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the case for mobilemarketing in pakistan?
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Did you know
There are 20 Million television sets inPakistan
There are 15 Million news paper readers
in Pakistan
There are 7.5 Million radios in Pakistan
There are 25 Million internet users in
Pakistan There are 100 millionmobile users in
Pakistan
There are over 100 million handsets
The Mobile phone is now the mostly widely availablemedium for reaching your customers and prospects in
Pakistan!
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Did you know?The mobile phone is the single most often
viewed device in the worldThe mobile phone is the only device whichpeople carry with them over 15 hours a day
The mobile phone is normally within arange of 2 feet from the user throughout 24
hoursThe mobile phone is heavily relied on forcommunications, information, news,
entertainment, email, personal datapictures, videos, applications, and
everything under the sun !You may leave home without your wallet but you will never get far without yourmobile!
The Mobile phone is now the most effective medium forreaching your customers and prospects in Pakistan!
ImmediatePersonal
&Always!ith you
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TIME TO TAKE IT SERIOUSLY?
The Mobile as a
Marketing Media
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Pakistan Conventional MediaOptions
E-mail Limited, SPAM issue, notread in real time
Web Limited internet connections,
need computer Need literacy
Television Expensive, time specific, waste, one way,
Radio Limited audience,
geographic, waste, one
wayNewpapers
Expensive Limitedreach,
Outdoor
Expensive, limited reach
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Disadvantages ofConventional Media
Television
Temporary Requires multiple exposure
Preferred Ad times and slots are oftensold out far in advance
Limited length of exposure, usually30-40sec limiting the amount of
information to convey Relatively expensive in terms of
creative, production and airtimecosts
R ad io R a d io liste n e rs a re sp re a d
,ov er m an y station s yo um a y h a ve to a d ve rtise
sim u lta n e o u sly o n se v e ra l
sta tio n s to re a ch th e ta rg e tau d ien ce
Liste n e rs ca n n o t g o b a ck toy o u r a d s to g o o v e r
im p o rta n t p o in ts
A d s a re a n in te rru p tio n in th ee n te rta in m e n t so a ra d io a dm a y re q u ire m u ltip le
exposure
R ad io is a b ackg rou n d.m e d iu m M o st liste n e rs are
d o in g so m e th in g e lse w h ile,liste n in g w h ich m e a n s th a t
/e w sp a p e rs M a g a zin e sExpensive Ad space
Ad has a short shelf life
You may be paying to send your message to a lot
of people who will probably never be in the.market to buy from you
,Highly visible medium so competitors can quicklyreact
Newspapers are facing declining readership andmarket penetration due to internet
Plans are needed to be made weeks or months inadvance
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Mobile Media Channels much morethan just SMS!
MMS
AP 2SMS
IVRApplications
dle Screen
BluetoothRBT
Mobile
MobileMobileMobileMobile
MobileMobile
CHANNELS
idest reachImmediatePersonal lways OnMultimedia -Way eal TimeEngagement uickDeployment easurableImpact
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AN INTRODUCTION
Mobile Marketing
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What is Mobile Advertising
Any advertising or promotion messagethat:
Is delivered on to a mobile device or
Is accessed through a mobile device
Presents an effective & efficient medium
for targeting potential prospects.
New Locally but Internationally M-Ad hasbeen used efficiently by InternationalBrands such as Coke, Nike, BMW andmany more in countries like United
States, European States, Asia(Malaysia, India etc)
Most efficient means for advertisers toreach an estimated 100 millionmobiles consumers in Pakistan.
That too, within an appropriate segment(profiled) with an appropriate
message (simple text or multimedia)at the appropriate time (consumer
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Mobile Marketing is highly interactive and leads tohigh level of involvement by the advertiser and theconsumer
Interactivity of push, pull and dialogue campaigns (Jelassi & Enders, 2004).
Pushcampaigns ialoguecampaigns
Traditional( -non
)interactivecampaigns, ,TV radio
Pullcampaigns
ow Highonsumer activity
High
Advertieractivity
Low
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MoreLoyalty
MoreExposure
MoreSales
MoreBranding
MoreResponse
More-Involve ment
MorePrecise
Targeting
Immediate&Personal
Mobile MarketingBenefits
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&Mobile Advertisement IntrusionPerception
72% Positive towards receiving mobile r eminders about dental ormedical appointments
%72 Are positive towards receiving booking information about atrip prior to departure
%71 Are positive towards receiving info of post package
arrivals%64 Are positive towards receiving public service information
via the mobile phone
%40 Are positive towards receiving discount coupons andvouchers from stores where they usually shop
%30 Are positive towards receiving the best 10 offers on theirmobile phone when arriving at a shopping mall
Source : Telenor-MORE Research
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Boards Movietheater
Mobilewithperm.
News-papers
Internet Radio DM(traditionalmail)
TV Mobilewithoutperm.
11%
21% 21% 22%
42%
46%50%
61%66%
I ntrusive level of Different Ad ChannelsMobile marketing with permission is not
!intrusive
Source : Telenor-MORE Research
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Outdoor advertising
TV commercials
Mobilemarketing
Web
Interactivity
Loca
ti
on
& Both location aware interactive themost effective marketing medium
M bil M k ti i
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MobileLearning
MobileLoyalty Clubs
Mobile-In Store
MobileCampaigns
MobileArena
MobileStrategy
MobileReminders
Mobile
relations
Mobile Marketing ismuch more than just
!SMS advertising
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YOUR NEXT STEPS FOR MOBILE
ADVANTAGE
Mobile Marketing
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Mobile Advertising is taking offworldwide Revenues in US$ millions
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Globally most major brands areadopting mobile marketing
Nike uses mobile to promotnew sportswearcollection
-Jaguar used M Ad to a target
,audience that was male 35 to,54 years old and with a high.level of household income
Hyundai targeted a very different
,segment new drivers in the 18 to 24.demographic
Diageo launched a special mobile campaign to,promote their leading vodka brand
Smirnoff using Vodafone
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Remote controlin life
Check youruniversity
lectures andyour latestexam result
Find theclosest
McDonalds
-Sign up to testdrive a new car
Receive asponsored humor
clip every Friday
See trailers anddo a reservationfor the new movie
Scan a barcode
and download avideo clip
Receiveinfo if you
flight isdelayed
Training on safteyissues when working
on a gas station
Receive offers from
your favorite bookstore
Globally most major brands are adopting mobilemarketing
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In Pakistan Mobile Marketing is alsotaking off
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CONTACT US
WWW.MAD.COM.PK
Take the Next StepTowards Mobile
Advantage
http://www.mad.com.pk/http://www.mad.com.pk/