Mobile Marketing

If you are thinking of integrating mobile marketing in your communication mix, you are at the right place!

Mobile Internet penetration rates are so high in Singapore where almost everyone owns a mobile phone. So, why not reach your customers through their mobile phones, the most personal channel?

"Mobile search is going to be the next big thing and perhaps will be even bigger than Internet search in the near future."
Google

Why is there an increasing number of companies choosing mobile marketing?

Why plan your mobile marketing campaigns?

For instance, a marketer needs a cost effective method for distributing sample merchandise and coupons. A simple cost comparison of traditional distribution channels and mobile channels would show that it is more cost effective to distribute the samples through the mobile phone.

Unlike other traditional channels of marketing, mobile marketing is direct and measurable and it allows you to send marketing messages to a highly targeted segment of the population.

How does it benefit me?

1. Measure & Track campaign response
Mobile advertising allows marketers to measure the response for different advertisements and media channels and find out which type of marketing messages are more effective. With this, marketers can better manage their marketing budget and plan for future campaigns.

2. Instant, real time feedback
With mobile marketing campaigns, you can get real time feedback instantly! Save time waiting for response to go through all the cumbersome value chain. Mobile marketing lets you know how successful your mobile campaigns have been and what feedback have been attained, almost immediately.

3. Make changes anytime
Not satisfied with the results of your mobile campaign? Edit the content anytime before, during or after the campaign is executed. With mobile marketing's real time feedback elements, it allows you to tailor marketing campaigns according to consumer behaviour and interests to provide a unique and refreshing brand experience for your customers.

4. Improve your relationship
Since it is cheaper maintaining your existing pool of customers, why not invest a small sum in Mobile Customer Relationship Management to lengthen the lifespan of your customers? With our Mobile CRM, you can improve your relationship with your valued customers through a direct and personalised interaction process. Reach them directly through their mobile phones!

About InCent

InCent is one of Scandinavia's leading mobile marketing agency, providing expertise and full fledged services to clients from need identification to implementation, execution and post campaign analysis. We deliver complete solutions for mobile marketing, both for the technical aspect as well as the creative designing aspect of a marketing project.

International network

With access to extensive resources both in Europe and Asia, we are able to leverage on our international network, get easy access to technology and at the same time, negotiate the best deals for our clients.

Expertise

At InCent, we live by our motto, "the right message to the right person, at the right time." With several international experts with advertising backgrounds on the InCent team, we can deliver high quality mobile marketing campaigns. "Mobile marketing made easy" is possible with our expertise, and with the full range of services that we provide, our clients can be assured of smoothly executed mobile campaigns with minimal hassle.

InCent's clients

Consumer brands

• Ford
• Warner Brothers
• Gap
• DHL
• Hugo Boss
• Tommy Hilfiger
• Salvatore
• Mango
• Fendi
• Aegis
• fcuk
• Dior
• Billabong
• Gold'S Gym
• HPB Singapore
• Wacoal

Media/Advertising Agencies

• Starcom Media
• Ogilvy
• OMD
• McCann World Group

CEO in Singapore: Cato Gullichsen

Founder of a mobile marketing agency, InCent Pte Ltd, Cato played a key part in the company’s success in Scandinavia and is responsible for leading the InCent office in Singapore and spearheading its expansion plans in the region.

Cato is also serving as a legal advisor for Mobilskole in Noway and featured regularly both as a speaker and guest panelist in reputable mobile marketing events, both in South East Asia and Scandinavia.

A young and distinguished entrepreneur, with a Masters degree in Law (University of Oslo, Norway) and minor in Technopreneurship (National University of Singapore), he was featured in Business Times in 2008 for winning the SEEDS funding and nominated this year for Spirit of Enterprise 2009, an award in recognition of outstanding entrepreneurs and their achievements.

Discover the secrets behind the various successful mobile campaigns that he launched and share his valuable insights on how some companies have effectively used Mobile phone as a marketing tool to their advantage. Plus, look out for tips on how to take advantage of the mobile phone as a highly personal channel to reach your valued customers.

Contact InCent to find out more today!

Mobile campaigns: Success or spam complaints?

The mobile phone can be an incredibly effective advertising medium if it is used correctly. In that case, why are many companies reluctant to use the mobile phone in their marketing mix?

4 main reasons were identified by us after we spoke to our clients, prospects and various industry experts. These reasons are:

1. Lack of knowledge
2. Consumers' negative attitudes towards (bad) mobile campaigns
3. Media and advertising agencies' reluctance to measure response
4. Misconceptions that mobile marketing is difficult and expensive

1. Lack of knowledge

After speaking with our existing customers and prospects, the most common reason for not utilizing the most personal channel turns out to be fear of change. "We fear everything we don't know, and this channel is no exception. It is smarter to be careful since errors in this personal channel will not be as easily forgiven by consumers as compared to other channels."

To spread knowledge and share more insights about the mobile channel, we have created a mobile marketing guidebook titled, "Introduction to mobile marketing". In it, you will find several interesting cases and practical ideas from past clients that we have dealt with that you can use right away. if you want to take a look at this guide book, contact us if you want a copy

Solution

Know as much as you can about the channel before planning and executing your first campaign. InCent offers seminars and consultations to marketers and companies on how to integrate mobile marking element into marketing campaigns.

2. Consumers' negative attitudes towards (bad) mobile campaigns

Of a large study conducted by telenor in Norway, many respondents said that they had past bad experience with mobile advertising and that created this negative attitude towards mobile marketing. This negativity subsequently affected their receptivity towards mobile marketing. SMS spam episodes and poorly executed mobile campaigns are the main reasons behind such consumer behavior.

