The Role

of Mobile

in Digital

Marketing

Contents Page

Editors P.1

Types of Mobile Marketing P.2

Case Studies P.6

Market Data P. 9

Primary Research P. 12

Interviews P. 14

Mobile Marketing Companies P.16

Cost Review P. 18

Business Scenario’s P.20

Conclusion P. 24

Rami Fetyani: 20927919

Editing & Putting the Report together

Creating Report Format

Adding to issuu.com

Real Life Examples.

Mobile Marketing Companies.

Cost Review of Admob

Conclusion 50%

Jack Clugston: 20915904

Created questions for survey/interviews.

Types of Mobile Marketing.

Market Data.

Real Life Applications

Cost Review of SMS/MMS and Apps/Mobile Games

Conclusion 50%

Ashley Lalafam: 20901515

Primary Research (Survey Monkey + My opinion Interviews)

Created graph for end of ‘Market Size’ section. And Paragrapghexplaining graph.

Types Of Mobile

Marketing

Mobile marketing only accountsfor a small percentage of mostcompanies’ digital marketingspend even though it’s a fastgrowing sector. There are manydifferent ways in whichcompanies can target potentialconsumers using mobilemarketing. The different typesinclude:

SMS/MMS/VMSSMS/MMS/VMS

there is no guarantee the number is still in use thatthe target has engaged with the message. Oneexample of this method could be a fast-foodfranchise sending a text message to their customersinforming them of a new promotion.

Mobile Applications

Apps are third party software programsdeveloped specifically for mobile operatingsystems. Following the introduction of the App Storeon the iPhone more and more companies havestarted developing their own applications to interactwith their customers. Some applications come with asmall price, others are free. Designed forSmartphone users, apps immediately limit a targetaudience, although Smartphone ownership isincreasing. With the availability of many differentMobile Operating Systems, creating an app for each

This is one of the most common and cheapest mobile marketing methods. Companies can send out

messages to a large number ofhandsets with their own text,picture or video. Theadvantage of using this methodis the quick interaction with thecustomers and the directconnection that the messagecreates. However, thecompany has to have alreadyacquired the mobile numbersbeforehand, not only this but

platform may be expensive. However,apps can contain adverts or can beused by brands themselves to create abetter connection with the customer.Overall, mobile apps contain almost nolimits at all but can be very expensive tobuild. An example of an app that workswell is the Official eBay App. Customerscan browse, buy and easily check theireBay activity on the go all while beingengaged by the eBay brand.

Mobile Games

Some companies have also started creatingmobile games, which can be downloaded ontothe phone from an app store. Games fromcertain companies such as Carling areembedded with various marketing messagesencouraging users to visit their website.encouraging users to visit their website.Brands can be very involved in the media itselfvia promotions and sponsorships of the game.Games can be costly to create and customersmay not be willing to pay to download whenthere are so many free games in the market.

Banner Advertising

This method involves placing bannerson mobile optimized websitespromoting a service or a company. Thebanner ads are like standard bannerads for desktop web pages just smallerso that they fit onto mobile screens.Companies can be very selective as towhere they place their banners, optingfor the most relevant sites where theycan reach their target market. Mobilebanner advertising campaigns arepriced on a Cost per Click (CPC) orCost per impression (CPM) basis.

Mobile Local Search

Search engines use a GPS locator, whichis embedded within Smartphone’s todetermine the current location and displayrelevant results to the user. For example,if the user enters the word ‘Pharmacy’ intotheir search engine it will display a list ofrelevant results determined by theirlocation. This allows users to find thenearest Pharmacy’s location and contactdetails. The user can simply click thephone number and call the store directlyfrom their mobile. Mobile networks arealso able to use location-based servicesto communicate information andadvertising to subscribers based on theircurrent location.

Mobile Paid Search

This type of marketing is very similar to theoriginal PC Paid search. The difference beingthe number of results that can be shown on amobile screen is usually about four comparedto normal PC screens, which can display upto ten. Text and image advertisements aredisplayed in organic search engine resultsand in the content of mobile sites. When anad is clicked on, the advertiser pays.Research has shown that mobile users canbe much less likely to interact with your brandunless you have a mobile ready site. You cantest your sites appearance on a mobilescreen using programs such as ‘mobiReady’.This will give you a chance to see how yourcurrent sites will appear on a mobile device.Using this method of mobile marketing will bemost effective coupled with a mobile readysite.

