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Optimizing the Mobile Marketing Campaigns for Effectiveness

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 BUSINESS MANAGEMENT AND
SUSTAINABLE DEVELOPMENT GOALS
R E SP ON DI NG TO T H E N E W NOR M A L

Editors
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 Track 2

TECHNOLOGY 5.0
AND SUSTAINABLE
DEVELOPMENT
 Optimizing the Mobile Marketing Campaigns
for Effectiveness
Saurabh Mittal* and Vikas Kumar**
*
Professor, Fortune Institute of International Business, New Delhi
E-mail: sau275@gmail.com
**
Professor, Central University, Mahendragarh, Haryana
E-mail: prof.vikaskumar@gmail.com

ABSTRACT
Online marketing campaigns play an important role in achieving the objectives of the
organizations. Nowadays, a significant portion of marketing budget is spent on the mobile
platforms, hence it becomes important to assess the effectiveness and measure the performance
of the mobile marketing campaigns. Marketers have the responsibility to spread awareness,
attract target customers and get them to complete the intended task and further retain them with
the continued efforts in marketing. There are so many online marketing platforms with many
common and some special features for the advertisers and selecting the right advertisement
platform can be intimidating so that they can meet the desired objectives. These platforms
serve the advertisements on the desktop as well as mobile phone users and offer various metrics
for analysis for campaign optimization. Since it is a comparatively new technique, there is a
need to develop framework for performance analysis of mobile marketing campaigns. Several
marketing effectiveness models like AIDA, AIDAS, Dagmar, AISDALSLove and others exist
but these models suggest the way to figure out the important stages of customer buying cycle
and they are more relevant with the traditional marketing campaigns. For mobile marketing,
there is a need for a comprehensive framework which can guide the mobile marketers
in identification of right set of metrics as per the objectives of the campaign as well as the
customer’s progress in buying cycle.
Keywords: Mobile Marketing, Performance Analysis, Marketing Campaign Performance, Digital
Marketing Performance Analysis

INTRODUCTION
The wireless e-commerce was the attraction for researchers in mobile marketing domain
(Shankar, et al. 2003), but mobile advertising (Shankar & Hollinger, 2007), mobile couponing
(Dickinger & Kleijnen, 2008), and mobile retailing (Shankar et al., 2010) were also preferred
in the initial period. The mobile marketing is a new technological frontier which needs in
depth research as it presents various potential applications in marketing and other business
activities (Ngai & Gunasekaran, 2007; Sadeh, 2002). The affordable mobile phone devices, fast
72 Business Management and Sustainable Development Goals

but cheaper internet connectivity is resulting into growing demand for smart phones around
the world. Use of mobile phones for ecommerce, social networking, content browsing and
entertainment has led the marketers to increase their budgets on mobile marketing along with
the traditional media platforms. Users are spending more time than ever on their favorite
device, the mobile phone. The study conducted by Appannie (2020) found that the people are
spending 3 hours and forty minutes per day on the mobile phones in the year 2019, which is
35% more than the time spent in year 2017 (Appannie, 2020). The total number of Smartphone
owners in the world stood at 2.5 billion in the year 2016, which has already reached 2.9 billion
in the year 2018 and expected to reach the 3.8 billion mark by the year 2021 (Statista, 2019a).
Across the world organisations are increasing their mobile marketing spend and moving
their budget assigned for digital (computer based) marketing towards mobile marketing. The
mobile phones were projected to take around 60.3% of internet based marketing expenditure
and around 23.3% of the overall marketing expenditure in 2018 (Austin et al., 2016). The
marketing budgets are also projected to swell further and allocate more amounts to the mobile
platforms. The marketers have an increased responsibility to justify their investments in
mobile marketing. The advertising organizations; whether online or offline; are using mobile
marketing platforms for achieving their marketing objectives.
The mobile phones started with the SMS and voice calls and today offer multiple channels
for communication with the customers. All the internet based communication channels are
now accessible on the smart phones. Although the mobile screen size is smaller than the
computers, but other unique features make the mobile phones more convenient with the
mobility and increased processing power. For the effectiveness of mobile marketing campaigns,
the marketers need to understand their audience and design marketing content specifically for
the mobile platforms, using SMS/MMS marketing and mobile apps strategically (Marketo,
2016). The most important mobile marketing channels are given below:
• Content Based Marketing (Mobile Website, Blog)
• Content Based Marketing (Mobile App)
• Social Media Marketing
• Search Engine Marketing
• Display Marketing (Banner, Video, Game Based Marketing and In-App Marketing)
• Short Message Services (SMS) Marketing
• E-Mail Marketing

Mobile Marketing Objectives

The organizations need to define the business objectives, strategy and set their marketing
objectives in place. As per the business strategy, the marketers need to identify the marketing
objectives. In marketing performance measurement, marketers need to define the set of
indicators and set the goals for the various metrics (Business Dictionary, 2019). Lewis (1899)
proposed one of the most popular AIDA and various authors suggested alteration to it, in their
studies which are widely utilized for the marketing objectives (Strong, 1925; Lavidge & Steiner,
Optimizing the Mobile Marketing Campaigns for Effectiveness 73

1961; DeLozier, 1976; McGuire, 1978; Colley, 1961). The correctly set targets by marketers
need to be measurable with a clear method for measurement with defined criteria (Belch &
Belch, 2015). As per the literature review related to mobile marketing campaigns, it was found
that the objectives of the mobile marketing campaigns go beyond four stages of Attention,
Interest, Desire and Action.

