mobile marketing 101, understanding mobile marketing basics, and best practices

mobile marketing 101, understanding mobile marketing basics, and best practices

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 customers 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
email social in the Internet have changed the very nature 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
nomophobia the fear of being without your mobile phone according to Google
90% of all media consumption today 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 emails are open 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 to 21 percent of all commerce that’s 689 billion
dollars 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 the majority of
cases mobile is not the final device that that drives the transaction
consider the fact that 90% of consumers start an act
on one device like their mobile phone and completed 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 customers 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 contextual irrelevant 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 its mobile
media pass mobile is also an indirect channel that is you can market with
mobile by mobile enhancing your traditional media 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 6 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
in 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-store signage you can
create audio triggers where your phone could be actually listening to TV and
radio and create unique experiences with a 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 Touche
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 that time they got home Tesco would have delivered
the products to their house Samsung did some really unique experiences with
near-field communications they put NFC enabled posters at bus stops and when
people wave their Samsung phone across the poster they got free content such as
music delivered right to their phone another great experience is augmented
reality if you haven’t tried it you should go and get yourself an IKEA
catalog IKEA as a are enabled every single one of their catalogs and if you
hover the IKEA app over the catalog page you then can superimpose and see what
that couch or that table is going to look like in your house before you even
buy it how familiar are you with all these
apples how many of the above mobile interactions have you personally done
does your phone even support them there are so many more possibilities out there
in the world this is what has everyone so excited about mobile however if
you’re are to be successful in executing mobile marketing programs it is
important for you to understand that the capabilities of mobile are unevenly
distributed what this means is while we’re getting excited with all of the
capabilities I just reviewed it doesn’t mean everybody has a phone that supports
it or even knows how to use their phone to be able to interact with the type of
programs that we discussed out of the five billion devices in the market today
worldwide only 1.75 billion or 35% of them are smartphones and 350 million or
tablets the rest in the mobile phones in the marketplace are feature phones that
is their devices that support calls SMS and very simple internet and no
applications in the u.s. ninety percent of adults have a phone and 65 percent
have a smartphone the rest carry a feature phone also keep in mind those
that do have smart phones don’t necessarily use or even know how to use
all of the capabilities of all the mobile phone users out there 81% send
and receive text messages and about 96 percent of smartphone users to sending
text messages so while apps are all the rage the number one feature used on
smart phones today is text messaging 70% of mobile subscribers access a social
network 60 percent access to the Internet 50 percent download apps 49
percent get directions 48 percent listen to music 21 percent participate in video
calls or video chats 8 percent check in or share their location there’s so much
out there to mobile it’s just like the periodic table we combine all of the
elements of the periodic table and you get every aspect of life and matter
mobile is no different combine and mix and match all of the capabilities we’ve
discussed here and who knows what the possibilities are you
I struggled as have many to try to illustrate in a concise way what has
been going on within the marketplace and how consumer behavioral changes have
been impacting marketing over the years marketers have developed a number of
visual models and frameworks to help organize their strategic and tactical
efforts and to use marketing and specifically mobile marketing to achieve
their business objectives what are the most common frameworks adopted by
marketers to date is the purchase funnel a concept first envisioned by Saint Elmo
Luis in 1889 a time when print advertising was nascent television did
not exist and the model of marketing as we know it today was at least 70 years
in the future the purchase funnel has evolved over the years but its basic
flow is the same consumers become aware of a marketers offering often through
advertising they form an opinion of the offering they consider buying the
offering they develop a preference to buy and if the marketing has been
successful they buy the original purchase model stopped at Step five over
the last 20 years however three new steps are often added to the purchase
funnel the new steps added include consumers start using an adopting your
product or service they become loyal users and they advocate for your product
either through word-of-mouth marketing or social media marketing here are the
steps of the purchase funnel awareness in the awareness stage the consumer is
learning about your brand or its offering for the first time opinion the
consumer starts to decide if they like or dislike the idea purchasing your
product or service consideration in the consideration stage the consumer begins
to interact and form an impression about your brand and its offerings and that
