I Know About Mobile Marketing…           But           How to Use Mobile for My Brand?ContentsAre you stuck on Marketing?....
Are you stuck on Marketing?                            out of boxWhat new to do? How to grab consumers short attention Spa...
Mobile Marketing – The New Opportunity
Mobile on a gallop, stealing budgets from traditional mediaM     obile advertising works when used as part of a cross-medi...
Why invest in mobile marketing?By R. Cass BakerIn the beginning, mobile marketing was about brand building and consumer en...
Three Behavioural Trends of Mobile Experience
How to capitalize the new marketing opportunity - Mobile
Steps To Creating A Dynamic Mobile Marketing Campaign
Why should you use Mobile as a potential Marketing Tool?By Stephen Up stoneReach – mobile reach means establishing the fir...
Create Visibility of Your Mobile Marketing Campaign.
How can I use Mobile in my Marketing Campaigns?A few ways of using Mobile as a marketing tool is as follows:       Brand ...
Tips for Evaluating Mobile Ad PerformanceBy Bill DinanKnow how you want to measureMore so than other digital channels, mob...
Have you noticed – Mobile around You?Folks, have you noticed the recent TVCs of Vodafone, Airtel, Idea, Samsung Android Ph...
th                                  Wednesday, 11 April 2012Thanks for your time.Kumar Gaurav+91 95604 52199Source:      ...
Whitepaper 11th april 12  how to use mobile as a marketing tool
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Whitepaper 11th april 12 how to use mobile as a marketing tool

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How to use Mobile As A Marketing Tool.

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Whitepaper 11th april 12 how to use mobile as a marketing tool

