Interactive Marketing: Trends and perspectives – mobile marketing


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Trends and perspectives – mobile marketing, Vorlesung Jürgen Rösger, Universität Mannheim

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Interactive Marketing: Trends and perspectives – mobile marketing

  1. 1. Trends and perspectives - Mobile marketing page 1
  2. 2. Definition and recent development Mobile Marketing… ...refers to marketing activities in order to address consumers directly and to lead to a certain behavior by using wireless telecommunications and mobile devices. Recent development …growing significance of mobile marketing since Apple’s introduction of the iPhone …increasing popularity through new cell phone technologies and flat rates (almost 4.4 billion mobile contracts worldwide in 2009) ! But…still an inferior role of mobile marketing as source for advertising turnover! page 2
  3. 3. Characteristics and specific features of the media What mobile network Locatable operators (potentially) know about their customers… • dialog partner Locally Interactive independent • location Mobile device • movements (cell to cell) • communication time • type or quantity of data Individual Available page 3
  4. 4. Pros and cons of mobile marketing Opportunities Risks + Ability to address consumers in a context - Reactance relevant and geographic relevant way - High costs until now (only few can + Brand management via multi-media access permanently and in a cost-saving based contents manner) + Customer loyalty retention - Absence of range measures makes media planning difficult + Sales management for stationary brand stores - Small number of page views of the mobile Internet + Particularly appropriate for younger target groups and business customers - Only 60-65% of the biggest German websites provide web pages adapted to + Possibility of response assures a good mobile devices control of success page 4
  5. 5. Forms of mobile marketing (1) Mobile direct response marketing Interaction initiated by user through sending a SMS or activation of the Bluetooth function Bluetooth-Marketing: City-light-poster showcases, provided with Bluetooth transmitterSource: direkt marketing, 2008. page 5
  6. 6. Forms of mobile marketing (2) Mc Donald’s Japan: Kazasu Coupons Mobile permission  contact-less coupons marketing  loyalty and payment program  tested in 175 subsidiaries Companies address  implemented 2009 in each of the 3,800 subsidiaries in Japan users by sending mobile coupons, voice cards, SMS or MMS Requisite: Previous user acceptance Sales management for stationary brand stores By using RFID technology (installed in mobile phones), consumers can choose their desired menu, use vouchers and make cashless payments over their mobile phone.Source: page 6
  7. 7. Forms of mobile marketing (3) Nissan Murano on RTL mobile portal Mobile advertising: User perceives advertising message in the mobile content (mobile Internet, games, videos, mobile TV) Display advertising formats:  Banner  Applications The growth rate of brand awareness constitutes 30%  Interstitials within a campaign duration of three months (October - November 2008) page 7
  8. 8. Classic display advertising … is not the best solution… page 8
  9. 9. How should it look like? – practical implications Practical implications Usage of consumer accepted formats providing high effectiveness and readiness Your new balance: for mass implementation $14,24 ADVERTISEMENT: An important Advertising when consumer reaches consumer information can be highest level of alertness: During request placed here ;) of balance for prepaid account Avoid losses based on media disruption: Direct response of participant via phone call or SMS page 9
  10. 10. Gettings Gettings… …is another strategic approach in order to avoid reactance by rewarding the receptor for his attention. Rewards: credits free text messages free minutes page 10