mobile marketing test 2

mobile marketing partnerships

-Competitors -Trade associations -Award programs -Supplier and industry directories -Social media channels must be managed effectively

•The goal of mobile advertising?

-Help connect people who sell products, services, and ideas to consumers via mobile devices •From a marketer's perspective: -Mobile advertising is the practice of paying to place a promotional marketing experience within a publisher's mobile media property •From a publisher's perspective: -It's the practice of monetizing their mobile media content

unsoliciting text (punishment)

-Marketers can be fined up to $1500 per unsolicited text

•Considerations to plan the delivery of mobile advertising:

-Media planning for the multiscreen experience -Choosing the right network -Achieving effective creative placement -Ad types -Timing -Post-campaign measurement and analysis -Targeting - demographic and contextual

QR codes (quick response)

-Mobile coupons can be sent via text or QR code and redemption rates can be measured accurately •When a QR Code is scanned by a smartphone, the information in the image triggers a series of digital events and experiences for users: -Take a person to a website -Trigger a phone call -Connect with a live chat agent -Save contact information into an address book -Generate actionable data for the marketer

Ad types

-Mobile display -Video -Audio -Mobile activation -Branded apps -Location-based advertising

utilize customer feedback

-Rate the app -Provide feedback -Take a survey -Interact with a customer service agent through a message center more customer interaction = better success

mobile fraud / ethics

-State and federal government regulations have been created to guard against unethical behavior. •Retailers Family Dollar and Nordstrom used facial recognition software to record customer gender, race and mood, without customer approval.

types of mobile ad experiences

-Text: The "search" function is a great example of a text advertising experience on Google or Yahoo! -Display:Static or animated image banners. -Rich Media: Interactive advertising experiences that may combine text, images, audio and video. -Audio: Audio clips specifically designed for promoting goods, services or a message. -Video: Video clips specifically designed for promoting goods, services or a message. -Incentivized Media: A form of rich media or video advertising that offers incentives, free credits, coupons or related rewards for completing a desired action or set of actions.

CanSpam Act of 2003

Act allows direct marketing email messages to be sent to anyone, without permission, until the recipient explicitly requests that they cease (opt-out).

in app measurement(3)

Mobile ad campaigns are tracked and measured

5 diff mobile advertising players

people buyers (agencies/marketers) sellers enablers associates

what type of in app tools can you use

push notifications

digital with traditional

digital uses content (provide value to viewer) traditional wants just sales

when don't push notifications work

do not disturb opt out

•Performance advertising

driving and measuring immediate ad engagement.

mobile video ads

growing by 33%

ways to use proximity

• physical location of a user in relation to brand •benefits include: better relationship marketing opportunities with customers, increasing ROI and a captured consumer market ex: weather related alerts (shampoo) •Local search on mobile often leads to a store purchase

rules for texting to customers

•An important opt-in reminder! -You need to ask for and receive explicit permission from users to opt them into a subscription service •Never buy lists of phone numbers and send texts!

consistent messaging for ads

•Build the list slowly over time •Start with one opt-in message and customer engagement •Only send relevant messages to list members -Texts should be similar in content to original message when subscribers first opted in

Ad Placement/platforms

•Creative placement can be as simple as using good keywords for a pay-per-click campaign. •A more complex approach involves overtaking a competitor directly through mobile conquesting. -Ads are shown to a competitor's customers when they are ready to buy from the competitor -Ads can also be placed next to acompetitor's ads -Conquesting can also be done with geo-fencing and audience targeting based on purchases that prospects have made from competitors. platforms: ecosystems

activating QR codes

•Eight steps to create a QR code 1.Create a plan. What will the QR code do? 2.Sourcing a QR Code generator. Many free ones online 3.Create a code. Go to Google's ZXingand create a code using your school's website 4.Test the code 5.Promote the code with media 6.Make content shareable 7.Track the results 8.Explore other uses and options

location data - how to utilize it

•Location enables a marketer to provide a user with the right message at the right time -Retailers can detect if a user is inside a store •If inside a store, users can be rewarded with special offers or capabilities -Messages can be sent to users near a store who are using GPS on their phone •A pizza restaurant can send coupons to users who drive by the store -A store with multiple locations can use mapping to help users find the closest store •1/3 of consumers won't share their location

primary fitness devices / wearable tech

•The 5th screen, wearables like smartwatches and fitness trackers, is a fast-growing category and one of the newest advertising channels. 90% of our screen time is spent in front of one or more of four screens

COPPA (Children's Online Privacy Protection Act)

•The Children's Online Privacy Protection Act (COPPA) is meant to protect the identities and privacy of kids 13 years old and younger online.