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MOBILE MARKETING AND DIGITAL CONVERGENCE

MOBILE MARKETING AND DIGITAL CONVERGENCE. Chapter 15. AS SEEN ON THE METRO. http://management.bu.edu/pemba.htm?utm_source=Metro%2BQR&utm_medium=code&utm_campaign=Metro_QR. Interently Trackable Using Landing Page for Other Campaigns?. ADOPTION AND DIFFUSION.

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MOBILE MARKETING AND DIGITAL CONVERGENCE

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  1. MOBILE MARKETING AND DIGITAL CONVERGENCE Chapter 15 Internet Marketing, 3rd ed. Mary Lou Roberts & Debra Zahay-Blatz

  2. AS SEEN ON THE METRO http://management.bu.edu/pemba.htm?utm_source=Metro%2BQR&utm_medium=code&utm_campaign=Metro_QR InterentlyTrackable Using Landing Page for Other Campaigns?

  3. ADOPTION AND DIFFUSION Internet Marketing, 3rd ed. Mary Lou Roberts & Debra Zahay-Blatz

  4. DRIVERS OF PRODUCT/SERVICE ADOPTION • Relative advantage—the degree to which product benefits are perceived to be superior to those of existing products. • Compatibility—the degree of consistency between the new product and consumer’s perceptions of and behaviors toward existing members of the product category. • Complexity—the extent to which the new product is difficult to learn to use • Trialability/divisibility—the extent to which the new product can be tried on a limited or modular basis. • Observability/communicability—the degree to which the new product’s benefits are evident to or can be communicated to the prospective customer.

  5. INNOVATION ACCORDING TO IBM • Innovation occurs with greater rapidity across product types and national boundaries. • It requires collaboration across scientific and technical disciplines. • The tradition concept of intellectual property is being questioned. It needs to evolve from being a possession that is hoarded to being a productive asset that is invested or even shared to encourage further progress.

  6. HOW FAST CAN IT GET? Internet Marketing, 3rd ed. Mary Lou Roberts and Debra Zahay-Blatz

  7. ANYTIME, ANYWHERE

  8. PERVASIVE? http://www.youtube.com/watch?v=tfJu6CiygEI&feature=player_embedded http://www.youtube.com/watch?v=vb5g19Nn4Cc

  9. DIFFERENT AUDIENCES > DIFFERENT CAMPAIGNS

  10. STRATEGIC DRIVERS OF MOBILE • Context. • Localization. Through various geographical systems, the location of the user can be identified and information specific to that location can be provided. Location-based marketing programs will be discussed later in the chapter. • Personalization. • Growth of social networks. • Time sensitive • High-value. • Voice activation • 1-Click payment mechanisms. • Security. • SIM (subscriber identification module) cards that can be inserted and removed to protect encoded information are a widely used solution. • Privacy. • Expanded Permission Marketing.

  11. MOBILE CHANNELS

  12. DEVELOPING MOBILE CAMPAIGNS

  13. EXPLOSIVE GROWTH OF SMARTPHONES

  14. NHL PREGAME SHOW, THE OSCARS

  15. THE MSLO BEAT GOES ON!

  16. LOCAL MARKETING

  17. CLAIM YOURLOCAL LISTING

  18. A CROWDED SPACE! • Facebook Places • Foursquare Deals • Gowalla Deals • and Many, Many Others!

  19. THE BIG KAHUNA

  20. BARCODES – MARKETING ART?

  21. GROWING BY LEAPS AND BOUNDS • Scaning traffic grew over 800% over Q1 2010 • 2D barcodes saw more scans than 1D (UPC) codes • Brands in the retail and media industries generated some of the most popular 2D campaigns • The Android operating system generated the most scans while the iPhone generated more than any other device. http://scanbuy.com/web/press-kit/154-scanbuy-trend-report

  22. MAKING THEIR WAY INTO US RETAIL

  23. NFC—AN ALTERNATIVE? http://www.nytimes.com/2011/03/24/technology/24wallet.html

  24. LOCAL BUSINESSES CAN PLAY

  25. MOBILE SELF REGULATION • Notice. Marketers must provide users with an understandable and easy to locate description of the terms and conditions of a marketing program. • Choice and Consent. Marketers are required to obtain opt-in consent for all marketing programs and to provide a simple opt-out mechanism. Consent canot not automatically be transferred to other marketing programs. • Customization and Constraint. Marketers should target messages appropriately, using the data they collect for that purpose. They must take reasonable precautions to ensure that customer data is handled responsibly and in accordance with existing laws. They should limit mobile messages to those requested by the customer. • Security. Marketers must implement reasonable procedures to protect customer data from all unauthorized use or users. • Enforcement and Accountability. Members of the MMA are expected to abide by these guidelines. In the absence of outside regulation, they are expected to certify that they are abiding by the guidelines. http://mmaglobal.com/codeofconduct.pdf

  26. INTEGRATED COMPUTING

  27. MARRIAGE, DIVORCE, REMARRIAGE May 4, 2011 ... Offers syndicated columnists, blogs and news stories with moderated comments.

  28. THE FUTURE—THERE’S AN APP FOR THAT!?! The Convenience Of Converged Content

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