DIGITAL MARKETING: Session 11

Mobile Marketing
 Learning Objectives

• Characteristics of Mobile Marketing

• Incorporating Mobile into Channel Mix
• The Role of Apps

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 Role of Mobile

Mobile cuts across all the channels

Paid Owned Earned

• PPC (Adwords) • Web site / App • User Generated
• Display • SEO Content (Reviews)
(programmatic) • App Notifications • eMail / SMS
• Affiliate • Owned social • Social feedback
• Paid Social channels

Mobile Marketing

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 Characteristics of Mobile

• Highly personal

• Ubiquitous

• Location

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 Mobile Impacting Consumer Behaviour

The Curious The Demanding The Impatient

Consumer Consumer Consumer
People have become Today, people expect People are making
research-obsessed, every digital experience decisions faster than
even about the small to be personalized just ever—and they expect
stuff. Today, people are for them. to act on those
researching more than decisions in the
ever, so each decision moment.
— be it big or small — is
an informed one.

https://www.thinkwithgoogle.com/consumer-insights/ageofassistance/
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 The Curious Consumer

How can marketers find ways to answer the curious consumer’s questions?

https://www.thinkwithgoogle.com/consumer-insights/ageofassistance/
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 The Demanding Consumer

How can marketers meet these demanding consumers with the right
information in the right moment?

https://www.thinkwithgoogle.com/consumer-insights/ageofassistance/
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 The Impatient Consumer

How can marketers shift their strategies to keep pace with impatient
consumers?

https://www.thinkwithgoogle.com/consumer-insights/ageofassistance/
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 Micro-moments

Intent-driven moments of decision-making and preference-shaping that occur

throughout the entire consumer journey.

Fundamental shift in consumer’s media consumption from the older,

predictable, daily online sessions to hundreds of fragmented interactions that
occur instantaneously.

Key Micro-moments:
• I want-to-know moments,
• I want-to-go moments,
• I want-to-do moments, and
• I want-to-buy moments

https://www.thinkwithgoogle.com/marketing-resources/micro-moments/how-micromoments-are-
9 changing-rules/
 Micro-moments in Shopping

Compare and contrast the consumer shopping journey 10 years ago and today.

Shoppers are increasingly omni-channel.

• Six in 10 internet users start shopping on one device but continue or
finish on a different one
• 82% of smart phone users say they consult their phones on purchases
they're about to make in a store.
• They get ideas, look up information, and make decisions, all from their
smart phone anytime, anywhere.

• Foot traffic in retail stores has declined by 57% in the past five years, but
the value of every visit has nearly tripled.

https://www.thinkwithgoogle.com/marketing-resources/micro-moments/mobile-shoppers-consumer-
10 decision-journey/
 Micro-moments in Shopping

Happen when people

Happen when people Happen when the
have general
turn to their phones research is done and
awareness of the
in short bursts of it's decision time.
product category
activity to compare People make a choice
they're interested in,
prices, brands and about which brand or
but they haven't yet
specs, and read retailer to buy from,
narrowed down their
product reviews from and whether to buy
choices to an exact
trusted sources. online or in-store.
product.
https://www.thinkwithgoogle.com/marketing-resources/micro-moments/mobile-shoppers-consumer-
11 decision-journey/
 Micro-moments in Shopping

How can brands address these micro-moments?

Be there:
Identify the most important micro-moments and commit to being there,
whenever and wherever a shopper is searching, especially on mobile.

Be useful:
In a consumer's moment of need, meet them by providing valuable
information —whether it's product reviews, video tutorials, or the ability to
purchase right away.

Be quick:
Mobile users want to know, go, and buy swiftly. Your mobile experience has to
be fast and frictionless.
https://www.thinkwithgoogle.com/marketing-resources/micro-moments/mobile-shoppers-consumer-
12 decision-journey/
 Micro-moments in Travel

Happen when Happen when Happen when the Happen when the
people are people have research is done, trip is underway.
exploring chosen a and people are Travellers are ready
destination options destination. ready to book to live the trip
and ideas with no They're looking for their tickets and they've been
firm plans. At this the right dates, the reserve their dreaming about—
stage, people are right flight, the rooms. and share it with
looking for right place to stay, others.
inspiration. and all the things
they'll do while
they're there.
https://www.thinkwithgoogle.com/marketing-resources/micro-moments/micro-moments-travel-
13 customer-journey/
 Incorporating Mobile across the Marketing Mix

