Mobile marketing Group 9

EFFECTIVENESS OF MOBILE MARKETING

Group Number 9Aniket Karde (1211247) Naveen Poddar (1211278) Rohan Khankhoje (1211051) Pushpendra Singh (1211284) Sanket Deshpande (1211257)

INTRODUCTION and EVOLUTIONIntroduction Trends

&Channels Ecosystem SWOT Analysis Case Studies Consumer

InsightsMobile

Targeting Strategies Future

Evolution of Mobile Marketing

Source: Mobile Advertising - Emergence of Mobile Private Exchanges by Vikrant Gandhi

Key Statistics

Social discovery sites Increased presence of the brands on these platforms which provide adequate information through their links, offers, means of sharing their contentMany social discovery sites like Motilo have emerged which will determine the future of conversions of sales.

Location-based offers Increased use of GPS and various geo-tracking apps provided by the publishersShoppers have now become more capable in offering and providing timely offers based on the locations.

Augmented Reality An increase in the augmented reality apps like AurasmaThe retailers are now increasingly joining and cementing their presence through both online and offline apps.

TRENDS and CHANNELSRecent Trends Mobile marketing

Channels

• Pre-recorded audio messages play an important roleVoice Marketing

• Use of the geo- positioning and GPS technologyLocation Based Marketing

• Use of the sms features by sending messages to their potential consumers.

SMS/Text Marketing

• Use of certain codes which help the users and customers get access to the intended information about a particular business.

Quick Response codes

• Use of rich media where, going beyond the text messages, other media elements like video and audio

Multi-media service (MMS)

• Use of the advertisements which encourages the users to take an action and that action is necessary for the occurrence of billing.

Pay per Call

• These ads ds are being customized for the mobile screens to enhance their utility and increase their impact looking at the tremendous opportunities in the future.

Mobile Banners

• Use of Bluetooth is done in order to send the marketing messages to the customers.

Bluetooth Proximity Based Marketing

Introduction Trends &Channels Ecosystem SWOT

Analysis Case Studies Consumer Insights

Mobile Targeting Strategies Future

MOBILE ADVERTISING ECO-SYSTEM

Mobile Device Manufacturer

Consumers

Carriers

Industry Organizations

Aggregators

Content Provider

Marketing Agencies

Eco-System




SWOT ANALYSIS OF MOBILE MARKETING

StrengthsPersonalized and interactive channel Provides opportunity of one to one communication with customerDirect access to customer anytime anywhere same time Very high selectivity, because it can be presented to individualsBroader customer reaches with 3.5 billion mobile subscribers worldwideBoom in the Smartphone and internet capability

WeaknessesNot very user friendly mainly because of screen size, keypad and slow network speedMinimal standardization across platforms.Outreach to agencies and media –buyers is limitedFate depends upon the mobile network operator and their effort for faster net speedPerception problem, underestimation of the effectiveness of mobile marketing

OpportunitiesProvide possibility of mobile loyalty programs to complement the other marketing effortsEffectiveness of mobile marketing is measurable compare to TV and newspapersMobile marketing subsidizes content and services for consumers who understand the benefitsAs publishers are lunching mobile additions which results into more quality content and more room for targeted ads

ThreatsConsumer laziness and resistance to changeSometimes consumers take mobile marketing as spamming and do not take is positivelyIt creates secrecy related concerns for consumersLegislation to enforce consumer privacyCarriers are increasing the delivery fees

SWOT Analysis




Case StudiesIntroduction Trends

&Channels Ecosystem SWOT Analysis Case Studies Consumer

InsightsMobile

Targeting Strategies Future

Adidas Philippines campaignEngaging the consumers through a game was to stimulate the different types of terrain and conditions that the shoe can hold up inObjectivesTarget potential consumers (consumers with iOS and Android devices) that are difficult to reach through traditional advertising media

Drive awareness about the new product launch of athletic shoe brand ‘Boost’

Highlight the functional features of the product to potential consumers

Increase consumers engagement with the brandResults More than 60 seconds of average user time engagement with the ad

Campaign generated 1,220,346 impressions with 672,054 coming from iOS devices and 548,292 coming from Android devices

Impressive user engagementClick- through rate iOS devices totaled .97 percent with the Android version bringing in a 1.64 percent click-through-rate.

