Weakness of Coca-Cola Mobile Marketing

Nowadays, Mobile Marketing still has some weakness to match up with Coca-Cola's development as the following:

1. The above mobile application could not accessed by all of mobile phone users (e.g. Traditional non-smart-phone users) which is incompatible with mass marketers role of Coca-Cola.

2. Active visual effects by Flash format is the main element on Coca-Cola's messages in their offical website and advertisements, and those are not allowed by SMS delivery and which means Coca-Cola can only send simple text messages to those consumers only.

3. Most of mobile marketing campaigns are launched on Western countries which is ignoring the potential segments in Asia. For example, My Coke Rewards can only be participating by US residents only.

In particular, to China audiences, the headcounts of massive Online and mobile are growing larger and larger every year. According to projections from Forrester Research, China will have 1.3 billion subscribers and 957 million mobile Web users by 2014. Therefore I believe that Coca-Cola could gain extraordinary benefits in developing mobile marketing in Asia.

Source : http://spd4290-09813955s.blogspot.com/2010/07/weakness-of-coca-cola-mobile-marketing.html

Weaknesses of "True City' in mobile marketing

It is no doubt that “True City” is a contemporary technique in mobile marketing. However, it still has some weaknesses. Firstly, “True City” is an iphone app and of course only allows accessing the information through iphone only. This will ignore the users who using traditional mobiles.

Besides, “True City” acts as an information delivery channel and let the customers search their upcoming products. However, it seems to be a passive way to connect with customers while “True City” does not contact customers directly. So I think that Nike should include other traditional techniques of mobile marketing in “True City” campaign. For example, it may send the timed e-coupons and special offers to those customers using this iphone app for purchasing new launched products. This helps to attract people to download the app for gathering information.
In conclusion, “True City” consists the newest technologies of mobile marketing but I think it might ignore the simplest way to connect the consumer.

Sourece: http://09817630spd4290.blogspot.com/2010/07/weaknesses-of-true-city-in-mobile.html

Benefits of Coca-Cola Mobile Marketing

Examples of Coca-Cola Mobile Marketing had been introduced by the previous articles, including MyCokeRewards, 2010 Winter Olympic Games-themed Program and WSJ interactive video advertisments. But what the benefits are??

1. Mobile Marketing enabled Coca-Cola to have interactive communication with consumers without any location limitation.

2. Deliver brand messages to consumers with lower cost, and also obtain higher response rates on the above Coca-Cola mobile marketing campaigns.

According to information from Harte-Hanks' Aberdeen Group, MyCokeRewards achieved 5.2% click-though rate with the mobile advertisement campaign and average 9% participation rate in My Coke Rewards mobile program.

A series of Mobile Marketing campaigns enabled Coca-Cola to understand the best way to keep those consumers engaged and built those long-term relationships.

Source :http://spd4290-09813955s.blogspot.com/2010/07/benefits-of-coca-cola-mobile-marketing.html

Reference - Mobile Marketing Case Study 4

What is the hottest topic this summer? Must be the Twilight film franchise, Eclipse !

To create an atmosphere that surrounded by Twilight, Summit Entertainment integrated the traditional promotion with mobile devices channel. Several of mobile marketing campaign is launched, The Eclipse Movie Game and The Twilight Saga: Memory Quest that were developed by gaming compan, Game House.

As David Zemke, director of global marketing and publishing at GameHouse, said,
“The strategy behind the Twilight mobile games was simple; to bring one of the most popular book and movie franchises of all time to mobile devices”

They believe mobile marketing would effectively targeted the teens market,
“Ask any 17-20 year old what they consider as the most useful or desired thing they want, and a majority of them will say a "mobile device".”

Mobile marketing becomes a powerful tool, the clutter of mobile marketing will become more and more serious. Marketers need to spend more effort in the promoting format, and create the creative and innovative ways. This Twilight game is a good example, to read the whole story: http://www.mobilemarketer.com/cms/news/content/6711.html

(The Twilight Saga: Memory Quest )

Source: http://spd4290-09810732s.blogspot.com/2010/07/reference-mobile-marketing-case-study-4.html

Reference - Mobile Marketing Case Study 3

The Starbucks Mobile Coupon successfully retains the loyal customers and raises the potential customers’ awareness, the redemption rate of this mobile marketing campaign was 60 percent.

Starbucks Mobile CouponTo attract the new customers, Starbucks distributed a postcard in universities and malls. The postcard printed with a call-for-action “warm reminder” that urged customers to text STARBUCKS and SMS to a specific number, and got a WAP link to download a barcode coupon, which could enjoy a buy-one-get-one-free discount.

To reward the loyalty of existing customers, a promotion signage was placed in Starbucks, same function as postcard, there was a call-for-action “warm reminder” that customers only need to text TWENTY to a specific number, and would receive the different discounts and prizes.

