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MOBILE MARKETING

Author: Cheryl Lynn Follow us onTwitter Follow us on Facebook Edition 1.V111.10

________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Unauthorized distribution of this document is forbidden. Please contact Cheryl Lynn International Inc. about promotion and JV opportunities. info@cheryllynninternational.com Copyright 2009, Cheryl Lynn International Inc. All rights reserved

________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Disclaimer and Terms of Use Agreement (All that legal stuff) While the author and publisher of this book have made reasonable efforts to ensure the accuracy and timeliness of the information contained herein, the author and publisher assume no liability with respect to loss or damage caused or alleged to be caused by reliance on any information contained herein and disclaim any and all warranties, expressed or implied, as to the accuracy or reliability of said information. The contents of this manual reflect the author’s views acquired through her experience and studies on the topic under discussion. The author or publisher disclaims any personal loss or liability caused by the utilization of any information presented herein. The author is not engaged in rendering any legal or professional advice. The services of a professional person are recommended if legal advice or assistance is needed. While the sources mentioned herein are assumed to be reliable at the time of writing, the author and publisher, or their affiliates, are not responsible for their activities. As internet information and sources change frequently in this particular marketing arena, from time to time, sources may terminate or move and prices many change without notice. Sources can only be confirmed reliable at the time of original publication of this manual. THIS MANUAL IS A GUIDE ONLY and, as such, should be considered solely for basic information. Earnings and profits derived from participating in the following program are entirely generated by the ambitions, motivation, desires, and abilities of the reader. COPYRIGHT Š 2010 Cheryl Lynn International Inc. ALL RIGHTS RESERVED. No part of this manual many be altered, copied, or distributed, without prior written permission of the author or publisher. All product names, logos, and trademarks are property of their respective owners who have not necessarily endorsed, sponsored, or approved this publication. Text and images are available over the internet and used in this manual may be subject to intellectual rights and may not be copied from this manual. ________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Copyright and Trademark Information This report is protected by Canada, U.S. and International copyright laws. The reproduction, modification, distribution, transmission, republication, or display of the content in this report is strictly prohibited without prior written permission from Cheryl Lynn International Inc. This report is for your use only. You may not give this report away or share it with others. Any trademarked names mentioned in this report are the sole property of their respective companies. None of these companies are affiliated with Cheryl Lynn International Inc. in any way.

Earnings Disclaimer The information you'll find in this report is to educate you. We make no promise or guarantee of income or earnings. You have to do some work, use your best judgment, and perform due diligence before using the information in this report. Your success is still up to you. Nothing in this report is intended to be professional legally, financial and/or accounting advice. Always seek competent advice from professionals in these matters. Also it is always a good idea, especially when it comes to online marketing, to check all local, state, federal and provincial laws to make sure you are in compliance. If you break federal, provincial, state, city, or other local laws, we will not be held liable for any damages you incur.

________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Federal Trade Commission (FTC) Compliance It is important to inform you that I have a marketing connection to a brand, topic or product herein. Through the use of affiliate links contained herein, I may collect fees from purchases made.

________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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About the Author, Cheryl Lynn Cheryl Lynn is an International Speaker, Author and founder of Cheryl Lynn International. She has mastered the art of Mobile Marketing and she is now known as a Mobile and Local Online Marketing expert, paying it forward and teaching others how to do the same. Cheryl spent the past 23 years owing several offline businesses in the service industry of corporate Canada. Cheryl is a constant student and enjoys learning to improve her abilities and skills for her clients. Over the past 5 years she has been studying the Mobile Marketing and Local Online Business Marketing in an effort to help local business owners grow in their community worldwide and reach a wider client and revenue base especially in these economic times. She loved the concept because her passion is supporting small and inspiring entrepreneurs worldwide. She always gives her heart and sole to her clients. There is always a need for leaders in this arena. The world is a big place and small business owners always need to know some of the easier ways of marketing their business. The Internet offers businesses an extraordinary way of increasing their client base and revenues. Cheryl started building up her part-time Affiliate Marketing venture. Today, with just a few hours a day, she gets paid automatically from many of the companies she markets for. But today there is a much bigger player in the field of gaining new clients and revenue for businesses and that is Mobile combined with Local Online Marketing! There are 5 billion phones out there, more than there is cars, computers and TV’s on this planet. You can now advertise your business and specials to your clients immediately on the go. We will be a planet of Mobi’s and desktops will be considered old. ________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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TABLE OF CONTENTS: •

Mobile marketing history:………………………………………….….…….10

What is mobile marketing? (an introduction):………………………..……...12

Mobile marketing types:……………………………………………….…….15 Short messaging service (SMS): Multi-media messaging service (MMS): Mobile web applications: Bluetooth: Location based marketing: Quick response barcodes: Voice (Interactive voice response): Mobile banner ads, Mobile commerce, Mobile website:

Mobile marketing tips:……………………………………………………….20 Database development: Frequency expectations: Short code: Message composition: Personalizing:

Mobile marketing benefits:…………………………………………………...28

Features:………………………………………………………………………29

Mobile marketing pitfalls:…………………………………………………….30

Mobile marketing disadvantages:……………………………………………..32

• Trends:………………………………………………………………………..33 ________________________________________________________________ © 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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OUTLINE & DESCRIPTION: •

Mobile marketing history: It contains the history of the mobile marketing.

