2.5 : Mobile marketing and how it could be used
Dr. Tahir Rashid, Senior Lecturer, Salford Business School, UK
The development of mobile devices such as smartphones, tablets, Google glasses, and also smart watches, has really transformed digital marketing. These powerful devices combine information, communication, and entertainment, and allow consumers to interact with products and services. We carry these devices with us from the time we wake up in the morning perhaps until the time we go to bed at night.
Marketers have realized the potential for these devices as we use them to search for information, to compare prices, to book our holidays, and to check our emails – so much so they have now overtaken laptops as the most favoured device for the internet in one recent study in Scotland.
Mobile marketing is more than just sending Short Message Services (SMS) to your prospects, it is also…
Offering clear directions to your physical premises
Displaying contact numbers prominently so a mobile user can call you
Alex Charalambidis, Digital Marketing Strategist, MONKS, Greece
The mobile is one channel for us, so everything you are creating in the online context it has to be in mobile.
“Mobile first” strategy is becoming the default approach for new website designs and re-designs
This means that mobile user interaction is considered first and then the desktop interaction
Usually, we are creating separate campaigns only for mobile users and for responsive devices. So let’s say for example if you are creating a Facebook campaign, you can create separate campaigns for let’s say for mobile users on Android devices or on iOS devices and the same for your display campaign, for your search campaigns. It’s a desktop and a mobile channel every time.
When designing campaigns, consider how your message will vary whether a prospect is outside your premises or far away
You can also segment them based on the mobile device they use
Kristina Chokoeva, Marketing Director, DINO, Bulgaria
Another trend we’ve seen is mobile marketing. Google analytics tools have shown us that 20% of the visits on our website are through mobile. Therefore, we do have it on our pipeline to invest in this area whether through the development of new customized apps or by paying for a mobile advertising – it’s still open to discussion.
Mobile adoption rates vary across countries and industries – think about your own mobile user prospects.
Examine data from tools such as Google Analytics and see how many visitors come to your website using a mobile device – it might be too early to invest into a mobile strategy for you?
What is the mobile user experience
Have you looked at your website through a small screen such as a tablet or a mobile phone screen?
Google have released a tool that allows you to test any website to make sure that it is optimised for mobile audiences.
- Read this article about the Mobile update from Google
- Read about the consequences of Mobile Search update
- Test any website that you use frequently in this Mobile Friendly Test tool
- Publish the results of the test on Twitter using the hashtag for this course
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Building for the next moment (2015)
Google My Business Product Overview
Mobile Strategy development
Please see following pages for chapter 2:
2.0 Understanding the different nature of digital channels based on geographic, demographic and digital fit for a campaign
2.1 Search Engines – differences in countries – based on the case study examples
2.2 Social Media platforms differences in countries and how to they can be used
2.3 Email marketing and how it can be used
2.4 Affiliate marketing and how it can be used
2.6 Paid channels overview – search and social
2.7 Communities focused engagement