MOBILE MARKETING

AJAYKUMAR R
M.Sc. in Computer Science
 MOBILE MARKETING:

Mobile marketing is a multi-channel, digital marketing approach that uses websites, emails, SMS and
MMS, social media, apps, and other mobile devices to connect with a target audience. It pertains to any
advertising that occurs on smartphones and other mobile devices, such as tablets and other cell phones.
Customers have started to focus more on and spend more money on mobile in recent years. As a result,
marketers are following suit in an effort to foster real multichannel interaction. Marketing also fragments
along with technology. Additionally, material needs to be highly tailored and strategically planned in order
to capture and hold the interest of potential customers.
 MOBILE MARKETING OVERVIEW:

Mobile Marketing is a next generation trend of marketing products and services.

Today, the strategy of mobile marketing is being practiced by most of the traders and
businessmen across the globe through which they communicate or engage with their
potential audiences/customers in an interactive and relevant manner. The companies
create short, but interactive messages (to promote their business) specifically to
deliver on mobile devices.
 IMPORTANCE OF CONTENT MARKETING:

Ubiquity of Mobile Devices: With the widespread use of smartphones and tablets, mobile devices have
become an integral part of people's daily lives. Mobile marketing allows businesses to reach their audience
wherever they are, providing a direct and immediate connection.
Increased Mobile Internet Usage: The majority of internet users access content through mobile devices.
Mobile marketing ensures that businesses can effectively engage with users who predominantly use
smartphones for online activities, including browsing, shopping, and social media.
 Location-Based Targeting: Mobile devices enable location-based marketing strategies. Businesses can
send relevant and timely messages, offers, or promotions based on a user's location, enhancing the
relevance and effectiveness of marketing efforts.
 App Engagement: Mobile marketing is closely tied to app engagement. Businesses with mobile apps can
leverage mobile marketi.ng strategies to promote app downloads, increase user engagement, and drive in
app actions.
 MOBILE ADVERTISING STRATEGIES:

Mobile advertising is a multichannel marketing strategy to help marketers reach audiences on their
smartphones, tablets, and other mobile devices. As more consumers rely on mobile devices for their daily
needs, they’ve started using their devices in recent years for activities beyond communication.
Below are the strategies required for mobile advertising :
Responsive Website Design that is optimized for Mobile.
The website, marketing content, and ads all need to be optimized for mobile. That is a step further than
just ‘mobile friendly’ and it means having a highly responsive website that is designed with mobile use in
mind. A mobile-optimized website ensures a great customer experience for those browsing on their
phones and any other mobile device. It also increases conversion rates and lowers bounce rates.
 Mobile-friendly Content and Copy:

As we noted above, mobile optimization is not limited to your website infrastructure. Using content that is
mobile-friendly is important too!
Here are some tips to ensure that your content is mobile-friendly:
• Use high-quality images, videos, and GIFs. Mobile content needs to be visually engaging and interesting.
• Copy needs to be short, concise, and to the point. Use short sentences, break up paragraphs with headings
and sub-headings, and use ordered and unordered lists for any content that can be skimmed.
• Use large fonts (size 14px or bigger), as small font sizes are hard to read on a small screen.
• Add alt text, image names, and captions to all media so that viewers can see what it is if it’s taking a while
to download on a slow data connection, or if their browser does not automatically load media.
• Most people watch videos on mute, so adding subtitles is essential to get your message across even with
the sound off!
 Opt-In (and Opt-Out) Forms:

In digital marketing, especially email marketing, it is best practice to get permission from recipients and make
sure that they have a way to opt out too.
An opt-in is a form of consent given by web users, acknowledging interest in a product or service and
authorizing a third party to contact them with further information.
 Opt-out :means the user does not want to receive any further communication they have to actively tick the
above boxes.
You can use a simple pop-up or you can use something more complex, like a lead-magnet offer
 SMS/Text Message Marketing

SMS marketing, or text message marketing, is a form of mobile marketing that allows businesses to send text
messages to customers and prospects. It's considered one of the most cost-effective ways for brands to engage
their mobile consumers. This involves using a short message service (SMS) to send messages like promotional
offers, discounts, appointment reminders and shipping notifications. SMS marketing is a form of direct
marketing that's an easy and convenient way to communicate with customers because of its relative speed and
positive reception.
 Paid Social Media Ads:

Paid social media ads are a form of digital marketing that involves paying for advertising on social media. Compare to
unpaid ads, organic reach is high in paid social media ads. Paid social is an essential component of a successful digital
marketing strategy. If you’re still wondering why you need to pay for advertising on social media, the answer is simple:
wider reach, more visibility, enhanced brand awareness, in-depth market insights, and targeted advertising.
 GIFs and Video Content:

Mobile marketing strategies work best when they’re coupled with interactive visual content like GIFs and videos. People
expect mobile content to be easy to digest and entertaining. No one wants to read pages and pages of text on a small screen!
Video marketing has become a cornerstone of almost all forms of digital marketing, especially on social media. Video is
especially useful for reviews and educational content on products and services. Almost 75% of people prefer watching a
video over reading a guide when learning about a new product.
 Location-based Marketing Techniques:

