Unit – III

Mobile Marketing

Growth in Mobile Marketing, Benefits of Mobile Marketing, Mobile Marketing Goals, Creating a mobile
Website, App Creation Strategy, Mobile Search Ads.

What is Mobile Marketing?

Mobile marketing is a multi-channel, 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.
Mobile is disrupting the way people engage with brands. Everything that can be done on a
desktop computer is now available on a mobile device. From opening an email to visiting your
website to reading your content, it's all accessible through a small mobile screen. Consider:
➢ 80% of internet users own a smartphone.
➢ Mobile platforms, such as smartphones and tablets, host up to 60% of digital media
time for users in the U.S.
➢ Google anticipates search queries on mobile devices to surpass desktop searches by the
end of 2015.

Effective mobile advertising means understanding your mobile audience, designing content with
mobile platforms in mind, and making strategic use of SMS/MMS marketing and mobile apps.
According to Mobile Marketing Report 2018, there are over 3.5 billion individual mobile
Internet users. Users spend an average of 69% of their media time on smart phone devices.
Mobile is the dominant platform for searches, as 48% of buyers use smartphones to start
searching with a search engine. Mobile devices drive 80% percent of global Internet usage.
Technology in the mobile marketing space evolves fast. The feature phone ecosystem
from just a few years ago was a highly fragmented space and channels like SMS were popular
due to their ubiquity. But now, the popularity of Android and iOS smart devices has radically
transformed the mobile marketing environment, blurring PC, Web, and mobile channels. New
data on consumer behavior shows that apps are now a preferred channel for consumers. Time
Spent on Mobile is Mostly in Apps In a new survey from eMarketer, mobile now accounts for
12% of Americans’ media consumption, triple what it was in 2009. The shift towards apps from
mobile web is now also very clear, with the average smartphone owner spending 127 minutes per
day in apps. That’s over two hours per day

How Does Mobile Marketing Work?

Mobile marketing consists of ads that appear on mobile smartphones, tablets, or other mobile
devices. Mobile marketing ad formats, customization, and styles can vary, as many social media
platforms, websites, and mobile apps offer their own unique and tailored mobile ad options.

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Growth in Mobile Industry:
Only a few years ago, mobile devices were seen simply as a way to communicate on the go. The
concept of smartphones either did not exist or were in R&D blueprints and marketers were
content with reaching masses of consumers rather than engaging in 1:1 personalized
conversation. Fast forward to today, and we are at the precipice of the mobile revolution. Mobile
has transformed from an accessory to a necessity in the eyes of consumers, with 75% of the
world having at least one phone. Beyond the rapid consumer adoption and usage of mobile
phones, is the opportunity they offer for brands to connect more meaningfully and personally
with consumers. Consider it your direct line and immediate connection with audience. Because
there is no communications channel tool that offers the same advantage today.

Mobile is clearly the future of media, but marketers have some catching up to do with where
their customers are and to truly optimize marketing, with mobile at the heart of their strategy.
Most brands spend less than one percent of their marketing budget on mobile. We’ve all heard
the argument that the one percent spend level is too low, given the fact that most consumers
devote about 10% of their media attention to their mobile devices1.

A study conducted by Marketing Evolution (August 2012) takes this hypothesis one step further
and, through an algebraic formula of measuring reach and frequency with the installed base of
smartphones and other ROI data, found that marketers would have better results if they
optimized their marketing mix by allocating an average of seven percent of their media spend to
mobile2 . This is the first empirical data that guides marketers on why they should rebalance
their budgets with mobile to achieve higher ROIs.

Future of the Mobile Device Market (including emerging trends and technology)

➢ The future will probably play out to a maximum of four major mobile operating system
players.
➢ Although there has been massive growth in mobile applications, the next growth trend
will be towards app services. Users will get access to proprietary content or be provided a
service for a monthly subscription fee beyond the application itself. Such examples
include multiplayer online mobile gaming, stock services, information alerts, magazine
publications and music streaming.
➢ With mobile applications being developed so rapidly, more and more search companies
are coming up with “app search” software capabilities. • According to a recent report by
Forrester Research, mobile access to business applications will drive the next big wave of
user adoption.
➢ New development technologies such as HTML 5 will be introduced into mobile phone
browsers.
➢ Tablets represent the next evolution in the advancement of mobile computing and will
play a major role in publishing, video and art creativity.
➢ Mobile-cloud hybrid computing will emerge. It will be neither all cloud-based nor all
mobile-based, but a combination of the two. Google’s Gmail and Google Voice for
iPhone are just two of the well-known mobile cloud apps.

