mobile marketing
DESCRIPTION
TRANSCRIPT
Mobile Marketing
Simon VandyckVince VolleberghMax van Veen
MIS23/03/12
Agenda1. Introduction2. Comparison with traditional media3. Issues4. SWOT-analysis5. McDonalds case6. Implementation7. Future perspective8. Conclusion
What is Mobile Marketing?
According to Mobile Marketing Association (2009):
“Mobile Marketing is a set of practices ,that enables organizations to communicate
and engage with their audience,in an interactive and relevant manner,
through any mobile device or network.”
Stakeholders in MM
Current situation
Mobile ads work!However: full potential not yet captured
Search for local information
Search after seeing ad on
phone
Becoming important in
shopping habits
Problem Statement
How can mobile marketing add value to your business?
Example: QR-code
Comparison with traditional media
Differences on two points:
1. Degree of interactivity2. Degree of location dependence/relevance
Comparison with traditional media
Discussion
Do you think ‘the new media’ will replace traditional media in the long run?
Why or why not?
Issues 2005-2012
IIssue 1: Exploiting the capabilities of Mobile Marketing
Issues 2005-2012
IIssue 2: Using Universal Appeals to Tap into Global Markets
• in 2012, 33% of the mobile searches on Google involve local intent
• A pilot strategy is used to initiate Local Mobile Marketing
• Numerous companies emerge that offer Local Mobile Marketing support (i.e. clientstreams.com, localmobilemarketingformula.com, etc)
Issues 2005-2012
Issue 3: Addressing privacy concerns
• Reveal Yourself• Disclose offer terms
• Privacy Hot Seat• Increasing strict federal laws concerning consumers privacy
• Did you get permission?• Consumers need to opt-in
• Hidden Charges• Unauthorized charges to a consumers’ phone bill
• Patent Problem• More relevant for software and hardware companies2
Issues 2005-2012
Issue 4: Aligning Value-Chain partners
2
Issues 2005-2012Conclusion
Issues that have been dealt with Topics that are still an issue today
Exploiting the capabilities of Mobile Marketing
Addressing privacy concerns
Using Universal Appeals to Tap into Global Markets
Aligning Value-Chain partners
Mobile Marketing: a SWOT Analysis
Strength Weakness
Opportunity
Threat
Mobile Marketing
Strengths
• Market for people who cannot afford a PC• Independence of location• Personalization• Target specific audience• Relatively cheap
Weaknesses• General intolerance of advertising on personal devices
• Current WAP technology underdeveloped
• Trial and error process for mobile marketers in order to succeed
• Marketers are wary about consumers’ privacy
• Low reach
Opportunities
• Cell phone is a personal device easy to create personal relationship with customer• Messages sent to a phone are more likely to be read then an email• Build customer base• New field of marketing
Threats
• Scarcity of mobile websites
• New field of marketing (uncertainty)
• Decentralized industry, many different providers
• Reliable metrics are needed to calculate the mobile
marketing impact
Mobile ad campaigns running on Location enabled Mobile devices
• Mcdonald’s was able to increase foot traffic to stores by 33% in one day by Foursquare campaign
• Costs: $1000,-
Android, Blackberry or iPhone?
Implementation
• 36% of iPhone buyers previously Android/Blackberry
• 50% of upgraders come from Blackberry, 39% from Android
• Strong Member Platform Jumping
Implementation
Implementation
Implementation
Implementation1. Define the Strategy2. Determine the Communication3. Understand the True Cost4. Allow the Customer to Choose5. Allow Customers to Manage the Communication6. Manage Consumer Data with Respect7. Make the Offer Relevant and Valuable
Future perspective
How do you see the future of Mobile Marketing?
Future perspective
• Mobile marketing will complement traditional forms of advertising• Companies will have to figure out how to integrate a mobile marketing strategy within their overall marketing strategy• Mobile marketing can be a source of competitive advantage
Future perspective
People try to avoid advertising and promotions because of the pushy character of it
Mobile marketers should therefore carefully interact with customers!
ConclusionHow can mobile marketing add value to your business?
• Exploit strengths: lots of potential not yet captured• Explore future opportunities• Follow 7-step implementation approach• Make use of all platforms (Android, iOS, Blackberry)• Build interactive relationship, but keep privacy in mind• Complementary to traditional media
Lead, don’t follow!
Referencelist• http://www.youtube.com/watch?v=er7RtzpBccc• http://www.youtube.com/watch?v=CjUcq_E4I-s• http://www.youtube.com/watch?v=0scn4dgxJoY• http://qrcode.kaywa.com/• http://searchengineland.com/the-pros-and-cons-of-mobile-marketing-12207• http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&hid=13&sid=2d1add88-2e32-4293-81df-
50f6c1002b19%40sessionmgr11• http://www.mobilemarketer.com/cms/news/advertising/11613.html• http://www.mobilemarketer.com/cms/news/advertising/11134.html• http://www.mobilemarketer.com/cms/news/advertising/11189.html• http://www.mobilemarketeducation.com/case_mcdonalds.php• http://www.youtube.com/watch?v=z5SXAY5S7XQ• http://www.mobilemarketingwatch.com/android-blackberry-bleeding-users-to-iphone-4s-20596/• http://www.slideshare.net/LorelMarketingGroup/7-stes-to-implementing-mobile-in
• Sultan, F. & Rohm, A.J. (2005). The coming era of “ brand in the hand” marketing, MIT Sloan Management Review, Vol.47, Iss.1, p.83-90.
• Brown, C.V., DeHayes, D.W., Hoffer, J.A., Wainright Martin, E. & Perkins, W.C. (2009). Managing Information Technology, Pearson Education. Ch.10: Methodologies for custom software development.
• Huang. R.Y. (2011). Value, interest and power: A three dimensional model for mobile• marketing stakeholder analysis, International Journal of Mobile Marketing, Vol.6, Iss.1, p.109-119.