Mobile MarketingMIS Simon Vandyck23/03/12 Vince Vollebergh Max van Veen
Agenda1. Introduction2. Comparison with traditional media3. Issues4. SWOT-analysis5. McDonalds case6. Implementation7. Future perspective8. Conclusion
What is Mobile Marketing?According to Mobile Marketing Association (2009): “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.”
DiscussionDo you think ‘the new media’ will replace traditional media in the long run? Why or why not?
Issues 2005-2012IIssue 1: Exploiting the capabilities of Mobile Marketing
Issues 2005-2012IIssue 2: Using Universal Appeals to Tap into Global Markets• in 2012, 33% of the mobile searches on Google involve localintent• A pilot strategy is used to initiate Local Mobile Marketing• Numerous companies emerge that offer Local MobileMarketing support (i.e.clientstreams.com, localmobilemarketingformula.com, etc)
Issues 2005-2012Issue 3: Addressing privacy concerns• Reveal Yourself •Disclose offer terms• Privacy Hot Seat •Increasing strict federal laws concerning consumers privacy• Did you get permission? •Consumers need to opt-in• Hidden Charges •Unauthorized charges to a consumers’ phone bill• Patent Problem •More relevant for software and hardware companies2
Issues 2005-2012 ConclusionIssues that have been dealt with Topics that are still an issue todayExploiting the capabilities of Mobile Addressing privacy concernsMarketingUsing Universal Appeals to Tap intoGlobal MarketsAligning Value-Chain partners
Mobile Marketing: a SWOT Analysis Strength Weakness Mobile Marketing Opportunity Threat
Strengths• Market for people who cannot afford a PC• Independence of location• Personalization• Target specific audience• Relatively cheap
Weaknesses• General intolerance of advertising on personaldevices• Current WAP technology underdeveloped• Trial and error process for mobile marketers inorder to succeed• Marketers are wary about consumers’ privacy• Low reach
Opportunities• Cell phone is a personal device easy to createpersonal relationship with customer• Messages sent to a phone are more likely to be readthen an email• Build customer base• New field of marketing
Threats• Scarcity of mobile websites• New field of marketing (uncertainty)• Decentralized industry, many different providers• Reliable metrics are needed to calculate the mobilemarketing impact
Mobile ad campaigns running on Locationenabled Mobile devices
• Mcdonald’s was able to increase foot traffic to stores by 33% in one day by Foursquare campaign• Costs: $1000,-
Implementation1. Define the Strategy2. Determine the Communication3. Understand the True Cost4. Allow the Customer to Choose5. Allow Customers to Manage the Communication6. Manage Consumer Data with Respect7. Make the Offer Relevant and Valuable
Future perspectiveHow do you see the future of Mobile Marketing?
Future perspective• Mobile marketing will complement traditional formsof advertising• Companies will have to figure out how to integrate amobile marketing strategy within their overallmarketing strategy• Mobile marketing can be a source of competitiveadvantage
Future perspectivePeople try to avoid advertising and promotions because of the pushy character of it Mobile marketers should therefore carefully interact with customers!
ConclusionHow can mobile marketing add value to your business?• Exploit strengths: lots of potential not yet captured• Explore future opportunities• Follow 7-step implementation approach• Make use of all platforms (Android, iOS, Blackberry)• Build interactive relationship, but keep privacy in mind• Complementary to traditional mediaLead, don’t follow!
Referencelist• http://www.youtube.com/watch?v=er7RtzpBccc• http://www.youtube.com/watch?v=CjUcq_E4I-s• http://www.youtube.com/watch?v=0scn4dgxJoY• http://qrcode.kaywa.com/• http://searchengineland.com/the-pros-and-cons-of-mobile-marketing-12207• http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&hid=13&sid=2d1add88-2e32-4293-81df- 50f6c1002b19%40sessionmgr11• http://www.mobilemarketer.com/cms/news/advertising/11613.html• http://www.mobilemarketer.com/cms/news/advertising/11134.html• http://www.mobilemarketer.com/cms/news/advertising/11189.html• http://www.mobilemarketeducation.com/case_mcdonalds.php• http://www.youtube.com/watch?v=z5SXAY5S7XQ• http://www.mobilemarketingwatch.com/android-blackberry-bleeding-users-to-iphone-4s-20596/• http://www.slideshare.net/LorelMarketingGroup/7-stes-to-implementing-mobile-in• Sultan, F. & Rohm, A.J. (2005). The coming era of “ brand in the hand” marketing, MIT Sloan Management Review, Vol.47, Iss.1, p.83-90.• Brown, C.V., DeHayes, D.W., Hoffer, J.A., Wainright Martin, E. & Perkins, W.C. (2009). Managing Information Technology, Pearson Education. Ch.10: Methodologies for custom software development.• Huang. R.Y. (2011). Value, interest and power: A three dimensional model for mobile• marketing stakeholder analysis, International Journal of Mobile Marketing, Vol.6, Iss.1, p.109-119.