Intro to Mobile Marketing

Introduction to Mobile Marketing:Options, Tactics and Types

Class 8

Intro to Mobile Marketing

What is Mobile Marketing?

The Mobile Marketing Association defines mobile marketing as: “A set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”

Intro to Mobile Marketing

Media Evolution - From Mass to MeBroad Game

sRecording

sComm Print

ThenCinema Internet

To

Source: Ahonen (2007)

Now

2

Intro to Mobile Marketing

Mobile TodayGlobal Mobile Use:•7 billion people; one third use the mobile Internet.•5.9 billion mobile subscriptions; 84% penetration•72% of mobile subscribers are in developing countries•More than 90% of world is covered by cellular signal•By 2013 mobile Internet users will pass PC users.•Europe is most mature market with 125% penetration rates,

Japan and South Korea (103%+), United States (102%)

U.S. Mobile Use

• Nearly 320 million subscribers in 2012 (100%+ penetration)• Ranks 24th globally for mobile broadband• Spending on mobile advertising/marketing

- $2.6 B in 2012• Nearly 500+ B mobile ads served in 2011

• Broadband mobile penetration at 55% 3

Intro to Mobile Marketing

What is Mobile Marketing? Mobile isn’t about mobile…it is about engagement

and the value consumers and marketers entrust to each other

Mobile is both a stand-alone media channel and an enabler for traditional media and will help you with: –Branding, Awareness, Loyalty/Retention, Social Media Enablement

Intro to Mobile Marketing

15

mCRM

Mobile Experiential

Sales Promotion Brand Engagement

6 Core Disciplines of Mobile Mobile Advertising

Advertising Response

Intro to Mobile Marketing

2 Interdependent Approaches to Mobile Marketing

Intro to Mobile Marketing

SMS

MMSEmail

A Mobile Campaign(Mobile, Mobile Enabled)

ImageRecognition IVR

Internet

Mobile Web

BluetoothTalk

Ways to Interact With a Mobile Phone and

Distribute Mobile Content GPS

Talk to Text

6

Location/GPSApps

Intro to Mobile Marketing

Available Mobile Pathways

Intro to Mobile Marketing

Types of Mobile Marketing• Messaging • SMS• MMS• E-mail

• IVR• Interactive voice response

• Content• Advertiser funded content• Mobile software • Social media• Games

Intro to Mobile Marketing

Types of Mobile Marketing• Mobile Web• Search Engine Optimization

- Paid Inclusion and Indexing• WAP Sites and Storefronts • Mobile Ads

- Messaging- Display

– Banners – Rich media– Video

- Search

Intro to Mobile Marketing

Types of Mobile Marketing• Proximity• Location-Based Services (GPS)• Near-field communication (NFC)• RFID• Bluetooth/Infrared

• Applications• On-device/Resident• Web-based• QR code• Mobile TV

Intro to Mobile Marketing

8 Key Mobile Marketing ToolsSMS/Text

7

MMS

Web Proximity Location/GPS

Ads Apps

QR Codes

Intro to Mobile Marketing

Types of Mobile Marketing

Intro to Mobile Marketing

Mobile Marketing Ecosystem