Emin aliev mobile marketing a revolution mobile marketing_buongiorno digital_red apple mixx
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Mobile Marketing: a Revolution Emin Aliev September 2011
description
Mobile Strategy Funnel, Global Trends, Mobile Russia, Russian Youth, Smart phone population
Transcript of Emin aliev mobile marketing a revolution mobile marketing_buongiorno digital_red apple mixx
Mobile Marketing: a Revolution
Emin Aliev September 2011
THE END OF MARKETING AS WE KNOW IT
NEL
THE TIME WE
SPEND AT THE PC IS IN
COMPETITION
WITH THE ONE
SPENT IN FRONT
OF THE TV
IN 2012 MOST SOLD PC WILL
BE A SMARTPHONE
MARKETING WILL NEED TO CHANGE AND FOLLOW NEW
FORMATS AND
CHANNELS
THE FUTURE OF THE
MARKETING
WILL BE VERY
DIFFERENT FROM ITS
PAST
IT SIMPLY WORKS THROUGH ALL CHANNELS BRAND AWARENESS, DIRECT, DRIVE TO STORE, COUPON REDEMPTION, MOBILE RECEIPT, LOYALTY
THE MANY FACES OF MOBILE MARKETING
KEY DRIVERS
KEY FACTORS
Smartphone cost
Unlimited Mobile Internet
Broad band Internet
Business Mobile Tech. Aware
Access to Smarthpone Application Stores
RUSSIA
$400
2010-2011
BIG CITIES
LIMITED
LIMITED
EUROPE
$ operator’s contract
2008
YES
YES
ALL
USA
$ operator’s contract
2008
YES
YES2007
ALL
MOBILE IS PERSONAL... And that’s why
Source: Ipsos OTX for Google, end 2010, US Smartphone Internet Users
.. CONSUMERS ARE CHANGING BEHAVIOUR
Smarthone is always: with you/switch on/ connectedCOUNSUMERS MAKE SMARTER SHOPPING
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% 95%
81% 79%
54%49% 48%
44%
88%
CONSUMERS with SMARTPHONE
Some starting questions the brand should ask
IS MOBILE SUITABLE FOR MY BRAND ?
HOW CAN I INTERGRATE MY BRAND IN THEIR MOBILE CONSUMPTION?
WHICH GOALS CAN I REACH THROUGH MOBILE MARKETING?
HOW CAN I ENGAGE CONSUMERS IN MOBILE MAKETKING ACTIVITIES?
HOW DO MY CONSUMERS USE MOBILE INTERNET?
WHAT WORKS WELL…
BRANDING PRESENCE
COUPONING &
LOYALTY DIRECT RESPONSE
BRANDING - MINI RAY ADV CAMPAIGN
MINI RAY Landing PageMobile CampaignScreenshots Java Game
Landing Page Print campaigniRepubblica sponsorhip
CASE HISTORY ITALY
FORD KUGA E
MONDEO
DIRECT RESPONSE – FORD CAMPAIGN
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PRESENCE
Strategy
oCreation of iPhone App
oUsing content that promotes the new image of Miss Dior and the campaign
o Allowing people to discover the world of Miss Dior themed on love, sensuality and a fresh fragrance
oThe app consists of 4 sections:o Campaign film videoo Jane Birkin song featured in the filmo Picture galleryo Product pages - fragrance range
o To navigate from the app home page, the user interacts with the gift box to discover hidden content
o Enabling the sharing of content via Twitter, Facebook, and email
MOBILE APPLICATION
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MOBILE LOYALTY
“Orange Wednesdays has been a huge success for us over the last seven years!”
Andrew PearceyHead of Sponsorship, Orange UK
Orange Wednesdays
UK
France
Spain
Romania,…Loyalty, vouchering &
redemption
7th year of operation in the UK
Millions of coupons sent out with 65% redemption rate
SUM-UP OF THE BENEFITS OF MOBILE MARKETING
MAKE SURE YOUR MESSAGE IS ALWAYS RELEVANT FOR YOUR TARGET
Use data types in combination for deadly advantage: social profiles, with location data with historical preference
STARTS WITH THE EASIEST: mobile site, applications, reach, coupon, etc
INTEGRATE MOBILE TO THE REST OF YOUR MARKETING STRATEGY – DONT USE IT AS A STANDALONE TOOL
ANALYSE THE ‘MOBILE’ habits of your core TARGET
OUR SUGGESTIONS
CONSUMER HOURGLASS INSTEAD OF PURCHASE FUNNEL
