Mobile Marketing

MOBILE ADVERTISING
ANOTHER DIMENTION IN PROMOTION

PREPARED BY: NEHA VAKIL
ANIRUDDH ASHARA DIPENDRASINH RANA VIJAY KANANI HARDIK KAGATHRA ANAND SAMANI DHARMENDRA KARIA
INTRODUCTION
It is the latest buzz in the field of advertising. It is cost effective way to promote and inform the target customers. It become the integral part of the marketing mix. Mobile phone users are rapidly increasing in India, India ranked 3rd in terms of mobile users. Mobile advertising market reach $ 4 billion in 2008, with 25% growth rate.
WHAT IS MOBILE ADVERTISING?

DEFINITION: The business of encouraging people to buy products and services using the mobile channel as the medium to deliver the advertisement message.
It is an innovative and customer centric approach to reach promising customers. It includes advertising in the form of:
Short Message Service (SMS). Multimedia Message (MMS). Mobile Alerts. Mobile Games and Videos.
GROWTH AND TRENDS IN MOBILE ADVERTISING

India is in the middle of mobile revolution as the no. of mobile subscribers is growing almost 100% every year. It also includes urban, semi urban and rural subscribers are sharing large chunk in its growth. Mobile phone companies tapping the low income group people Most attractive segments Large no. of the total population of India. Total no. of mobile users touching 40.6 million in 2007. The no. of GSM users touches to 32.02 million.
Effects of mobile marketing

compared to campaigns in more traditional media, mobile marketing can be relatively inexpensive. Moreover, ads can be highly targeted and naturally paired with rich mobile content that growing numbers of consumers are accessing through smart mobile devices.
Scope of mobile marketing

The report defines mobile marketing, describes major ecosystem players and delves into a range of popular and emerging technology channels used to communicate directly with the mobile consumer, including: messaging, search, web, video and applications. The study also describes the role that Proximity Marketing and Location-Based Services have in reaching the actively shopping consumer.
Mobile Continues Its Climb While Print and Online Falter

Mobile marketing and advertising are coming of age. Seen as the most personal means of communication with consumers, mobile advertising is rallying to overcome the stigma of larger advertising markets print, TV, radio and online. Despite scrutiny over advertising spending in an economic decline, mobile advertising has remained flat year-over-year and in some areas made minor gains. SMS and messaging continue to dominate as the vehicles able to interact with the largest portion of the installed base for mobile phones. Mobile games used to represent the total sum of in-application advertising, but not any more. The surge in smart phone applications broadens the appeal for marketing messages inserted during program runtime. Location is the mobile marketers best friend as it quickly becomes an integral component for precision audience targeting
OVERVIEW OF THE GUIDELINES

Advertisement can be in the form of text link and graphic banners. Advertisement should be made as per predefined dimensions based on the mobile phone type and best fit picture. All mobile advertising artwork should be in GIF or JPEG formats. Banner ad side bar allowed should be given according to the screen width area. For screens width from 128-176, 3-8 pixels allowance should be for the vertical scroll bar and for screens width of 240, 6-16 pixels allowance should be provided. General guidelines on design principles and styles are also applicable for mobile advertising.
BENEFITS OF MOBILE ADVERTISING

Cost effective Flexibility to inform target group as and when required. Messages can be personalized with respect to Target Audience profile. Feed back is immediate. Target group demographic profile is known. Faster reach. Eco-Friendly (paper-free) Ads can be placed anytime and anywhere.
TYPES OF MOBILE ADVERTISING

PUSH ADVERTISING Solicited ad: prior concern taken from customers. e.g. news alerts, job alerts, cricket scores. Unsolicited ad: no prior concern taken from customers, e.g. promotional messages through SMS, mobile calling . PULL ADVERTISING Advertising when users request the service the services to themselves from the service provider. E.g. daily horoscope, content of response/reply.
Carrier Cross-media Customer Content marketing database Cooperation
Mobile Advertising Business Model
Content
Cross-media marketing
Campaign management
Customer database
Carrier Cooperation
Content - Attract users and keep them coming - Time sensitiveness, personalization and location awareness key success elements
Cross Media Marketing