Bluetooth

Bluetooth, is short-range wirelesstechnology also known as proximitymarketing which works up to approx. 33ft.When the user’s handset has an activeBluetooth connection, the device links intoa hotspot with access to high transferspeeds. It is then possible to send theuser customised messages oradvertisements, typically free of charge.This could be an option to reach a slightlywider audience than with ‘check-inservices’ however, customers may notexpect to be targeted and perceive themarketing as obtrusive. On the other handit’s a very good way to present consumerswith discounts, promote services orproducts or even a map/guide at largeevents such as festivals.

Barcodes/QR Codes

Quick response barcodes are two-dimensional barcodes than enable mobileusers to scan a product/service/promotional

Check-in Servicesusers to scan a product/service/promotionalbarcode to receive more information aboutthe products, services or the businessitself. Typically, there locations are chosenstrategically (i.e. outdoor adverts, shopwindows etc) so that mobile users canconnect with the brand quickly and easily.

This method letsusers ‘check-in’from a mobiledevice, let friends orothers know wherethey are, see who isaround them or findnew places. Thisfeature worksthrough a mobilebrowser or appwhere the user whowants to check incan add a place or

search for an existing place to check intoo. The user can also write about whatthey are doing, what they think of theplace, who they are with and uploadphotos. You can offer customers couponsor badges when they check into yourlocation. So far, marketing through check-in services has been free; not taking intoaccount the cost of coupons/promotionsyou may share with your customers.

Case Studies

This part of the report will look at real

life case studies of how companies used

mobile marketing for their campaigns.

Land RoverAccording to a case studyon Land Rover’sexperience with mobileadvertising, Mediaedgeand AdMob helped LandRover’s mobile marketingto manifested into greatresults. “AdMobcontinues to deliver theresults Land Rover hascome to expect in mobileadvertising.” Alex Acey -Nation CommunicationsManager. The main goalwas to develop anengaging campaign andinteractive mobile websitepromoting the variousmodels. The mainobjective was to build upexcitement and purchaseconsideration for LandRover’s products while

the second objective was to generatedirect response and lookups of dealers byclick-to-call dealers to schedule test drives.Land Rover’s target group was men inbetween the ages of 34-54 with high networth demographic.

The solution had to have sophisticatedtargeting to reach high net worth males.Therefore the graphical banner ads andtext link ads were ran in premium sitessuch as NEWS, sport and others.Moreover specific handsets were targetedwhich high net worth demographic is morelikely to have them. However Land Rover’smobile site had to be modified to deliver aricher experience and engagement for its

users, now users are able to watch videos of the vehicles in action, pick their favourite model and colour then download it as a wallpaper for their mobile phone, submit their email in order to get a brochure and submit their post code to look up the nearest dealer. A click-to- call banner was add in their mobile website as well.

According to AdMob and LandRover the campaign was a bigsuccess, it generated 45,000 videoviews, 7,400 custom wallpaperdownloads, 128,000 GalleryViews, 5000 dealer lookups, 800brochure requests and 1100 click-to-calls. All this response has beengenerated.

Source : www.admob.com/marketing/pdf/LandRover_AdMobCaseStudy.pdfandRover_AdMobCaseStudy.pdf

Reebok – iSprint

The main objective of Reebok was tocreate an interactive brandexperience, aided by M&C SaatchiMobile an engaging solution wasreached by creating a simpleaddictive game which lets playerscompete in a virtual sprint, when aplayer finishes a race they can sharetheir score via Twitter for maximisingviral impact. In addition playing andsharing the game awarded playerspromotional codes.The simplicity and addictiveness ofthe game increased the downloadsto the point where the game turnedin a global phenomenon, moreover itwas featured in “What we `re playing”within 4 days of its release in apple’sapp market. all these results wereachieved with no ad spendwhatsoever.whatsoever.Source :www.insidemob.com/images/iSprint_case_study_2010.pdf

