Presentation on
MOBILE MARKETING
presented by
PALLAV GROVER(40)
RAKESH KUMAR PATTNAIK(51)
MOBILE MARKETING
• “The use of the mobile medium as a means of marketing
communication”
• “Distribution of any kind of promotional or advertising
messages to customer through wireless networks”.
• More specific definition is the following: “using interactive
wireless media to provide customers with time and location
sensitive, personalized information that promotes goods,
services and ideas, thereby generating value for all
stakeholders".
• The Mobile Marketing Association updated its
definition of Mobile Marketing:
Mobile Marketing is a set of practices that enables
organizations to communicate and engage with their
audience in an interactive and relevant manner
through any mobile device or network
What Do We Mean By ‘Mobile Marketing’?
160by2 –an SMS BOSE Speakers –
being sent is click-to-call banner
appended by an ad
advertisement
Online Coupons –
coupon comes with a Exxon Mobil –
barcode, that needs to search-based
be produced to banner ad
redeem the coupon
Mobile Marketing Principles
• Let the User Take the Lead
• Change Your Mass Marketing Mindset
• Mobile is not the Web – Treat it that Way
• What's in it for them?
Mobile Marketing Features
• easy to set up and manage.
• provides a casual and interactive platform.
• Delivery of messages is fast and controllable
• Promotional efforts can be launched in as little as 24
hours
• Response times are equally fast and are typically
within 24 hours
• Mobile marketing is cost effective, convenient to use, and
reaches out to a large, growing market segment
• It provides a means to set up profile groups and target
specific groups
• allows full tracking of delivery
• Mobile marketing can be easily incorporated with current
promotion strategies
• There is a lot of potential for intermixing with several other
media platforms. SMS promotions can be combined with
radio, billboard, internet and television ads.
• Immediate delivery is possible in case of any
urgent announcement
• Mobile marketing can be set up, launched, and
managed without any technical assistance
• Subscribers have control
• boosting viral promotion.
SMS
MMS Bluetooth
MOBILE
MARKETING
Infrared web
In-game
Bluetooth marketing
Benefits of Mobile Marketing for Businesses
• The ability to create outstanding and cost-effective
promotion campaigns even on short notice
• The ability to reach a wider audience and expand market
share tremendously without any additional effort or cost
• The ability to build better and longer-lasting customer
relationships
• The ability to retain existing customers while enticing
new customers
• The ability to penetrate the cell phone market and
build brand awareness without having to spend a
fortune on huge ad campaigns
• The ability to reach out to customers on the go and
create a highly effective two-way communication
• The ability to integrate new, innovative forms of
advertising and promotion with existing strategies
without the need for large capital expenditures
Mobile Marketing Goals
brand
awareness
customer driving
opt-in targeted
database traffic
goals
enhancing
increasing
customer
revenues
loyalty
Statistics
• By 2012, an estimated 10 trillion text messages will be sent
and delivered globally
• Cell phones subscriptions will top 5 billion globally before 2011
• The global mobile advertising market will be valued at over $16
billion by 2011
• Four out of five teens carry a wireless device, and the majority
(57%) view their cell phone as the key to their social life
Source: CTIA survey, Teenagers: A Generation
Unplugged
WHICH ARE THE GLOBAL TRENDS
• Market research agencies forecast around $10B
global turnover by 2010 for mobile advertising
• By 2008, researchers expect 1.3 billion people to be
connected to the Internet through mobile devices
• Growth in mobile Internet phone sales is expected to
rise from 450 million to 850 million by 2009
• Global market research outlook for mobile advertising
estimates around $10B by 2010
Significant challenges remain at every
step of the mobile advertising process
…and significant developments are done to
enable the mobile advertising process
• Development of demographic and behavioural
targeting (moving from a one2many to one 2one
marketing relationship) => Better advertising
performance
• Launch of cross-networks reach packages (Sweden,
Estonia and Lithuania) => Easier media buying
• Adoption of clearer guidelines (in a local level) and
standards (in a global level through industry
associations like the MMA) => Higher consistency
• Adoption of the GSMA Mobile Audience
Measurment project to provide accurate mobile
metrics and measurement (UK, Germany and
Sweden) =>Better media planning
• Organization of industry events to share best practices
and to communicate case studies (Best Internet 2008,
Mobile Monday, etc.) =>Better understanding
Why Market To Consumers Via Mobile Phones?
Consumers use mobile phones as their “first screen”
not their “third screen”:
• 500M+ mobile phones in China
• 340M+ mobile phones in Western Europe
• 230M+ mobile phones in the US
• 170M+ mobile phones in India
Consumers have a 1:1 relationship with their mobile
phone:
• Almost never a shared device unlike television or the PC
• Kept close at work, at home, on-the-go
• Personalized – brand, color, features, ring tones, are
highly customized
Consumers are increasingly using their phones for more than
just calls:
• Content (games, sports scores, maps) is driving consumer
data usage
• Improved screen quality (color and size) is making rich
media desirable
• Enhanced networks are making mobile data useful and usable
What’s The Takeaway For Marketers?
As always, some will benefit more than others
RIGHT NOW
Consumer brand companies have the most to gain from this medium
• The more global the brand the greater the opportunity
• Limited ad inventory in certain geographies (e.g., US) in rich media formats
(e.g.,
game downloads) can allow an aggressive player to shut out competition
For direct marketers
• Early movers will benefit from the novelty effect
• The call to action has to match the medium
• e.g., call or text now is better than directing consumers to a website
LONGER TERM
• Improved targeting of ads based on location, time, and
consumer demographics will increase as technology and
consumer adoption improves
• Frequent measurement of effectiveness will be key as the
medium is evolving rapidly
Pros of Mobile Marketing
• The number of mobile users is almost double that of
computer users
• mobile phones are capable of receiving
information anytime, anywhere
• elicit a response even from on-the-go customers
• a higher likelihood of being read
• great way to build an impressive database.
• odds are very high that your offer may reach
customers while they are actively shopping
Cons of Mobile Marketing
• Customers have to be willing to embrace receiving
advertising messages on their personal device
• Messages and content lose their impact and result in
poor user experience when they are adapted for the
mobile web.
• differences make mobile marketing increasingly
complex and fragmented.
• measure the effectiveness of their mobile ads
Mobile marketing can play a role in your marketing strategy, no
matter how large or small the budget
Mobile entertainment companies now provide
infotainment in the form of contests and interactivity,
music to mobile consumers, helping clients create
wireless campaigns, including mobile contests, and
voting and promotional applications. Some provide
customised music packages to CDMA and GSM
carriers, including music programming, action, sports,
puzzles, advertising services, astrology, financial
services and news alerts .
Only 3-5 per cent of the money allotted to
marketing is spent on digital promotions
but with 500 million mobile phone users and
10 million mobile web browsers, the mobile
marketing game is picking up speed
Some mobile advertising companies send
customers offers on their phones when they
are near the store of a particular brand.
Efficient mobile marketing doesn’t always
mean the latest technologies.
• Some creative and proved experiences can
be put in place.Today
NOTES
• Short Message Service (SMS) It is called as text
messaging. Sending short messages up to 144
characters. Multimedia Messaging Service
(MMS) Sending messages which include
multimedia images, audio, video, rich text.
With the increase of Smartphone like iPhone,
android these MMS messages are having great
demand in future
