Mobile Strategy Funnel, Global Trends, Mobile Russia, Russian Youth, Smart phone population

1. Mobile Marketing: a Revolution Emin Aliev September 2011

2. THE END OF MARKETING ASWE KNOW IT NEL MARKETING WILL NEED TO CHANGE AND FOLLOW NEW FORMATS AND CHANNELS THE TIME WE SPEND AT THE PC IS IN COMPETITION WITH THE ONE SPENT IN FRONT OF THE TV IN 2012 MOST SOLD PC WILL BE A SMARTPHONE THE FUTURE OF THE MARKETING WILL BE VERY DIFFERENT FROM ITS PAST

3. THE MANY FACES OF MOBILE MARKETING IT SIMPLY WORKS THROUGH ALL CHANNELS BRAND AWARENESS, DIRECT, DRIVE TO STORE, COUPON REDEMPTION, MOBILE RECEIPT, LOYALTY

4. KEY DRIVERS

5. MOBILE IS PERSONAL... And that’s why

6. .. CONSUMERS ARE CHANGING BEHAVIOUR Smarthone is always: with you/switch on/ connected COUNSUMERS MAKE SMARTER SHOPPING Source: Ipsos OTX for Google, end 2010, US Smartphone Internet Users

7. Some starting questions the brand should ask IS MOBILE SUITABLE FOR MY BRAND ? WHICH GOALS CAN I REACH THROUGH MOBILE MARKETING? HOW DO MY CONSUMERS USE MOBILE INTERNET? HOW CAN I INTERGRATE MY BRAND IN THEIR MOBILE CONSUMPTION? HOW CAN I ENGAGE CONSUMERS IN MOBILE MAKETKING ACTIVITIES?

8. WHAT WORKS WELL… BRANDING PRESENCE COUPONING & LOYALTY DIRECT RESPONSE

9. BRANDING - MINI RAY ADV CAMPAIGN Mobile Campaign MINI RAY Landing Page Screenshots Java Game

10. DIRECT RESPONSE – FORD CAMPAIGN CASE HISTORY ITALY FORD KUGA E MONDEO Landing Page iRepubblica sponsorhip Print campaign

12. Using content that promotes the new image of Miss Dior and the campaign

13. Allowing people to discover the world of Miss Dior themed on love, sensuality and a fresh fragrance

14. The app consists of 4 sections:

15. Campaign film video

16. Jane Birkin song featured in the film

17. Picture gallery

18. Product pages - fragrance range

19. To navigate from the app home page, the user interacts with the gift box to discover hidden content

20. Enabling the sharing of content via Twitter, Facebook, and email11

22. Millions of coupons sent out with 65% redemption rate12

23. SUM-UP OF THE BENEFITS OF MOBILEMARKETING

24. OUR SUGGESTIONS ANALYSE THE ‘MOBILE’ habits of your core TARGET STARTS WITH THE EASIEST: mobile site, applications, reach, coupon, etc INTEGRATE MOBILE TO THE REST OF YOUR MARKETING STRATEGY – DONT USE IT AS A STANDALONE TOOL MAKE SURE YOUR MESSAGE IS ALWAYS RELEVANT FOR YOUR TARGET Use data types in combination for deadly advantage: social profiles, with location data with historical preference

25. CONSUMER HOURGLASS INSTEAD OF PURCHASE FUNNEL

26. Sign up for the next Mobile Marketing Strategy Workshop at B! Emin Aliev emin.aliev@buongiorno.com