Market Data

2008

“Expenditure on mobile advertising in the UK exceeded market expectation in 2008 to reach a total of £28.6 million, according to a study by the Internet Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC).”http://www.iabuk.netMarket expectations were exceed in 2008 when expenditure on mobile advertising increased to reach a total of £28.6 million. This study was conducted by the Internet Advertising Bureau (IAB) and

2009

“ UK mobile advertising market grew 32% in 2009 to £37.6 million”http://www.iabuk.netA new high of £37.6 million total spend was reached in 2009 despite a contradiction in the advertising sector. This was an increases of 32% from the previous year. The medium grew at a faster rate even though some brands and media owners had cut back on their investment in mobile marketing.Advertising Bureau (IAB) and

PricewaterhouseCoopers.In 2008, the market size for adverting spends doubled increasing by 99.2% annually. This comes from increasing importance for advertisers and operators of mobile advertising. Brands invested in mobile advertising faster than predicted due to its immediacy, return on investment and exceptional targeting.

Mobile Advertising Regarding Format

£14.2 million in 2008 was accounted for by text links, banners and in-game app advertising. This as a whole accounted for 49.8% of all mobile marketing expenditure.

£14.4 million (50.2% of all mobile advertising spend) was accounted for by paid-for search marketing on mobile internet.

marketing.

Each quarter in 2009 showed an increase of growth, and the fourth quarter showed a record advertising spend of £5.5 million. That was an increase of 28% period on period.

Mobile Advertising Regarding Format

Display formats and paid-for search formats both achieved above expectations. The fasted growing format of the year was mobile search. This format increased 41% to a record £20.2 million and increased its format market share to 54% from 50% in 2008.

Mobile display, which includes text links, banners and in-game advertising grew by 24% to £17.4million and experienced a

Top Five Top Display Ad Categories

Entertainment & Media (61.5%);Telecoms (14.7%);Finance (8.1%);

Search on mobile spend has almost tripled from 2009, increasing from £20.2 million to £54.9 million. Display ad’s in the form of text links, banner ads saw an increased of 62% from £14.6million in 2009 to £23.7million.

Pre and post roll adverts saw an increase of 492% to £1.1 million from £0.2 million in 2009.

Top spenders: (Taken from Internet Advertising Bureau 2010)

Top five display advertising categories in 2010: Entertainment & Media – 32.9% (61.5% in 2009)Finance – 18.6% (8.1% in 2009)Telecoms – 14.3% (14.7% in 2009)Consumer Goods – 11.8% (3.2% in 2009)Automotive – 6.5% (2.5% in 2009)

market share of 46%, which was a 4% decrease from 2008.

Driving mobile display was expenditure on text links and banners, which were up to £14.6 million (26%) year on year from £11.7million in 2008. This equated to a new market share of 39%, a 2% decrease from 2008.

Tenancies increased by 17% year on year from £1.2million in 2008 to £1.4million and experienced a decrease market share falling from 4.3% in 2008 to 3.8% in 2009.Formats such as display advertising within MMS/SMS increased 26% year on year to £1.2million and decreased market share to 3.2%.

Finance (8.1%);Consumer Goods (3.2%);Government, social and political (2.7%).

2010

“Smartphone usage more than doubles mobile advertising expenditure in 2010.”

“New research from the IAB and PwC shows UK mobile advertising market grew 116% to £83 million in 2010”http://www.iabuk.net

An increased adoption of Smartphones has aided advertisers confidence in the mobile space. This lead to a large increase of 116% year on year growth of mobile advertising spend (increased from 32% growth in 2009. Total spend on mobile advertising in 2010 equated to £83 million overall.

Expenditure on Mobile advertising formats:

Search - £54.9 million, up from £20.2 million in 2009, an increase of 172%.

Display advertising - £28.1 million, up from £17.4 million in 2009, an increase of 61%.

Market Shares

Search advertising continued to dominate with 66% market share (54% in 2009).Banner and text advertising occupy 29% of the market (39% in 2009).SMS, tenancies and other formats occupy a market share of 5% (7% in 2009).

