1.
Mobile Marketing in Europe
by Richard Otto
Mobile Marketing Nederland

2.
• Working in Mobile Marketing & -Advertising
industry since 2005 (Clients: Vodafone, ABN
AMRO, Mindshare, Terre des Hommes etc)
• Founder of platform MobileMarketing.nl
(Since March 2013 part of Adformatie Groep)
• Co-autor Handbook Online Marketing (Uitgeverij
NoordHoff)
• Manager of Linkedin Group: Mobile Marketing & -
Advertising (75.000+ members)
• Founder of Mobile Marketing Nederland
...and mobile marketing
A short introduction..
LINKEDIN

3.
• Mobile trends & numbers
• Mobile marketing tools & European examples
• Mobile marketing strategy
• My Mobile Marketing expectations
So let’s talk about:

4.
Mobile Phone Timeline

5.
History of the phone
5
calling
texting

6.
History of the phone
6
calling
texting
calculatoragenda
telephone book
MMS
wappen
making pictures
music player
email
chat
browse
ebooks
gaming
video calling
banking
watching
TV
watching
movies
listening radio
mobile shopping
navigating
scanning
docs
fax
soliciteren
blogging
photoshopping
draw

7.
What activities do you do on your phone?
- Scanning QR codes
- Checking reviews of products
- Compare prices
- Branded marketing app downloaded
- Mobiel banking
- Mobiel Payments
- Mobile Coupon usage

8.
Research results:
- 71% research of product and services with smartphone
- 56% compared prices and check product reviews
- 44% checked for special deals and coupons
- 16% scaned bar/qr codes of products
And what about the rest of Europe?

9.
75% of all sold phones
is a smartphone
Penetration of mobile
phones in The Nederland is
91% .
European average is 80%.
23% van het online
verkeer wordt via een
mobiel toestel
gegenereerd
Top 3 mobile
activities: SMS’en,
internet en e-mail
21.182.000
mobiele phones in NL
51 % is using mobile
internet on a daily basis
41% of all email are
opened on a mobile
device
Tablets worden gem door
2,3 mensen in een
huishouden gebruikt
Penetration of
smartphones in The
Netherlands 65% (7+
million)
34,3 million
tablet users
Mobile usage by consumers
20% uses Facebook only
on their mobile. 58%
mostly uses Facebook on
mobile.
23% of online traffic is
generated by mobile
devices

10.
Mediaconsumption
vs
Marketing budgets
10

11.
Mobile Marketing in Europe
70% said that Smartphones has their
highest priority (28% tablets)
Mobile marketing 2011
in Nederland: €26
million (IAB NL)
23% van het online
verkeer wordt via een
mobiel toestel
gegenereerd
Top 3 most important reasons to use mobile:
stimulate sales, support on promotion, Generate
brand awareness
Mobile advertising 2011
in Nederland: 26
miljoen Euro
37 % does not use mobile
marketing in their
business
Not clear about the reach(65%),
insufficient knowledge (49%),
no budget (58%)
are the most important reasons to not use
mobile in marketing strategy
Tablets worden gem door
2,3 mensen in een
huishouden gebruikt
More than 70%
expects a growth in
budget
Top 3 highest rated mobile features:
Interactivity , Engagement between
brand and customer, Directness
77% will use mobile
marketing tools in de
future
63% are already
using mobile
marketing
Bron: Top 500 adverteerders NL
Mobile Marketing Nederland (Sep 2012)

12.
Mobile Commerce in Europe
64% of all mobile
shopping sessions is from
an iPad
€ 91 billion is the expected sales
trough m-commerce worldwide by 2015
58% of mobile
shoppers are age 18-
34.
In 2012 34% have made a purchase
using their mobile phone. Compared to
19% in 2011
The Mobile Commerce revenues
in The Nederlands will grow with
56,9%.
That’s the highest percentage of whole Europe
In the first half of 2012
1,5 million Dutch consumers
did an online purchase with their smartphone or tablet
66% of the mobile purchases
are being done from home
Most popular mobile
items are:
43% apps,
12% music,
10% fashion,
9% tickets,
9% magazines
& newspapers

13.
Who already integrated Mobile in their
marketing activities?

14.
Source: The Mobile Internet Report
The impact of mobile…
Mobile vs Desktop users globally
Mobileinternetusers(inmilions)

15.
“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”. (wiki)
Mobile Marketing is a collective term for
all marketing activities through mobile
devices
But what is ‘Mobile Marketing’?

16.
Which Mobile Marketing Tools do you know?

17.
Mobile Marketing tools
9. Location Based
Services
4. Mobile display
advertising
7. Bluetooth
1. SMS / MMS
2. Mobile site
3. Mobile apps
5. QR codes
10. NFC
8. Augmented
Reality
6. Mobile
Coupons

18.
• McDonald's introduced
interactive ping pong
on big screen in center of
Stockholm
• People could interact
with McDonald's and win
coupons.
• The game was mobile
web based, you don't
have to download an app
to play.
• Great brand awarenes
not only in the center of
Stockholm, but also PR-
buzz
Pros & Cons?
Usage is sometime not clear
Hardware
High redemption ratio’s
Measurable
More relevance by location and time
Data (more personal with link to CRM)
Cheaper than traditional coupons
Real time delivery
Enviromental friendly
Mobile Coupons
McDonalds mobile ping pong game on billboard to win
coupons

