MOBILE MARKETING 

BYSAKET ETANKAR 59

PRASHANT HYALIJ 64ARUN IYER 65

SAURABH SANDBHOR 69NUPUR MEHRA 73

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.

“Mobile marketing is also commonly known as wireless marketing .

WHAT IS “MOBILE MARKETING” ?

TYPES OF MOBILE MARKETING:

Millennial (people age 25 and younger) make up a large portion of consumers using mobile data

However, there are a large and growing number of older mobile Internet users with high-end smart phones.

They regularly check their office e-mail on their BlackBerry, Palm or other Smart phone, and those e-mails often drive them onto the mobile Web

This usage highlights why it’s a mistake to assume that mobile Web usage is limited to the youth demographic.

THE TARGET AUDIENCE

80% of mobile device time in spent on apps, with game apps eating up the largest percent of app time

People browse 70% more web pages on tablets than smartphones

Retail conversion rates are 2.2% on tablets, considerably higher than 0.7% on smartphones, but traditional PC conversion rates are still highest at 3.3%

Mobile searches have increased 200% year over year in 2012

Mobile is predicted to surpass desktop in 2014 Mobile is here to stay, and if forecasts are correct, it will soon

by eclipsing desktop usage. If you don’t have a mobile marketing strategy yet, it’s time to get going!

 

WHY YOU NEED A MOBILE MARKETING STRATEGY

Easy to use Immediate output Broad Reach Cost-Effective Viral Communication Customer satisfaction Wide Range of Use

WIDE SCOPE OF MOBILE MARKETING

Why SMS? Why now? – The Mobile World

Our world is more Mobile now than ever. Consumers are always on the move and it is increasingly hard to reach them through traditional channels like TV, Radio and Internet. As of 2014 there were more than 6 billion subscriptions. With increasing penetration of mobile phones to the most rural areas, mobile networks cover more than 90% of the world’s population. Availability, affordability and ubiquity make the mobile phone an essential platform for retail marketing and business to customer communication.

The mobile phone has become the new “must have” for any serious “innovative” marketing project. Due to the rapidly expanding capabilities of smartphones, there is a misconception that ‘archaic’ technology such as SMS is not up to the task at hand. The truth is far from it.

Most brands now choose SMS as a must-have when planning their mobile strategy. One of the reason behind this is that while there are 1 billion smartphones, there are 5 billion feature phones. All these phones have built-in SMS capability.

Why SMS? Why now? – The Mobile World

• 6 billion subscriptions worldwide.• Mobile operators cover more than 90% of the world.• Consumers are always on the move. (Increasingly hard to reach them

through traditional channels)• All mobile phones support SMS. (Smartphones and feature phones)• SMS does not require data connections or apps.• SMS is cost effective.• Mobile is the most personal channel. SMS is direct and immediate.• SMS has a greater open rate than any other traditional alternative. (E-

mail)• Mobile SMS offers are redeemed more frequently than any other type

of offer. (Prints, web etc.)• Consumers carry their mobile phone and use it for everyday activities

24 hours a day, 7 days a week.• SMS is stored in user’s mobile whether they engage with the message

now or later.

SMS Messaging Services – Outbound SMS

Outbound SMS is a fast and reliable way to send large volumes of SMS messages on a global scale. Companies can send marketing campaigns, notifications, promotions and special offers, increasing brand awareness, customer acquisition, customer retention and driving sales.

Company sends

SMS campaign

Subscriber readsSMS

Subscriber purchases

SMS Messaging Services – Outbound SMS

Company sendsSMS Campaign

MobiWebPlatform

SMS Messaging Services – Inbound SMS

Inbound SMS allows companies to globally receive SMS messages from consumers, engaging their target audience, increasing customer loyalty, retention and reactivation by initiating 2-way communication with the consumer through Inbound Marketing.