From the graph it shows that the market size is increasing so the expenditure for advertising is rising per year. From 2008 till 2010 it has risen by £54.4million. The prediction from 2011 is still growth estimated at £150milllion, this is a double increase as more people are having Smartphone’s also more people are buying online. There has also been a prediction for 2012 that figures could rise to £250million as the mobile revolution will have the best device to see advertising as you will be able to do most things technical with a mobile device.

Primary Research

From the primary research found48.5% has seen mobile marketing which51.6% has not heard or don’t know if theyhave seen mobile marketing around sothey don’t know what mobile marketing is.This means not enough companies has notbeen using the right strategy which ismobile marketing. The businesses havenot been advertising financially right. Thiscould lead to loss of profit from the mobile

market.The next question was. What companieshas been seen? 56 people answered thisquestion out of a potential 132. The resultsshown as most mobile companies andmobile ringtone companies have financedadvertising in the mobile market. The otherhalf of the results said that they can’t

The Fifth question was to know if themobile marketing advertisement waseffective. 62.5% said it was not effectivebut 37.5% said it had an effect. Asmobile marketing is growing sinceSmartphone’s they been a must want forpeoples new upgrade in mobiletechnology. This could lead to moreBrands to invest into mobile marketing tocreate more strategic campaigns. Thiscould bring more financial impact to

brands.

The sixth question was then asked“What type of mobile marketing washave been used that they haveseen?” SMS / MMS / VMS was the mostseen and experience with 42.9%. Thishalf of the results said that they can’t

remember the business. This could bebecause of how they have beenapproached for example an application ora third party text? Also how fun orinteresting was the advertising marketingdid they make it fun for example whenCarling done their drinking beerapplication. It was successful with IPhoneusers? It was the UK’s most popularapplication according to mobile marketingmagazine. So this shows branding canwork by using mobile gaming applications.If the application is free but in future it canlead to a purchase.Tullo Marshall Warren. (2010). Digital &Direct: Digital choice - Carling iPint .Available:http://www.marketingmagazine.co.uk/news/842046/Digital---Direct-Digital-choice---Carling-iPint/. Last accessed 20th

seen and experience with 42.9%. Thiswould be because it is cheaper thanmaking a application but it is selleffective as in a text message you canonly view the writing no pictures unless itis linked to their website. 19% havewitnessed mobile application whichmeans more companies are investinginto the new age mobile marketing. Also14% have witnessed mobile banneradvertisements which are normallydownloaded using applications so 33%or the market are creating the new age

strategy.

The next question was “Did it lead to youa purchase? “ 84% said they did notmake purchase. So this means it wasnot effective this could be because oftheir mobile phone contract is too much

and they don’t want to go their bill or becausethe mobile marketing message could of beentoo high and would not benefit the consumer.The final question was “Did it make you awareof a brand/shop/retail outlet/offer?”More people said they didn’t get the brandawareness with 52% saying no and 48% sayingyes. This means people are not aware of whatbrand the application is. So the brand needs tomake sure there is more brand awareness. Thiscould lead to more companies have to changetheir strategy by putting in more money formobile marketing in the future.

Conclusion of surveyFrom the primary research here are the mainfindings: Not everyone has heard of mobilemarketing it is still a new type of marketing topeople.Most companies who is using mobile marketingis mobile networks and mobile ringtonecompaniesThe public didn’t find the mobile marketingeffective and didn’t lead to a purchase

From the collected data this shows thatthe brand/ shop/ company needs toinvest more in their advertisingstrategy. As mobile Smartphone’s is amust have at this moment in time thisshows now is the right time to build thecompany brand on mobile marketing toget recognised in the mobile world. Ithas been proven that applications canwork with the example shown withCarling IPINT.As the results showed that text’s wasthe most mobile marketing methodused and did not work. So applicationdoes show it is the way to build thecompany as its becoming a revolutionto have all the latest applications threwmaking a own brand game or checkingrankings of games that is mostdownloaded and put the companybanner on the game for reconnection.

effective and didn’t lead to a purchaseThe mobile marketing message that the publicsaw the majority didn’t realise the brand orshop.

My Opinion on Mobile Marketing The interviews can be accessed by scanning the 2d bar code with a SmartPhone. In case you do not have such an app, it can be found in any app market by searching for “Barcode Scanner”.

