Mobile Marketing

Advanced Digital Marketing

Ashish Kumar
ashish.kumar@rmit.edu.au

School of Economics, Finance & Marketing, RMIT University

Agenda

  • Mobile Marketing

  • Mobile Customer Journey

  • Mobile Marketing Strategy

  • Mobile Ads

  • Mobile Marketing Metrics

Mobile Marketing

Mobile First Strategy

  • The phone is an extension of the user (alter-ego)
  • Mobile is what people want and it fulfills their desires
  • It combines powerful technologies
  • It’s a platform for massive innovation

The time for mobile marketing is NOW.

Why Mobile Matters?

A Historical Perspective: 2016 Marketing Dilemma

Why Mobile Matters (2)

A Historical Perspective: 2010 vs. 2018 Ad Spending

Why Mobile Matters(3)

A Historical Perspective: 2010 to 2018 Time Spent

Why Mobile Matter (3)

Future Trend

Definitions: Mobile Marketing

Definition-1

Mobile marketing refers to the two- or multi-way communication and promotion of an offer between a firm and its customers using a mobile medium, device, or technology. Because it involves two-way or multi-way communication, mobile marketing is primarily interactive in nature, and could include mobile advertising, promotion, customer support, and other relationship-building activities.

Definition-2

Mobile marketing is a multichannel, digital marketing strategy aimed at reaching a target audience on their smartphones, tablets, and/or other mobile devices, via websites, email, SMS and MMS, social media, and apps.

Definition-3

Mobile marketing is the practice of “Connecting, engaging and influencing individuals through and with mobile devices.” It’s the untethered, contextually relevant, real-time, mobile enhanced experiences that individuals, existing and prospective customers and partners can have with a brand across all traditional and digital media, devices and networks.

Sensors in Mobile Devices

  • Communication
    • RFID
    • Bluetooth
    • WiFi
    • NFC
    • CDMA/GSM
  • Location
    • Accelerometers: velocity
    • Localization (GPS): location
    • Gyroscopes: orientation
  • Multi-media
    • Camera: picture
    • Audio: voice

  • Surroundings
    • Environment sensors: moisture, humidity, temperature, light sensor
  • Others
    • Force Sensing Resistor: pressure
    • Touchscreens: touch

Mobile Capabilities

  1. Sense environment
    • Example: GPS location
  2. Deliver services
    • Email/SMS/Messages on the go
  3. Initiate actions
    • Opt-in, purchase, ask
  4. Combinations
    • Geofencing

Features of Mobile Marketing

  • Location-specificity
    • Capability to identify physical location.
    • Proximity marketing
  • Portability/Ubiquity
    • Small size and ease of carrying.
  • Untethered/wireless feature
    • No physical wire connectivity required
  • Personalization
    • Mobile devices are highly personal.

Advantage of Mobile Marketing

Reflect

  • Check your phone right now and see how much screen time did you have yesterday on it? Which apps did you use most?

  • How did mobile help you in your last purchase:

    • Discovering it?
    • Researching it?
    • Comparing prices?
    • Actually purchasing it?

  • What was your most important today’s mobile moment?

  • The phone is an extension of the user (alter-ego). Do you agree? What does this mean for how companies should market to you?

  • As a future marketer, which mobile marketing trend (m-commerce, livestream shopping, AR/VR, voice search) excites you most? Why?

Mobile Customer Journey

Rewritting the Rules

  • Mobile is the new standard: Mobile is no longer just a single channel; it has fundamentally become the primary way marketing operates today.
  • Consumers expect immediacy: Mobile has created a new level of impatience.
  • Customer expectation has risen: The shift to mobile has raised consumer expectations for all brand interactions, not just mobile ones.

Traditional Customer Journey

Source: Shankar and Balasubramanian (2009)

What Happens Now?

Loop Back and Interactivity

With the introduction of mobile and social media, the funnel has changed to a journey with a loop back to the initial point or trigger, creating an interactive customer journey.

Micro Moments

An intent-rich moment during the various stages of CPJ when a person turns to a device to act on a need - to know, or to go, or to do, or to buy.

