Web development and design › Figure acknowledgments

07
Soegaard, M. 2016.Adaptive vs. Responsive Design. [Online]
Available at: www.interaction-design.org/literature/article/adaptive-vs-responsive-design
[Accessed 30 October 2017]

Sharp, 2014. Why a brochure website doesn’t work anymore. [Online]

Available at: www.protofuse.com/blog/why-brochure-website-doesnt-work-anymore
[Accessed 30 October 2017]

Thompson, G. 2015. What is Quality Assurance on the Web? [Online]

Available at: www.unleashed-technologies.com/blog/2015/04/30/what-quality-assurance-web
[Accessed 30 October 2017]

6.15 Figure acknowledgments

Figure 1. Red & Yellow’s Brand identity docs, 2018.

Figure 2. Stokes, 2013. Mobile

Figure 3. Stokes, 2013.

Figure 4. Screenshot HFM Columbus homepage, 2017. www.hfmcolumbus.com

channels and
Figure 5. Lotusnotus, n.d. lotusnotus.com/lotusnotus_en.nsf/dx/does [Link no longer active]

Figure 6. Codecondo, 2016. codecondo.com/10-essential-front-end-development-frameworks-for-web-

apps
development-projects

Figure 7. Screenshot, Kellogs branded app in itunes store, 2016.

Figure 8. Interaction design foundation, 2017. www.interaction-design.org/literature/article/adaptive-vs-

responsive-design

Figure 9. igentics, 2017. www.igentics.com/responsive-web-design

Figure 10. Own image.

Figure 11. Onextrapixel, 2010. onextrapixel.com/40-brilliant-examples-of-sketched-ui-wireframes-and-

mock-ups

Figure 12. Wirify, 2017. www.wirify.com

Figure 13. Adapted Evatotuts+, 2015. webdesign.tutsplus.com/articles/a-designers-introduction-to-

agile-methodology--cms-23349

Figure 14. Adapted Evatotuts+, 2015. webdesign.tutsplus.com/articles/a-designers-introduction-to-

agile-methodology--cms-23349

Figure 15. imgur, 2016. imgur.com/AQ8ZYT7 In this chapter, you will learn:
Figure 16. imgur, 2016. imgur.com/AQ8ZYT7 »» The important principles that govern mobile-specific channels

Figure 17. imgur, 2016. imgur.com/AQ8ZYT7 »» To recognise the importance of location in marketing via mobile

Figure 18. Moz, 2016. moz.com/ugc/case-study-heres-how-moving-to-responsive-design-website- »» To identify the mobile channels available to marketers
helped-our-brand »» What to consider when creating an app
»» To describe first steps for implementing marketing via certain mobile
channels.
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 Mobile channels and apps › Introduction Mobile channels and apps › Core principles

7.1 Introduction Wi-Fi

The transfer of information from one device to another over a
distance without using wires.
A few years ago, considering mobile as part of your digital marketing strategy was
optional, this is no longer the case. In 2015, the number of mobile-only internet users Table 1.
in the US exceeded the number of desktop-only users for the first time (ComScore,
2015). The idea of a mobile device being someone’s first and often only, access point
to the Internet is nothing new in developing nations where desktop devices and fixed 7.3 Core principles
internet connections are too expensive for much of the population.
This means that mobile is not a marketing strategy that can be considered separately.
7.3.1 Nine principles
It’s a necessary part of every digital marketing endeavour, because chances are Certain features are specific to certain mobile phones and don’t apply to desktop
good that at least some of your audience will see that marketing on a mobile device. or notebook computers or any other mobile devices. These features highlight the
importance of mobile to marketers as a whole and affect the ways both consumers
In this chapter, we will discuss some mobile-specific channels and apps. Remember,
and marketers create and share content.
digital marketing is about looking at where your audience is and working to reach
them and your audience is almost certainly on mobile.
Personal
7.2 Key terms and concepts Mobile phones are very personal devices. People don’t usually share their phones,
so data attributed to a specific device can be attributed to a specific user. People
also tend to keep their devices nearby, so they can offer valuable information about
Term Definition
their location and great opportunities for location-based target marketing.
Short for ‘application’, which in a mobile context, means software
The implication for marketers: Since mobile phones are so personal, respect
App developed specifically for smartphones and other mobile devices.
for privacy and permission is extremely important. Attributing data to a single
These come in two types, web apps and native apps.
user allows marketers to offer personalised interactions, communications and
A form of virtual reality in which computer graphics are experiences.
Augmented
superimposed onto the physical space around the user by way of a
reality (AR)
mobile device. These graphics can be 3D images or information tags. Always carried
Bluetooth A short-distance wireless transfer protocol for connecting devices. Everyone is reluctant to leave their phone behind. Consider your own behaviour.
What do you take with you when you leave your house? Your wallet, keys and mobile
‘Long term evolution’. A fourth-generation mobile communications phone? Various research has shown that smartphone owners, in particular, check
LTE standard and a name given to technology used in pursuit of faster their phone anywhere from every few minutes to at least once an hour and that
data communication. people can spend up to 2.5 hours typing texts, swiping through apps or scrolling
‘Near-field communication’. A set of communication protocols through Facebook (Gallup, 2015; Dscout, 2016).
NFC that enable two devices, one of which is usually a mobile device, to The implication for marketers: The mobile device is present at every single step of
communicate when they are within four cm of each other. the consumer journey, arguably the only channel that is. Messages sent to mobile
phones are usually accessed within minutes of being received. Location services
A notification from an app that displays on a smartphone while the
Push can also allow you to send contextual messages depending on the user’s real-time
app is not actively in use. This is triggered by an external event
messaging location.
within the context of a connected device.

