Description
This document using mobile as a marketing medium.
TABLE OF CONTENTS
TABLE OF CONTENTS....................................................................................................1 MOBILE MARKETING....................................................................................................1 REVENUE GENERATING SERVICES..........................................................................2 Premium Services..............................................................................................................2 Online Services..................................................................................................................3 Offline services..................................................................................................................3 M-MARKEING ECOSYSTEM.........................................................................................3 USAGES OF MOBILE MARKETING.............................................................................4 CASES STUDIES................................................................................................................5 Mazda 2 – Mobile Ad Funded Video –Case Study...........................................................5 Background....................................................................................................................5 Objectives......................................................................................................................5 Solution.........................................................................................................................5 Results...........................................................................................................................5 FAIR & LOVELY-Case Study.........................................................................................6 Background ...................................................................................................................6 Communication Goals...................................................................................................6 Media Solution & Execution.........................................................................................7 The Campaign Results...................................................................................................9 ADVANTAGES OF MOBILE MARKETING.................................................................9 Advertising convergence.................................................................................................11 Increasing marketing efficiency......................................................................................12 Build a better business.....................................................................................................13 Content is critical.............................................................................................................13 ISSUES AND CONCERNS..............................................................................................14 Configuration challenge..................................................................................................15 Spams..............................................................................................................................15 M-MARKETING ATTITUDES......................................................................................15 FUTURE OF MOBILE-MARKETING..........................................................................16 REFERENCES..................................................................................................................17
MOBILE MARKETING
Mobile Marketing is the use of the mobile medium as a communications and entertainment channel between a brand and an end-user. It is the only personal channel enabling spontaneous, direct, interactive and/or targeted communications, any time, any place. This channel of marketing is for mobile devices including handsets, PDAs and laptops. Communications include short message services(SMS), multimedia messaging services(MMS) combining text with simple graphics and sound , wireless application protocol (WAP), mobile internet and WAP push services, and full multimedia third-
generation 3G services. It is highly personalised, interactive and has immediate impact. When used cross-media to complement other promotions, mobile marketing has been proven to generate a solid increase in sales. The mobile market has a number of clear advantages over traditional media, including the following:
1. Response rates generally are over 10 percent 2. Recall rates in our campaigns over the last four years have achieved over 70 percent 3. It is the cheapest form of communication with end-users 4. It has better commission margins than traditional advertising 5. It requires minimal external effort to initiate a pilot
REVENUE GENERATING SERVICES
The three main groups of revenue generating services that can be offered over a mobile phone are:
1. Premium services 2. Online services 3. Offline services
Premium Services
These are services delivered to a mobile phone (logos and ringtones, Java games, permission-based content etc.). Premium SMS is an ideal vehicle to deliver appealing content offerings. It not only enables the instant delivery of exclusive content, services, and entertainment, but it also converts a phone into a credit card of sorts, allowing users to purchase goods by dialling a number or simply pointing their phones at products or vending machines. Enpocket, based in New York, is developing a premium SMS service that would allow users to purchase event tickets. For a moderate service fee and the cost of the ticket, an image with a bar code would be delivered to a user's phone. The bar code could then be scanned to gain entrance to the event. Premium SMS can also allow for micro payments—sums less than a dollar—to view online content or participate in contests, polls, or other activities. Because of the
associated processing fees, credit cards aren't a viable medium for these tiny transactions. By comparison, adding a 50-cent charge to a user's mobile phone bill is convenient and affordable.
Online Services
Online services are those related to mobile phone use and delivered to a support package other than a mobile phone(such as software to be used on the phone), or those unrelated to mobile phone use but delivered via the mobile handset.
Offline services
Many companies from outside the mobile sector have already seen the opportunities in the mobile offline market by retailing goods to mobile services that are not delivered to a mobile phone- for example, theatre tickets. Mobile data services are clearly not their core business, but companies such as media groups and portals now use the mobile phone as a new communications channel, inviting their audiences to vote in television shows, request songs on the radio and download logos and ringtones from their favourite artists, to name just a few of the services on offer.
M-MARKEING ECOSYSTEM
The Mobile Marketing Ecosystem is comprised of 4 interconnecting strategic spheres– Product & Services (brands, content owners and marketing agencies), Applications (discrete application providers and mobile ASPs), Connection (aggregators and wireless operators), and Media and Retail (media properties, “brick ‘n’ mortar” and virtual retail stores). Various enablers provide the foundation for each particular sphere. Players within these spheres work in concert to deliver a rich experience to consumers. The Mobile Channel Value Chain is the path by which the actual mobile communication and interactivity takes place between the Product & Services Sphere and mobile subscribers (consumers), however, consumer demand must first be established. To create this demand, products, services, events, and content programs are promoted through the Media and Retail Sphere’s various traditional channels.
USAGES OF MOBILE MARKETING
Mobile phone usage has not really changed much over the last few years, as we still want to keep in touch – by communicating in real time with our friends and family. Other uses have crept into this simple communications tool: ? keeping well-versed – having permanent access to information at any time ? entertainment – taking part in competitions, playing online games or downloading games ? personalization – personalizing our mobiles with ring tones, images or software tools ? Work – accessing corporate information and applications directly from our mobile phone. The mobile market is fast becoming a more open, more universal and more integrated part of the wider multimedia environment. Mobile phones now support more complex applications like those traditionally found only on PCs. Operators are extending their highspeed data networks, making it quick and easy to download and access these applications. The billing model is opening up to include more traditional systems, allowing companies to choose their own billing methods and integrate them more easily in the systems they already have in place. From music and photographic images in the consumer field to CRM or ERP solutions in the corporate world, companies offering all kinds of products and services are starting to take advantage of mobility. Premium SMS is an ideal vehicle to deliver appealing content offerings. It not only enables the instant delivery of exclusive content, services, and entertainment, but it also converts a phone into a credit card of sorts, allowing users to purchase goods by dialing a number or simply pointing their phones at products or vending machines.
