digital marketing live! - yourzine - de impact van mobile en internet of things op direct marketing

PowerPoint-presentatie

De impact van mobiel en internet of things op Direct Marketing@ronalddegroot | @mobileloyaltyYZ

1

Reeds meer dan 10 jaar actief in mobile marketing. Met een passie voor digitale innovatie, artificial intelligence, iOT.

Mobiele divisie opgezet met klanten als PostNL, TNT Express, ING Sprinters, Walibi, Deloitte, Scotch & Soda, Yellowbrick, Nationale Nederlanden, ONVZ.

Binnen het bureau een groei gerealiseerd naar 20 FTE

Als eerste bureau QR-codes commercieel ingezet voor FMCG Go-Tan (Quick-Recept).

Layar ontwikkeld voor PostNL.

Direct Mobile Marketing gentroduceerd via een eigen ontwikkelde platform Adbridge.

Initiator en gastdocent van de minor Mobile business en design op de Hogeschool van Utrecht.

Trainer Mobile Marketing als onderdeel van de Next Marketeer B opleiding.

Momenteel co-founder van het label Mobile Loyalty.

2

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty | #mobilemarketing

Jullie meenemen in de mobile technologische, -consumenten en marketing trends (dat zijn er nogal wat) Mobile is net zo breed als desktop, kan dus helaas niet alles behandelen. Mijn focus ligt op de belangrijkste mogelijkheden en toepassingen van het medium. Ga jullie (hopelijk) praktische handvatten meegeven zodat je weet waar je moet beginnen, alles wat ik ga vertellen bestaat al en is dus niet fictief(!). Zorgen voor inspiratie en een tipje van de sluier oplichten wat de toekomst ons gaat brengen, veel zaken die jullie voorbij zien komen zullen realiteit zijn als jullie het werkveld betreden.DE KADERS

3


Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through and with any mobile device or network.*

Definitie Mobile Marketing* Definitie volgens de Mobile Marketing Association

4


The set of practices includes activities, institutions, processes, industry players, standards, advertising and media, direct response, promotions, relationship management, CRM, customer services, loyalty, social marketing, and all the many faces and facets of marketing.Set of practices

5


To engage means to start relationships, acquire, generate activity, stimulate social interaction with organization and community members, [and] be present at time of consumers expressed need. Furthermore, engagement can be initiated by the consumer (Pull in form of a click or response) or by the marketer (Push).Engage

6


Through and with any mobile device or network

7

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty

8

Computers have changed the worldWe are part of a digital evolution

9

Computers are evolving rapidly

10

An evolution on (very high) speed

An evolution on speed.The technology adaptation for select innovations.11

All of these fit in your pocket

Its not about calling anymore

Its about being online 24/7

14

Mobile Dominates Digital Time Spent

15

TheHow, why and from whoWe buy has changed.Just like marketing.

16

17

In other words, marketing makes a u-turn

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty | #mcommercenow

Traditional marketing no longer works

21

Companies needs to be customer-centric

It may even save Lives ;)


24

A shift in marketingBlastingVia mass advertisingBased on who they areUsing point in time campaignsAcross few / isolated channelsWith unclear objectivesNurturingAs individualsBased on what they doContinuous conversationsWherever they areAlways directed towards a goal

25

Fueled by a combination of disruptive technologies

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty | #shoppingtoday

De uitdaging van de huidige marketeer

27

In this world

In the next 5 years, people that grew up with mobile will start earning moneyMet nieuwe uitdagende consumenten

29

30

Customer are onlineeven when theyre offline.

Mobile is the glue between offline & online

This is not a phoneIts our life remote

33

37 billionthings will be connected to the internetBy 2020

35

The Things NetworkHard towards global iOT coverage

IOT is going to change the relationship between brands and consumers to a 1:1 relevant and personalized relationship.

The idea:

use the means and creativity you have available for advertising to create a promotional serviceBrands create brand utilities

41

Theres too much advertising and its becoming less effectiveWhy is this happening?

42

There is logical link between the Utility and the Brand.

Things' become digital touchpoints


iOT changes advertising from buy me to a brand utility

46


Technologie verandert adverteren

47

Walgreens discovered that shoppers who use the app spend 6X more than shoppers who dont

73,6 milion ($) mobile sales 60% growth in mobile sales

Mobile changes the way we interact with brands

52

Mobile unlocks new possiblities

to pay and monitize loyalty directly

And it unlocks new possiblities

to communicate in a relevant way

And how brands compete

Meatpack is a shoe store in Guatemala, known for its edgy style and for being down with the kids.

55

Tapped into the zero-moment-of-truth via mobile with a brand utility

Alle ingredinten zijn aanwezig

1:1Intimate & key to social lifeContextualReal- timefast & direct responseConvenience & simplicityLocation basedAdvancedAlways onMobile: The holy grail for brands

63


PushnotificationsIn-App messageBeaconsMobile CouponsInstant MessagingGeofencingTagging: NFC/QRData over audio marketingApp LinksAugmented RealityMobile offers new possibilities for direct marketing

64

Tesco Turned billboards into stores

Met het concept Let the store come to the people realiseerde het bedrijf 76% aan nieuwe klanten, een stijging van 130% aan opbrengsten, meer dan 65.000 geregistreerde gebruikers en wekelijkse inkomsten van $ 28.000 na vier maanden. Tesco transformeerde hiermee kostbare reistijd in waardevolle winkeltijd. De achterliggende reden was dat Tesco geen groei wilde van het aantal winkels, maar wel meer omzet wilde bewerkstelligen. Met de constatering dat in Zuid-Korea QR-codes volop worden gebruikt, de metro door veel mensen als da- gelijks vervoer wordt gebruikt en hier dus duizenden bestaande en potentiele klanten voorbijkomen, heeft Tesco bestaand marketingbudget ingezet voor een zeer opvallende en direct converterende kassa; een nieuwe service. Tesco bewerkstelligde gedurende de campag- neperiode niet alleen een hogere omzet en meer klanten, maar ook een sterkere merkvoorkeur.66

Vodafone

Vodafone Created a augemented reality game

https://www.youtube.com/watch?v=MnWWEA7an0I

Starting from the brief Vodafone is the fastest mobile network in Germany North Kingdom created a digital story revolving around so-called Buffer Monsters that represents everything slow in your everyday surroundings.

67

https://www.youtube.com/watch?v=MnWWEA7an0I

68


Is growing fast

69

Conversational commerce in the Netherlands?


Datvraagik.nl

VIP customers can directly correspond with sales associates (text, email, call or FaceTime) and associates are alerted when select shoppers arrive in the store.MyNM provides more personalized product recommendations: my Neiman Marcus mobile shopSnap (take a picture), find and shop function The company also rolled out an app during the first quarter for its 5,000 sales associates, to improve customer service in stores. The business dashboard in the app shows a sales associate a customers purchase history across channels, the customers alterations and other service details. As importantly, the associate is given product recommendations plus reasons to contact the customer for events or offers. In future releases, there will be a direct app-to-app interface between associates and those customers who have downloaded our Neiman Marcus app on their mobile devices.In addition to shopping features, Neiman Marcus NM app houses the retailers blog and Instagram feed. With the main goal to increase the interactions (retention to the app) with the customers and learn more about their interests and personalize the app based on these interests. Inbox function to receive personalized messages form Neiman Marcus

72

The Future of conversational commerce

The Future of mobile

Vergeet niet! Dit was pas 17 jaar geleden

Bedankt!

Vragen?!@ronalddegroot | @mobileloyaltyYZ |

79