Quick response code. A machine-readable code, like a barcode, that

QR code can be used to store information like URLs and can be read by an
app through the camera of a smartphone.

Short message service, a text message of up to 160 characters

that can be sent from one mobile phone to another. Multimedia
SMS Messaging Service (MMS), is similar, but can include multimedia
content and longer messages. This works on a regular cell phone
connection, so it does not require a data connection or smartphone.

Computer-generated simulations of a 3D image or environment.

Virtual reality
Using the right equipment, a person can interact with that Figure 1. An example of a marketing message tied to a geographic location. Users
(VR)
environment in a seemingly real way.
receive promotions when they enter the area.
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Always on The implication for marketers: Consumers will pay for services and content on their
mobile, which is enabled to make payments. This means that advertising is not the
The mobile phone is used to send and receive messages and phone calls. Messages only way to generate revenue on mobile.
and services can be sent and responded to at all times of the day.
The implication for marketers: This feature changes the services and messages Available at the point of creative inspiration
that you can develop. Marketers need to be sensitive with their marketing
Because the mobile phone is always close at hand and many phones today offer
communications; few people would enjoy a 4 a.m. SMS with a promotional offer. The
tools such as cameras, videos, or note pads for jotting down ideas, it has become a
flip side of this is that you can send time-sensitive offers, such as dinner messages
permanent creative tool. It also makes access to social media very easy.
just before work ends or a weekend coupon on a Friday afternoon.
The implication for marketers: Users can be encouraged to interact with brands
Built-in payment system through campaigns created for mobile devices. Mobile is a useful tool in viral
campaigns based on consumer-generated content. Because the amount of effort
This is one of the key features of the mobile phone and a major source of mobile required to criticise or praise a brand on social is minimal, the social aspect of a
revenue. Every mobile phone has a built-in payment mechanism, the SIM card. mobile can be helpful or harmful or can be used to encourage social engagement or
Billing is easily handled through the user’s mobile network. NFC and QR codes consumer feedback.
allow other payment options.
A number of services, like Android Pay, Google Wallet, Snapscan or Zapper can turn Accurate audience measurement
the mobile into a virtual wallet or bank card, bringing banking and payment services
Every transaction made on a mobile phone can be uniquely tracked to that mobile
to people globally. Apps like Uber have their own built-in payment services to make
phone number including voice calls, SMS, or Internet access. Mobile phones also
payment for users as easy as possible.
allow for real-time tracking, allowing you to edit campaigns as they are run. Google’s
Universal Analytics also allows you to track user experience across devices.

Figure 3. Universal Analytics can now track individual users across devices and
touchpoints.

The implication for marketers: The extra data gathered by mobile phones offers
marketers profiling and segmenting opportunities for targeting the right audience.
Because mobile phones are personal, measurement is improved overall. Campaigns
can also be accurately measured and tracked for their return on investment (ROI).
The mobile phone offers many more ways to collect data, including location, web
analytics, SMS response rates and Bluetooth.
Even with mobiles that are on a prepaid or pay-as-you-go contract, meaning that
network operators do not have a name or demographic details to accompany the
mobile number, you can still track and measure every transaction made by the user
Figure 2. Uber offers its customers a variety of payment options through their mobile of a particular phone. This information is limited by networks, which determine the
phone, including credit card, Android Pay, cash and even Uber credits. data they are willing to share with marketing companies.

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Social context
Mobile can capture ‘the social context of our consumption’, which means capturing
who we are sharing with. If you are using a product like an eBook, for instance, your
mobile phone holds information on who you talked to while reading it, whom you
shared it with and whether you recommended it to a connection who then purchased
the item (Ahonen, 2008).
The implication for marketers: Marketers can get insight from the way that mobile-
users share their products and socialise while using them. Marketers can use this
information to increase sales.

Augmented reality
The mobile phone makes it possible to add a layer of information to the real world
through augmented reality (AR). For example, Layar, an augmented reality mobile
browser, allows users to see embedded digital content in a number of sources such
as posters, magazines, advertisements, or QR codes. This can lead to extra content
such as movie trailers, discount codes and videos (Layar, 2016).
The implication for marketers: Cost and accessibility for this technology can
sometimes be a concern, but adding a layer of interaction to the real world can be a
powerful tool in a marketing campaign.

Digital interface
Figure 4. Location-specific results for a local search – note the distance indicator.
Various mobile technologies can enrich a user’s life by adding a digital layer to a
real-world experience as with augmented reality. A mobile phone can also be used
to control things in the real world, like switching on a light or opening a door. Geolocation
The implication for marketers: Marketers can create memorable and emotive Providing customers with what they really need becomes easier when combining
experiences that users will want to share and therefore broaden marketers’ reach. marketing techniques with geolocation. For example, someone searching for a local
It also broadens the potential user interface options for a brand or product. business would find it very useful to see the closest one along with a map to its
location. Google is well aware of this and will give users location-specific results, so
7.3.2 Location and mobile it’s essential for a local business to list itself on Google Business.

Two of the most important contributions of mobile to the marketing world are Local news results can also offer a better user experience for people conducting
location and convenience. If services and useful information can be shared based news searches and combining QR codes or short codes with print advertising is one
on a user’s location, the possibility for conversions naturally increase. The more way to provide consumers with geo-relevant information. A QR code on a poster
contextually relevant your marketing message is to the user, the more likely they could offer a discount voucher to someone coming to the local retail outlet, for
are to engage. example.

