Mobile Marketing Methods and Applications
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This document discusses mobile marketing and its advantages. Mobile marketing involves using mobile devices like smartphones and tablets to promote goods and services. It can involve SMS/MMS messaging, mobile apps, mobile-optimized websites, and location-based marketing. The key benefits are interactivity, customization, cost-effectiveness, and the ability to integrate across channels. Statistics show mobile's growing importance, with many consumers now more active on their mobile devices than desktop computers. The document provides an overview of mobile marketing techniques and applications businesses can use to build successful mobile campaigns.
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Mobile Marketing Methods and Applications
- 1. M o b ile M a r k e t in g W e b in a r
- 2. W h a t is M o b ile M a r k e t in g ?
- 3. O v e r v ie w • Mobile Marketing – Use of interactive wireless mobile media to promote goods or services – Web marketing via mobile device • Cellular “Smart” Phones • iPods, iPads • Portable tablets, e-readers, etc. – SMS, MMS, gaming, social networking, mobile-friendly webpages – Mobile Web Applications S ourc e : h t t p : //e n . w i k i p e d i a . o r g /w i k i /M o b i l e _m a r k e t i n g
- 4. M o b ile M a r k e t in g • M e t h o Service SMS - Short Messaging ds (text messages) Text – Send updates and promotions P 8205 ROMO to straight to a client’s phone 4 to off yo get 30% ur – Targeted, direct purch next as e ! • MMS - Multimedia Message Service – Photos, videos, sound files – More complex, highly effective – Compatible with more than 30% of mobile phones S ourc e : h t t p : //e n . w i k i p e d i a . o r g /w i k i /M o b i l e _m a r k e t i n g
- 6. M o b ile M a r k e t in g • Web Applications t h o d s Me – Designed for smart phones (iPhone, Droid, Blackberry) – No text messaging fees – Direct, customizable information for consumers • Bluetooth & Location-based Mobile Marketing – Exchange information with people in close proximity – Based on GPS technology – Permission & privacy issues S ourc e : h t t p : //e n . w i k i p e d i a . o r g /w i k i /M o b i l e _m a r k e t i n g
- 7. M o b ile M a r k e t in g M e tho d s • Mobile Commerce – Quick-Response Codes (QR) • 2-D Barcodes - scan with smart phone to retrieve information about product or service – Banner ads • Appear in downloaded applications, webpages, games, etc. S ourc e : h t t p : //e n . w i k i p e d i a . o r g /w i k i /M o b i l e _m a r k e t i n g
- 8. Wha t a re the a d va nta g e s ? • Advantages of Mobile Marketing – Interactive, direct, measurable – Customizable – Cost-effective – Easily integrated across multiple platforms • TV, print, radio, etc. – Time-saving S ourc e : h t t p : //e n . w i k i p e d i a . o r g /w i k i /I n t e r n e t _m a r k e t i n g
- 9. Why d o I ne e d to le v e r a g e t h is t e c h n o lo g y f o r fu tu re g ro w th?
- 10. Why G o M separatel index for mobile • Google has a obi e? content; get your website on page 1 of both • Mobile web will overtake the desktop in less than 5 years • Convenience • Reach target audience directly, track and measure results, anytime - anywhere • Trends & statistics S ourc e : h t t p : //s e a r c h e n g i n e l a n d . c o m /t o p - 10 - r e a s o n s - y o u r - w e b s i t e - s h o u l d - g o - m o
- 12. S t a t is t ic s • 77% of world population has a mobile phone • 90% of world lives in a place with access to mobile network • 250+ million active users access Facebook through mobile devices -- twice as active as desktop users • 97% of received text messages are read in comparison to only 25% of emails received S ourc e : h t t p : //m o b i t h i n k i n g . c o m /m o b i l e - m a r k e t i n g - t o o l s /l a t e s t - m o b i l e - s t a t s
- 13. S t a t is t ic s • Mobile advertising spending will surpass $6.5 billion in 2012 • $46.8 billion worldwide in mobile payment for goods/services in 2010 • $86.1 billion worldwide in mobile payment projected for 2011 • 71% of smart phone users that see a TV, press, or online ad do a mobile web search • Will they find your site or your competitors’? S ourc e : h t t p : //m o b i t h i n k i n g . c o m /m o b i l e - m a r k e t i n g - t o o l s /l a t e s t - m o b i l e - s t a t s
- 14. You already have a mobile site! Make sure it is formatted and optimized correctly!
