'Mobile Marketing beyond apps'

Richard Otto (Mobile Strategy Consultant Lumata Netherlands)

‘Good Morning' 'Gute Morgen' 'Goedemorgen''Bonjour''Buenos Dias''Buongiorno'

The Marketing & -Communication Loft4 april 2012

Lausanne, Switzerland

• Working in Mobile Marketing & -Advertising industry since 2005

• Mobile Strategy Consultant @ Lumata Netherlands since march

2012

• Writting for various Dutch mobile- en online marketing websites

• Co-autor Handboek Online Marketing

• Manager of Linkedin Group: Mobile Marketing & -Advertising (50.000

members)

• founder of Mobile Marketing Nederland

...and mobile marketing

A small introduction…

the dutch mobile landscape• 55 % smartphone users• 12 % households have one or more tablets• 75 % of all sold mobile phones is a smartphone• 51 % are using mobile internet daily (43% FR, 42% SWI, 39% GER)• 46 % of the dutch are interested in mobile payments• 6 % bought products with their tablet & smartphone last 6 months

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and everybody’s using it..50%

44%

64%

68%

55%

69%

35%

53%

21%

33%

9%

16%

5

Consumers timespend

vs Marketing

budgets

40%

We want an app!

many advertisers just say…

and that’s the start of an app ‘gold rush’ ..

result: 100+ mobile agencies in NL

but there are still some challenges..

• most mobile agencies are it-driven; not marketing driven• mobile strategies are often app focused; not on the real

marketing

objectives• mobile is in most times not yet integrated in the marketing mix• mobile budgets are still very small• fragmentation• for advertisers is it not transparent what the can expect• advertisers often disappointed in the actual results

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Lumata has been created to better serve brands

Our vision is to bring contextual mobile marketing to every brand that takes mobile seriously.

So what’s the story of Lumata?

1999 20072006 2010 2011

November 2011 Lumata was unveiled as a partnership between Francisco Partners and Buongiorno.

In 1999 HotSMS started as first mobile marketing agency in Holland

Golden Spin Award for the Red Bull Flugtag mobile marketing campaign (mTicketing, Branded Game & Mobile Advertising) in 2006.

In the summer of 2006 HotSMS.com reached the mark of 1.000.000 members.

In 2007 HotSMS is sold to Buongiuorno Group and rebranded to B!Digital.

HotSMS launched the first mobile display advertising campaign in Holland (Volvo C30).

Since 2010 B!Digital Facebook Advertising marktleader in Holland

the dutch story of Lumata

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Why we are different?

1 focused brand

3 key customer segments - operators, OEMS and brands

10+ years of mobile marketing experience

500+ people with a global presence in 6 continents and 15 offices

1000+ campaigns run for multinationals

250,000,000+ transactions processed each month on our platform

Lumata is…

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CONTEXTUAL MOBILERELATIONSHIP MARKETING

for brands, operators and OEMs

Our sole focus is:

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Lumata client snapshot

Mobile Operators Brands and Adv Publishers

Our process

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The brand journey – mobile relationship marketing

Brand Activation: Start with your mobile presence

Customer Acquisition: Find your customers and help them find your brand

Customer Engagement: Build trust and increase value

Customer Retention: Reward those who really matter

Building long term relationships through mobile engagement

BrandActivation.

CustomerAcquisition.

CustomerEngagement.

CustomerRetention.

Lumata’s mobile solutions

• Next Generation

mLoyalty

• Loyalty Card Mobilisation

• Performance Advertising Network

• Premium Advertising Network

• Opt-in database Management

• Mobile Sites

• Applicaties

• Mobile Push Marketing

• Proximity Marketing

• Vouchering & M-couponing

• Direct Response Marketing

• Social Media Marketing

• Social Ads Tool

Start with your mobile presence

Find your customers and help them find your brand

Build trust and increase value

Reward those who really matter

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So what these mean to brands?Brand Activation

I want people to

find me easily online wherever

they are

Users need to browse, check stock and purchase

My brand needs to be different from my competitors

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Brand ActivationBring your brand to life

• Reach customers on the move• Build your mobile presence• Take your shopfront mobile 79%

of smartphone internet users use their smartphones while shopping

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Case Studies

• Miss Dior Mobile can be beautiful Bringing the Miss Dior brand to

life on mobile via an app-based multi-media experience

Results High brand awareness from

downloads and PR coverage

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Customer Acquisition

• Help your future customers discover your brand on mobile

• Global network • local relationships with

premium ad networks• Innovative formats and

rich media• Sophisticated targeting

• Our process

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Case Studies

BMW Mini Reaching Mini’s broader audience

by designing a Java & iPhone game supported by customer acquisition across our ad network

Results Over 100K+ prospect acquisitions

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Case Studies

• La Repubblica Mobile Deliver the news through ads. Drive subscriber acquisition through 

innovative display ads with dynamic 

content Results #1 app during the campaign

in the Italian appstore

#1

On italian appstore

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Customer EngagementCreating dialogue, leveraging mobile’s unique properties

• Contextual and personal interactivity

• Highly targeted messaging – in real time

• Bridging the gap between physical and digital worlds

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What do these mean to brands?Customer Engagement

Keep users informed

I want a useable database to help me target

We need to be first with innovations“How do I increase

trial via couponing?

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Case Studies

• Hewlett Packard End to end mobile marketing partner Integrating mobile to engage HP

customers at point of purchase

Results Enabled over 3000 best buy stores

in the US with QR codes in-store

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Customer Retention

• Mobilizing loyalty beyond the card

• Active relationships • Rewards at their fingertips• Real-time, data driven profiling

& interaction• Enhancing existing channels

with mobile

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What do these mean to brands?Customer Retention

• Our process

how can I reward my best customers?

Loyalty cards are expensive to implement

I want to upsell to people who would be interested

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Case Studies

• Patrizia Pepe Bridging the gap between physical

and digital worlds via mobile points collection app

Driving customer engagement and sales through interactivity & community

Results Over 37K engagements across app,

Facebook and online

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Case Studies

• Orange Wednesdays Building brand equity through film

partnership, while rewarding high

value customers

Results Most successful programme for

mvouchering across Europe - in its 7th

year, 50Mn vouchers delivered

across 6 ‘Orange’ markets Drive churn reduction

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Thank you

twitter: @richardotto

skype: richard.ottorichard.otto@lumatagroup.com