This white paper is intended to provide an overview of the mobile marketing options available to marketers today. It is designed for the person who wants an entry level perspective on the platform. Ultimately, this document is meant as a starting point in your pursuit for greater understanding of emerging media options, in this case mobile. After reading, you should have some idea of how to proceed to explore digital marketing for your brand.
Catalyst Reports:
Fundamentals of Mobile Marketing
Jim Nichols
Partner, Strategist
Catalyst SF
April, 2008 Catalys t Reports: Fundamentals of Mobile and Mobile Marketing Catalyst SF
Contents
ABSTRACT ............................................................................................................................................... 3 INTRODUCTION ....................................................................................................................................... 3 Are You Ready? ................................................................................................................................... 4
Bad Evangelism.................................................................................................................................... 5
Gimme Real Proof................................................................................................................................ 5
PART ONE: HOW A MOBILE PHONE WORKS ............................................................................................. 5 How the System Knows Where You Are ............................................................................................... 6
Jumping from Cell to Cell ..................................................................................................................... 6
All Towers Are Not the Same ............................................................................................................... 6
PART TWO: SOME OF THE LANGUAGE OF MOBILE ............................................................................... 6
PART THREE: THE FACTS OF MOBILE ........................................................................................................ 9 Use of Data Services ............................................................................................................................ 9
PART FOUR: WAYS TO THINK ABOUT MOBILE AND MOBILE MARKETING ............................................... 12 Mobile is Not Like PCs........................................................................................................................ 12
The Car Analogy................................................................................................................................. 14
PART FIVE: LEARN YOUR OPTIONS ......................................................................................................... 15 Mobile Search ................................................................................................................................... 15
SMS ................................................................................................................................................... 16
Premium SMS .................................................................................................................................... 17
Ringtones, Wallpaper, and Other Bling .............................................................................................. 17
Mobile Banners ................................................................................................................................. 18
Full Screen Graphical Ads ................................................................................................................... 19
Own Applications .............................................................................................................................. 20
Mobile Widgets ................................................................................................................................. 21
Cell Phone Coupons ........................................................................................................................... 22
PART SIX: HOW TO BEST UNDERSTAND MOBILE .................................................................................... 23 PART SEVEN: MOBILE AS A PART OF YOUR DIGITAL ROADMAP .............................................................. 23 PART EIGHT: FINAL THOUGHTS .............................................................................................................. 23 ABOUT THE AUTHOR .................................................................... [download for more]
