Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

265 Pages·2017·3.964 MB·English

by  Daniel Rowles

Second Edition
Mobile Marketing
How mobile technology is revolutionizing
marketing, communications and advertising
Daniel Rowles
Contents
Cover
Title Page
Contents
List of figures
Foreword
Acknowledgements
Dedication
Introduction
Looking in the wrong direction
Focus on the user journey
The human element
Disruption
Back to basics
PART ONE Mobile marketing in perspective
01 Introduction
02 Understanding the user journey
Technology for the sake of technology
User journey and context
Mobile and multi-channel marketing
A multi-screen journey
User journey examples
Local intent
Content marketing
The stages of the user journey
Content mapping
Value proposition and user journey
03 Technology change and adoption
Forty years of radical change
Integrated devices
Smartphone adoption
Global variations
Benchmarking marketing activity
04 Disruption and integration
The death of in-store retail
Convenience, choice and transparency
Business culture
Single-customer view
Next step: marketing automation
Mobile as a change enabler
05 Devices, platforms and technology: why it doesn’t matter
Mobile-compatible is not mobile-optimized
Technology challenges
Audience segmentation
Frictionless technology
06 The future of mobile marketing
Exponential development
Technology as an enabler
The near future
Making things easier
The distant future
A guaranteed future prediction
PART TWO The tactical toolkit
07 Introduction
08 Mobile sites and responsive design
Start with the fundamentals
Mobile site options
Mobile design principles: mobile sites vs desktop sites
Technology and jargon in perspective
What responsive design really means
The three-step quick and dirty guide to a responsive website
A user-centred approach to mobile sites
Mobile sites: conclusions
09 Mobile and e-mail
Focusing on mobile users
Focusing on relevance
E-mail and the user journey
Selecting an e-mail service provider
Gaining opt-ins and building a list
List segmentation
E-mail templates and design
E-mail marketing: conclusions
10 How to build an app
Bolstering value proposition
The app-building process
Specification and wireframing
Interaction and visual design
Technical development and testing
App store submission
App marketing
App maintenance
Customer support
Freelancers vs agencies
Native apps vs web apps
Platform wars
Building an app: conclusions
11 Social media and mobile
User journey and value proposition
Mobile social media experience
Informing your social media approach
Policy and planning
Outreach, engagement and ego
Social measurement
Social media advertising
Mobile social media: conclusions
12 Mobile search
Defining mobile search
Desktop vs mobile results
Search engine optimization (SEO)
Link building
Mobile SEO: conclusions
Paid search
PPC fundamentals
PPC considerations
Working with PPC agencies
Mobile SEO and PPC working together
Mobile search: conclusions
13 Mobile advertising
Mobile advertising objectives
App advertising
Ad networks vs media owners
Targeting options
Creative options
Mobile ad features
Ad reporting and analytics
Mobile advertising: conclusions
14 Augmented reality (AR) and virtual reality (VR)
Augmented reality in perspective
Adoption levels
Beyond visual AR
Virtual reality in perspective
Virtual reality and mobile
Virtual reality and 360 images
Virtual reality innovation
Augmented and virtual reality: conclusions
15 Quick response (QR) codes
QR codes in perspective
Practical applications
QR code adoption
The most important thing to understand about QR codes
Making your QR code beautiful (well, less ugly anyway)
Practical guide to using QR codes in the real world
QR codes: conclusions
16 Location-based devices and beacons
Location-based services
Location check-ins
Integrated data
The opportunity of beacons
Beacon adoption: conclusions
17 Near field communication (NFC) and mobile payments
Near field communication
Mobile payments
18 Instant messenger (IM) apps and short messaging service (SMS)
IM vs SMS in perspective
SMS is personal
Types of SMS communications
SMS app links
IM bots and live chat
IM and SMS: conclusions
19 Mobile analytics
The marvels of Google Analytics
Setting up Analytics
Core reports
Multi-Channel Funnels
Tracking code
PART THREE Mobile marketing checklists
20 Introduction
21 Checklists
Mobile marketing strategy
Mobile site development
Building your app
Social media and mobile
Mobile search
22 Conclusions
