mobil som markedsplass - frokostseminar 26.11.2010
DESCRIPTION
iPhone har med sine applikasjoner revolusjonert mobilen som markedsplass. På dette frokostmøtet fikk du høre om hvilke muligheter som ligger i iPhone og de andre mobile plattformene både som markedsplass og markedsføringskanal. Foredragsholderne Karine Storaker Braaten og Johan Høgåsen-Hallesby jobber begge som strategiske rådgivere i Making Waves og leder selskapets tjenesteområde innen mobile plattformer.TRANSCRIPT
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Mobil som markedsplassMulighetene er mer enn iPhone
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• Strategisk rådgiver og mobilansvarlig i Making Waves
• Siviløkonom og Msc i innovasjon og strategi fra BI
• @konkurrent
KARINE
STORAKER BRAATEN
JOHAN
HØGÅSEN-HALLESBY
• Strategisk rådgiver og mobilansvarlig i Making Waves
• MA Interaction and Service Design
• @johanhal
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Hvem er vi?
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DAGENS AGENDA
Mobil som markedsplass
1Mobil status quo
2Mobile muligheter
3
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DAGENS AGENDA
Mobil som markedsplass
1
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More people willaccess the mobile web than thedesktop web in 2013/2015Gartner / Morgan Stanley
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Mobil som markedsplass er:
Merkevarebyggende
Salgsutløsende
Målbar
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Mobil som markedsplass er:
Merkevarebyggende
Salgsutløsende
Målbar
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Mobil som del av marketing mix
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Kundereise
Brukerens mål
Kontaktpunkter
Forretningsmål
Forretningsprosesser
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Mobil som del av marketing mix
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Kundereise
Brukerens mål
Kontaktpunkter
Forretningsmål
Forretningsprosesser
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“ Think about mobile
commerce as not necessarily
driving transactions via a
mobile Web site or app, but a
gateway to consumers.”
Tom Davis, vice president of ecommerce at Kenneth Cole Productions
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Mobil som markedsplass er:
Merkevarebyggende
Salgsutløsende
Målbar
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«kontekstsensitivitet»hvor
når
hva
hvordan
tilgjengelig
personlig
handlingsorientert
fokusert
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Fundamentally, 'mobile' refers to the user, not the device or application.Barbara Ballard
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now!
urgent
repetitive
bored}
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Mobil som markedsplass er:
Merkevarebyggende
Salgsutløsende
Målbar
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Suksess eller fiasko?
Tilbakemeldinger fra brukerne
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Suksess eller fiasko?
Tilbakemeldinger fra brukerne
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Suksess eller fiasko?
Tilbakemeldinger fra brukerne
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Suksess eller fiasko?
Data fra iTunes App Store
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Suksess eller fiasko?
En bedre løsning: Tracking
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Suksess eller fiasko?
Oversikt
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Suksess eller fiasko?
Måling av bruksmønster
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Suksess eller fiasko?
Måling av bruksmønster
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Suksess eller fiasko?
Fungerer kampanjen?
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Suksess eller fiasko?
Fungerer kampanjen?
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Suksess eller fiasko?
Fungerer kampanjen?
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Suksess eller fiasko?
Fungerer kampanjen?
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DAGENS AGENDA
Mobil status quo
2
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%Månedlig vekst av smartphones i det norske nettet.
smartphone=
internettbruk
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Nettrafikk fra mobil i Norge okt’09 - okt’10 Kilde: Statcounter
Hvilketelefoner erpå nett?
Photo by Moriza
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En mobilrevolusjonHar vi ikke hørt den før?
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2007
iPhone
{
2008
Appstore
2009
Android2010
iPad
«Vi trenger en app»
siste 3 år {neste 3 år
2011
?
2012
?
2013
?
«hva med dette?»
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«Vi trenger en app»
API
CMS
CRM
Betalingsystemer
Eksterne data
Databaser
«hva med dette?»
