• Skip to primary navigation
  • Skip to main content

Mind Movement Machine

Helping Make AI Possible for You

  • Home.
  • About.
  • Subscribe.
  • Blog.
  • Contact.
  • Show Search
Hide Search

09 | 14 | 2018.

download the pdf.

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

Google Analytics

Webtrends

Adobe Analytics

Localytics

Clicktale

Mobile Marketing Tools for Customer Satisfaction Tools

ForSee

SessionM

Setting up QR Codes

QR Code- image embedded with info that triggers events for the user and generates data for the marketer

  1. 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

  1. Establish a list
  2. Create new alert service subscription
  3. 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

Eachscape.com

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

Appannie.com

sensortower.com

apptweak.com

  • Click to share on Facebook (Opens in new window)
  • Click to share on Twitter (Opens in new window)
  • Click to share on LinkedIn (Opens in new window)
  • Click to share on Reddit (Opens in new window)

Tagged With: app search optimization, application marketing, digital analytics, digital marketing, mobile marketing

Get More Help.

Reader Interactions

Your Mind Moves the Machine. Cancel reply

Helping Make AI Possible for You.

Mind Movement Machine ©

  • #mechanizeme.