Mobile MagicMake Wishes come True. Now!

Rajesh JainMD, Netcore Solutions

Email: rajesh@netcore.co.inBlog: http://www.emergic.org

Mobile Marketing is growing to be the Next Big Thing

Mobile Invertising

Mobile Advertising

Internet Advertising

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Think of Mobiles as Interactive Billboards in the

hands of every consumerMedia Attributes• Largest Distribution Platform

• Always-on

• Always Available

• Two-way

• Immediate

• Targetable

• Location-aware

• Rich Media

• Personal: It’s Me!

• Social: Insta-sharing

• Youth-friendly

Multiple Touchpoints

• SMS

• WAP (Mobile Internet)

• Voice

• MMS

• Video

• Games

User Response

• SMS

• Phone Call

• URL Click3

Mastering the New Lexicon: E for Engagement, R for Relationship

M

Mass

Media

Moments

N

New

Now

Near

P

Push

Permission

Personalised

S

SMS

Search

Simple 4

Advertising

InvertisingInvited Advertising

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2 Flavours of Mobile Marketing for Customer Acquisition & Retention

Mobile Advertising

• Info tagged to Content

• Use for Brand Awareness, Message Reinforcement and Customer Acquisition

Mobile Invertising

• Info packaged as Content

• Ideal for Customer Engagement and Deepening Relationship

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Customer Retention

Mobile Invertising7

Invertising Delights Customers

TIMES NOW

• Sent: Aug 11, 10:26 am

• India wins first ever individual gold. Abhinav Bindra creates history at the Olympics. Catch the breaking news story on TIMES NOW.

FABINDIA

• Sent: Aug 29, 5:31 pm

• Fabindia announces the launch of its hand-crafted Jewellery collection! Available NOW at Nirmal Lifestyle, Mulund. Please pass on this exciting news to family and friends.

MERI SAHELI

• Sent: Aug 16, 12:30 pm

• BEAUTY TIP Maximise your festive look by wearing dark, deep contrasting colours on the eyes and lips. Include gold, copper and silver liners in your make up.

WESTERN RAILWAY

• Sent: Sep 6, 9:15 am

• Jumbo Block between Mahim & Mumbai Cntrl from 10.35 to 15.35 hrs on 7 Sept on Up & Dn Fast Lines. During block all fast line trains will run on slow lines on block sect.

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Invertising: an Always Available Hotline to a Brand’s Customers

• Target top 20% of customer base– Most Profitable – and most vulnerable to competition

– Build a hotline so that they ‘see’ you daily

– Provides greater control of the conversation

• Content– Array of Products and Services from your company

– Be the First to Know

– Special Offers

– Opinion Polls, Surveys, Feedback

• Just Rs 2 per customer per month for this ‘hotline’9

Customer Acquisition

Mobile Advertising10

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Types of Ad Campaigns• Top-of-mind activity• Interactive campaigns

– Click-to-SMS/Call/URL

• Voting campaigns• Download applications• Story-board campaigns

Focus on Combining Reach (Awareness)

and Response (Direct)

Ads that can Convert FSTR

• Generate Response

• Reply with multiple messages

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Examples• HUL Pureit• Colgate Maxfresh

HEALTH:Trim ur tummy. Eating Almonds everymorn helps burn fat.Ad:GET FREEDOM FROM MAJORWATERBORNE DISEASES AT RS 1800sms START PUREIT to 575758

From: HUL PUREITThank you for showing interest in Hindustan Unilever's Pureit-the most advanced in home water purifier, only at Rs.1800. For queries call on 9223600600. To stop, sms STOP PUREIT to 575758.

From: HUL PUREIT

Get freedom from hassles ofboiling with Hindustan Unilevers’ Pureit-which gives you as safe as boiled water, only at Rs.1800. For queries call 9223600600

From: HUL PUREIT

Save on gas & electricity cost by switching to Pureit which gives as safe as boiled water without gas & electricity, only at Rs.1800. For info call 9223600600

Case Study: HUL’s PureIT

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Day 1: 5PM Day 2: 5PM

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PREM:Andherome Shama Jalye RakhnaSubah Hogi Zarur! Bus Mahol BanayeRakhnaAd:FOR 10 COLGATE MAXFRESHMAXASAR TIPS ON LOVE,sms START ASAR to 575758

From: ColgateWelcome to Colgate MaxFreshMaxAsar daily tips on dating and love! You will receive 10 exciting Max Asartips. To stop these messages at any time, sms STOP ASAR to 575758.

From: COLGATE

TIP 1. Going up to someone is half the battle. Make your MaxFresh Max Asar by getting to know the person. Once you're friends, you'll be more confident.

From: COLGATE

TIP 6: A good conversationalist is hard to resist! Show your woman some MaxFresh Max Taazgi in your conversation, by discussing her interests and dreams.

Case Study: Colgate Maxfresh

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Day 1, 5 pm Day 6, 5 pm

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Ready?

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A Sunrise Industry

Rs 1,000 cr in 2 years16

Mobile Marketing is a large greenfield opportunity

Ads on SMS Channels Ads on Mobile Sites

Market Penetration in 2 years (500 million base)

25% = 125 million subscribers

10% = 50 million users

Potential Consumption per month

100 SMS 100 pages

Total Available Inventory 12.5 billion 5 billion

CPM Rs 50 Rs 50

Sell-through (Fill Rate) 40% 33%

Money Opportunity Rs 25 crore / month Rs 8.3 crore / month

Annual Opportunity Rs 300 crore Rs 100 crore

Mobile Invertising 50 million customers * 10 relationships / person * Re 1 per relationship / month (paid by businesses) = Rs 50 crore / month Rs 600 crore annual opportunity 17

Mobile Marketing: Ready for Take-off!

• A Medium like nothing that’s come before

• Think Creatively; Think out-of-the-box

• Brands can cut through the clutter – go 1:1

• Early Experiments done ; ready for Prime-Time

• Audience is there – waiting in millions!

• Business Opportunity: Rs 1,000 cr in 2 years18

3.7 million subscribers

4% of India’s SMS Traffic

Avg. Subscriber age is 25

79% belong to SEC A and B

75% read every SMS received

50% forward messages

40% seen ads; 30% of them acted

120+ advertisers; 200+ campaigns 0

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Be the Genie and Make the Magic Happen!