what is mobile marketing.
*this is a study guide that was created from lecture videos and is used to help you gain an understanding of what is mobile marketing.
How to Develop a Mobile Marketing Strategy
“Listen to your customers digital signals and then respond in a relevant and real time manner”
Messaging, alerts, audio, browsing, content, applications, enablers
Purchase Funnel
Awareness- learning about brand or offering
Interest- decide if they like or dislike your product
Desire- indirect and form an impression of brand, may develop preference of brand or product
Action- opening starts to turn to a liking
Adoption- initial experience consumer has with your product
Loyalty- continue to buy your goods and services and will be less influenced from competiso
Advocacy- people will express their satisfaction from your goods and services
Showrooming- comparing prices of a good or service online while in a store
Purchase Funnel (Marketing Perspective) vs. Customer Journey (Customers Perspective)
Envision every online or offline way your customer interacts with your business (touch points)
Where would I look to find my product?
How would I find out about my product?
What problems would I be trying to solve?
Where do I shop and what questions will I have?
Where will I go for help and will I find it useful?
..then create customer persona development in the customer journey process
Who am I?
What are my needs?
How will the product fulfill my needs?
What is my demographic?
Age? Gender?Income? Loation? Interest?
What media do I consume?
What is my behavior?
How might I be exposed to the product?
Mobile Marketing Landscape
Consumers- looking for connectivity
Marketers- create the goods and services that consumers want need and desire
Sellers- people and organizations responsible for media and advertising
Enablers- technology companies that make the mobile consumer experience happen
Associates- everyone else involved in marketing
Audit your Customers
Figure out about them through emails, surveys, sales team, customer service
Audit Yourself
What can you do for your company
Audit your Company- people, processes, technology, media channels
Everything they bring to the table that can service the customers
Test your website speed
Test your email performance through litmus
(Most consumers rarely look past the top 100 apps)
Test your brand solely on mobile
Mobile First Strategy
Objectives-Resources-Dependencies/Roadblocks-Execution Model-Preparation
Limit your objectives into 2 or 3 and your strategy must support them
Text Campaign
Campaign plan, clarity and purpose, content plan, short code, text messaging platform, crm and text messaging integration, marketing plan, customer support plan, contract with partners, program audit, legal review, budget,
Mobile Ad Campaign
Campaign plan, publisher/network/exchange, creative text/media, ad impression goal, contract with partners, budget, auditing the process
Execution Elements
Strategy for each campaign
Creative design and content considerations for compelling mobile experience
Media and technical elements to get you and your program in front of your audience
Analytics needed to measure your program and create insights from them
Content marketing is made up of text, images, videos, sounds and interactions
“Think about all you know, and share it with the world.” Provide Value, Capture Attention, and Encourage Interaction
Create content that is easy to share!
Social Media Presence- Interact with your audience where they are having conversations
SEO Tips
Mobile optimize your site, index your content, create engaging content, utilize social engagement, break down page elements
Consumers today are looking for “snackable” content
Email Marketing Tips
Be Concise, Be clear with your CTA, provide an offer, be personalized
Optimizing Website for Mobile
Device- type, Operating system, Browser, Screen Resolution
Design- keep it simple (ensure users have an easy and seamless experience, let people get to the information and then get out
“Think tapping and not clicking.”
Local Mobile Tips Search, Listings, Local Advertising
Website Performance
Site capabilities- load times, crashes, success rates, SEO rankings
Visitor Behavior- how many visitors, how often they return, what they do and for how long
Context- demographics, devices/networks, location
Content Quality- Pages, videos, offers/promotions
Customer Satisfaction
Financial Performance
Competitiveness
Mobile Marketing Tools for Analytics
Mobile Marketing Tools for Customer Satisfaction Tools
Setting up QR Codes
QR Code- image embedded with info that triggers events for the user and generates data for the marketer
- Create a plan- objective, capabilities, resources, assets(logo, hex color, media, qr app/tools
Scanlife.com to make a QR code.
Launching a Mobile Marketing Campaign
Mobile messaging application provider- company with a text messaging platform for administration of initiatives related to text messaging.
Text messaging application platform- software solution offered by a text messaging application provider
Mobile originated- text messaging from someone’s mobile phone that is sent and routed to the text messaging application platform
Mobile terminated- text message successfully sent from the text messaging application platform
Marketing campaign- efforts to invite people to topt in to a text messaging program
Standard rate messaging- only standard carrier charges per message are charged to the consumer for receiving and sending messages
Strategic plan- document outlining the details of a text messaging program including objectives target customers, media, budget, resources and user flow.