What is mobile marketing? (an introduction): This section will contain a brief hence targeted introduction to the mobile marketing.

Mobile marketing types: This section contains the possible types of the mobile marketing so that it would be easier for the interested person to select one of them. Short messaging service (SMS): Multi-media messaging service (MMS): Mobile web applications: Bluetooth: Location based marketing: Quick response barcodes: Voice (Interactive voice response): Mobile banner ads: Mobile commerce: Mobile website:

Mobile marketing tips: This section will contain the most effective tips regarding the mobile marketing. Database development: Frequency expectations: Short code: Message composition: Personalizing:

________________________________________________________________ © 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Mobile marketing benefits: The most important benefits of the mobile marketing are included in this section.

Features: It will contain the most important features of the mobile marketing.

Mobile marketing pitfalls: The major pitfalls that must be avoided in order to achieve a successful mobile marketing are included in this section of the e-book.

Mobile marketing disadvantages: This section of the e-book includes the disadvantages of the mobile marketing.

Trends: The most important hence updated mobile marketing trends are included in this section of the e-book.

________________________________________________________________ © 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Mobile Marketing History The mobile marketing can refer to one of the two categories of the marketing. First, and relatively new, is meant to describe marketing on or with a mobile device, such as a mobile phone. Second, and a more traditional definition, is meant to describe the marketing in a moving fashion for example technology road shows or the moving billboards. Although there are various definitions for the concept of the mobile marketing, no commonly accepted definition exists. The mobile marketing is broadly defined as “the use of the mobile medium as a means of the marketing communication” or “distribution of any kind of the promotional or advertising the messages to the customer through the wireless networks”. More specific definition is the following: “using interactive wireless media to provide the customers with a time and a location sensitive, personalized information that promotes the goods, services and the ideas, thereby generating value for all of the stakeholders". The mobile marketing is a set of practices that enables the organizations to communicate and engage with their audience in an interactive and a relevant manner through any of the mobile device or even the network. The mobile marketing is commonly known as the wireless marketing. However a wireless is not necessarily to the mobile. For an instance, a consumer’s communications with a web site from a desktop computer at the home, with the signals carried over a wireless local area network or even over a satellite network, would qualify as a wireless but not as mobile communications. The marketing on a mobile phone has become increasingly popular ever since the rise of the short message service in the early year of 2000 in the Europe and some parts of the ________________________________________________________________ © 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Asia when the businesses started to collect mobile phone numbers and send off the wanted or even the unwanted content. Over the past few years, the SMS has become a legitimate advertising channel in some parts of the world. This is because the unlike email over the public internet, the carriers who police their own networks have set the guidelines and best practices for the mobile media industry. While this has been fruitful in the developed regions such as in the North America, Western Europe and some of other countries, mobile SPAM messages remain an issue in many other parts or the world, partly due to the carriers of selling their member databases to the third parties. The mobile marketing via the SMS has been expanded rapidly in the Europe and even in the Asia as a new channel to reach the consumer. SMS initially received a negative media coverage in many parts of the Europe for being a new form of a spam as some of the advertisers purchased the lists and then sent the unsolicited content to the consumer's phones; however, as the guidelines are put in a place by the mobile operators, the SMS has become the most popular branch of the mobile marketing industry with several 100 million advertising SMS sent out every month in the Europe alone. The MMS mobile marketing can contain a timed slideshow of the images, text, audio and video. This mobile content is delivered via the Multimedia Message Service. Nearly all the new phones produced with a color screen that is capable of sending and receiving a standard MMS message. Brands are able to both send and receive the rich content through MMS A2P (application-to-person) mobile networks to the mobile subscribers. In some of the networks, the brands are also able to sponsor the messages that are sent to the P2P (person-to-person). Advertising on the web pages specifically meant for the access by the mobile devices is also an option. The mobile marketing association provides a set of the guidelines and the standards that give the recommended format of the ads, presentation, and metrics used in the reporting. Google, Yahoo, and the other major mobile content providers have been selling advertising placement on their properties for years already as of the time of this writing. The advertising networks focused on the mobile properties and the advertisers are also available. ________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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What is Mobile Marketing? (an introduction) Besides the Internet marketing, a mobile is another digital marketing media to target the right customers. Mobile marketing channels: When launching a mobile campaign, it is important to remember that there are multiple mobile channels to reach to the mobile users. They include: • • • •

Mobile websites: Downloadable applications: Mobile messaging: Mobile video:

Like the other marketing campaigns, the mobile campaigns can have different campaign goals, either brand building or driving some kind of the direct response. Let us take a look at the different mobile inventory options that work best for the different campaign goals. Mobile inventory types: o Display: Just like what happens on the Internet, this kind of the graphic or text banners inventory is purchased based on the impressions or direct response. But here you should keep in mind that a mobile user is less likely to see a banner ad at the bottom of the page. The recommended aspect ratios for mobile web banner ads are 6:1 that is by default and 4:1 to the extended display.