CASES STUDIES
Mazda 2 – Mobile Ad Funded Video –Case Study
Background
In September 2007, Mazda launched a new advertising campaign designed to increase awareness of their new bold and stylish car model, the Mazda2. Mobile advertising formed part of their marketing campaign designed to communicate with adults 25-34 in their leisure time. The campaign used video ads on the 3-UK and T-Mobile to reach the Mazda2 target audience. These video ads were placed with Rhythm’s ad network using the media buying agency Mindshare.
Objectives
•
Target potential customers that are increasingly hard to reach on traditional Drive awareness for the Mazda2 car model Position the Mazda2 as a stylish and bold new car model
advertising channels
• •
Solution
•
Use mobile video with Rhythm to add unique and targeted element to broad TV Deliver Mazda 2 advertisements to core demographic only Showcase Mazda2 ad and frequency manage Provide consumers with the ability to watch a vast array of quality content ranging
campaign
• • •
from, News, Sport, and Movies due to the fact that the Mazda2 targeted advertising was offering the audience the content for free in return for watching their ad
Results
•
Delivered 350,000 video ad impressions exactly as planned to 25-34 adults with no The following brand awareness metrics were measured using Rhythm’s unique in32% spontaneous awareness recall 70% prompted awareness recall 52% correct brand message attribution 32% felt more positive about the brand after seeing the add
wastage
•
line brand awareness research solution
• • • •
FAIR & LOVELY-Case Study
Background
The Fair & Lovely scholarships are awarded annually to deserving young girls who intend to pursue higher education in India leading to Graduation, Post-Graduation and PhD. Awarded by the Fair & Lovely Foundation, the Rs 100,000 (US $ 2500) scholarship is meant for women ‘with an aptitude and ambition to achieve their goals’. This Scholarship was instituted 5 years ago with the objective of enabling economic empowerment to Indian women. In India, low-income families, are unable to provide opportunities for education due to resource constraints. The support provided by Fair & Lovely Foundation has helped girls avail opportunities of higher education and acquire skills in appropriate professions thereby carving a path for their future. Over 300 women across India have been awarded scholarships through this programme. The scholarship accomplishes those dreams which would have remained unfulfilled, talents that would have remained untapped and opinions that would have gone unnoticed. The Fair & Lovely Foundation is an initiative of Hindustan Unilever Limited. It seeks economic empowerment of the Indian women- “Your destiny is not just where you are, it is just one step away."
Communication Goals
•
To provide visibility and synergy to the Fair & Lovely Campaign - Reliance
Communications’ R World platform was thought to be the best medium for advertising the Scholarship programme for women as it gives a high reach in the desired target group
• •
The Reliance Mobile network covers 10,000 towns and 300,000 villages. The Foundation specifically targets women who are from the low-income groups This being a CSR activity the objective was to enable lead generation of potential
in the rural and urban India.
•
women candidates with a cost effective campaign as Hindustan Unilever Ltd did not include the traditional media – TV & Print in its plan. To break free from the clutter of the traditional medium and be the first brand under the Hindustan Unliver Limited umbrella to explore the mobile platform which has never been used by the company in India before.
•
Induce call for action by enticing the user to fill in personal important details after
sharing the Scholarship and Fair & Lovely Foundation information which then could be followed upon to shortlist the applications received.
Media Solution & Execution
Considering the prevailing situation in terms of media fit and the campaign objective, the Reliance CDMA network of handsets had a unique platform, R World which has the capability of featuring substantial amount content in terms of text, visual and audio, which made the platform highly interactive. With an active subscriber base of over 35 million, of which 20 million hand- sets support the R world application, this medium also gives a high reach in the desired TG. Over 11 million unique users visit the Reliance Mobile World every month. The duration of the campaign was 1 and half moths.
1.
Banner Advertising: Fair & Lovely Scholarship clickable banner on top of the screen on the Main Menu of the Reliance Mobile World in WAP handsets.
•
The Banner was conceived to build rapid awareness about the Fair & Lovely Foundation and scholarship program. Microsite: The banner was also linked to the microsite which captured the essence of the program in brief and allowed the interested users to apply then and there. Millions of Impressions (more than 2 million impressions) have been recorded on the Fair & Lovely Foundation Banner Ad. The Banners were rotated / refreshed at regular intervals to maintain saliency & ensure that it does not become a blind spot.
•
•
•
2.
Fair & Lovely Scholarship Zone: Lead Generation Zone for the fair & Lovely Scholarships
•
Aspiring women could apply for this scholarship through Reliance Mobile Phones’ R World for the first time. Short-listed applicants were to be contacted by Fair & Lovely Foundation.
•
Potential students can send their entries through Reliance Mobile World on R World>Hot N New>>Schlrshp Zn
•
Circles targeted to tap maximum number of applications – UP, AP, Maharashtra, Madhya Pradesh &Chhatisgarh, Tamil Nadu, West Bengal and Karnataka.
•
Candidates could fill-in important information such as name, age, area of interest to apply through the Reliance Mobile World and apply instantaneously for the scholarship.
•
The zone also has detailed information about the
Scholarship program and picture of one of the previous scholarship winner – Amrita Singh which will inspire others to apply.
•
More than 30,000 students have applied on the Reliance Mobile World till date, filling in all 4 inputs required for a successful entry. SMS Blast: SMS has been sent to all subscribers in the select circles for driving
3.
traffic to the Scholarship Zone, encouraging students to apply.
4.
IVR: The scholarship Program has also been promoted through the IVR in select circles. The message relayed gave information about the program and directed the subscribers to apply through the Reliance Mobile World.
5.
Short Code: Subscribers can also apply by responding through the Short Code 51234 to Reliance Communications. Reliance Mobile Website: Campaign details have also been Mobile website. uploaded World on the Reliance World
6.
The Campaign Results
What Makes the Idea a Winner & Results A holistic approach was taken and the campaign included all the elements of mobile marketing- SMS Blast, SMS Shortcode, IVR besides the Banner, Microsite and the Lead Capturing Zone. We received an overwhelming response during 1 and half moths that the campaign was on.
