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MOBILE MARKETING

         Presented by
         SUFYAN P
         S7 CS
         NO:16
CONTENT
 What is Mobile Marketing?
 Why Mobile Marketing?
 Types of M-Marketing: Push & Pull Service
 Why it is the right time?
 Case Study and Solution Sample
 Best Practice and 10 Rules for High-Response
  Mobile Marketing Campaign
What is M-marketing


 mobile phones, PDAs or (rarely) Laptop Computers.
 SMS, Multimedia Messaging Service, Bluetooth,
WLAN, Infrared (IRDA)
fastest growing and most targetable marketing
methods.
CONTENT
 What is Mobile Marketing?
 Why Mobile Marketing?
 Types of M-Marketing: Push & Pull Service
 Why it is the right time?
 Case Study and Solution Sample
 Best Practice and 10 Rules for High-Response
  Mobile Marketing Campaign
Why is Mobile Device So Effective?
•   Cost Effective
•   High Reach
•   High Response to Calls-to-Action
•   Immediacy
•   Automation
•   Reliable
•   Message Reporting
•   Personal and Discreet
•   Customization
CONTENT

• What is Mobile Marketing?

• Why Mobile Marketing?

• Types of M-Marketing: Push & Pull Service

• Why it is the right time?

• Case Study and Solution Sample

• Best Practice and 10 Rules for High-Response Mobile
  Marketing Campaign
Why Pull
•   The consumer decide when, where and what
•   Can be integrated with traditional channels
•   Moves the consumer from passive to active
•   Drive traffic to stores
•   Can be used for opt-in and builds database
•   Can be used for opt-out
•   Personalization and location-base is available
SMS/MMS-based Pull (MO)
Send SMS to get a mobile coupon or promo


                             M-coupon / promo
        SMS Short Code
                                 SMS / MMS


                         WTSTM
Pull Scenarios (MO)
Integrating Promo/m-Coupons/Quizzes
   in various media
• Billboards & roadside signs
• Newspapers / magazines
• TV / Radio
• Direct Mailing
• Catalogs
• POS Advertising
Why Push?
• The most personalized channel to the consumer
• Considers consumer’s preferences:
• What, When, Where, How Many, Format and
  more
• Can be launched in seconds
• Targets selected audience
• Drives traffic to stores on specific hours
• Less expensive than any other channels
• The highest response rate
Personalized Mobile Marketing
                Campaign
                                     Retired
  Support multiple                                Redeem
  cellular protocols:         SMS

• SMS
• MMS                         SMS                 Redeem
                    WTS
                      TM            Businessmen
• WAP Push Campaign Manager

                           SMS                    Redeem
                                     Youth
Why Interactive?
• The consumer decides to participate
• Can be integrated with traditional channels
• A powerful tool to move consumers from
  passive to active
• For brand awareness
• To build consumers database
• To collect information about the
  consumers
CONTENT
•   What is Mobile Marketing?
•   Why Mobile Marketing?
•   Types of M-Marketing: Push & Pull Service
•   Why it is the right time?
•   Case Study and Solution Sample
•   Best Practice and 10 Rules for High-Response
    Mobile Marketing Campaign
Why It’s Right for Today’s Tough Climate

1) Mobile Marketing Delivers Great Return
   on Investment
     With the economy putting pressure on
     companies to get more impact for every
     dollar they spend, mobile marketing delivers
     great “bang for your buck” value.
Why It’s Right for Today’s Tough Climate


2) Mobile Marketing Reaches Customer
   and Employee Audiences Without
   Asking Them to Travel
    “direct-to-audience” approach brings the
      experience right to the audience
Why It’s Right for Today’s Tough Climate

3) Mobile Marketing Delivers Great Return
   on Impressions
   In tough economic times, it’s vital to make
   every brand impression count. Mobile
   marketing does that by giving brands the
   enhanced impact of “experiential” impressions
   – plus their audiences’ exclusive mindshare
   amidst an otherwise cluttered brandscape.
M-Marketing benefits for corporate customers

