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Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
Mobile Marketing Base1
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Mobile Marketing Base1

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An overview of Proximity Marketing on the mobile platform

An overview of Proximity Marketing on the mobile platform

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  • 1. Mobile Proximity Brand Marketing One Size Doesn’t Fit All!
  • 2. IMPORTANT NOTICE Brandscape Marketing (Pty) Limited Intellectual Property Rights and Copyright Notice 2007 Copyright and all other intellectual property rights and related material contained in this document is the sole property of Brandscape Marketing Pty Limited, Cape Town, South Africa and may not be used without the prior consent of Brandscape. Unless otherwise agreed, you must not copy, or store electronically for future use or otherwise reproduce the whole or any part of this document or use the information contained within except with the written consent of Brandscape Marketing Pty Limited, Cape Town, South Africa. © Brandscape, 2007. All rights Reserved
  • 3. What is Mobile Marketing? Brand communication with the public that is delivered directly to their mobile phone handset. Communication that is directed to a mass audience, a targeted group or an individual that is designed to add value and create an action or response using a mobile phone devise. © Brandscape, 2007. All rights Reserved
  • 4. What is Mobile Marketing? The most popular forms of mobile marketing communication use SMS, MMS, WAP, Bluetooth or infrared although new platforms will include RFID and WiMax. The content of the communication can be, simple text, images and text, animation, video, music, Java applications or a mixture of rich digital media. © Brandscape, 2007. All rights Reserved
  • 5. 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!’ © Brandscape, 2007. All rights Reserved
  • 6. What is Mobile Marketing? The Good, the Bad and the Ugly! • The Bad • Content that isn’t compatible with phone model or large file downloads. • Uninteresting content with no value. • Unsolicited contact. • Bad timing. © Brandscape, 2007. All rights Reserved
  • 7. What is Mobile Marketing? The Good, the Bad and the Ugly! • The Good! • Content compatible with the phone make and 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 positive response to the brand communication. © Brandscape, 2007. All rights Reserved
  • 8. The Value of Good Mobile 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 and stimulates brand activity driven by recipient actions. © Brandscape, 2007. All rights Reserved
  • 9. The Value of Good Mobile Marketing • A good mobile marketing strategy will deliver great results. But… • A well planned, creative, multi platformed mobile strategy turns the ordinary into the extraordinary! © Brandscape, 2007. All rights Reserved
  • 10. The Value of Mobile Marketing Brand Interaction • Mobile phones are a brand’s “Weapons of Mass 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. © Brandscape, 2007. All rights Reserved
  • 11. The Value of Mobile Marketing Brand Interaction • Mobile marketing without permission isn’t marketing …it’s suicide! • One size does not fit all. This applies to mobile phone makes and models as well as consumer audiences. • Media convergence is an essential ingredient to a marketing campaign’s success. © Brandscape, 2007. All rights Reserved
  • 12. What is Convergence Culture? • Convergence is the flow of content across multiple media platforms. • Resulting in the cooperation between multiple media industries to satisfy the migratory behaviour of media audiences who will go in search of the kind of information and entertainment experiences they want to participate in. © Brandscape, 2007. All rights Reserved
  • 13. What is Convergence Culture? • Each media platform has the potential to reach and touch audience segments, However… • Mobile has the potential to make contact with the largest percentage of a total audience in the shortest time frame. • Mobile is the most efficient conduit to connect multiple media platforms. © Brandscape, 2007. All rights Reserved
  • 14. Mobile Convergence Culture • The advantages of mobile communication when compared to traditional media communication 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 conversations that respond and reward the audience instantly. • The ability to record and measure audience participation. © Brandscape, 2007. All rights Reserved
