The Mobile Advantage The Case for Mobile Marketing Ver1!0!101006031752 Phpapp01

8/8/2019 The Mobile Advantage The Case for Mobile Marketing Ver1!0!101006031752 Phpapp01

1/23

the case for mobilemarketing in pakistan?


2/23


3/23

Did you know

There are 20 Million television sets inPakistan

There are 15 Million news paper readers

in Pakistan

There are 7.5 Million radios in Pakistan

There are 25 Million internet users in

Pakistan There are 100 millionmobile users in

Pakistan

There are over 100 million handsets

The Mobile phone is now the mostly widely availablemedium for reaching your customers and prospects in

Pakistan!


4/23

Did you know?The mobile phone is the single most often

viewed device in the worldThe mobile phone is the only device whichpeople carry with them over 15 hours a day

The mobile phone is normally within arange of 2 feet from the user throughout 24

hoursThe mobile phone is heavily relied on forcommunications, information, news,

entertainment, email, personal datapictures, videos, applications, and

everything under the sun !You may leave home without your wallet but you will never get far without yourmobile!

The Mobile phone is now the most effective medium forreaching your customers and prospects in Pakistan!

ImmediatePersonal

&Always!ith you


5/23

TIME TO TAKE IT SERIOUSLY?

The Mobile as a

Marketing Media


6/23

Pakistan Conventional MediaOptions

E-mail Limited, SPAM issue, notread in real time

Web Limited internet connections,

need computer Need literacy

Television Expensive, time specific, waste, one way,

Radio Limited audience,

geographic, waste, one

wayNewpapers

Expensive Limitedreach,

Outdoor

Expensive, limited reach


7/23

Disadvantages ofConventional Media

Television

Temporary Requires multiple exposure

Preferred Ad times and slots are oftensold out far in advance

Limited length of exposure, usually30-40sec limiting the amount of

information to convey Relatively expensive in terms of

creative, production and airtimecosts

R ad io R a d io liste n e rs a re sp re a d

,ov er m an y station s yo um a y h a ve to a d ve rtise

sim u lta n e o u sly o n se v e ra l

sta tio n s to re a ch th e ta rg e tau d ien ce

Liste n e rs ca n n o t g o b a ck toy o u r a d s to g o o v e r

im p o rta n t p o in ts

A d s a re a n in te rru p tio n in th ee n te rta in m e n t so a ra d io a dm a y re q u ire m u ltip le

exposure

R ad io is a b ackg rou n d.m e d iu m M o st liste n e rs are

d o in g so m e th in g e lse w h ile,liste n in g w h ich m e a n s th a t

/e w sp a p e rs M a g a zin e sExpensive Ad space

Ad has a short shelf life

You may be paying to send your message to a lot

of people who will probably never be in the.market to buy from you

,Highly visible medium so competitors can quicklyreact

Newspapers are facing declining readership andmarket penetration due to internet

Plans are needed to be made weeks or months inadvance


8/23


9/23

Mobile Media Channels much morethan just SMS!

MMS

AP 2SMS

IVRApplications

dle Screen

BluetoothRBT

Mobile

MobileMobileMobileMobile

MobileMobile

CHANNELS

idest reachImmediatePersonal lways OnMultimedia -Way eal TimeEngagement uickDeployment easurableImpact


10/23

AN INTRODUCTION

Mobile Marketing


11/23

What is Mobile Advertising

Any advertising or promotion messagethat:

Is delivered on to a mobile device or

Is accessed through a mobile device

Presents an effective & efficient medium

for targeting potential prospects.

New Locally but Internationally M-Ad hasbeen used efficiently by InternationalBrands such as Coke, Nike, BMW andmany more in countries like United

States, European States, Asia(Malaysia, India etc)

Most efficient means for advertisers toreach an estimated 100 millionmobiles consumers in Pakistan.

That too, within an appropriate segment(profiled) with an appropriate

message (simple text or multimedia)at the appropriate time (consumer


12/23

Mobile Marketing is highly interactive and leads tohigh level of involvement by the advertiser and theconsumer

Interactivity of push, pull and dialogue campaigns (Jelassi & Enders, 2004).

Pushcampaigns ialoguecampaigns

Traditional( -non

)interactivecampaigns, ,TV radio

print

Pullcampaigns

ow Highonsumer activity

High

Advertieractivity

Low


13/23

MoreLoyalty

MoreExposure

MoreSales

MoreBranding

MoreResponse

More-Involve ment

MorePrecise

Targeting

Immediate&Personal

Mobile MarketingBenefits


14/23

&Mobile Advertisement IntrusionPerception

72% Positive towards receiving mobile r eminders about dental ormedical appointments

%72 Are positive towards receiving booking information about atrip prior to departure

%71 Are positive towards receiving info of post package

arrivals%64 Are positive towards receiving public service information

via the mobile phone

%40 Are positive towards receiving discount coupons andvouchers from stores where they usually shop

%30 Are positive towards receiving the best 10 offers on theirmobile phone when arriving at a shopping mall

Source : Telenor-MORE Research


15/23

Boards Movietheater

Mobilewithperm.

News-papers

Internet Radio DM(traditionalmail)

TV Mobilewithoutperm.

11%

21% 21% 22%

42%

46%50%

61%66%

I ntrusive level of Different Ad ChannelsMobile marketing with permission is not

!intrusive

Source : Telenor-MORE Research


16/23

Outdoor advertising

TV commercials

Mobilemarketing

Web

Interactivity

Loca

ti

on

& Both location aware interactive themost effective marketing medium

M bil M k ti i


17/23

MobileLearning

MobileLoyalty Clubs

Mobile-In Store

MobileCampaigns

MobileArena

MobileStrategy

MobileReminders

Mobile

relations

Mobile Marketing ismuch more than just

!SMS advertising


18/23

YOUR NEXT STEPS FOR MOBILE

ADVANTAGE

Mobile Marketing


19/23

Mobile Advertising is taking offworldwide Revenues in US$ millions


20/23

Globally most major brands areadopting mobile marketing

Nike uses mobile to promotnew sportswearcollection

-Jaguar used M Ad to a target

,audience that was male 35 to,54 years old and with a high.level of household income

Hyundai targeted a very different

,segment new drivers in the 18 to 24.demographic

Diageo launched a special mobile campaign to,promote their leading vodka brand

Smirnoff using Vodafone


21/23

Remote controlin life

Check youruniversity

lectures andyour latestexam result

Find theclosest

McDonalds

-Sign up to testdrive a new car

Receive asponsored humor

clip every Friday

See trailers anddo a reservationfor the new movie

Scan a barcode

and download avideo clip

Receiveinfo if you

flight isdelayed

Training on safteyissues when working

on a gas station

Receive offers from

your favorite bookstore

Globally most major brands are adopting mobilemarketing


22/23

In Pakistan Mobile Marketing is alsotaking off


23/23

CONTACT US

WWW.MAD.COM.PK

[email protected]

Take the Next StepTowards Mobile

Advantage
http://www.mad.com.pk/http://www.mad.com.pk/

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The Mobile Advantage The Case for Mobile Marketing Ver1!0!101006031752 Phpapp01