brief introduction to the unexplored world of Mobile Marketing (MM) opportunities (Bulgaria specific to certain degree)

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Mobile marketing

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Chapters
• Definition
• Why mobile?
• What is marketing?
• Customer relationship
• Strategy
• Services

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Definition and facts
• First defined in early 2000s with the development of
modern mobile standards
• MM is short for “marketing with or on mobile device”
• By 2008, 89% of global brands report willingness to
utilize and explore opportunities
• Lack of supporting information on possible service
opportunities quoted as major show stopper
Source: www.mmaglobal.com

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Why mobile?
Mobile Consumers
Mobile Media Advantage

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Mobile consumers
• 7.64 million citizens
• 159.68% penetration (based on information on
total sim cards in rotation)
• ~ 10% response rate to mm campaigns
• 20% report they depend on their mobile on a
daily basis
• ~ 60% report readiness to go smart with their
mobiles
Bulgaria 2007
Source : www.itu.int

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Mobile Media Advantage

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Mobile Media Advantage
• Mobile is personal
• Mobile response is precisely measurable
• Mobile is interactive
• Mobile is something you carry in your
pocket
• Mobile provides nowadays real time video,
audio and graphics = interactive multimedia
• Mobile campaigns are cheap
• Mobile updates reach consumers faster

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What is Marketing?
Definition

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quot;Marketing is the management process that
identifies, anticipates and satisfies customer
requirements profitably“
The Chartered Institute of Marketing
(CIM)

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This is relationship !

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Customer Relationship
Definition
3es

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Definition
1 Engaging
2 Ongoing
3 Interaction
…with the customer

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3es of relationship
Engage
Entertain
Educate
/brand awareness/

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Strategy
Facilitate
Socialize
Crossover

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Facilitate
“If you create an act,
you create a habit.
If you create a habit,
you create a character.
If you create a character,
you create a destiny.”
Andre Maurois

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Facilitate
Communication
Habits Lifestyle

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Socialize
“Connecting YOUR FEMALE consumers to
each other Connects them to YOUR
BRAND”
Faith Popcorn & Lys Marigold

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Socialize
• Build diversified communities
• By Encouraging
– Brand assimilation
– Retention
• By Rewarding
– Expression
– Transmission

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Crossover
• Content
– Into Traditional media
– From traditional media
• Consumers
– Between communities
– Between ideas

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Services

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Examples
The Bar
Lifecycle: 1-2 months Type: Club promotion
Cheers!
John orders his favorite drink, and
Send XXXX to
receives a flyer number 1207 along
with your favorite
toast phrase to receive
He sends free drink
“XXXX, You will never walk alone!”
Meanwhile Sally enters the bar,
orders the same drink, and sends the code only.
As Both codes are issued for Cheers!
this location, and sally’s message “You will never walk alone”
10:42pm
is just 20 minutes after johns, To reply to this phrase
She receives his toast author, send leading + in
your reply. You may as well
along with the following options Send us your toast.
To report abuse send ! as
a reply.
After some thinking,
Sally checks her watch and sends:
“+Cheers!
So, you are a Liverpool fan?”

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Examples
The Bar
Lifecycle: 1-2 months Type: Club promotion
“Cheers!
John receives sally’s message So, you are
a Liverpool fan?” To reply
to this user
send your reply,
He then sends beginning with +
“+Cheers! Let’s meet ☺
+359 xxx 012345”
Sally receives John’s message,
along with his mobile,
and joins his company.

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Examples
The Event
Lifecycle: one day Type: Event bound
… ….
If you like to send us your
Shawn and Patsy are in the Disco. toast, or just participate in
our Lottery, send
xxxx as SMS or MMS
(Along with your photo)
Patsy notices a huge, To 1271
branded screen.
Patsy picks up the phone, and sends
the following message
“Cheers Shonee, Lav ye!”
Thank you! You are now
participating in our lottery.
If you are selected,
You will receive a SMS
with details.
Good luck!

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Examples
The Mall
Lifecycle: continuous Type: Social network
Vicky and Tony are friends, Smile! You can win 5%
addicted to shopping – therapy seasonal discount,
by sending one
of the following codes,
to 1721. Your friends
After a purchase, Vicky receives may also apply.
a flyer with instructions. You will be able to broadcast
to all participants by
sending capasca “text”
She gives Tony the first code, and in each message.
XXXX
Texts Maya “Hey, May, XXYX
Send XXXY to 1721, XXXY
You might get discount!”
Meanwhile Maya is at the center mall,
Looking for a purse. She receives the message
From Vicky, and sends the subscription code.

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Examples
The Mall
Lifecycle: continuous Type: Social network
Maya then receives
You are participating in 5%
the following message discount lottery from Capasca.
Good luck!
Meanwhile, if you like to share
Soon after she texts. Something within your group,
Send capasca text
“capasca: Girls, found to this number
sweet pink purse at the mall. Vick
You’ll love that green one”
Vicky Tony and Maya just created tiny
Social network – their capasca group.
They’ll for sure going to tell everyone.

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Examples
The Disco
Lifecycle: 1-2 months Type: Crossover promotion
John and Sally are dating. They visit
JB start a party!
Popular disco club. Send us photos and video of
you and your beloved couple.
You may win weekend for two
At the seaside.
Their attention is drawn mms 1721
by a projector screen, with videos video call 1721
And photos of couples in love.
John captures few shots, and sends them
via MMS.
photos are moderated and enter web gallery
of lifestyle portal. Few weeks later, they are
rated and selected among others to be shown
In thematic teenage TV program.

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Thank You!
info@ladore.eu