MOBILE

Marketing

Strategy

Mobile Marketing | Mobile Marketing Strategy | Case study

Week 17

Mobile MarketingA set of practices that enables organizations to communicate and engage with their audience in an interactive and

relevant manner through and with any mobile device or network (source: Mobile Marketing Association)

Mobile is neither a tool nor a

communication channel. It a new

indispensable platform with

completely different approaches,

on:

• Strategy and Planning

• Creative and Innovation

• UX & Design

• Technology

• Solution and Delivery (Mobile

marketing messaging and

response, Mobile Web &

adaptive design, Mobile app

simple and complex, Mobile

marketing campaign)

App-based marketing: This is mobile advertising involving mobile apps. Services like Google

AdMob help advertisers create mobile ads that appear within third-party mobile apps;

Facebook’s mobile Promoted Post ads integrate so seamlessly with Facebook’s news feed that

users often don’t realize they’re looking at ads.

In-game mobile marketing: In-game mobile marketing refers to mobile ads (Banner pop-ups,

full-page image ads or even video ads that appear between loading screens…) that appear

within mobile games

QR codes: QR codes are scanned by users, who are then taken to a specific webpage that the

QR code is attached to. QR codes are often aligned with mobile gamification and have an

element of mystery to them, since users who scan them don’t always know exactly which

rabbit hole they’re jumping down.

Location-based marketing: Location-based mobile ads are ads that appear on mobile devices

based upon a user’s location relative to a specific area or business.

Mobile search ads: These are basic Google search ads built for mobile, often featuring extra

add-on extensions like click-to-call or maps.

Mobile image ads: Image-based ads designed to appear on mobile devices.

SMS: SMS marketing involves capturing a user’s phone number and sending them text offers

Source: http://www.wordstream.com/blog/ws/2013/08/19/what-is-mobile-marketing

http://www.brandsvietnam.com/congdong/topic/382-Nhat-ky-hanh-trinh-Young-Marketers-%7C-Elite-Development-Program-Buoi-16-Mobile-Marketing

Mobile Marketing StrategyA oriented content plan for mobile devices, focusing a certain

amount of resources on the best opportunities to meet business

goals over a period of time

Processes S.O.S.T.A.C model

• Situation: Where are we now? (Business issues/opportunities…)

• Objective: Where do we want to be? (Business/marketing/communication goals…)

• Strategy: How do we get there? (Target audience, insight to come up with big

idea…)

• Tactics: How exactly do we get there? (Possible consumer journeys and

corresponding channels)

• Actions: The detail tactics who does what and when? (Specific activities on each

channel)

• Control: How do we monitor performance? (Evaluate each consumer

journey/channel to have suitable adjustments that ensures initial objective and

strategy

Source: http://www.slideshare.net/Cloudspotting/digital-marketing-strategy-guide-for-2014

Sunny Sale – EmartSituation: Emart is the Walmart of Korea, with 141 chain

stores across the nation. Though, the sales during

lunch time decrease drastically

Objective:

• To give consumers a unique lunch shopping experience

• To increase sale during the lunch time from 12pm to 1pm

Strategy:

• Target audience: Passengers on populated areas

(Office buildings, shopping malls, food courts…)

during 12pm to 1pm

• Insight: Lunch time is for relaxation and recreation.

People hate advertising at this time

• Big idea: Shadow QR code using Sunlight and

shadow at lunch time

Tactics and actions

• Use mobile devices to scan the shadow QR code from

12pm to 1pm

• QR code lead to the mobile homepage of Sunny sale.

Consumers get special offers including a $12 coupon

• Consumers purchase items on Emart application. Those

items will be delivered directly to their home

Sunny Sale – EmartResults

• The Sunny Sale first started from 13 locations, then expended to 36 locations in Seoul

• Over 12,000 coupons had been sold

• In February 2012, membership increased 58% from the previous month

• 25% increase in sales of Emart mall during lunch hours

• The Shadow QR code promotion also received major media coverage over several months. The campaign had also

brought some sunshine to people's lives.