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Mobile Marketing and Advertising in the context of Evolution, Marketing 2.0, The Metaverse and Mobile Internet Trends

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The sweet spot of mobile marketing is identified using different trends from different perspectives and levels of analysis (Evolution at large, Marketing 2.0, Metaverse as well as Mobile Internet itself)

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A Perspective on Mobile Marketing Evolution, Marketing 2.0, Metaverse and Mobile Internet Yuri van Geest / SPRX Mobile
Cross digimedia Yuri van Geest Innovation Emerce Marketing Sales Reddion HP yuri.typepad.com Mediakabel/ManyCast Nuon Marketingfacts Erasmus Univ. MIT Mobile Monday Amsterdam (MoMo) SPRX Mobile
Agenda Evolution Marketing 2.0 and Metaverse Mobile Internet Q&A
 
“ Every futurist who is worth his salt is a historian” (Kevin Kelly)
Globalization and Power Church (< 1500) Nation (1500-1800) Multinationals (1800-2000) Individual + social network (> 2000)
The Self Organizing Universe
Economic Revolutions & Changing Consumer Drivers Agriculture : Availability Industrial : Price Services : Quality Digital + Bio : Authenticity
Market Economy Social Economy Social = Authentic, Authority, Recommendations, Peer Production
Summary Globalized and Empowered Individuals and Groups using Authentic, Social (Network) Filters and Self Organization to find, buy or create Authentic offerings Question : How Will Mobile Marketing Work In This Context ?
 
Marketing 2.0 Authenticity Open source marketing ROI-based marketing Focus on product innovation, less on classic promotion
 
Communication 2.0 Reputation -> Attention -> Conversion Proof and Honest Advice <> Propaganda Sequence : 1) Mobile + Outdoor (LBS / AR) 2) PC-Internet 3) TV 4) Other media ROI rules (reach overrated)
 
Metaverse Augmentation Simulation Personal External
 
 
Lifelogging/Lifestreaming Twitter FriendFeed Trackr Cluztr Trip-It Qik Nokia Conversations Magitti
Via web, mobiel web, sms en IM
MIRROR WORLDS
Examples Mirror Worlds Nokia Maps 2.0 Google Earth 4.3 including StreetView ! Microsoft Virtual Earth Yahoo Maps Earthmine
 
AUGMENTED REALITY
 
 
Mobile Internet = Booming Networks WiMax, DVB-H, HSDPA, LTE/4G, P2P Handsets N95/N96, iPhone, Polymer Vision, nanotech OS Android, OSX, Symbian, Windows Mobile Applications JoikuSpot, Qik, Seesmic, Talkonaut, TrackR, LinkedIn, G-Gears, AR/RFID/QR codes, Twitter Mofuse, Napster, JotYou, YouTube, Hyves
Mobile Internet = Booming (2) Content Maps/Earth/Nokia Maps, TV, video, movels, UGC Payment Solutions P2P NFC/RaboMobiel, Payter, PayPerPhone Advertising AdWords, QR codes, e-mail, RSS, banners, text links, AR ads Flat-fee Pricing Open Mobile Internet Mobile = Lifestyle & Hot
Context
Mobile Growth Areas
Physical Virtual Social/Connected Commercial Live Web
Physical Virtual Social/Connected Commercial Social Web
Physical Virtual Social/Connected Commercial Geo Web
Summary Globalized and Empowered Individuals and Groups using Social (Network) Filters and Self Organization to find, buy and create Authentic offerings Question : How Will Mobile Marketing Work In This Context ?
Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware LBS push advertisjng (banners, AdWords, rich media etc.) Payments (NFC) QR code + RFID + AR ads Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile books Music SMS/MMS-marketing
QR codes
Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware Payments QR codes ads RFID/NFC Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile Books Music SMS/MMS-marketing Mobile Internet Trends
Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware Payments QR codes ads RFID/NFC Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile Books Music SMS/MMS-marketing Authenticity due to Social C2C Filters
Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware Payments QR codes ads RFID/NFC Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile Books Music SMS/MMS-marketing Sweet Spot for Mobile Marketing Next 5 Years
Answer Mobile Marketing Focus on the product itself and its USPs and tags (ecology, social, intrinsic value) Focus on the physical ads instead of virtual ads Don’t advertise, use the C2C data for research (e.g. using Hyves LBS or Twitter messages/profiles) Let the mobile community decide upon your product and marketing roadmap (authenticity) Enable and sponsor new mobile C2C apps/tools Be more implicit and stealth relative to PC-Internet
 

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Mobile Marketing and Advertising in the context of Evolution, Marketing 2.0, The Metaverse and Mobile Internet Trends

