De impact van mobile en internet of things op direct marketing

De impact van mobiel en IoT

op Direct Marketing

@ronalddegroot | @mobileloyaltyYZ |

•  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


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


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


Through and with any mobile device or network

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty

Computers have changed the world

We are part of a digital evolution

Computers are evolving rapidly

We are part of a digital evolution

An evolution on (very high) speed

All of these fits now in Your pocket (and your kids will laugh at this picture)

It’s not about calling anymore

It’s about being online 24/7

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 .

Mobile Dominates Digital Time Spent

The

How, why and from who We buy has changed. Just like marketing.

Marketing makes a u-turn

*ausefulguidetothebrandu2lity,IngmardeLangeenJeroendeBakker

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

Companies needs to be customer-centric

Customer-centric companies are in the pocket of their customers

Amazon

on

Bunq Apple Bol.com Starbucks

Picnic Target Walmart AirBnB Uber

It may even save Lives ;)

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty | #mcommercenow

Traditional marketing doesn't work anymore


Fueled by a combination of disruptive technologies

@ronalddegroot | @mobileloyaltyYZ | #mobileloyalty | #shoppingtoday

The challenge of today’s marketer

In this world

With challenging new always connected customers

With challenging always connected customers

In the next 5 years, people that grew up with mobile will start earning money

These new @customers talking a different #language

They prefer other communication channels

This is not a phone… It’s our life remote

The smartphone is a gateway to a world of experiences

37 billion things will be connected to the internet

By 2020

The Things Network

Hard towards global iOT coverage

IoT is going to change the relationship between brands

and consumers to a relevant and personalized 1:1 relationship.

‘Things' become digital

touchpoints

Light become smart

The idea:

use the means and creativity you have available for advertising to create a promotional service

Brands create brand utilities


Why is this happening?


There’s too much advertising and it’s becoming less

effective

There is logical link between the ‘Utility’ and the ‘Brand’!

Walgreens makes life easier for their customers

Walgreens discovered that shoppers who use the app spend 6X more than

shoppers who don’t

73,6 milion ($) mobile sales 60% growth in mobile sales

Tapped into the zero-moment-of-truth via mobile with a brand utility

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


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


Conversational commerce in the Netherlands?


Datvraagik.nl

Zalon Messenger - uw persoonlijke stijl Advies van mode-experts - De app voor mode, mode trends en inspiratie

The ‘Future’ of conversational commerce

Now you can order by talking with ‘Dom’

The ‘Future’ of mobile…

Bedankt!

Vragen?!

@ronalddegroot | @mobileloyaltyYZ |