  • 15. Mobile Marketing Strategy • Mobile marketing should never be viewed in isolation to the rest of the marketing mix. • It is the evolution of the ‘flyer’, scratchcard, web banner, TV and radio Ad, but it still needs communication support and visibility. © Brandscape, 2007. All rights Reserved
  • 16. Mobile Marketing Strategy Brandscape Bluetooth Proximity Solutions • Hypertag is recognized globally, as a leader in Bluetooth 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 consumer generated content and personal recognition. • Product development is ongoing with new Hypertag products coming on-line regularly. © Brandscape, 2007. All rights Reserved
  • 17. Mobile Marketing Strategy Hypertag Bluetooth Face to Face • Unlike other Bluetooth delivery systems, wearable and poster-site Hypertags are highly visible, this encourages the public to engage and interact with brands. • The benefit to client brands is the safe, permission based, memorable and rewarding brand experience that remains with consumers on their mobile phones. © Brandscape, 2007. All rights Reserved
  • 18. Mobile Marketing Strategy Hypertag Bluetooth Face to Face • Brand Ambassador teams using unique, wearable Hypertags engage with the public, enabling them to download rich media content directly to their mobile phones via Bluetooth and infrared. © Brandscape, 2007. All rights Reserved
  • 19. Mobile Marketing Strategy Hypertag Bluetooth Poster Sites • Hypertag enabled posters act as interactive sales and information points. • Impactful posters placed in proximity to the brand or service retail outlet are vital persuasion prompts that encourage brand switching or trial. • Hypertag enabled posters can be placed in malls, stores, pedestrian walkways or entertainment venues. © Brandscape, 2007. All rights Reserved
  • 20. Mobile Marketing Strategy Hypertag Bluetooth Content • 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 © Brandscape, 2007. All rights Reserved
  • 21. Mobile Marketing Strategy Secure Online Tickets and Vouchers • Brandpoint scanner units close the loop for brand marketing clients. • The secure online redemption of tickets and vouchers allows brands to track consumer behaviour in real-time. • Comprehensive data capture helps brands to build valuable consumer centric insight. • Barcodes can be delivered via SMS, MMS, WAP or Hypertag. © Brandscape, 2007. All rights Reserved
  • 22. Mobile Marketing Strategy Secure Online Tickets and Vouchers • The Brandpoint platform allows brands to use digital, online and traditional medias to solicit consumer requests for offers that are then delivered as 2D barcodes directly to the consumers’ mobile phone. • Embedded barcodes can be issued to registered consumers that would provide multiple functionality allowing for trackable loyalty with instant reward. © Brandscape, 2007. All rights Reserved
  • 23. Mobile Marketing Strategy Secure Online Tickets and Vouchers • The combination of Brandpoint, Hypertag and traditional media creates a complete and compelling consumer experience. • “I see, I request, I receive, I act!” has never been so powerful. • The Brandscape mobile experience brings together visual, audio-video, online, music and reward that provides brands with a unique opportunity to reach and interact with consumers like never before. © Brandscape, 2007. All rights Reserved
  • 24. Mobile Marketing Strategy Brandscape, Your Mobile Solutions Partner • Brandscape provide clients with total digital and mobile solutions that bring a new dimension to consumer communication. • Once briefed on the campaign objectives, Brandscape work with the client to meet the business needs. • Providing Website, SMS, MMS, WAP and mobile content development and implementation. © Brandscape, 2007. All rights Reserved
  • 25. Mobile Marketing Strategy Brandscape, Your Mobile Solutions Partner • Brandscape believe in the future of mobile communication and the need to address the diverse needs of individual consumers. • Traditional research and segmentation is losing ground as consumers demand more relevance from brand communication. • Brandscape is a future focused company with the passion and expertise to deliver. © Brandscape, 2007. All rights Reserved
  • 26. Contact Details Damian Hardy, Managing Director email: damian@brandscape.co.za Gordon Parkin, Creative Director email: gordon@brandscape.co.za Thank Brandscape Marketing Pty Ltd Loft 6 Village Gate House you. Beach Road, Hout Bay Cape Town 7806 South Africa Tel: +27 21 790 7476 Email: info@brandscape.co.za www.brandscape.co.za (US Army Chief of Staff (ret.) General Eric Shinseki) © Brandscape, 2007. All rights Reserved

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