Presentation Transcript
Slide 2:4 times cheaper
20% CTA increase: shop visits
50% margin increase
Mobile Marketing :Mobile Marketing
Mobile Marketing :Mobile Marketing What?
Why?
How?
Limits?
Future?
What? :What? Mobile marketing is any form of communication that uses a mobile device to reach customers anytime anywhere and make them react in some targeted way (the CTA)
Mobile marketing can meet most if not all of the marketing needs an advertiser may have today
Why? :Why? 86% 70% 20+% 22% http://www.plazzza.be
Slide 8:Just how big is the mobile market?
Mobile Marketing :Mobile Marketing What?
Why?
how big?
how useful?
Slide 18:Mobiles reach where other media don’t
Slide 19:Mobiles reach in ways other media don’t
Slide 20:Mobiles are a rebound medium
The mobile is: :The mobile is:
Slide 22:http://www.afom.fr
The mobile’s potential :The mobile’s potential Perceived values
Reach
LBS
Contextual and viral by nature
Chrono-mobility
Slide 24:Perceived values:
Practical
Safety
Freedom
Reach - SMS marketing
92% opening rate
60% recall rate vs. 15% radio/TV spot
Growing op-in database (12M / 3.5M)
LBS
Contextual and viral by nature
Chrono-mobility
SMS marketing: :SMS marketing: MSG
is read
is read wn 1 hr
is passed on
is answered
CTA
Visit web site
Visit POS
Buy product 4 to 17%
94%
8 to 27%
4 to 15%
23%
6 to 19%
83% 94%
83%
23%
8-27%
6-19%
4-15%
4-17%
Mobile Marketing :Mobile Marketing What?
Why?
How?
Mobile tools :Mobile tools Mobile advertising can take several forms:
SMS – SMS+
MMS – MMS+
Hyperlinks
Flash movies
Banners
Mobile site It can be deployed in different ways:
Operator portal
Mobile portal
Off-line media
On-line non mobile media
It can use several strategies:
Push
Pull
Service
Bluecasting :Bluecasting
Mobile Marketing :Mobile Marketing What?
Why?
How?
Limits?
Mobile Marketing :Mobile Marketing What?
Why?
How?
Limits? User’s expectations
Ecosystem
Campaign set-up
Market readability
Format compatibility
So… :So…
Slide 51:Permission Marketing
Opt-in based
Pull SMS
Pull call
(m-)website registration
Data collection method
Existent provider-client contract
Impersonal moral person
Slide 52:Permission Marketing
Opt-in based:
Préalable
Libre
Spécifique
Informé
(Belgian Law on Electronic Commerce 11/03/2003)
Slide 53:Permission Marketing
Opt-in based
Opt-out
[ Double opt-in ]
Slide 54:Permission Marketing
Each PUSH message will include:
Identification:
Sender
Offer
Message
Control: Opt-out –  »STOP »
Mobile Marketing :Mobile Marketing What?
Why?
How?
Limits? User’s expectations
Ecosystem
Campaign set-up
Market readability
Format compatibility
Mobile Marketing :Mobile Marketing What?
Why?
How?
Limits? User’s expectations
Ecosystem
Campaign set-up
Market readability
Format compatibility
Mobile Marketing :Mobile Marketing What?
Why?
How?
Limits? User’s expectations
Ecosystem
Campaign set-up
Market readability
Format compatibility
Slide 68:GSM GPRS SMS MT UMTS
2.5G PDA c HTML i Mode
push SMS MO MMS+ pull
HSDPA Blackberry MTTDoCoMo
Audio tag 3G WAP OFF Portal
PlazZza Short Codes ARPU
QR bar codes Tagattitude LBS
Mobile Marketing :Mobile Marketing What?
Why?
How?
Limits? User’s expectations
Ecosystem
Campaign set-up
Market readability
Format compatibility
Mobile Marketing :Mobile Marketing What?
Why?
How?
Limits?
Future?