MOBILE MARKETING

• Mobile Marketing refers to “a set of practices that enable organizations to

communicate & engage with their audience in an interactive and relevant manner
through any mobile device.”

• It is a platform which allows the development of different ways of interaction with

customers to :
1. Sell More
2. Increase Loyalty
3. Offer Better Services

• Reasons for the growing importance of mobile marketing can be attributed to its –
1. Reach
2. Element of personal touch
3. Instant delivery mechanism
4. Mobile commerce opportunities
5. Cost-effectiveness
 ELEMENTS OF MOBILE MARKETING

1. Mobile Messages

2. Mobile Apps

3. Mobile Advertising

4. Mobile Websites
FORMS OF MOBILE MARKETING

Direct Mobile Marketing

Mobile enabled Traditional & Digital Media

Mobile Marketing
 PATHS OF MOBILE MARKETING
1. Text Messaging
• Campaign Messages
• Transactional Messages

2. Multimedia Messaging

3. Mobilising Email - According to Campaign Monitor, emails opened on

mobile devices have grown by 30% from 2010 to 2015
• Some tips to optimise mobile email campaigns – Use Mobile ready
templates, Shorten the subject line, Use compelling pre-header text,
Optimise the From Name, Balance image text & size, Use Big Buttons

4. Humanising Messages with Voice – Uses Interactive Voice Response –

Engaging customers with applications
 MOBILE MARKETING STRATEGY
1. First step is to develop high level goals .

2. Seven Key components

• Target Audience
• Offerings
• Quantifies Objectives
• Resources
• Communication Efforts
• Delivery Channels
• Exchange
EMAIL MARKETING
WHY EMAIL MARKETING?

1. To nurture the relationship with the customers

2. Very Cost effective
3. Returns are high
4. Increase the loyalty at customers

How to grow Email Database?

5. Landing Page on website for email sign-ups
6. Subscription box on website’s homepage, product/service category etc
7. Opt-in Forms
8. Premium Resource or Lead Magnets like E-books/Webinars
9. Email Blogging
10.Incentives/Offers
11.Sign up Call to Action on Social Media Networks
12.Competions/Contests/Opinion Polls
 TYPES OF EMAIL MARKETING CAMPAIGNS

1. Welcome Emails
2. Organising educational campaigns
3. Event promotion emails
4. Launching seasonal campaigns
5. Hosting competitions
6. Survey Emails
7. Re-engagement campaign
8. Thank you emails
9. Update emails
 Developing an Effective Email Marketing Strategy

1. Establishing Objectives
Objectives of Email Marketing Strategy can be divided into 2 categories –
- Financial Objectives
- Time-Based Objectives More foot traffic in the store
Increase visit to websites

Improvement in Sales Rise in Event Attendance

Request for referrals

Rise in repeat business

Reduction in marketing costs

Time Based Objectives include –

• Automation of various activities, such as employing auto-responders for follow-ups and

conducting various email campaigns simultaneously

• A decrease in administrative activities by applying online templates for designing emails

• Providing a link to online forms in all emails

2. Building a Specific Email List

• The most crucial step is to build an organic email list.

• An option to subscribe must be provided on as many touch points as possible.
• Areas of adequate placement of sign-up –
1. All pages of website
2. Blogs
3. Point of sale to all the retail stores
4. Customer Service calls
5. Tradeshows and events
6. ‘Refer a friend’ links on newsletters or offers

• While creating sign-up forms include information such as –

1. Provide a brief description related to benefits of subscribing
2. Provide the reassurance of privacy and provision of links to the privacy policy
 DESIGNING AN EFFECTIVE MARKETING EMAIL

1. Create a familiar “From Name”

2. Employ an exclusive “From email address”
3. Develop a catchy subject line
4. Make use of pre-header texts
5. Select an appropriate mobile responsive email template
6. Use right fonts and colours
7. Include Logos
8. Include a call-to-action
9. Place images at the right places
10.Avoid placing irrelevant links
11.Create a concise and clear content
12.Provide the correct “reply to” email address
Delivering and Tracking Emails

Once the emails are delivered, the next step involves tracking & analysing.
ESPs provide a large volume of data to be tracked in different forms –

1. Bounce/Non-Bounce rates

2. Open Rates

3. Click through rates

4. Unsubscribe Rates

5. Email forwards
 Making Clickable Emails

Insert more Personalise

Links Links

Link Headlines Provide an Place social

& Images expiration date sharing buttons

Include A Keep
Cliff-hanger emails short
 Worst Email Content
Blunders

• Use of boring subject lines

• Display text without bullets
or paragraphs
• Spelling Errors
• Using same words repeatedly
• Improper Format
• Inclusion of broken links