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 ➢ Mobile cloud computing will change how work is done and the speed at which tasks are
completed, especially for those in sales and marketing.
➢ In time, consumers will become less worried about the security of mobile commerce as
payment systems become more enhanced. We will see more consumers embrace this
method of payment in the same way they have with regular website commerce.
➢ Near field communications (NFC) (e-wallet) mobile phones are becoming the new
“credit card”. NFC is a short-range wireless connectivity standard that uses magnetic
fields to enable communication between devices when they’re touched together, or
brought within a few centimetres of each other. Uses of NFC include contactless card
transactions such as ‘Google Wallet’, ‘MastercardPayPass’ or ‘American Express serve’.
It can also be used for reading RFID tags (radio frequency identification) for interactive
marketing campaigns and P2P (person to person) data exchange. Jupiter Research
suggests that this market will grow two- to-three times over the next five years.
➢ Augmented Reality (AR) blurs the line between what’s real and what’s computer-
generated by enhancing what we see, hear and feel. AR provides a 3D effect by layering
images or videos on top of real world objects seen either on the computer screen or
mobile. Both video games and cell phones are driving the development and progression
of augmented reality and within the next few years, it will become a lot more prominent
in our everyday lives. AR will remain a mobile technology, but will develop to the point
where you no longer have to actually hold a device.

Benefits of Mobile Marketing:

In the present world, mobile phones are easily accessible by every class and agegroup of people;
therefore, a mobile advertisement offers following advantages:
➢ Reach – Mobile phone is reaching people by 15% more than internet. Mobile marketing
is drawing more clicks than internet marketing. Advertisers have high expectations with
mobile advertising.
➢ Accessibility - Mobile comes handy to users. Mobile advertising follows people
everywhere.
➢ Time factor - People are available on mobile round the clock, which may not be possible
with desktops. Cost – Mobile advertising cost much lesser than other types of advertising.
It is lighter on your pocket, thus allowing you to advertise more on the same expense.
Personalized – You can tailor your ad in a message. People find messages more intimate than
other internet marketing methods.

➢ Mobile Marketing Reaches a Broader Market

Smartphones and tablets are cheaper, smaller, and more portable than traditional PC’s
and laptops. This means that people who previously were not able to be online are no
longer restricted by financial, geographical, or technological barriers.

➢ Instantaneous results
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 We always carry our mobile phones. Like our wallet or keys, we never leave home
without them. And, most of the time, our mobile phone is ON, which means, we receive
the message at the very moment it is sent. You can use mobile tactics to get your
marketing message out immediately.

➢ Easy to work with

The creation of elements for mobile devices is simpler and less costly compared to
desktops or laptops. This medium also makes it easier to issue promotions and marketing
incentive services to us, the users. We can keep this information handy until the time we
need to use it. For example, we can download a coupon to our phone, and then show that
coupon at checkout - without an internet connection - to receive the discount.

➢ Convenient to use
Since the screen size of a mobile phone is small, it limits the scope of content that can be
displayed. This makes it convenient for the creators of the content, who can keep it basic
and simple. Also, simpler content will adapt itself better to the various mobile platforms.

➢ Tracking response
User response can be tracked almost instantaneously. Mobile marketing is an effective
way to collect user data. Databases that use phone numbers, as unique IDs are more
effective, since many people generally keep their phone numbers for a longer period of
time, unlike their email addresses. This helps the mobile advertiser better understand and
analyze user behavior and create buyer personas.

➢ Huge viral potential

Here you have the domino effect. Since mobile content can be easily shared among users,
mobile marketing enhances the potential for virality, or a piece of content - usually a
video - “going viral.” Users more than likely will share good information and offers with
their friends and family, so companies get a lot more exposure with no extra effort.

➢ Mass communication made easy

Since a lot more people own mobile phones than desktops or laptops, mobile marketing
helps the marketer reach a far wider and more diverse audience, either by SMS or push
notifications. Mobile marketing also gives the advantage of targeting capabilities. You
can geo-target by sending location-specific messages to those using GPS and Bluetooth
technology, or demographic targeting, so you can reach the right audience via age and
gender information.

