Internet MArketing and Mobile Marketing

8/11/2019 Internet MArketing and Mobile Marketing

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MKT 337 (7/8)SeH

Internet and Mobile

Marketing



Internet Marketing • Internet marketing, also known as web

marketing, online marketing,webadvertising, or e-marketing, is referred toas the marketing (generally promotion) ofproducts or services over the Internet.

• Internet marketing is considered to be broad inscope because it not only refers to marketingon the Internet, but also includes marketingdone via e-mail and wireless media. Digitalcustomer data and electronic customerrelationship management (ECRM) systems arealso often grouped together under internet

marketing



7 Types of Internet Marketing 1. Display Advertising: the use of web banners or banner ads

placed on a third-party website or blog to drive traffic to a

company's own website and increase product awareness.

2. Search Engine Marketing (SEM): a form of marketing thatseeks to promote websites by increasing their visibility insearch engine result pages (SERPs) through the use of either

paid or unpaid placement, contextual advertising (related ads),and paid inclusion (paid search engine listing but keywordsplay major role).

• Search Engine Optimization (SEO)

• Pay per click (PPC) /Cost per Click

3. Social Media Marketing (SMM) : the process of gaining trafficor attention through social media websites such as Facebook,Twitter, LinkedIn,Blogs, etc



Search Engines



7 Types of Internet Marketing Search Engine Marketing (SEM):

1. Search engine optimization (SEO): Search engine optimization (SEO) is the process of improving the visibility of a website or a web page ina search engine's "natural," or un-paid ("organic" or "algorithmic"), searchresults. In general, the earlier (or higher ranked on the search results page),and more frequently a site appears in the search results list, the morevisitors it will receive from the search engine's users. SEO may target

different kinds of search, including image search, local search, video search,news search and industry-specific search engines.

2. Pay per click (PPC) (also called Cost per click) is an Internet advertising modelused to direct traffic to websites, where advertisers pay the publisher (typically awebsite owner) when the ad is clicked. With search engines, advertisers typicallybid on keyword phrases relevant to their target market. Content sites commonly

charge a fixed price per click rather than using a bidding system. PPC "display"advertisements are shown on web sites or search engine results with relatedcontent that have agreed to show ads



7 Types of Internet Marketing



7 Types of Internet Marketing 5. Email Marketing: involves directly marketing a commercial message

to a group of people using electronic mail.

6. Video/Viral Marketing: This type of marketing specializes in creatingvideos that engage the viewer into a buying state by presentinginformation in video form and guiding them to a product or service.Online video is increasingly becoming more popular among internetusers and companies are seeing it as a viable method of attractingcustomers.

7. Affiliate Marketing: a marketing practice in which a businessrewards one or more affiliates for each visitor or customer brought

about by the affiliate's own marketing efforts. EG: Comparisonshopping websites and directories, Shopping Directories, etc.Strawberry.com for L'Oreal



7 Types of Internet Marketing

Affiliated Marketing



Examples of successful referral marketing programs

8. Referral

Marketing: amethod ofpromotingproducts orservices to newcustomersthrough

referrals,usually word ofmouth. (EG are

on next slide)



Examples of successful referral marketing programs

Dropbox - In 2009, Dropbox implemented a referral program to encourage their users to

tell their friends about Dropbox. Their referral program had a two-sided incentive forsharing: the person who signs up for Dropbox through a referral link gets morespace than through a normal sign up, and the referrer gets additional space as well. According to Drew Houston, the Co-founder and CEO of Dropbox, at the StartupLessons Learnt Conference on 23 April 2010, the referral program was inspired bythe Paypal Sign up Bonus program. The referral program permanently increased

their signups by 60%.Referrals account for roughly 35% of their daily signups (as of April 2010).In the 30 days before the conference presentation, Dropbox estimatedthat their users had sent 2.8 million direct referral invites to their friends.

• Okabashi - In March 2011, Okabashi, the largest US manufacturer of sandals andflip-flops, implemented their own customer referral program through ReferralCandy,

a customer referral web app by Anafore. According to a case study released, thereferral program became one of their top ten drivers of external traffic, boosting saleswithin a week of implementation. Referred customers also spent 13.2% more onaverage compared to regular non-referred customers.



