Các công nghệ marketing mới và sức tác động của chúng – đánh giá về hiệu quả của mobile marketing e

CÁC CÔNG NGHỆ MARKETING MỚI VÀ SỨC TÁC ĐỘNG CỦA CHÚNG – ĐÁNH GIÁ VỀ HIỆU QUẢ CỦA MOBILE MARKETING Topic: New Marketing Technologies and their impact This assignment will ask you to research new developments in communications and Information Technology We want for you to fully research these technologies and developments and tell how you think it will change Marketing in the near and medium-term future Please select from the terms below and you can select more than one of these terms and combine them for your 7-10 page essay with Havard references  Cloud computing  Social Marketing  Guerrilla Marketing)  New Developments in E-commerce  Mobile communications technology  Viral Marketing Task: The term “Storm”- means strong wind and rain which was used by the preceding people in the old days to compare and describe mighty armies with their speed, strength and large forces like a storm mopping-up everywhere, conquering, imposing domination on the places they stepped on These days, one thing people usually apply the term“storm” to describe is Technology Development Technology is more and more developing so it brings about more convenience for human beings From the invention of phone and television a few decades ago to the first computer with the same size as a house, nowadays there are more and more modern equipments and they have been changing human life 20 years ago when watching football, all street areas had only one TV and they tried to arrange all their work completed quickly to gather in someone’s house and watched television together On the contrary, nowadays, each house has a few televisions at average Subsequently the successive advents are refrigerator and, microwave…Human life still ran normally until these inventions came out, but once having used them, people’s lives are almost dependent on them and could not be normal without them It’s about 10 years ago when I was a student; Internet and mobile phone were something extremely strange and new to anyone In constrast with nowadays, a primary school boy of 1st grade is also given a mobile phone by his parents for contact convenience when necessary In the old days without any means of communication, visiting someone occurred without knowing in advance whether they could meet each other or not and using the format of a letter or a paper message left if you wanted to have a date Additionally all actions and emotion of a person: where you are, what you are doing, feeling sad or happy…are known by all their friends if they share these on Facebook, an online social networking services which are more and more extremely popular now Via mobile phone, people can contact and talk wih each other every time and every where The 13th country like Vietnam is also an intensely competitive market of many different mobile phone companies/ firms Each one even has a few mobile phones of their own and uses them for different purposes Iphone- a new kind of mobile phone has appeared in Vietnam market since 2008 Only after years, Iphone has become a more popular kind and a more familiar trademark than any other kinds of mobile phones due to the technology boom of Apple hightech firm who puts the leading steps on the field of mobile devices with wonderful touchscreen These results are all originated from and by the extremely quick development of technology It’s the truth that no one from the age of 40 to below prepares a manuscript report Living expenses like electricity, water, phone and mobile phone are all paid via internet When you want to buy clothes, a pair of shoes, you only need to go into any purchase websites, Order which you choose and a goods ship will be served to your own house by the supplier Convenience and advantages that the technology has been bringing us are undeniable for now From these changes of human habits due to the technology development, Technology has been much applying for Marketing field and gradually changing the structure of communication means A few years ago, students could get benefits/more income from taking one bicycle around Hanoi area in the costumes and advertising means like flags, banners and so on, but in the current situation, this means of advertisement is not popular any more In some domestic universities, a subject titled E-Commerce has been introduced and lectured to all students and becomes a separated department with professional students and teachers The new developing steps of E-Commerce are upgrading day by day and producing new ideas or inventions each short time At present, the terms or definitions such as E-Commerce, email, SMS…or even more complicated ones like Cloud Computing, Drive are all familiar with people INTRODUCTION There is a large number of Modern marketing means which are being used everyday like sending email, message, and cheap-buying website, advertisement on Google or via Facebook social network In this writing, I’d like hereinafter to mention Mobile communications technology – Mobile Marketing which is being used the most in the current market Various terms used in Mobile marketing to be known as: Mobile phone: a cellular phone, cell phone, and a hand phone, a communication means of wireless transceiver technology to deliver information among equipments without through Information transferring centers supplied by the internet provider Some well-known internet providers in Vietnam are Mobifone, Vinaphone, Viettel, Vietnammobile, Gtel, Sphone Mobile Advertising: a large definition included Mobile Web (Wapsite), Mobile Application, Mobile Game, which can be advertised Nowadays, Mobile is the third large screen after Television and Computer (PC & laptop) that Marketers desire to look onward When mentioning Advertising, it’s true for us to think of placing banners jumping and jumping on mobiles.However, the difference here is that mobile is a personal tool Mobile is always taken with us and if we know how to take full advantages of a mobile, it will become an extremely sharp tool Mobile Application: Mobile Game is also included in Mobile Application because the nature of a game is also an application; the difference here is the significance of producing a game instead of an application Mobile Application is produced for bringing services, and means of advertisement or business with Content (Music- Picture- Game) are taken advantage of on it, which is another aspect A variety of people have ever used chatting on Yahoo Messenger, Skype or facebook on mobile, which is also called Mobile Application Making money on this Mobile Application is one of the leading kinds of business in Vietnam Mobile Payment: In this assignment, we will temporarily have Mobile Banking included in Mobile Payment because Banking will be surely returned into Payment Ecommerce in Vietnam, in general, has not developed yet so Mobile Payment is also at a potential level Nevertheless, this is a trend worthy for searching because there are only 30% internet users in the population while there are more than 100% mobile users Mobile is always companied with us even when strolling in the street, longing for an entertainment place, made instant payment without using cash Hence, in case that you not bring your laptop with you or no wifi there, Mobile is a good choice At present, Vietnam has tens of “electric wallets” There are quite many people using “electrolic wallets”; however, one problem is that there are very few merchant shop systems Users have no chance of payment in this way and not yet to mention one of Vietnamese habits is strolling along the sidewalks So until when will sidewalk merchant apply online payment? SMS: Text message This is a way of the cheapest message transferring with a piece of short message sent from this mobile device to other mobile devices PSMS: It is a more developing means of SMS with higher cost than a normal message and often used to appeal customers for joining a guessing game or buying services such as ringing tone, wall paper for mobile phones MMS: Multimedia message including text, picture and sound along with message This mode has just been used in the last years for some marketing programs of some large firms in the world An easy-to-understand reason is higher cost for a MMS message and not all customers can receive/ send MMS on mobile phone However, the efficiency it has brought about is quite surprising WAP: It’s simply understood that WAP are websites on mobile phone Similar to websites on Internet, we can provide various information of our company or services, products of company on these WAP, or more popularily information of customer services CONTENT Hereinafter it is mentioned the two most popular means in current market are Mobile Advertising SMS Firstly, SMS – Text message: it is the most simple and popular means The company or firm can use SMS to send their customers Information of new products, new promotion programs, a happy birthday message…There are millions of SMS used everyday Majority of customers think that SMS are spam instead of learning which convenience for everyday life brought about by SMS We receive information of account balance via SMS, bank transfer via SMS, and confirmation of a purchase order, book in advance at a cafe or simply to wait for a promotion message in order to top up mobile phone for account bonuses, which are developed in various ways and depend on creative activities of the company providing SMS marketing services However, there is one limited point that currently the allowable number of characters in a SMS is only 160 characters Why is SMS still the most popular means in mobile communications despite of only 160 characters? The first is to review the number of users, we will find out the reasons for this According to Yankee Group statistics, there are about billions of mobile subscribers all over the world at present.And in Vietnam; the number of mobile subscribers is approximately 140 millions until June, 2013 and this number will continue to highly increase.Therefore, there are a lot of reasons for applying SMS Marketing in your Marketing strategies  Rate of response > 10%, means 10% message receivers will participate promotion programs, events of enterprise  Rate of remember > 70%, means 70% message receivers will remember the content of the newly received message at least within day because they can see the ads message again when they check inbox messages in their mobile phone  Investment efficiency is higher than other means of communication - less cost, higher benefit In current Vietnam, Only with 300 VND per message is also a message of the ads company directly to Customers  Using mobile phone as “an inseparable thing” of customers” is to transfer messages  Conversation and 2-way dialogues with customers  Aiming at specific objects: age, sex, place of residence, exact time of access  Suitable information for the right object in each suitable time  High entertainment  Be combinable with other means of communications: Television, newspaper, radio, flyer, poster  Little time and effort, high efficiency  Enterprises directly control message contents to send via websites, Numbers of people who want to send messages and control efficiency cost Secondly, Mobile advertising: includes Mobile Web (Wapsite), Mobile Application, Mobile Game It can easily be seen that almost mobile phone have separately occupied in almost websites nowadays