Intro to Mobile Marketing_Michael Hanley
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Part of the Mobile Communications Resource Center, this is one of several presentations created by Michael Hanley for Ball State University's College of Communication, Information and Media. All rights are reserved.
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Intro to Mobile Marketing_Michael Hanley
- 1. Intro to Mobile Marketing Introduction to Mobile Marketing: Options, Tactics and Types Class 8
- 2. Intro to Mobile Marketing What is Mobile Marketing? The Mobile Marketing Association defines mobile marketing as: “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.”
- 3. Intro to Mobile Marketing Media Evolution - From Mass to Me Broad Games Recordings Comm Print Then Cinema Internet To Source: Ahonen (2007) Now 2
- 4. Intro to Mobile Marketing Mobile Today Global Mobile Use: •7 billion people; one third use the mobile Internet. •5.9 billion mobile subscriptions; 84% penetration •72% of mobile subscribers are in developing countries •More than 90% of world is covered by cellular signal •By 2013 mobile Internet users will pass PC users. •Europe is most mature market with 125% penetration rates, Japan and South Korea (103%+), United States (102%) U.S. Mobile Use • Nearly 320 million subscribers in 2012 (100%+ penetration) • Ranks 24th globally for mobile broadband • Spending on mobile advertising/marketing - $2.6 B in 2012 • Nearly 500+ B mobile ads served in 2011 • Broadband mobile penetration at 55% 3
- 5. Intro to Mobile Marketing What is Mobile Marketing? Mobile isn’t about mobile…it is about engagement and the value consumers and marketers entrust to each other Mobile is both a stand-alone media channel and an enabler for traditional media and will help you with: –Branding, Awareness, Loyalty/Retention, Social Media Enablement
- 6. Intro to Mobile Marketing 15 mCRM Mobile Experiential Sales Promotion Brand Engagement 6 Core Disciplines of Mobile Mobile Advertising Advertising Response
- 7. Intro to Mobile Marketing 2 Interdependent Approaches to Mobile Marketing M o b ile E n g a g e m e n t O u t d o o r E v e n t s T V O n lin e P o in t o f S a le R a d io P r in t O n P a c k a g e T h r o u g h M o b ile M e d ia S M S M M S In t e r - n e t A p p s C o n t e n t P r o x . E m a il T w o In t e r - d e p e n d e n t a p p r o a c h e s t o M o b ile M a r k e t in g M a r k e t e r P u s h C o n s u m e r P u ll M o b ile A d v e r t is in g
- 8. Intro to Mobile Marketing SMS MMS Email A Mobile Campaign (Mobile, Mobile Enabled) Image Recognition IVR Internet Mobile Web Bluetooth Talk Ways to Interact With a Mobile Phone and Distribute Mobile ContentGPS Talk to Text 6 Location/GPS Apps
- 9. Intro to Mobile Marketing Available Mobile Pathways v a ila b le M o b ile P a t h s C o n t e n t P r o x im it y
- 10. Intro to Mobile Marketing Types of Mobile Marketing • Messaging • SMS • MMS • E-mail • IVR • Interactive voice response • Content • Advertiser funded content • Mobile software • Social media • Games
- 11. Intro to Mobile Marketing Types of Mobile Marketing • Mobile Web • Search Engine Optimization - Paid Inclusion and Indexing • WAP Sites and Storefronts • Mobile Ads - Messaging - Display – Banners – Rich media – Video - Search
- 12. Intro to Mobile Marketing Types of Mobile Marketing • Proximity • Location-Based Services (GPS) • Near-field communication (NFC) • RFID • Bluetooth/Infrared • Applications • On-device/Resident • Web-based • QR code • Mobile TV
- 13. Intro to Mobile Marketing 8 Key Mobile Marketing Tools SMS/Text 7 MMS Web Proximity Location/GPS Ads Apps QR Codes
- 14. Intro to Mobile Marketing Types of Mobile Marketing
- 15. Intro to Mobile Marketing Mobile Marketing Ecosystem
Editor's Notes
- The Mobile Ecosystem: Players and Playing Field --The Initiative Owner or their Marketing Agency/Ad Agency create the mobile initiative idea and specifications --The Application Service Provider (ASP) provides the mobile software and hardware back end technology, mobile management services, and mobile expertise in helping create, develop and manage mobile initiatives --The Network Aggregator’s main function is to provide a single point connection to the multiple wireless carriers --The Wireless Carriers: The “pipe” that carries the mobile messages/content (Cingular, Verizon, T-Mobile, Sprint/Nextel et al.) Yellow arrows represent the actual text or content messages sent and received through the system. Via their cell phones, consumers communicate through the carriers/aggregator to the application provider who processes their communication. The ASP responds back through the aggregator/carriers back to the consumer. The Carrier “Walled Garden” Since the carriers own the wireless “pipe”, in some instances they will control or prohibit the distribution of messages or content to their subscribers that does not originate from them. Some carriers only allow mobile content (ringtones, wallpapers, video, music etc.) to be downloaded through them, and do not allow any third party to directly offer content to their subscribers–hence the “walled garden”.
- Mobile Content Distribution One of the primary functions of the mobile channel is to distribute mobile content to consumers. Any binary content, whether it is text, video, music, ringtones, pictures, games or any other content that can be offered in a digital format can be made available to consumers on their wireless phones or PDAs. This content can be offered either as free content (often branded for marketing purposes) or premium content that is part of a brand’s product offering that consumers pay for. Content Download End users consume mobile binary content by downloading it to their mobile handsets. This can be done directly from their handset (MO download), or from another content store such as a web page (mobile storefront), WAP micro site (internet on mobile phones) or mobile portals (mini software applications downloaded to phones containing content). Mobile Originate Content Download This is a purchase of mobile content execute directly from the consumer’s mobile phone. This can be executed via a text message with a WAP link, a WAP micro site, or a mobile portal downloaded to the end users phone that contains mobile content. Example: see slide 10 “Mobile Billing & Revenue” Device Validation Device validation is the ability of mobile applications to validate that the consumer’s handset will be able to execute the download they are requesting. This can initially be accomplished on web based downloads via drop down menus asking for phone model and carrier to insure the phone will download the content. For download methods that don’t have this kind of web “pre-validation”, when the WAP download is initiated, the phone’s model and the carrier it is on is sent as part of the WAP communication before the content data is sent. If the content is not compatible with the phone or the carrier, a message is sent saying the content cannot be purchased. Device validation also makes sure the content delivered is optimized for that phone in terms of screen size of pictures etc. Java and Brew Java is the predominant coding language used to write applets (mini software programs) that run on mobile phones. These can be mobile games, music/video players, portals many more mobile applications that can run on mobile phones. Two flavors of Java are standards: J2ME and Brew. They are not normally interchangeable in that a mobile phone runs one or the other. J2ME is usually the format for GSM phones (Cingular, ATT, T-Mobile, Europe and most of the world), Brew is the format for CDMA phones (Verizon, Sprint, Nextel, some other carriers and territories).