MODERN MARKETING ESSENTIALS GUIDE

MOBILE MARKETING
A Prescriptive Guide Fortified to Build Stronger Marketing
INTRODUCTION
The sheer volume of marketing information available today
is nearly impossible to sift through, and it can be hard to
decide how to allocate your valuable time. Ain’t nobody got
time for that. We’ve got marketing magic to make!

The Modern Marketing Essentials Series gives marketing leaders and

practitioners the opportunity to supplement their existing marketing strategies with
helpful insights into the topics you hear marketers must know about, and more
importantly those that are affecting your bottom line.

It’s more important than ever—essential even— to ensure that you’re keeping
up with smart marketing tips to maximize your success. We’ve got you covered.
Modern Marketing Essentials Guides are a quick but detailed, compact but
thorough resource for topics and education Modern Marketers need the most.
Think of them as helpful vitamin supplements to your daily marketing diet.

Like any nutrition plan, this one will continue to evolve and help your marketing
stay healthy and thrive. We have several guides in the works, but we want to
know which topics are essential to your marketing! Tell us via Twitter
@OracleMktgCloud.

Modern Marketing Essentials Guide: Mobile Marketing 2

MODERN MARKETING
ESSENTIALS: MOBILE
MARKETING
This just in… practically the entire world has a mobile phone and a whole bunch of
them are smartphones.

Obviously that is not breaking news. We all know that every single day more and
more people turn to their smartphone, tablet, etc. to do pretty much everything
they can do on a computer.

There is no shortage of statistics to back up and support the fact that the use
of mobile as part of an overall marketing strategy is no longer a luxury but is in
fact… essential.

We will not bore you with stat after stat after stat for if you are reading this guide
you are well aware of the seemingly never-ending rise to the proliferation of mobile
among consumers.

Ok, maybe just a few:

150x 79%
Number of times Smartphone owners use
consumers check their their mobile devices to
mobile devices a day buy products or services

Modern Marketing Essentials Guide: Mobile Marketing 3

Is it any wonder then, according to Econsultancy, that there will be a 67% increase
in mobile marketing budgets in 2015?

67%
increase in
mobile marketing
budget 2015

We have identified the following 5 key things you need to know when it comes to
Mobile Marketing:

1 Market with cross-channel orchestration

2 Use smart data and signals to inform your mobile communication strategy

3 Create a holistic view of customer interactions

4 Deliver personalized marketing experiences

5 Prove the value of your mobile marketing strategy

Modern Marketing Essentials Guide: Mobile Marketing 4

Part 1:
MARKET WITH CROSS-
CHANNEL ORCHESTRATION
If you have not made the move yet—the move from a focus on single-channel
marketing campaigns—to focus on the entire customer journey, you need to do it
now, or even sooner if that’s humanly possible.

The opportunity, however, isn’t in buying a slew of individual mobile technologies

to execute—such as SMS, push, mobile advertising, and Passbook. As with other
marketing channels, operating in silos can only deliver fragmented experiences
that frustrate customers and result in missed opportunities for marketers. Instead,
the opportunity lies in unifying mobile technologies and delivering orchestrated
experiences that monitor signals from all channels (including connected devices).

These experiences speak to customers offering solutions based on who they are
as individuals and how they’re interacting with your brand in their moments of
need. By having the ability to send marketing campaigns out across channels, you
can also track results that aren’t limited strictly to mobile. Automation makes the
options for measuring success and running marketing campaigns a much more
robust offering.

Modern Marketing Essentials Guide: Mobile Marketing 5

PUSH IT. PUSH IT REAL GOOD.
Let’s look at Push as one example of how to create a cross-channel orchestrated
mobile experience.

Sometimes referred to as “the smartphone equivalent of SMS,” Push is a

permission-based, mobile customer communication channel. By opting in
to your Push messages, a customer gives you access to their most intimate
communication channel.

Mobile devices are fundamentally changing the way customers interact with
businesses. Today, there are more than 8.7 billion connected devices. This has led
to a huge marketing investment in mobile apps—they command 80% of the time
people spend on mobile.

As a result, customers expect to engage with brands to get any information

or service they desire immediately, and in the right context. In fact, 70% of
consumers find all types of Push notifications—including order updates and
location-based messages—to be valuable for their engagement with brands. To
capitalize on this opportunity, marketers need to take an orchestrated approach to
mobile interactions and push notifications to make them part of their integrated,
cross-channel marketing efforts.

CONSUMERS PREFER THE IMMEDIACY OF PUSH

Always on-the-move, customers often miss email and other traditional
messaging mediums.

70% 70% of consumers

found all types of
50% higher open
rates on Push

50%
Push notifications, notifications
including order versus email
updates and location-
VALUE based messages to
be valuable

The solution lies in technology that enables marketers to extend their cross-channel
marketing strategy to the world of apps—technology that collects all user behaviors
and unlocks valuable information about how and when your app is being used.

By understanding the behaviors of your mobile users, marketers can better inform
all their other channels and drive more valuable conversations with prospects for
improved sales effectiveness. Integrated with the right technology, marketers
can in turn deliver Push notifications across devices as part of an orchestrated
customer path, helping to drive new revenue, improve loyalty, and strengthen
customer relationships.

