Digital Marketing

Unit – 4
Content Marketing & Mobile Marketing
CONTENT MARKETING
Content marketing is a strategic marketing approach focused on creating and
distributing valuable, relevant, and consistent content to attract and engage a target
audience. The goal of content marketing is to build brand awareness, establish authority,
nurture relationships with customers, and drive profitable actions.
Content marketing is an effective way to build brand loyalty, establish thought
leadership, and drive organic traffic to your website. It focuses on providing value to the
audience, fostering trust, and ultimately influencing purchasing decisions.

Key elements of content marketing include:

1. Audience Understanding:
• Identify and understand your target audience, including their needs, preferences,
and challenges.
• Create buyer personas to guide content creation that resonates with specific segments
of your audience.
2. Content Strategy:
• Develop a comprehensive content strategy that aligns with your business goals.
• Define the types of content you will create (blog posts, videos, infographics, podcasts,
etc.) and the channels through which you will distribute them.
3. High-Quality Content Creation:
• Produce valuable, informative, and engaging content that addresses the interests and
pain points of your target audience.
• Strive for originality, relevance, and consistency in your content.
4. Multichannel Distribution:
• Distribute your content across various channels, including your website, social
media platforms, email newsletters, and other relevant outlets.
• Adapt your content to suit the preferences and behaviors of your audience on
different platforms.
5. Search Engine Optimization (SEO):
• Optimize your content for search engines to improve its visibility in search results.
• Use relevant keywords, create compelling meta descriptions, and ensure your
content is accessible and user-friendly.
6. Social Media Engagement:
• Leverage social media platforms to share and promote your content.
• Engage with your audience, respond to comments, and participate in conversations
to build a community around your brand.
7. Email Marketing:
• Incorporate content into your email marketing strategy to nurture leads and maintain
relationships with existing customers.
• Provide valuable content in newsletters, updates, and targeted campaigns.

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 1 of 20

 Digital Marketing
8. Measurement and Analysis:
• Use analytics tools to track the performance of your content marketing efforts.
• Monitor key metrics such as website traffic, engagement, conversion rates, and social
media interactions to assess the impact of your content.
9. Consistency and Persistence:
• Consistency is crucial in content marketing. Regularly publish high-quality content
to maintain audience engagement.
• Be persistent in your efforts, as content marketing is a long-term strategy that
requires ongoing commitment.
10. Adaptation and Evolution:
• Stay updated on industry trends and changes in consumer behavior.
• Adapt your content strategy based on analytics, feedback, and emerging
opportunities to continuously improve and meet the evolving needs of your
audience.

Advantages of Content Marketing

Content marketing offers various advantages for businesses and brands, contributing
to their overall marketing strategy. Here are some key advantages:
1. Builds Brand Awareness: Content marketing allows businesses to showcase their
expertise and personality, helping to build brand awareness. Consistent and valuable
content helps establish a brand presence in the minds of the target audience.
2. Establishes Authority and Credibility: By consistently producing high-quality and
informative content, businesses can position themselves as industry experts. Establishing
authority and credibility enhances trust with the audience and can lead to increased
brand loyalty.
3. Drives Organic Traffic: Content that is optimized for search engines (SEO) can attract
organic traffic to a website. Regularly updated and relevant content helps improve search
engine rankings, making it easier for potential customers to discover your brand.
4. Generates Leads: Content marketing provides opportunities to capture leads through
various channels. Content assets like ebooks, whitepapers, and webinars can be used as
lead magnets, attracting potential customers and encouraging them to share their contact
information.
5. Nurtures Customer Relationships: Content helps maintain ongoing communication
with customers, nurturing relationships over time. Email newsletters, blog updates, and
social media content keep the brand in the minds of existing customers, potentially
leading to repeat business.
6. Cost-Effective Marketing: Compared to traditional advertising, content marketing can
be cost-effective, especially in the long term. Quality content continues to attract and
engage audiences over time without the need for constant ad spend.
7. Adaptable and Versatile: Content can take various forms, including blog posts, videos,
infographics, podcasts, and more. This versatility allows businesses to adapt their content
strategy to different platforms and audience preferences.

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 2 of 20

 Digital Marketing
8. Measurable Results: Analytics tools provide insights into the performance of content
marketing efforts. Marketers can track key metrics, such as website traffic, engagement,
conversion rates, and customer retention, to assess the effectiveness of their content
strategy.

