Mobile Marketing

10 Key excerpts on "Mobile Marketing"

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  eBook - ePub

  The Art of Digital Marketing

  The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns

  • Ian Dodson(Author)
  • 2016(Publication Date)
  • Wiley

    (Publisher)

  Chapter 8 Mobile Marketing

  An Introduction

  People have grown pretty fond of their phones. Their little devices of metal, plastic, and glass are like phantom limbs and they panic if they (gasp!) forget it, even for a few hours. This addiction means that consumers have become used to having their mobile devices with them constantly. So what opportunity does this pose for marketers? Right you are. A big one.

  This chapter will focus on the Mobile Marketing industry, and how you, the digital marketer, can get up close and personal with your customers.

  The Mobile Marketing Association's formal definition of 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.”

  Informal definition of Mobile Marketing: Making your move through mobile!

  Process

  Effective Mobile Marketing is a cycle of discovery. Since it is a relatively new channel, there is no real rule book to follow—so you will need to experiment with and augment your strategy as you go along. However, as seen in Figure 8.1 , a process does exist for effective Mobile Marketing.

  Figure 8.1

  Four-Step Mobile Marketing Process

  This chapter will address the four main stages of Mobile Marketing's iterative process:

  1. Opportunity. Chapter 8 begins by discussing how mobile use has taken off and why this presents such a great opportunity for digital marketers. You will come to understand the sheer size and scale of the Mobile Marketing universe and why an ever-increasing amount of attention is being paid to it. Once you have seen what makes mobile such a big deal, you will discover a few challenges that it may throw your way.
  2. Optimize.

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  eBook - ePub

  Digital Marketing Fundamentals

  OMCP's Official Guide to OMCA Certification

  • Greg Jarboe, Matt Bailey, Michael Stebbins(Authors)
  • 2023(Publication Date)
  • Wiley

    (Publisher)

  With all of the mobile options in marketing, and all of the traditional marketing channels that they can support, channel management within Mobile Marketing can build up and get complex pretty quickly. Channel management in Mobile Marketing is most often determined based on the most dynamic and lucrative mobile channel that is in the marketing mix. This will be different for each company, and it may be heavily dependent on the unique skills and experience of the marketing and technical teams that are working on the project. Of course, it may also depend on the nature of the product or service that you are trying to market. For example, a company that is promoting a new app will likely have a vastly different strategy than a company that is just a local restaurant trying to drive foot traffic or a clothing brand that is trying to drive both on‐ and offline purchases.

  When you are determining how Mobile Marketing fits into your marketing mix, it is often useful to think about what mobile technology offers are not available in the other marketing channels. Usually, the most relevant benefit of Mobile Marketing is the location‐specific nature of the mobile devices, the ubiquity and constancy and personal nature of interaction that consumers have with their phones, and the potential for simple, multi‐modal interactions on mobile devices. Thinking about these benefits, it is easy to understand why a local business would see value in ranking well in mobile search results in Google Maps, or why a new mobile game app might benefit from push notifications and SMS reminders to keep users engaged with the app during their downtime.

  Conversely, a clothing brand with both on‐ and offline commerce could really benefit from multi‐modal mobile interactions, leveraging email, mobile web, SMS, and possibly even an app to support loyalty, customer service, and conversion goals for their shoppers, in ways that allow them to shop online or in an app from wherever they are, but also driving them into the store for special events, to avoid waiting on shipping, or to pick up or return items in a quick, hassle‐free way. This chapter goes into further detail about how you can effectively leverage elements of Mobile Marketing like mobile search, mobile video, mobile advertising, and other mobile channels to work together, and with traditional marketing channels to create the perfect marketing mix.

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  Social Media Marketing

  Theories and Applications

  • Stephan Dahl(Author)
  • 2021(Publication Date)
  • SAGE Publications Ltd

    (Publisher)

  Given the complexity, diversity and flexibility of mobile devices, they offer a wide range of possibilities for marketers to interact with consumers, just as conveniently as for consumers to interact with other consumers. From simple advertising in applications or mobile advergames with social networking facilities to fully developed, mobile social networking platforms that leverage user-generated content as a means to market products and services to other users, the possibilities to engage with consumers on mobile devices are manifold and diverse. Within the mobile device area many applications are themselves branded or offer branded communication as content, consequently, the boundaries between commercial and non-commercial communication are widely blurred, possibly more so than on any other communication device.