________________________________________________________________ © 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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o Messaging: Users can reply to your text message with a specific format or even click on an included URL to open the mobile web site. With the MMS, the interactive ads are also possible. o Paid search: A paid search on the mobile is just other keywords driven by the digital marketing tactic on the mobile devices with fewer characters that are allowed in the ad. The landing page must be mobile friendly; otherwise, the bounce rate could be very high and it is bad for the usability. One key difference in the mobile search from the PC based searches is that the users are more likely to seek the actionable results than reference information. o Mobile landing page: As mentioned just now that the landing page you create for the mobile campaigns must be mobile friendly. The page should also be designed to reduce the amount of scrolling needed and it should be formatted to the specific phone experience. You may want to develop the multiple versions of the landing page for different phones. A good mobile landing page should have the following qualities: • • • • •

Compatible with different handsets: Clear call to action: Not too wordy: Visually appealing: Quick loading:

________________________________________________________________ © 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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o Mobile campaign metrics: Like the other forms of the digital media, you can measure: • • • • •

Impressions: Click-through rate: Conversions: Conversion rate: Branding: o Brand recall: o Message association: o Brand favorability: o Purchase intent:

o Mobile campaign integration: Common short codes and 2-dimensional bar codes are the two excellent ways to help integrate the traditional media campaigns with the mobile ones. They are a string of about five or six digits that a mobile user can send a text message to and receive information or content in return. It offers brands and the companies an efficient and easy way to take the advantage of the text messaging as a way to connect with the consumers.

________________________________________________________________ © 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Mobile Marketing Types There are numerous mobile marketing tips, but some of the most important are as follows: Short messaging service: All you need to do is to whip out your trusty Palm or even the Nokia and then tap out a message to one of your co-workers across the table: The chances are you have heard about such messaging technology. But what is the name of the technology? Is this technology something that is truly beneficial to the economic world? What is this technology? Today, a technology is moving towards the future of the wireless web. The mobile devices such as the palmtops, handhelds, and even the cellular phones are becoming all the rage. The people want these devices to do everything from access their e-mail accounts, to utilize the internet, to access the personal as well as the corporate information. One type of the service that is available is a technology called short messaging service. The SMS is the technology that allows the text messages to be received and sent over the mobile devices.

