Mobile Marketing and Mobile Apps.

Few Thoughts
…

 Assessment… what is it
 Objective-Analysis
 So-Lo-Mo
 Mob-Video, Geo-Social, Apps
 Social Commerce
 TV v/s Mobile ?
 Barriers…
 Mobile-Analytics, Metrics, BI
 Opportunities..
 Vision….Foresight
 Mobile Payment
 Demand Drivers
 Gap Analysis
 Pros & Cons of Mobile Mktg

www.digitalmarketing.ac.in

Opportunities….. Unlocked !!!


Mobile Marketing Boom

Hype or Reality ???


Mobile Platforms

iPhone/iPad Windows Phone Android

BlackBerry J2ME


What is Mobile Apps ?
A Mobile application is a software program that can run in a
phone. Capable of performing numerous takes e.g.
Entertainment, communication, providing useful information
(e.g. weather, Stock Trends, sports), Its a powerful Tool for
brand communication

Why Mobile Marketing:
fundamentally Mobile provides a much richer and more
compelling Personal user experience than a WAP or mobile web
site.
the response time for an App is much quicker than the mobile
web hence Experiencing Multifold increase in usage and
development too.


 contd. Mobile Marketing?

• Mobile marketing –

– is personal & Unique marketing.
– is an new Innovative form of marketing.
– is suitable and cost effective way for the promotion.
– quick and traceable marketing efforts can be achieved.
– Precise…Accurately Targeted over smart phone.
– fits across many marketing disciplines including sales promotion,
CRM, direct marketing, loyalty schemes, etc.


The objective

…….. consistently raise the bar

Young India…. Mystical India …


(SoLoMo: Social Local Mobile)
trends will interact to reshape our lives. Each facilitates the other.
Soon we’ll be using Mobiles as
• identification
• license,
• passport,
• office pass
• as keys to unlock our car & apartment,
• as boarding passes and
• subway tickets

mobile, by nature, allows brands to talk to the

right people at the right times in the right places,


Location of the
phone.


Location of the phone.

Location of the screen.


Location of the phone.

Location of the screen.

Location of home.
Location of nearest store. Location of
alternative stores. Location of product.
Location of competitor’s products.
Location of friends.
Location of consumption.


Video on Mobile
……………….convergence of efficient hardware & affordable broadband

Mobile Hardware Infrastructure was not Designed to have Onlive Live
streaming of Videos and TV channels.

Slingbox, Roku, Boxee, Apple TV & Google TV are striving hard to
bridge the capabilities

Challenge:

No-one giving…..a truly dynamic & immersive multimedia experience

 Launch of 4G in India

Bringing New Realities , Opportunities for us

Mobile has reached bottom of Pyramid

e.g. Apple has succeeded in
changing consumer behavior Anyone
who has the vision, consumer insight,
resources, and reputation can…
……..push IT into YOUR living room

content agreements(for Mobile),
distribution
channels, and
strategic partnerships are being formed to
supply the Latest Mobile hardware and
software

Geo-Social Apps…..Metros to Villages
We will see increased SoLoMo marketing prevail in
existing Marketplace
like Foursquare, Shopkick and Yelp

Retailers will experiment more with geo-fenced mobile
marketing with companies like Placecast.

Social buying companies like Groupon and
Living Social will become more app-focused
and provide push content and alerts on
real-time local deals


 Tsunami of Mobile Apps
Brands will create more of
their own apps to Grab the
Opportunity of geo-location
services and social networking.

Brands will use location targeting and embed social content and
shareability in SMS/MMS/MIM enhancing Relevancy of Ads


 first-time smart phone users
Ever Increasing demand from first-time smart phone users exploring
their new device and Apps to pop-up/Exhibit their Social IQ

mobile, online and TV
and Merging and
Integrating rapidly

HTML5
cross platform development as well as allowing apps to be downloaded
directly from publishers, freeing them from the restriction of Monopoly.

 Universal apps Design & Development….Co-Creation

Creating apps that will function and communicate with Ease
across all devices; mobiles, tablets , desktops and TV


 “Virtual –Oneness” TV and Social Media causing explosion in

•tools,
•technologies &
•platforms

for


Social -commerce: Balancing Customer engagement & mktg
What is Your focus on??
selling a Product/Service or delivering an experience

Social media is used to kick start conversations, build awareness & trial.
sampling and couponing are popular within fan pages.
while sneak previews/special offers can augment sales of new products
online before they even reach traditional shelves.

