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DIGITAL MARKETINGLANDSCAPE

DIGITAL MARKETINGLANDSCAPE

Mobile marketing, services and gamesMobile marketing, services and games


MOBILE TECHNOLOGIES

•Handset technologies

•Network technologies

•Application technologies


INTRODUCTION TO MOBILE TECHNOLOGIES – COMPANYPERSPECTIVE

• Mobile technologies used within companies are many times internallyfocused (e.g. mobile office solutions, alerts, accessing SAP etc.)

•Market-Vision conducted survey in Finland already in 2008 and 46 % ofcompanies 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 businessrelationships (e.g.)

•Salo, J. (2012). The role of mobile technology in a buyer-supplierrelationship. Journal of Business & Industrial Marketing. (in press).


STILL MOSTLY CONSUMERFOCUSED

Nitro


BIGGEST TREND


SPECIAL FEATURES OF MOBILEMARKETING

Salo & Tähtinen 2004


MOBILE MARKETING PROCESS

Salo et al., 2008


Salo & Karjaluoto 2007

Advertising mediums compared


MOBILE MARKETING RECALL


MOBILE MARKETING

• SMS/MMS/Web – Case Onnela (studied inFummas project)

• Video clips

• Music

• Games

• Internet


MOBILE SOURCES OF VALUE

• Peer content creation and super distribution (mobileP2P)

• Presence, personalization, location and context-awareness

• 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 !


GEO-SOCIAL APPLICATIONS:


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 daywith a little Foursquare ingenuity.

• The company awarded 100 pieces of $5 and $10 gift cards as a bait to lurein potential costumers on Foursquare day April 16. It also worked as asocial media attraction because over 50 articles were written aboutMcDonald’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 forcheck ins and 600,000 online denizens followed and became a fan of thebrand on social media sites.

• McDonald's total cost for the successful campaign was $1,000.


CLASSIFICATION OF GAMES

Salo (2009?)


MOBILE GAME ECOSYSTEM

Salo (2009?)


ELEMENTARY CLASSIFICATION

Salo & Karjaluoto (2009?)


MOBILE GAMES IN CONTEXT

Salo & Härkönen 2010?


MOBILE IN-GAME ADVERTISING

Salo (2009?)


MOBILE GAME SPECTRUM

a) Dynamic in gameb) Between levelsc) Before and after downloadd) Product placemente) Static ads

Salo (2010?)


360 DEGREES TOOL TO EVALUTE VALUE POTENTIAL FROMGAME DEVELOPERS, ADVERTISERS AND CUSTOMERSPERSPECTIVE

Salo (2010?)


ADVERTISING RECALL

Salo (2009?)


EFFECTIVENESS OF BANNERADVERTISEMENTS IN MOBILE GAMES

(Komulainen, Salo et al 2017,Int. J of Advertising)

The results of this study show that 70% of the respondentsindicated that they have the intention to click on the IGBA

when given a reward with tangible benefits.

Survey in Finlandn. 761

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