________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Why use SMS? The SMS is a very inexpensive method of the communication. About 160 characters take up as much room as a one-second voice call. The messages are delivered immediately or even when the phone is turned on. Like the e-mail, they can also be reviewed or stored in your phone for as long as you wish. The SMS messages can also be sent out to the huge groups of the people with the single press of a button. The SMS also allow for the unified messaging. This is where the SMS can take on a number of the different message formats and allows the users to access them from their mobile device. Popularity: The Europeans send SMS each other well over a billion messages a month. This fact may be hard to believe if you live in the USA, where the SMS service is practically nonexistent. There are a number of reasons why the SMS is slow to take off. The main reason is that it does not use the digital wireless interface standard that is necessary for the SMS to function. Although the GSM is starting to grow, but the change is slow. Enough storage space: The most of the mobile devices can be fitted with the SIM cards. These are the plastic cards that, when placed in the back of a mobile device, store various types of the information. Difficulty: You might be thinking that typing on a miniature telephone keypad is hard, even for the nimble little fingers. Well, most of the devices contain predictive input, a sort of the software that allows the device to guess what you are writing and try to finish the word for you. Besides, most of the people abbreviate their words anyway. Unless you are not trying to write a novel on your phone, you should have no problems. ________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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SMS utilization: For a device to utilize SMS, it must for the device to be SMS-enabled. Also, the device must be connected to one of the GSM networks that support the SMS. Back in the early 1980's, the analog cellular telephone systems were growing rapidly in the Europe. Each of the country started by developing its own system as these systems were incompatible with everyone else equipment and operation. It was not a good situation. For one, the mobile equipment was limited to limited to their national boundaries. Thus, the markets were limited for each type of the equipment. The Europeans realized that this early on, and created a group to propose a new, universal system. Eventually the commercial services became available in the early 1990's and the GSM networks have spread worldwide. A GSM is a digital system, which is what allows with the SMS features to exist. Most of the countries use the GSM standard the USA is one of the few countries to favor use of CDMA standards over the GSM. A point-to-point SMS message is where a user sends a message to another subscriber in their service. Once their message is sent, an acknowledgement of receipt is provided to the sender. Multi-media messaging service: An MMS message can contain any combination of the graphics, photographic imagery and audio. The multimedia messaging service is an end-to-end solution by enabling the operators to deliver a rich MMS experience to the customers. You can now combine text, pictures, photos, animations, speech and audio for the ultimate messaging experience. You can also send your messages regardless of the handset you are using from mobile phone, Palm Pilots, or even the PCs. A multimedia message can, for example, be a photo or picture postcard annotated with the text and/or even an audio clip, a synchronized playback of the audio, text, photo or, in the near future, a video emulating a free running presentation or a video clip. It can also simply be a drawing combined with the text. The MMS makes it possible for the mobile users to send these multimedia messages from the MMS enabled handsets to other mobile users and to e-mail users. It also makes possible for the mobile users to receive the multimedia messages from the other mobile users, email users and from the multimedia enabled applications. The technology opens up a world of the opportunities by allowing the users to access the content from the world's leading providers by using cutting edge handsets and an advanced multimedia platform. The MMS crosses all the boundaries and is predicted to be a major boost to the GPRS ________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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market. The MMS builds on the successful message push paradigm of the SMS and enhances the communication possibilities for the mobile users by integrating with the new standards from EDGE and the WAP forum. A mobile phone that supports MMS is an amazingly versatile device. The ability to take, edit and send images empowers users in all areas of life, enhancing personal connectivity and efficiency. In the workplace it functions as a powerful tool for both conveying and responding to the ideas. During a leisure time it adds a whole new dimension to sharing the personal experiences. With phone-to-phone as well as phone-to-internet capability, the MMS can also serve as a virtual email client. The images sound, and the video sequences can also be stored in the phone for a later use. Wherever you are, whatever you are doing, the MMS brings the power and freedom of complete the communication to your fingertips. Say it in words with the pictures, animate it, add high-quality sound or video or do it all at once. Use your mobile phone to send a digital postcard and augment it with an audio clip of your own voice telling him how much you miss him. Currently being adopted by most of the network operators and the mobile device manufacturers, the MMS soon will be a standard mobile phone feature and the default messaging mode. The MMS supports standard image formats such as GIF and JPEG, video formats such as MPEG 4, and audio formats such as MP3, MIDI and WAV. The MMS technology works in an existing GSM network and with the new high speed, the 3G technologies that will take it to its fullest extreme. Mobile web applications: The mobile web is one of the over used terms that has lost all of its meaning, or worse yet, continues to confuse and perpetuate the mobile myth. If you were to ask for the web developers to define what the mobile web means, you would get as many different answers as people you asked. You should refrain as much as is possible from maintaining a second version of the web sites specifically targeted at the mobile devices. This requires a bigger initial outlay and hence becomes a maintenance nightmare. You should be able to create a web site that offers an acceptable user experience on the desktop and the mobile browsers. By using the web standards and the best practices, you should be able to make your web site mobile friendly without too much extra work. The mobile web is an ever growing corner of the market that the businesses cannot afford to ignore. More people use the mobile phones to access the web than a desktop computer, and the ________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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percentage of the world's population that carries the mobile phones broke past the 50% barrier an estimated to about to 4 billion phones. Challenges: The mobile web has always been a confusing and difficult for many of the people to get used to develop for, due mainly to the lots of over hyped jargon and the terms that the average web developer has never seen or needed to deal with. Things like content carriers, the WAP and the deck, many of which are not really relevant to the subject area any more. When we create the traditional HTML websites, we simply upload them to our server space with our web-hosting provider and that is it. It did not matter if the customer was coming either from America, Europe, Asia or elsewhere, or if they were on a dial up modem at the home or a super fast fiber optic connection at any where else; all the infrastructure between your web site and the customer’s desktop computers worked the same way every time. This is not true that when we are talking about the mobile devices accessing the web. In the world of the mobile carriers, different companies use the different hardware for their cell towers, they compress the data differently or not at all, and factors like the signal strength and availability can vary a lot. While that sounds daunting, you should not let it scare you. As a web developer or designer, all you need to understand to create your web site in a mobile friendly way is that there are some considerations you need to take into account. These limitations include styling, scripting and a thorough testing on a variety of the devices. Your existing skill set for creating the traditional web sites is much the same as for the mobile web sites. Bluetooth: A Bluetooth is the new technology named after the 10th Century from Danish King Harold Bluetooth. Bluetooth was designed to allow a low bandwidth wireless connection to become so simple to use that they seamlessly integrate into your daily life. A simple example of a Bluetooth application is updating the phone directory of your mobile phone. Today, you would have to either manually enter the names and the phone numbers of all your contacts or use a cable or IR link between your phone and your PC and start an application to synchronize the contact information. With the Bluetooth, this could all ________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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happen automatically and without any user involvement as soon as the phone comes within range of the personal computer. Of course, you can easily see this expanding to include your calendar, to do list, memos, email, etc. This is just one of the many exciting applications for this new technology. Can you imagine walking into a store and having all the sale items automatically available on your cell phone or the PDA? Yes it is a definite possibility with Bluetooth. More than 1200 additional companies are members of the Bluetooth association. The magnitude of the Bluetooth industry involvement should ensure that the Bluetooth becomes a widely adopted technology. Location based marketing: You are vacationing in a new city for the first time. Once you get settled into your Hotel room you pull out your hand held, wireless device, log onto the web and search let say for "Italian Food in San Francisco." Five hundred results come back. So you click the new "location-based" feature on your device which triggers a GPS satellite feed to pinpoint your exact location within the city. Now only ten restaurants that are relevant to your physical location show up in the search results.

