BY
SAKET ETANKAR 59
PRASHANT HYALIJ 64
ARUN IYER 65
SAURABH SANDBHOR 69
NUPUR MEHRA 73

 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.
 “Mobile marketing is also commonly known
as wireless marketing .

 Millennial (people age 25 and younger) make up
a large portion of consumers using mobile data
 However, there are a large and growing number
of older mobile Internet users with high-end
smart phones.
 They regularly check their office e-mail on their
BlackBerry, Palm or other Smart phone, and those
e-mails often drive them onto the mobile Web
 This usage highlights why it’s a mistake to
assume that mobile Web usage is limited to the
youth demographic.

 80% of mobile device time in spent on apps, with game
apps eating up the largest percent of app time
 People browse 70% more web pages on tablets than
smartphones
 Retail conversion rates are 2.2% on tablets, considerably
higher than 0.7% on smartphones, but traditional PC
conversion rates are still highest at 3.3%
 Mobile searches have increased 200% year over year in
2012
 Mobile is predicted to surpass desktop in 2014
 Mobile is here to stay, and if forecasts are correct, it will
soon by eclipsing desktop usage. If you don’t have a
mobile marketing strategy yet, it’s time to get going!


 Easy to use
 Immediate output
 Broad Reach
 Cost-Effective
 Viral Communication
 Customer satisfaction
 Wide Range of Use

Why SMS? Why now? – The Mobile World
Our world is more Mobile now than ever. Consumers are always on the move and it is
increasingly hard to reach them through traditional channels like TV, Radio and Internet.
As of 2014 there were more than 6 billion subscriptions. With increasing penetration of
mobile phones to the most rural areas, mobile networks cover more than 90% of the
world’s population. Availability, affordability and ubiquity make the mobile phone an
essential platform for retail marketing and business to customer communication.
The mobile phone has become the new “must have” for any serious “innovative”
marketing project. Due to the rapidly expanding capabilities of smartphones, there is a
misconception that ‘archaic’ technology such as SMS is not up to the task at hand. The
truth is far from it.
Most brands now choose SMS as a must-have when planning their mobile strategy. One
of the reason behind this is that while there are 1 billion smartphones, there are 5 billion
feature phones. All these phones have built-in SMS capability.

Why SMS? Why now? – The
Mobile World
• 6 billion subscriptions worldwide.
• Mobile operators cover more than 90% of the world.
• Consumers are always on the move. (Increasingly hard to reach them
through traditional channels)
• All mobile phones support SMS. (Smartphones and feature phones)
• SMS does not require data connections or apps.
• SMS is cost effective.
• Mobile is the most personal channel. SMS is direct and immediate.
• SMS has a greater open rate than any other traditional alternative. (E-
mail)
• Mobile SMS offers are redeemed more frequently than any other type
of offer. (Prints, web etc.)
• Consumers carry their mobile phone and use it for everyday activities
24 hours a day, 7 days a week.
• SMS is stored in user’s mobile whether they engage with the message
now or later.

SMS Messaging Services – Outbound SMS
Outbound SMS is a fast and reliable way to send large volumes of SMS messages
on a global scale. Companies can send marketing campaigns, notifications,
promotions and special offers, increasing brand awareness, customer acquisition,
customer retention and driving sales.
Company
sends
SMS campaign
Subscriber
reads
SMS
Subscriber
purchases

SMS Messaging Services – Outbound
SMS
Company sends
SMS Campaign
MobiWeb
Platform

SMS Messaging Services – Inbound SMS
Inbound SMS allows companies to globally receive SMS messages from
consumers, engaging their target audience, increasing customer loyalty,
retention and reactivation by initiating 2-way communication with the consumer
through Inbound Marketing.
Subscriber
sends SMS
Company
replies
Customer
Loyalty

