www.nb2bc.co.uk mobile marketing: innovative ways to effective marketing 14 th november, 2007

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Mobile Marketing:Mobile Marketing:

Innovative ways to Innovative ways to effective marketingeffective marketing

1414thth November, 2007 November, 2007

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Introduction to the B2B Introduction to the B2B CentreCentreJames PenningtonJames PenningtonLead IT ConsultantLead IT Consultant

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Introduction to the B2B CentreIntroduction to the B2B Centre

We are here to…

“Provide expert, impartial e-business advice and support to growing businesses to enable them to successfully adopt technology, creating real business value from the Internet”

• Identify technologies relevant to growing businesses

• Enable businesses to adopt these technologies

• Primary focus is within the West Midlands

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AgendaAgenda

9:00 Registration, tea, coffee

9:15 Introduction to the National B2B Centre

Introduction to the Mobile & Wireless project

9:25 What is mobile marketing?

9:40 SMS/MMS – start conversing with your customers – LHM Media

10:00 Mobile Websites as a marketing tool - Wapple

10:30 Coffee break

10:35 Proximity Marketing – Capture customers in immediate vicinity

10:55 QR Code – a unique way to engage with your customers – Codi Link

11:15 Marketing – how does mobile marketing fit into overall marketing strategies – Sammy Rose

11:35 Demos

12:00 Lunch and networking

13:00 Close

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B2B Centre Mobile & Wireless Project B2B Centre Mobile & Wireless Project and and

West Midlands Mobile & Wireless West Midlands Mobile & Wireless (WMMW)(WMMW)

Rayhan AbdulmughneeRayhan AbdulmughneeE-business ConsultantE-business Consultant

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Introduction:Introduction:Mobile & Wireless ProjectMobile & Wireless Project

Advantage West Midlands funded

Staffordshire University led programme

Provide practical advice on how to apply mobile and wireless solutions

Support with development or adopting innovative mobile & wireless business solutions

Advice, seminars, training courses are available

Demonstration facilities

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What is itWhat is itHow to use itHow to use it


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What is Mobile Marketing?What is Mobile Marketing?

Mobile marketing is a marketing medium that utilises mobile devices to engage with customers and potential customers.

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Why use Mobile Marketing?Why use Mobile Marketing?

Allows precision targeting

Provides instant market feedback

Taps impulse buying

Enables viral marketing

Build ongoing relationships with customers.

72% of SMEs using text messaging reported a rise in turnover of over 10% (Source: Textalert).

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What you should get out of todayWhat you should get out of today

It’s a big market – 117% of the UK population owns a mobile phone. 2 billion people in the world have a mobile phone.

Can your business take advantage of these opportunities?

What solutions are available for mobile marketing

How other companies have used these solutions

Discuss with us your business and how we can help you grow.

Mobile Marketing Presentation on SMS & MMS Services

By Ian Hughes & Shihab Hossain

1. Market Overview

2. The Benefits & Drawbacks

3. What is SMS & MMS?

4. Case Studies

Presentation

Market Overview

SMS / MMS Marketing – Did you know?

1.2 billion texts are being sent each week

69 million registered handsets in UK

UK sits within the top 6 of the global league of countries sending text messages

Why?

Increasing availability and uptake of all inclusive tariffs with large number of text messaging

Becoming a more socially acceptable way to contact people

“More businesses are turning to mobiles to communicate with customers and employees via SMS as the cost of messaging is falling”

- Mike Short, Chairman, Mobile Data Association (MDA)

The Benefits

The most direct form of marketing, 96% of messages are read, compared with 54% email marketing

There are more active mobiles in the UK than people, giving huge reach to businesses

Lucrative revenue can be generated

Mobile Marketing – The Benefits

Data is captured instantly, enabling ongoing targeted campaigns to opt in customers

Unparalleled media tracking – know the exact time and date of each response, the campaign code and the mobile phone number of each lead generated

The Drawbacks

People respond negatively to unwanted texts – make sure your SMS marketing complies with privacy and data protection rules

An SMS message has a maximum of 160 characters – limited space to get your message across

People are wary of responding to unwanted texts – make sure that your message complies with E-commerce regulations

Mobile Marketing – Potential Drawbacks

Text Messaging (SMS)

