Group

S002 Abhay Kumar Singh

S005 Ajai Srivastava
S007 Ambika Jain
 What is Mobile marketing
A “the two-way or multi-way communication
and promotion of an offer between a firm and
its customers using a mobile medium, device,
or technology,”
(Shankar and Balasubramanian 2009)
 What is Mobile marketing
Any marketing activity conducted through a ubiquitous network to
which consumers are constantly connected using a personal mobile
device.(Andreas M Kaplan)
A ubiquitous network- a combination of different networks, a
wireless LAN at home, switch to4G on leaving home & log on to
WiMAX network at office. Switch or “handshake” should happen in
a smooth, invisible way.
Constant access to the network
It should not be shared with any one else. Own device & each
device can be identified uniquely through a SIM card.
 v

Mobile Marketing
Mobile marketing is a form of Omni-channel marketing using mobile as a medium to reach
the target audience via their smartphones, tablets and other mobile devices using channels
such as: websites, emails, SMS, Social Media Platforms and mobile applications.
 It has a huge Viral potential as it is easy to share content with other users using mobile
devices.

As per Google, The mobile- friendly websites rank higher in search results.
Why
Mobile
Due to a wider penetration of Internet & cheaper data rates, more people
Marketing? have started to use mobile phones for accessing the Internet and
Socializing Digitally.

Every year the mobile advertising expenditure is increasing

exponentially

Convenient to use as the size of a mobile is small & easy to carry anywhere,
anytime.

Mass Communication made easy a lot more people own mobile phones than personal
computers.
 Why Around 65% of emails are opened on the smartphones first.

Mobile Marketing?
70% of websites are opened on the tablets/Smartphones rather than
the Desktops.

To access the vendors content more than 60% of B2B buyers

are regularly using the mobile.

Users mostly spending their 80% time on browsing mobile

applications.

Mobile increases the optimization of the business reach wide when

compared to the digital marketing campaign that does not contain the
mobile marketing.
 It is one of the most effective channel for advertising products/services with specific targeting options for
brands

It provides brands the ability to contact the customers directly (one-to-one

marketing).
Advantages
Offers a variety of services & promotions to customer( eg. Games, news,
product info, shopping opportunities, payment transactions, multimedia
messages etc. ).

Users generally carry their phones with them wherever they go which
makes it the best medium for personalized branding and advertising.

Mobile is not only used by e-commerce website but also by physical

stores to notify about special discount offers and product launches
quickly.

Personalized & Highly targeted communication with customers/users.

It is more cost effective than traditional marketing and helps in tracking the marketing performance
 Voice marketing: automated calls to promote their goods or services

Mobile app marketing: Mobile apps allow businesses to include ads in specific mobile applicat
Types of designs

Mobile Marketing
In-game advertisements: This approach refers to all advertisements on mob
devices that pop up when certain games are opened or in progress

Quick-response barcode: These barcodes are scanned using the camera of a

phone, and then the customers are redirected to the linked site from where they can see
more information regarding a particular brand.

Mobile banner ads: These banners are pretty much the same as the ones on the
desktop, only that they are adequately smaller to fit on the screens of mobile devices.

Proximity or Bluetooth marketing: With this approach, consumers get location-specific

enabled from the Bluetooth on their devices.

