I Know About Mobile Marketing…
But
How to Use Mobile for My Brand?
Contents
Are you stuck on Marketing?................................................................................................................... 2
Mobile Marketing – The New Opportunity............................................................................................... 3
Mobile on a gallop, stealing budgets from traditional media ................................................................... 4
Why invest in mobile marketing? ............................................................................................................ 5
By R. Cass Baker .................................................................................................................................... 5
Three Behavioural Trends of Mobile Experience .................................................................................... 6
How to capitalize the new marketing opportunity - Mobile ...................................................................... 8
................................................................................................................................................................ 8
Steps To Creating A Dynamic Mobile Marketing Campaign ................................................................... 9
Why should you use Mobile as a potential Marketing Tool? ................................................................. 10
By Stephen Up stone ............................................................................................................................ 10
Create Visibility of Your Mobile Marketing Campaign. .......................................................................... 11
How can I use Mobile in my Marketing Campaigns? ............................................................................ 12
Tips for Evaluating Mobile Ad Performance.......................................................................................... 13
By Bill Dinan .......................................................................................................................................... 13
Have you noticed – Mobile around You? .............................................................................................. 14

Are you stuck on Marketing?
out of box
What new to do? How to grab consumer's short attention Span? How to do
marketing campaigns How to increase ?
ROI on existing marketing spends?
.... Follow the Blue Ocean Strategy...
Find Greener Pastures in Mobile Marketing....
If you follow the "only traditional route" approach ... You end up with the ordinary.
Try Out of Box... Try Mobile
―Mobile is so interesting because it combines the ability to consume and heroize brands with the
ability to take action,‖ said Patrick J. Moorhead, senior vice president and group management director
of mobile platforms at Draftfcb Chicago.

Mobile Marketing – The New Opportunity

Mobile on a gallop, stealing budgets from traditional media
M obile advertising works when used as part of a cross-media campaign and dialogue.
According to Berg In-sight, mobile will account for 15.2 per cent of global online ad spend in 2016. The
total value of the global mobile marketing and advertising market will grow from $3.4 billion in 2010 at a
compound annual growth rate of 37 per cent to $22.4 billion in 2016.
Mobile advertising matured drastically in 2011, with more sophisticated ad units and campaign
executions. This maturation has made consumers more open to mobile ads.
According to Nielsen’s State of the Media:
Consumer Usage Report, 51 per cent of consumers say that they are OK with advertising on their
devices if it means they can access content for free.
For 2012 expect to see more integration of social into mobile ads and marketing programs. Also,
location will be a key aspect of mobile marketing and advertising strategy. Larger budgets will lead to
higher fill rates for publishers.

Why invest in mobile marketing?
By R. Cass Baker
In the beginning, mobile marketing was about brand building and consumer engagement. It was about
bright, shiny, interactive marketing designed to en-gender loyalty, awareness and brand promise. And
it was about showing innovation and life in an emerging advertising channel. Today, it is about much
more. It has to be.
Mobile’s growth According to the Interactive Advertising Bureau’s October 2011 ―State of Mobile
Measurement‖ report, the growth in mobile advertising spends and consumer usage requires sound
measurement and reliable methodologies to understand audience behaviour and ad effectiveness.
As with any other marketing investment, C-level executives expect a measurable, high-value ROI in
the form of new revenue and profits. It is no longer good enough to offer applications or mobile
games, and to justify the investment in the form of fans. So why invest in mobile marketing?
Invest in mobile
While consumers are busier than ever, they also are more heavily engaged. They are on their mobile
devices day and night. And one thing is clear – when they are researching a specific product or
service from these devices, they are ready to buy. Consumers research a brand on mobile because
they have an urgent need, and they are looking to ad-dress it while on the go. It may be scheduling an
immediate home service request, signing up for a new credit card before a big vacation or even
shopping for a car.
Through mobile devices, consumers can quickly assess the information they need to make a
decision, making them even more determined to buy right now. If you can deliver the right mobile
experience at the right time — and in the context of a broadly integrated marketing campaign — you
win.
Connecting the dots
When the rubber hits the road, most brands find it difficult to connect the dots between mobile
engagement and sales.
The reality is that revenue through mobile marketing has very little to do with mobile marketing in its
own right, and everything to do with understanding your consumers and the purchase experiences
they desire.
Increasingly, today’s consumers are turning to mobile at pivotal points in a sales process. Success
depends on guiding the consumer through a seamless, end-to-end experience — from initial mobile
impression through to Web sites and call centres — to create targeted, data-rich experiences that
drive high-value, high-margin purchases.
If you can craft the right experience from start to finish, the mobile channel is incredibly measurable,
proven and successful. Without question, mobile can play a pivotal role in driving significant,
incremental revenue to your business this year. Success depends on tying its impact all the way
through to the ultimate outcome — sales.

