CHAPTER 4

DEVICES, PLATFORMS
AND TECHNOLOGY:
WHY IT DOESN’T MATTER
Prepared by: Ainol Mardhiyah
INTRODUCTION
 To effectively engage with target audiences, it is essential
for marketers to understand the various devices,
platforms, and technologies that play a significant role in
mobile marketing.
 Mobile marketing refers to a multi-channel, digital
marketing strategy aimed at reaching a target audience on
their smartphones, tablets, and other mobile devices via
websites, email, SMS and MMS, social media, and apps.

Pitch deck title 2

KEY ASPECTS OF MOBILE
MARKETING: MOBILE DEVICE
The mobile marketing landscape is continually evolving as technology and consumer
behavior change. Here are some key aspects to consider:

 MOBILE DEVICE
Smartphones: The most common mobile devices for marketing efforts, with a wide
range of operating systems like iOS and Android. These handheld devices are the
primary medium for mobile marketing, offering various features such as internet
connectivity, mobile applications, and messaging services.
Tablets: Although less common than smartphones, tablets are still important for
marketing, often with larger screens. Larger than smartphones, tablets provide a
different user experience and are often used for browsing, reading, and multimedia
consumption.
Wearable Devices: Devices like smartwatches can provide opportunities for location-
based marketing and quick interactions.
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KEY ASPECTS OF MOBILE
MARKETING:
PLATFORMS & TECHNOLOGIES
 PLATFORMS
 iOS(Apple)
 Android (Google)
 Others: Windows Mobile and other Operating System used by device
manufacturers

 TECHNOLOGIES
 Mobile Apps: These are standalone applications installed on mobile devices,
which offer a more interactive and personalized experience. Common platforms
for app development include iOS (Apple) and Android (Google).
 Mobile Websites: Optimized websites for mobile browsers to ensure a
seamless user experience.
 SMS (Short Message Service): Sending text messages with marketing
content.
 MMS (Multimedia Messaging Service): Sending multimedia messages with
images, videos, or audio.
 Location-Based Marketing: Utilizes GPS or beacon technology to target users
based on their location.
 Push Notifications: Messages sent to users' devices to engage with app users
even when the app is not open. 4
CONT’D: KEY ASPECTS OF
MOBILE MARKETING:
TECHNOLOGIES
 TECHNOLOGIES
 QR Codes: Scannable codes that link to websites, apps, or
promotional content.
 Mobile Wallet Marketing: Leveraging mobile wallets (e.g., Apple
Wallet, Google Pay) to deliver coupons, loyalty cards, and offers.
 In-App Advertising: Placing ads within mobile apps to reach a captive
audience.
 Mobile Payment and Mobile Commerce: Facilitating transactions
through mobile devices.
 Mobile Applications (Apps): These are software applications
specifically developed for mobile devices, providing various
functionalities such as gaming, productivity tools, social networking,
and more.
 Mobile-Optimized Websites: Websites designed and optimized for
easy viewing and navigation on mobile devices. Responsive design
and mobile-first approaches are crucial for delivering a seamless user
experience. 5
CONT’D: KEY ASPECTS OF
MOBILE MARKETING:
TECHNOLOGIES
 TECHNOLOGIES
 Location-Based Services (LBS): Technologies that utilize a user's geographical
location to provide relevant information and services, enabling targeted
marketing campaigns based on location.
 Near Field Communication (NFC): This technology allows for simplified
transactions, data exchange, and connections between two devices in close
proximity, enabling contactless payments and targeted advertising.
 QR Codes and Barcodes: These scannable codes facilitate quick access to
digital content, promotions, and information, allowing marketers to bridge
the gap between offline and online experiences.
 Augmented Reality (AR) and Virtual Reality (VR): These technologies enable
immersive experiences for users, allowing marketers to create engaging and
interactive campaigns that blend the digital and physical worlds.

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STRATEGIES IN UTILIZING
MOBILE MARKETING
 Responsive Design
Ensure your website or emails adapt to various screen sizes and resolutions.
 App Store Optimization (ASO)
Optimize your mobile app's visibility in app stores.
 Content Marketing
Create content tailored for mobile consumption.
 Mobile Advertising
Use mobile-specific ad formats, such as interstitial ads, banner ads, or native ads.
 Social Media Marketing
Optimize your social media content for mobile devices, considering mobile-friendly
ad formats.
 Mobile SEO
Optimize your content for search engines on mobile devices.
 Permission-Based Marketing
Gain user consent before sending messages or collecting data.
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SOLUTION
CLOSE THE GAP COST SAVINGS
Our product makes consumer lives Reduce expenses for replacement
easier, and no other product on the products
market offers the same features

TARGET AUDIENCE EASY TO USE

Gen Z (18-25 years old) Simple design that gives customers
the targeted information they need

Pitch deck title 8

DATA ANALYTICS
 Mobile marketing relies heavily on data and analytics to measure
campaign effectiveness, track user behavior, and make data-
driven decisions.
 Tools like Google Analytics and mobile attribution platforms help
track user engagement, conversion rates, and other key
performance indicators.

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PRIVACY &
REGULATIONS
 With growing concerns about data privacy, it's essential to
comply with regulations like GDPR (General Data Protection
Regulation) or Personal Data and Protection Act (PDPA) to
obtain user consent when collecting personal data.