Disadvantages of Content Marketing

While content marketing offers numerous advantages, it's important to be aware of
potential challenges and disadvantages associated with this strategy. Here are some
drawbacks to consider:
1. Time-Intensive: Creating high-quality content, maintaining a consistent publishing
schedule, and engaging with your audience can be time-consuming. It may take time to
see significant results from your content marketing efforts.
2. Requires Consistency: Success in content marketing relies on consistency. It's not a one-
time effort but an ongoing commitment. Maintaining a regular publishing schedule can
be challenging for businesses with limited resources or competing priorities.
3. Quality Over Quantity: The quality of content is crucial for success. Producing low-
quality or irrelevant content can harm your brand reputation. Maintaining a high
standard of content can be challenging, especially when trying to meet tight deadlines.
4. Content Overload for Consumers: Consumers are often bombarded with an
overwhelming amount of content daily. There's a risk that your content may get lost in
the noise if it doesn't offer something truly valuable or unique.
5. Measurement and Attribution Challenges: It can be challenging to attribute specific
business outcomes directly to content marketing efforts. Metrics such as brand awareness
and thought leadership are important but can be difficult to quantify in terms of their
impact on the bottom line.
6. Adapting to Algorithm Changes: Platforms like search engines and social media
networks frequently update their algorithms, affecting how content is discovered and
ranked. Adapting to these changes and staying abreast of algorithm updates requires
ongoing effort and flexibility.
7. Dependency on External Platforms: Businesses often rely on external platforms (social
media, search engines) to distribute their content. Changes in algorithms, policies, or the
popularity of certain platforms can impact the visibility of your content.
8. Resource Requirements: Content marketing may require a range of resources, including
skilled writers, designers, and marketing professionals. Smaller businesses with limited
resources may find it challenging to invest in these talents.

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 3 of 20

 Digital Marketing
Generating Content Ideas
Generating content ideas is a crucial aspect of content marketing. Here are several
strategies to help you consistently come up with creative and engaging content ideas:
1. Understand Your Audience: Start by understanding your target audience's needs,
preferences, and challenges. Create content that addresses their pain points and provides
value.
2. Industry News and Updates: Stay informed about industry news, trends, and updates.
Share your insights or provide commentary on relevant industry developments.
3. Customer Feedback: Pay attention to customer feedback, comments, and reviews.
Identify common themes or questions raised by your audience and create content that
addresses those concerns.
4. Keyword Research: Use keyword research tools to identify relevant topics and trending
keywords in your industry. Addressing popular search queries can improve the
discoverability of your content.
5. Competitor Analysis: Analyze the content produced by your competitors to identify
gaps or areas where you can provide unique perspectives. Don't copy but use it as
inspiration to create better or different content.
6. Social Media Listening: Monitor social media platforms to understand what topics are
trending and what questions your audience is asking. Engage in conversations and
observe the types of content that resonate with your audience.
7. Evergreen Content: Create evergreen content that remains relevant over time. Topics
that address fundamental concepts or provide foundational knowledge are valuable in
the long term.
8. Interviews and Guest Posts: Conduct interviews with industry experts, thought leaders,
or influencers. Allow guest contributors to share their perspectives on your platform.
9. Case Studies and Success Stories: Showcase real-life examples of success stories or case
studies related to your products or services. Highlighting the positive experiences of
your customers can build trust.
10. Seasonal and Holiday Themes: Tailor your content to fit seasonal themes or holidays.
Create special promotions, themed content, or festive campaigns.
11. Content Repurposing:
Repurpose existing content into different formats (e.g., turn a blog post into a video or
podcast episode). Revisit and update older content to keep it relevant and valuable.
12. Interactive Content: Create quizzes, polls, surveys, or interactive infographics to engage
your audience. Interactive content can increase user participation and interaction.
13. Industry Surveys and Research:
Conduct surveys or research within your industry and share the findings. Original
research can position your brand as an authority and provide valuable insights.
14. User-Generated Content: Encourage your audience to create and share content related
to your brand. Feature user-generated content as part of your content strategy.
15. Trending Topics: Stay informed about trending topics on social media and in your
industry. Create content that aligns with current conversations to capitalize on the latest
trends.

