De impact van
mobiel en IoT
op Direct
Marketing
@ronalddegroot | @mobileloyaltyYZ |

• Reeds meer dan 10 jaar actief in mobile marketing.
Met een passie voor digitale innovatie, artificial
intelligence, iOT.
• Mobiele divisie opgezet met klanten als PostNL,
TNT Express, ING Sprinters, Walibi, Deloitte, Scotch
& Soda, Yellowbrick, Nationale Nederlanden,
ONVZ.
• Als eerste bureau QR-codes commercieel ingezet
voor FMCG Go-Tan (Quick-Recept).
• Direct Mobile Marketing geïntroduceerd via een
eigen ontwikkelde platform Adbridge.
• Layar ontwikkeld voor PostNL.
• Initiator en gastdocent van de minor Mobile
business en design op de Hogeschool van Utrecht.
• Trainer Mobile Marketing als onderdeel van de Next
Marketeer B opleiding.
• Momenteel co-founder van het label Mobile
Loyalty.

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty |
#mobilemarketing
Mobile Marketing is a set of practices
that enables organizations to
communicate and engage with their
audience in an interactive and relevant
manner through and with any mobile
device or network.*
Definitie Mobile Marketing
* Definitie volgens de Mobile Marketing Association

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty |
#mobilemarketing
The “set of practices” includes “activities,
institutions, processes, industry players,
standards, advertising and media, direct
response, promotions, relationship
management, CRM, customer services,
loyalty, social marketing, and all the
many faces and facets of marketing.”
Set of practices

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty |
#mobilemarketing
To “engage” means to “start relationships,
acquire, generate activity, stimulate social
interaction with organization and
community members, [and] be present at
time of consumers expressed need.”
Furthermore, engagement can be initiated
by the consumer (“Pull” in form of a click
or response) or by the marketer (“Push”).
Engage

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty |
#mobilemarketing
Through and with any
mobile device or network

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty

Computers have changed
the world
We are part of a digital evolution

Computers are evolving
rapidly
We are part of a digital evolution

An evolution on (very high) speed

All of
these fits
now in
Your
pocket
(and your kids will laugh
at this picture)

It’s not
about
calling
anymore

It’s about being online 24/7

How does the customer
feel if the smartphone is
not around?
No-mo-pho-bia
Is the fear of being out of
mobile phone contact.
It is the most common
phobia today .

Mobile Dominates Digital
Time Spent

The
How, why and
from who
We buy has changed.
Just like marketing.

Marketing makes a u-turn
* a useful guide to the brand u2lity, Ingmar de Lange en Jeroen de Bakker

A shift in marketing
Blasting
Via mass advertising
Based on who they are
Using point in time
campaigns
Across few / isolated
channels
With unclear objectives
Nurturing
As individuals
Based on what they do
Continuous dialogue
Wherever they are
Always directed towards a goal

Companies needs to be
customer-centric

Customer-centric companies are in
the pocket of their customers
Amazon
on
Bunq Apple Bol.com Starbucks
Picnic Target Walmart AirBnB Uber

It may
even
save
Lives ;)

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty |
#mcommercenow
Traditional marketing
doesn't work anymore

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty |
#mcommercenow

Fueled by a combination
of disruptive technologies

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty |
#shoppingtoday
The challenge of today’s marketer

In this world

With challenging new always
connected customers

With challenging always
connected customers
In the next 5 years,
people that grew up
with mobile will
start earning money

These new @customers talking a
different #language

They prefer other
communication channels

This is not
a phone…
It’s our
life remote

The smartphone is a gateway
to a world of experiences

37 billion
things will be
connected
to the
internet
By 2020

The Things Network
Hard towards global iOT coverage

IoT is going to change the
relationship between brands
and consumers to a relevant and
personalized 1:1 relationship.

‘Things'
become digital
touchpoints

Light become smart

The idea:
use the means and creativity you
have available for advertising to
create a promotional service
Brands create
brand utilities
* a useful guide to the brand u2lity, Ingmar de Lange en Jeroen de Bakker

Why is this
happening?
* a useful guide to the brand u2lity, Ingmar de Lange en Jeroen de Bakker
There’s too much advertising
and it’s becoming less
effective

There is
logical
link
between
the
‘Utility’
and the
‘Brand’!

Walgreens makes life easier for their customers

Walgreens discovered that shoppers
who use the app spend 6X more than
shoppers who don’t

73,6 milion ($) mobile sales
60% growth in mobile sales

Tapped into
the zero-
moment-of-
truth via
mobile with a
brand utility

Alle ingrediënten zijn aanwezig
1:1
Intimate
& key to
social
life
Contextual
Real-
time
fast &
direct
response
Convenience
&
simplicity
Location
based
Advanced
Always
on
Mobile:
The right
marketing
cocktail
ingredients

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty |
#mcommercenow
Pushnotifications
In-App message
BeaconsMobile Coupons
Instant Messaging
Geofencing
Tagging: NFC/QR
Data over audio
marketing
App Links
Augmented Reality
Mobile offers new possibilities for direct
marketing

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty |
#mcommercenow

Conversational commerce in the
Netherlands?

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty |
#mcommercenow
Datvraagik.nl

Zalon Messenger - uw persoonlijke stijl Advies van mode-experts - De
app voor mode, mode trends en inspiratie

The ‘Future’ of
conversational commerce

Now you
can order
by talking
with ‘Dom’

The ‘Future’ of
mobile…

Bedankt!
Vragen?!
@ronalddegroot | @mobileloyaltyYZ |