Mobile Marketing Base1

Mobile ProximityBrand MarketingOne Size Doesn’t Fit All!

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What is Mobile Marketing?

Brand communication with the public that isdelivered directly to their mobile phone handset.

Communication that is directed to a massaudience, a targeted group or an individual that isdesigned to add value and create an action orresponse using a mobile phone devise.



What is Mobile Marketing?

The most popular forms of mobile marketingcommunication use SMS, MMS, WAP, Bluetoothor infrared although new platforms will includeRFID and WiMax.

The content of the communication can be, simpletext, images and text, animation, video, music,Java applications or a mixture of rich digital media.

What is Mobile Marketing?The Good, the Bad and the Ugly!

• The Ugly

• Unsolicited persistent interruption.• Irrelevant content.• Little or no creative spark.• In short …‘Spam!’




• The Bad

• Content that isn’t compatible with phonemodel or large file downloads.

• Uninteresting content with no value.

• Unsolicited contact.

• Bad timing.



• The Good!

• Content compatible with the phone makeand model that is correctly formatted.

• WOW! factor content with added value.

• Permission based contact and proximity.

• Good timing, at point of sale, right venue.

• Establishes consumer contact and positiveresponse to the brand communication.


The Value of GoodMobile Marketing

• Value can be described in several ways:

• Builds brand awareness.

• Drives trial or sales.

• Starts a conversation with the recipient.

• Provides valued information.

• Generates conversation, word of mouth andstimulates brand activity driven by recipientactions.

• A good mobile marketing strategy willdeliver great results.

But…

• A well planned, creative, multi platformedmobile strategy turns the ordinary into theextraordinary!

The Value of GoodMobile Marketing


The Value of Mobile MarketingBrand Interaction

• Mobile phones are a brand’s “Weapons ofMass Persuasion”.

• Creating two way conversation.

• Instantly rewarding participation.

• A conduit to building relationships.

• Providing measurable sales opportunities.

• Accurate campaign reporting and analysis.

• Consumer tracking and data capture.


• Mobile marketing without permission isn’tmarketing …it’s suicide!

• One size does not fit all. This applies tomobile phone makes and models as wellas consumer audiences.

• Media convergence is an essentialingredient to a marketing campaign’ssuccess.

The Value of Mobile MarketingBrand Interaction


What is Convergence Culture?

• Convergence is the flow of content acrossmultiple media platforms.

• Resulting in the cooperation between multiplemedia industries to satisfy the migratorybehaviour of media audiences who will go insearch of the kind of information andentertainment experiences they want toparticipate in.


What is Convergence Culture?

• Each media platform has the potential toreach and touch audience segments,

However…

• Mobile has the potential to make contact withthe largest percentage of a total audience inthe shortest time frame.

• Mobile is the most efficient conduit to connectmultiple media platforms.


• The advantages of mobile communicationwhen compared to traditional mediacommunication are:

• The ability to reach mass or targeted audiences.

• The ability to send simultaneous multiple content formats.

• The ability to engage in real-time audience conversationsthat respond and reward the audience instantly.

• The ability to record and measure audience participation.

Mobile Convergence Culture


• Mobile marketing should never be viewedin isolation to the rest of the marketing mix.

• It is the evolution of the ‘flyer’, scratchcard,web banner, TV and radio Ad, but it stillneeds communication support and visibility.

Mobile Marketing Strategy


• Hypertag is recognized globally, as a leader inBluetooth innovation and phone compatibility.

• The range of Hypertag products include:- wearable promoter tags.- fixed poster stand-alone tags- fixed poster networked tags- fixed poster up-load tags for consumergenerated content and personal recognition.

• Product development is ongoing with newHypertag products coming on-line regularly.

Mobile Marketing StrategyBrandscape Bluetooth Proximity Solutions


• Unlike other Bluetooth delivery systems,wearable and poster-site Hypertags arehighly visible, this encourages the public toengage and interact with brands.

• The benefit to client brands is the safe,permission based, memorable andrewarding brand experience that remainswith consumers on their mobile phones.

Mobile Marketing StrategyHypertag Bluetooth Face to Face


• Brand Ambassador teams using unique,wearable Hypertags engage with thepublic, enabling them to download richmedia content directly to their mobilephones via Bluetooth and infrared.

Mobile Marketing StrategyHypertag Bluetooth Face to Face


• Hypertag enabled posters act as interactivesales and information points.

• Impactful posters placed in proximity to thebrand or service retail outlet are vitalpersuasion prompts that encourage brandswitching or trial.

• Hypertag enabled posters can be placed inmalls, stores, pedestrian walkways orentertainment venues.

Mobile Marketing StrategyHypertag Bluetooth Poster Sites


• Content delivered from Hypertags include:

- Video and animation- Static images and wallpaper- Rich graphic Win / Lose images- 2D barcode tickets and vouchers- WAP and SMS links- Java games and applications

Mobile Marketing StrategyHypertag Bluetooth Content



• Brandpoint scanner units close the loop forbrand marketing clients.

• The secure online redemption of tickets andvouchers allows brands to track consumerbehaviour in real-time.

• Comprehensive data capture helps brands tobuild valuable consumer centric insight.

• Barcodes can be delivered via SMS, MMS,WAP or Hypertag.

Mobile Marketing StrategySecure Online Tickets and Vouchers

• The Brandpoint platform allows brands to usedigital, online and traditional medias to solicitconsumer requests for offers that are thendelivered as 2D barcodes directly to theconsumers’ mobile phone.

• Embedded barcodes can be issued toregistered consumers that would providemultiple functionality allowing for trackableloyalty with instant reward.



• The combination of Brandpoint, Hypertag andtraditional media creates a complete andcompelling consumer experience.

• “I see, I request, I receive, I act!” has neverbeen so powerful.

• The Brandscape mobile experience bringstogether visual, audio-video, online, musicand reward that provides brands with aunique opportunity to reach and interact withconsumers like never before.



• Brandscape provide clients with total digitaland mobile solutions that bring a newdimension to consumer communication.

• Once briefed on the campaign objectives,Brandscape work with the client to meet thebusiness needs.

• Providing Website, SMS, MMS, WAP andmobile content development andimplementation.

Mobile Marketing StrategyBrandscape, Your Mobile Solutions Partner


• Brandscape believe in the future of mobilecommunication and the need to address thediverse needs of individual consumers.

• Traditional research and segmentation islosing ground as consumers demand morerelevance from brand communication.

• Brandscape is a future focused company withthe passion and expertise to deliver.

Mobile Marketing StrategyBrandscape, Your Mobile Solutions Partner


Contact Details

Thankyou.


Damian Hardy, Managing Directoremail: [email protected]

Gordon Parkin, Creative Directoremail: [email protected]

Brandscape Marketing Pty LtdLoft 6 Village Gate HouseBeach Road, Hout BayCape Town 7806South Africa

Tel: +27 21 790 7476Email: [email protected] (US Army Chief of Staff (ret.) General Eric Shinseki)

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