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Presentation Jeroen de Bakker - Mobile Convention Amsterdam 2011 #mocoam
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Branding on mobile
DigitalCommunicationProducts
April 19, 2011 Jeroen de Bakker - @jeroedebDATE AUTHOR
A presentation about pre- and post-digital brand building, owned media, relationships and brand effects
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Television gave advertisers an entrance into people’s homes
Introduction
Branding on mobile “There is something about mobile” - SlideshareSOURCEMOBILE CONVENTION AMSTERDAM 2011
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Television gave advertisers an entrance into people’s homes
Mobile gives entrance into people’s lives
Introduction
Branding on mobile “There is something about mobile” - SlideshareSOURCEMOBILE CONVENTION AMSTERDAM 2011
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Pre-digital
Interruption
Image manipulation
Saying things at people
Intangible value
Perception
Brand building
Post-digital
Participation
Value creation
Doing things for people
Tangible value
Behavior
Branding on mobile “The brief in de post-digital age” - Gareth KaySOURCEMOBILE CONVENTION AMSTERDAM 2011
TextOwned media
Content you create or control to engage with consumers
Building and strengtheningrelationships is the ultimate goal
Branding on mobileMOBILE CONVENTION AMSTERDAM 2011
TextOwned media
Relationships begin with mutual interests and consumer relevance
Focusing on the context choice and the value offer
Branding on mobile “Brand Programming” - SlideshareSOURCEMOBILE CONVENTION AMSTERDAM 2011
TextAmstel Teamlink - demo video
Branding on mobile http://youtu.be/G4MNHKtqXBkSOURCEMOBILE CONVENTION AMSTERDAM 2011
TextAmstel Teamlink
The brand becomes part of own social environment and meets context-specific needs and fields of interest
Branding on mobile “Brand Programming” - SlideshareSOURCEMOBILE CONVENTION AMSTERDAM 2011
TextMobile app
Branding on mobileMOBILE CONVENTION AMSTERDAM 2011
TextMobile app
Produced by M2MobiAdditional fun(ctionalities)20.000 users Winner Sport App Awards 2011
Branding on mobileMOBILE CONVENTION AMSTERDAM 2011
TextBrand effects
New drivers for engagement and brand relationships UsefulnessUser experienceInvolvement
Branding on mobile “Metrixlab rapportage Teamlink” - August 2010 SOURCEMOBILE CONVENTION AMSTERDAM 2011
Thank you for your attentionAll rights reserved © 2011LAB1111
DigitalCommunicationProducts
Jeroen de Bakker - @jeroedebAUTHOR