Christalla Frandzis Dami Odumosu

Becky Powell Colin Targett

Dami Odumosu

Zach SulleyKatie Smith

Patrick Davaughn

Hannah Bragg

The primary research of the videointerviews showed that theparticipants, used and broughtapplications, games and also SMS.Research show that they didn’t likethe SMS messages as they said itwas old and not very fun to use. Theparticipants also said they neverheard of the pay per call methodand don’t like bluetoothadvertisement because it wastestheir battery on thier mobile phone.Also on the primary research thedata showed that most of theparcipants clicks on advertisementsby mistake but some try to aviodthem.

Mobile Marketing

Companies

Including mobile marketing to a media planwill prove very effective for any campaignaiming to broaden its reach andeffectiveness especially in with the on goingrapid spread of mobile devices. But howwould any company manage to fully realisethe potential of mobile presence andmarketing?

There are various mobile marketingdedicated companies that offer a wide rangeof assistance to establishments that wish totake their first steps into mobile, . Forinstance, Mobile Interactive Group(www.migcan.com) and inside Mobile

Developers and Mobile Web Publisherstogether. Therefore this solution paves theway for an extra precise consumer targeting,due to the large number of websites and appsthat uses admob to monetize their traffic.

Step By Step Guide on Campaign Launching (www.migcan.com) and inside Mobile

(www.insidemob.com) offer services fromdeveloping mobile website and apps tomobile strategy, mobile advertising and bulksms. However these two companies areagencies, therefore such companies chargefor their services which include creating andmanaging the campaigns, as well asgathering information on the target marketto produce insightful adverts. as a resultagencies will charge a precentage to covertheir fees.On the other hand AdMob, a companywhich was bought by Google in 2009 for$750 million is a service dedicated to onlinemobile marketing, it gives advertiser achance to promote either a website, anapplication, a media (videos and iTunesselling lists) or Geo targeting which can beused for local business with an option toClick to Call or Click to Maps.AdMob is a very powerful mobile ad brokerwhich brings Advertisers, Agencies, App

Campaign Launching

Admob’s platform is simple to use,however powerful. This report would takeyou through the steps necessary forcreating a mobile campaign. This processis broken down to four steps.Campaign Info.Ad Group Type.Targeting.Creative & Bid.To begin with, simple campaign info isrequired which consists of the campaignname, the date on which the campaign willstart and end. additionally a daily budgetwhich has a minimum of $10, and last butnot least the way in which the campaignwill be delivered, there are two optionseither the standard way which delivers adsevenly through out the day or theaccelerated method which delivers ads asquickly as possible thus quickly finishing

the daily budget.The second step is choosing the Adgroup, an ad groups is a collection ofads with a single advertising goal andthe same targeting. For example, adgroup A is for your android app in the UKand ad group B is for your mobilewebsite in the US.The following are the available optionsMobile Website: drives traffic to a mobilewebsite when someone clicks on yourad.Application: drives users to the desiredapp markets to boost downloads.Media: drives traffic to video or audiocontent.Location & Utilities: gives advertisers thechoice to have ads that let users click-to-call or click-to-map the advertisedbusiness. In addition a click-to-searchtool is available which lets users searcha website before visiting it.

The next step is of big importance, inorder to achieve higher revenue;

created. Advertisers can either created iton AdMob if it’s only a text ad, however ifit’s an image ad, it has to be uploaded,depending on the handsets the campaigntargets various uploading slots areavailable in order to upload different adimages with the required resolutions.Last but not least the advertiser submitsthe campaign, however before it goes livethe campaign has to be approved byAdMob.

Examples of Ads created with AdMob

In order to view the following ad demonstration, please use a Barcode scanning app on your Smartphone. In case you order to achieve higher revenue;

advertisers have to know their targetgroup and potential consumers.Targeting at Admob is trulystraightforward. It splits the process into3 parts.Platforms / Devices: allows advertisersto target and filter out users by hand setsand platforms. For example a mobilewebsite that sells only HTC accessoriesand cases would benefit hugely from thisoption.Geography / Operators: this optionallows advertisers to customize whichcountries and operators they want totarget. However each geographic regionhas a different price per click.Demographics: this option allowsadvertisers to refine their targeting evenmore by targeting one gender andcertain age group.Finally the actual ad which will be visibleto potential customers will have to be

your Smartphone. In case you do not have such an app, it can be found in any app market by searching for “Barcode Scanner”.

