Advanced Mobile Marketing

Section 3—Core Product and Service

Offerings
Lesson 1—Campaign Delivery Options: SMS and MMS Messaging
Discuss best practices of messaging

Discuss effective ways of engaging with consumers

through messaging

Cite examples of mobile marketing that use

messaging programs
 Definition of SMS

• SMS (Short Messaging System) is a system that enables a

user to send a text message of 160 characters or less
from one cell phone to another.
• It includes only text message (not a picture or a video
message).
 Short Messaging System

• A key milestone for SMS in 2003–2004 was inter-operability that

fostered the use of SMS.
• Shortcodes (5 or 6 digit codes) are assigned to brands who use
the messaging platform to create campaigns using keywords for
mobile users who have opted to receive them.

Note: Messaging Campaigns (SMS/MMS) are permission based; brands need to acquire receivers’
consent to their campaign messages.
 Data—Texting

• In the US, over 80% of mobile users are regular texters.

• Texting has been the most dominant form of communication world-
wide.
• About 97% of SMS messages are read by cell phone users; emails
may be ignored or may remain unread.
• About 90% of SMS messages are read in the first 4 to 6 minutes of
delivery, creating a great deal of immediacy for marketers.
 Messaging Loyalty Club—Benefits

Messaging Loyalty Clubs are also known as VIP Clubs.

These loyalty clubs:

• Have opt-in messages that are welcomed by users; more than

30% mobile users are interested in joining the loyalty club
• Improve customer engagement
• Reach customers ‘on the go’
• Increase customer retention and repeat business
• Increase return on marketing investment
• Generate revenue and new sales
 Driving More Traffic

SMS can help drive traffic for your business:

• Creating SMS campaigns is faster.

• It requires minimum logistics and marketing costs.

• It has the ability to capitalize on occasions by sending out

appropriate notifications.
Example: You can create a limited ice-tea offer during hot
summers in just a few seconds and send a push
notification to your customers.
 Announcing a Sale or Introducing a Product

SMS is a great tool for announcing a sale or introducing a new product:

• Opted-in members are eager to hear about any new product or sale.
• You can add a link to your YouTube video of your new product.
• It provides immediacy.
• As people open SMS messages almost immediately, companies use
them match competitors’ price/offerings.
Example: Alaska airline wants to match the fare of Virgin airlines. It
creates an SMS campaign of its limited period offer for flights from
Seattle to San Diego for $59.
 Reminders about Appointments

SMS can be used to send reminders to customers:

• These are used extensively by dentists, doctors,

oil-changing establishments, and others to remind
clients about upcoming appointments or even to
make an appointment.

• They should be sent at the right time.

For example, a 48 or 72 hour prior reminder
would be ideal.
 Complementing the Existing Marketing Material

SMS campaigns can be used to complement the existing

marketing material:

• By adding a call-to-action in your messages for your direct

mail, print ad, and so on.
• As it is good for building a robust opt-in list by asking
customers/prospects to join the club.
 Communicating Time-Sensitive Information

Use of SMS campaigns is a good way to communicate

time-sensitive information as incoming text messages
grab the immediate attention of the users.

Example: Product Recall

Note: Even if it is an emergency, the SMS/MMS campaigns have to be permission-based.

 Communicating a Change in Hours/Location

SMS campaigns can be used to communicate information:

• It is critical for a business to communicate changes

like new store hours or store location(s) to keep
customers informed.

• Text messages keep the information fresh and help

you to increase sales in case of extended store hours.
 Communicating a Limited Period Sale/Offer

An SMS campaign is a great tool for communicating limited

period offers:

• Customers join loyalty clubs to be exclusive.

• It can help build more excitement for limited period sales.
• It ensures that customers who have opted in feel special.
 Providing Richer Content

• Earlier, SMS was pure text messaging of 160

characters.
• An increase in media-rich devices has resulted in
companies providing additional links to richer content
to drive customers to landing pages, videos, and
more, making SMS more interesting.
 Taking Opinions or Polls

Businesses often want to take opinions or feedback of

their customers into account before making some
decisions on a program, initiative, or sales; a poll via
SMS short codes is a quick and easy way to do this.
 Staying Fresh and Current

• It is easy to be forgotten among so many options.

Therefore, it is important to determine the right cadence
and information that is valuable for the business as well as
the recipients.