Micro-moments are consumer impluses

Acting on Micro Moments

Mobile has redefined the customer decision journey. When people shop, their mobile phone is now their go-to advisor and assistant.

  • I-need-some-ideas moments
  • Which-one’s-best moments
  • I-want-to-buy-it moments
  • Be there

  • Be useful

  • Be quick

Mobile Micro Moments

  • Mobile Micro-Moments
    • I-need-some-ideas moments happen when people have general awareness of the product category they’re interested in, but they haven’t yet narrowed down their choices to an exact product.
    • Which-one’s-best moments—a.k.a. consideration moments—happen when people turn to their phones to compare prices, brands and specs, and read product reviews from trusted sources.
    • I-want-to-buy-it moments happen when the research is done and it’s decision time. People make a choice about which brand or retailer to buy from, and whether to buy online or in-store.
  • Mobile Retail Strategy
    • Be there: Identify micro-moments and commit to being there.
    • Be Useful: Provide useful information (product reviews, video tutorials, or the ability to purchase right away.)

Business can transform our smartphones to act as our personal concierges - our butlers - and not as stalkers.

Importance of Micro Moments

Holy Grail of Marketing: Reaching target audience at the moments they are open to be influenced and motivated towards preferred action.

The approach to solve this marketing holy grail was marketing funnel:

  • Systematically narrow the initial consideration set
  • Fails to capture the complexity of the decision process

The path to purhcase is influenced by user experience consisting of several micro-moments making it non-linear.

Micro-Moements: From Sessions to Spurts

Micro-moments are critical touch points within today’s consumer journey.

Example: I want to buy it moment

Leena’s a super shopper who regularly looks for deals and coupons online. Over a month period, Leena has over 1,000 retail interactions across a variety of sites and constantly switches between mobile and desktop as she shops.

Micro Moments

Buy-it Moment

Drivers of Mobile Experiences

  • Messaging: SMS, MMS, Chat, USSD, Email, SM, Push Notification

  • Audio: Calls, Streaming

  • Browsing: Web

  • Applications: Apps

  • Phygital Triggers : QR code, NFC, Beacons

Reflect

  • Micro Moment: Identify your three micro-moments from the last 24 hours: (1) “I-need-some-ideas” - when you grabbed your phone for inspiration (what triggered it?), (2) “Which-one’s-best” - when you compared options or read reviews (how many sources? did you switch devices?), and (3) “I-want-to-buy-it” - when you made a purchase decision (did you buy immediately? what made you decide?).

    • Be There, Be Useful, Be Quick: Think of a brand that does this well in YOUR micro-moments. What do they do right?

  • Dynamic Customer Journey: Map one recent purchase journey: Draw or describe how many times you “looped back” to research, how many touchpoints you used (mobile web, app, desktop, in-store, social media), whether your path was linear or messy, and whether it matched the traditional funnel or the new interactive loop model.

  • If you were marketing a product, which micro-moment would be hardest to capture? Why?

Mobile Marketing Strategy

Players of Mobile Landscape

Drivers of Mobile Marketing

  • Context
    • What’s Going On?
  • Location
    • Where is the Customer?
  • Time
    • When does the need arise?
  • Saliency
    • Relevant strategy
  • Crowdedness
    • Network effect
  • Weather
    • Environmental patterns
  • Trajectory
    • Customer Journey
  • Social Dynamics
    • Social context

Tech Mix - Tools, Analytics and Attribution

Important

Which factor in your opinion is the most important for mobile marketing strategy?

Strategies using Mobiles

Mobile as MEDIA
  • Messaging
    • Text messaging
  • Alerts
    • Bluetooth, Push
  • Audio
    • Ringtones, call, telemarketing
  • Browsing
    • Web site, and contents
  • Applications
    • Games and Mobile apps
Mobile for MARKETING

  • Mobile Advertising Strategy

    • Viral marketing
    • Geotargeting, Geofencing
    • Geoconquesting

  • Location-based service

  • Data collection and analysis

  • Cloud computing

  • Mobile commerce

  • Contactless triggers (Digital Payments)

  • Sensors (AR/VR)

