This document discusses mobile marketing strategies and provides examples of how different companies are using mobile marketing. It discusses why mobile marketing is effective and some of the challenges. It then provides examples of mobile marketing strategies used by various companies in India, including mobile banking, e-commerce sites, travel companies, and mobile service providers. Specific strategies discussed include mobile apps, incentives, notifications, native ads, and customized offers.

1. HOW TO MARKET TO
GENERATION M(OBILE)
GROUP-4

2. WHY MOBILE MARKETING ?
Web Marketing Mobile Marketing
Costly Cheaper
Quick, but messages (e.g. email) not always
received instantly
Instantaneous message receipt
Multimedia capabilities Portable multimedia capabilities
Advertising in abundance Advertising relatively novel
Good for building relationships with groups
Good for building relationships with
individuals
No standard payment system Built in payment system

3. BUT THERE ARE CHALLENGES !!
Navigation
Privacy
Multiple
platforms

4. Mobile Marketing Too Large
For Brands To Ignore - Forbes

5. Segment-1
How different players
worldwide are doing it
now?

6. EXCLUSIVITY
Victoria's Secret-Ultimate Shopping Night
Participants are personally invited via their downloaded iPhone or
iPad app. When consumers open the mobile invitation they are
directed to an in-app landing page that calculates the nearest
Victoria's Secret store. Victoria's Secret offers $10 and $50 off
purchase price for the one-night event.

7. GIVING FUNCTIONALITY TO APP
Domino's Pizza has lead the way with over 6 million downloads of its
mobile app attributing to 35% of its $2 billion in global Internet sales
coming from mobile.
A feature of Domino's mobile app is the ability of the customer to track
their order on their mobile device.
The customer can also receive timely notifications of specials and
receive mobile coupons.

8. DOING SOMETHING CRAZY
HBO-True Blood television series
While moviegoers browsed films applications, bloody fingerprints
popped up wherever they tapped. Dripping blood scoured from
the top of the screen and a pop-up to watch a trailer for
HBO’s True Blood was at the bottom of the ad. This
advertisement alone increased viewership by 38% .

9. DOING THE HOMEWORK PROPERLY
Idea Cellular - Properly slices and dices the voice and data usage
patterns of customers and gives customized offers.
Gives offer where usage does not increase without the offer, not
where usage is already high.

10. GIVING THEM ENTERTAINMENT
Unilever
A user places a call to a special number that disconnects after
two rings so that the consumer doesn’t have to pay for the call.
The system then calls back and plays a 15-minute prerecorded
chunk of music interspersed with ads for the company’s soaps,
skin creams, shampoos, and detergents. All users listen to the
same recorded segment, which changes weekly.

11. WHAT’S MY BENEFIT??
Mondelēz’s Cadbury subsidiary, have offered free mobile airtime credit
to customers. A code printed inside the packaging of Cadbury’s 5-Star
chocolate bar enables the customer to redeem the points.
Buyers of PepsiCo beverages and snacks get 15 rupees in free airtime.
And Marico started a service where consumers receive prerecorded
calls offering basic English lessons.

12. PUSH MARKETING
Each Axe package has a code that buyers can use to enter a
drawing to win a ticket to a party on a yacht. Once a user
registers, a woman’s prerecorded voice calls his phone regularly,
urging him to buy more Axe to increase the chances of gaining
entry to the party.
Costs for the companies can quickly rise to “unsustainable levels”
if millions of users flock to a free service.

13. Segment-2
Mobile Marketing in Indian
scenario

14. INDIAN MOBILE BANKING

15. BANK ENGAGEMENT WITH CUSTOMER WITH
DIFFERENT SERVICES
HOW ?

16. MOBILE MARKETING BY E-COMMERCE SITES

17. FLIPKART & MYNTRA

18. MOBILE APP FOR SMARTPHONES

19. MOBILE APP FOR SMARTPHONES (CONTD..)

20. INCENTIVE ADS

21. SMS & NOTIFICATIONS

22. NATIVE ADS

23. SNAPDEAL

24. MOBILE APP FOR SMARTPHONES

25. OFFERS ON MOBILE APP

26. SMS & NOTIFICATIONS

27. MOBILE MARKETING IN TRAVEL
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30. M
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31. ADVERTISEMENT BY MOBILE SERVICE
PROVIDERS

32. ONE CLICK EXPERIENCE

33. OFFERS AND SERVICE UPGRADES

34. ROAMING NOTIFICATIONS

35. ADS WITH BASIC SERVICES AND CUSTOMIZED
OFFERS

36. THANK YOU

37. REFERENCES
• http://www.bloomberg.com/bw/articles/2014-04-17/indias-
mobile-marketers-try-phone-calls-to-reach-rural-consumers