Mobile marketing strategy involves analyzing the context, defining objectives, choosing appropriate tactics, determining timing and budget, and evaluating results. For example, Starbucks in Hong Kong wanted to boost app downloads and winter sales. Their "Twinkle Surprise" campaign encouraged sharing video greetings through the Starbucks app using a special box, resulting in a 300% increase in app downloads and 20% rise in drink sales.

1. ASSIGNMENT 18.1 – [Mobile marketing strategy ]
[Chinh – Vũ – Dung]

2. Mobile Marketing – what is it?
An implemented marketing technique derived from marketing strategy
to be used on mobile phone, smartphone, tablet, etc., with various
forms as regards mobile apps, mobile SMS, mobile website…
Mobile Marketing
Mobile marketing come into picture only since around 2002 but already catching
up with other integrated method of marketing.
Target audience are on-the- go people, people who enjoy their mobile services
convenience, and who are ready to interact not on sided communication
Marketing that happens on mobile for mobile users

3. Mobile Marketing Strategy - What is it?
A strategy in which optimized the use of mobile marketing to
achieve objectives
Decides which tactic to use, when to use them and how to link them
to best achieve objectives
Digital marketing
strategy
Mobile
marketing
strategy
Marketing Strategy
Mobile Marketing
strategy

4. Mobile Marketing Strategy: How to create?
Analyzing
Context
Defining
objective
Choosing
tactics
Timing and
budget
Evaluation
A mobile marketing strategy has a process as follow

5. What is the context in which you are operating (any issue, problem,…) and
how is this likely to change in the future?
Understanding brand’s target audience: audience of mobile marketing comes
from target audience of marketing campaign + active mobile usage
Target audience must be clearly defined:
• who they are
• what they usually do with their mobile
• Where do they get their information
• Behavior toward each tactic
• App download and using
• Life cycle of app, info, etc.
Analyzing Context

6. Derived right from marketing strategy objectives or digital marketing
strategy objectives
Changing behavior toward the brand from passive awareness, active
knowing, communicating, trigger to buy, adoring.
Objectives must be very clear to choose the right strategy and
tactics
Defining objectives

7. Choosing the right tactic to
target the right audience and
reach for the objectives
Choosing tactics

8. • After understanding the journey of audience and choosing the tactics,
they needs to be combined to create the strategy
• Create a timeline for audience to experience your mobile marketing
as well as keep them follow your tactics to tactics
• Budget is used to optimized and constrain the scale of each tactics
Timing and budget

9. • After every campaign launch, grow and end to adjust the next one
following the changes of audience and environment
Evaluation

10. Mobile marketing Objective:
Starbucks Hong Kong wanted to encourage consumers to participate with its brand, drive
downloads of its app and boost seasonal sales (winter)
Issue:
How can attract consumers using our app when they have a lot of those things on their phone?
Target Consumer:
Mobile users .
Balanced gender
Like to take a photo via phone
Phone also the their part of body to connect with others.
Example

11. Execution: “Twinkle Surprise”.
A pay-it-forward style promotion: a Starbucks app and a “Kaleidobox” which is a simple cardboard
box designed with a mirror inside that reflects the video on a flat panel. By sending loved ones and
friends ‘A Twinkle Surprise’, both the sender and recipient will receive an email with an e-coupon
attached to redeem a ‘Buy One Share One Treat’ and a complimentary Kaleidobox, at any Starbucks
Hong Kong and Macau store. To view their video greeting, consumers had to simply download and
launch the app, then place their smartphone on top of the Kaleidobox, which projected the video as a
hologram.
Result:
300% increase in app downloads in five weeks
and had 53,000 app users take part in the Buy
One Share One treat leading to a 20%
increase in drinks redemption compared to
their previous campaigns.