Mobiie aiiows brands to target subscribers with anytime, anywhere marketing. Industry has experienced near-hockey-stick verticai growth. In the u.s., text campaigns (sms) have experienced approximateiy 200 percent growth in adoption.
Mobiie aiiows brands to target subscribers with anytime, anywhere marketing. Industry has experienced near-hockey-stick verticai growth. In the u.s., text campaigns (sms) have experienced approximateiy 200 percent growth in adoption.
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Mobiie aiiows brands to target subscribers with anytime, anywhere marketing. Industry has experienced near-hockey-stick verticai growth. In the u.s., text campaigns (sms) have experienced approximateiy 200 percent growth in adoption.
Direitos autorais:
Attribution Non-Commercial (BY-NC)
Formatos disponíveis
Baixe no formato PDF, TXT ou leia online no Scribd
Mobe aows a brand or content provder to target subscrbers wth
anytme, anywhere marketng. A consumer's mobe devce s aways on and aways connected. That means aways avaabe. Brands can now access consumers when they're at home, at work, n the car, traveng, and so on. These consumers are n compete contro of ther mobe experence. When they choose to be engaged, they're more key to want to buy. When ntegrated nto a cross-meda marketng communcatons campagn, mobe provdes consumers wth a fexbe new medum to target. The ndustry has experenced near-hockey-stck vertca growth. In the U.S. aone, text campagns (SMS) have experenced approxmatey 200 percent growth n adopton n the ast year. No other marketng medum, not the Internet, out of home, or prnt, has experenced ths eve of adopton. And ths s ony begnnng (text messagng s ony one aspect of the mx). Mobe aows brands that have reed on tradtona channes to create a more drect, sustaned reatonshp wth consumers. Mobe Accord targets ts mobe marketng busness toward nonprofts (NPO). They now have a more cost-effectve means to target subscrbers. Mobe provdes a far more cost-effectve channe than drect ma or teemarketng campagns, whch have tradtonay been used by the nonprofts. For the non-mobe savvy, however, the terms and perceved compexty of the ndustry appear dauntng. Wth abbrevatons ke "SMS," "PSMS," "WAP," and "MMS" and terms such as "mobe vdeo" and "mobe 1 advertsng," how does a brand begn to aunch a mobe marketng campagn? In fact, t's very smpe. The key terms: SMS (short message service): Ths s often referred to as "text" or "text messagng." It's the abty to send text-based messages person to person (P2P); from person to appcaton, such as a votng appcaton (P2A); or appcaton to person, as wth an acknowedgement or nformaton (A2P). PSMS (premium SMS): Premum means the servce user w be charged an ncrementa fee nstead of the basc text charge. The transacton usuay nvoves partcpaton n a program, purchase of a rng tone or wapaper, or somethng smar. WAP (wireless application protocol): WAP s smpy the wreess Web. When you access an Internet sesson on your mobe devce, you access va a WAP sesson. MMS (multimedia messaging service): Ever taken pctures wth your phone and sent them to frends or e-maed them? That's MMS. Mobile video: It's exacty what t sounds ke: watchng TV, musc vdeos, commercas, and so on from your mobe devce. Mobile advertising: Lke Internet or TV advertsng ntatves, ths s the abty to offer a ca to acton or brand banner wthn the mobe appcaton, whether t's mobe Web (WAP), text messagng (SMS), pctures (MMS), or vdeo. Short codes: Ceuar servce provders offer short codes, made up of four-dgt numbers. Short codes can be used for votng, pong, 2 contests, surveys and drect marketng. They drect responses from mobe users to a database at the teecom operators' end, whch s then anayzed. The data sourced from short codes can be used to track spendng patterns. Indvdua tastes as we as the needs of mons of users can then be determned. SMS marketng offers rea-tme nformaton about the target base, s personazed, accurate and quantfabe. It s aso ocaton-senstve, hence advertsers can evauate demographc charts. Mobes enabe a marketer to reach out to a nche audence and dever resuts n shortened tme frames and qucker response tmes. Marketers who have used t are aware of ts compettve advantage, avaabe teray at the push of a button and have nssted on ntegratng the 4-dgt short codes consstenty across a campagns. Currenty, short codes aow mobe users to downoad rngtones and pcture messages and even partcpate n tee-votng. Even at Rs 6-10 per rngtone, there are many takers. There are around 80,000 downoads a month. Per month, spce Teecom Company earns Rs 8 akh-9 akh |ust from short codes. Tee-votng appcatons have aso successfuy combned the reach of the TV and mobe to enabe an nteractve medum. Taent hunt shows such as lndian ldol have evoked a good response. Each short code attracts around two akhs SMSs per month. The lndian ldol seres receved around 5.5 crore SMSs per day. 3 Enterprise branding: A new trend n ths doman s the use of short codes by enterprses. Bankng, nsurance frms and arnes use ths servce to engage new customers. Companes are aso attemptng to market new products, such as a new credt card. The output of these tras s not up to the mark, though. Whe Boywood and TV channes have popuarzed the use of short codes, new payers such as consumer durabes and FMCG companes are aso gettng nto SMS advertsng. Mobe marketng ncreases return on nvestment of a marketng campagns when ntegrated wth prnt, rado, teevson and promotona marketng. Personal, private: As mobe phones form an ntegra part of consumers' ves, advertsements can aso be personazed. They aso reach out to customers advertsers fnd hard to contact. The ce phone s a persona agent, a hotne to our customers. Wth mobes, we can reach them 24x7. The ad ndustry s aso facng a hurde - many mobe users do not apprecate push-based SMS marketng. Most fee t s an ntruson nto ther prvacy. The chaenge s to ensure that the advertsers make the SMS more engagng. Accordng to a study conducted by Lntas Meda Servces, 66 per cent of Indan youth were wng to accept advertsng through SMS on ther ce phones. Any form of promoton nvovng a scratch card or a contest form exctes the consumers; there s aso a greater ncnaton to partcpate usng nteractve meda, namey, SMS and e-ma. 4 On average, an lndian mobile user gets six SMSs and sends four a day. Brands are taking advantage of this to reach customers in newer ways. IT sts pretty n your pocket, buzzng wth nformaton on new deas and offers. It's one of the