CHAPTER 11

Mobile Marketing, Optimization Tactics, and Analytics

MKT309 – Omnichannel Marketing
Presenter:
FPT University
 Chapter Objectives

In this chapter, you will:

• Review the basics of a mobile marketing strategy and identify the
ways you can use mobile devices and networks to achieve your
marketing objectives.
• Review how to select a mobile marketing platform that aligns with
your business and its specific goals and needs.
• Review hybrid models and various features of mobile apps that
can enhance a customer’s mobile experience.
• Explore how to maximize your return on investment through
website optimization tactics, and how to use Key Performance
Indicators (KPIs) in your marketing plan.
• Review various testing methodologies before learning how to
create a unique testing strategy for your business or website.
Mobile Marketing
 Mobile Technology

Mobile Marketing Definition

Mobile Marketing is using mobile devices, networks, and

experiences to achieve marketing objectives in acquisition,
conversion, and retention.

Mobile marketing is a set of practices that enables organizations to

communicate and engage with their audience in an interactive and
relevant manner through and with any mobile device or network.
Mobile marketing provides customers with time and location-
sensitive, personalized information that promotes goods, services
and ideas. Mobile marketing is about adding new levels of utility
that utilize mobile devices.
Mobile Technology (2)

• Technology is an Enabler
• Mobile Marketing is about the Experience
• Mobile Marketing User Behavior Differs
14 Mobile Marketing Tips That
Drive Leads and Sales

1. Make your site mobile friendly

2. Create mobile friendly content
3. Take your brand to mobile users
4. Get local with Google My Business
5. Use text message (SMS) marketing
6. Make your site navigable
7. Add a personal touch
14 Mobile Marketing Tips That
Drive Leads and Sales (2)
8. Create QR codes for quick access
9. Create mobile apps
10. Encourage social engagement
11. Don’t ignore PCs
12. Enable real-time tracking for apps
13. Use multi-channel campaigns
14. Make mobile the heart of your business
 Mobile Website or Mobile
Application

• A mobile website requires connection to the Internet, whereas a

mobile application may function without a live Internet
connection.
• If you need mobile-based features and functionality, a mobile
application may be required.
• Mobile applications must be downloaded and installed on the
mobile device, whereas a mobile website is readily available via
an active Internet connection.
 Mobile Website or Mobile
Application (2)

Advantages of a mobile website over a mobile application include:

• Instant Availability
• Cross-Platform
• Instantly Updated
• Mobile Websites are More-or-Less Permanent
• Lower Cost
• Easily Shared
• Easily Accessible via Search Engines
Mobile Website vs. Desktop
Website

Consider Audience Behavior

Mobile website design planning should address two basic questions:

• What does my target audience want to do?

• In what context and on what platform?

Employ a user-centric design approach. Design content/functionality,

navigation, and graphic layout around the needs of the mobile user.
Mobile Website vs. Desktop
Website (2)
Mobile Website vs. Desktop
Website (3)
Responsive (Adaptive) Design

The site will be determined by a script which detects the visitor’s

viewing platform and then loads the appropriate format – laptop
computer or mobile device.
 Define the Mobile Needs of
your Audience

When defining your mobile website consider:

• What functions will your mobile site audience want or need to

perform?
• What actions would you like them to take?
• What features of the device will they need: GPS, camera, or
orientation (accelerometer)?
• What is the best way to display information: graphically or with text?
• What navigation is necessary?
• What platforms will they be using?

These considerations will ensure that your choices will give your
potential customers a good user experience.
 Mobile Site User Experience
Critique

Share a screenshot with an example of a mobile site or application you

use. What is your experience navigating the mobile site? What
functions or utilities does the application provide for you? What
additional features or resources would be valuable to you?
 Mobile Marketing Planning

You’ll need to ask more focused mobile-centric questions which might

include:

• What platforms will they be using?

• What functions will your mobile audience want or need to perform?
• What actions would you like them to take?
• What features of the device will they need: GPS, camera, or
orientation (accelerometer)?
• What is the best way to display information: graphically or with text?
• What navigation is necessary?
 Elements of a Mobile
Marketing Strategy

Your mobile marketing strategy might include one or more of the

following tactics:
• Mobile Optimized Website
• Mobile Applications
• Mobile Social Media
• Mobile Messaging
• Mobile Display Advertising
• Point-of-Purchase (POP) Technology

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Mobile Marketing Strategy
Mobile Applications or Apps
Mobile Application Definition

Mobile applications (apps) are downloaded and installed on your

mobile device, rather than being rendered within a browser. Users
download apps for a given operating system. The app may pull content
and data from the Internet or it may download the content so that it can
be accessed without an Internet connection.

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Mobile Application vs. Mobile
Website

• Whereas a mobile website consists of browser-based HTML pages

that are linked together and require an active link to the Internet, a
mobile app is downloaded and installed on the users’ mobile device
and, while it can access the Internet, it can function without an
Internet connection, using features of the mobile device.
• A mobile application provides utility beyond that which is or can be
provided by a mobile website.
• A mobile website requires connection to the Internet, whereas a
mobile application may function without a live Internet connection.
• If you need mobile-based features and functionality a mobile
application may be required.
Mobile Application vs. Mobile
Website (2)

Advantages of a mobile application over a mobile website include:

• Makes Use of Native Mobile Device Functionality and Processing

• Does Not Require an Internet Connection
• Provides for an Enhanced Degree of Personalization
• Superiority in Bridging the Offline World with the Online

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 Mobile Experience

A variety of tactics are emerging to give enhanced value to mobile

applications.
• Location or camera-based functionality
• Quick Response (QR) codes
• Augmented reality

This Photo by Unknown Author is licensed under CC BY-NC This Photo by Unknown Author is licensed under CC BY-NC-ND
The Mobile App Design Process

Determine the
Determine the
application’s
functional design
primary context

Define user
Code/develop
interface/usability

Publish and
Test
Promote
 Mobile Marketing Strategy
Activity

Outline your mobile marketing strategy, including a consideration of the

following elements:

• What is the purpose for the mobile application or site?