• Move consumer from passive to active mode
• Ideal for different marketing goals:
  –   New product launch
  –   Drive sales
  –   Customer acquisition
  –   Branding, positioning brand as innovative
  –   CRM, build mobile community
  –   Collect customer data
  –   Build profiled database of ‘right’ customers
• Increase ROI of overall marketing campaign
CONTENT
•   What is Mobile Marketing?
•   Why Mobile Marketing?
•   Types of M-Marketing: Push & Pull Service
•   Why it is the right time?
•   Case Study and Solution Sample
•   Best Practice and 10 Rules for High-Response
    Mobile Marketing Campaign
Case Study
                 Buy two     Send an SMS          First Prize
Look for SMS                 with the code        Dream
promo signage                number to            Holiday !
on Colgate       Tubes in    Wunderman
shelves and      September
                             678-XXXX
displays, e.g.
                             And take part
        SMS
                             in a
                             Prize-draw



                 Find a                      Interface and
                 SMS code                    support the
                 number
                 SMS34AB
                                             promo from
                 27
                                             www.colgate.ru
M-Marketing campaign success
•   Coca-Cola COOL Summer in Beijing
     – Guess highest temperature of the day, win
       mobile phone everyday
     – Proven result: rband enhancement of Coke as
       “Cool” & “Refreshing”/50,000 coke ringtone
       downloaded/4 million SMS in 3 months
•   Novartis Hay Fever Pollen Alert in UK
     – Pollen count daily SMS alert to 12 million
       sufferers sponsored by Aller-eze nasal spray
       for one month, after that charged 10p per SMS
     – Proven result: 91% subscribe/56% willing to
       pay the service
•   The “Hollywood project” SMS interactivity at the
    UN World Summit at Jet d’Eau, Geneva in 2003
Corporate SMS

   From Sarin
                       From ABCD
   You’re invited to
                       Your monthly
   Home Decoration
                       ABCD credit is
   Event on Saturday
                       due on 23
   23 September
                       September 2006
   2006 at Bitec
   Bangna              Thank you.
SMS @t Site – Welcome Type


                DTAC welcomes
                you to ICT Trade
                Exhibition, please
                go to Booth D2 to
                see our new
                exciting services
SMS @t Site – Coupon Type
•The SMS coupons           HP Laser Jet X
may be sent                promotion! Show
                           this coupon to
sometime after the         get 15% special
customer replies the       discount.
message




                       • When they leave the
                       area the will get SMS
                       thank you and farewell
                       message.
Corporate Ring4U Functions
• Special Song Special Days: Corporate can set
  personalized Ring Back Melodies for specific dates
• Special Songs Special Friends: Corporate can set
  personalized Ring back Melodies for specific Caller’s
  numbers
• Your Song Your Time: Corporate can set personalized
  Ring Back Melodies for specific time of the day
• New Function:
• Corporate customer can create sub-users (10 users)
• Corporate can set up custom voice greetings for each
  caller or department
• Corporate is able to record their greeting
• Special Song Special Group of Friends
New Mobile Advertisement Channel
      Mobile
      Network