The staffs would scan the mobile barcode coupon directly from customers’ mobile phones therefore to facilitate the customers, at the same time, increase the redemption rate, the trial and sales.

(Starbucks Mobile Coupon with QR Code)


(In-store promotion signage) (Staff scanning the mobile coupon)

Source: http://spd4290-09810732s.blogspot.com/2010/07/reference-mobile-marketing-case-study-3.html

Limitations of the Mobile Marketing Campaigns

Although the mobile marketing campaigns successfully retain the brand loyal customers, it has some limitations.

• It is not likely to target the new customers. The campaigns are not able to draw the mass attention, Starbucks are not providing an intention to the new customers to exposure the brand information or encourage a trial.


• Campaigns are not driving to the sale effectively, and they have a limited call-for-action function. “Frappuccino Happy Hour” will only direct to sale after customers attended a period of the campaign (only when customers keep participate the campaign). “myStarbucks app” even has no direct call-for-action to any sale.


• Both of them are inbound mobile marketing, the campaigns will only function after customers installed the specific application.


• The accessibility is relatively low because the mobile app could only function on Apple’s products, includes iPhone and iPad. When compare with the traditional mobile marketing such as SMS, which could function on nearly all kind of mobile phone.

Source: http://spd4290-09810732s.blogspot.com/2010/07/limitations-of-mobile-marketing.html

“True City” accomplished the goal of mobile marketing

Nike uses iphone app “True City” to provide a mobile channel for customers connected to Nike in order to gather information of their upcoming products. “True City” provides a way that Nike fans the photos, launch date countdown time and even the story of designer. This keeps the consumers engaged with their products and maintain a long-term relationship. As a final result, “True City” helps Nike to convert the customers into action and purchase their goods through mobiles or iphone app.

Besides, “True City” also provides another technique in mobile marketing which is the quick response code (QR code). Nike allows these codes hide in the city and let customers to find it out in order to make the hidden products visible. This technique enhances the mobile marketing because users need to scan the codes somewhere by iphones. Through QR code, Nike wants to convert the outcome on the site into leads of customers where they can get the information they want.


Source: http://09817630spd4290.blogspot.com/2010/07/true-city-accomplished-goal-of-mobile.html

Cons of CX Mobile

There are several weaknesses in mobile marketing applications. First, all applications are only compatible for smart phone models with full internet connection functions only and smart phone users cannot use the application if the connection fails. In addition, Apps only provide general information and data which the owner of the application would prefer to promote and presents to users. In other words, customers can only get information from what the apps provide, while they will need to ask directly with CX on special inquires such as meal manuals or entertainment services. Therefore, no direct customer services in CX Mobile. As the result, CX should add “Customer Inquires” feature in CX Mobile and put more manpower to monitor inquires, update information constantly and double check the information before input the data to application in order to avoid human errors.

Source: http://spd4290-09817481s.blogspot.com/2010/07/cons-of-cx-mobile.html

Benefits of the Mobile Marketing Campaign

Both of the above cases provide a very good example that how Starbucks uses mobile marketing to achieve several benefits.

• The mobile marketing campaigns linked the real time in store experience to the online virtual community, this is more difficult to access by other online marketing channels.
• It urges customers to develop an engagement with Starbucks, through visiting the stores regularly and interacting with the brand frequently and customers are encouraged by rewarding.
• Provides incentive for conversion, converts the virtual experience to actual sales via offering discount and e-coupon.
• Increases the acquisition, collects the customers data when they download the mobile app and every time they have redemption.

Source: http://spd4290-09810732s.blogspot.com/2010/07/benefits-of-mobile-marketing-campaign.html

Benefits gain from CX Mobile

CX Mobile could help shortening the check-in process, whereas passengers could check-in and select the seat via smart phone and issue the boarding pass at the airport by Self Check-in Kiosk themselves. All the transaction data can be saved at both customers’ smart phone and CX’s data base automatically. It provides access to significant cost saving as less manpower is involved by comparing to traditional check-in process. CX would adjust the team or internal transfer the manpower from check-in counter to other departments. Since the application is more convenient to frequent business travelers, it helps to acquire the new frequent business customers from the competitors. Moreover, passengers could check the real time flight details and schedule via mobile devices and they can book the flight immediately for the emergency travel. All these could help CX to gain more profit in this competitive market by offering the value added services.

Source:

http://spd4290-09817481s.blogspot.com/2010/07/benefits-gain-from-cx-mobile.html

Mobile Marketing Case Study 2 – Mobile Application

Starbucks is actively applying innovative mobile marketing, they developed the mobile application – myStarbucks, which allows iPhone, iPod Touch and iPad users download from Apple App Store with free-of-charge. The app has four main features, store locater, food menu, coffee menu and drink builder.

