Digital Marketing Live! - Yourzine - de impact van mobile en internet of things op direct marketing
Transcript of Digital Marketing Live! - Yourzine - de impact van mobile en internet of things op direct marketing
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De impact van mobiel en internet of things op Direct Marketing@ronalddegroot | @mobileloyaltyYZ
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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.
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@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
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@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty | #mobilemarketing
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
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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
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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
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Through and with any mobile device or network
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Computers have changed the worldWe are part of a digital evolution
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Computers are evolving rapidly
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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
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Mobile Dominates Digital Time Spent
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TheHow, why and from whoWe buy has changed.Just like marketing.
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In other words, marketing makes a u-turn
@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty | #mcommercenow
Traditional marketing no longer works
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Companies needs to be customer-centric
It may even save Lives ;)
@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty | #mcommercenow
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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
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Fueled by a combination of disruptive technologies
@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty | #shoppingtoday
De uitdaging van de huidige marketeer
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In this world
In the next 5 years, people that grew up with mobile will start earning moneyMet nieuwe uitdagende consumenten
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Customer are onlineeven when theyre offline.
Mobile is the glue between offline & online
This is not a phoneIts our life remote
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37 billionthings will be connected to the internetBy 2020
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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
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Theres too much advertising and its becoming less effectiveWhy is this happening?
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There is logical link between the Utility and the Brand.
Things' become digital touchpoints
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iOT changes advertising from buy me to a brand utility
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Technologie verandert adverteren
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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
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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.
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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
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PushnotificationsIn-App messageBeaconsMobile CouponsInstant MessagingGeofencingTagging: NFC/QRData over audio marketingApp LinksAugmented RealityMobile offers new possibilities for direct marketing
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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 klan- ten, 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.
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https://www.youtube.com/watch?v=MnWWEA7an0I
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Is growing fast
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Conversational commerce in the Netherlands?
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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
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The Future of conversational commerce
The Future of mobile
Vergeet niet! Dit was pas 17 jaar geleden
Bedankt!
Vragen?!@ronalddegroot | @mobileloyaltyYZ |
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