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Multi Channel Mobile Marketing


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The consumer is central to any marketing campaign. To design and run a successful interactive marketing campaign, mobile must be core (just like the consumer) - and the consumer needs to be engage. Existing media (TV, radio, print, outdoor, web) must be used with a mobile element to tie and weave the complete marketing campaign together. Mobile allows a marketing campaign to establish and continue an ongoing relationship with the customer.

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Multi Channel Mobile Marketing

  2. Communication Channels
  3. Consumer touch points
  6. The mobile advantage
  7. Gartner’s Hype Cycle for Mobile Applications 2008
  8. Possibilities
  9. Communication Channels
  10. <ul><li>Overview </li></ul><ul><ul><li>Short codes are well known and recognised in the marketplace </li></ul></ul><ul><ul><li>Most commonly used for competitions and subscription services </li></ul></ul><ul><ul><li>Very easy to setup short code campaigns on Mobilitrix web front end </li></ul></ul><ul><li>Practical implementation </li></ul><ul><ul><li>Short codes provide a cost-effective, and confidential interactive channel </li></ul></ul><ul><ul><li>Perfect for two way communication, circulating multi-media like video, audio clips and wallpapers, acquisition, CRM, cross selling and retention. </li></ul></ul><ul><ul><li>All Mobilitrix products can be activated via this channel </li></ul></ul><ul><li>Cost to consumer </li></ul><ul><li>Two options available on short code channel </li></ul><ul><ul><li>R1.50 per SMS </li></ul></ul><ul><ul><li>Standard rate per SMS </li></ul></ul>Short Code Channel
  13. USSD Channel *120*33009*777#
  14. <ul><li>Overview </li></ul><ul><ul><li>All Mobilitrix products can be activated by adding an html component onto websites, newsletters, banners and other online/WAP touch points </li></ul></ul><ul><li>Practical implementation </li></ul><ul><ul><li>HTML provides a cost-effective request for consumers </li></ul></ul><ul><ul><li>Click here for a html demo </li></ul></ul><ul><ul><li>Perfect for disseminating multi-media like video, audio clips and wallpapers, vouchers and simple text messages </li></ul></ul><ul><ul><li>Most Mobilitrix products can be activated via this channel </li></ul></ul><ul><li>Cost to consumer </li></ul><ul><li>The consumer does not pay to activate this request, consumer simply receives an SMS as a result of activating the online/WAP call to action </li></ul>HTML Channel
  15. <ul><li>Overview </li></ul><ul><ul><li>USSD is cost effective, easy to use and compatible with all phones </li></ul></ul><ul><ul><li>USSD commonly used with Air-time top-up (*140*1*123456789012#) </li></ul></ul><ul><ul><li>Very easy to setup USSD campaigns on Mobilitrix web front end </li></ul></ul><ul><li>Example </li></ul><ul><ul><li>For a live Mobilitrix USSD Mobilisurvey demo </li></ul></ul><ul><ul><ul><li>Dial *120*33009*000# </li></ul></ul></ul><ul><ul><ul><li>Dial *120*33009*222# </li></ul></ul></ul><ul><li>Practical implementation </li></ul><ul><ul><li>Perfect for confidential data capture, two-way communication, surveys, </li></ul></ul><ul><ul><li>CRM </li></ul></ul><ul><ul><li>All Mobilitrix products can be activated via this channel </li></ul></ul><ul><li>Cost to Consumer </li></ul><ul><ul><li>20 cents per 20 seconds </li></ul></ul>USSD Channel
  16. USSD for emerging markets
  17. <ul><ul><li>USSD is HANDSET AGNOSTIC </li></ul></ul><ul><ul><li>USSD is NETWORK AGNOSTIC </li></ul></ul><ul><ul><li>WAP is not required </li></ul></ul><ul><ul><li>USSD is truly interactive and allows TWO WAY COMMUNICATION </li></ul></ul><ul><ul><li>USSD is REAL-TIME </li></ul></ul><ul><ul><li>Cost to consumer is CHEAPER </li></ul></ul>Why USSD?