Mobile Campaign Strategy

  • Strategic actions for mobile marketing
    • Mobile First
    • Cross-screen/Cross-device integration (mobile and tablets)
    • Mobile tools and applications (apps, website, display ads)
    • Integrated Marketing Communication Strategy
    • Focus on Sales Funnel
    • Test and Improve
  • Objectives for mobile marketing strategies
    • Branding
      • brand awareness, brand preference and purchase intent
    • Performance
      • immediate and measurable behavior within their target audience
    • Branding+Performance
      • influence an action that is attributed to a future measurable revenue event

Performance of Mobile Marketing

Location-based Advertising (LBA)

  • Geo-fencing uses GPS to define geographic boundaries indoors or outside

    • Geo-targeting is using location information from IP address, ZIP/PIN code to customize the information.
    • Geo-fencing triggers a signal when a potential consumers physically enters a defined geographical area.
    • Geo-conquesting triggers a signal when a potential consumers visits a rival store. Taking advantage of weather in serving the mobile ads.

  • Beacons use Bluetooth Low Energy signals to estimate the location of a mobile user, primarily within a store

  • Wi-Fi can map the exact location of a consumer in a store aisle by aisle, as long as Wi-Fi is enabled on the phone.

  • Near Field Communication (NFC) devices are often used for retail transaction systems. They work best for secure one-to-one transactions between a consumer and retailer at checkout

An Example

In 2018, Burger King (BK) wanted to drive downloads for its newly redesigned mobile app. Instead of just promoting its own stores, it used geo-conquesting to turn its biggest competitor, McDonald’s, into its single largest advertising platform.


Further Reading: Campaign of the Year: Burger King’s ‘Whopper Detour’

Google Search Changes

  • Mobile-First Indexing: The technical standard. Google ranks your site based on its mobile version.

  • Micro-Moments: The user behavior framework (I-want-to-know, go, do, buy) that are important on mobile due to impatient nature of consumers on mobile devices.

  • “Near Me” Search Growth: The data-backed trend showing the power of local intent.

  • Core Web Vitals (CWV): The set of performance metrics used as a ranking signal for mobile user experience.

App vs. Website

There is a quintessential question of “Mobile App vs. Mobile Website?” Both mobile app and mobile website are accessed by the users via their phones.

  • The case for native app
    • To focus on loyalty and engagement (e.g., push notification)
    • Can be used offline
    • High friction point for users to download and install
    • Uninterrupted experience
  • The case for mobile website
    • To focus on reach and discovery that could lead to acquisition
    • Zero friction to access
    • Cost-effective and agile
    • Less effective for re-engagement (e.g., no push notification)

Mobile Website

  • Build a website that is mobile friendly.
    • Persistent (e.g., About Us page) vs. Temporal page (e.g., landing page)
  • Optimize the existing website that is mobile friendly.
    • Responsive web design
  • On mobile, the websites should load fast.
  • Leverage Progressive Web Apps (PWA) technology.
    • Example: Twitter Lite, Starbucks, Pinterest, Uber

Note: Use Google’s Lighthouse to audit the mobile friendliness of your website and PageSpeed to check website performance. Google Analytics can be used to measure behavioral performance of website and app.

Mobile App

  • Mobile app provides companies with new branding opportunities.

  • Mobile app can provide ability to peronalize where marketing offerings are tailored based on users’ location, interest, behavior, usage, and many more.

  • Mobile app can leverage native device’s capabilities.

    • Example: tap-to-call, alerts, camera, updates, notifications.

  • Mobile app can work offline.

  • Mobile app is more effective in enhancing customer loyalty and retention.

  • Mobile app can be integrated with other marketing channels.

    • Example: social media sharing, QR code scanning, gamification, geofencing, AR/VR.

An Example: Ikea Place App

Place, IKEA’s new augmented reality app. You can easily place true-to-scale 3D models of IKEA furniture right in your own space.

App should be used as a utility to solve a problem or enhance experience, not just for the sake of having an app.

Types of Mobile Apps

  • Native Apps: Built specifically for a mobile operating system (iOS, Android).

  • Hybrid Apps: Built using web technologies (HTML, CSS, JavaScript) and wrapped in a native container.

