Download - MCA2013 - Volvo - Mikael Karlsson
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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?
Date Created: [YYYY-MM-DD] Issuer: [Name] [CDS-ID]; [Organisation]; [Name of document]; Security Class: [Proprietary] 2
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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
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Case study: Volvo on call
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The enabler
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The app
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What’s next
Date Created: [YYYY-MM-DD] Issuer: [Name] [CDS-ID]; [Organisation]; [Name of document]; Security Class: [Proprietary] 9
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Tack!
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