• Look for value exchange—your message should have

information that is relevant to your customers and should
be sent at optimum time periods.
 Example 1—Wireless Carrier

Selling is important as always; it is only the ‘how’ that is different now.

• Mobile companies collaborate with wireless carriers to reduce

churns.
• If consumers buy a phone and sign a contract, they have 30 days
to quit the contract.
• The carrier works with a mobile video company to create and send
personalized messages to new customers; the carrier must focus
on being transparent, giving valuable information about tariff, and
providing ways to get the queries resolved.
• This results in the customers staying with the service provider and
saving a lot of revenue for the businesses.
 Example 2—Esurance

• The company provides insurance to customers.

• It created transactional mobile messages to provide better customer experience by

providing service-based alerts.

• It developed more than 20 unique transactional messages catering to customers’

insurance-related queries/needs.
 Example 3—Church and Dwight Co. - Arm and Hammer

• The brand leveraged mobile messaging for a holiday promotion by asking consumers to
purchase boxes of baking soda.
• Anyone purchasing 2 ‘one pound’ boxes of soda during a single shopping trip could take a
photo of the receipt on their smartphone.

• They could text the word ‘HOLIDAYS15’ and attach the image or send it via email and
receive a complimentary gift.
 Example 4—Bernie Sander’s Presidential Campaign 2016

• Four volunteers sent out text messages for three days. This resulted
in 381 people joining the first official event of the campaign in
Oklahoma.
✓ The majority of the turnout was attributed to the text message
marketing campaign.

• Three days later, another 388 people attended an event in Tulsa—a

significant turnout keeping in mind the population.

✓ 95% of this turnout was attributed to text messages.

• Bernie Sanders went on to win Oklahoma by 10 points.

SMS and MMS campaigns have also proven to be successful, as against
augmented reality.

For SMS campaigns, ask permission and follow rules and regulations laid down by
the mobile service providers.

Determine the number of messages to be sent to your consumer and

disseminate only those messages that allow you to meet your business goals.
QUIZ
What does SMS stand for?
1

a. Small messaging snippets

b. Short message service

c. Small messages

d. Snail mail system

QUIZ
How does MMS differ from SMS?
2

a. MMS enables users to send messages to two people at once.

b. MMS has no limit on the number of words that can be sent in one message.

c. MMS enables the sending of video or other images.

d. There is no difference.
QUIZ
Which of the following sitemaps is specifically designed for search spiders to
3 understand the hierarchy of your website?

a. HTML sitemap

b. XML sitemap

c. Robot.txt

d. Web sitemap
QUIZ
How many messages should be sent weekly?
4

a. As many as you want

b. As few as possible while still accomplishing business goals

c. 4

d. 8
Lesson 2—Campaign Delivery Options—Mobile Applications
Discuss the importance of apps, what they can and
cannot do for your business

Explain metrics for evaluating the success of an app

Explain checkpoints that you should consider while

planning, developing, and publishing an app
 Definition of Mobile Applications

Mobile apps are software solutions that power the business logic for mobile marketing
initiatives.
 Accessing Mobile Apps

• Some apps are embedded on mobile devices.

Such apps are determined by one of the following:

Handset Manufactures Mobile Carriers

• Most apps need to be downloaded from app stores.

What does a Mobile App look like?

Some of the most famous apps:

 Mobile Apps

• Mobile apps are used by people of all ages

• Users have varied expectations from apps
• Some of the popular apps include:
 Purpose of Mobile Apps

Apps are used for:

Leisure Information Entertainment

 Types of Mobile Apps

Games Utilitarian Social Networks Sports Branded

Frequently downloaded and widely used

 Types of Mobile Apps (Contd.)

Games Utilitarian Social Networks Sports Branded

Frequently used as they provide services and information easily

 Types of Mobile Apps (Contd.)

Games Utilitarian Social Networks Sports Branded

Most commonly used as they provide a way of connecting with people

 Types of Mobile Apps (Contd.)

Games Utilitarian Social Networks Sports Branded

Popularly used as they provide real-time scores, updates, and notifications

 Types of Mobile Apps (Contd.)

Games Utilitarian Social Networks Sports Branded

Retailers encourage users to download and use their apps regularly

 Types of Mobile Apps (Contd.)

Example:

Games Utilitarian Social Networks Sports Branded

“Jamie Oliver” is a famous app that tells about creating meals in 20 minutes, latest recipes, and more.
 Types of Mobile Apps (Contd.)