  • Mobile Web Apps: Accessed through a mobile browser, not installed on the device.

  • Progressive Web Apps (PWAs): Web applications that offer a native app-like experience through modern web capabilities.

Mobile app retention is very low. Therefore, think strategically before building an app. The app marketplace is very crowded.

Mobile Messaging

  • Mobile messaging is mobile marketing strategy to connect, communicate, and conduct commerce with connected individuals through and with mobile messaging.

  • Types of Mobile Messaging

    • Mobile operator-based messaging: SMS, MMS, USSD, Voice
    • Internet-based messaging: WhatsApp, WeChat, Facebook Messenger, iMessage
    • In-app messaging: Push Notification, In-app chat
    • Email-based messaging: Mobile email
    • Proximity-based messaging: Bluetooth, Beacons, NFC

  • Mobile messaging is widely used in two-factor authentication (2FA) for security purpose.

  • Platforms: SimpleTexting, EZTexting, Twilio

Use of WhatsApp in India

This is a use case of mobile messaging strategy. WhatsApp in India is expanding beyond personal chat into a core platform for India’s digital economy. This strategy leverages the platform’s high user engagement, with 91% of online adults reportedly contacting businesses via WhatsApp, to enable MSMEs to manage orders, collect payments, and communicate with customers. The future of this strategy focuses on integrating AI to create more powerful, conversational chatbots, further driving a monetization model that sees India as a major contributor to WhatsApp’s paid messaging revenue

Push vs. Pull Messaging Strategy

A push/pull strategy refers to the way information and products move between consumers and a manufacturer.

  • Pull: Consumers pulling or requesting the content from the firms. Example: Messaging, USSD

  • Push: Firms pushing content to consumers. Example: Push Notification

For Push Mobile Strategy be wary of Consumer Privacy. Just Say No to Push Notifications.

The Impact of Push Notification

Source: Urban Airship (2017)

Weekly notifications should be a reasonable goal for any app in terms of push notification send frequency. In fact, by monitoring user lifecycle signals (new install, app opens, completed registration, completed in-app purchase, app upgrades, etc.) most apps could achieve automated, triggered weekly push notifications virtually overnight.

Other Forms of Mobile Messaaging

  • Mobile Email
    • Mobile email refers to accessing and managing email accounts through mobile devices.
    • Mobile has given new life to email marketing.
    • Firms’ email design should be mobile responsive.
  • Social Media
    • Social media platforms have mobile apps that allow users to access and engage with content on the go.
    • More and more people use social media mobile apps to engage and interact with brands online.
  • Over the top (OTT) Messaging
    • OTT messaging apps like WhatsApp, WeChat, and Facebook Messenger allow users to send messages, make voice and video calls, and share multimedia content over the internet.
    • Brands are leveraging these platforms for customer engagement, support, and marketing campaigns.
  • Chatbots
    • Chatbots are AI-powered virtual assistants that can interact with users through messaging apps/websites.
    • They provide instant responses to customer inquiries, assist with transactions, and enhance user experience.
  • Proximity-based Messaging
    • Proximity-based messaging uses technologies like Bluetooth, Beacons, and NFC to send targeted messages to users based on their physical location.
    • This approach is used in retail environments to deliver personalized offers and information to customers in-store.

Quick Response (QR) Code Ad

  • QR code is a type of matrix barcode (or two-dimensional barcode) that is readable by QR scanners, mobile phones with a camera.

  • QR codes store information such as URLs, text, or other data that can be quickly accessed by scanning the code with a mobile device.

  • QR codes are widely used in mobile marketing campaigns to provide quick access to websites, promotions, product information, and more.

  • QR code is a driving factor towards phygital (physical + digital) experience, acting as a link between the offline world and the online world.

Additional Resource: QR Code Generator has blogs and resources on QR code marketing strategies. For example, the article Maximizing Customer Engagement: QR Codes for Restaurants discusses how restaurants can use QR codes to enhance customer engagement by streamlining operations like ordering and payment, while also boosting engagement through personalized interactions, loyalty programs, and direct feedback channels.