Different forms of Advertising on Internet

• Banner Ads:

• Sponsorship: RegularSponsorship/ ContentSponsorship




• POP ups/ POP unders:whenever you are

browsing• Interstitials: appear

when you are waiting fora site‟s content todownload




• Links

• Behavioral Targeting:

track your cookies andthen send you adsaccordingly. Airlines evenoffer different discountofferings to individualsbases on cookies.

• Push Technologies:updates/ info/communications sent to

you based on yourinterest. You canpersonalize your sites.

Links




• Contextual Ads: relatedfield ads.

• Rich Media: – Online commercials, – Video on demand ( videos

on important event by theadvertisers). EG: DisneyChannel‟s deal withcomcast, a internet serviceprovider.

– Webisodes (short featuredfilms: BMW, spider man

&Target, etc)http://www.youtube.com/watch?v=taZcbCNURfM




– Interactive Banner ad (Despicable Me movie‟s ad)

– Podcasting ( radiolike filesfor mp3s n ipods throughinternet)

– Expandable adshttp://www.flickr.com/photos/pmsi/303024

0225/ – Through Online/Social Media

games, virtual world,giftshops.

A recent campaign for Nestle,

ran by AdNectar, resulted inalmost 1 million virtualcookies being shared onFacebook through variousgaming applications.

Fisher price‟s elmo campaign Barbie.com



S i M i



Socia Me ia

Six degrees of Separation

refers to the idea that everyone ison average approximately sixsteps away, by way ofintroduction, from any other

person on Earth, so that a chainof "a friend of a friend"statements can be made, onaverage, to connect any two

people in six steps or fewer. Itwas originally set out by Frigyes

Karinthy and popularized by aplay written by John Guare.





Some famous Social Media Campaigns

1. Dunkin’ Donuts came up with an awesomecampaign to promote the launch of their Coolatta

beverages – a sweepstakes where Dunkin‟ DonutsFacebook fans could upload a photo of themselveswith a Coolatta beverage to Facebook andautomatically be entered into a daily giveaway. Therelatively low cost campaign built up their social

network following, increased brand & productrecognition with the mass of Coolatta-related imagesflying around the web, and obviously encouragedpeople to buy their iced-coffee drink too.http://www.youtube.com/watch?v=XlJ_HMqQQs4




2.Obama – Election Campaign

It‟s been well documented that Social Media was a huge

part of Obama‟s election campaign, and that can bebacked up by some fascinating statistics regardingwhat the campaign achieved:

• 5 million „friends‟ on more than 15 social networking

sites• 13 million email subscribers• 8.5 million monthly visitors to MyBarackObama.com

(at its peak)

• 3 million online donors http://www.youtube.com/watch?v=6K2GXIgjB9A




3. Evian – Roller Babies

• Evian launched its „Roller Babies‟ video in July 2009 as part of

it‟s „Live Young‟ campaign, and instantly gained success. Thevideo notched up 27,000,000 views on the official YouTubevideo, and an estimated 61,000,000 views across the web intotal, making it the most popular online advertisement ever.What Evian are most proud of though, is the videos ability toinspire conversation – research shows that over 80% of people

who watched the clip in either France or America considereddiscussing it, and over 65% wanted to share it.

• The most interesting aspect of Nielsen‟s research though, wasthe fact that 95% of the people in France (one of thecountries where the advertisement was first launched) who

viewed the video online had not seen the ad on TV. Thisstatistic really cemented the need for online video to runalongside – and possibly even replace – traditional mediachannels.

http://www.youtube.com/watch?v=XQcVllWpwGs

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5. Starbucks – My Starbucks Idea http://mystarbucksidea.force.com/apex/ideaList?lsi=2

My Starbucks Idea is an excellent example of crowd-sourcing qualityinformation for the purpose of business development. The great thing aboutthis campaign isn‟t just that they acquired (and continue to acquire) a hugeamount of business ideas for free, but that they’re also generatingbrand awareness and customer engagement as a bi-product. And justimagine how happy it would make that special someone who got their ideaimplemented? Priceless. Here are a few of the ideas that made it:

• Low fat & high-protein items for breakfast

• Free coffee for Gold Card members on their birthday• Starbucks VIP card• Buy coffee beans, get a free cup of coffee

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6. IBM With Lots of Blogs

• When IBM decided they wanted to startusing blogs, they didn‟t just create one blog,

they created an entire network. IBM createda way and allowed their employees to writeabout their experiences, what they‟reworking on, or any other topic of choice.

