These are slides for our class in Mobile Marketing.

1. 1
 Class 1
April 2019

2.  5:30-6:00 Introductions
 6:00-6:30 Course Outline
◦ Agree on expectations
◦ Your interview
 6:30-7 Dinner
 Questions for Week 1
 Lecture: Ch 1
 Case Studies
 Group Breakouts
2

3.  Mobile Strategy
 Mobile legal/ethical standards
 Mobile Marketing targeting/tracking
 Mobile ads, promotions
 Location based marketing
 To share what we learn (in writing and orally)
3

4. 4
Class discussion
Fundamentals of Mobile Marketing and
what that means.
Share your Interview of a classmate or
friend regarding their Mobile Marketing
interests and experience.
Week 1 Videos
1. Mobile Marketing Ethics: Campaign
Considerations,
2. Steve Jobs on Marketing. Prepare to
discuss.

5. What device in China? Lions, Cannes, France
5

6. What happened this week in mobile?
Foldable Phones pricey
Qualcomm news
Mobile World Congress – Barcelona
Social Media Marketing World – San Diego

7.  Published by Stukent, Inc.
 Authors (4) from across the globe, industry,
academia, and world class experts.
 Updated often
 First textbook on Mobile Marketing
7

8. Essentials of
Mobile
Marketing
Mobile
marketing
Consumer
behavior
Mobile
apps
Data
Analysis
StrategySecurity
Devices
Advertising
Mary Beth McCabe, 2015

9. 9

10. 10

11. 11

12. 12

13. Ex. buy a Coke Ex. buy a TV ad
 Personal Consumer
(b2c)
 The individual who
buys goods and
services for his or her
own use, for household
use, for the use of a
family member, or for
a friend.
 Organizational
Consumer (b2b)
 A business, government
agency, or other institution
(profit or nonprofit) that
buys the goods, services,
and/or equipment
necessary for the
organization to function.

14.  1. Production Orientation
 2. Sales Orientation
 3. Marketing Concept (needs and
wants)

15.  From the 1850s to the late 1920s
 Companies focus on production capabilities
 Consumer demand exceeded supply
Source: Pearson
Production Sales Marketing

16.  From the 1930s to the mid 1950s
 Focus on selling
 Supply exceeded customer demand
Source: Pearson
Production Sales Marketing

17.  1950s to current - Focus on the customer!
 Determine the needs and wants of specific
target markets
 Deliver satisfaction better than competition
Source: Pearson

18. 1. Name two companies who
use the marketing concept?
2. Why do you think this?

19. 1. When was your last marketing course? Can
you remember any of the main topics?
2. Is any of this refreshing your knowledge?

20. Recipe of your
strategy
20
Marketing
Mix
Product
Price
Promotion
Place
Mary Beth McCabe, 2015

21.  Relationships require:
 Value
 Satisfaction
 Trust
 Before Retention
 Give an example of each.
21

22.  How does Apple
create value for the
consumer?
 How do they
communicate this
value?

23. Marketers
• New products and services
through customization
• Instant exchanges
• Collect/analyze data
Consumers
• Gain Power via access
• Information/knowledge
• Computers, mobile phones,
PDA, GPS, smart TV

24. • Wireless Media
Messages growth:
– Flat-rate data
traffic increases
– Screen image
quality enhanced
– Consumer-user
experiences with
web applications
improve
Adapted from Pearson Copyright 2010

25.  Do you know the difference?
 Can you describe that?

26.  Consumer needs
differs
 Differentiation helps
products compete
 Segmentation helps
identify media
l

27.  Identifiable
 Sizeable
 Stable
 Accessible/available
 Congruent with company
objectives/resources

28. The value
proposition,
expressed
through
promotion,
stating the
product’s or
service’s
capacity to
deliver specific
benefits.
Source: MMA, 2014

29. Adapted to
Mobile Marketing
29

30.  People
 Processes
 Technology
 Budget

31.  For Text Messaging
campaign
 For Mobile
Advertising
Campaign

32.  The five stages of Maslow’s Need Pyramid
does NOT include:
 A. ego
 B. water
 C. sunshine
 D. affection
 E. All of the above
32

33.  Answer:
 C sunshine
33

34. 34
Source: Lumascape, 2018

35. 35

36. 36

37.  Choose a case from Chapter 1 or 2. Answer the
questions, citing clearly and providing
insights. Review the Rubric. Use APA formatting,
and learn this if you don’t already use it.
George/Will, Southwest Air, or Tic Tac Canada.
Do not summarize it. Make your
recommendations.
 Sources from academic journals, not blogs. (peer
reviewed, at least)
 For assistance with your writing, please visit the
online “Writing Center.” This is highly
encouraged.
37

38.  If you are stuck for ideas on ethics, look to
the guidelines from the IAB/MMA
38

39.  Mobile ad campaigns, tracking, banners,
reasons for using mobile, revenue streams,
ratings, ethics, mobile enabler activities,
steps in the listening cycle, examples of
media and ad sellers, customer journey,
testing website performance, calls to action
39

40.  Interactive Activity
 Introductions
 Case 1 Practice Quiz (take as many times as
you like)
 Quiz 1 (Th-Sun) 60 min 10 questions. M/C TF
40