McDonalds Instagram campaign

Encouraged its customers to take a picture of their favorite meal and share them on Instagram ObjectivesTarget potential consumers (consumers with iOS and Android devices) that are difficult to reach through traditional advertising media

To increase awareness and engagement with the product brand

To attract potential consumers towards the relaunch of Big Macs

To remind consumers of the history and greatness behind Big Mac Burger

Results Increased awareness and engagement with the brandThousands of entries on McDonald’s Instragram page People commenting and interacting with the brand via photos

Ford Fiestagram campaignUsers throughout Europe could submit photos on Instagram application tagged with ‘#Fiestagram’ ObjectivesMore than 16,000 photos submitted to Fiestagram contest & 120,000 new Facebook fans acquired across within 6 weeks of campaign

To increase awareness about the innovative features of Ford Fiesta among people from fashion, style and tech circle

To increase brand recall so that Ford Fiesta is at the top of the mind of the people while buying a new car

ResultsHundreds of thousands of visitors on Facebook Fan Page each week with high dwell times which indicated consumers were interested in browsing through the galleries

Successfully attracted the attention of the target demographic consumers

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Consumer Insights from the SurveyDemographics• Survey responses collected across diverse occupations that included IT professional, management trainee and engineer. The majority of the candidates that answered the survey were students. These were candidates belonging to diverse income groups

• 92% of the candidates were males. • 53% were in the age group of 25-35 Yrs. while 42% in the age group of 18-25 Yrs.

Usage• 97% of these candidates were mobile phone users.• It was found that 92% of the candidates used their mobile phones primarily for conversation while majority of them also used it for sending & receiving SMSs.

• 92% of the candidates had internet access through their mobile phones and 76% of these didn’t mind receiving advertisements on their mobile phones.

• Majority (68%) of them even reported to make regular transactions using their mobile phones

Service Providers• Two dominant service providers• Airtel • Vodafone

• Majority of the candidates believed that it is the responsibility of mobile service provider to filter commercial messages




Consumer Insights from the SurveyBenefits from mobile advertisements Commercial messages

• Majority of the candidates claimed to have received 5-6 messages per day.

• However 92 % of them said that they would feel more comfortable if the sender took prior permission before sending such commercial messages.

Incentives: increasing acceptance of commercial message

In general, candidates were found more likely to accept commercial messages that were: • Informative, useful and creative • relevant/suitable to them and/or their

location• Candidates indicated greater confidence in

the information sent by friends or relatives than those in the commercial messages.

• Many were also found to be apprehensive about spam messages being delivered, other security issue and the fact that their personal information may get misused.

• Although many believed that it’s inevitable that mobile phone will become a tool for marketing purpose, they expressed unhappiness for accepting marketing messages on their personal mobile phone

Mobile Market Targeting

0%

10%

20%

30%

40%

50%

60%

70%Mobile Internet Usage

• 904 million mobile subscriptions in country; 78.7 million mobile internet subscribers in India• 94% of users in age group 18-34 years; 95.2% of users male

Low

Technical ComplexityAu

dien

ce rea

ch

High

Low High

Voice

SMS

Ringtones

MMS

Mobile Internet

Mobile Applications

Bluetooth

Integrated couponsAudio Ads

Video Flash

QR codes

• Distribution of mobile internet usage• Avenues for marketers to adopt appropriate marketing tool

• Reach – Complexity Matrix• Simple mobile services have high reach:- used for

commodity product marketing• Complex mobile services have niche reach:- used for

customized high tech marketing




Mobile Market Targeting

AppsMobile

webMobile Ads

Text MessagingTargeting is driven by traditional and online media. Drives to the mobile web for further engagement

Offers reach and targeting across all web enabled devices and high levels of engagement

Offers reach and targeting across webs and apps. Drives to the mobile web for further engagement

Low reach, highest level of engagement. Presence of app on the phone an indication of loyalty

Reach

Engagement

Reach Engagement Framework




Mobile Marketing Strategies

Uses Benefits Metric Evaluation• Entertainment• Productivity• Utilities (e.g. weather app)• Location Search GPS•Social share communications• Mobile commerce

• Targeting is very accurate• Enables an easy way to engage with the customer and develop strong relationship through interaction

• Increase the brand recognition• Offer unique leading edge tools

• Click through rate• Churn rate•Number of app downloads• Conversion click to call rate• GPS—can measure not only where viewers are located, but also where they go—behavior analysis

Mobile Applications: Mobile applications or apps are compact software programs that perform specific tasks for the mobile user. Best Practices:

• To improve exposure makes the apps shareable through social media tools.

