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Mobile advertisers tie-in
http://www.marketingcharts.com/direct/mobi
le-advertisers-leverage-social-media-
15182/millenial-media-campaign-action-mix-
oct10-nov10gif/#
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4 times cheaper
20% CTA increase:
shop visits
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LIVErtising 6
> Mobile Marketing
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Mobile Marketing
What?
Why?How?
Limits?
Future?
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What?
Mobile marketing isanyform of
communication that uses a mobile
devicetoreachcustomersanytimeanywhere and
makethemreact in sometargetedway(the
CTA)
Mobile marketing canmeetmost if not all
of the marketing needs an advertisermay
have today
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Why?
86%
70%
20+% 22%http://www.plazzza.be
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Just how bigis the
mobile market?
Why?
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Why?
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Mobile Marketing
What?
Why? how big?
how useful?
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Mobiles
reachwhereother media dont
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Mobiles reachin
waysothermedia dont
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Mobiles are a
reboundmedium
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The mobile 5 Ps
WHY?
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http://www.afom.fr
Why?
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Why? Potential (&limits)
Perceived values: Practical
Safety
Freedom
Reach - SMS marketing
opening rate:
recall rate :
Growing op-in database :
Contextual by nature
Viral by nature
LBS
= 92%
= 60% vs 15%
= 12M / 3.5 M
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SMS marketing:
MSG
isread
isreadwn 1 hr
ispassed on
isanswered
CTA
Visit web site
Visit POS
Buyproduct
4 to 17%
94%
8 to 27%
4 to 15%
23%
6 to 19% 83%
94%
83%
23%
8-27%
6-19%
4-15%
4-17%
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Why?
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Mobile Marketing
What?
Why?How?
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How?
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How? Mobile tools
Mobileadvertisingcantakesever
alforms:
SMS SMS+
MMS MMS+ Mobile site
Mobile App
Mobile widget
Hyperlinks
Flash movies
Banners
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How?
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How?
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How?
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How?
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How? Mobile tools
Mobileadvertisingcantakesever
alforms:
SMS SMS+
MMS MMS+ Hyperlinks
Flash movies
Banners
Mobile site
Mobile App
Mobile widget
It canbedeployed indifferentways:
Operator portal
Mobile portal
Off-line media On-line non mobile
media
It can use
severalstrategies: Push
Pull
Service
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How?
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ImageBrandingWeb site
Portal
Banner
DMAcquisition
Satisfaction
Loyalty building
SMS campaign
MMS campaign
Couponing
CRMSatisfactionConfirmation
Alert
Community
SalesPromotionProductinfo
Contests
M-commerceRetailMobile sales site
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SMS Push
SMS Pull
MMS Push
Product launch
Events
Confirmation
Alert
M-ticket
Product Info
Promotion
M-coupon
SMS Pull/+
MMS Pull/+
Games
EventsInfo request
Games
Contests
Customisation
Mobile Web Product info Order follow-up
Teasing
M-coupon
Promotional
LBSPromotion
POS localisation
Local remindersEvent info
How?
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Mobile Marketing
What?
Why?How?
Limits?
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Mobile Marketing
What?
Why?How?
Limits?
Users expectations
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SoNonintrusive
Added value
KIS&A
Complementary
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Permission Marketing
Opt-in based
Pull SMS
Pull call
(m-)website registration
Data collection method
Existent provider-client contract
Impersonal moral person
Nonintrusive
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Permission Marketing
Opt-in based:
Pralable
Libre
Spcifique
Inform
(Belgian Law on Electronic Commerce 11/03/2003)
Nonintrusive
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Permission Marketing
Opt-in based
Opt-out
[ Doubleopt-in ]
Nonintrusive
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Permission Marketing
Each PUSH message willinclude:
Identification:
o Sender
oOffer Message
Control: Opt-out STOP
Nonintrusive
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Nonintrusive
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Nonintrusive
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KIS&A
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KIS&A
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Mobile Marketing
What?
Why?How?
Limits?
Users expectations
Ecosystem
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Advertiser
Sets goals
Liaises
Promotes
Animates
FacilitatorsCom agency
Suggests m-campaign
Coordinates
Integrates
M-agency
Works out the campaign
Runs the campaign
ConnectionAgregators
Run admin + technical +
commercial interface
M-operators
User education
Implement
evolution
Bill users &
rewardadvertisers
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Advertiser
Sets goals
Liaises
Promotes
Animates
FacilitatorsCom agency
Suggests m-campaign
Coordinates
Integrates
M-agency
Works out the campaign
Runs the campaign
ConnectionAgregators
Run admin + technical +
commercial interface
M-operators
User education
Implement
evolution
Bill users &
rewardadvertisers
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Mobile Marketing
What?
Why?How?
Limits?
Users expectations
Ecosystem
Campaignset-up
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Prepare
1.Mobility
brief:
Goal +CTA
2. Facilitatorselection
3. Definition:
- Mobile AV
- Law & ethics
- Economic model
- Lifespan
Implement
1.
Deployment
2.
Admincoordination
3.
Technicalcoordination
Launch
1.M-servicepromotion
2.
M-serviceanimation
3.
M-serviceupdating
E
V
A
L
U
A
T
E
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Prepare
1.Mobility
brief:
Goal +CTA
2. Facilitatorselection
3. Definition:
- Mobile AV
- Law & ethics
- Economic model
- Lifespan
Implement
1.
Deployment
2.
Admincoordination
3.
Technicalcoordination
Launch
1.M-servicepromotion
2.
M-serviceanimation
3.
M-serviceupdating
E
V
A
L
U
A
T
E
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Mobile Marketing
Users expectations
Ecosystem
Campaignset-up
Marketreadability
What?
Why?How?
Limits?
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GSM GPRS SMS MT UMTS
2.5G PDA c HTML i Mode
push SMS MO MMS+ pullHSDPA BlackberryMTTDoCoMo
Audiotag 3G WAP OFF Portal
PlazZza ShortCodes ARPU
QRbar codes Tagattitude LBS
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Mobile Marketing
What?
Why?How?
Limits?
Users expectations
Ecosystem
Campaignset-up
Marketreadability Format compatibility
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M bil M k i
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Mobile Marketing
What?
Why?How?
Limits?
Future?
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the ultimate Web 2.0tool ?
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