What is interesting, however, is that consumers don't see mobile communication as advertising content if it is relevant information that they have requested. Consumers are relatively receptive towards such kinds of information that adds value to their perosonal lifestyle.

So what lesson can we learnt from this? The mobile phone can be an excellent advertising channel only if you do it right.

Solution

Marketers should abide by the rules and regulations as much as possible in order to craft successful mobile marketing campaigns. Bear in mind however, that you should proceed with greater care when planning your mobile campaigns as this channel is more personal and is in direct contact with your customers.

With InCent's experience in Europe and Asia, we can help you develop mobile campaigns tailored to suit the needs of your company. With InCent's services, you can leverage on our expertise and experience on what is working and shorten your learning curve in this new channel. If you want InCent to help you create and choose mobile campaign elements for your company, click here.

3. Media and advertising agencies can be reluctant to be measured on response

Media and advertising agencies, are in reality media sales representative. They sell media space for commissions, and know that most advertising that is done is not profitable. If all their clients were measuring advertising results like in direct response, media and advertising agencies would be out of business, since their clients would know which advertising channels are unprofitable, and drop it subsequently. That is why they want to track other measures such as, how well like is a particular advertisement, brand awareness and other vague terms, that is not necessarily connected to sales. Branding has its value for the right kind of products. But for most businesses, marketing efforts needs to generate sales and profits now, which in turn can be reinvested into other marketing activities. There are many examples of popular ads, where the company behind it has gone bankrupt, because it failed to sell products.

The difference between branding and direct response advertising, is that direct response can be measured right away in sales or requests. Therefore the company can easily figure out if the advertising is profitable or not. This enables the marketing executives to decide effectively between medias.

With the onslaught of the financial crisis, many companies are faced with a huge budget cut. Companies are forced to focus more on short term results of advertising and direct response channels via the booming internet.

Solution

You can maintain or even enhance your sales by putting marketing budgets to better use. Reduce marketing budgets by integrating low cost mobile marketing elements into your campaigns and dropping the least effective media channels and advertisements. SMS short codes allows you to accurately measure the effectiveness of your ads and make decisions based on actual ad performance rather than speculations. To know more about how your company can use SMS shortcodes, click here.

4. Mobile marketing is too complicated?

If you have not experienced or tried mobile marketing before, all these industry jargons and what are its actual functions are may proved to be a little overwhelming for an amateur. Let InCent make mobile marketing easy for you by decoding these big words with our mobile marketing dictionary - terms and what they actually mean:

Mobile marketing and what it actually means

SMS Direct Marketing (DM) : Direct marketing via SMS. Marketing content takes the form of plain text.

WAP Push : WAP push messages are similar to SMS-Direct Marketing. Instead of receiving a WAP link via a SMS, mobile users receive a WAP link that transfers them to the landing page of a WAP site upon download.

Mobile Newsletter : Mobile newsletter is a good way of distributing interesting stories related to your company and industry to your readers. Your readers can access these mobile newsletters anywhere, anytime. SMS to the link to subscribe to the mobile newsletter database.

Mobile sites / WAP-site / Mobile internet: Surf on the mobile internet using your mobile phone. WAP sites provide richer marketing content to consumers and supports exciting visuals unlike plain text SMS.

MMS : MMS stands for Multimedia Messaging Service and such services are more expensive compared to SMS. Videos are supported in MMS unlike in SMS.

Bluetooth advertising : Enables messages to be sent to mobile phones in the vicinity of the Bluetooth transmitter. Since it is free to download, larger marketing messages can be pushed out to mobile phone users that have their Bluetooth switched on.

Wap-banner : Wap-banner or banner advertising on the mobile phone is very similar to banner ad placed on the internet. Banner ad is placed on a mobile site based on traffic and user data for the site.

SMS Gateway : A service transforming messages to mobile network traffic from other media, or vice versa, allowing transmission or receipt of SMS messages with or without the use of a mobile phone.

Expensive?

Save money in other channels
We believe that you can save a lot of money than it costs by integrating mobile in all your marketing, because you will have a tool ot gather and messure response. This way you know which of your campaigns are the most sucessful and at the same time you can easily follow up with respondents. So the end result is that you increase the effect of campaigns and find out which advertising that works. Over time this will translate to big cost savings. But this can be a time consuming and complicated journey to do on your own. That is why we recomend you to get in touch with us today for a FREE colsultation session.

Just a small step from Internet advertising
If your band is already established online, mobile is not a big stretch. But it is still important to approach mobile marketing the correct way. Remember, it is a much more personal medium so if you overstep your boundaries you will receive complaints and risk losing customers.

The solution:
InCent will help you craft, implement and execute a mobile strategy tailored to your marketing strategies and built on best practise in mobile advertising. THis will allow you to bring your makret communication to the mobile screen fast and effectively.

For an absolutely FREE consultation session klikk her.

Why start mobile marketing now?

The number of people using the mobile phone to seek information is exploding
The use of mobile internett or WAP is growing at a tremendous rate. Much of the reason are the new smart phones that make accessing information much easier. Why not start profiling your company in this channel before your competitors gain a foothold here. So that when the mobile become the channel of choice for everybody, you already have the nessesary experience to stay ahead. It does not require big spending to get on the mobile channel now.

Be available where your customers expect to find you
Youre customers will expect that youre brand are awailable in the mobile channel as well. Everybody knows that the companies that adopted internett early gained a huge advantage on their competition. Now its 1995 all over again, do you want to get onboard early or will you wait till everybody else are crowding the last train?

Yes please!
I want to know more about mobile marketing and how my company can gain a more personal and effective communication with new and existing customers.
Contact us now!