Digital Marketing: Unit 4

Mobil Marketing
An Introduction
The 1990s saw the dawn of Mobiles. First came the basics, the essentials - calling and
messaging - and soon, with time, this device evolved into what we know today as ‘the
Smartphone’. The mobile now surpasses the desktop. With the coming of smartphones, people
do not turn to laptops for their basic internet needs. They just pull out their phones and find
whatever they are looking for. This is the main reason for businesses having turned to mobiles
to market themselves and their products. Today, mobile marketing is one of the most frequently
used mode of marketing. If you aren't using some or the other form of mobile marketing, then
you are lagging behind in the race.

WHAT IS MOBILE MARKETING?

Mobile marketing is basically the act of communicating with a customer via a mobile or cellular
device and networks like phones, PDAs, media devices, portable gaming consoles, tablet
computers and, of course, those devices which function as all of the above, to either send a
message related to marketing, or to allow them to visit a mobile site, or to introduce them to
new audience participation-based campaign.

In simple, layman terms, mobile marketing is the appearance of the ads on mobile smartphones,
tablets or other mobile devices. It also means customizing the business website for mobile
platforms. The formats, customizations, and styles that are used to market on a mobile can vary.
Mobile marketing is known as one of the extensions of internet marketing.
Or
Mobile marketing is any advertising or marketing campaign that promotes products or services
through mobile devices. By connecting with customers through mobile devices, you can create
a cohesive customer experience. Most people always have their phones with them, allowing
you to connect with customers in real time. Mobile marketing is used to attract customers in an
interactive and personalized way.

Types of Mobile Marketing

Mobile marketing works by connecting with customers through their mobile devices
encouraging them to interact with your brand. Here are some types of mobile marketing:
In-App Marketing
In-app marketing is marketing through mobile apps. In-app marketing can be either for your
own brand or for other brands. For your own brand, In-App marketing refers to the use of
banners, overlays, and inbox messaging to market your products to your app users. You can
engage customers who are active users of your brand’s app and guide their user experience in
your app. For other brands, ads can be included on popular apps or your brand’s app. The ads
can be banners, a full page, or videos. In-app marketing also allows you to increase your
customer base through advertisements on popular apps.
Mobile Push Marketing
Mobile push marketing sends marketing messages on mobile devices using push technology.
It allows you to deliver relevant information to users even if they are not on your website or
app. Mobile push notifications allow you to communicate with existing and potential customers
in a simple and effective way.

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SMS Marketing
SMS marketing is a marketing campaign via text message. You can send promotions, alerts,
offers, and more to current and potential customers’ phones. Text marketing campaigns can be
successful because most people have their phones with them, and it is difficult to ignore push
notifications.
Or
The Short Message Service: commonly known as the SMS. When the invention of the
first modern mobile phones took place the only things that could be done was make a call or
send and receive an SMS through text. This resulted in SMS being the only way to market.
Today, SMS is rated as the most common delivery channel in the world. Marketers just send
out a pool of content to a bunch of users phones and await a response. Even though the mobile
phone can do much more than just send a text, SMS marketing remains the most important.
There are two reasons for this:
• Short Message service remains one of the most popular ways to communicate. People
still have access to receiving messages. They are never going to stop receiving these
messages unless the mobile companies come out with a way to stop it.
• It is the least expensive of all the other options: Sending an SMS does not cost much.
Compared to how much a company will be charged for the use of the Internet of making
a banner ad for a mobile, SMS seems like the easiest and cheapest option for the
promotion.
Social Media Marketing
Social media platforms typically have billions of users, making social media a great place to
advertise and promote your business. Social media marketing allows you to make a more
personal connection with consumers through Facebook ads, promoted tweets, or shoppable
pins on Pinterest.
Location-Based Marketing
Location-based marketing allows you to target a customer on their mobile device based on their
location. You can create specific marketing campaigns based on your customers’ location,
making the marketing campaign more relevant.
Or
Location Based Marketing:
Location based marketing is used very frequently, nowadays. It currently receives all the
attention compared to the other ways of marketing. Location Based Marketing delivers
multimedia to a user based on geographical location or with the help of GPS. Take, for
example, a company wants to advertise their business through mobile ads. The ads will only
appear when you are within a 1-mile radius of their business.
QR Code Marketing
QR code marketing allows you to create a link to your website, download your app, review
your business, or signup for your newsletter. Customers can scan the QR code with the camera
on their smartphones and it is simple to use. QR code marketing allows you to engage more
customers and can be used for almost any marketing purpose.
Or
Quick Response Barcodes: commonly known as QR Codes are used by marketers
because of the popularity that already exists among them. They are usually sent as square bar
codes in the black and white color which can be scanned with any mobile device that has a
camera along with an app to read it. Once this code is read by the app, the consumer gets all

