MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
MODULE 10 - Mobile Marketing
"M Marketing"
COURSE
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MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
"M Marketing" COURSE
abcd=> Word bank 50-60 words
Introduction/Background General competences on Mobile Marketing Values, attitudes and skills about Mobile Marketing Specific competences and contents, methodological suggestions on chapters A-PLAN B- BUILD C-ENABLE D-MANAGE COURSE Definition SMS Marketing App-based marketing Mobile Web Marketing QR-Codes Proximity System Location based services
Tutorials Tutorial Video TUTORIALS
Tutorial : Video : How to prepare a mobile web marketing campaign? Tutorial : How to create a mobile marketing campaign? Tutorial : How to create a QR Code ? Video : what is the difference between proximity system and location based service ?
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MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
Introduction/Background We are confronted with ICT technologies from our youngest years when we are starting to learn in school and it supports life-long learning when we have left school. ICT has spread throughout the work place, so that the large majority of jobs now require some form of ICT skills. MOBILE MARKETING plays a larger and larger role in our private lives for leisure/entertainment, communication and social interaction, our health and wellbeing, as well as with respect to our participation in society.
What is MOBILE MARKETING ? Mobile marketing is marketing with a mobile device, such as a smart phone. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas 1. General competences on Mobile Marketing To PLAN, BUILD, ENABLE, MANAGE. 2.Values and attitudes about Mobile Marketing VALUES : Individuals should also be able to use Mobile Marketing to support critical thinking, creativity, and innovation. ATTITUDES : The use of Mobile Marketing requires a critical and reflective attitude towards available information and a responsible use of the interactive media. Individuals should also understand how Mobile Marketing can support creativity and innovation, and be aware of issues around the validity and reliability of information available and of the legal and ethical principles involved in the interactive use of Mobile Marketing. Mobile Marketing includes main computer applications such as word processing, spreadsheets, databases, information storage and management, and an understanding of the opportunities and potential risks of the Internet and communication via electronic media (e-mail, network tools, SMS, MMS, App-based marketing, Mobile Web Marketing, QR Codes, Proximity System and Location based services) for work, leisure, information sharing and collaborative networking, learning and research. SKILLS : the ability to search, collect and process information and use it in a critical and systematic way, assessing relevance and distinguishing the real from the virtual while recognizing the links, to use tools to produce, present and understand complex information and the ability to access, search and use internet-based services.
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MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
EUROPEAN KEY COMPETENCES COVERED BY MOBILE MARKETING (MM)
3.Specific competences and contents, methodological suggestions on chapters A-PLAN The student will be able to : o o o o
contribute to the development of MM strategy and policy, including security and quality analyze feasibility in terms of costs and benefits understand the impact of new technologies on business understand the business benefits of MM and how this can add value and provide competitive advantage
BUSINESS PLAN DEVELOPMENT o
Business and MM strategies must be closely linked.
o o o o
Identify all potential targets for the product or service. Define the communication plan, identify key users and create related documentation. Produce quality plans Ensure and manage adequate information for decision makers
o o o
Identify customers, users & stakeholders. Collect, formalize and validate functional and no-functional requirements. Establish systematic and frequent communication with customers, users and stakeholders.
PRODUCT/SERVICE PLANNING Analyses and defines current and target status. The student will be able to :
APPLICATION DESIGN The student will be able to :
TECHNOLOGY TREND MONITORING The student will be able to : o
identify business advantages and improvements of adopting emerging technologies MM
o
apply recommendations in projects to support latest sustainable development strategies.
SUSTAINABLE DEVELOPMENT The student will be able to : INNOVATING The student will be able to : o
identify business advantages and improvements of adopting emerging technologies as MM
B- BUILD APPLICATION DEVELOPMENT The student will be able to : o o 4
explain and communicate the design/development to the customer cooperate with development team and with application designers.
MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
COMPONENT INTEGRATION The student will be able to : o
match customers' needs with existing products.
o
report and document tests and results.
TESTING The student will be able to : C – ENABLE INFORMATION SECURITY STRATEGY DEVELOPMENT o
Is familiar with the potential and opportunities of relevant standards and best practices.
o
Define a MM quality policy to meet the organization's standards of performance and customer satisfaction objectives.
MM QUALITY STRATEGY DEVELOPMENT The student will be familiar with the different services as Cloud computing. The student will be able to : SALES PROPOSAL DEVELOPMENT The student will be familiar with customer needs CHANNEL MANAGEMENT The student will be able to : o o
Define discounts according to the competitive environment Apply MM marketing methods
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Contributes to the sales process by effectively presenting products or services tocustomers
SALES MANAGEMENT The student will be able to : o o o
develop strong co-operation between customers and own organisation generate sustainable customer relationships analyze sales performance to build forecasts and develop a tactical sales plan.
o
identify competence and skills gaps
PERSONNEL DEVELOPMENT The student will be able to : NEEDS IDENTIFICATION The student will be able to : o
analyze customer requirements
o o o
Understand how web technology can be used for marketing purposes Use and interpret web analytics understand the on-line environment.
