mobile monday switzerland #40 - richard otto presentation on mobile marketing
TRANSCRIPT
![Page 1: Mobile Monday Switzerland #40 - Richard Otto presentation on Mobile Marketing](https://reader030.vdocument.in/reader030/viewer/2022032617/55aa2c3a1a28abc7188b4736/html5/thumbnails/1.jpg)
Mobile Marketing
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• Working in Mobile Marketing & -Advertising industry since 2005
• (Co)-author of several Online Marketing books and ‘Verdwenen Merken’ (Lost Brands)(launch June ‘15)
• Founder of newsblog MobileMarketing.nl(in 2013 aquired by Dutch publisher Adfo Groep)
• Manager of Linkedin Group: Mobile Marketing & -Advertising (170.000+ members)
• Founder of Mobile Marketing Nederland
• …and mobile marketing
A small introduction:
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“Mobile Marketing is a set of practices that enables organizations to communicate and engagewith their audience in an interactive and relevant manner through any mobile device or network”.
What is mobile marketing?
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Is tablet mobile?
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“Not the Device, but the Usage qualifies if it’s mobile marketing”
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“Not the Device, but the Consumer qualifies if it’s mobile marketing”
Quantified Self
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Re invent
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From advertisment to branded utiliy
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From advertisment to branded utiliy
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Mobile Marketing Monitor
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90% of all respondents are using
‘mobile’ as a marketing activity
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1
11-15% 16-20% 21-25% 25% Unknow/
Can’t say
Which percentage of the total marketing budget
is being spend on mobile?
30%
0-5% 6-10%
2%
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0
10
20
30
40
50
60
70
Experimental On ad hocbasis
Integrated inthe
marketingmix
How is mobile marketing included in the marketingmix?
68%
14%
20%
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How much has the mobile budget changed over the past 12 months?
30%
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How much will the mobile budget change the next 12 months?
28%
26%
41%
6%
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#1 Which Mobile Tools are being used?
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#2 Which Mobile Tools are being used?
0
10
20
30
40
50
60
2013
2014
In 2 years
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Facts
• SMS, QR en AR for marketing usage has collapsed
• Marketeers did not use apps as much as the year before. The usage for the coming 2 years will be constant
• At the end of 2014 not many marketeers already used Bluetooth/beacons, but the expectations for next 2 year are high
• NFC for marketing usage is still not a big thing.
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Where do you spend your mobile display
advertising budget?
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And how do you spend your mobile
advertising budget?
Fixed 15%
CPC 36%
CPM 31%
CPL 6%
CPD 4%
Don’t know 9%
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Which mobilee device will get the highest priority in the near
future?
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3. Wearables 7%
2. Tablets 39%
1. Smartphones 54%
Which mobile device will get the highestpriority in the near future?
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Which main objective do marketeers want to achieve with mobile marketing?
41
Stimulation of sales in general 39%
Create Engagement 43%
Support of specific promotions 28%
Branding 35%
Innovation 12%
Differentiation with competition 6%
CRM 10%
Loyalty 12%
Other 4%
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Facts:
41
• ‘Innovation and ‘competitivedifferentiation’ are not hot topics anymore
• ‘Loyalty’ and ‘Mobile Coupons’ are getting more important
• ‘Stimulation in sales’ and‘Engagement creation’ will also begetting more important formarketeers
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- Unclarity about reach 44%
- Unclarity about effectiness/ROI 44 %
- No budget 22 %
- To expensive 11%
- Lack of standard formats 11 %
- Lack of knowledge about mobile
possibilities 11 %
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What needs to happen in your opinion to make mobile marketing grow faster ?
More (succesful)
cases
Better targeting possiblities.
Frequentcy cap with multi
screen targeting
There must be a clearer link between
investment and ROI . It is now (still) a
channel that is a part of the journey ,
and not necessarily the channel
where the sale is begin made.
Easing regulations Apple (iPad /
iPhone)
Thinking 'Mobile First' is
focussing on customer and
device; not the processes
More knowledge about mobile
within the organisation
In many cases, mobile is not
yet part of all client
processes. Now often adhoc
or standalone .
Must be included by the
Media Agencies
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So what about the consumers?
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n=1.043 Dutch consumers
73 % have downloaded one or
more apps from brands or
advertisers.
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SMS, Push Notifications and
screen take- overs are the least
appreciated mobile advertising
tools.
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49% understands that for
free content consumption
mobile advertising is
necessary.
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Main reasons to download a 'branded app'
are 'Added value' (39%), 'Access to getting
information' (35%), or 'To buy something'
(21%).
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29 % haves more positive brand attitude
after the use of an app. For 64% the
attitude towards brands remained
neutral.
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For 46% a bad app is a
reason to change from
company/provider/brand
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