The document explores the dynamics of mobile marketing, emphasizing its personal and innovative nature that surpasses traditional media like TV. It discusses trends such as social-local-mobile (SoLoMo), mobile commerce, and the growing importance of mobile applications as powerful tools for consumer engagement and brand communication. Challenges and opportunities for brands in mobile marketing are highlighted, including the necessity of understanding consumer behavior, technological advancements, and the need for effective targeting strategies.

1. www.digitalmarketing.ac.in

2. Few Thoughts
…
 Assessment… what is it
 Objective-Analysis
 So-Lo-Mo
 Mob-Video, Geo-Social, Apps
 Social Commerce
 TV v/s Mobile ?
 Barriers…
 Mobile-Analytics, Metrics, BI
 Opportunities..
 Vision….Foresight
 Mobile Payment
 Demand Drivers
 Gap Analysis
 Pros & Cons of Mobile Mktg
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3. Opportunities….. Unlocked !!!
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4. Mobile Marketing Boom
Hype or Reality ???
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5. Mobile Platforms
iPhone/iPad Windows Phone Android
BlackBerry J2ME
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6. What is Mobile Apps ?
A Mobile application is a software program that can run in a
phone. Capable of performing numerous takes e.g.
Entertainment, communication, providing useful information
(e.g. weather, Stock Trends, sports), Its a powerful Tool for
brand communication
Why Mobile Marketing:
fundamentally Mobile provides a much richer and more
compelling Personal user experience than a WAP or mobile web
site.
the response time for an App is much quicker than the mobile
web hence Experiencing Multifold increase in usage and
development too.
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7.  contd. Mobile Marketing?
• Mobile marketing –
– is personal & Unique marketing.
– is an new Innovative form of marketing.
– is suitable and cost effective way for the promotion.
– quick and traceable marketing efforts can be achieved.
– Precise…Accurately Targeted over smart phone.
– fits across many marketing disciplines including sales promotion,
CRM, direct marketing, loyalty schemes, etc.
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8. The objective
…….. consistently raise the bar
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9. Young India…. Mystical India …
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10. (SoLoMo: Social Local Mobile)
trends will interact to reshape our lives. Each facilitates the other.
Soon we’ll be using Mobiles as
• identification
• license,
• passport,
• office pass
• as keys to unlock our car & apartment,
• as boarding passes and
• subway tickets
mobile, by nature, allows brands to talk to the
right people at the right times in the right places,
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11. Location of the
phone.
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12. Location of the phone.
Location of the screen.
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13. Location of the phone.
Location of the screen.
Location of home.
Location of nearest store. Location of
alternative stores. Location of product.
Location of competitor’s products.
Location of friends.
Location of consumption.
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14. Video on Mobile
……………….convergence of efficient hardware & affordable broadband
Mobile Hardware Infrastructure was not Designed to have Onlive Live
streaming of Videos and TV channels.
Slingbox, Roku, Boxee, Apple TV & Google TV are striving hard to
bridge the capabilities
Challenge:
No-one giving…..a truly dynamic & immersive multimedia experience
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15.  Launch of 4G in India
Bringing New Realities , Opportunities for us
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16. Mobile has reached bottom of Pyramid
e.g. Apple has succeeded in
changing consumer behavior Anyone
who has the vision, consumer insight,
resources, and reputation can…
……..push IT into YOUR living room
content agreements(for Mobile),
distribution
channels, and
strategic partnerships are being formed to
supply the Latest Mobile hardware and
software
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17. Geo-Social Apps…..Metros to Villages
We will see increased SoLoMo marketing prevail in
existing Marketplace
like Foursquare, Shopkick and Yelp
Retailers will experiment more with geo-fenced mobile
marketing with companies like Placecast.
Social buying companies like Groupon and
Living Social will become more app-focused
and provide push content and alerts on
real-time local deals
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18.  Tsunami of Mobile Apps
Brands will create more of
their own apps to Grab the
Opportunity of geo-location
services and social networking.
Brands will use location targeting and embed social content and
shareability in SMS/MMS/MIM enhancing Relevancy of Ads
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19.  first-time smart phone users
Ever Increasing demand from first-time smart phone users exploring
their new device and Apps to pop-up/Exhibit their Social IQ
mobile, online and TV
and Merging and
Integrating rapidly
HTML5
cross platform development as well as allowing apps to be downloaded
directly from publishers, freeing them from the restriction of Monopoly.
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20.  Universal apps Design & Development….Co-Creation
Creating apps that will function and communicate with Ease
across all devices; mobiles, tablets , desktops and TV
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21.  “Virtual –Oneness” TV and Social Media causing explosion in
•tools,
•technologies &
•platforms
for
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22. Social -commerce: Balancing Customer engagement & mktg
What is Your focus on??
selling a Product/Service or delivering an experience
Social media is used to kick start conversations, build awareness & trial.
sampling and couponing are popular within fan pages.
while sneak previews/special offers can augment sales of new products
online before they even reach traditional shelves.
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23. The challenge of mobile for brands
Mobile Ecosystem www.digitalmarketing.ac.in

