mobile marketing and gamification (by anneleen boullart & timo vandemaele)
TRANSCRIPT
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
@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.
@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
@TimoVandemaele
http://be.linkedin.com/in/TimoVandemaele
Thank you!
@AnneleenBoullar
http://be.linkedin.com/in/AnneleenBoullart