Mobile Marketing

Dr. Viral Nagori

 Is it just another channel to
implement traditional Marketing
efforts? Why?
 Must have two things:

1. Incorporating Technology advances

2. Follow emerging m-commerce trend

 Traditional Mobile Marketing

• Two sectors
– Feature Phone Age
– Smart Phone Age
Feature Phone Marketing
 Smart Phone Marketing

• Mobile App Marketing – Also known as

– In-app marketing
– In-game-mobile marketing
• Mobile Search Ads
• Location based marketing
– GPS technology to potential customers based on their
location
• Barcodes/QR codes
– Visual codes to obtain information
 Why?

• 80% of the total time on mobile devices are spent on mobile

app.
• To improve brand loyalty, brand equity and m-commerce
experience
• 58% of the smartphone users regularly use shopping apps.
• 67% of users who land on mobile optimized site are likely to
convert.
• 30% abandon transaction if the experience is not optimized.
• 61% switch to competitor’s site if the page is not optimized.
• Integrate with analytical tools to know the cost of selling
product per unit
Mobile Website or Mobile App?
Consumer Purchase Funnel
 Advantages offered by Mobile
Website over Mobile App

• Immediacy
• Compatibility
• Upgradability
• Findability
• Shareability
• Reach
• Lifecycle (Cant be deleted)
• Time and Costs
• Support and maintenance
 The edge Mobile App offers over
Mobile Website

• Interactivity/Gaming
• Personalization
• Complex calculation or Reporting with visualization
• Smart phone features ( Map navigation)
• Push notification
• Offline access to content
 Integrating Mobile App with other
channels

• Mobile website for awareness and consideration along with

– SMS
– QR codes
– Email marketing
• Links to social media feeds
– Access to product ratings and reviews
– Free trials (E.g. Wakefit)
• Geotagging the content
• SEO and SEM
• Google Mobile Ads
• Mobile check-in
 Mobile Web Game Trends

• Video Sharing apps

• Social media integration
• Monetization strategies
• Focus on user preferences
•
 Mobile Games to improve
Marketing

• Uninterrupted User experience

– No pop up or mobile banner ads during game
• Distribution across the globe
• Price sensitive approach
• In-brand messaging
 Future of Mobile Apps

• Integrating with IoT devices or wearable devices

• Google Glass
– Surgeon can monitor patients heart rate during operation
– Coach can adjust training programs on the fly from data
points.
• How IoT will change marketing strategies for mobile
app?
 Marketing through Mobile Apps-
Case Studies

• Given to you
– App Name
– Marketing objective
• Group Assignment
– List down mobile marketing strategies for mobile app
– USP of your strategy
– Expected results
 KLM Airlines

• Objectives:
• The main objective of KLM airlines was to get their users to
book flights on mobile. The second motive was to create a
platform for other mobile marketing techniques such as
mobile passbook and location-based notifications. And this
could only be achieved by encouraging more consumers to
use the mobile app.
 Strategies

• KLM gave free mobile coupons to their app users in their

passbook or wallet.
• Location based notification to customers to redeem when
they are near to KLM lounges.
• Results:
– 17% increase in web traffic
– 34% more bookings
– 38% more mobile revenues
• USP:
– Extra benefits to keep consumer engaged
 ASDA – British Super Market
Chain

• Objective:
• ASDA wanted to use technology to develop an app to make
grocery shopping easier for people, specifically for busy
moms. Their goal was to generate 10% of online grocery
shopping transactions through app.
 Strategies

• Market research with existing customers on their preference

for app
• Simple app design – convenient to be used by layman.
• Feature called – Did you forget? – for frequently purchased
items
• Also included live petrol prices to check the prices at nearest
ASDA petrol stations
• Results:
– 2 million downloads
– Digital innovation awards
– 18% increase in grocery shopping through app.
• USP:
– Simple and user-friendly app
 App Name: Hoteltonight

• Objective:
• HotelTonight needed to find a better way to introduce new
potential users to the app in a way that showcased its
functionality and use cases. They wanted to make sure that
everyone has an incredible experience using the application.
 Strategies