ADVANTAGES OF MOBILE MARKETING
Wireless advertising is both a reality today and a possibility tomorrow. Tight now it is in its infancy but over the next few years wireless advertising will mature into a more sophisticated and viable medium. Wireless advertising has several advantages over other forms of advertising that will make it a hot area in the next few years. Perhaps the most obvious of these is it can reach its audience in a targeted manner when they are out of their offices or homes. The other primary vehicle that is available on wireless devices with telephony capability is spoken audio messages much like the traditional marketing. On the next level there are the possibilities of situational targeting where targeted advertising would be tailored not just to the habits and preferences of users but also their location. In the most complete form situational targeting would allow localized advertising to appear only for those users who meet a pre defined set criteria that may include place, time possibility and even activity. The wired world has made great progress in the use of personalization technologies so that appropriate advertisements are targeted to users as they progress though a website. This process can be tailored by adding in the user’s locations and. an additional variable. Currently location information can only be approximated; the other users’ offers personal information such as a zip code which is then used to send the user ads that are relevant to the code. Many will divulge where they work and live but it is safe to say that most people would not like to have their every movement tracked. Until there is a mass change in attitude concerning privacy concerns situational targeting will largely remain an approximate science. Response rates to mobile campaigns and contests have shown, on average, that; 1. 94 percent of messages are viewed 2. 62 percent of ads are remembered 3. 22 percent of receivers forward offers to friends (viral activity)
4. 18 percent respond to offers Currently, SMS has extremely high consumer high usage but low business adoption. While billions of SMS messages are delivered between individuals consumers each month, the use of SMS as a part of business and marketing strategies is low. However, this relatively low business usage is changing rapidly; organizations are beginning to realize the benefits of SMS and are using it as a new medium within their traditional marketing communication strategies. As a medium newly available, SMS has the characteristics of High reach, Low cost , and High retention Advertising with bulk SMS Bulk messaging is when a company sends out a large number of text messages (often hundreds of thousands) to its customer base. For marketing purposes, companies send out content that customers value and which fits with their brand. In order to do that a company must ensure that it has received phone users’ permission to send messages to them. The sender should always clearly identify himself. Test message marketing is a very successful and cost- effective way to advertise. The key benefit is that messaging campaign can be set up at short notice – in under 24 hours. This means they can be used to dispose of unsold inventory. A further advantage of phone contract is that people have their phones on them all the time, not just at the weekend or at hone or at work, so a good offer will reach them wherever they are. Phone databases can be refreshed at any time by sending out a message – ‘Reply to this message to continue to receive future offers’ – which means money is not wasted targeting the wrong people. Despite potential pitfalls, some forms of local advertising may be very lucrative in the future. The Wireless Advertising Industry Association set standard guidelines to apply to this new medium. They have outlined key initiatives, including: • • • Ad measurement – defining the metrics and methods for tracking as delivery and Creative standards and ad methods – defining ad forms and sizes as well as Consumer issues and privacy – determining how best to gather consumer determining ad effectiveness. appropriate display methods. acceptance while maintaining consumers privacy.
Most of these are pretty obvious and will probably be worked out independently between advertisers and publishers, but in the long run common standards will be useful. Regardless of who sets the guidelines, many agree that some standardization is needed for wireless to be viable advertising medium, and to prevent it from being as unpopular with consumers as telemarketing or the banner. The WAA fight against spam and all forms of push wireless advertising sets the following guidelines: 1. Advertisers and marketers shall not send wireless push advertising and / or content to a subscriber’s wireless mobile device without explicit subscriber permission. This includes but is not limited to audio, short message service (SMS), email, multimedia messaging, cell broadcast, picture messages, pushed content or any other ‘pushed’ advertising. 2. Wireless subscriber permission is not transferable to third parties without explicit permission from the subscriber. 3. Clear instructions to unsubscribe must be made readily available to all recipients fro all wireless push advertising and must be honoured.
Advertising convergence
There are other ways in which advertising may emerge. In Asia, some companies offer free or discount wireless phone service for those users willing to listen to short audio ads. In Hong Kong, People Telephone has 88000 people who have signed up for their mSpot service, which requires users to sit through a short ad before placing a call. The wireless advertising pricing methods have yet to be established. Flat rates by the week or month seem to be common. If the aim is to target early adopters, now is the time to implement branding campaigns, as in the future the audience will be less and less targeted. There are currently no third party tracking systems that offer post impression back-end data, so ROI analysis is possible only by employing unique URLs. Sprite Interactive employs this method, but can also capture an e-mail address of a wireless user – invaluable if a company’s campaign goal is to drive registrants. In the future there will most likely to be more sophisticated tracking methods that will bring wireless tracking , though privacy concerns might keep the cookie at bay for some time.
Increasing marketing efficiency
Today, companies are focusing on wireless solutions that can deliver a faster ROI and increased productivity in their own business. Mobile phones can help to increase productivity in a number of ways, with the growing range of options for mobile voice and data transmission. There are three main areas in which mobile phones can help to increase business efficiency: 1. Customer relationship management – increasing the quality of customer service ? banks can easily and rapidly transmit time-sensitive information ? travel agencies can handle client bookings ? Health-care providers can send out appointment reminders to their patients. 2. Corporate usage – improving communication between employees ? transporters can receive and dispatch information on delivery schedules ? Sales managers can keep in constant touch with sales teams 24 hours a day. 3. Remote diagnosis from machine to machine ? Cars can send a remote diagnosis to the manufacturer’s maintenance services units. ? service crews can be alerted automatically when a machine needs repair or stocking up ? Advertising billboards can be managed remotely, doing away with the need to send field employees to change the posters manually. Businesses are witnessing a strategic injection of mobile wireless planning. Where once firms saw wireless initiatives as part of the future with indefinite pay-offs, they now see them as part of the enterprise for operational savings. Today, many view mobile wireless technology as a prime tool for increasing employee productivity and reducing costs for an immediate positive effect on the bottom line. Analysts agree that despite the economic downshift, mobile wireless technology spending will continue to increase over the next five years. According to a report by Jupiter Media Metrix, IT managers are budgeting for enterprise wireless deployments. In a recent survey of IT executives, Jupiter found that 32 per cent expect to apportion at least $2 million of their budgets to wireless projects within the next three years. However, despite this leaning toward implementing wireless, businesses are cautious and more demanding of return on investment calculations.
