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Marketing Mobile

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powerpoint de la conférence à la bibliothèque universitaire du havre sur le marketing mobile par Florence JACOB et Fabien LIENARD

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Marketing Mobile

  1. 1. Marketing MobileStratégie de m-marketing pour fidéliser et conquérir vos clientsRENCONTRE – DEBAT Florence Jacob et Fabien Liénard<br />Bibliothèque Universitaire Centrale<br />Le Havre<br />Jeudi 04 Février 2010<br />Contact : blog www.marketing-mobile.info<br />
  2. 2. Sommaire<br />Introduction<br />Des usages du mobile au m-marketing<br />Le m-commerce<br />Les smartphones ou l’avenir du m-marketing<br />Conclusion<br />2<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  3. 3. Introduction<br />Définition du marketing mobile – ou m-marketing –<br />10 ans d’existence ?<br />Un avenir doré ?<br />Des outils de communication Hors-MédiA<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />3<br />
  4. 4. Définition<br />Le marketing mobile est le fait, pour<br />une entreprise ou une institution, de formuler<br />une proposition à un client ou à un prospect<br />par l’intermédiaire du téléphone portable<br />dont il est propriétaire.<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />4<br />
  5. 5. Introduction<br />Définition du marketing mobile – ou m-marketing –<br />10 ans d’existence ?<br />Un avenir doré ?<br />Des outils de communication Hors-MédiA<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />5<br />
  6. 6. Codes 2D<br />Codes 1D<br />Téléphone mobile<br />m-commerce<br />m-pub<br />m-paiement<br />6<br />
  7. 7. Marketing Mobile - BU Le Havre - 04 février 2010<br />7<br />1- Des usages du mobile au m-marketing<br />Sources : Arcep – AFOM – AFMM – Crédoc – Ifop – Ipsos – TNS<br />
  8. 8. Environ 60 millions de cartes SIM en France fin 2009<br />79% des français équipés à la même période…<br />Des taux d’équipement variables selon les régions : Haute-Normandie : 87%<br /> Ile-de-France : 134%<br /> Franche-Comté : 69,5%<br />Plus de 23 milliards d’euros de CA en 2009 :<br />soit 1,15% du PIB français !<br />8<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  9. 9. Deux principaux usages :<br /><ul><li> VOIX</li></ul>150 minutes / mois / carte SIM en 2008<br /> - soit 108,6 milliards de minutes consommées en France<br /><ul><li> SMS-MMS</li></ul>51 SMS-MMS / mois / carte SIM en 2008<br /> - soit 34,8 milliards de SMS-MMS envoyés en France (contre 19,5 milliards en 2007…)<br />- et 45 milliards (estimation) pour 2009<br />9<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  10. 10. Mais au-delà, de nombreux usages émergent ; le téléphone mobile perd de sa fonction première :<br /><ul><li> Téléphoner
  11. 11. Ecrire – SMS, clavardage, courriel –
  12. 12. Photographier et filmer
  13. 13. Publier
  14. 14. Communiquer – Réseaux sociaux –
  15. 15. Jouer
  16. 16. Télécharger des données
  17. 17. (…)</li></ul>10<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  18. 18. Diversification des usages qui influent sur la nature du panier moyen en France (environ 39 €) :<br />11<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  19. 19. Voici quelques usages confirmant cet engouement pour la data :<br /><ul><li> 27% des 12-17 ans téléchargent des sonneries, des logos ou des jeux
  20. 20. 13% des utilisateurs naviguent sur internet à l’aide de leur téléphone (contre 7% en 2008) et parmi eux :</li></ul>27% ont entre 18 et 24 ans<br /> 19% ont entre 25 et 39 ans.<br /><ul><li> 8% consultent leur messagerie via leur téléphone
  21. 21. 4% s’en servent pour regarder la TMP (contre 2% en 2008)
  22. 22. (…)</li></ul>12<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  23. 23. Nombre de SMS envoyés / semaine /tranche d’âge<br />13<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  24. 24. Courbe des usages et segments d’utilisateurs<br />14<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  25. 25. La Génération Messenger <br /><ul><li>12-20 ans et pluri-usages</li></ul>Les technophiles<br /><ul><li>18-40 ans et pluri-usages</li></ul>Les réplicateurs<br /><ul><li>30-45 ans et répliquent les usages internet fixe</li></ul>Les réticents<br /><ul><li> 40-55 ans et mono ou bi-usages</li></ul>Les réfractaires<br /><ul><li>55 ans et plus pour un mono-usage</li></ul>15<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  26. 26. Quelques freins…<br />Dimension intrusive du mobile<br />Paramètres financiers importants<br />Problématiques environnementales<br />Aspects sanitaires<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />16<br />
  27. 27. Dimension intrusive<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />17<br />Le cas du SMS-MMS :<br /><ul><li>Description
  28. 28. Pull versus Push : « envoyez MARKMOB au 31028 »
  29. 29. Opt-in versus opt-out
  30. 30. Recommandations de la MMA
  31. 31. SMS+ et MMS+</li></ul>Beaucoup de précautions pour que ce(s) frein(s) ne ralenti(ssent) pas le développement du m-marketing…<br />
  32. 32. Marketing Mobile - BU Le Havre - 04 février 2010<br />18<br />2- Le m-commerce <br />
