The document discusses the integration of mobile technology into marketing campaigns, emphasizing the importance of the '4Ps' of mobile marketing: presence, permission, participation, and power. It highlights how mobile devices, particularly smartphones, significantly influence consumer behavior and shopping habits, exemplified by successful brand campaigns. The document also mentions the growing impact of mobile marketing on sales and consumer engagement across various sectors.

1. How To Integrate Mobile In Your
Marketing Campaigns
Mobile Marketing Forum
Bucharest 16th May 2013
Dan Virtopeanu
Managing Partner

2. Marketing 4P Are Still Valid

3. Mobile’s 4P In Marketing
ermission
articipation
resence
ower

4. First P - Presence

5. Presence: Local Shipments

6. Mobile Is The Most Used Technology

7. Smartphones & Tablets
• 5 millions smartphones in Romania (90% connected)
• 0,6 million tablets (50% connected)
• Right now, the smartphone community is the size of Facebook community.
=

8. Presence Quick Facts
150 times a day
61% - Mobile Phone is the first thing to notice
44% - Mobile is the first thing to notice when
wake up and last thing they see at night
Nomophobia: the fear of being without a
mobile phone

9. Exaggerated Presence

10. Presence Reshapes Retail
Carrefour Mobile App changes the items in the shopping list upon
the location to match the order of the items in the shopping aisles

11. Second P - Permission
Critical in any direct marketing action
Success proven by different brands like Gillette, BMW, Girls
Walker and ad networks like Blyk, Qustodian

12. Third P : Participation
Mobile is the only ubiquitous media device
Best Mobile Marketing Campaign Carling Black Label (over 10 mil
participants)
Lay’s over one million flavor suggestions via mobile

13. Fourth P - Power

14. The Fourth Life Of The Mobile Phone
voice text internet apps

15. Mobile Reshapes News Business
49% read news on
mobile phone

16. Mobile Reshapes Health
More than half of US smartphone owners use their device as
their pocket doctor.

17. Power From The Brands
Ikea set up furniture app won twice as best marketing app
Nivea mobile sunscreen alarm – send sms alerts when need shade or
stronger sunscreen
Nivea sun alarm – wake you up early if is sunny, let you sleep more if is bad
weather
Tomi Ahonen – MMA Forum New York 2013

18. Integrate Mobile In Campaigns
ales
ngagement
wareness

19. Display Campaigns For CPG
Awareness focused campaigns are typically more effective than direct
response campaigns - 2012 study worldwide

20. How To Integrate Better Mobile?
Adapt to device and context
Use unique features
Measure and refine

21. Case Study For Awareness
Nokia Lumia Campaign – winner Australian
mobile awards 2012
2:20 visit duration
79.3% new visitors

22. Mobile & Shopping

23. Mobile & Sales
Mobile is the missing link between all the media and store
10 billion mobile coupons will be redeemed in 2013
Impact 10 times higher than online/physical coupons (Juniper 2013)
Available on any mobile phone
Coupon delivery using any mobile tool: SMS, App, Browser
Easy to redeem
MMA Survey Immediacy of Mobile Shopping: in convenience stores and gas
stations 66% shop within the hour

24. Mobile & Sales
Mobile virtual trials Directoptic
Shoppers who try eyeglasses have 41% higher conversion rate and spend
12.5% more
Axe Wake Up Girl increased sales 300%
Macy’s In Store GPS: a new way to fight the decrease of the impulse buy at
check out

25. Engagement Campaigns
All media (TV, print, outdoor, online, radio) can engage audience using mobile
tools: QR Codes, OCR apps, SMS.
Coca Cola Chok Chok Chok won the best mobile marketing campaign at MWC
2013

26. Engagement Campaigns
From the real world we can engage audience on social networks using mobile
(likes, shares, check-in, post photos)
Granata Pet (Foursquare on the street)
Diesel (in store likes on Facebook)

27. SmartPhone – Best Engagement Device

28. Mobile & Marketing
Mobile’s 4Ps in marketing: Presence, Permission, Participation, Power
Good integration of mobile in the marketing campaigns helps
awareness, boost sales and drive best engagement

29. Q&A session
dan.virtopeanu@breezemobile.ro
@virtopeanu
breezemobile.ro/blog