this impression is positive the consumer may begin to develop a preference from
one or more of your products or your brand preference in the preference stage
the consumers opinion starts to form and starts to turn to like transaction and
the transaction stage of the journey the consumer purchases your good or service
adoption the adoption stage is the initial experience that consumer has
with your good or service and if it is positive this may lead to repeat
purchases and loyalty loyalty if you’re successful your customers will reach the
loyalty stage they will continue to buy your goods and services and be less
influenced by market pressures to switch from your products to your
editor’s finally there is the advocacy stage and if you’ve reached this stage
and the customer journey you’re truly fortunate since your customers will help
you do your job they will express their satisfaction
with your goods and services they’ll like them make positive posts tweets and
tell their friends and network about the value they’re getting from your business
keep in mind however there’s also the potential of negative advocacy if you’re
not taking care of your customers they can easily use the same channels to
complain about your goods and services so you always want to be monitoring the
communication of your customers to make sure that you’re taking good care of
them historically marketing was a one-way broadcast medium there was no
interactivity so the funnel was linear in nature this has changed in the last
20 years with the introduction of the Internet and the adoption of mobile and
social media the purchase funnel has changed some people now refer to it as
the purchase pretzel given the congruence of online offline mobile and
related channels it’s really important however that marketers recognize the
true impact that Mobile’s having on the marketplace and that is mobile is
shifting the marketplace power from the hands of the marketer to the hands of
the consumer today’s consumers have choice with a few key taps of their
smartphone they can find the optimal product at the best price that meets
their needs in fact they can do this while they’re
standing in your store they can look at your product play with your product
experience it but buy it online or somewhere else this is a phenomenon
called showrooming according to industry reports 63% of people show room often or
sometimes it’s really important for you to not fight these changes in consumer
behavior because you won’t win but rather take a step back and learn to
embrace them you
the customer journey is the new evolution in the purchase funnel and
it’s the best way to really understand your customers and learn how to engage
them in their new behavior the stages and steps along the purchase funnel and
the customer journey are similar but subtle differences exist the purchase
funnel is a linear view of the world through the marketers eyes and the
marketers goals while the customer journey is a nonlinear view with many
interconnecting branches many of which double back on each other it is a view
of the world through an individual consumer senses and how he or she goes
throughout their day their week their year or their lives
satisfying their wants needs and desires in today’s mobile world that is critical
that you aimed or provide consistent brand experience to your customers
across all mobile channels that they choose to reach you through or else you
run the risk of missing the consumer and missing huge business opportunities
here’s a good example of a customer journey to create your own customer
journey roadmap you’ll want to envision every online and offline means by which
your customers may choose to access your business and interact with you for
example will they see an ad you placed in local media come to your website
after searching on the web find your app in an app store or call your customer
service department for help all of these touch points need to be mapped out if
you think this is too much work just remember that failing to prepare is
preparing to fail start your customer journey map with a generic customer in
mind this could be any person you first just want to get a broad outline of how
someone might interact with your business ask yourself if I were a
customer where would i look to buy my product how would I find out about it
what problems would I be trying to solve with my product where do I shop what
questions will I have about the product or service where I go for help if I need
it well I find the help I get useful where will I go to ask my friends well I
ask them in person or is there a social site that I frequent once you’ve
completed this step you’ll then want to start refining your customer journey map
by getting more specific as to who your customers are the step is referred to as
building the customer personas customer persona development is a lot like
creating characters for a play where your customers are the heroes of the
play and you’re the trusted guide or mentor start your customer persona
development by asking and answer a lot of questions for example ask
yourself if I was a customer or potential customer of my company who
would I be Who am I am i busy professional or am i busier stay at home
parent what are my needs how will my product help me fulfill my needs what is
my demographic profile how old am i what is my gender
what’s my income where do I live what are my interests and how are these
interest influenced are they influenced by media that I watch games that I play
by my friends what types of media do I consume television magazines books apps
websites have I joined any email lists what is my behavior do I go online if so
how often and what sites do I go to do I have a
mobile phone do I play games read the news watch movies do I use social media
how might it be exposed to my product just keep asking and answering questions
like these until you’ve exhausted them all at the end you may find that the
people you are trying to reach don’t actually fit one nicely snug single