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MOBILE COMPATIBLE &
MOBILE OPTIMIZED
MOBILE COMPATIBLE MOBILE OPTIMIZED
• A mobile-compatible website is one that can be • A mobile-optimized website is designed specifically to
accessed on mobile devices, but it may not offer provide an excellent user experience on mobile devices.
the best user experience. • It adapts to the smaller screen size and touch-based
• These websites typically don't undergo significant navigation of mobile devices, making content easy to
design or layout changes when viewed on mobile read and interact with.
devices. • Elements such as fonts, images, and buttons are
• Users may need to zoom in, scroll horizontally, or appropriately sized for mobile screens.
encounter difficulties in navigating the site. • Navigation is simplified, and unnecessary elements may
• Content may not be well-organized for smaller be removed for a faster, more streamlined experience.
screens. • Mobile optimization often involves using responsive web
design techniques or creating a separate mobile version
of the website.

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TECHNOLOGY CHALLENGES
Mobile marketing, while highly effective, comes with its own set of challenges and complexities. Here
are some of the technology-related challenges that marketers often encounter in the realm of mobile
marketing:

Device Fragmentation:
• The wide variety of mobile devices, operating systems, screen sizes, and resolutions can make it
challenging to create consistent user experiences across different platforms.

Operating System Compatibility:

• Developing and testing mobile apps for multiple operating systems (iOS, Android, etc.) can be
resource-intensive, and updates are often required as new OS versions are released.

User Privacy and Data Security:

• As mobile apps and websites collect user data, privacy regulations and concerns are increasing.
Marketers must navigate legal and ethical considerations, such as GDPR, CCPA, and user consent.

Cross-Platform Compatibility:
• Ensuring that mobile marketing efforts work seamlessly across different platforms (iOS, Android,
Windows, etc.) can be challenging, as each platform may have unique requirements and limitations.
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CONT’D: TECHNOLOGY
CHALLENGES
Mobile App Discovery:
• Getting mobile apps discovered in overcrowded app stores is a significant challenge. App store
optimization (ASO) and marketing strategies are essential for increasing visibility.

Mobile Ad Blocking:
• Users can employ ad-blocking software on mobile devices, affecting the reach and effectiveness of
mobile advertising efforts.

User Engagement and Retention:

• Maintaining user engagement and retention in mobile apps can be challenging. Marketers need to
continually provide value and incentives to keep users active.

Limited Screen Real Estate:

• The small screen size of mobile devices restricts the amount of content and information that can be
displayed. Marketers must prioritize what to show to users.

Network Connectivity:
• Variability in network speeds and reliability can impact the performance of mobile marketing efforts,
such as loading times for content or apps.
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CONT’D: TECHNOLOGY
CHALLENGES
Security Vulnerabilities:
•Mobile devices can be vulnerable to security threats, including malware and phishing. Marketers must
ensure that their mobile apps and websites are secure.

Integration with Other Systems:

• Integrating mobile marketing with other marketing technologies and CRM systems can be complex,
requiring a seamless flow of data and communication between platforms.

Measuring ROI:
• Accurately measuring the return on investment (ROI) for mobile marketing campaigns can be
challenging due to the multiple touchpoints and varied user journeys in the mobile ecosystem.

Emerging Technologies:
• Staying up-to-date with evolving mobile technologies like augmented reality (AR), virtual reality (VR),
and 5G networks can be a challenge, but also an opportunity for innovative marketing strategies.

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AUDIENCE SEGMENTATION
Define the criteria you will use to segment your audience. Common segmentation factors include:
 Demographics: Age, gender, income, education, and occupation.

 Geography: Location-based targeting, such as region, city, or proximity to a physical store.

 Behavioral Data: User activity within mobile apps or websites, such as page views, time spent, and
interaction history.
 Psychographics: Interests, preferences, and lifestyle characteristics.
 Device Type: Segment users based on the type of mobile device they use (iOS, Android, tablet, etc.).
 Purchase History: Previous purchases, shopping habits, and spending patterns.
 App Usage: Types of apps used and in-app behaviors.
 Communication Preferences: How users prefer to be contacted (e.g., push notifications, email,
SMS).

Segmentation Tools:
 Utilize marketing automation and customer relationship management (CRM) tools to help you segment
your audience effectively. These tools can analyze data and create user profiles based on your chosen
criteria.

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CONT’D: AUDIENCE SEGMENTATION
Create Personas:

 Develop detailed customer personas for each segment. These personas represent the characteristics,
behaviors, and preferences of typical users within each segment.

Tailored Messaging:

 Craft personalized messages and content that resonate with each audience segment. Tailor your offers,
promotions, and communication styles to address the specific needs and interests of each group.

Testing and Optimization:

 Continuously monitor and analyze the performance of your mobile marketing campaigns for each segment.
Use A/B testing and other optimization techniques to refine your strategies and messaging.

Timing and Frequency:

 Consider the optimal timing and frequency for reaching out to each segment. Some users may prefer daily
updates, while others may respond better to weekly or monthly communication.

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CONT’D: AUDIENCE SEGMENTATION
Permission-Based Marketing:

 Respect user preferences and privacy. Ensure that users have given explicit consent to receive mobile
marketing messages, and provide an easy way for them to opt-out at any time.

Geo-Targeting:

 Leverage location-based segmentation for delivering location-specific offers or promotions. For example,
send notifications about a nearby store or restaurant to users in close proximity.

Feedback and Data Analysis:

 Collect user feedback and analyze data to refine your segmentation strategies over time. Be open to
adapting your segments based on evolving user behaviors and preferences.

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THANK YOU