mobile marketing in europe
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Mobile Marketing in Europe by Richard Otto (Mobile Marketing Nederland)TRANSCRIPT
Mobile Marketing in Europe
by Richard OttoMobile Marketing Nederland
• 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..
• Mobile trends & numbers• Mobile marketing tools & European examples• Mobile marketing strategy• My Mobile Marketing expectations
So let’s talk about:
Mobile Phone Timeline
5
History of the phone
calling
texting
6
History of the phone
calling
texting
calculatoragenda
telephone book
MMS
wappen
making pictures
music player
chat
browse
ebooks
gaming
video calling
banking
watching TV
watching movies
listening radio
mobile shopping
navigatingscanning docs
fax
soliciteren
bloggingphotoshopping
draw
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
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?
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Not for publication
10
Mediaconsumption vs
Marketing budgets
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
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
Who already integrated Mobile in their marketing activities?
Source: The Mobile Internet Report
The impact of mobile…
Mobile vs Desktop users globally
Mob
ile in
tern
et u
sers
(in
mili
ons)
“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’?
Which Mobile Marketing Tools do you know?
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
• 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
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
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
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
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)
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
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.
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
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
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
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
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
• Many marketeers just say:
We want an app!
Mobile Marketing is more than only apps
Mobile Strategy
• Start from your goals; not the tools• Try to integrate mobile in your whole marketing mix
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
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
• 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
Thank you!Check for the latest mobile news, research & cases:
Linkedin Group: Mobile Marketing & -Advertising
Richard Otto(Mobile Marketeer)
+31628530095
www.mobilemarketingnederland.nl