Click-to-Call Ad

Is quick way todrive leads to yourbusiness,Smartphone userscan tap on the ad tocall your businessimmediately.

Click-to-Map

Having a geo targeted campaign can help businesses attract costumers in their local region by this type of ad.

Click-to-Video

Directing Smartphone

Cost Review

Prices for mobile marketing vary, depending on who the campaign is targeting. The more targeted a campaign is, the more expensive it is, however increasing targeting will in turn increase campaign effectiveness. In this case the report will review AdMob’s price list due to the size of the company. The minimum PPC with AdMob is $0.01, however $0.01 is the minimum bid. This means if another advertiser bids more, it gives their adverts more priority.The more targeted a campaign is the more it costs. The figure below explains PPC pricing in more detail.

Smartphone users to the desired YouTube video is a great way to build a brand. In addition this type of marketing has a

viral component to it, as users share videos they have seen with friends.

Click-to-Search

This is a powerful technique to drive leads to a website, by importing the websites search engine as a banner.

For example a campaign that targets , 18 –24 year old males who live in Ireland, the cost per click would be $0.14.

Cost Review Continued

SMS Cost

The image below shows the different pricingschemes for bulk SMS marketing.Highlighted in red is the cheapest cost for acertain amount of text messages. Forexample, a SMS campaign consisting ofonly 500 messages would cost £1850(excluding VAT). The same SMS campaignon a larger scale, sending 100,000messages would cost £320,000 (excludingVAT).Source: http://www.textmarketer.co.uk/bulk-sms-prices.htm

Effectiveness

SMS marketing provides instant resultswhich can be proven through statistics. Forexample, 94% of text messages sent areread by the recipient. So this type ofmarketing increases the chance of engagingwith intended recipients more than most

Apps Costs

The cost of creating apps can vary becausethere are so many different possibilities. Thecost will be proportional to the scale of thecreator’s ambition. The better the app themore it will generally cost. However if youwere looking to find a real number to startthinking about Tim Ocock, VP of businessdevelopment at B2B app developerSymsource states that the price for a basicapp should start at around £15,000. “An appof any quality is going to cost a minimum of£15,000 to £20,000 to develop”. At the otherend of the scale, costs for the most ambitiousapp projects can be much larger says Ocock.“The largest and most sophisticatedapplications in some of the projects we’vebeen involved in- such as flagshipnewspaper or news service type projects-those are going to cost of the order of£150,000-£180,000 to develop becausethose are apps that are going to have lots ofwith intended recipients more than most

other methods because you will be sure thatthe message sent has been received. Itprovides results and at a reasonably lowcost depending on how big of a business isusing it. It is easy to operate, all the userhas to do is create the message and selectthe contacts they wish to send it to. Thespeed is also beneficial to the user asthousands of messages can be sent within a

minute.

those are apps that are going to have lots offeatures.”

Effectiveness

Mobile applications can have more than onuse. They can act as a gateway to brandsservices and offers or a container fortraditional content such as videos or games.Most importantly apps’ connected with

consumers in anintimate, real-timeway, and thereforewill allow for preciseand intimateconsumer insightand feedback. Freeapps’ that providethe end user withadditionalentertainment,coupons or usefulservices are alwayssought after.

Real Life Applications

Small Business

Scenario

ShouldShouldShouldShould ImplementImplementImplementImplement

Check in Services: This method ofmarketing should be used by asmall local B2C business firstlybecause it’s free. Secondly theexposure received from customers‘checking-in’ can increase thelikelihood of other potentialconsumers becoming aware of theconsumers becoming aware of theoutlet or brand. If you are runninga small local business you have theoption of offering badges orcoupons when customers checkinto your location. Overall, checksin services are a low cost, effectiveway of marketing using mobile.QR Codes/Barcodes: This methodcould be implemented into a smallbusiness marketing campaignbecause of the low cost and higheffectiveness. The only costs whichmay be incurred are the printing ofthe QR codes and the space theywill occupy. If this place is the shopwindow for example it will not costto occupy the space. However ifmore strategic advertising space ischosen, given rates for that spacewill apply.Bluetooth: Bluetooth can be usedwithin a small business