  Kaplan (2012) suggested a series of definitions to differentiate the two main buzzwords (Mobile Marketing and mobile social media) connected to mobile device-based marketing activity, both firm-generated and user-generated. According to his series of definitions, Mobile Marketing is ‘any marketing activity conducted through a ubiquitous network to which consumers are constantly connected using a personal mobile device’ (Kaplan, 2012: 130); that is, Mobile Marketing encapsulates branded applications or in-application advertising. Mobile Marketing interlinks with mobile social media, which Kaplan defines based on his earlier definition of social media (Kaplan and Haenlein, 2010). Mobile social media is therefore defined as ‘a group of Mobile Marketing applications that allow the creation and exchange of user-generated content’. It is important to note that Kaplan uses the term ‘Mobile Marketing applications’. At first this seems unnecessarily restrictive, as some applications may not appear to have a primary marketing function. Rather, these applications appear as social media applications, which may incorporate obliquely marketing activity. For example, Facebook, either the mobile or desktop version, is not perceived by most of its users as first and foremost a marketing-focused application. The main focus of Facebook’s activity could, however, be seen as primarily providing content that surrounds core marketing activity, such as suggested pages or sponsored updates. Particularly given the Facebook display logarithm discussed in Chapter 4

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  Digital Marketing

  Integrating Strategy, Sustainability, and Purpose

  • Ira Kaufman, Chris Horton, Mariusz Soltanifar(Authors)
  • 2023(Publication Date)
  • Routledge

    (Publisher)

  Mobile advertising can include anything from text ads and offers via short message service (SMS) to banner advertisements on mobile websites or ads on downloaded apps and games. Advertising on mobile devices gives digital marketers an easy way to collect and utilize user data to improve ad targeting. Marketers can employ various behavioral or contextual targeting techniques to funnel their ads to the most relevant target audience. 6 However, the primary goal of mobile advertising is continuous engagement with prospects and stakeholders on the one thing they almost always have in their possession: their mobile device. Here’s a list of the most popular types of mobile advertising: 7,8 ● Push Notifcations—These are pop-ups that appear on a mobile device. Push notifcations can be delivered to users anytime, provided they choose to “turn on” or receive notifcations in their mobile device or app settings. 4 “Share of Global Mobile Website Traf fc 2015-2022,” Statista, July 20, 2022, https://www.statista.com/statistics/277125/ share-of-website-traf fc-coming-from-mobile-devices/. 5 “Mobile Advertising and Marketing Worldwide - Statistics & Facts,” Statista, November 28, 2022, https://www.statista.com/ topics/5983/mobile-marketing-worldwide/. 6 Uros Stanimirovic, “Everything You Should Know About Mobile Video Advertising,” Brid.TV, November 23, 2022, https:// www.brid.tv/mobile-video-advertising/. 7 Alvin, “What Is Mobile Advertising and How Does It Work?,” MobileAds.com, November 23, 2020, https://www.mobileads .com/blog/mobile-advertising#2_Think_Local 8 “Types of Mobile Ads: What Are They? Why Are They Important?,” Storyly, accessed November 28, 2022, https://www .storyly.io/post/types-of-mobile-ads-and-their-importance. 255 ● Banner Ads—Banner ads are small images or graphics with text embedded within a mobile web page or app.

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  Emerging Trends in Business

  An Interdisciplinary Approach

  • Mehmet Baykal, Halim Kazan, Mehmet Baykal, Halim Kazan(Authors)
  • 2018(Publication Date)
  • Peter Lang Group

    (Publisher)

  Digital Marketing 149 SMS marketing is one of the permitted marketing channels. Nearly in all the countries, the laws are being regulated. All phone numbers should be obtained within the frame of laws, and as allowed. Occasionally obtained phone num- bers shouldn’t be used for marketing purposes. Otherwise, the company may encounter legal liabilities. SMS marketing list may be expanded by sending special introduction offers over many marketing channels, or by including in marketing campaigns. In order to develop an SMS list, word-of-mouth marketing, social media, website membership reminders, traditional media channels, blogs, and e-mail marketing are being used. 3.8 Mobile apps Mobility is increasing as technology develops. According to a report published by Statista in 2017, the number of smart phone users has reached over 2 billions as of today, and it is being anticipated to exceed 5 billions. Tablet users are about 1.1 billions, and it is increasing everyday. Programs called Apps are being used on smart phones and tablet PCs. Mobile applications are programs which can be downloaded over the internet, or which had been installed on mobile devices in advance. Currently, there are more than 1 million applications in App Stores, and the developers are continuing to develop millions of more in order to introduce into the market (Leppaniemi & Karjaluoto; 2008;50–51). Downloading mobile applications is generally free. But there are also paid ones, and they are called paid apps. Besides these, there are also apps called free- mium, and their basic versions are free, but when a significant feature is required to be used, such versions can be downloaded as paid. On the other hand, the basic versions can be downloaded as free, but the user is being disturbed as subjecting her/him to ads. The users, who don’t want to be disturbed by such ads, are able to use the application without ads by paying an additional amount (Garris & Mishra, K.; 2015;43–46).

