Mobile marketing

Mobile Marketing
N.Menakan BBA(Hons) Spl (MKG)

Chapter 06
1. Brief History of Mobile Marketing
2. Mobile Marketing
3. Types of Mobile Marketing
4. Importance of Mobile Marketing
5. Pros and Cons of Mobile Marketing
6. Current Trend of Mobile Marketing

Brief History of Mobile Marketing
 1876 First Telephone introduced by Alexander Graham Bell
 1973 First mobile portable handset invented
 1992 First text message sent from computer to mobile phone
 1993 First Mobile phone that both sends and receives texts introduced
 2003 First commercial mobile SMS Launches. Short codes introduced for
used with text message marketing
 2005 Nike and Pontiac launch SMS campaigns
 2007 2.4 Billion SMS users worldwide Texting is embraced (Average
monthly text 218, outnumber calls 213)

 2010 Quick response (QR) codes start being used in mobile marketing.
Cambridge dictionary adds “text” as a verb.
 2011 Mobile marketing becomes a 14 Billion dollar industry.
 2013 Android and iOs dominate market. Square like payment apps become
popular. Mobile fingerprinting to secure payments. Same day shipping through
Amazon and eBay AR become popular.
 2014 Mobile internet usage overtook desktop internet usage

 2015 Mobile marketing generated 400 Billion $ in sales. Retailers and
Marketers spent 19.8 Billion $
 Beyond mobile phones and tablets there will be 30 Billion connected
devices in 2020 and most of them will mobile.

Mobile Marketing
 Mobile Marketing is new channel of marketing that uses smart phones, tablets,
or other mobile devices to reach the customers. The medium could be SMS,
MMS, videos, email, social media or mobile application.
 Mobile marketing can provide customers with time and location sensitive,
personalized information that promotes goods, services and ideas.
 Mobile marketing is growing quickly,
lots of information and tools

Types of Mobile Marketing
1. SMS (short message service)
2. MMS (multi-media message service)
3. Mobile Web Applications
4. Bluetooth (short-range wireless technology; up to approx. 33 ft)
5. Location-Based Marketing
6. QR Codes (quick-response barcodes)
7. Voice
8. Mobile Banner Ads
9. Mobile Commerce
10. Mobile Website

1. SMS
 SMS mobile marketing involves businesses sending advertising messages
to customers via short messaging service on their mobile phones.

2.MMS
 MMS (Multimedia Messaging Service). This means that our customers can
now send images, sound and video to their target audience in addition to
longer text messages.

3.Mobile Web Applications
 A mobile web app is an app which doesn’t need to be installed on a smart
phone or a tablet. It runs inside a mobile device’s internet browser, like
Chrome or Safari. Strictly speaking, it’s not a real application, rather a
website specifically designed for mobile devices.
 a web app “is an application that is accessed via a web browser over a
network such as the Internet.”

4.Bluetooth
 Bluetooth marketing is a form of Proximity mobile marketing that allows
businesses to send adverts to mobile/cell phones for free.

5. Location-Based Marketing
 Location-Based Marketing (LBM) is defined as the use of
mobile marketing to target mobile users within a certain geographic area.

6. QR Codes (quick-response barcodes)
•"QR codes or Quick Response codes are a two-dimensional barcode that
can be read by smart phones with a camera. They've been a common sight
in Japan since 1994, and are increasingly popular in the rest of the world.“
•Quick-response, open- source 2D barcode
•Encode data horizontally and vertically in a grid of tiny squares
•Trigger actions like launching a mobile site

7.Voice
 A technology that automates interactions with telephone callers.
 Voice broadcasting calls numbers from a computer managed list and plays a
pre recorded message to the call recipient or answering machine.

8. Mobile Banner Ads
 Banner advertising refers to the use of a rectangular graphic display that
stretches across the top, bottom of a Website.

9.Mobile Commerce
 M-commerce (mobile commerce) is the buying and selling of goods and
services through wireless handheld devices such as cellular telephone and
personal digital assistants (PDAs).

10.Mobile Website
 The mobile web refers to browser-based Internet services accessed from
handheld mobile devices, such as smart phones or feature phones, through
a mobile or other wireless network.

Importance of Mobile Marketing
1. Availability of quick services anytime
1.People want good, easy and quick services
2.Fulfill their requirements anytime, anywhere
3.Easily reached
4. A customer can also send feedback easily
2. Mobile has become an attachable part of life
1. Mobile is a necessary part of daily life
2. Easily carried to anywhere
3. Favorite device for e-shopping in leisure time

3. Mobile is not only used for e-shopping but also used in physical store
1. A physical store also uses mobile services for providing
services and advertising
2. Many store will save your number to notify you about special
products and discounts offers
4. SMS Marketing
1. SMS and MMS marketing bring a tremendous change in
marketing
2. Users are getting offers and discounts or get notified for sale
via SMS or MMS

5. Mobile search index becomes primary contents for ranking
1. Mobile search ranking rather than desktop search ranking
6. Importance of Mobile advertisement
1.Advertising on mobile sites or directly to mobile seems more
effective in marketing

Pros and Cons of Mobile Marketing
Pros( Advantages)
1. Less expensive
*Creating and broadcasting the SMS is easier, simpler and faster than
laptop and desktop
2. Easy Adaptability
*Simple content makes it easy to adapt to various screen size
3. Instant Message
*The message sent will be received by the receiver instantly.

4. Viral Effect
*Mobile messages can have viral effect.
5. Deeper Penetration
*Getting the message far and wide has become easier.
6.Easy Tracking
*The data received can be tracked easily and helps the marketer to
understand and analyze the buyers or users behavior.
7.High Click Rate
*As compared to other marketing channels mobile marketing has high
click rate for the ads.

Cons ( Disadvantages)
1.Limited Ads
*While sending a message on phone you cannot send all types of ads
2. Navigation
*Using a mobile phone makes it difficult to navigate from one link to
another which can be done on Laptop and desktop easily.
3. Privacy
*Most of the mobile users use their phone for personal messaging
4. Different platforms
*Mobile phones are available in different screen sizes making it difficult
to create a campaign which can fit on all of them.

Current Trend of Mobile Marketing
1. Better targeted marketing
*location technology has improved so much this year
*companies can better target their audiences
*It’s not just targeting a large group of their audience
*The capability of targeting individuals
*businesses can target each user with relative mobile apps and sites
2. Mobile app burnout
*There are hundreds of thousands of mobile apps available
*The average smart phone user downloads anywhere from 25-40 apps

3.Increasing use of social media apps
*Our society is addicted to social media
*Social media has penetrated nearly every society
*It’s a way to stay connected with friends and family
*A way to get and share information
*A great way for businesses to reach their consumers
4.More mobile video
*Mobile users engage with video content daily
*Nearly 40% of YouTube video views are via mobile
*Video is a fun way of sharing information
*video is such a strong mobile traffic driver

5.Wearable technology is on the rise
*Technology advances and people’s wants change every day
*Fitness trackers and smart watches are currently the top ones used

Questions
1. Explain SMS Marketing?
2. Explain MMS Marketing?
3. Are images important for mobile content?
4. What are the different types of mobile marketing?
5. Explain Push Notification?
6. What are QR Codes and how can I use them?
7. How close are we to mobile commerce?

Mobile marketing

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