• IBM capitalizes on the intelligence of theiremployees to give consumers insight into

what happens behind the scenes. Bygiving the industry experts they‟ve hired avoice, IBM is able to highlight the peoplebehind their products. Users get to see howIBM operates, and are given a directconnection with IBM employees.

• Lesson: Having a CEO that blogs is great, but

increase the number of blogs and youincrease the number of connections.Leveraging your employees to write about whatthey love conveys the corporate dedication tothe industry.

• You can also find IBM on Twitter giving updateson events from their calendar.

http://www.ibm.com/blogs/zz/en/

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7. Blendtec Blends it on YouTubehttp://www.youtube.com/watch?v=DLxq90xmYUs

• Who doesn‟t know about the “Will It Blend” series onYouTube? Created by George Write, the marketingdirector of Blendtec, the campaign was low cost andinstantly became a hit. In the video, Tom Dickson theCEO of Blendtec, attempts to blend objects in theirblender. This simple idea led to a “five-fold increase insales”.

• Blendtec leveraged YouTube‟s subscriber base andtried something fun and original. The campaign was a

success and continues to entertain and sell.

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8. Zappos on Twitter

• Obviously we had to talk about Twitter, this is a social media post after all.The most obvious of companies to make Twitter work is Zappos, an onlineretailer that has really led the way in corporate Twitter use.

• The idea of micro-blogging and the sense of exceptional customer service isingrained in the corporate culture. Most Zappos employees have an activeaccount, and the Zappos site has a page that aggregates all the streams.

• The reason why Zappos stands out on Twitter is because of their ability tobring the company to life. The Zappos CEO has lent his personality to the

company brand, a personality that is friendly, helpful, funny, and trustworthy.They use Twitter to highlight interesting facts, and to talk to their consumers.Talking to Zappos is like talking to a friend that happens to sell shoes.

• Lesson: Take a CEO that twitters, add in a great personality and you have arecipe for social success. Ingraining social media into the culture of acorporation means that every consumer interaction is personal.

• Zappos also does a great job of using their blog and Facebook to engagetheir avid fan base.

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9. Graco Uses Pictures on Flickr

• Social media is about sharing all types of content, including photos.

Facilitating the sharing is easy, but gaining something from it requires asound strategy. Graco did just that, by building a community around theirproduct using Flickr reviews .

• Flickr isn‟t the center of their campaign, but they promote it heavily with theGraco blog which also creates an incentive for others to submit pictures.The photographs help highlight the people behind Graco and the consumersusing their products.

• Graco takes their strategy one step further by introducing offline marketingin the form of community gatherings. The pictures from these meet-upsare posted to the Flickr page, further humanizing the community around theproduct.

• Lesson: Social media doesn‟t have to exist wholly online. Blending offlinemarketing with online efforts can build a community around a brand.

• Graco has a blog and leverages Lindsay Lebresco (the corporate blogger forGraco) to be active on Twitter.

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9. IKEA‟s Buzz Marketing Through Facebook To promote the opening of the new IKEA store in

Malmö, Sweden, the furniture magnate has invented anew type of interactive marketing. The brand hasused the most popular Facebook function, thetagging of people in photos, with the goal of gathering

the community of IKEA fans. The Internet users wereable to tag objects in photos of decorated interiorswith their own names to have the chance to win thesevery products. First come, first served!

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10. COKE-Mentos by 3rd party (Eepybird)

11. Cadbury Gorilla

12. Burger King - Subservient Chicken

13. Dove – Evolution

14. Burger King - Whopper sacrifice

15. Justin Bieber

16. kim kardashian

S f S i l M di C i t f IMC



Some famous Social Media Campaigns as a part of IMC





Target‟s Hello Manhattan Campaign ( front pagers for popular publications, posters on

buses, billboards, subway cars, tall buildings, mascot at NYSE, special participativeevent, live streaming by social media sites, brought a lot of NY‟s famous clothing

designers, etc

Reas ns t use S cial Media as an IMC t l



Reasons to use Social Media as an IMC tool

Listening: it is very important for any brand to listen to itscustomers. SMM is the best platform to listen, monitor andobserve behaviors of the customers.

