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Mobile presence & location based marketing
- 2. What is the “right” mobile Web presence for your firm? Is it to drive sales by creating an easily browsed catalogue where users can shop and purchase? Strengthen your brand by creating an engaging, interactive experience? Enable customers to interact with your customer community? How are your competitors using their mobile presence?
- 3. Multi-screen Consumer • People use the device that’s handiest for them at the moment. • It’s a real challenge for businesses to deliver a great experience for all these screens and contexts. • People who are used to desktop screens want to find the same basic content and user experience on other screens, too.
- 4. Unique Features of Mobile Web
- 5. Unique Features of Mobile Web
- 6. Planning and Building a Mobile Presence? Prepare the following • Define your values proposition for mobile/tablet users • Create a familiar experiences • Think about the users' context • when and where the users will use the mobile devices • what are the needs of the users at the moment • Use the full power of mobile • how can we support our value proposition with device- specific features? • GPS, easy video / photo uploads ?
- 7. Discussion 1 Building a Mobile Presence • What is the key differences between user experience on a Web site and on a mobile device?
- 8. Planning and Building a Mobile Presence Choose the technology that best suits your needs • Mobile first design • Mobile Web site: • Responsive Web design (RWD) • Adaptive Web design (AWD) • Mobile Web app • Native app • Hybrid app
- 9. Mobile First Web Design • What are the advantages for this approach ?
- 10. Responsive Web Design Advantages • eliminates the need to develop a separate mobile website. • look modern and fit in with today’s web standards. • need to update your website content in one place. • have a positive impact on your website’s SEO.
- 11. Responsive Web Design Pros • One URL for all content • A streamlined user experience • Flexible orientation Cons • responsive websites can take longer to load. • important features may get overlooked by users due to long scrolling.
- 12. Adaptive Web Design (Dynamic Serving)• the server detects the attributes of the device making the request • using predefined templates based on device screen size along with CSS and JavaScript • loads a version of the site that is optimized for the device.
- 14. Adaptive Web Design (Dynamic Serving) Common mistakes: • Faulty device detection, script fail to recognize the device • Changing experience, multiple sites and they appear radically different
- 15. Mobile Web App (separate to the desktop version) web apps are mobile-optimized webpages that look like an app. Web apps do not require developers to submit their app to any app store for approval.
- 16. Web App / Native app / Hybrid App
- 17. Native App A native app is an application designed specifically to operate using the mobile device’s hardware and operating system. Pros of Native Apps: • They are easier to work with and also perform faster on the device. • Users can easily find and download apps of their choice Cons of Native Apps: • Expensive
- 19. Hybrid app A hybrid app has many of the features of both a native app and a mobile Web app.
- 20. Review • What is the advantage of mobile first web design? Mobile first design focuses on creating the best possible experience given mobile platform constraints and then adding back elements for the desktop platform, progressively enhancing the functionality of the site. • forces designers to focus on what is most important • helps create a lean and efficient mobile design
- 21. Mobile Marketing Mobile marketing formats • Banner ads, rich media ads, and video ads • Games • E-mail and text messaging • In-store messaging • Quick Response (QR) codes • Couponing
- 22. How People Use Their Mobile Devices SOURCE: Based on data from AOL/BBDO, 2012.
