2. Firat Isbecer
 Pozitron
 Managing Partner
 Twitter: fisbecer
 Galata Business
Angels, Endeavor,
Shakespeare In
Love, Lig Radyo.

3. Todays Outline
 Mobile Strategy
 Timeline of Mobile Marketing
 The Mobile Ecosystem
 Types of Mobile Marketing
 Trends – Past, Present and Future
 SMS – MMS
 QR Codes and Mobile Ads
 Glossary
 Best Cases in Mobile Marketing

4. What is your Mobile Strategy?
 Use the three pillars of mobile strategy to guide your
marketing programs in each phase:
Immediacy: Provide content that is timely and
actionable in the moment.
Simplicity: Provide programs elements that are easy
to see and navigate on a mobile phone.
Context: Send relevant messages based on time,
location, and mobile behaviors

5. Mobile Marketing Timeline
In App Banners
Palm VII Single Shot SMS
Interactive SMS (2009)
(2001) Targeted Msgs
Mobile Gaming (2003)
(1995)
Bluetooth Mkt
LBS Mkt SMS Mkt
(2003) Ingame Advertising
(1999) (2000)
(2007)
1995 2000 2005 2010 2011
Logo Mkt Wap (1999)
(1994) Wap Banners
MMS Mkt Sosyal Medya QR Codes
(2001)
Ringtones & Mkt
Screensavers Sweepstakes
(1995) 2002 Mobile Applications
(2007)

6. The Mobile Shift
Slow High Speed
Connection Connection
TouchScreen
Primitive Phones &
Devices Tablets
WAP Apps and
HTML 5
Personal Social
Experience Experience

7. The Mobile Ecosystem
Handset
Carriers Manufacturers
Networks
Mobile Users
Enterprises Developers
Platforms/Operating Systems

8. Change in Power Dynamics
• Satisfying user expectations is the main goal.
• Platform providers and developers are acquiring more
power over networks and carriers day by day.
www.pozitron.com

9. Basic Mobile Marketing Channels
Connect Mobile Mobile
Platforms LBS
Real World Messaging Ads
Location Based-
QR Code / Aug R SMS Apps/Sites Display/Search
Services
Thanks for visiting Six
Flags Magic Mountain.
We hope you had a
great time.
www.pozitron.com

10. QR Code Marketing
QR codes, or quick
response codes, are
two-dimensional
barcodes
QR code can be
produced on any
surface with sufficient
contrast

11. QR Code Marketing
Yöntem 1: Basılı bir barkodu Cep telefonu ile okumak
Yöntem 2: Cebe gelen barkodu okumak.
Copyright Pozitron 2010. 11

12. Hızlı ve mobil
alişverişte...
Derginizin Mobil Katalog’dan
Puan’larınızla ürün alın
Copyright Pozitron 2010. 12

13. McDonald Kart sahiplerine ikinci
menü bedava.
İŞCEP’i buradan cebinize indirin.
Coca-Cola reklam videosunu
buradan izleyin.
Copyright Pozitron 2010. 13

14. Augmented Reality
Terminator 2 filmi. 1990’ların başı
2009 yılında ilk Augmented Reality iPhone
uygulaması App Store’da yerini aldı.
Copyright Pozitron 2010. 14

15. SMS & MMS Marketing (Content Based)
SMS Marketing MMS Marketing
SMS marketing is still used by the By 2008 worldwide MMS usage level
majority of companies. had passed 1.3 billion active
users who generated 50 billion MMS
100 million advertising SMS sent out messages and produced annual
every month in Europe alone. revenues of 26 billion dollars
• 96% of people that receives texts
open them.
• Reach targeted costumers with
techologies like «Hedefli Mesaj»
• With Interactive SMS companies can
receive replies from customers.
• Its low-cost, fast and all of the mobile
phones supports SMS

16. SMS & MMS Marketing (Content Based)

17. More Content Marketing
InGame Marketing Ringtone & Screensaver Marketing
Different marketing methods are used in Mobile operators and other companies give away
games such as creating branded game, ad ringtones and screensavers in order promote
insertion to an existing game, ad funded themselves. Highly popular in early 2000, the
gaming and giving away free mobile games interest in ringtones and screensavers remains.

