Assignment 18.1 – MOBILE MARKETING STRATEGY

Hồng Ngọc – Hương Giang

MOBILE MARKETING STRATEGY DEFINITION

Mobile marketing is

promotional activity

designed for delivery to cell

phones, smart phones and

other handheld devices,

usually as a component of a

multi-channel campaign. SMS

is currently the most common

activity in mobile marketing

strategy.

Mobile marketing strategy

is a process of

planning for companies

to communicate and

engage their target

consumers through

mobile devices or

network

WHAT IS MOBILE

MARKETING?

WHAT IS MOBILE

MARKETING STRATEGY?

CHANNELS IN MOBILE MARKETING STRATEGY

- SMS marketing

- MMS

- Bluetooth

- Location – based marketing

- Push notifications

- App-based marketing

- QR codes

- In-game mobile marketing

Contents/

Values/ Hobbies

Company Target

consumers

1

Message

2

Action

3

Engagement

PROS AND CONS OF MOBILE MARKETING

PROS CONS

• low budget

• personal.

• always on.

• available at the point of creative

inspiration.

• provide accurate audience

measurement.

• captures the social context of

media consumption.

• Few standards

• Privacy and Permission

• Questionable Navigation.

• Education

MOBILE MARKETING STRATEGY PROCESS

AND EXPAMLE

Define

your

goal 2 Research

your

market 3 Plot your

presence 4

Define

your

message

@#$

@& 5 Create

content

stunt 6

1 Define

your

issue

7 Feed

your

campaign

8 Track, and

analysis

EXAMPLE

https://www.youtube.com/watch?v=h7HnR02kJxY

1

2

3

DEFINE THE ISSUE

Tesco opens retail chains in South Korean. To adapt the unique market like Korea, Tesco

localize its retail chains by changing name to Homeplus but face competition with E-mart

because lower number of stores

4

1

2

3

DEFINE THE OBJECTIVE

Business Objective of Tesco – Homeplus

Become number 1 in shopping retailer in South Korean

without opening more store after 3 months

BE SMART!

(Specific. Measurable. Achievable. Realistic.

Timely)

4

1

2

3

MARKET RESEARCH Understand market as much as possible

- Korean shoppers feel dreaded when

shopping due to too many people shop

at same time

- South Korea has more than 10 million

smartphone users in a population

- Get mot gap time during subway

transportation

4

1

2

3

PLOT THE PRESENCE What are your CHANNELS? How do your target

consumers approach you?

4

Use Ad (print add) + mobile scan

QR+ delivery to home

THE IDEA:

LET THE STORE COME TO YOU

@#$

@& 5 6 7 8

DEFINE MESSAGE

Best shopping time,

release your burden

BE RELEVANT!

(tone and angle you are going to take has to inspire your target audience

@#$

@& 5 6 7 8

CREATE CONTENT

STUNT

BE TALKABLE!

(Create content, and invite users to share your content or information

between handsets or platforms easily)

@#$

@& 5 6 7 8

FEED THE CAMPAIGN BE UPDATED!

(releasing updates and encouraging renewed interest.)

Use PR, and train ads to spread news to

their consumers

@#$

@& 5 6 7 8

TRACKING

Become No.1 in

online market and

is very close 2nd

offline