More simply and suitably, Wapsite allows users to upgrade information anytime they need by connecting Internet through 3G or Wifi Mobile Application is applicable programs on mobile phones There are many kinds of applications, some kinds of application are simple, long-standing and almost mobile phones have alarm clocks, calendar, calculator, converting tools Together with the invention of Smartphone More and more applications are born and hundreds of applications are put into use everyday Today, Apple firm, in particular, has hundreds of various applications for his smart phone products Mobile Game is one kind of Mobile Application for entertainment Since the appearance of typical games such as Snake Xenzia in Nokia mobiles, Mobile game really has become one integral part of the young‘s lives In current modern lives, there are very little time for young people to entertain and during their little resting time, playing games on mobile phones becomes an essential need and for a large number of people and a habit that they can not be give up The majority of applications is freely used Therefore why are Applications on Mobile phones considered as an effective media means? Different from SMS which is ads in advance, directly upgrades information needed advertised to customers, and then Customers who are interested in services and products will connect or follow instructions specified in the information they received, Mobile Application is an indirect advertisement mode The first thing Customers receive is an application and after they have installed those applications, Suppliers will take advantage of those application screens to put their ads banners on which is called In-app ads In advertisement of in-game, in-app, banners are usually fixed on any angle of mobile screens to ensure that trademarks advertised are always in direct view of users, which helps to improve the good identification of trademarks For examples: One strong-point if advertisement in-app, in-game is exact positioning capacity of target customers, which is very important for an advertisement trademark Mobile app/games are designed to aim at evident needs and hobbies as well as capacity of users’need and hobbies statistics for each product, which helps to define advertisement viewers at their ages & occupation more properly Moreover, when using mobile app/game, users will apply them in a long time; therefore, these ads will be viewed quite a few times by mobile users Each time when customers open mobile app/games, ads will appear in view of those customers However, it is also the weakeast-point of this kind of in-app/in-game banner: it will take time for the issuers of game or application to introduce their games or application installation to customers meanwhile in fact, mobile games or application are all simple and low competitive kinds Customers only focus on them in a certain time and when they feel them boring, they will delete these games and applications and use other kinds To make good this weak point, the ads-networks develop their banners on a large totality of 1000 games/ mobile applications The larger the number of applications is, the higher the stability is, and the wider the coverage is While some applications are deleted from this mobile, ads will be still appear in the other mobiles and applications so this will not affect ads activities and ensure to prevent from the late advertising campaign developing It’s a fact that you need mobiles for sending messages; you can not stop using its applications if they are really interesting and useful For those above reasons, Mobile Application is really a marketing means which is advanced and will be more and more potential in the future It’s nearly 20 years since Technology was found out Beginning from Motorola, Hundreds of mobile firms with technology have been more and more developing until now Since simple messages or calls, Current Mobile Technology has had a very long and obvious advance in comparison with the initial periods With larger and larger line capacities, in a prompt and short time, we can send a picture or a video to each other and even can see other other on mobile screen while calling Connection is a natural desire from anyone and Mobile technology has been bringing such much connection and communication as been hungry for by almost people If any of you disagree with the author of this writing on this problem, Turn off your mobile phone and wait for how long you will turn it on Technology has completely changed human habits It’s simple to understand more the impacts of Mobile technology on human beings Go out for a drink cafe, a resting place for office staff between working hours, in a cafe or a restaurant, everyone uses his mobile phones and no one talks to each other Drink a cup of coffee or a tea little by little, everyone focuses on his mobile phone to upgrade new information and and very little conversation happens Are we too dependent on mobile phone and technology and if so, please indicate its results? There are a lot of bad impacts of technology dependence Being passive and lazy in thinking is caused by technology dependence In the past, we could remember phone numbers of a new friend immediately after his/her introduction and until the following day, but now we not remember and not need to remember because you can press and save phone numbers in the mobile phone you are holding in your hands There are quite so many people I know even don not remember permanent phone numner of their family and need to look up their home phone number in their mobile When necessary to find information of anything, only need to connect internet and enter Google.com, you can search everything in not more than 