- 23. In-App Experiences and Ads • Mobile use • Apps—85% of smartphone time • 75% of app time spent on user’s top 4 apps • Social networking—25% • Games—16% • Radio—8% • Most effective in-app ads • Placed in most popular apps • Targeted to immediate activities and interests
- 24. The Multi-Screen Environment • Consumers becoming multi-platform • Desktops, smartphones, tablets, TV • 90% of multi-device users use multiple devices to complete action • View ad on TV, search on smartphone, purchase on tablet • Marketing implications • Consistent branding • Cross-platform design • Responsive design
- 25. Mobile Marketing Features• 35% of all online marketing • Dominant players are Google, Facebook • Mobile device features • Personal communicator and organizer • Screen size and resolution • GPS location • Web browser • Apps • Ultraportable and personal • Multimedia capable
- 26. Mobile Marketing Campaigns • Mobile Web site • Facebook and Twitter brand pages • Mobile versions of display advertising campaigns • Interactive content aimed at mobile user
- 27. Mobile marketing campaigns and techniques • Walmart • Starbucks • eBay
- 28. Local and Location-Based Marketing • Location-based marketing • Targets messages to users based on location • Marketing of location-based services • Location-based services- Provide services to users based on location • Personal navigation • Point-of-interest • Reviews • Friend-finders, family trackers
- 29. The Growth of Local and Location-Based Mobile Marketing• Prior to 2005, nearly all local advertising was non-digital • Google Maps (2005) • Enabled targeting ads to users based on IP address and general geographic location • Smartphones, Google’s mobile maps app (2007) • Enabled targeting ads based on GPS • Location-based mobile marketing • Expected to triple over next five years
- 30. Location-Based Marketing Platforms • Google • Android OS, Google Maps, Google Places, AdMob, AdWords • Facebook • Apple • iOS, iAd • Twitter
- 31. Location-Based Mobile Marketing Technologies • Two types of location-based marketing techniques • Geo-aware techniques • Identify location of user’s device and target ads, recommending actions within reach • Proximity marketing (Geo-fencing technique) • Identify a perimeter around a location and target ads and recommendations within that perimeter • Identifying locations • GPS signals • Cell-tower locations • Wi-Fi locations
- 33. Why Is Local Mobile Attractive to Marketers? • Mobile users more active, ready to purchase than desktop users • 80% of U.S. smartphone users use mobile devices to search for local products, services • 50% visit a store within 1 day of local search • 18% make a purchase
- 34. Location-Based Marketing Tools • Geo-social-based services marketing • Location-based services marketing • Mobile-local social network marketing • Proximity marketing • In-store messaging • Location-based app messaging
- 35. Location-Based Marketing Campaigns • Location-based considerations • Consider action-based, time-restrained offers and opportunities • Consider target demographic and location-aware mobile user demographics • Measuring marketing results • Same measures as mobile and Web marketing • Metrics for measuring unique characteristics • Reservations • Click-to-call • Friend • Purchase
- 37. Discussion • In which cases would a merchant want to develop a mobile app over a mobile Web site?
- 38. Activity Visit your Facebook page and examine the ads shown in the right margin. What is being advertised and how do you believe it is relevant to your interests or online behavior? Make a list of ads appearing in your News Feed. Are these ads appropriately targeted to you in terms of your demographics, interests, and past purchases? Go to at least two Web sites, and Like it or Like a product. In the next 24 hours, do you see marketing messages on Facebook related to your Likes?
- 39. Summary: We have discussed, • Features of mobile • Mobile technologies • Mobile first design • Mobile Web site: • Responsive Web design (RWD) • Adaptive Web design (AWD) • Mobile Web app • Native app • Hybrid app • Location based marketing
- 43. THANK YOU
Editor's Notes
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- Do you want to help user with better services and tame him , want him to be loyal to you and be with him 24 hours. Since mobile is the most extensively used device, so if anyone targeting for branding it should be not be skipped. Offer some chat system or be in touch with your users for 24 hours with continuous notifications on mobile phones. Once you have a clear sense of business objectives, you will be able to describe the kind of system functionality that is needed and specify the information requirements for your mobile presence. <number>
- Any application has to be omin-present, this is because every user has its own comfort level. Like I use ipad, laptop mobile phone for browsing, and I do different tasks on different machines , because of the comfort of information display on different screens. <number>
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- Mobile has to be focused more on information conveying , very specific and only imp. Data entry ahs to be limited a much as possible <number>
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- What are the advantages for this approach ? forces designers to focus on what is most important helps create a lean and efficient mobile design <number>
- Responsive web design (RWD) is an approach to web design aimed at allowing desktop webpages to be viewed in response to the size of the screen or web browser which are being used to view the website. <number>
