You just received word from your project client that they would like an update of where your team is with your project.? Working individually, plea

Mobile Tactics for Spindrift: An Update

Spindrift has an excellent opportunity to reimagine their mobile marketing platform due to their existing online presence and loyal customer base. Four tactics in particular are promising and include an improved mobile site, targeted e-mail campaign, mobile application, and community- based social media efforts. Successful implementation of these tactics will help improve user engagement, brand loyalty, and a frictionless experience for customers.

It is not enough to just have a mobile site; Spindrift must capitalize on the opportunity to engage with the user journey and reprioritize content for mobile users and embrace responsive design. At present, the Spindrift mobile site is good, but not great. The few differences between the web and mobile sites are a side menu on mobile, as opposed to a banner menu. Additionally, the mobile site provides a highly accessible link to Spindrifts drink selection. However, Spindrift could do more to connect their mobile users to other engagement points like providing easy access to social media buttons or adding a more visible link to their cocktails section of their website. If a mobile user is accessing the site because they are shopping for Spindrift, they may also want to see what other ingredients they may need to buy from the store. Spindrift should also dive deeper into the possibilities of responsive design. Daniel Rowles in Mobile Marketing defines responsive design as “developing one site that will display appropriately for each device it is viewed on.” This is opposed to building unique sites for different devices, and cuts down on upgrade costs. Additionally, responsive sites provide a great user experience and for that reason are preferred by Google and other search engines according to Ventura. Another benefit with responsive design is flexibility (Mobile 1st). Because responsive websites are not device-specific, Spindrift is less bound by device and has more opportunity to design a website that can be accessed by multiple devices.

Beyond their website, Spindrift has the opportunity to bulk up their email engagement. Despite asking for customer’s emails, Spindrift does not appear to use their contacts for engagement purposes. By creating messages that reach customers with valuable information and emotional appeals, Spindrift can touch their consumer in another place to say front of mind and relevant. Some emotional appeals that could work well for Spindrift include: hope/optimism, curiosity, and self-improvement (SocialMediaToday). Additionally, Spindrift could consider using email as a way of distributing coupons or announcing new flavor releases. Mail Chimp reports an average click through rate for e-coupon emails of 2.23%. For Restaurants, the closest industry to food and beverage, this number was much lower at 1.34%. While a higher click through rate is not necessarily a sign of success, it is one metric available to evaluate possible content. By distributing emotionally appealing and value-providing content in the form of a coupon, Spindrift can leverage its existing customer records as an additional communication channel with customers.

Applications have grown in relevance and serve as great potential connection points with customers. For Spindrift to be successful with a mobile application, you must have interest and buy-in from existing customers and provide value far beyond what is available on the mobile site. Seltzer water is a relatively low involvement purchase for many consumers, which does not make the product an ideal candidate for an app. However, there is opportunity through

gamification to put forward an engaging and valuable app to customers. Similar to Starbucks, Spindrift could look to deploy an app-based rewards system that tracks and rewards top Spindrift consumers (Clevertap). By scanning a QR code on the can, users could gain points and access to swag or discounts as they gain points for purchasing the beverages. Additionally, Spindrift could provide users statistics about their drinking careers, such as the number of real fruits a customer has consumed in their lifetime of Spindrift drinking. Or, what farms and charities their purchases have supported. Depending on the complexity of the app, Spindrift may want to deploy a native app that can handle more complexity and is easily accessible through the app stores (Clearbridge Mobile). Interest could be gauged by launching a lower-cost web-based app, but the lack of features may impair the success to a fatal degree if the app cannot deliver enough value.

Lastly, social media serves as a great opportunity for Spindrift to connect with two niche communities that consume the seltzer: people who drink it as an alcohol alternative and people who drink it as cocktail mixer. These groups may appear to be in conflict with one another, but can be served very relevant content that meets their needs. By utilizing Socialmention.com, our team identified two subreddits that independently can engage the two communities. The first is r/Gin, a subreddit where users discuss different Gins and cocktail recipes, occasionally mentioning Spindrift as a mixer. The other is r/stopdrinking, where users can encourage each other on their sober journeys and share products that help them navigate sobriety. Both subreddits offer opportunities for social listening and customer feedback, essential pieces in a successful social media presence. Creating sharable and engaging content will keep customers invested in the brand and extend reach through a digital version of word of mouth advertising. Beverage company Innocent does this through cute packaging and witty and relatable copy (Moondust Agency).

