March Seminar

Speaker	:	Mr. Ken Fong Vice President, Hong Kong Wireless Technology Industry Association Ltd. CEO & Co-founder of Synergy Pacific (Holding) Ltd. CTO of Fortune Telecom Holdings Ltd.
Topic	:	"Tap into the Power of Mobile Marketing - REACH, RELEVANCE, AND RESULTS"

An evening seminar on "Tap into the Power of Mobile Marketing - REACH, RELEVANCE, AND RESULTS" was held on March 29, 2007 (Thursday). The speaker was Mr. Ken Fong, Vice Chairman of Hong Kong Wireless Technology Industry Association Ltd. Mr. Fong shared useful information of the development and trend on Mobile Marketing.

Mobile is a viable marketing channel today - to maximise its value you must embrace the medium. Compared to the fixed web, consumers' mobile experiences are abbreviated, transactional, personal, measurable and integrated with the physical world. Mr. Fong emphasized that mobile marketing cannot work alone as a marketing tool, it should be integrated into the marketing campaigns.

Primary mobile mechanisms exist today:
- Messaging (e.g. sms and mms)
- Mobile browser (e.g. banner ads and mobile search)
- Applications and content (e.g. ad-sponsored ring tones, wallpapers and games)

New mobile mechanisms are:
- Physical proximity (LBS)
- Coupons and loyalty
- Location sensitivity to improve targeting

As a beginner of using mobile marketing tools, you should:
- Add a mobile component to an existing or pending campaign
- Choose a vendor with skills across the mobile mechanisms, plus creative
- Set out specific, measurable goals for the mobile component of the campaign
- Incorporate mobile in campaign planning from the start

The presentation was informative and the comments received from audience were positive.

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