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Artem Daniliants / LumoLink
Mobile marketingTallinn Marketing Week
60%More than half of consumers’ digital time is spent on mobile devices
Source: According to comScore in June of 2014
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80%Four out of five local searches via mobile devices lead to a purchase,
often within a few hours. Compared with other devices, the mobile
phone showed the highest conversion rate, with nearly 80 percent
of mobile phone searches ending in a purchase.
Source: http://searchenginewatch.com/sew/study/2339085/80-of-local-searches-on-mobile-phones-convert-study
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4 out of 5Google Insights has revealed every 4 out of 5 smartphone owners
prefer mobile shopping.
Source: http://blogs.pb.com/ecommerce/2011/11/14/cross-border-ecommerce-sales-should-deliver-a-nice-holiday-surprise/
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Location, location, location
• Location is a very good context
• Location can help you identify end goals and provide correct sales arguments
• You can tap into user’s location also on a web page
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Making use of location
• Ask user to provide a location
• Change front page of your site based on location
• Display close by points of interests
• Change sales arguments based on location
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Indoor positioning
• New technologies allow for very precise positioning indoor without GPS
• Countless use cases
• Where is ATM?
• Where is certain product shelf?
• Where am I now?
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Mobile users are goal oriented
• When I am in Tallinn and I search for a restaurant I am not “just browsing”
• Main goals usually are
• Book/Buy/Reserve
• Where?
• Is it open?
• How much does it cost?
• Make reaching these goals as easy as possible
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Finally a good use for Google+
• Using Google+ you can create a local listing
• Local listing allows
• To see if your business is open or not
• Calling
• Getting map directions
• Seeing ratings
• Browsing images
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Sometimes goal is just to pass the time
• People have favourite apps to “waste time”
• You need to provide people with an easy way to just browse and be able to stumble on cool stuff
• Personalisation is key here
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Shake it to estonia
• Most of the time user wants to just “browse”
• Browsing process should learn my likes and dislikes
• Buying should be simple
• I should be able to save interesting stuff for later
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Mobile users are impulsive
• Reward users who are filling to take action now
• Make paying a “one click” affair
• Make purchasing decision safe (free returns, reviews etc)
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Mobile users have their own content
• Incorporate user’s content into your mobile marketing campaign
• User’s are much more willing to share brand message if it feature’s their own content
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Laplication
• Allows users to create live northern lights anywhere
• Stunning images can be shared on social networks
• Application also shows how far are you from Lapland
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Mobile phone comes with a camera
• Camera can be used to provided “augmented reality”
• It can also scan QR and bar codes
• On Android devices you can manipulate camera from a web page
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Ikea augmented reality catalogue
• Allows you to see how furniture looks inside your home
• Requires paper catalogue
• Very cool novelty factor
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Mobile users are not always online
• Roaming is expensive
• Especially outside of EU
• Sometimes connection is spotty (metro etc)
• In some cases using an offline application creates an advantage (offline maps, offline catalog etc)
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Mobile users hate filling out forms
• How many times have you filled a lengthy form on a mobile device?
• Make barrier to entry as low as possible
• Use login functionality provided by social media networks such as Facebook
• Utilise personalisation, location context and device information (such as language) to make smart assumptions
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52%A study published by the Internet Advertising Bureau reveals that
52% of the gaming audience is made up of women. That’s right – the
majority of people playing games are women.
Source: http://www.theguardian.com/technology/2014/sep/17/women-video-games-iab
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Gamification on a budget
• Gamification can be as simple as “send SMS and get a surprise deal from us”
• Remember to require opt-in
• Be very careful with SMS marketing not to be spammy
• Provide a way to opt-out
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Image credits
• https://www.flickr.com/photos/27073477@N00/7065570887/
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