18. Proximity Marketing – Bluetooth
The Bluetooth based proximity marketing involves setting up Bluetooth "broadcasting"
equipment at a particular location and then sending information to Bluetooth enabled
devices within range of the broadcast server

19. Proximity Marketing – Location Based
A location-based service (LBS) is an information or entertainment service, which is
accessible with mobile devices through the mobile network and which uses
information on the geographical position of the mobile device
• 30 million people tried Facebook
places
• Foursquare gets 15.000 new users
everyday
• 2.4 million people use Foursquare
worldwide
• Gowalla has almos 1 million users

20. Location Based Services
Local targeting through geolocation gives merchants the tools they
need to get information for discount coupons, online deals

21. Location Based Services
Incentivize your most loyal brand advocates
Create rewards and reinforcements that meet
your business objectives
3rd Party LBSs are games above anything else;
be entertainment and encourage social sharing
Effectively target consumers at the most
important point in the consideration cycle
POS but also train your staff

22. Proximity Marketing – NFC Based
NFC tags are embedded in
the NFC Smart Poster, Smart
Product, Smart Book.
Any NFC-enabled phone can
activate this tag by placing the
device in close proximity.
Proximity Marketing – GSM & Cell ID Based
GSM Based Services allows messages
(advertising, public information, etc.) to
be broadcast to all mobile users in a
specified geographical area.

23. WAP Display and Search Ads
 Advertising implemented into the mobile
websites
• Text Ad & Image Ad
• Search Ads & Jump Page
Sold on Cost Per Click (CPC), Cost
Per Impression (CPM)
Platforms include iAd (Apple), Ad
Mob (Google) and all main Portals

24. Types of Ads
Banner + Video Custom Ads App Integration

25. InApp Advertisement and Marketing
 Putting ads inside the app
still remains as a business
decision.
 While some apps promote its
own brand and highlight
their campaigns, some use
ads as a source of income

27. Mobile CTR vs. Desktop CTR

28. App Marketing
 Enterprises are launching their
own apps to reach wider
audiences, especially the
younger tech-savvy audience
 Especially profitable for
eCommerce and mbanking
applications, mobile apps are
offering a brand new platform
to complete transactions.

29. Marketing through mCommerce
Any eCommerce done in a wireless enviroment,
especially via internet
 Mobile Commerce is expected to grow $31 billion by
2016 in US only
Type of mCommerce Services
 Financial
 Entertainment
 Shopping
 Payment
 Advertising

30. Social Media Marketing
Mobile marketing is not only constituted by company or agency
generated content. Some of the most influencial marketing
tools are social media apps that have user generated content.
Users like to share information with each other and express
their opinion, be the contributer not just the audience.

31. Wrapping Up...
The concept ‘Mobile’ refers to
the user, and not the device or
the application !!

32. Types of Mobile Marketing thru Channels
 Content Marketing
 SMS and MMS Marketing
 InGame Marketing
 Ringtone and Screensaver Marketing
 Proximity Marketing
 Bluetooth
 Location Based
 NFC Based
 QR Codes
 WAP Display and Search Ads
 Application Marketing
 InApp Advertising
 Mobile Social Media Marketing

33. Mobile Marketing Terms Trivia
Augmented
NFC Tag Admob
Reality
Widget Hedefli Mesaj Yelp!
QR Code Proximity Gowalla
Immediacy Roaming Pull Messaging
HTML 5 WAP Push Push Messaging

34. Türkiye’de Mobil Pazarlama ve Reklam
 Go Pepsi videosu
 İşcep videosu
 Mobil akşam (imaj)
 MMS
 1 kontör

35. Mobile Ecosystem Life Spans
1997 2001 2005 2009 2012
Asymco.com
• 16 mobile platforms since 1996
• 3 platforms are terminated and 3 platforms had replacements

36. Case Study – Starbucks