L7: Mobile Mar keting &

Om ni Channels
 Today’s Agenda

• Concept Checks

• Mobile Marketing Strategies

• Individual Presentations

• Omni-Channel Marketing
 Concept Checks

• Paid, owned, and earned media (Digital vs. traditional)

• Media planning
• Display advertising
• Why programmatic?
• Basic structure and main players (e.g., advertiser, publisher, Ad network/Ad
exchange)
• Process of RTB (real-time-bidding)
• Targeting (behavioral vs. contextual)
• Measurement
• CPM
• CPC
• CPA
• Randomized experiments (A/B testing)
Mobile Mar keting
Evolution and Value of Mobile Marketing

Key Date Mobile Marketing Evolution

1946 AT&T develops first mobile phone for use in vehicles.

1973 Motorola develops first personal cell phone.

1992 First text message (Short Message Service, or SMS) is sent.

1997 First mobile app, the game “Snake (贪食蛇）,” launched on Nokia phones.

2008 Apple launches its App Store and Google launches the Android Market.

Present day Mobile marketing has increased exponentially: 500 billion texts are sent every
month, and 40% of online transactions are completed via mobile.
Evolution and Value of Mobile Marketing
 Mobile Marketing

Mobile marketing - Marketing that targets users via mobile devices.

• It leverages mobile devices to communicate and engage with consumers at any
point in the customer lifecycle and it drives brand-value and demand for your
products or services.
• Access and engage with consumers via the mobile device in their hands.
• A direct two-way interaction.
An Overview of Mobile Usage

Essential Digital Headlines

Meltwater
 An Overview of Mobile Usage

Many apps are mobile-only (e.g., Tik Tok).

 An Overview of Mobile Usage

Many apps are mobile-only (e.g., Tik Tok).

Source: Comscore MMX® Multi-Platform & Mobile Metrix Web & App, Total Minutes, June 2019, U.S (full report see Moodle)
 Mobile vs. Desktop

Similarity—Both devices provide access to the same information

Differences—(1) smaller screens, (2) portability, (3) more timely
information

Specific functions of mobile devices:

• Personal
• Geo-location
• Camera/video technology
• Voice recognition
• Phone sensors
 Advantages of Mobile Marketing

In terms of firm capabilities of sending message to its customers,

• Timing—message at a specific and “optimized” time (most individuals have their

phones with them at all times)
• Proximity—message when the individual is within a specific range of the sales
channel
• Targeting—send a message to a specific individual (phone is a personal device,
rarely shared)
 Mobile vs. Desktop Consumer Behavior

As a results, on mobile devices, consumers:

• Do more impulsive purchase (Drossos et al. 2014)
• Tend to be more self-expressive and choose unique options (Song and Sela 2023)
• Show a higher conversion rate (especially on mobile apps; Michel, 2020)
 Facts about Mobile Marketing

Mobile phones are the most ubiquitous personal communication device

in history (emotional attachment).
• 79% of people are not willing to leave home without it

They are the fastest growing delivery channel for advertising.

Mobile marketing makes the cell phone a personal point-of-sale device

to contact people on the run.
Mobile Marketing Objectives

Overall Marketing Related Mobile Marketing Value for Consumer/Customer

Objective Objective
Increase brand Increase mobile app downloads by Have access to apps from brands a
awareness, exposure, 10% next quarter to boost consumer may not be familiar with and
and image awareness and exposure easy-to-make choices about brands
Increase traffic, leads, Increase mobile lead generation by Have access to information and ordering of
sales, and conversion 6% next quarter valuable products and services through
mobile apps and text messages
Improve customer Increase satisfied customers Resolve customer service inquiries through
service served through mobile channels by convenient mobile apps and text customer
10% next year service
Increase engagement, Increase mobile app utilization by Have access to various valuable services
retention, and loyalty 5% this quarter and information, present new offers, and
and build relationships remind consumers about brand
 Mobile Marketing Objectives

Increase Brand Awareness, Exposure, and Image

A well-designed mobile app icon may increase the brand image by creating a positive
view in the minds of mobile consumers.
As seen in this image, many apps use their logo or brand name conspicuously on or
as their mobile app icon, which may stick on the mind of consumers and help to
enhance their connection with the brand.

Examples of apps on Google Play that clearly display brand name or logo
Google LLC
 Mobile Marketing Objectives

Increase Brand Awareness, Exposure, and Image

 Mobile Marketing Objectives

Increase Leads, Traffic, Sales, and Conversion

Mobile apps can:

• Generate leads and traffic through campaigns designed to get consumers to
download or engage with them
• Increase conversion and sales by offering purchasing capabilities and in-app
advertising

Texting campaigns can be designed to increase conversion and can be specially

targeted.
 Mobile Marketing Objectives

Improve Customer Service

The Target app’s chat function can answer Home Depot, like many organizations,
consumers’ questions or alert Target to offers text message notification when
issues that the customer needs resolved. orders are ready.

