Mobile marketing techniques and metrics described.

1. MOBILE
MARKETING
TECHNIQUES

2. Development of mobile
apps
A mobile app is a computer program designed to run on a mobile device such as a mobile phone, a
tablet, or a watch.
More and more businesses will create apps to increase sales and to engage with their customers at a
personal level. Mobile app downloads are expected to increase year after year for the next few years.
This means if you invest money in an app, this will not be wasted (Buildfire, 2017).
Source: Smith (2013)

3. Marketing automation
Marketing automation refers to software platforms and technologies designed for marketing departments and
organizations to more effectively market on multiple channels online and automate repetitive tasks.
It has been one of the top three priorities for businesses in the last five years. Businesses are expected to use
mobile marketing automation to collect customer information, email, and even phone numbers just like they
do so for the desktop (Buildfire, 2017).
Source: Shetab (2017)

4. Messaging apps
A messaging app is a software that enables messages to be sent
and received.
Messaging is said to be the new medium. Think of Snapchat,
Whatsapp, and Facebook Messenger. Marketers will use
messaging apps to connect with their customers at an
individual level. Instant messaging apps will become the
connection medium of the future (Buildfire, 2017).
Source: Lomas (2013)

5. Location-Based
Marketing
Location-Based marketing is defined as the use of mobile
marketing to target mobile users within a certain geographic
area.
Location-based marketing is personal, targeted, and well-
timed, and this is the reason why it works and will continue to
work for brands in 2017. According to Steven Rosenblatt, the
president of FourSquare, this type of marketing will evolve in
2017 in following ways (Buildfire, 2017):
• Location intelligence companies will emerge.
• The strategies for marketing will evolve.
• Brands will shift towards location-based marketing.
Source: GoFish (2017)

6. Big Data
Big Data are data sets that are so voluminous and complex
that traditional data processing application software are
inadequate to deal with them.
Big Data is said to be the key to mobile marketing. According
to Business Insider, as cited in Buildfire (2017), mobile
marketing is shaped by the growth of big data. There will be
an increase in the number of big data marketing apps
especially for mobile marketing that will help brands get
customer insights and predictive analytics. How your business
deals with big data and how it uses it to get better with
mobile marketing is the real question (Buildfire, 2017).
Source: Lavoie (2017)

7. Augmented Reality
Augmented reality is a live, direct or indirect, view of a
physical, real-world enviornment whose elements are
‘augmented’ by computer-generated or extracted real-world
sensory input such as sound, video, graphics, haptics, or GPS
data.
The massive success of apps like Pokemon GO and Snapchat
mean a lot for mobile marketing. It is expected that
augmented and virtual reality will strongly impact mobile
devices and mobile marketing. There will be an increase in
the use of augmented reality mobile apps and devices in the
near future. The use of such apps will provide mobile
marketing with analytics that they do not have access to
now. This is an important trend that will reshape mobile
marketing (Buildfire, 2017).
Source: Harris (2017)

8. Artificial Intelligence
Artificial intelligence is intelligence displayed by machines,
not by humans/animals, which is natural intelligence.
A fairly decent number of mobile apps use artificial
intelligence and this will be a common trend in the coming
years. Artificial intelligent apps will be the next big thing for
mobile marketing. Think of an app that finds stores and
suggests people products based on their interests and buying
patterns (Buildfire, 2017).
Source: Isaacson (2017)

9. Voice Search
A voice search is a speech recognition technology that allows a user to
perform a search via a voice command. Voice search may also be used as
a service by smartphones and other mobile devices.
More than 20% of searches on android devices are voice searches. The
accuracy rate of the voice search is over 92%. In the table X, the accuracy
rates by platform are showed. Mobile voice search are a massive trend,
and it will even become bigger in the near future. Businesses will
optimize their websites for voice search (Buildfire, 2017).
Source: Google Play (2017)

10. Table 1: Voice Word Accuracy
Rates (Buildfire, 2017)

11. Mobile Remarketing
Remarketing shows ads to people who have visited a website
and/or used a mobile app. When people leave a website/app,
remarketing helps them to reconnect with the website/app.
Research of Canavan, M. (as cited in Buildfire, 2017) shows that
only 6% of people use an app after 30 days of installing it. This is
one of the major challenges in mobile marketing. Marketers will
have to get in touch with customers through mobile ads to
persuade them to come back and/or to use the app again. Brands
and marketers will continue improving their app remarketing to
make sure that their customers do not stop using their apps
(Buildfire, 2017).