1. Store Locater – search the nearby Starbucks’ direction, opening hours and amenities. Customers could share their location in social network e.g. Facebook, Twitter instantly.
2. Food Menu – check the food nutritional information and ingredients.
3. Coffee Menu – learn the Starbucks whole bean coffee, its origin, story and features.
4. Drink Builder – create your own customized coffee and share with friends via email, social network or connection with other iPhone.

The app has a retention function to loyalty customers who are eager to Starbucks and want to know more its information. At the same time, allow customers easily dispatch those information to their network.

A Demonstration Clip of myStarbucks App:



Source: http://spd4290-09810732s.blogspot.com/2010/07/mobile-marketing-case-study-2-mobile.html

Mobile Marketing Case Study 1 – Location-based Services

The marketing campaign Frappuccino Happy Hour is an integration of online (social networks and mobile marketing) and offline (Starbucks stores) channels.

Customers check into any Starbucks during Frappuccino Happy Hour, from 3-5pm, will receive a virtual Starbucks Badge in their mobile phone. When customers collected a certain numbers of badges, they will gain the Frappuccino related discounts, for example, half-priced Frappuccino mobile coupon. Customers can add the badges in their profile of social network accounts, likes Facebook and Twitter, therefore to express their brand loyalty, and it will be rewarded too.

This mobile marketing campaign is runs through the iPhone application, and the virtual badge is delivered within Starbucks when customers check in the stores with their iPhone.

The campaign successfully drives customer call-for-action that come to the stores, as they said this is “a way to reach customers…in particular places or times… that other media cannot reach.”

(The location-based services allow customers receive the Starbucks Badge every time they check into Starbucks)


(Starbucks Badges) (Frappuccino Happy Hour Promotion)

Source: http://spd4290-09810732s.blogspot.com/2010/07/mobile-marketing-case-study-2-location.html

Case Study – Nike “True City”

Nike has launched a campaign with iphone app called “True City” in six cities in Europe including London, Paris, Berlin, Milan, Amsterdam and Barcelona. This campaign shows that Nike did very well in mobile marketing with social media component. Nowadays, people love sharing and they will update what happens around them by their mobiles.



“True City” provides you a channel to share your insights in food, music, shopping in your own city by a local map with icons. Nike allows you to update and gather the information everywhere by using your iphone. On the other hand, Nike has another element in this campaign which is the “Make the Hidden Visible”. It is related to their upcoming products. People can get the information of their newest products before launch by finding decipher special codes in city. Besides, Nike has chosen some designated people which are the forward – looking people in Europe and called “Nike Insider”. Public can use their iphone to find out their alternative tastes. “True City” achieved the goal of mobile marketing which using the wireless network to connect with consumers.

Source: http://09817630spd4290.blogspot.com/2010/07/case-study-nike-true-city.html

How Cathay Pacific Airways adopt Mobile Marketing on its business?

Recently, Cathay Pacific Airways has launched “CX Mobile” application to smart phones users. This application is not only applicable for i-phones, but also compatible for other mobile devices e.g. BlackBerry, Java-enabled mobile phones (such as Nokia, Sony Ericsson, Motorola, Samsung etc.). The main goal for Cathay on this campaign is aiming to extend their customer base.

After downloaded “CX Mobile”, smart phones users can check below information anytime.

This application is especially convenient for the frequent business travelers which offer less time consuming browsing for flight information via mobile phones. Passengers can even access check-in and seat selection function via “CX Mobile”. They may directly save the barcode on the mobile or choose to send the check-in confirmation and barcode via SMS or email.

When arriving at the airport, they can scan the barcode display at Self Check-in Kiosk, a computerized machine which performs airline check-in functions, to issue the boarding pass, accelerate the entire check-in process. Other than the basic flight information, “CX Mobile” offers “City Guides” for the mobile users. Travelers can get useful and important information from the travel experts , which help to prepare the trips.

Accordingly to Cathay Pacific Manager of e-Business, Lawrence Fong, the number of passengers using CX Mobile online check-in services or self check-in grew 75%, about 2.2 million passengers have used this services.

This application is very popular among the frequent business travelers segment and CX will continuously provide the relevant mobile technologies or application in order to retain customers’ loyalty and also acquire the new customers, as to enlarge the reverence sources.

source:

http://spd4290-09817481s.blogspot.com/2010/07/how-cathay-pacific-airways-adopt-mobile_05.html

Definition of Mobile Marketing

Everyone has a mobile phone. Some people even have more than one base on their own needs. According to 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 boolming exponentially.

