Mobile Marketing in the Digital Age

Ms. Anubha RastogiAstt. Prof, Vidya School Of Business

2017-18

My World, My Mobile : It’s Highly Personalized !

Anubha Rastogi | VSB

• Mobile marketing is marketing that occurs over a mobile device, targeted at mobile users.

• It leverages mobile devices to communicate and engage with consumers at any point in the customer lifecycle, to drive brand value and demand for your products or services.

• Mobile marketing unlocks powerful opportunities for marketers on a scale never seen before. Unlike any other engagement and communication channel, mobile allows marketers to reach larger audiences in a way that is more personalized and real-time

• These devices bring communication, commerce, and interaction to awhole new level. This creates tremendous opportunities for marketers.

• Emerging as the number one marketing platform



• Personal

• Targeted

• Scalable

• Immediate

• Actionable

• Portable

• Interactive

• Measurable

Create an emotional bond between the customer & brand

• Easy to Use: Most interactions in one or two clicks• Creates database: Consumers opt-in to receive offers• Customizable: Limited only by creativity• Instant Response: Coupons, links, and codes acted upon• Strong Delivery: Messages delivered and read in < 24 hours• Scalable: Can use several platforms, with room for growth• Cost Effective: Cost of Entry in the $$$, not the $,$$$









The main ways to integrate mobile into your marketing mix include:

• Becoming mobile friendly with a mobile optimized site

• Creating SMS/MMS texting campaigns

• Developing a mobile application (referred to as a mobile app)

• Advertising on mobile apps/sites

• Participating offline using QR codes

• Designing campaigns that reach clients through location based services like check-ins

• Search marketing: $33.3 billion, up 78 percent over the five-year period.• Display advertising: $27.6 billion, up 152 percent.• Mobile marketing: $8.2 billion, up 399 percent.• Social media marketing: $5 billion, up 214 percent.• Email marketing: $2.5 billion, up 63 percent



Ways With Which Mobile Marketing Will Evolve

Mobile: Influencing Purchase Process

Mobile-friendly Websites• Optimizing for Mobile

No Flash & larger buttons (with spacing) Contact information in footer Map & driving directions

• Building for Mobile WordPress plug-ins Design in CSS (Handheld.css & iPhone.css) Dedicated website (m.company.com)


• Used to direct viewers to specific URL• QR Codes (square)• Digimarc Discover (embedded)

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• Virtual Loyalty/Couponing Programs• Utilize cellular, GPS, Bluetooth & NFC

technology• Popular: Google & Facebook Places,

Foursquare • Alt Platforms: Yelp! Mobile, GoWalla & Loopt



Sponsorship Product Placement Branded Entertainment Requires Promotion

• Opt-in models provide a way for users to select the promotions they wish to receive

• Some companies are experimenting with the idea of using Facebook or My Space Web sites like communities around their products; members join to receive promotional text messages from the company, and they are also able to send messages directly to each other

• Google’s Android platform allows for mobile phone applications that include search-based promotions tied to Google Maps


#1 Mobile Payments/Pay by Phone

#2: Healthcare Choices by Phone

#3: Education on Mobile

#4: Govt. Gone Mobile

#5: Localization of Everything Continues

#6: Video & Chat With the Multitudes (and Siri)

#7: The Next Really Important Social Network,

And the Answer is….

Pay Now NFC. Near Field Communications


Mobile Platforms (AdMob, Bango, Mobilytics) Analytics Platforms (Google, Omniture, WebTrends) Apps (Flurry) Integrated (Unica, Responsys)


• SMS Text Messaging Users opt-in: On your website or By texting a code & keyword Send specific special offers: Weekly or Monthly Specials Engage with the customer: Feedback / Surveys or Timed Promotions or Coupon Redemption

• MMS- Multimedia Messaging Service Picture, images, audio, video Tell a story, offer coupons with pictures, video, audio

• Email: Mobile email• IVR- Interactive Voice Response• Proximity Marketing

Wifi and Bluetooth Localized distribution of content to a mobile device

• Apps Sticky as prospects and customers download

• Mobile Ads Paid ads on mobile sites your target visits

• Mobile Web Sites Optimized for mobile devices, Auto detects users Serves branded content Enhances users experience Builds customer database Serves as the entry to your sales funnel


•Special Web Promotion•Search Engine Marketing•Broadcast to existing lists•Social Media Channels•Blogs & Forums•Location Marketing

•QR Coupon-POS/Register-On receipt if capable-At entry & exit locations

•Existing direct mail campaigns•Flyer insert / collateral

Online Offline

•Be Collaborative•Define Strategy•Find Call to Action in the App Or Hold on Build•Determine Audiences in Advance•Use Metrics•Do Targeted, Intense Promotions to Drive Up Usuage•Experiment with Other NEW social paths•Hyper Local is Useful so Leverage


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Date post:	22-Jan-2018
Category:	Education
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