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the information available on things like promotions, business information, discounts and
coupons. Bar codes are also an easier way for customers to visit the mobile version of a brand’s
page on a mobile phone.
Mobile Banner Ads:
full-screen Mobile banner ads are pop-ups on a smartphone. They are shrunk to a smaller size
to fit the entire screen of the phone, while sometimes they are just tiny pop-ups that fit half the
page. Once the ad is clicked by a viewer, he is directed to the company's website or a special
website about the company's ad banner.
Pay per Call/ Click to Call: Pay per Call is a fairly new advertising option for marketers.
When users receive an ad with a number, they can directly tap this phone-number to call the
company. The users are not charged for this call. Instead, the advertiser who put out the ad is.
Once the call is made, the customer is connected to an automated message, and a live customer
service or any other number of scenarios, depending on the purpose for the number that is
given. In short, a billable event is generated when the customer makes the phone call.
Voice Marketing: This is one method that works across the world for a number of purposes.
A mobile company sends out a mass of computer generated and automated phone-calls to a
huge pool of cell phone numbers. The customer can then choose whether he wants to listen to
the message or just hang up. This method is very straightforward and is often used by
politicians during the election season.
Mobile Search Advertisements: This type of mobile marketing is very similar to
Google’s search ads. Google has added a service called Enhanced Campaigns for Ad Word
users. Along with traditional ads, the user is allowed to create mobile ads. When you use
Google to create a mobile ad, it introduces you to a feature called Mobile Ad extensions. These
include mobile site links which direct users to specific areas of a site easily. Click to call, is a
strategy to make users to call the company with just one button; Click to download, is another
strategy that allows users to download a page with only one button, and local ad extensions
which let you target your local audiences.

Advantages and Disadvantages of Mobile Marketing

Mobile marketing allows you to reach highly targeted customer segments and engage with
them through relevant marketing campaigns.

Advantages of mobile marketing include:

• Accessible and Immediate – you can reach an audience from anywhere at any time, the
fastest way to communicate with customers.
• Global Audience – people have mobile phones across the world, so you can reach who
you choose.
• Multiple Channels – provides flexibility and opportunity to reach customers through
websites, apps, text, social media, and more.
• Personalization – mobile devices are an extension of the user, so any information
customers receive from their mobile devices will seem much more personal to the
customer.
• Viral Potential – content is easily shared creating free exposure and the potential for
your content to be shared everywhere.

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Mobile marketing also has some disadvantages including:

• Little Room for Error – hard to fix any mistakes before they are seen by customers,
potential for a negative first Potential for
• Bad User Experiences – bad ads can also go viral, which can be detrimental to your
business.
• Navigation Issues – different devices have different screen sizes making it difficult to
standardize an image, some people may not want to or be able to go to your ad with
their type of device.
• Privacy and Permission – people are concerned about privacy on their mobile devices,
so consider how customers protect themselves online and offer ways to opt out of
communications.
• Constant Updates – technology is continually updated, so you will constantly have to
educate your team on how to use the latest updates and ensure your customers also
know how to access your ad with new updates.

mobile advertising strategies

1. Start with a mobile friendly website

First, you’ll want to have a mobile friendly website. Take a mobile speed test for your
website, and review responsive design tips for your specific business goals.
Create an effective mobile site See if the speed of your mobile site is costing you customers,
and get quick fixes to improve it.

2. Create your mobile ads.

You might be wondering, how do I write a 'mobile' ad? For mobile ads, you’ll have a choice
between several different types of ads. The most common type are text ads that are optimized
to appear on mobile devices, but there are many more.

3. Set up targeting for mobile

To make sure your mobile campaigns and ads are showing to people on mobile devices, add
mobile-specific targeting. For the Search Network, look for keywords that drove engagement
from people on mobile devices.

4. Bid higher for mobile devices

To automatically bid higher for impressions on mobile devices, set up mobile bid
adjustments. That way your ads are more likely to appear on mobile devices.

5. Make the most of micro-moments

Once you’ve been running your campaign for a bit, you might want to know how to improve
your performance. These resources can help you focus your business goals and optimize your
campaigns.

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How to rightfully implement mobile advertising strategies in 2020?

