i Mobile Marketing How mobile technology is revolutionizing marketing, communications and advertising Daniel Rowles ii Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and author cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the ma- terial in this publication can be accepted by the editor, the publisher or the author. First published in Great Britain and the United States in 2014 by Kogan Page Limited Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the under-mentioned addresses: 2nd Floor, 45 Gee Street 1518 Walnut Street, Suite 1100 4737/23 Ansari Road London EC1V 3RS Philadelphia PA 19102 Daryaganj United Kingdom USA New Delhi 110002 www.koganpage.com India © Daniel Rowles, 2014 The right of Daniel Rowles to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988. ISBN 978 0 7494 6938 2 E-ISBN 978 0 7494 6939 9 British Library Cataloguing-in-Publication Data A CIP record for this book is available from the British Library. Library of Congress Cataloging-in-Publication Data Rowles, Daniel. Mobile marketing : how mobile technology is revolutionizing marketing, communications, and advertising / Daniel Rowles. pages cm ISBN 978-0-7494-6938-2 (pbk.) – ISBN 978-0-7494-6939-9 (ebook) 1. Internet marketing. 2. Internet advertising. 3. Mobile commerce. 4. Mobile communication systems. 5. Telemarketing. I. Title. HF5415.1265.R69 2013 658.8’72–dc23 2013032118 Typeset by Graphicraft Limited, Hong Kong Print production managed by Jellyfish Printed and bound in Great Britain by CPI Group (UK) Ltd, Croydon, CR0 4YY iii 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. iv THIS PAGE IS INTENTIONALLY LEFT BLANK Contents Contents v List of Figures x Foreword xiii Acknowledgements xiv Introduction 1 v Looking in the wrong direction 1 Focus on the user journey 2 The human element 2 Disruption 2 Back to basics 3 Mobile marketing in perspective 5 Introduction 7 Understanding the mobile consumer 9 Contents Technology for the sake of technology 10 User journey and context 11 Mobile and multi-channel marketing 12 User journey examples 13 Local intent 17 Content marketing 17 The stages of the user journey 19 Value proposition and user journey 22 Technology change and adoption 25 Forty years of radical change 25 Integrated devices 26 Smartphone adoption 27 Global variations 29 Benchmarking marketing activity 30 Disruption and integration 34 The death of in-store retail 35 Convenience, choice and transparency 36 List of figures x BSiunsginlee scsu sctuolmtuerre view 3367 Next step: marketing automation 39 Mobile as a change enabler 39 Foreword xiii DMeovbicilees-,c polmatpfoatrimblse ains dn otet cmhnooblioleg-yo:p wtimhyi ziet dd oesn’t 4m3atter 42 Technology challenges 43 Audience segmentation 45 Acknowledgements xiv Frictionless technology 45 Mobile statistics summary 48 Breakdown of regions 48 Smartphone adoption levels 49 Mobile broadband subscriptions 49 QR codes, NFC and other technologies 58 Mobile social media usage by region 59 The future of mobile marketing 62 Exponential development 62 Introduction 1 TTehceh nneoalor gfuy tausr ea n enab6le5r 64 Frictionless technology 67 The distant future 69 A guaranteed future prediction 69 The tactical toolkit 71 Introduction 73 Mobile sites and responsive design 74 Start with the fundamentals 74 Part one Mobile marketing in perspective 5 MMoobbiillee sdietesi gonp tpiorinnsc ipl7es6: mobile sites vs desktop sites 80 Technology and jargon in perspective 82 What responsive design really means 84 The 3-step quick and dirty guide to a responsive website 84 A user-centred approach to mobile sites 92 Mobile sites: conclusions 101 How to build an app 102 Bolstering value proposition 103 01 Introduction 7 The app-building process 105 Specification and wireframing 106 Interaction and visual design 108 Technical development and testing 109 App store submission 110 App marketing 110 App maintenance 112 