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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

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  • OKAN DEMİR
    • 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
  • 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
  • Source : EITO
  • Source : EITO critically increase in the last quarter
  • 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 ?
    • 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
    • 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
    • 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
    • The Internet “Viral Marketing, Search Engines, Social Networking Sites”
    • Video “calling-streaming”
    • Entertaining “Advergaming”
    • 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
    • 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
    • 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.
  •  
    • 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
  •  
    • 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.
  • 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
    • 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
    • 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
    • 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
  • 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
    • 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 .
    • THANK YOU
    • And Questions?