Talking: SMM give the platform for both waycommunication. Companies can easily and quickly solveany problem or answer to any question or simply can replyto a positive or negative message through this platform.

Energizing: SMM can be used to find and energize thosewho love the brand through buzz marketing, EWOM,online sales promotions or through any kind ofparticipative or exciting communication.

Supporting: identify customers needs and satisfy them

quickly.Embracing: companies get a lot of new ideas through

comments and opinions in addition to its being theinteractive medium where there are a lot of scopes ofcreativity.

Developing a SM Plan




Step 1: Listening to What’s already being said aboutyour brand/ company online: It enables to not onlyunderstand general consensus about your brand and how

people perceive it, but will also provide insights into the mediumitself. You will be able to understand the dynamics of how andwhy people interact online and how your brand fits into this.

Step 2: Establishing Business Objectives: what are thethings you want to achieve through the SMM campaign? Some

common objectives include:• Conducting market research, such as identifying trends and recruiting early

adopters for more in depth focus groups.• Improving customer satisfaction by providing opportunities for engagement

and for customers to help one another.• Promoting products to existing customers.• A part of IMC campaign• Encouraging EWOM• Buzz marketing to create awareness• Recruiting New People.• Establishing or evolving your brand and positioning.

•




Developing a SM PlanStep 3: Define your Metrics: You need to determine how much you will invest

and how to measure the value that SMM is bring for you. This goes beyondmonetary gain through sales but requires you to consider how you willevaluate your activities.

Some common metrics include:• Number of fans and followers• New fans and new followers/ week• Number of visits• Number of times your brand name is mentioned on the web (both positive

and negative)• click through rate• Number and quality of posts/ comments• Ratio of new fans/followers to who left/un-followers.• Ratio of fan activities to fan number

• Ratio of fan activity to your activity.• Etc

SMM might not result in direct sales and that‟s not the purpose of SMM as well. Main objectives should be Customer engagement, both way communication,

Building trust, E WOM, long term relationship, SOCIAL Capital, etc.




Developing a SM PlanStep 4: Mobilize the team: You need to match your recourses (HR+TIME+

$)with your SMM presence. If you are not willing to allocate the appropriateamount of social effort into maintaining your online presence, do not expectgreater value to be generated from SM.

Step 5: Frame your Strategy in terms of customers: identify who is yourtarget market and which SM platform will be best to reach them with. Don'tbe a victim of „shiny new object syndrome‟. Some tips:

• SM Pages: Make sure the employees are using their official pages to reflectthe company as well.

• Business Page: all general facts, FAQs are there.• Ads: use hyper targeting to reach specific target market and EWOM to reach

potential customers.• Apps: develop new apps that allows for engagement and interactions.• Customize message tone for different SM platforms.• Usages of multimedia because it draws more attention

• Connect your websites to all SM platforms.• Arrange Sales promotions like contests/ games on SMM platform• Be consistent but Constant updates of message.• Send messages to friends of the friends too.• Integrate offline and online media.

• Use tools like RSS to monitor all notifications.

Monitoring Tools with description



Monitoring Tools with description

• 1. Hootsuite – Widely used by businesses and organizations, Hootsuitecollects one of the largest users on the web. It integrates top social channelsincluding facebook, twitter, linkedin and Google+ allowing you to manage

measure and monitor all social activities from one dashboard.

• 2.TweetDeck – TweetDeck is an app that helps you organize multipleTwitter and Facebook accounts. You can track conversation, customizelayouts; join a conversation of your choice and stay updated with its insights.

• 3. PageLever – A Facebook business page owner needs much more than

the insights. PageLever adds more analytics features such as measuringengagement from high value fans, helping you drive more traffic, attractmore fans and improve visibility.

• 4. uberVU – This tool covers entire social media marketing requirements:Monitoring, Analytics & Reporting, Engagement and Workflow. You can also

monitor your competitors‟ mentions, brand analysis and in-depth analyticsand reporting from one dashboard.

