mobile marketing and gamification (by anneleen boullart & timo vandemaele)

Mobile Marketing An interactive introduction

Anneleen Boullart Research Consultant, InSites Consulting

Timo Vandemaele Research Consultant, InSites Consulting

Who we are?

Some things you need to

know about us.

Nice to meet you Anneleen Boullart, Research Consultant

Anneleen@insites-consulting.com

@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.

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.

Timo@insites-consulting.com

@TimoVandemaele

http://be.linkedin.com/in/TimoVandemaele

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

Facts & Figures

How BIG is MOBILE and

where is it limits?

@AnneleenBoullar

@TimoVandemaele

Who has a

smartphone?

@AnneleenBoullar

@TimoVandemaele

Smartphone penetration in

Belgium is 22%

@AnneleenBoullar

@TimoVandemaele

By 2013, mobile phones will overtake the pc as the

most common web access device worldwide.(Gartner)

@AnneleenBoullar

@TimoVandemaele

39 % of smartphone users

in Belgium access Internet

everyday

@AnneleenBoullar

@TimoVandemaele

Over half of European smartphone users

have daily access to the internet through

their smartphone.

@AnneleenBoullar

@TimoVandemaele

No environment is 100% mobile-free

anymore

35%

41%

64%

@AnneleenBoullar

@TimoVandemaele

On average, Belgian

smartphone users installed 19

apps on their smartphone

@AnneleenBoullar

@TimoVandemaele

A large amount of apps is not used

@AnneleenBoullar

@TimoVandemaele

72% of smartphone internet usage

is about contacting people

@AnneleenBoullar

@TimoVandemaele

Mobile internet usage is mainly about

contact, convenience and entertainment

@AnneleenBoullar

@TimoVandemaele

Mobile Marketing

Trends

Definition

@AnneleenBoullar

@TimoVandemaele

“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

1. Set of practices & trends

@AnneleenBoullar

@TimoVandemaele

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

Mobile applications

@AnneleenBoullar

@TimoVandemaele

Mobile applications

@AnneleenBoullar

@TimoVandemaele

@AnneleenBoullar

@TimoVandemaele

Mobile advertising

on other apps

Mobile advertising on other apps

@AnneleenBoullar

@TimoVandemaele

Mobile couponing

› Targeted

› Relevant

@AnneleenBoullar

@TimoVandemaele

Location Based Services

@AnneleenBoullar

@TimoVandemaele

Location Based Services

@AnneleenBoullar

@TimoVandemaele

Extended packaging

@AnneleenBoullar

@TimoVandemaele

Mobile payment

@AnneleenBoullar

@TimoVandemaele

Social Media Integration

- Advertising

- Sharing

@AnneleenBoullar

@TimoVandemaele

2. Engage the audience

“26% of downloaded apps

are only used once!”

Source: Loyaltics.com

Measure ENGAGEMENT,

not downloads!

@AnneleenBoullar

@TimoVandemaele

3. Any mobile device

@AnneleenBoullar

@TimoVandemaele

“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

The Mobile

Mindset Model

How to implement a mobile

marketing strategy

@AnneleenBoullar

@TimoVandemaele

Mobile behavior

target group

#1 Set objectives

@AnneleenBoullar

@TimoVandemaele

First: set your KPI’s

@AnneleenBoullar

@TimoVandemaele

1. Awareness

@AnneleenBoullar

@TimoVandemaele

@AnneleenBoullar

@TimoVandemaele

2. Branding

“Give your brand an own

identity”

2. Branding

@AnneleenBoullar

@TimoVandemaele

3. Purchase/trial

@AnneleenBoullar

@TimoVandemaele

4. Loyalty

@AnneleenBoullar

@TimoVandemaele

Mobile behavior

target group

#2 Research

@AnneleenBoullar

@TimoVandemaele

1. Your brand DNA

Core

competencies

@AnneleenBoullar

@TimoVandemaele

2. Existing consumer needs

@AnneleenBoullar

@TimoVandemaele

3. Mobile behavior target group

@AnneleenBoullar

@TimoVandemaele

However….

@AnneleenBoullar

@TimoVandemaele

Mobile behavior

target group

#3 Provide value

@AnneleenBoullar

@TimoVandemaele

Contact

@AnneleenBoullar

@TimoVandemaele

Convenience

@AnneleenBoullar

@TimoVandemaele

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

Mobile behavior

target group

#4 Implement

@AnneleenBoullar

@TimoVandemaele

Use the right tool for

the job!

@AnneleenBoullar

@TimoVandemaele

Multi Channel !

@AnneleenBoullar

@TimoVandemaele

Use partners

@AnneleenBoullar

@TimoVandemaele

Mobile behavior

target group

#5 Measure

Remember your

OBJECTIVES ?!

@AnneleenBoullar

@TimoVandemaele

Profile?

Impact?

Satisfaction?

#esomar

2012

Esomar best presentation winner

@AnneleenBoullar

@TimoVandemaele

@AnneleenBoullar

@TimoVandemaele

Ghent I Rotterdam I London I Timisoara I New York

www.insites-consulting.com

Timo@insites-consulting.com

@TimoVandemaele

http://be.linkedin.com/in/TimoVandemaele

Thank you!

Anneleen@insites-consulting.com

@AnneleenBoullar

http://be.linkedin.com/in/AnneleenBoullart