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  Internet Marketing

  • Debra Zahay, Mary Roberts(Authors)
  • 2018(Publication Date)
  • Cengage Learning EMEA

    (Publisher)

  Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it. 320 Chapter 12 • Mobile Marketing content is available on the desktop. However, the target audience is young, so the viewership can be expected to be primarily mobile. 30 “The Sound Drop” is an example of how one digital marketer, in collaboration with other digital marketers, can reach a potentially huge global audience. At the other extreme is the potential for Mobile Marketing to reach a hyperlocal audience. Local Opportunities Figure 12.8 shows ways in which localized targeting can work. The Rogers Centre is a multi-purpose sports and event stadium in downtown Toronto. In Figure 12.8a, a geo-fence or virtual perimeter has been drawn around the centre. That enables the marketer to target all cellphone users who pass through the space. If the Toronto Blue Jays are playing at the centre, that might attract a set of advertisers who wanted to reach sports fans. If Disney on Ice is playing there it would suggest advertisers of family-oriented products. That is powerful targeting. Figure 12.8b shows how hyperlocal advertising can work in a different way. In mobile advertising contextual refers to the specific characteristic of the defined geographical area including types of locations, demographics, and other census data. In Figure 12.8b the map shows a green space near York University. The space contains a bridle path and that is the title given to the defined area. You can see how this would interest advertisers who were trying to reach the student population or advertisers of recreational products who wanted to reach a population that was enjoying an outing. Messages that reflect the context in which people receive them also represent powerful targeting. Local businesses can, of course, develop their own local advertising campaigns and there are numerous mobile agencies that provide advertising platforms at afford- able prices.

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  Beyond Mobile

  People, Communications and Marketing in a Mobilized World

  • M. Lindgren, J. Jedbratt, E. Svensson(Authors)
  • 2002(Publication Date)
  • Palgrave Macmillan

    (Publisher)

  Learning about customers’ attitudes to the relationship and the degrees of intimacy they are prepared to accept creates loyalty. If customers are sufficiently loyal they may have lower privacy requirements, and if handled sensitively they may ultimately turn into ambassadors – with the help of interactive tools they may thus end up putting in a good word for the company. The mobile marketplace modifies the marketing process Ever since the electronic marketplace first started establishing itself in earnest, it has been plain to marketers and admen that marketing strategies can no longer be formulated by the old logic that “One size fits all.” The new logic creates new possibilities; and the mobile marketplace is ushering in further changes. The marketing process can obviously be defined in many different ways, but fundamentally it may be defined as being precise about processes to create contact, customers and relation- ships. Every time there is a new technology shift, the process is modified to varying degrees in response to new possibilities as well as threats to the status quo. Market surveys and product development may become more effective as a result of developments in mobile commerce. All marketing is based on insights into how target groups reason and function. Traditional, quant- itative marketing research methodologies can be slow, costly and static. It is no longer acceptable to merely carve up the market into structured segments. Marketers have to take on board the fact that customers change more and more rapidly in their behavior, roles and self-expression. No customer in the whole world would recognize himself as belonging in the aggregated segments put together by companies! As the mobile market- place expands – quite independently of segmentation – marketers have to identify and separate (in addition to their work with CRM) various dynamic decision-making processes, whether or not these coincide with their existing ideas on segmentation.