By utilizing a combination of these mobile tactics, Spindrift can expand their brand reach beyond the point of purchase to engage and re-engage customers. Though a large upfront cost, deploying a multi-channel mobile strategy like this one protects Spindrift from future mobile disruptions and provides content flexibility.

References

[Infographic] A Guide to Mobile App Development: Web vs. Native vs. Hybrid. (2018). Retrieved 8 February 2021, from https://clearbridgemobile.com/mobile-app-development- native-vs-web-vs-hybrid/

Dibenedetto, M. (2020). The Best Marketing Campaigns From the Food & Beverage Sector — Moondust Social Media & Content Agency. Retrieved 8 February 2021, from https://www.moondustagency.com/knowledge-center/best-food-beverage-social-campaigns

Email Marketing Benchmarks | Mailchimp. (2019). Retrieved 8 February 2021, from https://mailchimp.com/resources/email-marketing-benchmarks/

Insights About Responsive Web Design in Mobile Marketing By Mobile1st. (2016). Retrieved 8 February 2021, from https://mobile1st.com/responsive-web-design/

Jain, A. (2020). 7 of the Best Examples of App Gamification | CleverTap. Retrieved 8 February 2021, from https://clevertap.com/blog/best-examples-of-app-gamification/

Responsive vs. Adaptive Website Design – Ventura Web Design. Retrieved 8 February 2021, from https://www.venturawebdesign.com/responsive-vs-mobile-website-design/

Rowles, D. (2017). Mobile Marketing (2nd ed.). London: Kogan Page Limited.

Spindrift – Social Mention search. (2021). Retrieved 8 February 2021, from http://socialmention.com/search?q=Spindrift&t=all&btnG=Search&start=15

Walker-Ford, M. (2021). 11 Email Design Trends to Improve Your Email Marketing Strategy in 2021 [Infographic]. Retrieved 8 February 2021, from https://www.socialmediatoday.com/news/11-email-design-trends-to-improve-your-email- marketing-strategy-in-2021-in/593521/

Second Edition

Mobile Marketing

How mobile technology is revolutionizing marketing, communications and advertising

Daniel Rowles

Contents

Cover Title Page Contents List of figures Foreword Acknowledgements Dedication

Introduction Looking in the wrong direction Focus on the user journey The human element Disruption Back to basics

PART ONE Mobile marketing in perspective

01 Introduction

02 Understanding the user journey Technology for the sake of technology User journey and context Mobile and multi-channel marketing A multi-screen journey User journey examples Local intent Content marketing The stages of the user journey Content mapping Value proposition and user journey

03 Technology change and adoption Forty years of radical change Integrated devices

Smartphone adoption Global variations Benchmarking marketing activity

04 Disruption and integration The death of in-store retail Convenience, choice and transparency Business culture Single-customer view Next step: marketing automation Mobile as a change enabler

05 Devices, platforms and technology: why it doesn’t matter Mobile-compatible is not mobile-optimized Technology challenges Audience segmentation Frictionless technology

06 The future of mobile marketing Exponential development Technology as an enabler The near future Making things easier The distant future A guaranteed future prediction

PART TWO The tactical toolkit

07 Introduction

08 Mobile sites and responsive design Start with the fundamentals Mobile site options Mobile design principles: mobile sites vs desktop sites Technology and jargon in perspective What responsive design really means The three-step quick and dirty guide to a responsive website A user-centred approach to mobile sites Mobile sites: conclusions

09 Mobile and e-mail Focusing on mobile users Focusing on relevance E-mail and the user journey Selecting an e-mail service provider Gaining opt-ins and building a list List segmentation E-mail templates and design E-mail marketing: conclusions

10 How to build an app Bolstering value proposition The app-building process Specification and wireframing Interaction and visual design Technical development and testing App store submission App marketing App maintenance Customer support Freelancers vs agencies Native apps vs web apps Platform wars Building an app: conclusions

