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Mobile marketing

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Topics Covered
1) What is meant by ‘mobile marketing’
2) The incredible opportunity and huge challenges
3) 3 essential things you should be doing right now
4) Creating Mobile Strategy

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Mobile Marketing involves communicating with the consumer via cellular (or
mobile) device, either to send a simple marketing message, to introduce them
to a new audience participation-based campaign or to allow them to visit a
mobile website.
 Multimedia Messaging Services (MMS)
 Unstructured Supplementary Service Data (USSD)
 Bluetooth, Wireless and Infrared
 Mobile Internet and Social Media
 Mobile Applications
Cheaper than traditional means for both the consumer and the marketer - and
easy enough for almost any age group to understand and engage with - Mobile
Marketing really is a streamlined version of traditional eMarketing.
What is Mobile Marketing?

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 Create Original Branded Mobile Apps
 Data-Driven Advertising at Scale
 Reduced Constraints: Focus on a “Mobile First” Approach
 Leverage Mobile-centric Social Apps for Further Visibility
Opportunities

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 Mobile site or mobile app
 Mobile content delivery
 Understanding how your audience consumes content
 Responsive email design
 Mobile apps and content marketing
Challenges

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3 essential things you should be doing right now
 People are constantly talking about you
 People use their mobile phones in real-time to make purchase
decisions
 Businesses can offer discounts through social media apps

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Creating a Mobile Strategy
 What do you want your mobile app to accomplish?
 Would you like to drive traffic to a store?
 Would you like customers to have any channel for support?
 At customer need can you meet that helps to achieve your
business objective?
1) Objectives: Identifying goals and objectives for the mobile channel

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2) People: Defining the profile of the target audience
Existing customers, new customers. What do you know about your
target?
Social media can be the hero and provide a wealth of knowledge
about your different segments, especially smartphone users.
The more marketers know about social media and mobile usage, the
clearer it becomes that mobile and social experiences are
interconnected and inseparable

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3) Strategy: Determining the right approach for meeting said objectives
 Once you have identified your target audience and set your
objectives for the mobile channel, choosing the right
mobile development strategy becomes easier.
 It is important to keep in mind that your strategy is more than an
appropriate technology, but it is also about reaching the right people
with the right features required to meet the objectives you’ve set.
 Effective mobile solutions require unique and specific planning,
tactics, integration and implementation.


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Use scenarios to establish interaction models. Scenarios must be
realistic and in-context.
If a feature doesn’t work within a realistic user scenario, cut it.
Mobile users demand two main things when it comes to mobile
experiences: content and convenience.
 At this stage, you should have a close to complete idea of your
mobile application, functionality, features, usage scenarios, support
system and operating systems.