• 5. Tweetspinner - Produced by Fox and Geese LLC, Tweetspinner is apopular twitter automation suite to spin and schedule tweets. Other featuresinclude auto-manage followers, reporting and accessing account history

files.

SM Monitoring tools with descriptions



SM Monitoring tools with descriptions• 6. Sprout Social – A social media management tool to promote your business &

brands that integrates with facebook, twitter, linkedin, and other networks. Other keyfeatures include competitive insights, contact management, lead generation reportingand analytics.

• 7. Sysomos – Sysomos gives you unlimited access to all social media liveconversations. You can use this tool for contextual text analytics, data mining,gender & age identity, conversation analysis and more.

• 8. EdgeRank Checker – An algorithmic tool that ranks live news feed connected to auser. EdgeRank understands the important status updates, comments, shares, likesand ranks it according to its importance.

• 9. Involver – Involver is a Facebook preferred social engagement optimization toolthat helps you to manage social media activities from one dashboard.

• 10. Simply Measured – This tool is much more than a social analytics with onlineaccess. You can create custom social media marketing reports in excel sheet with itsadvanced data measurement system.

• 11. SpredFast – With one tool you can manage all major social networks includingtwitter, Facebook, LinkedIn, blogs and YouTube by multiple teams from differentlocations.

• 12. Gremln – GermIn is more like HootSuite with some advance features. You canaccess 5 different social media accounts across the major social networks.

• 13. Tweepi – Tweepi is twitter support tool to manage and sort followers/followings,quickly follow and unfollow users

SM Monitoring tools with descriptions



SM Monitoring tools with descriptions• 14. Alerti – A social monitoring and engagement tool that will keep you updated

about what‟s being said about you, your business or brands. It‟s a search engineenabled tool that scans the information from social networks, blogs, press releases,videos and much more.

• 15. CoTweet – Helps you to handle one or more twitter accounts, track & analyzeconversations at the same time.

• 16. Shoutlet – Shoulet is a social campaign tool that comes with some powerfulfeatures such as Social Switchboard, Social Canvas, web apps & contents, socialprofiles, analytics, and social enterprise; a complete solution for your social mediamarketing activities.

• 17. Radian6 – Radian6 monitors social media presence and lets you analyze yourbrand, industry and competitors.

• 18. Vitrue – It helps you communicate with your fans, spread your status updatesacross twitter, facebook and youtube. A mobile application enabled tool, Virtueallows you to monitor and manage social media activities from different locations.

• 19. Wildfire – A powerful tool to monitor and engage your audience of top 4 socialnetworks. WildFire can help you build and engage with your audience, track &analyze campaigns with powerful analytics and also customize your branding.

• 20. Engage121 – Engage 121 is a social and easy-to-use tool for social mediaengagement and monitoring. Integrated with all major social platforms to build andmeasure your social media presence.

• 21. Social Miner – Cisco Social Miner is a unique social media customer caresolution that communicates with your prospect customers across social channels. Itresponds to real time queries, works on your behalf to develop and monitor your

social presence.

SM Monitoring tools



SM Monitoring tools

Advantages and Disadvantages of SMM




5 Must-know Advantages of Social Media:

• When using social media for marketing products, social

media could be easily utilized to create cost effectivestrategies and campaigns that can create viral results.

• Social media has the power to drive traffic to your website,blog, articles, etc.

• Social media is able to bring people together , especially

when promoting global products or cause-related campaignsand ideas since it allows people from the differentgeographical location to meet at a single point and expresstheir views.

• Social media could be the spark you are looking for toattract attention to your site, product or service. It could alsobe used to further build loyalty and long-term relations withyour audience.

• Social media marketing could always be a fun and creative

method of doing business.




Advantages and Disadvantages of SMM5 Must-know Disadvantages of Social Media:

• The wrong online brand strategy could put you at a viralsocial disadvantage and may even damage your

reputation, i.e, when you make a mistake offline, a few willknow but when you make a mistake in front of hundreds orthousands of you online audience, most of them will know!

• Using social media for marketing and advertising could bemore time consuming than companies expect.

• In order to get social media‟s full effect, you need tounderstand how it works, when and how to use it andwhich channels to focus on depending on your end goal ofusing social media.