SMS Messaging Services – Inbound SMS
Company
sends
SMS Campaign
MobiWeb
Platform

SMS Messaging Services - Solutions
BenefitsExamples
• Increase Brand Awareness through consumer
interaction with your brand
• Increase Customer Loyalty through contests,
questionnaires, promotions and discounts
• Increase Sales and Customer Acquisition through
discounts, special offers and contests
• Increase Customer Retention and Customer
Reactivation. Reach, Engage and Re-engage your
target markets through global mobile interaction
• Acquire Valuable Marketing Information through
customer response measurements
• Mobile Identity Verification
• Special Offers
• Promotions
• Coupons
• Notifications
• Trivia Quizzes
• Contests
• Marketing Surveys
• One Time Pins

Near Field Communication

 NFC, short for Near Field Communications, is a
short range wireless RFID technology that makes
use of interacting electromagnetic radio fields.
 NFC is meant for applications where a physical
touch, or close to it, is required for a transaction.
 NFC is the emerging technology behind Google's
Android Mobile Wallet application and other
contactless mobile payment solutions.
 With the announcement of iPhone 6, all modern
smartphones will now be equipped with NFC.

 Mobile marketing with NFC offers seamless
transactions in the physical world because it only
involves tapping, touching, or waving an NFC
compatible device in front of an NFC hot spot,
such as a smart poster or NFC business card.
This effortless exchange of digital information,
combined with the broad range of NFC
applications, is why many are predicting NFC will
be a part of everybody's lives soon.

 Open a Web Page
 Check-in on Foursquare
 Map a Location
 Make a Phone Call
 Send a Text Message
 Share a Contact
 Update a Facebook Status
 Tweet a Status
 Friend on Facebook or Follow on Twitter
 Much more

 Smart tagging: A mobile user touches their
phone against an NFC tag, which provides a small
amount of information to their phone.
 This is where marketing can shine – imagine a
customer downloading a video, updating their
Facebook status or “Liking” a product with only a
simple tap? Retail and outdoor media will
particularly benefit from this.
 A great example is if you see a poster of the
latest blockbuster Hollywood movie at a bus
shelter. You then tap the NFC tag to view the
movie trailer, download an App or game
associated with the film and buy the movie ticket
instantly.

 Sharing (peer-to-peer): Sharing contacts, web
content, or a YouTube video with another
NFC-capable phone will be the way
customers share branded information
 Payment: This is simply a quick tap and a
transaction is completed. The transaction
could be anything from purchasing a bus or
train ticket, taxi fare, buying a Coke at a 7-11
or paying for your groceries at the checkout,
all with a single tap of your phone. This will
eventually replace your credit card

 Copywriting is the process of writing words to
promote a business, person, opinion or idea.
Copywriting can include plain text messages
and a variety of other online media.
 Copywriting creates the textual content for
offline, printed materials. A good copywriter
is able to understand — and speak to — his
or her audience, while still representing the
subject (a product, brand or company) in an
accurate and engaging manner.

 The same is true for Online Copywriting (also
called “Digital Copywriting”), with two
important additional points:
1. Online Writing Style:
2. Writing for Search Optimization:
 Digital copywriters write for their medium.
Online copy needs to be shorter and clearer
than its printed counterpart. A good digital
writer typically uses short sentences, small
paragraphs and frequent text headings.

 Reasons that necessitate this change in style
1. Online attention
2. Consumers don’t actually read online —
they just skim, and quickly move on
3. copywriter strikes a good balance of using
target keywords in titles, headers, meta tags
within the copy and in links.

1. Google Analytics
2. Segment.io
3. MixPanel
4. Flurry
5. Localytics
6. Webtrends
7. Upsight
8. Apsalar
9. AppSee
10. Countly

11. Adobe Analytics
12. Amazon Mobile Analytics
13. Amplitude
14. Heatmaps.io
15. MobileAppTracking
16. Admob
17. NetBiscuits
18. Atinternet
19. Asking Point
20. Adjust