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M-marketing and M-advertising - Coralie BARBIER
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M-marketing and M-advertising - Coralie BARBIER

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  • Transcript

    • 1. Mobile marketing and mobile advertising
    • 2. Introduction
      • Emerging ability to communicate with anyone, anywhere and anytime
      •  Enormous potential for marketers
    • 3. Outline
      • What is m-marketing?
        • Definition
        • Characteristics of m-services
        • An example: SMMART
      • A specific area of m-marketing: m-advertising
        • Definition and models
        • Consumer attitude toward m-marketing
        • Consumer’s permission
    • 4. Mobile marketing
      • M-marketing is:
        • Marketing in a mobile environement
        • Via mobile communication devices
        • Information can be delivered to mobile devices via voice application, text applications (e.g.: SMS), e-mail (e.g.: i-mode).
      • An objective: « real-time marketing »
        • Meet the customers needs at the customer’s point of requirement (time and place) (Oliver, Rust and Varki)
    • 5. Characteristics of mobile services
      • Information accessibility
        • Ubiquitous (anywhere, anytime) access to the brand.
      • Information personalization
        • Uniqueness-commerce (u-commerce): information adapted to time, customer location and customer preferences.
      • Information dissemination
        • Spread a message or service in a social or professional network.
    • 6. An example of m-marketing: SMMART
      • Content-based recommendation system.
      • Bob example:
        • Bob has installed SMMART onto his PDA. He enters his favorite music (including Police ) and his preferred music store.
        • SMMART connects to the store’s server and transmits Bob’s preferences.
        • The store’s server gives a list of available products currently on sale that could interest Bob.
        • Bob buys Every Breath You Take , a compilation from Police .
        • By doing this, he confirms his interest for other items of Police . Consequently, the name of Police ’s leader, Sting , is added as a keyword.
    • 7. An example of m-marketing: SMMART
      • Bob example (2):
        • Bob then decides to go to the video store. Lock Stock and Two Smoking Barrels , a movie starring Sting , is part of the items proposed by SMMART.
        • Bob buys it, confirming his interest for Sting , and making SMMART automatically add Guy Ritchie , the director of the movie, as a keyword.
        • However, Bob is not especially interested in Guy Ritchie , and doesn’t buy anymore product from him. Finally, the keywords is thus deleted from the list.
    • 8. An example of m-marketing: SMMART
      • Advantages:
        • Bob is sure to find the products he wants.
        • Displayed products are well adapted to Bob’s preferences.
        • Bob’s interests evolve, so does SMMART.
      • Limits:
        • Bob could not see the Cranberries’ CD.
        • Bob could be offered irrelevant propositions.
    • 9.
      • SMMART is a perfect example of which opportunities m-commerce offers to marketers.
      • Another dimension of m-marketing is m-advertising.
    • 10. Mobile advertising
      • Advertising in mobile commerce environment.
      • Two models:
        • Pull model: marketer sends information requested by the consumer.
        • Push model: marketer takes the initiative to send messages to the consumer.
      Opt-in Opt-out Opt-in Push approach Pull approach Mobile Advertising
    • 11. Mobile advertising
      • Location-based advertising (LBA):
        • Information is sent via mobile devices when the consumer is physically near from the places where the advertiser’s products are located.
        • E.g.: Starbucks
      • Context-aware advertising:
        • Uses personal information of its user and location information to deliver personalized ads.
        • E.g.: Ad-me
    • 12. Consumers attitude toward m-advertising
      • Globally, m-advertising provides personalized ads, at the right place and at the right moment .
      • However, some inconvenients are still to deplore:
        • Violation of privacy
        • Irrelevancy of certain ads
        • Number of ads sent
        • Consumer may have to pay
      • Example: consequences for mobile phone operators
        • Spam effect:
          • Negative impact on brand image
          • For consumers, it’s all spam
    • 13. Consumers attitude toward m-advertising
      • How to improve m-advertising?
        • Reduce the geographical area covered by mobile advertising application.
        • Carefully select recipients.
        • Take in charge the financial costs.
        • Do not ask customers for information they are reluctant to provide.
        • Make the customer to opt-in (cf. next slide).
    • 14. Getting consumers’ permission
      • Permission: ability of the consumer to specify whether or not he is interested in an information before receiving it.
      • Conscious factors influencing consumers permission:
        • Relevance of ads
        • Control over opt-in
        • Brand familiarity
    • 15. Conclusion
      • New technologies offer the opportunity to reach customers anywhere and at anytime.
      • As a consequence, marketers must adapt to this new environement, through the development of m-marketing and m-advertising.
      • However, even if mobile applications provide several advantages to the customers, some improvements must be done.
    • 16. References
      • Mort Sullivan G., Drennan J. “M-Marketing: new directions in B2C e-business” http://smib.vuw.ac.nz:8081/WWW/ANZMAC2001/anzmac/AUTHORS/pdfs/Mort.pdf
      • Bruner G.C., Kumar A., “Attitude toward location-based advertising”, Journal of interactive advertising , Spring 2007
      • http ://jiad.org/vol7/no2/bruner/Attitude%20toward%20location-based%20advertising.pdf
      • Kurkovsky S., Harihar K., “Using ubiquitous computing in interactive mobile marketing”, Personal and ubiquitous marketing , vol 10 n°4, may 2006
      • http ://www.springerlink.com/content/b604k454p02521r4/fulltext.pdf
      • Bamba F., Barnes S.J., “Evaluating consumer permission in SMS advertising”
      • http://project.hkkk.fi/ helsinkimobility / papers /Mobile%20Enterprise_2_2.pdf
      • Catone J., “Companies betting on location based mobile ads”, Feb. 2008
      • www.readwriteweb.com/archives/location_based_mobile_ads.php