                                      Corporate
  AdRing + Ring4U


                           Sponsor

Service End-User
                                     Target Audience

                    Free Ring4U
What is Voice Messaging?
The service that is able to broadvast voice
messages to multiple recipients at one
time by just adding list of telephone
numbers, voice message file, and sending
schedule, then the system will call out to
recipients on schedule and play pre-
recorded voice message
What Benefits from Voice Message?
• Automating routine calls
• Build brand loyalty
• Communicate in the language of
  your voice
• Delivering voice messages
  efficiently
• Easy to learn, use and manage
• Expanding call capacity faster
  and lower cost
• Expanding hours of operation
What Benefits from Voice Message?
•   Internal communication for groups or staffs
•   Minimizes cost
•   Providing high volume notifications
•   Reducing cost of call center agent turnover
•   Send voice messages to all recipients at one time
•   Update information on demand
CONTENT
•   What is Mobile Marketing?
•   Why Mobile Marketing?
•   Types of M-Marketing: Push & Pull Service
•   Why it is the right time?
•   Case Study and Solution Sample
•   Best Practice and 10 Rules for High-Response
    Mobile Marketing Campaign
Best Practices in Mobile Marketing
• Ask for Permission-Avoid SPAM
• Optimize Content for Multiple Devices
  – Java
  – Symbian
  – WM5
  – Palm
• Track Your Results
Ten Rules for High-Response
      Mobile Marketing Message
•   Avoid Spam
•   Direct to Target Audience
•   Combine with Non-advertised Content
•   Make the Message Entertaining
•   …or Valuable
Ten Rules for High-Response
       Mobile Marketing Message
•   Provide incentives
•   Build in viral effects
•   Combine with location sensitivity
•   Stimulate interaction
•   Integrated Mobile Marketing with other
    Channels

Source: Forrester Research
Ten Rules for High-Response
       Mobile Marketing Message
•   Provide incentives
•   Build in viral effects
•   Combine with location sensitivity
•   Stimulate interaction
•   Integrated Mobile Marketing with other
    Channels

Source: Forrester Research
CONCLUSION
• Mobile marketing will increasingly be utilized to
  market to business-to-business customers and
  internal audiences (employees, sales channels)
• Companies will increasingly look for partners
  who can create truly integrated mobile marketing
  programs
• Client demand and new technologies will drive
  better measurement of mobile marketing
  programs