SMS is a means of sending Short Messages to and from mobile phones

Up to 160 characters can be sent in each message, The characters can comprise of words, numbers, or punctuation symbols

Can be sent to a phone whether or not engaged in a call

SMS – Short Messaging Services

Companies can employ a mobile phone agency to send out multiple texts from PC to mobile

Premium SMS

Premium Rate SMS

Enables mobile users to be charged for messagesThe end user is charged through a carrier network

To subscribe to a premium SMS service, a mobile user has to text in via a Keyword and Shortcode

Text NEED 10245 to 80806

Premium Rate SMS – Popular Services

News Sports Results Text 2 Win

Dating

Social Networking Voting Reverse Auction Text 4 Quote

Premium Rate Services Cont

Benefits:

Text 2 Win

Advertise brands and products

Interact with an audience

Capture data

Earn revenue

Multi Media Messaging (MMS)

Multimedia Messaging Service (MMS) is a new standard in mobile messaging.

The difference is that MMS can include not just text, but also sounds, images and video (or combination)MMS requires a third generation (3G) network to enable such large messages to be delivered, although smaller messages can be sent even with second generation (2.5G) networks using GPRS

MMS – Multi media messaging

MMS messages can be sent to any email address

Mobile Content Types compatible with MMS

Text (CHTML, XHTML, HTML)

Images (JPEG, GIF)

Audio (MP3, MIDI , AMR)

Video (MPEG 4, WMV, 3GP)

Games (JAD, JAR)

Applications (JAVA, EXE)

Client Management System

Content Management System

Tracking your sales

All clients receive a secure user log in to our Client Management System

Providing all the vital information you need to create and track successful marketing promotions

The CMS allows clients to track orders, content sold, accounts and statistic reports for each individual campaign in 'real time’

Case Study 1:How to advertise mobile content

Mobile Entertainment Portal

The Mobile Portal creates an exciting mobile download area for web users, converting web traffic into sales

The Mobile Portal can be tailored to incorporate an existing brand

We bring together leading content brands to feature in one of the best online catalogues of mobile content available

Generate extra traffic with an affiliate service for your Mobile Portal

Case Study 2:Print

Case Study 3:WAP Sites & WAP Stores

WAP Sites

Bespoke WAP Sites (Wireless Application Protocol)

WAP stores are a great way to make money from your content while your customers are on the move

Every business should have a WAP site that will enable customers to view site from their mobile phone

Deliver key business information and contact details or even sell products using Ecommerce through WAP

T-Mobile have recently launched their ‘Web and Walk’ service which allows customers £7.50 a month

WAP Stores

WAP Stores (Wireless Application Protocol)

WAP sites can be accessed from anywhere in the world from any mobile or PDA with GPRS

Mobile content can be purchased by customers from their mobile phone or PDA device

Payment can be taken using the following methodsthroughout over 150 countries:

Premium SMS Billing

Credit Card

Paypal

Case Study 4:Reversed Billed MMS

MMS (Multimedia Messaging Service)

MMS is a new exciting form of interactive marketing – reversed billed to the customer

Customers are billed to send photos and videos

Can be linked with competitions and brand awareness campaigns

MMS Can be used online, TV and live screen

MMS (Multimedia Messaging Service)

Mars Believe MMS Campaign

Interact with your audience

Capture data

Viral promotion

This is an example of an MMS campaign for Mars

Enables the general public to send their ‘England related’ photos using MMS

The entrant’s photo will then appear on the Mars micro site and they also have the chance of winning a Sony TV

Thank you

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Mobile WebsiteMobile Websiteas aas a

Marketing toolMarketing tool

Mark BonnettMark BonnettE-business ConsultantE-business Consultant

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Why web on mobile devices?Why web on mobile devices?

Fastest adoption by consumers, and the most common electronic device in the world (Wireless World Forum).

By 2010 3 billion people will have Internet connected mobile phones (Informa Telecoms & Media - 2007).

27% of mobile phone owners have connected to the Internet via mobile phone in the UK (ICM Research) – That’s almost 14 million users in the UK.

Customers can get information anytime, anywhere.

New devices and flat rate network pricing would generate more traffic to mobile website.

