MOBILE

MOBILE
MARKETING
MARKETING
in digital branding
 MOBILE
MOBILE
MARKET
MARKET

Mobile connection was about Mobile connection grew about

154.4 mil people 0.9% (1.3 mil people)
 MOBILE
MOBILE
MARKET
MARKET

Around 7 hours spending for 97% internet users had mobile

internet daily phone and 96.9% for smartphone
 MOBILE
MOBILE
MARKET
MARKET

65.08 mil for mobile internet users 40.1% web traffic came from
and accounted for around 67% mobile and kept increasing 147%
DEFINITION
DEFINITION
MOBILE MARKETING
is the concept of developing
marketing campaigns that
appeal specifically to mobile
device users

the use of a wireless means to

provide consumers personalized
information in real time,
sensitive to geographical
location, which seeks promote a
good, service or idea, bringing
benefits to all stakeholders
 DEFINITION
DEFINITION
MOBILE MARKETING

is a multi-channel, digital marketing strategy

aimed at reaching a target audience on their
smartphones, tablets, and/or other mobile
devices, via websites, email, SMS and MMS,
social media, and apps. Mobile is disrupting
the way people engage with brands
 CHARACTERISTIC
CHARACTERISTIC
MOBILE MARKETING

11 UBIQUITY
the ability of users to receive
information and carry out
transactions wherever they are
22
and at any time they require it
users usually take it with them
wherever they go and check it
quite frequently
PERSONALIZATION
provides personal information through
its subscriber identification module
a mechanism of self-expression not
only by its brand, but also by users
a very personal device and is rarely
used by someone other than its
possessor
 CHARACTERISTIC
CHARACTERISTIC
MOBILE MARKETING

33 TWO-WAY
COMMUNICATION
These devices allow more than
4
4 LOCATION
the ability to identify a user's
geographical location through the
location of their device
any other tool, the possibility of
establishing permanent based on the use of geographic
connectivity with users localization technologies,
among which is the global
a permanent physical positioning system known as GPS
connection, thus creating greater
opportunities to generate
experiences around brands
 OBJECTIVES
MOBILE MARKETING

11 BRAND
AWARNESS
Increase the brand and campaign
22 CHANGE
BRAND IMAGE
Enhance the attitude and
awareness through activities on perception of consumers to create
mobile devices as tablet or the the brand effect
smartphone
 OBJECTIVES
MOBILE MARKETING

33 INCREASE
SALE
Providing the information of
4
4 CUSTOMER
DATABASE
Collecting the personal
brand to increase sale and information through mobile
creating buying motivation device as behavior, demographic
and geographic
COMPARE
COMPARE
DIMENSION MASS MARKETING MOBILE MARKETING

Existing and potential users who

All users of products, including
Focus on the audience have mobile devices and agree to
existing and potential
receive brand communication
Potential types of Text, voice and video with small
Text, voice and video
Communication spaces based on internet speeds

Communication Direction Brand to consumers Between brand and consumers

Capacity based on location Low High

Capacity to measure Low High

Individualization Low Medium

Cost per audience reach High Low

SEARCHING
SEARCHING
LOCATION
Understanding with purpose and
situation of target audience

Know much more the intention and

behavior of consumers

Using the mobile marketing to

have the suitable solution
 SEARCHING
SEARCHING
LOCATION
When customers want to find local
hotel, bus station or electric store

%
They will search the information
through mobile device

People using smartphone bring

mobile devices all day and night
It will show the potential
solution for customers
 INTEGRATED
INTEGRATED
DEVICES
Consumers care about the integration
between devices, including mobile,
tablet and computer through cloud
and telecommunication
The integrated devices will
change the behavior in usage
that brand can optimize in
collecting personal information

Based on the statistic about reach

and interaction via devices, brand
can recognize the main devices
for brand’s content
TECHNOLOGY
is DISTRACTION
The change of new technology or mobile
system can influence on final result of
campaign

Users only focus that the app or website

can use and load on their mobile phone

Responsive design is not important

anymore, because users do not realize the
change of technology
JOURNEY &
JOURNEY
BACKGROUND
BACKGROUND
Brand should understand the demand of
target audience based on anayzing the
impact on mobile devices

Brands can provide the experience and

suitable content to support them

It can be two main phases on mobile

device, including stimulation phase
and interaction phase
JOURNEY &
JOURNEY
BACKGROUND
BACKGROUND
STIMULATION
STIMULATION
PHASE
PHASE
1 Email
displays 4 Non-Paid
search

2 5
Brands need to boost
awareness, knowledge and Advertising Offline
stimulated action displays stimulation

3 Push
Notifications 6 Paid
search
EXAMPLE
EXAMPLE
JOURNEY &
JOURNEY
BACKGROUND
BACKGROUND
INTERACTION
INTERACTION
PHASE
PHASE
1 Design
website 4 Online
payment

2 5
It will include several
activities for increasing Mobile Discount
interaction, experience and app code
focus on final goals of users

3 Social
networking 6 Connect
location
EXAMPLE
EXAMPLE
 Technology is needed to pay for
each change and update

Brands have several choices for

spending budget that they need to

CHALLENGES
decide for allocation

MOBILE MARKETING
Brands should identify mobile
systems of audience to reach with
minimum cost

Brands should base on the

potential value of target customers
 OPTIMIZATION
OPTIMIZATION
MOBILE MARKETING

Website works on mobile Mobile users will be more

devices that does not mean impatient rather than they use
optimization computer or latop

Brand should identify the

behavior of target audience in
what situation and which
devices
OPTIMIZATION
OPTIMIZATION
MOBILE MARKETING
 BASIC RULES
BASIC RULES
MOBILE MARKETING

2016
2016
Most of web traffic Mobile devices and mobile
is on mobile devices marketing become the key to
build the digital branding

2017
2017
effectively

Google has priority

for mobile objective
 BASIC RULES
BASIC RULES
MOBILE MARKETING
FOCUS ON
FOCUS ON RESPONSIVE
RESPONSIVE
USERS’ JOURNEY
USERS’ JOURNEY DESIGN
DESIGN
Website need to be Building website that
optimized to provide the can display on several
suitable experience for difference devices
demand and setting of user
Website display on
Users can access information distinctive device, yet
and utilities that website configuration is compatible
provide easily and effectively
 MOBILE MARKETING
STATEGIES
STATEGIES

11 QR CODE
QR Codes are scanned by
recipients using their smartphones
directing to a specific website,
22 LOCATION-BASED
MARKETING
a direct marketing strategy in
landing page or offer which specific ads appear based
on a user’s current location.
Brands can use feature QR
Brands can based on the
codes on business cards, flyers,
location to reach the potential
in direct mail packages, or even
customers
postcards
 MOBILE MARKETING
STATEGIES
STATEGIES

33 IN-APP
MARKETING
promote website’s app inside of
4
4 IN-GAME
MARKETING
it’s one of the most effective ways
other popular apps to generate to get your message in front of
more brand awareness, increase potential customers without
clicks and maximize revenue. having to spend a fortune in
advertising
Display the website on the
website that can encourage
users to click on
 MOBILE MARKETING
STATEGIES
STATEGIES

55 SMS
MARKETING
This strategy involves capturing a
80 %
Millennials revealed that their
user’s phone number so that you phone is the first thing they check
can send them text-based offers each day

Message seen almost

immediately after they’ve been
delivered

SMS marketing can be a very

effective technique at getting
attention and maximizing
exposure.
THE END
THE END