How To Integrate Mobile In Your Marketing Campaigns

Mobile Marketing ForumBucharest 16th May 2013

Dan VirtopeanuManaging Partner

Marketing 4P Are Still Valid

Mobile’s 4P In Marketing

Permission

Participation

Presence

Power

First P - Presence

Presence: Local Shipments

Mobile Is The Most Used Technology

Smartphones & Tablets

• 5 millions smartphones in Romania (90% connected)• 0,6 million tablets (50% connected)

• Right now, the smartphone community is the size of Facebook community.

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Presence Quick Facts

150 times a day

61% - Mobile Phone is the first thing to notice

44% - Mobile is the first thing to notice when wake up and last thing they see at night

Nomophobia: the fear of being without a mobile phone

Exaggerated Presence

Presence Reshapes Retail

Carrefour Mobile App changes the items in the shopping list upon the location to match the order of the items in the shopping aisles

Second P - Permission

Critical in any direct marketing action

Success proven by different brands like Gillette, BMW, Girls Walker and ad networks like Blyk, Qustodian

Third P : Participation

Mobile is the only ubiquitous media device

Best Mobile Marketing Campaign Carling Black Label (over 10 mil participants)

Lay’s over one million flavor suggestions via mobile

Fourth P - Power

The Fourth Life Of The Mobile Phone

voice text internet apps

Mobile Reshapes News Business

49% read news on mobile phone

Mobile Reshapes Health

More than half of US smartphone owners use their device as their pocket doctor.

Power From The Brands

Ikea set up furniture app won twice as best marketing app

Nivea mobile sunscreen alarm – send sms alerts when need shade or stronger sunscreen Nivea sun alarm – wake you up early if is sunny, let you sleep more if is bad weather

Tomi Ahonen – MMA Forum New York 2013

Integrate Mobile In Campaigns

Sales

Engagement

Awareness

Display Campaigns For CPG

Awareness focused campaigns are typically more effective than direct response campaigns - 2012 study worldwide

How To Integrate Better Mobile?

Adapt to device and contextUse unique featuresMeasure and refine

Case Study For Awareness

Nokia Lumia Campaign – winner Australian mobile awards 20122:20 visit duration79.3% new visitors

Mobile & Shopping

Mobile & Sales

Mobile is the missing link between all the media and store10 billion mobile coupons will be redeemed in 2013Impact 10 times higher than online/physical coupons (Juniper 2013)Available on any mobile phoneCoupon delivery using any mobile tool: SMS, App, BrowserEasy to redeemMMA Survey Immediacy of Mobile Shopping: in convenience stores and gas stations 66% shop within the hour

Mobile & Sales

Mobile virtual trials DirectopticShoppers who try eyeglasses have 41% higher conversion rate and spend 12.5% more

Axe Wake Up Girl increased sales 300%

Macy’s In Store GPS: a new way to fight the decrease of the impulse buy at check out

Engagement Campaigns

All media (TV, print, outdoor, online, radio) can engage audience using mobile tools: QR Codes, OCR apps, SMS.

Coca Cola Chok Chok Chok won the best mobile marketing campaign at MWC 2013

Engagement Campaigns

From the real world we can engage audience on social networks using mobile (likes, shares, check-in, post photos)

Granata Pet (Foursquare on the street)Diesel (in store likes on Facebook)

SmartPhone – Best Engagement Device

Mobile & Marketing

Mobile’s 4Ps in marketing: Presence, Permission, Participation, Power

Good integration of mobile in the marketing campaigns helps awareness, boost sales and drive best engagement

Q&A session

dan.virtopeanu@breezemobile.ro

@virtopeanu

breezemobile.ro/blog