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Lecture 6 - Email and Mobile Marketing

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28 views19 pages

Lecture 6 - Email and Mobile Marketing

I

Uploaded by

Rafeh Gillani
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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MMW226493

Digital Marketing, Analytics


and Storytelling with Data
MMW226474

Digital Marketing and


Social Media
Week 6:
Email and Mobile
Marketing
Agenda
• Email marketing
• Basics
• Call to action
• Emails - Technical design & obstacles
• Mobile marketing
• Mobile devices - unique facets
• Mobile marketing & technology
• Location services
• Introduction to IoT
What is email marketing?

• The act of sending out emails to both current


and prospective customers
• Direct emails – Emails sent directly to current &
potential customers
• Retention emails – Emails sent to current
customers
• Ad-embedded emails – Marketing ads placed
within emails
• What makes you open an email?
The Art of Email Marketing (1/2)
• Set objectives à Create mailing lists à Create messages à Technical
test (including A/B testing)à Send à Report à Evaluate
• “From” line; “From address”; Subject line; content etc.
The Art of Email Marketing (2/2)
• Branding – familiarity, authenticity,
consistency, personality and
distinction
• Use of logos, layout, imagery,
videos, call to action and visual
anchors, text, links and certain
sensitive words
• Some useful metrics – bounce rate,
open rate, click through rate,
unsubscribed customers, email
forwards
• Email marketing platforms – why?
Call to Action

• Eye- catching design


• In line with branding
• WIIFM?
• Establishing the purpose - be
honest (what happens if you click
the link?)
• You must have a specific and
relevant landing page!
Emails - Technical Design
• Best Practices
• Test your email on a variety of platforms
• Don’t use too many images
• Know basic HTML
• Be consistent with the template
• Consider mobile
• Put link in the right places
• Tracking codes
• Technical Obstacles
• Image blocking or missing images
• Different email clients, servers and rendering engines
• Broken links
• Different file types and attachments
Mobile Marketing
Defining Mobile Marketing – How it evolved
• Mobile marketing is focusing on the mobile channel as a tool to improve
consumer relationship to brands - Nysveen et al. (2005)
• A set of practices that enables organisations to communicate and engage
with their audience in an interactive and relevant manner through any
mobile device or network - Mobile Marketing Association (2009)
• M-commerce, m-marketing, m-advertising, m-consumer, m-business, m-
services - Varnali and Toker (2010)
• Mobile marketing strives to influence brand attitudes and build brand
equity in the long run - Grewal et al (2016)
Comparison of media in marketing

Robayo et al (2017)
Mass marketing v/s mobile marketing

Robayo et al (2017)
Mobile marketing – Unique facets
• Personal single user
• Primary means of communication – always on
• Strong emotional attachment – always with you
• Built-in payment system – easy to make transactions
• Close integration of social media, retail and communication
• It’s mobile
• Creates so many consumer-brand touch points and micro moments (a tiny
moment in time a brand can interact with a consumer)
• Provides accurate audience measurements
• Captures social context of media consumption
How to reach your audience – Touchpoints
Applications of these touch points
• GPS – Google maps, Waze etc.
• Camera – Snapchat filters, Asos search etc.
• Barcodes & QR codes – NHS COVID-19 app, Vaccine Passport
• Augmented reality and virtual reality – Pokemon Go, Virtual try on –
Loreal, IKEA AR app etc.
• Maps – Google Maps, Waze, Uber etc.
• App based marketing – better than mobile sites?
• Push notifications – reminders, incentives to complete an action etc.
• Personal assistants – Siri, Google, Alexa etc.
• Fingerprint scanners and facial recognition technology – ethical
concerns?
• Heart rate sensors – Fitbit, Apple Watch etc.
• Device synchronisation – A double-edged sword
Location Services
• 90% of smartphone users have location services enabled (Kaplan, 2016)
• Geo marketing:
• Offers - Groupon, WoWcher etc.
• Games – Pokemon Go, In-game advertising
• Social media – Snapchat, Facebook etc.
• Search engines and Maps
• What else?
• Geo – targeting à Using locations to target people
• Geo – conquesting à Driving customers from competitors using
location-based ads
• Geo – fencing àUsing GPS to create a boundary that lets software trigger
responses when a potential customer enters your competitor’s “territory”
• Mobile location data à Leveraging a device’s past visitation history
The Internet of Things (IoT)
• What “things” can you connect to the internet?
• Cars
• Central Heating Systems
• Games Consoles
• Refrigerators
• Locks
• Light bulbs
• CCTV cameras
• What else?
• Consumers may use phones to control these
• What are the marketing opportunities?
Over to you - Time to reflect

• The biggest learning point(s) you personally gained from this


session.
• Anything that you still need to look further into
• Any final thoughts, comments or questions?

Thank you for your engagement.


References
• Grewal, D., Bart, Y., Spann, M. and Zubcsek, P.P. 2016. Mobile advertising: a framework and research agenda. Journal of Interactive
Marketing, Vol. 34, pp.3–14.
• Nysveen, H., Pedersen, P.E. and Thorbjørnsen, H. 2005. Intentions to use mobile services: antecedents and cross-service comparisons.
Journal of the Academy of Marketing Science, Vol. 33, No. 3, pp.330–346.
• Mobile Marketing Association. 2009. MMA Updates Definition of Mobile Marketing [online] http://www.mmaglobal.com/news/mma-
updates-definition-mobile-marketing (accessed 29 December 2018).
• Robayo, O., Montoya, L. & Rojas-Berrio, S. 2017. Mobile marketing: conceptualisation and research overview. Revisita Espacios, 38 (61), pp.
26-41
• Varnali, K., & Toker, A. 2010. Mobile marketing research: The state-of-the-art. International Journal of Information Management. 30, pp.
144-151

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