11 Social media and mobile User journey and value proposition Mobile social media experience Informing your social media approach Policy and planning Outreach, engagement and ego Social measurement Social media advertising Mobile social media: conclusions

12 Mobile search Defining mobile search Desktop vs mobile results Search engine optimization (SEO)

Link building Mobile SEO: conclusions Paid search PPC fundamentals PPC considerations Working with PPC agencies Mobile SEO and PPC working together Mobile search: conclusions

13 Mobile advertising Mobile advertising objectives App advertising Ad networks vs media owners Targeting options Creative options Mobile ad features Ad reporting and analytics Mobile advertising: conclusions

14 Augmented reality (AR) and virtual reality (VR) Augmented reality in perspective Adoption levels Beyond visual AR Virtual reality in perspective Virtual reality and mobile Virtual reality and 360 images Virtual reality innovation Augmented and virtual reality: conclusions

15 Quick response (QR) codes QR codes in perspective Practical applications QR code adoption The most important thing to understand about QR codes Making your QR code beautiful (well, less ugly anyway) Practical guide to using QR codes in the real world QR codes: conclusions

16 Location-based devices and beacons

Location-based services Location check-ins Integrated data The opportunity of beacons Beacon adoption: conclusions

17 Near field communication (NFC) and mobile payments Near field communication Mobile payments

18 Instant messenger (IM) apps and short messaging service (SMS) IM vs SMS in perspective SMS is personal Types of SMS communications SMS app links IM bots and live chat IM and SMS: conclusions

19 Mobile analytics The marvels of Google Analytics Setting up Analytics Core reports Multi-Channel Funnels Tracking code

PART THREE Mobile marketing checklists

20 Introduction

21 Checklists Mobile marketing strategy Mobile site development Building your app Social media and mobile Mobile search

22 Conclusions

References Index

Copyright

List of figures

FIGURE 2.1 The sales funnel FIGURE 2.2 Avinash Kaushik’s See, Think, Do, Care framework FIGURE 3.1 The DynaTAC 8000x: a snip at $3,995 in 1983 FIGURE 3.2 Smartphone adoption as a percentage of population FIGURE 3.3 Smartphone penetration top countries FIGURE 3.4 Consumer Barometer tool FIGURE 3.5 Global digital statistics FIGURE 4.1 Achieving a single-customer view FIGURE 6.1 Microsoft HoloLens: augmented reality wearable technology FIGURE 8.1 Effective responsive sites FIGURE 8.2 WordPress software FIGURE 8.3 Website built in WordPress using downloadable responsive theme FIGURE 8.4 Website built in WordPress on an iPhone FIGURE 8.5 Mobile design and development: key elements of user-centred approach FIGURE 8.6 Example wireframe in Balsamiq Mockups FIGURE 9.1 Using an ESP to preview e-mail display on various e-mail clients FIGURE 9.2 Using Google URL builder to generate tracking code for an e-mail

campaign FIGURE 9.3 Considering each step in the user journey and going beyond a last-click

mentality FIGURE 9.4 Previewing your e-mail’s appearance on a wide range of clients and

devices using Litmus.com FIGURE 9.5 The easy-to-use interface for sending A/B split-test campaigns using

MailChimp.com FIGURE 11.1 Google Trends: search for the word ‘iPhone’ FIGURE 11.2 Google Trends: word comparison FIGURE 11.3 Analysis of a Twitter account using Klear FIGURE 11.4 Klout: social media influence scoring platform FIGURE 11.5 Influential Twitter users on the topic of starting a business FIGURE 11.6 Facebook: the impact on audience size of boosting a post FIGURE 12.1 Google’s Mobile-Friendly test FIGURE 12.2 Mobile search: results based on location term FIGURE 12.3 Mobile search: results based on user location

