Communication Science 2B

ACCSB2

Eduvos (Pty) Ltd (formerly Pearson Institute of Higher Education) is registered with the Department of Higher Education and Training as a private higher education institution under the
Higher Education Act, 101, of 1997. Registration Certificate number: 2001/HE07/008
Week 1: Lesson 1
Introduction

Welcome to Communication Science 2

During this lesson, we will introduce you to the exciting world of mobile
communications (marketing) and the technical aspects thereof.

These technical aspects will help you explore new options and ways of
reaching consumers with effective marketing messages.
 What will be covered
in today’s lesson?
Mobile Technology: Key Terms &
Definitions

Week 1 Advantages and Disadvantages for

mobile marketing in an IMC context

Lesson 1 Mobile devices, marketing features

& the customer journey

Customer experiences on mobile

devices

Mobile Marketing in IMC

 Mobile Technology
Class Activity:
Watch the video and answer the following
questions:
• What is one thing you noticed the people in the video
are doing?
• What is Amazon communicating to its audience?
Let us watch this
video (on the next • How is this video relevant to this module?
slide) • What is the importance of mobile technology in today
marketing professions?
Source: Amazon Mobile App Commercial Ad. Available at:https://www.youtube.com/watch?v=iFkQEnO3yQI [Accessed on 01 October 2023]
Mobile Technology

Integrated Marketing Communications (IMC) practitioners need to

maintain a constant awareness of mobile technology in order to
discover fresh possibilities and approaches for effectively delivering
marketing messages to consumers.
Mobile Technology
• Mobile technology has become a
rapidly evolving part of people's
daily routines.

• With smartphones and tablets

becoming versatile tools, marketers
have a growing array of
opportunities to engage consumers.

Source: Unsplash, 2023

Mobile Technology
• It's crucial to comprehend the
diverse methods for these
marketing engagements and the
speed at which new technologies
emerge, making previous
strategies less effective.

Source: Unsplash, 2023

 Mobile Marketing

Class Activity:
Step 1: Divide into groups of 3 or 4 depending on size
of class
Step 2: Scan the QR code and read the article
Step 3: From the examples of trends given, which ones
have you seen being used in marketing
communications?
Source: Jurupa Valley Chamber of Commerce, nd. 7 Must Know Evolving Trends in
Step 4: Provide your own definitions of the following:
Mobile Marketing. [Online] Available at: https://jurupachamber.org/7-must-know-

• Mobile Marketing
evolving-trends-in-mobile-marketing/ Accessed: 01 October 2023].

• Mobile Devices
Defining Mobile Marketing

The Mobile Marketing Association (MMA)

defines mobile marketing expansively, Mobile marketing, similar to other
covering areas like advertising, promotions, digital media, offers rich multimedia
customer relationship management, social formats including text, images, audio,
media marketing, and loyalty programs and video.
(Blakeman, 2018: 289).

It's inherently interactive, involving

both push advertising (marketers
initiating interactions) and pull
advertising (customers initiating
interactions) (Blakeman, 2018: 289).
The following figure summarises the different technologies
that may be grouped under mobile devices.

Source: Education (Pty), Ltd, 2021; and Flaticon; adapted from Silver et al., 2019: 19.
In-Class Discussion

1. Why does almost everyone own a mobile device?

2. How often do we look and use our devices in our

everyday life?

3. What would be the advantages of marketers

adopting mobile media marketing?

4. What would be the disadvantages of mobile media

marketing?
 Mobile Marketing Features and Tactics

Class Activity:
Step 1: Divide into groups of 3 or 4 depending on size
of class
Step 2: Scan the QR code and read the article (Mobile
Promotion Section)
Step 3: Provide your own examples of the following:
• Features you would include in mobile marketing
• Ways in which you would implement mobile
Source: Evinex. 2023. Mobile Marketing: How to Engage Your Customers [2023]. markeitng
[Online] Available at: https://www.evinex.com/mobile-marketing/ Accessed: 01
October 2023].
Example: Apple’s Use of Accessibility in their mobile marketing

