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The Role of Mobile in Digital Marketing


Contents Page

Editors P.1 Types of Mobile Marketing P.2 Case Studies P.6 Market Data P. 9 Primary Research P. 12 Interviews P. 14 Mobile Marketing Companies P.16 Cost Review P. 18 Business Scenario’s P.20 Conclusion P. 24


Rami Fetyani: 20927919

Editing & Putting the Report together Creating Report Format Adding to issuu.com Real Life Examples. Mobile Marketing Companies. Cost Review of Admob Conclusion 50%

Jack Clugston: 20915904 Created questions for survey/interviews. Types of Mobile Marketing. Market Data. Real Life Applications Cost Review of SMS/MMS and Apps/Mobile Games Conclusion 50%

Ashley Lalafam: 20901515 Primary Research (Survey Monkey + My opinion Interviews) Created graph for end of ‘Market Size’ section. And Paragrapgh explaining graph.


Types Of Mobile Marketing Mobile marketing only accounts for a small percentage of most companies’ digital marketing spend even though it’s a fast growing sector. There are many different ways in which companies can target potential consumers using mobile marketing. The different types include:

SMS/MMS/VMS This is one of the most common and cheapest mobile marketing methods. Companies can send out messages to a large number of handsets with their own text, picture or video. The advantage of using this method is the quick interaction with the customers and the direct connection that the message creates. However, the company has to have already acquired the mobile numbers beforehand, not only this but

there is no guarantee the number is still in use that the target has engaged with the message. One example of this method could be a fast-food franchise sending a text message to their customers informing them of a new promotion. Mobile Applications Apps are third party software programs developed specifically for mobile operating systems. Following the introduction of the App Store on the iPhone more and more companies have started developing their own applications to interact with their customers. Some applications come with a small price, others are free. Designed for Smartphone users, apps immediately limit a target audience, although Smartphone ownership is increasing. With the availability of many different Mobile Operating Systems, creating an app for each


platform may be expensive. However, apps can contain adverts or can be used by brands themselves to create a better connection with the customer. Overall, mobile apps contain almost no limits at all but can be very expensive to build. An example of an app that works well is the Official eBay App. Customers can browse, buy and easily check their eBay activity on the go all while being engaged by the eBay brand.

Mobile Games

Some companies have also started creating mobile games, which can be downloaded onto the phone from an app store. Games from certain companies such as Carling are embedded with various marketing messages encouraging users to visit their website. Brands can be very involved in the media itself via promotions and sponsorships of the game. Games can be costly to create and customers may not be willing to pay to download when there are so many free games in the market. Banner Advertising

This method involves placing banners on mobile optimized websites promoting a service or a company. The banner ads are like standard banner ads for desktop web pages just smaller so that they fit onto mobile screens. Companies can be very selective as to where they place their banners, opting for the most relevant sites where they can reach their target market. Mobile banner advertising campaigns are priced on a Cost per Click (CPC) or Cost per impression (CPM) basis.


Mobile Local Search

Search engines use a GPS locator, which is embedded within Smartphone’s to determine the current location and display relevant results to the user. For example, if the user enters the word ‘Pharmacy’ into their search engine it will display a list of relevant results determined by their location. This allows users to find the nearest Pharmacy’s location and contact details. The user can simply click the phone number and call the store directly from their mobile. Mobile networks are also able to use location-based services to communicate information and advertising to subscribers based on their current location. Mobile Paid Search

This type of marketing is very similar to the original PC Paid search. The difference being the number of results that can be shown on a mobile screen is usually about four compared to normal PC screens, which can display up to ten. Text and image advertisements are displayed in organic search engine results and in the content of mobile sites. When an ad is clicked on, the advertiser pays. Research has shown that mobile users can be much less likely to interact with your brand unless you have a mobile ready site. You can test your sites appearance on a mobile screen using programs such as ‘mobiReady’. This will give you a chance to see how your current sites will appear on a mobile device. Using this method of mobile marketing will be most effective coupled with a mobile ready site.