1. Understand your Audience

• Customer Personas:
• Determine which mobile touch-points make sense for which personas
• Decide what kind(s) of content you need to create
• Set the tone, style, and delivery strategies for your mobile messages
• Understand where your buyers get their information and how they want
to consume it on a mobile platform

• Customer Lifecycle

https://www.marketo.com/mobile-marketing/
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 Incorporating Mobile across the Marketing Mix

2. Set Your Goals

3. Define your KPIs

Acquisition Engagement Retention

•Total number of mobile •Mobile Conversion •Customer lifetime
users Rates value of mobile users
•New users acquired •Frequency / Duration •Number of app
from mobile of mobile activity downloads
•Cost per new mobile •Number of customers •Customer retention
acquired user engaging with your rates
website / email on
mobile
4. Monitor Mobile Metrics

https://www.marketo.com/mobile-marketing/
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 Incorporating Mobile into Paid Media

Paid Search:
• Relevant keywords (near me, in ___ )
• Ad Extensions related to Mobile
• Mobile Bid Adjustments

Display:
• Targeting
• Mobile friendly Ad sizes
• Remarketing
• Customer Match

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 Incorporating Mobile into Owned Media

Website:
• Design for ‘mobile first’
• More than half of people say they look poorly on brands with mobile sites
that are not designed for use on a smartphone.
• Nearly half of people say they won’t consider purchasing from a brand that
has a poorly designed mobile site.
• Content fits on the screen without need for scrolling or zooming
(Responsive Web Design)
• Content loads quickly
• 64% of mobile web users abandon pages if they don’t load within 10
seconds.

SEO:
• Check mobile friendliness of your site
• https://search.google.com/test/mobile-friendly

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 Incorporating Mobile into Owned Media

App:
• Be clear on the role of App
• How can we deliver a more personalised experience on the App?
• App Promotions
• 53% of smart phone users do not have their favourite brand’s app
installed
• 63% of people say that when a brand forces them to download an app to
access a deal, they will typically delete it shortly thereafter.

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 Mobile App Messaging

Push notifications:
Messages delivered by your app to the user, typically as text that appears
on users mobile home screens.

A few types of Push notifications:

• Reminders
• Utility Alerts
• Promotional Alerts
• App functionality
• Traffic Drivers
• Personalised

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 Mobile App Messaging

Push notifications strategy considerations:

• Content is King
• Make it as compelling as possible
• Know your Customer
• Don’t Overdo It

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 Mobile App Messaging

In-app messaging:
• In-app communications direct your user’s attention to specific actions,
messages, and features within the app.
• They are an important way for you to engage your users and lead them to
complete actions that keep them returning to your app.

A few examples of In-app messaging:

• Introduce new featured within the App
• Engage with special content
• Drive conversions

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 Incorporating Mobile into Earned Media

Email:
• 57% of emails opened on mobile devices
• 69% of mobile users delete emails that aren’t mobile optimised

Best Practices:
• Responsive email design
• Place the CTA early in the message (above the fold whenever possible).
• Make buttons at least 44x44 pixels, so they are easily “tap-able.”
• Optimise usage of key fields:
• “From” fields max out at 23 characters, and
• Subject lines at 38 characters.
• Ensure Landing Page is mobile optimized

https://www.marketo.com/mobile-marketing/
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 Incorporating Mobile into Earned Media

Social:
• Make sure your social media pages are mobile friendly
• Most users create their social media pages on a desktop
• Create content that can be easily consumed on mobile devices
• Shorter posts
• Check that images render properly
• Leverage videos
• Encourage check-ins

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 Mobile Analytics

Ensure that your mobile apps have the right analytics solutions enabled.

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 Discussion

Daily Coffee is a chain of cafes operating in multiple locations in Bangalore. The stores are
basically take-away kiosks offering high quality coffee as well as healthy lunch options such
as wraps and sandwiches.

Their target audience are office-goers who would like to enjoy a great brew of coffee before
they start their working day as well as quick, healthy and delicious lunch options, all at
reasonable prices. As such, their kiosks are located at or near major corporate addresses in
Bangalore such as tech parks.

They have two peak times during the day:

1. 9 am to 11 am – coffee
2. 12:30 pm to 2 pm – lunch
During these peak times, they struggle to fulfil all the orders
and sometimes, they have to turn away customers.

Discuss how they could leverage mobile marketing to drive more business.

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 LET US SUM UP

• The rise of mobile usage is leading to fundamental changes in consumer

behaviour.
• Brands have to identify the key micro-moments in their consumer’s
purchase journey.
• And figure out how they could be present in those micro-moments.
• It is imperative that marketing activities are designed for a ‘mobile-first’
world.

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