Mobile Marketing Services

Robyn Eady

E-Marketing/MKT 327

Strayer University

Professor Tonja Moss

Introduction

• Wireless advertising has become one

of the fastest growing marketing and

advertising industries today. • What is wireless advertising?

Wireless advertising refers to advertising and marketing that deliver advertising to mobile devices using the wireless network.

Continuation – Introduction

• Wireless advertising creates some of the following:

• New Media Channel • Business Advertising • Marketing through Mobile device

• PDA• Pocket PC• Mobile Phone

Mobile Marketing Advertising

• Mobile Marketing has three main characteristics over PC’s and other conventional platforms.

• Accessible • Personal • Location Aware

Business Models In Wireless Advertising

• Voice-subsidized • Safe income & no upside revenue Model • Diversified revenue • Media-dependent – Outsource media

sales revenue • Media-dependent in-house media sales

revenue

Business Models In Wireless Advertising Continued

Business Model

Subscriber Fees

M-Commerce Fees

Content Placement Fees

Advertising Revenue

Partner Technology Requirement

Wireless-subsidized Wireless Internet

Majority Non None None None

Safe income, No-update revenue

Majority None Majority None None

Diversified revenue

Share of Share of Share of Share of

•WSP•Sanctioned publisher Ad Serving Solution •Outsource Media Sales •Measurement Capability

Media-dependent Outsource media Sales revenue

None Share of None Share of

•WSP-sanctioned publisher•Ad Serving Solution•Outsource Media Sales •Measurement Capability

Media-dependent in-house media Sales revenue

None Majority None Majority

•Carrier Ad Serving Solution•Extensive In-house Media Sales •Campaign Management Interface

Pull Strategy Advertising

• “Getting the Customer to Come to YOU!”

• Advertising & Mass Media Promotion • Word of Mouth referrals • Customer Relationship • Sales Promotions & Discounts

Push Strategy Advertising

• “Taking the Product to the Customer”• Trade Show Promotions • Direct Selling to Customers face to face • Negotiation with retailers to stock products• Point of Sales display • Supply chain packaging design to encourage

purchase.

Wireless Technologies

• WAP • Wireless Application Protocol

• SMS • Short Messaging Service

• I-mode • Wireless Internet (wireless web)

Google Wireless Ad

The Amazon Appstore – Android Amazon.com/appstore

Apple & Google Smartphone Impression Share

Google & Apple Advertising

Google & Apple: Take the Lead in Mobile Advertising

Top Five Mobile Marketing Trends

1. Continued Importance of SMS

Top Five Mobile Marketing Con’t

2. Experiment with Rich Media.

3. Mobile Sites vs. Mobile App’s.

4. Interest in Geo-Location.

5. Growth of Mobile Video’s. Rich Media

Geo-LocationMobile Video’s

References

• Marketing Made Simple retrieved on April 27, 2011, from www.marketingmadesimple.com

• Marketing Prof; Smart thinking Pass it on, retrieved on April 28, 2011 http://www.marketingprofs.com/charts/2011/4884/veri zon-iphone

• Mobile Advertising Trend, retrieved on April 27, 2011,from www.mashable.com/2010/10/18

• The New York Times Technology, retrieved on April 28, 2011, retrieved from http://bits.blogs.nytimes.com/2011/03/22/amazon - open-an-android-app-store

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