Mobile Marketing Plan


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Mobile Marketing Plan Template from Fraser Hay helps you to plan your mobile marketing.

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Mobile Marketing Plan

  1. 1. Taster Version for Joe Public 1
  2. 2. Taster Version for Joe Public Polite Reminder for Joe PublicMay I politely remind you that by requesting this document you have agreed not to reproduce it in part orin whole, in any form or by any means, electronic, mechanical, photocopying or otherwise. You have alsoagreed not to share, lend or distribute any of the material to any other party other than you, the client forwhom the Service has been provided.This plan is also included in the Platinum Version of the Lead Generation MBA, both of which aredesigned to complement each other and enable you to create an integrated “real world” marketing actionplan for your business, incorporating both online and offline techniques. By purchasing this plan, you havealso agreed not to lend, distribute or give it to your employees, suppliers, agents, affiliates, distributors,sales staff or resellers. If they would like to licence this information they should then visit the website andget their own personal copy.I would also like to advise that this document has been digitally encoded and electronically watermarkedfor rapid identification for unauthorised distribution over the internet. Our extensive network of ISPs,domain name registrars and hosting companies worldwide also assist us in the monitoring, policing andprotection of our content.Finally, I would like you to get maximum benefit from your new Social Media Marketing Plan. In fact,I would like nothing more than for you to personally benefit from the techniques, concepts, strategies,tactics and advice contained with the following pages, and to start generating more traffic, leads,prospects, enquiries, sales and referrals for your products and services.And if you need any help in implementing your action plan then please, do get in touch.Let’s make your next 12 months online, the best you’ve ever had…Fraser J. HayFraser J. HayT: +44(0)1542 841319P: http://www.theresultsacademy.comE: fraser@theresultsacademy.comS: My Skype name is “Pocketmentor”© Fraser J. Hay, 2011 2
  3. 3. Taster Version for Joe Public CONTENTSPage 4. Section 1 - The Industry 5. - Introduction 7. - What is mobile marketing 9. - History, Platforms & The Players 11. - Leading Handset Manufacturers 12. - Operating Systems 13. - The Marketplace 14. Section 2 - Mobile Marketing Planning 15. - Mobile Marketing Objectives 16. - How will you measure your success 17. - Your Publics / Target Audience 18. - What’s your message? 19. - Who are your stakeholders? 20. - Why should others engage with you? 21. - Problems, issues, challenges 24. - The Secret is in the “list” 25. - Capturing Prospect Data 26. - Content Drives Signups 27. - What is your content strategy?© Fraser J. Hay, 2011 3
  4. 4. Taster Version for Joe PublicPage 28. Section 3 - Marketing Tactics 29. - Pathways in Mobile Marketing 31. - Mobile Promotional Tools 33. - Tactics for engaging with prospects 34. - Creating Your Mobile Web Site 36. - Creating an SMS Campaign 38. - Common Short Codes 39 - QR Codes 41. - Coupon Sites 43. - Instant Messaging 48. - Advertising 52. - Video Sharing 53. - Online Social Networking 59. - Podcasts & Photo Sites 60. - Polls, Voting & Quiz 61. - Email 65. - Popular App Niches 66. - Apps 69. - Developing Your Own Apps 70. Section 4 - Your 30 Day Action Plan 71. - WEEK 1 & Daily Activities 72. - WEEK 2 & Daily Activities 73. - WEEK 3 & Daily Activities 74. - WEEK 4 & Daily Activities 75. - How to get an instant ROI© Fraser J. Hay, 2011 4
  5. 5. Taster Version for Joe Public SECTION ONE – THE INDUSTRY© Fraser J. Hay, 2011 5
  6. 6. Taster Version for Joe Public Welcome to the Mobile Revolution The internet and in particular, mobile marketing is the fasted growing medium for getting your message out to the mass market. • Radio took 38 years to reach 50 million people • TV took 13 years to reach 50 million people • Internet took 4 years to reach 50 million people • Ipod took 3 years to reach 50 million people • Facebook added 100m people in 9 months • Ipod & Iphone apps have been downloaded 1 Billion times in 9 months Source: “There are more than 200 million active users [40 percent] currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook as non-mobile users.” – Facebook official statistics (January, 2011), a leading website publishing mobile research data shares the following:With regards to Mobile subscribers; handset data; mobile operators, did you know that…1) There are 5.3 billion mobile subscribers (thats 77 percent of the world population). (Growth led by India & China)2) Mobile devices sales rose in 2010, while smartphone sales showed the strongest growth, Nokia remains numberone in both smartphones and mobile phones. But there are regional variations - most owned brand of phone inW.Europe is Nokia; in the US is Samsung; and in