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ADV 420 NMDL Final PresentationRongjia Yan

BIG IDEA

Promoting 4G-LTE serviceamong regular clients

Develop international business(Branding worldwide)

TARGET AUDIENCE

Existing Chinese users

Potential international users

PROCESS: WEBSITES

update new 4G service introduction on Chinese official website

Complement more service detail and necessary branding information

PROCESS: SOCIAL MEDIAContinue the usage of Sina Weibo (miniblog) to keep interacting with regular followers. Updating new service information.

Build a new English official Facebook page for branding. Provide information for potential users. Coordinate with existing the Chinese page.

Combine the promotion with holiday greetings and concerning tips to show China Mobile’s care about customers.

PROCESS: CONTENT MARKETINGContent offers: China Mobile is closely related with daily life. The content could be related with daily life. (e.g. Holiday greetings and life tips )Email Marketing: Build email list by: doing market research among regular clients and find potential 4G users; get contact information of those who recently bought new phone and looking for switch in operator.

Send marketing email and provide information accordingly

PROCESS: ONLINE ADVERTISINGDisplay Advertising: more efficient to do on top sites like YouTube. Display advertising on the right of the featured video to avoid influencing viewer’s viewing experience.

SEM: Use Google AdWords to maximum the effect. Set proper key words like Mobile, Mobile phones, smart phone and rate plan to make it broad but related with the brand.

PROCESS: MOBILE MARKETINGChina Mobile will convert the official websites to fit mobile devices for a better user experience. Making the site available for user to use anywhere will increase the frequency of use a lot.

China Mobile has a great performance on its series of mobile apps. For international branding , China Mobile would develop a English version of its official app.

KEY PERFORMANCE INDICATORSConversion rate is a good way to measure how much this campaign convert into actual sale. Here it is a proper way to check how well this campaign helps on the promotion of 4G service.

Second part of this campaign is international branding. Engagement is important because getting people involved is a sign of sending out more information. In this early stage of international branding, engage rate is a good KPI to measure.

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Cost in USD

maintenance fee of websitessocial medai management costemail marketing costSEM costmobile app de-velopment cost

BUDGET