digital marketing landscape - courses...digital marketing landscape mobile marketing, services and...
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DIGITAL MARKETINGLANDSCAPE
DIGITAL MARKETINGLANDSCAPE
Mobile marketing, services and gamesMobile marketing, services and games
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MOBILE TECHNOLOGIES
•Handset technologies
•Network technologies
•Application technologies
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INTRODUCTION TO MOBILE TECHNOLOGIES – COMPANYPERSPECTIVE
• Mobile technologies used within companies are many times internallyfocused (e.g. mobile office solutions, alerts, accessing SAP etc.)
•Market-Vision conducted survey in Finland already in 2008 and 46 % ofcompanies use some kind of mobile solution
•In the forest industry 68 % companies are using mobile solutions
•84 % aims to improve their processes with mobile technologies
• Some studies highlight the role of mobile technologies in businessrelationships (e.g.)
•Salo, J. (2012). The role of mobile technology in a buyer-supplierrelationship. Journal of Business & Industrial Marketing. (in press).
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STILL MOSTLY CONSUMERFOCUSED
Nitro
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BIGGEST TREND
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SPECIAL FEATURES OF MOBILEMARKETING
Salo & Tähtinen 2004
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MOBILE MARKETING PROCESS
Salo et al., 2008
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Salo & Karjaluoto 2007
Advertising mediums compared
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MOBILE MARKETING RECALL
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MOBILE MARKETING
• SMS/MMS/Web – Case Onnela (studied inFummas project)
• Video clips
• Music
• Games
• Internet
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MOBILE SOURCES OF VALUE
• Peer content creation and super distribution (mobileP2P)
• Presence, personalization, location and context-awareness
• Multi-channel services
• Mobile marketing, M-CRM
• Social media, virtual communities
• User experience
Coherent user experience in multi-device environments
Ease of use still amost important !
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GEO-SOCIAL APPLICATIONS:
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MCDONALD’S: FOURSQUARE• McDonalds’s pilots Foursquare as marketing channel in US (spring 2010)
• FQ a location specific service as advertising channel
• McDonald's was able to increase foot traffic to stores by 33% in one daywith a little Foursquare ingenuity.
• The company awarded 100 pieces of $5 and $10 gift cards as a bait to lurein potential costumers on Foursquare day April 16. It also worked as asocial media attraction because over 50 articles were written aboutMcDonald’s Foursquare campaign.
• Campaign worked both in the digital and real world.
• People went to McDonald’s for a chance to win gift cards in exchange forcheck ins and 600,000 online denizens followed and became a fan of thebrand on social media sites.
• McDonald's total cost for the successful campaign was $1,000.
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CLASSIFICATION OF GAMES
Salo (2009?)
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MOBILE GAME ECOSYSTEM
Salo (2009?)
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ELEMENTARY CLASSIFICATION
Salo & Karjaluoto (2009?)
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MOBILE GAMES IN CONTEXT
Salo & Härkönen 2010?
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MOBILE IN-GAME ADVERTISING
Salo (2009?)
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MOBILE GAME SPECTRUM
a) Dynamic in gameb) Between levelsc) Before and after downloadd) Product placemente) Static ads
Salo (2010?)
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360 DEGREES TOOL TO EVALUTE VALUE POTENTIAL FROMGAME DEVELOPERS, ADVERTISERS AND CUSTOMERSPERSPECTIVE
Salo (2010?)
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ADVERTISING RECALL
Salo (2009?)
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EFFECTIVENESS OF BANNERADVERTISEMENTS IN MOBILE GAMES
(Komulainen, Salo et al 2017,Int. J of Advertising)
The results of this study show that 70% of the respondentsindicated that they have the intention to click on the IGBA
when given a reward with tangible benefits.
Survey in Finlandn. 761