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Multi channel marketing and mobile
campaigns
What is Mobile Marketing ?
 Ability to connect brands to customers via the mobile phone
 Mobile acts as a Content delivery as well as direct response
vehicle.
 Big tool for “Customerization”- Combining operational driven mass
customization with customized marketing in a way to respond to individual
consumer need on product services and messages on one to one basis.
 Three prime characteristics of mobile as a marketing channel:
 Location specific
 Personalized
 Interactive
Why Market To Consumers Via Mobile Phones?
Consumers use mobile phones as their “first screen” not their “third screen”:
• 580M+ mobile phones in China
• 340M+ mobile phones in Western Europe
• 310M+ mobile phones in the US
• 470M+ mobile phones in India
Consumers have a 1:1 relationship with their mobile phone:
• Almost never a shared device unlike television or the PC
• Kept close at work, at home, on-the-go
• Personalized – brand, color, features, ring tones, are highly customized
Consumers are increasingly using their phones for more than just calls:
• Content (games, sports scores, maps) is driving consumer data usage
• Improved screen quality (color and size) is making rich media desirable
• Enhanced networks are making mobile data useful and usable
* Estimates based on a KPMG study
Mobile Marketing – Successful campaigns
App sponsored to Deliver new
product line to mobile
shoppers, with models
displaying new summer look
Drugfree.ORG biggest public
service campaign to prevent
teen from drug abuse-Used
cha-cha data base to deliver
free answers on related topics
Intel-Meet the processor
campaign” to drive customers
to Website using exact broad
match key words in Bing online
serach
Westin Ad on weather channel
of iPhone –Exceptionally rich
powerful mobile rich media
campaign
Mobile Marketing medium and formats
Delivery Medium
 SMS marketing
 MMS marketing
 Mobile marketing via IVR
Formats
 Messaging
 Display
 Click-to-Web
 App-within-an-app
 Click-to-call and click-to-text
 Mobile marketing via Social media
 WAP marketing
 Mobile marketing Via Mobile TV
channels- Break thru
 Click-to-rich media
 Search
 Google’s innovations ( Location based
search ”near me now” , Map Navigator,
Voice search, Goggles-Image search
 Video ad formats
 Launch of iPad
Recent trends
 Economic downturn -> Downward trend in advertising spends
 However, mobile market is bucking that trend
 Apple's iPhone & iPad as a platform
 Strong growth in startups developing these platforms
 Giants like Google and Apple also in the race
 Smartphone platforms like Android, IOS, Bada supporting app eco systems
 Developments across globe enabling mobile advertising process
 Launch of cross-networks media packages (Sweden, Estonia and Lithuania)
 GSMA Mobile Audience Measurment (UK, Germany and Sweden)
 Organization of industry events to share best practices
Technology offerings
Opportunity
Technology
 Advent of 3G

HSDPA

UMTS
 WIMAX to be rolled out soon
Smart phones
 Increase in Smart phones sales
 ~ 100% growth YoY
 Multi-utlity
 Apple App store has 350K
mobile apps with 65K iPad
apps
 Future prospects

LTE 4G
 High speed data transfer
 Android :150k apps.
 Mobile ad spends expected to
cross $2.5Bn by 2014 from
current 700mn
 Devices with superior Form
Factor (iPad)- High end
experience and engagement
Leveraging Mobile marketing into your market mix
Consumers
dependence on
mobile makes it one
of the most potent
channels in the
market mix.
Source: Jupiter Research
•Mobiles biggest advantage is that it gives legs to your other channels such as catalogs,
retail stores, direct response television , Radio and E-commerce. (Text response superior)
•Being a always –On connected device has the unique capability to direct a consumer
from one touch point to another making path to purchase less complex and generates
better ROI by enhancing all your channels to drive better traffic.
Social Media has become as all-pervasive as
Search Engines since Jan 2010
Dec 2010: Social Networking traffic exceeded Search Engine traffic
(Sources: HitWise.com)
March 2010: Facebook.com traffic equalled Google.com traffic
People spend more time on Facebook than
Yahoo or Google
(Sources: Comscore, US Stats)
65% of Fortune 100 companies are using Twitter to improve
customer experience
(Sources: Edison Research, Apr 2010; Burson-Marsteller Study, Jan 2011)
m-REACH Overview
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m-REACH is an end to end secure hosted
transaction platform which brings nontraditional value added services on mobile
(SMS, Voice & GPRS) in record time
without
much
additional
network
infrastructure.
Businesses can integrate with this platform
to deliver their existing internet services
into the mobile space (SMS/Voice/GPRS).