Reflect

Think of one brand or business you interact with regularly (could be a retailer, restaurant, bank, entertainment service, etc.).

  • What mobile strategies are they using? Check all that apply and give specific examples:

    • Mobile app (What features? Push notifications?)
    • Mobile-optimized website (How’s the experience?)
    • Location-based marketing (Geofencing? “Near me” searches?)
    • Mobile messaging (SMS, WhatsApp, email?)
    • QR codes (Where? For what purpose?)
    • Social media mobile presence
    • Other (AR/VR, chatbots, etc.)

  • Which driver matters most for this brand? (Context, Location, Time, Saliency, Crowdedness, Weather, Trajectory, or Social Dynamics) - Pick ONE and explain why.

  • Rate their effectiveness: On a scale of 1-10, how well does their mobile strategy work for YOU? What’s working? What’s missing or annoying?

Mobile Ads

Types of Mobile Ads

Location-based Advertising

  • Elements of location data
    • Coordinates (X-Y-Z coordinates)
      • Latitude
      • Longitude
      • Altitude
    • Time
    • Context
  • Two types of location-based advertising
    • GPS-based location advertising
    • Trajectory-based advertising

GPS-based Location Advertising

Where you are

  • Location-based advertising uses GPS to define geographic boundaries indoors or outside.

    • Geo-targeting is using location information from IP address, ZIP/PIN code to customize the information.

    • Geo-fencing triggers a signal when a potential consumers physically enters a defined geographical area.

    • Geo-conquesting triggers a signal when a potential consumers visits a rival store.

The location data is captured only with an explicit consent from the consumers.

Trajectory-based Advertising

Where You've Been

  • Dimensions of Trajectory
    1. Time
    2. Route
    3. Velocity
    4. Semantics

These four dimensions that together help marketers figure out where (location), when (time), and who (history) of the potential target.

Source: Ghose, Li, and Liu (2017)

Online Advertising

Online advertising is displaying advertising messages on the Internet over mutliple devices using mutliple formats.

Broadly Online Ads can be dividing into two forms:

  • Display Ads
    • Banner Ads
  • Search Ads
    • Search Engine Marketing
    • Search Engine Optimization

Display Ads

Display ads are the places on websites where advertisers place their messages/ads.

The First Banner Ad

Banner Ads: Banner ads are form of online display advertising through banners.

Types of Banner Ads

  • Static Banner Ads
  • Animated Banner Ads
  • Interstitial Ads
  • Native Display Ads

Pop-up ads were forms of display ads that are now less popular.

Example

Format of Display Ads on Mobile

Source: Mobile Rising Stars from IAB

Source: comScore (2013)

Objectives of Display Ads

  • Brand Visibility

  • Brand Awareness

  • Lead Generation

  • Re-targeting the audience

  • Remarketing1 through pixel-based marketing

  • Web traffic generation

  • TOFU (Top of the Funnel) Engagement

Caveats of Display Ads

Warning

An average user living in the US sees around 93 display ads per day.

Source: The Drum, 2023

  • Ad Blindness: Consumers have developed a tendency to ignore banner-like information.

  • Ad Fatigue: Consumers get tired of seeing the same ad repeatedly.

  • Ad Blockers: Consumers use ad-blocking software to prevent ads from being displayed.

  • App Tracking Transparency (ATT): iOS feature that requires apps to get user permission before tracking their data across other apps and websites.

  • Privacy Sandboxing: Restrictions on how user data can be collected and used for targeted advertising.

Search Advertising

Search ads appear as a result of web search when users search for products and services that business provides.

  • Search ads are browser based Internet Search Engines (SE) such as Google, Bing.

  • It is less intrusive to the consumers

    • Offers messages that are congruent with the consumers’ goal
    • Search engine traffic originates from voluntary search rather than forced exposure to messages
    • SEM facilitates exposure of messages to an audience more likely to be interested in and less likely to avoid it

  • Two dimensions to consider

    • Search Listing
    • Search Results

Unlike Display ads, search ads are delivered by pull mechanisms instead of push.

Search Engine Marketing

Search engine marketing (SEM) allows firms to target consumers by placing ads on search engine.

