Effects of 3G on Marketing Communications

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1. OKAN DEMİR 2. <ul><li>Part I – Concepts </li></ul><ul><li>1.1 Industry Information </li></ul><ul><li>1.3…
  • 2. <ul><li>Part I – Concepts </li></ul><ul><li>1.1 Industry Information </li></ul><ul><li>1.3 3G Mobile Marketing as a Emerging Market </li></ul><ul><li>Part II – Emerging Market </li></ul><ul><li>2.13G as a Medium 2.2 Features of 3G 2.3 Why 3G Mobile Marketing 2.4 Outshining of 3 – The Internet,Video, Entertaintment </li></ul><ul><li>PART III – SWOT&Effects of 3G Mobile Markteing </li></ul><ul><li>3.1 SWOT Analysis of 3G Mobile Marketing </li></ul><ul><li>3.2 Changes in the Marketing </li></ul><ul><li>3.3 Changes in the Digital Marketing </li></ul><ul><li>Part IV - Discussion </li></ul>
  • 3. Growth rate = more than %10 each year In 2009 the market value = 20.9 billions Euro As its market potential is the 6th country in Europe Source : EITO ( *) Information Communication Technologies
  • 4. Source : EITO
  • 5. Source : EITO critically increase in the last quarter
  • 6. Growth rate = more than %10 each year In 2009 the market value = 20.9 billions Euro As its market potential is the 6th country in Europe Source : EITO ?
  • 7. <ul><li>Turkey is the young country </li></ul><ul><li>Youth are easily adopted to the new technologies </li></ul><ul><li>Internet and Mobile Phone usage/penetration rate are increasing remarkably </li></ul><ul><li>3G provides important marketing oppurtunities for the brands </li></ul><ul><li>Therefore; </li></ul><ul><li>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 </li></ul>
  • 8. <ul><li>Combines a mobile phone, laptop PC and TV  </li></ul><ul><li>Features includes: - Phone calls/fax - Global roaming - Send/receive large email messages - High-speed Web Navigation/maps Videoconferencing - TV streaming - Electronic agenda meeting reminder. </li></ul><ul><li>Speed : 144kb/sec-2mb/sec </li></ul><ul><li>Time to download a 3min MP3 song:   11sec-1.5min </li></ul>
  • 9. <ul><li>Has rich, interactive and valuable advertising content </li></ul><ul><li>3G  , as a new, potent communication channel establish a one-on-one communication </li></ul><ul><li>Video as an advertising medium </li></ul><ul><li>Unique personel communication tool for agencies and advertisers </li></ul><ul><li>- engage potential customers and deliver measurable results </li></ul><ul><li>R ight demographic at the appropriate time </li></ul><ul><li>Zero cost for users, and requires no downloading or additional software </li></ul>
  • 10. <ul><li>The Internet “Viral Marketing, Search Engines, Social Networking Sites” </li></ul><ul><li>Video “calling-streaming” </li></ul><ul><li>Entertaining “Advergaming” </li></ul>
  • 11. <ul><li>High Speed of the Internet – download easily - online catalogs </li></ul><ul><li>Interactivity with HTML and Flash based applications </li></ul><ul><li>Search Engines, (Goolge-Yahoo etc.) </li></ul><ul><li>- keywords, sponsorships </li></ul><ul><li>Online Yellowpages, ( </li></ul><ul><li>Social Networking Sites, (Facebook, Youtube...) </li></ul><ul><li>Viral Effect of the ads </li></ul>
  • 12. <ul><li>A Good Practice; SitOrSquat Iphone Application with Charmin Sponsorship </li></ul><ul><li>- Procter & Gamble Co.’s Charmin, the nation’s No. 1 toilet paper brand </li></ul><ul><li>G lobal bathroom directory SitOrSquat Inc. </li></ul><ul><li>-P&G sponsores its website and iphone application </li></ul><ul><li>-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, s howers and availability of changing tables. </li></ul><ul><li>- Creating buzz is a major offshoot of Charmin sponsorships. </li></ul><ul><li>- The number of total unique visitors : 1.2 million ; the number of total searches : 7.2 million </li></ul>
  • 13. <ul><li>Then a point comes! </li></ul><ul><li>Because Mobile Phone is so private, brands have to find the ways with a minimal burden on the user. </li></ul><ul><li>*Service instead of Advertising is the key to not irritating the customer. </li></ul>
  • 15. <ul><li>Interactivity </li></ul><ul><li>- Offline ( video-messaging) - Online (Video-conferencing) sponsorships to the callings </li></ul><ul><li>Push the campaign using outbound video dialing </li></ul><ul><li>Pull the campaing in an incoming call </li></ul><ul><li>A Good Idea: </li></ul><ul><li>To be sponsored a video-conferencing for %50 off of its cost to consumer who is your spesific target market as a brand </li></ul><ul><li>*Lets word of mouth marketing  *Brand image </li></ul><ul><li>*Delivers your adv. via his/her one of most personel tool </li></ul>
