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Mobile Marketing

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MaxvanVeen

This document discusses mobile marketing and provides an overview of the topic. It begins with definitions of mobile marketing and stakeholders. It then covers comparisons with traditional media, issues in mobile marketing from 2005-2012 including privacy and aligning partners. A SWOT analysis identifies strengths, weaknesses, opportunities and threats. Implementation details are discussed including platforms and a 7 step process. The future of mobile marketing and how it can add value to businesses is addressed before concluding.

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Mobile Marketing MIS Simon Vandyck 23/03/12 Vince Vollebergh Max van Veen
Agenda 1. Introduction 2. Comparison with traditional media 3. Issues 4. SWOT-analysis 5. McDonalds case 6. Implementation 7. Future perspective 8. Conclusion
Mobile Marketing
What is Mobile Marketing? According to Mobile Marketing Association (2009): “Mobile Marketing is a set of practices , that enables organizations to communicate and engage with their audience, in an interactive and relevant manner, through any mobile device or network.”
Stakeholders in MM
Current situation Search after Becoming Search for local seeing ad on important in information phone shopping habits Mobile ads work! However: full potential not yet captured
Problem Statement How can mobile marketing add value to your business?
Example: QR-code
Comparison with traditional media Differences on two points: 1. Degree of interactivity 2. Degree of location dependence/relevance
Comparison with traditional media
Discussion Do you think ‘the new media’ will replace traditional media in the long run? Why or why not?
Issues 2005-2012 IIssue 1: Exploiting the capabilities of Mobile Marketing
Issues 2005-2012 IIssue 2: Using Universal Appeals to Tap into Global Markets • in 2012, 33% of the mobile searches on Google involve local intent • A pilot strategy is used to initiate Local Mobile Marketing • Numerous companies emerge that offer Local Mobile Marketing support (i.e. clientstreams.com, localmobilemarketingformula.com, etc)
Issues 2005-2012 Issue 3: Addressing privacy concerns • Reveal Yourself •Disclose offer terms • Privacy Hot Seat •Increasing strict federal laws concerning consumers privacy • Did you get permission? •Consumers need to opt-in • Hidden Charges •Unauthorized charges to a consumers’ phone bill • Patent Problem •More relevant for software and hardware companies2
Issues 2005-2012 Issue 4: Aligning Value-Chain partners 2
Issues 2005-2012 Conclusion Issues that have been dealt with Topics that are still an issue today Exploiting the capabilities of Mobile Addressing privacy concerns Marketing Using Universal Appeals to Tap into Global Markets Aligning Value-Chain partners
Mobile Marketing: a SWOT Analysis Strength Weakness Mobile Marketing Opportunity Threat
Strengths • Market for people who cannot afford a PC • Independence of location • Personalization • Target specific audience • Relatively cheap
Weaknesses • General intolerance of advertising on personal devices • Current WAP technology underdeveloped • Trial and error process for mobile marketers in order to succeed • Marketers are wary about consumers’ privacy • Low reach
