Mobile Marketing Workshop

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World Brand Academy

Мастер-класс Оксаны Матвейчук, исполнительного директора Lumata, на Саммите Digital Branding

Empresariales

Lumata 2012 H2 Target & Sales Commission Plan 1

Mobile Marketing Workshop
Digital Branding, November 2012

Smartphones penetration in Russia is same as in USA and
Great Britain
Smartphones penetration

GB

Russia

Smartphone becomes an entry point for key
digital activities
The number of smartphones sold
exceeded that number for PCs and
the gap is growing.

http://www.thinkwithgoogle.com

One of five smartphone owners in Russia use
smartphone for more than 2 years
Duration of smartphone usage

GB
Database: smartphone users

1-2 yrs > 2 yrs

Russia

http://www.thinkwithgoogle.com/mobileplanet/ru/

Parallel media/device usage

http://www.thinkwithgoogle.com

Mobile advertising response

Russia

Clicked on the ad
US

Visited website

France
Others

None of these
UK

German
y

0 10 20 30 40 50 60 70 80

http://www.thinkwithgoogle.com/mobileplanet/ru/

78% Russian smartphone owners use smartphone
while shopping
Location of smartphone usage

Database: smartphone users

GB In a shop

1-2 yrs

Russia

http://www.thinkwithgoogle.com/mobileplanet/ru/

People use several screens to shop

http://www.thinkwithgoogle.com/mobileplanet/ru/

Spontaneous purchase share is larger on mobile devices

http://www.thinkwithgoogle.com/mobileplanet/ru/

Smartphone allows to shop almost anywhere

http://www.thinkwithgoogle.com

One of five smartphone users in Russia can change
their purchase decision due to information received
with smartphone

http://www.thinkwithgoogle.com/mobileplanet/ru/

Marketing budgets allocation

Mobile channel is extremely underestimated

Average number of apps installed on
smartphone: Russia, USA, GB

http://www.thinkwithgoogle.com/mobileplanet/ru/

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Mobile Marketing Workshop

1. Lumata 2012 H2 Target & Sales Commission Plan 1

2. Mobile Marketing Workshop Digital Branding, November 2012

3. Smartphones penetration in Russia is same as in USA and Great Britain Smartphones penetration GB Russia

4. Smartphone becomes an entry point for key digital activities The number of smartphones sold exceeded that number for PCs and the gap is growing. http://www.thinkwithgoogle.com

5. One of five smartphone owners in Russia use smartphone for more than 2 years Duration of smartphone usage GB Database: smartphone users 1-2 yrs > 2 yrs Russia http://www.thinkwithgoogle.com/mobileplanet/ru/

6. Parallel media/device usage http://www.thinkwithgoogle.com

7. Mobile advertising response Russia Clicked on the ad US Visited website France Others None of these UK German y 0 10 20 30 40 50 60 70 80 http://www.thinkwithgoogle.com/mobileplanet/ru/

8. Using smartphones while shopping

9. 78% Russian smartphone owners use smartphone while shopping Location of smartphone usage Database: smartphone users GB In a shop 1-2 yrs Russia http://www.thinkwithgoogle.com/mobileplanet/ru/

10. People use several screens to shop http://www.thinkwithgoogle.com/mobileplanet/ru/

11. Spontaneous purchase share is larger on mobile devices http://www.thinkwithgoogle.com/mobileplanet/ru/

12. Smartphone allows to shop almost anywhere http://www.thinkwithgoogle.com

13. One of five smartphone users in Russia can change their purchase decision due to information received with smartphone http://www.thinkwithgoogle.com/mobileplanet/ru/

14. Marketing budgets allocation Mobile channel is extremely underestimated

15. Average number of apps installed on smartphone: Russia, USA, GB http://www.thinkwithgoogle.com/mobileplanet/ru/

16. Brand journey – developing customer relationship Brand Customer Maintaining Loyalty Activation Acquisition Relationship M Loyalty Relationship Value M Couponing Direct Response Vouchering Social Media Mobile Ads Social Media Push Marketing mSites Apps Depth of Engagement 16

17. Best Cases on Mobile Marketing 17

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