Mobile Marketing : How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

280 Pages·2014·3.81 MB·English

by  Rowles

i
Mobile
Marketing
How mobile
technology is
revolutionizing
marketing,
communications
and advertising
Daniel Rowles
ii
Publisher’s note
Every possible effort has been made to ensure that the information contained in this
book is accurate at the time of going to press, and the publishers and author cannot accept
responsibility for any errors or omissions, however caused. No responsibility for loss or
damage occasioned to any person acting, or refraining from action, as a result of the ma-
terial in this publication can be accepted by the editor, the publisher or the author.
First published in Great Britain and the United States in 2014 by Kogan Page Limited
Apart from any fair dealing for the purposes of research or private study, or criticism or review,
as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be
reproduced, stored or transmitted, in any form or by any means, with the prior permission in
writing of the publishers, or in the case of reprographic reproduction in accordance with the terms
and licences issued by the CLA. Enquiries concerning reproduction outside these terms should
be sent to the publishers at the under-mentioned addresses:
2nd Floor, 45 Gee Street 1518 Walnut Street, Suite 1100 4737/23 Ansari Road
London EC1V 3RS Philadelphia PA 19102 Daryaganj
United Kingdom USA New Delhi 110002
www.koganpage.com India
© Daniel Rowles, 2014
The right of Daniel Rowles to be identified as the author of this work has been asserted by him in
accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 6938 2
E-ISBN 978 0 7494 6939 9
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Cataloging-in-Publication Data
Rowles, Daniel.
Mobile marketing : how mobile technology is revolutionizing marketing, communications,
and advertising / Daniel Rowles.
pages cm
ISBN 978-0-7494-6938-2 (pbk.) – ISBN 978-0-7494-6939-9 (ebook) 1. Internet marketing.
2. Internet advertising. 3. Mobile commerce. 4. Mobile communication systems.
5. Telemarketing. I. Title.
HF5415.1265.R69 2013
658.8’72–dc23
2013032118
Typeset by Graphicraft Limited, Hong Kong
Print production managed by Jellyfish
Printed and bound in Great Britain by CPI Group (UK) Ltd, Croydon, CR0 4YY
iii
This book is dedicated to my ever patient, beautiful and
straight-talking wife Susana, without whom it would still be
on a to-do list somewhere.
This is also a great opportunity to get my kids’ names in
print, so they can show all their friends and I can score
many, many ‘awesome dad’ points. I love you both dearly,
Teresa and Charlie.
iv
THIS PAGE IS INTENTIONALLY LEFT BLANK
Contents
Contents v
List of Figures x
Foreword xiii
Acknowledgements xiv
Introduction 1
v Looking in the wrong direction 1
Focus on the user journey 2
The human element 2
Disruption 2
Back to basics 3
Mobile marketing in perspective 5
Introduction 7
Understanding the mobile consumer 9
Contents Technology for the sake of technology 10
User journey and context 11
Mobile and multi-channel marketing 12
User journey examples 13
Local intent 17
Content marketing 17
The stages of the user journey 19
Value proposition and user journey 22
Technology change and adoption 25
Forty years of radical change 25
Integrated devices 26
Smartphone adoption 27
Global variations 29
Benchmarking marketing activity 30
Disruption and integration 34
The death of in-store retail 35
Convenience, choice and transparency 36
List of figures x BSiunsginlee scsu sctuolmtuerre view 3367
Next step: marketing automation 39
Mobile as a change enabler 39
Foreword xiii DMeovbicilees-,c polmatpfoatrimblse ains dn otet cmhnooblioleg-yo:p wtimhyi ziet dd oesn’t 4m3atter 42
Technology challenges 43
Audience segmentation 45
Acknowledgements xiv Frictionless technology 45
Mobile statistics summary 48
Breakdown of regions 48
Smartphone adoption levels 49
Mobile broadband subscriptions 49
QR codes, NFC and other technologies 58
Mobile social media usage by region 59
The future of mobile marketing 62
Exponential development 62
Introduction 1 TTehceh nneoalor gfuy tausr ea n enab6le5r 64
Frictionless technology 67
The distant future 69
A guaranteed future prediction 69
The tactical toolkit 71
