robyn eady wireless advertising
Post on 25-Jan-2015
270 Views
Preview:
DESCRIPTION
TRANSCRIPT
Mobile Marketing Services
Robyn Eady
E-Marketing/MKT 327
Strayer University
Professor Tonja Moss
Introduction
• Wireless advertising has become one
of the fastest growing marketing and
advertising industries today. • What is wireless advertising?
Wireless advertising refers to advertising and marketing that deliver advertising to mobile devices using the wireless network.
Continuation – Introduction
• Wireless advertising creates some of the following:
• New Media Channel • Business Advertising • Marketing through Mobile device
• PDA• Pocket PC• Mobile Phone
Mobile Marketing Advertising
• Mobile Marketing has three main characteristics over PC’s and other conventional platforms.
• Accessible • Personal • Location Aware
Business Models In Wireless Advertising
• Voice-subsidized • Safe income & no upside revenue Model • Diversified revenue • Media-dependent – Outsource media
sales revenue • Media-dependent in-house media sales
revenue
Business Models In Wireless Advertising Continued
Business Model
Subscriber Fees
M-Commerce Fees
Content Placement Fees
Advertising Revenue
Partner Technology Requirement
Wireless-subsidized Wireless Internet
Majority Non None None None
Safe income, No-update revenue
Majority None Majority None None
Diversified revenue
Share of Share of Share of Share of
•WSP•Sanctioned publisher Ad Serving Solution •Outsource Media Sales •Measurement Capability
Media-dependent Outsource media Sales revenue
None Share of None Share of
•WSP-sanctioned publisher•Ad Serving Solution•Outsource Media Sales •Measurement Capability
Media-dependent in-house media Sales revenue
None Majority None Majority
•Carrier Ad Serving Solution•Extensive In-house Media Sales •Campaign Management Interface
Pull Strategy Advertising
• “Getting the Customer to Come to YOU!”
• Advertising & Mass Media Promotion • Word of Mouth referrals • Customer Relationship • Sales Promotions & Discounts
Push Strategy Advertising
• “Taking the Product to the Customer”• Trade Show Promotions • Direct Selling to Customers face to face • Negotiation with retailers to stock products• Point of Sales display • Supply chain packaging design to encourage
purchase.
Wireless Technologies
• WAP • Wireless Application Protocol
• SMS • Short Messaging Service
• I-mode • Wireless Internet (wireless web)
Google Wireless Ad
The Amazon Appstore – Android Amazon.com/appstore
Apple & Google Smartphone Impression Share
Google & Apple Advertising
Google & Apple: Take the Lead in Mobile Advertising
Top Five Mobile Marketing Trends
1. Continued Importance of SMS
Top Five Mobile Marketing Con’t
2. Experiment with Rich Media.
3. Mobile Sites vs. Mobile App’s.
4. Interest in Geo-Location.
5. Growth of Mobile Video’s. Rich Media
Geo-LocationMobile Video’s
References
• Marketing Made Simple retrieved on April 27, 2011, from www.marketingmadesimple.com
• Marketing Prof; Smart thinking Pass it on, retrieved on April 28, 2011 http://www.marketingprofs.com/charts/2011/4884/veri zon-iphone
• Mobile Advertising Trend, retrieved on April 27, 2011,from www.mashable.com/2010/10/18
• The New York Times Technology, retrieved on April 28, 2011, retrieved from http://bits.blogs.nytimes.com/2011/03/22/amazon - open-an-android-app-store
•
top related