Zealand Marketing Event: Mobile Revolution
The 12th Seeland Marketing Event took place in Biel on April 26. The Mobile Revolution was the topic of the event with over 300 participants, organized by the Swiss Marketing Club Biel-Seeland.
Nils Hafner looked back 30 years, when recommendations, product and price comparisons were costly to obtain. This was followed by the time when the consumer was inundated with buying messages.
Revolution thanks to mobile
Today, the social network combines marketing with recommendations. Nils Hafner, for example, pulls out his smartphone in a specialist store without advice to ask his Facebook contacts about the best TVs. 7 of his 700 friends respond and make a recommendation within 10 minutes. Statistics confirm that only 1 percent of users actively post. 9 percent rate, and the overwhelming majority of 90 percent consists of viewers.
New habits developed with mobile devices: Users use multiple media at the same time. For example, 1.3 million "Tatort" viewers already tweet during the show.
Fast, simple - and personal!
Using the mobile business model My Taxi and a surprising idea from the airline KLM, Nils Hafner impressively proved: "The new media enable a very personal approach."
Daniela Enke presented the award-winning marketing campaign launched to celebrate the 150th anniversary of the Mammut Sports Group. Customers were motivated to organize their own summit project and report on it on the website. A community tells its adventures and causes the Mammut brand to be on everyone's lips.
Combine benefits and fun
Alexander Sollberger of swiss smart media GmbH, as a specialist in cross-media marketing, posed the question: "How can a company best convey its content?" The example of the cheeky Bündner Wetterböcke shows how viral marketing works: Something useful is combined with so much fun that you spread the word!