Here are a few things you need to ensure if you want to rightfully reap the benefits of mobile
advertising strategies:

1. It is important to identify the right target audience that would be interested in mobile
ads. Make sure that your Ads are relevant to the device users that they are being shown
2. It is important to ensure that your ad is just not for the promotion of your offering but
it should genuinely aim to solve the target audience’s problems.
3. Keep your ads lightweight so that they can easily load on the mobile devices of your
users.
4. Employ video content in your ads because they have a higher engagement percentage.
5. Capturing the emotions of your audience with your ads is a great strategy if rightly
implemented.
Mobile App Marketing
What Is Mobile App Marketing?
Mobile app marketing is a term used to describe the act of marketing to users through an app.
From App Store Optimization to in-app messaging, the aim of mobile app marketing is to
increase engagement both inside and outside of the app itself. This can be achieved in a number
of ways. Typically the best mobile app marketers will employ a whole host of different digital
strategies to nurture relationships and build engagement with their apps.

How Does Mobile App Marketing Work?

Mobile app marketing is a broad term that encompasses many different strategies which are
designed with mobile users in mind. These strategies are integral for mobile engagement —
that is, encouraging users to interact with the app once it’s been downloaded, whether through
opening a notification or making that crucial conversion.
App teams can encourage user engagement through a number of mediums and strategies.
Particularly effective mobile mediums include in-app messaging, push notifications, mobile
email and text messaging. Strategies, meanwhile, can be put together after marketers have
collected enough user data to enable them to make decisions.

What Are the Mobile App Marketing Stages?

Mobile app marketing is all about interacting with your users at every stage of their lifecycle.

There are multiple stages in mobile app marketing but the simplified ones are:

• Acquisition
• Activation
• Retention

These stages aren’t necessarily linear and going back and forth between them is called the
‘mobile engagement loop’.

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What is Location-Based Marketing?

Location-based marketing is using data from mobile device users’ current or past locations to
display relevant content to them. Other names for location-based marketing are location
marketing, geo-targeting marketing, geolocation marketing, proximity-based marketing and
hyperlocal marketing.

A common way to use location data is through geofencing or geotargeting. For example, if
people visit a real estate office, that company could target an ad to those in the area to encourage
them to come in and buy a home or list their house for sale.

What is the Importance of Location-Based Marketing?

It’s hard to underestimate the effectiveness of location-based marketing. According to
a Factual report, 9 in 10 marketers stated location-based advertising generated higher sales.

Not only does location-based marketing technology help marketers win business, but it also
improves their customer relationships. Marketers who incorporate location-based advertising
into their marketing strategy better understand customer needs, allowing them to deliver those
needs and boost customer engagement.

What are the Key Types of Location-Based Marketing?

There are 5 main types of location-based marketing you can use to reach your audience.

1 IP Address Marketing

One of the simplest ways to get started is with IP address marketing. Every computer or device
connected to the Internet has an IP (internet protocol) address. IP address marketing lets you
use that location information to target your marketing.
2 GPS Marketing
Then there’s GPS marketing. Practically every modern mobile device uses GPS location
technology. This determines location based on distance from a network of global positioning
satellites. GPS marketing lets you target promotions based on this location information.
3 Geofencing Marketing
Slightly more complex, geofencing marketing involves setting up a virtual location or radius
so that you can market to people within that area. Related to that, proximity marketing allows
you to target consumers within range of a geofence you have previously established for your
advertising campaign.
4 Beacon Advertising

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Beacon marketing, also known as beacon advertising, allows you to use physical devices called
“beacons” on the premises of a business to communicate marketing efforts to people within
range of that beacon.
5 Blueprints Location-Based Marketing
Finally, there’s Blueprints location-based marketing. This is one of the most sophisticated
forms of geolocation marketing, and it’s a Ground Truth specialty. Blueprints create
geographical boundaries around points of interest and locations. When combined with location
and behavior data, this technology allows marketers to fine-tune audience targeting for even
better results.
Benefits & Disadvantages of Location-Based Marketing
So, does location-based marketing make sense for your business? Here are some of the key
advantages and disadvantages of location-based marketing.

Location-Based Marketing Benefits

Some key benefits of location-based marketing include location targeting, data offerings,
enhanced targeting and the cost per visit performance model.

1. Location Targeting
Location targeting can help businesses increase in-store visits because you can use some of
the previously-mentioned technologies to target ads to customers when they’re within range
of a selected organization.
2. Data Offerings

With visitation, audience, and trade area data, marketers can use ad campaign results to get
deep insights into their customers’ shopping behavior. This combined data can help
marketers further flesh out customer personas to enhance future advertising efforts.
3 .Enhanced Targeting

Precision leads to better marketing. GroundTruth can help you fine-tune and segment ads to
target potential customers based on location, time of day, shopping patterns, weather, and
more. Enhanced targeting allows you to personalize your ads in even more depth, increasing
the likelihood of boosting conversion rates and improving return on investment.
4. Cost Per Visit Performance Model

What if you only paid for results? Location-based advertising gives marketers new
performance models, such as cost per visit (CPV) advertising. That means you only pay when
customers make an in-store visit. Again, that improves your return on ad spend.
Location-Based Marketing Disadvantages
While the benefits of location-based marketing make it a favorable choice for marketers,

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there are still disadvantages. These disadvantages include opt-in requirements, non-
smartphone users, inappropriate targeting, and ineffective location data.