➢ Micro blogging benefits

Social media platforms such as Instagram and Twitter, have literally put the power of
influence in the hands of everyday people. From moms to fashion bloggers to people
who really just like pictures of dogs with food, anyone can be an influencer. In fact, you
are an influencer to your friends and family on social media, whether you realize it or not.

➢ Mobile payment
The latest mobile payment facility is very convenient for the users today. Here, users are
offered a secure online payment environment, which works via advanced mobile Web
systems. This means that the user does not need to cough up physical currency each time
he wants to make a mobile purchase or pay a bill online.

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Disadvantages of Mobile Marketing
➢ Platforms too diverse
Mobile devices do not have any particular standard, as compared to PCs and laptops.
Mobile phones come in many shapes and sizes, so screen size is never constant. Also,
mobile platforms use different operating systems and browsers. Hence, creating one
campaign for all of them can get difficult.

➢ Privacy issues
This is always in question on any network or device. Savvy mobile marketers need to
understand and respect the fact that users would like their privacy. So they should offer
clear instructions for opting out of marketing communications should the user want to do
that.

➢ Navigation on a mobile phone

The mobile phone usually comes with a small screen and no mouse. This means that
navigation on a mobile phone may get difficult for the user, even if it has a touch screen.
In such a case, most ads may go untouched, as the user may find it too tedious to look in
detail through each one of them.

Mobile Marketing Goals:

Mobile commerce is commonly referred to as the ability to undertake commercial transactions
through a wireless internet-enabled device. The mobile revolution in the last decade has re-
created a new era of an always-connected society which has reshaped the retail industry,
including the clothing sector, in a major way (Euromonitor, 2013). Mobile devices becoming
more powerful with their own operating systems, has given rise to a new marketing strategy
enabling companies to connect to their consumers on the go and on a 24-hour basis.

A rapid growth in internet-enabled devices including smartphones has taken place in recent
years, allowing many tasks to be performed online. One of the major activities taking place on
these online platforms is shopping. Indeed, shopping has changed the landscape of consumption
from visiting conventional physical shops to consuming products and services in a digital arena.
Most of the consumers are willing to reach for their smartphones first when the idea of shopping
strikes. This global phenomenon is affecting different parts of the world. A survey conducted in
June 2013 by E-Marketer (2013), shows that China is the leading country in terms of internet
users purchasing via mobile devices followed by India and the United Kingdom.

Understanding the tools in the mobile marketing toolbox is only part of the battle. The other part
is to understand the key elements of a successful campaign. What follows are the characteristics
we’ve derived based on more than 60 in-depth interviews with Mobile Marketing Association
members and the Board of Directors. These characteristics have also been distilled based on a
review of the winners of the most recent SmartieTM Awards and sponsored by the Mobile
Marketing Association:

1. Think “Mobile First”: The most successful campaigns are developed with a mobilefirst
mentality. By starting with a mobile perspective and working from there, campaigns have
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 a stronger foundation and are more likely to succeed. Consider mobile the connective
tissue to all media as it supports and strengthens all channels.
2. Leverage Multi-Screen Usage Patterns in Mobile: Smartphone and tablet users often
juggle multiple devices and work across screens. For example, someone watching ESPN
on TV may also be using an ESPN app to keep track of the scores on other games. Or
someone watching American Idol may also be using their smartphone to tweet comments
to friends. Cross-screen usage is leveraged by many brands to engage and capture the
attention of mobile users across many screens.
3. Utilize the Full Spectrum of Mobile Tools and Applications: Mobile isn’t just about a
mobile website or a mobile display campaign or a mobile app. It’s about a mobile website
and a mobile display campaign and a mobile app and much, much more. Explore ways to
utilize the full suite of tools before you develop and launch your campaign.
4. Integrate Your Mobile Campaign into Your Traditional Campaign: Chevy was able
to generate 39 million total views by integrating their Chevy Game Time App into the
Super Bowl TV campaign that was running concurrently. Mobile campaigns shouldn’t be
produced in a silo. Instead, they should be integrated into the complete marketing
program.
5. Create a Campaign that Works Across Multiple Screens: Mobile isn’t just about
smartphones. Nor is it just about tablets. The most successful mobile marketing
campaigns are developed with an understanding ofthe environment. For example, tablet
users are often at the top of the sales funnel and doing in-depth initial research while
smartphone users are often at the bottom of the sales funnel and ready to make a
purchase.
6. Leverage Every Phase of the Sales Funnel: One of the unique aspects of mobile
marketing is that mobile visitors use it for search and discovery as well as for purchase
and connecting with the brand. Mobile is not just about the top of the sales funnel nor is it
just about the bottom of the sales funnel. Instead, it’s about every phase of the sales
funnel.
7. Test Your Way to Success: Mobile is digital in nature, which makes it a perfect tool to
track and measure the effectiveness of your campaign. But that’s only half the battle. The
second half is to sift through those insights and make adjustments to improve the
performance of future campaigns. By testing your way into success, you’ll be in a
position to continuously improve the ROI of your mobile marketing programs.

