Mobile Marketing Slides
Mobile Marketing Slides
MMRK702
Mobile marketing
What is mobile marketing?
Mobile marketing is a practice that allows a
business to communicate, interact or engage with
its customers - or potential customers - through the
use of a mobile device or network.
Simply refers to marketing activities undertaken on
or with a mobile device - eg a mobile phone or
internet wireless laptop.
Examples of Mobile devices
Mobile computers
-laptops, netbooks, palmtops
Personal digital assistant / enterprise digital assistant
Handheld game console
Mobile phone
-Smartphone , feature phone
Pager
Personal navigation device (PND)
Tablets e.g iPad , Samsung Galaxy tab
Reasons for mobile marketing growth
Mobile web
Mobile applications or 'apps'. E.g. Bluetooth,
• A communicative device
device that is used to communicate with others.
may be extended beyond voice to instant messaging and email,
easier and cheaper to transfer larger amounts of data, sharing
photos and videos with others
• A connective device
Mobile phones enable people to connect to other sources of data
anytime, anywhere.
mobile email.
Mobile devices will become more and more powerful as entry
points to tasks that have moved from offline to .
Factors Supporting M-Marketing
• A transactional device
Can be used for payments and transactions.
An electronic wallet that can be used as a payment device.
• An intelligent device
Mobile phones are a place where multiple applications can meet
and fuse.
Mobile devices that integrate a phone, a camera; a location
finder (GPS) and a connection to the internet make it possible
for a user to request context-dependent information
As usage increases, mobile phones can become agents of
change,.
Mobile marketing benefits
People are using their mobile devices, like smart phones,
to browse the internet and shop whilst 'out and about' -
wherever there is network access.
Widest reach
Instant, adaptable, easily monitored communication - you
can send single or bulk messages from any place, any
time with immediate tracking and ability to record results
Ability to target a large active consumer group by
specific demographic information - eg age, location,
gender
Mobile marketing benefits
Cost efficiency: low production and distribution
costs, and additional revenue from replies to
promotions and competitions
Direct link to consumers through 24 hour
billing/sales/service/assistance
Viral marketing potential, as consumers can
forward messages.
Cross-media integration, which is easily tied in to
other advertising mediums – e.g. TV or radio
Factors distinguishing mobile marketing from
traditional marketing
Informativeness
Irritation
Credibility
Interactivity
Demographic
SMS SHORT CODE
SMS Short codes
are phone numbers (short ones, as the name implies) to
requests.
The costs can often be passed on to the consumer, meaning that
competitions.
Entries can be almost immediately entered into a
Technology availability.
Without certain technologies, mobile marketing is
impossible.
The full potential of the mobile phone as an ubiquitous
object is only released when local interaction
technologies are embedded, such as the combination
of camera and image recognition software (to read bar
codes or recognize specific images) and ways of
exchanging and communicating wireless information
with products, point-of-sale and other devices.
KEY SUCCESS FACTORS OF MOBILE
MARKETING