12. Metrics
Only measuring the success by looking at its downloads and ratings is
not possible anymore. Five more meaningful mobile marketing metrics
include (Apptentive, 2017):
• Average Revenue per User (ARPU)
• Cost per Install (CPI), Cost per Loyal User (CPLU)
• Engagement
• Retention

13. Average Revenue per User (ARPU)
• Average revenue per User is the amount of revenu each of the active
customers (on average) contributes.
• The ARPU varies greatly per app category and revenue model.
• Once you have calculated the average revenue per user, it can be
used in tangent with two of the other mobile metrics: CPLU and
retention (explained in the next slides) (Apptentive, 2017).

14. Cost per Install (CPI), Cost per Loyal User
(CPLU)
• The Cost per Install measures the customer acquisition costs for
customers that installed an app in response to seeing an
advertisement.
• The derived Cost per Loyal User metric looks at the cost of acquiring
an active user.
• It is best used in combination with ARPU to calculate the return on
investment for marketing efforts. In order for marketing to make
sense, ARPU should be greater
than CPLU.

15. Engagement
• Unlike the other mobile marketing metrics, there is no standard
definition/formule for engagement. It can only be defined within the
context of an individual app and its mobile marketing strategy.
• It is most often talked about in terms the phenomena associated with
wanting to use the mobile app longer and more frequently.
• Engagement metrics include session length, session interval, app
screens per sessions, conversion rates for events, interactions, opt-ins
and opt-outs. (Apptentive, 2017).

16. Retention
• Retention is a measurement of customer churn: how many customers
continue to actively use your app after a certain period of time?
• The calculation for retention differs for every unique app and mobile
marketing strategy. Before calculating, criteria need to be set.
• Knowing the retention rate gives a much better indicatin of an app’s
success and current customer-base than just simply only looking at its
downloads
(Apptentive, 2017).

17. References
Apptentive (2017) The Five Mobile Marketing Metrics That Matter Most Retrieved December 22, 2017 from
https://www.apptentive.com/blog/2015/04/07/the-five-mobile-marketing-metrics-that-matter-most/
Buildfire (2017) Mobile Marketing Trends 2017 Retrieved December 18, 2017 from
https://buildfire.com/mobile-marketing-trends-2017/
GoFish (2017) Looking Local – Location Based Marketing Retrieved December 2018, 2017, from
http://gofishclientcatchers.com/looking-local-location-based-marketing/
Google Play (2017) Voice Search Retrieved December 18, 2017, from
https://play.google.com/store/apps/details?id=ru.yvs
Harris, M. (2017) Everything you need to know about augmented reality Retrieved December 18, 2017, from
https://www.digitalartsonline.co.uk/features/hacking-maker/everything-you-need-know-about-designing-
with-augmented-reality/

18. Isaacson, I. (2017) Artificial Intelligence is Changes the Rules of Account Identification Retrieved December 18,
2017, from https://martechtoday.com/artificial-intelligence-changing-rules-account-identification-204712
Lavoie, J. (2017) Big Data & Ad Agencies: Giving Reasons to Gut Decisions Retrieved December 18, 2017, from
http://semeon.com/blog/big-data-ad-agencies-giving-reason-to-gut-decisions/
Lomas, N. (2017) From 1BN to 2BN Users: Mobile Messaging Apps to Get ‘Mass Adoption’ In 2014, Says Ovum
Retrieved December 18, 2017, from https://techcrunch.com/2013/11/28/massively-mobile-messaging/
Moveo (2017) Considerations for Running a Mobile Remarketing Campaign for Your App Retrieved December
18, 2017, from https://www.moveoapps.com/blog/5-considerations-running-mobile-remarketing-campaign-
app/
Shetab, P. (2017) Marketing Automation Retrieved December 19, 2017 from
http://blog.softograph.com/marketing-automation/
Smith, S. (2013) 10 Excellent Platforms for Building Mobile Apps Retrieved December 18, 2017 from
http://mashable.com/2013/12/03/build-mobile-apps/#rm77YCG1EPqR