[young marketers elite program] assignment 15.1 - phương vi_vũ phúc
DESCRIPTION
Mobile MarketingTRANSCRIPT
MOBILE MARKETING
The process of marketing to people via their mobile devices, allows marketers and advertisers to promote products and services over mobile devices including cellular phones, smartphones, portable media players and tablets.
Definition
The biggest difference between internet marketing and mobile marketing: it is much harder to get your ad in front of the consumer so you will need to be more creative in your approach to marketing.
An extension of internet marketing, as more and more people are starting to spend more time on their mobile devices and less time on their computers it was inevitable that the internet marketers would move into this form of marketing.
- Privacy violations & concerns include mobile spam, personal identification, location information, wireless security, etc.
Definition
+ The close proximity of owners’ mobile devices, as well as the habitual nature of using cell phones, smartphones and computer tablets.
+ Distributing promotional and advertising messages customized according to the recipient’s location, geography and personal interests through wireless networks makes mobile marketing highly cost-effective given the potential reach and scope of the audience.
Pros Cons
Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas
Types of mobile marketing
Bluetooth QR codes Infrared Proximity systems Location-based services User-controlled media
SMS marketing MMS Push notifications App-based marketing In-game mobile marketing Mobile web marketing
- The growth of local search and social media have fueled a need to optimize for mobile, and the increased production and usage of tablet devices has offered marketers more and more ways to utilize mobile search marketing.
- The link between them is the CONTENT which is very important among these parts of internet marketing.
+ The content being socialized by people by their mobile devices
+ The content generated by users of blogs, forums, Flickr, YouTube, Twitter and so on is almost all eventually indexed by search engines.
Ex: If you want to book a hotel, for example, as well as going to Expedia to find the best prices, you may also go to Tripadvisor to read the hotel reviews and use Google to find other useful information to help make up your mind.
Mobile marketing, social and search
We have reached a “tipping point”
Mobile marketing, social and search
To maximize the effectiveness of internet marketing
The campaign has to have a consistent and single minded content strategy, specific key word in every channel they use.
Link customers to other platforms to keep them updated with the brand/message.
Be creative to deliver the message to excite customers
Mobile marketing, social and search
Mobile campaign
“Sunday in the Park with George” campaign
From Chicago Shakespeare Theater
Mobile campaign
Objectives
To promote their production: the “Sunday in the park with
George” musical in a new way
Engage and excite people
Mobile campaign
Actions
A surprise live performance by actors from the musical at the Art Institute of Chicago:
- Actors performed in front of a life-sized replica of the famous masterpiece by George Seurat, but this replica was missing key figures from the original work of art.
- After the performance, the audience was encouraged to join a mobile messaging campaign to discover the secret of the missing characters
Kick off
Mobile campaign
Actions
SMS explaining how the missing characters in the painting have come to life in Chicago Shakespeare Theater’s new musical & encouraged them to buy tickets to see the performance.
Captured on video and integrated into a marketing campaign using mobile, social media, search, contest for a free trip to Paris, PR campaign, auctioning of the faux painting for charity
Engage & amplify
Generating over 8 million impressions in just 24 hours
The musical broke all-time record by having the highest number of first-time
guests in the history of the theater. Due to popular demand for tickets, the
musical was extended for an extra week.
Mobile campaign
Results
> 14% of opted-in users shared the
rich content they received on their
Facebook.
> 17% of opted-in users agreed to
receive future updates from Chicago
Shakespeare Theater over
messaging
A unique interactive mystery for the audience at the theater
The use of Rich Media Messaging enabled users to receive exclusive rich video
content, which could further be shared on Twitter and Facebook, further amplifying the
success of this campaign.
The RMM platform automatically detected and optimized messaging content
individually for all different mobile devices so opted-in individuals were able to view
content clearly on their screens, resulting in very high engagement, and all at standard
messaging rates.
Mobile campaign
Key learnings
VŨ PHÚC
PHƯƠNG VI