MOBILE ADVERTISING

any form of advertising that appears on mobile devices such as smart

phones and tablet computers.

Types of Mobile Handsets:

There are three categories of mobile phones: basic phones, feature

phones, and smartphones.

- similar to a plain old telephone in that it allows the user to make and
receive calls and send and receive texts messages.

- a mobile phone that can complete basic functions, but does not have all
of the capabilities of a smartphone.

- a mobile telephone with computer features that may enable it to interact

with computerized systems, send e-mails, and access the web.
Mobile Advertising Models

Two models,
1. on-device advertising
2. off-device advertising

1. On-device Advertising

a. Network-Based Advertising
a company that connects advertisers to websites that want to host
advertisements.

b. off-network advertising
Consumers download and run apps on their mobiles, which have
inbuilt display ads.
Mobile Advertising Models
2. Off-device Advertising

Advertisements have interactive call-to-action messages where

brands urge consumers to participate in contests or offers by
sending an SMS or missed call to a toll-free number.

The activities in off-device advertising can include

•SMS PINs for redemption

•Barcodes / QR codes
•Application / game downloads
•Downloading ringtones
•Downloading images
•Missed calls to a given number.
Advantages of Mobile Advertising

•Low cost, yet High Efficiency

•Relevant and Accurate Data for Powerful Analytics and Targeting
•Better Engagement
•Use of Context and Profile
•High Reach
•Localized and Targeted Communication
•Real Time Engagement and Two-way Interactivity
•Personalized Communication
•The versatility of Message Formats
MOBILE MARKETING TOOLKIT

digital marketing strategies that companies use to reach their target

audience through a variety of channels that are available on
smartphones, tablets, and other digital devices.

Mobile marketing has begotten a wide range of tools and

techniques to reach and engage consumers. These media can be
paid, owned or earned by the brand. It is referred to as the POE
framework of mobile marketing. (Refer Unit 1 Notes)
POE framework of Mobile Marketing
Mobile Marketing Features

any promotional activity that takes place on smartphones and other

handheld devices such as tablets.

a) Location-based marketing or Proximity Marketing

Location-based marketing is a direct marketing strategy that uses a

mobile device's location to distribute content or services (such as
push notifications) associated with a particular place.

Proximity marketing is a tactic that allows marketing leaders to

target potential consumers with advertising content based on their
current location.
b) Social Marketing on Mobile

Mobile social media marketing is a technique of marketing via social

media on mobile devices. It is researched that nearly 71% users
access social media on mobile devices.Mobile social media
marketing is a technique of marketing via social media on mobile
devices. It is researched that nearly 71% users access social media
on mobile devices.

c) QR codes

bridging the gap between offline and online channels, enhancing

the user experience, increasing engagement and conversion rates,
and improving the tracking and measurement of campaigns.
d) Augmented Reality

It allows brands to give customers unique experiences with the

convenience of tapping into their mobile devices. AR gives you
another tool when it comes to driving sales and enhancing brand
value through mobile devices.
Mobile Analytics

Mobile analytics involves measuring and analysing data generated

by mobile platforms and properties, such as mobile sites and mobile
applications.

Web Analytics

Web analytics is the collection, reporting, and analysis of website

data.
TRACKING CODE

A tracking code is a small snippet of code that is usually

implemented as JavaScript in the HTML source code of a website.
These lines of code allow advertisers, webmasters, and marketers
to analyze the flow of visitors to websites and the activities of users.

Types of Tracking Codes

In digital marketing, "target codes" could refer to various tracking or

identification mechanisms used to monitor and optimize marketing
campaigns. Here are some common types of target codes:

1. UTM Parameters: These are tags added to URLs to track the

effectiveness of online marketing campaigns across various
channels. UTM parameters include components such as source,
medium, campaign, term, and content. They allow marketers to
identify which links are generating traffic and conversions.
2. Conversion Tracking Codes: These are snippets of code placed on
specific pages of a website to track actions taken by users, such as
purchases, sign-ups, or downloads. Conversion tracking codes
provide insights into which marketing channels and campaigns are
driving conversions.

3. Remarketing Tags: Remarketing tags are pieces of code added to

a website to track visitors and display targeted ads to them across
the web. These tags help marketers re-engage with users who have
previously visited their site but didn't convert.

4. Facebook Pixel: This is a snippet of JavaScript code provided by

Facebook that tracks visitors' interactions with a website and allows
marketers to measure the effectiveness of their Facebook
advertising campaigns. The Facebook pixel can track conversions,
optimize ad delivery, and build targeted audiences for future
campaigns.
5. Google Analytics Tracking Code: This is a tracking code provided
by Google Analytics that is added to every page of a website to
collect data about user interactions. It tracks metrics such as
pageviews, sessions, bounce rate, and more, providing valuable
insights into website traffic and user behavior.

6. Affiliate Tracking Codes: Affiliate tracking codes are unique

identifiers assigned to affiliate marketers to track their referrals and
sales. These codes are often included in affiliate links and help
advertisers accurately attribute commissions to individual affiliates.

7. Email Tracking Codes: These are unique identifiers added to links

within email campaigns to track opens, clicks, and conversions.
Email tracking codes enable marketers to monitor the performance
of their email campaigns and optimize future communications
based on user engagement.
8. QR Codes: While not strictly digital, QR codes can be used in
digital marketing campaigns to track offline interactions. Marketers
can generate unique QR codes for different campaigns or products
and track scans to measure the effectiveness of their offline
marketing efforts.
TEXT FORM OF MOBILE MARKETING

Why text based advertising is important?

One of the significant advantages of text advertising is the ability to

personalize ads based on user preferences and behaviors. With
advanced targeting options, businesses can segment their audience
and deliver tailored messages that resonate with their interests.
Text based tools in mobile marketing

1. SMS marketing

SMS marketing is a marketing campaign via text message. You can

send promotions, alerts, offers, and more to current and potential
customers' phones. Text marketing campaigns can be successful
because most people have their phones with them, and it is difficult
to ignore push notifications.

SMS marketing is a type of digital marketing that communicates

promotions, sales, and other updates through text messages to
mobile devices. Unlike email marketing, SMS marketing has some
distinct differences: It has a higher open rate. It has a higher
conversion rate.
2. Google text ads

A text ad is a form of marketing communication that advertisers can

use to promote their product or service on the Google Network.
What are the benefits of a text based logo?

Text logos are straightforward and easily comprehended by the

majority of clients. They don't include any hidden messages and
instead contain the company's name rather than a symbol.
Customers can easily remember the brand name and search for it
anywhere in the world this way.
What is the purpose of the text based approach?

A text-based approach explores how texts work. The purpose of a

text-based approach is to enable learners to become competent,
confident and critical readers, writers and viewers of texts. It
involves listening to, reading, viewing and analysing texts to
understand how they are produced and what their effects are.