1.

MOBILE MARKETING OVERVIEW

Mobile Marketing

Mobile Marketing is a next generation trend of marketing products and services.

Today, the strategy of mobile marketing is being practiced by most of the traders
and businessmen across the globe through which they communicate or engage
with their potential audiences/customers in an interactive and relevant manner.
The companies create short, but interactive messages (to promote their business)
specifically to deliver on mobile devices.
In this tutorial, we will explore the importance and structure of a mobile marketing
strategy; ways to create different types of mobile marketing campaigns; and finally
understand how to calculate the Return on Investment (ROI) of a campaign. Further, we
will also cover other aspects such as mobile technology, web-resources, and the behavior
of mobile users.

By 2017, U.S. customers' mobile engagement behavior will drive mobile commerce
revenue to 50 percent of U.S. digital commerce revenue - Gartner

Mobiles have gained unprecedented importance in our lives, today. People around the
world choose mobile devices as their preferred medium to connect with other people,
gather information or even do business. As a result, many businesses are actively devising
new mobile marketing strategies to reach out to their audience.

In the present world, mobile marketing is a common technique that almost every
company, irrespective of the business it is into, is pursuing some kind of mobile marketing
-commerce giant such as Amazon or a manufacturing

it comes to creating a marketing strategy for their businesses.

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 Mobile Marketing

Businesses are also aware that the use and influence of mobile phones today have gone
up since the days of the simple text & voice messages. People order meals from a
restaurant, buy & read a book/magazine/news, and find a childhood friend all with a single
tap on their smartphones. Keeping this fact in mind, this tutorial describes various kinds
of mobile marketing campaign, adopted by the companies, important of them are:

SMS Campaign
Mobile Website Campaign
Mobile Apps Campaign
Mobile Advertising Campaign
Mobile Social Media Marketing Campaign
Mobile Email-Marketing Campaign
M-Commerce Campaign

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2. MOBILE MARKETING TECHNOLOGY &
Mobile Marketing

REACH

Mobile technology has grown leaps and bounds over the last few decades. The journey
from the clunky wireless phone to sleek smartphone has been peppered by a number of
amazing innovations and discoveries.

With the 3G mobiles available today, users can do a lot more with their smartphones than
just sending a voicemail or SMS. They can browse the web, check the weather, read a
book, prepare a to-do-list, carry their favorite music around, find their way around a new
city with GPRS, and do much more.

In such a scenario, every business person willing to practice the mobile marketing
technique has to be aware about the following top 5 ways in which mobile technologies
have changed the way users interact with mobile devices:

Unlike laptops and desktops, tablet and mobile devices are easy to carry around. Users
can access the internet in their mobile devices at anytime and anywhere and it has
decreased use of the laptops.
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 Mobile Marketing

Companies that have an online customer base for instance e-commerce portals have
noticed that the sales and subscriptions they get from their apps are higher in
comparison to that of their websites. This means, online purchasing from the mobile
phones are easier.

Most of the users feel that the mobile are more personal device than say a laptop or a
desktop. Therefore, they expect that the content they receive on their mobile phones
must be personalized as well.

Whether your customers are business professionals, students, home-makers,

teenagers etc., commonly, they spend more than 3 hours a week on social media
channels, such as Twitter, Facebook etc. Surprisingly, most of these customers access
these channels on their smartphones.

Slowly but surely technicians and developers are packing the mobile phones with
computer-like features. With bigger screens, faster performance, optimum storage
capacity, longer battery life, and a ton of productivity booster applications. The
evolution of phones from a simple calling device to multi-tasking-pocket-size
computers has revolutionized the world.

Mobiles are Social

mini- Media is
computers Prime
Channel

Mobile
Marketing Personalized
Tech. & Ads
Reach

Mobile
Accessibility Apps. are
Anywhere & Easier
Anytime than
Websites

Figure: Understanding Mobile Marketing Technology & Reach

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 3. MOBILE MARKETING STRATEGIES
Mobile Marketing

People use their mobile phones to not only remain in contact, but also for reading the
review of the products, knowing about the new products in the market, and of course
online purchasing. In such a condition, developing a masterly designed mobile marketing
strategy is significant for your business.

Before you begin developing a mobile marketing strategy, you should figure out how it will
fit with your other marketing plans. It will help you to find out what is important to your
business. Is product branding a current goal? Or is customer acquisition and lead
generation a priority task? Maybe
engagement and viral marketing. Whatever it is, you have to synergize your marketing
strategy with the current priorities of your company.

That being said, obile marketing

strategy.

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 Mobile Marketing

Market research related to your business is the first step. Here are some tips on what
kinds of research you should be doing:

Research how mobile marketing is done in your industry, you can join online forums
or partner with someone;

Gather data relevant to your product or service such as case studies, research
analysis reports, whitepapers, etc.; and

Do a comparative analysis by surfing their websites, press releases, online

campaign, etc.

Identifying your target audience and their choices will help you to take better decisions
and develop successful marketing campaign. Following are the three important steps that
you need to follow while identifying your target audience:

1. Make a detailed list of potential customers and give them actual names and
identities;

2. Conduct online surveys, emails of customers etc. to understand what questions

they have;

3. Create customer personas by visualizing specific attributes such as their age,

profession, task they perform etc.

One of the most significant steps before designing a mobile campaign is to have the
answers ready for the following questions:

How is your product/service beneficial to your customers?

What are the additional benefits you are offering in comparison to your
competitors?

How is it going to fulfill their needs?

How will it fit their budget?

Understanding the value or unique selling proposition (USP) of your product or service
helps you to engage your customers better right from the time you first communicate with
them to the time they become repeat customers. Once you define the value offering in
your marketing strategy, the task of making new customers and maintaining the existing
ones become much easier.

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 Mobile Marketing

What you want to achieve with your marketing efforts is one of the most important
questions. It determines the budget you allocate towards marketing and the channels you
choose to market your product and services. You have to define it clearly what you want
to accomplish. Is it more sales? Or is it more brand awareness? The outlining of your goals
and objectives is the cornerstone of your marketing strategy.

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 4. MOBILE MARKETING POLICIES
Mobile Marketing

For smooth running of your mobile marketing campaign, you need to define well-accepted
policies and then strategize your campaign based on the defined policies.

Mobile Marketing policy is maintaining the consumer privacy standards, which is

necessary for the smooth running of a marketing campaign. It is done by guarding mobile
users from undesirable communications on their mobile phones.

. Mobile content should be as original and

unique as desktop content and your mobile marketing campaign should always be on
board. To ensure the rewards, use right policy and channels for marketing.

While defining mobile marketing strategies, you need to focus and plan a number of
points; important of them are:

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 Mobile Marketing

Set a predefined goal. You need to plan what you want to achieve. Make your goals
measureable, realistic, timely, and quantifiable.

Research the market trends. Market understanding is what every marketing person
anticipates for. Ensure you draw near the right.

Decide medium you will be using. Plot where you would like to shine. Say social
media platforms, mobile websites, etc.

Identify your target audience.

Phrase your message. Write down, how will you make your audience hear it?

Prepare invitees list, whom you want to share your content.

Track and analyze how well are you going.

Optimize/identify the areas where you lack.

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