In the end, mobile isn’t simply a new sales channel or marketing tool. Instead, it’s a
revolutionary new medium that is transforming not only the way consumers connect with brands,
but how those consumers make purchases and stay engaged with those brands. The sophisticated
marketer will leverage the power of mobile today and tomorrow to differentiate their brand and
stay ahead of their competitors.

Creating a Mobile Website:

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From a technology standpoint, setting up your mobile website is an important first step. Equally
important is designing your mobile website so that it provides a positive user experience for your
visitor. With that in mind, here are several important things to consider as you design your site:
1. Be Thumb-Friendly: Many visitors to your mobile site will be navigating through it
with their thumbs or fingers. Be sure to design your mobile site with that in mind. Large,
easy-to-press links and buttons ensure the user experience starts off right.
2. Streamline the Navigation: In addition to being thumb-friendly, your site should have
the fewest number of links and pages possible. In general, mobile visitors aren’t
interested in detailed bios, mission statements or press releases. Instead, they want key
information like location, contact information and click-to-call buttons.
3. Minimize the Graphics: Remember, you’re not designing for a desktop/broadband
experience. You’re designing for a mobile visitor who is using up valuable bandwidth to
access your site. With that in mind, be sure you keep graphics small and to a minimum.
4. Honor Your Brand: Your mobile site should have the same branding elements as your
desktop site. Ideally, a user will feel as though your mobile site is a cousin to your
desktop site. It may not have all the same content, but the look and feel will be very
similar.
5. Include a Link to the Desktop Site: Some visitors will be interested in viewing your
desktop site, even though they’re on a mobile device. It’s always a good idea to provide
them a link to the full site so they can visit that, too.
6. Test Your Site: There are a number of good ways to test the functionality of your mobile
website. Do a search for mobile website emulator and you’ll find plenty of them. Be sure
to test using more than one emulator since different emulators will provide different
suggestions on improving the site.

Creating a mobile website is only half the battle. The next step is to encourage people to visit
your site from their mobile device. There are a number of ways to do this, including placing a
reminder that you have a mobile site on your desktop site. This can come in the form of a banner
ad, a graphic or simply a blog post announcing the launch of your mobile site.

We can also use a mobile technology such as a response code to drive people to your mobile site.
The response code can be placed on your desktop site or on point-of-purchase materials,
collateral and even in keynote presentations.

Whether you use a response code to drive visitors to your site or simply provide a URL, the key
is to reward them once they’re at your site. After all, the mobile visitor is typically en-route, so
you want to give them every reason possible to stay engaged with your site and, when relevant,
visit your location.

Designing a mobile landing page that rewards the visitor for visiting the site is an important first
step. This can be a page that provides a coupon that can be redeemed in-store or it can be a page
that allows them to have a product shipped to their home Response codes can drive incremental
traffic to your mobile site. This code links to a post called “50 Insanely Simple Ways to Use
Mobile Marketing to Grow Your Business.” address. It can be a click-to-call phone number that
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puts them in touch with a customer service representative, or it can be a map that provides them
directions to your location.

No matter what you design your mobile landing page with, remember that 70% of all mobile
searches result in action within one hour (vs. 30% for regular desktop searches).
If you have a smart phone (i.e. one that can access the web) you can browse through all websites
that are available on your PC or Laptop. However, generally these types of websites are not
suitable for browsing on a phone as they have not been designed for a phone. With a phone your
screen is a lot smaller so and generally you behave differently.