atest meda the advertsng ndustry has ht upon a quck and easy way to reach consumers. The short messagng servce (SMS) on your mobe phone offers advertsers a smpe method of reachng mons. Accordng to the Teecom Reguatory Authorty of Inda (TRAI), the number of mobe users at end-November 2005 stood at a tte over 7 crore. The Indan advertsng ndustry tsef s worth over Rs 13,000 crore. Of ths, SMS marketng s pegged at around Rs 1 crore, but s growng at a scorchng rate. Teecom companes such as Bhart Teeventures, Spce Teecom and 5 Tata Teecom have |umped rght nto ths msson. Around 60 per cent of ther revenue from the text messagng servce comes from SMS advertsng, say ndustry experts. The teecom ndustry can reap benefts from SMS marketng as ong as text messagng remans the number one data servce avaabe across socetes Accordng to a survey by Swedsh mobe communcatons company Smart Trust, messagng servces and WAP (Wreess Appcaton Protoco) have become hugey mportant to operators keen to rase average revenue per user. MlSCONCEPTlONS ABOUT MOBlLE CHANNEL There are a few msconceptons about the mobe channe. Let's straghten them out wth the facts: Belief: Mobe s best suted for the teen market. Fact: Though mobe s certany better suted for those 35 years of age and under, t certany spans age groups. New campagns and ntatves are focused on the oder demographcs and ncude automotve campagns, oyaty programs, fundrasng, and sports and 6 entertanment marketng. The mobe demographc s begnnng to skew more broady, so don't fee restrcted by age. M: Metrcs research aso shows the ma|orty of mobe users are empoyed fu tme. That means the mobe demographc has a hgher bass of dsposabe ncome. Determne your segment, and deveop the campagn accordngy. Belief: Mobe s an extremey dffcut channe to use and s hard to understand and navgate. Fact: Due to the commonaty of standards and the adopton of ndustry best practces, mobe s a very easy channe to use, once you fnd the rght partner to hep gude you through the process. Belief: Mobe makes for fast campagn depoyment. Fact: Mobe marketng programs do requre ead tme and may even requre more ead tme than you antcpate. Pan accordngy. Integratng mobe nto a campagn requres as much prepannng as prnt or TV. Bottom line: addng mobe to your ntatves s a process of teratve refnement, not reckess creatvty. The mobe channe offers substanta benefts to agences, brands, and consumers. Mobe s now a manstream marketng eement. WHAT MOBlLE MARKETlNG lS ALL ABOUT7 Mobe marketng s a part of ntegrated marketng communcaton that provdes a eve of nteracton and drect connecton wth end customers. The ease of one-to-one communcaton has popuarzed mobe marketng greaty. A study conducted by mobe agency Enpocket and research frm 7 ICM ntervewed over 5000 end customers and covered a seecton of 150 mobe marketng campagns. The study showed that brand awareness n mobe marketng was 12 per cent hgher than that n rado and teevson campagns. Accordng to Forrester Research, mobe marketng response rates are up to fve tmes hgher than those of drect marketng. The average response rate to an SMS campagn s some 8-11 per cent and average campagn cost s reatvey ow. To put t smpy, mobe marketng s a about makng effectve marketng campagns by usng mobe messagng as a channe between a brand and a consumer. By sendng marketng messages about a brand, the busness owner can use mobe marketng as a drect, mmedate and persona nteractve channe to the consumer. Ths can be used n a number of ways, such as customer acquston and retenton, oyaty programs, product aunches, brand-awareness, redempton and m-coupon servces. Mobe marketng can aso be effectvey used for drect marketng that can earn revenue n eu of news and nformaton servces. Ths can aso be used for tme and ocaton specfc promotons. Mobe marketng s effectve enough to bud a two-way reatonshp between the brand and the consumer, and serves to generate greater consumer awareness and purchase ntentons. MOBlLE MARKETlNG GlVES AN EDGE Keepng n mnd the growng popuarty of mobe phones, ts understandabe that marketers take mobe marketng as a great busness 8 opportunty. Mobe marketng can yed postve resuts for some customers, but, at the same tme, mght annoy other customers. It can consodate, but aso destroy a reatonshp between a brand and a prospect f not used propery. It s mportant to understand how mobe marketng can work effectvey: Personal touch: As mobe phones are supposedy persona toos, the mobe numbers are ke ID cards. Ths gves marketers a possbty of precse targetng. Ths heps n makng a persona connecton wth the customer. Direct: Wreess communcaton s person to person and n context wth mobe marketng, t s company to person communcaton. There s no ntermedary, no dstrbutor, no retaer between the brand and the consumers. lmmediate: Mobe marketng has the advantage of speed of communcaton. Numerous messages can be sent n a second to varous users. Reliable: Ths s a reabe method and gves the busness owner a chance to know and montor when a message s devered. Two way: Mobe marketng factates two-way communcaton. The marketer or busness owner can tak and can sten to the customer. You can even engage them n a reatonshp wth your brand through a drect and persona nteracton. * Measurable: Ths provdes you a chance to montor your campagn wth extreme precson. The response rate and response tme can be qucky measured. 9 PLANNlNG FOR MOBlLE MARKETlNG CAMPAlGNS Mobe marketng campagns need to be extremey focused so that the marketer hts the target n the frst pace and avods wastage on mobe cas and SMS. Aso, the quaty of the message forwarded must be mantaned. For a company ntatng mobe marketng, meda creaton and campagn support as we as technoogy aspects must be taken nto consderaton. Ensure that you make suffcent use of databases to get the best return on nvestment. Some mportant ponts that one needs to keep n mnd are as foows: Consultancy and campaign planning: Ideay, a consutant can hep n streamnng a the work reated to database sourcng, copy wrtng, brandng va mobe, nteractvty, MMS desgn, premum rate, IVR ntegraton, market research, etc. To avod unnecessary compexty, customzed programmng for nteractve marketng campagns such as Txt n Wn compettons, quzzes and nstant prze draws can be mpemented. Other attenton drawers are appcatons ke SMS games, pos, votng soutons and market research. The recent success of a TV programme, Indan Ido, was argey due to the effectve use of a mobe votng campagn. Technology aspect: Technoogy awareness s a must. To