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"Mobile  Marketing India | Sms Marketing |  Introduction to Mobile Marketing  | Learning Catalyst  "
 

"Mobile Marketing India | Sms Marketing | Introduction to Mobile Marketing | Learning Catalyst "

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""Mobile Marketing , Mobile Marketing Tutorials , Mobile Marketing Example

""Mobile Marketing , Mobile Marketing Tutorials , Mobile Marketing Example
, Learn Mobile Marketing from
Sougata Ghosh
Group Manager International Business
Hungama"

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"Mobile  Marketing India | Sms Marketing |  Introduction to Mobile Marketing  | Learning Catalyst  " "Mobile Marketing India | Sms Marketing | Introduction to Mobile Marketing | Learning Catalyst " Presentation Transcript

  • The Mobile Marketing Edge:Why Mobile Marketing is a Game Changer
    SaugataGhosh
    Group Manager – International BusinessHungama
    KaushikMhadeshwar
    Founder & Chief Catalystat Learning Catalyst
  • The mobile phone has been a hugely successful product since its invention
  • Data Communication
    Voice
    Information
    Entertainment
    Lifestyle
    Its portability, features and convenience makes it a very engaging device.
    NOW
    EARLIER
  • The mobile phone has overtaken the bicycle as the highest sold consumer durable in India in the past 100 years. That's within10 years of its introduction in India.Source: NCAER Data
  • Fastest growth rate of any medium
    162
    No of years taken to reach 50Mn base
    38
    28
    11
    10
    1822
    1927
    1959
    1994
    1995
    Entry Year
    Source : Industry Sources
  • Cars
    800 Million
    Phones
    1.3 Billion
    Credit Card
    1.4 Billion
    TV
    1.5 Billion
    PC
    I Billion
    Ubiquity of the Mobile Phone
    Mobile Phones
    4 Billion
  • Why is Mobile Marketing the new buzzword?
    Targeting
    Reach
    Response
    Measurability
    ROI
    Mobile as an advertising medium addresses all advertiser needs
    Engagement
    Uniqueness
    Interactivity
    Ease of use
    Sales
  • -
    +
    What makes Mobile Advertising so enticing?
    POTENTIAL
    PERSONALISATION
    • Mass advertising, high reach
    • Lacks customisation
    • Zero interactivity
    Traditional
    Advertising
    • One-to-one advertising
    • Different design to different audiences
    • Interactive advertising
    On-line
    Advertising
    • Location based, highly targeted
    • Highly Interactive, viral , extremely
    personal & omnipresent
    Mobile
    Advertising
  • To understand mobile marketing, we need to understand its ecosystem of content distribution in the mobile world.
  • SONY
    T-Series
    Movie houses
    Balaji
    Yahoo
    Indiatimes
    NDTV
    Network 18
    Hungama
    Mauj
    Airtel
    Vodafone
    Idea
    Tata Indicom
    In a nutshell
    Content
    publishers/aggreg
    Content
    Owners/creators
    End Users
    Operator
  • Mobile Marketing Types
  • Various Touch Points on Mobile-VAS
    16
  • SMS Marketing Types
    Interactive response to short code integrated in an advertisement
    Database Marketing
    Header and Footer advertising
    SMS “push” based advertising
    Voting or Polling
  • Case Study: Sony Pictures – ‘Pursuit of Happiness’ SMS Promo
    • The campaign was promoted across print, television, Café Coffee Day outlets.
    • Users had to SMS ‘POH’ to 8243 & answer a simple question.
    • On answering he could either win an SMS discount coupon of 15% on the purchase of the POH DVD & be eligible to win a FREE DVD.
    • The SMS coupon could be redeemed at any music or video store.
    • The activity increased the footfalls to the stores.
    • Campaign by Yahoo
  • Blue StarLead Generation via SMS
    • Blue Star wanted to create a database of possible consumers
    • SMS Interactivity introduced in an Outdoor Campaign
    • Do you Need a 1 Ton or a 1.5 Ton AC was the call to action
    • Interested consumers were called back effecting direct sales
    • Campaign by Hungama
  • CADBURY
    • “PAPPU PASS HO GAYA” campaign was run by Cadbury India with AmitabhBachchan to test their brand recall.
    • The campaign was supported by an SMS contest to conduct a wireless survey and gauge market acceptability of the new campaign launched for CDM .
    • The viewer had to SMS “PAPU” to 4646 and get a question in return which revolved around the campaign.
    • This initiative was a huge success which actually helped Cadbury to measure the Ad recall.
    • Campaign by Hungama
