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Mobile Marketing
Gaurav Nayak
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Objective of Digital Marketing efforts Challenges in Digital Marketing

 Today, Digital plays a critical role in every aspect of marketing – whether it is about awareness,
customer engagement, acquisition, and product development.
 As the mobile screen became the first screen of India in 2016, it is rapidly changing the way we
consume media, interact with others (including brands) and how we live our lives today.
 Companies today, work hard to create brand awareness and an experience, seamlessly in the
offline as well as the online world.

Mobile Marketing
 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.
 Today marketers can reach your customers on mobile devices through SMS, email, websites, mobile apps, and
mobile notifications.
 Mobile has transformed from an accessory to a necessity in the eyes of consumers, with 75% of the world having
at least one phone and 49% own two mobile devices.
Source: Gartner report

Being a Marketer what should be your strategy for Mobile Marketing
Exploring the best ways to lay the foundation for a successful campaign.
How to think like a mobile marketer.
How to use mobile to effectively target your prospects.
How to leverage mobile websites and mobile apps to drive demand and transactions.
How to accomplish marketing objectives like brand awareness, generate clicks, leads and
conversions from mobile display ads.
How to leverage the complete power of mobile.
How to apply these six characteristics of successful mobile campaign for your purposes.

Other social media platforms mobile marketers are investing in: Youtube, LinkedIn, App Store-Adds, Wechat

Mobile Marketing Tools
 Mobile video, display or audio ads
 Mobile websites
 Mobile Apps
 Response Codes: According to CMBInfo.com, 50% of smartphone users have scanned QR codes and 18% have
made a purchase as a result. There are a number of different kinds of response codes, the most common of which
are QR codes, Microsoft TAGs, ScanLife, SPARQCodes and others.
 Mobile Search Marketing
 SMS and MMS
 Location-Based Marketing
 Near Field Communications: Similar to BlueTooth, NFC uses a small chip embedded in a phone to connect
wirelessly to another chip embedded in a kiosk, point-of-purchase poster, debit card terminal or turnstile.

Simple steps to get started with Mobile Marketing
 Setup your mobile website:
One option is to use the automated systems offered by many companies. They essentially take your existing
website content and auto-format it for a mobile screen.
Option number two is to use one of the many plug-and-play platforms offered online. These companies actually
create a separate mobile website that is completely independent from your regular website.
Mobicanvas.com, GetGoMobi.com and Onswipe.com all seem to have good solid platforms to create mobile
websites.
A third option is to add a simple line of code onto your existing home page that “sniffs out” the screen size of the
person visiting your site.

 Claim your business on location- based platform:
You should claim your business on location-based platforms like Foursquare, Gowalla and Facebook Places,
especially if you have a brick-and-mortar location.
Claiming your business just means that you’re raising your hand to these services and saying, “I’m an official
representative of XYZ business and want to be listed on your platform.” Claiming your business is similar to calling
up the phone company to get a free listing in the Yellow Pages
Once you’ve claimed your business, you can start using these platforms to run mobile promotions.
 Immerse yourself:
You can’t fully understand mobile marketing until you use mobile marketing.

 Run a mobile ad-campaign:
A mobile ad campaign is great for all kinds of companies, but particularly good for companies that have brick-and-
mortar locations. After all, if you own a restaurant, wouldn’t you want to have an ad pop up when someone searches
for “restaurants near my house”?
Mobile ad campaigns can be bought on a cost-per-click basis, a cost-per-thousand basis or a cost-per-acquisition
basis. *Millennial Media, iAd from Apple or AdMob from Google
 Scan a QR code:
QR Codes are those little barcode-like squares that are popping up all over the place.
QR Codes (or their closely related cousins EZ Codes, Microsoft Tags, SPARQCodes, etc.) can be scanned by
smartphones. Once scanned, they drive you through to mobile web pages that offer discount coupons, bonus
content, special offers or some other additional content.

Designing Websites for Mobile
 Be Thumb-Friendly: Many visitors to your mobile site will be navigating through it with their thumbs or fingers.
Large, easy-to-press links and buttons ensure the user experience starts off right.
 Streamline the Navigation: In addition to being thumb-friendly, your site should have the fewest number of links
and pages possible. They want key information like location, contact information and click-to-call buttons.
 Minimize the Graphics: You’re not designing for a desktop/broadband experience. You are designing for a mobile
visitor who is using up valuable bandwidth to access your site. With that in mind, be sure you keep graphics small
and to a minimum.
 Honour Your Brand: Your mobile site should have the same branding elements as your desktop site.
 Include a Link to the Desktop Site: Some visitors will be interested in viewing your desktop site, even though
they’re on a mobile device.
 Test Your Site: There are a number of good ways to test the functionality of your mobile website. Do a search for
mobile website emulator and you’ll find plenty of them.

Important points for Mobile Apps
 Make Sure Your App Solves a Problem
 Get Inside the Mind of Your User
 Design with the End in Mind
 Don’t Underestimate the Budget
 Analyse Your Competitors’Apps
 Recognize that the App is Only Part of the Picture
 Consider HTML5 as an Alternative: HTML5 works across many phones and may be a simpler solution for many
sites. The downside is that there is no app store for HTML apps and they have some limitations in functionality

Context: How to pull Customers
 Location: by far the most important aspect of context with mobile, it is also the most sensitive.
 Time: much less sensitive than location, using time as a targeting criteria can be useful when sending messages
relevant at certain times of day, week or month. The immediacy and suitability of a well-timed mobile message can
improve ROI of the overall effort.
 Proximity: knowing that your customer is nearby or within your store, or ready to make a purchase, gives you the
opportunity to deliver hyper-local and very relevant messaging or offers.
 Device: tailoring and targeting to select devices or operating systems is not necessary, but it can be useful and
profitable. Volkswagen Jetta introduced an advertising campaign exclusively through the iPhone when it first came
out, and the results were both positive and profitable.

Some Successful Campaigns using Mobile Marketing
Coca-Cola Uses an Integrated Mobile Campaign to Further
Build their Brand at the London Olympics
How OMO Detergent Used Mobile to Increase Loyalty and Drive
Sales
Customers who bought the product and dialled the code on the
packaging received a call back from Nkanyiso, a South African
celebrity. Rewards were designed to drive repeat purchases.

Dove Uses Mobile to Connect with Consumers on a Personal Level
By placing display ads in strategically targeted apps, users were able to find out
more about the problem and the solution in a private and intimate environment.
Targeting Teens by Creating a Branded Mobile Browser that Allows Them to
Surf the Web for Free
Coca-Cola created a branded mobile app that allowed teens in Brazil to surf
the web for free via a device to recharge media minutes at the point of sale.

References
 http://www.emarketer.com/Article.aspx?R=1008728
 Mobile’s X% Solution, August 2012
 Millennial Media and comScore, Mobile Intel Series: Retail study, 2010
 http://www.gartner.com/it/page.jsp?id=1278413
 http://searchengineland.com/google-50-percent-of-smartphone-users-exposed-to-ads-took-action-74760
 http://mobilemarketer.com/cms/opinion/coumns/8188.html