Bluetooth

Bluetooth, is short-range wireless technology also known as proximity marketing which works up to approx. 33ft. When the user’s handset has an active Bluetooth connection, the device links into a hotspot with access to high transfer speeds. It is then possible to send the user customised messages or advertisements, typically free of charge. This could be an option to reach a slightly wider audience than with ‘check-in services’ however, customers may not expect to be targeted and perceive the marketing as obtrusive. On the other hand it’s a very good way to present consumers with discounts, promote services or products or even a map/guide at large events such as festivals. Check-in Services This method lets users ‘check-in’ from a mobile device, let friends or others know where they are, see who is around them or find new places. This feature works through a mobile browser or app where the user who wants to check in can add a place or search for an existing place to check in too. The user can also write about what they are doing, what they think of the place, who they are with and upload photos. You can offer customers coupons or badges when they check into your location. So far, marketing through checkin services has been free; not taking into account the cost of coupons/promotions you may share with your customers.

Barcodes/QR Codes

Quick response barcodes are twodimensional barcodes than enable mobile users to scan a product/service/promotional barcode to receive more information about the products, services or the business itself. Typically, there locations are chosen strategically (i.e. outdoor adverts, shop windows etc) so that mobile users can connect with the brand quickly and easily.


Case Studies

This part of the report will look at real life case studies of how companies used mobile marketing for their campaigns.

Land Rover According to a case study on Land Rover’s experience with mobile advertising, Mediaedge and AdMob helped Land Rover’s mobile marketing to manifested into great results. “AdMob continues to deliver the results Land Rover has come to expect in mobile advertising.” Alex Acey Nation Communications Manager. The main goal was to develop an engaging campaign and interactive mobile website promoting the various models. The main objective was to build up excitement and purchase consideration for Land Rover’s products while


the second objective was to generate direct response and lookups of dealers by click-to-call dealers to schedule test drives. Land Rover’s target group was men in between the ages of 34-54 with high net worth demographic.

The solution had to have sophisticated targeting to reach high net worth males. Therefore the graphical banner ads and text link ads were ran in premium sites such as NEWS, sport and others. Moreover specific handsets were targeted which high net worth demographic is more likely to have them. However Land Rover’s mobile site had to be modified to deliver a richer experience and engagement for its

users, now users are able to watch videos of the vehicles in action, pick their favourite model and colour then download it as a wallpaper for their mobile phone, submit their email in order to get a brochure and submit their post code to look up the nearest dealer. A click-to- call banner was add in their mobile website as well. According to AdMob and Land Rover the campaign was a big success, it generated 45,000 video views, 7,400 custom wallpaper downloads, 128,000 Gallery Views, 5000 dealer lookups, 800 brochure requests and 1100 clickto-calls. All this response has been generated. Source : www.admob.com/marketing/pdf/L andRover_AdMobCaseStudy.pdf


Reebok – iSprint The main objective of Reebok was to create an interactive brand experience, aided by M&C Saatchi Mobile an engaging solution was reached by creating a simple addictive game which lets players compete in a virtual sprint, when a player finishes a race they can share their score via Twitter for maximising viral impact. In addition playing and sharing the game awarded players promotional codes. The simplicity and addictiveness of the game increased the downloads to the point where the game turned in a global phenomenon, moreover it was featured in “What we `re playing” within 4 days of its release in apple’s app market. all these results were achieved with no ad spend whatsoever. Source :www.insidemob.com/images/iSprin t_case_study_2010.pdf


Market Data

2008

2009

“Expenditure on mobile advertising in the UK exceeded market expectation in 2008 to reach a total of £28.6 million, according to a study by the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC).” http://www.iabuk.net Market expectations were exceed in 2008 when expenditure on mobile advertising increased to reach a total of £28.6 million. This study was conducted by the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers. In 2008, the market size for adverting spends doubled increasing by 99.2% annually. This comes from increasing importance for advertisers and operators of mobile advertising. Brands invested in mobile advertising faster than predicted due to its immediacy, return on investment and exceptional targeting.

“UK mobile advertising market grew 32% in 2009 to £37.6 million” http://www.iabuk.net A new high of £37.6 million total spend was reached in 2009 despite a contradiction in the advertising sector. This was an increases of 32% from the previous year. The medium grew at a faster rate even though some brands and media owners had cut back on their investment in mobile marketing.

Mobile Advertising Regarding Format £14.2 million in 2008 was accounted for by text links, banners and in-game app advertising. This as a whole accounted for 49.8% of all mobile marketing expenditure. £14.4 million (50.2% of all mobile advertising spend) was accounted for by paid-for search marketing on mobile internet.