Location-based marketing techniques, such as mobile targeting, geo-fencing, and geo-targeting, are invaluable mobile
marketing strategies. Leveraging real-time location data provides insights into customer behavior and preferences that you
can use to fine-tune you’re targeting and provide highly personalized offers. The brands that provide location-based offers,
must provide free delivery within a specific area or products.
 Voice Search Optimization:

Voice search optimization can help you reach more people than optimizing text-based searches. 27% of internet users now use
voice search on their mobile devices. Conversational Tone When people use voice search, they tend to speak more naturally,
so however they speak the system must have the capacity to understand well and give relevant information. Long Tail
Keywords Voice search queries tend to be lengthier and more detailed compared to typed searches. This is because people use
voice search when they want detailed and specific information. So it should be having the capacity to listen the lengthy
words.
 In-app Support to Improve Customer Experience:
Customer experience is everything. Providing great customer service, support, increases customer lifetime value. In-app
support through live chat on your website or mobile app is a convenient and immediate way to communicate with your
customers. It is easier for them to contact and get a quick answer and an easy solution to their problems.
 Push Notifications:

In mobile marketing, pushing notifications are a great way to send notifications and time-sensitive offers and keep users
updated on your latest promotions. When users opt-in to push notifications, those notifications will appear on their home
screen and not only when they’re in the app itself. Keep the notifications short, fun, and engaging with emoji’s and other
visual elements.
 MOBILE APP MARKETING:

Mobile app marketing is the process of marketing to users

through an app. The goal is to increase engagement both
inside and outside of the app.
 WORKING OF MOBILE APP MARKETING:
Step 1: Understanding the Target Audience
It is important to understand the target audience, their needs, and their behavior before starting a campaign.
The information can be gathered through market research, customer surveys, and analysis of app store data.
Step 2: Defining the Marketing Objectives
The marketing objectives should align with the overall goals of the app and the target audience. Examples of
marketing objectives include increasing app downloads, user engagement, and revenue generation.
Step 3: Choosing Marketing Channels
The next step is to choose the marketing channels that are best suited for reaching the target audience. The
process could include app store optimization, social media marketing, influencer marketing, online
advertising, and email marketing.
Step 4: Executing the Marketing Campaign
The marketing campaign can be executed once the marketing channels get chosen. The
process involves creating and distributing marketing materials, such as advertisements,
influencer collaborations, and promotional emails.
Step 5: Monitoring and Optimizing
The marketing campaign should be monitored regularly to measure its effectiveness. You
can then optimize it based on the results. It involves analyzing data such as app downloads,
user engagement, and revenue, and making the required adjustments.
 STEPS INVOLVED IN MOBILE APP MARKETING:

• Prelaunch Marketing : The app is still in the development stage during this period. So, a marketer’s
job is to create awareness of the application by instigating a ‘buzz’ about its features across different
platforms.
• Post launch Marketing : This is the phase where the application is completely developed and ready to
be rolled out for customer use. Marketers need to use different methodologies to encourage prospective
customers to download the new application.
• Customer Engagement and Retention :This step involves rigorous mobile app marketing campaigns
to ensure that customers only uninstall the app after using it once. The campaigns should prompt them to
return to the application and engage with it.
• Application Monetization: Marketers must ensure that the applications involve paid subscriptions for
users and other exclusive services. They can also drive further finances easily by introducing in-app
purchases to provide more features and deliver a rich user experience.
 LOCATION BASED MARKING IN MOBILE MARKETING:

Location-based marketing allows organizations to target consumers at a great power and allows for
online/offline messaging based on their physical location. Using location data, marketing teams are able to
reach consumers based on qualifiers like proximity to a store, events happening in their region, and more.
Here are some examples of location-based marketing methods:
 Location-based marketing is a direct marketing strategy that uses a mobile device’s location to distribute
content or services (such as push notifications) associated with a particular place.
 A location–based service (LBS) is a software application that uses location data from an IP capable mobile
device to target specific users based on location or location history.
 Location-based technology refers to the technology that makes it possible to locate a device within a
specific geographic location. The most common technologies deployed in location-based marketing
applications include geofencing, beacon. Other technologies include Radio Frequency Identification (RFID),
Near Field Communication (NFC), and ǪR Codes.
 Geolocation is the wireless detection of the physical location of a remote device. Geolocation
refers to both the physical location and also the process of detecting that location.
 Proximity marketing is used to describe marketing or ad campaigns that are triggered by the
proximity of a user to a specific geographical location. Proximity marketing campaigns typically
rely on Bluetooth low energy beacons or geofences to trigger a specific course of actions.
 Geo-fencing involves a location-aware device of an location-based service (LBS) user entering
or exiting a geo-fence. This activity could trigger an alert to the device’s user as well as messaging
to the geo-fence operator. This info, which could contain the location of the device, could be sent to
a mobile telephone or an email account.