  1. 1. I Know About Mobile Marketing… But How to Use Mobile for My Brand?ContentsAre you stuck on Marketing?................................................................................................................... 2Mobile Marketing – The New Opportunity............................................................................................... 3Mobile on a gallop, stealing budgets from traditional media ................................................................... 4Why invest in mobile marketing? ............................................................................................................ 5By R. Cass Baker .................................................................................................................................... 5Three Behavioural Trends of Mobile Experience .................................................................................... 6How to capitalize the new marketing opportunity - Mobile ...................................................................... 8................................................................................................................................................................ 8Steps To Creating A Dynamic Mobile Marketing Campaign ................................................................... 9Why should you use Mobile as a potential Marketing Tool? ................................................................. 10By Stephen Up stone ............................................................................................................................ 10Create Visibility of Your Mobile Marketing Campaign. .......................................................................... 11How can I use Mobile in my Marketing Campaigns? ............................................................................ 12Tips for Evaluating Mobile Ad Performance.......................................................................................... 13By Bill Dinan .......................................................................................................................................... 13Have you noticed – Mobile around You? .............................................................................................. 14
  2. 2. Are you stuck on Marketing? out of boxWhat new to do? How to grab consumers short attention Span? How to domarketing campaigns How to increase ?ROI on existing marketing spends?.... Follow the Blue Ocean Strategy...Find Greener Pastures in Mobile Marketing....If you follow the "only traditional route" approach ... You end up with the ordinary.Try Out of Box... Try Mobile―Mobile is so interesting because it combines the ability to consume and heroize brands with theability to take action,‖ said Patrick J. Moorhead, senior vice president and group management directorof mobile platforms at Draftfcb Chicago.
  3. 3. Mobile Marketing – The New Opportunity
  4. 4. Mobile on a gallop, stealing budgets from traditional mediaM obile advertising works when used as part of a cross-media campaign and dialogue.According to Berg In-sight, mobile will account for 15.2 per cent of global online ad spend in 2016. Thetotal value of the global mobile marketing and advertising market will grow from $3.4 billion in 2010 at acompound annual growth rate of 37 per cent to $22.4 billion in 2016.Mobile advertising matured drastically in 2011, with more sophisticated ad units and campaignexecutions. This maturation has made consumers more open to mobile ads.According to Nielsen’s State of the Media:Consumer Usage Report, 51 per cent of consumers say that they are OK with advertising on theirdevices if it means they can access content for free.For 2012 expect to see more integration of social into mobile ads and marketing programs. Also,location will be a key aspect of mobile marketing and advertising strategy. Larger budgets will lead tohigher fill rates for publishers.
  5. 5. Why invest in mobile marketing?By R. Cass BakerIn the beginning, mobile marketing was about brand building and consumer engagement. It was aboutbright, shiny, interactive marketing designed to en-gender loyalty, awareness and brand promise. Andit was about showing innovation and life in an emerging advertising channel. Today, it is about muchmore. It has to be.Mobile’s growth According to the Interactive Advertising Bureau’s October 2011 ―State of MobileMeasurement‖ report, the growth in mobile advertising spends and consumer usage requires soundmeasurement and reliable methodologies to understand audience behaviour and ad effectiveness.As with any other marketing investment, C-level executives expect a measurable, high-value ROI inthe form of new revenue and profits. It is no longer good enough to offer applications or mobilegames, and to justify the investment in the form of fans. So why invest in mobile marketing?Invest in mobileWhile consumers are busier than ever, they also are more heavily engaged. They are on their mobiledevices day and night. And one thing is clear – when they are researching a specific product orservice from these devices, they are ready to buy. Consumers research a brand on mobile becausethey have an urgent need, and they are looking to ad-dress it while on the go. It may be scheduling animmediate home service request, signing up for a new credit card before a big vacation or evenshopping for a car.Through mobile devices, consumers can quickly assess the information they need to make adecision, making them even more determined to buy right now. If you can deliver the right mobileexperience at the right time — and in the context of a broadly integrated marketing campaign — youwin.Connecting the dotsWhen the rubber hits the road, most brands find it difficult to connect the dots between mobileengagement and sales.The reality is that revenue through mobile marketing has very little to do with mobile marketing in itsown right, and everything to do with understanding your consumers and the purchase experiencesthey desire.Increasingly, today’s consumers are turning to mobile at pivotal points in a sales process. Successdepends on guiding the consumer through a seamless, end-to-end experience — from initial mobileimpression through to Web sites and call centres — to create targeted, data-rich experiences thatdrive high-value, high-margin purchases.If you can craft the right experience from start to finish, the mobile channel is incredibly measurable,proven and successful. Without question, mobile can play a pivotal role in driving significant,incremental revenue to your business this year. Success depends on tying its impact all the waythrough to the ultimate outcome — sales.
  6. 6. Three Behavioural Trends of Mobile Experience
  7. 7. How to capitalize the new marketing opportunity - Mobile
  8. 8. Steps To Creating A Dynamic Mobile Marketing Campaign
  9. 9. Why should you use Mobile as a potential Marketing Tool?By Stephen Up stoneReach – mobile reach means establishing the first point of mobile interaction, such as a banner ad ona mobile Web site or QR code on a billboard and the call to action that drives the mobile user to click.Engage – once the consumer has responded to a call to action, you are now ready to engage andconvert them into a profitable relationship.Analyse – measuring the success of your on-going campaign will help you adjust your strategy asyour campaign progresses, so make sure you have a strong technology platform that enables thiscapability.
  10. 10. Create Visibility of Your Mobile Marketing Campaign.
  11. 11. How can I use Mobile in my Marketing Campaigns?A few ways of using Mobile as a marketing tool is as follows:  Brand property around missed call (A missed call backed by SMS, Voice Message, Video etc.)  Contests or Game (Voice / SMS / WAP / APP)  Access a mobile coupon  Download an app.  Like us on Facebook  Fill out a brief survey.  Opt in for SMS alerts  Vote for your favourite.  Search for a local business & map it.  Click to call
  12. 12. Tips for Evaluating Mobile Ad PerformanceBy Bill DinanKnow how you want to measureMore so than other digital channels, mobile offers the opportunity to measure and gain additionalinsight beyond the click.Focus on your creative content strategyToday, mobile content does not offer the same breadth and depth as traditional or digital creativecontent so a targeted content strategy is key.Optimize mobile interaction detailsThere is no better way to use measurement stats than to feed them back into the program to improveyour lead rate. This starts with a simple and concise measurement tool that does not overcomplicatethe metrics and can clearly display aggregate trending data.Number & frequency of hits, engagement time, levels played, call duration etc., can be a goodmeasure.Finally, a stand-alone mobile campaign can succeed only when it is integrated to the overallmarketing campaign and made well visible by integrating it with the overall ATL & BTL campaigns.
  13. 13. Have you noticed – Mobile around You?Folks, have you noticed the recent TVCs of Vodafone, Airtel, Idea, Samsung Android Phones, ICICIPrudential, LG and BlackBerry Phones?All these brands are subconsciously trying to ingrain the new form of communication – Mobile Datausage through Mobile Apps, Video Streaming, Facebook, Money Transfers, M- Commerce, Shoppingetc.Vodafone talks about Video Streaming in which Chickens win over Penguins in streaming videoscontinuously.Airtel talks about ease of utility payments through Airtel Money.ICICI Prudential features Mr Bachachan talking about an app which makes taking a Life InsurancePolicy easy.LG Phone talks about 3G Game on Mobile.BlackBerry talking about BB boys using Mobiles for networking, games and much more than justOffice E Mailing.Samsung Mobile talking about Android & Google Play.So why am I saying all these?Just to make a point that a lot of guys have already gone big on Mobile Marketing.What are you waiting for?
  14. 14. th Wednesday, 11 April 2012Thanks for your time.Kumar Gaurav+91 95604 52199Source:  Mobile Marketer Classic Guide to Mobile Advertising.  The Mobile Marketing Handbook by Kim Dushinski  Reports from the Mobile Marketer.

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