1second The 20 years has passed and these days, a lot of households not use permanent home phones any more because they find that they not need to use it despite of paying for monthly charges Technology is an essential step of the development, so we definitely have to depend on it because except for negative impacts; it brings thousands of other utilities for all human beings that we have ever seen It’s the very human’s dependence on technology that at current situations and in the near future, Mobile communication technology is always the measure aimed at by various companies According to the Netcitizens report of Cimigo, in 2012, the rate of mobile phone users for internet connection is up to 56% of internet users while in 2011, the rate is only 27% Price of smart mobile phones continuously falls down and Internet charge is cheaper and cheaper with a lot of large promotion, which are strong catalysts to increase the rate of internet connection via mobile phone The statistics of Cimigo show the reason why advertisement on Mobile Application is more and more developing Almost activities of users when going into Internet are all applied for creating applications on mobile phones The applications are watching films, game and listening to music, chatting… According to some experts, In the past, mobile marketing used to be sent by text but currently, it has changed into built-in applications on mobile phone as a service When customers see an advertisement on mobile, if they are impressed by the attractive showing on the small screen, it’s highly possible that they will enter it Then, the customers who are interested in can immediately connect a call to the supplier of that product or service or enter a website which introduces more detail information of products or services In this website, Customers can join all programmes of this trademark like playing games with awards, registration for product trial, product creation, sharing with friends and joining forums In Vietnam, advertisement tendency on mobile phone is more and more developing Mr Rohit Dadwai, CEO of Asian-Pacific Mobile Marketing Association, said that more businesses are attaching more special importance to marketing channels on mobile phones while the number of mobile subscribers is more and more increasing in this region He also said that Vietnam has a high proportion of internet users on mobile phones, which makes mobile marketing become one of tended and prominent means in businesses The Statistics Report of GroupM, an advertisement company in Vietnam, show that in 2011 the digital media channel (including mobile marketing) tended to strongly develop despite of accounting for 4% total marketing expenses of the company only However, traditional advertisement channels such us television; newspapers…still occupy the major parts, Businesses tend to apply mobile channels in coordination with other traditional advertisement means to boost the effectiveness Also as indicated in this report, Vietnam has a very favorable condition for mobile marketing basing on the number of 36% internet users via their mobile phones Only with internet connection, mobile users can access to the service and product supplier everywhere everytime by their mobile phones timely at the time of arisen needs Therefore, mobile marketing will be a media channel with many advantages the businesses can not ignore That is the very judge of Ms Nguyen Thi Thuy Binh- Deputy Director of Goldsun Focus Media (Source from http://goldsunfocusmedia.com.vn) CONCLUSION Mobile communications technology has been becoming one of communication means which plays a large proportion in the near future There are many adverse opinions such as both like and dislike Nowadays, Most Vietnamese users not feel excited to receive advertisement messages because they consider them as spam However, once still having been using, most customers still like to use smart phones and they accept to be familiar with advertisement on those applications No applications are produced without any cost and users will change their habit and opinions in the future to catch up with a modern society Oneday when receiving a promotion or advertisement message on a product or a service, we should consider it as a normal thing and in my free time, we can read these ad messages as they may be useful information for us Oneday if our company also needs to carry out a media project, Mobile advertisement will be a means which can be taken into consideration The whole world has been more and more changing and Mobile communications technology has been one of the hottest aspects in the past few years Human beings have been dependent on it and no ways to escape from it It’s a certain thing in the future that Mobile communications technology will be a major means and used by a large number of businesses when a media project is developed due to its pre-eminence, speed, expense and ways of developing References  Website: http://blog.brandon.com.vn  Website: http://new-marketingonline.blogspot.com  Website: http://ictnews.vn  Website: http://goldsunfocusmedia.com.vn  2012 Statistics Report of Cimigo ... of enterprise  Rate of remember > 70%, means 70% message receivers will remember the content of the newly received message at least within day because they can see the ads message again when... access to the service and product supplier everywhere everytime by their mobile phones timely at the time of arisen needs Therefore, mobile marketing will be a media channel with many advantages... apply them in a long time; therefore, these ads will be viewed quite a few times by mobile users Each time when customers open mobile app/games, ads will appear in view of those customers However,