For example, we may spend hours browsing and reading on the web but with a mobile phone we
generally will only read a small amount of information over short periods of time. So how the
information is displayed and the amount of this information needs to be considered.
When designing a mobile website consider some of the following:
➢ You can only view one screen at a time so design your navigation to take this into
account.
➢ There is not much room for text, so don’t use much!
➢ Use large buttons for key calls to action
➢ Think about your usage of fonts, make sure important stuff really stands out Try to
make sure your website behaves consistently with what is expected from similar
applications on the web. Users have very low tolerance so don’t put them off.

Type of Functionality to Include

When on the phone I would expect functionality similar to the following:
➢ Location aware directions
➢ Reviews/Testimonials
➢ Pictures/Videos
➢ Clear calls to action
➢ Booking Engine

Mobile Application
A lot of smartphones provide a mobile application development environment that allows you to
develop a purpose built application specific to that environment. For example, you can develop
an iPhone application that works specifically on an iPhone. There are several reasons you may
consider developing a mobile application:

➢ The interface (how it looks) will be what the user is used to as they probably have other
applications already on their phone.
➢ You may need to access phone specific functionality (e.g. navigation, camera etc) and
this may not be available to you if you develop a mobile website.
➢ Applications are downloaded to your phone so you have an icon on your mobile desktop
so it’s likely that you will use it more often.
➢ Because you download the application a lot of the interaction with the application can be
offline which means there are no roaming charges. The big disadvantage with a mobile
application is the cost. It can be very expensive to build an iphone or android application
and if you want to attract smartphone users you really need to develop both.

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Sample Mobile Applications
There are many examples of useful and popular mobile applications. When visitors are active on
social media tools they will generally use them on their mobile when they are travelling. There
are many applications available for the popular social media tools such as Twitter and Facebook.
For example, customers could be using Facebook Places to check in to locations. It’s important
to monitor and respond to this as soon as possible. Visit Dublin has an iPhone/Android
application for visitors coming to Dublin.

This application has extensive functionality including:

➢ Audio Descriptions — explanations and history for over 80 points of interest around the
city.
➢ Special Offers in retail, restaurants and tours offering you fantastic value and options.
Simply show the voucher on your phone and receive the offer!
➢ Use the ‘Point to Call’ function to phone a restaurant, tour and make your booking direct.
➢ ‘What's That? / What's Nearby?’ — Not sure what that building is in front of you? Point
at the real world point of interest and retrieve information about it!
➢ Daily Bulletin — receive a daily update to your phone on what is happening in Dublin

QR Codes QR stands for Quick Response. A QR code is a useful way of marketing your
services. By providing a visual code, such as the following, potential customers can scan this
code in using their smartphone and this will display them relevant information. So how can this
be used? You put an advertisement in a newspaper and include a QR code. When a user has an
application on their phone that allows it to read and understand the code they scan their phone
over this code.

The phone will then automatically bring them to a web address, which, for example, could be the
web page where you have more details of the offer. This is similar to when a check out operator
in a supermarket scans a bar code. As more and more phones will be smartphones the QR codes
could become increasingly popular.

App Creation Strategy:

If you have a smartphone (i.e. one that can access the web) you can browse through all websites
that are available on your PC or Laptop. However, generally these types of websites are
notsuitable for browsing on a phone as they have not been designed for a phone.

With a phone your screen is a lot smaller so and generally you behave differently. For example,
Imay spend hours browsing and reading on the web but with a mobile phone I generally will
onlyread a small amount of information over short periods of time. So how the information is
displayed and the amount of this information needs to be considered.

