Mobile marketing refers to promotional activities done through mobile devices. It allows organizations to interact with audiences in relevant ways using any mobile device or network. Some common mobile marketing tactics include app-based ads within mobile apps, in-game ads, QR codes, location-based ads, mobile search ads, image ads, and SMS marketing. An effective mobile marketing strategy uses the S.O.S.T.A.C. model to define the situation, objectives, strategy, tactics, actions, and controls. For example, one company implemented a strategy using shadow QR codes at lunchtime to drive sales, offering coupons and delivery to increase purchases by 58% and sales by 25% during that period.

1. MOBILE
Marketing
Strategy
Mobile Marketing | Mobile Marketing Strategy | Case study
Week 17

2. Mobile Marketing
A set of practices that enables organizations to communicate and engage with their audience in an interactive and
relevant manner through and with any mobile device or network (source: Mobile Marketing Association)
Mobile is neither a tool nor a
communication channel. It a new
indispensable platform with
completely different approaches,
on:
• Strategy and Planning
• Creative and Innovation
• UX & Design
• Technology
• Solution and Delivery (Mobile
marketing messaging and
response, Mobile Web &
adaptive design, Mobile app
simple and complex, Mobile
marketing campaign)
App-based marketing: This is mobile advertising involving mobile apps. Services like Google
AdMob help advertisers create mobile ads that appear within third-party mobile apps;
Facebook’s mobile Promoted Post ads integrate so seamlessly with Facebook’s news feed that
users often don’t realize they’re looking at ads.
In-game mobile marketing: In-game mobile marketing refers to mobile ads (Banner pop-ups,
full-page image ads or even video ads that appear between loading screens…) that appear
within mobile games
QR codes: QR codes are scanned by users, who are then taken to a specific webpage that the
QR code is attached to. QR codes are often aligned with mobile gamification and have an
element of mystery to them, since users who scan them don’t always know exactly which
rabbit hole they’re jumping down.
Location-based marketing: Location-based mobile ads are ads that appear on mobile devices
based upon a user’s location relative to a specific area or business.
Mobile search ads: These are basic Google search ads built for mobile, often featuring extra
add-on extensions like click-to-call or maps.
Mobile image ads: Image-based ads designed to appear on mobile devices.
SMS: SMS marketing involves capturing a user’s phone number and sending them text offers
Source: http://www.wordstream.com/blog/ws/2013/08/19/what-is-mobile-marketing
http://www.brandsvietnam.com/congdong/topic/382-Nhat-ky-hanh-trinh-Young-Marketers-%7C-Elite-Development-Program-Buoi-16-Mobile-Marketing

3. Mobile Marketing Strategy
A oriented content plan for mobile devices, focusing a certain
amount of resources on the best opportunities to meet business
goals over a period of time
Processes S.O.S.T.A.C model
• Situation: Where are we now? (Business issues/opportunities…)
• Objective: Where do we want to be? (Business/marketing/communication goals…)
• Strategy: How do we get there? (Target audience, insight to come up with big
idea…)
• Tactics: How exactly do we get there? (Possible consumer journeys and
corresponding channels)
• Actions: The detail tactics who does what and when? (Specific activities on each
channel)
• Control: How do we monitor performance? (Evaluate each consumer
journey/channel to have suitable adjustments that ensures initial objective and
strategy
Source: http://www.slideshare.net/Cloudspotting/digital-marketing-strategy-guide-for-2014

4. Sunny Sale – Emart
Situation: Emart is the Walmart of Korea, with 141 chain
stores across the nation. Though, the sales during
lunch time decrease drastically
Objective:
• To give consumers a unique lunch shopping experience
• To increase sale during the lunch time from 12pm to 1pm
Strategy:
• Target audience: Passengers on populated areas
(Office buildings, shopping malls, food courts…)
during 12pm to 1pm
• Insight: Lunch time is for relaxation and recreation.
People hate advertising at this time
• Big idea: Shadow QR code using Sunlight and
shadow at lunch time
Tactics and actions
• Use mobile devices to scan the shadow QR code from
12pm to 1pm
• QR code lead to the mobile homepage of Sunny sale.
Consumers get special offers including a $12 coupon
• Consumers purchase items on Emart application. Those
items will be delivered directly to their home

5. Sunny Sale – Emart
Results
• The Sunny Sale first started from 13 locations, then expended to 36 locations in Seoul
• Over 12,000 coupons had been sold
• In February 2012, membership increased 58% from the previous month
• 25% increase in sales of Emart mall during lunch hours
• The Shadow QR code promotion also received major media coverage over several months. The campaign had also
brought some sunshine to people's lives.