Introduction 73
Mobile sites and responsive design 74
Start with the fundamentals 74
Part one Mobile marketing in perspective 5 MMoobbiillee sdietesi gonp tpiorinnsc ipl7es6: mobile sites vs desktop sites 80
Technology and jargon in perspective 82
What responsive design really means 84
The 3-step quick and dirty guide to a responsive website 84
A user-centred approach to mobile sites 92
Mobile sites: conclusions 101
How to build an app 102
Bolstering value proposition 103
01 Introduction 7 The app-building process 105
Specification and wireframing 106
Interaction and visual design 108
Technical development and testing 109
App store submission 110
App marketing 110
App maintenance 112
Customer support 113
02 Understanding the mobile consumer 9 FNraeteilvaen aceprpss v vss a wgeenbc aiepsp s 111137
Platform wars 119
Building an app: conclusions 121
Social media and mobile 122
Technology for the sake of technology 10 UMsoerb ijloeu sronceiya la mnded viaal uexe pperroiepnocseit ion 112223
Informing your social media approach 125
Real-world integration 131
User journey and context 11 POoulticreya acnhd, epnlgaangneinmge nt1 a3n1d ego 133
Social measurement 136
Social media advertising 140
Mobile and multi-channel marketing 12 Mobile social media: conclusions 142
Mobile search 145
Defining mobile search 145
User journey examples 13 DSeeasrkctho pen vgsi nmeo obpilteim reizsautlitos n (SEO) 114469
Link building 163
Mobile SEO: conclusions 169
Local intent 17 PPaPiCd fsueanrdcahm entals 117701
PPC considerations 177
Working with PPC agencies 178
Content marketing 17 MMoobbiillee SseEaOrc han: dco PnPcClu swioonrsk ing toget1h8er0 179
Mobile advertising 181
Mobile advertising objectives 182
The stages of the user journey 19 App advertising 182
Ad networks vs media owners 183
Targeting options 184
Value proposition and user journey 22 CMroeabtiilve ea odp fteiaotnusr es 118868
Ad reporting and analytics 188
Mobile advertising: conclusions 190
Augmented reality (AR) and real-world integration 191
Adoption levels 192
Location-based services 194
Location check-ins 195
Quick Response (QR) codes 201
03 technology change and adoption 25 QR codes in perspective 202
Practical applications 204
QR code adoption 204
The most important thing to understand about QR codes 205
Making your QR code beautiful 206
Forty years of radical change 25 PTrhaec tfiuctaul rgeu oidf eQ tRo ucosidnegs QR codes in2 t0h9e real world 208
QR codes: conclusions 210
Near field communication (NFC) 212
Integrated devices 26 The early NFC elephant in the room 214
NFC adoption 214
Mobile payments 215
Smartphone adoption 27 TShhoer itn mteersnseatg oinf gt hsienrgvsic 2e 1(S6MS) 219
SMS is personal 219
Types of SMS communications 220
Global variations 29 SSMMSS sahpopr tli ncokds es 222212
SMS: conclusions 223
Mobile analytics 225
Benchmarking marketing activity 30 TSehteti nmga urvpe lasn oafl yGtiocso gle2 A27nalytics 225
Core reports 227
Multi-Channel Funnels 236
App-specific reports 239
Tracking code 239
Mobile marketing checklists 243
Introduction 245
04 Disruption and integration 34 CChoenccklulissitosn s 224573
References 255
Chapter 2: Understanding the mobile consumer 255
Chapter 3: Technology change and adoption 255
The death of in-store retail 35 CChhaapptteerr 45:: DDiesvriucpest,i opnla atnfodr minst eagnrdat tioecnh nology 225566
Chapter 6: Mobile statistics 256
Chapter 7: The future of mobile 258
Convenience, choice and transparency 36 CChhaapptteerr 91:0 M: Hoobwile t osi tbeus ialdn da nr easpppo nsi2v5e8 design 258
Chapter 11: Social media and mobile 259
Chapter 12: Mobile search 259
Chapter 13: Mobile advertising 260
Chapter 14: Augmented reality (AR) and real-world integration 260
Chapter 15: Quick response (QR) codes 260
Chapter 16: Near field communication (NFC) 261
Chapter 17: Short messaging service (SMS) 261
Chapter 18: Mobile analytics 262
vi Contents
Business culture 36
Single customer view 37
Next step: marketing automation 39
Mobile as a change enabler 39
05 Devices, platforms and technology:
why it doesn’t matter 42
Mobile-compatible is not mobile-optimized 43
Technology challenges 43
Audience segmentation 45
Frictionless technology 45
06 Mobile statistics summary 48
Breakdown of regions 48