  • 1. A Perspective on Mobile Marketing Evolution, Marketing 2.0, Metaverse and Mobile Internet Yuri van Geest / SPRX Mobile
  • 2. Cross digimedia Yuri van Geest Innovation Emerce Marketing Sales Reddion HP yuri.typepad.com Mediakabel/ManyCast Nuon Marketingfacts Erasmus Univ. MIT Mobile Monday Amsterdam (MoMo) SPRX Mobile
  • 3. Agenda Evolution Marketing 2.0 and Metaverse Mobile Internet Q&A
  • 4.  
  • 5. “ Every futurist who is worth his salt is a historian” (Kevin Kelly)
  • 6. Globalization and Power Church (< 1500) Nation (1500-1800) Multinationals (1800-2000) Individual + social network (> 2000)
  • 8. Economic Revolutions & Changing Consumer Drivers Agriculture : Availability Industrial : Price Services : Quality Digital + Bio : Authenticity
  • 9. Market Economy Social Economy Social = Authentic, Authority, Recommendations, Peer Production
  • 10. Summary Globalized and Empowered Individuals and Groups using Authentic, Social (Network) Filters and Self Organization to find, buy or create Authentic offerings Question : How Will Mobile Marketing Work In This Context ?
  • 11.  
  • 12. Marketing 2.0 Authenticity Open source marketing ROI-based marketing Focus on product innovation, less on classic promotion
  • 13.  
  • 14. Communication 2.0 Reputation -> Attention -> Conversion Proof and Honest Advice <> Propaganda Sequence : 1) Mobile + Outdoor (LBS / AR) 2) PC-Internet 3) TV 4) Other media ROI rules (reach overrated)
  • 15.  
  • 17.  
  • 18.  
  • 19. Lifelogging/Lifestreaming Twitter FriendFeed Trackr Cluztr Trip-It Qik Nokia Conversations Magitti
  • 20. Via web, mobiel web, sms en IM
  • 22. Examples Mirror Worlds Nokia Maps 2.0 Google Earth 4.3 including StreetView ! Microsoft Virtual Earth Yahoo Maps Earthmine
  • 23.  
  • 25.  
  • 26.  
  • 27. Mobile Internet = Booming Networks WiMax, DVB-H, HSDPA, LTE/4G, P2P Handsets N95/N96, iPhone, Polymer Vision, nanotech OS Android, OSX, Symbian, Windows Mobile Applications JoikuSpot, Qik, Seesmic, Talkonaut, TrackR, LinkedIn, G-Gears, AR/RFID/QR codes, Twitter Mofuse, Napster, JotYou, YouTube, Hyves
  • 28. Mobile Internet = Booming (2) Content Maps/Earth/Nokia Maps, TV, video, movels, UGC Payment Solutions P2P NFC/RaboMobiel, Payter, PayPerPhone Advertising AdWords, QR codes, e-mail, RSS, banners, text links, AR ads Flat-fee Pricing Open Mobile Internet Mobile = Lifestyle & Hot
  • 30. Mobile Growth Areas
  • 31. Physical Virtual Social/Connected Commercial Live Web
  • 32. Physical Virtual Social/Connected Commercial Social Web
  • 33. Physical Virtual Social/Connected Commercial Geo Web
  • 34. Summary Globalized and Empowered Individuals and Groups using Social (Network) Filters and Self Organization to find, buy and create Authentic offerings Question : How Will Mobile Marketing Work In This Context ?
  • 35. Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware LBS push advertisjng (banners, AdWords, rich media etc.) Payments (NFC) QR code + RFID + AR ads Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile books Music SMS/MMS-marketing
  • 37. Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware Payments QR codes ads RFID/NFC Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile Books Music SMS/MMS-marketing Mobile Internet Trends
  • 38. Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware Payments QR codes ads RFID/NFC Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile Books Music SMS/MMS-marketing Authenticity due to Social C2C Filters
  • 39. Physical Virtual Social/Connected (C2C) Commercial (B2C) Buddyfinder Nokia Sensor Presence (Hyves LBS, Twitter) Roomware Payments QR codes ads RFID/NFC Physical computing Bluecasting Facebook Multiplayergaming Dating Chat Downloadable content Widgets Entertainment Mobile TV Mobile Books Music SMS/MMS-marketing Sweet Spot for Mobile Marketing Next 5 Years
  • 40. Answer Mobile Marketing Focus on the product itself and its USPs and tags (ecology, social, intrinsic value) Focus on the physical ads instead of virtual ads Don’t advertise, use the C2C data for research (e.g. using Hyves LBS or Twitter messages/profiles) Let the mobile community decide upon your product and marketing roadmap (authenticity) Enable and sponsor new mobile C2C apps/tools Be more implicit and stealth relative to PC-Internet
  • 41.