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Mobile Marketing and Advertising in the context of Evolution, Marketing 2.0, The Metaverse and Mobile Internet Trends

The sweet spot of mobile marketing is identified using different trends from different perspectives and levels of analysis (Evolution at large, Marketing 2.0, Metaverse as well as Mobile Internet itself)

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Mobile Marketing and Advertising in the context of Evolution, Marketing 2.0, The Metaverse and Mobile Internet Trends

  1. A Perspective on Mobile Marketing Evolution, Marketing 2.0, Metaverse and Mobile Internet Yuri van Geest / SPRX Mobile
  2. Cross digimedia Yuri van Geest Innovation Emerce Marketing Sales Reddion HP yuri.typepad.com Mediakabel/ManyCast Nuon Marketingfacts Erasmus Univ. MIT Mobile Monday Amsterdam (MoMo) SPRX Mobile
  3. Agenda <ul><li>Evolution </li></ul><ul><li>Marketing 2.0 and Metaverse </li></ul><ul><li>Mobile Internet </li></ul><ul><li>Q&A </li></ul>
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  5. <ul><li>“ Every futurist who </li></ul><ul><li>is worth his salt is </li></ul><ul><li>a historian” </li></ul><ul><li>(Kevin Kelly) </li></ul>
  6. <ul><li>Globalization and Power </li></ul><ul><li>Church (< 1500) </li></ul><ul><li>Nation (1500-1800) </li></ul><ul><li>Multinationals (1800-2000) </li></ul><ul><li>Individual + social network (> 2000) </li></ul>
  7. The Self Organizing Universe
  8. Economic Revolutions & Changing Consumer Drivers <ul><li>Agriculture : Availability </li></ul><ul><li>Industrial : Price </li></ul><ul><li>Services : Quality </li></ul><ul><li>Digital + Bio : Authenticity </li></ul>
  9. <ul><li>Market Economy </li></ul>Social Economy Social = Authentic, Authority, Recommendations, Peer Production
  10. Summary <ul><li>Globalized and Empowered Individuals and Groups </li></ul><ul><li>using Authentic, Social (Network) Filters </li></ul><ul><li>and Self Organization </li></ul><ul><li>to find, buy or create Authentic offerings </li></ul><ul><li>Question : How Will Mobile Marketing Work In This Context ? </li></ul>
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  12. Marketing 2.0 <ul><li>Authenticity </li></ul><ul><li>Open source marketing </li></ul><ul><li>ROI-based marketing </li></ul><ul><li>Focus on product innovation, less on classic promotion </li></ul>
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  14. Communication 2.0 <ul><ul><li>Reputation -> Attention -> Conversion </li></ul></ul><ul><ul><li>Proof and Honest Advice <> Propaganda </li></ul></ul><ul><ul><li>Sequence : 1) Mobile + Outdoor (LBS / AR) </li></ul></ul><ul><ul><li>2) PC-Internet 3) TV 4) Other media </li></ul></ul><ul><ul><li>ROI rules (reach overrated) </li></ul></ul>
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  16. Metaverse Augmentation Simulation Personal External
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  19. Lifelogging/Lifestreaming <ul><li>Twitter </li></ul><ul><li>FriendFeed </li></ul><ul><li>Trackr </li></ul><ul><li>Cluztr </li></ul><ul><li>Trip-It </li></ul><ul><li>Qik </li></ul><ul><li>Nokia Conversations </li></ul><ul><li>Magitti </li></ul>
  20. <ul><li>Via web, mobiel web, sms en IM </li></ul>
  21. <ul><li>MIRROR WORLDS </li></ul>
  22. Examples Mirror Worlds <ul><li>Nokia Maps 2.0 </li></ul><ul><li>Google Earth 4.3 including StreetView ! </li></ul><ul><li>Microsoft Virtual Earth </li></ul><ul><li>Yahoo Maps </li></ul><ul><li>Earthmine </li></ul>
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  24. AUGMENTED REALITY
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  27. Mobile Internet = Booming <ul><li>Networks </li></ul><ul><ul><li>WiMax, DVB-H, HSDPA, LTE/4G, P2P </li></ul></ul><ul><li>Handsets </li></ul><ul><ul><li>N95/N96, iPhone, Polymer Vision, nanotech </li></ul></ul><ul><li>OS </li></ul><ul><ul><li>Android, OSX, Symbian, Windows Mobile </li></ul></ul><ul><li>Applications </li></ul><ul><ul><li>JoikuSpot, Qik, Seesmic, Talkonaut, TrackR, </li></ul></ul><ul><ul><li>LinkedIn, G-Gears, AR/RFID/QR codes, Twitter </li></ul></ul><ul><ul><li>Mofuse, Napster, JotYou, YouTube, Hyves </li></ul></ul>
  28. Mobile Internet = Booming (2) <ul><li>Content </li></ul><ul><ul><li>Maps/Earth/Nokia Maps, TV, video, movels, UGC </li></ul></ul><ul><li>Payment Solutions </li></ul><ul><ul><li>P2P NFC/RaboMobiel, Payter, PayPerPhone </li></ul></ul><ul><li>Advertising </li></ul><ul><ul><li>AdWords, QR codes, e-mail, RSS, banners, text links, AR ads </li></ul></ul><ul><li>Flat-fee Pricing </li></ul><ul><li>Open Mobile Internet </li></ul><ul><li>Mobile = Lifestyle & Hot </li></ul>
  29. Context
  30. Mobile Growth Areas
  31. Physical Virtual Social/Connected Commercial Live Web
  32. Physical Virtual Social/Connected Commercial Social Web
  33. Physical Virtual Social/Connected Commercial Geo Web
  34. Summary <ul><li>Globalized and Empowered Individuals and Groups </li></ul><ul><li>using Social (Network) Filters </li></ul><ul><li>and Self Organization </li></ul><ul><li>to find, buy and create Authentic offerings </li></ul><ul><li>Question : How Will Mobile Marketing Work In This Context ? </li></ul>
  35. Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware LBS push advertisjng (banners, AdWords, rich media etc.) Payments (NFC) QR code + RFID + AR ads Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile books Music SMS/MMS-marketing
  36. QR codes
  37. Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware Payments QR codes ads RFID/NFC Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile Books Music SMS/MMS-marketing Mobile Internet Trends
  38. Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware Payments QR codes ads RFID/NFC Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile Books Music SMS/MMS-marketing Authenticity due to Social C2C Filters
  39. Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware Payments QR codes ads RFID/NFC Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile Books Music SMS/MMS-marketing Sweet Spot for Mobile Marketing Next 5 Years
  40. Answer Mobile Marketing <ul><li>Focus on the product itself and its USPs and tags (ecology, social, intrinsic value) </li></ul><ul><li>Focus on the physical ads instead of virtual ads </li></ul><ul><li>Don’t advertise, use the C2C data for research (e.g. using Hyves LBS or Twitter messages/profiles) </li></ul><ul><li>Let the mobile community decide upon your product and marketing roadmap (authenticity) </li></ul><ul><li>Enable and sponsor new mobile C2C apps/tools </li></ul><ul><li>Be more implicit and stealth relative to PC-Internet </li></ul>
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