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Mobile Marketing in Europe by Richard Otto Mobile Marketing Nederland

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Mobile Marketing in Europe by Richard Otto (Mobile Marketing Nederland)

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Page 1: Mobile marketing in europe

Mobile Marketing in Europe

by Richard OttoMobile Marketing Nederland

Page 2: Mobile marketing in europe

• Working in Mobile Marketing & -Advertising industry since 2005 (Clients: Vodafone, ABN AMRO, Mindshare, Terre des Hommes etc)

• Founder of platform MobileMarketing.nl (Since March 2013 part of Adformatie Groep)

• Co-autor Handbook Online Marketing (Uitgeverij NoordHoff)

• Manager of Linkedin Group: Mobile Marketing & - Advertising (75.000+ members) • Founder of Mobile Marketing Nederland

...and mobile marketing

A short introduction..

LINKEDIN

Page 3: Mobile marketing in europe

• Mobile trends & numbers• Mobile marketing tools & European examples• Mobile marketing strategy• My Mobile Marketing expectations

So let’s talk about:

Page 4: Mobile marketing in europe

Mobile Phone Timeline

Page 5: Mobile marketing in europe

5

History of the phone

calling

texting

Page 6: Mobile marketing in europe

6

History of the phone

calling

texting

calculatoragenda

telephone book

MMS

wappen

making pictures

music player

email

chat

browse

ebooks

gaming

video calling

banking

watching TV

watching movies

listening radio

mobile shopping

navigatingscanning docs

fax

soliciteren

bloggingphotoshopping

draw

Page 7: Mobile marketing in europe

What activities do you do on your phone?

- Scanning QR codes

- Checking reviews of products

- Compare prices

- Branded marketing app downloaded

- Mobiel banking

- Mobiel Payments

- Mobile Coupon usage

Page 8: Mobile marketing in europe

Research results:

- 71% research of product and services with smartphone

- 56% compared prices and check product reviews

- 44% checked for special deals and coupons

- 16% scaned bar/qr codes of products

And what about the rest of Europe?

Page 9: Mobile marketing in europe

75% of all sold phones is a smartphone

Penetration of mobile phones in The

Nederland is 91% . European average is

80%.

23% van het online verkeer wordt

via een mobiel toestel gegenereerd

Top 3 mobile activities: SMS’en, internet en e-mail

21.182.000 mobiele phones in

NL

51 % is using mobile internet on a daily

basis

41% of all email are opened on a mobile device

Tablets worden gem

door 2,3 mensen in een huishouden

gebruikt

Penetration of smartphones in The

Netherlands 65% (7+ million)

34,3 million tablet users

Mobile usage by consumers

20% uses Facebook only on their mobile.

58% mostly uses Facebook on mobile.

23% of online traffic is generated by mobile devices

Not for publication

Page 10: Mobile marketing in europe

10

Mediaconsumption vs

Marketing budgets

Page 11: Mobile marketing in europe

Mobile Marketing in Europe

70% said that Smartphones has their highest priority (28%

tablets)

Mobile marketing 2011 in Nederland:

€26 million (IAB NL)

23% van het online verkeer wordt

via een mobiel toestel gegenereerd

Top 3 most important reasons to use mobile:

stimulate sales, support on promotion, Generate brand awareness

Mobile advertising 2011 in Nederland:

26 miljoen Euro

37 % does not use mobile marketing in

their business

Not clear about the reach(65%), insufficient

knowledge (49%), no budget (58%)

are the most important reasons to not use mobile in marketing strategy

Tablets worden gem

door 2,3 mensen in een huishouden

gebruikt

More than 70% expects a growth

in budget

Top 3 highest rated mobile features: Interactivity , Engagement

between brand and customer, Directness

77% will use mobile marketing tools in

de future63% are

already using mobile

marketing

Bron: Top 500 adverteerders NLMobile Marketing Nederland (Sep 2012)

Not for publication

Page 12: Mobile marketing in europe

Mobile Commerce in Europe

64% of all mobile shopping sessions is

from an iPad

€ 91 billion is the expected sales trough m-commerce

worldwide by 2015

58% of mobile shoppers are age

18-34.