• Social media can have a negative influence on worker

productivity. Employees may waste valuable time usingsocial media channels such as Facebook and Twitter. Theycan also use social media to attack the company‟s reputation!

• When social media is used excessively or in the wrong way, itcould have serious detrimental outcomes on both mental and

even physical health of individuals.



Marketing using Mobile PhonesThe rise of mobile marketing – it’s happening & fast.

The growth of mobile marketing is moving 8x faster

than the growth of the internet itself. That’s fact isbacked up by the famed Eric Schmidt, Google’s

executive chairman – so it’s one to take note of!

arac er s cs o o e ar e ng




Ubiquity : you can reach your target audience wherever they are andwhenever you want.Personalization: Usually mobile phone is used by the owner and is not shared.People as well personalize their phones. Hence, it is a very effective toolthrough which you can send customized information. EG: Dominos Pizza‟s

mobile ph app where you can check the status of the pizza as well afterordering using all customization options.Two Way Communication : interactive

Localization: companies can identify geographical positions of the targetaudience using GPS/ FB check in. Hence, location specific products can beoffered to potential customers.Convenient for Customers

A mobile-enabled website makes it easy for customers to browse websites on

mobile devices. If your site is not mobile ready, users will have to pinch, zoom,and scroll all over your site.

Also, being able to show a coupon on your phone to the store clerk saves yourcustomer time and money. How many times have you left the coupon in the caror at home?





Time spent: people are always hooked on mobile sets whenever they aren't doing much.

And the availability of wifi system has accelerated this phenomena. 23% of a

consumer's time each day is spent using apps (if they have an app-capable device)Fun Having interaction and getting users involved dramatically increases results.Sweepstakes, polls, and contests have all been used successfully to build customerlists.

Examples of these include asking people to text in their vote, or to enter a drawing for achance to win an iPad, or to come up with the best caption for a photo.

Exclusive Encourages people to opt-in to your offer, when you give them an exclusive special. Anexample would be "Text FREE to 12345 for a free cup of coffee."

Not Spam Successful mobile marketing campaigns ask for permission. They‟re transparent and

also inform the user that additional data or text messaging charges may apply. Theymust also tell the user how they can be removed from the list. This makes the target

developing favorable attitudes towards your brand.

Concept of QR codes



Concept of QR codesQR Code (abbreviated from Quick Response Code) is the trademark for a type ofmatrix barcode (or two-dimensional code) first designed for the automotive industry.More recently, the system has become popular outside the industry due to its fastreadability and large storage capacity compared to standard UPC barcodes. The codeconsists of black modules (square dots) arranged in a square pattern on a whitebackground. The information encoded can be made up of four standardized kinds("modes") of data (numeric, alphanumeric, byte/binary, Kanji), or through supportedextensions, virtually any kind of data.

Companies can use the scan of QR codes to increase market share: ref case: Tesco inSouth Korea

Pros and Cons of Mobile Marketing



ros an ons of Mo Mar t ngPros:

•High penetration of devices with twice as many cell phones asPCs.

•Web searches on mobile devices will eventually exceed searcheson PCs.•Access to many international consumers who can‟t afford PCs

•Mobile phones can receive input anywhere-anytime, enabling

location-specific and behavioral targeting for local businesses.• A cell phone is a very personal device that people take with themwherever they go, making it easy for marketers to develop arelationship with customers through this medium.•Carriers have customer data and location information potentiallyavailable for targeting.•Personalization, immediacy, and interactivity of mobile adsencourage response by consumers on the go.•Preliminary data show good response rates for mobile campaigns

(5% click rates vs. 1% for conventional web ads).

Pros and cons of mobile marketing



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Pros: •New tool for brands and advertisers to reach new customers andtarget specific audiences.•Smartphones and iPhone to enhance mobile surfing, promotingmobile marketing success.•Messages sent to a mobile phone are more likely to be read thanemail sent to a PC, which can get caught in the spam filter.

•Mobile marketing campaigns are highly targeted and are opt-in,making them more effective than other forms of advertising.•Mobile marketing can help build a customer database. Oncecustomers opt in to receive an ad, you can use the information for

loyalty marketing and customer retention.•Mobile marketing can help generate buzz about yourproducts/services because your offers will reach consumers whilethey are actively shopping, socializing, and making buyingdecisions.

