Embed Size (px)
DESCRIPTION
Die Folien des Events zum Thema Location Based Marketing, hosted by Marketing Natives.www.marketingnatives.atwww.facebook.com/marketingnatives
Citation preview
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 [email protected] 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.
