1. MOBILE MARKETING
from SMS to in-App profiling
Massimo Rovelli
Sapienza, Università di Roma
Testimonianze:
Valeria Maniscalco, Buongiorno
Marco Moretti, Ericsson
Walter Cavalcante, Mobilesoft
Diego D’Ambrosi, Vidiemme Consulting
3. Non sono i TELEFONI,
ma i CONSUMATORI che sono MOBILI
...e i BRAND devono inseguirli !
Acquisition! Retention! Brand Building!
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4. MOBILE – i contorni del fenomeno
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17. SMS / Text Messaging
Text to
• Win
• Donate
• Get updates
Who can text
• Anyone!
Why text
• It’s not dead… yet
• Time-sensitive information
o Public service announcements
o Disaster announcements
• Special offers and coupons
• Event information and updates
• Internal communications
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18. Web vs App
Mobile Website Mobile Application
Wide reaching Platform specific
Content restricted Dynamic content
Smaller budget Bigger budget
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19. QR Codes
Quick Response Code
Two-dimensional code readable by dedicated
QR barcode readers and camera phones
Make QR Work
• How-to videos
• FAQs
• Ticketing
• Donations
Track It
• Bit.ly
• Goo.gl
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20. Augmented Reality
Live direct or an indirect view of a physical, real-world
environment whose elements are augmented by
computer-generated sensory input, as sound or graphics
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22. Near Field Communication
NFC
• A set of short-range wireless
technologies, typically requiring a
distance of 4 cm or less
• NFC tags contain simple data or
elaborate instructions that enable
them to perform such functions as:
o Unlocking doors
o Paying for goods
o Launching phone calls
o Exchanging data between users
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23. Advertising
Advantages of Mobile Advertising
• Track demo-, geo- and situation-based consumers
• Real-time interaction (QR, AR, NFC)
• Rich media and video capabilities
• In-app and mobile Web opportunities
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24. The 3Ps of Mobile Advertising
Profiles, Push and Permission
• Profiles help personalise the message
• Push lets brands time their communication
• Permission ensures messages are welcome
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25. It‟s all about LOCATION!
Check-ins, badges, mayors… what?
• The latest fad in social media and mobile
• Uses GPS/location-based identifiers blended with
posting on social media
• Adds a game element to social media
o Points
o Badges/Rankings
• Offer real-time rewards, gather hyper local information
about your customer
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26. Invertising leverages Touchpoints
• An SMS is all it takes to opt-in
• Build a hotline to Consumers – one they
want!
• Give control to opt-out to the Consumer
• Become a utility in the Customer’s life
“L’advertising si trasforma e cambia la sua direzione: una vera e
propria inversione di marcia della pubblicità, dove la creatività
diventa fondamentale per catalizzare l’attenzione del pubblico,
non più considerato come un semplice target. In nome della
rilevanza, dell’etica e di un rinnovato patto di fiducia tra brand e
individui, il dialogo si sostituisce ai monologhi della réclame, la
comunicazione diventa conversazione, lo shopping si fa
condivisione e la persuasione si trasforma in consenso.”
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29. Il ruolo del MOBILE nel MARKETING
“…to map the touch points
and understand how mobile
can extend and enhance,
not replace other channels”
Paul Berney CMO & MD EMEA
Mobile Marketing Association
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30. Key points
Non è il Telefono che è mobile, è l‟audience
Il Mobile è già qui, non è che sta arrivando !!!
Il mobile è più efficace quando integrato dall‟inizio
in un progetto di marketing multicanale
Mobile Marketing is about
customer acquisition, retention and brand building
Che ci piaccia o no, diventeremo ’mobile marketers‟
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31. Image by zetson used with Attribution as directed by Creative Commons http://www.flickr.com/photos/zetson/254608875
…oltre il Mobile Marketing, si tratta
di sviluppare una „Mobile Strategy‟…
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32. La parola ai protagonisti
Il progetto “TIM Ricarica e Vinci”
Valeria Maniscalco, BUONGIORNO - valeria.maniscalco@buongiorno.com
Ericsson – IPX:enabling mobile messaging
Marco Moretti, ERICSSON - marco.moretti@ericsson.com
Il progetto BMW Mobile
Walter Cavalcante, MOBILESOFT - walter.cavalcante@mobilesoft.it
Il progetto Philips/SAECO
Diego D’Ambrosi VIDIEMME CONSULTING, - diego.dambrosi@vidiemme.it
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