- 15. Common problems with mobile sites before proper formatting & optimization D o n ’ t lo s e le a d s o r s a le s b e c a u s e y o u r c lie n t s c a n ’ t s e e y o u r w e b s it e f r o m t h e ir
- 16. Standard vs. Mobile Websites
- 17. Standard vs. Mobile Websites
- 18. Offer multiple options for user to personalize the ad experience.
- 20. W h a t m o b ile a d v e r t is in g a p p lic a t io n s a r e a v a ila b le ?
- 21. M o b ile M a r k e t in g A p p lic a t io n s • iA d s - N e w A d v e r t is in g P la t f o – Put your brand into the hands of millions of users around the globe – Target your customers in a personalized way S ourc e : h t t p : //a d v e r t i s i n g . a p p l e . c o m /b r a n d s /
- 22. M o b ile M a r k e t in g A p p lic a t io n s • Social Media for Mobile • 60% of all mobile Internet usage is spent on social networking • Integrate social media marketing through mobile campaign • Facebook • Twitter • Google+ • YouTube S ourc e : h t t p : //w w w . g o o g l e . c o m /m o b i l e /+/
- 23. 3 In g r e d ie n t s t o B u ild a S u c c e s s fu l M o b ile M a r k e t in g C a m p a ig n 1. Promote your campaign wisely – Are you targeting current customers to ensure they become repeat customers? – Include promotions on your social media fan pages – Add mobile promotions to your print & online ads 2. Make your message relevant – Offer an incentive – Build a database of people who express interest in your product or service 3. Make your customers feel exclusive – Create a valuable, relevant enticement to provoke a response – Target the right audiences in a unique way S ourc e : h t t p : //w w w . m o b i l e m a r k e t e r . c o m /c m s /o p i n i o n /c o l u m n s /10 6 0 0 . h t m l
- 24. How do I get s ta rte d ? • Consult with a knowledgeable web and mobile marketing company to determine the best solution to fit your business model and ensure success for your company!
- 25. U s e fu l R e s o u r c e s • M o b ile M a r k e t in g W a t c h . c o m – Information on Best Practices – Mobile Advertising & Marketing – Platforms – News, Blogs, Webcasts – New Technology
- 26. U s e fu l R e s o u r c e s • M M A G lo b a l. c o m – Mobile Marketing Association – Best Practices & Codes of Conduct – Committees – Certification & Membership – Research and Resources – Events, Seminars, & Speaking Opportunities
Editor's Notes
- Why do you need to leverage this technology for future growth? How should you go about it?
- Why do you need to leverage this technology for future growth? How should you go about it?
- Mobile marketing is the use of interactive wireless mobile media to promote goods or services. Mobile marketing is portable, personal, instant, targeted, and interactive. There are many different methods to utilize mobile marketing in your campaign.
- SMS, or Short Messaging Service, is essentially just a text messaging service component for mobile phones. It is the most widely used data application in the world, with over 2.4 billion active users. 74% of mobile phones are SMS compatible. Text messaging services are usually available on ALL mobile phones, regardless of model, operating system, or service provider. 97% of text messages received are opened by the user versus only 25% of emails received. MMS, or Multimedia Message Service, is another text messaging service component that includes all the capabilities of SMS, but includes photos, video, and sound files. While only roughly 30% of mobile users subscribe to MMS, the data application is expected to grow 60% each year. Photos, videos, and sound files are not compatible with all phones, but are able to be sent through multimedia messages to those that are compatible—another advantage over email, which can be limited due to spam blockers. With the rise in smart phone sales, everyone is switching to 3G and 4G, increasing the likelihood of MMS compatibility.