Build a better business
Instead of employing mobile wireless technologies to deliver services to customers, many companies are focusing on wireless solutions that can deliver cost reductions through efficiencies and productivity enhancements, which can confer powerful competitive advantages. In particular, many firms are investigating wireless solutions that enable employee collaboration, enhance communication and data access between the field and the office, or streamline key business processes. In a recent report entitled, ‘Ten Key Trends in Mobile eBusiness’, IDC Research stated that enterprise applications such as customer relationship management (CRM) and salesforce automation (SFA) will be in the spotlight in the near term, offering firms the chance to derive measurable benefits in both the revenue and cost sides of the equation.
Content is critical
? A top-level manager trades a long series of instant messages with another manager. They’re debating whether to fire one of their workers. ? A woman sends an instant message to her broker, looking to make a quick stock trade and pay her bank account before making an offer on a house. ? A doctor shoots off a quick IM to a colleague asking advice about a patient. Every day, critical information is being shared across the Internet. What has changed in the last few years is that a little less of it is being sent via e-mail. Today, there’s a good chance it’s traveling via instant messaging initiated by mobile phones. Regardless of the media, the content that you deliver is vital to your success. It doesn’t matter whether you are delivering a full multimedia presentation, a newspaper commercial, an MMS or an SMS – if your message is not clear, your goal will not be achieved. The larger the medium, the more likely your audience may be to see it. However, your aim is not merely for a message to be seen; it must also be understood, remembered and acted upon. SMS places an interesting challenge. With a limitation of only 160 characters, you are forced to think clearly about how you phrase your message. There are also occasionally restrictions on the special characters that some networks and systems support – for example, when sending Unicode characters most providers will limit the characters to 69. As 160 characters is not a lot of space to write a statement that sells, you will need to be economical with the wording that you choose for your messaging. Be sure that the message you write is clear and to the point. If there is a call to action, then this should be kept simple and concise.
Although the number of characters is limited to 160, it is possible to spread a single message across multiple messages – in other words, you could deliver a 320-character message which would simply arrive as two messages. This is done through a process called concatenation. Although concatenation is possible, it is not always recommended. It enables far longer messages, but for the recipient there is the inconvenience of reading two messages. This all means that we can no longer have longwinded product descriptions or large images in our messages; messages need to be more creative and succinct. We need to be more creative in our thinking and descriptions. Thankfully, the culture of personal SMS usage has lent us some help in the form of generally accepted abbreviations. These help us to create longer messages without the use of the full words.
ISSUES AND CONCERNS
Mobile fraud is an increasing worry. Fraudsters can literally pluck sensitive information out of the air. The issues are the same as for the fixed-line Internet – transferring sensitive data safely between you and your bank or retailer. The provision of solutions may be made more difficult by the fact that mobile phones are smaller and have less power than desktop computers. Whilst the operators have developed various proprietary systems to manage the taking of payments, as these systems get more sophisticated it is obvious that they are going to be challenged by tricksters, hackers and fraudsters. As we write this book there are no significant cases to study, but this must only be a matter of time.
Configuration challenge
Using a mobile is a great way to manage your life while on the move. The time we have for ourselves is only going to dwindle, and mobile devices are going to be called on to help us more and more. However, they will have to change radically to do so. 1. 2. 3. all. 4. The first wireless virus, ‘Timofonica’, has already caused problems. Litigation in wireless phone cases. This may hurt the industry, but possible only Laws against cell phone ‘spam’ – unsolicited messages such as text. Radiation. The industry is now disclosing the amount of radiation emitted from devices whose interfaces is phone – like. This may extend to other wireless devices.
each phone. This could impact on phone use, although probably not significantly if at
Spams
The main problem with mobile spam is that consumers have to pay for receiving unwanted premium text messages, and some scammers have gone as far as to trick users into making premium rate calls from their phones, or to attempt to change the phone device settings. The growing sophistication of spammers has led to an increased amount of mobile spam. Spammers are now venturing beyond the world of e-mail, and are sending messages to phones that are foiling anti-spam technologies which were developed to combat e-mail spam. The operators are becoming wise to spamming techniques, however, and rules and regulations are gradually being put into place and enforced. Efforts to combat mobile spam face a number of challenges. Spammers are clever enough to set up their operations overseas, where anti-spam laws do not apply, and it is only recently that anti-spam companies have begun to understand wireless networks well enough to be able to combat mobile spam. According to a recent study published by the University of St Gallen in Switzerland, operators who don’t figure out how to fight mobile spam risk losing their customers, as most customers blame their operator when they receive unsolicited text messages.
M-MARKETING ATTITUDES
• According to a survey conducted by a mobile marketing provider, approximately 89% of major brands are planning to market their products through text and multimedia mobile messaging by 2008.
• One-third of the companies are planning to spend about 10% of marketing budgets through mobile marketing. • In about 5 years over half of brands are expected to spend between 5% and 25% of their total marketing budget on their mobile marketing. • 40% of the firms that responded have implemented this feature for their audiences. • Given mobile marketing's attraction are: 1. The ability to reach a specific target audience 2. Information about how the user responded to a marketing message 3. Proof that a message has been received by the user's handset
FUTURE OF MOBILE-MARKETING
• According to a survey conducted by a mobile marketing provider, approximately 89% of major brands are planning to market their products through text and multimedia mobile messaging by 2008. • One-third is planning to spend about 10% of marketing budgets through mobile marketing.
REFERENCES
• Book “Mobile Marketing”-By Alex Michael & Ben Salter • http://www.handyx.net/ • http://www.Wikipedia.com • http://www.Datacommresearch.com • http://www.mobilopen.org
doc_487191268.doc
This document using mobile as a marketing medium.
