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					E-Marketing



       PSCJ -MKT 445 E-marketing-second semester
                        2010                       1
Mobile Marketing
E-Marketing
MKT 445

Presented by:
Abdulrahman Basaqr 07-60
Alwaleed Alseayyed 07-17

Supervised by:
Mr. Hasham Al-Aidaros

                 PSCJ -MKT 445 E-marketing-second semester
                                  2010                       2
Mobile Marketing
   Features




               Reference: http://franchisessentials.files.wordpress.com/2009/06/mobile-marketing.jpg



                          PSCJ -MKT 445 E-marketing-second semester
                                           2010                                                        3
Mobile Marketing
Introduction:
 The mobile phone is a small gadget that has had a
   huge impact on our day to day lives.

    It has an impact on the way we communicate and
    conduct ourselves daily.

   Mobile phone enables new ways to market and
    new markets in which to transact.



                   PSCJ -MKT 445 E-marketing-second semester
                                    2010                       4
Mobile Marketing




 Reference: www.boxuk.com/blog/mobile-the-business-case




                                    PSCJ -MKT 445 E-marketing-second semester
                                                     2010                       5
Mobile Marketing
The Internet transformed our world in two
  fundamental ways:

    It has given anyone with access to the
    Internet the opportunity to interact easily
    with others (and with companies and
    brands),

   Through search, it has made information
    easily available.

                   PSCJ -MKT 445 E-marketing-second semester
                                    2010                       6
Mobile Marketing
Developing technology:

   That new and better features are being
    packed into ever smaller devices, add to
    the interactivity and searchability of the
    Internet with the mobile phone.

   Transaction of this new technology
    presents an exciting opportunity to access
    the benefits of the internet

                   PSCJ -MKT 445 E-marketing-second semester
                                    2010                       7
Mobile Marketing
   The high usage of mobile phones.




                PSCJ -MKT 445 E-marketing-second semester
                                 2010                       8
Mobile Marketing
    Seven features (Ahonen, 2008) are what turn mobile
     phones into something truly remarkable for
     marketers:

1.   Personal.
2.   Always carried.
3.   Always on.
4.   Built-in payment system.
5.   Available at the point of creative inspiration.
6.   Provide accurate audience measurement.
7.   Captures the social context of media consumption.



                     PSCJ -MKT 445 E-marketing-second semester
                                      2010                       9
Mobile Marketing
1. The mobile phone is personal

   Laptops do present a personal connection to
    the Internet, they are not as personal a device
    as the mobile phone ,i.e.(family, friends and
    colleagues).

   The implication for marketers: Respect for
    privacy and permission is exceptionally
    important in all aspects of marketing, and
    particularly so when it comes to mobile
    phones.

                   PSCJ -MKT 445 E-marketing-second semester
                                    2010                       10
Mobile Marketing
2. The mobile phone is always carried.

   What do you take with you when you leave your
    house? Wallet, keys and mobile phone.

   What do you keep always near you when you are
    in your house? Mobile phone.

   The implication for marketers: Messages sent to
    recipients can be read and acted on immediately.,
    unlike PC’s and laptops.
                    PSCJ -MKT 445 E-marketing-second semester
                                     2010                       11
Mobile Marketing
3. The mobile phone is always on.

   Messages and services can be sent and acted on
    at all times of the day.

   The implication for marketers:
    -changing in developing messages and services
    -Time sensitivity (4am).




                   PSCJ -MKT 445 E-marketing-second semester
                                    2010                       12
Mobile Marketing
4. The mobile phone has a built-in payment system.

   Key feature- payment mechanism – the SIM card.
    Billing is easily handled through the user’s mobile
    network.
   Mobile programs –wallet program.

   iChannel, a mobile news ticker feed in Japan,
    generates US$ 192 million per year in subscriptions
    for its US$ 2 a month service.

   The implication for marketers: Consumers are willing
    to pay for services and content on their mobile.


                      PSCJ -MKT 445 E-marketing-second semester
                                       2010                       13
Mobile Marketing
5. The mobile phone is available at the point of
   creative inspiration.

   Creative tool- taking photos and videos, to becoming
    a scribbling pad on which to jot down ideas.

   The implication for marketers:
    -To encourage interactivity with campaigns created
    for mobile.
    -It presents the mobile as a useful tool in viral
    campaigns based on consumer generated content.




                     PSCJ -MKT 445 E-marketing-second semester
                                      2010                       14
Mobile Marketing
6. The mobile phone presents accurate audience
   measurement.