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  Mobile Electronic Commerce

  Foundations, Development, and Applications

  • June Wei(Author)
  • 2014(Publication Date)
  • CRC Press

    (Publisher)

  This growth is driven in large part by the use of social media on mobile. On an average, 21% of mobile web usage time of consumers in these key Asian markets is spent on social media. Social media usage is also the only mobile activity that over 50% of mobile web users across these key markets expect to increase their time spend on over the next 12 months. Interesting point to note here is that social media consumption is largely categorized as entertainment and is therefore associated with a more relaxed and receptive consumer mindset. Users are, therefore, more open to explore content that is relevant and attractive to them (InMobi, 2012). Thus, exploring and exploiting social media and its vital elements can give a mobile advertising campaign an edge. Using Facebook or Twitter buttons to share great promotions and interesting sites adds tremendous value by reaching consumers at a time when they are most receptive to such content. Moreover, if a user likes the campaign, there is a further scope that he or she will recommend it to their friends who might in turn pass it on to their contacts (Tuten, 2008). Tracking the advertising campaign is also very important point to consider while designing the strategies for mobile advertising. With the advances taking place in mobile communications, mobile advertising 255 Chapter thirteen: Mobile advertising campaigns can also be tracked, measured, and optimized (Martin, 2011). The key effort should be to clearly define the objectives of the advertis-ing campaign and then to identify relevant metrics to measure that how far these objectives have been achieved after delivering the campaign. The metrics will also be useful to analyze performance or awareness-related clicks, lead generation, and applications downloads or ad impressions, to track the time spent watching videos and other engagement measurements.

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  The Bootstrapper's Guide to the Mobile Web

  Practical Plans to Get Your Business Mobile in Just a Few Days for Just a Few Bucks

  • Deltina Hay(Author)
  • 2012(Publication Date)
  • Quill Driver Books

    (Publisher)

  Many location-based services provide analytics dashboards so you can see how well your page or a specific campaign is doing. In addition to these tools, measure your success using the goals you set for your campaign.

  Where to Go from Here

  This section is meant to be an introduction to location-based marketing. If you have a local business, you should pursue these marketing techniques further. There are a number of good books and articles in the resource section of the chapter that can help you create and maintain a more developed location-based marketing plan.

  Mobile Advertising Campaigns While many people have become desensitized to ads when browsing the Internet on desktop computers, studies show that mobile device users are much more likely to respond to mobile ads.

  In a study from Google conducted by Ipsos OTX16 :

  • 71% of smartphone users search because of an ad they’ve seen either online or offline.
  • 82% of smartphone users notice mobile ads.
  • 74% of smartphone shoppers make a purchase as a result of using their smartphones to help with shopping.
  • 88% of those who look for local information on their smartphones take action within a day.

  There are many ways you can tap into mobile advertising at very little cost. In this section we provide an introduction to pay-per-click advertising, advertising in mobile applications, and the importance of mobile-friendly landing pages.

  Google Adwords for Mobile

  Pay-per-click advertising (PPC) is a common type of Internet advertising. The advertiser places an ad on a website—usually a search engine—and pays a small fee every time the ad is clicked. The process can get more complicated, but that is it in a nutshell.

  Adwords is Google’s solution to PPC advertising. Using Google Adwords17

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  The Art of Digital Marketing

  The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns

  • Ian Dodson(Author)
  • 2016(Publication Date)
  • Wiley

    (Publisher)

  Although this strategy has been widely adopted in the desktop environment, it has yet to be done well in mobile. However, progress has been made, as in the case of smart app banners. When the user visits a certain website, a banner drops down to announce that there is an app available with the same content as the website. It includes a CTA, such as download or view, and if the user already has the app installed, it knows this and simply says open. Not too shabby. Test for success. In addition to A/B testing your ad types, test the creatives used within them. See what wording and images resonate with customers and remember to follow through! After each trip to your analytics reports, you should update and relaunch your ads accordingly. Because when it comes to mobile advertising, one size definitely does not fit all. And since mobile is often a big brands’ game, you need to do whatever you can to maximize the impact of your mobile ads and squeeze more out of your budget. Coming up is another way in which you can advertise via mobile—proximity marketing. 274 The Art of Digital Marketing Proximity Marketing Having covered key ways to reach users on their mobiles, let’s continue with stage 3 (see Figure 8.8) and a new area that technology has brought to mobile advertising. Learn how proximity marketing can help you get closer to customers by: • Understanding what proximity marketing is and how it works. • Discovering how you can utilize technology to reach customers near you. • Knowing the best practices for leveraging this technology. About Proximity Marketing Proximity marketing involves sending the right content to the right place at the right time. It is a lot more valuable than the shotgun approach of mobile banner ads and is generally cheaper, simpler, and more manageable. With proximity marketing, you can target content to wireless devices based on their locations, for instance: • A cellular phone in a particular cell.

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