TABLE OF CONTENTS
TABLE OF CONTENTS....................................................................................................1 MOBILE MARKETING....................................................................................................1 REVENUE GENERATING SERVICES..........................................................................2 Premium Services..............................................................................................................2 Online Services..................................................................................................................3 Offline services..................................................................................................................3 M-MARKEING ECOSYSTEM.........................................................................................3 USAGES OF MOBILE MARKETING.............................................................................4 CASES STUDIES................................................................................................................5 Mazda 2 – Mobile Ad Funded Video –Case Study...........................................................5 Background....................................................................................................................5 Objectives......................................................................................................................5 Solution.........................................................................................................................5 Results...........................................................................................................................5 FAIR & LOVELY-Case Study.........................................................................................6 Background ...................................................................................................................6 Communication Goals...................................................................................................6 Media Solution & Execution.........................................................................................7 The Campaign Results...................................................................................................9 ADVANTAGES OF MOBILE MARKETING.................................................................9 Advertising convergence.................................................................................................11 Increasing marketing efficiency......................................................................................12 Build a better business.....................................................................................................13 Content is critical.............................................................................................................13 ISSUES AND CONCERNS..............................................................................................14 Configuration challenge..................................................................................................15 Spams..............................................................................................................................15 M-MARKETING ATTITUDES......................................................................................15 FUTURE OF MOBILE-MARKETING..........................................................................16 REFERENCES..................................................................................................................17
MOBILE MARKETING
Mobile Marketing is the use of the mobile medium as a communications and entertainment channel between a brand and an end-user. It is the only personal channel enabling spontaneous, direct, interactive and/or targeted communications, any time, any place. This channel of marketing is for mobile devices including handsets, PDAs and laptops. Communications include short message services(SMS), multimedia messaging services(MMS) combining text with simple graphics and sound , wireless application protocol (WAP), mobile internet and WAP push services, and full multimedia third-
generation 3G services. It is highly personalised, interactive and has immediate impact. When used cross-media to complement other promotions, mobile marketing has been proven to generate a solid increase in sales. The mobile market has a number of clear advantages over traditional media, including the following:
1. Response rates generally are over 10 percent 2. Recall rates in our campaigns over the last four years have achieved over 70 percent 3. It is the cheapest form of communication with end-users 4. It has better commission margins than traditional advertising 5. It requires minimal external effort to initiate a pilot
REVENUE GENERATING SERVICES
The three main groups of revenue generating services that can be offered over a mobile phone are:
1. Premium services 2. Online services 3. Offline services
Premium Services
These are services delivered to a mobile phone (logos and ringtones, Java games, permission-based content etc.). Premium SMS is an ideal vehicle to deliver appealing content offerings. It not only enables the instant delivery of exclusive content, services, and entertainment, but it also converts a phone into a credit card of sorts, allowing users to purchase goods by dialling a number or simply pointing their phones at products or vending machines. Enpocket, based in New York, is developing a premium SMS service that would allow users to purchase event tickets. For a moderate service fee and the cost of the ticket, an image with a bar code would be delivered to a user's phone. The bar code could then be scanned to gain entrance to the event. Premium SMS can also allow for micro payments—sums less than a dollar—to view online content or participate in contests, polls, or other activities. Because of the
associated processing fees, credit cards aren't a viable medium for these tiny transactions. By comparison, adding a 50-cent charge to a user's mobile phone bill is convenient and affordable.
Online Services
Online services are those related to mobile phone use and delivered to a support package other than a mobile phone(such as software to be used on the phone), or those unrelated to mobile phone use but delivered via the mobile handset.
Offline services
Many companies from outside the mobile sector have already seen the opportunities in the mobile offline market by retailing goods to mobile services that are not delivered to a mobile phone- for example, theatre tickets. Mobile data services are clearly not their core business, but companies such as media groups and portals now use the mobile phone as a new communications channel, inviting their audiences to vote in television shows, request songs on the radio and download logos and ringtones from their favourite artists, to name just a few of the services on offer.
M-MARKEING ECOSYSTEM
The Mobile Marketing Ecosystem is comprised of 4 interconnecting strategic spheres– Product & Services (brands, content owners and marketing agencies), Applications (discrete application providers and mobile ASPs), Connection (aggregators and wireless operators), and Media and Retail (media properties, “brick ‘n’ mortar” and virtual retail stores). Various enablers provide the foundation for each particular sphere. Players within these spheres work in concert to deliver a rich experience to consumers. The Mobile Channel Value Chain is the path by which the actual mobile communication and interactivity takes place between the Product & Services Sphere and mobile subscribers (consumers), however, consumer demand must first be established. To create this demand, products, services, events, and content programs are promoted through the Media and Retail Sphere’s various traditional channels.
USAGES OF MOBILE MARKETING
Mobile phone usage has not really changed much over the last few years, as we still want to keep in touch – by communicating in real time with our friends and family. Other uses have crept into this simple communications tool: ? keeping well-versed – having permanent access to information at any time ? entertainment – taking part in competitions, playing online games or downloading games ? personalization – personalizing our mobiles with ring tones, images or software tools ? Work – accessing corporate information and applications directly from our mobile phone. The mobile market is fast becoming a more open, more universal and more integrated part of the wider multimedia environment. Mobile phones now support more complex applications like those traditionally found only on PCs. Operators are extending their highspeed data networks, making it quick and easy to download and access these applications. The billing model is opening up to include more traditional systems, allowing companies to choose their own billing methods and integrate them more easily in the systems they already have in place. From music and photographic images in the consumer field to CRM or ERP solutions in the corporate world, companies offering all kinds of products and services are starting to take advantage of mobility. Premium SMS is an ideal vehicle to deliver appealing content offerings. It not only enables the instant delivery of exclusive content, services, and entertainment, but it also converts a phone into a credit card of sorts, allowing users to purchase goods by dialing a number or simply pointing their phones at products or vending machines.
