Mobile Marketing and Mobile Apps

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Mobile Marketing Apps
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Few Thoughts

• Assessment what is it
• Objective-Analysis
• So-Lo-Mo
• Mob-Video, Geo-Social, Apps
• Social Commerce
• TV v/s Mobile ?
• Barriers
• Mobile-Analytics, Metrics, BI
• Opportunities..
• Vision.Foresight
• Mobile Payment
• Demand Drivers
• Gap Analysis
• Pros Cons of Mobile Mktg

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Opportunities.. Unlocked !!!
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Mobile Marketing Boom

• Hype or Reality ???

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Mobile Platforms

• iPhone/iPad Windows Phone Android
• BlackBerry J2ME

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What is Mobile Apps ?
A Mobile application is a software program that
can run in a phone. Capable of performing
numerous takes e.g. Entertainment,
communication, providing useful information
(e.g. weather, Stock Trends, sports), Its a
powerful Tool for brand communication Why Mobile
Marketing fundamentally Mobile provides a much
richer and more compelling Personal user
experience than a WAP or mobile web site. the
response time for an App is much quicker than the
mobile web hence Experiencing Multifold increase
in usage and development too.
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• contd. Mobile Marketing?

• Mobile marketing
• is personal Unique marketing.
• is an new Innovative form of marketing.
• is suitable and cost effective way for the
  promotion.
• quick and traceable marketing efforts can be
  achieved.
• PreciseAccurately Targeted over smart
  phone.
• fits across many marketing disciplines
  including sales promotion,
• CRM, direct marketing, loyalty schemes,
  etc.

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.. consistently raise the bar
The objective
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Young India. Mystical India
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(SoLoMo Social Local Mobile)
trends will interact to reshape our lives. Each
facilitates the other.

• Soon well be using Mobiles as
• identification
• license,
• passport,
• office pass
• as keys to unlock our car apartment,
• as boarding passes and
• subway tickets

mobile, by nature, allows brands to talk to the
right people at the right times in the right
places,
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Location of the phone.
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Location of the phone.
Location of the screen.
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Location of the phone.
Location of the screen.
Location of home. Location of nearest store.
Location of alternative stores. Location of
product. Location of competitors products.
Location of friends. Location of consumption.
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Video on Mobile
.convergence of efficient hardware
affordable broadband
Mobile Hardware Infrastructure was not Designed
to have Onlive Live streaming of Videos and TV
channels. Slingbox, Roku, Boxee, Apple TV
Google TV are striving hard to bridge the
capabilities
Challenge No-one giving..a truly dynamic
immersive multimedia experience
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Launch of 4G in India
Bringing New Realities , Opportunities for us
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• Mobile has reached bottom of Pyramid

e.g. Apple has succeeded in changing consumer
behavior Anyone who has the vision, consumer
insight, resources, and reputation can
..push IT into YOUR living room
content agreements(for Mobile),
distribution channels, and strategic
partnerships are being formed to supply the
Latest Mobile hardware and software
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• Geo-Social Apps..Metros to Villages

We will see increased SoLoMo marketing prevail in
existing Marketplace like Foursquare, Shopkick
and Yelp
Retailers will experiment more with geo-fenced
mobile marketing with companies like Placecast.
Social buying companies like Groupon and Living
Social will become more app-focused and provide
push content and alerts on real-time local
deals
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Tsunami of Mobile Apps
Brands will create more of their own apps to
Grab the Opportunity of geo-location services and
social networking.
Brands will use location targeting and embed
social content and shareability in SMS/MMS/MIM
enhancing Relevancy of Ads
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first-time smart phone users
Ever Increasing demand from first-time smart
phone users exploring their new device and Apps
to pop-up/Exhibit their Social IQ
mobile, online and TV and Merging and
Integrating rapidly
HTML5 cross
platform development as well as allowing apps to
be downloaded directly from publishers, freeing
them from the restriction of Monopoly.
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Universal apps Design Development.Co-Creation
Creating apps that will function and communicate
with Ease across all devices mobiles, tablets
, desktops and TV
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• Virtual Oneness TV and Social Media causing
  explosion in