Target offers chat functionality through its app Home Depot offers Text Message Notification for Orders
Target The Home Depot
 Mobile Marketing Objectives

Increase Engagement, Retention, and Loyalty

Mobile consumers can engage with an

organization’s mobile app at any time, at their
convenience. This ability may:
• Increase engagement with a brand
• Make consumers more inclined to engage and
to make repeat purchases

Also, opening up channels for communication

and personalized experiences through mobile
apps can entice consumers to stay with an app.
Duolingo Mobile Notifications
Duolingo
 Mobile Marketing Considerations, Strategies and Tactics

Mobile marketing enables organizations to target consumers specifically, using a

variety of mobile-relevant factors:

• Type of device the consumer uses (operating system, screen size, etc.)
• Location-based targeting
• Mobile-app engagement
• Mobile purchasing habits
• Preferred language
• Demographic information
• Behaviors
 Mobile Marketing Considerations, Strategies and Tactics

Location-based targeting

• Location-Based Services (LBS) uses

information on geographic position of a
mobile device to provide a service. It
brings your business to consumers.
• Find service location near you.
• Messages shared based on user
location increase chances for
conversion.
• E.g., Google map, Facebook Places,
Foursquare, Yelp! Mobile.
 Mobile Marketing Considerations, Strategies and Tactics

Location-based targeting
• Example: Aiming to solve the problem of weather-related bad hair days, Pantene
launched a campaign in which full-screen ads were designed specifically for
placement on The Weather Channel apps where people often check the weather.
• When the customer checked her forecast, she was served a geo-targeted ad with the right
Pantene product to match.
 Mobile Marketing Considerations, Strategies and Tactics

Location-based targeting

A location-based targeting strategy best practice may be to adopt a geo-fencing

strategy, where appropriate. This involves setting a virtual boundary, fence, or circle in
a geographic area, making selected content available only to those in that specific
area.

Using the boundary that has been set, mobile marketers can implement a mobile geo-
targeting strategy. Common types of communication include:
• Location-based push notifications
• Location-based mobile ads
• Geo-texting (sending text messages to consumers based on their location)
 Mobile Marketing Considerations, Strategies and Tactics

Location-based targeting
What is Geofencing?
 Mobile Marketing Considerations, Strategies and Tactics

Location-based targeting
Example: Road Tales from Volkswagen
 Mobile Marketing Considerations, Strategies and Tactics

Location-based targeting
Example: Line Ghost Alert
 Mobile Marketing Considerations, Strategies and Tactics

Mobile-app engagement: pricing strategy

Ad-supported apps
free to download, but ads appear on the screen.

Freemium apps
free to download but include in-app
purchases that enables the user to enhance an
app or game.

Paid apps
charge the customer an upfront price to
download the app ($0.99 is the most common),
but offer full functionality once downloaded.
 Mobile Marketing Considerations, Strategies and Tactics

Mobile-app engagement: mobile app store considerations

Popular app stores include the Apple App

Store and Google Play. As seen in this image,
Google Play contains a number of categories
that may be relevant, including popular apps
and games.

The prominent display of these apps can

allure consumers to download them.
Google Play app store offers a platform for mobile marketers to
launch apps of different variety.
Google LLC

App store optimization (ASO) is very important to the success of many apps. ASO involves
taking the steps necessary to improve a mobile app’s visibility within app stores.
 Mobile Marketing Considerations, Strategies and Tactics

Mobile-app engagement: mobile app store considerations

As seen in this image, the Duolingo

Language Lessons app on Google Play is
promoted through:
• A quote from The Wall Street Journal,
“Far and away the best language
learning app”
• A statement of value indicating
consumers can “Learn 30+ languages
for free”
• A description that touts the product’s
popularity as the “world’s most-
downloaded education app!” Duolingo: Language Lessons app on Google Play promotes
itself through a quote, statement of value, and popularity.
Google LLC
 Mobile Marketing Considerations, Strategies and Tactics

Mobile-app engagement: logo considerations

https://www.comscore.com/Insights/Presentations-and-Whitepapers/2017/The-2017-US-Mobile-App-Report
 Mobile Marketing Considerations, Strategies and Tactics

Mobile-app engagement: mobile app design considerations

There are also some situations to avoid in mobile app design. For example, apps
that:
• Have too much functionality
• Have too many options
• Have a dull design
• Are slow or crash often
• Have aspects that are inconsistent
• Ask consumers for more information than is needed
 Mobile Marketing Considerations, Strategies and Tactics

Mobile-app engagement: push notifications

• Push notifications is a common tactic that app developers use to spark repeat
visits to their app.
• Marketers should balance how many push notifications they send. If they
bombard a person, they risk the user turning off notifications or worse, deleting
their app.
Mobile-app engagement: in-app augmented reality

Augmented reality overlays digital content and information onto the physical world
— as if they’re actually there with you, in your own space.

Examples of experience that AR can provide?

 Mobile Marketing Considerations, Strategies and Tactics

Mobile-app engagement: gamification

Example: Tinder Swipe Night
 Mobile Marketing Considerations, Strategies and Tactics

Mobile-app engagement: advergaming

Sponsorship in games
 Mobile Marketing Considerations, Strategies and Tactics

Mobile-app engagement: QR code marketing

• Created in Japan in 1994

• Use QR codes to interact with consumers
• Multi-platform advertising
• Make purchases
• Scan for product information and content
 Mobile Marketing Considerations, Strategies and Tactics

Mobile-app engagement: QR code marketing

Individual P r esentation
Om ni Channel S tr ategies
 Omni Channel Strategies

“OMNIS” means all or universal.

• Omni channel is a synchronized operating

model in which all of the company’s
channels are aligned to present a seamless
single face to the customer.

• Customers in all channels will be able to

access all inventories and return all
inventories at the location convenient for
them.
Multi-Screen in the Purchase Journey

https://martech.org/study-90-percent-use-multiple-screens-throughout-the-same-day/
 Combining Online and Offline Experiences

• Showrooming—go to store to see, feel, and experience the product, then buy online
(research offline and buy online).
• Webrooming—check prices, features, user comments online, then go to the store to
see and buy (research online and buy offline).
• Buy online and pick up at store
• Example: Amazon/HKTV Mall
 Combining Online and Offline Experiences

Example: Clash 10th Anniversary

 Next Class

• L8: Social Media Marketing