"Mobile Marketing beyond apps" presentation by Richard Otto for the Swiss Club Global Conference (Marketing & Communications Loft), Lausanne 4th of April 2012 (Switzerland)

1. 'Mobile Marketing beyond apps'
Richard Otto (Mobile Strategy Consultant Lumata Netherlands)
‘Good Morning'
'Gute Morgen'
'Goedemorgen'
'Bonjour'
'Buenos Dias'
'Buongiorno'
The Marketing & -Communication Loft
4 april 2012
Lausanne, Switzerland

2. A small introduction…
• Working in Mobile Marketing & -
Advertising industry since 2005
• Mobile Strategy Consultant @ Lumata
Netherlands since march 2012
•Writting for various Dutch mobile- en
online marketing websites
• Co-autor Handboek Online Marketing
• Manager of Linkedin Group: Mobile
Marketing & -Advertising (50.000
members)
• founder of Mobile Marketing
Nederland
...and mobile marketing

4. and everybody’s using it..
50%
44%
64%
68%
55%
69%
35%
53%
21%
33%
9%
16%
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5. 40%
Consumers
timespend
vs
Marketing
budgets
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6. many advertisers just say…
We want an
app!

9. but there are still some challenges..
• most mobile agencies are it-driven; not marketing driven
• mobile strategies are often app focused; not on the real marketing
objectives
• mobile is in most times not yet integrated in the marketing mix
• mobile budgets are still very small
• fragmentation
• for advertisers is it not transparent what the can expect
• advertisers often disappointed in the actual results

10. So what’s the story of Lumata?
Lumata has been created to better serve brands
Our vision is to bring contextual mobile
marketing to every brand that takes
mobile seriously.
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11. the dutch story of Lumata
In 2007 HotSMS is sold
In 1999 HotSMS started to Buongiuorno Group
as first mobile and rebranded to
marketing agency in B!Digital.
Holland
Golden Spin Award for the Since 2010 B!Digital
Red Bull Flugtag mobile Facebook Advertising
marketing campaign marktleader in Holland
(mTicketing, Branded
Game & Mobile
Advertising) in 2006.
1999 2006 2007 2010 2011
HotSMS launched the first
mobile display advertising November 2011
campaign in Holland Lumata was unveiled as
(Volvo C30). a partnership between
In the summer of 2006 Francisco Partners and
HotSMS.com reached the Buongiorno.
mark of 1.000.000
members.

12. Why we are different?
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13. Lumata is…
1 focused brand
3 key customer segments - operators, OEMS and brands
10+ years of mobile marketing experience
500+ people with a global presence in 6 continents and 15 offices
1000+ campaigns run for multinationals
250,000,000+ transactions processed each month on our platform

14. Our sole focus is:
CONTEXTUAL
MOBILE
RELATIONSHIP
MARKETING
for brands, operators and OEMs
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15. Lumata client snapshot
Mobile Operators Brands and Adv Publishers
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16. Our process

17. The brand journey –
mobile relationship marketing
Building long term relationships
through mobile engagement
Brand Activation: Customer Acquisition: Customer Customer
Start with your Find your customers and Engagement: Build trust Retention: Reward
mobile presence help them find your brand and increase value those who really
matter
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18. Lumata’s mobile solutions
Brand Customer Customer Customer
Activation. Acquisition. Engagement. Retention.
Start with your Find your Build trust and Reward those
mobile presence customers and increase value who really
help them find your matter
brand
• Mobile Sites • Performance • Proximity Marketing • Next Generation
Advertising Network mLoyalty
• Applicaties • Vouchering & M-couponing
• Premium Advertising • Loyalty Card
• Mobile Push Marketing Network • Direct Response Marketing Mobilisation
• Opt-in database • Social Media Marketing
Management
• Social Ads Tool

19. So what these mean to brands?
Brand Activation
Users need to
browse, check
I want people to
stock and purchase
find me easily
online wherever
they are
My brand needs to
be different from
my competitors
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20. Brand Activation
Bring your brand to life
79%
• Reach customers on the move
• Build your mobile presence
• Take your shopfront mobile
of smartphone
internet users
use their
smartphones
while shopping
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21. Case Studies
• Miss Dior
 Mobile can be beautiful
 Bringing the Miss Dior brand to
life on mobile via an app-based
multi-media experience
 Results
 High brand awareness from
downloads and PR coverage
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22. • Our process
Customer Acquisition
• Help your future customers
discover your brand on mobile
• Global network
• local relationships with
premium ad networks
• Innovative formats and
rich media
• Sophisticated targeting
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23. Case Studies
BMW Mini
 Reaching Mini’s broader audience
by designing a Java & iPhone
game supported by customer
acquisition across our ad network
 Results
 Over 100K+ prospect acquisitions
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24. Case Studies
• La Repubblica Mobile
 Deliver the news through ads.
#1
On italian appstore
 Drive subscriber acquisition through
innovative display ads with dynamic
content
 Results
 #1 app during the campaign
in the Italian appstore
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25. Customer Engagement
Creating dialogue, leveraging
mobile’s unique properties
• Contextual and personal
interactivity
• Highly targeted messaging –
in real time
• Bridging the gap between
physical and digital worlds
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26. What do these mean to brands?
Customer Engagement
Keep I want a useable database
users to help me target
informed
We need to be first
“How do I increase with innovations
trial via couponing?
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27. Case Studies
• Hewlett Packard
 End to end mobile marketing partner
 Integrating mobile to engage HP
customers at point of purchase
 Results
 Enabled over 3000 best buy stores
in the US with QR codes in-store
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28. Customer Retention
• Mobilizing loyalty beyond the
card
• Active relationships
• Rewards at their fingertips
• Real-time, data driven profiling
& interaction
• Enhancing existing channels
with mobile
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29. • Our process
What do these mean to brands?
Customer Retention
Loyalty cards
are expensive
how can I to implement
reward my best
customers?
I want to upsell to
people who would
be interested
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30. Case Studies
• Patrizia Pepe
 Bridging the gap between physical
and digital worlds via mobile points
collection app
 Driving customer engagement and sales
through interactivity & community
 Results
 Over 37K engagements across app,
Facebook and online
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31. Case Studies
• Orange Wednesdays
 Building brand equity through film
partnership, while rewarding high
value customers
 Results
 Most successful programme for
mvouchering across Europe - in its 7th
year, 50Mn vouchers delivered
across 6 ‘Orange’ markets
 Drive churn reduction
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33. twitter: @richardotto
skype: richard.otto
richard.otto@lumatagroup.com
Thank you
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