Marketing

SUBMITTED BY:
Arjun Khera(18BSP2916)
Nikhil Shinde(18BSP3930)
Umang Arora(18BSP3936)
Sandeep Kumar(18BSP4016)
Shubham Tikekar(18BSP3313)
SUBMITTED TO:
Prof. Arun Prasad

“M O B I L E M A R K E T I N G ”
Mobile marketing is marketing on or with a mobile device, such as smart phone. Mobile marketing can
provide customers with time and location sensitive, personalised information that promotes goods, and
services and ideas .

“ H I S T O RY O F M O B I L E MA R K E T I N G ”
o 2000: The first mobile ad is shared via SMS
o 2002: SMS becomes mass media
o 2007: Smartphones get smarter
o 2010 and beyond: Mobile marketing continues to evolve

“ T Y P E S O F M O B I L E M A R K E T I N G ”
o SMS
o MMS
o MOBILE WEB APPLICATIONS
o BLUETOOTH
o QR CODES
o VOICE
o MOBILE WEBSITE

“ M O B I L E I N F R A S T R U C T U R E ”
Mobile Infrastructure is dependent on the device, the network
provider and often the internet.

“ G R O W T H O F M O B I L E ”
o Average mobile advertising budget is between $75,000 and
$100,000 per campaign.
o Current market for mobile ads is valued at $1.24 billion.
o Mobile predicted to exceed desktop internet by 2014.
o You Tube mobile gets over 600 million views a day and traffic
from mobile devices tripled in 2011.

“ 10 S T E P S I N M O B I L E M A R K E T I N G ”
o OBJECTIVES: What do you want to achieve?
o STRATEGIES: What are the business goals?
o CHANNELS: What’s appropriate for the target audience?
o PEOPLE: Who is involved? Eg. In house, agency?
o CREATIVE CONCEPT: Who will develop the concept?
o PROGRAMMING: Any technical help needed?
o TIMING: Any critical factors?
o BUDGET: Plus any extra carrier charges, licenses for ringtones or
images?
o PROMOTIONAL PLAN: How will the target audience know about
the campaign?
o ACTION PLAN: Who is doing what, when and where?

“ M O B I L E P H O N E C A M P A I G N S ”
o COST PER INSTALL (C P I)
o COST PER ACQUISITION (C P I)
o COST PER LEAD (C P L)

“ K E Y C O N C E P T S ”
1. Simple beats pretty.
2. Be brief
3.Mobile is highly local.
4.Mobile search is focused and timely.
5.Make it easy to share the love.
6.Mobile searchers make mistakes.
7.Optimize your UX for mobile.

“ R E A L L I F E C A S E S T U D Y ”

“ T O P 5 M O B I L E M A R K E T I N G C A M P A I G N S ”
#1 Free WiFi for Playing Scrabble
THE CAMPAIGN: Ogilvy Paris gave Parisians a free Wi Fi connection in
places where you typically can’t get Wi Fi connections. But, in order to access
it, you first had to demonstrate your spelling abilities. The higher the score, the
more free Wifi time.
THE RESULTS: 110,000 minutes of free WiFi, 6000 words unscrambled and
countless downloads of the Scrabble app.
#2 Ford: Send us a Text
THE CAMPAIGN: To promote the release of their new Escape and Taurus
models, Ford asked people to text the word ‘FORD’ to them for more
information. These prospective customers were then asked in a return text for
the type of vehicle they were inquiring about, their name, and zip code. Later, a
local Ford dealer would follow up.
THE RESULTS: a 15.4% conversion rate for dealers representing millions in
sales.
#3 Calvin Klein’s #MyCalvins
THE CAMPAIGN: The campaign started organically, then Calvin Klein was
smart enough to take it forward by asking influencers to post their own selfies
using the #MyCalvins hashtag on Instagram.
NOTE: Instagram is a high engagement platform, but difficult for marketers to
monetize. That will soon change under Facebook’s leadership.
THE RESULTS: Supermodel Disha Patani kicked off the campaign with 40,000
likes on Instagram. 200 influencers across 25 countries participated and drove
6 million fan engagements totaling 200 million in fan reach (a fuzzy stat I know).
This campaign continues to reverberate throughout and beyond social networks
and into the stores.

“ T O P 5 M O B I L E M A R K E T I N G C A M P A I G N S ”
#4 Starbucks Mobile Order and Pay
THE CAMPAIGN: Mobile Order & Pay, a new feature of the Starbucks app, lets
iPhone users (and later this year, Android) to create and pay for their orders in
advance of their visit to their favorite store.
NOTE: Nearly 7 million people are using the app now.
THE RESULTS: Expected 17% – 22% increase in sales. If you can build an
app that significantly reduces the friction for your purchase cycle, then do it.
#5 Dominos Pizza Creation App
THE CAMPAIGN: This Dominos app is essentially a pizza creation game that
allows participants the opportunity to order the exact pizza they create in the
game.
THE RESULTS: 53% of digital sales through the app, 50% cost reduction in
cost per click, created 3 times more mobile users, 63% overall increase in
sales.

“ The Road Ahead: Mobile Marketing Trends that Will Dominate in 2019 ”
o Mobile Video Capability Set To Increase And Will Be A Real Game Change.
o AR & VR All Set To Gain Momentum.
o Mobile Remarketing As The New CRM.
o Importance Of Mobile Measurement & Attribution Rises Further.
o Unlocking The Potential Of Emerging Markets.

“ C O N C L U S I O N ”
Mobile activity has exploded and is constantly evolving. From the introduction
of the smart phone, to tablets, and upcoming devices likes watches, marketers
need to stay on top of trends. We have reached a tipping point where people are
viewing some content on mobile more than desktop, like emails. In these slides
we go over trends and strategies to help marketers maximize their effectiveness
with mobile tactics.

https://www.youtube.com/watch?v=NjBxoN4spKo

Marketing

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