2010年7月7日 星期三

Cons of Mobile marketing

However, there are also some drawbacks for using mobile marketing

1. The number of words in each text message is very limited. i.e. only 70 Chinese words. The message content has to be very direct and precise.


2. No visual can be shown in SMS. Only allows in MMS, which has a higher cost of delivery and only reachable to consumer who’s cell phone setting is activated for MMS receipt.


3. As sending SMS for commercial purpose is becoming more and more popular, “spam” SMS will violate the rate of opening an SMS. Consumers may feel annoying if they receive too many SMS.

Pros of Mobile Marketing

There are a number of benefits from mobile marketing:
1. It enables instant communication with customers. A large database of consumers can be built within hours.

2. The time when the campaign should be kicked-off can be controlled precisely. And, the location can also be selected too. For example, CLINIQUE HK will send a SMS about current promotion in Hong Kong, to visitors once they switch their roaming service to specific mobile network. So, visitors can enjoy the promotions once they arrive.



3. Consumers can interact with the brand by texting SMS, and thus, engagement can be developed. The brand can be elevated in the marketplace.

4. The cost is relatively low compared with printing. It enables you to change the content before sending. However, it is not allowed to edit once the circulars are printed. There is no waste – Green Marketing.

5. The response rate is higher, as more personalized and customized message are designed for delivery.

6. The effectiveness of different media can be measured by using different codes for tracking.


Case Study

Case Study - CLINIQUE

Mobile marketing has been using in retail industry. Cosmetic brand – CLINIQUE added a mobile call to action into its printed advertisement of the promotion within Bon-Ton Stores Inc.-owned Bergner’s weekly circular.

Here is the zoom-in:

This campaign used mobile to activate its print component. People who are interested in CLINIQUE’s promotion can text the word “GIFT” to a specific code in order to receive future promotion alert.

By adding this SMS component in the advertisement, consumers are attracted by the printed visual and starts a 2-way conversation with the brand. CLINIQUE collected a sizable mobile database for future promotion. It will enable high potential redemption for future program as consumers have opted-in to show their interest in hearing from CLINIQUE. Also, this mobile marketing can leverage the print assets. It is a good integration of printed advertisement and mobile marketing.

Ref: 1. http://www.mobilemarketer.com/cms/news/messaging/6634.html
2.http://www.clinique.com/cms/customer_service/privacy.tmpl?ngextredir=1#yourchoices
3. South China Morning Post, 26 Jun, 2010, P. B8

2010年7月1日 星期四

Definition of Mobile Marketing

Everyone has a moblie phone. Some people even have more than one base on their own needs. According to the findings from the Hong Kong Census and Statistics Department, over the period 1987 - 2006, the number of mobile phone subscribers recorded a remarkable growth of 36% per year in Hong Kong. And, predictably, the number is keep blooming exponentially.


Mobile is emerging as the most powerful channel to cimmunicate with the consumer interactively nowadays. it can be used as a tool in practice with marketing to engage target audience. By using mobile to communicate, deliver and exchange values with audience, it is called mobile marketing.




SMS (Shot Message Service) is the most prevailingly used format with mobile marketing. Sending text message is one of the most popular ways of communication amoung people. How many SMS you text and receive everyday? How many of them are commercials?

2010年6月22日 星期二