Mobile marketing


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Mobile marketing

  1. 1. Mobile Advertisement<br />Paper presentation by <br />R. Mothi Kiruba Shankar<br />at<br />CARE School of Business Management – 17 April 2010<br />
  2. 2. Outline of Presentation<br />Introduction<br />Mobile advertising<br />Guidelines for mobile advertising<br />Intrusion advertising<br />Prevention of intrusion<br />Benefits & limitations<br />Examples & cases<br />Future of mobile advertising<br />
  3. 3. Introduction<br />Conventional method of advertising. <br />Transformation in business scenario.<br />Latest innovation – Mobile as a medium.<br />Place and time no matter.<br />
  4. 4. Indian mobile industry-overview<br />The cellular operators association of India released its revised forecast, which is as follows,<br />
  5. 5. Indian mobile industry-overview<br />Cellular Operators Association of India- one mobile for every Indian.<br />India-2nd largest in mobile subscription-560 million.<br />Tariff war and favorable regulatory policies.<br />Mobile value added service (MVAS)<br />
  6. 6. Mobile Advertising<br />“The business of encouraging people to buy products and services using the mobile phone channel as the medium to deliver the advertisement message.” -MMA<br />It is classified in to two types,<br />Push Advertising<br />Pull Advertising<br />
  7. 7. Mobile Push & Pull advertising<br />PUSH ADVERTISING<br /><ul><li>Sending advertisement message without their request.
  8. 8. Ex: talk time offer, VAS messages.</li></ul>PULL ADVERTISING<br /><ul><li>Sending advertisement message on customer’s request.
  9. 9. Missed call alert, offer message from apparel shop.</li></li></ul><li>Benefits compared to traditional forms of advertising<br />Cost <br />Flexibility<br />Personalization/Targeted.<br />Feedback is immediate<br />
  10. 10. Benefits compared to traditional forms of advertising…<br />Permission based advertising<br />Anytime and anywhere<br />Faster reach<br />Message forwarding<br />
  11. 11. Limitations compared to traditional forms of advertising<br />Intrusion advertising.<br />Message content is limited.<br />Visual display vs TV advertising. (3G?)<br />Illiteracy. <br />Casual attitude of people.<br />
  12. 12. Guidelines for mobile advertisement<br />Advertisements can be in the form of text link and graphic banners.<br />Forms<br />Click to call <br />Click to order brochure.<br />Click to enter contest/competition.<br />Click to receive mobile coupon.<br />Click to buy.<br />Click to download/forward content.<br />
  13. 13. Guidelines for mobile advertisement…<br />Charges: CPT (cost per thousand), CPC (cost per click), CPA (cost per action) and fixed position banner.<br />Predefined dimensions on the mobile phone type.<br />GIF or JPEG formats.<br />Aspect ratio for mobile banner is 5:3:1<br />Banner ad side bar allowance should be given according to the screen width area.<br />General guidelines on design principles and styles are also applicable for mobile advertising.<br />
  14. 14. Intrusion advertising<br />Irritation of getting junk advertisement messages.<br />Getting unimportant advertisements when involved in an important job.<br />
  15. 15. Preventing Intrusion Advertising<br /><ul><li>Mapping of customer requirement and advertisers offerings.
  16. 16. Max New York Life insurance, Adidas, Reliance digital</li></ul>Netcore-MyToday<br /><ul><li>User is given option to select services.
  17. 17. 100 brands,3 lakh subscription/ month.</li></li></ul><li>Examples<br />
  18. 18. Case study - Reebok<br /><ul><li>Objective
  19. 19. Mkhoj solution
  20. 20. Gift a jersey.
  21. 21. Outcome.</li></li></ul><li>Future of Mobile Advertising<br />2013-$13 Billion dollar business.<br />3G revolution.<br />InMobi - $100mn.<br />Bright future.<br />
  22. 22.
  23. 23. References<br />Advertising Express, The ICFAI University Press, April 2009, page no: 32-33.<br />Advertising Express, The ICFAI University Press, June 2009, page no: 60-62.<br />Marketing Mastermind, The ICFAI University Press, November 2008, page: 14.<br />Advertising Express, The ICFAI University Press, March 2008, page: 58-60.<br /><br /><br /><br /><br />The Economic Times News paper, 30th March, 2010.<br />
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  25. 25. Thank You!<br />+91-97-87- 55- 55- 44<br /><ul><li>
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