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Effects of 3G on Marketing Communications
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Effects of 3G on Marketing Communications

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A short slides shows that how 3G lets convergency on media and Marketing Communications

A short slides shows that how 3G lets convergency on media and Marketing Communications

Published in: Business, News & Politics

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  • When combining these drivers with 3G oppurtunities, we can easily position 3G mobile marketing is the key medium for the next five years
  • Transcript

    • 1. OKAN DEMİR
    • 2.
      • Part I – Concepts
      • 1.1 Industry Information
      • 1.3 3G Mobile Marketing as a Emerging Market
      • Part II – Emerging Market
      • 2.13G as a Medium 2.2 Features of 3G 2.3 Why 3G Mobile Marketing 2.4 Outshining of 3 – The Internet,Video, Entertaintment
      • PART III – SWOT&Effects of 3G Mobile Markteing
      • 3.1 SWOT Analysis of 3G Mobile Marketing
      • 3.2 Changes in the Marketing
      • 3.3 Changes in the Digital Marketing
      • Part IV - Discussion
    • 3. Growth rate = more than %10 each year In 2009 the market value = 20.9 billions Euro As its market potential is the 6th country in Europe Source : EITO ( *) Information Communication Technologies
    • 4. Source : EITO
    • 5. Source : EITO critically increase in the last quarter
    • 6. Growth rate = more than %10 each year In 2009 the market value = 20.9 billions Euro As its market potential is the 6th country in Europe Source : EITO ?
    • 7.
      • Turkey is the young country
      • Youth are easily adopted to the new technologies
      • Internet and Mobile Phone usage/penetration rate are increasing remarkably
      • 3G provides important marketing oppurtunities for the brands
      • Therefore;
      • The emergence of 3G mobile marketing as a medium of communication will be the key touch point to capture your target when, where, how you want
    • 8.
      • Combines a mobile phone, laptop PC and TV 
      • Features includes: - Phone calls/fax - Global roaming - Send/receive large email messages - High-speed Web Navigation/maps Videoconferencing - TV streaming - Electronic agenda meeting reminder.
      • Speed : 144kb/sec-2mb/sec
      • Time to download a 3min MP3 song:   11sec-1.5min
    • 9.
      • Has rich, interactive and valuable advertising content
      • 3G  , as a new, potent communication channel establish a one-on-one communication
      • Video as an advertising medium
      • Unique personel communication tool for agencies and advertisers
      • - engage potential customers and deliver measurable results
      • R ight demographic at the appropriate time
      • Zero cost for users, and requires no downloading or additional software
    • 10.
      • The Internet “Viral Marketing, Search Engines, Social Networking Sites”
      • Video “calling-streaming”
      • Entertaining “Advergaming”
    • 11.
      • High Speed of the Internet – download easily - online catalogs
      • Interactivity with HTML and Flash based applications
      • Search Engines, (Goolge-Yahoo etc.)
      • - keywords, sponsorships
      • Online Yellowpages, (Bravoo.com)
      • Social Networking Sites, (Facebook, Youtube...)
      • Viral Effect of the ads
    • 12.
      • A Good Practice; SitOrSquat Iphone Application with Charmin Sponsorship
      • - Procter & Gamble Co.’s Charmin, the nation’s No. 1 toilet paper brand
      • G lobal bathroom directory SitOrSquat Inc.
      • -P&G sponsores its website and iphone application
      • -The aim is to help consumers on the go find the cleanest 55,000 public toilets worldwide - bathroom locations and ratings,hours of operation, handicap accessibility, s howers and availability of changing tables.
      • - Creating buzz is a major offshoot of Charmin sponsorships.
      • - The number of total unique visitors : 1.2 million ; the number of total searches : 7.2 million
    • 13.
      • Then a point comes!
      • Because Mobile Phone is so private, brands have to find the ways with a minimal burden on the user.
      • *Service instead of Advertising is the key to not irritating the customer.
    • 14.  
    • 15.
      • Interactivity
      • - Offline ( video-messaging) - Online (Video-conferencing) sponsorships to the callings
      • Push the campaign using outbound video dialing
      • Pull the campaing in an incoming call
      • A Good Idea:
      • To be sponsored a video-conferencing for %50 off of its cost to consumer who is your spesific target market as a brand
      • *Lets word of mouth marketing  *Brand image
      • *Delivers your adv. via his/her one of most personel tool
    • 16.  
    • 17.