environment to connect with consumers in closeproximity. Apart from a small set-up cost of about£20 for a Bluetooth transmitter, the act of sendingmessages is free. However, Bluetooth is oldtechnology and the likelihood of users havingBluetooth already activated on their phones is slim.On the other hand for the small set up cost it mightbe worth it.Mobile Local Search: This method will increase thelikelihood of users finding a local shop withrelevant goods or services. The user can enterkeywords into a search engine and find yourbusiness. From there it’s very simple for them toclick to call your business or click to map which willgive the already interested customer the option ofcalling or visiting. This is a great method to be usedespecially since it’s free.

Shouldn’t Implement Shouldn’t Implement Shouldn’t Implement Shouldn’t Implement

SMS/MMS: Too expensive.Apps’: Too expensive.Mobile Games: too expensive.Banner Ad’s: Too expensive.Mobile Paid Search: Too expensive.

Medium Sized

Business Scenario

Should ImplementShould ImplementShould ImplementShould Implement

Check in Services: This method ofmarketing should be used by a mediumsized B2C business firstly because it’s free.Secondly the exposure received from

for a Bluetooth transmitter, the act ofsending messages is free. However,Bluetooth is old technology and thelikelihood of users having Bluetoothalready activated on their phones is slim.On the other hand for the small set up costit might be worth it.Mobile Local Search: This method willincrease the likelihood of users finding alocal shop with relevant goods or services.The user can enter keywords into a searchengine and find your business. From thereit’s very simple for them to click to call yourbusiness or click to map which will give thealready interested customer the option ofcalling or visiting. This is a great method tobe used especially since it’s free.Banner Ad’s: Banner advertisements canbe placed on many mobile optimizedwebsites or placed strategically on only afew. The cost of banner advertising is notincredibly high and because of theirpopularity and high user interaction, it isworth using them as part of a mobile

Secondly the exposure received fromcustomers ‘checking-in’ can increase thelikelihood of other potential consumersbecoming aware of the outlet or brand. Ifyou are running a small local business youhave the option of offering badges orcoupons when customers check into yourlocation. Overall, checks in services are alow cost, effective way of marketing usingmobile.QR Codes/Barcodes: This method could beimplemented into a medium sized marketingcampaign because of the low cost and higheffectiveness. The only costs which may beincurred are the printing of the QR codesand the space they will occupy. If this placeis the shop window for example it will notcost to occupy the space. However if morestrategic advertising space is chosen, givenrates for that space will apply.Bluetooth: Bluetooth can be used within amedium sized business environment toconnect with consumers in close proximity.Apart from a small set-up cost of about £20

marketing campaign if it can be afforded. Areal expense occurs when users are moretargeted, however you have the choice tonot target too specifically which willdecrease the cost overall. Choosing totarget on only a geographical basis can bespecific enough to generate good resultsyet not too expensive.Mobile Paid Search: A very good choicefor all medium sized business (B2C andB2B). This type of marketing has beenproven to get good results just as it has onthe PC based version. When a potentialclient clicks on the advertisement you willhave to pay a small fee, but for a potentialsale of goods/services it is worth it.

Shouldn’t Implement Shouldn’t Implement Shouldn’t Implement Shouldn’t Implement

SMS/MMS: Too expensive.Apps’: Too expensive.Mobile Games: Too expensive.

Large Sized Business Scenario

ShouldShouldShouldShould ImplementImplementImplementImplement

Check in Services: This method of marketingshould be used by all sized businessesbecause it’s free. Secondly the exposurereceived from customers ‘checking-in’ canincrease the likelihood of other potentialconsumers becoming aware of the outlet orbrand. If you are running a small localbusiness you have the option of offeringbadges or coupons when customers checkinto your location. Overall, checks in servicesare a low cost, effective way of marketingusing mobile.QR Codes/Barcodes: This method should beused in a large business campaign becauseof the low cost and high effectiveness. Theonly costs which may be incurred are the