- Pros: • One URL for all content. Using a single URL for a piece of content makes it easier for your users to interact with, share, and link to your content. It’s also easier for search engines to discover and index your content. • A streamlined user experience. Presentation of all content is customized, and device-specific features can still be used. • Flexible orientation. Design naturally allows for landscape or portrait device orientation changes by users. <number>
- The biggest similarity between the two methods is that they both allow websites to be viewed in mobile devices and various screen sizes, ultimately providing visitors with a better mobile user experience. <number>
- One of the main distinctions between the two is that RWD might take more code and implementation strategies CSS, and flexible foundations, while AWD has a streamlined, layered approach, which utilizes scripting to assist with adapting to various devices and screen sizes. Basic difference is that while a responsive design adapts to any screen and device size due to its flexible fluid grids, an adaptive design fits only to pre-defined screen and device sizes. Accuweather, ikea, full site(exactly like laptop), mobile is different – Adaptive Australia tax office- responsive web design- same <number>
- • Faulty device detection. Your servers will need to run scripts to recognize all available devices. If these scripts fall out of date, it can result in problems like the server sending a mobile-optimized site to tablet users. Another common mistake is that the server assumes a device orientation, most commonly portrait, but the user may be holding the device in a different orientation (ie landscape). • Changing experiences. Users will be confused if you have multiple sites and they appear radically different. While it’s important to customize for each screen size, your brand look and feel should be recognizable in all formats. <number>
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- Pros of Native Apps Since native apps work with the device’s built-in features, they are easier to work with and also perform faster on the device. Native apps get full support from the concerned app stores and marketplaces. Users can easily find and download apps of their choice from these stores. Cons of Native Apps Also, there is no guarantee that the app becomes instantly popular with users. <number>
- Hybrid apps make it possible to embed HTML5 apps inside a thin native container, combining the best (and worst) elements of native and HTML5 apps. Gmail, Twitter, Uber, Instagram, Amazon <number>
- Mimimizes redoin any design aspects <number>
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- Most of us think people use their mobile devices when they are moving or commuting ; but in fact, according to one of the recent studies of actual mobile behavior, almost 70% of all mobile usage occur in the home. <number>
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- So now todays scenario demands that u want to make it big, u need to put efforts on consistent branding. <number>
- What makes mobile device as a suitable platform of marketing: personal communicator and organizer telephone plus calendars and clocks to coordinate life on a personal scale. screen size and resolution of both tablets and phones is high enough to support vibrant graphics and video. Gps location self-locating Gps capability. E.g: taxi tracking app uses to track driver Web browser standard browsers will operate all Web sites and applications. Number of apps can be downloaded and thus it extends the functionality of mobile devices. ultraportable and personal: Fits into a pocket, or a briefcase for tablets, able to be used anywhere and on the go. Multimedia capable: Fully capable of displaying all common media from video to text and sound. <number>
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- selected examples of mobile marketing campaigns and techniques used by several well-known firms. using mobile applications, mobile Web, augmented reality, mobile advertising, mobile bar codes, social media, location-based services, and push notifications. <number>
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- Before 2005, local advertising was nondigital and provided by local newspapers, radio and television stations, yellow pages. Google Maps on desktop computers enabled the targeting of ads to users based on a general sense of their IP address IP addresses can be used to identify a city, and a neighbourhood within the city, but not a zip code, street, or building. <number>
- The key players in location-based mobile marketing are the same giants who dominate the mobile marketing environment as well, Google, Facebook, Apple, Twitter, YP (formerly Yellow Pages), Pandora. Google is clearly the leading location-based marketer largely because of its widely used Google Maps app on smartphones. Google also sells location information to independent marketing firms. <number>
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- Geo-social-based services marketing: users share their location with friends. Foursquare is a local search-and-discovery service mobile app which provides search results for its users. Location-based service marketing: provides services to consumers looking for local services and products. Proximity marketing: send messages to consumers in the area of a store or outlet to generate sales (could also be an airport, train station, or arena). Location-based app messgaing: American express presents cardholders with personalized deals based on their location. <number>
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- Acquisition-measure the steps that is taking to purchases. Enagagement Is how much interesting your application to users Amplification- how well it is spreading Community- whether is having a good name or bad name <number>
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- https://www.youtube.com/watch?v=ulQkM6eXSdA https://www.youtube.com/watch?v=qZhbmlbfG5U <number>