Presentation

OKAN DEMİR

Part I – Concepts 1.1 Industry Information

1.3 3G Mobile Marketing as a Emerging Market

Part II – Emerging Market 2.13G as a Medium

2.2 Features of 3G2.3 Why 3G Mobile Marketing2.4 Outshining of 3 – The Internet,Video, Entertaintment

PART III – SWOT&Effects of 3G Mobile Markteing 3.1 SWOT Analysis of 3G Mobile Marketing

3.2 Changes in the Marketing 3.3 Changes in the Digital Marketing

Part IV - Discussion

Growth rate = more than %10 each yearIn 2009 the market value = 20.9 billions EuroAs its market potential is the 6th country in Europe

Source : EITO

(*) Information Communication Technologies

Source : EITO

Source : EITO

critically increase in the last quarter

Growth rate = more than %10 each yearIn 2009 the market value = 20.9 billions EuroAs its market potential is the 6th country in Europe

Source : EITO?

Turkey is the young country Youth are easily adopted to the new technologies Internet and Mobile Phone usage/penetration rate are

increasing remarkably 3G provides important marketing oppurtunities for the

brands

Therefore; The emergence of 3G mobile marketing as a medium of

communication will be the key touch point to capture your target when, where, how you want

Combines a mobile phone, laptop PC and TV  Features includes:

- Phone calls/fax- Global roaming- Send/receive large email messages- High-speed WebNavigation/mapsVideoconferencing- TV streaming- Electronic agenda meeting reminder.

Speed: 144kb/sec-2mb/sec Time to download a 3min MP3 song: 

11sec-1.5min

Has rich, interactive and valuable advertising content 3G ,as a new, potent communication channel establish a one-on-one

communication

Video as an advertising medium Unique personel communication tool for agencies and advertisers - engage potential customers and deliver measurable results Right demographic at the appropriate time Zero cost for users, and requires no downloading or additional

software

The Internet “Viral Marketing, Search Engines, Social Networking Sites”

Video “calling-streaming”

Entertaining “Advergaming”

High Speed of the Internet – download easily - online catalogs

Interactivity with HTML and Flash based applications

Search Engines, (Goolge-Yahoo etc.) - keywords, sponsorships

Online Yellowpages, (Bravoo.com)

Social Networking Sites, (Facebook, Youtube...)

Viral Effect of the ads

A Good Practice; SitOrSquat Iphone Application with Charmin Sponsorship

-Procter & Gamble Co.’s Charmin, the nation’s No. 1 toilet paper brand

- Global bathroom directory SitOrSquat Inc.

- -P&G sponsores its website and iphone application

-The aim is to help consumers on the go find the cleanest 55,000 public toilets worldwide -bathroom locations and ratings,hours of operation, handicap accessibility, showers and availability of changing tables.

-Creating buzz is a major offshoot of Charmin sponsorships.

-The number of total unique visitors : 1.2 million ; the number of total searches :7.2 million

Then a point comes!

Because Mobile Phone is so private, brands have to find the ways with a minimal burden on the user.

*Service instead of Advertising is the key to not irritating the customer.

Interactivity - Offline ( video-messaging)

- Online (Video-conferencing) sponsorships to the callings Push the campaign using outbound video dialing Pull the campaing in an incoming call

A Good Idea:To be sponsored a video-conferencing for %50 off of its cost to consumer who is your spesific target market as a brand

*Lets word of mouth marketing  *Brand image

*Delivers your adv. via his/her one of most personel tool

Advergamings Application Stores as a Pull Strategy Customized TVs Personal ExperienceA Good Practice; The Audi A4 Driving Challenge application

-Smart phones users are able to view content related to the TT Quattro Sport justtexting a short-code.The content is sent as a self-contained data packet application that’s designed to

run on 2.5G and 3G smart-phones on UK networks. Viewers can take a tour of the entire car, using their keypads to zoom in on particular features. And play a car-racing with that model.There are also wallpapers available to download and the option to send the content to a friend. (Viral Marketing)

-The Audi A4 Driving Challenge application registered 370,000 downloads in the first two weeks of the campaign.

STRENGHTS• Ubiquity and instant access via video calling• Maximum interactivity with the user• Viral effect• Rapid video transmission and navigation• Re-recorded and live video campaigns• Unlimited coverage for location-based campaigns• No downloading or special software• Secure communication channel—no virus threats • Minimal investment, rapid ROI• Innovate and differentiate• Micro-segmentation• Campaign management tools• Real-time reporting and tailored reports• 360º campaign data capture 

WEAKNESSES•Too much ads traffic for potential customers

•Limited numbers of allowed user

•The mobile internet is not yet mass market

•High Costs of Licensing

• User experience with the Internet on mobile not ideal -- screen size, keypad and slow network speeds

• Fate depends on 3 major carriers Tukcell,Vodafon,Avea

• Inadequate outreach to advertising agencies and media buyers

Opportunuties•Gives legs to other channels -- store, online, television, radio, print and billboards

•Mobile is the future -- no, the present -- of database marketing. Marketers must have mobile loyalty program to complement online and offline

•Benefit from marketing dollars pulled from television, print and radio toward more measurable, ROI-driven media, a.k.a., the Internet and mobile

• Mobile advertising subsidizes content and services for consumers who understand the tradeoff 

•3G Mobile Marketing is where Internet Marketing was before now

•More quality content on mobile as publishers launch mobile editions. More room for targeted ads

•Mobile marketing jumpstarts mobile commerce sales

Threats

•Permission marketing principles can be ignored

•Privacy should be respected

Convergance of marketing tools (software, telecommunication, broadcasting etc.)

Fully integrated marketing communications Online Media rather than Offline Media Viral Effect Measure campaign effectiveness Reporting and Feedback Effective CRM applications Detailed demographics Increase in competition Push&Pull strategies for the campaigns -Application stores as a pull strategy

From promotional marketing to interactivated marekting Not only SMS but video-messaging&conferencing Flash based applications Differentiation’s importance Acquisition Rate Advergaming Lower:

Cost Per Acquisition/Action Cost Per Click

Importance of Social Communication Web-sites (Facebook, Myspace, Youtube )

Search-engines’ importance

  Digital Marketing Now

•Broadband / Display (Standard Banner , Rich Media , Video-streaming, Text)

•Search (SEM, SEO)

•Mobile (Interactive Communication– SMS, MMS, Wap-Banner, Wap-site, Video, Games,3G)

•Social Media

•E-commerce

•E-CRM

•Digital PR

Digital Marketing in 5 years

•3G Mobile Marketing

-Broadband / Display (Standard Banner , Rich Media , Video-streaming, Text)

-Search (SEM, SEO)

-Mobile (Interactive Communication– SMS, MMS, Wap-Banner, Wap-site, Video, Games,3G)

-Social Media •E-commerce

•E-CRM

•Digital PR

FROM TO

No, It does not But , it can be much more effective If you consider these 3 main issues;

• Content: Mobile phone content should have a clear role within a wider campaign and it should be produced specifically for mobile phones, not repurposed from other channels.

• Interaction: Extensive prototyping and user studies are required to ensure mobile interaction is quick and easy, with minimal burden on the user.

• Directness: Mobile messages should be considered direct communication, personalized,

with a strong call-to-action and reason for being.

THANK YOU

And Questions?