  • 17. <ul><li>Advergamings </li></ul><ul><li>Application Stores as a Pull Strategy </li></ul><ul><li>Customized TVs </li></ul><ul><li>Personal Experience </li></ul><ul><li>A Good Practice; The Audi A4 Driving Challenge application </li></ul><ul><li>-S mart phones users are able to view content related to the TT Quattro Sport just t exting 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) </li></ul><ul><li>- The Audi A4 Driving Challenge application registered 370,000 downloads in the first two weeks of the campaign. </li></ul>
  • 18. 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  <ul><li>WEAKNESSES </li></ul><ul><li>Too much ads traffic for potential customers </li></ul><ul><li>Limited numbers of allowed user </li></ul><ul><li>The mobile internet is not yet mass market </li></ul><ul><li>High Costs of Licensing </li></ul><ul><li>  User experience with the Internet on mobile not ideal -- screen size, keypad and slow network speeds </li></ul><ul><li>  Fate depends on 3 major carriers Tukcell,Vodafon,Avea </li></ul><ul><li>  Inadequate outreach to advertising agencies and media buyers </li></ul>
  • 19. <ul><li>Opportunuties </li></ul><ul><li>Gives legs to other channels -- store, online, television, radio, print and billboards </li></ul><ul><li>Mobile is the future -- no, the present -- of database marketing. Marketers must have mobile loyalty program to complement online and offline </li></ul><ul><li>Benefit from marketing dollars pulled from television, print and radio toward more measurable, ROI-driven media, a.k.a., the Internet and mobile </li></ul><ul><li>  Mobile advertising subsidizes content and services for consumers who understand the tradeoff  </li></ul><ul><li>3G Mobile Marketing is where Internet Marketing was before now </li></ul><ul><li>More quality content on mobile as publishers launch mobile editions. More room for targeted ads </li></ul><ul><li>Mobile marketing jumpstarts mobile commerce sales </li></ul><ul><li>Threats </li></ul><ul><li>Per mission marketing principles can be ignored </li></ul><ul><li>Privacy should be respected </li></ul>
  • 20. <ul><li>Convergance of marketing tools (software, telecommunication, broadcasting etc.) </li></ul><ul><li>Fully integrated marketing communications </li></ul><ul><li>Online Media rather than Offline Media </li></ul><ul><li>Viral Effect </li></ul><ul><li>M easure campaign effectiveness </li></ul><ul><li>Reporting and Feedback </li></ul><ul><li>Effective CRM applications </li></ul><ul><li>Detailed demographics </li></ul><ul><li>Increase in competition </li></ul><ul><li>Push &Pull strategies for the campaigns </li></ul><ul><li>-Application stores as a pull strategy </li></ul>
  • 21. <ul><li>From promotional marketing to interactivated marekting </li></ul><ul><li>Not only SMS but video-messaging&conferencing </li></ul><ul><li>Flash based applications </li></ul><ul><li>Differentiation’s importance </li></ul><ul><li>Acquisition Rate </li></ul><ul><li>Advergaming </li></ul><ul><li>Lower: Cost Per Acquisition/Action Cost Per Click </li></ul><ul><li>Importance of Social Communication Web-sites ( Facebook, Myspace, Youtube ) </li></ul><ul><li>Search-engines’ importance </li></ul>
  • 22. FROM TO   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 <ul><li>Digital Marketing in 5 years </li></ul><ul><li>3G Mobile Marketing </li></ul><ul><li>- Broadband / Display (Standard Banner , Rich Media , Video-streaming, Text) </li></ul><ul><li>- Search (SEM, SEO) </li></ul><ul><li>- Mobile ( Interactive Communication – SMS, MMS, Wap-Banner, Wap-site, Video,  Games,3G ) </li></ul><ul><li>-S ocial Media </li></ul><ul><li>• E- commerce </li></ul><ul><li>• E-CRM </li></ul><ul><li>• Digital PR </li></ul>
  • 23. <ul><li>No, It does not </li></ul><ul><li>But , it can be much more effective </li></ul><ul><li>If you consider these 3 main issues; </li></ul><ul><li>• 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. </li></ul><ul><li>• Interaction: Extensive prototyping and user studies are required to ensure mobile interaction is quick and easy, with minimal burden on the user. </li></ul><ul><li>• Directness: Mobile messages should be considered direct communication, personalized, </li></ul><ul><li>with a strong call-to-action and reason for being . </li></ul>
  • 24. <ul><li>THANK YOU </li></ul><ul><li>And Questions? </li></ul>
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