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How to make your brand relevant on Mobile. Presentation of In the Pocket at the Mobile Marketing Seminar organized by Stichting Marketing (13/10).
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Loyalcation, Utility & ConversionOr how to make your brand relevant on mobile
Pieterjan Bouten - @pieterjan
Introduction
Located in
Introduction
Development & Design
Mobile Marketing
Mobile Advertising
Strategy & Concept
We only focus on mobile
Introduction
1. Location & Loyalty
Location & Loyalty
Loyalcation @tijs
Location & Loyalty
SOCIAL MOBILE
LO
CA
TIO
NL
OY
ALT
Y
@tijs
Location & Loyalty
Background•Smartphones (3G + GPS)•Social networking•‘Always connected’•Reward loyalty
• Location Based Social Networks
•Applications÷Aggregators (E.g. Shopkick)÷Custom developed apps (API)
Landscape
Location & Loyalty
Recipe for success•Context ÷Profile÷Social÷Location
•Timing (real time & participatory)•Reward loyalty•Instant gratification•Small and big businesses •It’s free
Location & Loyalty
How does it work? •For the Consumer÷Download the app÷Build your network÷Check – in at locations (earn points/badges)÷Add & share tips (create to do’s)
•For Brands & Business owners÷Claim your venue÷Create offers to generate traffic÷Add incentives÷Tie it to your loyalty program÷Use possibilities of the platform and be creative
•Applications÷Aggregators (E.g. Shopkick)÷Custom developed apps (API)
Location & Loyalty
Examples
Location & Loyalty
Examples
Location & Loyalty
Location & Loyalty
Location & Loyalty
Practical tips:•Investigate the different platforms •Determine your objectives•‘Claim’ your location•Think of compelling promotions/offers/actions•Interact and engage•Track and measure as much as you can•Be flexible
Have a look on Slideshare!
Location & Loyalty
Challenges:•Reach in Europe•Claiming your venue•Creating attractive promotions•Organisational (e.g. retailers)
2. Utility Marketing on Mobile
Utility Marketing on Mobile
Utility Marketing on Mobile
Utility Marketing on Mobile
Where to start•Credibility •Needs •Possibilities to fulfill that need on mobile
Utility Marketing on Mobile
Things to consider •Is there a fit with your audience•Does it pay off the brand promise•Does it build brand credibility and is it authentic•Does it fulfill an unmet need, is it unique•Is it actually useful•When and how often can it be used•Is it engaging, entertaining and easy-to-use•Is it satisfying and rewarding•Is it easy to share and distribute•Resources needed to keep it alive
Guthrie Dolin, Odopod 2009
Utility Marketing on Mobile
Examples:
Utility Marketing on Mobile
3. Conversion
Conversion
Conversion
Conversion
Some facts•E-commerce : 15y 4% of retail•M – commerce : 5y 4% of retail
Morgan Stanley 2010
Why M-commerce will be huge•Location Based Services•Transparant Pricing•Deep Discounts•Immediate Gratification•Payment methods
A fictive example
Conversion
Fictive concept for Coca - Cola•Reward users of the application for certain behaviour÷Check in at Coke locations (festivals, events, bars, …)÷Sharing brand related actions÷Buying Coke products
•Location & Interaction÷Check ins÷QR codes÷Barcodes÷‘Hide’ products for users to pick them up and get
rewards
Conversion
Fictive concept for Coca - Cola•Couponing (reward/actions linked with
location/sharing/buying)÷Discounts in stores÷Gifts in stores÷Participation in campaigns
•Integrate with social media & location based services
Conversion
Challenges•Advertising campaign & communication÷Trigger downloads÷Explain the concept÷Stimulate usage
•Organisational
Conversion
A real example
Conversion
Conversion
EARN MILES
4. Don’t forget Search
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