- YOUR FAVOURITE WASTE OF TIME -
First things first
THIS IS ME & I simply love the mobile playground
Back in the middle of last century...
WHEN PEOPLE GOT THEIR FIRST GLIMPSES of a world that looked like this...
AND THE
INTERNET WAS STILL AN IDEA...
HIGH DESIGN looked like this...
USERS pretty much all
LOOKED LIKE THIS...
PUTT YOUR LIGHTERS UP looked like this
People were already using telephones for the last
80 YEARS
& they pretty much all looked like this...
FAST FORWARD
to the present... FAST FORWARD
NOW, the world looks like this...
YOU ARE HERE!
IS A REALITY The internet
&nowPEOPLE look like this
OR LIKE THIS...
OR THIS
PUTT YOUR LIGHTERS UP
is now something more like this...
Times have definitely
CHANGED
As there is a
MOBILE MOVEMENT
going on...
The rise of smartphones is creating
SMARTER CONSUMERS
& more opportunity for
SMARTER MARKETING
IN 1 WEEK 81% browse the internet 77% use a search engine 48% watch a video 63% access a social network
WE’RE USING SMARTPHONES ALMOST EVERYWHERE... 39% use it while going to the bathroom
WE’RE USING SMARTPHONES ALMOST EVERYWHERE... 33% while watching TV
WE’RE USING SMARTPHONES ALMOST EVERYWHERE... 22% while reading the newspaper
SMARTPHONES HAVE BECOME SUCH AN IMPORTANT PART OF OUR LIVES THAT:
MANY OF US WOULD GIVE UP
MANY OF US WOULD GIVE UP
MANY OF US WOULD GIVE UP Just to keep using them...
THEY ARE BECOMING IMPORTANT TO OUR SHOPPING HABITS TOO
79%
OF US USE SMARTPHONES TO help with shopping
70%
OF US USE SMARTPHONES while in-store
54%
OF US USE SMARTPHONES TO find a retailer
49%
OF US USE SMARTPHONES TO compare prices
48%
OF US USE SMARTPHONES TO get promotions & coupons
44%
OF US USE SMARTPHONES TO read reviews & product info
34%
OF US USE SMARTPHONES TO search in-store inventory
WHICH LEADS US TO
BUY
74% of shoppers made a purchase based on a smartphone search
Where do we do most of our
SHOPPING?
USUALLY IN OUR OWN BACKYARD
95% look for
LOCAL INFORMATION
We’re using our phones to find
EVERYTHING
We’re using our phones to find
EVERYTHING
We’re using our phones to find
EVERYTHING
71% of us search because we saw an
AD
43% search after seeing TV ad
BOTH ON traditional media
17% search after seeing a display ad on a mobile device
& ON OUR PHONES
& we’re acting on it
9 OUT OF 10 MOBILE USERS have taken action
don’t miss the
MOBILE MOVEMENT
MOBILE CHANGE EVERYTHING we know to be true
Why is going to
MOBILE as a MASS MEDIUM in stead of as a DEVICE
That’s because we’ll address
Not just any
MASS MEDIUM
NOPE
The 7th
MASS MEDIUM
of all times...
1
The printing press
2
Recordings
3
Cinema
4
Radio
5
Television
6
The Internet
7
Mobile
MOBILEis the only MASS MEDIA that can do EVERYTHING the previouw six can do
READ & PUBLISH
PLAY RECORDINGS
WATCH MOVIES
LISTEN TO RADIO
WATCH TELEVISION
SURF THE WEB
But
BUT
THERE’S MORE
MOBILE has some unique that make it a unique CAPACITIES & superior MASS MEDIUM
1
The first truly
PERSONAL mass media
2
The first
ALWAYS-CARRIED mass media
3
The first
ALWAYS-ON mass media
4
The only mass media
with a built-in
PAYMENT CHANNEL
5
At the point of
CREATIVE impulse
6
The mass medium with the most accurate
CUSTOMER INFORMATION
ONLY FOR THE HAPPY FEW?
ONLY FOR THE HAPPY FEW?
POPULATION OF THE EARTH: 7 BILLION
20 Million
MOBILE USERS 3,6 BILLION
MOBILE WEB ACCESS 1,6 BILLION
WEB ACCESS by PC 1,1 BILLION
MOBILE WEB ACCESS BY 2015 - HALF OF THE PLANET
2020
by the year MOBILE PHONES will be the most important device to access
THE WORLD WIDE WEB
Sander 15y
Key elements in
MOBILE MARKETING
APPS
Most of the apps live in the
DEEPEST CAVES of our app stores
81%
OF SMARTPHONE USERS INSTALLED one ore more apps
AVERAGELY, THAT’S ABOUT
25
apps / phone
is used
1/2
is not
8,1
6,8
The
MOBILE WEB
is all about context & relevance
LOCATION BASED SERVICES leading to higher relevance & genuine consumer insights
46%
OF SMARTPHONE
USERS HAVE NEVER
even heard of LBS...
38%
KNOWS WHAT LBS ACTUALLY IS but have never used it...
4%
TRIED LBS & HAVE NEVER TRIED IT again afterwards...
12%
ACTUALLY USES
location based services
WHAT’S THE REASON a big part of the smartphone users don’t (want to) use LBS?
37% because of privacy-issues
WHAT’S THE REASON a big part of the smartphone users don’t (want to) use LBS?
32% because of indifference
WHAT’S THE REASON a big part of the smartphone users don’t (want to) use LBS?
32%
want to use it, but don’t know how to benefit LBS
WHAT’S THE REASON a big part of the smartphone users don’t (want to) use LBS?
17%
think there are no advantages in using LBS
MOBILE TAGGING The bridge between the real world & mobile web
Experiencing
AUGMENTED REALITY
The cashless society, thx to
MOBILE PAYMENTS
Key elements in
MOBILE MARKETING
help to develop more valuable interactions & communication between
PEOPLE & BRANDS
Key elements in
MOBILE MARKETING ECOSYSTEM
help to build a new
between different media
A sneak peek into
MOBILEusing STRATEGY 5 simple steps
1
Define the
PURPOSE
of your mobile initiative
2
Choose the
MOBILE PLATFORM
that suit your audience & objective
3
Maximilise the
VALUE
* Location based services * Mobile tagging * Augmented Reality * Mobile Payment
of your mobile solution within the chosen platform
4
MARKET your mobile solution * Pricing * Promotion * Measurement * Iteration
5
use mobile to
CHANGE behaviour
Mobile proved itself as a medium capable of producing
MEANINGFUL & INTEGRATED
communication with relevance & added value for the consumer
To be a true competitor of the classical marketing budget
MOBILE THE MOTOR
has to be used as
between different mass media & not as an extra regular advertising channel...
Not as an extra regular advertising channel...
but as a genuine extension
OF A BRAND
“At the moment, we look at mobile as a device. And so we study how fast it is, how small it is, what’s the resolution of the screen, how it functions. But actually we should look at mobile not as a device, but as a lifestyle. So what’s changing is the way we interact with content, with services, with payment devices. It’s a behavioural thing, and we’re only at the very beginning of understanding of what it is to be continuously connected to a global network. Not just for making phone calls, but for everything. Let’s say we’re day 1 in a year of mobile revolution. The future is really what happens when any piece of content is available to you at all times and your phone becomes your remote control to this giant global network.”