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    Mobile marketing Mobile marketing Presentation Transcript

    • Mobile Advertisement
      Paper presentation by
      R. Mothi Kiruba Shankar
      at
      CARE School of Business Management – 17 April 2010
    • Outline of Presentation
      Introduction
      Mobile advertising
      Guidelines for mobile advertising
      Intrusion advertising
      Prevention of intrusion
      Benefits & limitations
      Examples & cases
      Future of mobile advertising
    • Introduction
      Conventional method of advertising.
      Transformation in business scenario.
      Latest innovation – Mobile as a medium.
      Place and time no matter.
    • Indian mobile industry-overview
      The cellular operators association of India released its revised forecast, which is as follows,
    • Indian mobile industry-overview
      Cellular Operators Association of India- one mobile for every Indian.
      India-2nd largest in mobile subscription-560 million.
      Tariff war and favorable regulatory policies.
      Mobile value added service (MVAS)
    • Mobile Advertising
      “The business of encouraging people to buy products and services using the mobile phone channel as the medium to deliver the advertisement message.” -MMA
      It is classified in to two types,
      Push Advertising
      Pull Advertising
    • Mobile Push & Pull advertising
      PUSH ADVERTISING
      • Sending advertisement message without their request.
      • Ex: talk time offer, VAS messages.
      PULL ADVERTISING
      • Sending advertisement message on customer’s request.
      • Missed call alert, offer message from apparel shop.
    • Benefits compared to traditional forms of advertising
      Cost
      Flexibility
      Personalization/Targeted.
      Feedback is immediate
    • Benefits compared to traditional forms of advertising…
      Permission based advertising
      Anytime and anywhere
      Faster reach
      Message forwarding
    • Limitations compared to traditional forms of advertising
      Intrusion advertising.
      Message content is limited.
      Visual display vs TV advertising. (3G?)
      Illiteracy.
      Casual attitude of people.
    • Guidelines for mobile advertisement
      Advertisements can be in the form of text link and graphic banners.
      Forms
      Click to call
      Click to order brochure.
      Click to enter contest/competition.
      Click to receive mobile coupon.
      Click to buy.
      Click to download/forward content.
    • Guidelines for mobile advertisement…
      Charges: CPT (cost per thousand), CPC (cost per click), CPA (cost per action) and fixed position banner.
      Predefined dimensions on the mobile phone type.
      GIF or JPEG formats.
      Aspect ratio for mobile banner is 5:3:1
      Banner ad side bar allowance should be given according to the screen width area.
      General guidelines on design principles and styles are also applicable for mobile advertising.
    • Intrusion advertising
      Irritation of getting junk advertisement messages.
      Getting unimportant advertisements when involved in an important job.
    • Preventing Intrusion Advertising
      • Mapping of customer requirement and advertisers offerings.
      • Max New York Life insurance, Adidas, Reliance digital
      Netcore-MyToday
      • User is given option to select services.
      • 100 brands,3 lakh subscription/ month.
    • Examples
    • Case study - Reebok
      • Objective
      • Mkhoj solution
      • Gift a jersey.
      • Outcome.
    • Future of Mobile Advertising
      2013-$13 Billion dollar business.
      3G revolution.
      InMobi - $100mn.
      Bright future.
    • References
      Advertising Express, The ICFAI University Press, April 2009, page no: 32-33.
      Advertising Express, The ICFAI University Press, June 2009, page no: 60-62.
      Marketing Mastermind, The ICFAI University Press, November 2008, page: 14.
      Advertising Express, The ICFAI University Press, March 2008, page: 58-60.
      http://www.thehindubusinessline.com/2009/06/04/stories/2009060451750100.htm.
      http://www.expressindia.com/news/fullstory.php?newsid=61762.
      http://www.imediaconnection.com/asia/index.asp.
      http://mmaglobal.com/resources/case-studies.
      The Economic Times News paper, 30th March, 2010.
    • Thank You!
      +91-97-87- 55- 55- 44
      • training@edventures1.com
      • www.edventures1.com