Mobile Marketing Plan for Rakuten

Audrey Huang

IntroductionMobile marketing has become the most

important part of the marketing strategy. It is an instant and direct channel that company can communicate with its audience anytime and everywhere.

OutlinesWhy does mobile marketing matter?

How to use mobile marketing to communicate with audience?

What is the best practice for Rakuten?

Intro

Why Does Mobile Marketing Matter?

Usage of mobile phone is growing

WHY

Time spent on mobile device overtook PC and TV WHY

Retailers’ apps take up the most of consumers’ time at 27%, followed by online marketplace at 20%, purchase assistant at 17%, price comparison at 14%, and daily deals at 13%. (Source: AdMedia Partners, 2013)

Of the 70 percent of shoppers who used a mobile phone while in a retail store during the holidays, 62 percent accessed that store’s site or app and only 37 percent of respondents accessed a competitor’s site or app.. (Source: ForeSee, 2013)

Consumers spent six times as much time in retailers’ apps in December compared to a year earlier. (Source: Flurry, 2013)

More Information available

More deals/promotions

More convenient

WHY Shopping behavior has been changed because of mobile device

How to Make a Plan for Mobile Marketing?

Sending messages in the right time at the right place to the audience.

HOW

Design a user-friendly App by using geo-tech, QR code and payment transaction functions.

HOW

Simple and clear structure

Equivalent amount of information

Social media sharing function

Product review

Easy payment transaction

Make a plan perfectly integrates all the mobile channels HOW

Data source: Survey responses

Sending coupon in mailbox

Post message on social medias

Guide customers to

the app or website

Mobile Marketing Plan for Rakuten

Rakutent is the biggest online shopping Mall in Japan

Rakuten has travel agency, bank, credit card, baseball team, telecom, and cafeteria in its ecosystem

WHAT

8am-9am

12pm-1pm

6pm-7pm

9pm-10pm

WHAT Send coupons to customers’ mailbox and guide them

into mobile APP or website. Post message through social media telling about

today’s special promotions.

Use App’s pushup notice send message about today’s lunch special

Use geo-location function to send message if people pass by Rakuten cafeteria

Let customers order through APP to reduce waiting time Issue monthly Rakuten magazine contains new products with

QR code. Consumers can read and purchase in the magazine while have lunch.

Post message through social media telling about today’s special deals in website. Link to mobile website or App.

Pushup message from app showing items that they have viewed or put in the shopping car today as a reminder.

ConclusionsUnderstanding your customers

Providing instant and useful information

Making a clear and convenient shopping environment

Being a friend with your customers

THEEND