Everyone is talking about Mobile phone and mobile devices, and their impact on our businesses. Some basics on how we need to respond to our customers' increased usage of Mobile devices. Please feel free to share your thoughts, comments and questions.

1. Mobile Marketing
A Strategic Marketing & Sales Perspective

2. Contents
M-Landscape
M-Statistics
M-Definitions
M-Customer
M-Marketing
M-Sales
M-Strategy & Execution
Case Study Coats

3. Mobile Landscape
Fast Paced
Dynamic
Innovative
Highly Competitive
Engagement
Combines Search &
Social & Apps

4. Mobile Landscape
Search
• Location Based: GPS
• Touch Based:
Interactive
Engagement
• Audio Visual Based:
Applications
Mobile •
Physical Intelligence
Connection Based:
Constantly linked to
Professional & Social
Contacts
• Portable: Influence
purchases &
decisions on the go
Social

5. M-Devices
"I will buy with you, sell
with you, talk with you,
walk with you, and so
following; but I will not
eat with you,
drink with you, nor pray
with you."
The Merchant of Venice
(I, iii, 35-39)

6. M-Devices… cont
Mobile is Life!
• Mobile combines search, social and applications in
one platform (Google, Facebook, Apple)
• Being constantly connected to contacts, social sites
and search sites.
• Mobile devices are now and extension of a person
and form part of their identity – brand, ring-tones,
designer phones etc.
• Tool for information, entertainment, & photos.
• Sales Touch-point.
• Mobile uptake is not dependent on region or culture.

7. M-Devices…cont

8. Mobile Statistics

9. Mobile Statistics
• Online wealth is more likely to come from the 5.3 billion mobile users than from
1 billion PC users.
• There are 5.3 billion mobile subscribers as of July 2011 – equivalent to 77% of the
world’s population. What other medium has that reach?
• Growth is led by China & India
• The number of people accessing the mobile Internet is growing fast and is
expected to overtake the PC as the most popular way to get on the Web within
five years.
• Many mobile web users are mobile-only i.e. they do not, or very rarely use a
desktop, laptop or tablet to access the Web. Even in the US 25 percent of mobile
Web users are mobile-only.
• SMS is the king of mobile messaging. 8 trillion text messages 8 trillion text
message will be sent in 2011. But consumers are also embracing mobile email, IM
and MMS rapidly.
• US consumers prefer mobile browser for banking, travel, shopping, local info,
news, video, sports and blogs and prefer apps for games, social media, maps and
music. Mobile searches have quadrupled in the last year, for many items one in
seven searches are now mobile.

10. M-Definitions

11. M-Marketing Definition
Mobile/M-Marketing is the “process of marketing
campaigns delivered via the mobile medium”.
The Direct Marketing Association states that
mobile marketing has a number of unique
benefits: It is always on, always with you and the
message us always ready.

12. M-Customers
• Hunters not Browsers
• Making Decisions on the Go

13. M-Customer is still King
The most valuable asset for any business is
their customers.
It is important to reflect on:
• how we treat customers
• how our customers believe we treat them
• What it feels like to be one of our customers
• How our employees believe how our customers should be
treated
Mobile becomes a key customer touch point.

14. Why Mobile is Critical for CRM
When customer needs drive all business
decisions – a marketing philosophy has been
truly adopted and implemented.
Mobile phones and devices present an
opportunity for businesses to enter into a
regular and honest discussion with their
customers.
Every single time you receive customer
feedback your organization has grown
stronger.

15. Why Mobile is Critical for CRM…cont
Place the customer at the heart of all
planning and decision making and you will be
better paced to gain a key advantage.
If you give the customers what they want
they will come back repeatedly to purchase
your product and increase turnover and
profitability.
Satisfied customers create a word of mouth
for you.

16. M-Marketing
Most companies fail due to poor marketing.
Many think that marketing is just advertising – isn’t it?
Most people question whether m-commerce can add
value to their business.
Most people think there is no value to tweets and that
social networking sites distract employees – who should
otherwise be engaged.

17. M-Marketing Approach
Production Product
Orientation Orientation
Sales Marketing
Orientation Orientation

18. M-Sales
• For most retailers, having an e-commerce
presence is a no-brainer. And although many
analysts predicted that by 2009 mobile
commerce would be just as common, for the
majority of businesses m-commerce is more a
dream than reality.
• A survey conducted last year by Cisco Systems
found that only 15 percent of Internet retailers
allowed customers to make purchases via a
mobile device, and more than half of those were
based outside the United States.

19. M-Strategy & Execution

20. M-Strategy
Mobile Web Site + Mobile App does not form a m-strategy!
M-Strategy has to be based on:
• Goals
• Competitive Landscape
• ORM
• CRM
• Pilots
• Business Analytics
• New Tools
• Integrated Sales Approach
• ROI

21. M-Strategy…cont
How we sneak through the maze of clutter, chitter
& chatter via mobile – to make sure that the
customer reads your message and remembers it.
Need to be able to measure the response and be
able to ask why the message did not work and
what the learning lessons are (pilots)
Execution of a mobile strategy has to be a holistic
approach that is linked to the business goals of
the organization, the target market and the nature
of the product or service.

22. M-Execution
5G’s to Mobile Marketing:
• G1: Mobile Sites
• G2: Mobile Apps
• G3: Mobile Text Marketing
Campaigns/Blue Casting
• G4: Mobile Advertising
• G5: Mobile Email

23. M-Execution – Tips on Mobile Advertising
Emails – ever thought about designing and writing and
email to suite the mobile platform?
USE AIDA:
• Attention
• Interest
• Desire
• Action
Don’t miss the boat – keep the message short and sweet
with a clear call to action.

24. M-Execution – Tips on Mobile Advertising…cont
Integrate social networking sites into your mobile campaigns.
Text campaigns can be integrated to email
Use QR codes to encourage the mobile phone device usage to social
networking sites
Use Text Marketing via blog (see vishaysingh.com – Contact Us Page)
Blogs to Mobile – huge value.
Website to Mobile
Blue Tooth Marketing
Video Games

25. Case Study: Coats
• WSI was challenged to deliver a Web-Based
Solution for the client & incorporate a
mobile/smart device into the equation to
reduce cycle time.
• Reduction of cycle time meant a 2 weeks
savings to client resulting in competitive
advantage.

26. Case Study: Coats…cont
• The time saving will also increase revenue to
client by 15%-20% - which translates into a good
$150 to $180 million increase in terms of:
– Key Elements
– Design
– Quality
– Access
– Cultural
– Deployment
– Training

27. Case Study: Coats…cont
• One of the main features emerging for companies
if the usage of mobile for CRM.
• Through the innovative process we are
implementing for Coats we will be able to
achieve:
– Faster turn around times
– Be ahead of competitors
– Better and more satisfies customers
– Be literally in the hands of clients – in terms of the
mobile device
– Communicate via Text and SMS
– Provide faster, better services to client

28. http://www.linkedin.com/in/pugalnatesan