- Mobile Advertising requires the traditional media to thrive - Traditional media is used to explain the advertiser service and use mobile media to remind them to use it or highlight new and better features or to interact with the ad. - Utilize the skills and experience of the traditional advertising player to ensure the success of Mobile Advertising
Campaign Management
- The campaign management technology enables campaign execution and analyzing. - Technology key components direct connections to the mobile operators - The other component is a technology platform that builds the necessary layers of intelligence into the campaign, creating different campaign mechanics such as point collection, m-couponing, and reporting on campaign progress
Customer Database
- Mobile Advertising is permission-based - Opt-in approach - No permission is needed to communicate with existing customer offering similar products and services with the option to opt-out - Media owning and/or accessing customer database is a prerequisite for successful Mobile Advertising - Mobile Advertising companies are prime providers of mobile media sales, and act as aggregators of permission-based mobile numbers.
Carrier Cooperation
- Experts and knowledgeable in mobile services - Control the distribution channel and location-based services - Available rewards and reward distribution channels
MOBILE ADVERTISING EXAMPLES

Fair and Lovely: HUL launched an add campaign of Fair and Lovely scholarship for women, using short code - 51234 and instance voice, on Reliance Mobile phone network. Clickable banner ads were linked to a microsite where interest candidates were asked to provide their choice of course, annual family income, etc. Special Fair and Lovely Scholarship Zone on R-World to promote campaign and generated around 50,000 in which 60% come from tier II and tire III cities and 40% from urban cities. It won best mobile ad campaign award at the Mobile Marketing Association (MMA) annual global awards in Los Angeles, US.
Mobile Advertising formats of today

Mobile Sponsoring Content Ad Mobile Content Ad Mobile Promotion Link Mobile Text link
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Promote the channel, the industry and individual member companies to brands and agencies in order to create more commercial opportunities for its members, demonstrating that membership creates a competitive advantage for companies. Educate brands, agencies and consumers about the full scale and scope of the mobile marketing channel, highlighting its advantages and benefits.
Measure by creating and developing authoritative measurement, metrics and insight into the size, growth, trends and effectiveness of mobile marketing.
Guide by continuing to create and develop guidelines, best practices and standards designed to ease the planning, purchase and implementation of mobile marketing. Protect the opportunity by representing the industry before regulators and legislators and by managing industry self-regulatory programs to maximize public and industry confidence in mobile marketing, lower barriers to entry and minimize non-economic costs of doing business.
CONCLUSION
If we consider the stages of Product Life Cycle (PLC), then mobile advertising can be put under growth stage where much of its potentialities are still to be exhausted and can be used for not only to the befit of individuals, but also of the advertisers. Share of advertising spend is very less in this fast and growing market, it will get increased in the near future. Considering the above mentioned successful mobile advertising cases, we can say that it has a long way to go and will surely and attract more advertising

Mobile Marketing

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MOBILE ADVERTISING

ANOTHER DIMENTION IN PROMOTION

WHAT IS MOBILE ADVERTISING?

GROWTH AND TRENDS IN MOBILE ADVERTISING

Effects of mobile marketing

Scope of mobile marketing

Mobile Continues Its Climb While Print and Online Falter

OVERVIEW OF THE GUIDELINES

BENEFITS OF MOBILE ADVERTISING

TYPES OF MOBILE ADVERTISING

Carrier Cross-media Customer Content marketing database Cooperation

Mobile Advertising Business Model

Cross Media Marketing

MOBILE ADVERTISING EXAMPLES

Mobile Advertising formats of today

Fr Schnell-Surfer In DSL-Geschwindigkeit mobil ins echte Internet

Mercedes Benz Die C-Klasse

Mercedes Benz Die C-Klasse

Mercedes Benz Die C-Klasse

Mercedes Benz Die C-Klasse

Mercedes Benz Die C-Klasse

Mercedes Benz Die C-Klasse

Mercedes Benz Die C-Klasse

Mercedes Benz Die C-Klasse

Mercedes Benz Die C-Klasse

Mercedes Benz Die C-Klasse

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