Opportunities • Cell phone is a personal device  easy to create personal relationship with customer • Messages sent to a phone are more likely to be read then an email • Build customer base • New field of marketing
Threats • Scarcity of mobile websites • New field of marketing (uncertainty) • Decentralized industry, many different providers • Reliable metrics are needed to calculate the mobile marketing impact
Mobile Marketing
Mobile ad campaigns running on Location enabled Mobile devices
• Mcdonald’s was able to increase foot traffic to stores by 33% in one day by Foursquare campaign • Costs: $1000,-
Implementation Android, Blackberry or iPhone?
Implementation • 36% of iPhone buyers previously Android/Blackberry • 50% of upgraders come from Blackberry, 39% from Android • Strong Member Platform Jumping
Implementation
Implementation
Implementation 1. Define the Strategy 2. Determine the Communication 3. Understand the True Cost 4. Allow the Customer to Choose 5. Allow Customers to Manage the Communication 6. Manage Consumer Data with Respect 7. Make the Offer Relevant and Valuable
Future perspective How do you see the future of Mobile Marketing?
Future perspective • Mobile marketing will complement traditional forms of advertising • Companies will have to figure out how to integrate a mobile marketing strategy within their overall marketing strategy • Mobile marketing can be a source of competitive advantage
Future perspective People try to avoid advertising and promotions because of the pushy character of it Mobile marketers should therefore carefully interact with customers!
Conclusion How can mobile marketing add value to your business? • Exploit strengths: lots of potential not yet captured • Explore future opportunities • Follow 7-step implementation approach • Make use of all platforms (Android, iOS, Blackberry) • Build interactive relationship, but keep privacy in mind • Complementary to traditional media Lead, don’t follow!
Referencelist • http://www.youtube.com/watch?v=er7RtzpBccc • http://www.youtube.com/watch?v=CjUcq_E4I-s • http://www.youtube.com/watch?v=0scn4dgxJoY • http://qrcode.kaywa.com/ • http://searchengineland.com/the-pros-and-cons-of-mobile-marketing-12207 • http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&hid=13&sid=2d1add88-2e32-4293-81df- 50f6c1002b19%40sessionmgr11 • http://www.mobilemarketer.com/cms/news/advertising/11613.html • http://www.mobilemarketer.com/cms/news/advertising/11134.html • http://www.mobilemarketer.com/cms/news/advertising/11189.html • http://www.mobilemarketeducation.com/case_mcdonalds.php • http://www.youtube.com/watch?v=z5SXAY5S7XQ • http://www.mobilemarketingwatch.com/android-blackberry-bleeding-users-to-iphone-4s-20596/ • http://www.slideshare.net/LorelMarketingGroup/7-stes-to-implementing-mobile-in • Sultan, F. & Rohm, A.J. (2005). The coming era of “ brand in the hand” marketing, MIT Sloan Management Review, Vol.47, Iss.1, p.83-90. • Brown, C.V., DeHayes, D.W., Hoffer, J.A., Wainright Martin, E. & Perkins, W.C. (2009). Managing Information Technology, Pearson Education. Ch.10: Methodologies for custom software development. • Huang. R.Y. (2011). Value, interest and power: A three dimensional model for mobile • marketing stakeholder analysis, International Journal of Mobile Marketing, Vol.6, Iss.1, p.109-119.

