Mobile marketing

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Mobile Advertisement

Paper presentation by

R. Mothi Kiruba Shankarat

CARE School of Business Management – 17 April 2010


Outline of Presentation• Introduction

• Mobile advertising

• Guidelines for mobile advertising

• Intrusion advertising

• Prevention of intrusion

• Benefits & limitations

• Examples & cases

• Future of mobile advertising


Introduction

• Conventional method of advertising.

• Transformation in business scenario.

• Latest innovation – Mobile as a medium.

• Place and time no matter.


Indian mobile industry-overview

• The cellular operators association of India released its revised forecast, which is as follows,

Year Population(Million)

Mobile Density

Subscriber Projection

2009 1184 37.15 493

2010 1201 46.54 626

2011 1218 55.84 761

2012 1233 64.69 893

2013 1249 72.86 1019

2014 1265 80.20 1136

2015 1281 86.66 1243


Indian mobile industry-overview

• Cellular Operators Association of India- one

mobile for every Indian.

• India-2nd largest in mobile subscription-560

million.

• Tariff war and favorable regulatory policies.

• Mobile value added service (MVAS)


Mobile Advertising

• “The business of encouraging people to buy products and services using the mobile phone channel as the medium to deliver the advertisement message.” -MMA

• It is classified in to two types,• Push Advertising• Pull Advertising


Mobile Push & Pull advertising

• PUSH ADVERTISING

• Sending advertisement message without their request.

• Ex: talk time offer, VAS messages.

• PULL ADVERTISING

• Sending advertisement message on customer’s request.

• Missed call alert, offer message from apparel shop.


Benefits compared to traditional forms of advertising

Cost

Flexibility

Personalization/Targeted.

Feedback is immediate


Benefits compared to traditional forms of advertising…

Permission based advertising

Anytime and anywhere

Faster reach

Message forwarding


Limitations compared to traditional forms of advertising

Intrusion advertising.

Message content is limited.

Visual display vs TV advertising. (3G?)

Illiteracy.

Casual attitude of people.


Guidelines for mobile advertisement

• Advertisements can be in the form of text link and graphic banners.• Forms

– Click to call

– Click to order brochure.

– Click to enter contest/competition.

– Click to receive mobile coupon.

– Click to buy.

– Click to download/forward content.


Guidelines for mobile advertisement…

• Charges: CPT (cost per thousand), CPC (cost per click), CPA

(cost per action) and fixed position banner.

• Predefined dimensions on the mobile phone type.

• GIF or JPEG formats.

• Aspect ratio for mobile banner is 5:3:1

• Banner ad side bar allowance should be given according to

the screen width area.

• General guidelines on design principles and styles are also

applicable for mobile advertising.


Intrusion advertising

Irritation of getting junk

advertisement messages.

Getting unimportant

advertisements when involved in

an important job.


Preventing Intrusion Advertising

•Mapping of customer requirement and advertisers offerings.•Max New York Life insurance, Adidas, Reliance digital

Netcore-MyToday•User is given option to select services.•100 brands,3 lakh subscription/ month.


Examples


Case study - Reebok

•Objective

•Mkhoj solution

•Gift a jersey.

•Outcome.


Future of Mobile Advertising

• 2013-$13 Billion dollar

business.

• 3G revolution.

• InMobi - $100mn.

• Bright future.



References• Advertising Express, The ICFAI University Press, April 2009, page no: 32-33.

• Advertising Express, The ICFAI University Press, June 2009, page no: 60-62.

• Marketing Mastermind, The ICFAI University Press, November 2008, page: 14.

• Advertising Express, The ICFAI University Press, March 2008, page: 58-60.

• http://www.thehindubusinessline.com/2009/06/04/stories/2009060451750100.htm.

• http://www.expressindia.com/news/fullstory.php?newsid=61762.

• http://www.imediaconnection.com/asia/index.asp.

• http://mmaglobal.com/resources/case-studies.

• The Economic Times News paper, 30th March, 2010.



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