89% of major brands are planning to market via mobile phones by 2008 (Mobile Marketing Association).

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Mobile Websites – How others are Mobile Websites – How others are using: Example - Informationusing: Example - Information

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Mobile Websites – How others are Mobile Websites – How others are using: Example – Interactive using: Example – Interactive SearchSearch

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Mobile Websites – How others are Mobile Websites – How others are using: Example – Engageusing: Example – Engage

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How People Search for Mobile How People Search for Mobile SitesSites

Mobile Search Engines – short list

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Mobile Websites – What you Mobile Websites – What you should knowshould know

Downloads are slower

Bandwidth costs are higher

Actively looking for relevant information

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Proximity MarketingProximity Marketing

James PenningtonJames PenningtonLead IT ConsultantLead IT Consultant

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What is Proximity MarketingWhat is Proximity Marketing

Proximity marketing is the localised distribution of advertisements to a mobile device

Several solutions can be used to engage customers in immediate vicinity:

• Bluecasting

• Location Based Services (LBS)

• Google Local Mobile

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BluecastingBluecasting

Bluetooth server is used to send out messages:

• Advertisements

• Coupons

• Localised information (e.g. tourist information)

• Games, music, videos

• Content on demand

12 million users in the UK have Bluetooth on their phones permanently turned on.

Bluetooth messages free to send out.

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Location Based Services (LBS)Location Based Services (LBS)

Mostly user driven

• Search for businesses or services in local area (e.g. restaurants, cash machines, pubs)

• Receiving alerts (e.g. traffic conditions, sales)

Businesses can buy advertisements

• User searching for restaurants in Coventry City Centre can receive a discount coupon from a local restaurant.

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Google Local on MobileGoogle Local on Mobile

Can be used with or without location tracking feature

• Your Business needs to be listed on Google Local

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Why use Proximity MarketingWhy use Proximity Marketing

Potential buyers are in the general vicinity

They maybe specifically looking for products and services you can provide

They are more likely to use discount coupons if they are already in or near your business location

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Proximity and Location Based Proximity and Location Based Marketing - BenefitsMarketing - Benefits

You know where your customers and potential customers are

You may know what they are looking for at that very moment

Can be very targeted

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Proximity and Location Based Proximity and Location Based Marketing – How others are Marketing – How others are using.using.

Estate Agencies

• Sending property information to phone via Bluetooth

Restaurants

• Menu and coupons during lunch hour

• Coupons for people searching for restaurants

Outdoor events

• Event map

• Special offers

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Proximity and Location Based Proximity and Location Based Marketing – What you should Marketing – What you should knowknow

Anti spamming rules apply

Customers’ phone may not be set to receive information

Location Based Services can be expensive, but Bluetooth is more affordable

CODILINK: REVOLUTIONISING RETAIL PROMOTIONS

CODILINK:

REVOLUTIONISING RETAIL

PROMOTIONS


WHO WE ARESUMMARY

INCORPORATED: March 2004

OFFICES: UK, Spain, Mexico

BUSINESS ACTIVITIES:

1) Mobile Marketing Agency

(clients include VW, Audi, Toyota, Honda, Yamaha, Seat, Walls, Biotherm, Philips, Damm Beer, Fox)

2) Coupon and loyalty redemption network <- current business focus(clients include Compass Group, Heineken, Daily Telegraph, Guardian, Washington Post, L’Oreal, TicketMaster,

Cinepolis)

AWARDS: - The Technology presented in this document has been selected in international tender by

Telefonica Móviles, Nokia, Ericsson and BenQ-Siemens- In 2006 Codilink was selected by UK Trade and Investment (DTI) to be a member of its

prestigious Global Entrepreneurs Program


REVOLUTIONISING COUPONING &

LOYALTY


COUPONING THROUGH THE YEARS – COCA-COLA 1950s


COUPONING THROUGH THE YEARS – McDONALD’S 2007

McDonald’s 2007


THE IDEAL PROMOTIONAL MECHANIC

Objectives of an IDEAL discount promotion

1) Identify all interested customers and allow them

to participate

2) Ensure each customer receives a different, unique

coupon

3) Send these coupons via multiple mediums

4) Track and redeem coupons without operational

disruptions or huge IT investments


THE IDEAL PROMOTIONAL MECHANIC:1. IDENTIFY ALL CUSTOMERS INTERESTED IN RECEIVING DISCOUNTS

Paper Form

SMS Trigger

“Blind” Hand-out

On-Line Form


THE IDEAL PROMOTIONAL MECHANIC:2. ENSURE EACH CUSTOMER RECEIVES A DIFFERENT, UNIQUE COUPON

Advances in digital printing techniques and new barcode technologies have made it possible to create unique, traceable coupons even on paper