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 4 of 20

 Digital Marketing
Content Strategy and Planning
Planning a long-term content strategy involves a structured approach to create,
distribute, and measure the impact of your content over an extended period

Steps involved in planning a long-term content strategy

1. Define Your Objectives: Clearly outline your long-term business goals and how content
marketing will contribute to achieving them. Define specific, measurable, achievable,
relevant, and time-bound (SMART) objectives.
2. Understand Your Audience: Develop detailed buyer personas based on demographics,
behaviors, challenges, and preferences. Understand the buyer's journey and align your
content to address their needs at each stage.
3. Conduct a Content Audit: Evaluate your existing content to identify gaps, successful
pieces, and areas for improvement. Determine which content aligns with your long-term
goals and which may need updating or repurposing.
4. Content Types and Formats: Identify the types of content that resonate with your
audience (blog posts, videos, infographics, podcasts, etc.). Consider creating a diverse
mix of content to cater to different preferences and learning styles.
5. Content Calendar: Develop a content calendar outlining the topics, formats, and
publishing schedule. Plan content themes, seasonal campaigns, and promotions in
advance to maintain consistency.
6. Distribution Channels: Determine the channels through which you will distribute your
content (website, blog, social media, email, etc.). Tailor your content for each platform to
maximize engagement.
7. SEO Integration: Integrate SEO best practices into your content strategy to improve
search engine rankings and increase organic visibility. Optimize metadata, use relevant
keywords, and focus on creating valuable, shareable content.

Content Creation
Content creation involves the process of developing and producing valuable,
relevant, and engaging material for a specific target audience. Whether it's written, visual,
or interactive, creating content requires careful planning and execution.

Importance of Content Creation

1. Establishing Brand Identity: Content allows businesses to convey their values, mission,
and unique selling propositions. It contributes to the formation of a distinctive brand
identity that resonates with the target audience.
2. Building Trust and Credibility: High-quality, informative content helps establish the
expertise and authority of a brand in its industry. Consistently delivering valuable
content builds trust with the audience and positions the brand as a reliable source of
information.
3. Engaging the Audience: Compelling and relevant content captures the attention of the
audience and keeps them engaged. This engagement is crucial for maintaining a
connection with customers and prospects over time.

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 5 of 20

 Digital Marketing
4. Driving Traffic to Websites: Well-optimized content, especially when focused on
relevant keywords, can improve a website's search engine rankings. This, in turn, drives
organic traffic, increasing the visibility of the brand and its offerings.
5. Lead Generation: Content serves as a powerful tool for lead generation. Whether
through blog subscriptions, gated content, or newsletter sign-ups, valuable content can
attract potential customers and capture their contact information.
6. Enhancing Social Media Presence: Social media platforms thrive on content. Regularly
sharing valuable and shareable content enhances a brand's presence on social media,
increases follower engagement, and potentially expands the reach through shares and
likes.
7. Adapting to Changing Consumer Behavior: Consumers increasingly rely on online
content to inform their decisions. Adapting to this shift in behavior by providing
valuable content helps businesses stay relevant and meet the evolving needs of their
audience.
8. Fostering Customer Loyalty: Content isn't only for acquiring new customers; it's also
crucial for maintaining relationships with existing ones. Regular communication
through newsletters, updates, and relevant content strengthens the bond between a
brand and its customers.
9. Educating and Informing: Content is an effective way to educate your audience about
your industry, products, and services. Providing information helps potential customers
understand the value of what you offer and how it meets their needs.
10. Differentiating from Competitors: In a competitive market, content can be a key
differentiator. Unique and valuable content sets a brand apart, helping it stand out from
competitors and attract a distinct audience.
11. Adapting to Trends: Content creation allows businesses to stay relevant by
addressing current trends, challenges, and topics of interest. This adaptability helps
maintain a fresh and updated image in the eyes of the audience.

Building A Content Creation Framework

1. Define Objectives and Goals:
• Clearly articulate your business objectives and goals for content marketing.
• Align these goals with broader marketing and business strategies.
2. Audience Research and Persona Development:
• Conduct thorough research to understand your target audience.
• Develop detailed buyer personas that guide your content creation efforts.
3. Content Audit and Inventory:
• Review existing content to identify gaps and assess performance.
• Create an inventory of current content assets, categorizing them based on relevance
and effectiveness.
4. Keyword Research:
• Conduct keyword research to identify relevant topics and phrases.
• Incorporate high-value keywords into your content strategy for improved search
engine visibility.