Research by Social Media Today showed that 88% of consumers who search for a A business can also find new options to reach users by providing free wireless to
local business on a mobile device, call or visit that business within 24 hours and users visiting its location, as Starbucks does.
seven out of ten interact with their device while shopping in-store (Impact, 2016). To reach customers in areas of the world where data is scarce and more
Businesses should absolutely take advantage of the location-specific possibilities expensive, some online services turn to a ’zero rating’ system, which means
of mobile, making themselves easily findable online and ensuring a good mobile that users don’t pay for data when accessing that particular service. While this
experience on their site. is somewhat controversial, examples include Facebook Zero and a carrier in
the United States announced in 2016 that YouTube would be zero rated for its
users, so video content for YouTube would not be counted against data caps
(Brookings, 2016).
Some apps have stripped down user interfaces to use less data and work better
with poor data connections and low-end phones. Examples here are Facebook
Lite and YouTube Lite. These apps demonstrate an important lesson: marketers
need to tailor the mobile experience to their audience.

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 Mobile channels and apps › Core principles Mobile channels and apps › Defining mobile channels

Mobile search combined with location awareness offers a targeted user experience.
If a website can detect what device someone is using and where they are (which they
can), they can deliver content customised to user location, either automatically or
after user input.

Mobile social networks

Several social networks, like Instagram and Snapchat, have been created specifically
for mobile phones and the others focus heavily on a mobile-friendly user experience,
since most people access social networks via mobile. For example, more than half
of Facebook’s monthly active users access it only on mobile (VentureBeat, 2016).
Many social networks also encourage geotagging when users make or comment on
posts so if you upload a photo to Facebook it will ask if you want to add a location.
Networks like Foursquare encourage check ins at various locations by offering
incentives like discounts or vouchers.
NOTE
Consider the potential of social search as well. Product or brand searches based
Figure 5. An example of a click-to-text ad from Google.
on social networks and location can be a powerful tool. Personal referrals are now Read more about
NOTE ad extensions in the
combined with location-specific information.
Learn more about this Search advertising
in the Search engine Despite the ever-increasing popularity of smartphones and the associated chapter.
optimisation (SEO)
There is a strong strategic incentive to provide free Wi-Fi to customers at instant messaging programs, SMS and MMS can still have their place in a good
chapter. marketing strategy, particularly for relaying information, reminders and automated
physical outlets, like Starbucks mentioned above, as this not only provides a
great selling point but also gives the marketer a channel to communicate with confirmation.
and gain information from customers. It lets you track their mobile behaviour
and location (with permission, of course), send coupons and offers, engage in 7.4.2 USSD
CRM-related questionnaires and provide helpful information and support. USSD is a pull method of reaching your customer in that they need to come to you.
The caller dials a number, usually starting with a * and ending with a # and is sent
a menu with various options. They can then enter the number that corresponds to
their request.
7.4 Defining mobile channels
USSD is a good way of collecting data from your user. Some brands use it to capture
NOTE While mobile is increasingly and inextricably interwoven with all aspects of
competition entries and survey answers. It can also be used for mobile commerce,
marketing and as such shouldn’t be considered in isolation, there are some methods
Read more about these like when you buy more data for your phone by using airtime, and can be used with
of communication that are only accessible via a mobile device.
in the Direct marketing, location-based technology.
email and mobile
chapter. 7.4.1 SMS/MMS 7.4.3 Bluetooth beacons
SMS (short message service) and MMS (multimedia messaging service) are standard
A beacon is a small low-energy Bluetooth device. It can transmit small packets of
text messages sent via mobile phone over a cellular network. An MMS can also
information across short distances. If a smartphone with the brand’s app installed
include various types of media such as images, audio, or a short video.
comes into range, it can receive a notification of a discount, reward, suggestion, or
These are push methods for messaging, where the brand sends out the message to anything else you want to send. This is still permission marketing, as the app has to
the customer. They also offer the opportunity to receive messages from consumers, be installed for it to work.
for example, as feedback or in a competition. Google has released a click-to-
Also known as proximity marketing, this takes location-specific marketing from a
message ad extension that allows users to directly SMS a company from the search
general area to an exact location inside a store. It can be used to send targeted
engine results pages, without having to look for a number on a web page.
discount coupons, demonstration videos for products or directions to a nearby
product.

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7.4.4 AR/VR Until about 2015, mobile browsers weren’t very good and even as they improved,
websites became more bloated, hindering performance. Apps enable people to do
Augmented reality superimposes computer graphics into the physical space around something or access something quickly and easily on mobile. This means that many
the person using an AR device (usually a smartphone or tablet). Virtual reality takes apps are essentially browsers designed for a specific purpose. SurveyMonkey lists
this a step further using products like Google Cardboard and 360-degree videos in the top five most popular apps in the USA from January to June of 2016 as:
an attempt to create an even more immersive interaction.
• Facebook
• YouTube
• Messenger
• Google Maps
• Play Store.

The popularity of these apps demonstrates user interest in social networks,

entertaining content and practical utility.

Figure 6. Google Cardboard.