  • Organic Search (Natural Search)
    • Search results returned by the search engine in response to a user query
  • Paid Search (Sponsored or Paid Listings)

Keyword Selection

  • Keywords are words or phrases that users type into search engines when looking for information.

  • Keyword selection is the process of identifying and choosing the most relevant and effective keywords to target in search engine marketing campaigns.

  • Factors to consider in keyword selection: Relevance, Search Volume, Competition, Cost-per-click (CPC), Long-tail keywords1

  • On Google Analytics, you can track popular keywords used on your website by drilling into Engagements -> Events and selecting view_search_results.

  • Use Google Keyword Planner to find keywords for your search ads campaign.

  • Use AI tools (e.g., ChatGPT, Gemini, Claude) to research on keyword ideas.

  • Narrow down keywords based on your business goals and target audience.

Keyword Types

  • Transactional:
    • Keywords that indicate an intent to complete a specific action, such as making a purchase or signing up for a service.
    • Example: “buy running shoes online”, “subscribe to streaming service”
  • Informational:
    • Keywords that indicate an intent to gather information or learn about a topic.
    • Example: “best running shoes for flat feet”, “how to choose a streaming service”
  • Content Optimization for keyword

  • Page URL
  • Page Title (Title Tag)
  • Snippet (Meta Description Tag)

Search Engine Optimization

Efforts to influence search engine results page (SERP) are known as SEO.

  • Fine tuning website to reflect specific keywords and phrases relevant for the business of the site

  • Raise the position of the site’s link in the organic listing from a search

Google Search document leak reveals inner workings of ranking algorithm

Foundation of good SEO

  • Relevance: Make your site interesting and useful

  • Popularity: Get other reputable sites to link to your site

  • Use Behavior: How users behave when searching: how they interact with search results and websites

Reference: Search Engine Optimization (SEO) Starter Guide from Google

For SEO to work, your website must be indexed. In Google search engine, you can search with “site:” appended to the front of the website to see if that website is indexed. For example, “site:rmit.edu.au” will show all the indexed pages from rmit.edu.au.

Note: When you search on Google, you now know that higher-ranking page must be more relevant, popular, and engaging than lower-ranking pages for your query.

Search Engine Market Share

Source: StatCounter Global Stats - Search Engine Market Share

Internal Search for E-Commerce

  • Most users go to search bar

  • Users who search are more likely to convert

  • Internal search data can provide insights into customer intent and behavior

  • Auto-complete and query recommender1 and suggestions can enhance user experience

Future of Search with AI

Walmart partners with OpenAI for ChatGPT shopping feature

About 15% of total referral traffic for Walmart in September was from ChatGPT, up from 9.5% in August, data from SimilarWeb showed.

  • Conversational Search - Shopping moves from search bars to AI chatbots with natural language interactions

  • Direct In-Chat Transactions - Instant checkout within AI platforms eliminates traditional website visits

  • AI-Powered Discovery - Product recommendations and review summaries replace manual browsing and comparison

  • Platform Shift - Major retailers partnering with AI platforms signals search moving beyond Google

  • Competitive Imperative - AI adoption becomes essential to compete

  • New Traffic Sources - AI chatbots emerging as significant referral channels

  • Zero-Click Search Dominance: AI chatbots providing direct answers, reducing traditional search clicks.

  • Multi-Modal Search Evolution - Visual search (Google Lens), voice queries, and video search require new content strategies beyond text-based SEO.

  • Personalization at Scale - Hyper-customized results based on user history, context, and preferences; generic SEO tactics become obsolete.

Mobile Video and Audio Ads

  • Mobile video/audio ad is growing. Consumers increasingly paying for data may limit the growth of these ads.

  • Mobile video ads are short video advertisements that are specifically designed to be viewed on mobile devices such as smartphones and tablets.

  • Mobile audio ads are audio ads that are delivered through mobile devices, often within music streaming apps and podcasts.

Mobile Activation Ads

Enable Digital Out of Home (DOOH) ads to interact with mobile phones. Such advertising strategies may use SMS, QR Code, or tagging.

