1. MOBILE MARKETING
OVERVIEW
LS
Thursday, December 19, 13

2. WHAT IS
MOBILE MARKETING?
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3. “Marketing on or with a mobile device, such as
smartphone”
–Wikipedia
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4. "The use of the mobile phone as media for
marketing communication" or "distribution
of any kind of promotional or advertising
messages to customer through wireless
networks"
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5. WHY?
•
Anytime - Anywhere
•
Initiated by User
•
From Exposure to Involvement
•
Get in the Pocket
•
Perfect Tracking and Response Media
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6. STATS & FACTS
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7. INDONESIA MOBILE SUBSCRIBERS
237,556,363
Total Population
210,391,300
Mobile Subscribers
43%
URBAN
57%
RURAL
89%
MOBILE PENETRATION
source: Techinasia 2012
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8. MOBILE PHONE TYPES OWNED
20%
6%
SMART PHONE
BASIC PHONE
74%
FEATURED PHONE
Redwing 2012
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9. PROJECTION OF MOBILE PHONE OWNER
52%
2013
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2017

10. GLOBAL MOBILE - DESKTOP INTERNET USER
2007
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2009
2011
2013
2015

11. HOW?
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12. SHORT MESSAGING SERVICE (SMS)
BECAME INCREASINGLY POPULAR IN THE EARLY 2000s in EUROPE AND SOME
PARTS OF ASIA WHEN BUSINESS STARTED TO COLLECT MOBILE PHONE
NUMBERS AND SEND OFF WANTED OR UNWANTED CONTENT.
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13. MULTIMEDIA MESSAGING SERVICE
(MMS)
CAN CONTAIN A TIMED SLIDESHOW OF IMAGES, TEXT, AUDIO
AND VIDEO. BRANDS ARE ABLE TO BOTH SEND AND RECEIVE
RICH CONTENT TO MOBILE SUBSCRIBERS.
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14. APP-BASED MARKETING
WITH THE INCREASINGLY WIDESPREAD USE OF SMARTPHONES, APP USAGE HAS
ALSO GREATLY INCREASED. THIS ALLOWS FOR DIRECT ENGAGEMENT, PAYMENT
AND TARGETED MARKETING.
Thursday, December 19, 13

15. IN-GAME MOBILE MARKETING
BRANDS ARE NOW DELIVERING PROMOTIONAL MESSAGES WITHIN MOBILE
GAMES OR SPONSORING ENTIRE GAMES TO DRIVE CONSUMER ENGAGEMENT.
Thursday, December 19, 13

16. MOBILE WEB MARKETING
ADVERTISING ON WEB PAGE SPECIFICALLY MEANT FOR ACCESS BY MOBILE
DEVICES. THE MMA PROVIDES A SET OF GUIDELINES AND STANDARDS FOR
RECOMMENDED FORMAT OF ADS, PRESENTATION AND METRICS USED IN
REPORTING.
GOOGLE, YAHOO AND ALL MAJOR MOBILE CONTENT PROVIDERS HAVE BEEN
SELLING ADVERTISING PLACEMENT ON THEIR PROPERTIES FOR YEARS ALREADY.
Thursday, December 19, 13

17. QUICK RESPONSE (QR) CODES
ALLOW A CUSTOMER TO VISIT A WEB PAGE ADDRESS BY SCANNING A 2D IMAGE
WITH THEIR PHONE’S CAMERA, INSTEAD OF MANUALLY ENTERING A URL.
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18. LOCATION-BASED SERVICE (LBS)
OFFERED BY SOME CELL PHONE NETWORKS AS A WAY TO SEND CUSTOM
ADVERTISING AND OTHER INFORMATION TO CELL PHONE SUBSCRIBERS BASED ON
THEIR CURRENT LOCATION.
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19. CASE STUDIES
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20. CROCS: MOBILE COUPONS
OBJECTIVE:
TO PROVIDE CONSUMERS WITH, AND GET THEM TO
REDEEM, AN INSTANT SAVINGS COUPON FOR 15% OFF.
TARGET AUDIENCE:
CONSUMERS BETWEEN THE AGES OF 18 - 50.
TACTICS:
SIGNAGE WITH INSTRUCTIONS, THE STORE NUMBER
AND SHORT CODE WAS PLACED THROUGHOUT
CROCS RETAILS.
RESULTS:
CROCS RECEIVED 94,000 REQUESTS FOR COUPONS
DURING THE FIRST MONTH OF THE CAMPAIGN.
Thursday, December 19, 13

21. ADIDAS: RUN TRACKER
OBJECTIVE:
TO AMPLIFY ADIDAS SPONSORSHIP OF THE
LONDON MARATHON.
TACTICS:
CREATE MOBILE APP THAT COULD ENHANCE
RUNNING IN AND WATCHING THE EVENT. BY
USING TECHNOLOGIES USED FOR THE MARATHON
- RFID, TIMING MATS, OUTDOOR DIGITAL SITES COMBINE WITH SMS AND WAP.
RESULTS:
WITHOUT ANY PROMOTION, OVER 10% OF THE
COMPETITORS WERE TRACKED, THE APP USED BY
4,320 PEOPLE AND 107,241 PAGES SERVED.
Thursday, December 19, 13

22. LANCOME: PRODUCT LAUNCH
OBJECTIVE:
PROMOTE PRODUCT LAUNCH, DRIVE EFFECTIVE BRAND
RECALL, AND EVALUATE PERFORMANCE.
TACTICS:
CREATE AD UNIT OFFERING OPPORTUNITIES FOR DEEP
USER ENGAGEMENT AND TARGETED iOS AND ANDROID
SMARTPHONES AND TABLETS.
USED IN-APP ADVERTISING ACROSS GOOGLE’S NETWORK
RESULTS:
ON AVERAGE USERS SPENT OVER 11 SECONDS IN AD.
COST PER INTERACTION AMOUNTED TO $0.23
CAMPAIGN INTERACTION RATE MEASURED 1,44%
POST-CLICK ENGAGEMENT REACHED 13,94%
Thursday, December 19, 13

23. DAIRY QUEEN: COOL COUPONS
OBJECTIVE:
INTEGRATE A MMS SOLUTION TO COMPLIMENT
DAIRY QUEEN’S SMS COUPON CAMPAIGN.
TACTICS:
DESIGNED AND SENT FULL COLOR MMS COUPON
OFFERS WITH 2D BARCODES THAT HAD CAPABILITY
TO BE SCANNED, VALIDATED AND RECORDED VIA
POS SYSTEM.
RESULTS:
REDEMPTION RATES OF OVER 24%.
IMPLEMENTATION OF MMS REDUCE CONFUSION FOR
BOTH CHECKOUT EMPLOYEES AND CONSUMERS,
BECAUSE IT TRACKED IN THE POS SYSTEM.
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24. THANK YOU
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