Category Archives: mobile

5 reasons to do mobile marketing

Mobile marketing occurs on easily transported devices, for example, smartphones or graphic tablets. Personalised campaigns are time and location specific. Mobile marketing is a personal experience.

Mobile marketing benefits

  1. Communication and promotion are almost instant on mobiles. Avert sharing is like endorsements between friends. If one friend “likes” and sends a promotion to another friend they might approve of this promotion too. Successful campaigns can spread virally.
  2. Mobile audiences are constantly growing. Mobile marketing simply taps into this packed market to promote your goods / services.
  3. Using mobile marketing keeps you up-to-date with your audience. Simply by being within date means your whole campaign is likely to be influenced by the latest, often coolest, developments.
  4. Mobiles are a popular channel so brands can be promoted quickly to a lot of active users.
  5. Mass mobile markets can easily turn a promotion into an online transaction. Well-designed e-commerce websites convert browsers into buyers through effortless browsing.
Mobile marketing integrates various applications.

Mobile marketing integrates various applications. From gstatic.

Ofcom identified that 94 per cent of adults own or use a mobile phone. This means that running marketing campaigns on these devices is more important than ever before. Even if you gain more browsers than usual your brand is increasing: brand awareness and the likelihood of browsers bookmarking your website for future reference.

Mobile marketing and search engines

Search engines allow your audience to find your website after seeing a mobile marketing campaign. A well-designed campaign, though, should include a link to your website, as well as, a catchy tagline or memorable video, for instance, because a marketing campaign which is remembered is more successful.

Mobile marketing is a powerful channel because smartphones are beginning to reshape social behaviours, for example, by looking at a website to get a precise fact for a real-time, and real life, conversation. Mobiles are also seen as a companion so mobile marketing allows well-executed campaigns to be less intrusive.

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References

  • Chang, K. (2013) ‘Like’ This Article Online? Your Friends Will Probably Approve, Too, Scientists Say. [Online] [Accessed on 08th October 2013]
  • Leppäniemi, Matti, “Mobile marketing communications in consumer markets”, Faculty of Economics and Business Administration, Department of Marketing, University of Oulu, 2008, p. 21.
  • Ofcom. (2011) A nation addicted to smartphones. [Online] [Accessed on 08th October 2013]
  • Shankar, V. Venkatesh, A. Hofacjer, C. and Nail, P. (2010) Mobile Marketing in the Retailing Environment: Current Insights and Future Avenues. Journal of Interactive Marketing. 24 [issue number missing] pp. 111 — 120
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Local and mobile

Location-based searching adapts a search to your geographic location. This post analyses Yahoo Mobile Search and China’s booming mobile industry.

Local intent and concept

A large amount of searches have local intent even if they do not have locations included within a search query. “Chinese cuisine [city]”, for instance, suggests that the searcher wants Chinese food places in [city]. “Weather”, conversely, does not contain a city but it is unlikely a searcher wants weather information for North Korea. Search engines must calculate if all queries have local intent.

Yahoo! Search for mobile delivers geo-specific content by the following 3 steps:

  • Analyses the concept and the intent of a query;
  • Search execution plan is produced which optimises the concept and intent of a query. This query is mixed with various categories, including, for example, web, news, photos and user-generated content, such as, Yahoo Answers;
  • Search results are brought together from various categories and reorganised in a manner appropriate to a query. This reorganisation means a blended SERP is constructed.
Mobiles offer location-specific locations.

Photo of a mobile pinpointing a specific location. From Nahid Giga.

Why are mobile phones popular in China?

The Chinese government has supported the development of mobile phones by implementing the State Council Policy of 1999 entitled State Affairs Development File No. [1999]-5 (MII, 2005). Government legislation and the high number of people and manufacturers means that mobile phones are popular in China — the largest country of people with mobile phones.

Of China’s population of 1,349,585,838 persons there are 1,150,000,000 active subscription service users. This means 85.21% of the population have mobile phones. In terms of mobile devices China is the world’s biggest market.

Mobiles and location

Since mobile devices are packed with various technologies, for example GPS and WiFi, your location is more precise compared to, say, desktop computers. Exact locations are good for local searchers. Search engines, however, need to calculate if a searcher has or has not got local intent within every query. This area of technology is still developing. But marketers need to know about local searches in order to create local SEO campaigns, for instance.

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References

  1. Chang, C. Wang, F. and Fu, H. (2009) A strategic analysis of the mobile telephone industry in Mainland China. Journal of Manufacturing Technology Management. 20(4) pp. 489–499
  2. Lu, Y. Peng, F. Wei, X. and Dumoulin, B. (2010) Personalize web search result with user’s location. SIGIR ’10 July 19–23. pp. 763 — 764
  3. Reuters. (2013) China’s mobile subscribers up 1.2 pct at 1.15 bln in March. [Online] [Accessed on 03rd October 2013]
  4. Yi, J. Maghoul, F. and Pedersen, J. (2008) Deciphering mobile search patterns: A study of Yahoo! Mobile search queries. World Wide Web Conference Committee (IW3C2). pp. 257–266

Is it all about mobile?

94% of adults own a smartphone and 82.7 million people in the UK have a mobile subscription. Mobiles are popular today and will be increasingly popular. Their convenience, cheaper price plans, look and feel all help to market their use to a range of connected people. What can we learn from mobile?