Modern Marketing Essentials Guide: Mobile Marketing 6

Part 2:
USE SMART DATA AND
SIGNALS TO INFORM YOUR
MOBILE COMMUNICATION
STRATEGY
Once you have embraced the need to collect and honor consumer preferences,
you can begin taking advantage of the wealth of new data available to marketers
being collected through apps and connected devices. By integrating marketing
technology into apps on mobile and connected devices across the Internet of
Things, you can begin to capture new types of data that were never before thought
possible. This information gives you the ability to further develop customer profiles
and improve customer journeys.

For example, apps on connected devices can collect information such as:
Device Type, App Engagement, App Operating System, Loyalty Information, and
Geographic Location. By focusing on collecting these new types of smart data,
marketers can sense and respond to real-time contextual information about the
customer, giving them the ability to deliver relevant information in a way that was
never before possible—both on the mobile device and in an orchestrated way
across traditional marketing channels.

Modern Marketing Essentials Guide: Mobile Marketing 7

Part 3:
CREATE A HOLISTIC VIEW OF
CUSTOMER INTERACTIONS
Sounds fairly straightforward, right? The way to do this is to centralize all of
your customer data and connect customer identities across touch points and
channels. Marketers can’t deliver a personalized experience if they don’t know
who their customers are and what they’re buying, when they’re buying, and how
they prefer to buy.

Today’s technology enables marketers to collect information on how individual

customers are interacting with distinct channels and to analyze those interactions
to glean information on what customers want. Marketers now have the ability to
know not just what their customers are purchasing but also the different ways they
use mobile to live daily lives. For example, maybe they prefer to use their laptops
in the morning to shop for household products before they head to work and their
tablets in the evening for entertainment and consuming content.

What’s more, you can use that information to deliver distinct customer journeys.
For example, if a customer clicks on a sweater offered in an email message, a
mobile marketer can know whether the best next step is to send a Push or an
SMS offering a discount on that same sweater.

Modern Marketing Essentials Guide: Mobile Marketing 8

TWO KEY POINTS:

1 Segmentation.

Every marketer in the world has their own definition of the word and is
intimately familiar with segmentation, at least they should be.

The needs of each customer differ, so it makes sense that marketers create
different offers for each segment of the market. Consumers in each segment
should exhibit similar types of behavior as shown by the data, ensuring that
they can be marketed to in similar way.

Mobile offers a unique opportunity for marketers to capture their prospect’s

device type, physical location, in-app usage, and behaviors. Marketers can
now capitalize on this rich customer data gathered to identify ideal customers
and target specific audience segments. Segmentation is vital when it comes
to establishing engagement trends.

With the ability to identify the physical location of consumers, marketers can
now even segment their audience by location, enabling them to connect
with their audience at the right time and place. Behavioral targeting allows
marketers to reach out to customer segments based on behavioral patterns
such as past actions and purchase intent.

Once segmentation is in place the insights derived can ultimately ensure

campaign success.

2 Data Management Platforms (DMPs).

Managing ad spend, targeting, and measurement across multiple mobile

platforms (including the integration of audience data across mobile, web,
and social for maximum cross-channel impact) remains challenging.
Advertisers need a sophisticated technology platform that addresses
the unique challenges of mobile data collection, media organization, and
campaign execution. This technology tool is called a data management
platform, or DMP.

A DMP is a centralized platform that ingests, organizes, and segments an

advertiser’s first- and third-party mobile and desktop audience data assets
in one place for audience creation, analytics, and execution.

Mobile DMPs give brands control of their ever-growing mobile advertising

programs. Mobile advertising offers a huge opportunity to capture a
consumer’s immediate location-based, in-the-moment interests. Customized
mobile advertising, when done effectively, delivers extremely high brand
engagement and conversion rates.

The most sophisticated mobile DMPs enable marketers to integrate mobile

campaigns with wider digital and offline advertising initiatives to improve
cross-channel targeting. For example, a brand could target a consumer on her
smartphone after she takes an action on her laptop, or target a user on his
computer after he visited a retail store (as captured by his mobile device), and
then track conversion across devices.

Modern Marketing Essentials Guide: Mobile Marketing 9

Part 4:
DELIVER PERSONALIZED
MARKETING EXPERIENCES
In Part 1, we looked at how to use Push as a way to deliver relevant, timely, and
personalized notifications.

Now we’ll take a look at SMS messaging as a tool to deliver personalized

messaging with content that matters to the customer and offers that are
based on their needs at that moment in time to strengthen customer
relationships and loyalty.

In recent years, mobile SMS marketing has pushed forward to become one of
the most desirable forms of marketing available. The number of people with cell
phones capable of texting has grown rapidly in the past few years and so it makes 90%
sense that texting is swiftly becoming the best way to reach a customer. The low of SMS messages
cost and flexibility make it great for businesses, while its ability to deliver offers are opened and
instantly leaves customers wanting more. read within the
first 90 seconds
SMS is lightning fast, literally putting your message into subscriber pockets or of receipt
purses seconds after you send. The average time for all mobile carriers and SMS
services is less than 7 seconds from send to receive.

