10 ways to make your mobile marketing more awesome - Mobile Marketing Commandments

10 things to remember when

marketing with mobile

MOBILE MARKETING COMMANDMENTS

THE

1.

THOU SHALT

THINK MOBILE-FIRST


THE

THINK MOBILE FIRST

Increasingly mobile devices are the

primary device and starting point

for user journeys. It therefore

makes sense to start with the mobile

experience and work towards bigger

screens second.

This also forces a more streamlined

approach to features & design due

to the limited real estate on offer

(see Minimum Viable Product).

Design your mobile experience first to

ensure a good experience on all devices

2.

THOU SHALT

LOVE THY INTEGRATION


THE


Mobile devices are connecting

devices. They allow users to start

new journeys (potentially

simultaneously with second-

screening) and continue existing

ones.

TV, print, radio should now start

journeys rather than being ends in

themselves. These journeys can be

carried through in-store at POS

and post purchase with RM activity.

PR

PRINT

& OOH

TV &

radio

IN

STORE

MOBILE


Integration is not a new idea. Back in 2008

BMW developed a campaign that utilised MMS

to sell snow tyres to customers. Based on

sales data from their CRM program they

customised MMS messages showing same the

car they user had recently bought, with snow

tyres super imposed. The first day it snowed

they sent the MMSs out with a link to a mobile

optimised site. With a 30% conversion rate the

campaign generated $45 million in sales. A great early example of an

integrated mobile campaign, from

BMW

3.

THOU SHALT

EMBRACE NATIVE FUNCTIONALITY


THE

EMBRACE NATIVE

FUNCTIONALITY

Mobile devices are capable of a lot

more than loading responsive

websites.

Accelerometers, GPS, cameras,

microphones, touchscreens… Take

advantage of the native functionality

to give users experiences they can’t

get on other devices.

EMBRACE NATIVE

FUNCTIONALITY

Rather than have a standard banner

placement on the homepage, Lynx created an

interactive game controlled by the user’s

phone. Tilting your phone steered a boat on

the screen, fully taking advantage of the

phone’s accelerometer functionality.

Of course, the boat could also be

controlled by touch enabled buttons on the

phone, or the computer’s keyboard, so no

one missed out.

Interactive YouTube masthead banner,

controlled by user’s phone’s

accelerometer

4.

THOU SHALT

KNOW THY USERS’ LOCATION


THE


Location is a powerful targeting tool –

because mobile devices can be taken

anywhere we need to cater for experiences

that can be augmented with location data…

alerting to sales in nearby stores, displaying

more relevant contact data, hyper-local

mobile couponing… The possibilities are

endless


Quiznos used historical location and

behaviour data of mobile users to directly

target 18-34 year olds who had visited fast-

food vendors such as subway in the last

month, all within a 3 mile radius of a Quiznos

in Portland.

The campaign had 3.7 million impressions but

because the adverts were so targeted there

was a 20% boost in coupon redemption in

comparison to nationwide campaigns.

CONTEXT- 5.

THOU SHALT BE


THE

SPECIFIC

BE CONTEXT-SPECIFIC

People use different devices in different ways. If a user is

searching for your business from their phone they are

probably more interested in finding or contacting you than

reading your latest blog post.

Always make sure you are designing for the right user

context

BE CONTEXT-SPECIFIC

The Costa Coffee website lets you quickly

find your nearest cup of costa coffee

quickly and easily on mobile, placing store

locator at the heart of their mobile site,

above other content which might be less

useful to consumers using a mobile device

6.

THOU SHALT

MEASURE EVERYTHING


THE

MEASURE EVERYTHING

At the heart of effective marketing

sits data, and it ’s no different with

mobile.

Effective measurement lets you see

what you’re doing right, and wrong.

It allows you to continually

optimise and tweak, as well as

watch for relevant trends in user

behaviour. Without measurement

you’re flying blind

7.

THOU SHALT

THINK BEYOND PHONES


THE

THINK BEYOND PHONES

Whilst smartphones have been the driving

force, mobile marketing is more than phones.

Tablets account for 10% of UK web traffic

and wearable tech is on the horizon.

You need to understand not only what

devices your audience is using, but how they

are using them. What a user expects on their

phone is different to what they want from a

PC.

8.

THOU SHALT

HONOUR THY USERS’ BANDWIDTH


THE

HONOUR THY USERS’

BANDWIDTH

Designing for mobile means trimming

the fat – those high-res background

images that look beautiful on your

desktop? They probably just added a

few seconds to the mobile page load

and added to your user’s phone bill.

And they don’t look great when they

are on a 4” screen anyway.

Ensure you optimise to make your

content loads quickly without impacting

on your users’ data usage

9.

THOU SHALT

NOT COVET THY NEIGHBOURS’ APPS


THE

DO NOT COVET THY NEIGHBOURS’ APP

Just because your competitor has created a shiny new app

doesn’t mean you should. Always make sure that your

mobile activity is aligned with your own strategy, not

just as a reaction to your competitors’.

SEAMLESS 10.

THOU SHALT BE


THE

ACROSS DEVICES

BE SEAMLESS ACROSS

DEVICES

Users are not loyal to any one device,

and increasingly journeys that start on

one device will continue on another.

By designing for a multi-device

experience you can ensure that you don’t

break user journeys and allow users to

experience your content however,

whenever and where ever they want

Build for multi-device user journeys

BE SEAMLESS ACROSS

DEVICES

Netflix customers are able to watch

content on one device and easily stop and

continue watching on a different device.

The video streaming service is designed to

be pick up and play across multiple devices

enabling users to watch shows however

they want.

Netflix allows users to continue

watching where they left off, on

any device

GET THE MOBILE

MARKETING PRINT

Already forgetting the amazing points made

in this presentation? Want to get your

colleagues thinking about mobile? Have a

stain on the wall you need to cover up? Then

download the high-res Mobile Marketing

Commandments print!

Get yours at:

MobileMarketingCommandments.com

http://MobileMarketingCommandments.com

QUESTIONS?

MIKE PHILLIPS, PLANNER AT TMW

@IMJUSTMIKE

www.IMJUSTMIKE.com

GET IN TOUCH

http://twitter.com/imjustmike

http://www.imjustmike.com



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10 ways to make your mobile marketing more awesome - Mobile Marketing Commandments