Presented By: Prof. B.

S Dash
Prof. J.P. Rath
Introduction
Definition : Mobile Marketing Association
(2006)defines mobile marketing as “the use of
wireless media as an integrated content delivery and
direct response vehicle within a cross media
marketing communication program”.
Objectives
To organize and study mobile market strategy
development
To propose a framework for addressing key issues in
mobile marketing
To examine how mobile marketing will be integrated
into overall marketing strategy
Marketing Communication in
Mobile Media
Mobile Advertising
Mobile Sales Promotion
Mobile Direct Marketing
CRM
Mobile Marketing Strategy
It is the strategy for a set of controllable tactical
elements that the firm combines to produce a desire
response among targeted audience.
Ex: Strategy for 4P
Intergrated Market
Communication Strategy
External Elements
Internal Elements
CRM System
External Elements
Situational Analysis
Target Audience
Legal Regulatory and Social and Ethical issues
Internal Elements
Other Marketing mix decisions
Communication Strategy
Promotion mix strategy
Resources (Tech , Budget)
Choice of tools
CRM Systems
Information and Interaction Management
Personalization
Targeting
Implementation Consideration
Mobile technology
Mobile Marketing Technology
Mobile Marketing Data Base
Media Advertising
Delivery and Connections
System Integration
Mobile Technology
Mobile Devices
Mobile Network
Content Types
Other Infrastructure
Mobile Marketing Technology
Mobile marketing platform
Content Delivery Platform
Mobile Marketing Data Base
Opt in mobile numbers
Privacy Concern
Mass Media Advertisement
T.V.
Radio
Press
Internet
Delivery and Connection(Mobile
Operators Service)
Roaming
Billing
Short numbers
System Integration
Information update
Statistics
Action Request
Campaign Results
Mobile Marketing Communication
Web Category (banner and ads in mobile internet)
Broadcast Category (Launches of current mobile
technology in mobile, TV and radio)
Narrowcast Category(mobile download, bluetooth
transmission)
Physical browsing category
Mobile Sales Promotion
Branded content category(entertainment ,
infotainment.. logo, ringtone etc)
Mobile Sponsored content category(news ,sports
score,jokes)
Mobile Direct marketing
Direct marketing refers to “direct communication
with carefully targeted individual customer to obtain
an immediate response and to cultivate lasting
customer relationships
EX-sms,mms,internet,e-mail
Mobile CRM
Customer service category(info on stocks
,appoinment etc)
Mobile commerce category(paying bills,brokerage
etc)
Market research(sms,mobile internet etc)
Mobile Community
B2B marketing
Integration with Customers

Acceptance ,needs and preferences

Willingness
Perceptions
Reactions
THANK YOU