ASSIGNMENT 17.1 [Mobile Marketing Strategy]

[Trung Hieu – Vo Thi]

Mobile marketing is marketing on or with a mobile device, such as a smart phone. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas.Mobile marketing strategy is to understand mobile devices users’ habits and their touch points to serve firm’s marketing objectives.

MOBILE MARKETING STRATEGY UNDERSTANDING

Some types of mobile marketing:-App-based Marketing-In-game mobile marketing-QR Code-Mobile search ads-Mobile image ads-SMS-Local based marketing

Research the

market

Know your

audience

Identify a USP

Get insights into how our Target Audience are interacting with our brand through mobile.

Take a snapshot about our target audience in greater detail to understand how to drive the right content and engagement

Create a USP that makes us stand out from competitors & unique within the sector

3 STEPS TO HAVE A GREAT MOBILE MARKETING STRATEGY

Background: Home Plus (Tesco brand name in South Korea) want to compete E-mart without increase the No. of store.

Step 1: Research the Market Korean is the second hard-working people in the worldShopping once per week is their hardest task

Step 2: Know your audienceSmart phone is Korean’s every day partner in their busy life. Korean has gap time at subway station

Step 3: Identify USPBring store to Korean people. Make subway station become their online shopping mall. They could use their phone to choose which food they want to buy and deliver to their home.

CASE STUDY

Background: Dunkin’ Donuts want to drive breakfast sales

Step 1: Research the Market Korean Young people (20-30 yo) usually skip their breakfast.

Step 2: Know your audienceKorean young people love to entertain, & playing game. They mostly play game on their mobile phone

Step 3: Identify USPMorning Start-up app that instills some digital urgency to breakfast offers. The apps encourage TA to choose their breakfast as the morning alarm goes off, and give them 3 hours to reach the nearest store to get a coupon.

CASE STUDY