THE CASE FOR MOBILE MARKETING IN PAKISTAN?

Contents

1. Did you know??

2. The Mobile as a Marketing Media

3. Mobile Marketing – An introduction

4. Your next action for Mobile Advantage

Did you know

• There are 20 Million television sets in Pakistan

• There are 15 Million news paper readers in Pakistan

• There are 7.5 Million radios in Pakistan

• There are 25 Million internet users in Pakistan

• There are 100 million mobile users in Pakistan

• There are over 100 million handsets in Pakistan

The Mobile phone is now the mostly widely available

medium for reaching your customers and prospects in

Pakistan!

Did you know?The mobile phone is the single most often viewed device in the world

The mobile phone is the only device which people carry with them over 15 hours a day

The mobile phone is normally within a range of 2 feet from the user throughout 24 hours

The mobile phone is heavily relied on for communications, information, news,

entertainment, email, personal data pictures, videos, applications, and everything under the sun !

You may leave home without your wallet – but you will never get far without your mobile!

The Mobile phone is now the most effective medium for

reaching your customers and prospects in Pakistan!

Immediate

Personal

&

Always

With you!

TIME TO TAKE IT SERIOUSLY?

THE MOBILE AS A MARKETING

MEDIA

Pakistan Conventional Media

OptionsE-mail

Limited, SPAM issue, not read in real time

WebLimited internet connections, need

computerNeed literacy

TelevisionExpensive, timespecific, waste, one way,

RadioLimited audience, geographic, waste, one way

NewpapersExpensive Limited reach,

OutdoorExpensive, limited reach

Disadvantages of

Conventional MediaTelevision• Temporary• Requires multiple exposure• Preferred Ad times and slots are often sold out

far in advance• Limited length of exposure, usually 30-40sec

limiting the amount of information to convey• Relatively expensive in terms of

creative, production and airtime costs

Radio• Radio listeners are spread over

many stations, you may have to advertise simultaneously on several stations to reach the target audience

• Listeners cannot go back to your ads to go over important points

• Ads are an interruption in the entertainment so a radio ad may require multiple exposure

• Radio is a background medium. Most listeners are doing something else while listening, which means that your ad has to work hard to get their attention

Newspapers/Magazines• Expensive Ad space• Ad has a short shelf life• You may be paying to send your message to a lot of

people who will probably never be in the market to buy from you.

• Highly visible medium, so competitors can quickly react• Newspapers are facing declining readership and market

penetration due to internet• Plans are needed to be made weeks or months in advance • Slower lead time heightens the risk of ad being overtaken

by events • Limited flexibility in terms of ad placement and format.

The Mobile Media AdvantagePersonal

Your personal device containing your contact and other data

Always with you and always onNever far from you – at any time of the day or night

InteractiveTwo way – interactive engagement

Multi-mediaVoice, SMS, data, movies, games, applications

Location awareSuitable for location based applications

ContextualMulti-functional

Can be used for variety of applications including payments, health records, business applications –an indispensible business and personal productivity tool

The Mobile phone has become the most useful and valued device for

your customers/prospects – hence the best way to reach them!

Mobile Media Channels – much

more than just SMS!

MMS

WAP 2

SMS

IVR

Applications

Idle Screen

Bluetooth

RBT

Mobile

Mobile

Mobile

Mobile

Mobile

Mobile

Mobile

CH

AN

NE

LS

•Widest reach

•Immediate

•Personal

•Always On

•Multimedia

•2-Way

•Real Time

•Engagement

•Quick

Deployment

•Measurable

Impact

AN INTRODUCTION

MOBILE MARKETING

What is Mobile Advertising

• Any advertising or promotion message that:– Is delivered on to a mobile device or– Is accessed through a mobile device

• Presents an effective & efficient medium fortargeting potential prospects.

• New Locally but Internationally M-Ad has beenused efficiently by International Brands such asCoke, Nike, BMW and many more in countries likeUnited States, European States, Asia (Malaysia,India etc)

• Most efficient means for advertisers to reach anestimated 100 million mobiles consumers inPakistan.

• That too, within an appropriate segment (profiled)with an appropriate message (simple text ormultimedia) at the appropriate time (consumerpreference) & in an interactive manner,

Mobile Marketing is highly interactive and leads to high level of involvement by the advertiser and the consumer

Interactivity of push, pull and dialogue campaigns (Jelassi & Enders, 2004).

Push

campaigns

Dialogue

campaigns

Traditional (non-interactive)

campaigns –TV, radio, print

Pull

campaigns

Low High

Consumer activity

High

Advertiser

activity

Low

More

Loyalty

More

Exposure

More

SalesMore

Branding

More

Response

More

Involve-

ment

More

Precise

Targeting

Immediate

&

Personal

Mobile Marketing

Benefits

Mobile Advertisement & Intrusion Perception

72% Positive towards receiving mobile reminders about dental or medical appointments

72% Are positive towards receiving booking information about a trip prior to departure

71% Are positive towards receiving info of post package arrivals

64% Are positive towards receiving public service information via the mobile phone

40% Are positive towards receiving discount coupons and vouchers from stores where they usually shop

30% Are positive towards receiving the best 10 offers on their mobile phone when arriving at a shopping mall

Source : Telenor-MORE Research

Boards Movietheater

Mobilewithperm.

News-papers

Internet Radio DM(traditionalmail)

TV Mobilewithoutperm.

11%

21% 21% 22%

42%

46%50%

61%66%

Intrusive level of Different Ad Channels

Mobile marketing with permission is not intrusive!

Source : Telenor-MORE Research

Outdoor

advertising

TV commercials

Mobile

marketing

Web

Interactivity

Loca

tio

n

Both location aware & interactive – the most

effective marketing medium

Mobile

Learning

Mobile

Loyalty

Clubs

Mobile

In-StoreMobile

Campaigns

Mobile

Arena

Mobile

Strategy

Mobile

Reminders

Mobile

relations

Mobile Marketing is much

more than just SMS

advertising!

YOUR NEXT STEPS FOR MOBILE

ADVANTAGE

MOBILE MARKETING

Mobile Advertising is taking off

worldwide –Revenues in US$ millions

0

5000

10000

15000

20000

25000

30000

2007 2008 2009 2010 2011 2012

Mobile Message Advertising

Asia Pacific (China, India, Japan, South Korea)

Western Europe

US

World

Globally most major brands are

adopting mobile marketingNike uses mobile to promot new

sportswear collection

Jaguar used M-Ad to a target audience that was male, 35 to 54 years old, and with a high level of

household income.

• Hyundai targeted a very different segment, new drivers in the 18 to 24

demographic.

Diageo launched a special mobile campaign to promote their leading vodka brand, Smirnoff using

Vodafone

”Remote

control” in

life

Check your

university

lectures and your

latest exam result

Find the

closest

McDonalds

Sign-up to test

drive a new car

Receive a

sponsored humor

clip every Friday

See trailers and do a

reservation for the

new movie

Scan a barcode

and download a

video clip

Receive info

if you flight is

delayed

Training on saftey

issues when working

on a gas station

Receive offers from

your favorite book store

Globally most major brands are adopting mobile marketing

In Pakistan – Mobile Marketing is also

taking off SMS ‘MINI’ to

6969

CONTACT US

WWW.MAD.COM.PK

MKTG@MAD.COM.PK

TAKE THE NEXT STEP TOWARDS

MOBILE ADVANTAGE