Online market survey on 150 educated youth

1. There are 7.O8 Billion
people on the planet
5 Billion of them use
mobile phone.
Only 4 Billion use a
tooth brush

3. Beyond Mobile Marketing:
Developing a Mobile Strategy
Online Market Research on Indian consumers
Presentation By
Peruka Venkata Ramana Prasad
Reg.no 12PMM420
MBA(Pharm) 2nd semester, DOPM
National Institute Of Pharmaceutical Education and Research,Mohali

4. Using interactive wireless media to provide customers with
time and location sensitive, personalized information that
promotes goods, services and ideas, thereby generating value
for all stakeholders
MOBILE Marketing
The most cost effective and
innovative way to reach customers

5. 1.Potential Of Mobile users in India
2.Insight into Indian consumers with Online market research
3.Types of Mobile Marketing
4.Defining Mobile Strategy
5.Conclusion
Flow Of Presentation

6. 226
million
Smart
phone
users
930mn
Mobile users
90mn
3G
users
1.Potential Of Mobile Users in India

8. Mobile growth is explosive

11. Mobile ad spend in India
Mobile advertising is 10% of overall digital
advertising spends in India
The three legs that would push mobile
advertising in 2013 would be Display,
Search and SMS
Smart phones and tablets that are already
available for anywhere between `Rs 2,000
to Rs 30,000 will drop still

15. 55%
00
YES NO
YES 45%
NO 55%
Q. Do you use Smart Phone?

16. 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00%
43.10%
13.30%
8.20%
7.20%
6.40%
21.80%
Q. Which Smart Phone you Use ?

17. 8.82%
29.41%
47.06%
14.71%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
0
0.2
0.4
0.6
0.8
1
1.2
NEVER RARELY MOSTLY ALWAYS
Q. Do you use Internet in mobile?

18. Q. Which of the fallowing apps
you use in your mobile?

20. 79%
32%
17% 14%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
facebook Linked in Twitter None
Q. Which of the social network
You use in mobile?

22. Types &
Advantages
of Mobile Marketing

24. 1.SMS
marketing
The IAB (Interactive Advertising Bureau)
and the Mobile Marketing Association, as
well, have established guidelines and are
evangelizing the use of the mobile channel for
marketers.
 In India, however, government's efforts of
creating National Do Not Call Registry have
helped cellphone users to stop SMS
advertisements by sending a simple SMS or
calling 1909

27. Good examples of mobile-originated MMS marketing
campaigns are
Motorola's ongoing campaigns at House of
Blues venues, where the brand allows the consumer to
send their mobile photos to the LED board in real-time
as well as blog their images online
2.MMS
marketing

30. 3.Push
notifications
It can be much cheaper if compared to SMS Marketing
for the long run, but it can become quite expensive on the
short run, because the cost involved in application
development.
Once the application is download and installed provided
the feature is not turned off It is practically free, because it
uses internet bandwidth only.

32. Brands are now delivering promotional messages within mobile games or sponsoring entire
games to drive consumer engagement.
This is known as mobile advergaming or Ad-funded mobile game
4. In-Game
mobile
marketing

33. 5.Mobile web
marketing 6.QR codes
7.Proximity
marketing
8.LBS
9.Bluetooth 10.Infrared

35. Mobile Strategy

37. Mobile phones offer a unique communication
channel that is
» Direct
» Personalized
» Targeted
» Interactive
» 24hours a day, 7 days a week

39. The traditional purchase funnel is outdated
39

40. The Customer Hourglass looks at the entire experience
40

41. The Customer Hourglass looks at the entire experience
41

42. Airport retailers advertise in GateGuru
42
Airport retailers purchase
location-aware advertising
on GateGuru to drive
users into stores.
GateGuru is an airport
resource for travelers.

43. Nestle Purina builds pet-friendly utility app
43
Purina created a location-
aware database of pet-
friendly places in the US
to increase brand
awareness and affinity.

44.  Location data provides context
 When earned advocacy (the last phase) is done well, it fuels
awareness
 Expect paid media to fuel this first phase
Key Take-Aways
44

45. The Customer Hourglass looks at the entire experience
45

46. PlaceCast sends opt-in ShopAlerts based on virtually bounded
target areas
46
After opting-in to
ShopAlerts, consumers
receive discount alerts
based on “geo-fenced,”
or virtual boundaries.