Japan is Sharp.3) The top mobile network operators worldwide for subscribers and revenues is China Mobile; average revenue peruser is 3UK; monthly churn is NTT DOCOMO Japan; and proportion of revenues from data is Smart Philippines.4) Believe it or not, but many mobile operators in developed countries could run out of profit in the next two to fouryears if they do not change their business models.With regards to Mobile Web; users; 3G coverage, did you know that…1) Half a billion people accessed mobile Internet worldwide in 2009. Usage is expected to double within five years asmobile overtakes the PC as the most popular way to get on the Web. (There are 277 million users just in China)2) Many mobile Web users are mobile-only, i.e. they do not, or very rarely use a desktop, laptop or tablet to accessthe Web. Mobile-only in Egypt is 70 percent, India 59 percent, even in the US it’s 25 percent of subscribers.3) Today in US and W. Europe, 90 percent of mobile subscribers have an Internet-ready phone.4) Almost one in five global mobile subscribers have access to fast mobile Internet (3G or better) services and thenumber of 3G handsets is growing fast. (very low 3G penetration in China hasnt stopped rapid growth)5) Widespread availability of unlimited data plans is critical to penetration of mobile media usage, it drove mobilemedia in Japan, now it’s driving the US; but in W. Europe, lack of availability is holding up progress.Now, with regards to Mobile marketing, advertising and messaging, did you know that…(You’ll have to wait, till you turn the page :/-)© Fraser J. Hay, 2011 6
  7. 7. Taster Version for Joe Public1) SMS is still king of mobile messaging with more than 6.1 trillion messages sent in 2010. (IM and MMS, SMS ispredicted to exceed 10 trillion in 2013.)2) Estimates for expenditure on mobile advertising and marketing worldwide ranged from US$1.4 billion to $7.5 billionin 2009, all analysts forecast rapid growth. Google now makes US$1 billion in annual mobile ad revenues3) To what types of mobile marketing do people respond best? In the UK and France opt-in SMS gets the bestresults, in Germany mobile Web ads get the best results.With regards to Consumer mobile behaviour, did you know that…1) A recent comparison survey between Japan, US and Europe, show that the Japanese are still much moreadvanced in mobile behaviour, with 55.4 percent and 53.3 percent using apps, compared to 36.4 percent and 34.4percent in the US and 28.8 percent and 28.0 percent in Europe.2) Most popular activities on the mobile Web are mobile search, reading news and sports information, downloadingmusic and videos, and email and instant messages. In the future, money transfer; location-based services; m-healthand m-payment will be key drivers.With regards to Mobile apps, app stores, pricing and failure rates, Did you know that…1) Over 300,000 mobile apps have been developed in three years. Apps have been downloaded 10.9 billion times.But demand for download mobile apps is expected to peak in 2013.2) The most used mobile apps in the US are games; news; maps; social networking and music. Facebook, GoogleMaps and The Weather Channel (TWC) rule.The average download price of a mobile app is falling rapidly on allvendor app stores, except Android. And 1 in 4 mobile apps once downloaded are never used again.With regards to Mobile financial services (MFS) and mobile payment, Did you know that…1) 1 billion people will access financial services by mobile by 2015. The MFS market will be dominated by Asia, drivenby mobile operator-led initiatives in developing nations to bank the unbanked. Remittance/transfers by mobile isgrowing three times faster than m-banking.2) 50 percent of the worlds mobile subscribers could be paying by mobile (m-payments) by 2014.• Japan sets the precedent for m-payment - 10 percent of Japanese mobile subscribers paid by mobile in Dec 2010.• M-commerce is predicted to reach US$119 billion in 2015, Japan remains king. Top m-commerce retailers globallyinclude: Taobao, Amazon and eBay. On eBay alone consumers bought and sold over US$2 billion worth ofmerchandise via mobile in 2010. M-ticketing will be used by more than 1 in 10 mobile subscribers in 2014.“In the last twelve months, customers around the world have ordered more than US $1 billion of products fromAmazon using a mobile device," – Jeff Bezos, founder and CEO of (July 2010).Ladies, and Gentlemen, Buckle up and start your engines……For you just don’t know how big this is going to get..Fraser J. HayFraser J. Hay© Fraser J. Hay, 2011 7
  8. 8. Taster Version for Joe Public What is Mobile Marketing? The Mobile Marketing Association defines “Mobile Marketing” as: “ Mobile Marketing is a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network “ Integrating Traditional Marketing Traditional marketing can now be leveraged with a mobile enhancement either in the delivery of, or the call to action, in the message. More and more marketers are combining traditional methods of marketing with mobile. Packaging Radio Outdoor TV PointEvents of Sale Online Print The real power of Mobile Marketing is that Mobile Marketers must respect the user’s right to control which mobile messages they receive. This can simply be obtained by using an “opt-in” mechanism or landing page, where the user chooses to opt-in to receiving the marketing communication from the marketer. This can be achieved in a number of ways, as we shall see including: Email, SMS, Web Forms, Voice Request and more. © Fraser J. Hay, 2011 8