More Related Content

Mobile Marketing

  • 1. Mobile Marketing MIS Simon Vandyck 23/03/12 Vince Vollebergh Max van Veen
  • 2. Agenda 1. Introduction 2. Comparison with traditional media 3. Issues 4. SWOT-analysis 5. McDonalds case 6. Implementation 7. Future perspective 8. Conclusion
  • 4. What is Mobile Marketing? According to Mobile Marketing Association (2009): “Mobile Marketing is a set of practices , that enables organizations to communicate and engage with their audience, in an interactive and relevant manner, through any mobile device or network.”
  • 6. Current situation Search after Becoming Search for local seeing ad on important in information phone shopping habits Mobile ads work! However: full potential not yet captured
  • 7. Problem Statement How can mobile marketing add value to your business?
  • 9. Comparison with traditional media Differences on two points: 1. Degree of interactivity 2. Degree of location dependence/relevance
  • 11. Discussion Do you think ‘the new media’ will replace traditional media in the long run? Why or why not?
  • 12. Issues 2005-2012 IIssue 1: Exploiting the capabilities of Mobile Marketing
  • 13. Issues 2005-2012 IIssue 2: Using Universal Appeals to Tap into Global Markets • in 2012, 33% of the mobile searches on Google involve local intent • A pilot strategy is used to initiate Local Mobile Marketing • Numerous companies emerge that offer Local Mobile Marketing support (i.e. clientstreams.com, localmobilemarketingformula.com, etc)
  • 14. Issues 2005-2012 Issue 3: Addressing privacy concerns • Reveal Yourself •Disclose offer terms • Privacy Hot Seat •Increasing strict federal laws concerning consumers privacy • Did you get permission? •Consumers need to opt-in • Hidden Charges •Unauthorized charges to a consumers’ phone bill • Patent Problem •More relevant for software and hardware companies2
  • 15. Issues 2005-2012 Issue 4: Aligning Value-Chain partners 2
  • 16. Issues 2005-2012 Conclusion Issues that have been dealt with Topics that are still an issue today Exploiting the capabilities of Mobile Addressing privacy concerns Marketing Using Universal Appeals to Tap into Global Markets Aligning Value-Chain partners
  • 17. Mobile Marketing: a SWOT Analysis Strength Weakness Mobile Marketing Opportunity Threat
  • 18. Strengths • Market for people who cannot afford a PC • Independence of location • Personalization • Target specific audience • Relatively cheap
  • 19. Weaknesses • General intolerance of advertising on personal devices • Current WAP technology underdeveloped • Trial and error process for mobile marketers in order to succeed • Marketers are wary about consumers’ privacy • Low reach
  • 20. Opportunities • Cell phone is a personal device  easy to create personal relationship with customer • Messages sent to a phone are more likely to be read then an email • Build customer base • New field of marketing
  • 21. Threats • Scarcity of mobile websites • New field of marketing (uncertainty) • Decentralized industry, many different providers • Reliable metrics are needed to calculate the mobile marketing impact
  • 23. Mobile ad campaigns running on Location enabled Mobile devices
  • 24. • Mcdonald’s was able to increase foot traffic to stores by 33% in one day by Foursquare campaign • Costs: $1000,-
  • 26. Implementation • 36% of iPhone buyers previously Android/Blackberry • 50% of upgraders come from Blackberry, 39% from Android • Strong Member Platform Jumping
  • 29. Implementation 1. Define the Strategy 2. Determine the Communication 3. Understand the True Cost 4. Allow the Customer to Choose 5. Allow Customers to Manage the Communication 6. Manage Consumer Data with Respect 7. Make the Offer Relevant and Valuable
  • 30. Future perspective How do you see the future of Mobile Marketing?
  • 31. Future perspective • Mobile marketing will complement traditional forms of advertising • Companies will have to figure out how to integrate a mobile marketing strategy within their overall marketing strategy • Mobile marketing can be a source of competitive advantage
  • 32. Future perspective People try to avoid advertising and promotions because of the pushy character of it Mobile marketers should therefore carefully interact with customers!
  • 33. Conclusion How can mobile marketing add value to your business? • Exploit strengths: lots of potential not yet captured • Explore future opportunities • Follow 7-step implementation approach • Make use of all platforms (Android, iOS, Blackberry) • Build interactive relationship, but keep privacy in mind • Complementary to traditional media Lead, don’t follow!
  • 34. Referencelist • http://www.youtube.com/watch?v=er7RtzpBccc • http://www.youtube.com/watch?v=CjUcq_E4I-s • http://www.youtube.com/watch?v=0scn4dgxJoY • http://qrcode.kaywa.com/ • http://searchengineland.com/the-pros-and-cons-of-mobile-marketing-12207 • http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&hid=13&sid=2d1add88-2e32-4293-81df- 50f6c1002b19%40sessionmgr11 • http://www.mobilemarketer.com/cms/news/advertising/11613.html • http://www.mobilemarketer.com/cms/news/advertising/11134.html • http://www.mobilemarketer.com/cms/news/advertising/11189.html • http://www.mobilemarketeducation.com/case_mcdonalds.php • http://www.youtube.com/watch?v=z5SXAY5S7XQ • http://www.mobilemarketingwatch.com/android-blackberry-bleeding-users-to-iphone-4s-20596/ • http://www.slideshare.net/LorelMarketingGroup/7-stes-to-implementing-mobile-in • Sultan, F. & Rohm, A.J. (2005). The coming era of “ brand in the hand” marketing, MIT Sloan Management Review, Vol.47, Iss.1, p.83-90. • Brown, C.V., DeHayes, D.W., Hoffer, J.A., Wainright Martin, E. & Perkins, W.C. (2009). Managing Information Technology, Pearson Education. Ch.10: Methodologies for custom software development. • Huang. R.Y. (2011). Value, interest and power: A three dimensional model for mobile • marketing stakeholder analysis, International Journal of Mobile Marketing, Vol.6, Iss.1, p.109-119.