AR can use image recognition to turn images without markers, without a barcode,
QR code, or other visible stamp, into triggers that launch an AR or VR experience.
It can launch a link, open an app, dial a number and give directions. This can also
be location-based, so a user in a store could start an app and see more information
about the products in front of them.
NOTE AR and VR are not about direct marketing, but engagement, creating an exciting
Check out some experience for their consumers that makes them want to engage with the brand.
good uses of
augmented reality
here: www.lifewire.
7.4.5 Apps
com/applications- An app is a software program designed to run on a mobile device like a smartphone
of-augmented-
or tablet. ’App’ can also refer to a web app or online app, which is software that you
reality-2495561
use while online via a browser.
Most apps perform a very specific, narrow purpose, though some do not. The best
apps take user needs into account, become a strong touchpoint for the brand, enable
the sales of products and importantly solve user problems. They can extend the
reach of your business and, assuming you understand the needs of your audience
and create an app that meets those needs, can also help build a relationship with
your customers.

Apps vs. websites

Should your brand even have an app or can it afford to live without one? Every
company seems to be releasing its own app these days, which is understandable,
given that consumers spend 90% of their time on mobile in apps rather than a
browser. These include social media apps, entertainment apps, games and news
(Smart Insights, 2016).
Figure 7. The most-used mobile apps in the USA.
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Despite arguably being glorified browsers, the advantages of apps are numerous: • It engages customers using special incentives and bonuses to encourage
• The easy access button on a home screen continued app use.
• Integration with the device’s operating system and the speed that comes with • It encourages a social aspect, the rewards offered by the loyalty programme
make customers feel exclusive and they are then more likely to share
that and being locally installed
updates on social media.
• Access to native functions.
• It makes access to user data very easy. It also uses in-app messages to
However, if your website isn’t already getting traffic, an app will not solve that problem. encourage users to fill out surveys in exchange for more stars for the loyalty
programme.
In the USA, the number of app downloads is decreasing. Globally, because the • It offers a lot of opportunity for branding.
mobile phone market is still increasing, app downloads are increasing too but, with
• It plans to expand the app to make personalised recommendations, which
a few exceptions, not by very much. Of course, once the apps are downloaded, they
will increase in-app purchases.
are of no use unless the smartphone user actually uses them. A survey from the
Pew Research Center found that 46% of respondents use six to ten apps per week (Digital Turbine, 2016).
and 35% use six to ten; AppsFlyer found that most apps aren’t even kept for a full Starbucks has used its app to expand on its existing offering and to differentiate
day, with only 3.3% of Android apps and 3.2% of iOS apps still boasting active users its loyalty programme from those of similar brands by catering to the needs of
after 30 days (eMarketer, 2015). its mobile audience.
With more than 2.5 million available apps and users averaging 17−20 apps per
Push notifications
device, the app market is saturated, which means that to stand out, you need to offer
users something they really want. Push notifications let your app send messages to the user even when your app is not
active. The app’s icon and a message appear in the status bar, for example when you
Does this mean that you shouldn’t bother with an app? Should you just stick to a
receive a message on Facebook or WhatsApp or when Memrise sends you a daily
website and make sure that it offers the user an excellent browsing experience?
reminder to study.
Not necessarily. If you do decide to make an app, make sure there is a need for it.
For instance: Push notifications, like anything else on mobile, rely on permission marketing;
people have to opt in to receive these notifications. The notifications do need to be
• If the user needs to do something location-specific.
optimised to ensure that the user pays attention (the majority of users are annoyed
• If you need to do push messaging (see below). by them).
• If you need to do something graphics-heavy that can’t be done with videos on
YouTube or Facebook.
• If your service requires the storing of sensitive user information like credit
card information on the users’ phone.
Look at your connected consumer and ask how an app will make a large, continuous
improvement to the service you offer. Creating an app simply for its own sake will
lose you time and money.
One example of a brand having great success with its app is Starbucks. The app
does very well because:
• It is location-specific. The app makes finding the nearest Starbucks very
easy. It also uses GPS to determine which store a user is at and then shares
music information for that location. Users can then save songs they hear
in the store to a playlist within the app and access and keep listening to the
music after they leave.
• It uses gamification. The loyalty programme is tiered, with extra freebies
and benefits for people higher up.
• It uses functions that are specific to the mobile phone, like GPS.
• It allows people to order and pay in advance by mobile before picking up the Figure 8. How people really feel about push notifications.
drink.
People want personalised push messages that are relevant to their needs, arrive at
the right time and don’t come too often.

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7.4.6 Other Planning

Other mobile-specific channels exist, such as QR codes and near-field Once you’ve decided that you really do need an app, it’s time to get into the process
communications (NFC). For the most part, these will fall into other areas of digital of planning it.
marketing. NFC can be used for payment or ticketing, QR codes for launching AR
experiences or for payment, so we will not go into detail on those here. Choosing a platform
Wearables such as smartwatches and fitness monitors are a rapidly expanding Before you even choose an app developer, you need to know what operating system
market, though apart from gathering data, marketers are still struggling to you’ll be developing for. Developing for multiple operating systems (OS) at a time
determine their impact on our behaviour, expectations and marketing strategies. can get expensive; so many companies start with one and then expand if the app is a
Their biggest strength is their ability to reduce the time between a user developing success. Generally, this involves doing market research to find out what kind of OS
intent and taking action. On the other hand, people don’t check their phones as often your users are most likely to use. The most common, of course, are Android and iOS.
if they have a wearable to alert them when something happens, which will reduce This research is important, if you build your app for the wrong OS, you’re failing
the number of impressions your marketing messages receive. before you even start. For example, the iPhone is very common in developed markets
For now, the best advice we can give for approaching wearables is to consider like the USA, but Android is far more popular in developing markets and is in fact
what kind of information people want and need to see and how you can use that gaining market share from Apple.
to encourage engagement. Wearables are something that marketers need to These days, Android has the largest market share, but there is an argument to be
experiment with. made for developing for iOS first. Take a look at these pros and cons (Savvy Apps
Take a look at Emirates NBD bank’s use of wearables synched to mobile devices Blog, 2016).
to promote its savings accounts by giving better interest rates to customers who
kept fit: www.digitaltrainingacademy.com/casestudies/2016/10/gamification_ Android iOS
case_study_emirates_bank_rewards_exercise_with_better_savings_via_ Audience Large platform share, common Tend to have a higher income
fitness_app.php demographics in developing nations and areas and spend more per app. Can
with lower income show more engagement
It’s important to remember that mobile is a layer on top of all of your other Revenue More ad-supported apps More paid-for apps
marketing activities. As a marketer, you should never start by deciding what OS version Users don’t adopt new OS Users adopt new versions
mobile channel you’re going to use and then plan a campaign. Instead, find out releases quickly quickly
where your audience is and what kind of devices they use to access the Internet
Features Similar to iOS, but can involve Similar, but fewer features
and use that to inform what kind of channels and campaign you will plan. For
more features
example, if they are more likely to access your campaign at work, desktop
channels might be the best way to go. Table 2.
Start by finding out which platform your target users are most likely to be on. After
7.5 Creating an app that, consider the other elements.

