Download - Mobile marketing, what's different?
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Mobile marketing
what’s different?
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summary
• market figures• mobile marketing survey results• technologies & cases• ChaCha (USA)• the future• tips & tricks
market figures
10.503.250 residents
11.550.530 mobile subscriptions
sources: The Netsize Guide 2010, MEC, ISPA, Apple, Morgan Stanley
= 109.97% mobile penetration rate
3.151.537 active internet connections
250.000 applications in the Apple App Store
1.402.504 Belgians surf several times per weekwith their mobile
mobile internet penetration will be higher than desktop penetration in 2013
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mobile marketing survey results
Netsize Mobile Marketing Survey 2009•221 respondents from four regions•68% of the respondents from Europe
respondents•33% from B2B•22% focused on B2C•39% served a mix of the two sectors
sectors•marketing services: 25%•entertainment, media and publishing: 11%•ICT: 23%•financial services: 10%
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relevancy rules
others
integration with existing CRM systems
economic situation driving look for alternative media
easy to use tools
success cases
speed of implementation of mobile campaigns
conversion ratios
cost of reach
objective measurements
integration with mobile and online media
precise targetting
7%
18%
19%
24%
25%
27%
27%
35%
39%
41%
52%
drivers
copyright: 2009 Netsize
results
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messaging leads the pack
copyright: 2009 Netsize
other
MMS
Bluetooth campaigns
keywords ads and links with mobile search
coupons, barcodes, QR codes
branded mobile content
branded mobile applications
banner ads
mobile website
SMS text messaging (inbound & outbound)
9%
22%
14%
17%
31%
29%
35%
26%
51%
52%
10%
11%
12%
15%
20%
21%
23%
25%
42%
57%
planned used
tactics
n= 169
results
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keep the customer
copyright: 2009 Netsize
don't use it yet
mobile commerce
transactional communications
retention/loyalty
acquisition
6%
37%
37%
64%
65%
17%
25%
27%
43%
56%
used or using plannedn= 170
objectives
results
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Red Cross
objective• recruitment of blood donors• keep database of donors up to date
mechanism• SMS zip code to 8128• link is made between zip code and blood center• notify donors when blood is missing
SMS
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Kai Mook
objective• viral and low cost campaign for Zoo Antwerpen about the birth of Baby Elephant Kai-Mook•notify people about the birth of the elephant
mechanism• subscription to the service on the website• subscribers received an SMS when the birth of the baby elephant started
SMS
De bevalling van mama-olifant Phyo Phyo is begonnen! Volg het LIVE op www.baby-olifant.be. Groeten, ZOO Antwerpen
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Nikevoice
objective• viral campaign for Nike football training academy
mechanism•invite a friend via SMS or the internet• friend receives a call and hears a message recorded by Steven Defour
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Flair Loveapps
homepage clickablesplashpage
choose your version
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Flair Loveapps
spin the weel wheel is spinning share the task on Facebook/play again
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H&Mapps
catalogue share it find the nearest H&M
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ChaChacase
what is ChaCha?ChaCha provides a revolutionary, free "ask-a-smart-friend" answers multi platform service where users can ask questions 24/7 to real people known as "Guides".
what is ChaCha mobile?ChaCha mobile is a highly effective, targeted and proven way to reach an audience on-the-go
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ChaChacase
how does it work?
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the futurewhat’s next?
Augmented reality is a term for a live direct or indirect view of a physical real-world environment whose elements are augmented by virtual computer-generated imagery.
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tips & trickstip!
make it relevant for your customerHERENOW
create a clear ‘what’s in it for me’ for your customer
define your objective•do you want to... • sell stuff?• entertain people?• create traffic to your other channels?• create extra ‘touch moments’ with your consumers?
don’t forget to ask permission, opt-in must be done by SMS
what makes your message/offer/ campaign ‘mobile’ in order to create a better/different user experience compared to your other channels?
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