HOW TO MARKET TO GENERATION M(OBILE)GROUP-4

WHY MOBILE MARKETING ?Web Marketing Mobile Marketing

Costly Cheaper

Quick, but messages (e.g. email) not always received instantly Instantaneous message receipt

Multimedia capabilities Portable multimedia capabilitiesAdvertising in abundance Advertising relatively novel

Good for building relationships with groups Good for building relationships with individuals

No standard payment system Built in payment system

BUT THERE ARE CHALLENGES !!

NavigationPrivacy

Multiple platforms

Mobile Marketing Too Large For Brands To Ignore - Forbes

Segment-1

How different players worldwide are doing it now?

EXCLUSIVITY

Victoria's Secret-Ultimate Shopping Night

Participants are personally invited via their downloaded iPhone or iPad app. When consumers open the mobile invitation they are directed to an in-app landing page that calculates the nearest Victoria's Secret store. Victoria's Secret offers $10 and $50 off purchase price for the one-night event.

GIVING FUNCTIONALITY TO APP

Domino's Pizza has lead the way with over 6 million downloads of its mobile app attributing to 35% of its $2 billion in global Internet sales coming from mobile.

A feature of Domino's mobile app is the ability of the customer to track their order on their mobile device.

The customer can also receive timely notifications of specials and receive mobile coupons.

DOING SOMETHING CRAZY

HBO-True Blood television series

While moviegoers browsed films applications, bloody fingerprints popped up wherever they tapped. Dripping blood scoured from the top of the screen and a pop-up to watch a trailer for HBO’s True Blood was at the bottom of the ad. This advertisement alone increased viewership by 38% .

DOING THE HOMEWORK PROPERLY

Idea Cellular - Properly slices and dices the voice and data usage patterns of customers and gives customized offers.

Gives offer where usage does not increase without the offer, not where usage is already high.

GIVING THEM ENTERTAINMENT

Unilever

A user places a call to a special number that disconnects after two rings so that the consumer doesn’t have to pay for the call. The system then calls back and plays a 15-minute prerecorded chunk of music interspersed with ads for the company’s soaps, skin creams, shampoos, and detergents. All users listen to the same recorded segment, which changes weekly.

WHAT’S MY BENEFIT??

Mondelēz’s Cadbury subsidiary, have offered free mobile airtime credit to customers. A code printed inside the packaging of Cadbury’s 5-Star chocolate bar enables the customer to redeem the points.

 Buyers of PepsiCo beverages and snacks get 15 rupees in free airtime.

And Marico started a service where consumers receive prerecorded calls offering basic English lessons.

PUSH MARKETING

Each Axe package has a code that buyers can use to enter a drawing to win a ticket to a party on a yacht. Once a user registers, a woman’s prerecorded voice calls his phone regularly, urging him to buy more Axe to increase the chances of gaining entry to the party.

Costs for the companies can quickly rise to “unsustainable levels” if millions of users flock to a free service.

Segment-2

Mobile Marketing in Indian scenario

INDIAN MOBILE BANKING

BANK ENGAGEMENT WITH CUSTOMER WITH DIFFERENT SERVICES

HOW ?

MOBILE MARKETING BY E-COMMERCE SITES

FLIPKART & MYNTRA

MOBILE APP FOR SMARTPHONES

MOBILE APP FOR SMARTPHONES (CONTD..)

INCENTIVE ADS

SMS & NOTIFICATIONS

NATIVE ADS

SNAPDEAL

MOBILE APP FOR SMARTPHONES

OFFERS ON MOBILE APP

SMS & NOTIFICATIONS

MOBILE MARKETING IN TRAVEL

YATRA

MAKE

MY

TRIP

MAKE

MY

TRIP

MAKE

MY

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ADVERTISEMENT BY MOBILE SERVICE PROVIDERS

ONE CLICK EXPERIENCE

OFFERS AND SERVICE UPGRADES

ROAMING NOTIFICATIONS

ADS WITH BASIC SERVICES AND CUSTOMIZED OFFERS

THANK YOU

REFERENCES

• http://www.bloomberg.com/bw/articles/2014-04-17/indias-mobile-marketers-try-phone-calls-to-reach-rural-consumers