Some examples:

  1. Case Study: McDonald’s Uses DOOH & Mobile to Drive 42,000+ Store Visits

  2. Case Studies: OOH + Mobile Integration Drive Lift, Recall, and ROI

  3. Mobile Gamification to Track and Influence User Behavior: A Case of Pokémon.

    • When we play games, our neurons release dopamine in anticipation of winning. The elements of chance, surprise, and competition are especially strong triggers. In other words, games motivate.

Reflect

  • Count and categorize the ads you remember seeing: 👓

    • Display/Banner ads: ___
    • Search ads (when you Googled something): ___
    • Video ads (YouTube, TikTok, Instagram): ___
    • Native ads (in your social feed): ___
    • Location-based ads (based on where you are): ___
    • Other: ___

  • Which ONE ad do you actually remember? ♥️

    • What was it for?
    • What format was it?

  • Why did it stick in your memory? 💖

  • Did you click on ANY ad today? 💵

    • If yes, what made you click? If no, why not?

Mobile Marketing Metrics

Measuring What Matters

Things like upsell, corss-sell, contextual promotions, etc. do not add to a revenue number for the mobile division, but they are significant for increasing wallet size of the customer. Let me call this phenomenon as “Mobilerooming”, where the customer is in the showroom, using mobile devices to make her shopping experience better, contributing towards revenue increase.

– Mobile-o-nomics from IBM Retail Industry Blog (2014)

Metrics for mobile marketing should measure how customer purchase journey is enhanced by the use of mobile. For example, mobile can help customers in:

  • Discovering products
  • Price comparison
  • Engaging with the product (e.g., feature comparison)
  • Locating the business unit and contacts
  • Virtual shopping experience (with the use of Augmented Reality (AR))

Superior customer experience during the purchase journey will indirectly impact the firm’s bottom line.

Mobile Metrics: Ad Interaction

  • Number of impressions

  • Location

  • Publisher

  • Number of engagements and engagement rates

  • Dwell time with ad

  • Completion rates

  • Spending

Metrics: Awareness to Conversion

  • Click-to-Call
    • Displays a phone number.
  • Interstitials
    • Ads appear first
  • Click-to-Map
    • Geo-targeting.
  • Canvas and Expandable Ads
    • Ad grows to cover the screen.
  • Click to Email
    • Send email
  • Click-to-Video
    • Takes the user to video content
  • Click-to-Download App
    • Download app
  • Click-to-Social
    • Social engagement
  • Cost of Mobile Ads
    • CPM (cost per thousand)
    • CPC (cost per click)
    • CPI (cost per install)
    • CPA/E (cost per acquisition/engagement)

AWARENESS -> ENGAGEMENT -> TRANSACTION -> LOYALTY

Metrics: Brand Advertising

  • Brand awareness and uplift
    • How aware people are of a brand and to what extent, against a control group, did the advertising increase this awareness.
  • Brand preference uplift
    • To what extent has marketing influenced (positively or negatively) the target audiences’ preference for a brand?
  • Purchase intent
    • How has marketing influenced (positively or negatively) the audiences’ intention to purchase its products or services?

Metrics: Ad Performance

  • App installs.

  • Email opt-ins.

  • SMS opt-ins.

  • Phone numbers provided.

  • Likes and reviews generated.

  • Test drives requested.

  • Coupons requests and redemption.

Thank You!

🙏

Q&A

Food for Thought

Mobile Marketing: Considerations

  • Mobile users are more important than desktop users

  • Mobile phone users are characterized by “snacking” rather than “feasting”.

  • Rich media (e.g., video or pictures) is equally effective for mobile users as for desktop users.

  • Location matters more for mobile users.

Future of Mobile Marketing

  • Augmented reality (AR) superimposes computer-generated experiences onto a user’s mobile screen

  • A live or indirect view of a real-world environment whose elements are enhanced by sound, video, graphics or GPS data

  • AR is being used in many industries and in many ways

    • Marketing promotions
    • App installation support
    • Customer service
    • Health care
    • Games (Pokémon Go)

  • Mobile Payment System

  • Wearable Technologies

Digital Era and Future of Mobile

Regulations and Privacy Concerns