1. Opt-In Requirements

Place-based advertising only works when users use the location technology on their phones
AND give verified apps access to that data. However, many people don’t do this because of
privacy concerns. Without their participation, there’s no way to use location targeting with this
group of users.
2. Non-Smartphone Users
There are still plenty of people who don’t have smartphones worldwide. That means they don’t
have phones with location technology built in, and you can’t target them with location-based
marketing. Of course, with the price of smartphones continuing to fall, this is becoming less of
an issue.
3. Inappropriate Targeting
Location-based marketing only works if you do it right. Most marketers like the idea of having
a potentially large audience within a specific geographical area, but that doesn’t guarantee
results. It’s essential to segment your audience properly to get conversions.
4. Ineffective Location Data

The effectiveness of location-based marketing relies on accurate location data. For example, if
a mobile device user has a VPN permanently reporting a different location to the actual one,
that can impact the user’s location data accuracy. Without accurate location data, the targeting
will be inappropriate, and your campaign efforts will have the opposite effect on users.

Mobile Marketing Analytics

What are mobile marketing analytics?

Mobile marketing analytics is a process of gathering data and insights

from mobile marketing campaigns and mobile applications. This data is then analyzed to
improve marketing campaigns, optimize user experience, and drive business
growth. Mobile marketing analytics helps organizations to understand user behavior,
preferences, and needs, which can help them create more targeted and
effective marketing campaigns. This article will provide an overview
of mobile marketing analytics and discuss some of its key components.

Mobile Marketing Analytics Components

1. Mobile App Analytics: Mobile app analytics provide insights into how users are
interacting with an organization’s mobile application. These insights can help
organizations to identify areas for improvement, such as usability, engagement, and
retention. Mobile app analytics can also help organizations to understand user
behavior, preferences, and needs. Common metrics used in mobile app

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analytics include active users, retention rate, time spent in the app, user flow, and app
crashes.
2. Mobile Web Analytics: Mobile web analytics provide insights into how users are
interacting with an organization’s mobile website. These insights can help
organizations to identify areas for improvement, such as page load times, user
engagement, and conversion rates. Mobile web analytics can also help organizations to
understand user behavior, preferences, and needs. Common metrics used
in mobile web analytics include bounce rate, click-through rate, time spent on site, user
flow, and conversion rate.
3. Mobile Ad Analytics: Mobile ad analytics provide insights into how users are
interacting with an organization’s mobile advertising campaigns. These insights can
help organizations to optimize their advertising campaigns for better
performance. Mobile ad analytics can also help organizations to understand user
behavior, preferences, and needs. Common metrics used in mobile ad analytics include
impressions, clicks, click-through rate, conversion rate, and cost per click.
4. Mobile CRM Analytics: Mobile CRM analytics provide insights into how users are
interacting with an organization’s mobile CRM system. These insights can help
organizations to optimize their customer relationship
management processes. Mobile CRM analytics can also help organizations to
understand user behavior, preferences, and needs. Common metrics used
in mobile CRM analytics
include customer engagement, customer retention, customer lifetime value,
and customer satisfaction.

Mobile Marketing Analytics Techniques

1. A/B Testing: A/B testing is a technique used to compare two different versions of
a mobile marketing campaign or mobile application to determine which one performs
better. A/B testing is commonly used in mobile app development to test different user
interfaces, layouts, and features. A/B testing can also be used in mobile advertising
campaigns to test different ad copy, images, and targeting parameters.
2. Segmentation: Segmentation is a technique used to group users based on shared
characteristics, such as demographics, behavior, or preferences. Segmentation can help
organizations to create more targeted and effective mobile marketing campaigns. For
example, an organization could segment users based on their location, interests, or past
purchase history.
3. Personalization: Personalization is a technique used to
customize mobile marketing campaigns and mobile applications for individual users.
Personalization can help organizations to create more engaging and relevant
experiences for their users. For example, an organization could personalize
a mobile application by providing customized content based on a user’s interests or
location.
4. Predictive Analytics: Predictive analytics is a technique used to predict future user
behavior based on past behavior and other data. Predictive analytics can help
organizations to identify patterns and trends in user behavior, which can be used to
create more effective mobile marketing campaigns. For example, an organization could
use predictive analytics to identify users who are most likely to make a purchase and
target them with personalized offers.

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