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 6 of 20

 Digital Marketing
5. Content Types and Formats:
• Identify the types of content that resonate with your audience (blog posts, videos,
infographics, webinars, etc.).
• Determine the formats that align with your brand and communication style.
6. Content Calendar:
• Develop a content calendar outlining the publishing schedule, topics, and formats.
• Plan ahead for special campaigns, promotions, and seasonal content.
7. Content Creation Workflow:
• Establish a streamlined workflow for content creation, involving ideation, creation,
editing, and approval processes.
• Define roles and responsibilities within your content team.
8. Style Guide and Brand Consistency:
• Develop a style guide to maintain consistency in tone, voice, and visual elements.
• Ensure that all content aligns with your brand guidelines.
9. Optimize for SEO:
• Incorporate on-page SEO elements, including relevant keywords, meta titles, and
meta descriptions.
• Optimize images and multimedia content for search engines.
10. Review and Approval Process:
• Implement a thorough review and approval process to maintain content quality.
• Ensure content accuracy, clarity, and alignment with brand messaging.
11. Promotion Strategy:
• Develop a strategy for promoting your content across various channels (social
media, email, influencers, etc.).
• Leverage both organic and paid promotion methods.
12. Engagement and Interaction:
• Encourage audience engagement through comments, shares, and feedback.
• Actively respond to audience interactions to foster a sense of community.
13. Monitoring and Analytics:
• Utilize analytics tools to monitor content performance.
• Track key metrics such as website traffic, engagement, conversion rates, and social
media metrics.
14. Iterate and Optimize:
• Regularly review performance data to identify areas for improvement.
• Iterate on your content strategy based on what resonates best with your audience.
15. Training and Skill Development:
• Provide training for your content team on best practices, industry trends, and
relevant tools.
• Invest in skill development to ensure your team stays current in their expertise.
16. Documentation and Knowledge Sharing:
• Document your content creation framework and processes.

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 7 of 20

 Digital Marketing
• Facilitate knowledge sharing among team members to ensure consistency and
efficient
Extending the Value of Your Content Through Repurposing
Repurposing content is a strategic way to extend its value and reach a broader audience. It
involves taking existing content and adapting it for use in different formats or platforms.

Here are some effective ways to repurpose content:

1. Create Different Formats:
- Turn a blog post into a podcast episode.
- Convert a webinar into a series of short video clips.
- Transform a series of social media posts into an infographic.
2. Update and Refresh:
- Revise and update old blog posts to include new information or perspectives.
- Create follow-up content to address changes or developments in your industry.
3. Content Bundling:
- Compile related blog posts into an e-book or whitepaper.
- Group a series of videos into a comprehensive online course.
4. Social Media Adaptation:
- Share snippets or key points from longer content on social media platforms.
- Turn static content into engaging social media stories or carousels.
5. Visual Content Transformation:
- Turn statistics or data from a report into visually appealing infographics.
- Create engaging slideshows or presentations based on existing content.
6. Interactive Content:
- Turn static content into quizzes, polls, or interactive webinars.
- Transform written content into engaging, interactive multimedia experiences.
7. Localization and Personalization:
- Customize content for different audiences or regions.
- Translate content into different languages to reach a global audience.
8. User-Generated Content:
- Encourage your audience to create content based on your original material.
- Curate and showcase user-generated content that complements your brand.

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 8 of 20

 Digital Marketing
Content Promotion
Content promotion is the process of getting your content in front of your target audience.
Content promotion can include sharing content via email, social media, paid advertising,
content syndication, backlinks, and influencer marketing.