• Mobile video campaign

• Incentives to share hotel experience
• Viral marketing
• “Tell a friend” marketing program
• Invite friends to download app
• $25 when friends join and $25 when friend book their first room
• Integrated social media campaign to announce new hotels
additon
• Results:
– Cost per download – $0.20
– App install rate increased by 326%
• USP:
– Referral marketing and integration of other channels
 Guide Central - DIY

• Objective:
• To increase app visibility and drive more downloads
 Strategies

• More attractive icon

• Introduced work “How to” in their app name
• Included “Call to action”
• Results:
– Download increased by 700%
• USP:
– Icon, app name and description can do wonders
 App Name: Omvana

• Objective:
• Since people have never heard of the name “Omvana,” they
are not searching for it in the app store. So the team needed
to ensure that their app gained visibility among people who
are interested in an app for personal meditation.
 Strategies

• Market research discovered that

– People search with terms like “Sleep”, “Meditation”,
“binaural”
• Renamed app from “Omvana” to “Omvana- Meditate, Sleep,
Focus, Relax, Rest & Nap Better with 1000s of Mindfulness,
Hypnosis, Meditation and Binaural Sounds”
• Results:
– Increase downloads by 125%
• USP:
– Keywords in title can make a huge difference.
 App Name: KFC

• Objective:
• KFC wanted to find ways to drive foot traffic to their stores
by reaching local passerby's on their smartphones.
 Strategies

• Location based technology

– Works well with demographics of busy parents with
families
• Attractive offers for repeat visit
• Results:
– 40% increase in the customer’s traffic
• USP:
– Understand customer’s demographic and engage with
them
 App Name: Star bucks

• Objective:
• Although smartphone owners may not hesitate to make
large purchases using their phones, things would be much
simpler for them if they could complete their purchases with
a mobile wallet-style program. The most important reason
behind this logic is that entering credit card information can
be inconvenient and unsafe.
 Strategy

• Digital tipping feature called “Shake to pay”

• Bring barcode by shaking the phone.
• Incentivize user
– Pay through app to get a star
– Gold status when they have 30 stars
– Redeem stars to order food
• Results:
– 6 million transactions worth $1.5 billion weekly
– Mobile payments accounted for 15% of total transactions
• USP:
– Multiple payment options
– rewards
 App Name: Pokemon Go

• Objective:
• To promote their newly-launched video game and achieve
installs by highly engaged users.
 Strategy

• Pre Launch promotional campaign using YouTube and press

release
• Unique, simple yet engaging app design
• Location based app services
• AR to have a unique gaming experience
• Results:
– 26 million active users daily
– 40 minutes a day by an average player
– 500 downloads every minute
– 7,00,000 downloads per day
• USP:
– Unique gaming experience
– Creating hype
 App Name: Sing2Learn

• Objective:
• To increase app visibility and drive downloads as well as
increase their app store rating.
 Strategy

• PowerPoint presentation about the app and distribute it to multiple

online channels.
• Highly engaging demo video
• Press release to raise awareness about the app
• App store optimization to have an accurate description, tags and
screenshots.
• PPC to increase visibility.
• Social media marketing
• Results:
– 13000 downloads
– 480 reviews
– App rating of 4.8
• USP:
– Integration of multiple channels
 Smart Phones and AR

• Pokemon Go (2016) – Find gaming characters in real and

catch them
• 2016 – Consumer revenue from AR mobile app was more
than $750 million
• 2022- expected to be $15.5 million
 Why AR?

• Creates a personalized customer experience

• More intimate connections with their customers than
conventional marketing strategies.
• Engage consumers with interactive advertisement.
• With AR, you can overlay supplementary information on the
screen of the device.
• Helping customers make purchasing decision.
• Allows shoppers to see how Sofa or lamp will fit in their
home
 What AR can do?

• Making product stand out at trade shows.