________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Benefits A captured target:

The consumer is already in or near your place of the business. Remember, that this is a locationbased marketing. A customer is much more likely to come through your door if a competitors store is a twenty minute drive away, but your store happens to be right around the corner from where they are standing. Increased impulse buying. Real time delivery of the advertising prompting the benefits of an immediate response. For an example; come in within the next 30 minutes and receive the 20% off your meal. Development of one-to-one relationship marketing. The consumer purchasing history can be examined, thereby enhancing the future marketing messages. Direct marketing spending effectiveness. True targeting of the promotional materials. The materials are delivered electronically and on demand, as required. Psychological nurturing. The consumer feels like somebody, building brand recognition and loyalty. Increased return on investment (ROI) repeat or additional consumer purchases during a visit. So there is a need of aligning your marketing efforts toward this newest wave of the ecommerce means that by preparing well in advance. The implementation of a professional search engine optimizer campaign for your web site is absolutely critical. Whether in house or outsourced this aspect must be taken into consideration when pricing ________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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a marketing campaign. Not only will the web site need to be properly indexed and found within the general internet's top search engines, soon it will also need to be found by the physical, geographic, location as well. Specific key words and phrases will need constant tweaking to reflect the search patterns of the mobile consumers in a wireless world. The people may not necessarily search by the exact name of the business but rather by general terms, but you still want them to find you. This will require vigilance by you or your marketing company. Success will depend upon the ability to constantly extrapolate information from your web site statistics and apply those results back into your marketing equations. Quick response barcodes: In the today's business environment, staying competitive is critical to your success. The Bar code data-collection technology is an effective way to improve the bottom line and meet the competitive challenges your organization faces every day. This special guide is designed to give you and your company information about bar code data-capture technology. Combined with data-collection technology, the bar codes provide a rapid, accurate, and hence efficient means to collect, process, transmit, record, and manage data in a variety of the industries. Retail, package delivery, warehousing and distribution, manufacturing, healthcare, and point-of-service applications can all benefit from the use of bar codes. Bar code is a fundamentally simple technology. But like the chain or the wheel simplicity of the concept relies heavily on the excellence of total execution. Data ID takes a full responsibility to provide you, with every link in the chain. Data ID supplies bar code printers, bar code readers, bar code labels, bar code networking devices and bar code data concentrators, all the hardware and the labels along with the systems and software that tie everything together. A conceptual innovation has kept Data ID on the leading edge of both bar codes symbolically. Voice (Interactive voice response): The routine requests for the information make up the bulk of incoming calls to many call centers, by eating up resources that could be better spent handling more substantial customer service issues. An interactive voice response (IVR) system offers an automated and a cost-effective way to provide the same information. While many of the people have ________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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a general dislike of automated phone systems, well designed IVR systems are easy to use and provide access to the valuable information. IVR is most familiar as a solution for the inbound customer calls, but has other uses as well. IVR can provide a boost for salesfocused call centers: they are available to take orders around the clock, without requiring you to hire workers for the additional shifts. Another popular application for the interactive voice response is providing the information for the mobile employees by allowing them to call in for automated status updates and assignments. The IVR can also be used for the outbound calling, including customer service follow-up and surveys. At their most basic, the interactive voice response systems play pre-recorded messages in response to specific numbers being pushed on the telephone keypad. Full-featured systems incorporate both speech recognition, which allows callers to simply speak their choices, and text-to-speech technology that reads the information from a database aloud, without the need for pre-recording. Mobile banner ads: The mobile advertising is the communication of the messages or the media content to one or more of the potential customers who use the mobile devices. According to the strategic analytics, the mobile advertising industry will reach to $14.4 billion in the expected year of 2012. In the year 2007, the mobile advertising network AdMob.com was already delivering 1.5 billion mobile ads per month. The mobile advertising is different than other forms of the media advertising. The Ads can be targeted to very specific types of the users, triggered to display at the specific times, and have several new real time interactive options. As a result, the mobile ads have a much higher value than the other types of the advertising. As with internet advertising, many of the people already receive mobile ads but are unaware they have received mobile ads. Many of the mobile ads are small banners and/or text links that share a screen that the user has selected. The types of the mobile ads range from fairly simple text links to interactive software programs. The mobile ads have response types that range from text link clicks to launching the new software applications. The mobile ad targeting can be performed by using the mobile communication channel types that can include the mobile communities, download sites, entertainment applications, information services, and specialty portals. The type of the mobile ad and the way it operates varies based on the mobile device capabilities. These capabilities include display, media processing, limited amount of the memory, and input ________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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control functionality. As a result, some of the guidelines have been created to help ensure the user’s experience with the mobile ads that is reliable and acceptable. Mobile commerce: Rarely has a new area of the business been heralded with such enthusiasm as mobile commerce that is the conduct of a business and the services over portable, wireless devices. Due to the astronomical growth of the internet users, maturation of the internet technologies, realization of the internet capabilities, the power of the electronic commerce, and the promising advancement of the wireless communication technologies and devices, the mobile commerce has rapidly attained the business forefront. A mobile commerce application can be B2B, B2C or any other of the classifications available with the e-commerce world. The mobile commerce, although not fully mature, has the potential to make it more convenient for the consumers to spend the money and purchase goods and services. Since the wireless devices travel with the consumer, the ability or perhaps temptation to purchase the goods and the services is always present. This is clearly a technique that can be used to raise revenue. Also, the successful future of mcommerce depends on the power of the underlying technology drivers and the attractiveness of m-commerce applications. The internet use has grown to such a level on the strength of the PC networks. Due to the huge base of the installed PCs, which is predicted to grow in a faster pace in the days to come, the electronic commerce and the other communication applications are bound to thrive further. Also, these computing systems will have greater power and storage capability, the best ever price performance ratios, more powerful and the sophisticated applications will likely emerge for the desktop computing and the internet. However, there are two major limitations on a personal computer. First , the users have to sit in front of them, PCs, even portablenotebook computers, have to load software, dial into and connect with a network service provider and await for the initial process to be accomplished before launching an internet application. The advantage with these wireless devices is they do not need no the booting process and thus facilitating immediate usage of them. This makes them attractive for quick-hit applications. Just as the TCP/IP and the general purpose web browsers are being the current principal drivers of the internet growth and this in turn makes the disparate devices to connect themselves and communicate and interoperate. Similar protocols, technologies and the software will play a very important role in the heterogeneous wireless devices to interoperate without any complexity. In the recent past, ________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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a common communications technology and uniform interface standard for presenting and delivering several distinct wireless services on wireless devices. Wireless Application Protocol (WAP) has emerged. The WAP specifications include a micro browser, scripting language just like JavaScript; access the functions and a layered communication specification for the session, transport and security. These specifications enable the interface-independent and interoperable applications. Many of the wireless device manufacturers, service and infrastructure providers have started to adopt the WAP standard. Mobile website: The Face book, the second largest site on the internet, reports that over about 30% of it is an active user that access the web site from their mobile devices, and that the mobile users are twice as active as non-mobile users. As cell phones become more and more prevalent in our digital society, the need for a mobile-friendly website is a must for many businesses. Having a mobile-friendly web site can be absolutely critical for the businesses in certain markets. The web sites that feature a stream of the user-generated content are likely the targets by their mobile-savvy users. An e-commerce business can increase sales and the conversions by making sure their storefront is mobile-friendly. Even a web design studio or graphic designer can benefit from a mobile web site, as it can provide an easy way to show off your portfolio to a potential client in the impromptu situations. The majority of the web sites that can probably will get by without a mobile version of their web site. Just like how you should cater your website to your audience, until the percentage of mobile traffic for your web site nears to 2-10%, depending on number of the visitors, it is probably not worth investing the time and resources to create a mobile version of it yet. You should still keep it on your list of the web site to dos, just do not prioritize it over more of the critical tasks until it is worthwhile to do so. Versions: • • • •