ensure hgh-quaty SMS devery at ow cost, you must personaze messages, premum SMS short codes and devery reportng. Mobe CRM s mportant to generate an opt-n mobe database, amend exstng databases wth mobe records and to run ones own mobe CRM programme. Usng 10 features ke mobe entertanment, mobe votng, mobe coupons, mut meda message (MMS) s aso mportant. LlMlTATlONS OF MOBlLE MARKETlNG Mobe marketng has come up as an mportant campagn too, but t has some restrctons whch have to be kept n mnd by the marketers and the busness owners: Its not a mass marketng too, as t woud be too expensve to reach out to the mass audence on the mobe phone. Aso, ths aows brands to dever a message that s coser to the concept of persona seng rather than that of advertsng. An SMS has a mted ength, 160 characters. The mtaton s that message needs to be confned to 160 characters ony. An unsocted commerca message coud harm the reatonshp between your brand and the audence. The uneducated peope who use mobe but cannot read the message w have no effect of these messages on them. A sad and done, mobe marketng has come up as a great marketng medum. Accordng to a survey conducted recenty, more than eght mon peope are usng mobe phones n Inda, whe 60 per cent of the mobe phone users prefer to communcate usng SMS or text messagng. Ths speaks a ot about the potenta of mobe marketng 11
WHY lS MOBlLE MARKETlNG lMPORTANT7 Text message aerts on your phone are great, especay f you're runnng around. Not a phones have e-ma access, but every (ce) phone has text messagng. Text messagng has evoved nto a powerfu non-voce form of communcaton for ce phone users, especay younger subscrbers who ove to trade short notes and updates. The practce has grown n |ust a few years to the pont where more than one-thrd of ce phone users reguary send and receve text messages, most of them persona. Now busnesses, governments and nonproft groups are ncreasngy fndng t handy to provde a wde array of servces and nformaton. In the process they are fndng out that text messagng can reach an unusuay arge audence, s easy to use and offers an mmedacy not found n voce cas, e-ma or nstant messagng. Aready textng, as t s commony caed, s beng used to hande a number of tasks, from deverng bank account baances and dspensng medca advce to coordnatng emergency response and provdng coupons and marketng ptches. Text messagng had an nauspcous debut n the 1980s when phone companes used t to aert ce phone users about ncomng voce mas. By the 1990s, text messagng caught on n Europe, where t fourshed as a ow- cost aternatve to reguar phone cas. Text messagng has been more 12 popuar n Europe and Asa, where 70 percent or more of ce phone customers use t. In some countres, ncudng Ireand, more than 80 percent use text messages. But t hasn't caught on as qucky n the Unted States, n part because peope coud not send messages to subscrbers of a dfferent ceuar servce unt rather recenty. The reatvey ow cost of voce mnutes n the Unted States compared wth other countres aso kept U.S. subscrbers from takng up the habt. Mobe marketng s mportant because of foowng reasons: 1) Text to anyone: Ths changed some years ago, when textng caught on wth teens and young aduts after phone companes began aowng text messages to fow between ther networks. Teevson shows ke "Amercan Ido," whch aows vewers to text n ther votes, have aso gven the medum a boost. Now, about 35 percent of mobe phone users text at east occasonay, payng ether 10 cents a message or a fat monthy fee for unmted messages. About 48 percent of peope sad they w probaby use text messagng n the comng year, accordng to M: Metrcs, a mobe marketng research frm. Accordng to the wreess ndustry assocaton CTIA, 9.8 bon messages were sent n December 2005, up from 2.1 bon n the same month n 2003. Textng s one ma|or factor behnd the runaway popuarty of ce phones. There are 215 mon ce phone users n the country, compared wth 204 13 mon Internet users. Companes, banks and government agences are ookng for ways to expand ther use of text messagng. eBay sad ts customers can now receve text aerts when they are outbd for an aucton tem. They can aso re-bd va text message. Googe and other search companes ke 4INFO have begun usng text messagng to dever search resuts over a mobe phone. Arnes ncudng Southwest, Unted and Amercan offer text message aerts about fghts. Banks and other fnanca groups are aso gettng nto the act. Secure Wreess Transfers of Orange County s a new company that w provde bank account and credt card baances va text messages startng next month. It w aso send aerts about account actvty. San Mateo's Cckate, one of the eaders n brngng text messagng to the corporate word, heps FedEx aert customers when a package s about to be devered. They've aso enabed securty frms ke ADT to notfy homeowners when ther burgar aarms have been trpped. Peter De Vers, CEO of Cckate, sad text messagng s an dea way to contact peope because the message w reach them wherever they are n the prevous word, you woud ca someone's home or offce. Now wth mobe phones you're contactng an actua person. We're communcatng wth peope, not paces. 14 2) Powerful marketing tool: It's certany proven popuar wth for peope who want day feeds on everythng from weather, news and sports to Bbe verses. Text messagng s aso becomng a powerfu marketng too. In ts Word Cup commercas, Addas ncudes a fve-dgt short code. A short code s a way that companes and organzatons can dever nformaton to peope. When a person sends a text message to a short code, the company w repy wth nformaton or an nvtaton to receve future updates and offers. Snappe recenty started a campagn where customers coected raffe numbers from ther botte caps and partcpated n drawngs va text message. Move posters are startng to sport short codes that provde nformaton about the move. Enpocket, the Boston mobe marketng company behnd the Snappe campagn, s aso workng wth severa East Coast rado statons to et peope request songs va text messages. The statons message the stener 15 mnutes before ther song s to be payed. Wth text messages, you can send messages and you can get an nstant repy. The phone becomes a remote contro for fe. In Inda many rado staton accepted song request through messages, for eg. Rado cty, Red FM etc. Government agences and nonproft groups are aso reazng the advantages of textng. San Francsco's Pubc Heath Department recenty began offerng nformaton about sexuay transmtted dseases va text messages. Startng ast year, ce phone subscrbers coud sgn up for Amber Aerts about 15 mssng chdren. And the San Francsco Neghborhood Parks Counc ran a dsaster dr n Apr n whch dozens of vounteers reported condtons from around the cty usng text messages. 