• Review the app through review sites for greater exposure.

• Participate in incentive-based download programs.

• Clearly mention the connection between brand and app to gain confidence, credibility and trust with potential users.

• Ask the permission to access the personal information though app by providing the rational for asking the information

• Clearly inform the customer about your privacy policy.

• Keep your app up to date for users.

Mobile Display Advertising: Mobile display advertising is another way to reach a distinct audience incrementally, whether you advertise on popular mobile sites related to your industry or through mobile ad networksUses Benefits Metric Evaluation• Use banner ads that sit above mobile site content to reaching mobile audience

• Working in combination with a lead generation landing page

• Offering local coupons either in your ads, on your site or elsewhere, to draw in customers

• Delivers location and personal

relevant messages• Provides visual display to highlight specific campaigns

• Drives response and brand relationships• Banner placement “above the fold” offers the best exposure for the advertiser and can quickly engage the users

• Banner click through rate• Point of purchase sales figures as a result of being found via a Location based Service technology

Best Practices:• Creative incorporation of location information in ad.

•Mobile website and landing pages should be optimized for greater mobile experiences.

• Speak to the consumer on the “go” in creative content.

• To improve exposure makes the apps shareable through social media tools.

•To increase local exposure profiles to be submitted on local pages on web browser search engines

•Make the landing page highly relevant to ensure that consumers do not resist sharing their private cell phone number to advertisers.





Uses Benefits Metric Evaluation• Sale notifications• Customer text reminders• Links to mobile coupons, contests• Mobile surveys, polls• Last minute alert offers•Transactions—placing orders• Product/service support• Appointment confirmations

•It is quick and easy to implement

•Enables timely and relevant exchange of ideas

•Very convenient in execution

•It has very broad reach

•90% of devices support SMS

•Creates loyalty or a “following”

• It can be used for customer relationship management

•Number of messages sent

•Subscriber counts•Keyword performance breakouts

•Subscriber segmentation by

•keywords and by day•Number of times the message

•was shared•Click through or reply rate

•Quit rate

Texting (SMS/MMS): It can be used through feature phones and smart phones to reach a wider audience Best Practices:

•Try to go viral by making your offers shareable through social tools for added exposure.

•SMS has limit of Maximum 160 character so use shortcut characters to maximize a message (e.g. use numeral “2” instead of “To” or “B” instead of “be”).

•Go for personalize by using subscriber’s first name.

•Keep the message relevant and timely.

Mobile Optimized Web Site: Developing a mobile friendly website is at the core of a mobile marketing strategyUses Benefits Metric Evaluation• Aiding mobile search

results, especially if mobile site is content specific

• Creating mobile landing pages for campaigns

• Adopting location based point of sale or “instant purchase” opportunities

• Engaging in mobile commerce

• Reduces slow downloads and scrolling • Helps to integrate campaign with mediums• Creates hyper local marketing opportunities• Improves engagement• Is quantifiable—can be tracked through analytic programs• Provides single greatest return on investment

Use Google Analytics to determine:• Mobile site referral sources• Clicks to call (a phone number on your site)• Headline clicks• Clicks on links within the site

Best Practices:•Content of the web site should be concise, focused and easy to scan.

•Resolution of the images should be in line with the mobile screen capacity.

•Keep the number of graphics minimum. •Design clickable features for sensitive touch screens.

•Navigation should be very easy and user friendly.

•Limit scrolling to one direction if possible.•Single column layout is best, and try to reduce user zooming.

•Size of page should be in limits of the memory limitations of the device.

•Test mobile properties to render properly on different devices, operating systems and browsers.





