DIGITAL MARKETING LANDSCAPE. Maatalous-metsätieteellinen tiedekunta

Transkriptio

1 DIGITAL MARKETING LANDSCAPE Mobile marketing, services and games

2 MOBILE TECHNOLOGIES Handset technologies Network technologies Application technologies

3 INTRODUCTION TO MOBILE TECHNOLOGIES COMPANY PERSPECTIVE Mobile technologies used within companies are many times internally focused (e.g. mobile office solutions, alerts, accessing SAP etc.) Market-Vision conducted survey in Finland already in 2008 and 46 % of companies use some kind of mobile solution In the forest industry 68 % companies are using mobile solutions 84 % aims to improve their processes with mobile technologies Some studies highlight the role of mobile technologies in business relationships (e.g.) Salo, J. (2012). The role of mobile technology in a buyer-supplier relationship. Journal of Business & Industrial Marketing. (in press).

4 STILL MOSTLY CONSUMER FOCUSED Nitro

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10 BIGGEST TREND

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13 SPECIAL FEATURES OF MOBILE MARKETING Salo & Tähtinen 2004

14 MOBILE MARKETING PROCESS Salo et al., 2008

15 Advertising mediums compared Salo & Karjaluoto 2007

16 MOBILE MARKETING RECALL

17 MOBILE MARKETING SMS/MMS/Web Case Onnela (studied in Fummas project) Video clips Music Games Internet

18 MOBILE SOURCES OF VALUE Peer content creation and super distribution (mobile P2P) Presence, personalization, location and contextawareness Multi-channel services Mobile marketing, M-CRM Social media, virtual communities User experience Coherent user experience in multi-device environments Ease of use still amost important!

19 GEO-SOCIAL APPLICATIONS:

20 MCDONALD S: FOURSQUARE McDonalds s pilots Foursquare as marketing channel in US (spring 2010) FQ a location specific service as advertising channel McDonald's was able to increase foot traffic to stores by 33% in one day with a little Foursquare ingenuity. The company awarded 100 pieces of $5 and $10 gift cards as a bait to lure in potential costumers on Foursquare day April 16. It also worked as a social media attraction because over 50 articles were written about McDonald s Foursquare campaign. Campaign worked both in the digital and real world. People went to McDonald s for a chance to win gift cards in exchange for check ins and 600,000 online denizens followed and became a fan of the brand on social media sites. McDonald's total cost for the successful campaign was $1,000.

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22 CLASSIFICATION OF GAMES Salo (2009?)

23 MOBILE GAME ECOSYSTEM Salo (2009?)

24 ELEMENTARY CLASSIFICATION Salo & Karjaluoto (2009?)

25 MOBILE GAMES IN CONTEXT Salo & Härkönen 2010?

26 MOBILE IN-GAME ADVERTISING Salo (2009?)

27 MOBILE GAME SPECTRUM Salo (2010?) a) Dynamic in game b) Between levels c) Before and after download d) Product placement e) Static ads

28 360 DEGREES TOOL TO EVALUTE VALUE POTENTIAL FROM GAME DEVELOPERS, ADVERTISERS AND CUSTOMERS PERSPECTIVE Salo (2010?)

29 ADVERTISING RECALL Salo (2009?)

30 EFFECTIVENESS OF BANNER ADVERTISEMENTS IN MOBILE GAMES Survey in Finland n. 761 The results of this study show that 70% of the respondents indicated that they have the intention to click on the IGBA when given a reward with tangible benefits. (Komulainen, Salo et al 2017, Int. J of Advertising)