DIGITAL MARKETING The student will be able to :
D- MANAGE FORECAST DEVELOPMENT 5
MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
The student will be able to : o
compare sales and production forecasts and analyze potential mismatches.
o o
identify potential win win opportunities for customer and own organization communicate good and bad news to avoid surprises
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Is familiar with web, cloud and mobile technologies
RELATIONSHIP MANAGEMENT The student will be able to : PROCESS IMPROVEMENT BUSINESS CHANGE MANAGEMENT o
Will be familiar with digital strategies
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select appropriate ICT solutions.
The student will be able to :
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MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
MOBILE MARKETING COURSE
a . Definition
Mobile marketing works by having someone enter a keyword to a SMS number and receive back a text which can contain a link, a coupon or information. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas. Mobile marketing will : ďƒź Engage your customers ďƒź Integrate networks 7
MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
Decrease your costs.
With most text message companies you can have multiple keywords so you can segment your list and provide customers opportunities to opt-in to the type of content they want. As you need to create a database, you must gathering opt-in numbers . You can either use a Short Code, paper or online forms, QR code or collect them manually. Once collected, these numbers can be added to your contact list for future campaigns. Of course, remember to include your opt-out path in the messages you send.
Make sure your mobile marketing follows the best path: Here are questions a business needs to answer to create a dynamic, flexible mobile strategy: • Who are your customers? It’s important to start with the basics and keep this understanding at the center of your mobile strategy. • What are your customer touchpoints? • What part does mobile play in your customers’ interaction and experience with you? • How are people in general using mobile to achieve their goals? How are your customers doing the same? • How can you use mobile to learn more about customers? • How can you use mobile to reduce friction to allow customers to achieve their goals better, cheaper and faster? • What additional utility can you offer customers? Consider information exchange in addition to revenue. • Is it possible to predict what customers and prospects will want next and offer it to them?
Go to activity 1 b. SMS marketing
On average, SMS (Short Message Service) are read within four minutes, making them highly convertible . The Mobile Marketing Association (MMA) have established guidelines and are evangelizing the use of the mobile channel for marketers. This has been fruitful in developed regions such as North America, Western Europe and some other countries 8
MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
It became the most popular branch of the Mobile Marketing industry with several 100 million advertising SMS sent out every month in Europe alone.
Why SMS? SMS is the only medium that has an open rate of 90% in 15 minutes! Loyalty : Recalls appointment Satisfaction surveys Develop : Effectiveness Immediate results
Personalization Profitability Reduce costs : Reduce costs Sales More efficient staff
The consumer opts into the service. The mobile operator demand a double opt in from the consumer and the ability for the consumer to opt out of the service at any time by sending the word STOP via SMS.
Example: It is a slow Tuesday night at your restaurant/bar so the manager send out a text broadcast to customers' database stating: ‘Come in tonight ONLY after 7pm & get a FREE APP.
Just show this text!’ 9
MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
Go to Activity 2
c. App-based marketing App-based marketing
With the increasingly widespread use of Smartphones, app usage has also greatly increased. Therefore, mobile marketers have increasingly taken advantage of Smartphone apps as a marketing resource. This allows for : Direct engagement, payment, and targeted advertising. E.G. : You will find ideas for your business here : Is it your 1st QR code ? use your smartphone to read it, or copy the link below.
http://www.webroot.com/us/en/business/resources/articles/mobile-security/5-bestmobile-apps-for-managing-your-small-to-medium-business
You can have a look here at the Winner of 2014 Summer Awards - Best Social / Lifestyle App :
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MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
Upload Mobile Tag (for example) on your Smartphone, and you'll be able to scan this ;-)
http://www.bestmobileappawards.com/ Go to activities n째3 & 4
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MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
d. Mobile Web Marketing Mobile websites are another aspect of mobile web marketing and can be a tool than can be used to help make purchasing goods and services easier as well as create better communication opportunities between trade. When you create your website, make sure to make it available on Mobile devices.
TUTORIAL Video : How to prepare a mobile marketing campaign?
TUTORIAL " HOW TO PREPARE A SUCCESSFUL MOBILE MARKETING CAMPAIGN"
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Hello ! I'm chosen to be part of mobile marketing campaign! I'm famous! But I better be sure of the goal of the campaign and identify my target!
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YES! Better be well prepared! Think about measurement in the early stages of your campaign, to measure your success and being... famous!
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Humm.... I better be careful with the best time to deliver the message and the time the user will be open to receiving it!