Modern Marketing Essentials Guide: Mobile Marketing 10

Compared to email marketing, SMS has a staggeringly high open rate. Essentially,
almost every SMS sent is opened (and read), whereas only a fraction of emails
sent are read. When a subscriber feels that friendly buzz in their pocket or hears
that Pavlov’s Dog tone signaling a text message, they always look. In some cases,
text messages are automatically opened, where emails aren’t. Subscribers have a
choice to open your email.

Consumers can get thousands of emails a month. Empowered by the technology

at their desks and in their hands, consumers can fast-forward, delete, or tune out
any messages they don’t like.

So can you reach these consumers if they miss other traditional messaging
mediums, such as email? If you look at the open rates of SMS messages vs. email
you’ll see why SMS is so powerful.

CONSUMERS EXPECT MORE IMMEDIATE EXPERIENCE

Always on-the-move, customers often miss email and other traditional
messaging mediums.

Averages & KPIs Email SMS SMS Effectiveness**

Message Open Rate 22%1 99%1 5x Higher

User Reponse Time 2.5 Days2 90 Seconds2 2,400x Faster

Link Click Through 4.2%3 19%3 5x Higher

Rates*

Messages An 1,2164 1784 7x Less

Individual Receives
Each Month

Proportion That Is 90%1 1%1 90x Less

Spam

Planning an interactive SMS promotion is a good way to make your message fun
and engaging, and there are plenty of ways to do it. Posing your message as part
of a questionnaire or poll encourages your target audience to read more closely and
become an active participant. Offering up a toll-free SMS reply option is an extra
incentive for users to engage with your brand. Meanwhile, including a link to an
entertaining video or images with more details about your promotion encourages
users to investigate further.

Not every cellphone has the ability to connect to the Internet, but as smartphones
become nearly ubiquitous, business owners would be wise to consider including
visual and interactive elements in their SMS marketing efforts.

1 Business 2 Community 4 Text Messaging Resource

2 Smart Insights * CTR of messages delivered
3 Tweak Your Biz ** Numbers rounded whole

Modern Marketing Essentials Guide: Mobile Marketing 11

 $

Part 5:
PROVE THE VALUE OF YOUR
MOBILE MARKETING STRATEGY
ROI. The holy grail for any marketer trying to prove the worth of a given campaign
or strategy and mobile marketing is no different.

Granted, it’s hard to link long-term customer loyalty to any specific campaign,
mobile or otherwise. But there are steps marketers can take to track the value of
their mobile campaign.

Many mobile marketing platforms now have a link tracking capability which allow
marketers to embed branded short URLs in their SMS messages to get deep
insights into how well campaigns perform by monitoring SMS click through rates,
conversions, and click recency. SMS click recency behavior is recorded at the
individual level and can be used for targeting.

For example, marketers can use a mobile-specific landing page toward which they
direct customers that will allow them to glean metrics on conversion, geotracking,
and device detection. Or a specific call to action such as “Order now and you’ll
receive a $5 credit toward your next purchase” alongside a point-of-sale code
specific to one particular mobile campaign can track the success of that campaign.

Modern Marketing Essentials Guide: Mobile Marketing 12

Marketers can then use response data to monitor, track, and create more
relevant campaigns. This results in better conversion rates and a faster return
on investment.

It is important to set clear goals that are tied to business objectives from the
outset. Marketers should set up custom events based on KPIs, such as installs, in
app purchases, or time spent on the app. If the custom events are set up properly,
these third-party tracking companies are invaluable tools to measure which traffic
sources drove the most revenue at most efficient ROI. This then allows marketers
to optimize their marketing spend and shift their budgets accordingly.

GOIN’ MOBILE

“And we’ll see how it feels goin’ mobile…” —The Who

There are many more roads to explore when you decide to go all in on going
mobile. You just need to start that engine and get moving. Then you’ll see what’s
up with the regular traffic on the main highway and get creative on the roads less
travelled. Much like years ago when everyone needed to be social for social’s sake,
mobile is a moving target and has many rivers for marketers to cross before that
journey is done.

But a few things are clear. Your website must be web friendly. You need the
SMS and Push features. You have to have the data from both online behaviors
and offline purchases. You need to track and use preference information to
truly personalize the experience. You’ll probably be asked to quantify to justify
and show ROI.

So fire up the motor, stick your head out the window, and experience the feeling.
Because when you’re going mobile, the adventure is the journey.

Modern Marketing Essentials Guide: Mobile Marketing 13

ABOUT ORACLE MARKETING CLOUD
Modern Marketers choose Oracle Marketing Cloud to build
customer obsessed cultures, create and manage ideal
customers, and power revenue performance. They transform
marketing by truly knowing the customer, engaging
with cross-channel marketing, and achieving data driven
accountability. Integrated information from cross-channel,
content, and social marketing with data management and
activation along with hundreds of app and data partners
enables them to target, engage, convert, analyze, and use
award-winning marketing technology and expertise to deliver
personalized customer experiences at every interaction.

Visit oracle.com/marketingcloud

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