Three Behavioural Trends of Mobile Experience

How to capitalize the new marketing opportunity - Mobile

Steps To Creating A Dynamic Mobile Marketing Campaign

Why should you use Mobile as a potential Marketing Tool?
By Stephen Up stone
Reach – mobile reach means establishing the first point of mobile interaction, such as a banner ad on
a mobile Web site or QR code on a billboard and the call to action that drives the mobile user to click.
Engage – once the consumer has responded to a call to action, you are now ready to engage and
convert them into a profitable relationship.
Analyse – measuring the success of your on-going campaign will help you adjust your strategy as
your campaign progresses, so make sure you have a strong technology platform that enables this
capability.

Create Visibility of Your Mobile Marketing Campaign.

How can I use Mobile in my Marketing Campaigns?
A few ways of using Mobile as a marketing tool is as follows:
 Brand property around missed call (A missed call backed by SMS, Voice Message,
Video etc.)
 Contests or Game (Voice / SMS / WAP / APP)
 Access a mobile coupon
 Download an app.
 Like us on Facebook
 Fill out a brief survey.
 Opt in for SMS alerts
 Vote for your favourite.
 Search for a local business & map it.
 Click to call

Tips for Evaluating Mobile Ad Performance
By Bill Dinan
Know how you want to measure
More so than other digital channels, mobile offers the opportunity to measure and gain additional
insight beyond the click.
Focus on your creative content strategy
Today, mobile content does not offer the same breadth and depth as traditional or digital creative
content so a targeted content strategy is key.
Optimize mobile interaction details
There is no better way to use measurement stats than to feed them back into the program to improve
your lead rate. This starts with a simple and concise measurement tool that does not overcomplicate
the metrics and can clearly display aggregate trending data.
Number & frequency of hits, engagement time, levels played, call duration etc., can be a good
measure.
Finally, a stand-alone mobile campaign can succeed only when it is integrated to the overall
marketing campaign and made well visible by integrating it with the overall ATL & BTL campaigns.

Have you noticed – Mobile around You?
Folks, have you noticed the recent TVCs of Vodafone, Airtel, Idea, Samsung Android Phones, ICICI
Prudential, LG and BlackBerry Phones?
All these brands are subconsciously trying to ingrain the new form of communication – Mobile Data
usage through Mobile Apps, Video Streaming, Facebook, Money Transfers, M- Commerce, Shopping
etc.
Vodafone talks about Video Streaming in which Chickens win over Penguins in streaming videos
continuously.
Airtel talks about ease of utility payments through Airtel Money.
ICICI Prudential features Mr Bachachan talking about an app which makes taking a Life Insurance
Policy easy.
LG Phone talks about 3G Game on Mobile.
BlackBerry talking about BB boys using Mobiles for networking, games and much more than just
Office E Mailing.
Samsung Mobile talking about Android & Google Play.
So why am I saying all these?
Just to make a point that a lot of guys have already gone big on Mobile Marketing.
What are you waiting for?

th
Wednesday, 11 April 2012
Thanks for your time.
Kumar Gaurav
+91 95604 52199
Source:
 Mobile Marketer Classic Guide to Mobile Advertising.
 The Mobile Marketing Handbook by Kim Dushinski
 Reports from the Mobile Marketer.