• tools,
• technologies
• platforms
• for

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Social -commerce Balancing Customer engagement
mktg
What is Your focus on?? selling a
Product/Service or delivering an experience
Social media is used to kick start conversations,
build awareness trial. sampling and couponing
are popular within fan pages. while sneak
previews/special offers can augment sales of new
products online before they even reach
traditional shelves.
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The challenge of mobile for brands
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Mobile Ecosystem
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What are brands trying to achieve?
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Conversion at the right location and time
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Barriers lower consumer demand, technology
compatibilities and
licensing/content agreements
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Real-time interaction everywhere
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Opportunities for developers

• New platforms for one-to-one interactions
• -html5 for mobile and digital screen / tv
• Making sense of location data from multiple
  sources for multiple purposes
• Privacy controls
• -Consumer advertiser managed solutions

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• The Social GraphAnalytics BI

Web Metrics through Web Analytics Mining those
platforms for explicit, implicit, and
analytic consumer data will become a core
measurement approach for brands Social media
will function as a more accurate barometer of
consumer opinion
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Marketing Strategy in the Digital Age

• New continuously Evolving Model for creating
  value and having Customers for Life
• The Smart-Mobile has Transformed consumers ideas
  of
• convenience,
• speed,
• price,
• product information, and
• service.
• Challenge of retaining old skills, practices yet
  add new competencies.

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So Now What??....Go Mobile
Understand the economic conditions in a slowing
economy Understand the customer
mindset Understand the new marketing mix Action
plan to find, attract and retain the customer
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Lastly.Two big opportunities
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R U . Prepared !!!
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Visionan inspirational picture of the Future
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We NEED..........
............FORESIGHT
, NOT Insight(s) or HINDSIGHT(s) !
Either U take Hold of the FUTURE.. or the future
will take hold of us.
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Mobile Payment Technology.....the hub and center
Near Field Communication (NFC)enables the
transfer of data between 2 devices in close
proximity. ....pull out your phone, tap it on to
the payment reader and youre ready to go
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Demand Drivers

• Emerging mobile
• services
• Limitations of
• current
• technology
• Developing
• mobile apps

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Mobiles are far more Effective than TV in
reaching its target audience.
Mobile Marketing is effective as we all know
that the penetration of handsets and the passion,
Possession an Individual has for his own mobile.
Ease, frequency of viewing it, its connection, it
makes it powerful and more important than TV
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Gap Analysis

• Review observations of the gap analysis.
• Identify the performance gaps and develop an
  action plan to close the gaps.
• Also highlight and quantify the consequences of
  not closing the gap.

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The difference between ordinary and extraordinary
is the little EXTRA
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Bridge the gap
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Creativity and Innovation

• A business enterprise has two - and only two
  basic functions
• Marketing innovation.
• Marketing and innovation produce results ,
• all the rest are costs
• Peter Drucker
• Mobile Apps Innovation Marketing..

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• Five Cs of Mobile Connectedness

• We are now living in a new digital age where the
  network effect is dominant. With online social
  networking, web 2.0 approaches to internet and
  other businesses and the easy availability and
  access to information, it really is a connected
  world.
• Communication.
• Consuming.
• Communing.
• Convenience.
• Control.

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• Advantages of Mobile Marketing

• Advantages of Mobile Marketing
• The personal nature of mobile phones makes SMS
  marketing a very powerful tool.
• Most people take their mobile phones everywhere -
  meaning they can be effective for time sensitive
  messages.
• People tend to read virtually every text they get
  - unlike junk mail, spam or adverts which can be
  ignored.

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• Potential Disadvantages of Mobile Marketing

• Potential Disadvantages of Mobile Marketing
• Your message has to be short - you do not have
  much space to get your message across in detail.
• People respond negatively to unwanted texts. Make
  sure you have their permission to send them texts
  and that youre SMS marketing complies with
  privacy and data protection rules.
• People are wary of responding to SMS messages due
  to an increase in fraudulent messages.

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• Mobile Advertising Mistakes

• Following are the few Mobile Marketing Mistakes
  that can Screw your Business Campaign!
• Sending them the promotional contents that
  doesnt matches to their requirement.
• Going against the Anti Spam Legislation Act.
• Inability to target audience during Mobile
  Advertisement campaign.

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