Multi channel marketing and mobile
campaigns
What is Mobile Marketing ?
 Ability to connect brands to customers via the mobile phone
 Mobile acts as a Content delive...
Why Market To Consumers Via Mobile Phones?
Consumers use mobile phones as their “first screen” not their “third screen”:
•...
Mobile Marketing – Successful campaigns
App sponsored to Deliver new
product line to mobile shoppers,
with models displayi...
Mobile Marketing medium and formats
 SMS marketing
 MMS marketing
 Mobile marketing via IVR
 Mobile marketing via Soci...
Recent trends
 Economic downturn -> Downward trend in advertising spends
 However, mobile market is bucking that trend
...
Technology offerings
 Advent of 3G
 HSDPA
 UMTS
 WIMAX to be rolled out
soon
 Future prospects
 LTE 4G
 High speed data
transfer
Technol...
Leveraging Mobile marketing into your market mix
Source: Jupiter Research
•Mobiles biggest advantage is that it gives legs...
Social Media has become as all-pervasive as
Search Engines since Jan 2010
Dec 2010: Social Networking traffic exceeded Sea...
People spend more time on Facebook than
Yahoo or Google
(Sources: Comscore, US Stats)
65% of Fortune 100 companies are using Twitter to improve
customer experience
(Sources: Edison Research, Apr 2010; Burson-...
m-REACH Overview
 m-REACH is an end to end secure hosted
transaction platform which brings non-
traditional value added s...
Features
 m-REACH services are available in packaged SAAS services for many verticals
 Instantly Enterprise can launch M...
Using m-REACH
 Businesses can send personalized, relevant text messages to customers.
 Enterprises/business can broadcas...
Market Focus
 Retail Chains
 Automobile Service Centers
 Media Companies
 Automobile & Realty Dealers
 Clinics & Hosp...
Our Services
m-Coupon
 m-Coupons are used to increase sales and
promote consumer loyalty.
 Goals of coupon are encouraging repeat
pur...
Picture Classifieds
 Picture Classifieds turn any static,
traditional advertisement medium into an
interactive, direct-re...
Automatically dials advertiser phone
number, when user selected
When selected, user will be redirected to
URL specified by...
GPRS Appointment Service
 Mobile Appointment service make ease
to customers to get an an appointment
with Hospitals/ Fitn...
Real Time Calendar
Confirmation
Message
Brand
Logo
Services Staff Name SMS LAKME to 56263000
SMS Appointment Service
 SMS service make ease to customers
to get an appointment with Hospitals/
Fitness center/ Automob...
SMS/Voice Service Feedback
 SMS/voice is a powerful medium to
capture feedback
 Consumer promptly can give the
feedback ...
SMS/Voice Product Feedback
 SMS/Voice is a powerful medium to
capture feedback
 As soon consumer purchase the Product/
S...
SMS/Voice Voting
 Voting can be done through SMS/Voice
 Media Companies can create various
types of attractive SMS/Voice...
m-Ticket
 m-Ticket is a 2-WAY SMS Ticketing
Service
 Eg: Parking Ticket & Metro Pass
 SMS Ticket
SMS Subscription Service SMS Subscription offer alert service to
consumers, consumers receive daily or
weekly content on ...
SMS4Info
 m-REACH can turn printed
Advertisement into an interactive medium
 When ever user queries to a pre-defined
key...
Business Template
 Enterprise can schedule/ deliver dynamic
SMS using Business Template
 User can query enterprise datab...
SMS/Voice Reminder Service
 Using m-Reach reminder service,
Enterprise can remind their customer
regarding payments, even...
Ad-Funded SMS
 Enterprise can inject third party
advertisement into their outgoing SMS
 API is provided event driven mes...
SMS Contest
 Enterprise can run SMS contest to
engage with their prospects/ customer
 SMS contest, it's applicable to an...
WAP Push
 Multimedia / rich content such as ring
tones, wallpaper, games and micro sites
can be pushed through WAP push
...
Bulk SMS
 Bulk SMS useful for SMS blasting. Enterprise can reach millions of customer at a lesser
cost and where conversi...
CSV Template
 CSV Template is beneficial when
enterprise personalizing and sending
bulk SMS
 Its easy to use and very ef...
SMS Branding
 SMS Branding increase the brand value
of the product/ service
 SMS branding distinct from regular SMS
 Br...
Customized Enterprise Messaging
Solution
 Latchiya team helps client to built Custom Messaging solution. Our capabilities...
Voice Broadcasting
Voice Broadcasting is a service that automates huge voice calls to mobile/telephone users
to play a pre...
Text to Talk
 m-REACH Call Me service can turn web, media and printed advertisement into a
interactive medium to generate...