FIGURE 12.4 Selecting mobile trends in the Keyword Planner FIGURE 12.5 Keyword variations and volumes of searches on mobile devices FIGURE 12.6 Google Trends: comparing search terms FIGURE 12.7 Search engine optimization: key elements of the page FIGURE 12.8 Page title: main line of the Google search result FIGURE 12.9 Open Site Explorer from Moz.com FIGURE 12.10 Mobile paid search in Google FIGURE 12.11 Google AdWords: adjusting bids according to device FIGURE 13.1 IAB Mobile Rising Stars ad units FIGURE 14.1 The Marriot Blippar beermat FIGURE 14.2 ‘Blipped’ beermat launching interactive experience FIGURE 14.3 The Oculus Rift (PC-based) and Gear VR (mobile phone-based)

headsets FIGURE 14.4 The Google Cardboard VR headset FIGURE 15.1 QR code for Mobile Marketing FIGURE 15.2 QR code with embedded image and gradient of colour FIGURE 15.3 QR code with image merged into the code FIGURE 16.1 An Estimote beacon in a retail environment FIGURE 17.1 Business cards with embedded NFC chips (MOO) FIGURE 17.2 NFC-enabled print ad in Wired magazine FIGURE 18.1 Bank of America: SMS for easy app download FIGURE 18.2 Facebook Messenger bots FIGURE 19.1 Devices: volume of mobile visitors and devices used FIGURE 19.2 Visitor Flow report: how mobile users travel through your site FIGURE 19.3 Advanced Segments report: mobile vs other site traffic FIGURE 19.4 Acquisition + Search Console: search term analysis FIGURE 19.5 Acquisition + Advanced Segments: social media traffic analysis FIGURE 19.6 Goal Report + Advanced Segments: completed mobile vs desktop

goals FIGURE 19.7 Multi-Channel Funnels: understanding the user journey

Foreword

It’s clear that mobile devices are having a profound impact not only on how we communicate on a daily basis, but also on how we interact and engage with individuals and organizations of all types.

At the Chartered Institute of Marketing (CIM) we see time and time again that practitioners, and those studying business of any type (whether they consider themselves marketers or not), need a better understanding of the digital landscape. We also see that landscape changing incredibly quickly and that mobile is playing a major part in this.

In this fast-changing environment, knowledge of both the strategic impact and the tactical issues around mobile marketing will become increasingly important, particularly as this naturally overlaps into areas such as social media.

Daniel has worked extensively with CIM, helping our members and customers to navigate their way through this exciting and fast-moving environment. He is a respected authority on all things digital and as such is the ideal guide for your mobile marketing journey.

Chris Daly, Chief Executive, CIM

Acknowledgements

There are many people who have encouraged and assisted me in writing this book and I have named a few of them here.

Firstly, to the small and perfectly formed Target Internet team. Very special thanks to Susana, our incredible commercial director, without whom we wouldn’t have the successful business we have today (she is also a dab hand at back-office admin!). Thanks to Ciaran for motivating and cajoling me to keep things on track generally, and for letting me steal his ideas (particularly on the future of mobile in the transport industry. I’m not so grateful for his obsession with QR codes!). Thank you to Marie for her tireless efforts in making my ramblings into professional-looking content every month. Many thanks to Hemangi for her incredible hard work and expertise in building our technical assets. Thank you to Pete, our newest team member, for making me realize I need to up my game in writing and for constantly giving us a fresh and engaging tone.

Another huge thank you to the very inspirational and talented Jonathan Macdonald for making the introduction that led to this book (and its second edition!). The free wine is on me next time we spend 12 hours in an airport lounge.

And finally, a massive thank you to all of you who read this book, visit Target Internet, listen to the Digital Marketing podcast, follow me on Twitter and very kindly give me an audience with whom to engage and share my ideas.

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.

Introduction

Mobile is not a channel like social media, outdoor advertising or search; it is something that impacts all of the other marketing channels, both online and offline. It is a fundamental shift in human behaviour that we need to understand, and we need to adjust how we operate accordingly. We can’t separate ‘mobile marketing’ from other marketing activity, and therefore the very term itself can be misleading. Mobile Marketing is dead!

This book aims to be a practical guide to understanding and using mobile marketing for organizations of different types and sizes around the globe. However, in order to do this, we need to start by defining what we really mean by mobile marketing.

Looking in the wrong direction The most common mistake made in mobile marketing is to focus on the device. When we focus on the smartphone or tablet that someone is using we instantly start to look in the wrong direction. I’ll explain why.

