Mobile Marketing & Apps

www.dgtamarketng.ac.n

Assessment what is it

Objective-Analysis

So-Lo-Mo

Mob-Video !eo-Social Apps

Social "ommerce

#V v$s Mobile %

&arriers

Mobile-Analytics Metrics &'

Opport(nities))

Vision)*oresight

Mobile +ayment

,emand ,rivers

!ap Analysis

+ros & "ons o- Mobile Mktg

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*ew #ho(ghts
Opportuntes.. Unocked !!!
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Hype or Reality ???
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Mobile Marketing Boom
Phone/Pad Wndows Phone
Androd
BackBerry |2ME
Mobile +lat-orms
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.hat is Mobile Apps %
AMobile applications a software program that
can run n a phone. Capabe of performng
numerous takes e.g. Entertanment,
communcaton, provdng usefu nformaton (e.g.
weather, Stock Trends, sports), Its a powerfu Too
for brand communcaton
Why Mobe Marketng:
fundamentay Mobe provdes a much rcher and
more compeng Persona user experence than a
WAP or mobe web ste.
the response tme for an App s much qucker than
the mobe web hence Experencng Mutfod
ncrease n usage and deveopment too.
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contd. Mobe
Marketng?

Mobe marketng -
- s persona & Unque marketng.
- s an new Innovatve form of marketng.
- s sutabe and cost ehectve way for the promoton.
- quck and traceabe marketng ehorts can be acheved.
- PrecseAccuratey Targeted over smart phone.
- ts across many marketng dscpnes ncudng saes
promoton,
CRM, drect marketng, oyaty schemes, etc.
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.. consstenty rase the bar
#he objective
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Young Inda. Mystca
Inda
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Soon we/ll be (sing Mobiles as

identi0cation

license

passport

o1ce pass

as keys to (nlock o(r car &

apartment

as boarding passes and

s(bway tickets
(SoLoMo: Soca Loca Mobe)
mobile by nat(re allows brands to talk to the
right people at the right times in the right
places
trends w nteract to reshape our ves. Each factates
the other.
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Locaton of the
phone.
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Locaton of the
screen.
Locaton of the
phone.
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Locaton of the
screen.
Locaton of the
phone.
Locaton of home.
Locaton of nearest store. Locaton
of aternatve stores. Locaton of
product.
Locaton of compettors products.
Locaton of frends.
Locaton of consumpton.
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Vdeo on
Mobe
.convergence of emcent hardware & ahordabe
broadband
Mobe Hardware Infrastructure was not Desgned to
have Onve Lve streamng of Vdeos and TV channes.
Sngbox, Roku, Boxee, Appe TV & Googe TV are
strvng hard to brdge the capabtes
Chaenge:
No-one gvng..a truy dynamc & mmersve
mutmeda experence
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Launch of 4G n Inda
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Brngng New Reates , Opportuntes for us

Mobe has reached bottom of Pyramd

e.g. Appe has succeeded n
changng consumer behavor
Anyone who has the vson,
consumer nsght,
resources, and reputaton can
..push IT nto YOUR vng
room
content agreements(for Mobe),
dstrbuton
channes, and
strategc partnershps are beng
formed to suppy the Latest Mobe
hardware and software
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Geo-Soca Apps..Metros to Vages

We w see ncreased SoLoMo marketng
preva n exstng Marketpace
ke Foursquare, Shopkick and Yelp
Retaers w experment more wth geo-fenced mobe
marketng wth companes ke Pacecast.
Soca buyng companes ke
Groupon and Living Social w
become more app-focused and
provde push content and aerts on
real-time local deals
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Brands w create more
of ther own apps to
Grab the Opportunty of
geo-ocaton servces
and soca networkng.
Brands w use ocaton targetng and embed soca
content and shareabty n SMS/MMS/MIM enhancng
Reevancy of Ads
#s(nami o- Mobile Apps
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rst-tme smart phone users
Ever Increasng demand from rst-tme smart phone
users exporng ther new devce and Apps to pop-
up/Exhbt ther Soca IO
mobe, onne and
TV and Mergng and
Integratng rapdy
HTML5
cross patform deveopment as we as aowng apps to
be downoaded
drecty from pubshers, freeng them from the restrcton
of Monopoy.
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Creatng apps that w functon and communcate wth Ease
across a devces; mobes, tabets , desktops and TV
Unversa apps Desgn & Deveopment.Co-Creaton
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"Vrtua -Oneness" TV and Soca Meda causng

exposon n

toos,

technooges &

patforms
for
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Soca -commerce: Baancng Customer engagement & mktg
What s Your focus on??
seng a Product/Servce or deverng an experence
Soca meda s used to kck start conversatons, bud
awareness & tra. sampng and couponng are popuar
wthn fan pages.
whe sneak prevews/speca ohers can augment saes of
new products onne before they even reach tradtona
sheves.
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#he challenge o- mobile -or
brands
Mobile 2cosystem www.dgtamarketng.ac.n