Customer support 113 02 Understanding the mobile consumer 9 FNraeteilvaen aceprpss v vss a wgeenbc aiepsp s 111137 Platform wars 119 Building an app: conclusions 121 Social media and mobile 122 Technology for the sake of technology 10 UMsoerb ijloeu sronceiya la mnded viaal uexe pperroiepnocseit ion 112223 Informing your social media approach 125 Real-world integration 131 User journey and context 11 POoulticreya acnhd, epnlgaangneinmge nt1 a3n1d ego 133 Social measurement 136 Social media advertising 140 Mobile and multi-channel marketing 12 Mobile social media: conclusions 142 Mobile search 145 Defining mobile search 145 User journey examples 13 DSeeasrkctho pen vgsi nmeo obpilteim reizsautlitos n (SEO) 114469 Link building 163 Mobile SEO: conclusions 169 Local intent 17 PPaPiCd fsueanrdcahm entals 117701 PPC considerations 177 Working with PPC agencies 178 Content marketing 17 MMoobbiillee SseEaOrc han: dco PnPcClu swioonrsk ing toget1h8er0 179 Mobile advertising 181 Mobile advertising objectives 182 The stages of the user journey 19 App advertising 182 Ad networks vs media owners 183 Targeting options 184 Value proposition and user journey 22 CMroeabtiilve ea odp fteiaotnusr es 118868 Ad reporting and analytics 188 Mobile advertising: conclusions 190 Augmented reality (AR) and real-world integration 191 Adoption levels 192 Location-based services 194 Location check-ins 195 Quick Response (QR) codes 201 03 technology change and adoption 25 QR codes in perspective 202 Practical applications 204 QR code adoption 204 The most important thing to understand about QR codes 205 Making your QR code beautiful 206 Forty years of radical change 25 PTrhaec tfiuctaul rgeu oidf eQ tRo ucosidnegs QR codes in2 t0h9e real world 208 QR codes: conclusions 210 Near field communication (NFC) 212 Integrated devices 26 The early NFC elephant in the room 214 NFC adoption 214 Mobile payments 215 Smartphone adoption 27 TShhoer itn mteersnseatg oinf gt hsienrgvsic 2e 1(S6MS) 219 SMS is personal 219 Types of SMS communications 220 Global variations 29 SSMMSS sahpopr tli ncokds es 222212 SMS: conclusions 223 Mobile analytics 225 Benchmarking marketing activity 30 TSehteti nmga urvpe lasn oafl yGtiocso gle2 A27nalytics 225 Core reports 227 Multi-Channel Funnels 236 App-specific reports 239 Tracking code 239 Mobile marketing checklists 243 Introduction 245 04 Disruption and integration 34 CChoenccklulissitosn s 224573 References 255 Chapter 2: Understanding the mobile consumer 255 Chapter 3: Technology change and adoption 255 The death of in-store retail 35 CChhaapptteerr 45:: DDiesvriucpest,i opnla atnfodr minst eagnrdat tioecnh nology 225566 Chapter 6: Mobile statistics 256 Chapter 7: The future of mobile 258 Convenience, choice and transparency 36 CChhaapptteerr 91:0 M: Hoobwile t osi tbeus ialdn da nr easpppo nsi2v5e8 design 258 Chapter 11: Social media and mobile 259 Chapter 12: Mobile search 259 Chapter 13: Mobile advertising 260 Chapter 14: Augmented reality (AR) and real-world integration 260 Chapter 15: Quick response (QR) codes 260 Chapter 16: Near field communication (NFC) 261 Chapter 17: Short messaging service (SMS) 261 Chapter 18: Mobile analytics 262 vi Contents Business culture 36 Single customer view 37 Next step: marketing automation 39 Mobile as a change enabler 39 05 Devices, platforms and technology: why it doesn’t matter 42 Mobile-compatible is not mobile-optimized 43 Technology challenges 43 Audience segmentation 45 Frictionless technology 45 06 Mobile statistics summary 48 Breakdown of regions 48 Smartphone adoption levels 49 Mobile broadband subscriptions 49 Breakdown of mobile operating systems worldwide 49 QR codes, NFC and other technologies 58 Mobile social media usage by region 59 07 the future of mobile marketing 62 Exponential development 62 Technology as an enabler 64 The near future 65 Frictionless technology 67 The distant future 69 