19.
Pros & Cons
High Awareness
Easy and cheap
Makes traditional media interactive
Content is always changeable
Consumer usage
You need a QR Scanner app
Mobile landingspage is sometimes
‘forgotten’.
QR code
Frozen Cinema for QR donations
• QR campaign in german
cinema’s
• QR to donate for charity

20.
NFC
Logo
• Grab a snack out of the
wall is typical Dutch
• First NFC payment test
by Rabobank
•Showcase about how
easy NFC payment could
work
Pros & Cons
Easy to use for consumer
Substitude for cards
Personal content
Push en pull
Install base
Hardware investment
Not many consumers already
have NFC on the phone yet
Still in trail phases
NFC-case
Buy a snack out of the wall and pay with your mobile (2007)

21.
NFC-case
Buy a snack out of the wall and pay with your mobile (2007)
Pros & Cons
http://www.youtube.com/watch?v=otLt4pBk
VCo
Easy to use for consumer
Substitude for cards
Personal content
Push en pull
Install base
Hardware investment
Not many consumers already
have NFC on the phone yet
Still in trail phases
SEE VIDEO:
http://www.youtube.com/watch?v=otLt4pBkVCo

22.
Pros & Cons
Store traffic
Loyaliteitsprograms
Data generator
Deep targeting often expensive
Reach could be sometimes very
limited (deep targeting)
Location Based Services
Interbest Traffic Lottery app
• Interbest is an outdoor
advertising company with
billboards next to
highways
• Consumers with the
Freeway app can play a
game & win prices
everytime they are near
an Interbest billboard
• Drivers only get the
ability to play if they are
not drive too fast. You can
only play the game if your
not driving.

23.
Augmented Reality
AXA Insurance brings print ads to life
Logo
• Insurance company had
a new app to easy claim
your damage
• Augmented Reality in
combination with a
interactive printcampaign
to create brand awareness
and app downloads
Pros & Cons
Interactive possibilities
‘WOW factor’ generates great
awarness
You have to do some activities
(no Google Glass yet available)
Added value is often not clear
(not much knowledge about ROI yet)
You have to start an app
Enlarge your imagination
Integration with other media
Install base

24.
Augmented Reality
Case: AXA Insurance brings print ads to life (video)
Keys to Success
• Be relevant and try to put some
added value in it!
• Use a Call to Action
Augmented Reality
Case: AXA Insurance brings print ads to life
ZIE VIDEO:
http://www.youtube.com/watch?v=9ohhf0p8CF
M

25.
Pros & Cons
Anywhere, Anytime
De respons is higher thant desktop (0,7%
en 3% clickratio)
Interactive features (click to callendar/
Click to call)
Mobile Advertising is more expensive than
online advertising
Not much known yet about ROI
Mobile Display Advertising
Westin Hotels weather related swipe advertising
Keys to Success
• Be Relevant
• Use a Call the action
• Advertisiment will only
appear when the weather
is locally bad
• ‘Icescreen’ is swipeable
• Direct click-to-call to book

26.
Utility App
Een brand ed utility app is
een app van een merk dat
instrumenteel gebruikt kan
worden. (Vb: De Voetjes meet
iPad app van Scapino/Dolcis:
http://tinyurl.com/9ouphgx)
Pros and Cons
Advanced features
Volledige programmeertaal en dus
meer mogelijkheden
Regulations App Stores
Fragmentation of mobile platforms
Mobile Apps
Scapino Shoe stores: Measure little feet and buy
directly

27.
Mobile Apps
Case Make your Domino’s Pizza Hero app
Keys to Succes
• An app has to have added value for the
user, for example a game of an utility
tool
• There are lots of apps, so think about
how you could differentiate with
existing apps. Why will consumers
download your app?
• Do not use to much text
• Don’t forget to make it User Friendly!
• Try to get some data out of it and link
it to your existing CMS
• Make it social
ZIE VIDEO:
http://www.youtube.com
/watch?v=fsWyOsL_pJk

28.
• Many marketeers just say:
We want an
app!

29.
Mobile Strategy
• Start from your goals; not the tools
• Try to integrate mobile in your whole marketing mix

30.
From a mobile marketing campaign to strategy
Mobile
campagne
experiment
Mobile
marketing
program
Mobile
marketing
integration
Mobile
relationship
management
Standalone
campagnes to
experiment or
make the first
steps in mobile
Periodical
campaigns where
results are being
measured and
optimized. Data is
being linkedin to
an central
database.
Client data is being
enriched with CRM
and other data
resources to build
better profiles for
personalised and
more relevant
communication.
Mobile is fully
integrated in
overall marketing
mix. Focus on
building a better
customer
experience and
better relation
with several
mobile tools

31.
Mobile marketing strategy- step by step
Set up your goals
Research on your
targetgroup
Select the marketing
tools
Create the content
Test the campaign
Tracking en
reporting
Optimalisation
Evaluation

32.
• Mobile Commerce will explode
• Faster growth of Mobile Advertising
• More focus on Tablets
• The consumer will be more demanding on mobile
• Relevance will become more & more important
• Not only an app, but a mobile strategy
• Less focus on total number of app downloads,
but more on active users (app loyalty)
My Mobile Marketing Trends 2013

33.
Thank you!
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