Have you heard about the new buzz in the digital marketing space? Eminent industry experts say Social, Local & Mobile shall drive digital interactions in the days to come with more number of people using Mobile to access Local Information & Social Content

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Mobile Isn’t Just Mobile Anymore

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Contents
Have you heard about the new kid (Mobile) around the media corner?.................................................4
Mobile the neglected media ....................................................................................................................9
Enterprise Mobility is the next big thing in the Business Process Automation Space for Businesses .10
Minding your digital business: McKinsey Global Survey results .......................................................10
Executives expect that new digital technologies will transform their businesses, but many admit
their companies are far from prepared in developing capabilities and meeting challenges. ............10
Mobile is not standalone—putting it in the plan ....................................................................................12
Don’t lose site of the big picture............................................................................................................13
Case Study............................................................................................................................................14
Pepsi to Provide Free Music Downloads on Twitter .............................................................................14

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Have you heard about the new kid (Mobile) around the media corner?
Have you noticed the new Kid around?
The new kid that I am talking about shall help you answer the following questions.
What new to do? How to grab consumer's short attention Span? How to do out of box
marketing campaigns? How to increase
ROI on existing marketing spends?
.... Follow theBlue Ocean Strategy...
Find Greener Pastures in Mobile Marketing....
If you follow the "only traditional route" approach ... You end up with the ordinary.
Try Out of Box... Try Mobile
―Mobile is so interesting because it combines the ability to consume and heroize brands with the
ability to take action,‖ said Patrick J. Moorhead, senior vice president and group management director
of mobile platforms at Draftfcb Chicago.

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Have you heard about the new buzz in the digital marketing space?
Eminent industry experts say Social, Local & Mobile shall drive digital interactions in the days to
come with more number of people using Mobile to access Local Information & Social Content.
The study by Mobile Marketing Association says that Mobile Phone users in India have evolved to an
extent that time spent on Mobile Internet (Browsing, Games, Social Network, and Utilities –Maps,
News apps etc.) by an average smart phone user between the ages of 15-24 years is 2 hours a day
while that 31+ years is 1 hour a day which is considerably higher than on Voice or SMS (please refer
to the chart).
SO LO MO
Social Local Mobile

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What this means is that Mobile Isn’t Just Mobile Anymore!!
It is a radio, a camera, a dictionary, a map, a chatting tool, a news platform, a gaming console, a
social tool & a new search engine that empowers users to look for & hunt for deals of their choice.
So Mobile Isn’t Mobile Anymore!!
The phenomena that shall drive Mobile as an amazing interaction toll is what I call:
CON CON FUN
Convenience Context Fun

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Source: InMobi, Sept10, 2009

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The Power & Growth of Mobile Marketing
Source:
http://mashable.com/2012/05/19/mobile-
marketing-infographic-smartphones/

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Mobile the neglected media
There is still huge disparities between the advertising dollars spent on certain mediums and the time
consumers spend on them, according to a new study by mobile analytics firm Flurry.
A version of this chart pops up every few months or so with the implication that these bars should
square off in the near-future. However, this assumption ignores that some mediums are just more
effective advertising platforms regardless of time spent.
Mobile advertising, in particular, still badly lags the time consumers spend on their devices. The study
blames the disparity on the rapid rise of the mobile app platform over the past few years, which has
supposedly caught advertisers off-guard. However, mobile ad analytics, measurement, and targeting
have not caught up with their online counterparts yet either. It also goes without saying that ads on
mobile are very small.
And you say that the ROI on ads spend in decreasing. Isn’t it?
You neglect one of the fastest growing media (mobile) and you stand as a part of the mob.
Stand out…
Think Creative ….. Think Mobile …

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Enterprise Mobility is the next big thing in the Business Process
Automation Space for Businesses
Minding your digital business: McKinsey Global Survey
results
Executives expect that new digital technologies will transform their businesses,
but many admit their companies are far from prepared in developing capabilities
and meeting challenges.
MAY 2012
Source: Business Technology Office
Most C-level executives say the three key trends in digital business—namely, big data and analytics,
digital marketing and social-media tools, and the use of new delivery platforms such as cloud
computing and mobility—are strategic priorities at their companies,
1
according to McKinsey’s first
annual survey on the topic.
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The survey asked executives in the C-suite about their companies’
adoption of these trends; the extent to which their companies are investing in new digital
technologies; the value that they expect to reap from these investments; and the role the IT function
plays in driving digital business initiatives forward.
Notes
1
Sixty-five per cent of respondents say big data and analytics is either a top corporate, top-three corporate, top-ten corporate, or top priority for
one to two business units on their organizations’ strategic agendas; 68 per cent say the same about digital marketing and social tools, and 56 per
cent about flexible delivery platforms.
2
The online survey was in the field from April 3 to April 13, 2012, and garnered responses from 1,469 C-level executives representing the full
range of industries, regions, and company sizes; 8.5 per cent of these executives have a specific technology focus. To adjust for differences in
response rates, the data are weighted by the contribution of each respondent’s nation to global GDP.

