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    Become Mobile Marketing Expert
    Become Mobile Marketing Expert
    Become Mobile Marketing Expert
    Ebook107 pages46 minutes

    Become Mobile Marketing Expert

    By Sarah Taylor

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    About this ebook

    Jump into the world of mobile marketing and reach customers on the go. Understand basic mobile marketing concepts and trends, develop a strategy that works for your business, and then implement and optimize the strategy following industry best practices. This book shows how to prepare your website and emails for mobile visitors, launch SMS campaigns, find development partners, advertise on mobile, and measure results.

    In this book we're going to explore the world of mobile marketing, and the incredible impact it can have on your ability to communicate, engage and interact with your customers throughout their journey with you, your business, and the marketplace in general. In this book I'll explain mobile marketing and the mobile marketing industry. I'll walk you through how to create mobile marketing strategies, execute mobile marketing campaigns, and find strategic partners that you can use to add mobile to the heart of your marketing efforts.

    Topics include:
    1-Understanding the mobile marketing purchase funnel
    2-Auditing your mobile readiness
    3-Testing your email and web performance
    4-Creating a strategy
    5-Establishing a basic mobile web presence
    6-Building your mobile phone number database for an SMS campaign
    7-Planning a mobile app
    8-Understanding government regulations on mobile marketing
     

    LanguageEnglish
    PublisherSarah Taylor
    Release dateDec 22, 2016
    ISBN9781386601531
    Become Mobile Marketing Expert
    Author

    Sarah Taylor

    Sarah Taylor has a BA in History and an MSLS. She enjoys reading and writing about history, playing piano, and going on park walks with her dog. You may find her at https://beautifuldreamerdotcom.wordpress.com and Goodreads at https://www.goodreads.com/author/show/21550493.Sarah_Taylor.

    Read more from Sarah Taylor

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      Book preview

      Become Mobile Marketing Expert - Sarah Taylor

      BECOME MOBILE MARKETING EXPERT

      Sarah Taylor

      Disclaimer

      This book is designed to provide complete information on mobile marketing. This information is provided and sold with the knowledge that the publisher and author do not offer any legal or other professional advice. In the case of a need for any such expertise consult with the appropriate professional. This book does not contain all information available on the subject. This book has not been created to be specific to any individual’s or organizations’ situation or needs. Every effort has been made to make this book as accurate as possible.

      Contents

      Introduction to mobile marketing

      Experiencing mobile marketing

      Mobile marketing purchase funnel

      Understanding the customer journey

      Reviewing the mobile marketing landscape

      Auditing your mobile readiness

      Reviewing yourself and your company

      Testing your email and web services

      Establishing mobile first strategy

      Setting Objectives

      Evaluating your resources

      Identifying roadblocks

      Creating a strategy for the future

      Establishing a basic mobile web presence

      Optimizing your email for mobile

      Optimizing your website for mobile

      Getting local

      Measuring your website performance

      Launching SMS campaign

      Key terms for messaging campaign

      How to build phone number database

      Tips for building phone number database

      Measuring messaging result

      Introduction to mobile application

      Planning your mobile application

      App type consideration

      Device type consideration

      Promoting your mobile app

      Integrating advance app features

      Introducing mobile advertising

      Mobile advertising metrics

      Integrating mobile commerce

      Conclusion

      Introduction to mobile marketing

      Let's review the role of marketing, and how marketers need to adjust their effort to catch up with the rapid consumer behavioral changes we're seeing in the marketplace specifically when it comes to mobile. Marketing is the practice of connecting, engaging, and influencing your customers. Marketers have five primary objectives: Get new customers, Get customers to spend money with you get customers to spend more money with you, Earn customer’s everlasting loyalty, Build the company's brand within the marketplace. That's it. Sounds simple enough, doesn't it? But it's not.