Effectively promoting content is crucial to reaching your target audience and driving
engagement. Here are some strategies to help you promote your content successfully:
1. Leverage social media:
• Share your content on popular social media platforms where your audience is active.
• Craft compelling captions and use eye-catching visuals to increase engagement.
2. Collaborate with Influencers:
• Partner with influencers in your industry to extend your content's reach.
• Influencers can help amplify your message and lend credibility to your content.
3. Email Marketing:
• Build and nurture an email subscriber list.
• Send targeted email campaigns to your subscribers, sharing your latest content.
4. Content Syndication:
• Republish your content on reputable platforms or niche websites.
• Use content syndication networks to reach a broader audience.
5. Optimize for SEO:
• Use relevant keywords in your content to improve search engine visibility.
• Optimize meta titles, descriptions, and alt text for images to enhance discoverability.
6. Paid Advertising:
• Invest in paid advertising on platforms like Google Ads or social media.
• Target specific demographics to ensure your content is seen by the right audience.
7. Engage in Online Communities:
• Participate in relevant forums, groups, or communities.
• Share your content where appropriate and engage in discussions.
8. Utilize Visual Content:
• Create visually appealing graphics, infographics, or videos to accompany your
content.
• Visual content tends to capture attention and is more shareable.
9. Utilize Cross-Promotion:
• Partner with other businesses or content creators for cross-promotion.
• Share each other's content with your respective audiences.

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 9 of 20

 Digital Marketing
Content Amplification
Content amplification refers to the process of increasing the reach and visibility of your
digital content (such as blog posts, videos, social media posts, etc.) to a larger and more
targeted audience through various promotional techniques and channels. It is an essential
component of digital marketing strategies because it helps you get your message in front of
the right people at the right time, ultimately driving brand awareness, engagement, and
conversions.
Here are some key reasons why content amplification is important for digital marketing
strategies:
1. Increased Reach: Content amplification enables your content to reach a broader audience
than it would organically. By using various promotion tactics, you can extend the reach
of your content to people who may not have come across it otherwise.
2. Targeted Exposure: Effective content amplification allows you to target specific audience
segments based on demographics, interests, behaviors, and other factors. This ensures
that your content is seen by individuals who are more likely to be interested in your
products or services.
3. Improved Engagement: When you amplify your content through the right channels, it
can lead to increased engagement in the form of likes, shares, comments, and click-
throughs. This engagement not only boosts your content's visibility but also builds a
sense of community around your brand.
4. Brand Authority: Consistently sharing valuable and relevant content through
amplification helps establish your brand as an authority in your industry or niche. When
people see your brand as a trusted source of information, they are more likely to engage
with and trust your products or services.
5. Lead Generation: Content amplification can be an effective way to generate leads. By
directing traffic to well-designed landing pages or gated content, you can capture the
contact information of potential customers who are interested in your offerings.
6. SEO Benefits: Search engines often take into account the social signals and backlinks
generated by your amplified content. When your content is shared and linked to by
others, it can positively impact your website's search engine rankings, leading to more
organic traffic.
7. Data and Insights: Through content amplification, you can gather valuable data and
insights about your audience's preferences, behaviors, and interactions with your
content. This data can inform future content creation and marketing strategies.
8. Competitive Advantage: In the competitive digital landscape, effective content
amplification can give you an edge over competitors who may not be as proactive in
promoting their content.
9. Adaptation to Changing Algorithms: Social media algorithms and search engine
algorithms are constantly evolving. Content amplification allows you to adapt to these
changes and continue reaching your audience effectively.
10. Maximizing Content ROI: You invest time and resources in creating content.
Content amplification helps ensure that you get the maximum return on that investment
by getting your content in front of as many relevant eyes as possible.

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 10 of 20

 Digital Marketing
Content Marketing Metrics and Analytics
Measuring and analyzing your content performance is essential to understanding its
impact, refining your strategy, and optimizing future efforts. Here are key steps and metrics
to consider when evaluating your content:
1. Define Goals and Key Performance Indicators (KPIs):
• Clearly define your content marketing goals (e.g., brand awareness, lead generation,
conversions).
• Identify specific KPIs aligned with your goals (e.g., website traffic, engagement,
conversion rates).
2. Website Analytics:
• Use tools like Google Analytics to track website metrics.
• Monitor overall website traffic, page views, bounce rates, and time spent on pages.
3. Content Engagement Metrics:
• Track engagement metrics for each piece of content (e.g., likes, shares, comments).
• Analyze social media metrics on platforms where your content is shared.
4. Conversion Rates:
• Measure the conversion rates related to your content goals (e.g., sign-ups,
downloads, purchases).
• Use conversion tracking tools to attribute conversions to specific content pieces.
5. SEO Performance:
• Monitor your content's performance in search engine results.
• Track keyword rankings, organic search traffic, and backlinks to your content.
6. Competitor Analysis:
• Monitor how your content compares to that of competitors.
• Identify opportunities for differentiation and improvement.