Thank You
sales@latchiya.com
http://www.latchiya.com
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M reach presentation

  1. 1. Multi channel marketing and mobile campaigns
  2. 2. What is Mobile Marketing ?  Ability to connect brands to customers via the mobile phone  Mobile acts as a Content delivery as well as direct response vehicle.  Big tool for “Customerization”- Combining operational driven mass customization with customized marketing in a way to respond to individual consumer need on product services and messages on one to one basis.  Three prime characteristics of mobile as a marketing channel:  Location specific  Personalized  Interactive
  3. 3. Why Market To Consumers Via Mobile Phones? Consumers use mobile phones as their “first screen” not their “third screen”: • 580M+ mobile phones in China • 340M+ mobile phones in Western Europe • 310M+ mobile phones in the US • 470M+ mobile phones in India  Consumers have a 1:1 relationship with their mobile phone: • Almost never a shared device unlike television or the PC • Kept close at work, at home, on-the-go • Personalized – brand, color, features, ring tones, are highly customized  Consumers are increasingly using their phones for more than just calls: • Content (games, sports scores, maps) is driving consumer data usage • Improved screen quality (color and size) is making rich media desirable • Enhanced networks are making mobile data useful and usable * Estimates based on a KPMG study
  4. 4. Mobile Marketing – Successful campaigns App sponsored to Deliver new product line to mobile shoppers, with models displaying new summer look Drugfree.ORG biggest public service campaign to prevent teen from drug abuse-Used cha-cha data base to deliver free answers on related topics Intel-Meet the processor campaign” to drive customers to Website using exact broad match key words in Bing online serach Westin Ad on weather channel of iPhone –Exceptionally rich powerful mobile rich media campaign
  5. 5. Mobile Marketing medium and formats  SMS marketing  MMS marketing  Mobile marketing via IVR  Mobile marketing via Social media  WAP marketing  Mobile marketing Via Mobile TV channels- Break thru Delivery Medium  Messaging  Display  Click-to-Web  App-within-an-app  Click-to-call and click-to-text  Click-to-rich media  Search  Google’s innovations ( Location based search ”near me now” , Map Navigator, Voice search, Goggles-Image search  Video ad formats  Launch of iPad Formats
  6. 6. Recent trends  Economic downturn -> Downward trend in advertising spends  However, mobile market is bucking that trend  Apple's iPhone & iPad as a platform  Strong growth in startups developing these platforms  Giants like Google and Apple also in the race  Smartphone platforms like Android, IOS, Bada supporting app eco systems  Developments across globe enabling mobile advertising process  Launch of cross-networks media packages (Sweden, Estonia and Lithuania)  GSMA Mobile Audience Measurment (UK, Germany and Sweden)  Organization of industry events to share best practices
  7. 7. Technology offerings
  8. 8.  Advent of 3G  HSDPA  UMTS  WIMAX to be rolled out soon  Future prospects  LTE 4G  High speed data transfer Technology Opportunity  Increase in Smart phones sales  ~ 100% growth YoY  Multi-utlity  Apple App store has 350K mobile apps with 65K iPad apps  Android :150k apps.  Mobile ad spends expected to cross $2.5Bn by 2014 from current 700mn  Devices with superior Form Factor (iPad)- High end experience and engagement Smart phones
  9. 9. Leveraging Mobile marketing into your market mix Source: Jupiter Research •Mobiles biggest advantage is that it gives legs to your other channels such as catalogs, retail stores, direct response television , Radio and E-commerce. (Text response superior) •Being a always –On connected device has the unique capability to direct a consumer from one touch point to another making path to purchase less complex and generates better ROI by enhancing all your channels to drive better traffic. Consumers dependence on mobile makes it one of the most potent channels in the market mix.
  10. 10. Social Media has become as all-pervasive as Search Engines since Jan 2010 Dec 2010: Social Networking traffic exceeded Search Engine traffic March 2010: Facebook.com traffic equalled Google.com traffic (Sources: HitWise.com)
  11. 11. People spend more time on Facebook than Yahoo or Google (Sources: Comscore, US Stats)
  12. 12. 65% of Fortune 100 companies are using Twitter to improve customer experience (Sources: Edison Research, Apr 2010; Burson-Marsteller Study, Jan 2011)
  13. 13. m-REACH Overview  m-REACH is an end to end secure hosted transaction platform which brings non- traditional value added services on mobile (SMS, Voice & GPRS) in record time without much additional network infrastructure.  Businesses can integrate with this platform to deliver their existing internet services into the mobile space (SMS/Voice/GPRS).  Powerful feature of m-Reach mobile client is ability to download once and subscribe to any future services as and when it is available  Platform consists of messaging service, content storage & management and Mobile Internet Portal Publishing Contest/Vote/Poll Service Lead Generation ServicesLead Generation Services Mobile CouponsMobile Coupons Mobile tickets Location based Services using social media Mobile Subscription Services Voice Broadcasting Call me Service m-REACH Service delivery platform Mobile Marketing Tools Product/ Service Feedback, Survey & Reminder service Mobile Pictures paperless delivery Mobile Appointments
  14. 14. Features  m-REACH services are available in packaged SAAS services for many verticals  Instantly Enterprise can launch MVAS service  m-REACH is a self service platform, which doesn’t require any technical knowledge to operate  As per the needs of the enterprise, enterprise can purchase the available package and start using immediately  Payment can be done through online & offline  m-REACH packages are available for affordable price that too pay as you go model
  15. 15. Using m-REACH  Businesses can send personalized, relevant text messages to customers.  Enterprises/business can broadcast text messages to thousands of customers in a single go. The message can be info about a new product, update about the business etc.,  Customers can contact businesses through mobile and auto-respond to their queries.  Field staff, employees on the move can retrieve real-time business info using their mobile to make better decisions.
