[young marketers elite program] assignment 15.1 - phương vi_vũ phúc

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MOBILE MARKETING

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Page 1: [Young Marketers Elite Program] Assignment 15.1 - Phương Vi_Vũ Phúc

MOBILE MARKETING

Page 2: [Young Marketers Elite Program] Assignment 15.1 - Phương Vi_Vũ Phúc

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.

Page 3: [Young Marketers Elite Program] Assignment 15.1 - Phương Vi_Vũ Phúc

- 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

Page 4: [Young Marketers Elite Program] Assignment 15.1 - Phương Vi_Vũ Phúc

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

Page 5: [Young Marketers Elite Program] Assignment 15.1 - Phương Vi_Vũ Phúc

- 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

Page 6: [Young Marketers Elite Program] Assignment 15.1 - Phương Vi_Vũ Phúc

We have reached a “tipping point”

Mobile marketing, social and search

Page 7: [Young Marketers Elite Program] Assignment 15.1 - Phương Vi_Vũ Phúc

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

Page 8: [Young Marketers Elite Program] Assignment 15.1 - Phương Vi_Vũ Phúc

Mobile campaign

“Sunday in the Park with George” campaign

From Chicago Shakespeare Theater

Page 9: [Young Marketers Elite Program] Assignment 15.1 - Phương Vi_Vũ Phúc

Mobile campaign

Objectives

To promote their production: the “Sunday in the park with

George” musical in a new way

Engage and excite people

Page 10: [Young Marketers Elite Program] Assignment 15.1 - Phương Vi_Vũ Phúc

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

Page 11: [Young Marketers Elite Program] Assignment 15.1 - Phương Vi_Vũ Phúc

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

Page 12: [Young Marketers Elite Program] Assignment 15.1 - Phương Vi_Vũ Phúc

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

Page 13: [Young Marketers Elite Program] Assignment 15.1 - Phương Vi_Vũ Phúc

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

Page 14: [Young Marketers Elite Program] Assignment 15.1 - Phương Vi_Vũ Phúc

VŨ PHÚC

PHƯƠNG VI