobile marketing tools available to today's companies.
A presentation I gave at the Marketing Natives event in Vienna on Monday 15 September 2014 looking at the importance of mobile marketing, some innovation in mobile advertising and the job opportunities in the sector.
How to manage and optimize mobile marketing using webanalytics - Remi van Bee...StormMC
Op 21 november vond in Hamburg de “Die einzige Google Analytics Konferenz in Deutschland” plaats. Het congres stond in het teken van analytics, customer journeys, dashboarding, attributie en conversieratio optimalisatie en wordt georganiseerd door o.a. onze partner Trakken.
Namens StormMC is Remi van Beekum (Chief Innovation Officer) van de partij. Hij is gevraagd om zijn visie op mobile te geven en zal ingaan op de groei van mobile, de lastigheid van het meten van cross-device gedrag en de wijze waarop advertentiebudgetten voor mobile kunnen worden ingezet.
In deze presentatie:
Waarom is Mobile zo belangrijk?
Wat is de volgende stap in mobile? (vanuit een marketingperspectief)
Hoe meet je succes, ROI of ROAS voor mobiele campagnes middels Google Analytics?
Waarom is het zo lastig om mobiel te converteren?
Hoe converteren mobiele bezoekers nog meer?
Hoe zijn cross-device conversies inzichtelijk te maken?
Een paar laatste tips
English summary:
Why is ‘mobile’ so important?
What is the next step in mobile?
How to measure succes/ ROAS for mobile campaigns using Google Analytics
Why mobile conversions are so hard
How to measure cross-device
Some final advice
MobileMarketing.nl Bureauonderzoek 2014Richard Otto
Nederlands onderzoek nder 178 Nederlandse bureaus over de wijze hoe zij mobile inzetten (Januari 2014). Door Richard Otto (MobileMarketing.nl/ Adformatie)
Over Spreekbuis.nl
Het blad Spreek’buis ontstond in 1946, aanvankelijk onder de titel De omroeper. Vanaf 1969 werd de naam veranderd in Spreek’buis. Het blad verwierf een positie als omroepbreed platform voor mediaprofessionals. Wegens bezuinigingen besloot de NPO in 2013 het vakblad na met een oplage van 12.000 na bijna 70 jaar op te heffen.
Spreekbuis.nl komt nu terug als digitaal platform. De focus ligt niet meer alleen op de publieke omroep, maar ook op commerciële zenders en faciliterende media-organisaties.
Het nieuwe initiatief is opgezet door Richard Otto (oa MobileMarketing.nl) en Ais Leuhery (oa Blyk, Binck) in samenwerking met Media Werkplaats Hilversum.
Powered by Angry Bytes en Compatible Computer Solutions.
Spreekbuis.nl gaat binnenkort live.
Meer weten?
Email naar: info@spreekbuis.nl
Mobile & Social gebruik in Nederland 2014 door richard ottoRichard Otto
Cijfers van het Mobile & Social Media in Nederland van begin 2014. Oa hoe Nederlanders netwerken zoals Twitter, Facebook, Foursquare, Linkedin, Pinterest, Instagram gebruiken komt naar voren.
iLounge Mobile Loyalty (DDMA) door Richard OttoRichard Otto
DDMA iLounge Mobile apps: loyalty en klantenbinding
De smartphone is volgens velen het loyalty-instrument bij uitstek. Mobile marketing is echter meer dan een mobiele app in de markt zetten. Want alleen een app lanceren is niet voldoende. Zo laat recent onderzoek zien dat 22% van consumenten die een app installeert op de smartphone deze slechts één keer gebruikt.
Het is dus zaak om de keuzes goed af te wegen. Is het wel echt noodzakelijk om een app te ontwikkelen of volstaat een mobiele website? Wat voegt mobile marketing toe aan een multi-channel ervaring? En ook belangrijk: hoe activeer je de gebruiker?
De trend van apps omzetten in onderdeel van je business. Een app als dé manier om je klanten te binden. Hoe doe je dat? Tijdens de DDMA iLounge Mobile apps: loyalty en klantenbinding van woensdag 12 maart 2014 bij LAB111 in Amsterdam wordt hier dieper op ingegaan. Sprekers zijn onder andere Richard Otto, oprichter van Mobilemarketing.nl, case Lexa en een case van mobtzu.