7.5.1 Do you REALLY need one? User stories

We’ve already looked at why you might not want to use an app and what kind of value Before you hire an app developer, you should have a one-sentence description
you need to be able to offer your consumer. Before you decide to make one, ignore of what you want your app to accomplish. From that, you will consider what kind
all the people telling you that an app is a basic necessity. Think about the following: of features your app will include. However, that alone is not enough to let your
• Can you define in one sentence what you want your app to accomplish? developers know what you want the end product to look like.

• What problem does your app solve? How can your app make things better for The solution: User stories. A user story is a brief, simple description of one of the
your user? features of your app. This should be told by the point of view of your user, the person
• What can you give your consumer that they can’t get from another app? who wants to use that feature. They look like this:

• Does your target market download and use apps? Will they use your app? As a [user type/customer persona], I want to [goal/objective – what they want to do]
NOTE so that [reason/benefit/value].
• Do you have enough engaging content to keep them coming back?
Read more about
• Will it help you sell a lot more products/services? This will cover who you are building the feature for, what the feature is and why
responsive websites in
the Web development • How much are you willing to invest? Remember, apps are expensive. Could you’re building it. For example:
and design chapter. you get by with just a responsive website? As a food lover, I want to pull up restaurant reviews so that I can choose the best
place to eat.
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 Mobile channels and apps › Creating an app Mobile channels and apps › Creating an app

NOTE As a hungry person, I want to find directions to the nearest restaurant so that I can
eat right now.
For mobile, you may
also want to consider As someone who loves cooking, I want to find recipes for food at my favourite
where and when your
restaurant food so I can make it myself at home.
users are using the app.
Your user story would Write as many user stories for your app as you can and give them to your app
then include a where/
developer. This will help them create exactly the app you want.
when element.

Timing
Developing an app can take at least three to six months, depending on the complexities
involved. The back-end tends to take longer than the front-end to develop (see below).
Timing can be impacted by, among other things:
• Budget
• Intention (is this a long-term or a small campaign-specific app?)
• Number of features
• Size of the team.
Android apps can take longer to develop than iOS apps. Make sure you keep this in
mind when you decide on a desired completion date for your app.

Front-end and back-end

Think about the UX process and what the app (front-end) will look like before
development starts. After you have working prototypes, you can think about what Figure 10. The actual Harvest App.
kind of information you need from your users (back-end).
Back-end development involves:
Front-end development involves:
• Secure data access over network.
• Mock ups and wireframing • Database management (including user data and other types of data), user
• Prototyping accounts and authentication.
• Designing and developing the user interface • Scaling your database to handle increasing numbers of users and avoid
• Remote data access crashing from overload.

• Data caching (storing data locally) • Customising the user experience and how the user goes through the
application (relevant to UX design).
• App data synchronisation so that the app can be accessed offline
• Data integration, how users share information with third-party websites.
• Testing
• Sending data to front-end devices (push notifications).
• Deployment.

Front- and back-end developers need to collaborate because they need to interface
with the servers to send and receive data to and from the servers, which happens
when they begin implementing the app’s functionality.

Testing
App creation should be an iterative process. As the app is being developed, each
element should be evaluated and improved as far as possible, meaning you
prototype something, test it, get feedback and send it back to the developers to
implement improvements. Even after the app is released, the process continues
as feedback from users comes in. Remember, your app is a product or, at the very
least, a consumer touchpoint that needs to be managed.

Figure 9. A low fidelity wireframe for an iPhone App for Harvest.

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 Mobile channels and apps › Creating an app Mobile channels and apps › Implementation

They can also opt in online or by checking a box on an order form, among other
methods. Once the customer has opted in, you can send them an automated
response or add them to your database to receive more texts over time. These can
Prototype/ include, among others:
Build
• Coupons
• Very short surveys/votes
Evaluate Evaluate • Contests/competitions
• Photos/videos via MMS (such as a flyer or menu).

You don’t need special permission to contact a customer about a transaction

Design Launch you have already agreed on (i.e. a notification that a product is on its way).