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Yes boy! Do keep the message simple. The smaller the screen, the simpler the marketing message should be. Don't give the user too many choices!
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If I understood well I must have a simple and clear call to action on my phone screen...
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Yes it is necessary to maintain the attention and direct the customer to any easy attention
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Is it expensive ? I heard about 25000 to 100 000 dollars for such a campaign!
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It is expensive! But it depends of the size of your database. You have free app on the internet which will help you. It can be free for small marketing campaign.
MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
e. QR (QUICK RESPONSE) codes
QR codes allow a customer to visit a web page address by scanning a 2D image with their phone's camera, instead of manually entering a URL. E.g. : Some high-profile QR campaigns in the United States have included
- billboards by Calvin Klein in Times Square,
- and Starbucks
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MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
and Lady Gaga's promotion.
Tutorial 2 : How to create a QR Code? :
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MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
Go to http://www.qrstuff.com/ Click “Plain Text” and write your message in the box.
Click “Download QR code” Then, click “Open” and then “Drawing”
Click “Save as”, clicking on the arrow. 15
MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
Select “ JPEG” if you want.
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MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
The QR code is saved as an image on your computer.
Go to Activity 5
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MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
f. Proximity Systems Mobile marketing via proximity systems, or proximity marketing, relies on GPS and allows messages (such as advertising or public information) to be broadcasted to all mobile users in a specified geographical area. In the Philippines, where there is the world's highest traffic of SMS, this service is used by Government Agencies for information dissemination on Government-run community-based programs to take advantage of its reach and popularity. E.g. : => For example, a retailer could send a mobile text message to those customers in their database who have opted-in, who happen to be walking in a mall. That message could say "SAVE 50% IN THE NEXT 5 MINUTES ONLY WHEN YOU PURCHASE FROM OUR STORE." These companies : Snacks company, makers of Cadbury and Oreo products, Mac Donald has committed to exploring proximity-based messaging with significant gains in point-of-purchase influence The best software is TextBlue Proximity Sender. It costs about 135 dollars.
TUTORIAL/VIDEO : WHAT IS THE DIFFERENCE BETWEEN PROXIMITY SYSTEM AND LOCATION BASED SERVICE ?
SCRIPT WHAT IS THE DIFFERENCE BETWEEN PROXIMITY SYSTEM AND LOCATION BASED SERVICE MODULE 10
Hi Pierre ! Hi Sophie, what's wrong ? - I have a problem about mobile marketing :I don't understand anything about Proximity System and Location based service. Would you help me please ? - Of course ! First let me tell you what it is : Customers need a mobile phone. - Ok that's easy I understand it ! Then what ?? - Indeed customers receive ads on their Smartphone thanks to Proximity System. The customer has to accept receptions of messages from a company. 18
MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
- Ok that's more clear !! You mean that if I don't give authorizations to the companies, I won't receive any messages ? - Exactly ! You're clever ! - And then, what next ? - For the company they have to think about a clear and simple message to push loyal customers into buying right now. For example, loyal customers have to be in the mall. - So if I understand it right, if we correctly use the Proximity System, it will increase our sales ? - Exactly! But do you know that you have to buy apps for this ? - What do you mean ??? - Firms need to download specific apps , for example : TextBlue Proximity Sender, to be able to send these messages. - Thanks Pierre, that's crystal clear!! And what about Location-based service? - Oh I like this one! The company don't need any authorization from the customers! The firm just send messages and they arrive on all the smartphones in a 200 square meters area! Quick, easy and efficient! - Ah ah! But can the company keep their phone numbers to create their database without their permission? - No unfortunately! It's only for one shot campaign. For example "Buy 2 now, the third one is free!". But the big problem is that it is really expensive... - How expensive ? - Oh, about 3000 â‚Ź the app... - That's damned expensive ! But what do I get from that huge money expense ? - You've got glory ! What I mean you'll be able to get as many messages as you want. So these messages will bring you some new customers who will bring you lots of money . And that's it ! You are rich ! So 3000 â‚Ź the apps is worth it, don't you think so ?? - Yes Pierre, of course ! I understood the differences and the real efficiency of both. Proximity system is useful to increase sales from your loyal customers, and managers need their phone numbers. Location-based service is useful to increase sales from ANY people who own a smartphone, in a specific area, which is a huge number of people touched. - Do you know what Sophie ? You perfectly has it right. So, your turn, now! 19
MODULE 10 MOBILE MARKETING/COURSE/S. PALMADE
- Thanks so much Pierre!
Activity 7 g. Location-based services
Location-based services (LBS) (Bluetooth) are offered by some cell phone networks as a way to send custom advertising and other information to cell-phone subscribers based on their current location. The cell-phone service provider gets the location from a GPS chip built into the phone, or using radiolocation.
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