At least 5-10% of the visitors are coming from the mobile devices. You sell a product that the users might buy when they are on the go. Your web site is powered by the user generated content. Your site relates to the mobile industry in any way, shape or form.

________________________________________________________________ © 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Mobile Marketing Tips The mobile marketing can be done in an extremely effective way. It is one of the methods of the marketing that have become very popular in the recent times. With a passage of time and this marketing tool will surely impress most of the people to a great extent. This approach to the marketing products and services is slowly spreading all over the world and the advertisers are using this technique in the best possible way. There are different ways of mobile marketing. The SMS is one of the best ways to market a product through a mobile phone. The concept of the SMS has a personal touch. It includes a direct interaction with the clients and thus is very effective. With just a SMS to the client you can market your brand very effectively. If the customer feels the SMS to be fruitful he/she will surely respond to the SMS. Here comes one of the most important points. It is important to determine the targeted customers while mobile marketing. Without having the targeted clients in mind your efforts may simply go in vain. You may keep on sending the SMS to different clients but if their approach to your SMS is not positive than, it is ultimately of no use. So, it is very important to send the SMS to the targeted customers. The people who are interested in the products may buy the company products, which may increase the company's revenue. There are 5 tips that can make the mobile marketing a very effective marketing tool. The tips are as follows. Database development: Do not just add the mobile phone numbers to the mobile marketing database. It is essential to get the permission first. You can do this by a web form or while someone is just texting the keyword to the short code. It is good to have a double opt-in the database.