Evaluate
7.6.2 Push messaging
Figure 11. The iterative app development process. Push notifications need to involve a lot of security so that no one else can send these
Before launch, you will need to run usability tests, quality assurance testing and notifications to your users. You will need to register your app for push notifications
beta testing when a sample of your intended audience tries out the app. and obtain the user’s permission before you can start. If you are interested in the
more technical side of this, beyond just asking your app developer to do it, you can
read about it in this Push Notifications Tutorial: www.raywenderlich.com/123862/
7.6 Implementation push-notifications-tutorial.
Before implementing any kind of marketing via mobile, you need the permission
of your customers via an opt-in mechanism. This means that they either need to 7.6.3 AR/VR
sign up or grant an app permission to show them marketing materials. Always be For AR, the user needs to download an app and then scan an image, code, or
honest about what kind of messages users can expect and don’t try to hide an opt-in other trigger to view the experience you have created. These extra steps can make
acknowledgement, for example deep in the terms and conditions of a competition. people reluctant to engage with your campaign, so you need to make sure that the
For something like SMS/MMS, you will need to build up a database of phone numbers instructions are clear and the procedure is both easy and worthwhile. Make sure
from willing customers. For push messaging, your app will need to ask permission there’s something in it for the user, whether that’s real entertainment or something
to send push notifications to users’ home screens. For AR and VR, the users need to more tangible.
download an app and deliberately scan an image, code, or other trigger to launch the
experience, so you don’t need to actively ask permission for this.

7.6.1 SMS/MMS
For an SMS marketing campaign, you need to use shortcodes and keywords. A
shortcode is a simple, short number to which a customer can send an SMS and opt
in to the campaign. The keyword is the word they place in the SMS itself.

Figure 12. A shortcode and keyword to send a donation to an animal rescue Figure 13. Be sure to include instructions for downloading and using AR apps and to
organisation. ensure the app is worth the effort for the user.

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7.6.4 Apps Acquisition

A branded app is not complete when the programming is done. There are still a few How can you convince people to download your app once they realise it exists? You
steps to be followed before people will start downloading the app. have a few options:
• One of Facebook’s ad options is specifically aimed at convincing people
The App/Play Store to download your app. You’ll want to make sure that you understand your
audience well so that you can customise campaigns to different segments
First, you need to optimise your app’s page on the App Store or Google Play store.
of your target audience. Remember to follow social media advertising best
Search is responsible for most organic downloads, so you want to make sure people
practice.
can find your app. This involves some SEO tactics. For Google Play:
• Referral rewards work well for certain apps. For example, Uber offers
• Put your main keyword in the app title. discounts to both the referrer and the referee if the app is downloaded. Word
• Use the keyword repeatedly in the app description. of mouth is always a powerful tool.
• Make sure your design and screenshots are eye-catching and engaging. • Find influencers in your industry, or popular bloggers and ask them to preview
• Include a demo video. your app. You can also submit the app to app review sites.
• Do what you can to ensure good reviews. • If your app is location-specific, make sure you advertise in the relevant
locations.
• Try to make sure your app will be used often.
Of course, there are other ways to market your app; these are just a few to get you
started. Now that your users have downloaded it, the onus is on your app to prove
For the App Store:
that it’s actually worth using.
• Again, use your main keyword in the title, the keyword that is searched most
often.
7.7 The Internet of Things
• Track your keywords and update them.
NOTE The Internet of Things (IoT) stems from the idea that any device can be connected to
• Good ratings and reviews are important.
Read more about the Internet or to another device. The IoT itself is a massive network of connected
keywords in the Search • A high number of downloads will move you up the rankings in the App Store. ‘things’, people, coffee makers, cars, front doors and almost anything else that can
Engine optimisation be given a connection to the Internet. Think about the concept of a ‘smart house’
(SEO) chapter. Discoverability that can read your calendar, see your meetings for the day, set an appropriate time
Next, you want to make people aware that your app exists otherwise they won’t know for your alarm to go off, have coffee ready and waiting and send the fastest route
what to search for. You can do this using: to work straight to your car. According to some estimates, there were 10 billion
connected devices in 2015, expected to increase to 75 billion by 2020. (The Marketing
• Your other digital marketing channels Journal, 2016).
o Email
o Your website For some interesting takes on the security problems surrounding the
o Your social media pages Internet of Things, check out Bruce Schneier’s blog: www.schneier.com/blog/
o Online advertising archives/2017/02/security_and_pr.html.
• Print ads
The quantified self is related to this. It’s all about using technology to measure every
• In-store signs
aspect of our lives. Fitness wearables like Fitbits are worn every day and can track
• Your existing customers (they can share the app) elements such as your steps, sleeping patterns and eating habits.
• Event-based promotions
The biggest impact on marketing for the quantified self is data, the sheer amount of
• Search optimisation (discussed above). it being created every day gives marketers incredible opportunities to mine that data
for insights to help target their marketing opportunities.
Once they’re aware of your app, you still need to convince them to download it.
Increased data access is also inevitable with the IoT online devices that can be
connected to social data. The marketer will have to be something of a data scientist,
using this new data to gain insight into the customer journey; but it goes a little
further. The IoT means that brands can connect to customers and encourage
interactivity much more easily by sending the right message to the right device and
at the right time.
The amount of data available because of IoT allows real-time interaction and
targeted, contextual ads.
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 Mobile channels and apps › Advantages and challenges Mobile channels and apps › Case study

7.8 Advantages and challenges Important app metrics, then, can include:
• Number of active users
The benefits of mobile are numerous:
• Lifetime value/revenue per user
• Most mobile marketing mediums don’t require you to educate the audience.
• Retention rate
• Mobile is location-specific, offering opportunities to localise marketing and
• Session length
sharpen targeting efforts.
• Exit screen (to see if one screen is causing people to leave your app in
• Mobiles are very immediate devices, with messages delivered instantly and
frustration)
very often acted on quickly.
• Number of user sessions per day (users who engage more with an app are
• Campaigns delivered via mobile can be very cost-effective.
more likely to become loyal users)
• Mobiles give you the opportunity to reach a target audience that may not have
• Crash analytics (tracking your app’s crashes per user to identify technical
access to desktop computers.
barriers).
• Mobiles are ideal devices for well-optimised content delivery.

