Mobile Marketing

1. MOBILE MARKETING

2.  The process of marketing to people via their mobile devices,
allows marketers and advertisers to promote products and
services over mobile devices including cellular phones,
smartphones, portable media players and tablets.
Definition
 The biggest difference between internet marketing and
mobile marketing: it is much harder to get your ad in front
of the consumer so you will need to be more creative in
your approach to marketing.
 An extension of internet marketing, as more and more people
are starting to spend more time on their mobile devices and
less time on their computers  it was inevitable that the
internet marketers would move into this form of marketing.

3. - Privacy violations & concerns
include mobile spam, personal
identification, location information,
wireless security, etc.
Definition
+ The close proximity of owners’ mobile devices,
as well as the habitual nature of using cell
phones, smartphones and computer tablets.
+ Distributing promotional and advertising
messages customized according to the recipient’s
location, geography and personal interests
through wireless networks makes mobile
marketing highly cost-effective given the
potential reach and scope of the audience.
Pros Cons

4. Mobile marketing can provide customers with time and location
sensitive, personalized information that promotes goods, services
and ideas
Types of mobile marketing
 Bluetooth
 QR codes
 Infrared
 Proximity systems
 Location-based services
 User-controlled media
 SMS marketing
 MMS
 Push notifications
 App-based marketing
 In-game mobile marketing
 Mobile web marketing

5. - The growth of local search and social media have fueled a need to optimize for mobile,
and the increased production and usage of tablet devices has offered marketers more
and more ways to utilize mobile search marketing.
- The link between them is the CONTENT which is very important among these parts of
internet marketing.
+ The content being socialized by people by their mobile devices
+ The content generated by users of blogs, forums, Flickr, YouTube, Twitter and so on is
almost all eventually indexed by search engines.
Ex: If you want to book a hotel, for example, as well as going to Expedia to find the best
prices, you may also go to Tripadvisor to read the hotel reviews and use Google to find other
useful information to help make up your mind.
Mobile marketing, social and search

6.  We have reached a “tipping point”
Mobile marketing, social and search

7. To maximize the effectiveness of internet marketing
 The campaign has to have a consistent and single minded
content strategy, specific key word in every channel they
use.
 Link customers to other platforms to keep them updated
with the brand/message.
 Be creative to deliver the message to excite customers
Mobile marketing, social and search

8. Mobile campaign
“Sunday in the Park with George” campaign
From Chicago Shakespeare Theater

9. Mobile campaign
Objectives
 To promote their production:
the “Sunday in the park with
George” musical in a new way
 Engage and excite people

10. Mobile campaign
Actions
A surprise live performance by actors from the
musical at the Art Institute of Chicago:
- Actors performed in front of a life-sized replica of
the famous masterpiece by George Seurat, but
this replica was missing key figures from the
original work of art.
- After the performance, the audience was
encouraged to join a mobile messaging
campaign to discover the secret of the missing
characters
Kick off

11. Mobile campaign
Actions
SMS explaining how the missing characters in the
painting have come to life in Chicago Shakespeare
Theater’s new musical & encouraged them to buy
tickets to see the performance.
Captured on video and integrated into a marketing
campaign using mobile, social media, search,
contest for a free trip to Paris, PR campaign,
auctioning of the faux painting for charity
Engage & amplify

12.  Generating over 8 million impressions in just 24 hours
 The musical broke all-time record by having the highest number of first-time
guests in the history of the theater. Due to popular demand for tickets, the musical
was extended for an extra week.
Mobile campaign
Results
 > 14% of opted-in users shared the
rich content they received on their
Facebook.
 > 17% of opted-in users agreed to
receive future updates from Chicago
Shakespeare Theater over
messaging

13.  A unique interactive mystery for the audience at the theater
 The use of Rich Media Messaging enabled users to receive exclusive rich video
content, which could further be shared on Twitter and Facebook, further amplifying the
success of this campaign.
 The RMM platform automatically detected and optimized messaging content
individually for all different mobile devices so opted-in individuals were able to view
content clearly on their screens, resulting in very high engagement, and all at standard
messaging rates.
Mobile campaign
Key learnings

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