When designing a mobile website consider some of the following:

➢ You can only view one screen at a time so design your navigation to take this into
account.
➢ There is not much room for text, so don’t use much!
➢ Use large buttons for key calls to action
➢ Think about your usage of fonts, make sure important stuff really stands out
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There are a variety of app business models, some of which include free apps that are supported
by ads, paid apps that are supported by download fees, premium apps that are supported by in-
app commerce and free apps that are supported by brands interested in connecting with
customers.
Here are several things to keep in mind when we are creating an app for your product or service:
1) Make Sure Your App Solves a Problem - The most effective apps solve some sort of
problem for the user. They facilitate a purchase (e.g., Wal-Mart, Lowe’s or Sam’s Club
apps), provide content (e.g., The New York Times, CNN or USAToday apps), create
brand preference (e.g., Coca-Cola, Band-Aid or Nike apps) or some combination of the
above. Analyze which of these problems you’d like your app to solve and begin your
design process based on that.
2) Get Inside the Mind of Your User -The first step for any mobile app (or any mobile
marketing campaign, for that matter) is to understand how your user will engage with the
app. Will they be at home? Will they be in the office? Do they want information? Or do
they simply want to engage with the brand?
3) Design with the End in Mind - Is the purpose simply to create brand preference? Is the
purpose to facilitate a financial transaction? Is it to reduce customer churn? Or all of the
above?
4) Don’t Underestimate the Budget - Sometimes, very simple design changes can make
the difference between an app that takes a few dozen hours to create and an app that takes
a few hundred hours to create.
5) Analyze Your Competitors’ Apps - What apps have your competitors already created?
Do you like what they’ve created? If so, what can you borrow from their experience?
Also, don’t hesitate to examine apps that are outside of your industry segment. Consider
6) HTML5 as an Alternative - HTML5 works across many phones and may be a simpler
solution for many sites. The downside is that there is no app store for HTML apps and
they have some limitations in functionality.
7) Recognize that the App is only Part of the Picture - When brands sponsor NASCAR
drivers, only half the budget is allocated to the sponsorship. The other half is used to let
people know about the sponsorship
By keeping the above-mentioned guidelines top-of-mind, the app that is developed for your
product or service will have a greater likelihood of success. And most importantly, consumers
will enjoy engaging with your app and therefore your brand.
The functionality of an app doesn’t have to be confined to the user-brand experience.
Many brands choose to run ads within a mobile app in order to build awareness and generate
demand.
There are three primary ways ads can leveraged within an app for the benefit of the brand:
1. The first is when the owner of a mobile app decides to sell advertising inventory within
their app. Major content publishers such as CNN.com or ESPN.com choose to use this
model to offset the costs of providing content to their readers or to generate a healthy
profit for their divisions.
2. The second is when an app publisher chooses to run ads that promote upgrades to paid
versions of their apps or that cross-promote similar apps within a portfolio. The free

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 versions of many apps include display ads within the apps that encourage users to
upgrade to an ad-free or enhanced version of the app.
3. The third is when an app publisher runs ads on behalf of other advertisers. Many of the
major content providers including The New York Times, The Wall Street Journal and
others run ads on behalf of other brands. In most cases, brands will work through mobile
ad networks to facilitate in-app advertising.
Working with a specialist is often the most efficient and effective way to navigate the
complexities of running and managing in-app ads and achieve success.

Types of Mobile Marketing Strategies

There’s a healthy way of mobile marketing strategies to try. The kind that works best for your
business will depend on your industry, target audience, and budget.

1. App-based marketing: This is mobile advertising involving mobile apps. While 80% of
mobile time is spent engaged with apps, you don’t have to create an app yourself to get in
on the action. Services like Google AdMob help advertisers create mobile ads that appear
within third-party mobile apps.

Facebook also allows advertisers to create ads that are integrated into Facebook’s mobile
app. Facebook’s mobile Promoted Post ads integrate so seamlessly with Facebook’s news
feed that users often don’t realize they’re looking at ads.

2. In-game mobile marketing: In-game mobile marketing refers to mobile ads that appear
within mobile games, like in the example below. In-game ads can appear as banner pop-
ups, full-page image ads or even video ads that appear between loading screens.

3.
4. Example of an in-game mobile marketing ad

5. QR codes: QR codes are scanned by users, who are then taken to a specific webpage that
the QR code is attached to. QR codes are often aligned with mobile gamification and
have an element of mystery to them, since users who scan them don’t always know
exactly which rabbit hole they’re jumping down.

6. Location-based marketing: Location-based mobile ads are ads that appear on mobile
devices based upon a user’s location relative to a specific area or business. For example,
some advertisers may only want their mobile ads to appear when users are within a 1-
mile radius of their business.