Pros and cons of Mobile Marketing



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Cons: •Current WAP technology inadequate, discouraging websearching and surfing.•General intolerance of advertising messages on a personaldevice.•Current carrier-imposed “walled garden” approach prevents

unfettered mobile web access.

• Adaptation of content and messages to the mobile web results inpoor user experience.•Scarcity of mobile web sites (only 8% of 1,000 top U.S. brandsoffer a mobile site).

•Current low usage of WAP-based mobile search doesn‟t supportinvestment in creating mobile sites because traffic volumes arelow except on search portals and other high-volume sites.•Trial and error period required for mobile marketers to learn howto succeed in mobile marketing, which differs from the traditional

web marketing.

Pros and cons of Mobile Marketing



gCons:

• Advertisers are wary of consumer privacy issues.

•FCC yet to rule on limiting use and release of customer data,including location information.•In April, FCC released order requiring mobile marketers to obtainexpress consent from customers before carriers can release data

and to make it easy for customers to opt out.•Mobile marketing is fragmented and complex because of manydifferent handsets and carriers, different types of functionality, anddifferent preloaded apps (i.e. Google Maps on iPhone).•Currently, reach is low because consumption of mobile content is

small (10% of subscribers), and penetration of 3G devices is stilllow in most countries.•Establishment of reliable measurement and metrics foradvertisers to measure mobile ad effectiveness is needed.

Successful Mobile Marketing Cases



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Mars – Candy giant Mars ran a mobileadvertising campaign for its M&Ms brandto increase awareness and sales leading

up to Easter.The M&M mobile ads let users learn abouthow to incorporate M&Ms products intotheir Easter dessert recipes.The ad campaign involved mobile bannerads and sponsorship within the TodayShow iPhone application.The mobile ad led users to a mobile sitewhere they were able to view four Easter-themed recipes.Each recipe showed users a picture of the

finished product, the ingredients, preptime and how many servings a recipemakes.Mars took advantage of a mobile device‟s

small screen added engaging content tokeep users interested in the brand.




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Lionsgate – This year, movie studios have beenincreasingly using mobile ads to drive awarenessand sales for their upcoming films.

Lionsgate is no stranger to mobile so it was notshocking that the company used mobileadvertising to promote its most anticipated film ofthe year, “The Hunger Games.” The company used Moviefone‟s iPhone app to

boast awareness of the film.The mobile ad let consumers follow the film onFacebook, watch a trailer and browse showtimes.When consumers tapped on the Facebook tab,they were redirected to the movie‟s social page

where they could “Like” the film. The company was smart to run the mobile adcampaign within Moviefone‟s iPhone app

because consumers are already looking up filmswhile they are there, so the ability to reach themand tell them about the new movie was a smart

move on Lionsgate‟s part.




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Butterball – Butterball stepped into the mobileadvertising arena with a mobile ad campaignthat offered users helpful turkey tips,

promotions and recipes.The mobile ads encourage users to celebrate

everyday with Butterball. It was well-executedas it took consumers to a mobile-optimizedpage that included videos.

The videos helped users find the perfect turkey,learn how to thaw it and how to stuff it.

Butterball is a popular brand and nowadaysmany consumers are unaware of how to cooka turkey or do not know how to pick the rightone.

A mobile ad campaign such as this helps thecompany build a relationship with theircustomers, as well as educate them on thebest ways to use its products.




gChapstick – Chapstick was smart when it ran a full-

page, audio and mobile banner ad within Pandora‟s

iPhone application.The company seldom tipped its toes in the mobile space,

and the campaign helped Chapstick builds its socialand mobile presence.

Chapstick‟s mobile ad campaign aimed to increase the

company‟s relationship with fans. When users tapped on the mobile ad they were

redirected to the company‟s Facebook page.

There, consumers were encouraged to “Like” Chapstick.This not only helps build the company‟s relationship

with consumers, but also lets them learn more aboutits products.

The company also launched a branded radio stationwithin Pandora to continue its engagement withusers.

Facebook likes and increasing its social presence via amobile campaign.

