Mobile Marketing

Mobile Marketing
• A set of practices that enables organizations to
communicate with and engage with their
audiences in an interactive and relevant
manner through and with any mobile device
or network
Process
 Stage 1- Opportunity
• Growth in mobile
• Benefits
– Personal connection
– Access/immediacy
– Fast Distribution
– Seamless UX
• Challenges
– Digital voice of consumers
 Stage 2 - Optimize
• Mobile Optimized Websites
– Adaptive sites
– Responsive sites
• Characteristics of an effective mobile site
– Prioritize content over navigation
– Create large tap targets
– Remove unnecessary content
– Provide for quick tasks
– Consider download speeds and power usage
– Know your limitations – Cookies
– Understand interactions (touch versus click)
 Stage 2 - Optimize
• Touch Design
• Phone Integration
– GPS
– Keyboard choices
– SMS
– Click to call/ Auto-detect numbers
– Autocorrect option
 Advantages of Mobile sites
• Immediacy
• Compatibility
• Easily upgraded
• Easily found
• Longer life cycle
• Cost/time effective
 Advantages of Apps
• Uninterrupted Internet access not required
• Better phone integration
• Platform-specific
 App Development
• App – Self contained program or piece of
software designed to fulfill a particular
purpose
• App development – Fundamentals
– Needs fulfillment
– Simplicity
– Interactivity
– Accessibility
– Security
Site/App Development Process
 Stage 3 - Advertise
• Goals of Mobile advertising
– Business Goals – Lead generation, driving sales
– Product Goals – Information, Downloads
– Communication Goals – Engagement, Interactions
Mobile Ad formats
Expandable Mobile Banner Ads
Interactive Mobile Video Ads
 Mobile Ads
• Mobile search
• In-app ads
• Branded Apps
• WiFi
• Mobile Networks
 Getting Started
• Justify
• Build
• Go Live
• Promote
• Measure
• Update
 Proximity Marketing
• Sending the right content to the near place at
right time
• Bluetooth marketing
• Ibeacon
• QR code
 SMS Marketing
• Targeted
• Relevant
• Timely
• Personalized
• Visible
• Accessible
 Challenges SMS Marketing
• Strict regulations
• Limited space
• Opt-out requirement
• Anticipating response
Getting Started
 Stage 4- Analyze
• Mobile Analytics
– Performance on devices
– Bounce rate
Audience Metrics
Performance on Devices
 Emerging Trends
• M-commerce
• Geolocation
• Showrooming
• Wearable computing
 Law and Guidelines
• Data protection and privacy
• Copyright
• Cookie policy
• Accessibility