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Mobile MagicMake Wishes come True. Now!
Rajesh JainMD, Netcore Solutions
Email: [email protected]: http://www.emergic.org
Mobile Marketing is growing to be the Next Big Thing
Mobile Invertising
Mobile Advertising
Internet Advertising
2
Think of Mobiles as Interactive Billboards in the
hands of every consumerMedia Attributes• Largest Distribution Platform
• Always-on
• Always Available
• Two-way
• Immediate
• Targetable
• Location-aware
• Rich Media
• Personal: It’s Me!
• Social: Insta-sharing
• Youth-friendly
Multiple Touchpoints
• SMS
• WAP (Mobile Internet)
• Voice
• MMS
• Video
• Games
User Response
• SMS
• Phone Call
• URL Click3
Mastering the New Lexicon: E for Engagement, R for Relationship
M
Mass
Media
Moments
N
New
Now
Near
P
Push
Permission
Personalised
S
SMS
Search
Simple 4
Advertising
InvertisingInvited Advertising
5
2 Flavours of Mobile Marketing for Customer Acquisition & Retention
Mobile Advertising
• Info tagged to Content
• Use for Brand Awareness, Message Reinforcement and Customer Acquisition
Mobile Invertising
• Info packaged as Content
• Ideal for Customer Engagement and Deepening Relationship
6
Customer Retention
Mobile Invertising7
Invertising Delights Customers
TIMES NOW
• Sent: Aug 11, 10:26 am
• India wins first ever individual gold. Abhinav Bindra creates history at the Olympics. Catch the breaking news story on TIMES NOW.
FABINDIA
• Sent: Aug 29, 5:31 pm
• Fabindia announces the launch of its hand-crafted Jewellery collection! Available NOW at Nirmal Lifestyle, Mulund. Please pass on this exciting news to family and friends.
MERI SAHELI
• Sent: Aug 16, 12:30 pm
• BEAUTY TIP Maximise your festive look by wearing dark, deep contrasting colours on the eyes and lips. Include gold, copper and silver liners in your make up.
WESTERN RAILWAY
• Sent: Sep 6, 9:15 am
• Jumbo Block between Mahim & Mumbai Cntrl from 10.35 to 15.35 hrs on 7 Sept on Up & Dn Fast Lines. During block all fast line trains will run on slow lines on block sect.
8
Invertising: an Always Available Hotline to a Brand’s Customers
• Target top 20% of customer base– Most Profitable – and most vulnerable to competition
– Build a hotline so that they ‘see’ you daily
– Provides greater control of the conversation
• Content– Array of Products and Services from your company
– Be the First to Know
– Special Offers
– Opinion Polls, Surveys, Feedback
• Just Rs 2 per customer per month for this ‘hotline’9
Customer Acquisition
Mobile Advertising10
11
Types of Ad Campaigns• Top-of-mind activity• Interactive campaigns
– Click-to-SMS/Call/URL
• Voting campaigns• Download applications• Story-board campaigns
Focus on Combining Reach (Awareness)
and Response (Direct)
Ads that can Convert FSTR
• Generate Response
• Reply with multiple messages
12
Examples• HUL Pureit• Colgate Maxfresh
HEALTH:Trim ur tummy. Eating Almonds everymorn helps burn fat.Ad:GET FREEDOM FROM MAJORWATERBORNE DISEASES AT RS 1800sms START PUREIT to 575758
From: HUL PUREITThank you for showing interest in Hindustan Unilever's Pureit-the most advanced in home water purifier, only at Rs.1800. For queries call on 9223600600. To stop, sms STOP PUREIT to 575758.
From: HUL PUREIT
Get freedom from hassles ofboiling with Hindustan Unilevers’ Pureit-which gives you as safe as boiled water, only at Rs.1800. For queries call 9223600600
From: HUL PUREIT
Save on gas & electricity cost by switching to Pureit which gives as safe as boiled water without gas & electricity, only at Rs.1800. For info call 9223600600
Case Study: HUL’s PureIT
13
Day 1: 5PM Day 2: 5PM
13
PREM:Andherome Shama Jalye RakhnaSubah Hogi Zarur! Bus Mahol BanayeRakhnaAd:FOR 10 COLGATE MAXFRESHMAXASAR TIPS ON LOVE,sms START ASAR to 575758
From: ColgateWelcome to Colgate MaxFreshMaxAsar daily tips on dating and love! You will receive 10 exciting Max Asartips. To stop these messages at any time, sms STOP ASAR to 575758.
From: COLGATE
TIP 1. Going up to someone is half the battle. Make your MaxFresh Max Asar by getting to know the person. Once you're friends, you'll be more confident.
From: COLGATE
TIP 6: A good conversationalist is hard to resist! Show your woman some MaxFresh Max Taazgi in your conversation, by discussing her interests and dreams.
Case Study: Colgate Maxfresh
14
Day 1, 5 pm Day 6, 5 pm
14
Ready?
15
A Sunrise Industry
Rs 1,000 cr in 2 years16
Mobile Marketing is a large greenfield opportunity
Ads on SMS Channels Ads on Mobile Sites
Market Penetration in 2 years (500 million base)
25% = 125 million subscribers
10% = 50 million users
Potential Consumption per month
100 SMS 100 pages
Total Available Inventory 12.5 billion 5 billion
CPM Rs 50 Rs 50
Sell-through (Fill Rate) 40% 33%
Money Opportunity Rs 25 crore / month Rs 8.3 crore / month
Annual Opportunity Rs 300 crore Rs 100 crore
Mobile Invertising 50 million customers * 10 relationships / person * Re 1 per relationship / month (paid by businesses) = Rs 50 crore / month Rs 600 crore annual opportunity 17
Mobile Marketing: Ready for Take-off!
• A Medium like nothing that’s come before
• Think Creatively; Think out-of-the-box
• Brands can cut through the clutter – go 1:1
• Early Experiments done ; ready for Prime-Time
• Audience is there – waiting in millions!
• Business Opportunity: Rs 1,000 cr in 2 years18
3.7 million subscribers
4% of India’s SMS Traffic
Avg. Subscriber age is 25
79% belong to SEC A and B
75% read every SMS received
50% forward messages
40% seen ads; 30% of them acted
120+ advertisers; 200+ campaigns 0
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Be the Genie and Make the Magic Happen!