This document provides an overview of mobile marketing strategies in three phases: 1) Foundation - establishing a mobile-optimized website as mobile usage grows. 2) Advertising - exploring location-based and second screen advertising opportunities. 3) Comprehensive strategy - integrating mobile across all online and offline campaigns, like apps for specific industries and audiences. Overall, the document outlines the increasing importance of mobile and various mobile marketing tactics companies can employ.

1. Mobile
Mark Wilmont
mark@to20.nl
January, 2014

2. Index
• Introduction Mark Wilmont
• Introduction TO20
• Introduction TomorrowMobile.nl
• Mobile The Next Steps

7. Inhoud:
- Introducti
e To20
- Voorbeeld
en
campagn

8. Why mobile?
• In the Netherlands, every 2nd phone is a smartphone.
• More than 35% of web visits are mobile only
• 94% of the Smartphone owners use an app daily
• Amazon sells $6b worth of stuff through mobile, almost
15% of their entire revenue
• In the Netherlands mobile advertising is still relatively
small, 6.6% of total display advertising

9. Why mobile?
In the nearby future the
potential of mobile as a
product and as a
marketing tool is huge
Source: http://www.tomorrowmobile.nl/alle-mobile-marketing-introducties-op-een-rij/

10. Mobile strategy
Comprehensive
Phase III
Phase II
Phase I
Source: Havas Media/Forrester
A.
Experimental
strategy
B.
Device
strategy
Foundation
C.
Channel
strategy

12. Phase I: Foundation
“If your information is not available on a small
screen, it doesn’t exist for all the people that rely on
their mobile phones for access.”

13. Phase I: Foundation

14. Phase I: Foundation
Mobile context: The reality
• Advertisers communicate their URL through TV
• 86% of people use mobile internet while watching
television
• Many advertisers do not have mobile site
• 30% of searches for restaurants comes from mobile
• Most restaurant websites are horribly useless
through mobile
Source: Marketresponse

15. Phase I: Foundation
• 79% of smartphone users uses their mobile in a shop
for product research
• 15% of searches for financial and insurance content
comes from mobile
• 77% of mobile searches are from home or work
Source: Marketresponse

16. Phase I: Foundation

17. Phase I: Foundation
Four reasons why not to develop an app, and one reason why an
advertisers should!
#1 An app is not an idea
#2 There are too many platforms
#3 The consumer doesn’t want the advertisers app
#4 App development is expensive
BUT
Consumer time spend on apps on mobile phones: 80% !
Source: @leeuwenrob

18. Phase II: Advertising

19. Phase II: Advertising examples
An overview of mobile
and tablet advertising
options

20. Phase II: Advertising examples

21. Phase II: Advertising examples

22. Phase II: Advertising – mobile and big data

23. Phase II: Advertising – location based advertising
• Big Data makes it possible for mobile ads to target
hyper-local.
• This is interesting because localized mobile
campaigns perform two to three times as good as
standard campaigns.
• The promise of mobile advertising is enormous, since
consumers have their smartphone with them all day.

25. Phase II: Advertising – Location based advertising
An overview of the most
effective location based
targeting strategies.
Source: TomorowMobile.nl / Business Insider, BI Intelligence Full Report.

27. Mobile commerce: Who are the consumers
Source: aimia.com + tomorrowmobile.nl

28. Mobile commerce: What do consumers buy?
• Clothes and accessories (39%)
• Tickets (24%)
• Books (not e-books) (23%)
• Meals (22%)
• Electronics (22%)
• Daily offerings (21%)
Source: MarketingCharts

29. “People are using the smartphone in the store as a
complement to what they’re doing. When you start to view
the smartphone as a complement to the purchase cycle,
and as retailers understand that, that number will only
increase.”
Bill Dinan (Telmetrics)

30. Phase II: advertising – in the retail industry
• 21% of consumers conducted a
mobile search before making an
offline purchase
• 44% check prices in store
• 73% of mobile searches are at
home
• 42% of mobile searches are at
store
• Reason of search: price
comparison 34%
• 47% annual increase in mobile
purchase research
Source: mobilemarketing.nl

32. Phase II: Advertising – Second screen advertising
Second Screen
• Programs are increasingly watched "on demand" and a
second screen is added to a program
• Program makers and broadcasters want to fascinate the
viewer and increase the perception around the program
• The second screen is a valuable addition or an
unnecessary distraction?
• Second screen brings new advertising options for
broadcasters and advertisers

33. Phase III: Comprehensive strategy
“Mobile as a bridge for all online and offline
activities and campaigns”

35. Phase III: Comprehenisve strategy car industry– Sales force app

36. Phase III: Comprehenisve strategy car industry – after sales app

37. Phase III: Comprehenisve strategy financial industry– app for a specific target group

38. Phase III: Comprehenisve strategy financial industry – Investor & media relations app

39. Phase III: Comprehenisve strategy leisure industry– Investor & media relations app

40. Phase III: Comprehenisve strategy – Loyalty programs

41. Phase III: Comprehenisve strategy – Loyalty programs

44. To20
Connecting Brands to Youth
Tel: +31-20 33 30 040
info@to20.nl | www.to20.nl
mark@to20.nl