      Especially today given the fragmentation of media channels and the rapid consumer adoption across all demographics and geographies of mobile and mobile-enhanced media services. Mobile and related digital services like e-mail, social, and the Internet, have changed the very nature of consumer behavior, norms, and expectations, both on and offline, forever. Mobile has become so important to people that a new psychological term has been invented: Nomophfobia, the fear of being without your mobile phone. According to Google, 90% of all media consumption is digital, happening across the four major screens: Television, personal computers, phones, and tablets.

      As of today, 20% of all consumer media consumption is mobile. Nearly 65% of all e-mails are opened on a mobile device, and the majority of Internet and social media traffic is occurring over mobile. Moreover, people are increasingly using their mobile devices, not just for media and entertainment, but to research and buy things. That is to shop and consume. In the United States alone, it has been estimated that by 2016, 17-21% of all commerce, that's $689 billion, will be influenced by mobile.

      What this means is that your customers will pick up their mobile device, and use it to shop at some point in their journey to buy or consume your goods and services. However, in a majority of cases, mobile is not the final device that drives the transaction. Consider the fact that 90% of consumers start an action on one device, like their mobile phone, and complete it on another device, like the register in your store. Your challenge as a marketer is to recognize that while mobile is impacting everything, mobile innovation is not evenly distributed across the customer journey or industries.

      Not everyone uses mobile in the same way or has the same device. To succeed in marketing today, you need to hone the skill of listening to your customer's digital signals, which are increasingly being broadcast from a mobile device, and then respond in a relevant and real-time manner. If your marketing does not include mobile, you're not putting yourself where your customers are. And as a consequence, you're missing out on the opportunities to connect, engage, influence, transact, and support your current and potential customers.

      It is imperative that you, in order to succeed long-term and achieve your objectives, learn to successfully and fully integrate mobile into your marketing mix. That is, put mobile in the heart of your marketing efforts. So, what is mobile marketing? The definition of mobile marketing is quite simple. Mobile marketing is the practice of connecting, engaging, influencing individuals through and with mobile. Mobile is more than just a device, a phone, or a tablet, rather it's the untethered, contextually relevant, real-time mobile-enhanced experience your customers can have with your brand across all traditional and digital media channels.

      Mobile is a direct channel. You can market through mobile and it's mobile media paths. Mobile is also an indirect channel. That is you can market with mobile, by mobile-enhancing your traditional media. Throughout the rest of this chapter, I'll explain the mobile media channels, and the key mobile enablers that you can use to enhance your customers experience through their journey with your brand. I'll also provide you with an overview of the mobile marketing industry landscape, which I hope you'll find useful, as you learn how to embrace all that mobile marketing has to offer you, your business, and your customers.

      Experiencing mobile marketing

      To understand mobile, it's important to recognize the fact that mobile is not just a device or a single digital channel like email. Today's mobile devices can do a lot. The typical phone today has 11 channels, and six enablers that can be used to enhance the customer experience within these channels. The channels include messaging, SMS, MMS, USSD and email; Alerts, Bluetooth and push; Audio, calls and streaming audio; browsing, the web, native, responsive and progressive, and content.

      And applications, native apps, hybrid apps, and most recently what's being referred to as web apps. Each one of these channels can be enhanced by one of six enabling experiences including advertising, data, sensors, cloud computing services, location, commerce, and contactless triggers. Let's take a look at some of these experiences mobile. You can text message. You can include QR codes on packaging or in in-store signage. You can create audio triggers where your phone could be actually listening to TV and radio, and create unique experiences with the consumer when they hear something that it's listening to.

      You can add a whole range of different types of advertising. You can do display advertising, native advertising, rich media advertising. You can interact with outdoor media like billboards. You can interact with digital displays in retail through solutions powered by companies like Touch. For example, TESCO recently experimented putting pictures of the shopping market aisle in the subway. People then could scan the products while standing in the subway, buy the products, and by the time they got home TESCO would have delivered the products to their house.

      Samsung did some really unique experiences with near-field communications. The put NFC-enabled posters at bus stops, and when people waved their Samsung phone across the

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