Always remember that you need to focus on metrics that show whether the user is
Of course, it also comes with its own unique challenges: using and enjoying your mobile properties.
• Privacy is paramount because the mobile phone is personal, so campaigns
need to ask users’ permission and assure them of privacy. 7.10 Tools of the trade
• Mobiles vary widely in screen size, operating systems and browsers, so
standardising websites and campaigns can be a challenge. POP app is an app prototyping application that helps you create a working prototype
quickly and easily: marvelapp.com/pop
• The small screen size associated with mobile limits options for browsing and
inputting information. Flurry (recently acquired by Yahoo) is an app analytics platform that can also give
• Ensuring that brands provide value to users over mobile can take some careful you metrics on ad performance and detailed user acquisition reports: developer.
thought. yahoo.com/analytics

• Smartphone penetration is far from 100% in developing areas and data costs Vuforia is an augmented reality app creation tool: www.vuforia.com
can impact user access as well.
TestFairy is an app testing tool for android and iOS: testfairy.com

7.9 Measuring success

Mobile analytics are important for improving cross-channel marketing campaigns 7.11 Case study – ASB digital piggybank
as well as optimising your mobile channels. Analytics for how your website and
ads perform on mobile devices can be found in Google Analytics. SMS reporting 7.11.1 One-line summary
can show you open rates, which messages were successful and who received your
ASB, a leading Australian bank, developed a digital piggybank to help children save and learn
message, among other things. Your mobile metrics should be measured across
about money in a world where money is increasingly digital rather than tangible.
websites, apps and any other aspect of mobile campaigns to help you measure ROI.
Important metrics to measure include:
7.11.2 The challenge
• Mobile device type
ASB wanted to build a base of future customers and simultaneously help children save money.
• Operating system They found that because money is increasingly abstract in a cashless society, it can be difficult to
• Screen size teach children the value of money, which can make it harder to encourage them to save.
• How mobile visitors came to your site/app
• On-site engagement metrics like number of page views, time on site and
7.11.3 The solution
bounce rates. ASB, with Saatchi and Saatchi, created Clever Kash, a toy elephant with a digital screen that
connects to an app via a secure, encrypted Bluetooth connection. It can be recharged every two
With apps in particular, it’s easy to focus on the wrong metrics as important. Most weeks or so using a micro USB.
people’s instinct is to look at number of downloads and installations, but that’s not The device connects to an app and allows parents to swipe virtual money from the app into
enough to show success. Many users download an app, open it once and never look the Clever Kash elephant, which is actually the child’s savings account at ASB. It makes use of
at it again.

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 Mobile channels and apps › Case study Mobile channels and apps › References

gamification with sounds being triggered and badges awarded when a child sends money to the 7.15 Chapter questions
piggybank, reaches a milestone, or completes a savings goal.
1. What makes mobile such a powerful medium for marketing?
The invention also keeps privacy and security in mind as the connection between app and elephant
is encrypted, communication is one-way from the app to the piggybank and data sent from the 2. What are the biggest concerns for mobile-focused marketing?
app is controlled by the parent. The child has no transactional ability and the piggybank stores no 3. When is it a good idea to create an app for your brand?
account information.
4. How would you go about deciding which engagement method is the best to use for your
target market?
7.11.4 The results
The campaign won a Cannes Lion Gold award in 2016 and by this time 38 000 people had signed 7.16 Further reading
up for the app.
www.mmaglobal.com - The Mobile Marketing Association contains research and insights, case studies and
More than this, the brand gave customers something they valued and helped build strong educational material for mobile.
relationships starting with the children who were using the piggybanks.
www.mobilemarketer.com – Mobile Marketer covers different forms of mobile marketing, offering news
It was also the beginning of the bank moving into an innovative tech space, thus expanding its and developments in the industry.
options for the future.
mobilemarketingwatch.com – Mobile Marketing Watch is a blog covering all things related to mobile
marketing and advertising.
7.12 The bigger picture
Mobile communications should always be considered in context with your other marketing www.apptamin.com/blog - The Apptamin blog focuses specifically on apps and app marketing.
communications. Rather than being a separate channel, mobile is a way to access and integrate
savvyapps.com/blog – A great, informative resource focusing on app development.
with many other forms of communication. It is inextricably intertwined with every aspect of digital
and must be considered in that way.
One of mobile’s powerful characteristics is its ability to stitch media together, especially as a
7.17 References
way to bridge online and offline marketing activities, because it is located in the real-world space Ahonen, T. (2008) Mobile as 7th of the Mass Media: Cellphone, cameraphone, iPhone, smartphone. London:
and can simultaneously access the digital world. Apps such as those that scan triggers to access Futuretext.
media can play a major role in this stitching, as can other mobile-focused channels, such as
Bluetooth. Brookings. (2016) Zero rating: a boon to consumers, or a net neutrality nightmare? [Online]
Available at: www.brookings.edu/blog/techtank/2016/03/23/zero-rating-a-boon-to-consumers-or-a-net-
neutrality-nightmare
7.13 Chapter summary [Accessed 21 October 2016] - Link no longer active
Mobile has several factors which make it ideal for communicating with your customers at their
ComScore. (2015) Number of Mobile-Only Internet Users Now Exceeds Desktop-Only in the U.S. [Online]
moment of need, provided you respect the need for privacy and permission. It also allows for
Available at: www.comscore.com/Insights/Blog/Number-of-Mobile-Only-Internet-Users-Now-Exceeds-
hyper-local and interactive marketing, which can greatly increase engagement.
Desktop-Only-in-the-U.S
People spend more time online than with any other media. Much of that time is on mobile and [Accessed 31 October 2017]
most time on mobile is spent in apps, which makes apps a dominant form of digital interaction
Convince & Convert. (n.d.) Why Apps May Become More Important Than Your Website. [Online]
(Convince & Convert n.d.). Consider carefully whether your business really needs an app.
Available at: www.convinceandconvert.com/mobile/why-apps-may-become-more-important-than-your-
If you do decide to run a mobile-focused campaign or create an app, you need to make sure that website
you implement it carefully and, as always, measure and optimise as you go along. [Accessed 31 October 2017]

