“Mobile Marketing” Presentation given by Richard Otto, founder of Mobile-Marketing Netherlands. Mobile Monday Switzerland Event #40 on Mobile Context-Driven Marketing, 27th Apr 2015, Zürich.

1. Mobile Marketing

2. • Working in Mobile Marketing & -
Advertising industry since 2005
• (Co)-author of several Online Marketing
books and ‘Verdwenen Merken’ (Lost Brands)
(launch June ‘15)
• Founder of newsblog MobileMarketing.nl
(in 2013 aquired by Dutch publisher Adfo Groep)
• Manager of Linkedin Group: Mobile
Marketing & -Advertising (170.000+ members)
• Founder of Mobile Marketing Nederland
• …and mobile marketing
A small introduction:

4. “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”.
What is mobile marketing?

5. Is tablet mobile?

6. “Not the Device, but the Usage qualifies if it’s mobile marketing”

7. “Not the Device, but the Consumer qualifies if it’s mobile
marketing”
Quantified Self

8. Re invent

9. From advertisment to branded utiliy

10. From advertisment to branded utiliy

11. Mobile Marketing Monitor

12. 90% of all respondents are using
‘mobile’ as a marketing activity

13. 1
11-15% 16-20% 21-25% 25% Unknow/
Can’t say
Which percentage of the total marketing budget
is being spend on mobile?
30%
0-5% 6-10%
2%

14. 0
10
20
30
40
50
60
70
Experimental On ad hoc
basis
Integrated in
the
marketingmix
How is mobile marketing included in the
marketingmix?
68%
14%
20%

15. How much has the mobile budget changed
over the past 12 months?
30%

16. How much will the mobile budget change the
next 12 months?
28%
26%
41%
6%

17. #1 Which Mobile Tools
are being used?

18. #2 Which Mobile Tools
are being used?
0
10
20
30
40
50
60
2013
2014
In 2 years

19. Facts
• SMS, QR en AR for marketing usage has
collapsed
• Marketeers did not use apps as much as
the year before. The usage for the
coming 2 years will be constant
• At the end of 2014 not many marketeers
already used Bluetooth/beacons, but the
expectations for next 2 year are high
• NFC for marketing usage is still not a
big thing.

20. Where do you spend your mobile display
advertising budget?

21. And how do you spend your mobile
advertising budget?
Fixed 15%
CPC 36%
CPM 31%
CPL 6%
CPD 4%
Don’t know 9%

22. Which mobilee device will get the
highest priority in the near
future?

23. 3. Wearables 7%
2. Tablets 39%
1. Smartphones 54%
Which mobile device will get the highest
priority in the near future?

24. Which main objective do marketeers want to
achieve with mobile marketing?
41
Stimulation of sales in general 39%
Create Engagement 43%
Support of specific promotions 28%
Branding 35%
Innovation 12%
Differentiation with competition 6%
CRM 10%
Loyalty 12%
Other 4%

25. Facts:
41
• ‘Innovation and ‘competitive
differentiation’ are not hot topics
anymore
• ‘Loyalty’ and ‘Mobile Coupons’ are
getting more important
• ‘Stimulation in sales’ and
‘Engagement creation’ will also be
getting more important for
marketeers

26. - Unclarity about reach 44%
- Unclarity about effectiness/ROI 44 %
- No budget 22 %
- To expensive 11%
- Lack of standard formats 11 %
- Lack of knowledge about mobile
possibilities 11 %

27. What needs to happen in your opinion
to make mobile marketing grow faster ?
More (succesful)
cases
Better targeting possiblities.
Frequentcy cap with multi
screen targeting
There must be a clearer link between
investment and ROI . It is now (still) a
channel that is a part of the journey ,
and not necessarily the channel
where the sale is begin made.
Easing regulations Apple (iPad /
iPhone)
Thinking 'Mobile First' is
focussing on customer and
device; not the processes
More knowledge about mobile
within the organisation
In many cases, mobile is not
yet part of all client
processes. Now often adhoc
or standalone .
Must be included by the
Media Agencies

29. So what about the consumers?

30. n=1.043 Dutch consumers
73 % have downloaded one or
more apps from brands or
advertisers.

31. SMS, Push Notifications and
screen take- overs are the least
appreciated mobile advertising
tools.

32. 49% understands that for
free content consumption
mobile advertising is
necessary.

33. Main reasons to download a 'branded app'
are 'Added value' (39%), 'Access to getting
information' (35%), or 'To buy something'
(21%).

34. 29 % haves more positive brand attitude
after the use of an app. For 64% the
attitude towards brands remained
neutral.

35. For 46% a bad app is a
reason to change from
company/provider/brand

36. Thanks!
Join my linkedin group here!