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A brief look at the features of Mobile as a marketing platform and how it has been leveraged by organisations. For India: What are the challenges and opportunities Mobile presents as a marketing medium.
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Mobiles as a Marketing Platform Kinshuk Sunil / [email protected]
At Fortune Institute of International Business, Delhi
February 18, 2012
ABOUT ME
Getting to know the speaker
Kinshuk Sunil • Game Designer
• Open Source Contributor
• Photographer
• Digital Marketing & Social Media Enthusiast
• Community Engagement Guru
• Been around for the last 7 years
• Facebook.com/kinshuksunil
• Twitter.com/kinshuksunil
• Founder & CEO at Hashstash Studios
• Official Representative (India) & Regional Coordinator, Mozilla Students Representatives (India) at Mozilla Foundation
• Scout at WebFWD
• Lyricist & Composer at Ctrl Alt Delhi
• Founder at Indie Game Dev India
UNDERSTANDING MOBILES
Getting to know the medium
Mobile is Everywhere
Mobile is Social
Mobile has many Uses
Mobile is Real-time
Mobile is Interactive
Mobile is Personal
The use of mobile mediums as a means of marketing communication
Messaging
• SMS
• MMS
Networks
• Bluetooth
• WAP
• 3G
Social
• Locations
• QR Codes
Personal
Interactive
Real-time
Multiple Uses
Social
Omnipresent
Too
ls
Features
COMMON CAMPAIGNS
Campaigns that we keep seeing around us
Loyalty Clubs
Join an exclusive club and get updates and notifications on your mobile
Polls & Trivias
Gather consumer feedback by running polls and surveys on select lists
Mass Broadcasts
Broadcast communications to a wide spectrum of consumers
Feedback Campaigns
Ask for feedback to very specific stimulus
Apps & Games
Interactive Engagement
EXAMPLES
How have people been doing marketing campaigns on the mobile?
12 Days of Christmas Route 66/Harley Davidson
December 12-24, 2011
Maintain Visibility with current customers
Add new customers
Add revenue
Holidays promotion: Christmas 2011
Objective “Route 66” promoted through social media, in-store marketing and dealership
Daily mobile alerts offering 20% discounts on different inventory items
Daily sales for different items for the 12 day period
Call to Action Tshirt Day saw sale of Tshirts increased 250%
Helmet Day sales equaled last weeks’s Helmet sales
Leather Jacked Day sold 16% more leather jackets than previous week
Results
Kholega to Milega Sprite / Coca Cola
June – July 2009
Increase Sprite consumption frequency by repeat purchases
Push Sales
Engage Youth with Bollyood & IPL 2
Objective Roped in Shahrukh Khan and KKR
Special edition “Sprite KKR”
SMS Giveaway contest with a 9 digit number under crown
Meet SRK/KKR or win Nokia phone
Call to Action Hits via SMS: 15 Lakhs
Established as a strong clear lime soft drink brand
Created a strong youth brand identity
Results
CHALLENGES
How to ensure victory?
Not Standalone
Mobile works in combination with others, not standalone
Not Cheap
Mobile is not cheap, Higher CPMs than traditional media
Not Affordable
Not all modes of communication over mobile are affordable for end user, eg: GPRS/3G
Not mature
The technology spectrum is neither matured nor stable yet
OPPORTUNITIES
Why persist? Why not give up? Why try?
Top 10 Mobile Users
As of Dec 2011, Number of Mobile Users (in Millions)
China IndiaUnitedStates
Indonesia Brazil Russia Japan Pakistan Germany Nigeria
Users 951.6 893.84 327.58 250.1 242.2 224.26 121.25 108.89 107 90.58
0
100
200
300
400
500
600
700
800
900
1000
Nu
mb
er
of
Mo
bile
Use
rs
Countries
User Base in India
As of December 2011
1.2 Billion People Use 893.84
Million Mobile Phones
74.15% population
uses phones
Smartphones in India
100 Million Expected
Smartphone users In Next 18-24 months
Growing Usage
Mobile phones are finding growing usage every day
Co
mm
un
icat
ion
SMS / MMS
Social Networking
Pro
du
ctiv
ity
Weather
Web
Maps
Location based Info
Directories
Info
rmat
ion
News
Reviews
Health & Sports
Entertainment
Augmented Reality
Ente
rtai
nm
en
t
Video Games
Music
Videos
Pictures
WATCH OUT!
Things to look out for!
Multiplayer Gaming
EBooks
Smart Education
Social & Relationships
Augmented Reality
Innovation
Persistence
Breakthroughs
Any Questions?
Better asked than not
Live long and Prosper