Subscribersends SMS

Companyreplies

CustomerLoyalty

SMS Messaging Services – Inbound SMS

Company sends

SMS Campaign

MobiWebPlatform

SMS Messaging Services - Solutions

BenefitsExamples• Increase Brand Awareness through consumer

interaction with your brand• Increase Customer Loyalty through contests,

questionnaires, promotions and discounts• Increase Sales and Customer Acquisition through

discounts, special offers and contests• Increase Customer Retention and Customer

Reactivation. Reach, Engage and Re-engage your target markets through global mobile interaction

• Acquire Valuable Marketing Information through customer response measurements

• Mobile Identity Verification

• Special Offers• Promotions• Coupons• Notifications• Trivia Quizzes• Contests• Marketing Surveys• One Time Pins

Emerging Technology- NFC

Near Field Communication

NFC, short for Near Field Communications, is a short range wireless RFID technology that makes use of interacting electromagnetic radio fields.

NFC is meant for applications where a physical touch, or close to it, is required for a transaction.

NFC is the emerging technology behind Google's Android Mobile Wallet application and other contactless mobile payment solutions.

With the announcement of iPhone 6, all modern smartphones will now be equipped with NFC. 

What is NFC?

Mobile marketing with NFC offers seamless transactions in the physical world because it only involves tapping, touching, or waving an NFC compatible device in front of an NFC hot spot, such as a smart poster or NFC business card. This effortless exchange of digital information, combined with the broad range of NFC applications, is why many are predicting NFC will be a part of everybody's lives soon.

NFC Mobile Marketing Reaches New Audiences

Open a Web Page Check-in on Foursquare Map a Location Make a Phone Call Send a Text Message Share a Contact Update a Facebook Status Tweet a Status Friend on Facebook or Follow on Twitter Much more

NFC Mobile Marketing Applications Include:

Smart tagging: A mobile user touches their phone against an NFC tag, which provides a small amount of information to their phone.

This is where marketing can shine – imagine a customer downloading a video, updating their Facebook status or “Liking” a product with only a simple tap? Retail and outdoor media will particularly benefit from this.

A great example is if you see a poster of the latest blockbuster Hollywood movie at a bus shelter. You then tap the NFC tag to view the movie trailer, download an App or game associated with the film and buy the movie ticket instantly. 

There are 3 trends in mobile/NFC that will enhance your future marketing

Sharing (peer-to-peer): Sharing contacts, web content, or a YouTube video with another NFC-capable phone will be the way customers share branded information

Payment: This is simply a quick tap and a transaction is completed. The transaction could be anything from purchasing a bus or train ticket, taxi fare, buying a Coke at a 7-11 or paying for your groceries at the checkout, all with a single tap of your phone. This will eventually replace your credit card

Copywriting is the process of writing words to promote a business, person, opinion or idea. Copywriting can include plain text messages and a variety of other online media.

Copywriting creates the textual content for offline, printed materials. A good copywriter is able to understand — and speak to — his or her audience, while still representing the subject (a product, brand or company) in an accurate and engaging manner.

COPYWRITING

The same is true for Online Copywriting (also called “Digital Copywriting”), with two important additional points:

1. Online Writing Style: 2. Writing for Search Optimization:

Digital copywriters write for their medium. Online copy needs to be shorter and clearer than its printed counterpart. A good digital writer typically uses short sentences, small paragraphs and frequent text headings.

Reasons that necessitate this change in style

1. Online attention2. Consumers don’t actually read online —

they just skim, and quickly move on3. copywriter strikes a good balance of using

target keywords in titles, headers, meta tags within the copy and in links.

1. Google Analytics2. Segment.io3. MixPanel4. Flurry5. Localytics6. Webtrends7. Upsight8. Apsalar9. AppSee10. Countly

20 Mobile Analytics Tools For Mobile Website And Apps

11. Adobe Analytics12. Amazon Mobile Analytics13. Amplitude14. Heatmaps.io15. MobileAppTracking16. Admob17. NetBiscuits18. Atinternet19. Asking Point20. Adjust

20 Mobile Analytics Tools For Mobile Website And Apps

CASE STUDY

THANK YOU