mca2013 - volvo - mikael karlsson

Create consumer value through the smartphone

Mikael Karlsson, Mobile Marketing Manager

Volvo Cars

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So many opportunities and buzz words… Where to start?

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Mobile campaign integration

• 60% globally are mobile users

• Experience content on the wall, not in app

• 84% in UK are mobile users

• 25% of total videos viewed on a mobile phone

Key take out:

• Mobile needs to be an integrated part of the creative brief

• Cross device user journeys

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Mobile site since 2007

• 40 markets globally

• Over 5,5M unique visits 2012

• 5-15% of total traffic depending on market

• Most visited pages are XC60 and S60

model pages followed by Find Dealer

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Mobile platform strategy

AWARENESS

CAMPAIGN APPS

PRODUCT APPS OWNER’S APP

M.VOLVOCARS.COM LEARN/PLAY/BUY/OWN/RE-PURCHASE

INTEREST DESIRE ACTION SATISFACTION

WEB VIA MOBILE EARNED/BOUGHT MEDIA

Case study: Volvo on call

The enabler

The app

What’s next

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Tack!

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