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DAGENS AGENDA
Mobile muligheter
3
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Mobile muligheter:
Mobilannonsering
SMS
Mobil web
Applikasjon 26.11.2010© MAKING WAVES44
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Mobile muligheter:
Mobilannonsering
SMS
Mobil web
Applikasjon 26.11.2010© MAKING WAVES45
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Kritiske suksess faktorer:
Volum
Format
Utnytte mobilkanalen
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Kritiske suksess faktorer:
Volum
Format
Utnytte mobilkanalen
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934.000 personer i uka
616.000 personer dagligTNS Gallup
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Norges mest populære mobile
innholdsleverandører
49
686
103
112
132
161
198
240
442
Andre Mobil
TV 2 Mobil
NRK Mobil
Finn Mobil
Aftenposten Mobil
Gule Sider Mobil
Dagbladet Mobil
VG Mobil 3Q 2010
Kilde: TNS Gallup
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Kritiske suksess faktorer:
Volum
Format
Utnytte mobilkanalen
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• Google og iAds
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Andre alternativer
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Kritiske suksess faktorer:
Volum
Format
Utnytte mobilkanalen
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=
«kontekstsensitivitet»
«segmentering»
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Mobile muligheter:
Mobilannonsering
SMS
Mobil web
Applikasjon 26.11.2010© MAKING WAVES56
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• Både sms og nå app
SWIX
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Mobile muligheter:
Mobilannonsering
SMS
Mobil web
Applikasjon26.11.2010© MAKING WAVES59
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Mobiltilpasset web
• Umiddelbart tilgjengelig
for brukere
• Lettere å bruke
søkefunksjon for å finne
innhold
• Mulighet for repeterende
mikrobetalinger
• Fremtidig: HTML5 kan
tilby flere muligheter
innen brukeropplevelse
FORDELER
• Brukere må ha URL
tilgjengelig for å gå inn
• Færre
annonsemuligheter:
banner og sponsede
linker
• Begrensede muligheter
innen brukeropplevelse
• Varierende
brukeropplevelse pga ulik
netthastighet
ULEMPER
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Hvordan møter du kunder?
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Hvordan møter du kunder?
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Mobile muligheter:
Mobilannonsering
SMS
Mobil web
Applikasjon 26.11.2010© MAKING WAVES63
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It’s like having a sommelier in
your pocket! Cor.kz is the best
wine app for wine novices and
enthusiasts alike
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Forlengelse av produkt
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Adobe Scene7 Mobile Commerce Survey 2010: Are You Dialed In?
Så hvor skal du møte dine kunder på mobil?
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Case: Aftenposten på iPad
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50.000+ iPads i Norge
~ 100.000 har tilgang på en i husstanden
Estimert 10% penetrasjon i 2011
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Photo by Movito
Photo by Rogersmj
Photo by sixteenmilesofstring
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Hvor & Når
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Bruksmønster desktop vs. iPad
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Hva bruker vi den til?
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Landingssider
ANNONSEMULIGHETER
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Helsider mellom artikler
ANNONSEMULIGHETER
• Helsides annonser vises når brukeren blar mellom
artikler (min. mellom hver 5.artikkel)
• Annonsen vil i online modus linke til en landinggside
som kan inneholde flere bilder, video, animasjon
• Annonsen vil være statisk og landingsside vil ikke
åpnes i offline modus.
• Header og footer vil vises rundt annonsen
Landingsside åpne fra web (online)
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Flest unge menn
HVEM NÅR MAN PÅ IPAD?
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Mest mottakelige for reklame
IPADBRUKERE
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… og de kjøper!
http://blog.nielsen.com/nielsenwire/consumer/the-connected-devices-age-ipads-kindles-smartphones-and-the-connected-consumer/
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• 2011 stiller høyere krav til mobilinitiativ for å få ”gratis” og positiv PR
• Annonsering må skje på kundenes premisser for å skape lojalitet
• Kanalen åpner for en unik mulighet for måling og segmentering
• Applikasjon fungerer som effektivt kampanjeverktøy
• Direkte og kontekstuell kommunikasjon
• Se på dagens mobilbruk av løsningen for å tilrettelegge for mobil web
• Tablets åpner for ny type annonsering i digitale kanaler
Kort oppsummert: