Mobile Marketing

Few Facts about Mobile Internet and

its usage in India
Mobile Internet Usage in India

Share of web traffic in India

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 Mobile Internet Usage in India

Number of Mobile Internet Users in India (2015-2016)

(Urban-Rural)

Number of Mobile Internet

Users in India as on
2015-2016 (Gender)

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 Mobile Internet Usage in India

Purpose of Internet Access Purpose of Internet Access

in Rural India in Urban India

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Mobile Marketing & its Characteristics
Mobile Marketing: Consumers and Characteristics of
Mobile Phones
• Mobile marketing is any marketing activity that is carried out by an organization/brand on a
mobile device:
• The objective of such activity may include creating awareness, piquing /arousing
interest, and convincing users to take some sort of an action.
Characteristics of Mobile Phones to be noticed in terms of digital marketing :
• The mobile phone is a more intimate and personal device as compared to the
laptop/desktop. So the nature of the mobile device itself signals urgency in terms of the
message received.
• E-marketers need to note that mobile devices are not the same as laptops/desktops. So
the extent and the intensity of consumer activity on mobile phones is quite limited
and different from those on the desktop/laptop. Therefore call to action or the
campaign on the mobile phone should consist of simple tasks, such as giving a missed
call or participate through one click.
• Messages sent to mobile phones should be contextual and relevant and the message
sending time should be taken care by the marketer. E-marketers need to ‘manage’ the
contents of services made available to consumers on mobile phones because increasement
of content may lead to negative experiences .
• A marketer needs to decide on how to integrate mobile marketing with the other
existing marketing information/communication channels.

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Mobile Marketing Strategy-Things to
be Known
 Mobile Marketing Strategy
• Objectives:
• The set of objectives need to be clearly laid out and they may differ from
one organization to the other.

• Target Segment:
• The e-marketer needs to have a clear understanding of media
consumption behavior surrounding mobile phones of its target
audience and also the specific apps that the target audience uses in their
mobile phones.
• The marketer has to evaluate extent of consumer expertise of mobile
phone use and then design campaigns accordingly.

• Benefit/Value Offered:
• The benefit/value offered to the target segment should be specific and
properly evaluated before being delivered.

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 Mobile Marketing Strategy

• Strategy:
• When it comes to mobile marketing strategy, local content or content that
has an appeal in terms of immediacy works well.

Geo-Targeting:
• Geo-targeting is the location-based targeting of mobile devices’ users, who
may be within the periphery of a certain event or store.

Call to action(CTA) is a marketing tool/strategy that urges users to take up an

opportunity immediately and often plays a key role in executing mobile
marketing strategy:
• The target audience must feel the need to make use of the offer that is
extended to them by the company.
• Engage continuously with the customer and deliver personalized content to
the extent possible.

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 Mobile Marketing Strategy
• Quick response (QR) code:
• QR codes allow marketers to use communication materials (e.g.,
advertisements, brochures, posters) to direct users to mobile landing pages
that contain more information and allow interactivity that cannot be afforded
on the printed page.
• The user can scan a QR code with a mobile device that is equipped with a
camera and QR code reader application.
• Once the QR code is scanned using the device’s camera, it is translated
into actionable information, such as a text message or mobile web page
• Things that the marketer needs to be careful while using QR codes are:
• The page that the QR code is pointing to should be properly
maintained
• The page should be optimized for mobile phones
• The action(s) should lead the user to ‘do’ something on the page.

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 Mobile Marketing Strategy

Using Quick response (QR) code

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 Mobile Marketing Strategy

• Common short codes:

• (CSC), also known as short message codes are codes or short
numbers,(four or five digit) with which a marketer can perform advanced
functions at premium or even shared rates with other mobile marketers.
• A marketer may provide a CSC number to the consumers/users, who in turn
send the same to the marketers to subscribe for certain services, request a
download, enter a competition, or cast a vote.

• Measuring Outcomes:
• Outcomes can be measured with respect to the formulation of the
objectives of the campaign.
• If the objective of the campaign is to increase traffic to the concerned web
page, it can be easily tracked through web analytics.

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Forms of Mobile Marketing
 Voice-based Communication Services

• In rural areas, there are large groups of people that do not use
smartphones, and are often not literate enough to read and respond to
text messages.
• This target audience often belongs to the low socioeconomic segment,
which means that they are often sensitive to the cost associated with any
calls that are made and received on the mobile phone.

• Keeping the characteristics of the audience in perspective, many

companies in India have chosen the path of voice-based communications
to reach this audience:
• Many companies also offer monetary and other points based incentives to
audience groups in order to have them listen to these voice-based
communications.

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 Short Messaging Services (SMS)
• Short message service (SMS) is a text-based messaging service that
continues to be the marketer’s most important tool for reaching out to a
large base:
• Due to the increase in smartphone adoption, SMS continues to be a popular
mobile communication strategy.
• Sending SMS to mobile phones for the purpose of marketing is
cost-effective and result-oriented:
• Such messages can be sent to users in bulk and there are service providers
in this area that help marketers to send bulk messages.

• There are two types of SMS that are sent by companies to customers,
which are promotional messages and transactional messages:
• Promotional messages are those messages that are sent to customers by
companies as solicitations (e.g., advertising). Cannot to be sent mobile
number which that are registered with the National Do Not Call (NDNC)
• Transactional messages are those that customers receive after some
transaction with the company (e.g., bill receipt, intimation of delivery of
products, and alerts from bank accounts).

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 Short Messaging Services (SMS)

• Steps that the e-marketer can take in order to ensure that the SMSes reach
the intended recipients and that the objectives of the campaign are
achieved:
• Build a customer database: Adding accurate details about the customers
allows the marketer to reach the intended recipient at the intended
time/date as it helps in correct targeting of the messages.
• Refer prospects to the company website: An SMS campaign targeted at
smartphone users can be used to build traffic to the company website.
• Experiment: The marketer can undertake A/B testing and also can
experiment with the time of the day during which the SMSes can be sent to
users.
• Trusted sender ID: Messages received from sources that are not trusted
by the receiver are seldom opened and are often deleted immediately.
• Measure: Most of the service providers are likely to provide reports on the
responses received to the SMSes that are sent to users. Such reports
include information on the status of the campaign.

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 Mobile Websites
• Mobile Search Engine Optimization (Mobile SEO): Optimizing the website of a
company/brand for mobile device-specific experience for the user is referred to as
the process of mobile optimization, alternately referred to as mobile SEO:
• Responsive Web designs: Responsive design suggests that the designing
and development of a website should take the user’s behaviour and
environment (e.g., screen size, platform, and orientation) into consideration.
• Dynamic Serving: In case of dynamic serving, the URL remains the same,
but the content generated is different for different types of devices.
• Parallel URLs: In case of parallel/separate URLs for separate devices (i.e.,
laptop/desktop and mobile), the URL as well as the content are different
depending on the device through which the content is accessed.
• Optimizing the Website for Mobile: Website marketers/managers
need to ensure that some of the other best-practices are followed in the
context of optimizing the website for mobile devices.

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 Mobile Websites

Responsive Web Design: Website displayed on a laptop device

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 Mobile Websites

Responsive Web Design: Website

displayed on a Mobile device

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 Mobile Websites

• Some of the other best practices for optimizing the website for the purpose
of SEO are:
• Improving loading speed (i.e., reduce or minimize codes, redirects and
image fie size)
• Incorporating local search elements (often by linking to local businesses
and Google Maps)
• Allowing CSS, JavaScript codes, and images
• Not using flash-based content
• Optimizing titles and meta descriptions

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 Mobile Apps
• A mobile application (or, app) is a software program for mobile devices
(including mobile phones and tablets) that allow a user to undertake a
specific set of activities:
• Downloaded by the user depending on what the user adjudges it as
important

• Value provided for companies :

• Send push notifications (e.g., new offers and customization)
• Offer customer service (e.g., service resolution)
• Deepen customer relationship (enhance customer engagement)
• Automate processes (e.g., bill payments, reminders)

• Value provided for consumers :

• A user is unlikely to download an app unless the user is convinced that
there is utility that can be obtained which no other app can offer.
• Provide compelling reasons to the user of the app to keep on using the app.
• An in-app experience may be enriching for the customer.
• An app functions on disrupted internet while a website does not.

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 Forms of Mobile Marketing:Mobile Apps

• Digital Wallets:
• A digital wallet is a mobile app that acts as a virtual wallet that allows
users to store money in the virtual form and make e-commerce
transactions.
• Digital wallets offer the user the option to store virtual credit/debit and
loyalty cards as well as passes, tickets.

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Mobile Advertising
 Mobile Advertising
• Advertising on mobile phones can be on the website that is accessed
through a mobile device, through a mobile app, or could be presented
through voice communication or an SMS.

• The screen size of the mobile phone makes the advertisement even more
intrusive than it is on the regular laptop/desktop:
• It is more unwelcome and annoying on a mobile device.

• A variety of advertising formats may be used on the mobile device:

• Banners: Probably the most-used mobile format. Usually used for branding.
• Native ads: Advertisements that appear to be part of the content of the
page that the user is browsing.
• Video ads: Plays while a user opens or interacts with a mobile
App/Website.
• Interstitial ads: Interactive ads that ’take over’ the entire screen of the
mobile device, often while a website/app is loading or after the website/app
is closed.
• Rich media ads usually have interactivity built into the advertisement to
creatively engage the users to generate high CTR and conversions.

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M-Commerce
 M-Commerce: Cash on Delivery

• M-commerce refers to the pairing of mobile devices with commercial

transactions, providing consumers with the ability to carry out transactions
through wireless internet-enabled devices

• Indian consumers are wary of making online payments:

• All transactions online are paid for in cash when the product is delivered.
• Such service is offered by all leading e-commerce companies and is
referred to as cash on delivery (COD).

• COD, while hugely beneficial for the customer, has detrimental effects on
the e-tailer:
• This service is manpower intensive as it requires more time per every
delivery.
• Some customers, unfortunately, refuse to accept the ordered item and
refuse to make the associated payment, which results in a net loss for the
item for the e-tailer.
• Poor infrastructure issues in India cause delays in delivery of product
items, leading to frustrations and unfulfilled expectations on the part of
both parties (i.e., the e-tailer and the customer).

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THANKYOU