Trends and perspectives – mobile marketing, Vorlesung Jürgen Rösger, Universität Mannheim

1. Trends and perspectives
-
Mobile marketing
page 1

2. Definition and recent development
Mobile Marketing…
...refers to marketing activities in order to address consumers directly and to lead
to a certain behavior by using wireless telecommunications and mobile
devices.
Recent development
…growing significance of mobile marketing since Apple’s
introduction of the iPhone
…increasing popularity through new cell phone technologies
and flat rates (almost 4.4 billion mobile contracts worldwide in
2009)
! But…still an inferior role of mobile marketing as source for
advertising turnover!
page 2

3. Characteristics and specific features of the media
What mobile network
Locatable operators (potentially) know
about their customers…
• dialog partner
Locally
Interactive
independent • location
Mobile
device • movements (cell to cell)
• communication time
• type or quantity of data
Individual Available
page 3

4. Pros and cons of mobile marketing
Opportunities Risks
+ Ability to address consumers in a context - Reactance
relevant and geographic relevant way
- High costs until now (only few can
+ Brand management via multi-media access permanently and in a cost-saving
based contents manner)
+ Customer loyalty retention - Absence of range measures makes
media planning difficult
+ Sales management for stationary brand
stores - Small number of page views of the
mobile Internet
+ Particularly appropriate for younger
target groups and business customers - Only 60-65% of the biggest German
websites provide web pages adapted to
+ Possibility of response assures a good
mobile devices
control of success
page 4

5. Forms of mobile marketing (1)
Mobile direct
response marketing
Interaction initiated
by user through
sending a SMS or
activation of the
Bluetooth function
Bluetooth-Marketing:
City-light-poster
showcases, provided
with Bluetooth
transmitter
Source: direkt marketing, 2008.
page 5

6. Forms of mobile marketing (2)
Mc Donald’s Japan: Kazasu Coupons
Mobile permission  contact-less coupons
marketing  loyalty and payment program
 tested in 175 subsidiaries
Companies address  implemented 2009 in each of the 3,800 subsidiaries in Japan
users by sending
mobile coupons, voice
cards, SMS or MMS
Requisite: Previous
user acceptance
Sales management
for stationary brand
stores
By using RFID technology (installed in mobile phones),
consumers can choose their desired menu, use vouchers
and make cashless payments over their mobile phone.
Source: www.cscscoutjapan.com
page 6

7. Forms of mobile marketing (3)
Nissan Murano on RTL mobile portal
Mobile advertising:
User perceives
advertising message in
the mobile content
(mobile Internet, games,
videos, mobile TV)
Display advertising
formats:
 Banner
 Applications
The growth rate of brand awareness constitutes 30%  Interstitials
within a campaign duration of three months (October -
November 2008)
page 7

8. Classic display advertising
… is not the best solution…
page 8

9. How should it look like? – practical implications
Practical implications
Usage of consumer accepted formats
providing high effectiveness and readiness
Your new balance:
for mass implementation $14,24
ADVERTISEMENT:
An important
Advertising when consumer reaches consumer
information can be
highest level of alertness: During request placed here ;)
of balance for prepaid account
Avoid losses based on media disruption:
Direct response of participant via phone call
or SMS
page 9

10. Gettings
Gettings…
…is another strategic approach in order to avoid reactance by rewarding
the receptor for his attention.
Rewards:
credits
free text messages
free minutes
page 10