How big does a phone need to get before it becomes a tablet? What about if my laptop has a touchscreen? Does it then become a tablet? What if my tablet has a keyboard? Is it still a mobile device? The reality is that the merging and extremely fast evolution of mobile devices is already out of date by the time we have adjusted to it.

What we need is a strategy and an implementation plan that allow us to make maximum use of the technology available without getting bogged down with the devices we are planning for (although we will address device planning later in this book).

Focus on the user journey Mobile marketing is actually all about understanding the user journey. Understanding what individuals (even when acting as part of larger organizations) want to achieve. This could be anything from educating themselves to booking a cinema ticket, but whatever the objective, we need to understand how the technologies that make up mobile marketing can be used to help achieve the goals of an individual.

The human element

Our mobile devices are by nature very personal to us. We carry them with us, use them when we are moving from place to place and they help make our lives easier (or at least should do!) If I try and broadcast generic marketing messages through your mobile device they are even less likely to work than through other channels. Generally speaking, when you are on a mobile device you have less time, you are focused on a specific goal and you are ‘in the moment’. And this is exactly why mobile marketing is so essential and requires us to think about marketing in a very different way.

Disruption As you work through this book you’ll learn about the practicalities of building apps, mobile websites and technologies like near field communication (NFC). All we are really doing, though, is arming ourselves with tools for a world where the shift in marketing has been profound.

We’ll explore how media consumption has radically changed, how people are using multiple screens at once (think how often you watch TV without a smartphone to hand) and how the idea of a mobile device starts to become obsolete when you are wearing those devices (we’ll explore this later too).

So what can we do in such a fast-changing and disruptive market? We focus on the basics.

Back to basics I’ve worked with many of the world’s largest and fastest-changing organizations over the last 18 years, advising them how they can best use digital technologies to achieve their business objectives. No matter what the topic, be it social media search optimization or e-mail marketing (both of which are part of mobile marketing), I always come back to basics. Set your objectives, understand your target audience, select the appropriate tools, channels and content and then deploy, test and learn. Mobile marketing is absolutely essential and mobile marketing is dead.

How to get the most out of this book

The book is split into three key parts.

Part One Mobile marketing in perspective

This part will give you an understanding of who the mobile consumer is, a core view of the

technology involved and how it impacts you, and finally, how to set objectives for your mobile marketing.

Part Two Tactical toolkit

This part explores the core technologies, techniques and tools involved in mobile marketing. Here we explore things like mobile payments, mobile sites, apps and NFC. Jump straight to this section if you need some hands-on tips and techniques.

Part Three Checklists This short and final section will help you set a mobile strategy and make sure you aren’t missing anything. It comprises some practical checklists and a step-by-step planning tool for creating your mobile strategy. You can also get all the latest on mobile marketing by visiting http://www.targetinternet.com/mobilemarketing.

PART ONE Mobile marketing in perspective

01 Introduction

It’s very easy to start thinking about mobile marketing from the perspective of the tactics we are planning to implement: that great idea for an app, a beautifully designed responsive website or a clever idea for using mobile payments. The reality, just with any digital marketing activity, is that it’s generally a very good idea to take a step back and fully understand what we are trying to achieve and the environment we are working in.

Part One therefore is all about understanding the broader environment we are working in. It will help you understand who the mobile consumer is, get a core view of the technology involved and finally show you how to set objectives for your mobile marketing.

This core knowledge will help you inform your strategy before you start to embark on the tactical journey of implementing your mobile marketing campaigns (which is covered in detail in Part Two).

Although this section explores some of the latest statistics and developments in mobile marketing, we also acknowledge that this is a fast-paced environment with constant change. For that reason, we have pointed out numerous resources along the way, as well as compiling the best of these on our website.

This first part of the book is also here to stop you wasting time and money by highlighting some of the key risks of mobile marketing. It is very easy to be seduced by new technologies that offer fantastic creative opportunities. However, without the grounding of how this fits into an overall strategy and a clear measurement framework to tie things back to our objectives, there is huge potential to be very busy without being productive in any way.

I still see, on an almost daily basis, Facebook pages for the sake of Facebook pages and mobile apps for the sake of apps. This generally starts in one of two ways. Either somebody senior says, ‘Why don’t we have an app? Go make an app!’ or somebody comes up with a half-baked idea that starts its life without any proper planning. The end results are generally disappointing and costly. This then gives the impression that mobile is costly, complicated and ineffective. In reality, any marketing done in this way is generally a disaster.