MODERATOR & SPREKERS
richard ottoRichard Otto, Mobile Marketing (tevens spreker)
Richard is sinds 2005 actief in de mobile marketing. Hij heeft onder meer mobile apps, mobile websites, consultancy trajecten en mobile marketingcampagnes ontwikkeld voor bedrijven als Vodafone, Univé, Adformatie Groep en ABN AMRO. Tegenwoordig is hij actief met zijn mobile marketing consultancybureau Mobile Marketing Nederland. Ook is hij oprichter van de blog MobileMarketing.nl en mypassbook.nl.
DDMA (Dutch Dialogue Marketing Association) is sinds 2003 de branchevereniging voor dialoogmarketing. Wij bieden deskundig en praktisch advies aan onze 275 leden die in hun dagelijkse werkzaamheden de dialoog aangaan via datadriven marketing met haar (potentiele) klanten. Hierbij maken wij geen onderscheid tussen b2b of b2c en via welk marketingkanaal dit gebeurt (e-mail, social platforms, telefoon, direct mail, folder etc.).
Samsung mobile special adformatie mobile marketing. nlRichard Otto
[door Richard Otto] De Mobile Special van printeditie Adformatie week 52 is nu op
In deze Mobile Special, dat in samenwerking met Samsung is gemaakt, wordt er oa ingegaan op het landschap van mobiele platformen. Tevens worden Sven Huberts (Isobar), Scott Seaborn (XS2) en Victor Knaap (Mediamonks) aan de tand gevoeld over creativiteit bij mobiele bureaus.
Items die verder in deze Special aan bod komen zijn:
>Mobiel in 2014<
22 mobiele specialisten over hun verwachtingen voor 2014.
>Onderzoek<
In een onderzoek onder 178 bureaus is gekeken welk mobiel platform zij zelf gebruiken en voor welke platformen zij ontwikkelen.
>NFC<
Near Field Communication (NFC) is een toepassing, die we steeds vaker gaan horen. Alle grote banken gaan het voor contactloos betalen gebruiken. In het artikel ‘Marketing met NFC’ komt naar voren hoe we deze toepassing ook voor marketingdoeleinden kunnen inzetten.
>Het Android effect<
Google’s mobiele platform Android heeft de laatste jaren een enorme opmars gemaakt. Het marktaandeel is momenteel 81%. Aan Brechtje de Leij (Nu.nl), Maurice Jongerius (Bol.com), Olivier van Duijn (Marktplaats) en Bas Jongerius (Scoupy) is gevraagd wat zij in hun business merken van het Android gebruik.
Sessie over Mobile Fundraising met Cases van Greenpeace, WWF, Terre des Hommes, Leger des Heils, KWF, Amnesty, Het Rode Kruis. Mobile Display Advertising, Apps, QR, NFC, bluetooth SMS etc.
Een presentatie door Richard Otto over de mogelijkheden voor charitatieve organisaties om via het mobiele kanaal fondsenwerving op te zetten inclusief mobiele donaties.
Voor meer informatie zie: www.mobilefundraising.nl
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
2. • Working in Mobile Marketing & -Advertising
industry since 2005 (Clients: Vodafone, ABN
AMRO, Mindshare, Terre des Hommes etc)
• Founder of platform MobileMarketing.nl
(Since March 2013 part of Adformatie Groep)
• Co-autor Handbook Online Marketing (Uitgeverij
NoordHoff)
• Manager of Linkedin Group: Mobile Marketing & -
Advertising (75.000+ members)
• Founder of Mobile Marketing Nederland
...and mobile marketing
A short introduction..
LINKEDIN
3. • Mobile trends & numbers
• Mobile marketing tools & European examples
• Mobile marketing strategy
• My Mobile Marketing expectations
So let’s talk about:
6. History of the phone
6
calling
texting
calculatoragenda
telephone book
MMS
wappen
making pictures
music player
email
chat
browse
ebooks
gaming
video calling
banking
watching
TV
watching
movies
listening radio
mobile shopping
navigating
scanning
docs
fax
soliciteren
blogging
photoshopping
draw
7. What activities do you do on your phone?
- Scanning QR codes
- Checking reviews of products
- Compare prices
- Branded marketing app downloaded
- Mobiel banking
- Mobiel Payments
- Mobile Coupon usage
8. Research results:
- 71% research of product and services with smartphone
- 56% compared prices and check product reviews
- 44% checked for special deals and coupons
- 16% scaned bar/qr codes of products
And what about the rest of Europe?
9. 75% of all sold phones
is a smartphone
Penetration of mobile
phones in The Nederland is
91% .
European average is 80%.
