mobile marketing ppt
TRANSCRIPT
Mobile Marketing Plan for Rakuten
Audrey Huang
IntroductionMobile marketing has become the most
important part of the marketing strategy. It is an instant and direct channel that company can communicate with its audience anytime and everywhere.
OutlinesWhy does mobile marketing matter?
How to use mobile marketing to communicate with audience?
What is the best practice for Rakuten?
Intro
Why Does Mobile Marketing Matter?
Usage of mobile phone is growing
WHY
Time spent on mobile device overtook PC and TV WHY
Retailers’ apps take up the most of consumers’ time at 27%, followed by online marketplace at 20%, purchase assistant at 17%, price comparison at 14%, and daily deals at 13%. (Source: AdMedia Partners, 2013)
Of the 70 percent of shoppers who used a mobile phone while in a retail store during the holidays, 62 percent accessed that store’s site or app and only 37 percent of respondents accessed a competitor’s site or app.. (Source: ForeSee, 2013)
Consumers spent six times as much time in retailers’ apps in December compared to a year earlier. (Source: Flurry, 2013)
More Information available
More deals/promotions
More convenient
WHY Shopping behavior has been changed because of mobile device
How to Make a Plan for Mobile Marketing?
Sending messages in the right time at the right place to the audience.
HOW
Design a user-friendly App by using geo-tech, QR code and payment transaction functions.
HOW
Simple and clear structure
Equivalent amount of information
Social media sharing function
Product review
Easy payment transaction
Make a plan perfectly integrates all the mobile channels HOW
Data source: Survey responses
Sending coupon in mailbox
Post message on social medias
Guide customers to
the app or website
Mobile Marketing Plan for Rakuten
Rakutent is the biggest online shopping Mall in Japan
Rakuten has travel agency, bank, credit card, baseball team, telecom, and cafeteria in its ecosystem
WHAT
8am-9am
12pm-1pm
6pm-7pm
9pm-10pm
WHAT Send coupons to customers’ mailbox and guide them
into mobile APP or website. Post message through social media telling about
today’s special promotions.
Use App’s pushup notice send message about today’s lunch special
Use geo-location function to send message if people pass by Rakuten cafeteria
Let customers order through APP to reduce waiting time Issue monthly Rakuten magazine contains new products with
QR code. Consumers can read and purchase in the magazine while have lunch.
Post message through social media telling about today’s special deals in website. Link to mobile website or App.
Pushup message from app showing items that they have viewed or put in the shopping car today as a reminder.
ConclusionsUnderstanding your customers
Providing instant and useful information
Making a clear and convenient shopping environment
Being a friend with your customers
THEEND