mobile marketing
DESCRIPTION
Web and mobile communicationTRANSCRIPT
- YOUR FAVOURITE WASTE OF TIME -
First things first
THIS IS ME& I simply love the mobile playground
Back in the middle of last century...
WHEN PEOPLE GOT THEIR FIRST GLIMPSESof a world that looked like this...
AND THE INTERNET WAS STILL AN IDEA...
HIGHlooked like this...
DESIGN
USERSpretty much all
LOOKED LIKE THIS...
PUTT YOUR LIGHTERS UPlooked like this
80People were already using telephones for the last
YEARS& they pretty much all looked like this...
FAST FORWARD
FAST FORWARDto the present...
NOW,the world looks like this...
YOU ARE HERE!
IS A The internet
REALITY
&now look like this
PEOPLE
OR LIKE THIS...
OR THIS
PUTT YOUR LIGHTERS UPis now something
more like this...
Times have definitely
CHANGED
As there is a
MOBILE MOVEMENTgoing on...
SMARTER CONSUMERS
The rise of smartphones is creating
SMARTER MARKETING
& more opportunity for
IN 1 WEEK81% browse the internet77% use a search engine48% watch a video63% access a social network
WE’RE USING SMARTPHONES ALMOST EVERYWHERE...
39% use it while going to the bathroom
WE’RE USING SMARTPHONES ALMOST EVERYWHERE...
33% while watching TV
WE’RE USING SMARTPHONES ALMOST EVERYWHERE...
22% while reading the newspaper
SMARTPHONES HAVE BECOME SUCH AN IMPORTANT PART OF
OUR LIVES THAT:
MANY OF US WOULD GIVE UP
MANY OF US WOULD GIVE UP
MANY OF US WOULD GIVE UPJust to keep using them...
THEY ARE BECOMING
IMPORTANT TO OUR SHOPPING
HABITS TOO
79%help with shopping
OF US USE SMARTPHONES TO
70%while in-store
OF US USE SMARTPHONES
54%find a retailer
OF US USE SMARTPHONES TO
49%compare prices
OF US USE SMARTPHONES TO
48%get promotions & coupons
OF US USE SMARTPHONES TO
44%read reviews & product info
OF US USE SMARTPHONES TO
34%search in-store inventory
OF US USE SMARTPHONES TO
BUY74% of shoppers made a purchase based on a smartphone search
WHICH LEADS US TO
SHOPPING?Where do we do most of our
USUALLYIN OUR OWN BACKYARD
95% look for
LOCALINFORMATION
EVERYTHINGWe’re using our phones to find
EVERYTHINGWe’re using our phones to find
EVERYTHINGWe’re using our phones to find
71% of us search
because we saw an AD
BOTH ON traditional media
& ON OUR PHONES
43% search after seeing TV ad
17% search after seeing a display ad on a mobile device
9 OUT OF 10 MOBILE USERS
& we’re acting on it
have taken action
MOBILE MOVEMENTdon’t miss the
CHANGE EVERYTHINGWhy MOBILEis going to
we know to be true
MASS MEDIUMThat’s because we’ll addressMOBILE
as ain stead of as a DEVICE
Not just any
MASS MEDIUM
NOPE
The 7th
MASS MEDIUMof all times...
1The printingpress
2Recordings
3Cinema
4Radio
5Television
6The Internet
7Mobile
MASS MEDIAis the onlyMOBILE
that can do
the previouw six can doEVERYTHING
READ & PUBLISH
PLAY RECORDINGS
WATCH MOVIES
LISTEN TO RADIO
WATCH TELEVISION
SURF THE WEB
But
BUT
THERE’S MORE
CAPACITIEShas some uniqueMOBILE
that make it a unique & superior
MASS MEDIUM
1The first truly
PERSONALmass media
2The firstALWAYS-CARRIED
mass media
3The first
ALWAYS-ONmass media
4The only mass media
PAYMENT CHANNELwith a built-in
5At the point of
CREATIVE impulse
6The mass medium
CUSTOMER INFORMATIONwith the most accurate
ONLY FOR THE HAPPY FEW?
ONLY FOR THE HAPPY FEW?
POPULATION OF THE EARTH: 7 BILLION
20 Million
MOBILE USERS 3,6 BILLION
MOBILE WEB ACCESS 1,6 BILLION
WEB ACCESS by PC 1,1 BILLION
MOBILE WEB ACCESS BY 2015 - HALF OF THE PLANET
2020will be the mostMOBILE PHONES
by the year
important device to access
THE WORLDWIDE WEB
Sander 15y
MOBILE MARKETINGKey elements in
APPS
DEEPEST CAVESMost of the apps live in the
of our app stores
81%one ore more apps
OF SMARTPHONE USERS INSTALLED
25apps / phone
AVERAGELY, THAT’SABOUT
1/2is used
is not
8,1
6,8
MOBILE WEBThe
is all about context & relevance
LOCATION BASED SERVICESleading to higher relevance
& genuine consumer insights
46%even heard of LBS...
OF SMARTPHONE USERS HAVE NEVER
38%but have never used it...
KNOWS WHAT LBS ACTUALLY IS
4%again afterwards...
TRIED LBS & HAVE NEVER TRIED IT
12%location based services
ACTUALLY USES
37% because of privacy-issues
a big part of the smartphone users don’t (want to) use LBS?
WHAT’S THE REASON
a big part of the smartphone users don’t (want to) use LBS?
WHAT’S THE REASON
32% because of indifference
a big part of the smartphone users don’t (want to) use LBS?
WHAT’S THE REASON
32% want to use it, but don’t know how to benefit LBS
a big part of the smartphone users don’t (want to) use LBS?
WHAT’S THE REASON
17% think there are no advantages in using LBS
MOBILE TAGGINGThe bridge between the real world & mobile web
AUGMENTED REALITYExperiencing
MOBILE PAYMENTSThe cashless society, thx to
Key elements in
MOBILE MARKETINGhelp to develop more valuable
interactions & communication between
PEOPLE & BRANDS
Key elements in
MOBILE MARKETINGhelp to build a new
ECOSYSTEMbetween different media
MOBILE STRATEGYA sneak peek into
using 5 simple steps
1Define the
PURPOSEof your mobile initiative
2Choose theMOBILE PLATFORM
that suit your audience & objective
3Maximilise the
VALUEof your mobile solution within the chosen platform
* Location based services* Mobile tagging* Augmented Reality* Mobile Payment
4your mobile solutionMARKET
* Pricing* Promotion* Measurement* Iteration
5use mobile to
CHANGEbehaviour
Mobile proved itself as a medium capable of producing
MEANINGFUL &INTEGRATED communicationwith relevance & added value for the consumer
THE MOTOR
To be a true competitor of the classical marketing budget
MOBILEbetween different
mass media & not as an extraregular advertising channel...
has to be used as
OF A BRAND
Not as an extra regular advertising channel...
but as a genuine extension
“At the moment, we look at mobile as a device. And so we study how fast it is, how small it is, what’s the resolution of the screen, how it functions.
But actually we should look at mobile not as a device, but as a lifestyle. So what’s changing is the way we interact with content, with services, with payment devices. It’s a behavioural thing, and we’re only at the very beginning of understanding of what it is to be continuously connected to a global network. Not just for making phone calls, but for everything.
Let’s say we’re day 1 in a year of mobile revolution. The future is really what happens when any piece of content is available to you at all times and your phone becomes your remote control to this giant global network.”