      • Advergamings
      • Application Stores as a Pull Strategy
      • Customized TVs
      • Personal Experience
      • A Good Practice; The Audi A4 Driving Challenge application
      • -S mart phones users are able to view content related to the TT Quattro Sport just t exting a short - code . The content is sent as a self-contained data packet application that ’ s designed to run on 2.5G and 3G smart - phones on UK networks. Viewers can take a tour of the entire car, using their keypads to zoom in on particular features. And play a car-racing with that model. There are also wallpapers available to download and the option to send the content to a friend. (Viral Marketing)
      • - The Audi A4 Driving Challenge application registered 370,000 downloads in the first two weeks of the campaign.
    • 18. STRENGHTS •  Ubiquity and instant access via video calling • Maximum interactivity with the user • Viral effect • Rapid video transmission and navigation • Re-recorded and live video campaigns • Unlimited coverage for location-based campaigns • No downloading or special software • Secure communication channel—no virus threats •  Minimal investment, rapid ROI • Innovate and differentiate • Micro - segmentation • Campaign management tools • Real-time reporting and tailored reports • 360º campaign data capture 
      • WEAKNESSES
      • Too much ads traffic for potential customers
      • Limited numbers of allowed user
      • The mobile internet is not yet mass market
      • High Costs of Licensing
      •   User experience with the Internet on mobile not ideal -- screen size, keypad and slow network speeds
      •   Fate depends on 3 major carriers Tukcell,Vodafon,Avea
      •   Inadequate outreach to advertising agencies and media buyers
    • 19.
      • Opportunuties
      • Gives legs to other channels -- store, online, television, radio, print and billboards
      • Mobile is the future -- no, the present -- of database marketing. Marketers must have mobile loyalty program to complement online and offline
      • Benefit from marketing dollars pulled from television, print and radio toward more measurable, ROI-driven media, a.k.a., the Internet and mobile
      •   Mobile advertising subsidizes content and services for consumers who understand the tradeoff 
      • 3G Mobile Marketing is where Internet Marketing was before now
      • More quality content on mobile as publishers launch mobile editions. More room for targeted ads
      • Mobile marketing jumpstarts mobile commerce sales
      • Threats
      • Per mission marketing principles can be ignored
      • Privacy should be respected
    • 20.
      • Convergance of marketing tools (software, telecommunication, broadcasting etc.)
      • Fully integrated marketing communications
      • Online Media rather than Offline Media
      • Viral Effect
      • M easure campaign effectiveness
      • Reporting and Feedback
      • Effective CRM applications
      • Detailed demographics
      • Increase in competition
      • Push &Pull strategies for the campaigns
      • -Application stores as a pull strategy
    • 21.
      • From promotional marketing to interactivated marekting
      • Not only SMS but video-messaging&conferencing
      • Flash based applications
      • Differentiation’s importance
      • Acquisition Rate
      • Advergaming
      • Lower: Cost Per Acquisition/Action Cost Per Click
      • Importance of Social Communication Web-sites ( Facebook, Myspace, Youtube )
      • Search-engines’ importance
    • 22. FROM TO   Digital Marketing Now • Broadband / Display (Standard Banner , Rich Media , Video-streaming, Text) • Search (SEM, SEO) • Mobile ( Interactive Communication – SMS, MMS, Wap-Banner, Wap-site, Video,  Games,3G ) • Social Media • E- commerce • E-CRM • Digital PR
      • Digital Marketing in 5 years
      • 3G Mobile Marketing
      • - Broadband / Display (Standard Banner , Rich Media , Video-streaming, Text)
      • - Search (SEM, SEO)
      • - Mobile ( Interactive Communication – SMS, MMS, Wap-Banner, Wap-site, Video,  Games,3G )
      • -S ocial Media
      • • E- commerce
      • • E-CRM
      • • Digital PR
    • 23.
      • No, It does not
      • But , it can be much more effective
      • If you consider these 3 main issues;
      • • Content: Mobile phone content should have a clear role within a wider campaign and it should be produced specifically for mobile phones, not repurposed from other channels.
      • • Interaction: Extensive prototyping and user studies are required to ensure mobile interaction is quick and easy, with minimal burden on the user.
      • • Directness: Mobile messages should be considered direct communication, personalized,
      • with a strong call-to-action and reason for being .
    • 24.
      • THANK YOU
      • And Questions?