Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)
-
Upload
insites-on-stage -
Category
Documents
-
view
806 -
download
4
Transcript of Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)
![Page 1: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/1.jpg)
Mobile Marketing An interactive introduction
Anneleen Boullart Research Consultant, InSites Consulting
Timo Vandemaele Research Consultant, InSites Consulting
![Page 2: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/2.jpg)
Who we are?
Some things you need to
know about us.
![Page 3: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/3.jpg)
Nice to meet you Anneleen Boullart, Research Consultant
@AnneleenBoullar
http://be.linkedin.com/in/AnneleenBoullart
I am 25 years old, and happy to be part of the InSites
team for more than a year now. Before that I have
been studying Communication Sciences at the
University of Ghent and afterwards, I obtained a
Master in Marketing Management at Vlerick
Management School. I believe in the power of open
communication, innovation and engagement. Like
Timo, I’m also part of the Media & Entertainment
team.
![Page 4: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/4.jpg)
Nice to meet you Timo Vandemaele, Research Consultant
I am 24 years old, giving everything of myself for
InSites Consulting for just more than a year now.
Before that I have been studying Applied Economics
in Ghent and afterwards, I obtained a Master in
Marketing Management at Vlerick Management
School. I am passionate about making consumers
generate value for companies, with a specific focus on
supporting growth of Media & Entertainment brands.
@TimoVandemaele
http://be.linkedin.com/in/TimoVandemaele
![Page 5: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/5.jpg)
Fact sheet
Market research agency
15 years of experience and know-how
Pioneer and innovator in online methods
Covering any marketing domain
Fully independent
Ghent, Rotterdam, London, Timisoara, New York
125 passionate employees
Proprietary research panel in +25 countries
Most awarded agency by ESOMAR
@AnneleenBoullar
@TimoVandemaele
![Page 6: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/6.jpg)
Facts & Figures
How BIG is MOBILE and
where is it limits?
@AnneleenBoullar
@TimoVandemaele
![Page 7: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/7.jpg)
Who has a
smartphone?
@AnneleenBoullar
@TimoVandemaele
![Page 8: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/8.jpg)
Smartphone penetration in
Belgium is 22%
@AnneleenBoullar
@TimoVandemaele
![Page 9: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/9.jpg)
By 2013, mobile phones will overtake the pc as the
most common web access device worldwide.(Gartner)
@AnneleenBoullar
@TimoVandemaele
![Page 10: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/10.jpg)
39 % of smartphone users
in Belgium access Internet
everyday
@AnneleenBoullar
@TimoVandemaele
![Page 11: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/11.jpg)
Over half of European smartphone users
have daily access to the internet through
their smartphone.
@AnneleenBoullar
@TimoVandemaele
![Page 12: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/12.jpg)
No environment is 100% mobile-free
anymore
35%
41%
64%
@AnneleenBoullar
@TimoVandemaele
![Page 13: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/13.jpg)
On average, Belgian
smartphone users installed 19
apps on their smartphone
@AnneleenBoullar
@TimoVandemaele
![Page 14: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/14.jpg)
A large amount of apps is not used
@AnneleenBoullar
@TimoVandemaele
![Page 15: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/15.jpg)
72% of smartphone internet usage
is about contacting people
@AnneleenBoullar
@TimoVandemaele
![Page 16: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/16.jpg)
Mobile internet usage is mainly about
contact, convenience and entertainment
@AnneleenBoullar
@TimoVandemaele
![Page 17: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/17.jpg)
Mobile Marketing
Trends
Definition
@AnneleenBoullar
@TimoVandemaele
![Page 18: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/18.jpg)
“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”
@AnneleenBoullar
@TimoVandemaele
Source: Mobile Marketing Association
![Page 19: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/19.jpg)
1. Set of practices & trends
@AnneleenBoullar
@TimoVandemaele
![Page 20: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/20.jpg)
Mobile ads are
noticed by 82% of
smartphone users,
yet 79% of the
companies don’t
have an optimized
mobile website !
Mobile website
@AnneleenBoullar
@TimoVandemaele
![Page 21: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/21.jpg)
Mobile applications
@AnneleenBoullar
@TimoVandemaele
![Page 22: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/22.jpg)
Mobile applications
@AnneleenBoullar
@TimoVandemaele
![Page 23: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/23.jpg)
@AnneleenBoullar
@TimoVandemaele
Mobile advertising
on other apps
![Page 24: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/24.jpg)
Mobile advertising on other apps
@AnneleenBoullar
@TimoVandemaele
![Page 25: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/25.jpg)
Mobile couponing
› Targeted
› Relevant
@AnneleenBoullar
@TimoVandemaele
![Page 26: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/26.jpg)
Location Based Services
@AnneleenBoullar
@TimoVandemaele
![Page 27: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/27.jpg)
Location Based Services
@AnneleenBoullar
@TimoVandemaele
![Page 28: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/28.jpg)
Extended packaging
@AnneleenBoullar
@TimoVandemaele
![Page 29: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/29.jpg)
Mobile payment
@AnneleenBoullar
@TimoVandemaele
![Page 30: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/30.jpg)
Social Media Integration
- Advertising
- Sharing
@AnneleenBoullar
@TimoVandemaele
![Page 31: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/31.jpg)
2. Engage the audience
“26% of downloaded apps
are only used once!”