The challenge of mobile for brands

Mobile Ecosystem www.digitalmarketing.ac.in

What are brands trying to achieve?

 Interact and engage an audience
 Tap into user-generated content
 Excite and delight their audiences

 Drive permission-based
relationships
 Acquire key data including
demographics, interests and
location-based data

 Drive to web for online engagement
 Drive to store for coupons and offers
 Drive to experience at a location


Conversion at the right location and time


Barriers: lower consumer demand, technology compatibilities and
licensing/content agreements


Real-time interaction everywhere


Opportunities for developers

• New platforms for one-to-one interactions
-html5 for mobile and digital screen / tv

Making sense of location data from multiple
sources for multiple purposes

• Privacy controls
-Consumer & advertiser managed solutions


The Social Graph……Analytics & BI

Web Metrics through Web Analytics

Mining those platforms for explicit, implicit, and analytic
consumer data will become a core measurement
approach for brands

Social media will function as a more accurate
barometer of consumer opinion


 Marketing Strategy in the Digital Age
New continuously Evolving Model for creating value and having
Customers for Life

The Smart-Mobile has Transformed consumers’ ideas of
•convenience,
•speed,
•price,
•product information, and
•service.

Challenge of retaining old skills, practices yet add new competencies.


So Now What??....Go Mobile
Understand the economic conditions in a slowing economy

Understand the customer mindset

Understand the new marketing mix

Action plan to find, attract and retain the customer


Lastly….Two big opportunities


R U …. Prepared !!!


Vision

an inspirational picture of the Future

 We NEED..........

............FORESIGHT,
NOT Insight(s) or HINDSIGHT(s)” !

Either U take Hold of the FUTURE….. or the future will take hold of us.


Mobile Payment Technology.....“the hub and center”
Near Field Communication
(NFC)enables the transfer of data
between 2 devices in close
proximity.

....pull out your phone, tap it on to
the payment reader and you’re
ready to go


Demand Drivers
•Emerging mobile
services

•Limitations of
current
technology

•Developing
mobile apps


Mobiles are far more Effective than TV in reaching its target audience.

Mobile Marketing is effective as we all know that the
penetration of handsets and the passion, Possession
an Individual has for his own mobile.
Ease, frequency of viewing it, its connection, it
makes it powerful and more important than TV


Gap Analysis

Review observations of the gap analysis.
Identify the performance gaps and develop an
action plan to close the gaps.
Also highlight and quantify the consequences of not
closing the gap.

The difference between
ordinary and extraordinary is
the little ‘EXTRA’

Creativity and
Innovation

A business enterprise has two - and only two basic functions:
Marketing & innovation.
Marketing and innovation produce results ,
all the rest are costs
Peter Drucker

Mobile Apps = Innovation + Marketing…………..


 Five C’s of Mobile = Connectedness

We are now living in a new digital age where the network effect is
dominant. With online social networking, web 2.0 approaches to
internet and other businesses and the easy availability and access
to information, it really is a connected world.

1. Communication.

2. Consuming.

3. Communing.

4. Convenience.

5. Control.

Click Here for more details. www.digitalmarketing.ac.in

 Advantages of Mobile Marketing:

• Advantages of Mobile Marketing:

 The personal nature of mobile phones makes SMS marketing a
very powerful tool.

 Most people take their mobile phones everywhere - meaning
they can be effective for time sensitive messages.

 People tend to read virtually every text they get - unlike junk
mail, spam or adverts which can be ignored.


 Potential Disadvantages of Mobile Marketing:

• Potential Disadvantages of Mobile Marketing:

 Your message has to be short - you do not have much space to get
your message across in detail.

 People respond negatively to unwanted texts. Make sure you
have their permission to send them texts and that you’re SMS
marketing complies with privacy and data protection rules.

 People are wary of responding to SMS messages due to an
increase in fraudulent messages.


 Mobile Advertising Mistakes:

Following are the few Mobile Marketing Mistakes that can
Screw your Business Campaign!

 Sending them the promotional contents that doesn’t matches to
their requirement.

 Going against the Anti Spam Legislation Act.

 Inability to target audience during Mobile Advertisement campaign.

Mobile Marketing and Mobile Apps.

Mobile Marketing and Mobile Apps.

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