References
Index
Copyright
List of figures
FIGURE 2.1 The sales funnel
FIGURE 2.2 Avinash Kaushik’s See, Think, Do, Care framework
FIGURE 3.1 The DynaTAC 8000x: a snip at $3,995 in 1983
FIGURE 3.2 Smartphone adoption as a percentage of population
FIGURE 3.3 Smartphone penetration top countries
FIGURE 3.4 Consumer Barometer tool
FIGURE 3.5 Global digital statistics
FIGURE 4.1 Achieving a single-customer view
FIGURE 6.1 Microsoft HoloLens: augmented reality wearable technology
FIGURE 8.1 Effective responsive sites
FIGURE 8.2 WordPress software
FIGURE 8.3 Website built in WordPress using downloadable responsive theme
FIGURE 8.4 Website built in WordPress on an iPhone
FIGURE 8.5 Mobile design and development: key elements of user-centred approach
FIGURE 8.6 Example wireframe in Balsamiq Mockups
FIGURE 9.1 Using an ESP to preview e-mail display on various e-mail clients
FIGURE 9.2 Using Google URL builder to generate tracking code for an e-mail
campaign
FIGURE 9.3 Considering each step in the user journey and going beyond a last-click
mentality
FIGURE 9.4 Previewing your e-mail’s appearance on a wide range of clients and
devices using Litmus.com
FIGURE 9.5 The easy-to-use interface for sending A/B split-test campaigns using
MailChimp.com
FIGURE 11.1 Google Trends: search for the word ‘iPhone’
FIGURE 11.2 Google Trends: word comparison
FIGURE 11.3 Analysis of a Twitter account using Klear
FIGURE 11.4 Klout: social media influence scoring platform
FIGURE 11.5 Influential Twitter users on the topic of starting a business
FIGURE 11.6 Facebook: the impact on audience size of boosting a post
FIGURE 12.1 Google’s Mobile-Friendly test
FIGURE 12.2 Mobile search: results based on location term
FIGURE 12.3 Mobile search: results based on user location
FIGURE 12.4 Selecting mobile trends in the Keyword Planner
FIGURE 12.5 Keyword variations and volumes of searches on mobile devices
FIGURE 12.6 Google Trends: comparing search terms
FIGURE 12.7 Search engine optimization: key elements of the page
FIGURE 12.8 Page title: main line of the Google search result
FIGURE 12.9 Open Site Explorer from Moz.com
FIGURE 12.10 Mobile paid search in Google
FIGURE 12.11 Google AdWords: adjusting bids according to device
FIGURE 13.1 IAB Mobile Rising Stars ad units
FIGURE 14.1 The Marriot Blippar beermat
FIGURE 14.2 ‘Blipped’ beermat launching interactive experience
FIGURE 14.3 The Oculus Rift (PC-based) and Gear VR (mobile phone-based)
headsets
FIGURE 14.4 The Google Cardboard VR headset
FIGURE 15.1 QR code for Mobile Marketing
FIGURE 15.2 QR code with embedded image and gradient of colour
FIGURE 15.3 QR code with image merged into the code
FIGURE 16.1 An Estimote beacon in a retail environment
FIGURE 17.1 Business cards with embedded NFC chips (MOO)
FIGURE 17.2 NFC-enabled print ad in Wired magazine
FIGURE 18.1 Bank of America: SMS for easy app download
FIGURE 18.2 Facebook Messenger bots
FIGURE 19.1 Devices: volume of mobile visitors and devices used
FIGURE 19.2 Visitor Flow report: how mobile users travel through your site
FIGURE 19.3 Advanced Segments report: mobile vs other site traffic
FIGURE 19.4 Acquisition + Search Console: search term analysis
FIGURE 19.5 Acquisition + Advanced Segments: social media traffic analysis
FIGURE 19.6 Goal Report + Advanced Segments: completed mobile vs desktop
goals
FIGURE 19.7 Multi-Channel Funnels: understanding the user journey
Foreword
It’s clear that mobile devices are having a profound impact not only on how we
communicate on a daily basis, but also on how we interact and engage with individuals
and organizations of all types.
At the Chartered Institute of Marketing (CIM) we see time and time again that
practitioners, and those studying business of any type (whether they consider themselves
marketers or not), need a better understanding of the digital landscape. We also see that
landscape changing incredibly quickly and that mobile is playing a major part in this.
In this fast-changing environment, knowledge of both the strategic impact and the
tactical issues around mobile marketing will become increasingly important,
particularly as this naturally overlaps into areas such as social media.
Daniel has worked extensively with CIM, helping our members and customers to
navigate their way through this exciting and fast-moving environment. He is a respected
authority on all things digital and as such is the ideal guide for your mobile marketing
journey.
Chris Daly, Chief Executive, CIM