Source: Loyaltics.com
Measure ENGAGEMENT,
not downloads!
@AnneleenBoullar
@TimoVandemaele
![Page 32: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/32.jpg)
3. Any mobile device
@AnneleenBoullar
@TimoVandemaele
![Page 33: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/33.jpg)
“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”
Source: Mobile Marketing Association
@AnneleenBoullar
@TimoVandemaele
![Page 34: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/34.jpg)
The Mobile
Mindset Model
How to implement a mobile
marketing strategy
@AnneleenBoullar
@TimoVandemaele
![Page 35: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/35.jpg)
Mobile behavior
target group
![Page 36: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/36.jpg)
#1 Set objectives
@AnneleenBoullar
@TimoVandemaele
![Page 37: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/37.jpg)
First: set your KPI’s
@AnneleenBoullar
@TimoVandemaele
![Page 38: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/38.jpg)
1. Awareness
@AnneleenBoullar
@TimoVandemaele
![Page 39: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/39.jpg)
@AnneleenBoullar
@TimoVandemaele
2. Branding
![Page 40: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/40.jpg)
“Give your brand an own
identity”
2. Branding
@AnneleenBoullar
@TimoVandemaele
![Page 41: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/41.jpg)
3. Purchase/trial
@AnneleenBoullar
@TimoVandemaele
![Page 42: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/42.jpg)
4. Loyalty
@AnneleenBoullar
@TimoVandemaele
![Page 43: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/43.jpg)
Mobile behavior
target group
![Page 44: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/44.jpg)
#2 Research
@AnneleenBoullar
@TimoVandemaele
![Page 45: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/45.jpg)
1. Your brand DNA
Core
competencies
@AnneleenBoullar
@TimoVandemaele
![Page 46: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/46.jpg)
2. Existing consumer needs
@AnneleenBoullar
@TimoVandemaele
![Page 47: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/47.jpg)
3. Mobile behavior target group
@AnneleenBoullar
@TimoVandemaele
![Page 48: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/48.jpg)
However….
@AnneleenBoullar
@TimoVandemaele
![Page 49: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/49.jpg)
Mobile behavior
target group
![Page 50: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/50.jpg)
#3 Provide value
@AnneleenBoullar
@TimoVandemaele
![Page 51: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/51.jpg)
Contact
@AnneleenBoullar
@TimoVandemaele
![Page 52: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/52.jpg)
Convenience
@AnneleenBoullar
@TimoVandemaele
![Page 53: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/53.jpg)
BING cooperated with Jay-Z to develop a
game where fans could collect Jay-Z’s
biography ‘Decoded’ before release date by
searching every single page all over the world.
Entertainment
Entertainment
@AnneleenBoullar
@TimoVandemaele
![Page 54: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/54.jpg)
Mobile behavior
target group
![Page 55: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/55.jpg)
#4 Implement
@AnneleenBoullar
@TimoVandemaele
![Page 56: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/56.jpg)
Use the right tool for
the job!
@AnneleenBoullar
@TimoVandemaele
![Page 57: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/57.jpg)
Multi Channel !
@AnneleenBoullar
@TimoVandemaele
![Page 58: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/58.jpg)
Use partners
@AnneleenBoullar
@TimoVandemaele
![Page 59: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/59.jpg)
Mobile behavior
target group
![Page 60: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/60.jpg)
#5 Measure
Remember your
OBJECTIVES ?!
@AnneleenBoullar
@TimoVandemaele
![Page 61: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/61.jpg)
Profile?
Impact?
Satisfaction?
#esomar
2012
Esomar best presentation winner
@AnneleenBoullar
@TimoVandemaele
![Page 62: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/62.jpg)
@AnneleenBoullar
@TimoVandemaele
![Page 63: Mobile Marketing and Gamification (by Anneleen Boullart & Timo Vandemaele)](https://reader031.fdocuments.in/reader031/viewer/2022032514/55d54cc5bb61ebc7228b468e/html5/thumbnails/63.jpg)
Ghent I Rotterdam I London I Timisoara I New York
www.insites-consulting.com
@TimoVandemaele
http://be.linkedin.com/in/TimoVandemaele
Thank you!
@AnneleenBoullar
http://be.linkedin.com/in/AnneleenBoullart