3) Emergency uses: Messages are a vauabe emergency too because they are more reabe than phone cas and use ess battery power. After Hurrcane Katrna, most voce cas faed to connect but text messages coud be devered. Durng Katrna and the London subway bombng, the ony way peope coud communcate was over text because the voce nes were |ammed. It remaned open or ddn't doesn't get cogged up as qucky. Text messagng aso s credted wth nfuencng eectons n the Phppnes, Span and South Korea. Experts sad t w be ony a matter of tme before text messages pay a roe n U.S. eectons. One of the organzatons ookng to take advantage of that potenta s San Francsco's Musc for Amerca and ts nonproft arm MFAC3, whch recenty began enstng muscans to get peope to regster to vote va ce phone. An artst at a concert can now drect peope to text a keyword to a short code, aowng them to receve voter regstraton forms n the ma or by e- ma. MFAC3 pans to foow up by textng peope on Eecton Day to remnd them to vote. 4) What about Spam7 Wth ths growng nterest n text messagng comes the potenta that t can be used for Spam. Though some subscrbers have encountered soated 16 cases of unsocted messages, text Spam has not approached the voume of unsocted e-ma messages. That's because carrers have been vgant about patrong ther networks for mass text message senders and are quck to suspend numbers that are beng used for spam. Companes aso have been requred subscrbers to consent to marketng messages. And because text messages cost an average of 10 cents and e-ma s practcay free, fewer peope send Spam va phones. The companes reman on guard. 5) The power of text messaging Vrtuay a ce phones sod today can send and receve text messages. A ce phone subscrber can send a short message of up to 160 characters to any other text-enabed ce phone number or to a 5-dgt short code, whch acts as an address for companes and other organzatons. Users can gve ther permsson to receve aerts or they can text n requests for deas, contests or nformaton. Each message typcay costs 10 cents and s sent n a short package of data that s contnuay transmtted unt t arrves at ts destnaton. One message can usuay be sent to up to 25 peope at one tme. 17 6) Health: San Francsco Pubc Heath Department dspenses medca nformaton about sexuay transmtted dseases va text messages. Whe the H1N1 vrus was spread n Inda many messages were sent by government to et the peope known the symptoms and precautonary steps to protect them from such deady vrus. 7) Financial: Banks and fnanca companes are provdng aerts for account actvty. The eadng banks provde the factes ke SMS bankng. They provde facty to operate ther account, pay bs, to transfer money etc. through SMS. 8) Political: Musc for Amerca s regsterng voters va text messages. Many potca eaders promote themseves by sendng messages havng ther promses as ther message content. 9) Advertising: Advertsers are usng text messages on posters, commercas and banners to reach out to consumers, offerng them coupons, dscounts or deas. There are many source of advertsng n mobe marketng for the Webste www.mytoday.com provdes new through SMS but the 80 characters out of 160 characters are advertsement. 10) Education: Teachers can update parents and students on upcomng assgnments or aert them to emergency stuatons. Now- a- days many teachers nks themseves wth students through SMS. 11) Commerce: eBay users can get aerts when they are outbd on auctons and are gven the opportunty to up ther bd va text messages. 18 CURRENT MARKET SlTUATlON For marketers, mobe marketng and advertsng has great promse, t combnes the wde reach of teevson wth the precson of drect marketng and the trackng potenta of the Internet. It enabes marketers to create permsson-based marketng campagns rapdy and cost-effectvey n the most persona of a meda s mobe. For mobile operators, mobe marketng and advertsng promses an opportunty to engage wth a new set of enterprse customers (brands and advertsng agences) and deveop a new and potentay ucratve revenue stream, and to drve demand for ther own mobe data and content servces too. For consumers, mobe marketng and advertsng may provde cheaper or even free communcatons and entertanment servces on ther phones and a convenent way to nteract wth the brands they ke. Billion dollar bonanza: The frms atest market research study ndcates that mobe advertsng s a huge opportunty wth the potenta to generate n excess of $1 bon n annua revenues by 2010 for ad spend, and to factate far more n mobe commerce transactons. But t warns that the deveopment of a robust and proftabe mobe marketng and advertsng market w ony be possbe f the ma|or payers -- operators, handset vendors, content provders, advertsers and Internet portas -- coaborate effectvey. It aso predcts that the extent of ths coaboraton may be 19 mted as the motvatons and ob|ectves of some of the key payers w nevtaby confct. CAMPAlGN ROLLOUT FOR MOBlLE MARKETlNG Steps involved: Keep your text messages smpe and use pan Engsh. The more compex anguage can oose the nterest of recever. Avod over zeaous use of excamaton marks and captazaton. Do not put spaces n teephone numbers but ncude them as a snge number so they can be daed easy from wthn the message. Ths makes the prompt feedback from recever easy. Pan your communcatons n advance and keep a record of what you have done and to whom. Whch can be used as evdence n some suspcous cases. Offer a mobe opton aongsde other response methods advertsed n tradtona meda - et the consumer choose Promote the mobe opton on communcatons to renforce the opton Consder an ncentve for choosng the mobe channe, especay f your operatona (acquston/servce) costs are reduced through ths medum Aow opt-outs va text, web and through your front desk and hghght these ceary 20 Tran a customer-facng staff n your permsson/prvacy pocy ncudng how to manuay record of opt-outs Keep your database up to date. Draft your message n such a way that attracts the recever. If you are gong to be coordnatng canddates make sure they can repy to your text message, .e. your software handes and re-routes the repy. The software you use shoud be capabe of supportng a thread so that a conversaton of severa text messages s grouped together on screen for ease of use. Fnay, when you run an advertsement for a |ob ncude a text-back ca to acton wth a unque code - beng the |ob tsef - and prospects can fnd out more. If they send ther house number and postcode you can post a |ob summary or f they text ther ema address you can automate an ema repy even contanng an nteractve questonnare. 