Download to read offline
More Related Content
Mobile Marketing
- 1. Mobile Marketing MIS Simon Vandyck 23/03/12 Vince Vollebergh Max van Veen
- 2. Agenda 1. Introduction 2. Comparisonwith traditional media 3. Issues 4. SWOT-analysis 5. McDonalds case 6. Implementation 7. Future perspective 8. Conclusion
- 4. What is MobileMarketing? According to Mobile Marketing Association (2009): “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.”
- 5.
- 6. Current situation Search after Becoming Search for local seeing ad on important in information phone shopping habits Mobile ads work! However: full potential not yet captured
- 7. Problem Statement How canmobile marketing add value to your business?
- 8.
- 9. Comparison with traditionalmedia Differences on two points: 1. Degree of interactivity 2. Degree of location dependence/relevance
- 10.
- 11. Discussion Do you think‘the new media’ will replace traditional media in the long run? Why or why not?
- 12. Issues 2005-2012 IIssue 1:Exploiting the capabilities of Mobile Marketing
- 13. Issues 2005-2012 IIssue 2:Using Universal Appeals to Tap into Global Markets • in 2012, 33% of the mobile searches on Google involve local intent • A pilot strategy is used to initiate Local Mobile Marketing • Numerous companies emerge that offer Local Mobile Marketing support (i.e. clientstreams.com, localmobilemarketingformula.com, etc)
- 14. Issues 2005-2012 Issue 3:Addressing privacy concerns • Reveal Yourself •Disclose offer terms • Privacy Hot Seat •Increasing strict federal laws concerning consumers privacy • Did you get permission? •Consumers need to opt-in • Hidden Charges •Unauthorized charges to a consumers’ phone bill • Patent Problem •More relevant for software and hardware companies2
- 15. Issues 2005-2012 Issue 4:Aligning Value-Chain partners 2
- 16. Issues 2005-2012 Conclusion Issues that have been dealt with Topics that are still an issue today Exploiting the capabilities of Mobile Addressing privacy concerns Marketing Using Universal Appeals to Tap into Global Markets Aligning Value-Chain partners
- 17. Mobile Marketing: aSWOT Analysis Strength Weakness Mobile Marketing Opportunity Threat
- 18. Strengths • Market forpeople who cannot afford a PC • Independence of location • Personalization • Target specific audience • Relatively cheap
- 19. Weaknesses • General intolerance of advertising on personal devices • Current WAP technology underdeveloped • Trial and error process for mobile marketers in order to succeed • Marketers are wary about consumers’ privacy • Low reach
- 20. Opportunities • Cell phoneis a personal device easy to create personal relationship with customer • Messages sent to a phone are more likely to be read then an email • Build customer base • New field of marketing
- 21. Threats • Scarcity ofmobile websites • New field of marketing (uncertainty) • Decentralized industry, many different providers • Reliable metrics are needed to calculate the mobile marketing impact
- 23. Mobile ad campaignsrunning on Location enabled Mobile devices
- 24. • Mcdonald’s was able to increase foot traffic to stores by 33% in one day by Foursquare campaign • Costs: $1000,-
- 25.
- 26. Implementation • 36% ofiPhone buyers previously Android/Blackberry • 50% of upgraders come from Blackberry, 39% from Android • Strong Member Platform Jumping
- 27.
- 28.
- 29. Implementation 1. Define theStrategy 2. Determine the Communication 3. Understand the True Cost 4. Allow the Customer to Choose 5. Allow Customers to Manage the Communication 6. Manage Consumer Data with Respect 7. Make the Offer Relevant and Valuable
- 30. Future perspective How doyou see the future of Mobile Marketing?
- 31. Future perspective • Mobilemarketing will complement traditional forms of advertising • Companies will have to figure out how to integrate a mobile marketing strategy within their overall marketing strategy • Mobile marketing can be a source of competitive advantage
- 32. Future perspective People tryto avoid advertising and promotions because of the pushy character of it Mobile marketers should therefore carefully interact with customers!
- 33. Conclusion How can mobilemarketing add value to your business? • Exploit strengths: lots of potential not yet captured • Explore future opportunities • Follow 7-step implementation approach • Make use of all platforms (Android, iOS, Blackberry) • Build interactive relationship, but keep privacy in mind • Complementary to traditional media Lead, don’t follow!
- 34. Referencelist • http://www.youtube.com/watch?v=er7RtzpBccc • http://www.youtube.com/watch?v=CjUcq_E4I-s • http://www.youtube.com/watch?v=0scn4dgxJoY • http://qrcode.kaywa.com/ • http://searchengineland.com/the-pros-and-cons-of-mobile-marketing-12207 • http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&hid=13&sid=2d1add88-2e32-4293-81df- 50f6c1002b19%40sessionmgr11 • http://www.mobilemarketer.com/cms/news/advertising/11613.html • http://www.mobilemarketer.com/cms/news/advertising/11134.html • http://www.mobilemarketer.com/cms/news/advertising/11189.html • http://www.mobilemarketeducation.com/case_mcdonalds.php • http://www.youtube.com/watch?v=z5SXAY5S7XQ • http://www.mobilemarketingwatch.com/android-blackberry-bleeding-users-to-iphone-4s-20596/ • http://www.slideshare.net/LorelMarketingGroup/7-stes-to-implementing-mobile-in • Sultan, F. & Rohm, A.J. (2005). The coming era of “ brand in the hand” marketing, MIT Sloan Management Review, Vol.47, Iss.1, p.83-90. • Brown, C.V., DeHayes, D.W., Hoffer, J.A., Wainright Martin, E. & Perkins, W.C. (2009). Managing Information Technology, Pearson Education. Ch.10: Methodologies for custom software development. • Huang. R.Y. (2011). Value, interest and power: A three dimensional model for mobile • marketing stakeholder analysis, International Journal of Mobile Marketing, Vol.6, Iss.1, p.109-119.