Liver Ti Sing 6 Mobile Advertising

8/4/2019 Liver Ti Sing 6 Mobile Advertising

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Mobile advertisers tie-in

http://www.marketingcharts.com/direct/mobi

le-advertisers-leverage-social-media-

15182/millenial-media-campaign-action-mix-

oct10-nov10gif/#


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4 times cheaper

20% CTA increase:

shop visits


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LIVErtising 6

> Mobile Marketing


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Mobile Marketing

What?

Why?How?

Limits?

Future?


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What?

Mobile marketing isanyform of

communication that uses a mobile

devicetoreachcustomersanytimeanywhere and

makethemreact in sometargetedway(the

CTA)

Mobile marketing canmeetmost if not all

of the marketing needs an advertisermay

have today


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Why?

86%

70%

20+% 22%http://www.plazzza.be


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Just how bigis the

mobile market?

Why?


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Why?


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Mobile Marketing

What?

Why? how big?

how useful?


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Mobiles

reachwhereother media dont


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Mobiles reachin

waysothermedia dont


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Mobiles are a

reboundmedium


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The mobile 5 Ps

WHY?


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http://www.afom.fr

Why?


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Why? Potential (&limits)

Perceived values: Practical

Safety

Freedom

Reach - SMS marketing

opening rate:

recall rate :

Growing op-in database :

Contextual by nature

Viral by nature

LBS

= 92%

= 60% vs 15%

= 12M / 3.5 M


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SMS marketing:

MSG

isread

isreadwn 1 hr

ispassed on

isanswered

CTA

Visit web site

Visit POS

Buyproduct

4 to 17%

94%

8 to 27%

4 to 15%

23%

6 to 19% 83%

94%

83%

23%

8-27%

6-19%

4-15%

4-17%


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Why?


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Mobile Marketing

What?

Why?How?


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How?


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How? Mobile tools

Mobileadvertisingcantakesever

alforms:

SMS SMS+

MMS MMS+ Mobile site

Mobile App

Mobile widget

Hyperlinks

Flash movies

Banners


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How?


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How?


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How?


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How?


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How? Mobile tools

Mobileadvertisingcantakesever

alforms:

SMS SMS+

MMS MMS+ Hyperlinks

Flash movies

Banners

Mobile site

Mobile App

Mobile widget

It canbedeployed indifferentways:

Operator portal

Mobile portal

Off-line media On-line non mobile

media

It can use

severalstrategies: Push

Pull

Service


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How?


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ImageBrandingWeb site

Portal

Banner

DMAcquisition

Satisfaction

Loyalty building

SMS campaign

MMS campaign

Couponing

CRMSatisfactionConfirmation

Alert

Community

SalesPromotionProductinfo

Contests

M-commerceRetailMobile sales site


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SMS Push

SMS Pull

MMS Push

Product launch

Events

Confirmation

Alert

M-ticket

Product Info

Promotion

M-coupon

SMS Pull/+

MMS Pull/+

Games

EventsInfo request

Games

Contests

Customisation

Mobile Web Product info Order follow-up

Teasing

M-coupon

Promotional

LBSPromotion

POS localisation

Local remindersEvent info

How?


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Mobile Marketing

What?

Why?How?

Limits?


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Mobile Marketing

What?

Why?How?

Limits?

Users expectations


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SoNonintrusive

Added value

KIS&A

Complementary


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Permission Marketing

Opt-in based

Pull SMS

Pull call

(m-)website registration

Data collection method

Existent provider-client contract

Impersonal moral person

Nonintrusive


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Opt-in based:

Pralable

Libre

Spcifique

Inform

(Belgian Law on Electronic Commerce 11/03/2003)

Nonintrusive


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Opt-in based

Opt-out

[ Doubleopt-in ]

Nonintrusive


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Each PUSH message willinclude:

Identification:

o Sender

oOffer Message

Control: Opt-out STOP

Nonintrusive


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Nonintrusive


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Nonintrusive


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KIS&A


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KIS&A


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Mobile Marketing

What?

Why?How?

Limits?

Users expectations

Ecosystem


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Advertiser

Sets goals

Liaises

Promotes

Animates

FacilitatorsCom agency

Suggests m-campaign

Coordinates

Integrates

M-agency

Works out the campaign

Runs the campaign

ConnectionAgregators

Run admin + technical +

commercial interface

M-operators

User education

Implement

evolution

Bill users &

rewardadvertisers


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Advertiser

Sets goals

Liaises

Promotes

Animates

FacilitatorsCom agency

Suggests m-campaign

Coordinates

Integrates

M-agency

Works out the campaign

Runs the campaign

ConnectionAgregators

Run admin + technical +

commercial interface

M-operators

User education

Implement

evolution

Bill users &

rewardadvertisers


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Mobile Marketing

What?

Why?How?

Limits?

Users expectations

Ecosystem

Campaignset-up


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Prepare

1.Mobility

brief:

Goal +CTA

2. Facilitatorselection

3. Definition:

- Mobile AV

- Law & ethics

- Economic model

- Lifespan

Implement

1.

Deployment

2.

Admincoordination

3.

Technicalcoordination

Launch

1.M-servicepromotion

2.

M-serviceanimation

3.

M-serviceupdating

E

V

A

L

U

A

T

E


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Prepare

1.Mobility

brief:

Goal +CTA

2. Facilitatorselection

3. Definition:

- Mobile AV

- Law & ethics

- Economic model

- Lifespan

Implement

1.

Deployment

2.

Admincoordination

3.

Technicalcoordination

Launch

1.M-servicepromotion

2.

M-serviceanimation

3.

M-serviceupdating

E

V

A

L

U

A

T

E


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Mobile Marketing

Users expectations

Ecosystem

Campaignset-up

Marketreadability

What?

Why?How?

Limits?


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GSM GPRS SMS MT UMTS

2.5G PDA c HTML i Mode

push SMS MO MMS+ pullHSDPA BlackberryMTTDoCoMo

Audiotag 3G WAP OFF Portal

PlazZza ShortCodes ARPU

QRbar codes Tagattitude LBS


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Mobile Marketing

What?

Why?How?

Limits?

Users expectations

Ecosystem

Campaignset-up

Marketreadability Format compatibility


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M bil M k i


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Mobile Marketing

What?

Why?How?

Limits?

Future?


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the ultimate Web 2.0tool ?


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Liver Ti Sing 6 Mobile Advertising

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