Find out mobile marketing techniques can be integrated with wider digital and offline marketing activities. This is a session from the Diploma in Digital Marketing qualification from the CAM foundation.

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Mobile Marketing in Practice
Integrating Mobile into Marketing

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Learning Outcomes
At the end of this session, you should be able to:
• Explain how mobile marketing can be integrated with other
communications media

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Mobile is not a Solus Channel
• Mobile is a good example of a
media channel that should not
be used as stand-alone.
Integrating mobile into other
channels, and thinking about
how consumers will use it in
conjunction with the rest of your
marketing activity is key to
success
• The research from Ofcom
highlights the number of
communication and media
activities that consumers now
undertake simultaneously
• Media agencies refer to this as
‘media-stacking’
Ofcom, 2014

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All Advertising is 2-Way
• All advertising should generate interest in the brand, and the desire to find out
more
• Mobile has become a key response channel for making this transition from brand
impact to dynamic conversation
QR codes
Image Recognition SMS
Response
NFC
Mobile Search

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SMS Ad Response
• SMS has been used for many years
as an effective response format
• Ad viewers simply send in a keyword
to a text shortcode to trigger one of
several mechanics:
—Free sample
—Brochure delivery
—Mobile site link
—Competition entry
—Call-back request
—Store Locator

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Mobile Ads making an impression
Source: Google Think, 2014
Mobile Ads are noticed at various
locations
• 40% While on a website
• 39% While in app
• 33% While using a search engine
• 22% While watching a video

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Augmented Reality (simple)
• Simple AR campaigns
encourage mobile users to
point their phone at the ad,
and using the camera feature
embedded in an app, bring
the ad to life
• Users generally see a video
play over the ad space, but
can also be served clickable
links for websites or social
networks through the
experience
Download the free Aurasma app and use it to scan the
ad to see a simple AR campaign

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Augmented Reality (Interactive)
• AR can be used to provide deeper levels of engagement
• The scan of an ad or physical item can be used to trigger
games, quizzes or more
The IKEA catalogue enables the customer
experience to come to life with extended
digital content by downloading the
accompanying app. One of the features is
the capability that allows customers to
view and place selected 3D virtual IKEA
products in their own rooms.

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Sound Tracking
• Apps can be used to interact with radio or TV
ads by tracking their sound and performing
actions based on them
• Shazam encourages users to use their
smartphone to capture the audio signature
so they can tap into additional mobile
content related to the advertised product or
program
• Shazam has launched a visual recognition
marketing platform that lets its mobile app
users scan Shazam-enabled logos or QR codes
placed on images to access additional mobile
content

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Social Response
• Smartphone users spend a lot of time using social media on
their device, and this can be used as a response channel,
particularly with relevance to being out and about
This campaign for conference call
provider PowWow encouraged
users to tweet how their commute
was going today using hashtags
#hatetravel and #lovetravel. Their
feedback was then built into posters

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App Promotion
• If the purpose of an
above-the-line campaign
is simply to raise
awareness and
encourage downloads of
an app, this can be
clearly signposted, with
links to the relevant App
Stores to download it

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Integrating mobile content
There are a variety of imaginative ways that mobile
can be integrated with marketing campaigns
Nivea’s ‘the protection ad’ for it’s
Nivea Sun Kids range, combined
mobile with print.
The print adverts in magazines had a
detachable 'protect strip' akin to a
wristband, which was put round the
child’s arm when the family was at the
beach. The parent was invited to
download the app, which
communicated with the bracelet so
that the parent could track where the
child was and alerted them if they
strayed too far.

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Integrating mobile content
There are a variety of imaginative ways that mobile
content can be integrated to bring an ad to life
This is an example of bringing print ads
to life through mobile without an app.
Ford Explorer created 3 interactive
print ads for their new SUV. The ads
expanded the story and provided
visual demonstrations of key vehicle
features to life once the reader placed
their phone in the print ad scene.
Click on the image of the video to view

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Mobile in Retail
• To capitalise on this many retailers are building products to
encourage shoppers to complete the transaction
• This example app from Debenhams has a barcode scanner.
Users can scan items in the store, and even if they don’t
buy them there and
then, they can keep them in
their basket and purchase them
later or online

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Mobile in Retail
As the mobile device is portable, it is the ideal platform for
creating mobile vouchers that can then be redeemed instore,
especially when delivered through social media
This example from Superdry
shows how a voucher for an
event served through social
can be simply carried into
the store on a mobile

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Mobile Amplifying Brand Activity
• It is widely held that the impact of a brand
campaign is stronger is users encounter it on
more than one occasion or device
• Therefore many brand marketers are amplifying
their brand campaigns with mobile apps
Audi’s App, called ‘start, stop’ is not designed
to sell cars, but is a simple app that detects
when open apps aren’t being used and sends
users notifications to close it, to save
processing power and battery life. This makes
the phone more efficient, and promotes Audi’s
stop-start technology, which automatically
turns the car engine off when stationary to
save fuel.

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Mobile in TV Sponsorship
• Broadcasters are now producing a range of mobile products to accompany
TV shows
• Brands have the opportunity to sponsor these as well as the show, and to
integrate their offerings into the broadcast properties
TalkTalk created their own app to
accompany their sponsorship of the X
Factor
The TalkTalk Mix Off app gave viewers
of the show the chance to star in their
own music video, which could appear
in the adverts around the programme.

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Texting TV
• TV is an excellent channel for driving response via mobile, particularly
when so many shows have SMS competitions or votes, as viewers are
used to sitting with their mobile ready to text in
• Charities use TV texting to raise funds
Laundry brand Colour
Catcher were able to
receive over 100,000 free
sample requests from a
month of air time, making
it a much cheaper and
more effective distribution
channel for samples than
any other

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Mobile in Sales Promotions
• SMS has been used in
sales promotions for
over 10 years in the form
of the ‘text-and-win’
mechanic, where users
text in for the chance to
win a prize
• SMS is still popular, but
there are new emerging
forms of sales promotion
using mobile

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Advanced uses of mobile in SP
MTV and McFlurry worked together to offer a prize draw to win
tickets to Ibiza. Participants were required to use the QR codes on
Mcflurry’s purchased to unlock a hidden competition page

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Bibliography
• Ofcom (2014) The Communications Market Report, 7 August 2014, available at:
http://stakeholders.ofcom.org.uk/binaries/research/cmr/cmr14/2014_UK_CMR
.pdf (accessed 20 August 2015).

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About the Oxford College of Marketing
Oxford College of Marketing is part of the Oxford Professional Education Group
and is a leading marketing institute that provides exceptional practical marketing
courses, qualifications and bespoke training solutions.
We offer a range of professional sales and marketing qualifications, including;
Chartered Institute of Marketing (CIM), CAM foundation, Institute of Sales and
Marketing Management (ISMM) and University of California Irvine Extension (UCI).
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To find out more how we can help develop your marketing career, visit us at
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