  16. 16. Market Focus  Retail Chains  Automobile Service Centers  Media Companies  Automobile & Realty Dealers  Clinics & Hospitals  Financial Institutions  Beauty Salon  Education
  17. 17. Our Services
  18. 18. m-Coupon  m-Coupons are used to increase sales and promote consumer loyalty.  Goals of coupon are encouraging repeat purchase, increasing product awareness, getting consumers to try a new product, moving overstocked inventory, targeting specific markets, softening the blow of price increase, launching a new marketing campaign, trading consumer up and responding to competitive pressure.  Eg: SMS Pizza to 56263000
  19. 19. Picture Classifieds  Picture Classifieds turn any static, traditional advertisement medium into an interactive, direct-response medium. Home buyers have instant and effortless mobile access to full property information and photos directly from signage, print ads, flyers, vehicle Ads, bus benches and television ads  Eg: SMS TAJ to 56263000  Prospect just need to Text to the brand name and our m-REACH system will respond with picture of the house  The Buyer is presented with a list of available pictures to view  The Buyer clicks on the picture links
  20. 20. Automatically dials advertiser phone number, when user selected When selected, user will be redirected to URL specified by advertiser Consumer can see other view of the house, by clicking on the given links Advertiser message Advertiser Ad image, Advertiser can upload from 3 to 15 images at max Picture Classifieds
  21. 21. GPRS Appointment Service  Mobile Appointment service make ease to customers to get an an appointment with Hospitals/ Fitness center/ Automobile Service center/ Table Booking  Consumers can book an appointment on the go  Consumer just need to TEXT the specified brand name and our m-REACH system will return a WAP link, which need to be clicked. Here consumer will be given option to select consultants and their available date and time and finally they schedule an appointment with them  Send SMS to 56263000  Receive an SMS with the link, click on the link (or) open your web browser and paste the link  Choose Services say Facial, Bridal Services  Select Staff  Click on the date and time as you would like to book an appointment  Enter Booking Message and fix the appointment  Get Appointment confirmation by SMS
  22. 22. Real Time Calendar Confirmation Message Brand Logo Services Staff Name SMS LAKME to 56263000
  23. 23. SMS Appointment Service  SMS service make ease to customers to get an appointment with Hospitals/ Fitness center/ Automobile Service center/ Table Booking  Consumers can book an appointment on the go  To book an appointment with the Doctor/ Beauty Consultant/ Clinic, consumer just need to take their mobile phone and TEXT to the specified short/ long code and followed with the comments.  Receive an instant Appointment confirmation by SMS Eg: Send SMS to Columbia followed by your message to 56263000. Eg: SMS Columbia Hi I am Jack would like to fix an appointment with Jerry on January 7, 2010 to 56263000  Receive an instant Appointment confirmation by SMS
  24. 24. SMS/Voice Service Feedback  SMS/voice is a powerful medium to capture feedback  Consumer promptly can give the feedback for the product/ service through SMS/Voice, which they have purchased, Consumer just need to TEXT/CALL to the brands short/long code and followed by the comments  Eg: Feedback Jolly 91 to 56263000 Based on the Feedback, reply message is generated Retailer can set logic, based on that condition; it will alert concerned person/ sales manager
  25. 25. SMS/Voice Product Feedback  SMS/Voice is a powerful medium to capture feedback  As soon consumer purchase the Product/ Service from the store, our m-REACH System trigger an SMS to the customer mobile, which captures the feedback for Product/ Service through SMS/Voice. Consumer will rate the quality of product Based on customer rating, it automatically sends a follow-up message. If customer rated poor for the received service/ product, our m-REACH system alerts concerned department/ person Based on the Feedback, reply message is generated
  26. 26. SMS/Voice Voting  Voting can be done through SMS/Voice  Media Companies can create various types of attractive SMS/Voice voting campaigns such as, survey, poll, quiz, etc and publish the result in real-time  A customer sees the Ad in media channel , which ask TV viewers to predict the FIFA winner and interested viewer can cast their vote by sending a text msg to a Short/ Long code  Cast to your vote to favorite movie and win tickets to Italy  Eg: FAVMOV A/B/C  A>Avatar  B>Iron Man  C>Twilight  Pls reply with FAVMOV A/B/C to 56263000
  27. 27. m-Ticket  m-Ticket is a 2-WAY SMS Ticketing Service  Eg: Parking Ticket & Metro Pass  SMS Ticket
