app design

156 Pages·2015·12.02 MB·English

TABLE OF CONTENTS
03
INTRODUCTION 68 Mobile Landing Page Design
04 Why Should I Read the Definitive Guide to Mobile Marketing? 68 PART IV: MARKETING VIA SMS AND MMS
05 PART I: WHAT IS MOBILE MARKETING 69 Defining SMS and MMS

AND WHY IS IT IMPORTANT?
71 SMS Messaging
06 Defining Mobile Marketing 75 MMS Messaging
07 Why Mobile Marketing Is Important 79 Opt-in Best Practices
11 Who Uses Mobile Marketing?
81 PART V: MOBILE APPS
14 How Has Mobile Marketing Evolved?
82 Defining Your Mobile App Strategy
18 Thought Leader Round Table
87 Types of Mobile Apps
23 PART II: CREATING YOUR CROSS-CHANNEL
97 Payment Models and Pricing

MOBILE MARKETING STRATEGY
105 App Design
24 Strategic Thinking
114 App Development
25 Consider Your Audience
120 App Promotion
28 Define Your Goals
125 In-App Engagement
30 Develop Your KPIs
134 Thought Leader Round Table
31 Mobile Marketing as Part of Your Cross-Channel Marketing Strategy
136 PART VI: TESTING, MEASUREMENT, AND OPTIMIZATION
36 Thought Leader Round Table
137 Test & Optimize
42 PART III: RESPONSIVE DESIGN
143 Mobile Metrics and ROI
43 Why Responsive Design?
150 Thought Leader Round Table
47 Responsive Web Design
154 CONCLUSION
56 Responsive Email Design
155 ABOUT THIS GUIDE
61 Responsive Landing Pages
INTRODUCTION
INTRODUCTION
WHY SHOULD I READ THE DEFINITIVE
GUIDE TO MOBILE MARKETING
Since the introduction of the iPhone in 2007, smart phones, tablets, and mobile devices
have permeated all aspects of our lives. These devices allow for communication,
commerce, and interaction on a level never previously seen. This creates tremendous
opportunities for marketers.
At the same time, marketing is The goal of our Definitive Guide to Although this guide is designed for This guide explains:
undergoing a profound change as Mobile Marketing is to provide a marketers, we created it with the
• What is mobile marketing?
mass media is becoming thorough overview of the mobile intention that it can be shared
increasingly fragmented into highly ecosystem and a framework for broadly across your organization.
• How to create a mobile
personalized content delivered engaging your customers on a Successful marketers use mobile
marketing strategy
directly to individuals. more personal level. As customers in conjunction with existing
continue to shift their attention channels (web, email, social) to • How to use SMS/MMS
For marketers, the process of (and dollars) to mobile, successful drive meaningful engagement messaging
communicating with customers is marketers need to view mobile as with customers and prospects.
• The benefits of using
evolving at break-neck speeds. a critical component of the overall
responsive design
New devices, methods of tracking, customer experience.
dynamic content, and multiple
• Everything you need to know
points of content consumption
about apps
provide more opportunities than
ever. But these new capabilities can • How to measure and optimize
create confusion; and when poorly your mobile strategy
executed, they can lead to low
customer engagement.
4
PART I:
WHAT IS MOBILE MARKETING
AND WHY IS IT IMPORTANT?
WHAT IS MOBILE MARKETING AND WHY IS IT IMPORTANT?
DEFINING MOBILE MARKETING
Mobile marketing is marketing that targets users via mobile devices. It leverages mobile devices to
communicate and engage with consumers at any point in the customer lifecycle and
it drives brand-value and demand for your products or services.
The possibilities for marketers Marketers may feel like we’ve Plus, with new advancements in
have evolved tremendously since come a long way with mobile mobile and marketing automation,
mobile debuted on the marketing marketing, but we’re still in the you can now collect mobile-specific
scene. Today, you can reach early stages. With mobile insights, which helps you engage
your customers on mobile continuing to gain momentum, it your users across channels.
devices through SMS, email, is more vital than ever before to
websites, mobile apps, and make mobile an integral part of
mobile notifications. the marketing mix.
Because of the rapid introduction Mobile marketing does not mean
of mobile marketing capabilities, it just one thing, it offers the ability
will continue to evolve, creating to communicate and listen to
even more pathways into a mobile consumers via a mobile device
device. Mobile marketing is the in a variety of ways—you can
process, science, and art of send SMS/MMS messages to
reaching people via these your customers, create
pathways in order to drive your mobile-responsive websites
business forward. and emails, develop apps to
engage your customer base,
and more.
6
WHAT IS MOBILE MARKETING AND WHY IS IT IMPORTANT?
WHY MOBILE MARKETING
IS IMPORTANT
Mobile marketing unlocks powerful opportunities for marketers on a scale never before seen.
Unlike any other engagement and communication channel, mobile allows marketers to reach
larger audiences in a way that is real-time and personal.
Today’s typical consumer owns at According to data from Gartner,
least one mobile device, and tablets alone outnumber personal PC sales fell to 12% of
49% 49% of those surveyed 12% worldwide device
according to Marketo’s Mobile computers, with all PC sales
own two mobile devices shipments in 2015
Benchmark Survey , 49% of those representing only 12% of
surveyed own two mobile devices. worldwide device shipments
in 2015.
With the rise of smart phones and
320,964
tablets, the number of mobile Because of the proliferation Tablets shipped in 2015
devices has outpaced the global of mobile and tablet devices
population. In 2014 the number of amongst consumers, marketers 1,946,456
Mobile Phones shipped
devices hit 7.7 billion, while the must adapt. Mobile marketing is
in 2015
population was 7.1 billion. much more than a trend—it is an
increasingly important part of 316,689
PC Market total in 2015
the market.
7
WHAT IS MOBILE MARKETING AND WHY IS IT IMPORTANT?
WHY MOBILE MARKETING
IS IMPORTANT
7.7

Billion
7.1

Number of
Billion
Mobile Devices
Human
Population
WHAT IS MOBILE MARKETING AND WHY IS IT IMPORTANT?
WHY MOBILE MARKETING
IS IMPORTANT
As you consider the journey that Plus, mobile marketing is
your customer takes, mobile universal. It takes many forms
interaction is now an integral and applies to all kinds of
part of it—meaning that it’s now businesses and marketers.
vital to include mobile in your
marketing mix. Consumers are The ubiquity and proximity of the
attached to their mobile devices. mobile device in today’s modern
According to research from IDC, culture demonstrates why mobile
the typical consumer uses his has become and will continue to
device consistently throughout be indispensable to marketers.
his daily activities. In fact, 79% Marketing via mobile devices is
of smartphone users have their about unlocking the potential of
phone on, or near them, for all a huge, expanding, captive,
but two hours of their waking day. and engaged audience. Mobile
And four out of five smartphone marketing is modern marketing.
users check their phones within
the first 15 minutes of waking up.
9
WHAT IS MOBILE MARKETING AND WHY IS IT IMPORTANT?
WHY MOBILE MARKETING
IS IMPORTANT
of smartphone users have
their phone on, or near
them, for all but two hours
of their waking day