Essay Sample on Mobile Marketing

Introduction

Mobile marketing has taken toil in the present market making it one of the best marketing strategies employed by firms to promote their sales. It is, however, very competitive and hence requires much creativity in launching it as well as implementing its execution. The method requires a lot of investments in innovation and once that's done then it becomes very smooth.

Is your time best spent reading someone else’s essay? Get a 100% original essay FROM A CERTIFIED WRITER!

Order now

As a gaming company, we are very much interested in making our company the best which gives all its clients conform and value for their investments. There is, therefore, need to diversify and come up with varieties of games which the clients can get comfortable playing as we maximize on the amount of money which they can invest in a single betting experience. It is because of this that I have decided to come up with a new game known as 'Spin and Win'. Spin and win is a game which involves a rotating wheel with different colours and numbers which consist of green, blue, red, yellow, white and grey. The colours are assigned different values depending on the number of appearances. A gambler has an opportunity to select any colour and put their stake. When the wheel spins and settles on the colour or the number which was the gambler's choice, their stake is multiplied by the multiplier against the colour or the number. A gambler is at discrete to choose as many colours as possible.

Promoting the Event

I will promote the event by using online platforms for users to get to see them without their knowledge. This will be done by the use of "in-game pop-ups" which will be put in videos channeled through your tubes and other android applications. The "in-game pop-ups" are very strategic for this advert as they reach everybody at the same time with the best features of the new game highlighted in a much lucrative way to ensure that people get appetized to try it out. This will be a very big milestone in ensuring that our new product is tried out by many users.

Goals and KPI's

My main goal is to ensure that the advent of the new game reaches as many clients as possible so that when they come to the arena they try it out. This will ensure that there is a high rate of revenue collection over the weekend which clearly indicates that the marketing strategy worked as planned. Similarly, we are expecting a huge chunk of cash flow over the weekend as the new game will generally make the gamblers to increase their stakes. The Key Performance Indicators that we will be looking for includes; increase in Cash Flow Forecast over the weekend, the tremendous increase in the Gross Profit Margin recorder over the weekend as well as a greater percentage of Sales and increases revenue growth rate. Once these observations are made, then we will be very confident that our new game has achieved the objectives with which it was launched to meet (Shankar & Balasubramanian, 2009)

Measuring the Success of the Project

The success of this campaign will be measured by observing the Key Performance Indicators and the effects on them. For example, when there is an increase in revenue collection then we will conclude that the campaign has been a success and in case the indicator shows a decline in the same then we conclude that the campaign hasn't been successful (Leppaniemi & Karjaluoto, 2008)

Risks of Running the Event

The greatest risk of running this campaign is the high rate of investment in terms of cash for facilitating mobile marketing. The use of "in-game pop-ups" consumes a lot of money since it requires a lot of bureaucracy which must be authorized by different application managers. Each application used must be purchased at a fee which makes the project very costly. In the event that the advertisement has worked and the revenue collection goes lower than expected, the organization shall have made a very big loss curtsey of the poor choice of the marketing campaign.

Solution to the Risk

The above risk can be solved by having a long-term plan for the marketing of the new game. When it is given time, it will reach so many people and some of the beneficiaries will spread the news to others and hence making, it very cost effective as opposed to squeezing the program for immediate feedback.

Running a Sale

In order to effectively run a sale, I will be advisable to make an application website of the organization with the new game included. The gamblers and gamers are directed by the application such that when they click start, they are directed to login which then leads them to the main site. In the site, the first "in-game pop-ups" is the new game on the home page and a click on it leads one to the spin and win page. A variety of options are presented and when one selects any of them, they are highlighted and in the end, you are asked the payment method you prefer to use. Upon clicking the payment method, your account opens and you are asked to log in and confirm.

To those who need assistance, there will be a very large display screen where the same processes will be followed but with the help of an employee who will give you all the details about the same (Bauer, 2005).

Similarly, all the registered members will receive SMS as well as email addresses with the link bearing the new game which when one clicks it takes you to the main site. A promo code will also be available for analogue uses to play via SMS.

Selected Segments

My marketing strategies will target the poor in the society especially the village dwellers. We will target the poor as they can easily be swayed and the appetizing feeling of making millions of money within seconds will lure them a lot. The SMS promotion will, therefore, suit them the most. When an individual uses SMS to bet, the rate will be set lower since most of them deal with little cash but for a long time.

The next group targeted are the youths between 20 and 35 years. Most of them are unemployed and have pressure to make quick cash to become rich. We will take advantage of that. For them, any marketing strategy will be applicable depending on where they reside.

The last targeted segment will be the tycoons who spend a huge chunk of cash in betting. We will design our plans with huge amounts of bonuses which increase with the amount of stake an individual partakes to invest.

Pricing Strategy

The pricing strategy will depend on the segment targeted. Those who put large stakes will be rewarded with huge bonuses while those who take a low stake get low bonuses. The pricing model adopted will be one which caters for all the investors regardless of their financial status. The model will take care of and accommodate all customers.

The gamblers who are low earners in the society will be made to use their low incomes to invest and those with high incomes equally given chance to use their huge investments to invest. This will bring the disparity in the bonuses and discounts as they will basically be proportional to the stake that an individual takes.

Strategic Goals

In identifying and prioritizing the strategic goals, we will major on the long-term and short-term goals. The short-term goals shall be drawn from the KIP'S obtained over the sales proceeds over the weekend. This will also form the basis of the long-term goals and strategic goals for the marketing plan for the organization.

Key Areas for Improvement

The first area for improvement is coming up with a strategy to outsmart the competitors. From the reports given, the organization faces very stiff competition from other gaming companies which hence hurts its revenue collection. It is therefore very critical for the company to ensure that the establishment of the new games are widely marketed so that most people can turn to their products and abandon the competitors'

Similarly, some countries have shown to be fun of our organization's product. As such we will ensure that we invest more in these countries such as the USA and shun our operations in other countries where we don't have a good market. This will be in line with strategies highlighted.

Reference

Bauer, H. H., Reichardt, T., Barnes, S. J., & Neumann, M. M. (2005). Driving consumer acceptance of mobile marketing: A theoretical framework and empirical study. Journal of electronic commerce research, 6(3), 181.

Leppaniemi, M., & Karjaluoto, H. (2008). Mobile marketing: From marketing strategy to mobile marketing campaign implementation. International Journal of Mobile Marketing, 3(1).

Shankar, V., & Balasubramanian, S. (2009). Mobile marketing: a synthesis and prognosis. Journal of interactive marketing, 23(2), 118-129.