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eLab – Mobile marketing.ppt 

Mobile Marketing refers to distributing commercial or promotional content to mobile phones or PDAs, via SMS, Bluetooth, Infrared, or NFC. It is a subgroup of e-marketing, where digital technologies are used to acquire and keep customers, and to deliver targeted content that matches their profile and behavior.

Mobile marketing enables very promising applications:

• Digital billboards, where consumers can download music, play video games, watch movie trailers, participate in a contest, get a digital coupon, and so on.
• "Permission marketing", where consumers opt-in to receive advertisements they are interested in, for example by sending a sms or scanning a matrix code such as QR.
• Proximity: a mobile advertising campaign or a contest in a stadium during a football game has a fairly good chance to reach its target, Bluetooth enabled screens in public transportation can match ads and neighborhoods, interactive billboards send digital time-limited coupons for promotions in nearby stores or, etc. Posterscope even has a demo of a billboard that changes ads depending on the gender of the person standing in front of it.

The potential of mobile marketing is huge, as there were already 134 million Bluetooth phones across the world in 2005, and they make up 70% of the sales in Western Europe (estimations by mid-2006). For the "Stand up and speak up" campaing launched by Nike, the traffic on the Internet mobile site is higher than that of the Website

Advanced mobile marketing solutions are already on the market:

• BlueCasting is a point-to-point transmission system which uses the BlueTooth standard to transmit text, images, audio, Java applications, or business cards to users who make their handset discoverable to BlueCast Server. This works up to 100 m in the open and has been used to launch the last album of Coldplay in 2005: 20'000 persons downloaded video clips and sample tracks from posters in London.
• Hypertag: electronic device installed in a poster panel that sends phone numbers, reminders, pictures or ring-tones via Infra-Red or Bluetooth. Hypertags have been used by Transport for London to save an information number on safe travel directly in users' adress books. Another campaign invited the consumer to receive a unique key code to be entered on aussiehair.com in order to get a free sample of 3 Minute Miracle and enter a competition.
• Kameleon offers similar functionalities and also works with Bluetooth, but users have to download an application in order to be able to interact with posters or other signs.
• Gravitec offers advanced and complete solutions for mobile ticketing, couponing, payment, loyalty, etc. They are based on 2D data matrix from mobile phone displays. During a campaign for s.Olivier coupons were sent by picture SMS or MMS to users' mobile phones, who could then convert their SMS coupon into a paper-based discount voucher by scanning their phone's screen.

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