Powerful feature of m-Reach mobile client
is ability to download once and subscribe
to any future services as and when it is
available
Platform consists of messaging service,
content storage & management and
Mobile Internet Portal Publishing
Mobile Marketing Tools
Contest/Vote/Poll Service
Lead Generation Services
Mobile Coupons
m-REACH
Service delivery
platform
Product/ Service
Feedback, Survey
& Reminder service
Mobile tickets
Location based Services
using social media
Mobile Subscription
Services
Voice Broadcasting
Call me Service
Mobile Pictures paperless
delivery
Mobile Appointments
Features
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m-REACH services are available in packaged SAAS services for many verticals
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Instantly Enterprise can launch MVAS service
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m-REACH is a self service platform, which doesn’t require any technical knowledge to operate
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As per the needs of the enterprise, enterprise can purchase the available package and start using
immediately
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Payment can be done through online & offline
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m-REACH packages are available for affordable price that too pay as you go model
Using m-REACH
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Businesses can send personalized, relevant text messages to customers.
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Enterprises/business can broadcast text messages to thousands of customers in a single go. The
message can be info about a new product, update about the business etc.,
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Customers can contact businesses through mobile and auto-respond to their queries.
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Field staff, employees on the move can retrieve real-time business info using their mobile to make
better decisions.
Market Focus
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Retail Chains
Automobile Service Centers
Media Companies
Automobile & Realty Dealers
Clinics & Hospitals
Financial Institutions
Beauty Salon
Education
Our Services
m-Coupon
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m-Coupons are used to increase sales and
promote consumer loyalty.
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Goals of coupon are encouraging repeat
purchase, increasing product awareness,
getting consumers to try a new product, moving
overstocked inventory, targeting specific
markets, softening the blow of price increase,
launching a new marketing campaign, trading
consumer up and responding to competitive
pressure.
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Eg: SMS Pizza to 56263000
Picture Classifieds
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Picture Classifieds
turn any static,
traditional advertisement medium into an
interactive, direct-response medium. Home
buyers have instant and effortless mobile
access to full property information and
photos directly from signage, print ads,
flyers, vehicle Ads, bus benches and
television ads
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Eg: SMS TAJ to 56263000
Prospect just need to Text to the
brand name and our m-REACH
system will respond with picture of
the house
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The Buyer is presented with a list
of available pictures to view
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The Buyer clicks on the picture
links
Picture Classifieds
Advertiser Ad image, Advertiser can upload
from 3 to 15 images at max
Advertiser message
Automatically dials advertiser phone
number, when user selected
When selected, user will be redirected to
URL specified by advertiser
Consumer can see other view of the house,
by clicking on the given links
GPRS Appointment Service
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Mobile Appointment service make ease
to customers to get an an appointment
with
Hospitals/
Fitness
center/
Automobile
Service
center/
Table
Booking
Consumers can book an appointment on
the go
Consumer just need to TEXT the
specified brand name and our m-REACH
system will return a WAP link, which
need to be clicked. Here consumer will
be given option to select consultants and
their available date and time and finally
they schedule an appointment with them
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Send SMS to 56263000
Receive an SMS with the link, click on
the link (or) open your web browser and
paste the link
Choose Services say Facial, Bridal
Services
Select Staff
Click on the date and time as you would
like to book an appointment
Enter Booking Message and fix the
appointment
Get Appointment confirmation by SMS
Services
SMS LAKME to 56263000
Staff Name
Brand
Logo
Real Time Calendar
Confirmation
Message
SMS Appointment Service
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SMS service make ease to customers
to get an appointment with Hospitals/
Fitness center/ Automobile Service
center/ Table Booking
Consumers can book an appointment
on the go
To book an appointment with the
Doctor/ Beauty Consultant/ Clinic,
consumer just need to take their mobile
phone and TEXT to the specified short/
long code and followed with the
comments.
Receive an instant Appointment
confirmation by SMS
Eg: Send SMS to Columbia followed by your
message to 56263000. Eg: SMS
Columbia Hi I am Jack would like to fix
an appointment with Jerry on January 7,
2010 to 56263000
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Receive
an
instant
confirmation by SMS
Appointment
SMS/Voice Service Feedback
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SMS/voice is a powerful medium to
capture feedback
Eg: Feedback Jolly 91 to 56263000
Based on the Feedback,
reply message is
generated
Consumer promptly can give the
feedback for the product/ service through
SMS/Voice, which they have purchased,
Consumer just need to TEXT/CALL to
the brands short/long code and followed
by the comments
Retailer can set
logic, based on that
condition; it will alert
concerned person/
sales manager
SMS/Voice Product Feedback
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SMS/Voice is a powerful medium to
capture feedback
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As soon consumer purchase the Product/
Service from the store, our m-REACH
System trigger an SMS to the customer
mobile, which captures the feedback for
Product/ Service through SMS/Voice.
