Mobile marketing section participants of the Conference “Direct Marketing: Instruments and Technologies” (May, 28-29, International Business Forum “Direct Marketing Days in Ukraine 2009”) will find out if this instrument is effective or it is just the fashion trend.
The fear of the new technologies is often justified by the uncertainty of their implementation results. It is much easier to use the reliable and tested methods, even when they do not lead to the outstanding results. One can fight with the stereotypes and fear only by demonstrating and proving implementation effectiveness. The Organizing Committee of the International Business Forum “Direct Marketing Days in Ukraine 2009” came up to such decision and invited the leading specialists of mobile marketing to show the variety of the opportunities of this instruments. The partner of this section is LEAD9 - agency of interactive marketing that organizes promo-campaigns for the clients with the help of mobile phones, call-centers and Internet.
Thomas Hinterleithner, head of linking solutions department of Gavitec AG (Germany), a specialist with more than 10 year experience in DM and CRM, will deliver a speech on the subject «Mobile linking the real world». To Mr. Hinterleither point of view the use of mobile technologies makes direct communication between the brand and the customer more convenient, without any agents involvement. There are more than 3 billions of mobile phone owners around the world that for example in three times exceeds the quantity of the Internet users. The portability of the mobile phone and the immediate delivery of the messages give the unique opportunity to conduct marketing campaigns with high effect of influence over the customer. The phone signal after the message receipt starts the mechanism of the fast contact with the customer. As a rule, many mobile phone users open every message, and this habit increases the chance that the company information would be read and perceived by the customer.
Renata Adler, the Head of Mobile CRM, i-Free Business Solution department (Russia) and the coordinator of the mobile loyalty programs implementation has the opinion that mobile advertisement is going on its popularity peak. According to the statistics, 89% of the largest international brands are likely to use the mobile technologies in their marketing strategies, for example, as the instrument to keep up the clients’ loyalty. The customer is offered to enter the WAP-portal of the company, where he can download the discount coupon and then show it to the salesman in the shop. Mobile coupons cost to the advertisers much cheaper from their production and distribution perspective, at the same time they have much more positive responds from the customers.
Nazar Grynyk, Director of LEAD9 Interactive Marketing (Ukraine), member of the International Advertising Association and the founder of the first mobile marketing agency MobEye in Ukraine, will tell the section participants what info the customer wants to receive to his mobile phone. He will also debunk existing stereotypes about the mobile marketing and prove that SMS spamming is not what the specialists in this area do. SMS is one of the most popular registration channels of the promo campaigns. For example, in autumn-winter 2008 LEAD9 conducted the promo for the customers of Pampers (Procter & Gamble). The point was the following: promo participant had to buy the package of napkins and send SMS with unique code to the short phone number. Every day 10 customers got evolving toys as the presents. 50 thousand customers took part in the promo, and the response rate was about 20%.
Besides the discussion about mobile communication channel advantages there will be the round table where customers’ representatives, service providers and mobile operators will take part. The main aim of the round table is to work out the mobile market norms, as the absence of legislative regulations leads to the incorrect behavior of certain market players that results in the negative perception of this service.
Besides the speeches and discussions the section participants can feel by themselves the “effect” of mobile marketing instrument. How? Come and you’ll get to know!
International Business Forum “Direct Marketing Days in Ukraine” (May, 28-29, 2009) - the biggest business forum of direct marketing industry in Eastern Europe and CIS countries. Forum is organized by OS-Direct Marketing Group under the support of Ukrainian Direct Marketing Association (UDMA)
Sponsor of the forum – envelope and packet factory „Konvi”.
General TV-partner - First Business Channel
General radio partner - «Business radio» (Business radio)
General analytical partner - «Ekspert» magazine (Expert)
General media-partner - «Kontrakty» weekly (Contract)
General marketing partner - Marketing Media Review
Under the support of : Hungarian DM Association, Integer Ukraine, Austrian Post
Information partner: Head Hunter Ukraine
Please visit our web-site for additional information: http://www.dmdays.com.ua/