The company is running full page and mobile banner adswithin Pandora‟s iPhone application. In addition,

Chapstick has also launched its own radio station tofurther engage consumers.




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KFC – Fast food giant KFC proved that it got soulwhen it ran a mobile advertising campaign thatpromoted its Classic Chunky Chicken Pot Pie.

The company is no stranger to mobile and used themedium in the past to build a one-on-one relationshipwith consumers. KFC also used Pandora‟s iPhone app

to target consumers and rolled out a dedicated radiostation that featured groovy tunes which went hand-in-hand with the Chunky Chicken Pot Pie promotion.

What is great about this particular campaign is thatthe company also placed QR codes on its beverage

products to promote the new meal and entice

consumers to sign-up for a sweepstakes giveaway.

Incorporating mobile ads into a multichannel campaignis an effective way to reach consumers on different

channels.




g

McDonald’s – Fast food giant McDonald‟s

is no stranger to mobile advertising.In fact, whenever the company has a new

product it uses mobile ads to help get theword out.For this particular campaign, McDonald‟s

used a mobile ad to entice users to try thecompany‟s dollar menu items by playing a

word scramble game.

In addition to learning about the dollarmenu items, users had the option offinding the nearestMcDonald‟s location to try the menu items

in person.The McDonald‟s ad campaign was based

on the idea of educating users on thedollar menu items by testing them on theproducts with a group of mobile games.By incorporating a game in a mobile ad,McDonald‟s was able to engage its

targeted users for a longer time period.




gSay Goodbye with David Beckham

A great, earlier example of mobile marketingdone well from Motorola in Japan. Thecampaign was run by Ogilvy and used mobile

to extend the experience of saying goodbye tosomeone at the airport in a new way. They usedcelebrities David Beckham and Jay Chow tofront the campaign and allowed users to puttogether goodbye messages that were shownon giant screens in the airport.

Passersby could do this in two ways. Theycould either take a picture on their mobile andsend it along with a message, or have a specialmessage recorded by David Beckham and JayChow, which was played to people at theairport. Cleverly, these special messages werescreened in the departure gates, so even afteryou‟d said goodbye to someone at security, you

could still send them something a little bit extraspecial. The actual mechanic was also left asopen as possible, with people given the option

send messages via SMS, MMS or Bluetooth.

http://www.youtube.com/watch?v=P7Z7lajArDY




g

Cornetto Projection Mapping

This is a cool street campaign from Cornetto in Turkey, implemented by Unilever. Toraise awareness of Cornetto Ice Creams, it developed a game that was playable via

projection mapping over 3 days in a central square in Istanbul. The interactive game wasplayable by a passersby who had to call a number to enter, which then enabled them tocontrol a character within the game using the keypad on their phone. The game wasonly playable by 5 people at a time, encouraging people to watch the action while theywaited their turn. If you were successful, you got a code on your mobile phone whichyou could redeem for a free ice cream.What I like about this campaign is that it was about the experience offered to users, asopposed to offering a big reward as the incentive. As it was playable just using thekeypad, it also opened up the game to nearly all mobile users, as you didn‟t need an app

to access it. You can see the campaign below, if you can handle the cheesy music! Skipto around 40 seconds to see the game itself.

http://www.youtube.com/watch?v=yb16t9CDprQ




g

Dual Screen from Heineken

Heineken recognized that many people access their mobiles while watching TV anddeveloped a real-time game around the Champions League. StarPlayer is a mobile

game that was developed to allow fans to interact in real time, as the game reacted towhat was happening in the actual game. Users could only unlock a game about 10minutes before the actual UEFA game started and then had to answer a series ofquestions based on the real time game play. The questions were predictive, asking fansabout action in the game such as corner kicks or whether an attempted goal was goingto go in. It was certainly a risky strategy, as you faced the possibility of the mobile gamegoing down during the actual game, but this paid off for Heineken. The Starplayer gamewas also playable through their Facebook Page.

http://www.y

outube.com/watch?v=XP5yySEZub8

Mobile Analytics



• Adobe mobile Analytics.

• Flurry Ad Analytics• Zippy Mobile Analytics

• Claritics Mobile Analytics

• etc

y

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