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• Reeds meer dan 10 jaar actief in mobile marketing.
Met een passie voor digitale innovatie, artificial intelligence, iOT.
• Mobiele divisie opgezet met klanten als PostNL, TNT Express, ING Sprinters, Walibi, Deloitte, Scotch & Soda, Yellowbrick, Nationale Nederlanden, ONVZ.
• Als eerste bureau QR-codes commercieel ingezet
voor FMCG Go-Tan (Quick-Recept).
• Direct Mobile Marketing geïntroduceerd via een eigen ontwikkelde platform Adbridge.
• Layar ontwikkeld voor PostNL. • Initiator en gastdocent van de minor Mobile
business en design op de Hogeschool van Utrecht.
• Trainer Mobile Marketing als onderdeel van de Next Marketeer B opleiding.
• Momenteel co-founder van het label Mobile Loyalty.
@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty | #mobilemarketing
Mobile Marketing is a set of practices
that enables organizations to communicate and engage with their
audience in an interactive and relevant manner through and with any mobile
device or network.*
Definitie Mobile Marketing
* Definitie volgens de Mobile Marketing Association
@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty | #mobilemarketing
The “set of practices” includes “activities, institutions, processes, industry players, standards, advertising and media, direct
response, promotions, relationship management, CRM, customer services, loyalty, social marketing, and all the many faces and facets of marketing.”
Set of practices
@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty | #mobilemarketing
To “engage” means to “start relationships, acquire, generate activity, stimulate social
interaction with organization and community members, [and] be present at
time of consumers expressed need.” Furthermore, engagement can be initiated by the consumer (“Pull” in form of a click or response) or by the marketer (“Push”).
Engage
@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty | #mobilemarketing
Through and with any mobile device or network
How does the customer feel if the smartphone is
not around? No-mo-pho-bia Is the fear of being out of mobile phone contact. It is the most common phobia today .
A shift in marketing
Blasting
Via mass advertising
Based on who they are
Using point in time campaigns
Across few / isolated channels
With unclear objectives
Nurturing As individuals
Based on what they do
Continuous dialogue
Wherever they are
Always directed towards a goal
Customer-centric companies are in the pocket of their customers
Amazon
on
Bunq Apple Bol.com Starbucks
Picnic Target Walmart AirBnB Uber
@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty | #mcommercenow
Traditional marketing doesn't work anymore
@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty | #shoppingtoday
The challenge of today’s marketer
With challenging always connected customers
In the next 5 years, people that grew up with mobile will start earning money
IoT is going to change the relationship between brands
and consumers to a relevant and personalized 1:1 relationship.
The idea:
use the means and creativity you have available for advertising to create a promotional service
Brands create brand utilities
*ausefulguidetothebrandu2lity,IngmardeLangeenJeroendeBakker
Why is this happening?
*ausefulguidetothebrandu2lity,IngmardeLangeenJeroendeBakker
There’s too much advertising and it’s becoming less
effective
Alle ingrediënten zijn aanwezig
1:1
Intimate & key to social life
Contextual
Real- time
fast & direct
response
Convenience &
simplicity
Location based
Advanced Always
on
Mobile: The right
marketing cocktail
ingredients
@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty | #mcommercenow
Pushnotifications
In-App message
Beacons Mobile Coupons
Instant Messaging
Geofencing
Tagging: NFC/QR
Data over audio marketing
App Links
Augmented Reality
Mobile offers new possibilities for direct marketing
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