Mobile Marketing and Advertising
-
Upload
mobilemonday-norway -
Category
Technology
-
view
790 -
download
1
description
Transcript of Mobile Marketing and Advertising
![Page 1: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/1.jpg)
Mobile Advertising and Marketing 2011
MORE MOBILE RELATIONS
www.moremobilerelations.com
![Page 2: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/2.jpg)
Agenda
• More Mobile Relations
• Mobile Advertising & Marketing
• Cases
• 2010 and beyond
• Summary
![Page 3: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/3.jpg)
• Mobile concept development
• Oslo, Stockholm, Copenhagen and Helsinki
• 40 employees
• Telenor is major shareholder
• A team with 10 years experience in each market
![Page 4: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/4.jpg)
User experience
Mobile operator
Mobile Gateway
Marketing Advertising
Execution Analysis and reporting
Mobile Service PlatformLogic, dialogues, operations, CRM
The mobile value chain
Get
Keep
Grow
Use
Reach
Richness
Applicability
![Page 5: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/5.jpg)
Agenda
• More Mobile Relations
• Mobile Advertising & Marketing
• Cases
• 2010 and beyond
• Summary
![Page 6: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/6.jpg)
Respons
Production
Execution
Basic Advanced
2004
SMS Push
Mobile
Portals
The Mobile Marketing Map
MMS marketing
Banner ads
AppsLocation
• Concent• Databases
• Handset recognition• Analysis & Feedback
![Page 7: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/7.jpg)
Dialogue concepts
![Page 8: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/8.jpg)
Volvo
![Page 9: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/9.jpg)
The Volvo lifecycle
Prospecting - Get
Contract - Get
Ownership services – Keep, Grow and Use
Re purchase
![Page 10: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/10.jpg)
The Big Picture - Dialogue
Invitasjon til
arrangement
Oppsalg
sesong
Nye
tjenester
Ukens
tilbud
Produkt
Velkommen
som kundeOppsalg
Mobil Portal
kundeservice
Dialog program
Vinter
klar bil
Tilbud
vinter-
dekk
Jule-
hilsen
Kampanje
Invitasjon
Hemsedal
Rabatt
kupong
Innkalling
service
Rekruttering inn
til CRM basen
fra alle kanalerGet
Keep
Grow
Use
![Page 11: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/11.jpg)
How to “up sell” on mobile
![Page 12: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/12.jpg)
Location based marketing
Me
Here
Now
![Page 13: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/13.jpg)
The success of specific mobile formats
is driven by three main factors:
• Applicability
– How widely it can be used across the customer
lifecycle
• Reach
– How many people can be accessed at a cost that
yields a return on investment
• Richness
– How well the medium supports the conversation
between consumer and marketer
![Page 14: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/14.jpg)
Apps/Mobile sites
Mobile TV
Banner
SMS/MMS
Mobile search
Applicability
Reach Richness
![Page 15: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/15.jpg)
Agenda
• More Mobile Relations
• Mobile Advertising & Marketing
• Cases
• 2010 and beyond
• Summary
![Page 16: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/16.jpg)
A real mobile world
• 5 billion mobile users in 2010
• 1,8 billion have access to Internet via PC
• 1,2 billion mobile phones sold in 2009
• Mobile broadband speeds up with LTE
• A market were global giants leave major footprints
![Page 17: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/17.jpg)
The Clash Of Tech Titans
![Page 18: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/18.jpg)
The Clash Of Tech Titans
Mobile Advertising Environment
Proprietary
- Business model
Open model
+ Business model
Mobile advertising depend on editorial content
The Clash creates new opportunities for advertisers
The basics will be there:
Applicability – Richness – Reach
IT Telecom
![Page 19: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/19.jpg)
0
1 000
2 000
3 000
4 000
5 000
6 000
7 000
8 000
9 000
10 000
11 000
2009
Smart Phones - Feature
Smart Phones - Entry-Level
Enhanced Phones
Basic Phones
20132012 2011 2010 2008 2007 2006 2005 2004 2003
Smartphone forecast
Scandinavian sales forecast (annual sales in ‘000)
Source: Gartner
![Page 20: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/20.jpg)
37 %
15 %17 %
3 %
26 %
4 %
30 %
12 %
15 %
4 %
30 %
9 %
2010 (Q3) 2014
Nokia
Symbian
Other
BlackBerry
Apple
iOS
Android
WP
Source: Gartner
2010 and beyond
Android
Windows
Apple
iOS Blackberry
Nokia
Symbian
Other
![Page 21: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/21.jpg)
Agenda
• More Mobile Relations
• Mobile Advertising & Marketing
• Cases
• 2010 and beyond
• Summary
![Page 22: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/22.jpg)
SummaryShort term
• Mobile broadband
• Social media
• Power Brands
• Mobile portals, Search, cupons
• Location based services
• Apps (android to be leader)
• Sensorconomy (GPS, Gyro, Compas…)
And beyond …
• Mobile Payment (NFC)
• Physical Personal Device
• Behavioral consumer adaptation of content
![Page 23: Mobile Marketing and Advertising](https://reader035.fdocuments.in/reader035/viewer/2022062513/554d2e8db4c905ca208b5548/html5/thumbnails/23.jpg)
… and the winner is?
Consumers and Mobile MarketersMOCOM 2020