   Every transaction made on a mobile phone can be
    uniquely tracked to that mobile phone number (voice
    call, an SMS message or accessing the Internet).

   The implication for marketers:
     Aggregated data provides extensive profiling and
      segmenting opportunities for targeting the right audience.
     Campaigns can also be accurately measured and tracked
      for ROI. Bear in mind as well that this accurate

                        PSCJ -MKT 445 E-marketing-second semester
                                         2010                       15
Mobile Marketing
7. The mobile phone captures the social
    context of media consumption.

   Through tracking transactions, sophisticated
    data mining can identify patterns that indicate
    information about and preferences of mobile
    phone users. they may be identified within
    their social context.

   The implication for marketers: Rich data can
    be used to both create and market products,
    content and services online.

                    PSCJ -MKT 445 E-marketing-second semester
                                     2010                       16
Mobile Marketing
Limitations of mobile phones:

 Small screen
 Small keypad
 Mouse
 Less standard than PCs, but mobile
  phones have their own operating
  systems and browsers.

              PSCJ -MKT 445 E-marketing-second semester
                               2010                       17
Mobile Marketing
Mobile phones: more than phone calls.
    categories of mobile phones:

1.   Basic phones, calls, SMS and USSD

2.   Featurephones, cameras and increased
     storage, internet access

3. Smartphones , advanced capabilities and
   features over featurephones.
 Add applications
 3G
 WIFI
 QWERTY keypad
                     PSCJ -MKT 445 E-marketing-second semester
                                      2010                       18
Mobile Marketing
How to reach your audience

 Marketers used mobile phones as marketing
  channel-distribution point.
 There are a number of technologies available to reach
  a mobile audience:
    1. SMS
    2. MMS
    3. Bluetooth and infrared
    4. USSD
    5. Mobile web
    6. Application

                    PSCJ -MKT 445 E-marketing-second semester
                                     2010                       19
Mobile Marketing
1. SMS
   Phone to phone

   Pc to phone and vice versa

   CSC codes-common short codes-for
    competitions and donation (SMS marketing).
       STOP: Unsubscribe the sender’s number from the
        service.
       HELP: A support request from the sender’s number.



                      PSCJ -MKT 445 E-marketing-second semester
                                       2010                       20
Mobile Marketing
Sending SMS
 May help companies to easy reach their
  customers for:
       Promotional messages
       Special offers
       Upcoming events



   Messages are more likely to be read very soon
    after they have been broadcast.



                         PSCJ -MKT 445 E-marketing-second semester
                                          2010                       21
Mobile Marketing
Several ways that SMS messages can be utilized to
  complement an existing marketing strategy.
CRM
 SMS updates can be a useful tool of CRM (travel
  industry, hotel and airplane reservations).

   When it comes to insurance claims or order
    processing, SMS updates as to the progress of a
    claim or order can reduce call centre volume, and
    go a long way to ensuring that a client feels valued
    and cared for.

                     PSCJ -MKT 445 E-marketing-second semester
                                      2010                       22
Mobile Marketing
Promotions
 SMS messages present a way to send timely
  sales promotion information to a large database
  for a relatively low cost.

   The costs can often be passed on to the
    consumer, meaning that it can be a cost effective
    way to receive marketing messages.




                    PSCJ -MKT 445 E-marketing-second semester
                                     2010                       23
Mobile Marketing
Receiving messages

   Using different codes-CSC.

   As short codes can be shared, keywords can be
    used to separate communications and campaigns.
    For example, a user might be asked to text the
    word LUXURY to a number in order to enter a
    competition.



                    PSCJ -MKT 445 E-marketing-second semester
                                     2010                       24
Mobile Marketing
   Entering competitions

   Text to donate

   Text to participate

   Combining the two
       In the UK, the mobile phone network Orange ran a successful campaign
        around movies. All Orange customers could go the movies for half price
        on a Wednesday. All they had to do was text the word MOVIE to a
        particular number, and in return they would receive a unique code with
        which to claim their discounted tickets.

                             PSCJ -MKT 445 E-marketing-second semester
                                              2010                               25
Mobile Marketing
2. MMS

   MMS messages are messages that contain
    graphics, audio, video or images as well as text,
    (rich information).

   High cost

   Because there is no standard screen size across
    all mobile devices, MMS messages may display
    differently on different phone models.

