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Mobile Monday Switzerland #40 - Richard Otto presentation on Mobile Marketing

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“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.

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Mobile Monday Switzerland #40 - Richard Otto presentation on Mobile Marketing

  1. 1. Mobile Marketing
  2. 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:
  3. 3. “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?
  4. 4. Is tablet mobile?
  5. 5. “Not the Device, but the Usage qualifies if it’s mobile marketing”
  6. 6. “Not the Device, but the Consumer qualifies if it’s mobile marketing” Quantified Self
  7. 7. Re invent
  8. 8. From advertisment to branded utiliy
  9. 9. From advertisment to branded utiliy
  10. 10. Mobile Marketing Monitor
  11. 11. 90% of all respondents are using ‘mobile’ as a marketing activity
  12. 12. 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%
  13. 13. 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%
  14. 14. How much has the mobile budget changed over the past 12 months? 30%
  15. 15. How much will the mobile budget change the next 12 months? 28% 26% 41% 6%
  16. 16. #1 Which Mobile Tools are being used?
  17. 17. #2 Which Mobile Tools are being used? 0 10 20 30 40 50 60 2013 2014 In 2 years
  18. 18. 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.
  19. 19. Where do you spend your mobile display advertising budget?
  20. 20. And how do you spend your mobile advertising budget? Fixed 15% CPC 36% CPM 31% CPL 6% CPD 4% Don’t know 9%
  21. 21. Which mobilee device will get the highest priority in the near future?
  22. 22. 3. Wearables 7% 2. Tablets 39% 1. Smartphones 54% Which mobile device will get the highest priority in the near future?
  23. 23. 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%
  24. 24. 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
  25. 25. - 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 %
  26. 26. 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
  27. 27. So what about the consumers?
  28. 28. n=1.043 Dutch consumers 73 % have downloaded one or more apps from brands or advertisers.
  29. 29. SMS, Push Notifications and screen take- overs are the least appreciated mobile advertising tools.
  30. 30. 49% understands that for free content consumption mobile advertising is necessary.
  31. 31. Main reasons to download a 'branded app' are 'Added value' (39%), 'Access to getting information' (35%), or 'To buy something' (21%).
  32. 32. 29 % haves more positive brand attitude after the use of an app. For 64% the attitude towards brands remained neutral.
  33. 33. For 46% a bad app is a reason to change from company/provider/brand
  34. 34. Thanks! Join my linkedin group here!

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