WEB

MARKETING
ANALYTICS
Web Marketing Analytics

Instructor: Hasan Raza Ali

Department: Marketing
Course Code: MK607
Semester: Fall 2020
Class: MBA (G/G1)
Lecture: 10th
Date: 15-Jan-2021
 Agenda

Mobile Wi-Fi Quiz-4

Marketing Marketing (Lecture 8+9)

Actionable
Items-Next
Session
Web Marketing Analytics

Mobile Marketing
The future of digital
marketing is relevant
communications. Right offer,
right person, right time and
right channel. Relevance is
achieved by better
segmentation and targeting,
plus personalisation using
behavioural data. All this can
be achieved through
marketing automation.
The Mobile Marketing Association
(MMA) defines mobile marketing as

“a set of practices that enables

organisations to communicate and
engage with their audience in an
interactive and relevant manner
through any mobile device or
network”
(Mobile Marketing Association, 2013)
The mobile
hierarchy
of needs
Mobile is an excellent
marketing, advertising and
distribution channel due to
its always-on, always
nearby nature. As mobile
devices offer constant
access and communication
to users, they add a layer of
interaction to existing real-
world relationships.
Google’s marketing
philosophy involves “reaching
people in the moments that
matter”. Mobile plays an
essential part in this.
Six unique
features of
mobile
 While most computers do present a
personal connection to the Internet, they
are not as personal as mobile devices.
Mobile phones are part of people’s
1. Mobile personal presentation and their social
affiliations.
devices are
personal. The implication for marketers: Respect for
privacy and permission is important in all
aspects of marketing, particularly when it
comes to mobile.
 Consider your own behaviour: what do
you take with you when you leave your
2. Mobile house – wallet, keys and mobile phone?
devices are
always The implication for marketers: Messages
carried. sent to mobile devices will most likely
be accessed within minutes of being
received. Messages sent to recipients
can be read and acted on immediately.
 In order to fulfil its primary function – as
a communication tool – the mobile
3. Mobile device is always on.

devices are The implication for marketers: Marketers

always on. need to be even more sensitive with
their marketing communications. Not
many people would appreciate an SMS
at 4am informing them of a special offer.
 All mobile phones (and many other mobile
devices) have a built-in payment
4. Mobile mechanism – the SIM card. Billing is easily
handled through the user’s mobile
devices network. On top of that, paying for content
and downloads has been built into the way
have a that consumers use their devices.

built-in The implication for marketers: Consumers

payment are willing to pay for services and content
on their mobile devices. Advertising is not
system. the only way to generate revenue for
content.
 5. Mobile The mobile device features a number of tools that
let users act on creative impulse, from taking photos
devices are and videos to becoming a scribbling pad on which to
jot down ideas. Tools like Instagram, Evernote and
available at Snapchat are purpose built for creating, sharing and
the point of consuming creative content.

creative The implication for marketers: This feature can be

inspiration. used to encourage interactivity within campaigns
created for mobile. It presents the mobile device as
a useful tool in viral campaigns based on consumer-
generated content. The flipside is that people can
also post negative brand messages in the heat of the
moment if they have a bad experience; online
monitoring and CRM should be considered here for
managing any potential backlash.
 Every transaction made on a mobile device can be
uniquely tracked, whether the transaction is a voice
call, an SMS message or access to the Internet.
6. Mobile They also allow for real-time tracking, where
campaigns can be tweaked as they are run, and for
devices allow location-based tracking, where customers receive
marketing messages base on where they are
accurate physically located.

audience The implication for marketers: Aggregated data

measurement provides profiling and segmenting opportunities for
targeting the right audience. Campaigns can also be
. accurately measured and tracked for their return
on investment (ROI). As always, make sure you are
respecting your customers’ privacy and obtaining
their consent.
Mobile messaging
channels
There are many features built into
the mobile phone that can form a
part of your marketing campaigns.
SMS

Short Message Service (SMS) is the

largest data application on the
planet. By the end of 2013, mobile
users will be sending 19.5 billion
SMSs per day (Clark-Dickson, 2013).
It is also one of the simplest and
most effective mobile marketing
channels available. Interestingly,
SMS messages were initially
designed as a way for network
engineers to conduct tests on
mobile networks, and not for
commercial use at all.
SMS and marketing
• SMS has useful marketing applications. It
enables two-way communication, which
allows subscribers to activate services and
cheaply access important information.
• With the massive volume of SMS
messages being sent every day, SMS
marketing must be considered by
marketers. However, mobile phone users
have proved reluctant to hand over their
phone numbers for marketing messages,
perhaps fearing a similar deluge of spam
to the one they receive in their email
inboxes.