  33. 33. Définition<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />19<br />« Réaliser toutes les étapes<br />de l’acte d’achat en utilisant<br />le téléphone portable »<br /> Du e-commerce au m-commerce…<br />
  34. 34. Exemple : le site web La FNAC<br />20<br />
  35. 35. Du site web au site mobile :<br />Charte graphique<br />Promo dédiée<br />Navigation<br />Meilleures ventes<br />Footer<br />21<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  36. 36. Encore peu de sites…<br />…car non rentables<br />22<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  37. 37. Le packaging étendu<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />23<br />Augmenter l’information au client pendant et après l’achat<br />Le principe du tag : le flashage<br />Site internet mobile<br />
  38. 38. Pré-requis pour le flashage :<br /><ul><li> Un téléphone portable avec appareil photo
  39. 39. Un logiciel préalablement téléchargé : le lecteur de code
  40. 40. Une connexion à l’internet mobile (si possible) illimité</li></ul>24<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  41. 41. Les différents formats de tags :<br />25<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  42. 42. Démonstration…<br />26<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  43. 43. La réalité augmentée<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />27<br />Aider le consommateur à faire son choix :<br />
  44. 44. Le mobile : un outil de fidélisation<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />28<br /><ul><li>Le téléphone est toujours dans toutes les poches
  45. 45. Concept du mobile wallet :</li></ul>CARTE DE FIDELITE<br />+<br />COUPONS DE REDUCTIONS/POINTS<br />+<br />PAIEMENT<br />Le scénario ERGOSUM<br />
  46. 46. Marketing Mobile - BU Le Havre - 04 février 2010<br />29<br />3- Les smartphones, l’avenir du m-marketing<br />
  47. 47. Une approche différente<br />Un système exploitation (…)<br />Un fonctionnement proche de l’ordinateur<br />Forfait data illimité<br />Téléchargement de logiciels : les apps<br />Convergence (…)<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />30<br />
  48. 48. Les smartphones et l’iPhone<br />En 2008, 15% de 12-24 ans possédaient un smartphone contre 9% pour les 25-39 ans et 6% pour les 40 ans et plus.<br />En 2009, 16% des téléphones mobiles en France étaient des smartphones.<br />Parmi eux, 30% étaient des iPhones ce qui représente 5% du nombre total de téléphones mobiles (soit 3 millions d’iPhoneurs).<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />31<br />
  49. 49. 77% des téléphones vendus par Orange pendant les fêtes (2009) étaient des iPhones !<br />32% des requêtes sur Google via internet mobile émanent d’iPhones (fin 2009) !<br />Même si les Gphones commencent à « se vendre » dans le monde, l’iPhone paraît avoir encore quelques longueurs d’avance…<br />Les raisons du succès ?<br />32<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  50. 50. Le modèle économique d’Apple<br />La force d’Apple : l’AppStore<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />33<br />
  51. 51. <ul><li> Le principe : iTunes pour vendre et distribuer les Apps
  52. 52. Le modèle économique : 70/30…</li></ul>34<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  53. 53. Les chiffres de l’AppStore<br />Plus de 3 milliards de téléchargements soit 90% du marché<br />160 000 apps disponibles<br />28 000 développeurs programment et distribuent leurs apps sur l’AppStore<br />En moyenne un utilisateur télécharge 4,8 apps / mois…<br />…et dépense 10$ par mois<br />35<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  54. 54. Les concurrents… loin… loin derrière<br />OVI store<br />AndroïdMarket<br />App World<br />Application store<br />App Shop<br />Windows Market Place<br />36<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />
  55. 55. La révolution iPhone c’est…<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />37<br /><ul><li>Une nouvelle répartition des richesses
  56. 56. Les antennes pour la 4G (saturation des réseaux)
  57. 57. La question du 4ème opérateur : FREE
  58. 58. Des nouveaux médias de diffusion pour les éditeurs de contenus</li></ul> (…)<br />
  59. 59. Convergence et complémentarité<br />Du Mac book à l’iPod en passant par l’iPad jusqu’à l’iPhone ; une chaîne d’outils favorisant :<br />la convergence technologique<br />et logiquement, la convergence pratique<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />38<br />
  60. 60. 5- Conclusion<br />Le m-marketing, c’est aussi dans les services au public<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />39<br />
  61. 61. Marketing Mobile - BU Le Havre - 04 février 2010<br />40<br />
  62. 62. Twitter<br /><ul><li> Le microblogging
  63. 63. Un million de comptes en France
  64. 64. Du marketing mobile à bas prix
  65. 65. Un exemple : « Crème brulée »</li></ul>Marketing Mobile - BU Le Havre - 04 février 2010<br />41<br />
  66. 66. Les ISA et le marketing mobile<br />Marketing Mobile - BU Le Havre - 04 février 2010<br />42<br />Le cas CARREFOUR<br />
  67. 67. Marketing Mobile - BU Le Havre - 04 février 2010<br />43<br />Le mini-site mobile carrefour<br />
  68. 68. MERCIflorence.jacob@univ-lehavre.frfabien.lienard@univ-lehavre.fr<br />

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