• What functions will your mobile site audience want or need to
perform?
• What actions would you like them to take?
• For which platform(s) will the site be designed?
• What features and tasks of the mobile site or application?
• What features of the device will they need: GPS, camera, or
orientation (accelerometer)?
• Will the user need to access the internet to use, and if so for what
purpose?
Website Optimization
 What is
Optimization?

Optimization is defined as: Achieving more revenue-generating

actions from the same number of visitors.

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Why is Optimization
Important?
We need to achieve our goals as efficiently as possible making
optimal use of our limited resources while maximizing the profit
potential of the firm.
Conversion Revisited
Recall that conversion is when a visitor to your website completes
a desired conversion action that has measurable value to your
business. Recall also that conversion may take different forms:
• A singular event or action
• A journey comprised of multiple steps
Strategies for Optimizing
Your Content
• Optimize for Relevance
• Optimize for Clarity
• Optimize to Reduce Effort and Anxiety
• Optimize to Reduce Distractions
• Optimize to Enhance a Sense of Urgency
 Additional Readings

•WPBuffs. (2018).
How to Read Google Analytics Reports and Find Huge Opportuniti
es for Improvement.
•Ocreative. (2018). Understanding Your Google Analytics Report.
Barriers to the Customer
Journey - Discussion

What are the biggest barriers to an effective customer journey?

Discuss some of the more troublesome conversion scenarios
you’ve encountered in your online purchasing and elaborate on
how you might have improved the experience. Based on your
personal experience, what techniques or features would you most
likely provide to your audience?
Success Indicators and KPIs
Key Performance Indicators
(KPIs)

A KPI is a measurable value that demonstrates how effectively a

company is achieving key business objectives.
Highly Optimized Conversion
Experience

The following steps and actions represent the prospect’s journey to

becoming a customer:
1. The prospect accesses a search engine, enters desired
keyword phrase and is presented with a PPC ad on the
resultant SERP. He/she clicks on the PPC ad which delivers
them directly to a landing page on your site.
2. They are convinced by the messaging and offer presented in
the landing page and thus clicks the “Buy Now” button, sending
them to the e-commerce shopping cart page.
3. They complete their purchase on the shopping cart, thus
becoming a paid customer.
Highly Optimized Conversion
Experience (2)
Multiple Step Conversion
Experience
 Landing Page Revisited

A landing page is a special page on a website that serves as the

destination page for a particular promotional activity (an ad for
example) or campaign designed to induce and enhance
conversion.

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Landing Page Revisited

Effective landing page Ineffective landing page

characteristics characteristics
Make sure the page loads Visitor has to do additional
quickly searching after arriving at the
page.
Make sure the copy on the page
is relevant and matches the ad Copy on the page does not
content match the ad content.

Make sure the copy contributes Copy on the page does not
to conversion and has a distinct match the keyword phrases
and compelling call-to-action used in the ad (applies mostly to
pay-per-click ads).
When used in concert with a
search engine pay- per-click ad, Slow loading.
include your keyword phrases in
your copy No clear call-to-action.
Testing Methodologies and
Tools for Analytics
 Definition of Testing
Testing means: Comparing a baseline sample against several test
samples.
Why is testing important?
As an integral component of our conversion efforts, we constantly
need to be targeting and testing to achieve optimum results.

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 Determining Your Testing
Methodology

Two common testing methodologies used for website optimization

include:

• A/B testing
• Multivariate testing
 A/B Testing

A/B (A/n testing where “n” is a variable) is a testing methodology

whereby two versions (A and B) are compared, which are identical
except for one variation that might affect a user's behavior. Version
A might be the currently used version (control), while version B is
modified in some respect.
Multivariate Testing

Multivariate is a testing methodology whereby more than one

component of a website may be tested in a live environment:
Define Your Testing Strategy

Monitor &
Measure

Repeat Analyze

Adapt Hypothesize

Prioritize
 Questions to Ask in
Preparation for Testing

• What are my goals?

• How much traffic do I get?
• What are my conversion rates?
• What are my hypotheses for the data?
• What elements do I need to change?
• What will I learn if the alternative is a winner?
Key online metrics

• Visits
• Visitors
• Time on Page
• Time on Site
• Bounce Rate
• Exit Rate
• Conversion Rate
• Engagement
Testing Tools – Sources of
Online Data

• Web server log files

• Landing pages
• Questionnaires and surveys
• Personalization profiles
• Community resources
• Google Analytics
• E-commerce files
• 3rd-party analysis services
Prioritize, Adapt, and Repeat
 Analytics Tools

• Hootsuite used to schedule and measure engagement across multiple

social media platforms
• Hubspot used for email campaign tracking
• Optimizely and Unbounce for measuring optimization activities and
results
 Tracking Codes and
Techniques

• Urchin Tracking Module (UTM) Codes

• Cookies

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Additional Readings

•Eventbrite. (2017).
What’s a Marketing Pixel and Why Should You Care?
•Sculthorp, C. (2017).
UTM Tracking: What Are UTM Codes and How Do I Use Them?
•Data Science Dojo. (2018). What is A/B Testing.