APresentation

onMobile Marketing

Prepared ByJatin Shah (08098)Anal Modi (08060)

Definition

• In November 2009, the Mobile Marketing Association updated its definition of Mobile Marketing:

Mobile Marketing is 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

Introduction

• Over the past few years the proposition of mobile marketing & advertising went from a puzzling idea to the big buzz.

• Mobile Industry bodies are actively however slowly are working to standardize the process

• Enabling technologies ranging from LBS, NFC and 2D barcodes, to mobile TV, mobile gaming and social networks are enriching the opportunity

• Brands are pressuring their agencies to leverage the channel

MCDS Server Components

Guiding Principles for Mobile Marketing

• Recipient must have given their permission• Subscribers must be provided with the

functional method of unsubscribing• The message must clearly identify the sender• Full terms and conditions must be identified

when marketing premium services• Express permission is required to use location

based service

Model of successful SMS advertising

Mobile Marketing Value Chain

Principles of Mobile Marketing Strategy

What Do We Mean By ‘Mobile Marketing’?

Probable Segmentation• Generation Mobile - single style conscious 18 to 24-year-old students or young adults in their first job

• Phonetics - single 18 to 34-year-olds who see a mobile as their most important electronic possession.

• Practical Parents - cost-conscious young families under the age of 34 whochoose their mobiles on price grounds

• Fingers and Thumbs - married, middle-aged or retired people with childreor grandchildren

• Smart Connected - affluent families and professionals aged 25 to 44 who use mobiles to organize their work and social lives

• Silver Cynics - affluent, married parents who are approaching retirement

Why Market To Consumers Via Mobile Phones?

Consumers use mobile phones as their “first screen” not their “third screen”:

• 500M+ mobile phones in China • 340M+ mobile phones in Western Europe• 230M+ mobile phones in the US• 170M+ mobile phones in India Consumers have a 1:1 relationship with their mobile phone:• Almost never a shared device unlike television or the PC• Kept close at work, at home, on-the-go• Personalized – brand, color, features, ring tones, are highly customized Consumers are increasingly using their phones for more than just calls:• Content (games, sports scores, maps) is driving consumer data usage• Improved screen quality (color and size) is making rich media desirable• Enhanced networks are making mobile data useful and usable

What’s The Takeaway For Marketers?

Other Mobile Marketing Other Mobile Marketing ApplicationsApplications Other Mobile Marketing Other Mobile Marketing ApplicationsApplications

• Mobile Coupons• Event Alerts• Appointment Reminders• Video, Picture, or Music Downloads• Voting / Polling• Fundraising• Emergency Alerts• Holiday Wishes• Contests/Sweepstakes

• Warnings• Corporate Messages• Schedule Reminders• Fundraising Activities• Customer Service• Booth Finder• News Alerts• Delivery & Pick up• Store Openings• New Product Releases

New Mobile Media Platform - Myclick [from www.metacafe.com].avi

THANK YOU