Each quarter in 2009 showed an increase of growth, and the fourth quarter showed a record advertising spend of £5.5 million. That was an increase of 28% period on period. Mobile Advertising Regarding Format Display formats and paid-for search formats both achieved above expectations. The fasted growing format of the year was mobile search. This format increased 41% to a record £20.2 million and increased its format market share to 54% from 50% in 2008. Mobile display, which includes text links, banners and in-game advertising grew by 24% to £17.4million and experienced a


market share of 46%, which was a 4% decrease from 2008. Driving mobile display was expenditure on text links and banners, which were up to £14.6 million (26%) year on year from £11.7million in 2008. This equated to a new market share of 39%, a 2% decrease from 2008. Tenancies increased by 17% year on year from £1.2million in 2008 to £1.4million and experienced a decrease market share falling from 4.3% in 2008 to 3.8% in 2009. Formats such as display advertising within MMS/SMS increased 26% year on year to £1.2million and decreased market share to 3.2%. Top Five Top Display Ad Categories Entertainment & Media (61.5%); Telecoms (14.7%); Finance (8.1%); Consumer Goods (3.2%); Government, social and political (2.7%).

Search on mobile spend has almost tripled from 2009, increasing from £20.2 million to £54.9 million. Display ad’s in the form of text links, banner ads saw an increased of 62% from £14.6million in 2009 to £23.7million. Pre and post roll adverts saw an increase of 492% to £1.1 million from £0.2 million in 2009. Top spenders: (Taken from Internet Advertising Bureau 2010) Top five display advertising categories in 2010: Entertainment & Media – 32.9% (61.5% in 2009) Finance – 18.6% (8.1% in 2009) Telecoms – 14.3% (14.7% in 2009) Consumer Goods – 11.8% (3.2% in 2009) Automotive – 6.5% (2.5% in 2009) Expenditure on Mobile advertising formats: Search - £54.9 million, up from £20.2 million in 2009, an increase of 172%.

2010 “Smartphone usage more than doubles mobile advertising expenditure in 2010.” “New research from the IAB and PwC shows UK mobile advertising market grew 116% to £83 million in 2010” http://www.iabuk.net An increased adoption of Smartphones has aided advertisers confidence in the mobile space. This lead to a large increase of 116% year on year growth of mobile advertising spend (increased from 32% growth in 2009. Total spend on mobile advertising in 2010 equated to £83 million overall.

Display advertising - £28.1 million, up from £17.4 million in 2009, an increase of 61%. Market Shares Search advertising continued to dominate with 66% market share (54% in 2009). Banner and text advertising occupy 29% of the market (39% in 2009). SMS, tenancies and other formats occupy a market share of 5% (7% in 2009).


From the graph it shows that the market size is increasing so the expenditure for advertising is rising per year. From 2008 till 2010 it has risen by £54.4million. The prediction from 2011 is still growth estimated at £150milllion, this is a double increase as more people are having Smartphone’s also more people are buying online. There has also been a prediction for 2012 that figures could rise to £250million as the mobile revolution will have the best device to see advertising as you will be able to do most things technical with a mobile device.


Primary Research From the primary research found 48.5% has seen mobile marketing which 51.6% has not heard or don’t know if they have seen mobile marketing around so they don’t know what mobile marketing is. This means not enough companies has not been using the right strategy which is mobile marketing. The businesses have not been advertising financially right. This could lead to loss of profit from the mobile market. The next question was. What companies has been seen? 56 people answered this question out of a potential 132. The results shown as most mobile companies and mobile ringtone companies have financed advertising in the mobile market. The other half of the results said that they can’t remember the business. This could be because of how they have been approached for example an application or a third party text? Also how fun or interesting was the advertising marketing did they make it fun for example when Carling done their drinking beer application. It was successful with IPhone users? It was the UK’s most popular application according to mobile marketing magazine. So this shows branding can work by using mobile gaming applications. If the application is free but in future it can lead to a purchase. Tullo Marshall Warren. (2010). Digital & Direct: Digital choice - Carling iPint . Available: http://www.marketingmagazine.co.uk/news /842046/Digital---Direct-Digital-choice--Carling-iPint/. Last accessed 20th