  28. 28. SMS Subscription Service SMS Subscription offer alert service to consumers, consumers receive daily or weekly content on their cell phone, such as jokes, horoscopes, news reports, weather updates, offers, coupons, ringtones. This is an opt-in SMS service, which help to record customer preference  Enterprise creates a special interest group/ premium group. As and when offer arrives/ announcement made, it will alert their subscribed customers  Interested customer can opt-in to SIG through SMS, by simply texting STARBUCKS OFFER, by subscribing to the SIG, Customer will receive periodic update into their mobile. Here option given to the customer to Opt-out from the SIG by texting STARBUCKS STOP  Eg: SMS STARBUCKS to 56263000 & SMS Stop to 56263000
  29. 29. SMS4Info  m-REACH can turn printed Advertisement into an interactive medium  When ever user queries to a pre-defined keyword, our m-REACH system will send an instant reply  Eg:SMS SobhaPrice 2BHK
  30. 30. Business Template  Enterprise can schedule/ deliver dynamic SMS using Business Template  User can query enterprise database through SMS and get the desired result as SMS. Business Template replace the customer care center  Eg: SMS stocks Infosys to 56263000 Case 3: Event Based 2-Way SMS
  31. 31. SMS/Voice Reminder Service  Using m-Reach reminder service, Enterprise can remind their customer regarding payments, events, important meetings & Anniversary days  Enterprise can set reminder SMS/Voice to their customer  SMS/Voice reminder service is ease to use.  SMS/voice reminder helps to retain the customer base  Eg:
  32. 32. Ad-Funded SMS  Enterprise can inject third party advertisement into their outgoing SMS  API is provided event driven messages and for system generated messages  Eg: Third party Advertisement is injected in the out going SMS
  33. 33. SMS Contest  Enterprise can run SMS contest to engage with their prospects/ customer  SMS contest, it's applicable to any type of companies who like to attract mass audience in low budget  Eg: Media Company is interested to engage with their customer through mobile, Media companies conducted contest on mobile, which is displayed in OOH and other mass media medium. Customer who interested to take part in the contest, they just need to take their mobile phone and reply with the answer. Our m-REACH system find outs the winner by certain logic
  34. 34. WAP Push  Multimedia / rich content such as ring tones, wallpaper, games and micro sites can be pushed through WAP push  Eg;
  35. 35. Bulk SMS  Bulk SMS useful for SMS blasting. Enterprise can reach millions of customer at a lesser cost and where conversion rate is very high  m-REACH enables business communication over the mobile, creates new customer touch points for company and client communication  Cost effective marketing platform and wider audience reach  Bulk SMS can be used for Product launch, Alerts, Promotions, Announcement & Marketing campaign etc
  36. 36. CSV Template  CSV Template is beneficial when enterprise personalizing and sending bulk SMS  Its easy to use and very effective for mass SMS  Eg: SMS content is generated from CSV file Dear <Name>, Your Examination Marks as follows Mat -<MatMark>, Phy -<PhyMark>, and Computer Sci -<CSMark> Send Cancel
  37. 37. SMS Branding  SMS Branding increase the brand value of the product/ service  SMS branding distinct from regular SMS  Brand name will be there in all outgoing SMS  Eg:
  38. 38. Customized Enterprise Messaging Solution  Latchiya team helps client to built Custom Messaging solution. Our capabilities are  SMS, Voice and WAP based solution  Mobile Application
  39. 39. Voice Broadcasting Voice Broadcasting is a service that automates huge voice calls to mobile/telephone users to play a pre-recorded messages. The system can get touch tone inputs to collect user information and can deliver content or information through SMS.  Voice Broadcast service calls numbers from a m-REACH campaign database and plays a pre-recorded message to the call recipient.  Reach the target customer with their local language.  Text to speech and Data conversion.
  40. 40. Text to Talk  m-REACH Call Me service can turn web, media and printed advertisement into a interactive medium to generate leads to sales and service representatives or Call Centers.  Reduces the lead time.  Enterprise doesn’t miss any leads.  Instantly connected as soon as the customer shows interest.  Increases conversions. Eg:  Customer sends KEYWORD to Short code/Long code  m-REACH calls the brand’s sales person  m-REACH then calls the customer who showed interest.  Customer picks up the call and the call is patched with Sales personnel.
  41. 41. Thank You sales@latchiya.com http://www.latchiya.com

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