                     PSCJ -MKT 445 E-marketing-second semester
                                      2010                       26
Mobile Marketing
3. Bluetooth and infrared

   Sending discount codes in a shopping mall

   Promotions

   Special offers




                     PSCJ -MKT 445 E-marketing-second semester
                                      2010                       27
Mobile Marketing
4. USSD
 self-service customer service (*902#)
 Used by networks to provide a service to a
   customer. such as;
 Balance requests
 adding credit to a prepaid contract.
 Pass on credit to another mobile phone user.
 Call back service
 The requested number receives an SMS informing
   of the request. Often, this SMS message also
   includes an advertising message.

                 PSCJ -MKT 445 E-marketing-second semester
                                  2010                       28
Mobile Marketing
   Customers prefer to use SMS than
    USSD
      Easy to remember
      Easy to deal with
      Familiar to customer

   While USSD is:
      Cost effective
      Flexibility




                     PSCJ -MKT 445 E-marketing-second semester
                                      2010                       29
Mobile Marketing
5. Mobile web
 Different operating systems and browsers (HTML)
 Web pages are viewed on far smaller (and non-
  standard) screens, and navigation is controlled
  through a keyboard or limited scrolling device
 WML= wireless markup language ( new web sites
  to suit mobile phones)
 Internet connection:
     GSM network (GPRS,EDGE or 3G)
     Wi-Fi



                  PSCJ -MKT 445 E-marketing-second semester
                                   2010                       30
Mobile Marketing
WAP
   WAP stands for Wireless Application Protocol and
    is a technology platform aimed at making web
    sites accessible to mobile phones, despite the
    small screens and keypad limitations.
    WAP is essentially a wireless data connection and
    browser that can read a pared down version of
    HTML.
   Sites that have been developed for this type of
    access.


                    PSCJ -MKT 445 E-marketing-second semester
                                     2010                       31
Mobile Marketing
Tailoring web sites for mobile
   Marketers must understand user’s need by:

 Task driven, use objective achievement with
  minimum fuss
 Time sensitive, achieve task quickly.


   Location aware, that plays a large role in
    determining objectives (looking for restaurant
    suggestions in a town she is holidaying in)


                   PSCJ -MKT 445 E-marketing-second semester
                                    2010                       32
Mobile Marketing
Getting users to the mobile web
   WAP push- link message

   2D barcodes, can be photographed with a
    mobile phone(scanning), which then unpacks
    the information contained within the barcode.
   Encoded information:
       URL
       Phone numbers
       Business names

                   PSCJ -MKT 445 E-marketing-second semester
                                    2010                       33
Mobile Marketing
2D Barcodes types:

       Datamatix (DM)
       Quick Response (QR)

   Two dimensional barcodes are often also referred
    to as tags. These tags can be used in offline
    advertising and marketing campaigns to push
    consumers towards specific web sites. Instead of
    having to remember and type in a URL, a user
    simply has to photograph the tag in order to visit
    the website.
                     PSCJ -MKT 445 E-marketing-second semester
                                      2010                       34
Mobile Marketing
Mobile search
 Mobile phones Vs PCs
 Limitations with mobile phones-screens and
  keypads
 Search results must adapt mobile screens


   Search types:
       Natural search
       Paid search-MXit




                         PSCJ -MKT 445 E-marketing-second semester
                                          2010                       35
Mobile Marketing
6. Applications
   Applications and widgets can be created that are
    specifically for the mobile phone.

   Accessing applications via mobile phones

       JAVA application-Gmail
       iPhone applications




                    PSCJ -MKT 445 E-marketing-second semester
                                     2010                       36
Mobile Marketing
MXit
 is a free instant messaging software application
  that was developed in South Africa for use on
  mobile phones and PCs.
 It runs on GPRS / 3G mobile phones which have
  Java support
 social profiling




                  PSCJ -MKT 445 E-marketing-second semester
                                   2010                       37
Mobile Marketing
MXit for marketers
 Advertising can be served to particular
  demographics

   Allows organizations to set up profiles that users
    can connect with and chat with




                     PSCJ -MKT 445 E-marketing-second semester
                                      2010                       38
Mobile Marketing
Reference:
   E-marketing, the essential guide to online
    marketing, 2nd edition, Rob stokes and Quirk.




                    PSCJ -MKT 445 E-marketing-second semester
                                     2010                       39
Mobile Marketing




     THANK YOU…


          PSCJ -MKT 445 E-marketing-second semester
                           2010                       40

				
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