ASSIGNMENT – MOBILE MARKETING STRATEGY

Duong Fow

Oanh Kyn

Mobile marketing is a form of marketing communication using

mobile communication techniques to promote goods, services

and ideas.

SMS messaging, MMS, push notifications, app-based marketing, in-

game mobile marketing, mobile web marketing, QR codes, bluetooth,

proximity systems, location-based targeting.

DEFINITION

What is mobile marketing?

Which types of mobile techniques?

Mobile marketing strategy is a plan of actions designed using mobile

marketing tools to achieve defined objectives. In other words, it’s the

way of integrating mobile into the mix to increase brand awareness,

generate leads and win sales.

DEFINITION

Mobile helps to give advertisers a single view of customer.

Transactional & behavioral data is consolidated across channels,

bridging the gap between offline and online.

What is mobile marketing strategy?

Why is mobile marketing strategy?

• Current market share, customer base,… product awareness and brand position.

• Historical and current use of mobile media and the use of mobile media by

competitors.

Step 1: Context/ Background/ Business objectives

Step 2: Define Marketing and Mobile marketing objectives

Base on business objectives, create marketing objectives. Then define mobile

marketing objectives along with others in order to contribute to achieve marketing

objectives.

Step 3: Define target audience

• Consider targeting by device, platform, or specific carriers.

• Location-based targeting is another way to reach a focused audience.

• Utilizing smart data will enable marketers to target users based on their demographic

information, likes, interests, behavioral data, and more.

• Use historical trends to find the most relevant, targeted audience.

STEPS TO CREATE MOBILE MARKETING STRATEGY

METHODS

& TOOLS

Step 4: Understand target audience and optimize ad creative

• Define: target audiences’ demographics, media consumption habits, the

resources that can be allocated to mobile strategy development.

• Determine what message to be delivered.

• Determine what kind(s) of content need to be created.

• Set the tone, style, and delivery strategies for mobile messages.

• Test to ensure campaign creatives are compatible and functioning across multiple

devices and operating systems is imperative.

Step 5: Develop KPIs

• Customer engagement (number of app downloads, frequency of mobile activity,

duration of mobile activity,… )

• Contact, user and sales acquisition (total number of mobile users, higher

conversion rates, in app purchases,… )

• Service quality (improvement in the quality of service, lower rate of in-person

interactions, customer retention rates)

STEPS TO CREATE MOBILE MARKETING STRATEGY

METHODS

& TOOLS

Situation analysis

DRINKABLE ADVERTISING

- Coke Zero -

The problem is that many people think

they know the taste of Coke Zero, but

they actually don‘t. Customers have

already been aware of “healthy”

function but considered it didn’t have

good taste.

How Coke Zero make trial experience

to provide its delicious taste by fun

and unique way?

CASE

STUDY

Coke Zero usually

labeled “light and

boring taste” and

“not really fun” as

Coke mainstream

product.

Communication Objectives

Communicate that Coke Zero’s taste is

really delicious, which is worth to try and

enjoy happily.

Marketing Objectives

Increase penetration by

encouraging trial of Coke Zero

Objectives and Strategy

Strategy

Coke Zero create marketing campaign

during the NCAA Men's Final Four that is a

big event paying attention from social.

Those who are “open to try” the delicious

and refreshing zero-calorie taste of Coke

Zero will have numerous avenues to try

Coke Zero.

Target customers

Audiences of NCAA Men's Final Four

Most of them are students from variety states of US.

They use smartphone frequently and familiarly, even in stadium.

They love hanging out with friends in big occasion like NCAA event

and share their experiences.

In hanging out in big occasion, It’s

really great experience to be a part of

something rather than to look and feel

something.

They are non-user of Coke Zero

They usually talk about the taste of Coke Zero but never actually

taste it

Insight

DRINKABLE ADVERTISING

BIG IDEA

Turning traditional advertising elements

into immediate trial experiences

KEY MESSAGE

It’s not “look and feel” ads but drinkable

ads which you can taste Coke Zero

immediately by fancy and unique way that

you never tried before

Involving and make their own experience.

BRAND ROLE

Coke Zero create opportunities for those

who are “open to try” to involve and own

their experience.

Coca-Cola will air a new

spot during broadcasts of

the semifinal games

depicting Coke Zero

being poured from a

contour followed by a

prompt to Shazam the

ad.

Drinkable

Commercial

& Drinkable

Stadium HD

Video Boards

EXECUTION

Using the mobile engagement application

Shazam, viewers will be able to watch the

experience migrate from their TV to their mobile

device. The Coke Zero bottle will continue to pour

within the Shazam app until the glass is full.

Ultimately, viewers will be presented with a

mobile coupon redeemable for a free 20-oz.

bottle of Coke Zero at participating retail

locations.

Throughout the NCAA

Men's Basketball

Tournament, Coke Zero

has encouraged rival fans

to be open to try being

frenemies by interactive

in the concert

Drinkable

Challenge at

Coke Zero™

Countdown

Concert

Selected frenemies from opposing Final Four

teams will go toe-to-toe by using the microphone

in their smartphone as a straw to see who can

finish their bottle of Coke Zero from two digital

screens near the concert stage. The winner will

earn free Coke Zero for their team's fans in the

audience.

We're turning a simple

Kiosk into a drinkable

experience at Circle

Centre Mall in downtown

Indianapolis

Drinkable

Interactive

Mall Kiosks

By “Shazaming” the ad, a phone becomes a straw

that people can then use to “drink” the liquid on

screen. Once the bottle is empty, the user will

receive a code to redeem for a free Coke Zero at

an exclusive vending machine

KEY HOOK ROLE OF MOBILE