This document provides an introduction to mobile marketing. It discusses how mobile marketing has changed the way consumers interact with brands by making interactions more personal, targeted and timely. It highlights some key mobile marketing strategies like mobile apps, mobile ads, messaging and QR codes. It also provides examples of how companies like Starbucks, IKEA, Meat Pack and Diesel have successfully used mobile strategies to engage customers, build loyalty and gain business benefits. The document stresses that effective mobile marketing requires integrated, targeted, measured and optimized strategies and analytics.

1. Introduction to Mobile
Marketing (Chinese subtext)

2. This presentation was delivered during
the Mobile Marketing Masterclass 2013
organized with the British Chamber of
Commerce Southwest China.
!
For more information, contact Nino
Lancette at nino@digichina.co or visit
www.digichina.co .
DigiChina - The China-focused Digital Agency

3. Mobile Marketing is
changing the way
consumers interact
with brands and
products.
!
So what?
移动营销改变了消费者与品牌及产
品间的互动。
那又如何？

4. Mobile devices are
ubiquitous now.
!
Everyone owns
either a mobile
phone, a tablet or
both.
移动设备至今日以大量普及。
每个人都拥有手机、平板、或者两
者都有。

5. Did you know …
5.1 billion
people own a mobile phone
!
4.2 billion
people own a toothbrush
Source: Mobile Marketing Association Asia, 2011

6. 74%of smartphone users use
their phone to help them
with shopping
Source: Impigir Mobile, 2010
Did you know …

7. Did you know …
90%of mobile searches lead to
an action, and over 50%
lead to a purchase
Source: Huffington Post, 2011

8. 100%of companies need to reach
out to their customers on
their mobile devices in 2014

9. What if …
your company
could gain
access to this
huge market?
如果……
您的公司能进入这个巨大的市场
的话？

10. What if …
you could
connect instantly
and directly with
your customers?
如果……
您能即时并直接地连接您的用户
的话？

11. What if …
you could know
what they want,
right when they
are ready to
buy?
如果……
在用户准备购买的时候，您能知道
他们想要什么

12. It’s possible.
Right now.
And you can do it
too.
现在这些都是可能的了。
而且您也可以实现。

13. Mobile
Marketing
is NOT
✘ SMS Spam
✘ Random guesswork
✘ Just an app
✘ Telemarketing
✘ Just mobile ads

14. Mobile
Marketing
IS
✔Targeted
✔ Timed
✔ Personal
✔ Always on
✔ Measured
✔ Intelligent
✔ Context-aware
✔ Connected

15. There are many
tools that power a
mobile marketing
campaign.
!
现在有许多工具可用来驱动移动市
场营销。

16. Mobile Web
enables instant
buying decisions!
Customers search for
product reviews, prices,
suggestions before making
the decision to buy
!
#mobilesearch #mobileweb

17. Mobile Ads
target the right
customers at
the right time
!
Mobile ads are context-
aware and deliver tailored
offers to the right customers
#mobileads

18. M-Commerce
puts your
products only
a tap away!
m-Commerce empowers
shoppers to buy truly
anywhere and at anytime
#mcommerce

19. Messaging
gets customers’
attention faster
!
Mobile messages catch
users’ attention instantly
and they more likely to be
acted upon
!
#SMSMarketing

20. QR Codes
bridge traditional
media and
mobile devices
!
QR codes create powerful
links between print media
and mobile content
!

21. Mobile Apps
captivate and
engage
customers longer
!
Drive customer interactions
and encourage brand
discovery
!
#mobileapps #apps #iphone

22. To be effective,
Mobile Marketing
must be
为实现高效，移
动营销需要：
有目标 集成化
协调化 有斟酌
优化
• Targeted
• Coordinated
• Integrated
• Measured
• Optimised

23. Strategy
is the
difference
bettween
0
100
200
300
400
No Strategy Strategy

24. Case Study
&
Examples

25. Case Study
Starbucks
drives customer loyalty and
brand discovery with mobile
its Starbucks Rewards app

26. Starbuck Rewards
Card App
星巴克利用其移动星享卡取得消费
者的忠诚度及品牌认知度。

27. Starbucks
App features include:
• Pay with your phone
• Reload balance
• Get directions
• Explore products
• Redeem coupons

28. Starbucks
Business benefits:
• Increased customer
spending per visit
• Increased store traffic
• Build brand loyalty
• Gain insight into customer
preferences
• Deliver targeted offers

29. Case
Study:
IKEA

30. IKEA created a
mobile app that
makes shopping
easier and more fun
for its customers.
宜家制作了一个移动应用，使其客
户购物更容易，更有乐趣。

31. App features include:
• Furniture catalogue
• Home furnishing ideas
• View films in 360°
•Place furniture in your own
room with Augmented
Reality
应用的功能包括：
家具分类
家具创意
360度图片预览
增强现实模拟将家
具在自己家的效果

32. Business benefits:
• Brand building
• Generate positive buzz
• Gain insights in customer
preferences, likes &
dislikes
商业收益：
建立品牌
生成正面传播
获得用户的偏好

33. Case
Study:
Meat Pack
!

34. Meat Pack created
an app that
‘hijacked’
customers when
they entered a
competitor’s store.
Meat Pack制作了一个应用可在用
户进入竞争对手的商店时将用户“劫
持”过来。

35. How it works:
When a customer enters a
competitor’s store, Hijack
sends a timed discount that
starts at 99% and decreases
by the second.
工作原理：
当一个用户进入竞争对手的商店时，这个应用
向用户发送一个限时的99%折扣，并每秒递

36. Hijack was a great
marketing stunt that
resulted in great publicity
for Meat App.
劫持是一个巨大的营销冲击，使
Meat应用出尽风头。

37. Case
Study:
Diesel

38. Diesel offered
discounts when
people liked the
product on
Facebook by
scanning a QR
code.
Diesel向在facebook上为他们点过
赞的用户提供折扣。用户只需扫描
二维码即可为其点赞并得到折扣。

39. No
strategy
can
succeed
without …
…

40. Break Time

41. Successful
mobile
marketing
requires
analytics

42. You can only
manage what you
can measure.
!
You should never
have to guess your
marketing ROI.
您仅能管理您能衡量的范围。
您应从不需要猜测您的市场投资回
报率。

43. But it’s not just
about your
marketing ROI.
!
Analytics is the key
to understanding
your customers.
但这不仅关系到市场投资回报率。
数据分析是理解您的用户的关键。

44. Marketing Analytics
empower you &
your customers
About
Analytics

45. Hands-on

46. Designing
your own
mobile
marketing
strategy

47. Let’s take an
example.
!
Maan Coffee:
A Korean coffee
shop chain in China
让我们举一个例子。
Maan咖啡：
一个在中国的韩国咖啡连锁店

48. Live test
Check your
mobile
phone in a
few
minutes

49. Thank you.
Let’s chat
now.