Mk4305 mobile marketing

MOBILE MARKETING
ON
SOCIAL NETWORKS

INTRODUCTORY PARAGRAPHS (1 OF 3)
 “Mobile” has been growing with dizzying speed.
 In the few short years since the first edition of this
book was published, this growth has brought about
fundamental changes in the way marketers think
about mobile marketing.
 Such changes include:
• The growing number of people who are mobile only or at
least mobile first in terms of many daily activities.
M O B I L E M A R K E T I N G O N S O C I A L N E T W O R K S 2

 Such changes include: (cont.)
◦ The dominant role of apps in mobile use
◦ The decreasing popularity of consumer check-
in apps
◦ The ability to include location data in postings
on most social platforms
◦ Increasing use of location-based technology in
retail applications
◦ The growing importance of social platforms
and activities on mobile

 Marketers have responded with a “MOBILE FIRST” strategic approach (audience
first?).
 An omnichannel strategy may be the correct way to deal with fragmented markets and
communication channels.
 Home Depot has combined these strategic themes in a new app that aims to improve
customers’ ability to visualize how a paint color will look in their home. See Figure
12.1

FIGURE 12.1 M O B I L E M A R K E T I N G O N S O C I A L N E T W O R K S 5
The Project Color App TV Commercial

MOBILE IN THE LIVES OF
GLOBAL CONSUMERS
 The world is well on its way to
being digital
 Mobile is quickly becoming the
main avenue of access to digital
technology, including the
Internet.
 In order to understand the main
outlines of the mobile economy,
let’s look at a few key questions
about growth and use.M O B I L E M A R K E T I N G O N S O C I A L N E T W O R K S 6

HOW MANY PEOPLE USE MOBILE TO ACCESS THE
INTERNET AND SOCIAL PLATFORMS?
 Mobile has taken hold around the
world, though growth remains
uneven.
◦ Over half the world’s 7.2 billion people
use mobile.
◦ Over 40% use the Internet; over 20 %
have active social media accounts
(Figure 12.2a).
◦ Over 1.6 billion people (23% of the
population) access more than 2 billion
social media accounts on their mobile
phones each month (Figure 12.2b).

FIGURE 12.2A M O B I L E M A R K E T I N G O N S O C I A L N E T W O R K S 8
Global Internet and Social Media Use

FIGURE 12.2B M O B I L E M A R K E T I N G O N S O C I A L N E T W O R K S 9
Global Internet and Social Media Use

WHICH NETWORKS DO THEY ACCESS? (1 OF 2)
 One answer is the same the world over
– FACEBOOK.
 Beyond that, the answer differs
according to the popularity of platforms
in various countries and regions.
◦ Figures 12.3a and 12.3b show a striking
difference between the next most popular
networks globally and in the U.S.
 Globally, 4 of the 6 top platforms are messenger apps.
 WhatsApp is the leading messenger app in India, Brazil
and Mexico, among others, but not in the U.S.

 Cheaper smartphones have greatly
increased usage; for many global
consumers, the phone is their 1st &
only access to the Internet.
◦ They have no inherent loyalty to
platforms like Facebook and Twitter.
◦ They like WhatsApp’s ease of use &
cheaper communications than SMS.
◦ In the U.S., the most popular mobile
social networks are Facebook, Twitter,
Blogger, LinkedIn, Google+, Pinterest,
Reddit, Tumblr, and Instagram.
WHICH NETWORKS DO THEY ACCESS? (2 OF 2)

M O B I L E M A R K E T I N G O N S O C I A L N E T W O R K S 12FIGURE 12.3A
Leading Social Media Platforms Globally

M O B I L E M A R K E T I N G O N S O C I A L N E T W O R K S 13FIGURE 12.3B
Leading Social Media Platforms in the United
States

WHICH DEVICES AND WHICH SERVICES ARE WINNING
AND LOSING IN THE SHIFT TO MOBILE? (1 OF 2)
 Desktop and TV are losing share to other
types of screens.
 Mobile digital time now exceeds desktop
digital time by 51% to 42%.
◦ 55% of mobile data traffic comes from
video.
 Facebook gets 4 billion video views each
day, with 75% coming from phones.
◦ Spending on mobile ads grew 34% in
2014; advertising for desktops grew only
11%.
 Mobile advertising is behind. Mobile ads
represent 24% of digital time but only 8%
of ad dollars spent.

