Challenges in the Era of Globalization - iaabd

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Proceedings of the 12th Annual Conference © 2011 IAABD part of one-to-one marketing. Leung (2007) argues that mobile SMS is a potentially effective and profitable channel to advertise targeted messages. Shin and Kim (2007) believe that many brands and media companies include text message numbers in their advertisements to enable interested consumers to obtain more information. Three among the six attributes suggested by Barwise and Strong (2002) as ways of using SMS for advertising are built upon the recent brand development of Lebara adverts. These attributes are: brand building, special offer which is characterised by the benefits of topping up £20 pounds with free £10 credits and as well as a reward benefit of £7 pounds for a second top up of £20 within the same month. Lebara SMS advert is built upon Dickinger et. al. (2005) model of success factors for SMS. This model is divided into two categories: the message and the media. The message factors include: the message content, personalisation according to time, location and consumer control. However, lebara message defines the limit of the promo (January to March, 2010) and the associated benefits. Media factors include issues regarding the devise, transmission, product fit and media cost. In targeting audience (present and potential customers), Lebara is using flyers (leaflets) since this segment can not be targeted through SMS. Audience is used here to include past, present and potential customers, as the essence of communication is not only for immediate customers but to the entire audience. SMS is usually based on permission advertisement as argued by Bamba and Marnes (2007). Warneby et.al (2005) found that leaflets (flyers) and other promotion literatures are among the most prominently used communication tools in the UK in the context of shopping centres. This can be applied also in the mobile telecommunication industries, thus the justification of the use of leaflets by Lebara (see appendix 1). The SMS and leaflets (flyers) adverts of Lebara deliver the brand message and refer customers to a specially constructed website (lebara.co.uk) where they could explore the details of the brand and promo. The content of the text message reads thus, ‘£10 FREE INSTANT CREDIT, when you top up £20 in a single transaction. Plus FREE Lebara to Lebara minutes and SMS with every top up. More info: lebara.co.uk’. The combination of these channels is in line with the LOGMAN model developed in 2004 and published in Journal of Product and Brand Management. Logman (2004, p.94) proposes a model that combines the proactive and reactive brand management and called it the logical brand management model and abbreviated it as LOGMAN. Lebara in developing the top up £20 and receive free £10 credit is proactive in the future competitions within the mobile service providers in the UK. The use of the three media is supported by Okazaki (2005) who argues that complementing mobile advertising with other channels such as internet, television, print media, and personal contact, allows marketers to maximise campaign effectiveness (p.163). To remind customers of the propose deadline of the promo, Lebara is at present exploiting the database of the customers through the use of the customers e-mail. The next section discusses the case of MTN mobile telecommunication. Mobile Telecommunication Network (MTN). In the Sub-Sahara Africa, Nigeria for instance, the Mobile Telecommunication Network (MTN), has and is currently integrating offline, online and mobile communications to tailor brands to the existing and potential customers. For instance, SMS alert with the message reading thus “Y’ello! Conference with 20 people at the same time at the cost of a standard GSM call with MTN conference call. Visit www.mtnconference.com for more”. This is similar to the lebara current promo in the UK. Rettie et al (2005) as cited by Chaffey et al (2009, p554), argue that in the analysis of 26 text marketing campaigns (5401 respondents) showed surprise effectiveness of SMS advertising. They found that overall acceptability of SMS advertising was 44%, significantly higher than the acceptability of telemarketing and found relatively high response rates and brand recall compared to direct mail and email marketing. 496
Challenges in the Era of Globalization Edited by Emmanuel Obuah Flyers (appendix 2), News paper and TV adverts are also being used to target audience. A survey conducted by Dynamic Logic and reported in IDM news (16 July, 2008) reveals that the media channel which UK consumers like most was newspaper advertising. Also recently, MTN has launched a brand called “Y’ello Cool and Trendy Nigeria”, targeted to the young and students in higher institutions (generation Y). To achieve return on investment in this brand, MTN N, has designed a marketing campaign strategy of organising workshops in four Universities strategically located in four major cities in Nigeria (please see reference list). The indication of this shows that MTN has a deep understanding of the cultural context, values, needs and aspiration of their Nigerian consumers, and then seek to empathise and engage with them in scenarios in which they can add most value. Parkin (2009) argues that all great brands start with a compelling vision based on profound customer insight. The workshop is aimed at creating deeper consumers involvement and a sense of community surrounding the brand. This will at the end make the brand a meaningful part of the consumers’ conversation and life. Boyle (2007, p. 124) in developing the process model of brand co creation argue that the first duty of brand manager is to define the name of the brand and create awareness of the brand. The author justified this by arguing that the name provides shorthand by which the brand can be identified in the marketing communication process. Adopting Kohli (1997); De Chaernatony, Riley (1998), Boyle (2007) argue that brand name helps the brand managers to facilitate brand awareness through their marketing communications. MTN cool and trendy campaign is consistent with McDonald’s in the UK and Coca- Cola Grand Sweepstakes campaign among US college students as reported by Dano (2002) and adopted by Okazaki (2005). Shin and Kim (2007) suggest that the integration of competing standards and fragmented systems across countries, cross-network support for SMS, and higher connection speeds are all necessary conditions for a wider transmission of mobile advertising. These forms of marketing communications are very effective in the Sub-Sahara Africa, particularly, in Nigeria as a result of incessant power failure and high illiteracy level in the