21 TYPES OF MOBlLE MARKETlNG To get maxmum benefts out of mobe marketng, t s mportant to understand the knd of mobe marketng that s possbe. By knowng more about varous types of mobe marketng optons, one can pan an effectve strategy. Lets ook at the types of mobe marketng that are avaabe: Message-based marketing using SMS and MMS. Short message servce (SMS) or mutmeda messagng servce (MMS) gves marketers an opportunty to send marketng messages, strategy or campagns to the customer.SMS s broady used as present marketng too because t has provded the postve resut n goba busness scenaro. SMS s quck, sent and can be effectve n capturng hot eads. MMS adds vaue to the messages by combnng text, sounds, mages and anmaton. But t has reatvey ess popuarty then SMS because t s 22 more costy and requres WAP or GPRS servces actvated from the servce provders. Voice-based marketing. The response rate s hgh n voce-based marketng as the communcaton s on a one-to-one bass. Speakng on the mobe and passng on the marketng detas s a better opton. Voicemail marketing. Ths s an upcomng means of mobe marketng, wheren the marketers as can smpy eave ther pre- recorded voce ma messages to ther prospect cents. Ths s as smar to voce-based marketng but n ths ony one sde communcaton s done. It aso has mtaton ke retrevng the message for three tmes charges some bucks. HOW lS MOBlLE MARKETlNG DONE7 1) SMS on Short Code: Short Code s one unque 3 or 4 dgt number actve across varous operators, whch has a SMS gateway. Charged at Rs.2/- or Rs.3/- to the subscrber dependng on the operator. Each subscrber can get 2 messages free of cost for 1 message sent on any premum number. One bon SMS are sent per month by subscrbers n Inda. Short Codes are mosty used for Lead generaton, Contests and Pos. 23 Works the same on CDMA and GSM technoogy. SMS s the cheapest medum for Drect Marketng. 2) Advergaming:
Mobile gaming: There's been a ot of hype atey about gamng,
advergamng, and the roe both pay n the mobe marketng vaue chan. Brands can use mobe games for brand awareness, premum content revenue, product pacement, and so on. Games can hep ntegrate fun and entertanment nto the mobe consumer's experence, drvng overa adopton of mobe and brand partcpaton. Mobile Advergaming: Advergamng bascay promotes a product or servce throughout the game. Many brands aready everage advergamng n campagns. CoverGr recenty offered vstors to ts ste a mobe game downoad for "Grs' Nght out Sotare." Ste vstors receved $1.00 off the $5.99 mobe game downoad |ust for vstng the ste. If consumers entered the UPC code for the LashExact product, they receved $2.00 off the game downoad. CoverGr aso tempted vstors to the ste wth te-n promotona przes. The game not ony featured brand sponsorshp but aso ncuded brand or product pacement wthn the game. e.g. 24 Teen Expectations: It s dscovered teenagers expected to be marketed to on ther phones, smar to how the Internet, TV, and other meda work. In regard to gamng, teens antcpate and expect advertsng, speca offers, ema, and SMS messages advsng them of new games, ncentves, and ways to rate and share games. Teens are surprsed that there aren't more games that te nto the brands they recognze (they're actuay ookng for teevson and move references). Teens expect advertsng n ther gamng experence, partcuary f t eads to dscounts or ncentves. Conclusion: Advertsng domnates every sphere of our fe, the Internet, teevson, and outdoors. Ads are everywhere, and mobe s no excepton. Ads are beng roed out or traed n messagng, mobe Web, vdeo, and downoads. As wth every other advertsng medum, ads w pay a roe n the mobe channe. Advergamng presents an opportunty for brands to reach consumer. If the demographc target s dea and fun s a focus, try offerng games as part of your mobe marketng mx. 25 3) Mobile Applications: Informatve and usefu |ava appcaton that can be downoaded onto the Mobe phone |ust as a Game. The content coud be sponsored by the brand, Brand pacements nsde the appcaton or the content coud be about the Brand ke address of consumer touch pont, Product cataogues & Mobe Brochure. e.g. 4) WAP (wireless application protocol) Site: WAP ste s a physca space that hosts Mobe content and can be sourced through GPRS compatbe handsets. Most commony vsted WAP stes for content: Hutch Word. Arte Lve. 26 BPL MZone. Yahoo Inda. Redff. Mobe2wn. Indagames. Mau|.com Idea Operator WAP portas st contrbute 75% of Indas mobe space. GPRS Rentas have come down from Rs.499/- to Rs.99/- n the past eght months. State owned BSNL |ust started ther GPRS servce ncreasng the reach to Rura e.g. of a wap ste 27 5) Mobile Content: Wapapers, Rng tones (Poytones, Truetones, Monophonc), Screensavers, Themes, SMS Tones and Logos are the unversay accepted content on mobe. Cost for mobe content vares from Rs.7/- to Rs.30/-. Boywood st domnates 75% of the Mobe content n Inda, foowed by Crcket and Internatona Musc. Branded content ke Brand |nge Rng tone, Brand ambassadors wapapers and themes are aso created and dstrbuted through varous channes on mobe. 28 6) R-World The R-Word s the appcaton deveoped by Reance Teecom. It s been deveoped for reance CDMA mobe phone. Whch provdes foowng 1. Lve Crcket Score. 2. Statstc. 3. Profes. 4. Contests. 5. Rngtones. 6. News. 7. |okes. 8. Astroogy. 7) Bluecasting: A hgh traffc area such as a ma/mutpex hoardng ocaton s requred. The hoardng w announce, "You have entered the XYZ (brand) Casting Zone". Swtch on your bue tooth appcaton to receve Free Rng Tones / Screen Savers / MMS/ Wapapers / speca vdeos the user w swtch on hs bue tooth. As ths s user ntated t s not spammng. When a user s wthn the proxmty of a BueCast server and makes ther handset dscoverabe the Bue Cast server dentfes ther devce va ts bue tooth ID and serves the content n accordance to the compatbty of the handset. Users phone ocates bue tooth server. The server w dentfy the users unque ID. It w then check f the users phone s compatbe to receve ths data. Server asks permsson to transfer data. 29 User responds and starts recevng the content on ts ce phone. It then rests wth the user and he coud vew the content whenever he/she wants to do the same. A web-based access woud be gven to understand how many persons nteracted wth the brand and downoaded content. 