This section, however, is not about looking at the negative. It’s all about embracing

the huge and exciting potential that mobile marketing offers and doing so in a risk- mitigated way. This will help you make the most of your resources and should save you a lot of stress.

What Part One will help you do

Make sure you have a clear view of the environment you are working in. Understand how mobile makes up part of the user journey. Set your objectives and understand the mobile technologies that might help you achieve these objectives. Highlight some of the key risks you will face along your mobile marketing journey. Understand how to cope with a fast-changing environment and see how our website can help you stay up to date and on top of the latest developments: http://www.targetinternet.com/mobilemarketing.

02 Understanding the user journey

We can now interact with businesses from pretty much anywhere we have some form of internet connection. On the bus, travelling by train or whilst walking along. This image of mobile marketing being all about mobility in its purest sense is often used, but defies the reality of how we are actually using mobile devices in the majority of cases. Most mobile usage is done at home, in the office or somewhere else stationary, and most of it is about ‘me’ time (Gevelber, 2016).

So if it’s actually not about using your phone when moving, why is Hotels.com’s ‘Hotel Booked in Freefall’ video (TheJTHolmes, 2011) so successful (attracting over 1 million views in YouTube at time of publishing) and often quoted as a great example, as it is in Google’s excellent Mobile Playbook.

Well, first of all it’s a fun and engaging concept that grabs your attention. Somebody trying to book a hotel room on a phone whilst jumping out of a plane is a fairly extreme idea! However, it achieves its objectives as a piece of marketing because it demonstrates and reinforces a key value proposition. That is the idea that Hotels.com makes it quick and easy to book hotels.

This alignment with value proposition and what the consumer actually wants is essential, and although it sounds obvious, is more often than not completely missed in mobile marketing campaigns. The reason that this basic concept of alignment with consumer requirements is missed is that we (or the partners and agencies we work with) are blinded by the technology and creative options.

The consumer and business-to-business

Very often when we talk about ‘mobile consumers’ we immediately start to think about somebody buying a product in a shop or a website. However, I think we should look at the consumer in a broader context, and part of this will include anyone that is engaging with our mobile marketing in some way.

For this reason, when we talk about the mobile consumer, we will also be considering those making business-to-business (B2B) purchasing decisions. Clearly the requirements of somebody checking the reviews of a movie are very different to those of somebody checking information on the supplier they are about to meet, but they do hold the same principle in

common. That is, that we need to understand what this consumer is trying to achieve and in what context.

In many cases mobile marketing is dismissed in the B2B environment as something that is more suited to business-to-consumer (B2C) marketing, but I would argue that the whole point of mobile is its personal nature and the need to understand the target audience’s objectives and context.

Business users mix their personal and business time on mobile devices, and with social platforms like LinkedIn it is possible for this line to become even further blurred. For example, I may be relaxing and staying up to date with my social contacts and I may be looking at the LinkedIn app as part of this.

We clearly need to look at B2B and B2C marketing differently, but many of the same core principles apply. At the core of this is understanding our target users’ needs and context, then using mobile marketing to service these needs and making sure they align with our business objectives.

Technology for the sake of technology Just because we can build an app doesn’t mean we should (in fact you really need to think about mobile sites before apps in the majority of cases, but more on that later). Using technology inappropriately without setting objectives or having a clear business case is nothing new.

From my experience, the majority of business Twitter and Facebook accounts are set up with little

Collepals.com Plagiarism Free Papers

Are you looking for custom essay writing service or even dissertation writing services? Just request for our write my paper service, and we'll match you with the best essay writer in your subject! With an exceptional team of professional academic experts in a wide range of subjects, we can guarantee you an unrivaled quality of custom-written papers.

Get ZERO PLAGIARISM, HUMAN WRITTEN ESSAYS

Why Hire Collepals.com writers to do your paper?

Quality- We are experienced and have access to ample research materials.

We write plagiarism Free Content

Confidential- We never share or sell your personal information to third parties.

Support-Chat with us today! We are always waiting to answer all your questions.