24. What are brands trying to achieve?
 Interact and engage an audience
 Tap into user-generated content
 Excite and delight their audiences
 Drive permission-based
relationships
 Acquire key data including
demographics, interests and
location-based data
 Drive to web for online engagement
 Drive to store for coupons and offers
 Drive to experience at a location
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25. Conversion at the right location and time
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26. Barriers: lower consumer demand, technology compatibilities and
licensing/content agreements
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27. www.digitalmarketing.ac.in

28. Real-time interaction everywhere
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29. Opportunities for developers
• New platforms for one-to-one interactions
-html5 for mobile and digital screen / tv
Making sense of location data from multiple
sources for multiple purposes
• Privacy controls
-Consumer & advertiser managed solutions
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30. The Social Graph……Analytics & BI
Web Metrics through Web Analytics
Mining those platforms for explicit, implicit, and analytic
consumer data will become a core measurement
approach for brands
Social media will function as a more accurate
barometer of consumer opinion
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31.  Marketing Strategy in the Digital Age
New continuously Evolving Model for creating value and having
Customers for Life
The Smart-Mobile has Transformed consumers’ ideas of
•convenience,
•speed,
•price,
•product information, and
•service.
Challenge of retaining old skills, practices yet add new competencies.
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32. So Now What??....Go Mobile
Understand the economic conditions in a slowing economy
Understand the customer mindset
Understand the new marketing mix
Action plan to find, attract and retain the customer
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33. Lastly….Two big opportunities
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34. R U …. Prepared !!!
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35. Vision
an inspirational picture of the Future

36.  We NEED..........
............FORESIGHT,
NOT Insight(s) or HINDSIGHT(s)” !
Either U take Hold of the FUTURE….. or the future will take hold of us.
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37. Mobile Payment Technology.....“the hub and center”
Near Field Communication
(NFC)enables the transfer of data
between 2 devices in close
proximity.
....pull out your phone, tap it on to
the payment reader and you’re
ready to go
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38. Demand Drivers
•Emerging mobile
services
•Limitations of
current
technology
•Developing
mobile apps
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39. Mobiles are far more Effective than TV in reaching its target audience.
Mobile Marketing is effective as we all know that the
penetration of handsets and the passion, Possession
an Individual has for his own mobile.
Ease, frequency of viewing it, its connection, it
makes it powerful and more important than TV
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40. Gap Analysis
Review observations of the gap analysis.
Identify the performance gaps and develop an
action plan to close the gaps.
Also highlight and quantify the consequences of not
closing the gap.
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41. The difference between
ordinary and extraordinary is
the little ‘EXTRA’

42. Bridge the gap

43. Creativity and
Innovation
A business enterprise has two - and only two basic functions:
Marketing & innovation.
Marketing and innovation produce results ,
all the rest are costs
Peter Drucker
Mobile Apps = Innovation + Marketing…………..
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44.  Five C’s of Mobile = Connectedness
We are now living in a new digital age where the network effect is
dominant. With online social networking, web 2.0 approaches to
internet and other businesses and the easy availability and access
to information, it really is a connected world.
1. Communication.
2. Consuming.
3. Communing.
4. Convenience.
5. Control.
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45.  Advantages of Mobile Marketing:
• Advantages of Mobile Marketing:
 The personal nature of mobile phones makes SMS marketing a
very powerful tool.
 Most people take their mobile phones everywhere - meaning
they can be effective for time sensitive messages.
 People tend to read virtually every text they get - unlike junk
mail, spam or adverts which can be ignored.
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46.  Potential Disadvantages of Mobile Marketing:
• Potential Disadvantages of Mobile Marketing:
 Your message has to be short - you do not have much space to get
your message across in detail.
 People respond negatively to unwanted texts. Make sure you
have their permission to send them texts and that you’re SMS
marketing complies with privacy and data protection rules.
 People are wary of responding to SMS messages due to an
increase in fraudulent messages.
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47.  Mobile Advertising Mistakes:
Following are the few Mobile Marketing Mistakes that can
Screw your Business Campaign!
 Sending them the promotional contents that doesn’t matches to
their requirement.
 Going against the Anti Spam Legislation Act.
 Inability to target audience during Mobile Advertisement campaign.