Source: Apple, 2022. Available on: https://www.youtube.com/watch?v=8sX9IEHWRJ8

Mobile marketing features and tactics
Mobile devices provide diverse methods for delivering
advertisements. These ads can include text, images, or
videos.
Typically, mobile ads, whether on websites or within apps,
are categorized as follows:

• Banner adverts: Adverts laid horizontally across the top or bottom of the screen, or
vertically down one side or both sides.
• Pop-up adverts: Adverts that appear as an overlay on content and must be closed to reach
the content.
• Interstitial adverts: Adverts that cover the whole screen before content loads on a website
or in an app, or before the user can reach the content they are looking for.
The customer journey & customer
experiences on mobile devices
Divide class into 4 groups, and provide each group with
one of the topics listed on the next slide:

2. Each group to decide on a question. Then conduct 10

minutes research on the topic, particularly examining
mobile marketing from the customer’s perspective

3. Groups to present their findings back to the class.

Lecturer to guide the discussion.

The customer journey & customer
experiences on mobile devices
The customer journey & customer
experiences on mobile devices

Class Discussion Feedback

Short Break coming up in 5,4,3,2,1…

Short 5 Minute Break
Customer data, customer
relationship management
(CRM), privacy and security

• Introducing a novel
customer experience
equips marketers with
fresh tools to gather data
from interactions, while
also heightening their
responsibility for customer
privacy and security.
Customer data, customer
relationship management
(CRM), privacy and security

• Owning and using a

smartphone generates
valuable data about
customers—preferences,
app usage, locations,
ratings, and more
(Unhelkar, 2018).
Customer data, customer
relationship management
(CRM), privacy and security

• Developing mobile
websites and apps
provides marketers with
essential customer data,
facilitating analysis for
understanding target
market preferences and
emerging trends
(Unhelkar, 2018).
Four Ways Mobile Devices can enhance
CRM
Unhelkar (2018) outlines four ways mobile devices can enhance CRM:
• Real-time interaction: Mobile apps enable instant communication, enhancing customer value and
support processes.

• Spot-based analytics: Location services permit tailored offers and experiences, catering to
customers' real-time locations.

• Dynamic customer groups: Targeting specific customer groups based on interactions or shared
locations, bolstering effective marketing.

• Dynamic business processes: Using mobile analytics to improve internal operations and customer
interactions, such as real-time driver tracking for delivery services.
Let’s discuss:

A significant factor for IMC practitioners is how

mobile has transformed businesses' and
brands' communication with consumers.
• Mobile has created a multitude of
marketing choices. So, what role should
mobile channels assume within an
integrated marketing strategy?
 Mobile Marketing in IMC

Source: Pearson Education, 2016.

Mobile Marketing in IMC
•

The 4 Cs of Integrated Marketing

(Source: EDGE Education (Pty) Ltd, 2021; and Flaticon; adapted from Chaffey and Smith, 2017: 434)
Mobile Marketing in IMC
•

•
The NOTE Framework
Needs Customer needs, which are identified by doing customer research and
considering trends and data from current digital and mobile marketing
activities
Objectives Focus on the customer needs that are aligned with business objectives,
setting both short- and long-term goals for the mobile marketing
campaign
Tactics Identify strategic approaches that meet both customer and business
needs, by exploring potential mobile features that are suitable and
facilitate ongoing communication
Execution Create an action plan to coordinate key efforts based on their cost and
importance, set key performance metrics and publicise new mobile
offerings to the target audience
Source: EDGE Education (Pty) Ltd, 2021; adapted from Garris and Mishra, 2015: 105
Once marketing
management fully
understands that all
communications must align
with IMC principles, they can
design a customer driven
marketing communications
strategy.
What Happens Next?
•Please work through the content for Week 2, Lesson 2
(Social Networking Pt 1).
•Attempt the Practice Quiz 2.2

•It is important to have a thorough understanding of the

following:
•LinkedIn, Facebook and Twitter (now X) in detail.
•How each one can contribute to an integrated
marketing communications (IMC) approach.
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