BITS Pilani
Pilani Campus
Digital Marketing
BITS Pilani Nirankush Dutta
Pilani Campus
BITS Pilani
Pilani Campus
Mobile Marketing
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Introduction
• Mobile device: The third screen
• Study by Facebook in 2014 revealed
– 77% users in the age group 13-24 years can not leave home
without their mobile phones
– 63% prefer to give up TV for mobile phone
– Young people often use multiple devices simultaneously
• Approx. 300 million mobile internet users in India (Dec, 2015)
– 219 million from urban areas (53% penetration)
– 87 million from rural areas (9% penetration)
• 35% mobile internet users are females
• India is the second largest smart phone user in the world,
after China
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Mobile Subscription Per Region
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Think!
• Is accessing the internet through mobile phone same as that
through a desktop / laptop?
• What all consumer-related activities for different types of
products can be undertaken through mobile phones?
• What are the forms of mobile marketing?
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Definition
• 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
– The Mobile Marketing Association
• Mobile marketing is any marketing activity that is carried out
by an organization on a mobile device.
– Visiting a website
– Filling a form
– Actual purchase
– Making a call
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Mobile Marketing Process
• Challenges/risks • App Development
• Characteristics • Mobile sites
• Trends
• Devices
1. 2. Optimize
Opportunity
4. Analyze 3. Advertise
• Measure • SMS
• Analyze • Mobile Advertising
• Optimize • Proximity Marketing
• Emerging trends
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Characteristics of Mobile Phones
& Mobile Marketing
• Personal connection
• Immediacy
• Contextual
• Relevant
• Seamless UX
• Cross-platform capabilities
• Simple task for CTA
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Challenges of Mobile Marketing
• Technology & capabilities
• Speed
• Interface / screen size
• Product type
– Tangible & intangible
– Credence, experience & search
– High cost & low cost
– Convenience, shopping, specialty & unsought
• Need for more immersive experience
• Unchartered territory
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Characteristics of an Effective
Mobile Site
• Adaptive or responsive
• Prioritize content over navigation
• Create large tap targets
• Remove unnecessary content
• Provide for quick tasks
• Consider download speed and power usage
• Know your limits (e.g. it is not possible to store cookies that
trace a user’s browsing behavior on mobile devices as you can
with desktops)
• Understand interactions (touch versus click)
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Touch Design Fundamentals
• Point and tap
• Press and hold to reveal things
• Slide to move through a gallery or to the next page
• Swipe to get to the bottom of the page quickly
• Pinch and stretch to expand details
• Twist and turn elements on a page
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Phone Integration Fundamentals
• GPS
• Keyboard choices
• SMS
• Click to call
• Auto correct
• Visit desktop option
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Advantages of Mobile Sites
• Immediacy
• Compatibility
• Easily upgradable
• Easily found
• Longer life cycle
• Cost / time effectiveness
• Support and sustainability
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Advantages of Apps
• Uninterrupted internet access not required
• Better phone integration
• Platform specific
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Apps vs. Web Apps
• A hybrid (web) app uses standard HTML5 technologies but is
wrapped in the shell of an app to persuade the app stores
that it is a native app
• Fragmentation
• Online only
• Integration
• Visibility / distribution
• Revenue options
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App Marketplace
• A self-contained program or piece of software designed to
fulfill a particular purpose
• Over 2.2 million apps on the iOS App Store; approx. 3.3 million
apps on Google Play
• Third party apps
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Getting Started
• Justify
• Build
• Make live
• Promote
• Measure
• Update
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App Development Fundamentals
• Need fulfillment
• Integration
• Simplicity
• Interactivity
• Accessibility
• Security
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Forms of Mobile Marketing
• Voice based communication services
• Short Messaging Services (SMS)
• Quick Response (QR) Codes
• Common Short Codes (CSC)
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Advertise: Advantages of Mobile
Marketing
• Business goals (e.g. generating leads and driving sales)
• Product goals (e.g. providing information, increasing
downloads or upgrades)
• Communication goals (e.g. engaging new audience, increased
interaction with brand)
• Marketing goals (e.g. branding, awareness, engagement)
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Mobile Ad Formats
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Mobile Ad Formats
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Mobile Search & In-App Ads
Mobile Search Mobile Ads
• There are more daily searches from mobile • These ads are contained in downloaded
devices than from desktops in over 10 apps and are what allow many developers
countries. to monetize the free apps that they produce.
• Make sure that you have a mobile- • in-app advertising, your content is directed
optimized response, be it an adaptive or at people who are already predisposed to
responsive mobile site. your brand or product.
• Let users download your app (if you have • They are more targeted than mobile search,
one) directly from your mobile ad onto their because advertisers can decide in which
phones. types of apps they would like their ads to
• Include a click-to-call button—allowing appear in.
users to contact you in a more immediate • You must be careful when selecting the
way than they could on a desktop. apps in which you want your ads to appear.
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Mobile Sites & Branded Apps
Mobile Sites Branded Apps
• Standard mobile banner ad format is really • Generally, branded apps are sponsored by a
small. particular brand.
• Mobile ads rarely jump out and they are • Branded apps can help you engage
easy for the user to ignore. customers for longer. They can also make
• Mobile advertising is more accessible for your brand look great.
established brands. • A type of successful app is a branded game.
• By making your ads interactive, such as • You must be careful when selecting the
including video or action-driven buttons, apps in which you want your ads to appear.
you have a better chance of engaging users
on mobile sites.
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Proximity Marketing
• Proximity marketing involves sending the right content to the
right place at the right time.
• With proximity marketing, you can target content to wireless
devices based on their locations
A bluetooth or Wifi
A cellular phone in a
device within range of a An NFC enabled phone
particular cell
transmitter
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SMS Marketing
• Advantages
– Targeted
– Relevant
– Timely
– Personalized
– Visible
– Accessible
• Challenges
– Strict regulations
– Limited space
– Out-out requirement
– Anticipating response
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Getting Started: SMS Marketing
• Provider selection
• Subscriber list
• Landing page
• Message campaign
• Review and measure
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Analyze
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Mobile Device Information within
Google Analytics
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Current Trends
• M-Commerce
• Geo-location
• Showrooming
• Wearable computing
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Laws & Guidelines
• Data protection and privacy
• Copyright
• Cookie policy
• Accessibility
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