EVOLVING A MOBILE MARKETING

STRATEGY – WHYS AND HOWS Prayukth K V

THE FACTS

Marketers are still struggling to understand the nuances of mobile marketing

2013 witnessed one of the largest jumps in mobile ad spend

The average user looks at their mobile phone up to 150 times a day, according to Visual.ly; this makes mobile a vital channel to raise brand awareness

The average penetration level of mobile broadband in developed countries is currently estimated at 75% for 2013, in developing countries at 20%

Global mobile subscriptions are currently growing +7% YoY: Ericsson

Many innovations in mobile – multi-SIM cards, low value rechargers, mobile payments – have originated in developing countries.

“Shopping” on the mobile was a lower-order priority after socializing, playing, relaxing in the US in early 2013

The rise of “mobile only” homes in rising (40% in US, 20% in Australia)

Mobile app revenue will reach $46 billion by 2016, up from about $8.5 billion in 2011: ABI Research

Mobile accounted for almost 20% of online sales in November and December in the US.

GET THIS!

Facebook controlled nearly 16 percent of

the global mobile market in 2013

Facebook controlled nearly 16 percent of

the global mobile market in 2013

Over 60 percent of Twitter's ad revenue will

come from mobile advertising by 2015

Over 60 percent of Twitter's ad revenue will

come from mobile advertising by 2015

Mobile Linkedin users are twice as active

as desktop only users

Mobile Linkedin users are twice as active

as desktop only users

Consumers look at native ads 25 percent

more often than banner ads

57 percent of users wont recommend

businesses with poor mobile sites

FROM DISCOVERY TO EXPERIENCE

COMPONENTS OF A MOBILE STRATEGY

Mobile optimized website (response design

included)

Mobile applications

Social media

Mobile messaging

Display ads

Mobile content

STRATEGY - LOCATION

Foursquare has built its entire business model on this idea. Revenue growth

was 600% in 2013: CEO Dennis Crowley

Popular means: geotargeting as a means of serving advertising and

technologies like beacons, which send signals via Bluetooth to consumers'

phones

Services - from information on where to find a certain product in-store to

smoother checkout.

Challenge – consumers wary of sharing their location

Strategy – create a strong value proposition to compel users to share their

location

Tactic - Allow your customers to interact and find great local incentives when

they connect with your business on smartphones or tablets.

Who should do this? Small businesses dependent on volume.

Larger businesses can connect with consumers in a more personal way.

Tip: Google discovered that almost half of

women surveyed would share their location

if offered a $5 store credit

STRATEGY: MESSAGING AND ADS

Mobile traffic is rising 10 times faster than desktop traffic: Bright edge

Engage audience where ever they are

Popular means: Facebook ads, promoted tweets, sms and notifications

Challenge – Getting the mix right (channels, segments and messages)

Strategy – Ads don’t sell but information does

Tactic - include graphics, rich media, and calls-to-action that are personalized to the greatest extent possible

Who should do this? Small businesses that seek to improve brand visibility and target new segments. Larger businesses do not have a choice.

STRATEGY: SOCIAL MEDIA

If you have imagination and budgets and know

exactly what you want to get out of a social mobile

tools. But before that try and answer these

questions:

What features will save time and take your social

marketing to the next level?

Do you have a unique need that is either under-

served in the marketplace, or cost prohibitive?

STRATEGY: SOCIAL MEDIA

Social media ‘humanizes’ your brand

81 percent of smartphone users check social media to read reviews before making a purchase: First Data

Popular means: Facebook, Twitter, Hangouts…

Services - from information on where to find a certain product in-store to smoother checkout.

Challenge – consumers vary of sharing their location

Strategy – Don’t connect unless you give them something to talk about

Tactic - Marketers who have integrated their mobile programs with customer reviews and social media sharing buttons are enjoying the rewards; eg., Amazon.

Who should do this? Ideally, everyone. But then as I said do you have the resources, stomach and imagination for this? If not, stick to emails.

Tip: Try and see if you can do something

on Instagram. The clue is “notification”

HOMEWORK

Analyze customers: segment them based on location, age and other

parameters to deliver a timely and relevant information

Value: Amazon and Modcloth use mobile alerts to tell prospects when wish list

items go on sale; send coupons via SMS

Try seasonal engagement programs to regularly connect with your customers

Cross pollinate: 35 percent of Super Bowl viewers completed a follow-up

action on their mobile device based on a Super Bowl commercial on TV.

QR codes: Use them if they deliver

Harness data (sentiment and influence) to ease and automate marketing

Have a separate website for mobile visitors

For Twitter, use hashtags in moderation, leave space for user inputs in any

tweet (facilitating user inputs in retweets)

For Facebook: create valuable content and post at the right time (when target

audience is active)

Social media is about encouraging participation, remember that

REMEMBER

Mobile device is the new desktop.

Enable mobile as part of your online strategy to

engage your audience on their mobile devices.

Mobile represents a multi-channel experience for

your audience

Customers have been known to switch banks just

to gain access to the mobile channel

Call to action is not just desirable, but mandatory

Always run pilot projects among employees to test

new ideas

HAPPY MARKETING

For more:

in.linkedin.com/in/prayukthkv

Figures culled from various data sources as of March 2014