Dscout. (2016) Putting a Finger on Our Phone Obsession. [Online]

7.14 Case study questions Available at: blog.dscout.com/mobile-touches
[Accessed 30 October 2017]
1. Describe how this campaign combined real-world experience with digital options.
2. Why was an app the right way to go for this brand? Digital Training Academy. (2016) App case study: ASB bank Digital piggybank for kids. [Online]
Available at: www.digitaltrainingacademy.com/casestudies/2016/07/app_case_study_asb_bank_digital_
3. Would you have included any other digital or mobile-specific channels in this campaign? piggybank_for_kids.php#more
Which ones/why? [Accessed 31 October 2017]

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 Mobile channels and apps › References Mobile channels and apps › Figure acknowledgements

Digital Turbine. (2016) Starbucks: A Case Study in Effective Mobile App Marketing. [Online] Figure 4. Mobile screenshot, Google locator, 2016.
Available at: www.digitalturbine.com/blog/starbucks-a-case-study-in-effective-mobile-app-marketing
[Accessed 30 October 2017] Figure 5. Venture beat, 2017. venturebeat.com/2016/10/18/google-click-to-message-ads

eMarketer. (2016) How Many Apps Do Smartphone Owners Use? [Online] Figure 6. Wikimedia, n.d. upload.wikimedia.org/wikipedia/commons/a/ad/Google-Cardboard.jpg
Available at: www.emarketer.com/Article/How-Many-Apps-Do-Smartphone-Owners-Use/1013309
[Accessed 30 October 2017]
Figure 7. Techcrunch, 2016. techcrunch.com/2016/07/28/surveymonkey-study-finds-social-media-apps-
ruled-mobile-in-first-half-of-2016
Gallup. (2015) Most U.S. Smartphone Owners Check Phone at Least Hourly. [Online]
Available at: www.gallup.com/poll/184046/smartphone-owners-check-phone-least-hourly.aspx
Figure 8. Localytics, 2016. info.localytics.com/blog/the-inside-view-how-consumers-really-feel-about-
push-notifications
[Accessed 30 October 2017]

Impact. (2016) 31 Mobile Marketing Statistics to Help You Plan for 2017. [Online]
Figure 9. Design Reviver, 2010. designreviver.com/inspiration/a-selection-of-mobile-ui-wireframe-
sketches
Available at: www.impactbnd.com/blog/mobile-marketing-statistics-for-2016
[Accessed 30 October 2017]
Figure 10. Anthony Armendariz, n.d. anthonyarmendariz.carbonmade.com/projects/2518050#21
Layar. (2016) Quick & Easy Self-Service Augmented Reality. [Online]
Figure 11. Own image.
Available at: www.layar.com/features
[Accessed 30 October 2017] Figure 12. Mobile screenshot, SMS code, 2017.
Marketing Journal. (2016) “Marketing and the Internet of Things: Are You Ready?” – Jamshed Dubash. Figure 13. Playme, n.d. playmear.com/create-augmented-reality-campaigns-with-playme-creator
[Online] Available at: www.marketingjournal.org/marketing-and-the-internet-of-things-are-you-ready-
jamshed-dubash
[Accessed 30 October 2017]

Savvy Apps Blog. (2016) Android vs iOS: Which platform to build for first? [Online]
Available at: savvyapps.com/blog/android-vs-ios-which-platform-to-build-for-first
[Accessed 30 October 2017]

Smart Insights. (2016) Percent time spend on mobile apps 2016. [Online]
Available at: www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-
statistics/attachment/percent-time-spent-on-mobile-apps-2016
[Accessed 25 October 2016]

SurveyMonkey. (2016) The 60 most popular apps of 2016 (so far). [Online]
Available at: www.surveymonkey.com/business/intelligence/most-popular-apps-2016
[Accessed 25 October 2016] - Link no longer active

VentureBeat. (2016) Facebook passes 1.65 billion monthly active users, 54% access the service only on
mobile. [Online]
Available at: venturebeat.com/2016/04/27/facebook-passes-1-65-billion-monthly-active-users-54-access-
the-service-only-on-mobile
[Accessed 31 October 2017]

7.18 Figure acknowledgments

Figure 1. STM Custom studios, n.d. advertising.suntimes.com/advertising-solutions/digital/geo-fence-
advertising

Figure 2. Uber, 2017. www.uber.com/en-SG/blog/50-off-10-uber-rides-with-android-pay

Figure 3. Treefish, n.d. www.treefish.de/blog/google-universal-analytics-und-die-user-id

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