Mobile Marketing: SMS si nu numai.
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Mobile Marketing: SMS si nu numai
Marketing 24/7
Sibiu, 16.07.2009Dan Virtopeanu
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„Mobile the 7th Mass Media” Tomi Ahonen 84% din persoane asteapta un raspuns la un mesaj sms in urmatoarele 5 minute fata
de 50% care asteapta un raspuns la email in urmatoarele 24 de ore
Mobile Marketing global: 24 miliarde USD in 2013
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Caracteristici unice si importante ale mediului mobil:
Audienta
Ubicuitate
Personal
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AudientaGlobal : 4 miliarde conexiuni.Rata de penetrare de 133%, 28,6 milioane utilizatori, din care 24,5 milioane cartele active.16 milioane utilizatori unici, se cunosc informatii demografice despre mai puţin de 40% dintre utilizatori.
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2,74 milioane “conexiuni de internet mobil active”, peste cele 2,51 mil. “conexiuni de acces la internet în bandă largă la puncte fixe”¹.
Totalul abonaţilor persoane fizice este de 5,1 milioane¹.
47% acceseaza internetul mobil de minim 6 ori pe zi².¹sursa ANC – raport iunie09
²studiu buzzcity feb.09
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Audienta si valorificare
71,2% acoperire nationala TV prin cablu & 2/3 bugete media¹;sub 20% populatie acces internet & 3% bugete media¹;> 100% telefonie mobila & 0,3% buget marketing²;
¹sursa Media Fact book 2008²sursa ANC & Voxline 2008
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Consumatorii: Romania vs UK
•In Uk 64% ar fi de acord sa primeasca reclame contra unor avantaje, in RO 98% ar fi de acord sa primeasca reclame contra unor avantaje materiale;•In UK 54% ar trimite o oferta interesanta mai departe, in RO 32% considera posibilitatea de a retrimite reclama mai departe drept un avantaj;•In UK majoritatea ar accepta 5 mesaje pe zi, in RO ar accepta 3 mesaje pe zi;•in RO 29% nu sunt de acord cu reclamele pe care le primesc in forma actuala si 26% considera ca aceste reclame nu isi ating scopul
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UBICUITATE
UBICUITATE
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„The phone is the ultimate ad vehicle. It's the first one ever in the history of the planet that people go to bed with. It's ubiquitous across the world, across demographics, across age groups.”
Sumit Agarwal – Google Mobile Product Manager
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Canalul mobil inclus in mixul de marketing Melci
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International: Mobile Marketing in TOP 3 crestere cheltuieli de marketing
Primele 3 locuri în creşterea cheltuielilor de marketing sunt ale social media/word of mouth (77%), search marketing (76%) şi marketing mobil (75%).
Sursa: www.emarketer.com
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International: Tactici de Marketing Interactiv
SMS & Digital coupons: 26%
Sursa: www.emarketer.com
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Actiuni de marketing care valorifica mediul mobil:
Campanii de imagineLansare de produsOferte specialeIntrare pe piataFidelizarePromotii
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International: Tactici de Mobile Marketing
TACTICA Prezent Viitor
SMS 64% 41%
SMS + WAP push 46% 38%
Branded Mobile Content 36% 35%
Banner ads (on-deck) 33% 34%
Branded mobile Apps 27% 32%
Mobile Cupons 19% 31%
Banner ads (off-deck) 28% 31%
Ad-supported content 22% 28%
Sponsored links 19% 27%
MMS images/video 25% 25%
Sursa: The Netsize Guide 2009
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COMUNICARE PERSONALIZATACOMUNICARE PERSONALIZATA
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1% din datele despre audienta pot fi captate folosind TV;10% din datele despre audienta pot fi captate pe internet;90% din datele despre audienta pot fi captate pe mobilOTS vs Delivered MessageBanners vs Delivered Message 96% isi amintesc de “call to action” inclus intr-o promotiePeste 30% sunt influentati sa cumpere produsul sau serviciul (mma.com)
ROI: Mobil vs alte Media
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Campanie de imagine – Porsche US 2008 durata 4 luni
10% din bugetul digital a adus 22% din traficCTR de 6 ori mai mare decat pe internetApeluri in call center de 3 ori mai multe decat utilizatorii de internetDe 2 ori mai multe cautari de dealeri si 40% rata mai mare de cautare preturi
Sursa: Advertising Age Feb2009
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Fidelizare Omni Hotels
US 2008
25% rata de conversie prin mobile internet fata de 3,5 - 7% online85% cresterea traficului site mobil in 6 luni, fara bannere mobile
Sursa: Advertising Age Feb09
Fidelizare Omni Hotels
US 2008
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Oferta Speciala Gillette Fusion - Corea de Sud 2007
240000 sms trimise pentru a testa Gillette Fusion235000 persoane au venit in magazine sa ia produsul98% rata de conversie – record mondial
Sursa: Tomi T Ahonen - Pearls vol.1 Mobile Advertising Ian 09
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Oferta BMW personalizata de cauciucuri de iarna 2007
Comunicare prin MMS cu posibilitatea de a contacta direct dealerul
30% rata de conversie
Sursa: MobiAd News &
Tomi T. Ahonen
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Branding
Mobile Social Networks:
CYWORLD
Coreea de SUD
Peste 30,000 de branduri
Peste 500,000 articole de marca pentru fani
Sursa – Tomi T Ahonen Mobile Pearls vol.2
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Lansare produs
Mobile Advergaming:
MMMG TOHATO
JAPONIA
Promovare exclusiv pe ambalaj prin QRCodes
Viral – Recrutare de jucatori pentru a progresa in joc
SMS – alerte cu noutati in timp real
Crestere exploziva a vanzarilor si a traficului pe site (peste 50 de ori)
Marele premiu Yellow Pencil la D&Ad 2008
Sursa – Tomi T Ahonen Mobile Pearls vol.2
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PromotieKraft Foods – Germania , 2009
450 000 de consumatori inscrisi in campanie0,4% rata de raspuns tv
3% rarta de raspuns bannere10,6% rata de raspuns sms
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[email protected]@voxmedia.ro
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[email protected]@voxline.ro
www.voxline.rowww.voxline.ro www.mobilemarketer.rowww.mobilemarketer.ro