Young Marketers Elite 2014 - Mobile Marketing Strategy - FowKyn

1. ASSIGNMENT – MOBILE MARKETING STRATEGY
Duong Fow
Oanh Kyn

2. Mobile marketing is a form of marketing communication using
mobile communication techniques to promote goods, services
and ideas.
SMS messaging, MMS, push notifications, app-based marketing, in-
game mobile marketing, mobile web marketing, QR codes, bluetooth,
proximity systems, location-based targeting.
DEFINITION
What is mobile marketing?
Which types of mobile techniques?

3. Mobile marketing strategy is a plan of actions designed using mobile
marketing tools to achieve defined objectives. In other words, it’s the
way of integrating mobile into the mix to increase brand awareness,
generate leads and win sales.
DEFINITION
Mobile helps to give advertisers a single view of customer.
Transactional & behavioral data is consolidated across channels,
bridging the gap between offline and online.
What is mobile marketing strategy?
Why is mobile marketing strategy?

4. • Current market share, customer base,… product awareness and brand position.
• Historical and current use of mobile media and the use of mobile media by
competitors.
Step 1: Context/ Background/ Business objectives
Step 2: Define Marketing and Mobile marketing objectives
Base on business objectives, create marketing objectives. Then define mobile
marketing objectives along with others in order to contribute to achieve marketing
objectives.
Step 3: Define target audience
• Consider targeting by device, platform, or specific carriers.
• Location-based targeting is another way to reach a focused audience.
• Utilizing smart data will enable marketers to target users based on their demographic
information, likes, interests, behavioral data, and more.
• Use historical trends to find the most relevant, targeted audience.
STEPS TO CREATE MOBILE MARKETING STRATEGY
METHODS
& TOOLS

5. Step 4: Understand target audience and optimize ad creative
• Define: target audiences’ demographics, media consumption habits, the
resources that can be allocated to mobile strategy development.
• Determine what message to be delivered.
• Determine what kind(s) of content need to be created.
• Set the tone, style, and delivery strategies for mobile messages.
• Test to ensure campaign creatives are compatible and functioning across multiple
devices and operating systems is imperative.
Step 5: Develop KPIs
• Customer engagement (number of app downloads, frequency of mobile activity,
duration of mobile activity,… )
• Contact, user and sales acquisition (total number of mobile users, higher
conversion rates, in app purchases,… )
• Service quality (improvement in the quality of service, lower rate of in-person
interactions, customer retention rates)
STEPS TO CREATE MOBILE MARKETING STRATEGY
METHODS
& TOOLS

6. Situation analysis
DRINKABLE ADVERTISING
- Coke Zero -
The problem is that many people think
they know the taste of Coke Zero, but
they actually don‘t. Customers have
already been aware of “healthy”
function but considered it didn’t have
good taste.
How Coke Zero make trial experience
to provide its delicious taste by fun
and unique way?
CASE
STUDY
Coke Zero usually
labeled “light and
boring taste” and
“not really fun” as
Coke mainstream
product.

7. Communication Objectives
Communicate that Coke Zero’s taste is
really delicious, which is worth to try and
enjoy happily.
Marketing Objectives
Increase penetration by
encouraging trial of Coke Zero
Objectives and Strategy
Strategy
Coke Zero create marketing campaign
during the NCAA Men's Final Four that is a
big event paying attention from social.
Those who are “open to try” the delicious
and refreshing zero-calorie taste of Coke
Zero will have numerous avenues to try
Coke Zero.

8. Target customers
Audiences of NCAA Men's Final Four
Most of them are students from variety states of US.
They use smartphone frequently and familiarly, even in stadium.
They love hanging out with friends in big occasion like NCAA event
and share their experiences.
In hanging out in big occasion, It’s
really great experience to be a part of
something rather than to look and feel
something.
They are non-user of Coke Zero
They usually talk about the taste of Coke Zero but never actually
taste it
Insight

9. DRINKABLE ADVERTISING
BIG IDEA
Turning traditional advertising elements
into immediate trial experiences
KEY MESSAGE
It’s not “look and feel” ads but drinkable
ads which you can taste Coke Zero
immediately by fancy and unique way that
you never tried before
Involving and make their own experience.
BRAND ROLE
Coke Zero create opportunities for those
who are “open to try” to involve and own
their experience.

10. Coca-Cola will air a new
spot during broadcasts of
the semifinal games
depicting Coke Zero
being poured from a
contour followed by a
prompt to Shazam the
ad.
Drinkable
Commercial
& Drinkable
Stadium HD
Video Boards
EXECUTION
Using the mobile engagement application
Shazam, viewers will be able to watch the
experience migrate from their TV to their mobile
device. The Coke Zero bottle will continue to pour
within the Shazam app until the glass is full.
Ultimately, viewers will be presented with a
mobile coupon redeemable for a free 20-oz.
bottle of Coke Zero at participating retail
locations.
Throughout the NCAA
Men's Basketball
Tournament, Coke Zero
has encouraged rival fans
to be open to try being
frenemies by interactive
in the concert
Drinkable
Challenge at
Coke Zero™
Countdown
Concert
Selected frenemies from opposing Final Four
teams will go toe-to-toe by using the microphone
in their smartphone as a straw to see who can
finish their bottle of Coke Zero from two digital
screens near the concert stage. The winner will
earn free Coke Zero for their team's fans in the
audience.
We're turning a simple
Kiosk into a drinkable
experience at Circle
Centre Mall in downtown
Indianapolis
Drinkable
Interactive
Mall Kiosks
By “Shazaming” the ad, a phone becomes a straw
that people can then use to “drink” the liquid on
screen. Once the bottle is empty, the user will
receive a code to redeem for a free Coke Zero at
an exclusive vending machine
KEY HOOK ROLE OF MOBILE