which will give the already interestedcustomer the option of calling or visiting.This is a great method to be usedespecially since it’s free so should beused by all businesses.SMS/MMS: This is a great way to targetand connect with potential and existingclients which is affordable for large scalebusinesses. Large numbers ofmessages can be sent quickly and easilyfor high interaction. SMS/MMSmarketing is a possible choice to sendout promotions, coupons or simple textmessages to directly connect withclients/ potential consumers. If acompany has enough capital this form ofonly costs which may be incurred are the

printing of the QR codes and the space theywill occupy. If this place is the shop windowfor example it will not cost to occupy thespace. However if more strategic advertisingspace is chosen, given rates for that spacewill apply. A better advertising space will begenerate maximum exposure.Bluetooth: Bluetooth can be used within anysize business environment to connect withconsumers in close proximity. Apart from asmall set-up cost of about £20 for a Bluetoothtransmitter, the act of sending messages isfree. However, Bluetooth is old technologyand the likelihood of users having Bluetoothalready activated on their phones is slim. Onthe other hand for the small set up cost itmight be worth it.Mobile Local Search: This method willincrease the likelihood of users finding yourshop with relevant goods or services. Theuser can enter keywords into a search engineand find your business. From there it’s verysimple for them to click to call your businessor click to map

company has enough capital this form ofmobile marketing is advised.Apps’: Apps are a great option for alarge scale B2B and B2C business tointeract with customers or clients. Themore complex the app, the more it willcost. However the better the app themore chance that users will engage withit for longer or even at all. Apps caneither be priced or given away for free. Itis no surprise that free apps are verypopular and if your already part of alarge scale business, giving the appaway for free is advisable to increaseexposure of the brand. If the App comeswith the option of selling goods orservices then it should be available forfree, given the chance that mobile salescould increase significantly.Mobile Games: Mobile games should bethe last possible option when it comes tomobile marketing. This is due to the factthat games are not likely to increasesales directly, however they are costly. A

good game will be expensive to develop andpossibly maintain. However if the game isgood it will engage possible consumers, therewill be many chances to increase brandawareness or change consumers brandperception. Possibilities for in game marketingcan also be as frequent as you desire as it’syour own game. If capital is not an issue thanwhy not create a mobile game. The only

disadvantages include the high priceand the possible devaluation of thebrand depending on how good the gameis. Banner Ad’s: Banner advertisementsshould defiantly be used by largebusiness. The cost compared to theeffectiveness level is very small. Withlarge amounts of capital banneradvertising can be used on manydifferent mobile optimized websites toincrease traffic to their own site. A highlevel of targeting can also be used toensure that the correct target audiencehave the opportunity to see the bannersand interact with them.Mobile Paid Search: For large B2C andB2B businesses mobile paid searchshould be utilised. Just like on the PCmobile paid search will increase traffic toa desired site by being highly visiblewhen users search. A small fee isincurred when a user clicks on the ads,however since there should be a largeincrease in traffic and possible m-commerce opportunities the small cost is

why not create a mobile game. The only

Summary

commerce opportunities the small cost isirrelevant.

Small

Business

Medium

Business

Large

Business

Conclusion

For many years mobile has beenunder delivering, but along camethe iPhone in 2008 and itchanged the way we view mobile.Since mobile manufacturersstarted producing better devicesandplatforms, consumers did not onlyuse mobiles for calling and textingbut now their devices acted asa gateway for their social life.

Based on “The Market Size”section of the report, mobile adspend has risen by £54.4 million intwoyears only (2008-2010). This rapidgrowth is not a periodic trend, nor

phone users will be targeted viaGPS and location technology, andmoreover marketers will usebetter personalization in theircommunication since information onusers is already available.

As the mobile market is becomingworth more and more each year,any serious business shouldadapt to the changes and at thevery least have a mobile optimisedwebsite. M-commerce willbecome less of a niche in the futureand is likely to be paramount in theway consumers search for,share information and completemobile transactions. With all of thegrowth is not a periodic trend, nor

is mobile ad spending going todecline anytime in the near future.Mobile marketing will grow greatlyin its Location-based sector,

mobile transactions. With all of thedifferent options available, evensmall business have no excuse tonot take part in the mobilemarketing revolution.