MOBILE
MOBILE
MARKETING
MARKETING
in digital branding
MOBILE
MOBILE
MARKET
MARKET
Mobile connection was about Mobile connection grew about
154.4 mil people 0.9% (1.3 mil people)
MOBILE
MOBILE
MARKET
MARKET
Around 7 hours spending for 97% internet users had mobile
internet daily phone and 96.9% for smartphone
MOBILE
MOBILE
MARKET
MARKET
65.08 mil for mobile internet users 40.1% web traffic came from
and accounted for around 67% mobile and kept increasing 147%
DEFINITION
DEFINITION
MOBILE MARKETING
is the concept of developing
marketing campaigns that
appeal specifically to mobile
device users
the use of a wireless means to
provide consumers personalized
information in real time,
sensitive to geographical
location, which seeks promote a
good, service or idea, bringing
benefits to all stakeholders
DEFINITION
DEFINITION
MOBILE MARKETING
is a multi-channel, digital marketing strategy
aimed at reaching a target audience on their
smartphones, tablets, and/or other mobile
devices, via websites, email, SMS and MMS,
social media, and apps. Mobile is disrupting
the way people engage with brands
CHARACTERISTIC
CHARACTERISTIC
MOBILE MARKETING
11 UBIQUITY
the ability of users to receive
information and carry out
transactions wherever they are
22 PERSONALIZATION
provides personal information through
its subscriber identification module
a mechanism of self-expression not
and at any time they require it only by its brand, but also by users
users usually take it with them a very personal device and is rarely
wherever they go and check it used by someone other than its
quite frequently possessor
CHARACTERISTIC
CHARACTERISTIC
MOBILE MARKETING
33 TWO-WAY
COMMUNICATION
These devices allow more than
4
4 LOCATION
the ability to identify a user's
geographical location through the
location of their device
any other tool, the possibility of
establishing permanent based on the use of geographic
connectivity with users localization technologies,
among which is the global
a permanent physical positioning system known as GPS
connection, thus creating greater
opportunities to generate
experiences around brands
OBJECTIVES
MOBILE MARKETING
11 BRAND
AWARNESS
Increase the brand and campaign
22 CHANGE
BRAND IMAGE
Enhance the attitude and
awareness through activities on perception of consumers to create
mobile devices as tablet or the the brand effect
smartphone
OBJECTIVES
MOBILE MARKETING
33 INCREASE
SALE
Providing the information of
4
4 CUSTOMER
DATABASE
Collecting the personal
brand to increase sale and information through mobile
creating buying motivation device as behavior, demographic
and geographic
COMPARE
COMPARE
DIMENSION MASS MARKETING MOBILE MARKETING
Existing and potential users who
All users of products, including
Focus on the audience have mobile devices and agree to
existing and potential
receive brand communication
Potential types of Text, voice and video with small
Text, voice and video
Communication spaces based on internet speeds
Communication Direction Brand to consumers Between brand and consumers
Capacity based on location Low High
Capacity to measure Low High
Individualization Low Medium
Cost per audience reach High Low
SEARCHING
SEARCHING
LOCATION
Understanding with purpose and
situation of target audience
Know much more the intention and
behavior of consumers
Using the mobile marketing to
have the suitable solution
SEARCHING
SEARCHING
LOCATION
When customers want to find local
hotel, bus station or electric store
%
They will search the information
through mobile device
People using smartphone bring
mobile devices all day and night
It will show the potential
solution for customers
INTEGRATED
INTEGRATED
DEVICES
Consumers care about the integration
between devices, including mobile,
tablet and computer through cloud
and telecommunication
The integrated devices will
change the behavior in usage
that brand can optimize in
collecting personal information
Based on the statistic about reach
and interaction via devices, brand
can recognize the main devices
for brand’s content
TECHNOLOGY
is DISTRACTION
The change of new technology or mobile
system can influence on final result of
campaign
Users only focus that the app or website
can use and load on their mobile phone
Responsive design is not important
anymore, because users do not realize the
change of technology
JOURNEY &
JOURNEY
BACKGROUND
BACKGROUND
Brand should understand the demand of
target audience based on anayzing the
impact on mobile devices
Brands can provide the experience and
suitable content to support them
It can be two main phases on mobile
device, including stimulation phase
and interaction phase
JOURNEY &
JOURNEY
BACKGROUND
BACKGROUND
STIMULATION
STIMULATION
PHASE
PHASE
1 Email
displays 4 Non-Paid
search
2 5
Brands need to boost
awareness, knowledge and Advertising Offline
stimulated action displays stimulation
3 Push
Notifications 6 Paid
search
EXAMPLE
EXAMPLE
JOURNEY &
JOURNEY
BACKGROUND
BACKGROUND
INTERACTION
INTERACTION
PHASE
PHASE
1 Design
website 4 Online
payment
2 5
It will include several
activities for increasing Mobile Discount
interaction, experience and app code
focus on final goals of users
3 Social
networking 6 Connect
location
EXAMPLE
EXAMPLE
Technology is needed to pay for
each change and update
Brands have several choices for
spending budget that they need to
CHALLENGES
decide for allocation
MOBILE MARKETING
Brands should identify mobile
systems of audience to reach with
minimum cost
Brands should base on the
potential value of target customers
OPTIMIZATION
OPTIMIZATION
MOBILE MARKETING
Website works on mobile Mobile users will be more
devices that does not mean impatient rather than they use
optimization computer or latop
Brand should identify the
behavior of target audience in
what situation and which
devices
OPTIMIZATION
OPTIMIZATION
MOBILE MARKETING
BASIC RULES
BASIC RULES
MOBILE MARKETING
2016
2016
Most of web traffic Mobile devices and mobile
is on mobile devices marketing become the key to
build the digital branding
2017
2017
effectively
Google has priority
for mobile objective
BASIC RULES
BASIC RULES
MOBILE MARKETING
FOCUS ON
FOCUS ON RESPONSIVE
RESPONSIVE
USERS’ JOURNEY
USERS’ JOURNEY DESIGN
DESIGN
Website need to be Building website that
optimized to provide the can display on several
suitable experience for difference devices
demand and setting of user
Website display on
Users can access information distinctive device, yet
and utilities that website configuration is compatible
provide easily and effectively
MOBILE MARKETING
STATEGIES
STATEGIES
11 QR CODE
QR Codes are scanned by
recipients using their smartphones
directing to a specific website,
22 LOCATION-BASED
MARKETING
a direct marketing strategy in
landing page or offer which specific ads appear based
on a user’s current location.
Brands can use feature QR
Brands can based on the
codes on business cards, flyers,
location to reach the potential
in direct mail packages, or even
customers
postcards
MOBILE MARKETING
STATEGIES
STATEGIES
33 IN-APP
MARKETING
promote website’s app inside of
4
4 IN-GAME
MARKETING
it’s one of the most effective ways
other popular apps to generate to get your message in front of
more brand awareness, increase potential customers without
clicks and maximize revenue. having to spend a fortune in
advertising
Display the website on the
website that can encourage
users to click on
MOBILE MARKETING
STATEGIES
STATEGIES
55 SMS
MARKETING
This strategy involves capturing a
80 %
Millennials revealed that their
user’s phone number so that you phone is the first thing they check
can send them text-based offers each day
Message seen almost
immediately after they’ve been
delivered
SMS marketing can be a very
effective technique at getting
attention and maximizing
exposure.
THE END
THE END