Interact and engage an audence

Tap nto user-generated content

Excte and deght ther

audences

Drve permsson-based
reatonshps

Acqure key data ncudng

demographcs, nterests and
ocaton-based data

Drve to web for onne

engagement

Drve to store for coupons and

ohers

Drve to experence at a ocaton

.hat are brands trying to achieve%
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"onversion at the right location and time
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&arriers3 lower consumer demand, technology
compatibilities and
licensingcontent agreements
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4eal-time interaction everywhere
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New patforms for one-to-one

nteractons
-htm5 for mobe and dgta
screen / tv
Makng sense of ocaton data from
mutpe sources for mutpe purposes

Prvacy contros
-Consumer & advertser managed
soutons
Opport(nities -or developers
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The Soca GraphAnaytcs & BI

.eb Metrics thro(gh .eb Analytics
Mnng those patforms for expct, mpct, and anaytc
consumer data w become a core measurement
approach for brands
Soca meda w functon as a more accurate
barometer of consumer opnon
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Marketing Strategy in the ,igital Age
5ew contin(o(sly 2volving Model -or creating val(e
and having "(stomers -or Li-e
#he Smart-Mobile has #rans-ormed cons(mers/
ideas o-

convenience,

speed,

price,

product information, and

service.
"hallenge o- retaining old skills practices yet add
new competencies)
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So Now What??....Go Mobe
Understand the economc condtons n a
sowng economy
Understand the customer mndset
Understand the new marketng mx
Acton pan to nd, attract and retan the
customer
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Lastly)#wo big opport(nities
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R U . Prepared !!!
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Vson
an inspirational pict(re of the
Future

!!!!!!!!!!!!F"R#S$%H&,
'"& $nsight(s) or H$'*S$%H&(s)+ ,
Either U take Hold of the FUTURE.. or the future !ill take hold of us.
-e '##*!!!!!!!!!!
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Near Fed Communcaton
(NFC)enabes the transfer of
data between 2 devces n
cose proxmty.
....pu out your phone, tap t
on to the payment reader
and youre ready to go
Mobile +ayment #echnology)))))6the
h(b and center7
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Emergng
mobe
servces

Lmtatons of

current
technoogy

Deveopng
mobe apps
Demand Drvers
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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 T
Mobiles are -ar more 28ective than #V in reaching its target a(dience)
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!ap Analysis
Revew observatons of the gap anayss.
Identfy the performance gaps and
deveop an acton pan to cose the
gaps.
Aso hghght and quantfy the
consequences of not cosng the gap.
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The dherence between
ordnary and extraordnary
s the tte EXTRA
&ridge the gap
"reativit# and
$nnovation
A busness enterprse has two - and ony two basc
functons:
%arketing & innovation.
Marketng and nnovaton produce resuts ,
a the rest are costs
+eter ,r(cker
Mobile Apps 9 'nnovation : Marketing))
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Fve Cs of Mobe = Connectedness

We are now vng n a new dgta age where the network
ehect s domnant. Wth onne soca networkng, web
2.0 approaches to nternet and other busnesses and the
easy avaabty and access to nformaton, t reay s a
connected word.
1. Communcaton.
2. Consumng.
3. Communng.
4. Convenence.
5. Contro.
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Advantages of Mobe Marketng:

Advantages o- Mobile Marketing3

The persona nature of mobe phones makes SMS

marketng a very powerfu too.

Most peope take ther mobe phones everywhere -

meanng they can be ehectve for tme senstve
messages.

Peope tend to read vrtuay every text they get -

unke |unk ma, spam or adverts whch can be
gnored.
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Potenta Dsadvantages of Mobe

Marketng:

+otential ,isadvantages o- Mobile Marketing3

Your message has to be short - you do not have much

space to get your message across n deta.

Peope respond negatvey to unwanted texts. Make

sure you have ther permsson to send them texts and
that youre SMS marketng compes wth prvacy and
data protecton rues.

Peope are wary of respondng to SMS messages due to

an ncrease n frauduent messages.
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Mobe Advertsng Mstakes:

*ollowing are the -ew Mobile Marketing Mistakes
that can Screw yo(r &(siness "ampaign;

Sendng them the promotona contents that doesnt

matches to ther requrement.

Gong aganst the Ant Spam Legsaton Act.

Inabty to target audence durng Mobe Advertsement

campagn.