CASES STUDIES
Mazda 2 – Mobile Ad Funded Video –Case Study
Background
In September 2007, Mazda launched a new advertising campaign designed to increase awareness of their new bold and stylish car model, the Mazda2. Mobile advertising formed part of their marketing campaign designed to communicate with adults 25-34 in their leisure time. The campaign used video ads on the 3-UK and T-Mobile to reach the Mazda2 target audience. These video ads were placed with Rhythm’s ad network using the media buying agency Mindshare.
Objectives
•
Target potential customers that are increasingly hard to reach on traditional Drive awareness for the Mazda2 car model Position the Mazda2 as a stylish and bold new car model
advertising channels
• •
Solution
•
Use mobile video with Rhythm to add unique and targeted element to broad TV Deliver Mazda 2 advertisements to core demographic only Showcase Mazda2 ad and frequency manage Provide consumers with the ability to watch a vast array of quality content ranging
campaign
• • •
from, News, Sport, and Movies due to the fact that the Mazda2 targeted advertising was offering the audience the content for free in return for watching their ad
Results
•
Delivered 350,000 video ad impressions exactly as planned to 25-34 adults with no The following brand awareness metrics were measured using Rhythm’s unique in32% spontaneous awareness recall 70% prompted awareness recall 52% correct brand message attribution 32% felt more positive about the brand after seeing the add
wastage
•
line brand awareness research solution
• • • •
FAIR & LOVELY-Case Study
Background
The Fair & Lovely scholarships are awarded annually to deserving young girls who intend to pursue higher education in India leading to Graduation, Post-Graduation and PhD. Awarded by the Fair & Lovely Foundation, the Rs 100,000 (US $ 2500) scholarship is meant for women ‘with an aptitude and ambition to achieve their goals’. This Scholarship was instituted 5 years ago with the objective of enabling economic empowerment to Indian women. In India, low-income families, are unable to provide opportunities for education due to resource constraints. The support provided by Fair & Lovely Foundation has helped girls avail opportunities of higher education and acquire skills in appropriate professions thereby carving a path for their future. Over 300 women across India have been awarded scholarships through this programme. The scholarship accomplishes those dreams which would have remained unfulfilled, talents that would have remained untapped and opinions that would have gone unnoticed. The Fair & Lovely Foundation is an initiative of Hindustan Unilever Limited. It seeks economic empowerment of the Indian women- “Your destiny is not just where you are, it is just one step away."
Communication Goals
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To provide visibility and synergy to the Fair & Lovely Campaign - Reliance
Communications’ R World platform was thought to be the best medium for advertising the Scholarship programme for women as it gives a high reach in the desired target group
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The Reliance Mobile network covers 10,000 towns and 300,000 villages. The Foundation specifically targets women who are from the low-income groups This being a CSR activity the objective was to enable lead generation of potential
in the rural and urban India.
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women candidates with a cost effective campaign as Hindustan Unilever Ltd did not include the traditional media – TV & Print in its plan. To break free from the clutter of the traditional medium and be the first brand under the Hindustan Unliver Limited umbrella to explore the mobile platform which has never been used by the company in India before.
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Induce call for action by enticing the user to fill in personal important details after
sharing the Scholarship and Fair & Lovely Foundation information which then could be followed upon to shortlist the applications received.
Media Solution & Execution
Considering the prevailing situation in terms of media fit and the campaign objective, the Reliance CDMA network of handsets had a unique platform, R World which has the capability of featuring substantial amount content in terms of text, visual and audio, which made the platform highly interactive. With an active subscriber base of over 35 million, of which 20 million hand- sets support the R world application, this medium also gives a high reach in the desired TG. Over 11 million unique users visit the Reliance Mobile World every month. The duration of the campaign was 1 and half moths.
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Banner Advertising: Fair & Lovely Scholarship clickable banner on top of the screen on the Main Menu of the Reliance Mobile World in WAP handsets.
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The Banner was conceived to build rapid awareness about the Fair & Lovely Foundation and scholarship program. Microsite: The banner was also linked to the microsite which captured the essence of the program in brief and allowed the interested users to apply then and there. Millions of Impressions (more than 2 million impressions) have been recorded on the Fair & Lovely Foundation Banner Ad. The Banners were rotated / refreshed at regular intervals to maintain saliency & ensure that it does not become a blind spot.
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Fair & Lovely Scholarship Zone: Lead Generation Zone for the fair & Lovely Scholarships
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Aspiring women could apply for this scholarship through Reliance Mobile Phones’ R World for the first time. Short-listed applicants were to be contacted by Fair & Lovely Foundation.
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Potential students can send their entries through Reliance Mobile World on R World>Hot N New>>Schlrshp Zn
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Circles targeted to tap maximum number of applications – UP, AP, Maharashtra, Madhya Pradesh &Chhatisgarh, Tamil Nadu, West Bengal and Karnataka.
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Candidates could fill-in important information such as name, age, area of interest to apply through the Reliance Mobile World and apply instantaneously for the scholarship.
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The zone also has detailed information about the
Scholarship program and picture of one of the previous scholarship winner – Amrita Singh which will inspire others to apply.
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More than 30,000 students have applied on the Reliance Mobile World till date, filling in all 4 inputs required for a successful entry. SMS Blast: SMS has been sent to all subscribers in the select circles for driving
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traffic to the Scholarship Zone, encouraging students to apply.
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IVR: The scholarship Program has also been promoted through the IVR in select circles. The message relayed gave information about the program and directed the subscribers to apply through the Reliance Mobile World.
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Short Code: Subscribers can also apply by responding through the Short Code 51234 to Reliance Communications. Reliance Mobile Website: Campaign details have also been Mobile website. uploaded World on the Reliance World
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The Campaign Results
What Makes the Idea a Winner & Results A holistic approach was taken and the campaign included all the elements of mobile marketing- SMS Blast, SMS Shortcode, IVR besides the Banner, Microsite and the Lead Capturing Zone. We received an overwhelming response during 1 and half moths that the campaign was on.