A guaranteed future prediction 69 Part two The tactical toolkit 71 08 Introduction 73 09 Mobile sites and responsive design 74 Start with the fundamentals 74 Mobile site options 76 Contents vii Mobile design principles: mobile sites vs desktop sites 80 Technology and jargon in perspective 82 What responsive design really means 84 The 3-step quick and dirty guide to a responsive website 84 A user-centred approach to mobile sites 92 Mobile sites: conclusions 101 10 How to build an app 102 Bolstering value proposition 103 The app-building process 105 Specification and wireframing 106 Interaction and visual design 108 Technical development and testing 109 App store submission 110 App marketing 110 App maintenance 112 Customer support 113 Freelancers vs agencies 113 Native apps vs web apps 117 Platform wars 119 Building an app: conclusions 121 11 social media and mobile 122 User journey and value proposition 122 Mobile social media experience 123 Informing your social media approach 125 Real-world integration 131 Policy and planning 131 Outreach, engagement and ego 133 Social measurement 136 Social media advertising 140 Mobile social media: conclusions 142 12 Mobile search 145 Defining mobile search 145 Desktop vs mobile results 146 viii Contents Search engine optimization (SEO) 149 Link building 163 Mobile SEO: conclusions 169 Paid search 170 PPC fundamentals 171 PPC considerations 177 Working with PPC agencies 178 Mobile SEO and PPC working together 179 Mobile search: conclusions 180 13 Mobile advertising 181 Mobile advertising objectives 182 App advertising 182 Ad networks vs media owners 183 Targeting options 184 Creative options 186 Mobile ad features 188 Ad reporting and analytics 188 Mobile advertising: conclusions 190 14 Augmented reality (AR) and real-world integration 191 Adoption levels 192 Location-based services 194 Location check-ins 195 15 Quick Response (QR) codes 201 QR codes in perspective 202 Practical applications 204 QR code adoption 204 The most important thing to understand about QR codes 205 Making your QR code beautiful 206 Practical guide to using QR codes in the real world 208 The future of QR codes 209 QR codes: conclusions 210 Contents ix 16 near field communication (nFC) 212 The early NFC elephant in the room 214 NFC adoption 214 Mobile payments 215 The internet of things 216 17 short messaging service (sMs) 219 SMS is personal 219 Types of SMS communications 220 SMS short codes 221 SMS app links 222 SMS: conclusions 223 18 Mobile analytics 225 The marvels of Google Analytics 225 Setting up analytics 227 Core reports 227 Multi-Channel Funnels 236 App-specific reports 239 Tracking code 239 Part three Mobile marketing checklists 243 19 Introduction 245 20 Checklists 247 Mobile marketing strategy 247 Mobile site development 248 Building your app 249 Social media and mobile 251 Mobile search 252 21 Conclusions 253 References 255 Index 263 x LIst oF FIgURes Figure 2.1 Google’s Zero Moment of Truth (ZMOT) handbook 21 Figure 3.1 The DynaTax 8000x: a snip at $3,995 in 1983! 26 Figure 3.2 Smartphone adoption as a percentage of population 28 Figure 3.3 Smartphone penetration variations 29 Figure 3.4 Baidu: growth in mobile search 2010–2013 31 Figure 3.5 Our Mobile Planet tool 32 Figure 3.6 Consumer Barometer tool 33 Figure 4.1 Achieving a single customer view 38 Figure 6.1 Mobile broadband subscription as a percentage of smartphone/tablet users 50 Figure 6.2 Mobile operating systems adoption worldwide 51 FigureS 6.3–6.15 Mobile operating systems adoption by world region: Figure 6.3 Africa 52 Figure 6.4 Asia 52 Figure 6.5 United States of America 53 Figure 6.6 North America 53 Figure 6.7 South America 54 Figure 6.8 Europe 54 Figure 6.9 Eastern Europe 55 Figure 6.10 European Union 55 Figure 6.11 Commonwealth of Independent States (CIS) 56 Figure 6.12 Australia 56 Figure 6.13 Oceania 57 Figure 6.14 Japan 57 Figure 6.15 China 58