47. Browse engagement rings and save favorites in Tiffany’s app
47
With Tiffany’s app, users
can browse rings, learn
about settings, save
favorites, and determine
a ring size.

48.  Repurpose your product inventory information and apply onto the
real world
 Allow consumers to opt-in to receiving information on deals readily
 New technology will provide instant context using mobile and social
data
Key Take-Aways
48

49. The Customer Hourglass looks at the entire experience
49

50. For holidays, kids drag toys into Toys R’ Us Christmas wish
list iPad app
50
Parents can view and edit their
childrens’ wish list and share it
with family and friends through
email, Facebook, SMS and the
Toys “R” Us Wish List

51. View and add weekly sales items to ShopRite shopping list – and
sync between mobile and website
51

52. • Reduce friction and allow purchasing to happen from simple clicks
• While still emerging, social commerce will fuel increase in sales for
mobile commerce by populating shopping lists based on social and
location data
• Expect next-generation applications to pre-populate these lists
based on historical and social data
Key Take-Aways
52

53. The Customer Hourglass looks at the entire experience
53

54. Over 3M have paid with Starbuck’s mobile app
54
The mobile card
program was tested in
2009, and found to be
the fastest way for
customers to pay. It’s
available at 6800
stores. Customers
purchase credit via
PayPal or credit card.

55. Refill prescriptions with Walgreens’ scan app
55
In addition, over 1 million
customers have subscribed
to Walgreens’ prescription
text alerts.

56. 4% of total sales come from Gilt Groupe’s interactive iPad
app
56
177,000 shoppers
have downloaded
the app and as of
January 2011 about
100,000 actively use
it on a monthly
basis, according to
Gilt Groupe.

57. • Remember, point of purchase is no longer limited to a physical
location
• Nor is it limited to the time of purchase –pre paying exists now, and
expect a form of post-paying to someday emerge
• Expect gamification and cashing in of social capital to streamline
sales
Key Take-Aways
57

58. The Customer Hourglass looks at the entire experience
58

59. USAA customers scan and deposit checks
59
In 2009, USAA was the
first bank to launch a
mobile banking app with
check deposit by scan
functionality. Chase
followed in 2010.

60. • Reduce support costs by giving information to consumers on hand
• Use a tiered approach:
• Load up most frequented asked questions first
• Then follow up by providing the ability for them to conduct peer to
peer support
• Finally provide them with direct-to-company support when these
avenues have quickly been exhausted
Key Take-Aways
60

61. The Customer Hourglass looks at the entire
experience
61

62. Starbucks partners with Foursquare to offer
barista badges and drink discounts to Mayors
62

63. • Loyalty programs of the past are based on long term commitment
and total potential spending value
• In the future, factor in social influence, as well as ability to share
with others into your loyalty programs by recognizing then to their
peers
• The natural outgrowth of loyalty programs involves social
gaming, where increased spend and social capital are factored in
Key Take-Aways
63

64. The Customer Hourglass looks at the entire experience
64

65. Tasti D-Lite rewards brand advocates with points that translate
into free products
65
Tasti D-Lite customers
earn TastiRewards
every time they make
a purchase using a
rewards card that can
automatically trigger
updates to
Facebook, Twitter, or
Foursquare accounts.

66. • The holy grail of marketing, this is the lowest cost –yet highest
trusted form of marketing
• When done correctly, this fuels the top of the marketing
funnel, growing the program over and over
Key Take-Aways
66

67. The Customer Hourglass looks at the entire experience
67

69. © 2011 Altimeter Group
Summary

70.  First, understand how customer uses mobile technologies in
their customer hourglass.
 Think bigger than the marketing department – customers desire a
full experience. Seek input from marketing, sales, support, and
loyalty programs
 Use data types in combination for deadly advantage: social
profiles, with location data with historical preference
Summary
70

71. The intense work of the service providers and the
burgeoning players of the mobile ecosystem in India, will
see many facets including value added
services, promotions on mobile, apps as a medium in itself
and much, much more.
So it is no longer the year of mobile, but a “decade of
mobile marketing and advertising” dawns upon us.