Alert Service- “Text TTOO to 55155 to receive healthy tips and uses for olive oil”
Setting up a messaging campaign
Waterfall.com for text messaging application provider
- Establish a list
- Create new alert service subscription
- Send message
Building phone number database
Only send relevant messages
Its a marathon not a sprint
Include your cta on everything
Social media
Word of mouth
Incentives in message
Timing sent
Be relevant
Mobile Marketing Applications
Software installed and run on a mobile device for a specific operating system
Planning- focus on your customer, what problem will my app address for its user, user experience, user tasks, consistent experience, clear navigation, clear calls to action
Minimize typing, map out all flows, release an MVP to get feedback from minimal app
App Type Considerations
Native App- programs developed for a specific mobile operating system, built with native development language
Hybrid App- Program using native OS code for functionality and browser for user experience,
Open web app- program using only the browser
Operating systems- apple ios, google android, windows phone, blackberry, samsung tizen, mozilla firefox, google chrome
Platform and development tool considerations
Native language and developer tools, license a platform or tool, then publish to app store
Marketing your mobile app
App store listing- screenshot, description, reviews,
Pricing strategy- Paid, free, freemium
Traditional marketing, social media
App Development
Integrate data source, start designing, create new view
Integrating advanced app features
Push notifications- messages to alert users of enw content, messages , offers and other events, urban airship, kahuna, exacttarget, appoxee
Flurry, comscore, nielsen, shared2you, personagraph to understand in app behavior
Advertising and Monetizing for Mobile Marketing
Lithient to manage the 3 axis effective in app advertising and measurement- reach, accuracy and privacy
Geofencing- digby, placecast to notify you when users are in store via text!
Beacon- hardware that provides location based targeted messaging qualcomm, swirl, estimote, swarm paypal, Apptentive, foresee, sessionM
Augmented reality- Layer, quzlcomm, vuforia, blippar, metaio
Image and Audio Scanning- Scanbuy, digimarc, denso, shazam, zample
Mobile Advertising
People, buyers, marketers, agencies, sellers (publishers, networks, exchanges) enablers, associates
Text, display, rich media, audio and video, incentivized media
Context marketing- using a users location, proximity, or digital or physical behavior to determine what ad to show
Ad Placements
Header, footer, sidebar
Interstitial
Home Screen
Native
Mobile Advertising Objectives
Branding, Performance
Executing a Mobile Display Ad
Set detailed objectives, allocate budget, decide on a media mix plan, design creative, set up tracking, utilize optimization plan
Top down approach vs bottom up approach
mmedia.com
Mobile Advertising Metrics by the Numbers
Number of impressions
Location
Publisher
Number of engagements
Engagement rates
Dwell time
Completion rates
Spending
Converstions
Conversion rates, conversion value, average conversion value, return on investment, lifetime value
Use ad network and publisher or specialized tracking codes to track
Brand advertising objectives
Brand awareness and uplift
Brand preference uplift
Purchase intent
Insideexpress.com adlogic.com adcolony.com
Performance Advertising / Brand and Performance Advertising
Mobile Commerce
Publishers, game developers, mobile payments- paypal, square, app stores, proximity commerce- using a mobile device to initiate payment transaction when device is within the range of wireless transaction terminal, scanners, nfc enabled credit card terminals, mobile wallets, mobile devices, mobile influence sales/commerce
App Search Optimization for Applications
ASO- Process of improving the visibility of a mobile app in an app store.
ASO Components
App name- be descriptive, concise, localize name to area
Description- best content above the fold, readable
Keywords- relevant to the app, competitor keywords
Ratings- volume and quality, current version ratings,
Downloads- *strongest signals
Engagement and retention rates
Uninstalls
App Icon- Help CTR
App Screenshots/Video
Social Signals and Backlinks- Google Play Store
Apple Store doesn’t care about keywords in description, social signals and links.
Try to drive large number of downloads in a short amount of time for a better rank
Apple Specific
App name-simple, memorable, easy to spell, distinct, 50 characters, but only 26 will show
23 characters or less to be safe for all devices, include keyword in app name if possible
Dedicated Keyword Field
100 characters, use commas, don’t use any spaces, not shown to public, use single word phrases, don’t use keyword stuffing, remove stop words from keywords
App Description
Make first line count, add testimonials at the end, each line can be 120 characters long, place keywords early on sentence
Reviews
Respond to negative feedback
Google Play
Title- include keywords, 30 character limit
Google Play Description
4000 characters, repeat keyword 3-4 times, 5-10 keywords included, include plural forms of top keywords, keep in mind for first 167 characters
User Reviews
amount and quality user ratings matter
Keywords in Review
Be authentic, learn from your reviews
Social Signals from Google + and inbound links to your app page
Creating App Title
Don’t try to be overly clever, cute, or confusing. Communicate value and don’t get technical
Find out the terms people are searching for an fill the niche with your app title
Choosing keywords for your app
Choose relevant keywords and match your users intent
People don’t look passed the top 10 search results
Think like your target customer
Writing Your App Description
What does it do, what problem does it solve, what is unique, why should someone download your app
Look at your competitions description, have a strong value prop, make it scannable
Firebase app indexing
can click from Google into Apps on their phones
Display app in search results
Associate your app and website
Support http urls in app -> add app indexing SDK to your app ->test your implementation -> track in Google Search Console
Deep Linking
Take users to specific location in a mobile app
Attract new users to your app
Provide better user experience
<link rel=”alternate” tag
Traditional- Directs user to the content in your app or mobile website
Deferred- directs user to app store and then to desired content in app
Deep link resources- tune.com, branch.io, adjust.com
Smart App Banners
<meta name=”apple-itunes-app”
Appbanners plugin for WordPress
Branch.io
Converting Factors
Screenshots of Your App, Reviews, descriptions, what problem does your app solve
Considerations
Are you leveraging newer technology, is your solution faster, more efficient or more elegant, does your solution offer better integration
App Marketing Video
30 seconds long
Develop outline or storyboard, plan out scenes, tell a cohesive story, prepare demo content, pick the right music, show real app experience, text as transition
Tracking ASO Performance
Your Mind Moves the Machine.