  • Footer Ads
    MyToday
    MyToday
    BIZ:*RBI staff strike disrupts bonds trading
    *HDFC sees 20% growth for loans in FY10
    Ad:
    INTEL CORE 2 DUO BASED PC RS 19,500 ONWARDS. sms INTEL DB to 566776 FOR INFO
    HEALTH: Go healthy ! Use pureed veggies instead of cream. etc for gravies
    Ad:
    PRESENTING THE ALL NEW FORD IKON. sms DURA to 56263 FOR A TEST DRIVE
  • Database Marketing
    CAMBRDGE
    Special offer from Cambridge @Bandra. Buy 3 shirts Get 1 free. Limited period offer @ Cambridge. Off Linking Rd, Bandra(W).Opp Shoppers Stop,Call 26454627/2530
  • Voting
    Polling
    MyToday
    MyToday
    Jokes: Tom: Do you feel like a cup of coffee.
    Sam No.Do I look like one?
    Ad:
    B'lore Airport monopoly? Want HAL Airport to stay? sms HAL Y for Yes or N for No to 575758
    Jokes :Teacher: ‘A’ for? Chintu: Apple
    Teacher: Zorse bole
    Chintu: Jai Mata Di
    Ad:
    RK Misra in Final 4. Please vote for him, sms LEAD 4 to 58888
  • mCoupons
    MyToday
    56161
    HEALTH: Go healthy ! Use pureed veggies instead of cream. etc for gravies
    Ad:
    Do you want strong & great looking hair? Sms STRONG to 56161. T&C Aply
    You have won free sample of ‘Hair & Care- Almond Gold’ 100ml, just show this sms at your nearest CCD outlet to redeem your coupon.
    Coupon Id : A98476
  • FRITO LAYS
    9972040000
    Your FREE Bonus Picture message:
    CCCN26
    Rich Media Downloads
    FRITO LAYS CCC Campaign
    Codes for FREE content was printed on the inside of a Lays bag.
    Users had to SMS the code to long code 9972040000
    Campaign Period – 8 months
    Downloads – 1 million+
    Campaign : Yahoo
  • Coming to Mobile Internet Products
  • Mobile Internet Advertising Products
    Graphic + Text
    Sponsored Search
    Graphic
    Text link
  • Ad: Alto Air – Flight Deals to Hawaii and Mexico
    www.altoair.com
    Landing Page - After the click?
    - What is a Landing Page?
    • It’s a WAP page for the advertiser to expand the message/promotion
    - Landing Pages instantly give advertisers a mobile presence
    - Enables user to “convert” via Click-to-X actions
  • Mobile Web Landing Pages
    What about after the click?
    WAP offers Click2 functionality to meet any objective or need for a big idea.
    DIRECT RESPONSE
    • Click2Call
    • Click2Email
    • Click2SMS
    • Click2Download
    BRANDING
    • Wallpapers
    • Ringtones
    • Screensavers
    • Videos
    IDEAS
    • Product info
    • Travel info
    • Movie promotion
    • Music promotion
    • Finance info
    • Sign users
    Click2Download content to be provided by client
  • ‘LuckByChance’ Movie Promotion screen shots
    LuckByChance
    WAP landing page
    Banners on Yahoo! & IDEA WAP properties
  • Samsung OMNIA- Smartphone Targeted campaign on Yahoo! INDIA WAP & IDEA FRESH WAP Portal
    Nokia N&E
    Iphone
    Blackberry
    * Landing Page provided by advertiser
  • Coca-Cola WAP site
    • No. 1 Consumer Brand Portal in the countrywww.myenjoyzone.com
    • Hungama has enabled a WAP portal enabling consumers to access this experience on their mobiles
    • Redemptions, Contest are some of the features available
    • The WAP and Web database are in sync for transactions
  • McDonald’s Store Locator
    • Visually depicts a location of a McDonald's store near you
    • Gives information of that store along with a single click to call
    • Also depicts the menu along with the contents of the Happy Meal
  • SBI ATM Locator
    • Acts as an ATM Locator based on your network signal
    • Displays all ATM’s within the signal radius
    • Also gives you directions to the store on a map
  • Challenges faced
  • But still, the industry is optimistic
    Why? Because of the excellent statistics for the Indian market.
  • How big is mobile marketing in India ?
  • Top 10 countries ranked by Mobile Internet Traffic
  • The more the traffic, the more the advertising around it
  • How useful would this be as an additional skill
  • Programs offered by Learning Catalyst
    www.learningcatalyst.in
  • Our Cour
    No one covers ‘digital’ as we do !!
    Advanced SEO
    Advanced SEM
    Basic SEO
    Basic SEM
    SMO
    Integrated Digital Marketing
    Website Analytics
    Website Usability
    Affiliate Marketing
  • Our Courses
    No one covers ‘digital’ as we do
    Flash Programming
    Modern Website Design
    Web Copy Writing
    Java Scripts and Ajex - Basic
    Content Management Systems
    PHP Programming
    Web Security
    Mobile Gaming and Application Development
    Java Scripts and Ajex – Advanced