This document discusses the history and development of mobile marketing from the late 19th century to present day. It covers key milestones such as the invention of the portable phone in 1973, the first SMS message in 1992, and the release of the iPhone in 2007. The document also outlines various forms of mobile marketing including SMS, mobile apps, location-based marketing, and QR codes. It provides examples of tools for measuring mobile marketing campaigns, such as Google Analytics, MixPanel, and Localytics. Finally, it discusses how consumers use mobile marketing for tasks like product search, apps, games and commerce.

1. Mobile Marketing
By
Tanveer Sahab

2. Development of Mobile Marketing
• 1876
• Bell introduces the telephone at the Centennial Exposition in Philadelphia. By
1886, there are more than 150,000 telephones in the United States.
• 1973
• Martin Cooper invents the portable telephone handset. It won't see mass
market appeal for 20 years.
• 1992
• Neil Papworth sends the first text message, from his computer to Richard
Jarvis's mobile phone.

3. • 1993
• First mobile phone capable of sending and receiving text is introduced.
• 1996
• First mobile web access via cellular phone introduced on the Nokia 9000
Communicator model
• 2003
• First commercial mobile SMS service launches (1999)
• 2007
• Apple releases the iPhone in the United States
Development of Mobile Marketing

4. • 2007
• The number of active SMS users worldwide reaches 2.4 billion
• 2011
• 40 percent of U.S. mobile users report that they regularly use mobile devices
to browse the Internet
• 2011
• Mobile platforms consume more than $14 billion worth of media, including
$9.3 billion worth of music alone
• 2011
• Mobile platforms consume more than $14 billion worth of media, including
$9.3 billion worth of music alone
Development of Mobile Marketing

5. Recent Developments
• Marketing with
• Apps & Games
• Marketing with
• Voice

6. Forms of Mobile Marketing
• Text/SMS Marketing
• Mobile Web
• Mobile Apps
• PPC (Pay Per Call) Mobile Marketing
• Voice marketing
• Mobile Games

7. • Location Based Marketing
• Delivers multimedia directly to the user of a mobile device dependent upon
their location via GPS technology
• Bluetooth Wireless Proximity Based Marketing
• It works like local TV advertising on cable or network channels where a
customer in a particular location will be served custom ads for that area. You
will receive an ad or a message based on the location your wireless device is
picking up
• QR Codes
• Allows customers to quickly learn more about a business, by visiting a mobile
version of their business page on a mobile phone that is enabled to scan the
bar code
Forms of Mobile Marketing

8. Geo-Targeting your Campaign for Smart Phones
• Geo Location setting in Google Adwords
• Making Mobile Friendly Ads
• Making Call only Ads
• Mobile Bid Adjustment

9. • Google Analytics
• Google Analytics is a wholesome analytics tool provided by Google for free.
There are two options for measuring mobile traffic under the tabs
Audience>Mobile. These options are Overview and Devices.
• MixPanel
• MixPanel offers both web and mobile app analytics solution. The strong
points for this tool is real-time data, funnel analysis, in-depth analysis and
cohort analysis to track retention. If you have a mobile app, you can opt not
to add an additional SDK library to your mobile app. Instead you implement it
on the server-side.
Measuring & Managing Campaigns - Tools

10. • Flurry
• Flurry is a free mobile app analytics tool for iOS, Android, Blackberry, Windows Phone
and mobile web. The latest news about Flurry is that it has been acquired by Yahoo.
However, at this point of time the analytics is very basic, you cannot dig deeper into it
unlike in paid tools of the same genre.
• Localytics
• This is a paid mobile app analytics tool that caters to businesses such as AT&T, Bonnier,
Marvel, National Geographic, Temple Run and so on. It caters to apps on mobile
platforms such as iOS, Android, Windows Phone, Blackberry and HTML5. You can view
number of users or sessions. The tool gives you reports on app usage and other reports
by location, device, carrier and app version. It also gives you A/B testing, screen flow,
funnel, segments and cohort-based retention reports.
• Note : Free for up to 10K monthly active users. Pricing starts from $200 per month
Measuring & Managing Campaigns - Tools

11. How consumer use mobile marketing
• Product Search (mobile Web)
• Apps & Games
• Mobile commerce

12. Apps Advertisement & Case Studies
• https://www.google.com/admob/
• https://www.google.com/admob/success.html