2. Chapter 07
1. Mobile Marketing Campaign
2. Benefits of Mobile Marketing Campaign
3. Challenges of Mobile Marketing
4. Difference between Traditional Marketing and Mobile
Marketing
5. Mobile Marketing Channels
6. Mobile Customer Relationship Management (MCRM)
7. Benefits of CRM
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3. Mobile Marketing Campaign
Campaign:
A campaign is a planned set of activities that people carry out
over a period of time in order to achieve something such
as social or political change.
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4. Mobile Marketing Campaign:
A mobile campaign is a campaign,
usually marketing, advertising, or public relations-related,
through which organizations contact their audience
through SMS (text messaging).
This form of campaigning allows organizations to reach out
and establish relationships with an audience in a more
individualized, intimate way.
The foundational function of mobile campaigns is regularly
referred to as mobile marketing.
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5. Benefits of Mobile Marketing Campaign
1. Accurately reach your target market
2. Have Effective two way communication and Customer
Relationship Management
3. Promote Mobile Campaigns at Lower Prices
4. Generate a Higher Response Rate
5. Collect Relevant and Accurate Customer Data
6. Have a relevant conversation with customers through
location-based services
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6. Challenges of Mobile Marketing
1. Advertising limitations
2. Easy app discovery
3. Converting web leads
4. Language personalization
5. Individualization
6. Frequency
7. Mobile Website
8. Chasing download counts
9. User information
10. Cross-Channel Integration
11. Insufficient metrics
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7. Difference between Traditional Marketing and Mobile
Marketing
Traditional marketing refers to any type of promotion,
advertising or campaign that has been in use by companies
for years, and that has a proven success rate. Methods
of traditional marketing can include:
Print: Includes advertisements in newspapers, newsletters,
magazines, brochures, and other printed material for
distribution
Broadcast: Includes radio and television commercials, as
well as specialized forms like on-screen movie theatre
advertising
Direct mail: Includes fliers, postcards, brochures, letters,
catalogs, and other material that is printed and mailed
directly to consumers
Telemarketing: Includes requested calling and cold calling of
consumers over the phoneN.Menakan BBA(Hons) Spl (MKG)
9. Mobile Marketing refers to marketing on or with mobile
devices, includes any marketing activities through mobile
and includes several techniques, please see the examples:
App marketing
Mobile advertising
Mobile commerce
Mobile design
Mobile marketing analytics
Proximity marketing
SMS marketing
In-game in-app mobile marketing
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11. Mobile Marketing Channels
Organizations or Mobile marketers need to understand how
to participate in and be found via mobile marketing
channels. Whether you have a mobile application or a
mobile webpage, here are the top three channels that can
help your target audience find your mobile presence:
1. Mobile Organic Search:
Organic search is a method for entering one or several search terms
as a single string of text into a search engine.
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12. 2. Mobile Content Marketing:
Defining mobile content is no easy task. It takes many
shapes. Strictly speaking, mobile content is any form of
media (pictures, music, text, videos) that can be used on a
mobile device, such as a cell phone or tablet.
Content marketing (creating useful content to attract
customers) and mobile marketing (marketing to mobile
device users). Put them together, and you get "the creation
of mobile optimized content to attract and engage existing
and potential customers."
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13. 3. Mobile App Stores:
Mobile users are spending 10% more time on mobile
applications than the mobile Web. There are tremendous
opportunities in mobile application development for
organizations that want to extend marketing reach
through this highly interactive channel.
However, deep reach in this channel requires great app
content and a solid strategy to make sure your app is
found on platforms such as the Apple App Store.
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14. Mobile Customer Relationship Management (MCRM)
A Customer Relationship Management (CRM) system is a
tool for collecting and managing the information and
interactions your business has with your customers, sales
leads, suppliers or other businesses.
Mobile CRM ( Mobile Customer Relationship Management)
delivers a full CRM experience on smart phones, tablets, and
other internet-enabled devices. It enables sales, marketing
and customer service teams to access and manage key
information in real time.
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15. It can help you with:
Tracking the success of your marketing activities
Identifying and following up on prospective customers
Maintaining relationships with loyal customers
Grouping your customers types to develop personalized
communications
Seeing which customers have signed up to your marketing
lists
Understanding which customers have responded to your
offer or promotion.
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16. Benefits of CRM
Develop personalized and targeted marketing activities that
have a better chance of creating a sale
Identify the most best time or most effective marketing
activity that your customers respond to
Collect and store customer feedback to help you improve
and innovate
Track customer behavior, interactions and purchases of your
products or services
Store and follow up on customer leads to help you find new
customers.
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17. Questions:
1.What are the differences between mobile marketing and
mobile marketing campaigns?
2. Is mobile marketing necessary ? Explain.
3. What are the differences between mobile marketing and
mobile advertising?
4. What is CRM?
5. What is the difference between mobile marketing and
online marketing?
6. What is the best mobile marketing campaign in Sri Lanka
that works well for a brand?
7. What are the best content marketing strategies for mobile?
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