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Mobile Advertising in Building BrandA REVOLVING CULT

Faseela T.

M.Com 1st yearSubmitted to: Lakshmi Narayan Sir.

ContentsIntroduction

Introduction

The internet and mobile are often considered personal channels that enable effective one-to-one marketing.

Mobile advertising is often used as an integral part of internet marketing.

Continuation

Currently, mobile advertising campaigns primarily include advertising messages sent via short messaging service (SMS) to registered users of a web portal.

If the message is irrelevant to customers, the acceptance of mobile advertising declines quickly. Therefore, mobile advertisers should thoroughly consider how they use the mobile channel for advertising purposes.

The right message should reach the right audience at the right place and context and at the right time through the right channel (e.g.: mobile, internet, Digi TV, e-mail, print, direct marketing, outdoor, point of sale.)

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1. Mobile advertising has been compared to direct marketing because of its personal nature, but it can also be used for branding purposes.

2. Mobile advertising should always be based on the customer’s needs and it should be communicated in the right context.

3. Customer’s benefit from giving permission to mobile marketing which also makes mobile advertising more like a service than just marketing communication.

4. Mobile is only one of the channels in the cross media context that enables to serve the customer better.

5. Mobile marketing must cater to each subscriber’s individual preferences and lifestyles.

6. Segmenting the customer base according to situational needs and lifestyle instead of psychographic or demographic factors helps the advertiser plan the messages that motivate the customer to action.

Mobile Advertising

Mobile advertising includes push and pull messages as well as promotional sponsorships. Furthermore, it can be used flexibly as part of cross-media concept, including media such as print, TV, radio and point of scale material.

Push messaging is equivalent to spam e-mail. Typical push messages include offers sent to existing customers, mobile alerts and information sent via a mobile device. Sending push messages illegally without permission is commonly called spam. Context and value of the message have to be considered carefully before applying this strategy to approach customers. If the message is not relevant to the receiver, it can easily turn against the advertiser.

Pull campaigns attract the customer to order further information and other content through the mobile device. Customers can receive discount coupons or samples by sending their contact information via their mobile device. Pull campaigns often include a cross-media approach. Customers react to an advertisement in other media via the mobile channel.

Measuring the Effectiveness of Mobile Advertisement

Mobile advertising effectiveness measures are not yet as redefined as online advertisement measurement techniques. One can only measure the impressions sent out to the wireless devices.

Successful Business Models1. Brand building and media mix

Almost every company has a corporate website which describes its products and services. This type of website us a sales brochure, a billboard and a corporate profile all in one. A more subtle way of building one’s brand is to offer useful content to the end user. Many customer-oriented websites offer not only product information but also useful content.

An even more successful derivative of this model is “media mix.” This could take the form of an interactive television program of information such as anchor diaries, presented in a more interactive way as “content” to the user.

An example of this model is the recipe database provided by Ajinomoto. Ajinomoto is one of Japan’s largest producers of food products.

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2. Customer relationship managementCRM can be described simply as providing support for one’s customers, with useful online services in the

mobile environment. These can be as a shipment tracking service, operated by several courier services on the i-mode platform. More sophistication is presented by a variety of financial institutions.

Over 350 banks currently offer mobile banking services. Most major credit card companies offer online services to their customers through i-mode. Consumer-oriented stockbrokers, direct or nature securities, offer real-time trading functionality to their account holders, while offering other useful services to non-clients.

Insurance companies, from automobiles and travel to life, provide clients with information and the ability to make transactions online.

Another issue is security, but with end-to-end SSL from the 503i series of phones. The banking industry has been willing and able to take the lead in wireless internet and enjoy the benefits on mobile commerce.

Continuation

3. Online retailOnline retail has been one of the most talked about business models of the internet revaluation. Disney has

developed a business model that is providing an excellent revenue stream.

Disney provides over 10 different types of content, including downloadable ringtones, cartoon character screen savers, games and horoscopes. These are all premium services, ranging from 100 to 300 Yen per month per subscription, and they have been able to achieve a very high penetration rate among i-mode users.

Disney has launched content based on Tokyo Disney Land and Disney Sea, teamed with Oriental Land. Disney is but one example of the premium content providers on i-mode. While this is a very successful model, there are a number of issues to consider. With 30 million subscribers, the i-mode subscriber market is very attractive.

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4. AggregationAnother business model, found often in the database category of content, is that of the

aggregator. These content providers include restaurant guides, real estate guides or job search sites.

The classic aggregator would be the Yellow pages telephone directory. The same model is used on i-mode. These aggregators of information develop a number of “backend” models so that costs do not have to be incurred by the users.

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5. AdvertisingA final model now being developed on i-mode is advertising. The success or failure of an advertising model

depends greatly upon the number of users watching. When i-mode first launched with no subscribers, there was no way to put a monetary value on banner Ad Space.

In June 2000, NTT DoCoMo formed a joint venture with Dentsu, Japan’s largest advertising agency, and NTT Ad, a member of NTT group. Today, advertising on i-mode can be broken down into three schemes.

The first is simple banner ads, within content providers’ site and the “weekly i-guide” area on NTT DoCoMo’s portal. These small banners are kept to minimum, in order to reduce the negative impact on the user, and in highly trafficked pages to increase the rate through click. Once a user clicks through a banner, the most effective advertising consists of campaign information for the advertiser or takes the user through the advertisers’ sites. This concept is not very different from the fixed-line internet. The third advertising method id the “free message” service, which is a special push mail function of i-mode, in which transmission costs are not borne by the user but by the advertiser.

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