DMCS Class IV

● The key points to cover:

● The impact of mobile within marketing and user experience
● The importance of website speed and tools to improve user experience
● Mobile-friendly landing pages
● The benefit of having an application
● Creating Facebook, LinkedIn, and Instagram pages
● SEO and Google Search Console
● Google My Business
● Free Marketing options and tools

Mobile user context changes frequently; Mobile users prefer short and simple
interactions; Huge source of personal data is available on mobile devices; Mobile
provides different forms of input

Responsive websites:
1. The layout changes from multiple columns to a single column
2. The unnecessary images are hidden given the device that one is using
3. The content is dynamic
4. The menus and navigation tabs are condensed
5. The images are optimized
6. It relies on mobile operating systems to operate

Mobile-friendly websites:
1. It is static and it is designed to work the same way across devices
2. It has simple navigation and smaller images
3. It doesn’t rely on a mobile operating system to function

Responsive Websites Mobile-friendly Websites

User experience superior User experience consistent across devices
Requires expertise, planning, and budget Not compatible with sophisticated
features and functionality
Best for complex content Lesser complex content
Contemporary Simple and low-costing
Fewer updates and most of the website is Site doesn’t have many pages
viewed on mobile devices

Common website issues:

1. Website Speed- A common website issue that can result in massive lag like
one second delay results in 7% loss in conversions, which in turn causes an
increase in PPC cost. Major e-commerce websites have seen up to 20% drop
in conversion rates.
2. Inefficient JavaScript- JavaScript is a text-based programming language used
both on the client-side and server-side that allows you to make web pages
interactive. Faulty JavaScript can lead to poor user experience.
3. Large Image sizes- Massive images lead to reduction in website speed as
majority bandwidth is sucked in loading them.
 4. Inefficient cache policy- An increase in the cache lifetime will speed up
loading time for returning users.

AMPs (Acceralated Mobile Pages)

An open source HTML framework that provides a straightforward way to create
webpages that are fast, smooth loading, and prioritises user experience.

Requisites of a good mobile website?

● Content- Menus should be less complicated; Easy to return to the homepage;

Easy call to action; no pop-ups
● Site search- Visibility; Relevancy; Filters; Smooth guidance
● E-commerce websites- Explore options; voluntary account; pricing and stocks;
high-quality images; click-to-call; cross-device purchases
● Lead-generation websites- Streamline; Simple input; Real time validation;
Required fields; Auto-complete; Specified steps

Mobile Apps-

Native Apps- Apps are developed for a single mobile operating system
Hybrid Apps- Apps are multiplatform web technology
Web Apps- Apps are like native apps but they use a web browser

Benefits-
● Increase in visibility
● Availability of data for improved marketing
● Value-addition to the marketing strategies
● Build for brand loyalty, increased engagement, and more interactivity
● It is a platform for integrated social features

Mobile marketing strategies:

1. SMS marketing- The reach is wide; It can effectively target segments across
all income groups; It is a rich communication service with an open rate of over
90%; Vanity URLs can be created for richer user experience
2. App- based smartphone marketing- An average smartphone user spends 90%
of their time on their phone are within an application; It can utilize marketing
tactics like push notifications, app-install campaigns, and engagement
campaigns
3. QR codes or Quick Response codes- It is easy information for users and
beneficial in tracking online to offline activities
4. Location-based marketing- It is effective for brick and mortar stores; It can
target consumers at a granular level within x radius; It helps in promotional
activities and complements app-based marketing strategies

Points to remember-
● The average organic reach for an Fb post is 6.4% of a page’s likes
● Google My Business pages with photos see 35% more clicks to their website
and 42% higher requests for direction
 ● 20 lakhs posts are on LinkedIn everyday
Creating a Facebook page-

Page demo🡪 Call to action🡪 Connect to Instagram🡪 Insights🡪 Published posts

Post Insights🡪 Schedule posts and engagement

Creating Instagram page-

Personal to professional account; Creator/business; Category/contact information

Creating LinkedIn pages-

Work; create a company page; Categories; Contact information

Search Engine Optimisation-

Search engines release new updates and if you are in a competitive space, branding is
your goal and you have budget, then SEO professional is an important investment.
On page SEO- the practice of optimising individual webpages in order to rank higher
and earn more relevant traffic in search engines. This refers to both the content and
HTML of the page.
Content- It has to be relevant and clear; Unique and regular; Linkable; ability to
supply a demand
Title tags- It is the HTML element that specifies the title of a page. It has to be
clickable headlines in organic Search Engine Results Page; The maximum length
should ideal range between 50-60 characters; No keyword stuffing or duplication;
Avoid default titles like ‘Home’; It should include your brand name
Meta-tags- It is the explanation/description of what is on the webpage. It should be
160 or less characters; It should use keywords from the page; It doesn’t direct aid to
the ranking factor as it poses as more of an advertisement
URLs- It shows the hierarchy of the information on the page
Alternative texts- It describes the appearances of images on a site. It is inserted for
visually impaired consumers or if the image is too big to load; it helps as a crawlers’
index
Off-page SEO- it refers to all the activities that you and your consumers do away
from your website to increase the ranking of your page within search engines
Links
Trust factor
Social factors
History

Google Search Console- search console tools and reports help you measure your site’s
search traffic and performance, fix issues, and make your site shine in Google’s
search results. The main purpose for the search console is to verify domain
ownership. Its features are:
● Optimise content ● Google ads integration
● Tap in organic metrics ● Sitemaps
● Better position in SERP ● Alerts
 ● Review index coverage ● AMP pages

Google bots (crawling and indexing)- Crawling is the discovery of pages and links
that lead to more pages. Indexing is storing, analyzing, and organizing the content and
connections between pages. It looks at all content and code on a page and analyses it.
The page is eligible to show up in search results. It is estimated that Google bots take
up three months to index a new website.

Sitemaps (list of all the pages on your website)- Sitemaps inform Google the
frequency in which they have update the content; Submit every time you publish
changes; sends alerts each time you index, follow, or disallow tags.

Google My Business/ Google Maps-

A free tool that let you manage how your business appears on Google search and
maps.
How to verify your GMB listing?
Postcard; Phone number; Email id; instant verification; bulk verification
Important points- profile photo, cover photo, videos, reviews, and ‘suggest an edit’
option

Other free marketing options-

1. Influencer marketing
2. Guest posts
3. Cold emailing

Free tools-
1. Hootsuite
2. Canva
3. Mailchimp
4. Zapier
5. Survey Monkey