  18. <ul><ul><li>USSD to communicate with their pre-paid subscribers – AIRTIME TOP UPS, BALANCE ENQUIRIES, PLEASE-CALL-ME call me services </li></ul></ul><ul><ul><li>MOBILE BANKING also makes use of USSD </li></ul></ul><ul><ul><li>In the past 6 months, there has been an increase in USSD strings in the market place:- </li></ul></ul><ul><ul><ul><li>SUBSCRIPTION SERVICES using USSD option to (un) subscribe </li></ul></ul></ul><ul><ul><ul><li>SABC TV schedules </li></ul></ul></ul><ul><ul><ul><li>Winning LOTTO NUMBERS </li></ul></ul></ul><ul><ul><ul><li>Weather and sports </li></ul></ul></ul><ul><ul><ul><li>Other media and voucher request options done cost effectively </li></ul></ul></ul>USSD for Emerging Markets
  19. Some Examples <ul><li>Health and Community </li></ul><ul><ul><li>*120*33009*911# - medical survey </li></ul></ul><ul><ul><li>*120*33009*234# - research tool </li></ul></ul><ul><li>Gaming & Fun </li></ul><ul><ul><li>*120*777# - random number generator </li></ul></ul><ul><ul><li>*120*882# - fortune and astrology </li></ul></ul><ul><li>Staff Portal </li></ul><ul><ul><li>*120*33009*800# - select option 1, then 1, then 4 for WAP </li></ul></ul><ul><ul><li>*120*33009*789# - job card </li></ul></ul><ul><li>Secure Log in Environment </li></ul><ul><ul><li>*120*562*3# - loyalty and reward features </li></ul></ul><ul><ul><li>* 120*33009*789# - secure report or job card </li></ul></ul>
  20. A LEADING RETAILER in South Africa sent a mobiligroup message to a selected, existing database of consumers inviting consumers to complete the MOBILISURVEY thereby standing a chance of winning a voucher valued at either R250 or R500. 5 (FIVE) QUESTIONS were asked in the survey including store preference and region. The objective of the campaign was to verify existing consumer details and to establish consumer regions and retail preference using the USSD interface. Case Study 1: Overview
  21. Mobilisurvey Results Database size 75,000 Total Interactions Between 12 and 16% Completed Survey Between 8 and 10% Opt Out of Group Between 1 and 2% Campaign Cost Less than R20 000 Net cost per completed survey R2.70
  22. A BABY BRAND , targeting in the LSM 8-10 mom, wanted to ask their existing consumer base some questions relating to their parenting experience so these findings could be shared with the public through a press release An email was sent to a selected database of customers inviting them to complete a mobilisurvey on their mobile phone. Entry was incentivized by offering 2 tickets to the Johnsons’ Baby Sense seminar. 8 questions were asked in the survey. Case Study 2: Overview
  23. Mobilisurvey Results Database Size 2,000 Total Interactions Between 15 and 20% Completed Survey Between12and 15% Opt Out Between 1 and 2% Campaign cost Less than R1 000 Return on Investment Less than R5 per interaction
  24. About mobilitrix
  25. Brand Promise
  26. How does Mobilitrix do this? <ul><ul><li>By keeping mobile easy and simply </li></ul></ul><ul><ul><li>No set up, monthly, consulting or development fees </li></ul></ul><ul><ul><li>Encourage self-ownership of mobile campaigns </li></ul></ul><ul><ul><li>Ready to use mobile products available online across multiple markets, all networks, and best of breed WASPs/Aggregators </li></ul></ul><ul><ul><li>Multiple communication channels for consumers (SMS, USSD & HTML </li></ul></ul><ul><ul><li>Ethical approach to data management and reporting </li></ul></ul><ul><ul><li>Continued track record of innovation and mobile solution development </li></ul></ul>
  27. Innovation Award Mobilitrix was awarded the 2008 South African Mobile Content Product Innovation Award, presented by Frost & Sullivan, an international market research and consulting firm with 30 offices on six continents The award is presented each year to the company that has demonstrated excellence in new products and technologies within its industry Click here for the full Frost and Sullivan article CEO Chris Rolfe accepts Frost & Sullivan Award “ Mobilitrix has shown innovation by launching a broad line of emerging products and technologies, combined with intelligent delivery and pricing models.”