EAN 13 Barcode

- Weekday, Saturday or Sunday voucher

- Which week voucher relates to

2D Barcode

- Weekday, Saturday or Sunday voucher

- Which day voucher relates to

- Which person voucher was sent to

- Expiry date of voucher


THE IDEAL PROMOTIONAL MECHANIC:3. SEND COUPONS VIA MULTIPLE MEDIUMS

Snail Mail Print-at-Home Email SMS to Mobile Phones


THE IDEAL PROMOTIONAL MECHANIC:4. TRACK COUPONS WITHOUT OPERATIONAL DISRUPTIONS OR IT INVESTMENTS

Unique coupons

delivered via Email, Paper or direct to mobile

phones

Payment automatically made to retailer

Validation platform

Mobile phone & stand

Connection through mobile phone network

Internet connection

REPORT

Real-time reports

viewable at any time

EPOS with Webcam


• Multiple discounts held on same card

• Loyalty cards, including multi-retailer points programs

• Pre-pay virtual wallet or payment account

• Secure ID confirmation for collection of goods

Discount cards

Loyalty cards

Stored Value cards

Secure Personal ID

PRODUCT EXPANSIONS – HIGHER VALUE SOLUTIONS


EXAMPLES


+67% of all coupons redeemed in 2 weeks

+Sales of promotional coffee increased 300%

+Total Sales increased 15% during promotion

+Post promo sales remained 10% higher

+M-Coupon promotions being realized in 20 store locations

COUPONING: FAST FOOD

Valid for 1 free donut with every

large coffee


MOBILE LOYALTY: RESTAURANT

+Over 1,000 subcribers registered in one shop during first four weeks

+20-30% of all purchases performed in the shop used loyalty cards four weeks after the system going live

+Restaurant management could generate at any time a list of their most valuable customers in order to send them special offers or invite them to a focus group

+Rolling out to full chain (+10 shops) 2007


MOBILE LOYALTY: RESTAURANTHOW IT WORKS: RECEIVE CARD VIA SMS AND EMAIL

WAP page with barcode to download and save

E-mail & printable card


M-TICKETING: CINEMA

+22 mobile readers in three cinema complexes to date in Mexico, D.F.

+Over 35,000 codes issued to date+Rolling out to 101 cinema complexes

through-out Mexico (up to 800 readers)

HERE IS YOUR CINEMA TICKET


M-TICKETING: CINEMA

EXCLUSIVE ACCESS POINT AVOIDES QUEUE

SCAN STAND AT THEATRE ENTRANCE

MOBILE TICKET SCANNED MOBILE TICKET REDEEMED


COUPONING: LARGE SCALE

• In 200 shops in the UK• Averaging about 25-30,000/week

• Redeemed over 700,000 vouchers• £550,000 of transactions• Roll out 4,000+ shops in NW England


LOYALTY: MULTI-RETAILER LOYALTY

• Three month concept launch• 1,000,000 Loyalty Cards

issued• Cross Brand Loyalty building• Support Campaign TV, Radio..


OTHER USES: SCAN 2 CONTENT

LINK CONSUMERS TO THE CONTENT THEY WANT

1) Every camera phone has the software

2) Every advert has an eZcode

3) “NO CLICK” access to the right content


Central Package System

Client arranges shipment of package with company1

Delivery person stamps package with barcode and scans code to enter package in system

2

Package is shipped and tracking is enabled through both mobile phones and internet

3

Package is delivered to customer and scanned a last time to close tracking and confirm package has been delivered

4End-user

tracking system

OTHER INDUSTRY EXAMPLE: PROOF OF DELIVERY


Representative scans barcode on membership card 1

Representative takes photo of member 2

CENTRAL DATABASE SERVER

Representative sends MMS to add photo to central system database 3

Status message is sent back to device to allow or block entry of member

4

SCANBUY System – Case Study

Allow Entry

OTHER INDUSTRY EXAMPLE: SECURITY / MEMBERSHIP RENEWAL


Customer creates EZcode through CODILINK web service

Field technician scans EZcode to access equipment and job info and time stamp his arrival on-site.

