Die Folien des Events zum Thema Location Based Marketing, hosted by Marketing Natives. www.marketingnatives.at www.facebook.com/marketingnatives

1. EVENT FOLIEN

2. Pierre Greber
Board Member, Marketing Natives

3. WLAN „WKOGAST“
Username: guest
Passwort: guest

5. ???

6. 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

7. 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.
Quelle:
Beyond
Research,
Mai
2011
(1.000
Befragte)
h;p://bynd.com/2011/05/04/social-­‐loco-­‐research/

8. 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

9. Wir
danken
unseren
Partnern!

10. Alexander Oswald
Head of Marketing, Alps & SE Europe NOKIA

52. 1. DEVICE SALES
2. FAN
AQUISITION
Company Confidential

61. Chris Kahler
Founder & CEO, Qriously / London UK

62. E = VIt = qV

63. - Sends Marketing message
proximity
heavily - Generates lead / referral / sale
weighted
- Engages customer
- Timely

64. Country
State
City
Address
Importance of Proximity

65. Country
State
City
LBM starts about here?
Address
Importance of Proximity

66. Media Buyer Which messages?
Media Owner What for?

67. Media Buyer Which messages?
Media Owner How do I ‘do’ it?

68. Qriously replaces
ads with questions.
An app. Mars Which chocolate do your prefer? Twix
No Do you agree with the health care bill? Yes
No
33% agree with the health care bill?
Do you
67% Yes
Mars Twix

69. Which chocolate do you prefer?
Mars vs. Twix

70. Which chocolate do you prefer?
Mars vs. Twix

71. Dinner plans for this evening?
Blue = staying in

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

73. Media Buyer Which messages?
Media Owner How do I ‘do’ it?

74. E = VIt = qV

75. Matthew Cashmore
Co Founder „Over the Air“ / London UK

76. Matthew Cashmore
@matthewcashmore
matthew@matthewcashmore.com
thelondonbiker.com
http:/
/www.flickr.com/photos/mortenjohs/

77. What s your duck?

78. Digital tools mean
Local = Global

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

80. How do you make your
brand local talkable?

81. Local = Word of mouth

82. Your brand = Belong
Belong = Community?
Community = Local

83. Local = To Belong
Local = Trust

84. Trust International News
Food
Fast Food
Sport
Local News
Local Global
Mobile Companies
Weather
Oil Companies

85. Local = Low Quality
Global = High Quality

86. Local = Expensive
Global = Cheap

87. Local = Friendly
Global = Stranger

88. Local = Good
Global = Bad

90. The end.