Location Based Marketing Event Folien

EVENT FOLIEN

Pierre GreberBoard Member, Marketing Natives

WLAN „WKOGAST“ Username: guest Passwort: guest

???  

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

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.  

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  

Wir  danken  unseren  Partnern!  

Alexander OswaldHead of Marketing, Alps & SE Europe NOKIA

Company Confidential

1. DEVICE SALES

2. FAN AQUISITION

Chris KahlerFounder & CEO, Qriously / London UK

E = VIt = qV

- Sends Marketing message

- Generates lead / referral / sale

- Engages customer

- Timely

proximityheavily

weighted

Importance of Proximity

AddressCity

State

Country

Importance of Proximity

AddressCity

State

Country

LBM starts about here?

Media Buyer

Media Owner What for?

Which messages?

Media Buyer

Media Owner How do I ‘do’ it?

Which messages?

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.

Which chocolate do you prefer?Mars vs. Twix

Which chocolate do you prefer?Mars vs. Twix

Dinner plans for this evening?Blue = staying in

Should cyclists pay road tax?Yip Ride On vs. No Way

Media Buyer

Media Owner How do I ‘do’ it?

Which messages?

E = VIt = qV

Matthew CashmoreCo Founder „Over the Air“ / London UK

Matthew Cashmore

@matthewcashmore matthew@matthewcashmore.com thelondonbiker.com

http://www.flickr.com/photos/mortenjohs/

What’s your duck?

Digital tools mean

Local = Global

http://www.flickr.com/photos/flex/

How do you make your brand local talkable?

Local = Word of mouth

Your brand = Belong

Belong = Community? Community = Local

Local = To Belong

Local = Trust

Local News

Sport

Weather

Food Fast Food

Local Global

Trust

Oil Companies

Mobile Companies

International News

Local = Low Quality

Global = High Quality

Local = Expensive

Global = Cheap

Local = Friendly

Global = Stranger

Local = Good

Global = Bad

The end.