8) IVRS: We can have a dedicated system, which allows the consumer to interact with the brand, and it could be for contests} offers}or any brand promotion the brand wants to do. This could be a dedicated no = XX on your handset and this would be connected across operators pan lndia. lt would be advertised across mass media so that the customers are aware that they need to call this no to avail}know relevant discounts. E.g. FOR lClCl Cr CARD: A person carrying a Gold card could press 1 and all the benefits}discounts of a Gold card would be told to him and he can then all the places where he can redeem his points could be mentioned...similarly for all other silver}executive card members. 9) Mobe Shoppng/Aucton Porta: Now-a-days there are contests ke bd2wn through whch you can make an reverse aucton and wn many thngs ke ce phones, aptops, etc. Many offer exts n present market ke Bd the unque and sma amount and wn prces. 30 THE lNTERACTlVE SCENE lN lNDlA Currenty, the tota mobe marketng ndustry s pegged at Rs 100 crore n Inda-and s sad to be growng exponentay, abet on a sma base. Advertsng agences aver that some corporates nsst that about 2% of ther tota meda spend shoud be aocated to mobe campagns. The return on ROI s hgh. Recenty, Coca-Coa has opted for ony wreess marketng to promote ts brand Sprte. Payers ke Noka and HBO are focusng on mobe marketng to gan vsbty. The trend s reay catchng up-especay n the past some year. Its a cost-effectve way to create a wreess database for future marketng actvtes too. Unke other devces/meda, the handset s a non-share devce. Thats an area open to marketers for everage. Mobe marketng has taken off for good because technoogy nnovatons have aowed marketers to conduct campagns across carrers. Dedcated agences have sprung up that smarty created the means for brands to monetze the channe and to make t fun for consumers. Snce mobe devces are somethng that peope carry wth them a the tme and 31 are connected to the word around them, t has become a perfect marketng too for advertsers," What has aso heped s the aacrty wth whch peope have taken to the hand-hed devce n Inda. Accordng to Ceuar Operators Assocaton on Inda estmates, the GSM mobe subscrber base crossed the 70 mon mark n Apr 2006. The subscrber base grew from 69.2 mon as on March 2006 to 72.12 mon as on Apr 2006-recordng an addton of 2.93 mon durng the month. Ltte wonder that meda panners and buyers are gung-ho. Mobes are beng used to se otteres to fast food |onts to fnanca servces to even FMCGs. Many ke Cadbury, Tata AIG, Asan Pants and Godre| are usng mobe as a meda patform. The Internet, whch has a penetraton of 3.4%, has about 200 odd advertsers; but mobe has ony 80 odd advertsers wth three tmes penetraton (8.8%). To gve a quck comparson, the Internet and Mobe Assocaton of Inda estmates that the onne popuaton n Inda stands at 38 mon, whe the onne advertsng market s pegged at Rs 162 crore. The mobe subscrber base n Inda grew 66.5 percent n 2007 and touched 68.5 mon peope, as compared to 47.4 mon n 2006. Durng the current Indan fnanca year (2008-09), ecommerce transactons' vaue s expected to rse 95 percent (.e. reach 2.3 bon Indan Rupees) when compared to the correspondng fgure n 2007-08. 32 The above fgures are defntey encouragng for payers n the Indan nteractve marketng arena. These ncude the advertsng agences, marketers and ntermedares such as webste pubshers and teecom operators. Such s the mportance attached to nteractve marketng that a coupe of years ago, Ad Cub Bombay-- one of Inda's eadng advertsng communtes-- nsttuted a new category caed New Interactve Meda n ts awards caed Abbes. Ads created for Peps and Coca-Coa, posted on Yahoo! Inda and Hungama respectvey, were two of the wnners n ths category n 2007. In the 2006 Abbes, O&M and Web Chutney bagged the Gods n the Interactve Dgta Marketng category for ads for ther cents HT Matrmona Servces and Makemytrp (a trave porta) respectvey. Recent initiatives: The foowng tabe sts some of the recent Indan nteractve campagns: Marketer Product Category Brief Description Lufthansa Arne Mobe aucton of a few tckets between New Deh and New York Keoggs Cereas SMS-based contest, to promote Iron Shakt ngredent n ts cornfakes Sony Meda Identfcaton of a 33 Entertanment Teevson tune (program tted Kuch Keht Ha Ye Dhun) payed on TV, through SMS responses Wrgeys Chewng gum Oueston/answer SMS contest, to promote ts Meetha Fresh favor of chewng gum Smrnoff Acohoc Beverage SMS-based contest to create buzz around a theme party (Smrnoff Experence) Coca-Coa Soft drnk Interactve SMS promoton to promote Vana Coke Domnos Pzza Convenenc e food Interactve SMS- based promoton to create hype around ts new product Cnnastx Neste Beverage Onne advergame, to promote ts nstant coffee brand Nescafe Yamaha Automotve Onne game, to promote ts bkes As t s evdent from the tabe, across dfferent product categores marketers are treadng the nteractve path to consumers' hearts and mnds. To ect 34 proper responses to the contests, marketers doe out attractve przes, such as mobe phones, T-shrts, CDs, vouchers redeemabe at department stores, audo systems, TVs, etc. WHY MOBlLE MARKETlNG lN lNDlA7 Mobe phone has become an extenson of our arms today. Very Persona - One to One envronment. Immedate and effortess response mechansm. Boost effectveness of tradtona promotona channes wth Mobe Interactvty. Cost effectve and measurabe. Easest nteractve address to remember amongst Web, To-free or Posta. 35 Customzed, hgh quaty, branded content. lndian market: HURDLES lN MOBlLE MARKETlNG There are other potenta hurdes. For exampe, the mpact of advertsng messages may be duted or even backfre, f the mtatons of sma screen devces and mobe networks are not adequatey compensated for and technca ssues such as nter-operator and devce nteroperabty are overooked. It aso warns that sgnfcant commtments and nvestment by ma|or brands mght not materaze due to uncertanty regardng tmng of key technoogy deveopments, e.g. avaabty of ubqutous, ow cost and 36 48 75 120 160 200 240 280 2004 2005 2006 2007 2008 2009 2010 MobiIe subscribers (MiIIions) hgh speed mobe access, mobe broadcast TV, aternatve DRM and mobe payment systems. The study demonstrates that rather than mobe operators drvng ths market, t s sma, entrepreneura mobe marketng specasts or nnovatve, estabshed advertsng agences, whch are creatng the mpetus. Marketers are searchng for more effectve mechansms for nfuencng buyng behavor, partay because the