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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.

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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

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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

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IntergratedMarket Communication

Strategyy External Elements

y Internal Elements

y CRM System

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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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