Mobiles: RWD and apps

To allow mobile users one of the best mobile experiences, allowing them to view a large website on a smaller screen, responsive web design is very effective. There are some disadvantages to RWD, however, you must make a judgement for your particular website. It might mean that designing a mobile app is more effective for your needs. Regardless of what option you decide to implement, making your website available on mobile devices is fundamental for profits and user experience.

Mobile and apps

Mobile and social media use. Source.

Learning from mobile

Mobile is going to be the future of search. With global smartphones to reach 2 billion having a RWD or a mobile app is essential. Writing precise and informative content is also key to allow mobile users to get a quick answer.

69% of UK mobile users expect usage to increase by 2015. This suggests that web technologies need to be user focused. User experience is key to allow returning mobile visitors to visit and convert on your website again and again.

With the public launch date of Google Glass to be announced search engine optimisation (SEO) will need to think about moving towards conversational title tags and other everyday language meta data.

Organisations need to adapt to the user behaviour of mobile devices, for instance, thinking about what mobile keywords will be used. It is also a good idea to note the latest trends on iOS and Android: Games (32%), browsing (32%) and Facebook (18%) are the most popular activities on mobile. Mobile messages and entertainment are a good combination. Are funny adverts likely to go viral on mobile? Most likely yes. We see mobile technology as an entertaining companion.

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References

  1. Bosomworth, D. (2013) Mobile Marketing Statistics 2013. [Online] [Accessed on 16th August 2013]
  2. Ofcom. (no date) Facts & Figures. [Online] [Accessed on 16th August 2013]
  3. Yang, Y. (2013) Smartphones in Use Surpass 1 Billion, Will Double by 2015.

Mobile marketing: Why bother?

Mobile marketing covers many devices, for instance, PDAs, smartphones, digital music players and laptops. These devices are easy consumed, since mobiles can be simply used anytime, anywhere, anyplace and their rapid growth is well understood. This post will look at mobile marketing because it has greater access to customers compared to traditional marketing.

GroupOn’s communication success

Two-way communication is the best form of marketing. If your company pushes text messages to a customer it is a good idea to get the customer to text back making it two-way, effective communication, GroupOn is an excellent example because customer’s get an e-mail which allows them to ‘buy’ a coupon rather than simply including the coupon to the original e-mail. Two-way communicative marketing is successful since GroupOn is a very profitable business.

Mobile technology enhances marketing*

Location specificity
Locations are usually obtained by GPS, however, this raises privacy concerns.
Portability
Means users are almost constantly at hand to communicate.
Wireless
Usage is promoted; thus marketers have increased marketing opportunities.

*Adapted from (Shankar and Balasubramanian 2009:119) illustrating that mobile technology can enhance marketing campaigns. The future of digital marketing is creating good relationships with technology, marketing and the user’s of these devices.

Mobile marketing and communication.

Photo showing types of mobile communications.

SMS and “offer ends” viewpoint

If you are thinking about using mobile marketing it is important to note mobile trends. SMS messaging, for example, may have reached its maturity stage of the product life cycle which suggests that SMS messages are declining as online-based messaging apps become the new SMS message. This is useful to know since your resources could be targeted for online-based message apps to get access to a greater number of active customers.

Well-written mobile marketing is understood compared to, say, face-to-face or telephone dialogues but mobile marketing can result in delayed response times. This explains why effective campaigns use deadlines, such as, offer ends Monday, for instance. It is also a good idea to be critical when writing campaigns. Offer ends Monday 05th August 2013 is more clear than “offer ends Monday”.

B2B vs B2C

B2B, business-to-business, is different from B2C, business-to-consumer, because perceptions are completely different. Branding, an example of a perception, for B2B has only recently become a competitive tool whereas B2C has always been about competition. Fragmented markets further complicate marketing. B2B customers are more rational than B2C which means that brands have less of a role for B2B consumers.

Other forms of mobile marketing

Social media has many channels to enable mobile marketing. LinkedIn, YouTube and Google+ are examples of other forms of mobile marketing. Marketing is implemented everywhere. Next time you are on YouTube, which is an everyday activity for 78 per cent of people, look at the adverts around the screen, you will see banners, pictures, movie-style ads before and after a video starts. Advertising, therefore, uses multiple formats to get a message across.

Older YouTube interface showing that adverts were always popular.

Older YouTube interface showing that adverts were always popular.

So why bother with mobile marketing? You can access a greater number of people, often for a reduced cost, which is specific to your target audience. One campaign can make use of multiple formats and, therefore, audiences. The more specific people you can reach means your enterprise will maximise profits.

Posted by Gerald Murphy

References

  1. Arthur, C. (2012) Text messages turns 20 – but are their best years behind them? [Online] [Accessed on 01st August 2013]
  2. Beverland, M. Napoli, J. and Lindgreen, A. (2007) Industrial global brand leadership: A capabilities view. Industrial Marketing Management. 36(8) pp. 1082 — 1093.
  3. Lindgreen, A. Beverland, M.B. and Farrelly, F. (2010) From strategy to tactics: Building, implementing, and managing brand equity in business markets. Industrial Marketing Management. 29(2010) pp. 1223 — 1225
  4. Shankar, V. and Balasubramanian, S. (2009) Mobile Marketing: A synthesis and prognosis. Journal of Interactive Marketing. 23[no issue number] pp. 118 — 129
  5. Web Video Marketing. (2013) The Power of Online Video – The Stats 2013. [Online] [Accessed on 01st August 2013]