RESEARCH METHODOLOGY
The marketing strategy and marketing objectives may have some variation as per the
organization and marketer’s profile. An extensive survey of 358 mobile marketers was carried
out to collect the data from the digital marketers. To determine the applicability of these
objectives, with help of questionnaire, the mobile marketers were asked to rate the importance
of these objectives on a scale of 1-5 by the respondents, with 1 representing the ‘not important’
and 5 representing ‘extremely important’. To rank various objectives in terms of importance
mean rating is calculated and tested with the help of one sample t test where the cut off value
is 3 which denotes the natural value.
The fifteen marketing objectives data was analysed to check whether there is any
relationship, commonality or we can merge the fifteen objectives. So, the fifteen marketing
objectives for which the mobile marketing campaigns are launched by the marketers, can be
now clubbed in to six groups. The mobile marketing objectives found on the basis of study
of the mobile marketing platforms and tools, can be matched on these six groups as broader
objectives. This grouping will help in identification of the metrics which are more important
for the marketers for performance measurement of their campaigns. Rotated Component
Matrix for 15 Marketing Objectives loading on the six categories (representing the 6 layers for
Mobile Marketing Campaigns).
On the basis of the variance, the fifteen marketing objectives regressed on to six variables.
These variables represent the six layers of the Six Stage model for mobile marketing campaigns,
namely,
1. Attention
2. Interest
3. Desire
4. Action
5. Customer Loyalty & Retention
6. Other Stakeholder’s response

Relationship Between Marketing Objectives and Mobile Marketing Metrics

Overall results for Pearson correlation between all the fifteen marketing objectives and the
thirty three mobile marketing metrics were calculated. The top ten mobile marketing metrics
for each marketing objective have been highlighted. Frequency of the metrics in the top ten
ranking for the fifteen marketing objectives is also done.
74 Business Management and Sustainable Development Goals

FINDINGS AND CONCLUSION

As the technologies are changing, so are the data available for the various online activities,
thus advance tools will be needed to be able to analyze the performance of mobile marketing
campaigns. As companies become more serious about analyzing the performance of mobile
marketing campaigns, their measurement and tracking mechanisms must be related to
marketing objectives and lead to cost reduction as well as better outcomes. The research
suggests that marketers need to ensure tracking of the mobile marketing metrics and revising
the plans continuously. This research has provided an integrated approach for performance
analysis of the mobile marketing campaigns. The ever growing financial investment in the
mobile marketing campaigns by the organizations throws new challenge on the marketers.
As per the complexity of the campaign, its size, availability of the in-house team, etc., the
marketers need to develop the execution plan. Once campaign is successfully launched, the
marketers need to keep track of their performance. Any fluctuation in these metrics will need
quick response from marketers. The users have been spending more time on their mobile
screens, completing many more tasks. This has resulted in the need for more processing power
as well as privacy concerns for the customers. Relationship of the selection of mobile marketing
objectives with respect to the role of respondent in the digital marketing, digital marketing
budget and mobile marketing share in the overall digital marketing budget and the preference of
the marketing objectives was also analyzed in this research. Referring to the empirically tested
model presented as an outcome of this research, can be helpful in their campaign optimization
efforts of the marketers. Mobile marketers may also consider this framework while selecting
the mobile marketing platforms for their organizations. The framework presented in this
research provides an opportunity to the marketing teams for benchmarking. The right mix of
metrics will provide regular insights to the marketers and they will be able to better optimize
the marketing campaigns and reach the marketing objectives. The marketers can refer to the
model proposed in this analysis for better return for their efforts, investment and time for best
results. The mobile marketers today can use the multiple campaign management platforms to
keep track of the best practices and learn from the examples of the other organizations too.

REFERENCES
Shankar, V., O Driscoll, T., & Reibstein, D. (2003). Rational Exuberance: The Wireless Industry’s Killer”
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Dickinger, Astrid & Kleijnen, Mirella (2008). Coupons going wireless: Determinants of consumer
intentions to redeem mobile coupons. Journal of Interactive Marketing. 22. 23-39. 10.1002/dir.20115.
Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. (2010). Mobile marketing in the retailing environment:
current insights and future research avenues. Journal of interactive marketing, 24(2), 111-120.
Shankar, V., & Hollinger, M. (2007). Online and mobile advertising: Current scenario, emerging trends,
and future directions. Marketing Science Institute, 31(3), 206-207.
 Optimizing the Mobile Marketing Campaigns for Effectiveness 75

Ngai, Eric & Gunasekaran, Angappa (2007). A review for mobile commerce research and applications.
Decision Support Systems. 43. 3–15. 10.1016/j.dss.2005.05.003.
Appannie (2020), State of Mobile 2020, https://www.appannie.com/en/go/state-of-mobile-2020/,
Accessed on 26 November 2021.
Statista (2019a). Number of smartphone users worldwide from 2016 to 2021(in billions). https://www.
statista.com/statistics/330695/number-of-smartphone-users-worldwide/. Accessed on 15 January
2020.
Marketo (2016). What is Mobile Marketing?. https://www.marketo.com/mobile-marketing/. Accessed
on 26 December 2017.
Lewis, E.S.E. (1899). Side talks about advertising. The Western Druggist, 21(2), 65-66.
Business Dictionary (2019). Marketing objectives. http://www.businessdictionary.com/definition/
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Belch, George & Belch, Michael (2009). Advertising and Promotion. An Integrated Marketing
Communication Perspective.

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