Example:

Games Utilitarian Social Networks Sports Branded

ESPN is a popular name in sports. It has a family of apps.

 Some Frequently Asked Questions

• Do customers require an app?

• What kind of app will suit their requirement?

• What does gamification have to do with apps?

 Benefits of an App for Marketers

Apps help marketers to:

• Entertain, inform, and make tasks easier

• Be a part of the buzz factor

• Complement marketing efforts:

Example: Starbucks’ augmented reality-based “Cup Magic”
program created a unique user experience
• Provide the customers/prospects with more value

• Provide the customers/prospects with a differentiating

experience
 Benefits of an App for Marketers (Contd.)

• Gain consumer information

• Gain opt-in for push notifications
• Present content that is interactive such as games
• Gain information from customers/prospects who are
active app users
• Provide additional benefits to mobile websites such as
apps which work without internet connection
 Disadvantages of an App for Marketers

Only restricted to Many apps need to be Different versions Return-on-investment

smartphone owners downloaded, discovered, involve high costs (ROI) may not be
and used justified
 Cost of an App

Cost depends on various aspects:

• The expected type of app experience

• Strategizing, development, execution, and creating various
versions of apps
Note: To save cost, a simple product can be created with
the help of available websites

• Promotion and marketing initiatives

 Various App Metrics

Consider the following metrics when developing an app:

• Acquisition vs. engagement

• Number of downloads
• Unique users
• Number of downloads by different handsets
• Time spent on the app
• Revenue generation

• User reviews
 Customer Experience

USERS
Discovers the Finds the app at
embedded app the App Store

DEVICE APP STORE

App appears on FREE FEE

the Phone/Tablet

User downloads User downloads

the app the app
 Checkpoints Before Developing an App

Before deciding to develop the app, determine:

• If your brand/product is suitable for an app
• The platform—mobile phone, tablet, or both
• The project and budget scope
• If you would build it in-house or through a vendor
• If you want it for one or multiple operating systems
• The content for the product
 More Checkpoints

Consider the following:

• App stores have varying processes and timelines, which make publishing time-consuming

Android iOS Blackberry Windows

• The best practices and region/nation-specific rules

• Distribution of the app can be for:
✓ Free
✓ One-time premium charge
✓ Recurring/subscription-based charge

• App stores get a revenue share

 Checkpoints After Publishing App

Once the app is published:

• Promote your app through social media and other platforms
• Advertise within an app responsibly: should be relevant, not
intrusive
• Push messaging notifications for users who have enabled the
feature:
✓ For iOS, ask for an opt-in after establishing value
✓ Use minimum number of messages
 App Usability Trends

• Top 25 to 50 apps are responsible for 80% to 90%

of all app usage
• Social networks lead to major discovery of popular
games
• Mobile users are not only unwilling to download
many apps but they are also reluctant to open/use
the downloaded apps
 Scope of User Experience

Apps frequently provide a chance to create personal experiences for users.

 Scope of User Experience (Contd.)

• With introduction of mobile marketing automation platforms, apps provide more

personal experiences

• Example: A company like REI can create different experiences within one app

• Gamification also engages users to participate, reach milestones, and get rewards
Apps have both advantages and disadvantages that can affect your business; it
can add value for your customers but may have limitations like low ROI.

There are various checkpoints to consider while building your app. Example:
platform, operating system, cost, content, promotion, and more.

Consider metrics that are important for evaluating the success of your app, such
as the number of downloads, time spent on the app, user reviews, and others.
QUIZ
What is a mobile application?
1

a. A software solution that powers the business logic for mobile marketing initiatives

b. A sticker applied to a mobile phone

c. A mobile application that is synonymous with the mobile web

d. A marketing campaign that employs mobiles

QUIZ
Which of the following are not among the most popular mobile applications?
2

a. Games

b. Social networks

c. Utilitarian apps

d. Augmented reality apps

QUIZ
How much does a typical app cost?
3

a. $1,000

b. $500

c. $2,500

d. There is no typical cost, given all the variations

QUIZ
Which of the following is a typical metric used to measure effectiveness?
4

a. Number of downloads

b. Download count by handset manufacturer

c. Time spent

d. All of the above

Lesson 3—Campaign Delivery Options—Mobile Websites
Describe various types of websites