In 2012 34% have made a purchase using their mobile

phone. Compared to 19% in 2011

The Mobile Commerce revenues in The Nederlands

will grow with 56,9%.

That’s the highest percentage of whole Europe

In the first half of 2012

1,5 million Dutch consumers

did an online purchase with their smartphone or tablet

66% of the mobile purchases are being done from home

Most popular mobile

items are: 43% apps, 12% music, 10% fashion, 9% tickets, 9% magazines & newspapers

Not for publication

Page 13: Mobile marketing in europe

Who already integrated Mobile in their marketing activities?

Page 14: Mobile marketing in europe

Source: The Mobile Internet Report

The impact of mobile…

Mobile vs Desktop users globally

Mob

ile in

tern

et u

sers

(in

mili

ons)

Page 15: Mobile marketing in europe

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

Mobile Marketing is a collective term for all marketing activities through mobile devices

But what is ‘Mobile Marketing’?

Page 16: Mobile marketing in europe

Which Mobile Marketing Tools do you know?

Page 17: Mobile marketing in europe

Mobile Marketing tools

9. Location Based

Services

4. Mobile display

advertising

7. Bluetooth

1. SMS / MMS

2. Mobile site

3. Mobile apps

5. QR codes

10. NFC

8. Augmented Reality

6. Mobile Coupons

Page 18: Mobile marketing in europe

• McDonald's introduced interactive ping pong on big screen in center of Stockholm

• People could interact with McDonald's and win coupons.

• The game was mobile web based, you don't have to download an app to play.

• Great brand awarenes not only in the center of Stockholm, but also PR-buzz

Pros & Cons?

Usage is sometime not clear

Hardware

High redemption ratio’s

Measurable

More relevance by location and time Data (more personal with link to CRM)

Cheaper than traditional coupons

Real time delivery

Enviromental friendly

Mobile CouponsMcDonalds mobile ping pong game on billboard to wincoupons

Page 19: Mobile marketing in europe

Mobile CouponsMcDonalds mobile ping pong game on billboard to wincoupons

Keys to Success

• Make it measurable

• Make it personal

• Try to inform consumer, but also your own employees clearly how it works

• Use uniqiue price reductions

SEE VIDEO:http://www.youtube.com/watch?v=7u0ij9D5S4Y

Page 20: Mobile marketing in europe

Pros & Cons

High Awareness

Easy and cheap

Makes traditional media interactive

Content is always changeable

Consumer usage

You need a QR Scanner app

Mobile landingspage is sometimes‘forgotten’.

QR codeFrozen Cinema for QR donations

• QR campaign in german cinema’s

• QR to donate for charity

Page 21: Mobile marketing in europe

Keys to Success

• Use for mobile friendly content behindthe QR code

• The QR has to be scanable (so do not use it on billboard next to the highway!)

• Make the scans measurable (url tracking)

• The content behind the qr code must have added value

QR codeFrozen Cinema for QR donations

SEE VIDEO:http://www.youtube.com/watch?v=DEVN8sMHGMc

Page 22: Mobile marketing in europe

NFC

Logo

• Grab a snack out of the wall is typical Dutch

• First NFC payment test by Rabobank

• Showcase about how easy NFC payment could work

Pros & Cons

Easy to use for consumer

Substitude for cards

Personal content

Push en pull

Install base

Hardware investment

Not many consumers already have NFC on the phone yet

Still in trail phases

NFC-caseBuy a snack out of the wall and pay with your mobile (2007)

Page 23: Mobile marketing in europe

NFC-caseBuy a snack out of the wall and pay with your mobile (2007)

Pros & Cons

http://www.youtube.com/watch?v=otLt4pBkVCo

Easy to use for consumer

Substitude for cards

Personal content

Push en pull

Install base

Hardware investment

Not many consumers already have NFC on the phone yet

Still in trail phases

SEE VIDEO:http://www.youtube.com/watch?v=otLt4pBkVCo

Page 24: Mobile marketing in europe

Pros & Cons

Store traffic

Loyaliteitsprograms

Data generator

Deep targeting often expensive

Reach could be sometimes very limited (deep targeting)

Location Based ServicesInterbest Traffic Lottery app

• Interbest is an outdoor advertising company with billboards next to highways

• Consumers with the Freeway app can play a game & win prices everytime they are near an Interbest billboard

• Drivers only get the ability to play if they are not drive too fast. You can only play the game if your not driving.