Here are some tools for content marketing analytics and metrics:

A platform with a user-friendly dashboard that can pull real-time data and insights into
customized reports

A tool that provides reporting, analytics, data, and tracking. It can help analyze content
marketing campaigns and monitor competitors

A social media analytics platform that creates analytics for content marketing
campaigns. It searches content based on user search queries and enquirer reports

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 11 of 20

 Digital Marketing

A tool that provides insights on any page's performance on a website, including blog
posts. It can also help see how people interact with content

A tool that helps understand channel performance via customizable reports. It can add or
remove metrics based on objectives for different channels or accounts

A well-known name in the digital marketing industry. It has tools that help marketers in
many ways and a marketing community with resources on marketing and analytics

A tool that tracks almost everything within a business, including analytics, sales, KPIs,
and social media. It has more than 250 metrics available to measure and can integrate with
other services like Google and Salesforce

A tool that pulls data from various sources to help understand which channels and
campaigns are boosting conversions. It can measure conversion rates against various
metrics such as channel traffic or time spent on site

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 12 of 20

 Digital Marketing
Mobile Marketing
Mobile marketing is a type of digital marketing that uses mobile devices to promote
products and services. It can include:
• Text messages
• Multimedia messages
• Push notifications
• In-app or in-game marketing
• Mobile websites
• QR codes
• App store optimization (ASO)
• In-app messaging
• Personalization
• User retention tactics

Mobile marketing channels

Marketers currently have several powerful ways to reach mobile audiences. For best
results, think about combining them into one cohesive mobile marketing strategy that you
can execute and then measure over time.
1. Mobile commerce and your apps: First, consider any digital properties that you own and
control, including mobile commerce storefronts and branded apps. Make sure you’ve
optimized them with personalized search and targeted merchandising to provide hyper-
relevant experiences.
2. Social media networks: Next, you might turn to social media to reach the billions of
users who engage with TikTok, Instagram, Facebook, Pinterest, Snapchat, and other
messaging channels. Aside from managing the content on your own social channels, you
can run sponsored content to highly targeted segments across their advertising networks.
3. Location-based marketing: Location-based marketing enables companies to
use geotargeting personalization to serve up location-relevant offers and drive people to
their places of business. Once you have insight into the user’s location, you can provide
contextual information and special offers in the precise moment when it matters to that
individual.
4. SMS marketing: For brands with time-sensitive offers, marketing via text message is
another option to complement opt-in email campaigns and omnichannel marketing
strategies. For enterprise-scale organizations, a customer data platform (CDP) is going to
be critical to automating your SMS marketing and unifying all the touchpoints of the
customer journey.
5. In-app marketing: Ad-supported apps offer a variety of ways to showcase sponsors in
the context of their digital experiences. These can take the form of banners, promotional
videos, sponsored content, and interstitials. For example, TeamSnap, a popular app for
managing youth sports teams, allows brands to reach “busy parents and their families,”
in the moment they are thinking about their teams. Similarly, Spotify

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 13 of 20

 Digital Marketing
Advertising provides a self-serve ad manager for businesses to reach customers
“wherever they’re listening.”
Advantages of Mobile Marketing
Easy access
Let’s face it — our phones are by our sides most of the day. Further, the average user
spends over an hour per day on the top five social media apps and will tap, swipe and click
their phone over 2,600 times a day. And among users ages 18 to 29, more than half say they
check their smartphones a few times per hour — and over 20% say they check them every
few minutes. All of these are reasons why you should focus on mobile marketing. The
accessibility of phones will ensure that your ads/campaigns can be easily seen by users,
including your ideal audience.

Location and personalization

With mobile marketing, you can reach people at any place, at any time — at work, at
home or even on vacations. (We don’t usually encourage this last one.) And by using
location-based marketing, a lot of information can be gathered about user preferences, all
because of their phones. This helps with ad personalization — targeted advertising that can
be adjusted to speak directly to one person, based on things like purchase history and
location.