23% van het online
verkeer wordt via een
mobiel toestel
gegenereerd
Top 3 mobile
activities: SMS’en,
internet en e-mail
21.182.000
mobiele phones in NL
51 % is using mobile
internet on a daily basis
41% of all email are
opened on a mobile
device
Tablets worden gem door
2,3 mensen in een
huishouden gebruikt
Penetration of
smartphones in The
Netherlands 65% (7+
million)
34,3 million
tablet users
Mobile usage by consumers
20% uses Facebook only
on their mobile. 58%
mostly uses Facebook on
mobile.
23% of online traffic is
generated by mobile
devices
11. Mobile Marketing in Europe
70% said that Smartphones has their
highest priority (28% tablets)
Mobile marketing 2011
in Nederland: €26
million (IAB NL)
23% van het online
verkeer wordt via een
mobiel toestel
gegenereerd
Top 3 most important reasons to use mobile:
stimulate sales, support on promotion, Generate
brand awareness
Mobile advertising 2011
in Nederland: 26
miljoen Euro
37 % does not use mobile
marketing in their
business
Not clear about the reach(65%),
insufficient knowledge (49%),
no budget (58%)
are the most important reasons to not use
mobile in marketing strategy
Tablets worden gem door
2,3 mensen in een
huishouden gebruikt
More than 70%
expects a growth in
budget
Top 3 highest rated mobile features:
Interactivity , Engagement between
brand and customer, Directness
77% will use mobile
marketing tools in de
future
63% are already
using mobile
marketing
Bron: Top 500 adverteerders NL
Mobile Marketing Nederland (Sep 2012)
12. Mobile Commerce in Europe
64% of all mobile
shopping sessions is from
an iPad
€ 91 billion is the expected sales
trough m-commerce worldwide by 2015
58% of mobile
shoppers are age 18-
34.
In 2012 34% have made a purchase
using their mobile phone. Compared to
19% in 2011
The Mobile Commerce revenues
in The Nederlands will grow with
56,9%.
That’s the highest percentage of whole Europe
In the first half of 2012
1,5 million Dutch consumers
did an online purchase with their smartphone or tablet
66% of the mobile purchases
are being done from home
Most popular mobile
items are:
43% apps,
12% music,
10% fashion,
9% tickets,
9% magazines
& newspapers
14. Source: The Mobile Internet Report
The impact of mobile…
Mobile vs Desktop users globally
Mobileinternetusers(inmilions)
15. “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”. (wiki)
Mobile Marketing is a collective term for
all marketing activities through mobile
devices
But what is ‘Mobile Marketing’?
17. Mobile Marketing tools
9. Location Based
Services
4. Mobile display
advertising
7. Bluetooth
1. SMS / MMS
2. Mobile site
3. Mobile apps
5. QR codes
10. NFC
8. Augmented
Reality
6. Mobile
Coupons
18. • McDonald's introduced
interactive ping pong
on big screen in center of
Stockholm
• People could interact
with McDonald's and win
coupons.
• The game was mobile
web based, you don't
have to download an app
to play.
• Great brand awarenes
not only in the center of
Stockholm, but also PR-
buzz
Pros & Cons?
Usage is sometime not clear
Hardware
High redemption ratio’s
Measurable
More relevance by location and time
Data (more personal with link to CRM)
Cheaper than traditional coupons
Real time delivery
Enviromental friendly
Mobile Coupons
McDonalds mobile ping pong game on billboard to win
coupons
19.
20. Pros & Cons
High Awareness
Easy and cheap
Makes traditional media interactive
Content is always changeable
Consumer usage
You need a QR Scanner app
Mobile landingspage is sometimes
‘forgotten’.
QR code
Frozen Cinema for QR donations
• QR campaign in german
cinema’s
• QR to donate for charity
21.
22. NFC
Logo
• Grab a snack out of the
wall is typical Dutch
• First NFC payment test
by Rabobank
•Showcase about how
easy NFC payment could
work
Pros & Cons
Easy to use for consumer
Substitude for cards
Personal content
Push en pull
Install base
Hardware investment
Not many consumers already
have NFC on the phone yet
Still in trail phases
NFC-case
Buy a snack out of the wall and pay with your mobile (2007)
23. NFC-case
Buy a snack out of the wall and pay with your mobile (2007)
Pros & Cons
http://www.youtube.com/watch?v=otLt4pBk
VCo
Easy to use for consumer
Substitude for cards
Personal content
Push en pull
Install base
Hardware investment
Not many consumers already
have NFC on the phone yet
Still in trail phases
SEE VIDEO:
http://www.youtube.com/watch?v=otLt4pBkVCo
24. Pros & Cons
Store traffic
Loyaliteitsprograms
Data generator
Deep targeting often expensive
Reach could be sometimes very
limited (deep targeting)
Location Based Services
Interbest Traffic Lottery app
• Interbest is an outdoor
advertising company with
billboards next to
highways
• Consumers with the
Freeway app can play a
game & win prices
everytime they are near
an Interbest billboard
• Drivers only get the
ability to play if they are
not drive too fast. You can
only play the game if your
not driving.