ADVANTAGES OF MOBILE MARKETING
Wireless advertising is both a reality today and a possibility tomorrow. Tight now it is in its infancy but over the next few years wireless advertising will mature into a more sophisticated and viable medium. Wireless advertising has several advantages over other forms of advertising that will make it a hot area in the next few years. Perhaps the most obvious of these is it can reach its audience in a targeted manner when they are out of their offices or homes. The other primary vehicle that is available on wireless devices with telephony capability is spoken audio messages much like the traditional marketing. On the next level there are the possibilities of situational targeting where targeted advertising would be tailored not just to the habits and preferences of users but also their location. In the most complete form situational targeting would allow localized advertising to appear only for those users who meet a pre defined set criteria that may include place, time possibility and even activity. The wired world has made great progress in the use of personalization technologies so that appropriate advertisements are targeted to users as they progress though a website. This process can be tailored by adding in the user’s locations and. an additional variable. Currently location information can only be approximated; the other users’ offers personal information such as a zip code which is then used to send the user ads that are relevant to the code. Many will divulge where they work and live but it is safe to say that most people would not like to have their every movement tracked. Until there is a mass change in attitude concerning privacy concerns situational targeting will largely remain an approximate science. Response rates to mobile campaigns and contests have shown, on average, that; 1. 94 percent of messages are viewed 2. 62 percent of ads are remembered 3. 22 percent of receivers forward offers to friends (viral activity)
4. 18 percent respond to offers Currently, SMS has extremely high consumer high usage but low business adoption. While billions of SMS messages are delivered between individuals consumers each month, the use of SMS as a part of business and marketing strategies is low. However, this relatively low business usage is changing rapidly; organizations are beginning to realize the benefits of SMS and are using it as a new medium within their traditional marketing communication strategies. As a medium newly available, SMS has the characteristics of High reach, Low cost , and High retention Advertising with bulk SMS Bulk messaging is when a company sends out a large number of text messages (often hundreds of thousands) to its customer base. For marketing purposes, companies send out content that customers value and which fits with their brand. In order to do that a company must ensure that it has received phone users’ permission to send messages to them. The sender should always clearly identify himself. Test message marketing is a very successful and cost- effective way to advertise. The key benefit is that messaging campaign can be set up at short notice – in under 24 hours. This means they can be used to dispose of unsold inventory. A further advantage of phone contract is that people have their phones on them all the time, not just at the weekend or at hone or at work, so a good offer will reach them wherever they are. Phone databases can be refreshed at any time by sending out a message – ‘Reply to this message to continue to receive future offers’ – which means money is not wasted targeting the wrong people. Despite potential pitfalls, some forms of local advertising may be very lucrative in the future. The Wireless Advertising Industry Association set standard guidelines to apply to this new medium. They have outlined key initiatives, including: • • • Ad measurement – defining the metrics and methods for tracking as delivery and Creative standards and ad methods – defining ad forms and sizes as well as Consumer issues and privacy – determining how best to gather consumer determining ad effectiveness. appropriate display methods. acceptance while maintaining consumers privacy.
Most of these are pretty obvious and will probably be worked out independently between advertisers and publishers, but in the long run common standards will be useful. Regardless of who sets the guidelines, many agree that some standardization is needed for wireless to be viable advertising medium, and to prevent it from being as unpopular with consumers as telemarketing or the banner. The WAA fight against spam and all forms of push wireless advertising sets the following guidelines: 1. Advertisers and marketers shall not send wireless push advertising and / or content to a subscriber’s wireless mobile device without explicit subscriber permission. This includes but is not limited to audio, short message service (SMS), email, multimedia messaging, cell broadcast, picture messages, pushed content or any other ‘pushed’ advertising. 2. Wireless subscriber permission is not transferable to third parties without explicit permission from the subscriber. 3. Clear instructions to unsubscribe must be made readily available to all recipients fro all wireless push advertising and must be honoured.
Advertising convergence
There are other ways in which advertising may emerge. In Asia, some companies offer free or discount wireless phone service for those users willing to listen to short audio ads. In Hong Kong, People Telephone has 88000 people who have signed up for their mSpot service, which requires users to sit through a short ad before placing a call. The wireless advertising pricing methods have yet to be established. Flat rates by the week or month seem to be common. If the aim is to target early adopters, now is the time to implement branding campaigns, as in the future the audience will be less and less targeted. There are currently no third party tracking systems that offer post impression back-end data, so ROI analysis is possible only by employing unique URLs. Sprite Interactive employs this method, but can also capture an e-mail address of a wireless user – invaluable if a company’s campaign goal is to drive registrants. In the future there will most likely to be more sophisticated tracking methods that will bring wireless tracking , though privacy concerns might keep the cookie at bay for some time.
Increasing marketing efficiency
Today, companies are focusing on wireless solutions that can deliver a faster ROI and increased productivity in their own business. Mobile phones can help to increase productivity in a number of ways, with the growing range of options for mobile voice and data transmission. There are three main areas in which mobile phones can help to increase business efficiency: 1. Customer relationship management – increasing the quality of customer service ? banks can easily and rapidly transmit time-sensitive information ? travel agencies can handle client bookings ? Health-care providers can send out appointment reminders to their patients. 2. Corporate usage – improving communication between employees ? transporters can receive and dispatch information on delivery schedules ? Sales managers can keep in constant touch with sales teams 24 hours a day. 3. Remote diagnosis from machine to machine ? Cars can send a remote diagnosis to the manufacturer’s maintenance services units. ? service crews can be alerted automatically when a machine needs repair or stocking up ? Advertising billboards can be managed remotely, doing away with the need to send field employees to change the posters manually. Businesses are witnessing a strategic injection of mobile wireless planning. Where once firms saw wireless initiatives as part of the future with indefinite pay-offs, they now see them as part of the enterprise for operational savings. Today, many view mobile wireless technology as a prime tool for increasing employee productivity and reducing costs for an immediate positive effect on the bottom line. Analysts agree that despite the economic downshift, mobile wireless technology spending will continue to increase over the next five years. According to a report by Jupiter Media Metrix, IT managers are budgeting for enterprise wireless deployments. In a recent survey of IT executives, Jupiter found that 32 per cent expect to apportion at least $2 million of their budgets to wireless projects within the next three years. However, despite this leaning toward implementing wireless, businesses are cautious and more demanding of return on investment calculations.