segment you may find you’re actually servicing many different types of
customers in which case you need to develop multiple personas or multiple
segments once you’ve identified the one to three to eight customer personas the
actual number will vary by your business you’ll then want to use these to start
marketing and reaching out to your customers here’s a tip when you’re
developing your customer personas and segments and understanding how your
customers might interact with you throughout the customer journey be sure
to do your best to really think about your customers and who they are and not
necessarily project your own thoughts on to their behavior if you’re an advanced
user that doesn’t mean everybody is not an advanced user as well moreover if you
don’t use a lot of mobile capability don’t assume that everybody else doesn’t
well mobile has been adopted by the majority of customers there are still
very few super users out there only about 13 percent of mobile users fall
into this category most users are still trying to get familiar with their device
the use may be up to 5 to 10 applications on average while only using
that for about 30 days it’s really important that you look at your
customers mobile behavior in great detail when developing your customer
journey also keep in mind that different mobile capabilities tend to be more
effective depending on how engaged the consumer is in the marketplace and the
level of they have with your business so they may
be a superuser but if they’re early on in the customer journey or purchase
funnel they may not want to interact with you via mobile at all or they may
be a novice user but really use a lot of mobile experiences with you because
they’re so enamored with your brand’s you the mobile marketing industry is a rich
and vibrant ecosystem of thousands tens of thousands of companies from all
around the world that have come together to figure out how to leverage mobile to
connect engage and influence customers along the customer journey and this
movie will frame up the industry structure and landscape so that you can
have a good idea who the players are what they’re looking to accomplish and
where you might fit in there are countless ways to visualize the mobile
marketing industry to understand how all the pieces come together but in my
experience there is no single way to truly explain the richness of the
industry so throughout the rest of this video I’m going to use two different
visualizations to help explain how all the pieces come together within the
mobile marketing industry landscape let’s first understand the primary
characters of the mobile marketing industry the actors in our play they are
the consumers the marketers the sellers the enablers and the associates the
consumers a person some are between the ages of 13 and a hundred and twenty two
and a half years of age and as Maslow taught us and his hierarchy of needs
this person has needs wants and desires including the need for a physiological
satisfaction safety belonging self esteem and self-actualization but with
the rapid rise of the internet and connected devices over the last decade a
new need has arrived connectivity people are looking to have
these needs once and desires met and in order to do so they’re interacting
directly with every player in the industry through their mobile devices
and connected devices the marketers also commonly referred to as brands
manufacturers and retailers are people and organizations that create the goods
and services that consumers need want and desire the marketers fund all the
marketing that we encounter in our daily lives it’s estimated that the average
consumer is exposed to over 5,000 marketing messages a day so consumers
are inundated marketing agencies are often placed in the marketing category
since they represent spending on behalf of the marketer the sellers are people
in organizations responsible for all the media and advertising that is out there
in the world what I mean by media is any physical or
digital surface or experience that is presented to the consumers that are not
owned and controlled by the marketer there are two types of sellers
Media owners which means they own media like a website or newspaper and
advertising solution providers the companies that make it possible for
marketers to pay for and place their paid marketing message in the media
owners media it’s worth noting that marketers have media as well it’s called
owned media which includes their web sites retail storefronts sell sheets
product packaging etc and now because of social media consumers also have their
own media – and marketers through the likes shares etc must earn their place
in the consumers media stream this is called earned media so you can see the
seller space of the industry is very crowded in fact media has exploded over
the years the enablers are all the technology companies that make the final
end-to-end interactive mobile experience happen across every stage of the
customer journey these include messaging companies
website and application development companies aggregators and carriers and
so many more the associates represent everyone else the lawyers trade
associations and regulators chip and database manufacturers and handset
manufacturers in our increasingly complex digital legal aid society many
of these companies play one or more of all of the above roles for example The
Weather Channel the u.s. is second largest cable company
is a marketer a seller and an enabler typically in order to classify a player
you’ll use their primary source of revenues as a guide so in the case of
the Weather Channel they are considered a seller since they generate the
majority of their revenues by selling enabling advertising within the media
under their control now let’s look into how these players all work together the
consumer is on the top of the industry food chain since they are driving all
the industry through their spending the next level of power in the marketing
industry sits with the marketers marketers want to talk and learn from
each other and provide their goods and services to the consumers the sellers