Consumer will rate the quality of product
Based
on
customer
rating,
it
automatically
sends
a
follow-up
message. If customer rated poor for the
received service/ product, our m-REACH
system alerts concerned department/
person
Based on the
Feedback, reply
message is generated
SMS/Voice Voting
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Voting can be done through SMS/Voice
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Media Companies can create various
types of attractive SMS/Voice voting
campaigns such as, survey, poll, quiz,
etc and publish the result in real-time
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A customer sees the Ad in media channel
, which ask TV viewers to predict the
FIFA winner and interested viewer can
cast their vote by sending a text msg to a
Short/ Long code
Cast to your vote to favorite movie and
win tickets to Italy
Eg: FAVMOV A/B/C
A>Avatar
B>Iron Man
C>Twilight
Pls reply with FAVMOV A/B/C to
56263000
m-Ticket
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m-Ticket is a 2-WAY SMS Ticketing
Service
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Eg: Parking Ticket & Metro Pass
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SMS Ticket
SMS Subscription Service
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SMS Subscription offer alert service to
consumers, consumers receive daily or
weekly content on their cell phone, such
as jokes, horoscopes, news reports,
weather updates, offers, coupons,
ringtones. This is an opt-in SMS service,
which
help
to
record
customer
preference
Enterprise creates a special interest
group/ premium group. As and when
offer arrives/ announcement made, it will
alert their subscribed customers
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Interested customer can opt-in to SIG
through SMS, by simply texting
STARBUCKS OFFER, by subscribing to
the SIG, Customer will receive periodic
update into their mobile. Here option
given to the customer to Opt-out from the
SIG by texting STARBUCKS STOP
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Eg: SMS STARBUCKS to 56263000 &
SMS Stop to 56263000
SMS4Info
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m-REACH
can
turn
printed
Advertisement into an interactive medium
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When ever user queries to a pre-defined
keyword, our m-REACH system will
send an instant reply
Eg:SMS SobhaPrice 2BHK
Business Template
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Enterprise can schedule/ deliver dynamic
SMS using Business Template
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User can query enterprise database
through SMS and get the desired result
as SMS. Business Template replace the
customer care center
Case 3: Event Based
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Eg: SMS stocks Infosys to 56263000
2-Way
SMS
SMS/Voice Reminder Service
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Using m-Reach reminder service,
Enterprise can remind their customer
regarding payments, events, important
meetings & Anniversary days
Enterprise can set reminder SMS/Voice
to their customer
SMS/Voice reminder service is ease to
use.
SMS/voice reminder helps to retain the
customer base
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Eg:
Ad-Funded SMS
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Enterprise can inject third party
advertisement into their outgoing SMS
API is provided event driven messages
and for system generated messages
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Eg: Third party Advertisement is injected
in the out going SMS
SMS Contest
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Enterprise can run SMS contest to
engage with their prospects/ customer
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SMS contest, it's applicable to any type
of companies who like to attract mass
audience in low budget
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Eg: Media Company is interested to
engage with their customer through
mobile, Media companies conducted
contest on mobile, which is displayed in
OOH and other mass media medium.
Customer who interested to take part in
the contest, they just need to take their
mobile phone and reply with the answer.
Our m-REACH system find outs the
winner by certain logic
WAP Push
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Multimedia / rich content such as ring
tones, wallpaper, games and micro sites
can be pushed through WAP push
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Eg;
Bulk SMS
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Bulk SMS useful for SMS blasting. Enterprise can reach millions of customer at a lesser
cost and where conversion rate is very high
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m-REACH enables business communication over the mobile, creates new customer touch
points for company and client communication
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Cost effective marketing platform and wider audience reach
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Bulk SMS can be used for Product launch, Alerts, Promotions, Announcement & Marketing
campaign etc
CSV Template
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CSV Template is beneficial when
enterprise personalizing and sending
bulk SMS
Its easy to use and very effective for
mass SMS
Dear
<Name>,
Your Examination
Marks as follows
Mat -<MatMark>,
Phy -<PhyMark>,
and Computer Sci
-<CSMark>
Send
Cancel
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Eg: SMS content is generated from CSV
file
SMS Branding
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SMS Branding increase the brand value
of the product/ service
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SMS branding distinct from regular SMS
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Brand name will be there in all outgoing
SMS
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Eg:
Customized Enterprise Messaging
Solution
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Latchiya team helps client to built Custom Messaging solution. Our capabilities are
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SMS, Voice and WAP based solution
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Mobile Application
Voice Broadcasting
Voice Broadcasting is a service that automates huge voice calls to mobile/telephone users
to play a pre-recorded messages. The system can get touch tone inputs to collect user
information and can deliver content or information through SMS.
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Voice Broadcast service calls numbers from a m-REACH campaign database and plays a
pre-recorded message to the call recipient.
Reach the target customer with their local language.
Text to speech and Data conversion.
Text to Talk
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m-REACH Call Me service can turn web, media and printed advertisement into a
interactive medium to generate leads to sales and service representatives or Call Centers.
Reduces the lead time.
Enterprise doesn’t miss any leads.
Instantly connected as soon as the customer shows interest.
Increases conversions.
Eg:
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Customer sends KEYWORD to Short code/Long code
m-REACH calls the brand’s sales person
m-REACH then calls the customer who showed interest.
Customer picks up the call and the call is patched with Sales personnel.
Thank You
[email protected]
http://www.latchiya.com