  9. 9. Taster Version for Joe PublicWith the help of Mobile Marketing, Traditional Channels are transforming to become:- Interactive Packaging Interactive Radio Interactive Outdoor Interactive Advertising TV Increased Sales Interactive opportunities Events Interactive Interactive Print EngagementThere are now many simple, but very effective strategies that marketers can now deploy as part of amobile marketing campaign.But first, let’s have a quick review of the history, the platforms and the players ….© Fraser J. Hay, 2011 9
  10. 10. Taster Version for Joe Public The History, The Platforms, The Players…According to -1G (or 1-G) refers to the first-generation of wireless telephone technology, mobiletelecommunications. These are the analog telecommunications standards thatwere introduced in the 1980s and continued until being replaced by 2G digitaltelecommunications. The main difference between two succeeding mobiletelephone systems, 1G and 2G, is that the radio signals that 1G networks use areanalog, while 2G networks are digital.2G (or 2-G) is short for second-generation wireless telephone technology. Secondgeneration 2G cellular telecom networks were commercially launched on the GSMstandard in Finland by Radiolinja (now part of Elisa Oyj) in 1991. Three primarybenefits of 2G networks over their predecessors were that phone conversationswere digitally encrypted; 2G systems were significantly more efficient on thespectrum allowing for far greater mobile phone penetration levels; and 2Gintroduced data services for mobile, starting with SMS text messages.3G or 3rd Generation, Application services include wide-area wireless voice telephone, mobile Internet access,video calls and mobile TV, all in a mobile environment. Compared to the older 2G and 2.5G standards, a 3Gsystem must provide peak data rates of at least 200 kbit/s according to the IMT-2000 specification. Recent 3Greleases, often denoted 3.5G and 3.75G, also provide mobile broadband access of several Mbit/s to laptopcomputers and smartphones.A new generation of cellular standards has appeared approximately every tenth year since 1G systems wereintroduced in 1981/1982. Each generation is characterized by new frequency bands, higher data rates and nonbackwards compatible transmission technology. 4G is the fourth generation of cellular wireless standards. It is a successor to 3G and 2G families of standards. Speed requirements for 4G service set the peak download speed at 100 Mbit/s for high mobility communication (such as from trains and cars) and 1 Gbit/s for low mobility communication (such as pedestrians and stationary users). A 4G system is expected to provide a comprehensive and secure all-IP based mobile broadband solution to laptop computer wireless modems, smartphones, and other mobile devices. Facilities such as ultra- broadband Internet access, IP telephony, gaming services, and streamed multimedia may be provided to users.Pre-4G technologies such as mobile WiMAX and first-release 3G Long term evolution (LTE) have been on themarket since 2006 and 2009 respectively, and are often branded as 4G. The current versions of thesetechnologies did not fulfill the original ITU-R requirements of data rates approximately up to 1 Gbit/s for 4Gsystems. Marketing materials use 4G as a description for Mobile-WiMAX and LTE in their current forms.© Fraser J. Hay, 2011 10
  11. 11. Taster Version for Joe PublicStandardGlobal System for Mobile Communications, or GSM (originally from Groupe Spécial Mobile), is the worldsmost popular standard for mobile telephone systems. The GSM Association estimates that 80% of the globalmobile market uses the standard. GSM is used by over 1.5 billion people across more than 212 countries andterritories. This ubiquity means that subscribers can use their phones throughout the world, enabled byinternational roaming arrangements between mobile network operators. GSM differs from its predecessortechnologies in that both signaling and speech channels are digital, and thus GSM is considered a secondgeneration (2G) mobile phone system. This also facilitates the wide-spread implementation of datacommunication applications into the system.The GSM standard has been an advantage to both consumers, who may benefit from the ability to roam andswitch carriers without replacing phones, and also to network operators, who can choose equipment from manyGSM equipment vendors.GSM also pioneered low-cost implementation of the short message service (SMS),also called text messaging, which has since been supported on other mobile phone standards as