2. WHAT IS MOBILE MARKETING?
Mobile Marketing involves communicating with the consumer via cellular (mobile)
device, either to send a simple marketing message, to introduce them to a new
audience participation-based campaign or to allow them to visit a mobile website
Mobile connectivity not only enables people to connect to the internet via a cellular
telephone, PDA or other gadget, but also consolidates the different communication
channels in a simple, yet effective medium.
Cheaper than traditional means for both the consumer and the marketer – and
easy enough for almost any age group to understand and engage with – Mobile
Marketing really is a streamlined version of traditional eMarketing
SOURCE: http://www.quirk.biz/resources/mobile101/281/What-is-Mobile-Marketing
3. BENEFITS
Generate immediate response
Measurable
Response Rate
Cost Effective
Reach
Interactive
Viral Potential
Mobile is always on
Mobile is carried
4. MOBILE MARKETING TOOLS: HOW THEY’RE
USED
SMS Text Messaging
Location Based / Geotagging
QR Codes
Near Field Communicatoins
5. SMS TEXT MESSAGING
Short message service are often used in direct
marketing campaigns
SMS Marketing involves collecting #’s through
customer opt-in
Mobile Marketing Association guidelines
6. LOCATION BASED/GEOTAGGING
The process of assigning Geographical information metadata
called geo-tags to various mobile media –
Pictures, video, websites etc.
Used in popular applications like Facebook Places and
Foursquare
Marketers LOVE geotagging – interaction, geographic
trends, behaviour and incentives
7. QR CODES
Quick Response Code – First used in the automotive industry -
Toyota
Sharing
Engagement
Codes can be used for nearly anything
8. NEAR FIELD COMMUNICATION
Allows for simplified transactions, data exchange, and wireless
connections between two devices
http://www.youtube.com/watch?v=5s9wYEkRAgs&feature=player
_embedded
9. DO
Define what you want to accomplish
Decide on marketing tactics
Keep your message consistent
Follow privacy practices
Keep it simple
Know what devices your consumers use
Know your demographic
Know your geographic
Add value
Reward
10. DON’T
Assume customers have downloaded your app
Make finding store locations and hours difficult
Forget the U in URL (universal)
Believe the media
Assume
11. MOBILE DONE RIGHT
Macy’s Backstage Pass QR Code
http://youtu.be/ZMYIrQ3Wy80
12. SUMMARY
Mobile marketing is still developing
Key’s to a successful campaign:
Keep it consistent
Incorporate an incentive
Engage with the brand
DON’T ASSUME
Editor's Notes
-Generate immediate response from consumers at any time and from any location. -Mobile marketing is very measureable because you can track text messages. Every transaction made on a mobile phone can be uniquely tracked to that mobile phone number, whether the transaction be a voice call, an SMS message or accessing the Internet.-Response rate – most people read a text message within 15 minutes of receiving it and respond within 60 minutes-Cost effective – one of the most cost effective marketing mediums available. Mobile reduces the production and distribution costs of marketing messages. There is no need to pay for postage or printing, just a nominal per text message fee. Prices are very reasonable and decrease as volume increases. -Reach – mobile opens new markets. There are no demographic or geographic restrictions. Able to reach the “on-the-go” costumers and create a highly effective two-way connections -Interactive – companies are starting to do “text-to-win” competitions. It gives the consumers an incentive to interact with brand. Personal/targeted- Content is target to individuals. Mobile provides the ability to customize the brand message. -Viral Potential – there is huge potential for mobile message to go viral. Consumers like to share good information or offers they receive. The mean companies can get a lot more exposure with no extra effort. -Mobile phone is always on-Mobile phone is carried –
- To blast out a marketing message to a broad target audience - Once numbers are collected, the marketer can then prepare a special promotion or update and send a mass message to potential repeat customer.- The Mobile Marketing Association has a set guidelines to reduce the amount of spamming from unethical marketers and unlawful practice of advertising and marketing agencies
-Geotagging is not an application for mobile marketing but a means to create or enhance content or applications - Geotagging simply marks a photo a video or other types of media with a location. - Geotagging is used in popular applications like Foursquare and Facebook, - Marketers love this tool because now we can see exactly where the consumer is, when they interact with a product, brand or service. - It allows us to identify specific geographic trends and other behaviour of the consumer. - This tool allows for marketers to send out very specific offers and incentives based on a consumers geographic location.
- By Toyota to allow manufacturers to read specs on individual car parts – and to allow easy access to part inventory - They allow you to share text, data, pictures or a URL’s with consumers - QR Codes are used by marketers in a way to generate engagement – putting a brand at the finger tips of the consumer
Near field communication, or NFC, allows for simplified transactions, data exchange, and wireless connections between two devices in proximity to each other, usually by no more than a few centimeters. It allows two devices embedded with chips to snuggle up together and transmit small pieces of data between each other when they are in close proximity. This data can be credit card information, coupons, tickets...you get the idea. As all of this is rather sensitive, it means you'll need to get up close and personal with the other device in order for it to suck down your data -- a simple swipe or tap should do the trick, and your most intimate bytes will soon be whisked away into the wilds of the Internet.http://www.youtube.com/watch?v=5s9wYEkRAgs&feature=player_embedded
Define what you want to accomplish with your campaignDecide what marketing tactics are right for your message you want to send (contests, sweepstakes, more information) Keep your message consistent Follow privacy practices when collecting costumer information. Keep it simpleKnow your costumers and what devices they use Know your demographicKnow your geographic Add valueReward people for downloading your app
assume customers have downloaded your app make finding store locations and hours difficultdon’t forget that the U in URL stands for universal – it doesn’t actually stand for universal it stands for uniform don’t believe the mediadon’t assume
http://youtu.be/ZMYIrQ3Wy80Originally launched in February 2011 for its spring collections, Macy's Backstage Pass QR code program now includes additional videos for the fall season featuring celebrity designers Kenneth Cole, Tommy Hilfiger and Rachel Roy. The idea behind the campaign is to help customers "put it all together and show seasonal trends,” customers had to spot a QR code display, and scan the code with a mobile device.What macys did right was have a "How to use Macy's Backstage Pass" video, which is available by texting "learn" to MACYS (62297) Smartphone users coulddownload a QR code reader app by texting "reader" to MACYS. Also, Shoppers without smart phone could receive the content via SMS by texting the keyword found beside each Backstage Pass, to MACYS.
People are trying to find new ways to incorporate it with more traditional media
