Online Branding in the 21st century- this is what your job is all about: Find ways to make your brand more experiential and
hence more memorable! careful spatial planning live, real-time, event-based nature of the brand interaction
Shift consumers’ perception and practice of what constitutes a marketing ‘space’. Immersion marketing seeks to achieve a much more proximal
relationship between consumers and brands.
as theorists of the ‘experience economy’ put it: ‘the more effectively an experience engages the senses, the more
memorable it will be’ (Pine and Gilmore, 1999: 59).
I wonder, you answer:
How does wireless technology address the limitations of the fixed Internet. > from the consumer’s perspective > from the marketer’s perspective.
Did non-voice-based wireless applications capture the consumer or the corporate market first? Why do you think that was the case?
How do you see mobile commerce evolve? What would your vision depend on?
What? Mobile marketing is any form of communication that uses a mobile device to reach customers anytime anywhere and make them react in some targeted way (the CTA)
Mobile marketing can meet most if not all of the marketing needs a marketer may have today
Mobility is much more than phone calls and e-mail…
More than movement…Mobility is not just about movement of people and goods, but about technology everywhere
Workplace
Home
Leisure
Shopping
Dining
…and more than just peopleMobility is not just about communication between people, but also between machines and devices
Mobility augments the capabilities of people and devices
Four characteristics distinguish Mobility:
PresenceMobile devices will be our constant companions, whether we carry them with us or encounter them in devices we use everyday
ImmediacyFreedom from a stationary PC means we can access information or conduct transactions as close as possible to the instant we need it
LocationFreedom from a stationary PC also means we can access information or conduct transactions as close as possible to the place in which we need it
InterestConsumers in a certain location and a specified time can be instantly unified by their common interests
Wireless MD
Problem: 98,000 Americans die
each year as a result of medical mistakes – Institutes Of Medicine
Regulations, complexities increasing
Pressures to achieve quality, cost, and care standards
New medications, methods introduced daily
Physicians increasingly pressed for time
Information Flow and General Business Model
FamilyContact
Hospital
Patients
PrimaryPhysician
Notification
WAP, HTTP Interface Central database management
AmbulanceCrew
Scan Bar Code
Wireless MDNotification
Patient’s
Condition
Patient’s
Record
Bar Code
Information
Instant Communication
Revenue Model: Subscription-based
PharmaceuticalCompanies
Hospital,Ambulance
Patients
Enrollees(Employers)
$
Wireless MD
Communication
Devices
InsuranceServices
$ Services
SmartCards
Service via
24/7 Web
Interface
Advertising
Location-based Services
Enforce Restricted Areas
Locate Overdue Vehicles
Disable Stolen and
Overdue Vehicles
Access Historical Route Information
Monitor Driving Behavior
Identify Underutilized Vehicles
Source: www.airiq.com
Acme Rent-a-car
A They told me that I was caught speeding on three separate occasions, and I never saw a state trooper
B How did they catch you?
A They said they had a GPS system installed in the car, and they tracked me across seven states without me knowing it
B Acme fined him a total of $450…Acme says they decided to start using GPS to track speeders because too many of their rental cars were ending up in traffic accidents
Acme Speeding causes accidents; speeding kills people. We think we have a right to protect our property, that's why--it's our property.
Exp. …as time goes on these practices are likely to become more and more invasive.
Exp. It's scary to think that--that some point down the line, after the fact, we will all discover that there are very detailed dossiers on our physical whereabouts…
Source: NBC Today Show
Progressive leverages mobility in the development of new service offerings
Industry leader in technology innovation…
#4 auto insurer, up two spots since it launched its digital strategy four years ago
Revenue has grown 22 % annually since in 1996 vs. an industry average of 3.3%
First to bind policies and offer comparative quotes online
Industry leader in technology innovation…
#4 auto insurer, up two spots since it launched its digital strategy four years ago
Revenue has grown 22 % annually since in 1996 vs. an industry average of 3.3%
First to bind policies and offer comparative quotes online
…to create a platform for differentiated service offerings
First to field test metered insurance for fleet applications
25% reduction in premium costs
Awarded two patents for usage based insurance system
…to create a platform for differentiated service offerings
First to field test metered insurance for fleet applications
25% reduction in premium costs
Awarded two patents for usage based insurance system
…that wants to integrate mobility into existing service offerings…
Allows the consumer to manage accounts and interact with the company remotely
Integrated accident response with emergency repair services
Result: resolves claims 21% faster than the industry avg.
…that wants to integrate mobility into existing service offerings…
Allows the consumer to manage accounts and interact with the company remotely
Integrated accident response with emergency repair services
Result: resolves claims 21% faster than the industry avg.
Source: NYTimes, Progressive
What They Have in Common:
Mobile Communication is the key! They could not exist in the hard-wired world. They represent
either NEW TO THE WORLD VALUE or UNLOCK EXISTING VALUE (by exploiting new
efficiencies).