 The trend to mobile has come at the
expense of desktop use (Figure 12.4).
 Except for LinkedIn & Tumblr, mobile
dominates.
 Foursquare and Gowalla were
experiencing major growth a few years
ago.
◦ Foursquare announced it would change its
focus from consumer check in to selling its
location database to app developers that
wish to include location services in their
apps.
WHICH DEVICES AND WHICH SERVICES ARE WINNING
AND LOSING IN THE SHIFT TO MOBILE? (2 OF 2)

M O B I L E M A R K E T I N G O N S O C I A L N E T W O R K S 16FIGURE 12.4
Digital Media Time by Device

Amount of Platform Traffic from Mobile

WHAT PART DO APPS PLAY IN MOBILE USE?
 Apps are playing a major role in the growth of mobile.
◦ January, 2014: users spent more time with mobile apps than accessing the Internet
from desktops.
◦ Social networking represents the largest single category of mobile app use (Figure
12.6a).
◦ Facebook is the most used app (Figure 12.6b).
◦ App usage grew by 76% in 2014; shopping apps showed the highest growth.
◦ Of branded apps, only Starbucks is popular & useful.

Time Spent With Categories of Mobile Apps

Top Mobile Apps in 2014

WHAT KINDS OF ACTIVITIES DO CONSUMERS CONDUCT ON
MOBILE?
 The top two activities are
communications – email and text
messaging.
 But email’s dominance of Internet users’
activities has been taken over by text
messaging.
 The remaining top five activities include
search and participating in social
networking.
◦ The fifth most popular activity is described
as “while watching TV;” about 70% of
users are using mobile devices while
watching TV.

Activities Performed at least Once each Day on
Mobile

MOBILIZING
YOUR
PERSONAL BRAND

Be sure that your website and/or blog are optimized for mobile.
LESSO
N
1
2
3
4
5
How can you mobilize personal branding?
Create a variety of personal branding content.
LESSON
2
Pay attention to sharing and following on social media and
subscribing on email.
LESSON
3
.
Consider a low-key text campaign if you can get the contact
information.
LESSON
4
Double down on monitoring.
LESSON
5

ARE CONSUMERS MAKING PURCHASES ON MOBILE? (1 OF 2)
 Consumers are doing much shopping, but not much purchasing on mobile.
◦ eMarketer describes mobile commerce activities as “upper funnel” activities like
searching, comparing, finding vendors and locations (done on smartphones).
◦ Tablet users more likely to purchase, and more likely to be at home, using tablet like
desktop.
◦ The amount of shopping time on mobile devices is steadily growing; whether a
purchase is made depends mostly on price.

Purchase Channel used by Mobile and Desktop
Purchasers

Local Searches More Likely to Result in
Purchases

 Where mobile shopping is going:
◦ Mobile is becoming increasingly dominant.
◦ Social networking is an important mobile activity.
◦ Communications are more prevalent on mobile than
shopping.
◦ Shopping activities represent the earlier part of the
purchase funnel, where purchases unlikely, but
opportunities to influence the ultimate purchase.
◦ Purchasing is increasing, slowly, in mobile.
◦ The likelihood of purchase differs depending on the
product.
ARE CONSUMERS MAKING PURCHASES ON MOBILE? (2 OF 2)

WHAT WILL THE IMPACT BE OF HAVING A BUY BUTTON
ON SOCIAL NETWORKING SITES?
 Social networks are adding their own buy buttons:
◦ Pinterest added a blue Buy It button next to its red Pin It button.
◦ Facebook added a simple blue Buy button on selected brand pages.
◦ Twitter expanded its own buy button test.
◦ Instagram offered ads with a buy button.
 Its too soon to know how successful direct purchasing on these sites will be.
Predictions?