  28. Product Overview
  29. This product gives individuals the ability to enter into a competition by merely sending in a text SMS. This method of using their mobile phone is the simplest fastest way for individuals to take part in a competition, substantially increasing the participation in all competitions Example Test Example Channel <ul><li>Simple competition </li></ul><ul><li>The competition element can be incorporated into other campaigns e.g. Add a competition into survey campaign to increase number of surveys completed by consumers </li></ul><ul><li>SMS ‘win’ to 33090 </li></ul><ul><li>SMS </li></ul><ul><li>USSD </li></ul><ul><li>HTML </li></ul>
  30. mobilicall is a simple please-call-me service that intelligently connect you to consumer. A user simply sends in a text sms and you are notified via email of the user’s request to be contacted Example Test Example Channel <ul><li>Please-call-me request to indicate interest in new product, insurance, store sales, credit facility </li></ul><ul><li>SMS ‘callme’ to 33009 </li></ul><ul><li>SMS </li></ul><ul><li>USSD </li></ul><ul><li>HTML </li></ul>
  31. mobilitalk creates a dynamic, real-time two-way conversation with consumers via their mobile phones. This is a perfect tool to receive consumer comments and to disseminate information on request Example Test Example Channel <ul><li>Feedback from consumers on store experience, customer satisfaction, credit application process </li></ul><ul><li>SMS ‘talk’ and comments to 33009 </li></ul><ul><li>SMS </li></ul><ul><li>USSD </li></ul><ul><li>HTML </li></ul>
  32. mobilitext offers the ability for individuals to request information to be sent back to them, received as a simple text sms. Ideal for short data requirements such as stock quotes, weather info or voucher reference numbers Example Test Example Channel <ul><li>Consumers can request information on store times, call centre times, account payment dates </li></ul><ul><li>SMS ‘text’ to 33009 </li></ul><ul><li>SMS </li></ul><ul><li>USSD </li></ul><ul><li>HTML </li></ul>
  33. mobiligroup can be used to manage mobile databases and allows individuals to ‘opt in’ for further sms communication. Using mobiligroup, you are able to send ‘push’ messages to these databases Example Test Example Channel <ul><li>Notify specific groups on specific specials, e.g. swimwear sale </li></ul><ul><li>SMS ‘group’ to 33009 </li></ul><ul><li>SMS </li></ul><ul><li>USSD </li></ul><ul><li>HTML </li></ul>
  34. mobilimail offers the functionality for individuals to send a text sms which in turn will deliver content to the users email inbox. This can be useful on in-store displays that need to be supported by information which is too large to be viewed on the mobile phone or too detailed – and is better suited to be viewed on a computer screen Example Test Example Channel <ul><li>Join a newsletter </li></ul><ul><li>Receive directions </li></ul><ul><li>Distribute store information </li></ul><ul><li>SMS ‘mail’ and email address to 33009 </li></ul><ul><li>SMS </li></ul><ul><li>USSD </li></ul>
  35. mobilimedia allows individuals to request and receive additional photos, video clips, and audio clips by simply using their mobile phone Example Test Example Channel <ul><li>Branded video, audio clips, ringtones and wallpapers can be easily requested and distributed </li></ul><ul><li>SMS ‘media’ to 33090 </li></ul><ul><li>SMS </li></ul><ul><li>USSD </li></ul><ul><li>HTML </li></ul>
  36. mobililink offers the ability to make any page on the internet accessible to an individual by sending a click through link to their mobile phone. The service can link to various photos, videos, and audio links Example Test Example Channel <ul><li>Web and wap sites can easily be requested and distributed </li></ul><ul><li>Distribute wap link when consumers enter a competition i.e. on reply SMS include link </li></ul><ul><li>SMS ‘link’ to 33090 </li></ul><ul><li>SMS </li></ul><ul><li>USSD </li></ul><ul><li>HTML </li></ul>
  37. mobilivoucher allows the willing consumer to request either a discount or value added voucher via their phone. This voucher can be an uncomplicated text voucher as well as a complex WAP voucher, both of which is sent back to the individual’s phone, catering for any number of required campaigns. Click here to watch a Voucher Video Example Test Example Channel <ul><li>Discount on purchases </li></ul><ul><li>Request mobile vouchers off websites, newsletters, statements </li></ul><ul><li>Competition with instant voucher wins </li></ul><ul><li>Entry to events </li></ul><ul><li>SMS ‘voucher’ to 33090 </li></ul><ul><li>SMS </li></ul><ul><li>USSD </li></ul><ul><li>HTML </li></ul>
  39. mobilisurvey allows for pre-set questions and pre-set answers to be presented to the mobile user in an easy to use menu format. This can be used for cost-effective CRM, data gathering or increasing awareness and eduation. Example Test Example Channel <ul><li>Simple CRM surveys </li></ul><ul><li>Gather information for cross-selling </li></ul><ul><li>Dial *120*33009*222# </li></ul><ul><li>USSD </li></ul><ul><li>HTML </li></ul>
  40. Marketing Goals? Acquisition CRM Cross Selling Retention