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Class 10 mobile marketing

  • 1. MOBILE MARKETING Presented by SUFYAN P S7 CS NO:16
  • 2. CONTENT  What is Mobile Marketing?  Why Mobile Marketing?  Types of M-Marketing: Push & Pull Service  Why it is the right time?  Case Study and Solution Sample  Best Practice and 10 Rules for High-Response Mobile Marketing Campaign
  • 3. What is M-marketing  mobile phones, PDAs or (rarely) Laptop Computers.  SMS, Multimedia Messaging Service, Bluetooth, WLAN, Infrared (IRDA) fastest growing and most targetable marketing methods.
  • 4. CONTENT  What is Mobile Marketing?  Why Mobile Marketing?  Types of M-Marketing: Push & Pull Service  Why it is the right time?  Case Study and Solution Sample  Best Practice and 10 Rules for High-Response Mobile Marketing Campaign
  • 5. Why is Mobile Device So Effective? • Cost Effective • High Reach • High Response to Calls-to-Action • Immediacy • Automation • Reliable • Message Reporting • Personal and Discreet • Customization
  • 6. CONTENT • What is Mobile Marketing? • Why Mobile Marketing? • Types of M-Marketing: Push & Pull Service • Why it is the right time? • Case Study and Solution Sample • Best Practice and 10 Rules for High-Response Mobile Marketing Campaign
  • 7. Why Pull • The consumer decide when, where and what • Can be integrated with traditional channels • Moves the consumer from passive to active • Drive traffic to stores • Can be used for opt-in and builds database • Can be used for opt-out • Personalization and location-base is available
  • 8. SMS/MMS-based Pull (MO) Send SMS to get a mobile coupon or promo M-coupon / promo SMS Short Code SMS / MMS WTSTM
  • 9. Pull Scenarios (MO) Integrating Promo/m-Coupons/Quizzes in various media • Billboards & roadside signs • Newspapers / magazines • TV / Radio • Direct Mailing • Catalogs • POS Advertising
  • 10. Why Push? • The most personalized channel to the consumer • Considers consumer’s preferences: • What, When, Where, How Many, Format and more • Can be launched in seconds • Targets selected audience • Drives traffic to stores on specific hours • Less expensive than any other channels • The highest response rate
  • 11. Personalized Mobile Marketing Campaign Retired Support multiple Redeem cellular protocols: SMS • SMS • MMS SMS Redeem WTS TM Businessmen • WAP Push Campaign Manager SMS Redeem Youth
  • 12. Why Interactive? • The consumer decides to participate • Can be integrated with traditional channels • A powerful tool to move consumers from passive to active • For brand awareness • To build consumers database • To collect information about the consumers
  • 13. CONTENT • What is Mobile Marketing? • Why Mobile Marketing? • Types of M-Marketing: Push & Pull Service • Why it is the right time? • Case Study and Solution Sample • Best Practice and 10 Rules for High-Response Mobile Marketing Campaign
  • 14. Why It’s Right for Today’s Tough Climate 1) Mobile Marketing Delivers Great Return on Investment With the economy putting pressure on companies to get more impact for every dollar they spend, mobile marketing delivers great “bang for your buck” value.
  • 15. Why It’s Right for Today’s Tough Climate 2) Mobile Marketing Reaches Customer and Employee Audiences Without Asking Them to Travel “direct-to-audience” approach brings the experience right to the audience
  • 16. Why It’s Right for Today’s Tough Climate 3) Mobile Marketing Delivers Great Return on Impressions In tough economic times, it’s vital to make every brand impression count. Mobile marketing does that by giving brands the enhanced impact of “experiential” impressions – plus their audiences’ exclusive mindshare amidst an otherwise cluttered brandscape.
  • 17. M-Marketing benefits for corporate customers • Move consumer from passive to active mode • Ideal for different marketing goals: – New product launch – Drive sales – Customer acquisition – Branding, positioning brand as innovative – CRM, build mobile community – Collect customer data – Build profiled database of ‘right’ customers • Increase ROI of overall marketing campaign
  • 18. CONTENT • What is Mobile Marketing? • Why Mobile Marketing? • Types of M-Marketing: Push & Pull Service • Why it is the right time? • Case Study and Solution Sample • Best Practice and 10 Rules for High-Response Mobile Marketing Campaign
  • 19. Case Study Buy two Send an SMS First Prize Look for SMS with the code Dream promo signage number to Holiday ! on Colgate Tubes in Wunderman shelves and September 678-XXXX displays, e.g. And take part SMS in a Prize-draw Find a Interface and SMS code support the number SMS34AB promo from 27 www.colgate.ru
  • 20. M-Marketing campaign success • Coca-Cola COOL Summer in Beijing – Guess highest temperature of the day, win mobile phone everyday – Proven result: rband enhancement of Coke as “Cool” & “Refreshing”/50,000 coke ringtone downloaded/4 million SMS in 3 months • Novartis Hay Fever Pollen Alert in UK – Pollen count daily SMS alert to 12 million sufferers sponsored by Aller-eze nasal spray for one month, after that charged 10p per SMS – Proven result: 91% subscribe/56% willing to pay the service • The “Hollywood project” SMS interactivity at the UN World Summit at Jet d’Eau, Geneva in 2003
  • 21. Corporate SMS From Sarin From ABCD You’re invited to Your monthly Home Decoration ABCD credit is Event on Saturday due on 23 23 September September 2006 2006 at Bitec Bangna Thank you.
  • 22. SMS @t Site – Welcome Type DTAC welcomes you to ICT Trade Exhibition, please go to Booth D2 to see our new exciting services
  • 23. SMS @t Site – Coupon Type •The SMS coupons HP Laser Jet X may be sent promotion! Show this coupon to sometime after the get 15% special customer replies the discount. message • When they leave the area the will get SMS thank you and farewell message.
  • 24. Corporate Ring4U Functions • Special Song Special Days: Corporate can set personalized Ring Back Melodies for specific dates • Special Songs Special Friends: Corporate can set personalized Ring back Melodies for specific Caller’s numbers • Your Song Your Time: Corporate can set personalized Ring Back Melodies for specific time of the day • New Function: • Corporate customer can create sub-users (10 users) • Corporate can set up custom voice greetings for each caller or department • Corporate is able to record their greeting • Special Song Special Group of Friends
  • 25. New Mobile Advertisement Channel Mobile Network Corporate AdRing + Ring4U Sponsor Service End-User Target Audience Free Ring4U
  • 26. What is Voice Messaging? The service that is able to broadvast voice messages to multiple recipients at one time by just adding list of telephone numbers, voice message file, and sending schedule, then the system will call out to recipients on schedule and play pre- recorded voice message
  • 27. What Benefits from Voice Message? • Automating routine calls • Build brand loyalty • Communicate in the language of your voice • Delivering voice messages efficiently • Easy to learn, use and manage • Expanding call capacity faster and lower cost • Expanding hours of operation
  • 28. What Benefits from Voice Message? • Internal communication for groups or staffs • Minimizes cost • Providing high volume notifications • Reducing cost of call center agent turnover • Send voice messages to all recipients at one time • Update information on demand
  • 29. CONTENT • What is Mobile Marketing? • Why Mobile Marketing? • Types of M-Marketing: Push & Pull Service • Why it is the right time? • Case Study and Solution Sample • Best Practice and 10 Rules for High-Response Mobile Marketing Campaign
  • 30. Best Practices in Mobile Marketing • Ask for Permission-Avoid SPAM • Optimize Content for Multiple Devices – Java – Symbian – WM5 – Palm • Track Your Results
  • 31. Ten Rules for High-Response Mobile Marketing Message • Avoid Spam • Direct to Target Audience • Combine with Non-advertised Content • Make the Message Entertaining • …or Valuable
  • 32. Ten Rules for High-Response Mobile Marketing Message • Provide incentives • Build in viral effects • Combine with location sensitivity • Stimulate interaction • Integrated Mobile Marketing with other Channels Source: Forrester Research
  • 33. Ten Rules for High-Response Mobile Marketing Message • Provide incentives • Build in viral effects • Combine with location sensitivity • Stimulate interaction • Integrated Mobile Marketing with other Channels Source: Forrester Research
  • 34. CONCLUSION • Mobile marketing will increasingly be utilized to market to business-to-business customers and internal audiences (employees, sales channels) • Companies will increasingly look for partners who can create truly integrated mobile marketing programs • Client demand and new technologies will drive better measurement of mobile marketing programs

