Mobile MarketingA Strategic Marketing & Sales Perspective

Contents

M-LandscapeM-StatisticsM-DefinitionsM-CustomerM-MarketingM-SalesM-Strategy & ExecutionCase Study Coats

Mobile Landscape

Fast Paced

Dynamic

Innovative

Highly Competitive

Engagement

Combines Search & Social & Apps

Mobile Landscape

Search

Applications

Social

Mobile

• Location Based: GPS• Touch Based:

Interactive Engagement

• Audio Visual Based: Physical Intelligence

• Connection Based: Constantly linked to Professional & Social Contacts

• Portable: Influence purchases & decisions on the go

M-Devices

"I will buy with you, sell with you, talk with you, walk with you, and so following; but I will not eat with you,drink with you, nor pray with you."The Merchant of Venice (I, iii, 35-39)

M-Devices… cont

• Mobile combines search, social and applications in one platform (Google, Facebook, Apple)

• Being constantly connected to contacts, social sites and search sites.

• Mobile devices are now and extension of a person and form part of their identity – brand, ring-tones, designer phones etc.

• Tool for information, entertainment, & photos.• Sales Touch-point.• Mobile uptake is not dependent on region or culture.

Mobile is Life!

M-Devices…cont

Mobile Statistics

Mobile Statistics• Online wealth is more likely to come from the 5.3 billion mobile users than from 1

billion PC users.• There are 5.3 billion mobile subscribers as of July 2011 – equivalent to 77% of the

world’s population. What other medium has that reach?• Growth is led by China & India• The number of people accessing the mobile Internet is growing fast and is expected to

overtake the PC as the most popular way to get on the Web within five years.• Many mobile web users are mobile-only i.e. they do not, or very rarely use a desktop,

laptop or tablet to access the Web. Even in the US 25 percent of mobile Web users are mobile-only.

• SMS is the king of mobile messaging. 8 trillion text messages 8 trillion text message will be sent in 2011. But consumers are also embracing mobile email, IM and MMS rapidly.

• US consumers prefer mobile browser for banking, travel, shopping, local info, news, video, sports and blogs and prefer apps for games, social media, maps and music. Mobile searches have quadrupled in the last year, for many items one in seven searches are now mobile.

M-Definitions

M-Marketing Definition

Mobile/M-Marketing is the “process of marketing campaigns delivered via the mobile medium”.

The Direct Marketing Association states that mobile marketing has a number of unique benefits: It is always on, always with you and the message us always ready.

M-Customers• Hunters not Browsers• Making Decisions on the Go

M-Customer is still KingThe most valuable asset for any business is their customers.

• how we treat customers• how our customers believe we treat them• What it feels like to be one of our customers • How our employees believe how our customers should be

treated

It is important to reflect on:

Mobile becomes a key customer touch point.

Why Mobile is Critical for CRM

When customer needs drive all business decisions – a marketing philosophy has been truly adopted and implemented.

Mobile phones and devices present an opportunity for businesses to enter into a regular and honest discussion with their customers.

Every single time you receive customer feedback your organization has grown stronger.

Why Mobile is Critical for CRM…cont

Place the customer at the heart of all planning and decision making and you will be better paced to gain a key advantage.

If you give the customers what they want they will come back repeatedly to purchase your product and increase turnover and profitability.

Satisfied customers create a word of mouth for you.

M-Marketing

Most companies fail due to poor marketing.

Many think that marketing is just advertising – isn’t it?

Most people question whether m-commerce can add value to their business.

Most people think there is no value to tweets and that social networking sites distract employees – who should otherwise be engaged.

M-Marketing Approach

Production Orientation

Product Orientation

Sales Orientation Marketing Orientation

M-Sales • For most retailers, having an e-commerce presence

is a no-brainer. And although many analysts predicted that by 2009 mobile commerce would be just as common, for the majority of businesses m-commerce is more a dream than reality.

• A survey conducted last year by Cisco Systems found that only 15 percent of Internet retailers allowed customers to make purchases via a mobile device, and more than half of those were based outside the United States.

M-Strategy & Execution

M-Strategy

Mobile Web Site + Mobile App does not form a m-strategy!

M-Strategy has to be based on:

• Goals• Competitive Landscape• ORM • CRM • Pilots• Business Analytics• New Tools• Integrated Sales Approach• ROI

M-Strategy…contHow we sneak through the maze of clutter, chitter & chatter via mobile – to make sure that the customer reads your message and remembers it.

Need to be able to measure the response and be able to ask why the message did not work and what the learning lessons are (pilots)

Execution of a mobile strategy has to be a holistic approach that is linked to the business goals of the organization, the target market and the nature of the product or service.

M-Execution

5G’s to Mobile Marketing:

• G1: Mobile Sites• G2: Mobile Apps• G3: Mobile Text Marketing Campaigns/Blue Casting• G4: Mobile Advertising• G5: Mobile Email

M-Execution – Tips on Mobile Advertising

Emails – ever thought about designing and writing and email to suite the mobile platform?

USE AIDA:

• Attention• Interest• Desire• Action

Don’t miss the boat – keep the message short and sweet with a clear call to action.

M-Execution – Tips on Mobile Advertising…cont

Integrate social networking sites into your mobile campaigns.

Text campaigns can be integrated to email

Use QR codes to encourage the mobile phone device usage to social networking sites

Use Text Marketing via blog (see vishaysingh.com – Contact Us Page)

Blogs to Mobile – huge value.

Website to Mobile

Blue Tooth Marketing

Video Games

Case Study: Coats• Avax was challenged to deliver a Web-Based

Solution for the client & incorporate a mobile/smart device into the equation to reduce cycle time.

• Reduction of cycle time meant a 2 weeks savings to client resulting in competitive advantage.

Case Study: Coats…cont• The time saving will also increase revenue to

client by 15%-20% - which translates into a good $150 to $180 million increase in terms of:– Key Elements– Design– Quality– Access– Cultural– Deployment– Training

Case Study: Coats…cont• One of the main features emerging for companies if

the usage of mobile for CRM.• Through the innovative process we are

implementing for Coats we will be able to achieve:– Faster turn around times– Be ahead of competitors– Better and more satisfies customers– Be literally in the hands of clients – in terms of the

mobile device– Communicate via Text and SMS– Provide faster, better services to client

Questions?

Vishay Singhvishay@avaxusa.comhttp://www.linkedin.com/in/avaxusa