________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Frequency expectations: Setting the frequency expectations and covering up you legally. After the opt-in procedure comes to an end, alert the audiences about how often they must expect the text message and just offer them an opportunity to not opt-in if that is going to be very frequent. Short code: Make use of the dedicated short codes. Dedicated short code may be quite costly. But by using those you can be assured to keep your brand name intact. Message composition: The 160 characters need to be utilized very effectively. The message that you want to reveal to your clients must be clear and concise. You can make use of the chart cuts for the messaging. For example you can use '2' instead of writing 'two' or 'to' and 'b' instead of writing 'be'. Personalizing: Capture the first name of the subscriber and ensure that the platform of the mobile marketing which you are using enables you to inset the tokens in the message so that you do not have any problem in personalizing the message. Having the first name of someone in the message goes a long way in helping to increase the response rates and building up strong relation with the customers.

________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Mobile Marketing Benefits There are several web-based tools that are available to help the companies to make the most of the mobile marketing, primarily by helping them to easily set up a mobile marketing system. Some of the benefits of the mobile marketing for businesses include: •

The ability to create outstanding as well as cost-effective promotional campaigns even on a short notice.

The ability to reach a wider audience and expand the market to share tremendously without any additional effort or cost.

The ability to build better as well as longer-lasting customer relationships.

The ability to retain the existing customers while enticing the new customers.

The ability to penetrate the cell phone market and build brand awareness without having to spend a fortune on the huge ad campaigns.

The ability to reach out to the customers on the go and create a highly effective two-way communication.

The ability to integrate new, innovative forms of the advertising and promotion with the existing strategies without the need for large capital expenditures.

________________________________________________________________ © 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Features The mobile marketing is easy to set up and manage even without any technical knowledge. It provides a casual and an interactive platform for the communication between the businesses and their customers. Delivery of messages is fast and controllable. The promotional efforts can be launched in as little as 24 hours. The response times are equally fast and are typically within 24 hours. The mobile marketing is cost effective, convenient to use, and reaches out to a large by growing the market segment. It provides a means to set up a profile of groups and target specific groups. The messages can be easily edited and the spell check features help prevent embarrassing mistakes. The mobile marketing allows full tracking of delivery as well as tracking of response and sales of the conversion rates. The mobile marketing can be easily incorporated with the current promotional strategies. There is a lot of potential for intermixing with several other media platforms. The SMS promotions can be combined with radio, billboard, internet and television ads. Immediate delivery is possible in case of any urgent announcements. ________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Mobile marketing can be set up, launched, and managed without any technical assistance. The subscribers have a control over which the messages they want to receive and which they do not want to, making them more receptive to the idea of the mobile marketing. The subscribers can choose to store the messages and read them later. They can also forward messages easily, boosting viral promotion.

________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Mobile Marketing Pitfalls The mobile marketing today is at a similar point in its evolution as the online advertising was at in the '90s. While the promise of the web-based marketing was large in the year 1996, adoption was slow until the internet access became readily accessible and affordable. So we all thank to developments such as the iPhone combined with the better mobile content and services mobile search seemed to take some of the major strides during the second half of the year 2007. The advertising potential now resembles that of the early days of the internet in both the variety of the search options available and the fragmented nature of the keyword search volume. The consumers are searching for a wide range of the topics and the products via their mobile devices, and they are willing to accept the advertising in exchange for the content and the services. Most of the U.S. mobile data users are not on a flat-rate mobile data plan, which is helping to stall the growth of mobile search. That means the consumers have to pay to access the information they are searching for. There is already evidence that the flat rate or the unlimited data plans, such as that offered with the Apple iPhone, have a significant impact to the consumer mobile search activity. The best marketing opportunities will form around how the consumers already search for the information. Look at the market around you and be realistic about the advertising opportunities. Just because it worked online does not mean it will work in the mobile. The advertisers must understand and respect the similarities as well as the distinct differences between the different kinds of the media. The marketers must keep in mind that the small screen size and technology limitations of the mobile search, and plan their campaigns accordingly. Today's mobile opportunities are a blend of the database feeds to ensure that all of your sales outlets are listed correctly and categorized under the most appropriate key phrases or categories. Like all the advertising investments, the marketers need a gauge for the success. Keep in mind that if the history repeats itself, the way the mobile industry starts to communicate the success of the media will inevitably become the benchmark for its value. Today's measures are click-through rates and call-through rates, however the advertisers should ________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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not lose sight of the foot traffic that mobile search can drive to their physical locations. Measuring these activities is never easy, but the customer polling and recent purchaser surveys are good tools to measure response behavior. It is no longer a matter of if the mobile search opportunity will be big, but a matter of when. Those who start early will have a lot to gain in regards to first-mover advantage, and learning over the competition. Those who learn from the lessons of the other early media adopters will help to ensure that the forging of this trail will be less painful than it was for those who trudged before them.