effectveness of tradtona meda such as TV s decreasng as technoogca and cutura trends are heavy nfuencng patterns of meda consumpton, especay n the youth market -- an mportant demographc for advertsers. Problem 1. The Short Code Process It can take months to regster short codes wth a carrer. These are speca 4- and 5-dgt numbers that can be used to address messages from mobe phones (GOOGLE, 46645, Mozes, 66937, and "Amercan Ido" votng, 7827). Agences are frustrated by t. So are ther cents who get sod on a bg dea and then earn they cant execute t unt a engthy bureaucratc process s ceared. So peope are tryng to fnd workarounds. One emergng appcaton that had peope buzzng nvoves vsua recognton technoogy, whch aows a consumer to take a pcture of a statc page or bboard usng a ce phone and the mage automatcay gets them to more nformaton -- as f they had entered a short code. 37 But short codes have ther purpose. Taggng the product wth a short code s a common practce n Europe, and ts expected to occur n a ma|or way ths year n the US. Nesquk tagged more than 40 mon bottes for a recent promoton. Problem 2. Ad Buying lsn't Easy Enough Advertsers are ookng for effcency. They buy ony those ads whch are most effcent. Problem 3. Selling Mobile Content Advertsers eager to bypass the restrctons and the tarff charged by the mobe carrers are aggressvey ookng to market ther servces drecty to consumers and go "off deck," where they w not appear on the actua ce phone menu. But dong ths adds a new wrnke: fndng a way to b the consumer for subscrpton servces. An Mahotra, Senor VP of Marketng and Aances at payment processor Bango, had peope ned up n the exhbt area to hear how hs company heps marketers do t. One cent, Hearst Communcatons but a branded mobe ste for readers of Cosmopotan, CosmoGIRL! And Seventeen offerng pay-per-downoad and subscrpton servces such as rng tones, wapapers and Cosmo Hunks and horoscopes. Prnt ads are used to promote the mobe offerngs. One nterested prospect was Chare Mnesnger, VP/Busness Deveopment for OMobe, whch ses downoadabe rng tones, chat & other servces. Hs bggest frustraton? The carrers antquated bng systems. Dropped sgnas and other servce probems resut n a hgh rate of faure to compete bng for servces. ORGANlZATlONS THAT HAVE USED MOBlLE MARKETlNG 38 BlueFire Digital has reeased a new mobe marketng product to aow dgta sgnage network operators to reach consumers on ther mobe phones and PDAs. BueFre MS Standard Edton uses Buetooth wreess technoogy to brng musc, vdeo traers, rng tones, wapapers, promotona tems, coupons, and cataogs to customers mobe devces wthout artme charges. A NeoMedia Technologies, lnc.company, n cooperaton wth ts FunkTcket AG partner, brewed up a mobe couponng beer dea for fans attendng FIFA Word Cup games that took pace n Kasersautern, Germany. To partcpate, fans ca a hotne or send a text message (SMS) wth ther name and the catchphrase "Bewegungsmeder Ber." They then receve a money-off coupon n the form of a smart code on ther mobe phone, whch they take to the beer stand at the Word Cup soccer stadum. The smart code dspayed on the screen of the ce phone s then scanned by Gavtec's EXIO scanner, whch nstanty prnts a coupon whch can be redeemed to save EUR 2 (approxmatey $2.60) off the prce of a Btburger beer, drawn from the tap of Germany's second bggest brewery. NeoMeda's Gavtec AG deveoped the hardware scanners to enabe the nnovatve FIFA Word Cup mobe couponng program for fans wth partners ncudng FunkTcket, Btburger beer, handyponts.de, and Pavon. NDTV 24x7: NDTV 24x7 aunched a current affars show "You Decde," hosted by staffer Vkram Chandra. The show takes up topca ssues and nvoves the vewer n the pane dscusson by askng hm to vote on the ssue by sendng an SMS. 39 As the votes keep comng n, the po resuts, dspayed on the screen, keep vewers gued to the channe. lndian ldol, the musc contest on Sony TV, nvoves votng va SMS as we as through the nternet. Wordwde, the `Ido seres ects neary 100 mon responses, generatng huge SMS traffc. Star Plus' reverse aucton for |eweery worth Rs 20 akh (promoted through ts sera "Kahn to Hoga...") evoked sx mon SMS n three weeks, a response Star Inda cams was the bggest generated by the network n Asa. Celltick has aunched a new servce that aows companes to buy space on your mobe phone's de screen. Cetck's new servce s caed LveScreen Meda, whch makes t possbe for companes to advertse and sponsor content teasers on ts orgna LveScreen patform. LveScreen Meda devers teaser messages drecty onto the phones de screen when - and ony when - t s not n use. The teasers can take the form of sponsored content, brand campagns or promotona messages. For exampe, users can seect to receve news headnes, traffc reports, games, sports updates or aerts about saes. When subscrbers see anythng that nterests them, a they have to do s cck once to access assocated content or servces. Lifetime Television ran a sx-week "Watch, Bd and Wn" campagn, whch aowed payers to bd on tems ted nto programmng. Ratngs spked and t ntroduced text messagng to the channes oder demographc audence, even promptng some vewers to buy new phones 40 specfcay so they coud partcpate. Educaton was cruca for the campagn to work. It ncuded an expct vdeo step-through of the process ted nto a trva chaenge nvovng watchng the days shows. Lfetme aso used ts Web ste to drve partcpaton. Customer servce staffers were on ca to wak peope through the process. To show for ts efforts, Lfetme now has a phone st of 8,500 vewers. PVR Cinemas w aunch mobe tcketng across Inda n September 06. The souton aows one to search and seect the move, and enter the theater wthout havng to by a paper tcket. OnMobe CO. s testng m- tcketng n Bangaore. Currenty around 7% tcket saes n PVR Bangaore take pace usng m tcketng. They expect mobe users to adopt the m-tcket n a bg way as t aows them the convenence of sttng at home and bookng a move tcket. The tckets, however, are gong to be more expensve. Fame Cinemas Launches Mobile Ticketing Indanteevson.com: Fame Cnemas has aunched mobe tcketng and ts avaabe n Mumba, Pmpr (Pune) and Kokata where the mutpexes are ocated. Peope can now book move tckets of any Fame Mutpexes by a voce-recognton servce and pay through ther credt card. The servce s powered by OnMobe and s avaabe for Hutch, Arte and Idea subscrbers. 