Session 8

Mobile Marketing

Mobile online trends

www.smartinsights.com

Why mobile marketing is a must for focus in 2013

1. Making business case for mobile marketing

2. Create mobile strategy

3. Create compelling mobile experience

Mobile search marketing & advertising

Mobile commerce & mobile payments

Mobile CRM & mobile coupons

Integrating Mobile, Social & Traditional marketing

Why Mobile?
Basic phones Feature phones Smartphones Tablets
The mobile phone is personal. The mobile phone is always carried. The mobile phone is always on. The mobile phone has a built-in payment system. The mobile phone is available at the point of creative inspiration. The mobile phone can provide accurate audience measurements. The mobile phone captures the social context of media consumption.

MOBILE STRATEGY

Create compelling Mobile experience

1. KEEP IT CLEAN & SIMPLE
User interface to be simple Invite user exploration Functionality should be useful Expose the most important content Keep in mind users access via web using varied platforms, Android, iPhone, Windows An app in one may not work in another; but no need to reinvent the wheel Mimic simple features like category navigation, picker wheel, sliders, buttons

2.

DESIGN FOR DEVICES & ENVIRONMENT

3.

MIRROR ONLINE STOREFRONT

Mobile website should be seamless in cross-channel activity like a proper website Use Analytics data to determine most popular categories & expose them on homepage Make sure product cataloging is available

Mobile websites
Mobile website interfaces demand a simpler approach

4. MAKE IT CONVENIENT
achieve goal in few simple steps by including: searchtype- head, automatic spelling correction did you mean prompts, add to cart, add to wish list

5. LET USERS BE SOCIAL

Mob users share twice as much content as desktop users Enable social capabilities like writing reviews, FB & Twitter plug-ins

6. MAKE EVERY EXPERIENCE HYPERPERSONALIZED

There is limited time to engage mob users, irrelevant promotions frustrate them Continually update environments depending upon Analytics study Integrate Open with Facebook link so users can login with their own FB ac.

7. MAKE CHECKOUT PAINLESS

Seamless shopping cart experience Integrate in existing website: search, browse, product comparison for customers ease

8. MOTIVATE USERS TO COME BACK

Use loyalty programs, exclusive offers

9. DRIVE CROSS-CHANNEL ACTIVITY

Provide a more compelling mob environment & improve user experience Leverage VOC data: give customer access to read user reviews, compare prices, check inventory levels, use GPS features to push location based offers Use analytics: users search history, behaviour, location

10. ADAPT TO USER

Act immediately on data that customers give, else value of mobile transparency is lost

QR COUPON CODES: QUICK RESPONSE CODES

Template mobile website

What differences are there between a Mobile website & a PC website??

Generally accepted mobile web standards

If mobile users enter your site, make sure they are directed to the mobile version. Ensure your markup is valid and error free.
your site will display correctly across as many platforms as possible, your code will be leaner and therefore use less bandwidth (already limited on mobile phones), and be easier for designers to update when necessary

Avoid frames and tables, and keep your site size down to a minimum. Keep URLs short and memorable. Ensure that any images are automatically resized according to the phone model. Ensure your images are in a compressed format (gif, jpg). Do not clutter with excessive navigation or menus. Do not use pop-ups, and keep scrolling to one direction. Submit your sitemap to Google
A sitemap lays out the structure of your website, which makes it much easier for search engines to crawl, and index your site swiftly

Dont use Flash. Ensure the fonts and colours used are supported (many phones default to their own fonts regardless of your specifications).

Mobile applications-

software designed to help users perform particular tasks

Distinction between WEBSITE & an APP Devices Website: Device independent. You just need a browser and a connection. Application: Build for each platform, e.g. iOS, Android, Symbian. Experience Website: Different browsers and devices might affect experience. Application: Developer can control the experience by designing for each device. Discoverability Website: Websites can be found through search and links. Application: Applications are found through application stores, such as Apples App Store.

Google even has its own mobile strategy, launching the first Android phone the G1 in 2008. Last November Google paid $750 million for Admob so it certainly sees mobile as a growing area, Apple does as well and bought Quattro, Admobs privately owned rival which owns mobile websites and applications for Apples iPhone and other smart phones.

There is potential to earn a new revenue stream from mobile. According to Gartner, mobile advertising revenues could be worth as much $13 billion by 2013. If we just had 1% of that, we would be very happy agency. There is a window of opportunity here for a digital agency that says it can offer everything digital to deliver a new service to its clients and generate more revenue.

Mobile Marketing Research

PLATFORM SENSITIVE

INDIA

NEW ZEALAND

SRI LANKA UAE U.K

QATAR SOUTH AFRICA PHILLIPINES

Restaurant statistics
1. 2. 3. 4. Classification of restaurants How many located per square km Multi-cuisine or specialised Reaching out to 2 sets of customers: restaurant owners & restaurant goers & getting them on board Zomato 5. Appeal generated for existing users of Zomato services (print, webpage & app) & potential users 6. Demographics of both type of users 7. What habits would you study of existing & potential users (visitors to restaurants) 8. Competition & how to beat them 9. Types of competition Generic & Branded 10.Keeping employees engaged

Largest cities & towns in India

Rank City name State/UT Pop. Rank Maharasht 1 Mumbai 12,478,447 11 ra 2 Delhi Delhi 11,007,835 12 City name State/UT Pop.

Lucknow
Kanpur

Uttar Pradesh
Uttar Pradesh

2,815,601
2,767,031

3 4
5 6 7 8 9

Bangalore Karnataka Hyderaba Andhra d Pradesh

Ahmedab Gujarat ad Chennai Kolkata Surat Pune Tamil Nadu West Bengal Gujarat

8,425,970 6,809,970
5,570,585 4,681,087 4,486,679 4,462,002 3,115,431

13 14
15 16 17 18 19

Nagpur Indore
Thane Bhopal Visakhapatnam PimpriChinchwad Patna

Maharashtra Madhya Pradesh

Maharastra Madhya Pradesh Andhra Pradesh Maharashtra Bihar

2,405,421 1,960 521

1,818,872 1,795,648 1,730,320 1,729,359 1,683,200

10 Jaipur

Maharasht ra Rajasthan

3,073,350

20

Ludhiana

Punjab

1,613,878

Population demographic statistics

Population: Life expectancy: male: female: 1,220,800,359 (2013 est.) 68.89 years (2009 est.) 67.46 years (2009 est.) 72.61 years (2009 est.) Age structure 31.1% (male 190,075,426/female 172,799,553) (2009 est.) 63.6% (male 381,446,079/female 359,802,209) (2009 est.) 5.3% (male 29,364,920/female 32,591,030) (2009 est.) Sex ratio 1.12 male(s)/female (2009 est.) 1.10 male(s)/female (2009 est.) 1.06 male(s)/female (2009 est.) 0.90 male(s)/female (2009 est)

0-14 years:
15-64 years: 65-over:

At birth: Under 15: 15-64 years: 65-over:

Population demographics in NCT of Delhi

Pop size
Pop size (male) Pop size (female) Pop size (rural) Pop size (urban) Pop density

16,753,235
8,976,810 7,776,825 419,319 16,333,916 11,297