Explain the elements of a Mobile Website

Describe the importance of a Mobile Website

List various Mobile Website Metrics

 Definition of Mobile Website

The mobile web is a channel for delivery of web content on:

Customer Expectations

Due to the growing demands of

customers:
• All brands are expected to be
available online.
• The product is expected to provide a
wholesome experience.
• The utility of the online product
needs to be thought out well.
 Types of Websites

Simple Landing Pages Promotional Sites Permanent Sites

• Deliver information about • Exist for a limited period • Are important for lasting

location and working of time business

hours • Provide information • Expect and support frequent

• Provide functionalities
like ‘Click-to-Call’ and
‘Maps’ for location
traffic of users
about store activities and
• Have an elaborate design
promotions
that supports information
and customer interaction
 Elements of a Mobile Website

Mobile-friendly information Device-friendly interface

Efficient site loading Brand consistency

Important things first Optimized search

Visually appealing Interactive

Built for efficient updating Integrated with social media

Why Would a Marketer Build a Mobile Website?

• To entertain, inform, and make tasks easier

• To be popular
• To complement other marketing efforts
• To provide more value to customers and prospects
• To provide a differentiating experience
• To gain consumer information
• To gain opt-in
Why Shouldn’t a Marketer Build a Mobile Website?

A marketer should not build a mobile website:

• If most of the customers use feature phones
• If the business does not attract too many netizens
• If an App is more suitable to the nature of business
• If the initial and ongoing costs are very high
• If there is a lack of staff, ability, and budget to keep
the site current
How Much Does a Mobile Website Cost?

• It can be created for free or might be expensive.

• It depends on various aspects, such as strategy,
development, and execution.

• Save costs by ‘Doing it yourself’ with the help of

available websites.
• Promotional cost is a matter of personal choice.
 Various Mobile Website Metrics

The success of a mobile website is

measured through the following metrics:
• Unique visitors
• Repeat visitors
• Bounce rate
• Number of page views
• Devices used
• Time spent on site/page
• Conversion rate
 Checkpoints

Consider the following before you build a new mobile website or revamp your existing site.

• Ensure that your brand or product would be well-

presented through this mode.
• Decide what you want to accomplish through this
website.
• Determine the scope of the project and its budget.
• Decide whether the website would be built in-house
or through a vendor.
• Determine what enhancements are needed for the
existing site.
• Create content for the build.
 Advertising on a Mobile Website

Different types of advertisements:

• Banners
• Page Takeovers
• Click-to-Call

Ensure that the advertisements on the site are:

• Relevant
• Device-friendly
• Contextually smart
• Discreet
 Considerations

If you have a mobile website, customers

will visit it and expect:
• Information, offers, or entertainment
• An online buying facility

It is important for you to track visitors, analyze findings, and adjust your website continuously.

Note: Different operating systems have different variations that may not support some
functionalities.
A mobile website has become an integral part of every business.

A mobile website is not an exact replica of your online site as the motivation of
the mobile users is different.

Unlike mobile apps, the mobile web is built for all as it is one of the mechanisms
to reach the audience.

Ensure that your mobile website includes best practices such as clickable links
and a properly-rendered experience.
QUIZ
What are typical elements on a simple landing page?
1

a. Business hours

b. Location

c. Phone number

d. All of the above

QUIZ
Which of the following is NOT a typical metric used to measure the effectiveness of a
2 landing page?

a. Number of pages

b. Number of visits

c. Number of unique visits

d. Average time spent

QUIZ
When would a business NOT look to build a mobile web presence?
3

a. When it doesn't believe in the importance of mobile marketing

b. When it has a mobile app

c. When its customers and prospects only use feature phones

d. When it has a mobile loyalty club

QUIZ
What costs must be considered while building a mobile site?
4

a. Strategy

b. Creative

c. Development

d. All of the above

Lesson 4—App Marketing
Determine how a broad view of apps will help you
lead in as early as the app conception stage.

Discuss the best practices to be more efficient at

App Marketing.

Explain how effectively you can use your limited

marketing dollars.
 The World of Mobile Apps

The world of mobile apps can be described in two words.

1. Crowded (Over 3 million Apps available)

• Great opportunity for creating new apps
• Many challenges as well, due to:
o Category competition
o Consumer decisions
o Discovering the app

2. Personal (Specific to user needs)

• For entertainment
• For information
 The World of Mobile Apps (Contd.)

