Mobile marketing

MOBILE MARKETING

DEFINITION

Mobile marketing is marketing on or with a mobile device, such as a smartphone. Mobile marketing can provide customers with time and location sensitive, personalized information that promotes goods, services and ideas.

HISTORY OF MOBILE MARKETING

In 1876, first telephone introduced by Alexander Graham Bell.
In 1973, first mobile portable handset was invented.
In1992, first text message was sent from computer to mobile phone.
In 1993, first mobile phone that both sends and receives text introduced.
In 2003, first commercial mobile SMS launches. Short codes introduced for used with text message marketing.
In 2005, Nike launched SMS campaigns.
In 2007, 2.4 billion SMS users worldwide.
In 2010, Quick Response (QR) codes started being used in mobile marketing. Cambridge dictionary adds “text” as a verb.
In 2011, mobile marketing becomes a 14 billion dollar industry.
In 2013, Android and iOS dominate market. Payment apps became popular.
Mobile fingerprinting to secure payments. Same day shipping through Amazon and eBay.
In 2014, mobile internet usage overtook desktop internet usage.
In 2015, mobile marketing generated 400 billion $ in sales. Retailers and marketers spent 19.8 billion $.
Beyond mobile phones and tablets, there are around 30 billion connected devices in 2020 and most of them are mobile.

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TYPES OF MOBILE MARKETING

SMS Marketing
Push Notifications
App based Marketing
In-Game Mobile Marketing
Mobile Web Marketing
QR Codes

FEATURES OF MOBILE MARKETING

Omnipresence
Reach
Delivery
Distribution
Affordability
Targeted

NEED FOR OPTIMIZED MOBILE WEBSITE

Mobile website performance is anything that impact the users when they are trying to accomplish a task within a mobile device.
Digitalisation has made the users less patient and they need what they seek instantly.
If your mobile website fails to serve the users within two seconds they would get frustrated.

MOBILE ADVERTISING

Mobile advertising is a type of advertising via mobile devices that appear on phone apps or web pages viewed on a mobile device like a cell phone or tablet. There are many types of mobile ads, including text ads, image or graphic ads, app promotion ads and more. In today’s time, social media platforms are the best place to advertise when it comes to mobile marketing. Like Facebook app ads, Instagram app ads, Twitter app ads etc.

APP STORE OPTIMIZATION (ASO)

ASO, or App Store Optimization is an essential marketing strategy for mobile businesses. It is the process of optimising mobile apps and games to maximize the visibility on the app stores and to improve the conversion rate thereafter.

ASO STRATEGY

The App Store Optimization strategy consists of 3 main processes:

1. Market & Keyword Research
2. Product Page Optimization
3. Tracking & Monitoring

MARKET & KEYWORD RESEARCH

This is the first step of the ASO process, carried out even before launching an app or game. Just like for SEO, keywords optimization is crucial in ASO and in search and explore.

How to select right keywords?

Prepare the initial list of all the keywords related to your app like what your app does, its main features, its characters, what does your app solves, what’s its added value etc.
Use keyword search tools like Annie & Searchman to amplify your list.

PRODUCT PAGE OPTIMIZATION

The next step is to work on the app store product page.

App Name
Create a niche app name.
Make it short and unique.
Include keywords.
No keyword stuffing.
Summarize product.
Highlight key features.
Do not include plural word forms if you have already used the singular.
Do not include keyword already added in the app name.
Avoid mentioning prices.
Include special offers, promotions, latest news or upcoming features.

App Icon
Make a simple and unique icon.
It should give a clear idea of what the app is all about.
Your icon should be visible in any size.
Avoid text.
Test your icon with different backgrounds.

App Video
Upload upto 3 videos (around 30 sec each), displayed before screenshots.
Encourage users to visit the product page.
Autoplay on mute.
Show app experience in an attractive and clear way with visual explanations of the features.

App Screenshots
Display the best features on first 2 screenshots.
Try to work with portrait orientation, so the users can see 2 screenshots in search results instead of just 1.
Make upto 10 screenshots.
Showcase special offers and promos.

TRACKING & MONITORING

It is very important to keep a check on your key performance indicators (KPIs) on daily basis. For e.g.

Keyword rankings
Top charts rankings
Featurings
Reviews & Ratings
Conversion rate to visit / download
Revenue
Competitors

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