use of the internet which is prevalent in all parts of Africa (appendix 3a,b.c). Timmers (2000) argues that 24 hours online is one of the characteristics of the internet that makes an important impact in marketing communications. Research statistics from the Internet world Statistics published in 2009 shows a very insignificant rate of internet usage in Africa with only 3.9% compared to the entire world internet usage. The media approaches adopted by these mobile telecommunications firms are justified in the academic and practitioners’ literatures. A mix of both offline and online communication tools essentially help B2C firms to grow and punch above their weight by maximizing sales and brand awareness in markets where they are heavily outspent by their competitors. A study by the Internet Advertising Bureau in conjunction with Kit Kat (2009) reveals that mobile display can increase brand awareness and recognition. The IDM has come up with five guidelines designed to increase the effectiveness of mobile advert campaigns. These are: use of mobile to raise brand awareness; mobile advertising can be effective across all demographics especially 18-34 (this is consistent to the recent MTN campaign); brands and mobile internets should put the user experience first, mobile display advertising needs a clear focus and finally, mobile is more effective when something of value is offered. This is justified by Director of marketing at Yahoo! James Tipple, who is quoted to believe that mobile advertising is gaining popularity due to its effectiveness in reaching target audiences (IDM 15 December, 2009). We now turn to discuss the case of etel communication tools. ETEL Mobile Telecommunication A wide range of TV program sponsorship are organized by ETEL in Nigeria Television Authority (NTA), African Independent Television (AIT) all around the six major zones in Nigeria with languages the targeted audience will understand. This campaign is targeted to secondary school children, as it appears that at present very few secondary school students use mobile phone. Marcella and Davies (2004) 497
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Challenges in the Era of Globalizat
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Table of Contents Challenges in the
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Lennart Bangens, Goteborg, Sweden C
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Local Steering Committee Jacob Musi
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Track 1: Accounting, Finance, and I
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Abstract Challenges in the Era of G
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Abstract Determinants of Bank Lendi
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Empirical Results Challenges in the
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Table 3 Determinants of Competitive
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Research Findings Challenges in the
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Abstract: Study on Africa Governmen
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Abstract Challenges of Oil Revenue
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Abstract Land Based Sources of Poll
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Abstract On the Mitigation of Rever
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Assessment of pollutants in nigeria
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Figure 1: Lagos off shore survey po
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Conclusion Challenges in the Era of
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37. Provision of sound education fo
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The cost structure Challenges in th
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Empirical Analysis Challenges in th
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Variable Coefficient Std. Error t-S
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Abstract The Changing Requirements
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The Model, Data and Variable Defini
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Track 8: Gender and Economic Develo
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Empirical results Challenges in the
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Abstract Gender, poverty and sustai
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Figure 1.1: Spread of directorships
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Theoretical Framework Challenges in
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Single 18.1 Masters and above 35.3
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Source: Field survey, 2010 Table 3:
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Conceptual Definitions Challenges i
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Conclusions and Implications Challe
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Abstract Exploring Organisational R
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district hospitals: Evidence from N
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Defining the Organisational Culture
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Banks in Ghana Challenges in the Er
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References: Challenges in the Era o
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Figure 5: Causal loop diagram inclu
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The study seeks to: • examine typ
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Figure 2: Customer Perception of MT
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Relationship Commitment Total 1264.
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Figure 1: Components of Data Analys
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Abstract Marketing Nigerian medicin
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References Challenges in the Era of
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Conclusion Dissatisfied 6 3.4 3.6 7
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Abstract Customer satisfaction with
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Methodology Challenges in the Era o
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Discussion Challenges in the Era of
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Postgraduate 19 Internet experience
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Average daily Internet hours z P-va
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GOVERNMENT MoFED SECTORS Structure
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Football Spectatorship Challenges i
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