are in the next step in line the sellers want to sell their media inventory and
advertising solutions to the marketers often through agencies then comes the
enablers who want to enable consumers directly and sell their technology and
services to sellers and marketers finally associates who want to represent
and support consumers and sell their services to enable their sellers and
marketers say I told you that the market was complex
in fact it’s much like a rainforest with many tiered layers of life the second
way to visualize the industry is by going deep into each of the individual
marketer cellar enabler and associate ecosystems you the practice of mobile marketing is
still quite young in the scheme of things and not all industry pieces are
in alignment and frankly never will be given the rapid pace of change in
technology and social norms we are facing today much of which are driven by
mobile in order to effectively and responsibly leverage mobile marketing
within your marketing mix it’s important that you understand that consumers norms
policies rules and regulations that will influence your ability to successfully
and responsibly use mobile marketing within your business the mobile
experience that you provide your customers is directly influenced by the
intersection of four groups consumers media mobile service providers and
related industry bodies and governments it’s a balancing act each of these
groups influence how the industry acts and will act and produce policies and
documents that will influence your use of mobile marketing consumers ultimately
you must service the needs of the consumers you’ll need to provide them
value or they’ll find somebody else that will today’s consumers are very vocal
and they’re not afraid to say what they think they’ll either call your customer
service or they’ll publicly through new emerging social media channels let the
world know what they think of your products and services so be sure to
listen to them if you do they’ll reward you with invaluable insight and if you
don’t you’ll run the risk of tarnishing your brand in the marketplace or losing
valuable sales leaving mobile and media service providers
liddie mobile and media service providers all have contracts and
policies that dictate how you can use particular service for example Google
and Facebook have very specific rules around the types of ads that you can
place within their network the mobile carriers Verizon and AT&T for example
have very strict rules on how to follow and use text messaging across their
networks an apple reviews every app delivered through its app stores so you
must ensure that you meet its policies when reaching out to service providers
be sure to review and ask them about the policies handbooks tutorials and
programs they offer and how you can use them to help you adopt their services
and delight your customers industry guidelines and standards industry
guidelines and standards are developed by industry groups like the Mobile
Marketing Association the Internet Advertising Bureau and the Direct
Marketing Association just to name three there are hundreds representing every
industry the member companies of these organizations come together to create
efficiencies in the marketplace and to self-regulate the industry so the
government does not have to here are just a few of the best practices
and guidelines created by some of the leading industry groups influencing
mobile marketing the IAB rising stars the Internet Advertising Bureau
maintains a series of advertising newness standards it calls the Rising
Stars these ad units for example the 300 by 600 or the 200 by 250 have been
proven to effectively impact brand recognition and purchase intent among
customers the IAB standards have been tested across hundreds of networks
through billions of impressions with consumers so if you’re going to get
involved with mobile advertising you really can’t go wrong by starting with
these standards the digital advertising Alliance the digital advertising lines
is a consortium of leading trade associations that put up best practices
and standards for behavioral advertising behavioral advertising is the practice
of leveraging and using data such as consumers interaction through the web to
influence how we serve ads to them it’s critically important that you monitor
and look at the best practices of these groups to make sure that you’re
compliant with the industry standards the CTIA commerce compliance handbook
the CTIA a leading trade body representing the carrier’s oversees the
creation of the US carrier rules and regulations for running text messaging
over their networks it’s critically important that you review and intimately
understand these rules and regulations because if you don’t at best you’ll have
your program shut off and at worst you’ll run the risk of getting fined by
the government to learn more about these rules and regulations be sure to consult
with your application provider as well as the other industry players like
messaging aggregators other groups to watch out for in the industry include
the mobile marketing association the national retailer foundation the path to
purchase Institute the mobile giving foundation which oversees setting the
rules and regulations for using mobile for charitable giving the Direct
Marketing Association which publishes a wide range of best practices and
standards for all aspects of direct marketing including the use of mobile
and the privacy Freedom Forum which has developed a number of advertising and
application privacy standards which will help you stay compliant with the
industry regulations again there are hundreds of groups out there I encourage
you to find the group that best aligns with your business join the group and
help contribute your own insight to the industry self regulatory practices
if you don’t join and contribute to prove this in the best practices for the
industry that you’re in then someone else will write the rules for you you

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