Smartphone adoption levels 49
Mobile broadband subscriptions 49
Breakdown of mobile operating systems worldwide 49
QR codes, NFC and other technologies 58
Mobile social media usage by region 59
07 the future of mobile marketing 62
Exponential development 62
Technology as an enabler 64
The near future 65
Frictionless technology 67
The distant future 69
A guaranteed future prediction 69
Part two The tactical toolkit 71
08 Introduction 73
09 Mobile sites and responsive design 74
Start with the fundamentals 74
Mobile site options 76
Contents vii
Mobile design principles: mobile sites vs desktop sites 80
Technology and jargon in perspective 82
What responsive design really means 84
The 3-step quick and dirty guide to a responsive website 84
A user-centred approach to mobile sites 92
Mobile sites: conclusions 101
10 How to build an app 102
Bolstering value proposition 103
The app-building process 105
Specification and wireframing 106
Interaction and visual design 108
Technical development and testing 109
App store submission 110
App marketing 110
App maintenance 112
Customer support 113
Freelancers vs agencies 113
Native apps vs web apps 117
Platform wars 119
Building an app: conclusions 121
11 social media and mobile 122
User journey and value proposition 122
Mobile social media experience 123
Informing your social media approach 125
Real-world integration 131
Policy and planning 131
Outreach, engagement and ego 133
Social measurement 136
Social media advertising 140
Mobile social media: conclusions 142
12 Mobile search 145
Defining mobile search 145
Desktop vs mobile results 146
viii Contents
Search engine optimization (SEO) 149
Link building 163
Mobile SEO: conclusions 169
Paid search 170
PPC fundamentals 171
PPC considerations 177
Working with PPC agencies 178
Mobile SEO and PPC working together 179
Mobile search: conclusions 180
13 Mobile advertising 181
Mobile advertising objectives 182
App advertising 182
Ad networks vs media owners 183
Targeting options 184
Creative options 186
Mobile ad features 188
Ad reporting and analytics 188
Mobile advertising: conclusions 190
14 Augmented reality (AR) and real-world integration 191
Adoption levels 192
Location-based services 194
Location check-ins 195
15 Quick Response (QR) codes 201
QR codes in perspective 202
Practical applications 204
QR code adoption 204
The most important thing to understand about QR
codes 205
Making your QR code beautiful 206
Practical guide to using QR codes in the real world 208
The future of QR codes 209
QR codes: conclusions 210
Contents ix
16 near field communication (nFC) 212
The early NFC elephant in the room 214
NFC adoption 214
Mobile payments 215
The internet of things 216
17 short messaging service (sMs) 219
SMS is personal 219
Types of SMS communications 220
SMS short codes 221
SMS app links 222
SMS: conclusions 223
18 Mobile analytics 225
The marvels of Google Analytics 225
Setting up analytics 227
Core reports 227
Multi-Channel Funnels 236
App-specific reports 239
Tracking code 239
Part three Mobile marketing checklists 243
19 Introduction 245
20 Checklists 247
Mobile marketing strategy 247
Mobile site development 248
Building your app 249
Social media and mobile 251
Mobile search 252
21 Conclusions 253
References 255
Index 263
x
LIst oF FIgURes
Figure 2.1 Google’s Zero Moment of Truth (ZMOT)
handbook 21
Figure 3.1 The DynaTax 8000x: a snip at $3,995 in 1983! 26
Figure 3.2 Smartphone adoption as a percentage of
population 28
Figure 3.3 Smartphone penetration variations 29
Figure 3.4 Baidu: growth in mobile search 2010–2013 31
Figure 3.5 Our Mobile Planet tool 32
Figure 3.6 Consumer Barometer tool 33
Figure 4.1 Achieving a single customer view 38
Figure 6.1 Mobile broadband subscription as a percentage of
smartphone/tablet users 50
Figure 6.2 Mobile operating systems adoption worldwide 51
FigureS 6.3–6.15 Mobile operating systems adoption by world region:
Figure 6.3 Africa 52
Figure 6.4 Asia 52
Figure 6.5 United States of America 53
Figure 6.6 North America 53
Figure 6.7 South America 54
Figure 6.8 Europe 54
Figure 6.9 Eastern Europe 55
Figure 6.10 European Union 55
Figure 6.11 Commonwealth of Independent States (CIS) 56
Figure 6.12 Australia 56
Figure 6.13 Oceania 57
Figure 6.14 Japan 57
Figure 6.15 China 58