Elite 2-Mobile Marketing Strate - Hồng Ngọc + Hương Giang

1. Assignment 18.1 – MOBILE MARKETING STRATEGY
Hồng Ngọc – Hương Giang

2. MOBILE MARKETING STRATEGY DEFINITION

3. Mobile marketing is
promotional activity
designed for delivery to cell
phones, smart phones and
other handheld devices,
usually as a component of a
multi-channel campaign. SMS
is currently the most common
activity in mobile marketing
strategy.
Mobile marketing strategy
is a process of
planning for companies
to communicate and
engage their target
consumers through
mobile devices or
network
WHAT IS MOBILE
MARKETING?
WHAT IS MOBILE
MARKETING STRATEGY?

4. CHANNELS IN MOBILE MARKETING STRATEGY
- SMS marketing
- MMS
- Bluetooth
- Location – based marketing
- Push notifications
- App-based marketing
- QR codes
- In-game mobile marketing
Contents/
Values/ Hobbies
CompanyTarget
consumers
1
Message
2
Action
3
Engagement

5. PROS AND CONS OF MOBILE MARKETING
PROS CONS
• low budget
• personal.
• always on.
• available at the point of creative
inspiration.
• provide accurate audience
measurement.
• captures the social context of
media consumption.
• Few standards
• Privacy and Permission
• Questionable Navigation.
• Education

6. MOBILE MARKETING STRATEGY PROCESS
AND EXPAMLE

7. Define
your
goal2
Research
your
market3
Plot your
presence4
Define
your
message
@#$
@&
5
Create
content
stunt 6
1
Define
your
issue
7
Feed
your
campaign
8Track, and
analysis

8. EXAMPLE
https://www.youtube.com/watch?v=h7HnR02kJxY

9. 1
2
3
DEFINE THE ISSUE
Tesco opens retail chains in South Korean. To adapt the unique market like Korea, Tesco
localize its retail chains by changing name to Homeplus but face competition with E-mart
because lower number of stores
4

10. 1
2
3
DEFINE THE OBJECTIVE
Business Objective of Tesco – Homeplus
Become number 1 in shopping retailer in South Korean
without opening more store after 3 months
BE SMART!
(Specific. Measurable. Achievable. Realistic.
Timely)
4

11. 1
2
3
MARKET RESEARCH Understand market as much as possible
- Korean shoppers feel dreaded when
shopping due to too many people shop
at same time
- South Korea has more than 10 million
smartphone users in a population
- Get mot gap time during subway
transportation
4

12. 1
2
3
PLOT THE PRESENCE
What are your CHANNELS? How do your target
consumers approach you?
4
Use Ad (print add) + mobile scan
QR+ delivery to home
THE IDEA:
LET THE STORE COME TO YOU

13. @#$
@&
5 6 7 8
DEFINE MESSAGE
Best shopping time,
release your burden
BE RELEVANT!
(tone and angle you are going to take has to inspire your target audience

14. @#$
@&
5 6 7 8
CREATE CONTENT
STUNT
BE TALKABLE!
(Create content, and invite users to share your content or information
between handsets or platforms easily)

15. @#$
@&
5 6 7 8
FEED THE CAMPAIGN BE UPDATED!
(releasing updates and encouraging renewed interest.)
Use PR, and train ads to spread news to
their consumers

16. @#$
@&
5 6 7 8
TRACKING
Become No.1 in
online market and
is very close 2nd
offline