• AR provides a great alternative to boring user manuals that
customers don’t bother to read until problem props up.
• AR displays interactive visuals over a product image on how to
set up, configure, maintain, repair or troubleshoot a product.
• It can boosts consumer engagement and create realistic, virtual
experiences with products.
• Allows shoppers to see how Sofa or lamp will fit in their home.
Difference between AR and VR
 Integrating AR and VR

• A campaign where consumers can attend the fashion show

using VR at the same time, allow them to try garments using
AR
How AR Works?
 Examples

• Ray-Ban uses “virtual try-on”

feature where users can test
out different lenses from the
comfort of their webcam.
• Sephora – a major cosmetic
retailer allow to test shades
of liptstics, eyeshadow and
foundation with the click of a
finger.
 Examples

• Converse – virtually try on

different shoes by pointing their • Lumia city lens – AR app
smartphone at their feet. provides suggestions for
• Share screen capture on FB nearby restaurants and
for review of friends. shops to Lumia.
 Examples

• Audi - AR-enabled user manual that features an automatic

troubleshooting feedback when a service light appears for a
more intuitive car repair experience.
 Word of Caution!!!!

• Are your customers tech-savvy? – Do market research to

check feasibility or AR.
• It involves lot of cost and time.
• Make sure it is aligned to your overall marketing objectives.
 AR Case Study

• Faber-Castell app takes viewers to “Never Ending forest”

 Challenge

• Every new school term is crucial for the pencil business category. But
how to compete for kids attention when we talk about pencils, but the
main thing kids have in their hands nowadays is a mobile phone?
• Faber-Castell created a mobile centric campaign. Having an app as the
centre of all activities, but also making usage of traditional and social
media.
• Kids love spending time playing games on their mobiles, taking and
sharing pictures and watching Youtube videos. Targeting kids age 7 to
12-years-old, the approach Faber-Castell took was to find an intersection
between two territories: the cultural relevance of gaming and the
importance of using pencils made of reforested wood.
• The Online Advert titled The Never-Ending Forest App was done by
Vetor Zero/Lobo advertising agency for Faber-Castell in Brazil. It was
released in the Oct 2016.
Video
 Exercise

• Discuss mobile marketing and communication strategies

implemented by Faber-Castell?
• Describe how AR has been integrated into marketing
through mobile app.
• Evaluate the impact of App on consumer engagement.
• How company addressed the CSR through mobile app?
Missed Call Mobile
Marketing – HUL Case
 Case Highlights

• “Make a miss call and stay smiling” – for Media dark Central India
• 5 million missed call and 300 percent increase in brand sales in
UP and Bihar.
• Six missed call per number, 80% of callers listening to entire ad
contents.
• Cost per contact is US$ 0.04, the lowest.
• HUL set up free on demand radio station.
• KKT – The ear worm radio channel
• With a miss call on KKT’s toll free number, user receives 18
minutes of pre-programmed entertainment.
• 100 million users with 80 million minutes of usage
• Ad impression to 11 million subscribers
• Awards at Cannes advertising festivals.
 Questions

• Formulate 6M model (Market, Mission, Message, Media,

Money and Measurement) for communication effectiveness.
• What prompted HUL to launch missed call campaign as a
part of Mobile strategy?
• Map the consumer insight generated from market research
with the strategies implemented by HUL.
• Describe the HUL Brand communication strategy on mobile
radio channel.
• How HUL communication strategy followed consumer
purchase funnel?
• How HUL integrated other rural marketing techniques along
with this campaign for effectiveness?
 Questions

• Is mobile marketing a solution for creating a long term brand

awareness among the target group? Why?
• How KKT is effective in consumer engagement?
• Which movie it was?
• Group Exercise:
– Describe Mobile marketing and communication strategies
to promote the following product through “MICA Vani” to
the nearby communities of Shela, Ghuma and Telav.
– The product is
1. Biodegradable Plastic bags
2. Water Soluble Plastic bags
 SMS Marketing

• Personalize text message

• Dear Viral Nagori,

• I personally invite you to come experience India's BIGGEST SHOPPING
FESTIVAL-BIG BAZAAR MAHABACHAT, 10-15 August
• We have reserved Friday, 9 August as MEMBERS PREVIEW DAY. Your
invite is @ bit.ly/MB_Invite
• My special message for You: bit.ly/SpclMsgMB
•

• Kishore Biyani
• Group CEO, Future Group
 Building Database for SMS

• To buy or Build?
– Integrate with social media
– Loyalty programs and competitions
– Your own website