________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Mobile Marketing Disadvantages Trial and error period required for the mobile marketers to learn how to succeed in the mobile marketing, which differs from the traditional web marketing. The advertisers are wary of the consumer privacy issues. The FCC yet to rule on limiting use and release of customer data, including location information. The mobile marketing is fragmented and complex because of many different handsets and carriers, different types of functionality and different preloaded apps. Currently, reach is low because the consumption of the mobile content is small, and penetration of the 3G devices is still low in most of the countries. Current WAP technology inadequate, discouraging web searching and surfing. General intolerance of the advertising messages on a personal device. Current carrier-imposed “walled garden� approach prevents unfettered the mobile web access. Adaptation of the content and messages to the mobile web results in poor user experience.

________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Current low usage of WAP-based mobile search does not support the investment in creating the mobile web sites because traffic as the volumes are low, except on search portals and other high-volume web sites. Establishment of the reliable measurement and the metrics for the advertisers to measure the mobile ad effectiveness as needed.

________________________________________________________________ Š 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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Trends Marketing to the consumers’ cell phones has long been viewed as something of a holy grail by the businesses prized but always beyond reach. Recently however, new mobile technologies have gone main stream by making the elusive goal of an always on connection with the customers firmly within reach of even the smallest business. What may be less apparent, though, is how various mobile technologies are ready to leap off the inventor’s table and into your marketing toolkit as a small business owner. If, like many of the other small businesses, the greatest fear is “not marketing effectively” and your greatest pain is “poor sales” then in this case, you must have to check out these five top mobile marketing trends you can latch on to today to grow the mobile marketing of the business. 1) Text message marketing goes main stream: According to the mobile marketing association, text message marketing is already the most widely-used form of the mobile marketing. Think of the text message marketing as you do email marketing, except instead of collecting an email address you collect a mobile phone number. Like email marketing, you create the campaigns at a web site and only send them to the customers who have opted-in to receive your message. But unlike email, you do not need fancy graphics, just up to 160 characters of plain text. The text message marketing for the business use has been around for several years now, especially at the youth-friendly establishments of the like fast food joints, hip clothing stores, and the nightclub scene. Texting is now engrained in our way of the communicating, with the average American sending/receiving almost twice as many texts than phone calls. A recession-weary public hungering for the discounts is latching on to the mobile coupons as the ‘killer mobile app’ due to their convenience. More consumer-packaged goods companies, restaurants, and grocers are launching mobile coupons each month. Texting is ________________________________________________________________ © 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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proving its chops versus email and social media. On average, the texting gets seven times the response rate versus email (7% versus 1%) and reaches twenty five times the number of users as does Twitter. The owners need easy-to-use and affordable texting providers if they are to be successful. The uses of the texting are as varied promotions, coupons, alerts, staff messages, sweepstakes, trivia, and voting. 2) Texting will be offered by local media: With newspapers and magazines rapidly declining in the circulation, it was only a matter of the time until they sought to add the new marketing techniques such as mobile to their offerings. Money mailer, which traditionally direct-mailed packets of the coupons to the households, is selling a mobile coupon that gets placed into their iPhone application. 3) Retailers will move beyond mobile marketing to enhance the overall shopping experience: After several years of experimentation, the big brands are poised to make mobile a significant and permanent. These applications have allowed the consumers to order products, read reviews, send gift hints to the friends, text early wake-up calls, and conduct a slew of other services typically only for the available online. 4) Inventive smart phone applications will dazzle with new ways to engage customers: Each month it seems a new crop of the mobile applications that let the consumers to check for nearby deals and receive news and the promotions to their phone from local businesses. These apps use a phone’s GPS to figure out where the consumer is and serve up your business’ information if he/she is nearby.

________________________________________________________________ © 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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5) You have it any way you want: If you do not want to participate in another companies’ mobile application, in fact, about half of the business’ mobile campaigns will send the consumers directly to a mobile website and less than half to a smart phone application. Price has something to do with this adoption. In the year 2009 and earlier, it could cost tens of thousands of dollars for a mobile-optimized web site or smart phone application. But these days the mobile website tools like offer do-it-yourself tools costing anywhere from free on up to $100 per month or more depending on your needs.

6) Big and successful Internet companies will increasingly bake mobile into their offerings: Whether you like it or not, your company is going to be on the mobile phone as it just may not be under your control. In the year 2009 there were many big players began rolling out the mobile versions of their successful local, online directories.

________________________________________________________________ © 2010 Cheryl Lynn International Inc., All Rights Reserved. Cheryl Lynn International Inc., 664 Fennell Ave E., Hamilton, On L8V 1V1 email: mailto:info@cheryllynnInternational.com website: http://www.cheryllynninternational.com


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