7. Mobile search ads: These are basic Google search ads built for mobile, often featuring
extra add-on extensions like click-to-call or maps.
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 8. Mobile image ads: Image-based ads designed to appear on mobile devices.

9. SMS: SMS marketing involves capturing a user’s phone number and sending them text
offers. This is considered somewhat passé.

10. Mobile Marketing: Google AdWords Enhanced Campaigns

On July 12, Google rolled out Enhanced Campaigns for all AdWords users, integrating
mobile advertising options with classic online AdWords advertising.

Enhanced Campaigns allow advertisers to manage their AdWords bids across various
devices in one single campaign, rather than make separate campaigns for mobile vs.
desktop. AdWords advertisers can simply take the Google search ads they already use,
and then set bids to adjust for mobile devices. To increase bids for mobile devices, users
can set a positive bid adjustment, such as +20%, and vice versa – a bid adjustment of -
10% reduces the bid by 10% for mobile devices.

Enhanced Campaigns image via siteproppc.com

11. Google Mobile Ad Extensions

Creating mobile search ads with Google also lets you take advantage of Google’s nifty
mobile ad extensions, which include features like:

12. Mobile Site Links: Mobile site links make it easy for mobile users to jump to specific
pages of your site without wandering around. Site links are especially useful in mobile
marketing, as it’s much more convenient for users on mobile devices.

Mobile sitelinks on AdWords

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 13. Click-to-Call Mobile Ad Extension: The click-to-call extension puts a “call” button
directly beneath an ad. Clicking the button automatically generates a business’s phone
number on a user’s mobile device.

While this handy ad extension makes it easy for searchers to get in contact with your
business and drives users down the conversion funnel, it’s best to only have the click-to-
call mobile ad extension appear when your business is open and able to answer the
phone.

AdWords mobile call extensions

14. Google Offers for Mobile: The Google Offers mobile ad extension lets advertisers post
a discount offer or coupon beneath their ad. These special offers can capture the attention
of users who might otherwise ignore an ad.

15. Google offers for mobile

16. Click-to-Download Ad Extension: The click-to-download ad extension is similar to the

click-to-call, only instead of generating a phone number, clicking the “download” button
takes users to the download page of the advertiser’s pre-selected app.

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 17. Click-to-download mobile ad extensions

18. Local Ad Extensions: Local ad extensions are probably the most important extensions
for mobile, considering that 1 in 3 mobile searches have local intent. Considering how
many mobile searches are questions looking for a local solution, local mobile marketing
needs to be a key aspect of your mobile strategy.Local mobile marketing extensions often
involve a phone number or link to Google Maps.

Local ad extensions on mobile

Mobile Marketing Best Practices

• Be Clear and Concise: Mobile devices have small screens, which means words should
be used sparingly. Cluttered and crowded ads will just drive users to scroll past. When it
comes to mobile, it’s best to keep things simple.
• Optimize for Local: Be sure to remember that 1 in 3 mobile searches have local intent.
Users often use mobile devices to complement their immediate worldly interactions –
where is the nearest gas station? Is there a nearby coffee shop that has wi-fi? Optimize for
local mobile marketing to make sure you are aligning with users’ queries.
• Consider Your Audience: The type of audience you’re hoping to reach should influence
the kind of mobile ads you use. Are they gamers? Then try taking advantage of in-game
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 ads. Are they young and tech-savvy? Mobile Facebook Promoted Posts might be more
likely to get their attention.
• Experiment with Different Strategies: There’s a lot of room for experimentation when
it comes to mobile marketing. Don’t be afraid to test out some ad extensions with your
AdWords Enhanced Campaigns – try the Google Offers ad extension, or the click-to-call
extension, and see how they work for you.
• Benchmark Your Results: Experimenting is great, but there’s no point in trying new
techniques if you’re not tracking your results to see what works and what doesn’t. Try the
AdWords Grader to see how your mobile PPC ads are performing.

Why You Need a Mobile Marketing Strategy

Your business needs a mobile marketing strategy for the same reason that you need a computer
and wi-fi access – this is the age in which we live! Walk around any major city and you’ll find
more than just a few folks with faces glued to their smartphone screens. According to recent
reports, 40% of users’ internet time is spent on mobile devices, which means simply ignoring the
rise of mobile just isn’t an option.

