A Perspective on Mobile Marketing  Evolution, Marketing 2.0, Metaverse and Mobile Internet Yuri van Geest / SPRX Mobile
Cross digimedia Yuri van Geest Innovation Emerce Marketing Sales  Reddion HP yuri.typepad.com Mediakabel/ManyCast Nuon Mar...
Agenda <ul><li>Evolution  </li></ul><ul><li>Marketing 2.0 and Metaverse </li></ul><ul><li>Mobile Internet </li></ul><ul><l...
 
<ul><li>“ Every futurist who </li></ul><ul><li>is worth his salt is </li></ul><ul><li>a historian”  </li></ul><ul><li>(Kev...
<ul><li>Globalization and Power  </li></ul><ul><li>Church (< 1500) </li></ul><ul><li>Nation (1500-1800) </li></ul><ul><li>...
The Self Organizing Universe
Economic Revolutions  & Changing Consumer Drivers <ul><li>Agriculture  : Availability </li></ul><ul><li>Industrial  : Pric...
<ul><li>Market Economy  </li></ul>Social Economy Social = Authentic, Authority, Recommendations, Peer Production
Summary <ul><li>Globalized and Empowered Individuals and Groups </li></ul><ul><li>using Authentic, Social (Network) Filter...
 
Marketing 2.0 <ul><li>Authenticity </li></ul><ul><li>Open source marketing </li></ul><ul><li>ROI-based marketing </li></ul...
 
Communication 2.0 <ul><ul><li>Reputation -> Attention -> Conversion  </li></ul></ul><ul><ul><li>Proof and Honest Advice <>...
 
Metaverse Augmentation Simulation Personal External
 
 
Lifelogging/Lifestreaming <ul><li>Twitter </li></ul><ul><li>FriendFeed </li></ul><ul><li>Trackr </li></ul><ul><li>Cluztr  ...
<ul><li>Via web, mobiel web, sms en IM </li></ul>
<ul><li>MIRROR WORLDS </li></ul>
Examples Mirror Worlds <ul><li>Nokia Maps 2.0 </li></ul><ul><li>Google Earth 4.3 including StreetView ! </li></ul><ul><li>...
 
AUGMENTED REALITY
 
 
Mobile Internet = Booming <ul><li>Networks </li></ul><ul><ul><li>WiMax, DVB-H, HSDPA, LTE/4G, P2P  </li></ul></ul><ul><li>...
Mobile Internet = Booming (2) <ul><li>Content </li></ul><ul><ul><li>Maps/Earth/Nokia Maps, TV, video, movels, UGC </li></u...
Context
Mobile  Growth Areas
Physical Virtual Social/Connected Commercial Live Web
Physical Virtual Social/Connected Commercial Social Web
Physical Virtual Social/Connected Commercial Geo Web
Summary <ul><li>Globalized and Empowered Individuals and Groups </li></ul><ul><li>using Social (Network) Filters  </li></u...
Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware L...
QR codes
Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware P...
Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware P...
Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware P...
Answer Mobile Marketing <ul><li>Focus on the product itself and its USPs and tags (ecology, social, intrinsic value) </li>...
 
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Mobile Marketing and Advertising in the context of Evolution, Marketing 2.0, The Metaverse and Mobile Internet Trends

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The sweet spot of mobile marketing is identified using different trends from different perspectives and levels of analysis (Evolution at large, Marketing 2.0, Metaverse as well as Mobile Internet itself)

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  • Mobile marketing is driving a lot of the mobile initiatives. It’s drastically outpacing traditional desktop internet usage..
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  • I would like to add that the Mobile Internet Trends section is about the migration of the Mobile Social Web, Mobile Live Web and Mobile Geoweb towards the Physical part in the coming years.
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  • Mobile Marketing and Advertising in the context of Evolution, Marketing 2.0, The Metaverse and Mobile Internet Trends

