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
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
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
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.