SMS: reach out to customers with offers and other relevant information via their mobile gadgets
Classification of Mobile Marketing Applications
( AM Kaplan)
Advantages-Marketing Research
Though, applications like Foursquare make it easy to
obtain general statistics, such as number of check-ins
per time of day, gender, or age group; etc.
Combining this information with sophisticated data-
mining techniques gives traditional grocery retailers
& , music stores the ability to become as efficient as
Amazon
 Advantages- Communication
User generated content (UGC). If a company does something truly
extraordinary, chances are that the Foursquare community will talk
about it & transform a simple company message into a viral marketing
phenomenon Eg On the 2010 MacDonald’s offered $5 and $10 gift cards to
100 users randomly selected among those checking in at one of the
restaurants. This promotion increased check-ins by 33% (from 2,146 to
2,865), resulted in over 50 articles and blog posts, and prompted several
hundred thousand news feeds and Twitter messages
 Advantages-Relation Development & Loyalty
Programs
Link the loyalty program to Foursquare. Eg New York-based company
Tasti D-Lite, known for its frozen desserts, encourages customers to
connect their Foursquare and Twitter accounts to their Tasti D-Lite
membership cards.
 Customers earn additional points for every purchase. In exchange, their
Foursquare and Twitter accounts are automatically updated each time
the card is swiped at a Tasti D-Lite store.
This increases brand awareness for Tasti-D-Lite.
 Advantages-Relation Development & Loyalty
Programs
Combining these automatic updates with coupons that a customer’s
friends and followers can later redeem.
Those operating under a franchising system, can engage with customers
and obtain performance-based metrics for their relationship
development efforts.
This represents a win/win/win/win system for Tasti D-Lite, franchisees,
customers and customers’ friends
Classification of Mobile Marketing Applications
Effective Use of Mobile Social Media
Effective Use of Mobile Social Media
Integrate-special relevance for time-sensitive applications (quicktimers
and space-timers) since companies have a higher tendency to over-
communicate if the information is only relevant for a short period of
time
Involve- the user in some form of interactive story or game to create a
shared experience between the company, the user, and possibly even the
user’s own social network. Time sensitive applications (quick-timers and
spacetimers),especially, require high levels of involvement as they rely on
synchronous and instantaneous communication.
 Effective Use of Mobile Social Media
Individualize- individualization is a highly relevant option for location-
specific applications(space-timers and space-locators).
Initiate-in order to ignite truly powerful viral marketing campaigns ,true
for space-locators, who get their value from comments which users have
made and attached to certain locations. Negative comments are certainly
not good for your business, but no comments might even be worse; in
this case, no news can indeed be bad news.
 Case Study-How To Market To Generation
M(obile)
A study in the United States and Pakistan that investigated why some
young consumers are willing to participate in mobile activities —
accessing mobile content, registering for contests and permitting
companies to deliver advertisements via their cell phones — while others
aren’t.
Study done by Fareena Sultan and Andrew J. Rohm, associate
professors in the Marketing Group at the College of Business
Administration, Northeastern University
Conducted169 surveys in US & 215 in Pakistan
Factors that influence a consumer's intention to engage in mobile
activities
Case Study-How To Market To Generation
M(obile)
Usage Characteristics People tend to consume media both for its utility and
content as well as for the enjoyment and experience of the process itself (for
example, browsing, chatting, accessing entertaining content and developing or
maintaining social networks).
Personal Attachment: mobile phones can represent an integral part of a
person’s self-concept, helping to define individual roles within various cultural
subgroups.
Consumer Innovativeness: people’s innovativeness — the degree to which
they are open to new experiences, information and technology
Social Influence Teenagers often display their mobile phones as overt signs of
social standing, and the appearance and functionality of the devices can be
status symbols
Case Study-How To Market To Generation
M(obile)
Privacy Concerns- people have been concerned about the privacy of
their personal information in an online setting. This has a negatively
impact.
Permission-Based Marketing To reduce privacy concerns, companies
could offer consumers greater control over the acquisition and use of
their personal information, in effect forging trust in the marketer
Attitudes Toward Mobile Communications Consumers’ attitudes
toward products, brands and advertising have been linked in the past to
behavioral intent, and recent studies have shown that people with
positive attitudes toward mobile services have greater intent to use them.
Findings
United States Pakistan
Usage Characteristics Significant Driver Significant Driver
Implication: Emphasize fun & function Implication: Emphasize fun &
function

Personal Attachment Not a significant driver Not a significant driver

Consumer Innovativeness Significant Driver Not a significant driver

Implication: Leverage consumer’s ability
& affinity to engage in commercial
content across multiple media platforms

Social Influence Not a significant driver Not a significant driver

Findings
United States Pakistan
Privacy Concerns Significant driver Not a significant driver
Implications: Stress trust builders such
as permission based “opt-in” programs
Permission-Based Significant driver Significant driver
Marketing Implications: Implement “opt-in” Implications: Implement “opt-in”
programs, but recognize that US programs to tap into the greater
consumers might be less willing to willingness of Pakistan consumers
communicate with companies in the to communicate with companies
mobile space in the mobile space.
Attitudes Toward Mobile Significant driver Not a significant driver
Communications Implication: Leverage positive
attitudes towards mobile devices for
communicating and keeping in touch
with others
Findings
Gender differences were significant in two areas. Females in both
markets had greater personal attachment to their cell phones than did
males. On the other hand, males exhibited greater usage characteristics,
a higher degree of innovativeness (as measured by self-reported affinity
for and use of technology) and greater levels of mobile marketing
acceptance. Companies thus might consider offering opt-in strategies
tailored to gender
References
1. How to market to Generation M(obile): Fareena Sultan and Andrew J Rohm
in MIT Sloan Management Review
2. Mobile marketing research: Kaan Varnali in the International Journal of
Information Management
3. Gamification and Mobile Marketing Effectiveness: Charles F Hofacker in the
Journal of Interactive Marketing
4. Mobile Marketing: A Synthesis and Prognosis : Venkatesh Shankar & Sridhar
Balasubramanian in the Journal of Interactive Marketing
5. If you love something, let it go mobile: Mobile Marketing and mobile social
media: Andreas M Kaplan in the Kelley School of business
6. A Thematic Exploration of Digital, Social Media and Mobile Marketing: Cait
Lamberton & Andrew T Stephen in American Marketing Association
7. Global Private Equity Report 2019 of Bain & Company.
Thank You