Mobile Marketing Association Forum Asia 2012 - Singapore Mobile Game Changers Mobile Web Apps for Marketing Mobile Word of Mouth Marketing WOMM Social Mobile - Macro Perspective - History and Future

2. Who are we?!
Ville Kulmala (Finland) – Managing Director – Mobile Spark!
!
Twitter: @villekulmala!
!
- Over 14 years technology and business consulting
experience for global companies such as Nokia, Accenture,
ING, ABN AMRO, Heineken, KPN, Areva, Logica and Fortis.!
- Mobile Spark is a mobile marketing agency, with offices in
The Netherlands, Finland and Hong Kong. !
- Chairman for +1000 members strong Mobile Monday
Thailand.!

3. Mobile Game Changers!
1. Web Apps for Mobile Marketing !
!
- Case for Web Apps as mobile marketing tool!
!
2. Mobile Word-of-Mouth !
!
- How to take advantage of WOMM in a mobile!
!
3. Social Mobile – The Big Picture!
- Past, current and future of mobile social media!

4. Web Apps for Mobile Marketing!

5. Stats – Mobile Web vs. Native !
Na#ve
apps
and
mobile
web
con#nue
to
grow
on
separate
paths.
Fragmenta#on
con#nues.
Of
all
users:
36.4%
use
their
mobile
browser
34.4%
use
their
na5ve
Apps
Twi$er
14%
use
their
mobile
browser
8%
use
their
na5ve
Apps
(Comscore
–
US
based
users)
/
(Twi6er)

6. Positioning - Mobile Web vs. Native !
Na#ve
apps
and
mobile
web
have
differen#a#ng
posi#oning
for
a
client
interac#on.
!
Mobile Web ! !è Discovery!
- Linkable!
- Searchable!
- Shareable!
- Trackable!
!
Native Apps !è Loyalty!
!
!
!
Ref. Google!

7. Mobile Marketing Perspective “Funnel”!
Mobile
Web
vs.
Na=ve
Na#ve
apps
and
mobile
web
con#nue
to
grow
on
separate
paths.
Convert
Loyal
Exis#ng
Customer
/
New
Customer
Customer
Evangelist
Discovery
Loyalty
!
! Mobile
Web
Na5ve
(web
too..)
!
!
!

8. Mobile Word of Mouth!

9. What are your 3C’s ?!
Complete Consumer Cycle!
!
“Consider your customer’s full
interaction cycle”!

10. Case Study - Travel Industry!
Case for Hotel Bookings
apps (red).!
Case for Photo Sharing
apps (blue).!
!
- Most interactions only
focused on one step!
!
- Relative importance of
other customer
interactions ignored.!
- All steps should be
considered for mobile
marketing strategy.!

11. Case Study – High Impact Facebook!
!
Spotify!
!
- Seamless Facebook integration!
- Fully integrated mobile app!
- Facebook Timeline since Jan 12!
- Sharing enabled in-app!
- Artist pages link to Spotify!
- Facebook / Spotify partnership!
!
“All roads leads to listening music on Spotify”!
! ! ! ! ! ! ! ! ! ! !!

12. Case Study – High Impact Twitter!
Nike + FuelBand!
!
- Very popular product!
- iPad/iPhone Native App !
!(partner)!
- Integrated Twitter account !
!and missions!
! !Yet !
!
- Facebook “separation” and !
!“monologue” !
- Physical device / App not !
fully integrated!
!

13. Social Mobile – The Big Picture!

14. Social Macro perspective – 3 yrs ago!

15. Social Macro Perspective – 2 yrs ago!

16. Social Macro Perspective – 4 days ago!

17. Social Macro Perspective – The Law!

18. Social Macro Perspective - The Future!
Social
Mobile
Web
-­‐ More
sharing
about
everything,
increase
of
sharing
without
ac5on
-­‐ Facebook
and
others
will
expand
their
ecosystems
to
the
mobile
-­‐ More
means
to
share,
third
party
developers
offer
a
way
to
tap
in
to
new
opportuni#es
on
a
mobile
Take
advantage
of
new
mobile
tools
-­‐ Posi5on
yourself
for
the
growth
–
being
first
does
pay
off,
but
it
can
be
painful

19. Conclusion!
1. Mobile Web Apps for Marketing !
!
Discovery - Mobile Web App is Discoverable !
2. Social Mobile Word-of-Mouth Marketing!
3C’s - Cover your Complete Customer Cycle!
3. Integrating your Social Mobile Marketing efforts!
Think Future - Position your mobile efforts!
for growth!
!

20. Thank you!!
Ville Kulmala – Director!
!
Twitter: @villekulmala!