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Social media and mobile marketing
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Case of 32 pages for the course Mobile Marketing at EBS Paris
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MarketingManagement
MOBILE MARKETING
,Mobile Marketing & Social Media
Table des matières
INTRODUCTON .................................................................................................................................................. 3
THE STRENGTHS OF THE MOBILE .............................................................................................................. 5
1. Mass media ................................................................................................................................................................................. 5
2. Internet access .......................................................................................................................................................................... 5
3. Video.............................................................................................................................................................................................. 5
4. Mobile commerce .................................................................................................................................................................... 5
5. Geo-location ............................................................................................................................................................................... 5
CROSS PLATFORM CONSUMER BEHAVIOUR........................................................................................... 6
MOBILE: AN AFFECTIVE MEDIA TO SERVE ALL OBJECTIVES (MARKETING OBJECTIVES) .. 13
1. DEVELOP THE BRAND ........................................................................................................................................................ 13
2. WIN NEW CUSTOMERS ....................................................................................................................................................... 13
3. GENERATE INCOME (MAKE MONEY) .......................................................................................................................... 14
4. WORK CUSTOMER LOYALTY ........................................................................................................................................... 14
REASONS FOR INTEGRATING THE MOBILE INTO MARKETING STRATEGY .............................. 15
HOW TO INTEGRATE THE MOBILE IN A MARKETING STRATEGY?.............................................. 16
1. The SMS/MMS Services to lead customer relationships ...................................................................................... 16
a.
The SMS and MMS services to drive customer relationships ....................................................................... 16
b.
The SMS/MMS to recruit and retain customers ................................................................................................. 16
2. SMS+ and MMS+ to generate interactions .................................................................................................................. 16
3. A mobile website to make its brand accessible at all times ................................................................................ 17
a. Take into consideration the specificities of the mobile ................................................................................... 17
b. Reference effectively the mobile site ...................................................................................................................... 18
c. Promote the mobile site................................................................................................................................................. 20
4. Mobile applications for a lasting relationship with customers ......................................................................... 21
SOCIAL MEDIA ................................................................................................................................................ 22
1. Definition of social media (in English) ......................................................................................................................... 22
2. Definition of social media (in French) .......................................................................................................................... 22
3. Social media typology .......................................................................................................................................................... 23
a. Forums .................................................................................................................................................................................. 23
b. Blogs....................................................................................................................................................................................... 23
c. Wikipedia ............................................................................................................................................................................. 24
d. Microblog ............................................................................................................................................................................. 24
e. Social network ................................................................................................................................................................... 25
f. Sharing platform ................................................................................................................................................................ 27
g. Social gaming ...................................................................................................................................................................... 27
h. FAQ Collaborative ............................................................................................................................................................ 27
i. Geo-location ......................................................................................................................................................................... 27
4. MAIN CHALLENGES FOR THE BRANDS ...................................................................................................................... 28
a. Advertisers .......................................................................................................................................................................... 28
b. Agencies ............................................................................................................................................................................... 28
SOCIAL MEDIA MARKETING ...................................................................................................................... 29
1. What is social media marketing? .................................................................................................................................... 29
a. SOCIAL MARKETING CAMPAIGN .............................................................................................................................. 29
b. 8 steps to respect to launch a social marketing campaign ............................................................................ 29
c. Examples of marketing campaigns ........................................................................................................................... 31
CONCLUSION ................................................................................................................................................... 32
, Mobile Marketing & Social Media
INTRODUCTON
Mobile audience in EU: 241 million marks
Typical Smartphone owner: male between 25 – 44 years old
Total EU mobile audience: 241 million / total EU smartphone audience: 136,2 million
Les +55 n’utilisent pas les smartphones car ils n’en ont pas besoin.
Mobile audience in France: 47,5 million. Typical smartphone owner: male between 25 – 34
years old.
Smartphone penetration in EU at 57%. Spain’s mobile audience shows highest adoption of
smartphones.
Leading smartphone handset manufactures and platforms:
Top 5 smartphone handset manufactures:
- Samsung (32%)
- Apple (21%)
- Nokia (16%)
Top 5 smartphone operating system:
- Google (50%)
- Apple (20%)
- Symbian (15%)
Google OS installed on half of smartphones in France. Despite a loss of speed, iOS sticks to
2nd place.
Over 23 million people in the EU countries had a smartphone as well as a tablet in December
2012.
In T2 2013, almost 6 million French households were equipped with a tablet.
Device share of page views across countries in Europe. Nearly 1/3 of UK page views are from
mobiles and tablets.
Nearly 60% of EU mobile audience uses mobile media. The number of mobile media users
has grown 30% since December 2011.
¾ of mobile Internet users connect everyday: 46,2% in France => 3 millions d’acheteurs par
mois sur mobile (hors sms), 25,1 millions de mobinautes
Device preferences throughout the day in Europe: most weekend tablet usage peaks at 9pm.
Use of devices in the day – type of the French: the tablet is uses especially in the evening.
Mobile video shows tremendous growth in EU in one year: 158,9 million online video
viewers vs. 48,1 million mobile video users (+162% in one year).
In France, mobile video is En Vogue this year: 40,7 million PC video viewers versus 7,3 million
mobile video viewers.
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