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As Per Minding your digital business: McKinsey Global Survey results
Despite these heavy investments, only about one-third of respondents say they believe their
companies are spending enough to build out these capabilities, with almost half saying their
companies are underfunding these initiatives by 11 per cent or more. Here, responses also diverge by
role.
Thirty-six per cent of CEOs say investments are roughly at the right level, yet only about 30 per cent
of CFOs and chief operating officers (COOs) say the same; even fewer chief marketing officers
(CMOs) and CIOs agree.

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Mobile is not standalone—putting it in the plan
The mobile channel is an important medium but let’s not get ahead of ourselves. The mobile channel
is nowhere near a standalone medium, as least not yet and not for the foreseeable future. Given the
need for expressed consent, i.e. the need for permission from the consumer, before a marketer can
engage the consumer on their phone, traditional media still holds a massively critical place in the rich,
diverse (and still fairly complicated) mobile marketing ecosystem
(see http://www.mmaglobal.com/modules/article/view.article.php/1155).
Traditional media is the means by which marketers promote the call-to-action for their mobile
programs. It is the field where the invitation to participate is put forth. Print, TV, outdoor media, and
retail have never been more important given this context.
In addition, the mobile phone, the mobile channel, the mobile ecosystem still needs time to
mature. True, mass marketing mobile mediums—Voice, SMS and increasingly so the mobile Internet
have their place, solidly in a mass market strategic marketing plan, but niche market mobile mediums
like video, social networking, Bluetooth and others are still finding their way to productive ―mass
market‖ marketing applicability. They’ll get there, fast, and they’re incredibly useful for niche markets
today, however it will just take some more time before they’re ready for prime time.

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Don’t lose site of the big picture
As exciting as the mobile channel can be, and as enticing as the idea of launching a great mobile
marketing campaign is, don’t lose site of the big picture. The American Marketing Association (2007)
defines the practice of marketing as follows:
―…the activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large.‖
Therefore, it follows suite that the practice of mobile marketing embodies the mobile enactment of
―activities, institutions and processes that support marketers in their pursuit to communicate, deliver,
and exchange offers that have value for customers, clients, partners, and society at large.‖
Mobile marketing is an element of marketing, and it should be noted that the widely touted concept of
mobile advertising is simply an element of mobile marketing. We must look to weave these practices
into our broader marketing strategies and use them to generate value, not just because we think
they’re cool, but because that is our job as markers—we communicate, deliver and exchange value.

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Case Study
Pepsi to Provide Free Music Downloads on Twitter
May 30, 2012 by Todd Wasserman2
Pepsi will begin curating new music for fans on Twitter through a year-long partnership with the
messaging platform, both companies announced Wednesday.
The ―Live for Now Music‖ initiative is an extension of Pepsi’s recently launched ―Live for Now‖ global
campaign, will offer free music downloads music videos and a series of pop-up concerts this summer
and fall. Every Wednesday for the next 52 weeks, Pepsi will offer videos providing an overview of the
artists, music and music news trending on Twitter that week.
In addition, @pepsi will offer free download from the Amazon MP3 store for fans who follow the brand
on Twitter and use the hashtag #PepsiMusicNOW in their tweets. The brand will also use Twitter to
announce pop-up concerts, which it will offer on-demand afterward for fans who want to watch it later.
The deal comes about two weeks after Twitter announced another long-term deal with ESPN to
create custom ad programs around major sporting events. Twitter, which makes most of its money
from advertising, is poised to post ad revenues of $259.9 million this year, according to eMarketer.

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Wednesday, 29
th
May 2012
Thanks for your time.
Kumar Gaurav
+91 95604 52199
Source:
 Articles from TOI.
 The Mobile Marketer.
 http://mashable.com/2012/04/30/mobile-trends-brands-marketing/
 http://tribalddb.com/news/blogs/nfc-more-than-digital-wallets/
 Articles from eminent industry experts.
 http://www.campaignindia.in/Article/301329,7-ways-marketers-are-using-the-mobile-screen-
jwt.aspx
 http://www.mobilecommercedaily.com
 https://www.mckinseyquarterly.com/Business_Technology
 http://www.mobilemarketingwatch.com/
 http://articles.businessinsider.com
 http://www.mmaglobal.com/articles