Мастер-класс Оксаны Матвейчук, исполнительного директора Lumata, на Саммите Digital Branding

1. Lumata 2012 H2 Target & Sales Commission Plan 1

2. Mobile Marketing Workshop
Digital Branding, November 2012

3. Smartphones penetration in Russia is same as in USA and
Great Britain
Smartphones penetration
GB
Russia

4. Smartphone becomes an entry point for key
digital activities
The number of smartphones sold
exceeded that number for PCs and
the gap is growing.
http://www.thinkwithgoogle.com

5. One of five smartphone owners in Russia use
smartphone for more than 2 years
Duration of smartphone usage
GB
Database: smartphone users
1-2 yrs > 2 yrs
Russia
http://www.thinkwithgoogle.com/mobileplanet/ru/

6. Parallel media/device usage
http://www.thinkwithgoogle.com

7. Mobile advertising response
Russia
Clicked on the ad
US
Visited website
France
Others
None of these
UK
German
y
0 10 20 30 40 50 60 70 80
http://www.thinkwithgoogle.com/mobileplanet/ru/

8. Using smartphones while shopping

9. 78% Russian smartphone owners use smartphone
while shopping
Location of smartphone usage
Database: smartphone users
GB In a shop
1-2 yrs
Russia
http://www.thinkwithgoogle.com/mobileplanet/ru/

10. People use several screens to shop
http://www.thinkwithgoogle.com/mobileplanet/ru/

11. Spontaneous purchase share is larger on mobile devices
http://www.thinkwithgoogle.com/mobileplanet/ru/

12. Smartphone allows to shop almost anywhere
http://www.thinkwithgoogle.com

13. One of five smartphone users in Russia can change
their purchase decision due to information received
with smartphone
http://www.thinkwithgoogle.com/mobileplanet/ru/

14. Marketing budgets allocation
Mobile channel is extremely underestimated

15. Average number of apps installed on
smartphone: Russia, USA, GB
http://www.thinkwithgoogle.com/mobileplanet/ru/

16. Brand journey – developing customer relationship
Brand Customer Maintaining Loyalty
Activation Acquisition Relationship
M Loyalty
Relationship Value
M Couponing
Direct Response
Vouchering
Social Media
Mobile Ads
Social Media
Push Marketing
mSites
Apps
Depth of Engagement
16

17. Best Cases on Mobile Marketing
17

18. 18

19. 19

20. 20

21. 21

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