The Fifth question was to know if the mobile marketing advertisement was effective. 62.5% said it was not effective but 37.5% said it had an effect. As mobile marketing is growing since Smartphone’s they been a must want for peoples new upgrade in mobile technology. This could lead to more Brands to invest into mobile marketing to create more strategic campaigns. This could bring more financial impact to brands. The sixth question was then asked “What type of mobile marketing was have been used that they have seen?” SMS / MMS / VMS was the most seen and experience with 42.9%. This would be because it is cheaper than making a application but it is sell effective as in a text message you can only view the writing no pictures unless it is linked to their website. 19% have witnessed mobile application which means more companies are investing into the new age mobile marketing. Also 14% have witnessed mobile banner advertisements which are normally downloaded using applications so 33% or the market are creating the new age strategy. The next question was “Did it lead to you a purchase? “ 84% said they did not make purchase. So this means it was not effective this could be because of their mobile phone contract is too much


and they don’t want to go their bill or because the mobile marketing message could of been too high and would not benefit the consumer. The final question was “Did it make you aware of a brand/shop/retail outlet/offer?” More people said they didn’t get the brand awareness with 52% saying no and 48% saying yes. This means people are not aware of what brand the application is. So the brand needs to make sure there is more brand awareness. This could lead to more companies have to change their strategy by putting in more money for mobile marketing in the future. Conclusion of survey From the primary research here are the main findings: Not everyone has heard of mobile marketing it is still a new type of marketing to people. Most companies who is using mobile marketing is mobile networks and mobile ringtone companies The public didn’t find the mobile marketing effective and didn’t lead to a purchase The mobile marketing message that the public saw the majority didn’t realise the brand or shop.

From the collected data this shows that the brand/ shop/ company needs to invest more in their advertising strategy. As mobile Smartphone’s is a must have at this moment in time this shows now is the right time to build the company brand on mobile marketing to get recognised in the mobile world. It has been proven that applications can work with the example shown with Carling IPINT. As the results showed that text’s was the most mobile marketing method used and did not work. So application does show it is the way to build the company as its becoming a revolution to have all the latest applications threw making a own brand game or checking rankings of games that is most downloaded and put the company banner on the game for reconnection.


My Opinion on Mobile Marketing The interviews can be accessed by scanning the 2d bar code with a SmartPhone. In case you do not have such an app, it can be found in any app market by searching for “Barcode Scanner�.

Christalla Frandzis

Dami Odumosu

Katie Smith Zach Sulley

Becky Powell

Colin Targett


Patrick Davaughn

Hannah Bragg

The primary research of the video interviews showed that the participants, used and brought applications, games and also SMS. Research show that they didn’t like the SMS messages as they said it was old and not very fun to use. The participants also said they never heard of the pay per call method and don’t like bluetooth advertisement because it wastes their battery on thier mobile phone. Also on the primary research the data showed that most of the parcipants clicks on advertisements by mistake but some try to aviod them.


Mobile Marketing Companies Including mobile marketing to a media plan will prove very effective for any campaign aiming to broaden its reach and effectiveness especially in with the on going rapid spread of mobile devices. But how would any company manage to fully realise the potential of mobile presence and marketing? There are various mobile marketing dedicated companies that offer a wide range of assistance to establishments that wish to take their first steps into mobile, . For instance, Mobile Interactive Group (www.migcan.com) and inside Mobile (www.insidemob.com) offer services from developing mobile website and apps to mobile strategy, mobile advertising and bulk sms. However these two companies are agencies, therefore such companies charge for their services which include creating and managing the campaigns, as well as gathering information on the target market to produce insightful adverts. as a result agencies will charge a precentage to cover their fees. On the other hand AdMob, a company which was bought by Google in 2009 for $750 million is a service dedicated to online mobile marketing, it gives advertiser a chance to promote either a website, an application, a media (videos and iTunes selling lists) or Geo targeting which can be used for local business with an option to Click to Call or Click to Maps. AdMob is a very powerful mobile ad broker which brings Advertisers, Agencies, App

Developers and Mobile Web Publishers together. Therefore this solution paves the way for an extra precise consumer targeting, due to the large number of websites and apps that uses admob to monetize their traffic.