Build a better business
Instead of employing mobile wireless technologies to deliver services to customers, many companies are focusing on wireless solutions that can deliver cost reductions through efficiencies and productivity enhancements, which can confer powerful competitive advantages. In particular, many firms are investigating wireless solutions that enable employee collaboration, enhance communication and data access between the field and the office, or streamline key business processes. In a recent report entitled, ‘Ten Key Trends in Mobile eBusiness’, IDC Research stated that enterprise applications such as customer relationship management (CRM) and salesforce automation (SFA) will be in the spotlight in the near term, offering firms the chance to derive measurable benefits in both the revenue and cost sides of the equation.
Content is critical
? A top-level manager trades a long series of instant messages with another manager. They’re debating whether to fire one of their workers. ? A woman sends an instant message to her broker, looking to make a quick stock trade and pay her bank account before making an offer on a house. ? A doctor shoots off a quick IM to a colleague asking advice about a patient. Every day, critical information is being shared across the Internet. What has changed in the last few years is that a little less of it is being sent via e-mail. Today, there’s a good chance it’s traveling via instant messaging initiated by mobile phones. Regardless of the media, the content that you deliver is vital to your success. It doesn’t matter whether you are delivering a full multimedia presentation, a newspaper commercial, an MMS or an SMS – if your message is not clear, your goal will not be achieved. The larger the medium, the more likely your audience may be to see it. However, your aim is not merely for a message to be seen; it must also be understood, remembered and acted upon. SMS places an interesting challenge. With a limitation of only 160 characters, you are forced to think clearly about how you phrase your message. There are also occasionally restrictions on the special characters that some networks and systems support – for example, when sending Unicode characters most providers will limit the characters to 69. As 160 characters is not a lot of space to write a statement that sells, you will need to be economical with the wording that you choose for your messaging. Be sure that the message you write is clear and to the point. If there is a call to action, then this should be kept simple and concise.
Although the number of characters is limited to 160, it is possible to spread a single message across multiple messages – in other words, you could deliver a 320-character message which would simply arrive as two messages. This is done through a process called concatenation. Although concatenation is possible, it is not always recommended. It enables far longer messages, but for the recipient there is the inconvenience of reading two messages. This all means that we can no longer have longwinded product descriptions or large images in our messages; messages need to be more creative and succinct. We need to be more creative in our thinking and descriptions. Thankfully, the culture of personal SMS usage has lent us some help in the form of generally accepted abbreviations. These help us to create longer messages without the use of the full words.
ISSUES AND CONCERNS
Mobile fraud is an increasing worry. Fraudsters can literally pluck sensitive information out of the air. The issues are the same as for the fixed-line Internet – transferring sensitive data safely between you and your bank or retailer. The provision of solutions may be made more difficult by the fact that mobile phones are smaller and have less power than desktop computers. Whilst the operators have developed various proprietary systems to manage the taking of payments, as these systems get more sophisticated it is obvious that they are going to be challenged by tricksters, hackers and fraudsters. As we write this book there are no significant cases to study, but this must only be a matter of time.
Configuration challenge
Using a mobile is a great way to manage your life while on the move. The time we have for ourselves is only going to dwindle, and mobile devices are going to be called on to help us more and more. However, they will have to change radically to do so. 1. 2. 3. all. 4. The first wireless virus, ‘Timofonica’, has already caused problems. Litigation in wireless phone cases. This may hurt the industry, but possible only Laws against cell phone ‘spam’ – unsolicited messages such as text. Radiation. The industry is now disclosing the amount of radiation emitted from devices whose interfaces is phone – like. This may extend to other wireless devices.
each phone. This could impact on phone use, although probably not significantly if at
Spams
The main problem with mobile spam is that consumers have to pay for receiving unwanted premium text messages, and some scammers have gone as far as to trick users into making premium rate calls from their phones, or to attempt to change the phone device settings. The growing sophistication of spammers has led to an increased amount of mobile spam. Spammers are now venturing beyond the world of e-mail, and are sending messages to phones that are foiling anti-spam technologies which were developed to combat e-mail spam. The operators are becoming wise to spamming techniques, however, and rules and regulations are gradually being put into place and enforced. Efforts to combat mobile spam face a number of challenges. Spammers are clever enough to set up their operations overseas, where anti-spam laws do not apply, and it is only recently that anti-spam companies have begun to understand wireless networks well enough to be able to combat mobile spam. According to a recent study published by the University of St Gallen in Switzerland, operators who don’t figure out how to fight mobile spam risk losing their customers, as most customers blame their operator when they receive unsolicited text messages.
M-MARKETING ATTITUDES
• According to a survey conducted by a mobile marketing provider, approximately 89% of major brands are planning to market their products through text and multimedia mobile messaging by 2008.
• One-third of the companies are planning to spend about 10% of marketing budgets through mobile marketing. • In about 5 years over half of brands are expected to spend between 5% and 25% of their total marketing budget on their mobile marketing. • 40% of the firms that responded have implemented this feature for their audiences. • Given mobile marketing's attraction are: 1. The ability to reach a specific target audience 2. Information about how the user responded to a marketing message 3. Proof that a message has been received by the user's handset
FUTURE OF MOBILE-MARKETING
• According to a survey conducted by a mobile marketing provider, approximately 89% of major brands are planning to market their products through text and multimedia mobile messaging by 2008. • One-third is planning to spend about 10% of marketing budgets through mobile marketing.
REFERENCES
• Book “Mobile Marketing”-By Alex Michael & Ben Salter • http://www.handyx.net/ • http://www.Wikipedia.com • http://www.Datacommresearch.com • http://www.mobilopen.org
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