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7. CM2# Tactics: Mobile marketing

Awesome template but don't use it with Chrome... Or it may crash ! (sorry)
by

Ewelina Lacka

on 1 March 2016

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Transcript of 7. CM2# Tactics: Mobile marketing

Consumer Management 2
Stage 2. Defining the performance metrics framework

Performance measurement framework should:

Assess which strategic goals are achieved

Assess to what extent digital marketing contributes to the business

Assess effectiveness of digital marketing tactics and implementation

Assess the impact of digital marketing on the satisfaction, loyalty and contribution of stakeholders

Enable comparison of performance of direct digital channels with other channels

Assess digital marketing performance against competitors’



Stage 3. Tools and techniques for collecting metrics and summarising results

Site activity data
- information on content and services assessed by e-commerce data (e.g. hit-click, page impressions, unique visitors, page per visit, vsits per visitor .

Design for analysis
- measures designed to better understand the audience of a site and their decision points. (e.g. breaking up a long page to see which parts are of interest for consumers, grouping content by audience type, measure attrition at different points in a consumer journey)




AB testing
– testing of two different versions of the page or a page element such as heading, image or button for effectiveness
Multivariate testing
- advanced form of AB testing, it enables simultaneous testing of pages for different combinations of page elements that are being tested

Clickstream analysis
– detail analysis of visitor behaviour in order to identify improvements to the site.

How to select web analytics tool???

Integration with other data sources

Accuracy

Media attribution

Visualisation

Customisation facilities

Support services

Privacy considerations


Marketing research using the Internet

Internet-based market research
– the use of online questionnaires and focus groups to assess consumer perceptions of a website etc.

Website feedback tools

Site user satisfaction surveys

Crowdsourcing

Single page feedback tool

Other: focus groups, mystery shopping, online survey tools

Tools
Mobile and Location-based platforms
Mobile is an important feature of contemporary marketing communications
Mobile provides opportunities for personal, timely and location-sensitive communication
Mobile crosses boundaries between commercial and non-commercial communication

Mobile use
Mobile marketing is marketing on the internet
Mobile social media is still social media
Mobile website is still a website
Mobile E-mail marketing is still e-mail marketing


Why mobile?
Location-based services
Location-bases services (apps) use mobile’s build in GPS


Examples

Mobile map app
Check-ins (FourSquare, Facebook Places)

Mobile applications
A software installed on mobile device or available to download from the Internet
‘new gold rush’
70% of iPhone users downloaded branded apps
As of summer 2015 more than 100 billion apps were downloaded from Apple Store
A typical iPhone user has downloaded about 80 Apps to add to the 20 pre-installed by Apple.
Users spend upwards of 80 minutes a day using these Apps.
Just over half of the Apps downloaded were ‘free’
Only 5% of users will return to mobile app after 30 days


Mobile user experience
Reduce the number of touch events to conversation
Design for mobile interactions
Optimize for speed
Make content ‘findability’ easy
Integrate analytics from the beginning
Prioritize tablets
Optimize social media channels for mobile
Link mobile advertising to mobile websites

Most popular Apple App Store categories
(September 2015)

Mobile gaming
Top iPhone mobile gaming apps
Angry Birds
the Most Famous App in the World?

Building a successful app
Plan the scope of the app

Reach the consumers

Understand app business model

Understand the target market

Focus on design, user interface and user experience

Content is the KING

Consider device used to access app
Expanding Marketing Activity
Pricing
Acceptance of credit cards and online payments
Prices specific to segments

Promotion
Customised to individual account holder
Steam as a branding mechanism
Platform for third-party advertising

Other
Relationship and community development
Bringing in titles from other producers
Customer insight – the information flows two ways


Mobile KPIs
Total downloads
Total app users
New users
Frequency and duration of visit
Bounce rates
ROI (app purchase/ in-app purchase)
App category revenue distribution
Mobile game in-app purchase motivators
Mobile marketing
is a set of practices that enable organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network

Mobile marketing
Build awareness of brand, product, service;
Foster and maintain conversations with consumers;
Gather valuable insight into consumer behaviour
Enhance interactive consumer engagement
Establish loyalty programmes, competitions and rewards
Build brand experience
Target consumers more effectively based on demographics, geographic and behaviour.
Retain more consumers
Listen and learn…

Mobile games are the fastest growing segment in the video game market

Mobile game apps used for promotion within the mobile game

Sponsorship of the game

Where is the Money?

The New Problems
Value
Costs of maintaining a system experiencing rapidly changing pressures
Word of mouth can kill a new game in a matter of hours

Consumer Issues
Download speeds
Requirement for the Internet connection to play
No resale value
Privacy issues

Other Producers
Your brands and products in the hands of your biggest rival

Mobile privacy
Permission mobile advertising
Disclosure; marketers should clearly disclose the terms of any offer
Privacy; marketers should clearly disclose their mobile data- collection practices
Consent

4 best practices of mobile marketing
Obtain permission
Understand the consumer
Know your audience
Be relevant

Right person, right message, right moment!

App-based marketing
(In)game mobile marketing
Location-based services
SMS
QR codes
Venkatesh et al (2012)
Unified Theory of Acceptance and Use of Technology 2
Mobile Social Media marketing
E-mail Mobile marketing
Mobile Hierarchy of Needs
characteristics of mobile
personal
always carried
always on
have build-in payment system
facilitate creativity
allow for accurate audience measurement
Mobile use
Full transcript