- Web applications are different from text messages in that they can be FREE (no text fees) and are downloaded directly by the mobile user. A web app can be customized for each operating system, making it more user-friendly across the board. This is definitely the most popular method of mobile marketing. They are designed for smart phones, which make up more than 31% of mobile users nationwide. Blue-tooth & Location-based technologies use GPS technology to exchange information with mobile devices in close proximity to the message transmitter – usually a company’s computer network. AdMob and Google+ for mobile, two increasingly popular advertising platforms for mobile devices, use location-based mobile marketing to share product/service information with contacts that are close-by. If someone is in the area, they can receive certain in-store deals or promotions, for example, with ads sent straight to their phone via Bluetooth or Location-based applications. This can be limited due to privacy and permission settings, which differ from phone to phone, and service provider to service provider.
- Quick-response codes are popping up everywhere, from magazines and brochures to product packaging and in-store signage. QR codes are 2-D barcodes that have a URL encoded into a pattern of black modules. A mobile user need only scan the barcode with a compatible smart phone to instantly retrieve information about a particular product, service, promotion, sale, etc. Banner ads are common with Google AdWords, the search engine’s most popular advertising platform, and can be developed to appear in downloaded mobile applications, on webpages designed for mobile access, and even downloaded games.
- How is mobile marketing different from web marketing? Users of mobile devices can personalize their ad experience with multiple options – SMS, Apps, mobile webpages, etc. More direct, personalized, interactive, easily measured. People have their phones on them 24-7. This is a prime opportunity for maximum exposure of your brand. Easily integrated through all other marketing campaigns. Most websites are designed to be easily formatted for mobile devices, and the same ads you put out in magazines, newspapers, or on television can be digitized and mass-distributed to a wider audience, instantly – wherever, whenever. Join the shift from desktop to mobile.
- Why do you need to leverage mobile web technology for future growth? How should you go about it?
- Whether you like it or not, you already have a mobile site. Format your website for mobile devices. This is an example of how a website looks on a computer, and how it looks on a mobile phone. They are two completely different experiences, reaching two different, very important audiences.
- Mobile formatting makes navigation easier and more convenient for customers.
- No one wants to squint or zoom and scroll -- don ’t make your customer struggle to get information on your products and services! Don ’ t risk losing business because your mobile customer can’t read your information.
- If you can, offer several options for mobile users. Make sure your website is optimized and formatted for mobile FIRST, then consider developing an App. Being mobile is all about convenience and simplicity. Don’t make your customers squint and struggle to zoom and scroll on their phones – make your brand easy to access!
- What is new in the mobile web industry? How is the rest of the world adapting to this desktop-to-mobile shift?
- iAd Network - iAds for Brands and Developers is an advertising platform designed by Apple for Apple users on the iPhone, iPad, and iPod touch. “Reach the Apple audience, the world’s most engaged, influential, and loyal consumers. According to apple.com, This audience: Has installed more than 10 billion applications Downloads 200 new apps every second worldwide Spends, on average, 49 minutes per day using apps Engages with iAds for an average of 60 seconds per visit. ” Ads are only shown to targeted consumers in the apps they use the most, making iAds fully customizable and incorporating a personal touch to encourage a higher participation rate. According to Apple, the “highly-effective targeting leverages unique interest and preference data that taps into user passions that are relevant for your brand. Whether they are reading the news, playing a game, or checking the local weather, your ad will make an impact.”
- Most social networking sites now have mobile applications. Take advantage of this by expanding your social media campaign into the mobile world. Optimize your social media marketing strategy by making sure your company Facebook pages, Twitter feeds, and YouTube videos, and the products and services they promote, are all accessible via mobile device.
- 1. Promote your campaign wisely Are you targeting current customers to ensure they become repeat customers? Include promotions on your social media fan pages Add mobile promotions to your print & online ads 2. Make your message relevant Offer an incentive Build a database of people who express interest in your product or service 3. Make your customers feel exclusive Create a valuable, relevant enticement to provoke a response Target the right audiences in a unique way Source: http://www.mobilemarketer.com/cms/opinion/columns/10600.html
- Visit this website for more information on Best Practices, mobile advertising & marketing, multiple platform integration, news, blogs, webcasts, and new and developing technology.
- Visit this Mobile Marketing Association website for a full list of Best Practices & Codes of Conduct for mobile marketing, information on committees, certification, & membership, research & resources, and events, seminars, & speaking opportunities.