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14/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 2
Topics Covered
1) What is meant by ‘mobile marketing’2) The incredible opportunity and huge challenges3) 3 essential things you should be doing right now4) Creating Mobile Strategy
14/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 4
Mobile Marketing involves communicating with the consumer via cellular (ormobile) device, either to send a simple marketing message, to introduce themto a new audience participation-based campaign or to allow them to visit amobile website.
Multimedia Messaging Services (MMS) Unstructured Supplementary Service Data (USSD) Bluetooth, Wireless and Infrared Mobile Internet and Social Media Mobile Applications
Cheaper than traditional means for both the consumer and the marketer - andeasy enough for almost any age group to understand and engage with - MobileMarketing really is a streamlined version of traditional eMarketing.
What is Mobile Marketing?
14/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 5
Create Original Branded Mobile Apps
Data-Driven Advertising at Scale
Reduced Constraints: Focus on a “Mobile First” Approach
Leverage Mobile-centric Social Apps for Further Visibility
Opportunities
14/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 7
Mobile site or mobile app
Mobile content delivery
Understanding how your audience consumes content
Responsive email design
Mobile apps and content marketing
Challenges
14/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 8
3 essential things you should be doing right now
People are constantly talking about you
People use their mobile phones in real-time to make purchase
decisions
Businesses can offer discounts through social media apps
14/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 9
Creating a Mobile Strategy
What do you want your mobile app to accomplish?
Would you like to drive traffic to a store?
Would you like customers to have any channel for support?
At customer need can you meet that helps to achieve your
business objective?
1) Objectives: Identifying goals and objectives for the mobile channel
14/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 10
2) People: Defining the profile of the target audience
Existing customers, new customers. What do you know about your
target?
Social media can be the hero and provide a wealth of knowledge
about your different segments, especially smartphone users.
The more marketers know about social media and mobile usage, the
clearer it becomes that mobile and social experiences are
interconnected and inseparable
14/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 11
3) Strategy: Determining the right approach for meeting said objectives
Once you have identified your target audience and set your
objectives for the mobile channel, choosing the right
mobile development strategy becomes easier.
It is important to keep in mind that your strategy is more than an
appropriate technology, but it is also about reaching the right people
with the right features required to meet the objectives you’ve set.
Effective mobile solutions require unique and specific planning,
tactics, integration and implementation.
14/03/2014 DIGITAL MARKETING WORKSHOP - DHEERAJ PULAVARTHY 12
Use scenarios to establish interaction models. Scenarios must be
realistic and in-context.
If a feature doesn’t work within a realistic user scenario, cut it.
Mobile users demand two main things when it comes to mobile
experiences: content and convenience.
At this stage, you should have a close to complete idea of your
mobile application, functionality, features, usage scenarios, support
system and operating systems.