Ilona Tandlerová On Wednesday, October 2, 2013, a conference called Primetime for… Mobile marketing organized by companies Blue Events and Jablíčkář also participated as one of the media partners.
We start
At 9 o'clock in the morning, the whole event started in the premises of the Světozor cinema. Peter Šebo from The Marketers and Adam Reinberger from Contra Media moderated. The lectures went one after the other at a brisk pace. There was only one organizational change in the shifted time, as the plane with Shaun Gregory, the only English-speaking speaker, was delayed. This is how she came up after lunch and had a decent narrative value, it would be a shame if she didn't take place. Each of the speakers had their own time and the hall was three-quarters full, the catering was perfect, the participants certainly did not suffer from hunger during the breaks, I would say that on the contrary, they were quite solidly stuffed. I deduced this from the fact that the gentleman sitting in front of me was rock climbing quite solidly after lunch, lecture not lecture...
And now some numbers - from the individual presentations and speakers' mouths, it was heard that 9 out of 10 Europeans own a mobile phone, 45% of this number have a smartphone and 18% have a tablet (yes, I also thought that there are not enough smartphones). A full 41% of owners also use their smartphone in the bathroom, and perhaps not surprisingly, 77% in bed. Adam Reinberger asked the audience how many people are able to pick up their cell phones even during intimate moments with their partner, but no one admitted publicly.
Just an idea is not enough
The first block was introduced by Peter Šebo, who pointed out the mistaken impression of many: the most important thing is to have a good idea, and then the rest will somehow come naturally. After all, the rule applies that communication that "fits" one company may not fit completely into the concept of another company. So the oft-known "we want it too because we like it and it raised their profits" really doesn't work.
Peter's presentation pointed to a great campaign by Audi, which featured the new R8 in such a way that the tablet user had to take a picture of it, otherwise all they saw was a blur passing by. Also mentioned was a playful campaign by Mini from Sweden, the winner of which was a Mini Countryman, as well as a great idea with 3D furniture from Ikea and the rescue of all children with "pains" - the Muppets application, where after scanning a patch, the character on the tablet came to life.
Mobile application
This was followed by a presentation by Petr Dvořák from Inmite. There has been a lot of talk about mobile apps as such, their redesign for iOS 7, and how they look successful and what they have in common. I was amused by the comment about how the Android apps are different - "it has both small displays and ones that would kill a bear because of their size". Did you know that only 0,6% of all apps in the App Store are successful?
Mr. Ondřej Švihálek from Icom Vision said at the beginning of the presentation that it would probably be boring for us, and unfortunately he was right - he focused on talking about the custom production of applications and since I don't have a single comment, I probably wasn't interested in anything.
Online, phones and shopping
Another speaker already had more interesting information. Did you know, for example, that there are 5,7 million Czechs online? That the average time spent on the Internet is 17 hours a week? And most importantly, that only 19% of all these people own a SIM card with a data connection? As far as brand preferences are concerned, most mobile phone users still own the good old Nokia, young people in their twenties love Samsung, but Apple is generally the most popular brand. It doesn't make much sense that... It's also interesting that according to research, people don't consider tablets to be mobile and not personal devices at all, they're used to having it at home and sharing the time spent on it with other family members. Petr Vaněček from Aisa also spoke about the amounts that people are willing to spend when purchasing via mobile devices – the ceiling for them is in most cases around CZK 500, larger purchases are already made via a laptop or computer.
Four screens
The penultimate speaker before the lunch break was Jan Bednář from Google. It has been debated whether a laptop is a mobile device. Bednář dealt with the phenomenon of four screens - see the picture below - we no longer just sit in front of the television at home, we also have a laptop, a tablet and, of course, a phone in our hands. It is said that all possible devices are still used for the final purchase, starting with the smartphone and ending with the computer.
Mobile marketing
Adam Reinberger ended the morning block with a presentation on "8 good reasons to use mobile marketing". We learned that 47% of Czechs are said to be ready to pay with a mobile phone (according to a Mastercard study) and how important it is to have a mobile website, otherwise those people will get disgusted and go elsewhere.
highlight
Lunch followed, the organizers of Blue Events had mastered the organization to perfection, a huge amount of food, and after an hour break, the lecture by the above-mentioned Shaun Gregory from Britain continued. Those who were unsure of their English could borrow headphones at the entrance to the hall, and the entire presentation was simultaneously translated into Czech. Shaun opened the speech with a video that had only been seen in New York and Miami so far. There was information about the use of mobile phones, he also compared advertising years ago and now, he talked about the evolving market of mobile devices, for example, worldwide people spend 108 minutes a day on mobile phones, and again he talked about gamification, which is extremely popular in the world of marketing .
Mobile operators
The afternoon continued with a panel discussion of marketing representatives of our operators. The gentlemen were funny, they put on a pretty solid show. There was a debate about advertising SMS, their targeting, and SMS connectors. (No, really not all the advertising SMS that annoy you so much do not come directly from the operators, they can send a maximum of 6 per month. The rest can reach you, for example, via Indonesia.) The winner of the tipping competition for CZK 30 was also announced, each of the operators contributed a third.
Publero and push notifications
Petr Zapletal from Publer talked about push notifications and how they can increase sales, about the expected transformation of printed media and about a mobile platform that no website should miss. If the appearance of the page does not adapt to the browser on our phone, we leave the page. Publero is currently hard at work on its own mobile platform, we can look forward to its appearance.
QR codes
The gentleman from Cetelem addressed the issue of QR codes, which, according to him, is not (only) widely used in the Czech Republic. The reason may also be that many devices do not have a code reader in basic applications, and not all users are proficient enough to handle the installation.
Pharmacies send SMS
We were able to hear how well the advertising SMS campaign works from the mouth of the marketing manager of the pharmacy chain Petar Fiala, whose campaign took place last summer and 63% of the customers approached by this campaign purchased an average of three products.
Augmented reality
Marián Chovanec spoke about augmented reality in practice, which was very interesting. In essence, it is a combination of a print and a tablet, with which you scan a specific image in a magazine and it is converted into a 3D animation. Visit the page www.rreality.cz, where you can learn more.
The way to the future
The last speaker was Jaro Zacko and his presentation "The Way to the Future", where he addressed all kinds of applications that work differently than we are used to, for example, with games. In Slovakia, for example, they have developed an application called "Know your Pilsen", which is able to scan a beer and determine whether it is an original Pilsen. He also presented the Botanicus interactiveus project from Disney laboratories, an excellent thing called Makey Makey, Square for payments via mobile sensor and others.
Finally
The conference ended at 17 p.m. with a raffle for Fénix beer, followed by an after-party at the Fusion Hotel. Overall, the event was successful and we can look forward to next years.
Nice article and interesting action on a current topic. I hope that companies are starting to realize that when they have mobile friendly sites, more people will start visiting via mobile. And potential customers will behave differently when visiting the site on a tablet than when visiting on a computer. And it will be different again via mobile.
Specifically, with my mobile phone in front of the TV, I will easily look at hundreds of products, but on the computer I will only go through a few of them quickly, and I also choose in a different way on the mobile phone and on the computer.
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