Applications of mobile products and services in traditional businesses
it possible for these campaigns to be launched in the right place and at
the right time.
6.4.2. Best practices in m-marketing
Adv
are no successful experiences that can be used as foolproof plans. This is partic
ertising on mobile devices is still a market in its infancy, and as such there
ularly true if regional differences such as restrictions due to legislation are tak
-
into account. However, some practices that seem to work are the following:
en
r
Including adv
ate a less negativ
ertisements at the beginning of
e reaction than other types of adv
mobile videos
ertising.
, as they gene-
Using banners
brand’s websites.
, which must be simple and provide access to one of the
Using the mobile Internet as a means of marketing.
must giv
The mobile site
vice it is offering. Businesses can adv
e consumers access to relevant information on the br
ertise their products so that users ha
and or the ser
v
-
the option of copying logos and using them as a screensav
e
them among their social network.
er or distributing
paigns (television, press and Internet).
Designing mobile campaigns that are integrated in multichannel cam-
z
Maintaining simple and convincing campaigns.
e verbal and visual information, using clear calls on the mobile device in
It is advisable to minimi
vi
-
ting the consumer to complete the purchase instead.
-
Employing user location methods to personalize the offer.
Using innovative technology
video on mobile devices.
with advertising systems based on MMS and
Developing an improved purchasing system using mobile devices.
6.4.3. Success stories in m-marketing
Etonenet
cuses on managing the oper
248
is the leader in China’s mobile marketing sector. The company fo-
248
including relations with oper
ational details of its customers’ mobile marketing,
http://www
Etonenet:
utus.html.
.etonenet.com/en/abo
thereb
ple of their work is the collabor
y focus on the design of campaigns, and impro
ators, customers and publicists. The customers can
ation with Shanghai General Motors
ve their results. An exam-
http://www
249
General Motors:
.gm.com/.
Etonenet carried out the first promotional campaign for their new car in China
249
.
targeted at mobile devices. T
http://www
250
FutureLink:
.futurelink.com/.
an application for collecting users’ response and expanding the customer base
o do so, it selected the target market and designed
and their classification.
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
116
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