Page 25: Mobile marketing in europe

Augmented RealityAXA Insurance brings print ads to life

Logo

• Insurance company had a new app to easy claim your damage

• Augmented Reality in combination with a interactive printcampaign to create brand awareness and app downloads

Pros & Cons

Interactive possibilities

‘WOW factor’ generates great awarness

You have to do some activities (no Google Glass yet available)

Added value is often not clear (not much knowledge about ROI yet)

You have to start an app

Enlarge your imagination

Integration with other media

Install base

Page 26: Mobile marketing in europe

Augmented Reality

Case: AXA Insurance brings print ads to life (video)

Keys to Success• Be relevant and try to put

some added value in it!

• Use a Call to Action

Augmented RealityCase: AXA Insurance brings print ads to life

ZIE VIDEO:http://www.youtube.com/watch?v=9ohhf0p8CFM

Page 27: Mobile marketing in europe

Pros & Cons

Anywhere, Anytime

De respons is higher thant desktop (0,7% en 3% clickratio)

Interactive features (click to callendar/ Click to call)

Mobile Advertising is more expensive than online advertising

Not much known yet about ROI

Mobile Display AdvertisingWestin Hotels weather related swipe advertising

Keys to Success• Be Relevant

• Use a Call the action

• Advertisiment will only appear when the weather is locally bad

• ‘Icescreen’ is swipeable

• Direct click-to-call to book

Page 28: Mobile marketing in europe

Utility AppEen branded utility app is een app van een merk dat instrumenteel gebruikt kan worden. (Vb: De Voetjes meet iPad app van Scapino/Dolcis: http://tinyurl.com/9ouphgx)

Pros and Cons

Advanced features

Volledige programmeertaal en dus meer mogelijkheden

Regulations App Stores

Fragmentation of mobile platforms

Mobile Apps

Scapino Shoe stores: Measure little feet and buy directly

Page 29: Mobile marketing in europe

Mobile Apps

Case Make your Domino’s Pizza Hero app

Keys to Succes

• An app has to have added value for the user, for example a game of an utility tool

• There are lots of apps, so think about how you could differentiate with existing apps. Why will consumers download your app?

• Do not use to much text• Don’t forget to make it User

Friendly!• Try to get some data out of it and

link it to your existing CMS• Make it social

ZIE VIDEO: http://www.youtube.com/watch?v=fsWyOsL_pJk

Page 30: Mobile marketing in europe

• Many marketeers just say:

We want an app!

Page 31: Mobile marketing in europe

Mobile Marketing is more than only apps

Page 32: Mobile marketing in europe

Mobile Strategy

• Start from your goals; not the tools• Try to integrate mobile in your whole marketing mix

Page 33: Mobile marketing in europe

From a mobile marketing campaign to strategy

Mobile campagne experiment

Mobile marketing program

Mobile marketing integration

Mobile relationship management

Standalone campagnes to experiment or make the first steps in mobile

Periodical campaigns where results are being measured and optimized. Data is being linkedin to an central database.

Client data is being enriched with CRM and other data resources to build better profiles for personalised and more relevant communication.

Mobile is fully integrated in overall marketing mix. Focus on building a better customer experience and better relation with several mobile tools

Page 34: Mobile marketing in europe

Mobile marketing strategy- step by step

Set up your goals

Research on your targetgroup

Select the marketing tools

Create the content

Test the campaign

Tracking en reporting

Optimalisation

Evaluation

Page 35: Mobile marketing in europe

• Mobile Commerce will explode

• Faster growth of Mobile Advertising

• More focus on Tablets

• The consumer will be more demanding on mobile• Relevance will become more & more important

• Not only an app, but a mobile strategy

• Less focus on total number of app downloads, but more on active users (app loyalty)

My Mobile Marketing Trends 2013

Page 36: Mobile marketing in europe

Thank you!Check for the latest mobile news, research & cases:

Linkedin Group: Mobile Marketing & -Advertising

Richard Otto(Mobile Marketeer)

[email protected]

+31628530095

www.mobilemarketingnederland.nl