Field technician scans EZcode at the end of the job and update status on the job.

2Customer displays unique EZcodes on his equipments

Update Status

Completed

CUSTOMER SYSTEM

Customer tracks technician’s activities real time.

4

3

1

5

OTHER INDUSTRY EXAMPLE: FIELD TECHNICIAN TRACKING


David Seddon

Codilink Ltd

2nd Floor, 85 Clerkenwell Rd, London EC1R 5AR

www.codilink.com

[email protected]

Tel: +44 2076 814 084

Mob: +44 7792 710 796

Sammy Rose MBA, MCIMChartered Marketer

Working with local small to medium sized companies to deliver practical marketing solutions

MARKETING is

Having the right product/service at the right time/place and price…

…………at a profit.

Marketing Focuses Around 8 P’s

1. PRODUCT

2. POSITIONING

B2C B2D

Segmentation

•Sex•Age•Socio-Economics•Residential Neighbourhood

B2B Segmentation

•Nature of Business•Size•Geography•Financial Indicators•Investor in People

3. PRICE

High Price

Low Price

Low Quality High Quality

PREMIUM POSITION

AVERAGE POSITION

ECONOMY POSITION

4. PROMOTION

AWARENESS

INTEREST

DESIRE

ACTION

5. PEOPLE

6. PROCESSES & PHYSICAL EVIDENCE

7. PLACE

8. PLANNING

Thank You

For more information and to download fact sheets and other

marketing tools, go to:www.cim.co.uk/knowledgehub

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Next StepsNext Steps


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Benefits of Mobile MarketingBenefits of Mobile Marketing

Large, growing market

Allows targeted marketing

Provides instant feedback

Build relationship with consumers one customer at a time

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Challenges of Mobile MarketingChallenges of Mobile Marketing- Personal and Privacy Issues- Personal and Privacy Issues

A mobile phone is a very personal communication device. Mobile marketing is not about spamming uninterested people with irrelevant SMS messages at 2 in the morning.

Mobile marketing must deliver real value, not just advertisements

Marketers must observe mobile etiquette

Avoid unsolicited messages and general spam

Engage your customers, don’t enrage them

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Challenges of Mobile MarketingChallenges of Mobile Marketing- Technology Issues- Technology Issues

Different devices, have different capabilities

Small screen size

Limited input capabilities

Slower downloads

Multimedia campaigns are more difficult develop

Multimedia content can only reach a subset of mobile users, however, that is changing quickly

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Tips for Successful Mobile Tips for Successful Mobile MarketingMarketing

Respect permission and privacy of the user

Keep the message simple, use plain language

Provide an incentive for bigger opt-ins

Create opportunities to collect preferences

Deliver instant gratification

Don’t over message - let the consumer self-select frequency

Develop a long-term approach to the medium

Promote the programme across all your channels

Measure success and fine-tune your campaigns

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Mobile Marketing – Next StepsMobile Marketing – Next Steps

Don’t be left behind!

There are now more internet connected mobile users than internet connected phone users.

Market is continuing to grow

Virtually all mobile phones support text messaging and a growing percentage support multimedia.

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The National B2B Centre can helpThe National B2B Centre can help

We can provide practical advice on how to apply mobile and wireless solutions as well as e-Business solutions

Support with development or adopting innovative mobile & wireless business and other e-Business solutions

Limited funding may be available

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Thank youThank you

Next B2B Centre Seminar

Build profitable long-term customer relationships

Feedback forms

Name badges

Demos and buffet in the Advice Centre

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The National B2B Centre can helpThe National B2B Centre can help

Thank You

www.nb2bc.co.uk mobile marketing: innovative ways to effective marketing 14 th november, 2007

Documents

mobile marketing presentation

mobile marketing fit

mobile phone

mobile websites

mobile devices

viral marketing

effective marketing

marketing medium