ITEC0722: Mobile Business and Implementation: Mobile Marketing

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ITEC0722 Mobile Business and Implementation
Mobile Marketing

• Suronapee Phoomvuthisarn, Ph.D.
• suronape_at_mut.ac.th

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Mobile Marketing

• What is Marketing ?
• Def ?????????????????????????????????????????
• Aim to know and understand the customer so well
  the product or service fits him and sells itself.
  The aim of marketing is to make selling
  superfluous.
• Drucker, P.
• Compared to selling (??????)?
• Selling focuses on the needs of the seller,
  marketing on the needs of the buyer. 1
• Mobile marketing is ..
• Def 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.

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(No Transcript)
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Characteristic of Mobile Devices

• Mobile devices are always turned on
• Mobile devices are always carried by consumers
• Mobile devices are personal and rarely shared
  with another person

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Benefits of Marketing on Mobile Devices

• Reaching new audiences (total sales increased)
• Direct marketing messages.!!!!
• Easy tracking the effectiveness of mobile
  marketing campaigns
• Inexpensive content.

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Marketing Plan
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Marketing Plan Versus Business Plan

• Both plans (if separated) generally encompass
• Executive Summary
• Company Profile (Overview) corporate goals,
  etc.
• Other topics, depending on the focus of the
  company and the plan..
• However, a marketing plan also includes
  comprehensive details about Market Analysis and
  Marketing Strategy

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Preparing a Marketing Plan

• Market Analysis
• Market Situation Audit
• Marketing Research
• Competitive Analysis
• Market Strategy
• Marketing Objective
• Marketing Strategy
• Marketing Goal
• Marketing Activity

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Market Analysis

• The following are some of the areas to be
  investigated or questions to be asked in the
  market analysis as suggested by Drucker.
• Who buys?
• Who is the non-customer? Why does he not buy our
  products?
• What share of the customers total spending?
• Where is it bought?
• What is it being bought for?
• What does the customer buy altogether?
• What do customersand non-customers buy from
  others? What satisfaction do they give that they
  cannot get from our products?
• What product or service would fulfill the
  satisfaction areas of real importanceboth those
  we now service and those we might serve?
• Who are our non-competitorsand why? (Note Who
  else might enter the industry and become our
  competitor?)

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Market Situation Audit

• Market characteristics
• Market size
• Market growth rate
• External internal analysis (SWOT, for example)
• Internal analysis (Strengths and Weaknesses)
• 12M market reputation, money, manpower, mental
  agility, morale, management, monitoring,
  motivation, mores, machines, materials, movement
• Product/service, marketing/competition,
  management
• External analysis (Opportunities and threats)
• TEMPLES
• Technology, economy, market, politics, law,
  environment, society

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Marketing Research

• Marketing research involves conducting research
  to support marketing activities, and the
  statistical interpretation of data into
  information.
• Market research, as a sub-set aspect of marketing
  activities, can be divided into the following
  parts
• Primary research (also known as field research)
• telephone, e-Research, questionnaire, street
  interview, product testing , customer panels or
  focus group
• Secondary research (also referred to as desk
  research)

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How to Conduct Marketing Research

• The marketing research process spans a number of
  stages, including
• the definition of a problem,
• development of a research plan,
• collection and interpretation of data and
• disseminating information (formally in the form
  of a report).

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Competitive Analysis

• Market segmentation
• Mass market, local market, individual market,
  niche market
• Customer segmentation
• Geographic, demographic, behavioristics
• Product life cycle
• Relative market share
• Competition intensive
• Competitors strategy
• Porters 5 forces model

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Product Life Cycle
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Porters 5 forces model
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Market Strategy
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Marketing Objective

• Marketing objectives should be clear and concise,
  realistic and inherently challenged.
• For example
• ???????????
• ????????????????????????
• ????????????????????????????? ????????
• ????????????????????????????????????
  ?????????????????????????????????????
• They can be obtained from the information of
• Corporate strategy
• All market opportunities from Marketing analysis

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Marketing Strategy

• Product-Market Growth Matrix
• Marketing Mix
• 4 Ps products, price, places, promotion

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Product-Market Growth Matrix
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Product-Market Growth Matrix (2)

• Market penetration Market penetration occurs
  when a company enters/penetrates a market with
  current products.
• Product development A firm with a market for its
  current products might embark on a strategy of
  developing other products catering to the same
  market.
• Market development An established product in the
  marketplace can be tweaked or targeted to a
  different customer segment, as a strategy to earn
  more revenue for the firm.
• Diversification Companies that dominant in one
  specific market can branch out into new markets
  to provide a new line of products that differ
  from their existing stock.

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Marketing Mix (4P)

• P1Product
• the Product typically include discussions of
  product variety, quality, design, features, brand
  name, packaging, sizes, services, warranties and
  returns.
• The customer rarely buys what the business
  thinks it sells him. One reason for this is, of
  course, that nobody pays for a product. What is
  paid for is satisfaction. Drucker

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Marketing Mix (4P) (2)

• P2Price
• Identify (1) cost plus, (2) competitive price,
  and (3) standard price
• P3Place
• P4Promotion
• The promotional element of the Marketing Mix
  generally consists of sales promotion,
  advertising,, direct mail, and the Internet, etc.

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Marketing Goal

• Identify marketing goal (???????????????)
• SMART
• Specific, Measurable, Achievable, Realistic,
  Time
• For example
• total sale or percentage of market share of your
  target market

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Marketing Activity

• Project or activity name
• Objective
• Goal
• Budget
• Schedule
• .

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Marketing Activities on Mobile Devices

• SMS marketing
• MMS
• Push notifications
• App-based marketing
• In-game mobile marketing
• Mobile web marketing
• QR codes
• Location-based services

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?????????? (Strategic Planning)
???????????????? ?????????????????????? ?????????????? ????????





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????????????? (Tactical Operational Planning)
??????????? /??????? ?????????????????????? ?????????????? ???????? ???????? ????????



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Task

• If you are the owner of a mobile apps development
  company, think of one application you want to
  offer to the IST faculty.
• Write a marketing plan for it.
• Give 5 minutes presentation in the class.

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Reference

• http//www.processexcellencenetwork.com/innovation
  /columns/peter-drucker-on-sales-and-marketing/
• http//www.imgrind.com/benefits-of-mobile-marketin
  g/
• http//mobithinking.com/best-practices/10-mistakes
  -mobile-marketing
• http//en.wikipedia.org/wiki/Mobile_marketing
• http//mindgayro.com/sheet/MKT2.pdf
• http//www.mywebschool.com/blog/mobile-marketing-f
  or-tourism/
• http//community.tradekey.com/article-237/ProductM
  arket_Growth_Matrix.html
• http//www.processexcellencenetwork.com/innovation
  /columns/peter-drucker-on-sales-and-marketing/
• http//en.wikipedia.org/wiki/Marketing
• ???????????????? Writing a Marketing Plan, ??.
  ????????? ????????????, 2012

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Question??