mm diaries 2007 eng
DESCRIPTION
Presentation was given on Mobile Monday meeteng, St.Petersburg, Feb.4, 2008TRANSCRIPT
Mikhail Pozdeyev, IMOBIS center of Mobile Communicationexternal relations specialist
Goals
To determine main trends and patterns in the development of Russian MM market
To recognize the line of companies and brands, which are most loyal to the mobile marketing tools and to gather information about them
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Methods
Geographical research scale
Russia
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Features
Customers Executors Time and dates of the campaigns Geographical scale Mechanics of the campaigns Products, developed for the campaign Service numbers and rates Media coverage Motivation for customers
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Results
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Alcoholic/ non-alcoholic beverage companies are leaders in MM use
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The majority of mobile marketing campaigns were held in the third quarter of 2007 (summer-beginning of fall)
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Federal MM campaigns are more popular than regional
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Moscow region is the leader with quantity of regional MM campaigns
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SMS services are the most popular technological platform for MM campaigns
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Material prizes are the main motivational factor for MM campaigns
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Average MM campaign participation cost for customer was 6.4 rub.
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MM and Internet are often used together
21% were held with WAP technologies
27% are supported by Internet promotion
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The majority of MM campaigns is promoted through the product itself (on-pack)Media channels On-pack – 68,36 % Press – 20,40 % Internet – 19,38 % TV – 16,32 % Hand-outs– 13,20 % Outdoor ads – 6 % Radio – 3 %
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