25. Augmented Reality
AXA Insurance brings print ads to life
Logo
• Insurance company had
a new app to easy claim
your damage
• Augmented Reality in
combination with a
interactive printcampaign
to create brand awareness
and app downloads
Pros & Cons
Interactive possibilities
‘WOW factor’ generates great
awarness
You have to do some activities
(no Google Glass yet available)
Added value is often not clear
(not much knowledge about ROI yet)
You have to start an app
Enlarge your imagination
Integration with other media
Install base
26. Augmented Reality
Case: AXA Insurance brings print ads to life (video)
Keys to Success
• Be relevant and try to put some
added value in it!
• Use a Call to Action
Augmented Reality
Case: AXA Insurance brings print ads to life
ZIE VIDEO:
http://www.youtube.com/watch?v=9ohhf0p8CF
M
27. Pros & Cons
Anywhere, Anytime
De respons is higher thant desktop (0,7%
en 3% clickratio)
Interactive features (click to callendar/
Click to call)
Mobile Advertising is more expensive than
online advertising
Not much known yet about ROI
Mobile Display Advertising
Westin Hotels weather related swipe advertising
Keys to Success
• Be Relevant
• Use a Call the action
• Advertisiment will only
appear when the weather
is locally bad
• ‘Icescreen’ is swipeable
• Direct click-to-call to book
28. Utility App
Een brand ed utility app is
een app van een merk dat
instrumenteel gebruikt kan
worden. (Vb: De Voetjes meet
iPad app van Scapino/Dolcis:
http://tinyurl.com/9ouphgx)
Pros and Cons
Advanced features
Volledige programmeertaal en dus
meer mogelijkheden
Regulations App Stores
Fragmentation of mobile platforms
Mobile Apps
Scapino Shoe stores: Measure little feet and buy
directly
29. Mobile Apps
Case Make your Domino’s Pizza Hero app
Keys to Succes
• An app has to have added value for the
user, for example a game of an utility
tool
• There are lots of apps, so think about
how you could differentiate with
existing apps. Why will consumers
download your app?
• Do not use to much text
• Don’t forget to make it User Friendly!
• Try to get some data out of it and link
it to your existing CMS
• Make it social
ZIE VIDEO:
http://www.youtube.com
/watch?v=fsWyOsL_pJk
32. Mobile Strategy
• Start from your goals; not the tools
• Try to integrate mobile in your whole marketing mix
33. From a mobile marketing campaign to strategy
Mobile
campagne
experiment
Mobile
marketing
program
Mobile
marketing
integration
Mobile
relationship
management
Standalone
campagnes to
experiment or
make the first
steps in mobile
Periodical
campaigns where
results are being
measured and
optimized. Data is
being linkedin to
an central
database.
Client data is being
enriched with CRM
and other data
resources to build
better profiles for
personalised and
more relevant
communication.
Mobile is fully
integrated in
overall marketing
mix. Focus on
building a better
customer
experience and
better relation
with several
mobile tools
34. Mobile marketing strategy- step by step
Set up your goals
Research on your
targetgroup
Select the marketing
tools
Create the content
Test the campaign
Tracking en
reporting
Optimalisation
Evaluation
35. • Mobile Commerce will explode
• Faster growth of Mobile Advertising
• More focus on Tablets
• The consumer will be more demanding on mobile
• Relevance will become more & more important
• Not only an app, but a mobile strategy
• Less focus on total number of app downloads,
but more on active users (app loyalty)
My Mobile Marketing Trends 2013
36. Thank you!
Check for the latest mobile news, research & cases:
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Mobile Marketing & -Advertising
Editor's Notes
Despite overwhelming evidence, mobile budget investment remains small at 1% of marketing budgetProven returns of upto 30% campaign response, 65% voucher redemption and 98% of all SMS messages being open immediatelyThe opportunity for those willing to lead their respective markets are significant – offering notable competitive advantage, differentiation, consumer choice multi-channel modeling, not least the ability to attract a new customer profile