intro to mobile marketing_michael hanley

Intro to Mobile Marketing

Introduction to Mobile Marketing:Options, Tactics and Types

Class 8


What is Mobile Marketing?

The Mobile Marketing Association defines mobile marketing as: “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.”


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Source: Ahonen (2007)

Now

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Mobile TodayGlobal Mobile Use:•7 billion people; one third use the mobile Internet.•5.9 billion mobile subscriptions; 84% penetration•72% of mobile subscribers are in developing countries•More than 90% of world is covered by cellular signal•By 2013 mobile Internet users will pass PC users.•Europe is most mature market with 125% penetration rates,

Japan and South Korea (103%+), United States (102%)

U.S. Mobile Use

• Nearly 320 million subscribers in 2012 (100%+ penetration)• Ranks 24th globally for mobile broadband• Spending on mobile advertising/marketing

- $2.6 B in 2012• Nearly 500+ B mobile ads served in 2011

• Broadband mobile penetration at 55% 3


What is Mobile Marketing? Mobile isn’t about mobile…it is about engagement

and the value consumers and marketers entrust to each other

Mobile is both a stand-alone media channel and an enabler for traditional media and will help you with: –Branding, Awareness, Loyalty/Retention, Social Media Enablement


15

mCRM

Mobile Experiential

Sales Promotion Brand Engagement

6 Core Disciplines of Mobile Mobile Advertising

Advertising Response


2 Interdependent Approaches to Mobile Marketing


SMS

MMSEmail

A Mobile Campaign(Mobile, Mobile Enabled)

ImageRecognition IVR

Internet

Mobile Web

BluetoothTalk

Ways to Interact With a Mobile Phone and

Distribute Mobile Content GPS

Talk to Text

6

Location/GPSApps


Available Mobile Pathways


Types of Mobile Marketing• Messaging • SMS• MMS• E-mail

• IVR• Interactive voice response

• Content• Advertiser funded content• Mobile software • Social media• Games


Types of Mobile Marketing• Mobile Web• Search Engine Optimization

- Paid Inclusion and Indexing• WAP Sites and Storefronts • Mobile Ads

- Messaging- Display

– Banners – Rich media– Video

- Search


Types of Mobile Marketing• Proximity• Location-Based Services (GPS)• Near-field communication (NFC)• RFID• Bluetooth/Infrared

• Applications• On-device/Resident• Web-based• QR code• Mobile TV


8 Key Mobile Marketing ToolsSMS/Text

7

MMS

Web Proximity Location/GPS

Ads Apps

QR Codes


Types of Mobile Marketing


Mobile Marketing Ecosystem

intro to mobile marketing_michael hanley

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