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8/7/2019 Mobile marketing staregy 1123 J.P
http://slidepdf.com/reader/full/mobile-marketing-staregy-1123-jp 1/22
8/7/2019 Mobile marketing staregy 1123 J.P
http://slidepdf.com/reader/full/mobile-marketing-staregy-1123-jp 2/22
Introductiony Definition : Mobile Marketing Association
(2006)defines mobile marketing as the use of wireless
media as an integrated content delivery and directresponse vehicle within a cross media marketingcommunication program.
8/7/2019 Mobile marketing staregy 1123 J.P
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Objectivesy To organize and study mobile market strategy
development
y To propose a framework for addressing key issues inmobile marketing
y To examine how mobile marketing will be integratedinto overall marketing strategy
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Marketing Communication in
Mobile Mediay Mobile Advertising
y Mobile Sales Promotion
y Mobile Direct Marketingy CRM
8/7/2019 Mobile marketing staregy 1123 J.P
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Mobile Marketing Strategyy It is the strategy for a set of controllable tactical
elements that the firm combines to produce a desire
response among targeted audience.y Ex: Strategy for 4P
8/7/2019 Mobile marketing staregy 1123 J.P
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IntergratedMarket Communication
Strategyy External Elements
y Internal Elements
y CRM System
8/7/2019 Mobile marketing staregy 1123 J.P
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External Elementsy Situational Analysis
y Target Audience
y Legal Regulatory and Social and Ethical issues
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Internal Elementsy Other Marketing mix decisions
y Communication Strategy
y Promotion mix strategy y Resources (Tech , Budget)
y Choice of tools
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CRM Systemsy Information and Interaction Management
y Personalization
y Targeting
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Implementation Considerationy Mobile technology
y Mobile Marketing Technology
y Mobile Marketing Data Basey Media Advertising
y Delivery and Connections
y System Integration
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Mobile Technologyy Mobile Devices
y Mobile Network
y ContentTypesy Other Infrastructure
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Mobile Marketing Technologyy Mobile marketing platform
y Content Delivery Platform
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Mobile Marketing Data Basey Opt in mobile numbers
y Privacy Concern
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Mass Media Advertisementy T.V.
y Radio
y Pressy Internet
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Delivery and Connection(Mobile
Operators Service)y Roaming
y Billing
y Short numbers
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System Integrationy Information update
y Statistics
y Action Requesty Campaign Results
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Mobile Marketing Communicationy W eb Category (banner and ads in mobile internet)
y Broadcast Category (Launches of current mobile
technology in mobile, TV and radio)y Narrowcast Category(mobile download, bluetooth
transmission)
y Physical browsing category
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Mobile Sales Promotiony Branded content category(entertainment ,
infotainment.. logo, ringtone etc)
y
Mobile Sponsored content category(news ,sportsscore,jokes)
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Mobile Direct marketingy Direct marketing refers to direct communication with
carefully targeted individual customer to obtain an
immediate response and to cultivate lasting customerrelationships
y EX-sms,mms,internet,e-mail
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Mobile CRMy Customer service category(info on stocks ,appoinment
etc)
y
Mobile commerce category(paying bills,brokerage etc)y Market research(sms,mobile internet etc)
y Mobile Community
y B2B marketing
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Integration with Customers
y Acceptance ,needs and preferences
y W illingness
y Perceptionsy Reactions
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THANK YOU
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