Editor's Notes

  1. Information technology affects everything from daily life to business in the 21st century. In business environment, it shapes not only commerce but also the way in which companies implement their marketing strategies. Offering new marketing channels to interact with customers is crucial to increase sales for company. Thus, the successful application of information technology to connect marketing applications is highly prominent. One of the advances in information technology is wireless mobile communication technology that makes the ―anytime-to-anyplace‖ communication possible. This technology system allows increased mobility and extended services even to remote areas. Due to wireless communication system, mobile phone users are able to access their e-mails, search, order and buy products and services from everywhere without computers Besides the Internet and personal computers, the mobile phone is the key to marketers because it is extremely popular and offers people the opportunity of mobility now. Through the introduction of data services, Short Message Services (SMS), Multimedia Message Service (MMS), Mobile Internet, etc., the mobile phone is rapidly becoming a viable commercial marketing channel. This first generation (1G) analog system for mobile communications saw two key improvements during the 1970s: the invention of the microprocessor and the digitization of the control link between the mobilephone and the cell site.   Second generation (2G) digital cellular systems were first developed at the end of the 1980s. These systems digitized not only the control link but also the voice signal. The new system provided better quality and higher capacity at lower cost to consumers.   Third generation (3G) systems promise faster communications services, including voice, fax and Internet, anytime and anywhere with seamless global roaming. ITU’s IMT-2000 global standard for 3G has opened the way to enabling innovative applications and services (e.g. multimedia entertainment, infotainment and location-based services, among others). The first 3G network was deployed in Japan in 2001.  2.5G networks, such as GPRS (Global Packet Radio Service) are already available in some parts of Europe.   Work has already begun on the development of fourth generation (4G) technologies in Japan. It is to be noted that analog and digital systems, 1G and 2G, still co-exist in many areas.