MOBILE
MARKETING

What is Mobile Marketing?
 Mobile marketing is a multi-channel, digital marketing strategy
aimed at reaching a target audience on their smart phones,
tablets, and/or other mobile devices, via websites, email, SMS
and MMS, social media, and apps.
 Mobile marketing is the interactive multichannel promotion of
products or services through mobile phones and devices,
smart phones and networks.
 Mobile marketing channels are diverse and include technology,
trade shows or billboards.
 Effective mobile advertising means understanding your mobile
audience, designing content with mobile platforms in mind, and
making strategic use of SMS/MMS marketing and mobile apps.

What type of customer reacts to mobile
marketing?
 All age bands < 65 but still expanding
 80% of internet users own a smartphone.
 65% of all email is first opened on a mobile device.
 48% of users start their mobile internet sessions on a search
engine.
 56% of B2B buyers frequently use smartphones to access
vendors’ content.
 95% of adults primarily use their smartphones to access
content/information.

How can mobile marketing provide benefit?
 The open rate of SMS is 98% compared to 22% for emails.
 Text messages can be 8x more effective at engaging
customers.
 Almost 50% of consumers in the U.S. make direct
purchases after receiving an SMS-branded text.
 By creating an emotional bond between the customer & brand
• Easy to Use: Most interactions in one or two clicks
• Creates database: Consumers opt-in to receive offers
• Customizable: Limited only by creativity
• Instant Response: Coupons, links, and codes acted upon
• Strong Delivery: Messages delivered and read in < 24 hours
• Scalable: Can use several platforms, with room for
growth
• Cost Effective: Cost of low

The advantages of mobile marketing:
 Instant results
 Convenience
 Direct marketing
 Ease of tracking
 Viral potential
 Mass communication made easy
 Niche not saturated
 Microblogging benefits
 Mobile payment

The disadvantages of mobile marketing:
 Lack of standardization in mobile device technologies
 Platforms too diverse
 Lower privacy standards
 Navigation complications on a mobile phone
 Need for re-education with every upgrade

Augmented reality (AR)
 Augmented reality is the integration of digital information with
the user's environment in real time. Unlike virtual reality, which
creates a totally artificial environment, augmented reality uses
the existing environment and overlays new information on top
of it.
AR systems have the following three
characteristics
 Combines real and virtual objects in a real environment
 Is interactive in real-time
 Registers (aligns) real and virtual objects with each other.

What is the Goal of AR?
 To enhance a person’s performance and perception of the
world
The Ultimate Goal of AR
 Create a system such that a user CANNOT tell the difference
between the real world and the virtual augmentation of it.
This is how AR works
 Pick A Real World Scene
 Add your Virtual Objects in it.
 Delete Real World Objects
 Not Virtual Reality since Environment Real.

Location-Based Marketing
Location Based Marketing has been
widely used by marketers for several
years already but the topic has not
been academically investigated.
Location Based Marketing can be
described as convergence of three
technologies: Location-Based
Services, Mobile Marketing and
Contextual Marketing.

Contextual marketing
 Contextual marketing refers to online and mobile marketing
that provides targeted advertising based upon user
information, such as the search terms they’re using or recent
web-browsing activity.
 The goal is to present ads to customers representing products
and services they are already interested in.
 For example, a customer performs an Internet search for
commuter cars and fuel efficiency. Afterwards, they check
their daily news website and the ads which show up alongside
the news are for hybrid cars. The customer, already thinking
about saving fuel on their commute, clicks on the ad to check
out the latest hybrids.

 Contextual marketing is one of the most disruptive forces to
explode into the marketing discipline since the mantra of all
marketers—price, product, placement and promotion—came
into being. In fact, according to the Harvard Business Review, it
is set to throw the ‘Four Ps’ approach “into constant flux”.
 Contextual marketing is a technique that takes user
information from a variety of sources (web browsing or online
location check-in, for example) and uses it to deliver precise,
relevant, tailored content, to the right people, at the right time.

 Today’s marketers may well be digital-savvy analytic experts
but contextual marketing adds an entirely new dimension to
customer engagement. Here’s why it’s more important and
relevant for today’s marketers:
1. It fits perfectly with a device-driven market and a shift in
customer lifestyles
2. It empowers customers and consumers
3. It fits with the economic climate
4. It uses location intelligence

Reference
 https://www.pitneybowes.com/us/location-intelligence/case-
studies/marketers-must-embrace-contextual-marketing.html
 http://geoawesomeness.com/knowledge-base/location-based-
marketing/location-based-marketing-the-concept/
 http://www.marketing-schools.org/types-of-marketing/contextual-
marketing.html
 https://www.marketo.com/mobile-marketing/
 https://www.wordstream.com/blog/ws/2013/08/19/what-is-mobile-
marketing
 https://en.wikipedia.org/wiki/Mobile_marketing
 https://studymafia.org/augmented-reality-seminar-and-ppt-with-pdf-
report/
 https://pubweb.eng.utah.edu/~cs6360/Lectures/Augmented%20Reality.
ppt

THANK YOU
Amit Kumar
Pondicherry University