well. Thestandard includes a worldwide emergency telephone number feature (112).Common FeaturesMobile phones are designed to work on cellular networks and contain a standard set of services that allowphones of different types and in different countries to communicate with each other. However, they can alsosupport other features added by various manufacturers over the years: • roaming which permits the same phone to be used in multiple countries, providing that the operators of both countries have a roaming agreement. • send and receive data and faxes (if a computer is attached), access WAP services, and provide full Internet access using technologies such as GPRS. • applications like a clock, alarm, calendar and calculator and a few games. • Sending and receiving pictures and videos through MMS, and for short distances with e.g. Bluetooth. • GPS receivers integrated or connected (i.e. using Bluetooth) to cell phones, primarily to aid in dispatching emergency responders and road tow truck services. This feature is generally referred to as E911. • Push to talk, available on some mobile phones, is a feature that allows the user to be heard only while the talk button is held, similar to a walkie-talkie. • features aimed toward personalisation, such as user defined and downloadable ring tones and logos, and interchangeable covers, which have helped in the uptake by the teenage market. Mobile phone content advertising has become massively popular but has also drawn a great deal of criticism. Usually one can choose between a ring tone, a vibrating alert, or a combination of both.As a result of all these features packed into a tiny device, mobile phones have recently gained reputations fortheir poor ergonomics. Their small size, plethora of features and modes, and attempts at stylish design maymake them difficult and confusing to use.© Fraser J. Hay, 2011 11
  12. 12. Taster Version for Joe PublicLeading Handset Manufacturers Apple brings its market-leading BlackBerry handsets have HTC are behind some of the most technology and style to the forefront revolutionised the market offering users popular handsets on the market today.with their range of iPhones which have a phone with unparalleled access to HTC specialise in touchscreen, taken the market by storm. email, organizers and much more. smartphone and PDA mobiles. Google’s powerful Android mobile Nokia is the world’s largest mobile Samsung mobile phones arephones have quickly become some of phone manufacturer, renowned for its synonymous with quality, with millions the most sought after around. range of bestselling mobile phones of its function-rich, stylish handsets sold worldwide. LG offer handsets with high-end Sony Ericsson is rightly famed for its Motorola mobile phones are owned by cameras and made from quality highly successful function-rich millions worldwide, with sales of thematerials to offer a most luxurious Cybershot, Xperia and Walkman handsets spurred by their excellentmobile communication experience. handsets. functions and simple user interfaces.© Fraser J. Hay, 2011 12
  13. 13. Taster Version for Joe PublicOperating SystemsSince the launch of both Apples iOS and Googles Android, the smartphonemarket has exploded in popularity and in May 2010, accounted for morethan 17.3% of all mobile phones sold. This has led to greater consumerawareness of the various mobile operating systems, with telecoms andmanufacturers regularly advertising the advantages of their OS. As ofJanuary 2011, Google holds 33.3% of the smartphone market worldwide,demonstrating amazing growth for Android which held only 4.7% a yearearlier. Nokia, Apple, RIM, and Microsoft hold 31%, 16.2%, 14.6%, and3.1% respectively.The more popular operating systems are listed below:AndroidLinux-based open source mobile platform from Google. The new kid on the block, that’sgathering pace in popularity and now going head to head with the Apple iPhone.BlackBerry OSPowering all of the BlackBerry mobile phones this operating system is often thought to be thebest for email applications. (That’s if you’ve got small, slim, slender mini fingers for using thekeypad)Windows Phone 7 (Windows Mobile)Microsofts SmartPhone operating system. Designed for business users with a host ofspeciality applications. The latest version, Windows Phone 7, was released in Barcelona,Februrary 2010.iPhone OS 4Specifically developed for the Apple iPhone. Aimed more at individual consumers ratherthan business users so some business functions lacking.Symbian 3Developed by Nokia and also available on handsets from other manufacturers.Maemo 5Nokias latest operating system based on Linux.Bada 2.0Developed by Samsung and unlike Apple iPhones it supports ADOBE FLASH 9.0.Samsung sold 1 million Bada based handsets in its first 4 weeks on sale in June 2010.© Fraser J. Hay, 2011 13
  14. 14. Taster Version for Joe PublicAccording to Canalys….© Fraser J. Hay, 2011 14
  15. 15. Taster Version for Joe Public SECTION TWO – MARKETING PLANNING THE FULL VERSION IS AVAILABLE FOR £99 FROM© Fraser J. Hay, 2011 15