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Presentation to: 1. Mobile Web for Mobile Marketing - Case for Mobile Web as mobile marketing tool 2. Mobile Word-of-Mouth - How to take advantage of WOMM in a mobile web 3. Social Mobile – The Big Picture - Past, current and future of mobile social media
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Copyright 2012 Spark Technologies. All Rights Reserved. Spark Technologies Confidential and Proprietary Information
Mobile Game Changers #14 The Internet & Mobile Show Asia 2014 Singapore, Suntec Convention & Exhibition Centre 23th April 2014 Presentation by: Ville Kulmala Twitter: @villekulmala
Mobile Game Changers
1. Mobile Web for Mobile Marketing
• Case for Mobile Web as mobile marketing tool
2. Mobile Word-of-Mouth
• How to take advantage of WOMM in a mobile web
3. Social Mobile – The Big Picture
• Past, current and future of mobile social media
Who am I? Ville Kulmala (Finland) Twitter: @villekulmala • Over 15 years in technology industry. Technology and
Business Consulting for global companies such as Nokia, Accenture, ING, ABN AMRO, Heineken, LibertyGlobal, KPN, Areva, Logica and Fortis. as well as striving startups.
• Mobile Spark is a mobile consultancy, based in The
Netherlands and Hong Kong. • Chairman for a large regional mobile industry platform -
Mobile Monday Thailand.
Mobile Web for Mobile Marketing
It’s an App World - The Web Just Lives in It
Ref: 2014 - Flurry - Time spend on iOS & Android devices
Look more closely. Besides gaming it is all web content browsing.
Positioning - Mobile Web vs. Native Na#ve apps and mobile web have differen#a#ng posi#oning for a client interac#on.
Mobile Web ➔ Discovery - Linkable - Searchable - Shareable - Trackable Native Apps ➔ Loyalty - Mobile interface for web browsing Ref. Google
Mobile Marketing Perspective “Funnel” Mobile Web vs. Na.ve -‐ User acquisi+on differences Na#ve apps and mobile web con#nue to grow on separate paths.
Loyalty New Customer
Convert Exis#ng Customer
Loyal Customer / Evangelist
Mobile Web
Discovery
Na+ve (web too..)
Mobile Word of Mouth
What are your 3C’s ?
Complete Consumer Cycle “Consider your customer’s full interaction cycle”
Case Study - Travel Industry Case for Hotel Bookings apps (red). Case for Photo Sharing apps (blue). • Most interactions only
focused on one step • Relative importance of
other customer interactions ignored.
• All steps should be
considered for mobile marketing strategy.
Case Study – High Impact Facebook Spotify • Fully integrated mobile app to FB • Facebook Timeline since Jan 12 • Sharing enabled in-app • Artist pages link to Spotify • Facebook / Spotify partnership - hardware “All roads leads to listening music on Spotify” Truly mobile advertising platform AUDIO + Spotify owns complete customer profile VISUAL
Case Study – High Impact Facebook
Monthly active users for Spotify in 2014.
Case Study – High Impact Facebook Ace for Social Mobile marketing for both Physical (Audio) And Digital (Social Media)
Case Study – Web-Only Mobile Content Financial Times – Web App • Reading offline – saving a shortcut to your home screen so you can read it offline, at any time, just like one of our existing apps. • Web browser access – no download needed. • All access – one registration or subscription will offer customers access to FT content through a range of devices or on a PC. • Speed – the new app offers improved performance. • Automatic updates – instant product improvements with no need to download new versions of the app.
Case Study – High Impact Twitter Nike + FuelBand • Very popular product • iPad/iPhone Native App
(partner) • Integrated Twitter account
and missions
Yet • Facebook “separation” and
“monologue” • Physical device / App not
fully integrated
Case Study – High Impact Twitter Nike closing FuelBand. Social Investment Sticks.
Case Study – Social Mobile - LINE LINE is biggest social media (mobile) competitor to Facebook outside of China.
Case Study – Social Mobile - LINE Thailand based startup aCommerce enable flash sales through LINE.
Case Study – LINE-Commerce LINE-commerce is also starting to become a serious topic in Thailand. LINE’s flash sales event in the country saw 20,000 people shopping and browsing at one time. What is LINE Flash sales?
Exclusive product offering sent and bought directly through LINE’s social message once a week.
Case Study – Social Mobile - LINE LINE flash sales quite working solution for M-Commerce.
Social Mobile – The Big Picture
Social Macro perspective – 5 yrs ago
Social Macro Perspective – 4 yrs ago
Social Macro Perspective – 1 year ago
“110 million songs, albums and radio stations have been played 40 billion times” via Facebook-integrated apps and “1.47 million books have been shared.”
Social Macro Perspective – Future Facebook buys Oculus .. Similar hardware acquisitions Increasing amout of hardware to plug into
Social Macro Perspective – The Law
Mark Zuckerberg - 2008
Social Macro Perspective – The Law
Social Mobile Web • More sharing about everything, increase of sharing without ac+on • Facebook and others will expand their ecosystems to the mobile • More means to share, third party developers offer a way to tap in
to new opportuni#es on a mobile Take advantage of new mobile tools • Posi+on yourself for the growth – being first does pay off, but it
can be painful
Social Macro Perspective - The Future
Conclusion 1. Mobile Web Content for Marketing
Discovery - Mobile Web App is Discoverable 2. Social Mobile Word-of-Mouth Marketing
3C’s - Cover your Complete Customer Cycle 3. Integrating your Social Mobile Marketing efforts
Think Future - Position your mobile efforts for growth
Thank you!
Ville Kulmala
Twitter: @villekulmala