Uses Benefits Metric Evaluation• Addition to business cards for

more contact detail and direct

links to social media

• Inclusion in print ad materials to expand on product or services

• Addition to direct mail, event

materials for more detailed info

•Placement in storefront windows

• Placement on premium items

• Afford more opportunity for

sharing and building community

• Bridge the gap between online and offline media

• Enable quick call to action – e.g.

while store is closed, passersby

can still get information or receive

discount offers• All data collected is reported

via an analytics dashboard which

helps in your CRM efforts

• Banner click through rate• Point of purchase sales figures as a result of being found via a Location based Service technology

Quick Response (QR) Codes: QR Codes are barcode images that, when scanned by a mobile device, take the viewer to a website or landing page Best Practices:

•Set the expectation of viewers and let them know if there are any incentives to scan the QR code.

•Size of the QR Code should be larger than 1 square inch for higher visibility.

•Destination landing page linked with QR should be mobile friendly.

•Creatively integrate the QR codes with rest of your campaign to generate higher impact.

•Before launching the campaign test the ease-of-use and functionality of QR code.

•Border around the QR Code should be broader to get more accurate the scan.

•Highly reflective surface should not be used for QR code.

•Placing the QR code in location where cellular coverage is good.

Location Based Mobile Advertising: Geo-targeting is a way for your mobile or website to display content-specific information depending on the location of the user.Uses Benefits Metric Evaluation• Responding to user requests for

the nearest service or business,

e.g. restaurant, ATM machine

• Placing mobile ads that appear

only when mobile users are in a

particular area• Participating in apps that

provide users navigation to

any street address• Making location-based offers to

users of apps that allow them to

locate “friends” on a map

• Very effective for attracting

impulse buyers• Provides convenience and thus

builds loyalty• Ties in nicely with the global

positioning software on most

smart and feature phones

• Location target ads offer more

opportunities to reach clients

• Focused ‘local’ strategies can be

built into your marketing mix

• Number of campaign purchases

• Number of campaign shares• Number of check-ins• Number of data searches

Best Practices:• Create effective Call to Action – e.g. Mobile ad that reads – “Shop Early, Save Big, Ends Today, 1 mile away.”

• Take consumers to a mobile landing page that features the product being offered.

• Present incentives related to the products that are featured to increase relevancy and encourage consumers to click on the advertisement.

• Integrate advertising with geo-targeted micro sites, where the content is unique to the location; include in the URL a domain name specific to location; create a Google www.google.com/placesforbusiness profile page; and have local social-media-specific profiles and relationships.







Future of Mobile Marketing What is driving the Mobile marketing is not technology but consumer behavior Mobile has caused and enabled an irrevocable change in consumer behavior

Awareness Engagement Purchase Loyalty

• Mobile advtg.

• Direct response

• Search

• In & out of store engagement

• APPS• Mobile

Websites• Messaging

• Sampling• Coupons • Mpayments

• Permission based mobile marketing

• mCRM

This change in consumer behavior has to be understood by today’s marketers before zeroing in on to any specific mobile marketing strategy

Opportunity to

interact individua

lly

Right Message

Right Person

Right Place

Right Time

Mobile Marketin

g

Effect of Mobile on Consumer’s Path to Purchase

Advantages of Mobile Marketing

Consumer’s Need States

Organize Me

Update Me

Help Me Find

Connect Me

Let Me Buy

Inform Me

Consumer’s Need States fulfilled by Mobile

New addition

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Future of Mobile Marketing In future marketers will need to shift their focus from:

Demographic data to Contextual data Historic consumer behavior to Predictive behavior

Understanding Consumer in a better way

Mobile’s Future is going to be much more converge

Better Consumer Experience & Marketing Communicati

on

Purchase

History

Mobile Behavi

or

Friends

Influence

Reach

Location

Time

Need state

Tool for Loyalty, payment, promotion, utility and entertainment

We will see a world where people can be connected and communicated in real time

We are moving towards a world where every moment will be a Mobile moment

High degree of targeted marketing to smartphones depending upon location

In-application ads will inspire both emotions and interactivity to trigger actions from the consumer

Augmented reality will be much more prominent in everyday life

If this is what we have today, the future holds a lot more for mobile marketing

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Thank you

Mobile marketing Group 9

Documents

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