Step By Step Guide on Campaign Launching Admob’s platform is simple to use, however powerful. This report would take you through the steps necessary for creating a mobile campaign. This process is broken down to four steps. Campaign Info. Ad Group Type. Targeting. Creative & Bid. To begin with, simple campaign info is required which consists of the campaign name, the date on which the campaign will start and end. additionally a daily budget which has a minimum of $10, and last but not least the way in which the campaign will be delivered, there are two options either the standard way which delivers ads evenly through out the day or the accelerated method which delivers ads as quickly as possible thus quickly finishing


the daily budget. The second step is choosing the Ad group, an ad groups is a collection of ads with a single advertising goal and the same targeting. For example, ad group A is for your android app in the UK and ad group B is for your mobile website in the US. The following are the available options Mobile Website: drives traffic to a mobile website when someone clicks on your ad. Application: drives users to the desired app markets to boost downloads. Media: drives traffic to video or audio content. Location & Utilities: gives advertisers the choice to have ads that let users clickto-call or click-to-map the advertised business. In addition a click-to-search tool is available which lets users search a website before visiting it. The next step is of big importance, in order to achieve higher revenue; advertisers have to know their target group and potential consumers. Targeting at Admob is truly straightforward. It splits the process into 3 parts. Platforms / Devices: allows advertisers to target and filter out users by hand sets and platforms. For example a mobile website that sells only HTC accessories and cases would benefit hugely from this option. Geography / Operators: this option allows advertisers to customize which countries and operators they want to target. However each geographic region has a different price per click. Demographics: this option allows advertisers to refine their targeting even more by targeting one gender and certain age group. Finally the actual ad which will be visible to potential customers will have to be

created. Advertisers can either created it on AdMob if it’s only a text ad, however if it’s an image ad, it has to be uploaded, depending on the handsets the campaign targets various uploading slots are available in order to upload different ad images with the required resolutions. Last but not least the advertiser submits the campaign, however before it goes live the campaign has to be approved by AdMob.

Examples of Ads created with AdMob In order to view the following ad demonstration, please use a Barcode scanning app on your Smartphone. In case you do not have such an app, it can be found in any app market by searching for “Barcode Scanner”. Click-to-Call Ad

Is quick way to drive leads to your business, Smartphone users can tap on the ad to call your business immediately.


Click-to-Map

Having a geo targeted campaign can help businesses attract costumers in their local region by this type of ad.

Click-to-Video

Cost Review Prices for mobile marketing vary, depending on who the campaign is targeting. The more targeted a campaign is, the more expensive it is, however increasing targeting will in turn increase campaign effectiveness. In this case the report will review AdMob’s price list due to the size of the company. The minimum PPC with AdMob is $0.01, however $0.01 is the minimum bid. This means if another advertiser bids more, it gives their adverts more priority. The more targeted a campaign is the more it costs. The figure below explains PPC pricing in more detail.

Directing Smartphone users to the desired YouTube video is a great way to build a brand. In addition this type of marketing has a viral component to it, as users share videos they have seen with friends.

Click-to-Search

This is a powerful technique to drive leads to a website, by importing the websites search engine as a banner.

For example a campaign that targets , 18 – 24 year old males who live in Ireland, the cost per click would be $0.14.


Cost Review Continued SMS Cost

Apps Costs

The image below shows the different pricing schemes for bulk SMS marketing. Highlighted in red is the cheapest cost for a certain amount of text messages. For example, a SMS campaign consisting of only 500 messages would cost £1850 (excluding VAT). The same SMS campaign on a larger scale, sending 100,000 messages would cost £320,000 (excluding VAT). Source: http://www.textmarketer.co.uk/bulksms-prices.htm

The cost of creating apps can vary because there are so many different possibilities. The cost will be proportional to the scale of the creator’s ambition. The better the app the more it will generally cost. However if you were looking to find a real number to start thinking about Tim Ocock, VP of business development at B2B app developer Symsource states that the price for a basic app should start at around £15,000. “An app of any quality is going to cost a minimum of £15,000 to £20,000 to develop”. At the other end of the scale, costs for the most ambitious app projects can be much larger says Ocock. “The largest and most sophisticated applications in some of the projects we’ve been involved in- such as flagship newspaper or news service type projectsthose are going to cost of the order of £150,000-£180,000 to develop because those are apps that are going to have lots of features.”