This helps the marketers to decide:

• The right time to market the app
• Type of campaign
• Type of creative
• Budget
 Marketing Apps Via Facebook

Facebook is a good platform to market an app. It

has a well-thought-out process:
• To set up and launch campaigns
• To align apps with business goals
• To address specific campaign areas, such as
o Increase in website traffic
o App installation
 Ad Sets in Facebook

• Marketers define their audience by age, gender, location, and interests.

• Marketers select the space, time, and suitable budget.

• Marketers then view reports, optimize, and change advertisement settings.

 Advertisements

An Ad Set often includes multiple ads.

• The ads may differ in terms of:

• The structure allows managing and optimizing the ads.

 Targeting Audience

• Helps in creating a separate Ad Set for different audience

• Minimizes competition for your Ad Set
• Defines maximum amount of expenditure for each Ad Set
• Allows you to choose between a daily or a lifetime budget
Targeting Audience—An Example

Apparel
 Other Targeting Parameters

Standard Demographics Interest-based Targeting

• Age • Precise Interests

• Geo • Broad Categories
• Device Level • Partner Categories
• OS • Similar Apps

Custom Audiences Lookalike Audiences

• Reach the people you • Find more people like

already know your best customers
 Bidding Strategy—CPM vs. CPA

• The bid amount is the amount you are willing to

spend to reach a given optimization goal.
• Cost-Per-Action (CPA) bidding enables advertisers
to specify a bid amount for an action or conversion.
o The amount is determined by the number of
conversions.
• Cost-Per-Thousand (CPM) and CPM ads charge per
impression served on the site.
• Cost-Per-Click (CPC) ads charge for on-site clicks.
Budget Allocation

• Consider optimization throughout the campaign

• Identify most effective Ad Sets
• Turn off low-performing Ad Sets and ads
• Focus on the most effective Ad Sets
 Creative Selection and A/B Testing

Facebook recommends the following elements.

• Use clear calls-to-action
o Actions that you want people to take must be clear.
o People must understand where they are being sent.
• Use devices
o Make your ads feel like the true experience by
showcasing your app within devices.
• Demonstrate value with key numbers
Creative Selection and A/B Testing

• Develop creatives in sync with the app content

• Offer promotions (if applicable)
• Have more visuals than text
• Test the creative
 Current Scenario

According to VentureBeat data:

• Every day, over 2,500 apps are submitted to the app stores
• This prompts challenges like:

• Almost 70% of apps generate less than 5,000 downloads

• Almost 60% will never be updated after release
 Difficulties in Marketing Apps

There are costs associated with retaining a loyal user.

• According to Fiksu, you would spend $2.25 on someone
who opens an app three times or more.
o Year-over-year, the figure has risen by 34%.
• Over two-third of the users you acquire via cost-per-
install will have:
• Lifetime value of less than 10 dollars.
• Almost one in six have a lifetime value of zero.
 Mobile Marketing Automation

“Mobile marketing automation uses contextual intelligence to proactively initiate and

deliver engagement in the mobile moment with existing customers in real time. It
includes analytical tools and requires integration with existing CRM.”

By obtaining a holistic view of consumers through CRM and an automation suite,

marketers can factor individual journey information into initiatives.
Possibilities with Mobile Marketing Automation

Build campaigns that are triggered by user actions and are

delivered in real time, often through push notifications

Track user moves

Determine funnels for user experience and guide with messaging

Mobile apps are necessary for your business.

Mobile websites in general have more reach than mobile apps.

Even with a million apps, you may still not be able to break through the market.
QUIZ
What is a factor that inhibits the downloads of a brand's app?
1

a. Crowded app stores

b. Lack of budget

c. Difficulty in discovery

d. All of the above

QUIZ
What is a Lookalike Audience on Facebook?
2

a. People who have the same facial features

b. Twins

A segment of people who have behavior characteristics that are similar to those of your
c. target group

d. People on other social networks who also have a Facebook account

QUIZ
What is the difference between CPM and CPA?
3

a. CPM involves paying for impressions, while CPA does not

b. There is no difference

c. CPM is strictly for budgets above $2,500

d. CPA is only available through programmatic networks

QUIZ
What is mobile marketing automation?
4

a. Machine-only mobile campaign

b. A process that relies exclusively on artificial intelligence

A platform that uses contextual intelligence to proactively initiate and deliver engagement
c. with existing customers in real time

d. A replacement for CRM

Thank You