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

SMS (Short Message Service) is the most prevailingly used format with mobile marketing. Sending text message is one of the most popular ways of cummunication among people. How many SMS you tecxt and receive everday? How many of them are commercials?

Evolution of Mobile Marketing

Mobile Marketing is commonly recognized as a pivotal tool of marketing communication via mobile devices. SMS (Short Message Service), MMS (Multimedia Message Service) are increasingly adopted by marketing managers to distribute their promotional or advertising messages to their customers, such as mobile phone subscribers, to save costs from the traditional media, e.g. TV broadcasting or Newspapers.

Recently, smart phone has becoming more popular as it has more advanced computerized functions than the traditional phone. Smart phone users can install many advanced applications or software in their handset device and they can browse through mobile web everywhere, whether in the shopping mall, café or even public transportation.

According to “Browsing by Device Category Trend” from “Netmarketshare”, we can find that the percentage of browsing via Mobile is continuously on the rise which means that more and more people access the web pages through mobile devices

Browsing by Device Category Trend
August, 2009 to June, 2010

Marketers foresee the potential of mobile marketing and they are now paying more attention and efforts on it. Other then SMS and MMS, some marketers may promote their brands by providing the useful application platform to mobile users which is free of charge, such as Google Apps. These free mobile applications help to communicate and engage with the customers in an interactive way via mobile device. For instance, Google, has launched the new smart phone “Nexus-One” in Jan 2010. Later, Yahoo has also announced to launch its first mobile phone in Asia in the coming quarter.

In general, mobile marketing is an effective and inexpensive way for promotion in recent year.

source:

http://spd4290-09817481s.blogspot.com/2010/07/mobile-marketing-evolution.html

Definition of Mobile Marketing and relationship with Coca-cola

Mobile Marketing is meant to describe marketing with mobile device, such as mobile phone and PDA. Marketers could utilize series of solutions to communicate with audiences. For examples, Short Message Service (SMS), Multimedia Messaging Service (MMS), Wireless Application Protocol (WAP) and QR Code (Quick Response Code). According to the report published by Forrester, which is on June 2010, about 74% of online retailers either already have or are developing a mobile strategy to deliver brand messages to their target audiences with lower costs.









As the largest global soft drink manufacturer, Coca-Cola has been launched mobile marketing projects to match up with their marketing campaigns. Incontestably, that could help Coca-Cola to enhance customer relationship.








Source : http://spd4290-09813955s.blogspot.com/2010/07/mobile-marketing-is-meant-to-describe.html

Mobile is not only a phone - Mobile Marketing

Besides dialing, talking photo, playing game… mobile become a powerful marketing tool - mobile marketing which has lower marginal cost and allow more personalization marketing.

In the past decade, mobile marketing is commonly linked with transportation advertisement. Nowadays, mobile marketing is a set of practices enables organizations to communicate with their audience through mobile device (Mobile Marketing Association, 2009). It’s a wider definition that not only covers the “traditional” tool likes SMS, but also some innovative mobile marketing as below:

1. Quick Response Code – a scannable barcode published in printed material which customers could intentionally opt-in, receive or redirect to the messages from marketers.

2. Location-based Services – detects the users’ location and practices with interaction that marketers sending message to customers or customers intentionally collect information from marketers.

3. Mobile App – mobile application software that use as a mobile marketing tool to delivery marketers’ message and drive customers’ engagement.


(a traditional mobile marketing with creativity - everyone want to remind the man that he left his coffee cup on the roof of his car, in fact, only an ads properties)


(QR Code on print material)

Sources: http://spd4290-09810732s.blogspot.com/2010/07/definition-of-mobile-marketing.html

Mobile Marketing commonly used in 21st century.

In the 21st century, almost everyone owns a mobile. Take Hong Kong as an example, Census and Statistics Department conducted a survey at end of 2006, the penetration rate of mobile phones amounted to 137% which 13.7 subscribers for every 10 persons. So mobile marketing will be widely used in coming years. Mobile provides a platform to deliver content and interaction through online communication tools or media channels like SMS and wireless network. It helps to gain new customers and maintaining relationships with existing customers.

Mobile phones provide different channels to reach the consumers, Mobile Marketing Association suggested few ways in their research on mobile marketing overview in January 2009. Firstly, set up the mobile web for delivering content to users in a mobile format.


Secondly, they suggested the mobile applications which allowing customers download games or lifestyle tools to their mobiles. For example, Apple provide similar service through iphone and users allow to download different applications in the app store.

Lastly, another form of mobile marketing is mobile messaging which includes short message service (SMS) and multimedia message service (MMS).

Mobile phone is an essential element in our daily life so I believe mobile marketing become one of the important tool in marketing strategy.

Source: http://09817630spd4290.blogspot.com/2010/07/mobile-marketing-commonly-used-in-21st.html