Effectiveness SMS marketing provides instant results which can be proven through statistics. For example, 94% of text messages sent are read by the recipient. So this type of marketing increases the chance of engaging with intended recipients more than most other methods because you will be sure that the message sent has been received. It provides results and at a reasonably low cost depending on how big of a business is using it. It is easy to operate, all the user has to do is create the message and select the contacts they wish to send it to. The speed is also beneficial to the user as thousands of messages can be sent within a minute.

Effectiveness Mobile applications can have more than on use. They can act as a gateway to brands services and offers or a container for traditional content such as videos or games. Most importantly apps’ connected with consumers in an intimate, real-time way, and therefore will allow for precise and intimate consumer insight and feedback. Free apps’ that provide the end user with additional entertainment, coupons or useful services are always sought after.


Real Life Applications Small Business Scenario Should Implement Check in Services: This method of marketing should be used by a small local B2C business firstly because it’s free. Secondly the exposure received from customers ‘checking-in’ can increase the likelihood of other potential consumers becoming aware of the outlet or brand. If you are running a small local business you have the option of offering badges or coupons when customers check into your location. Overall, checks in services are a low cost, effective way of marketing using mobile. QR Codes/Barcodes: This method could be implemented into a small business marketing campaign because of the low cost and high effectiveness. The only costs which may be incurred are the printing of the QR codes and the space they will occupy. If this place is the shop window for example it will not cost to occupy the space. However if more strategic advertising space is chosen, given rates for that space will apply. Bluetooth: Bluetooth can be used within a small business

environment to connect with consumers in close proximity. Apart from a small set-up cost of about £20 for a Bluetooth transmitter, the act of sending messages is free. However, Bluetooth is old technology and the likelihood of users having Bluetooth already activated on their phones is slim. On the other hand for the small set up cost it might be worth it. Mobile Local Search: This method will increase the likelihood of users finding a local shop with relevant goods or services. The user can enter keywords into a search engine and find your business. From there it’s very simple for them to click to call your business or click to map which will give the already interested customer the option of calling or visiting. This is a great method to be used especially since it’s free.


Shouldn’t Implement SMS/MMS: Too expensive. Apps’: Too expensive. Mobile Games: too expensive. Banner Ad’s: Too expensive. Mobile Paid Search: Too expensive.

Medium Sized Business Scenario Should Implement Check in Services: This method of marketing should be used by a medium sized B2C business firstly because it’s free. Secondly the exposure received from customers ‘checking-in’ can increase the likelihood of other potential consumers becoming aware of the outlet or brand. If you are running a small local business you have the option of offering badges or coupons when customers check into your location. Overall, checks in services are a low cost, effective way of marketing using mobile. QR Codes/Barcodes: This method could be implemented into a medium sized marketing campaign because of the low cost and high effectiveness. The only costs which may be incurred are the printing of the QR codes and the space they will occupy. If this place is the shop window for example it will not cost to occupy the space. However if more strategic advertising space is chosen, given rates for that space will apply. Bluetooth: Bluetooth can be used within a medium sized business environment to connect with consumers in close proximity. Apart from a small set-up cost of about £20

for a Bluetooth transmitter, the act of sending messages is free. However, Bluetooth is old technology and the likelihood of users having Bluetooth already activated on their phones is slim. On the other hand for the small set up cost it might be worth it. Mobile Local Search: This method will increase the likelihood of users finding a local shop with relevant goods or services. The user can enter keywords into a search engine and find your business. From there it’s very simple for them to click to call your business or click to map which will give the already interested customer the option of calling or visiting. This is a great method to be used especially since it’s free. Banner Ad’s: Banner advertisements can be placed on many mobile optimized websites or placed strategically on only a few. The cost of banner advertising is not incredibly high and because of their popularity and high user interaction, it is worth using them as part of a mobile marketing campaign if it can be afforded. A real expense occurs when users are more targeted, however you have the choice to not target too specifically which will decrease the cost overall. Choosing to target on only a geographical basis can be specific enough to generate good results yet not too expensive. Mobile Paid Search: A very good choice for all medium sized business (B2C and B2B). This type of marketing has been proven to get good results just as it has on the PC based version. When a potential client clicks on the advertisement you will have to pay a small fee, but for a potential sale of goods/services it is worth it.

Shouldn’t Implement SMS/MMS: Too expensive. Apps’: Too expensive. Mobile Games: Too expensive.