41 FUTURE OF MOBlLE MARKETlNG Mobile Marketing May Hit 10 in 2010 Accordng to a report reeased by the Shosteck Group, the mobe advertsng ndustry w be worth $10 bon doars by 2010. Shosteck ponts out the three advantages that mobe has over other forms of advertsng, the abty to target ads by ocaton, the abty to personaze ads to a partcuar user, and the abty to run tme-senstve campagns. The report ponts out the ncreasng avaabty of mutmeda phones, the pubcs ncreasng nterest n mobe mutmeda content, and the growng number of mobe servces, whch have ed to the ncreasng appea of mobe as an advertsng patform. Mobe advertsng w be a necessary drver for the deveopment and commercazaton of the mobe Internet. The two - mobe advertsng and mobe content - are nextrcaby nked. The success of one w enabe the success of the other and vce versa. Is Mobe Advertsng Good for Mobe? The ndustry coud grow to as much as $9.6 bon by 2010 under dea condtons. But t aso says that mobe provders, phone manufacturers, content provders and advertsers need to be abe to cooperate effectvey. Whe SMS, or text messagng, s currenty used n con|uncton wth other meda, such as TV, rado or the Internet, the settng up of 3G networks w make the mobe phone a 42 compete too for marketers. Industry sources predct that wreess advertsng w go manstream ony the next year. That w see the advent of ocaton-based servces, pad downoads over wreess broadband and mobe dscount coupons. Locaton-based servces w nform mobe users about saes or events happenng n the vcnty. Users w be abe to downoad e- books or vdeos over mobe broadband, and pay for t through m-bankng. Brand exercses w ncude dscount coupons sent over teecom networks n the form of M-coupons. M-coupons are a set to ht Indan ctes eary next year. So that offer on a pzza may no onger revea tsef through pesky pamphets foatng out of the newspaper but turn nto another beep on your mobe phone. CASE STUDY ON MOBlLE MARKETlNG GROUP M lNDlA PVT LTD Background GroupM, the word's eadng fu-servce meda nvestment management operaton, was created by WPP to oversee ts assets n ths sector. These assets ncude MedaCom Wordwde, Medaedge:ca Goba, Mndshare Wordwde and MAXUS. The focus of GroupM s the ntegent appcaton of voume and scae n tradng, nnovaton and quaty of servces, n order to brng beneft to cents and the companes t operates. GROUP M s created by WPP group. It s a meda-buyng agency. It advertses on the behaf of other companes. It has 400 hundred cents n Inda. E.G. Peps, ICICI. It has offces n amost a countres. 43 Mobile marketing process When companes want to do mobe marketng of ther product or servces they gve ads. GROUP M ptches on to ths wth ther quotatons. The co. and GROUP M management prepare ther terms and condtons. If the co. accepts t then annua contract s sgned between the two. Actual process After gettng the orders, GROUP M hres a short code wth a eadng mobe networks. For e.g. 3636 and 7827. The messages that are to be sent are put on the server. When the customer repes to that short code, they get a repy, whch s nothng but the message that was put on the server. Ther cents decde messages that are sent to the customer. Thus GROUP M heps ther cents n mobe marketng. They act as agents. Mobe marketng has been ntroduced n Inda three years back. GROUP M s nto mobe marketng from past two years. GROUP M does advertsng through other medums aso ke teevson, prnt, hoardngs, onne. Percentage of advertsng through above medums s shown beow n the 44 form of pe dagram. % '% '% ^% '% teIevision print hoardings onIine mobiIe marketing Mobe marketng s ony 2% but t s growng very fast and co. s now concentratng more on mobe marketng. Rght now t s not the best advertsng method of the co. but n future t s expected that co. w do more than 20% of ts busness through mobe marketng. The focus of the co. s on the youths. Because youths use ce phones more for downoadng varous thngs ke rngng tones, wapapers, games, etc. so the market audence s youth. After GROUP M has ntroduced mobe marketng ther customer response has ncreased. It has proved benefca both to the co. as we as ts customers. Benefits that the co. has received by introducing mobile marketing are as follows: 45 1) Cost effective: - In a esser cost mass number of customers can be attracted. 2) One-to -one: - It heps n budng a drect contact wth the customer. Company can know that the customer has got the message regardng ts product or servce. 3) Faster: - It s faster than other advertsng methods. Peope carry ce phones wth them reguary so t s an easy approach. Customers can respond at the same tme. 4) Brand image: - It has mproved companys brand mage as mass number of peope now know about the co. and ts servces. Mobe marketng has heped ncreased ther profts because of the above benefts. It has aso ncreased the number of customers. Ther customers now prefer mobe marketng wth other advertsng methods. Competitors The compettors of GROUP M are MOBILE2WIN and HUNGAMA GROUP M s currenty on the number 1 poston. Future of mobile marketing Ma|or popuatons n Inda st do not use ce phones. These peope are the target audence of the co. n next 3-4 years there w be more no. of ce phones and thus the number of ther customers w aso ncrease Mobe marketng w take 3-4 years to penetrate n Indan markets. SURVEY: uestions included: 46 Informaton I receved from the survey: Have you heard of mobe beng used for advertsements? Have you anytme responded to these advertsements? 47 3) How many tmes have you responded? 4) Have you heard anybody reated to you wnnng after respondng to these advertsements? 48 5) Whch operator network, do u thnk does t the best? Arte BPL Dophn Hutch Reance others 6) Are you rrtated by these messages on your hand set? 49
7) What do you downoad the most? 8) Woud you ke to receve such knd of messages on your ce phones n future? 50 Concuson: -ths survey shows that peope know what mobe marketng s and are ready to accept t. In future, peope woud ke to have these servces. CONCLUSlON The growth n mobe marketng can ony expand the scope for nteractve marketng n Inda. The growth rate s ncreasng. As estmates predct that by 2010, Inda s sated to have the thrd argest mobe and Internet user base wordwde. Thus, mobe marketng ets you expand your marketng base. The resut s enhanced saes wth mted marketng expenses - and better return on your marketng nvestment. It s an ntegra part of marketng. Hence, mobe marketng and ts effectve executon n marketng to ncrease saes and retan oya customers stands very mportant today. 51 Bibliography Book and magaznes Marketing management By Php Koter Day |ourna Webstes: www.googe.co.n www.ndatmes.com www.economctmes.com www. Mytoday.com 52 53