MOBILE-FIRST STRATEGY
 Omnichannel marketing considers all of these (Figure 12.9).
 Google Now is a sample of this concept.
 The service provides reminders & alerts in the form of cards that appear at the
bottom of the smartphone screen (Figure 12.10).
 Not a separate app, but part of Google search, which learns from your search
history.
 Combines behavioral data with user-supplied information.
 The service supplies information likely to be useful at the right time. A sign of
services to come?
 The growth of mobile has caused marketers to rethink traditional digital approaches.
◦ Schmidt: “Mobile first,” but he was speaking of IT development activity, not marketing
strategy.
◦ Other marketers: audience first; use massive amounts of data to precisely define
target audiences , then define strategies that appeal to it; this is Marketing 101.
◦ But both these approaches fail to recognize the impact of all the channels available to
the consumer, even offline ones.

Elements of OminiChannel Strategy

The Google Now Landing Page

LOCATION-BASED MARKETING (1 OF 2)
 Check-in apps are in decline.
◦ Since 2012, Facebook users have been
able to add their location to posts.
◦ Twitter enables location services through
your smartphone so it can deliver content
and trends, and you can geotag your posts.
◦ Instagram users can create a photomap for
their images.
◦ LinkedIn encourages users to add their
locations to work experiences, making them
searchable by location.

 Marketers have data to target platform users by
location, useful to local marketers.
◦ Retailers are using technology to find when their
customers are near or inside the store, and
provide relevant information to them (Fig. 12.11).
◦ British supermarket chain Tesco, a leader in
loyalty programs, conducted a live experiment
using Bluetooth beacons, offering express lunch
service (Figures 12.12a and 12.12b).
◦ Location-based technology offers great
opportunities for marketers, but carries great risk.
LOCATION-BASED MARKETING (2 OF 2)

Beacon Technology in Retail Stores

M O B I L E M A R K E T I N G O N S O C I A L
N E T W O R K S
37FIGURE 12.12A & 12B
The Tes Express Lunch Promotion Checkout QR Code

MOBILE CUSTOMER EXPERIENCE (1 OF 2)
 What do we mean by customer
experience?
◦ Customer experience (CX) – is not a single event
◦ It is the sum of all customer interactions and the
resulting perceptions of the brand.
◦ This definition implies that CX is an omnichannel
phenomenon; all channels are important in
creating the overall experience.
 If mobile is the first screen for many
people or activities, the mobile
experience becomes paramount; it must
be satisfactory.

 Good customer experience drives customer
loyalty, which drives customer lifetime value.
◦ Forrester Consulting says that the CX is created in
micro-moments throughout the day:
 Want to know: Smartphone users turn to their
phones for brief but important sessions (weather,
chatting).
 Want to go: searches for nearby products,
services, are increasing; 50% result in a store
visit; 18% lead to buys.
 Want to do: 91% of users use phones for
information while completing tasks.
 Want to buy: 82% turn to phones to help with
buying decisions.
MOBILE CUSTOMER EXPERIENCE (2 OF 2)

BEST PRACTICES FOR SOCIAL MOBILE MARKETING
1
2
3
4
5
6
Understand the brand’s target audience and the role mobile plays in their daily
lives and in their shopping habits.
Give consumers complete control of the data they share with brands.
Ensure that information provided to consumers is relevant to their current
circumstances and has the potential to be immediately useful.
As search becomes increasingly important on the mobile arena, marketers need
to take special care that their sites are optimized for mobile search.
Remember that B2B customers are also using mobile and expect content to be
available in mobile formats.
Mobile experience is a key part of overall customer experience. It is often the entry
point to the customer purchase journey and is likely to come into play at various
touchpoints along the journey.

Mk4305 mobile marketing

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Mk4305 mobile marketing