15th September 2011

Lead generation through mobile

Hugues Rey - Havas Media Belgium

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Content

3. Lead generation

2. One-to-one communication and

interaction

1. Devices

Presentation title⎢4

Lead generation through mobile

Lead generation, or lead gen is a marketing tool used, particularly in ”internet” marketing, to generate consumer interest or inquiry into products or services of a business Mobile ?

Augmented Media value

24/7 Dedicated

Real World & Social

All the steps of the Buying

Cycle

Mobile Lead Generation ?

Communication

Marketing

Sales

Content

3. Lead generation

2. One-to-one communication and

interaction

1. Devices

GSM Smartphones

Smartphone Penetration*: • 19% own a smartphone • 12% will acquire one in the coming

months * GSM Study by Havas Media Jan 2011. TA = 12+

Smartphone use as 3G**: • 62% email • 68% internet Over 1/3 of smartphone owners do no use the 3G functions ** BMM 2011. TA 18-64.

Barrier for lead generation: privacy protection and unwillingness to share mobile phone number

Tablets

Tablet Penetration*: • 3% own a tablet • 11% will acquire one in the coming months * GSM Study by Havas Media Jan 2011. TA = 12+

Tablet use*: • 73% surf the internet more than 4x/week • 62% use email more than 4x/week

Growth area with large impact on lead generation

How often do you use the following different services on your digital

tablet?

Based on digital tablet users / n:31

Use of various services on digital tablet

Content

3. Lead generation

2. One-to-one communication and

interaction

1. Devices

Presentation title⎢13

Principaux Leviers Publicitaires Mobile – Ovum France

Presentation title⎢14

Mobile CTR - 6 x Time Higher than Web banner

Presentation title⎢15

Mobile Dwell Rate by Industry

Mobile + Traditional Media

= Augmented Value Traffic

QR Codes

Presentation title⎢17

In USA, 6.2 percent of the total mobile audience, scanned a QR

code on their mobile device in June 2011

Profile of a mobile user that scanned a QR code: Male, 18-34,

Upper income

42% are familiar with QR Codes.

67% have seen QR codes in magazines and 62% in retails stores

46% have scanned for a discount – 44% to get info on product or

service

Concert tickets are the most popular type of ticket being scanned

=>QR codes make the ad more interactive. It’s easier and faster to get

information

Source: Comscore, Lab42.com

Creative QR Codes (Bad Taste Example ?)

Presentation title⎢18

Interactive menus at Radisson Edwardian

QR codes on their restaurant menus that lead to videos of the

preparation of their dishes. Menus could never be as descriptive as HD

video, and as a result they often leave the customer with questions like

“how exactly is this prepared?” or “What does this dish look like?”

Because picture-filled menus are considered a sign of a low-class

eatery, QR codes provide the visual information while keeping the

menu modern and classy. This careful accommodation of both proper

menu design and technology is a brilliant combination

Creative QR Codes – Smart Idea

Presentation title⎢19

French student Victor Petit effectively rewrites the book on “Making

Your Resume Stand Out.” If this doesn’t get the attention of a hiring

manager, nothing will.

http://vimeo.com/21228618

Presentation title⎢20

Prospecting: connect QR codes to landing page

Mobile driving commerce

Presentation title⎢22

Tesco QR code store : Let the store come to the people

In Korea, Tesco (named Homeplus over there) launched an innovative

virtual store that made the most of the fact that their customers

dreaded having to do the weekly shop, as it ate into the little spare time

that they had in their hectic lifestyles. They introduced virtual stores in

subway stations that allowed people to shop directly via their

smartphones. They put up billboards that reflected the real products on

the shop shelf, with QR codes next to each product. By simply

scanning the product, it was instantly added to your mobile shopping

cart and you could then complete the transaction via your smartphone.

http://www.youtube.com/watch?v=nJVoYsBym88&feature=player_embedded

Presentation title⎢23

Starbucks Mobile payments

Presentation title⎢24

In January, Starbucks introduced a program that made

it easier for customers to buy coffee. The brand was

ahead of the curve on mobile payments, a segment

that is still in its infancy in the U.S.

In March, Starbucks revealed that the plan, which relied

on customers using the Starbucks Card Mobile iPhone

and BlackBerry apps, was a success.

Some 3 million people at that point had paid using the

app. For customers, there’s a clear benefit to using the

technology — it lets you pay faster..

Starbucks Card Mobile [iTunes link] lets users add their

Starbucks Cards, track rewards and reload cards as

needed via PayPal or credit card. To pay with their

phone, app users simply select “touch to pay” and hold

up the barcode on their mobile device screen to the 2-D

scanner at the register

Presentation title⎢25

Foursquare – Ville de Bruxelles

Quick

The first advertiser using geolocalisation in Belgium

Presentation title⎢26

Quick lance une campagne

nationale sur FourSquare en

Belgique.

Les “nouveaux” clients ainsi que

les clients les plus loyaux seront

récompensés: un menu offert à

l’achat d’un premier menu ou

encore un cheeseburger lors du

premier check-in. pour les clients

fidèles, lors de leur troisième

visite, un menu est offert à l’achat

d’un menu.

Link to Social Media - RFID-enabled cards

Presentation title⎢27

Renault MotorShow Amsterdam, April 2011

Attendees were given RFID-enabled cards that they could use to check

in to pillars near Renault’s cars. Then, they could check in on

Facebook and “like” various models.

http://www.youtube.com/watch?v=TfwKJ97T9C0&feature=player_embedded

Content

3. Lead generation

2. One-to-one communication and

interaction

1. Devices

Presentation title⎢30

Extend online paid search to mobile

Target by city, keyword, subject, IP, etc…

Use click-to-call

URL redirect to a mobile page to keep the experience consistent

Capture user info on the mobile page

Click to Call campaigns

Mobile Couponing

Moment

of

purchase

As a conclusion

Mobile is everywhere in the purchase cycle

Initial

Consideration

Set

Trigger

Loyalty loop

Active evaluation Information gathering, shopping

Postpurchase experience Ongoing exposure

The consumer considers an

initial set of brands, based on

brand perceptions and

exposure to recent touch

points.

Ultimately, the consumer

selects a brand at the

moment of purchase.

Consumers add or substract

brands as they evaluate what

they want.

After purchasing a product or service,

the consumer builds expectations

based on experience to inform the

next decision journey.

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Thank you!