Location Based Marketing Event Folien
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EVENT FOLIEN
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Pierre GreberBoard Member, Marketing Natives
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WLAN „WKOGAST“ Username: guest Passwort: guest
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???
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Mobile Adver,sing (Accenture Mobile Web Watch 2011) • ¾ der Befragten ha;en bereits Kontakt zu Mobile Adver,sing
• Posi,v: Coupons und Raba4e in GeschäCen wo man sich aktuell auFält
• Nega,v: SMS, Werbebanner und Raba4e in Geschä:en in der Nähe
• In Österreich gibt es höhere Akkzeptanz als in Deutschland und der Schweiz
Quelle: Accenture Mobile Web Watch 2011(4.000 Befragte D/A/CH) h;p://www.accenture.com/de-‐de/Pages/insight-‐mobile-‐web-‐watch-‐2011.aspx
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Quelle: Beyond Research, Mai 2011 (1.000 Befragte) h;p://bynd.com/2011/05/04/social-‐loco-‐research/
Zahlen, Daten, Gegenwart: • 17% der US-‐Bevölkerung haben via App oder Handy bereits ein Check-‐In
gemacht (90% Facebook Places, 30% Groupon und 22% Foursquare) • Hauptmo,va,on: Raba4e und Gutscheine! • Die restlichen Befragten haben kein Smartphone, sehen keinen Nutzen
und/oder haben starke Bedenken bezüglich ihrer Privatsphäre.
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Zahlen, Daten, ZukunC: • Alex Oswald, Head of Marke,ng Alps & SE Europe, Nokia (noch 32 Tage…) • Mark Kramer, Mobile Consulter & Nomadic Researcher
• Chris Kahler, Founder & CEO, Qriously
• Ma;hew Cashmore, Digital Development Director, Hache;e UK
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Wir danken unseren Partnern!
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Alexander OswaldHead of Marketing, Alps & SE Europe NOKIA
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Company Confidential
1. DEVICE SALES
2. FAN AQUISITION
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Chris KahlerFounder & CEO, Qriously / London UK
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E = VIt = qV
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- Sends Marketing message
- Generates lead / referral / sale
- Engages customer
- Timely
proximityheavily
weighted
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Importance of Proximity
AddressCity
State
Country
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Importance of Proximity
AddressCity
State
Country
LBM starts about here?
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Media Buyer
Media Owner What for?
Which messages?
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Media Buyer
Media Owner How do I ‘do’ it?
Which messages?
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An app.An app.
Do you agree with the health care bill? YesNo
Which chocolate do your prefer? TwixMars
Do you agree with the health care bill? YesNo 33%33% 67%67% Mars Twix
Qriously replacesads with questions.
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Which chocolate do you prefer?Mars vs. Twix
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Which chocolate do you prefer?Mars vs. Twix
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Dinner plans for this evening?Blue = staying in
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Should cyclists pay road tax?Yip Ride On vs. No Way
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Media Buyer
Media Owner How do I ‘do’ it?
Which messages?
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E = VIt = qV
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Matthew CashmoreCo Founder „Over the Air“ / London UK
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Matthew Cashmore
@matthewcashmore [email protected] thelondonbiker.com
http://www.flickr.com/photos/mortenjohs/
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What’s your duck?
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Digital tools mean
Local = Global
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http://www.flickr.com/photos/flex/
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How do you make your brand local talkable?
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Local = Word of mouth
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Your brand = Belong
Belong = Community? Community = Local
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Local = To Belong
Local = Trust
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Local News
Sport
Weather
Food Fast Food
Local Global
Trust
Oil Companies
Mobile Companies
International News
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Local = Low Quality
Global = High Quality
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Local = Expensive
Global = Cheap
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Local = Friendly
Global = Stranger
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Local = Good
Global = Bad
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The end.