This document discusses mobile marketing and provides an overview of the topic. It begins with definitions of mobile marketing and stakeholders. It then covers comparisons with traditional media, issues in mobile marketing from 2005-2012 including privacy and aligning partners. A SWOT analysis identifies strengths, weaknesses, opportunities and threats. Implementation details are discussed including platforms and a 7 step process. The future of mobile marketing and how it can add value to businesses is addressed before concluding.
1. Mobile Marketing
MIS Simon Vandyck
23/03/12 Vince Vollebergh
Max van Veen
2. Agenda
1. Introduction
2. Comparison with traditional media
3. Issues
4. SWOT-analysis
5. McDonalds case
6. Implementation
7. Future perspective
8. Conclusion
3.
4. What is Mobile Marketing?
According to Mobile Marketing Association (2009):
“Mobile Marketing is a set of practices ,
that enables organizations to communicate
and engage with their audience,
in an interactive and relevant
manner, through any mobile device or
network.”
6. Current situation
Search after Becoming
Search for local
seeing ad on important in
information
phone shopping habits
Mobile ads work!
However: full potential
not yet captured
13. Issues 2005-2012
IIssue 2: Using Universal Appeals to Tap into Global Markets
• in 2012, 33% of the mobile searches on Google involve local
intent
• A pilot strategy is used to initiate Local Mobile Marketing
• Numerous companies emerge that offer Local Mobile
Marketing support (i.e.
clientstreams.com, localmobilemarketingformula.com, etc)
14. Issues 2005-2012
Issue 3: Addressing privacy concerns
• Reveal Yourself
•Disclose offer terms
• Privacy Hot Seat
•Increasing strict federal laws concerning consumers privacy
• Did you get permission?
•Consumers need to opt-in
• Hidden Charges
•Unauthorized charges to a consumers’ phone bill
• Patent Problem
•More relevant for software and hardware companies2
16. Issues 2005-2012
Conclusion
Issues that have been dealt with Topics that are still an issue today
Exploiting the capabilities of Mobile Addressing privacy concerns
Marketing
Using Universal Appeals to Tap into
Global Markets
Aligning Value-Chain partners
17. Mobile Marketing: a SWOT
Analysis
Strength Weakness
Mobile
Marketing
Opportunity Threat
18. Strengths
• Market for people who cannot afford a PC
• Independence of location
• Personalization
• Target specific audience
• Relatively cheap
19. Weaknesses
• General intolerance of advertising on personal
devices
• Current WAP technology underdeveloped
• Trial and error process for mobile marketers in
order to succeed
• Marketers are wary about consumers’ privacy
• Low reach
20. Opportunities
• Cell phone is a personal device easy to create
personal relationship with customer
• Messages sent to a phone are more likely to be read
then an email
• Build customer base
• New field of marketing
21. Threats
• Scarcity of mobile websites
• New field of marketing (uncertainty)
• Decentralized industry, many different providers
• Reliable metrics are needed to calculate the mobile
marketing impact
26. Implementation
• 36% of iPhone buyers previously
Android/Blackberry
• 50% of upgraders come from Blackberry,
39% from Android
• Strong Member Platform Jumping
29. Implementation
1. Define the Strategy
2. Determine the Communication
3. Understand the True Cost
4. Allow the Customer to Choose
5. Allow Customers to Manage the Communication
6. Manage Consumer Data with Respect
7. Make the Offer Relevant and Valuable
31. Future perspective
• Mobile marketing will complement traditional forms
of advertising
• Companies will have to figure out how to integrate a
mobile marketing strategy within their overall
marketing strategy
• Mobile marketing can be a source of competitive
advantage
32. Future perspective
People try to avoid advertising and promotions
because of the pushy character of it
Mobile marketers should therefore carefully
interact with customers!
33. Conclusion
How can mobile marketing add value to your business?
• Exploit strengths: lots of potential not yet captured
• Explore future opportunities
• Follow 7-step implementation approach
• Make use of all platforms (Android, iOS, Blackberry)
• Build interactive relationship, but keep privacy in mind
• Complementary to traditional media
Lead, don’t follow!
34. Referencelist
• http://www.youtube.com/watch?v=er7RtzpBccc
• http://www.youtube.com/watch?v=CjUcq_E4I-s
• http://www.youtube.com/watch?v=0scn4dgxJoY
• http://qrcode.kaywa.com/
• http://searchengineland.com/the-pros-and-cons-of-mobile-marketing-12207
• http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=3&hid=13&sid=2d1add88-2e32-4293-81df-
50f6c1002b19%40sessionmgr11
• http://www.mobilemarketer.com/cms/news/advertising/11613.html
• http://www.mobilemarketer.com/cms/news/advertising/11134.html
• http://www.mobilemarketer.com/cms/news/advertising/11189.html
• http://www.mobilemarketeducation.com/case_mcdonalds.php
• http://www.youtube.com/watch?v=z5SXAY5S7XQ
• http://www.mobilemarketingwatch.com/android-blackberry-bleeding-users-to-iphone-4s-20596/
• http://www.slideshare.net/LorelMarketingGroup/7-stes-to-implementing-mobile-in
• Sultan, F. & Rohm, A.J. (2005). The coming era of “ brand in the hand” marketing, MIT Sloan Management
Review, Vol.47, Iss.1, p.83-90.
• Brown, C.V., DeHayes, D.W., Hoffer, J.A., Wainright Martin, E. & Perkins, W.C. (2009). Managing
Information Technology, Pearson Education. Ch.10: Methodologies for custom software development.
• Huang. R.Y. (2011). Value, interest and power: A three dimensional model for mobile
• marketing stakeholder analysis, International Journal of Mobile Marketing, Vol.6, Iss.1, p.109-119.