Some other interesting mobile marketing statistics:

• 80% of mobile device time in spent on apps, with game apps eating up the largest percent
of app time
• People browse 70% more web pages on tablets than smartphones
• Retail conversion rates are 2.2% on tablets, considerably higher than 0.7% on
smartphones, but traditional PC conversion rates are still highest at 3.3%
• Mobile searches have increased 200% year over year in 2012
• Mobile is predicted to surpass desktop in 2014

Mobile Search Ads:

Mobile display ads (aka mobile banner ads) are a very effective tool that can be used to build
brand awareness, generate clicks, leads and conversions for your business. These ads don’t
necessarily have to link to a static landing page. Instead, they can link to a dynamic page or
experience that results in improved customer engagement and higher conversions. There are a
variety of techniques that can be used to help drive customers to your business, some of which
are outlined below:
1. Click-to-Call: According to recent research, click-to-call ads drive a 6% to 8% average
increase in click-through rates. This technique simply displays a phone number that users
can click to be connected directly to a call center or sales center.
2. Interstitials: These are interactive ads that appear within an app. Once the user opens the
app, an interstitial is displayed. Users can click through on the ad to visit a landing page
or they can close the ad to continue using the app.
3. Click-to-Map: Geo-targeting can be used to send marketing messages to users in a
specific location. Once the prospect clicks on an ad, he or she can be driven through to a
map that identifies a store nearest his or her current location. When the prospect clicks on
the map, the contact information is displayed on the smartphone.

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 4. Canvas and Expandable Ads: When a user clicks on an expandable ad, the ad grows to
cover the entire phone screen. Ads can be animated or can incorporate rich media to
enhance the user experience.
5. Click-to-Email: When a user clicks on a display ad, an email is displayed that the user
can send to friends. The email includes a discount code that can be redeemed at the retail
location. By including this “viral” email component in the campaign, marketers can
increase the reach and frequency of the display ad program.
6. Click-to-Video: Rich media is an effective sales tool, whether it’s viewed on a tablet or a
smartphone. Display ads that link to video marketing messages increase engagement and
deepen the relationship with the prospective customer.
7. Click-to-Download App: Companies interested in driving adoption of a branded app can
use display ads to link directly to the app located in an app store. Users are driven to app
landing pages where they can download the app instantly.
8. Click-to-Social: If you’re interested in integrating a social component to your mobile
campaign, you can incorporate a click-to-social aspect to it. Visitors can let friends and
others know about their affinity to your brand by connecting them to your social
networks via a mobile display ad.
Mobile display ads can be purchased on a cost-per-thousand (CPM), cost-per-click (CPC), cost-
per-acquisition (CPA) or a cost-per-install (CPI) basis. Ads bought on a CPM basis guarantee a
certain number of impressions for your brand.
It’s a good idea to remember that consumers use their smartphones at many different points in
their purchase path. According to a recent study from Google, 41% of those who use their mobile
phones to help with shopping said they made a purchase directly on their smartphone. 46% said
they researched an item on their smartphone then went to a store to make a purchase. 37% said
they researched an item on their smartphone then made the purchase online8. The bottom line is
that mobile display can be used at every step of the purchase cycle to engage consumers and
drive conversions.
In this case, you pay only when someone actually buys your product or service. In some cases,
cost-per-acquisition ads involve some sort of set-up fee and shouldn’t be considered “free
advertising” simply because you pay only when someone buys your product or service.
Organizations participating in cost-per-acquisition campaigns should understand the nuances
completely before they participate.
Cost-per-install ads are bought based on the number of times your ad is displayed within a
mobile app. This is particularly effective for brands that want to target a very “The customer
journey has 4 phases: Awareness, Engagement, Transaction and Loyalty. We are always trying
to advance someone from Awareness to Engagement or Engagement to Transaction
There are a variety of ways to use display ads to target prospects, either before, during or after
their purchase. Using these techniques will improve the effectiveness and efficiency of your
campaigns.
Placement targeting allows you to pick the specific sites on which your ads run. You can show
your ad on specific web pages, games, mobile videos and mobile websites. Contextual targeting
allows you to place your ads on sites that are discussing topics that would be relevant to your
product or service.
And remarketing allows you to connect with people who have previously visited pages on your
website. For example, you can target people who have visited your website several times in the

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