mobile marketing and mobile apps
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Mobile Marketing & Apps
www.digitalmarketing.ac.in
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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Few Thoughts
Opportunities….. Unlocked !!!
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Hype or Reality ???
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Mobile Marketing Boom
iPhone/iPad Windows Phone Android
BlackBerry J2ME
Mobile Platforms
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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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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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…….. consistently raise the bar
The objective
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Young India…. Mystical India …
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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
(SoLoMo: Social Local Mobile)
mobile, by nature, allows brands to talk to the
right people at the right times in the right places,
trends will interact to reshape our lives. Each facilitates the other.
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Location of the phone.
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Location of the screen.
Location of the phone.
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Location of the screen.
Location of the phone.
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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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 experiencewww.digitalmarketing.ac.in
Launch of 4G in India
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Bringing New Realities , Opportunities for us
Mobile has reached bottom of Pyramid
e.g. Apple has succeeded inchanging consumer behavior Anyone who has the vision, consumer insight, resources, and reputation can… ……..push IT into YOUR living room
content agreements(for Mobile), distributionchannels, and strategic partnerships are being formed to supply the Latest Mobile hardware and software
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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 mobilemarketing 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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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
Tsunami of Mobile Apps
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first-time smart phone usersEver 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 downloadeddirectly from publishers, freeing them from the restriction of Monopoly.
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Creating apps that will function and communicate with Ease across all devices; mobiles, tablets , desktops and TV
Universal apps Design & Development….Co-Creation
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“Virtual –Oneness” TV and Social Media causing explosion in
•tools, •technologies &•platforms
for
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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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The challenge of mobile for brands
Mobile Ecosystem www.digitalmarketing.ac.in
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
What are brands trying to achieve?
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Conversion at the right location and time
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Barriers: lower consumer demand, technology compatibilities and licensing/content agreements
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Real-time interaction everywhere
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• 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
Opportunities for developers
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The Social Graph……Analytics & BI
Web Metrics through Web Analytics
Mining those platforms for explicit, implicit, and analyticconsumer data will become a core measurementapproach for brands
Social media will function as a more accuratebarometer of consumer opinion
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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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So Now What??....Go MobileUnderstand 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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Mobile is merging the physical and digital worlds
Marketers have long
dreamed about 1 to 1
relationships
Lastly….Two big opportunities
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R U …. Prepared !!!
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Vision
an inspirational picture of the Future
............FORESIGHT,
NOT Insight(s) or HINDSIGHT(s)” !
Either U take Hold of the FUTURE….. or the future will take hold of us.
We NEED..........
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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
Mobile Payment Technology.....“the hub and center”
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•Emerging mobile services
•Limitations of current technology
•Developing mobile apps
Demand Drivers
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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
Mobiles are far more Effective than TV in reaching its target audience.
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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.www.digitalmarketing.ac.in
The difference between ordinary and extraordinary
is the little ‘EXTRA’
Bridge the gap
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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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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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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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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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.
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