    1. A Perspective on Mobile Marketing Evolution, Marketing 2.0, Metaverse and Mobile Internet Yuri van Geest / SPRX Mobile
    2. Cross digimedia Yuri van Geest Innovation Emerce Marketing Sales Reddion HP yuri.typepad.com Mediakabel/ManyCast Nuon Marketingfacts Erasmus Univ. MIT Mobile Monday Amsterdam (MoMo) SPRX Mobile
    3. Agenda <ul><li>Evolution </li></ul><ul><li>Marketing 2.0 and Metaverse </li></ul><ul><li>Mobile Internet </li></ul><ul><li>Q&A </li></ul>
    4.  
    5. <ul><li>“ Every futurist who </li></ul><ul><li>is worth his salt is </li></ul><ul><li>a historian” </li></ul><ul><li>(Kevin Kelly) </li></ul>
    6. <ul><li>Globalization and Power </li></ul><ul><li>Church (< 1500) </li></ul><ul><li>Nation (1500-1800) </li></ul><ul><li>Multinationals (1800-2000) </li></ul><ul><li>Individual + social network (> 2000) </li></ul>
    7. The Self Organizing Universe
    8. Economic Revolutions & Changing Consumer Drivers <ul><li>Agriculture : Availability </li></ul><ul><li>Industrial : Price </li></ul><ul><li>Services : Quality </li></ul><ul><li>Digital + Bio : Authenticity </li></ul>
    9. <ul><li>Market Economy </li></ul>Social Economy Social = Authentic, Authority, Recommendations, Peer Production
    10. Summary <ul><li>Globalized and Empowered Individuals and Groups </li></ul><ul><li>using Authentic, Social (Network) Filters </li></ul><ul><li>and Self Organization </li></ul><ul><li>to find, buy or create Authentic offerings </li></ul><ul><li>Question : How Will Mobile Marketing Work In This Context ? </li></ul>
    11.  
    12. Marketing 2.0 <ul><li>Authenticity </li></ul><ul><li>Open source marketing </li></ul><ul><li>ROI-based marketing </li></ul><ul><li>Focus on product innovation, less on classic promotion </li></ul>
    13.  
    14. Communication 2.0 <ul><ul><li>Reputation -> Attention -> Conversion </li></ul></ul><ul><ul><li>Proof and Honest Advice <> Propaganda </li></ul></ul><ul><ul><li>Sequence : 1) Mobile + Outdoor (LBS / AR) </li></ul></ul><ul><ul><li>2) PC-Internet 3) TV 4) Other media </li></ul></ul><ul><ul><li>ROI rules (reach overrated) </li></ul></ul>
    15.  
    16. Metaverse Augmentation Simulation Personal External
    17.  
    18.  
    19. Lifelogging/Lifestreaming <ul><li>Twitter </li></ul><ul><li>FriendFeed </li></ul><ul><li>Trackr </li></ul><ul><li>Cluztr </li></ul><ul><li>Trip-It </li></ul><ul><li>Qik </li></ul><ul><li>Nokia Conversations </li></ul><ul><li>Magitti </li></ul>
    20. <ul><li>Via web, mobiel web, sms en IM </li></ul>
    21. <ul><li>MIRROR WORLDS </li></ul>
    22. Examples Mirror Worlds <ul><li>Nokia Maps 2.0 </li></ul><ul><li>Google Earth 4.3 including StreetView ! </li></ul><ul><li>Microsoft Virtual Earth </li></ul><ul><li>Yahoo Maps </li></ul><ul><li>Earthmine </li></ul>
    23.  
    24. AUGMENTED REALITY
    25.  
    26.  
    27. Mobile Internet = Booming <ul><li>Networks </li></ul><ul><ul><li>WiMax, DVB-H, HSDPA, LTE/4G, P2P </li></ul></ul><ul><li>Handsets </li></ul><ul><ul><li>N95/N96, iPhone, Polymer Vision, nanotech </li></ul></ul><ul><li>OS </li></ul><ul><ul><li>Android, OSX, Symbian, Windows Mobile </li></ul></ul><ul><li>Applications </li></ul><ul><ul><li>JoikuSpot, Qik, Seesmic, Talkonaut, TrackR, </li></ul></ul><ul><ul><li>LinkedIn, G-Gears, AR/RFID/QR codes, Twitter </li></ul></ul><ul><ul><li>Mofuse, Napster, JotYou, YouTube, Hyves </li></ul></ul>
    28. Mobile Internet = Booming (2) <ul><li>Content </li></ul><ul><ul><li>Maps/Earth/Nokia Maps, TV, video, movels, UGC </li></ul></ul><ul><li>Payment Solutions </li></ul><ul><ul><li>P2P NFC/RaboMobiel, Payter, PayPerPhone </li></ul></ul><ul><li>Advertising </li></ul><ul><ul><li>AdWords, QR codes, e-mail, RSS, banners, text links, AR ads </li></ul></ul><ul><li>Flat-fee Pricing </li></ul><ul><li>Open Mobile Internet </li></ul><ul><li>Mobile = Lifestyle & Hot </li></ul>
    29. Context
    30. Mobile Growth Areas
    31. Physical Virtual Social/Connected Commercial Live Web
    32. Physical Virtual Social/Connected Commercial Social Web
    33. Physical Virtual Social/Connected Commercial Geo Web
    34. Summary <ul><li>Globalized and Empowered Individuals and Groups </li></ul><ul><li>using Social (Network) Filters </li></ul><ul><li>and Self Organization </li></ul><ul><li>to find, buy and create Authentic offerings </li></ul><ul><li>Question : How Will Mobile Marketing Work In This Context ? </li></ul>
    35. Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware LBS push advertisjng (banners, AdWords, rich media etc.) Payments (NFC) QR code + RFID + AR ads Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile books Music SMS/MMS-marketing
    36. QR codes
    37. Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware Payments QR codes ads RFID/NFC Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile Books Music SMS/MMS-marketing Mobile Internet Trends
    38. Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware Payments QR codes ads RFID/NFC Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile Books Music SMS/MMS-marketing Authenticity due to Social C2C Filters
    39. Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware Payments QR codes ads RFID/NFC Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile Books Music SMS/MMS-marketing Sweet Spot for Mobile Marketing Next 5 Years
    40. Answer Mobile Marketing <ul><li>Focus on the product itself and its USPs and tags (ecology, social, intrinsic value) </li></ul><ul><li>Focus on the physical ads instead of virtual ads </li></ul><ul><li>Don’t advertise, use the C2C data for research (e.g. using Hyves LBS or Twitter messages/profiles) </li></ul><ul><li>Let the mobile community decide upon your product and marketing roadmap (authenticity) </li></ul><ul><li>Enable and sponsor new mobile C2C apps/tools </li></ul><ul><li>Be more implicit and stealth relative to PC-Internet </li></ul>
    41.  

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