Large Sized Business Scenario Should Implement Check in Services: This method of marketing should be used by all sized businesses because it’s free. Secondly the exposure received from customers ‘checking-in’ can increase the likelihood of other potential consumers becoming aware of the outlet or brand. If you are running a small local business you have the option of offering badges or coupons when customers check into your location. Overall, checks in services are a low cost, effective way of marketing using mobile. QR Codes/Barcodes: This method should be used in a large business campaign because of the low cost and high effectiveness. The only costs which may be incurred are the printing of the QR codes and the space they will occupy. If this place is the shop window for example it will not cost to occupy the space. However if more strategic advertising space is chosen, given rates for that space will apply. A better advertising space will be generate maximum exposure. Bluetooth: Bluetooth can be used within any size business environment to connect with consumers in close proximity. Apart from a small set-up cost of about £20 for a Bluetooth transmitter, the act of sending messages is free. However, Bluetooth is old technology and the likelihood of users having Bluetooth already activated on their phones is slim. On the other hand for the small set up cost it might be worth it. Mobile Local Search: This method will increase the likelihood of users finding your shop with relevant goods or services. The user can enter keywords into a search engine and find your business. From there it’s very simple for them to click to call your business or click to map

which will give the already interested customer the option of calling or visiting. This is a great method to be used especially since it’s free so should be used by all businesses. SMS/MMS: This is a great way to target and connect with potential and existing clients which is affordable for large scale businesses. Large numbers of messages can be sent quickly and easily for high interaction. SMS/MMS marketing is a possible choice to send out promotions, coupons or simple text messages to directly connect with clients/ potential consumers. If a company has enough capital this form of mobile marketing is advised. Apps’: Apps are a great option for a large scale B2B and B2C business to interact with customers or clients. The more complex the app, the more it will cost. However the better the app the more chance that users will engage with it for longer or even at all. Apps can either be priced or given away for free. It is no surprise that free apps are very popular and if your already part of a large scale business, giving the app away for free is advisable to increase exposure of the brand. If the App comes with the option of selling goods or services then it should be available for free, given the chance that mobile sales could increase significantly. Mobile Games: Mobile games should be the last possible option when it comes to mobile marketing. This is due to the fact that games are not likely to increase sales directly, however they are costly. A


good game will be expensive to develop and possibly maintain. However if the game is good it will engage possible consumers, there will be many chances to increase brand awareness or change consumers brand perception. Possibilities for in game marketing can also be as frequent as you desire as it’s your own game. If capital is not an issue than why not create a mobile game. The only

Summary Small Business

Medium Business

Large Business

disadvantages include the high price and the possible devaluation of the brand depending on how good the game is. Banner Ad’s: Banner advertisements should defiantly be used by large business. The cost compared to the effectiveness level is very small. With large amounts of capital banner advertising can be used on many different mobile optimized websites to increase traffic to their own site. A high level of targeting can also be used to ensure that the correct target audience have the opportunity to see the banners and interact with them. Mobile Paid Search: For large B2C and B2B businesses mobile paid search should be utilised. Just like on the PC mobile paid search will increase traffic to a desired site by being highly visible when users search. A small fee is incurred when a user clicks on the ads, however since there should be a large increase in traffic and possible mcommerce opportunities the small cost is irrelevant.


Conclusion

For many years mobile has been under delivering, but along came the iPhone in 2008 and it changed the way we view mobile. Since mobile manufacturers started producing better devices and platforms, consumers did not only use mobiles for calling and texting but now their devices acted as a gateway for their social life. Based on “The Market Sizeâ€? section of the report, mobile ad spend has risen by ÂŁ54.4 million in two years only (2008-2010). This rapid growth is not a periodic trend, nor is mobile ad spending going to decline anytime in the near future. Mobile marketing will grow greatly in its Location-based sector,

phone users will be targeted via GPS and location technology, and moreover marketers will use better personalization in their communication since information on users is already available. As the mobile market is becoming worth more and more each year, any serious business should adapt to the changes and at the very least have a mobile optimised website. M-commerce will become less of a niche in the future and is likely to be paramount in the way consumers search for, share information and complete mobile transactions. With all of the different options available, even small business have no excuse to not take part in the mobile marketing revolution.

The Role of Mobile in Digital Marketing  

Explains the Role of Mobile in Digital Marketing