Viral potential
Let’s admit it — we like to share things with our families and friends, especially if the
ad or content is good, interesting or has other value. Mobile marketing enhances the
potential for things to “go viral.” And if your content or ad does, you will get a lot more
exposure with no extra effort or cost.

Instant transactions
Mobile is your friend if you are an impulse buyer — and subsequently, of course, if
you’re a seller. Think of it like being in line at your local favorite retail store: Items are there
to grab your attention while waiting, and could hopefully lead to a purchase. Mobile
advertising does the same thing. We all use our smartphones as a form of entertainment,
and boredom can create interest in something new. And as a seller with online offerings,
you are able to fill a consumer need.

Cost effectiveness
This is probably one of the most important advantages of mobile marketing, and
there are a couple of ways to look at it. Because the screen size of mobile devices is smaller
than with a desktop or laptop, the available area for ads is limited, and the needed content
is much smaller in size and cost, as well. To that end, the cost of mobile advertising is much
less when compared to something like radio or TV advertising. Targeting is a big contributor
to this, as well. You can focus on targeted advertising to reach customers who want and
need to see your ad(s). And if it’s not working, you can save money by just stopping your
campaign.

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 14 of 20

 Digital Marketing
How Does Mobile Marketing Work?
It is an essential tool for businesses, both large and small, due to the widespread use
of mobile devices. Key players in this field include brands, advertising agencies, and service
providers.

The strategies encompass various channels, such as SMS, MMS, app push notifications, in-
app marketing, mobile websites, and QR code scanning. Unlike traditional demographics,
mobile advertising focuses on user behaviour.

For instance, an important behaviour is “snacking,” where mobile users briefly engage with
media and messaging. This creates more opportunities for marketers to make quick
connections and provide instant gratification

PROCESS OF MOBILE MARKETING

Process
Understanding the target audience
1.Understanding the target audience
• Understanding who we are marketing to before we can reach them successfully.
• Creating mobile buyer personas.
• Demographic information
• Behavioral information
• Other mobile usage information:
a) Device types
b) Time on mobile
c) How they do product research
d) Where they complete purchases etc.

Goals and Objectives

2.Setting up Goals and Objectives
Defining goals will help us understand the actions that need to be taken during the
coming year, broken down month by month in our strategy document.
• Asking ourselves some questions is very essential to set up our goals.
For ex: What do i want to accomplish from this marketing?
• Ensuring that the goals that have set by us follow the SMART approach.

Mobile Marketing KPIs

3.Setting up mobile marketing KPIs
Now that we have goals in place, it’s time to clarify exactly how we’ll be measuring
these goals. One can only truly understand the achievement or failure of the set goals if they
establish a predetermined figure for each metric that is supposed to be tracked. Hence, we
set up KPIs.
The KPI(s) will change for mobile campaigns depending on the type of business.
Finding the right KPI for your campaign and business is vital, as optimizing towards the
wrong KPI will inevitably lead to failure.

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 15 of 20

 Digital Marketing

Strong landing for the customers

• Engagement of the users with the brand.
• Mobile website is important.
• Need to have a specific landing page for the users.
• Ensuring that the experience of the users is not burdensome.

4.Preparation for a strong landing

Creating a campaign and launching it!

5. Create the campaign and launch it!

1. Planned strategy
2. The right name for the campaign
3. Determine the right Icon
4. Including screen shots
5. Studying audience behavior
6. Main objective
7. Right technology
8. Posting fresh content
9. Building up the hype
10. Ask for Feedback

Campaign Optimization is a Continuous Workflow

How do you optimize ?

6. Campaign optimization
Links : Important for correct execution

Campaigns Should Always Be Monitored But Not Always Optimized

Sometimes, media buyers and marketers tend to “over-optimize” their campaigns.

7. Should be monitored but not always optimized

Maximizing the benefits of optimization
Effectively Scaling up Your Mobile Campaign
How do we take our campaign to the next level by optimizing without losing efficiency?

8. Effectively scaling up your campaign

Two elements are critical: Communication & planning
There is no one recipe for success

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 16 of 20

 Digital Marketing
Location Based Marketing
A direct marketing strategy that uses a mobile device's location to alert the device's
owner about an offering from a nearby business.
As with other kinds of marketing, location-based has the purpose of attracting the
attention of users and potential customers and getting them to purchase your product.
Businesses go about this process with mobile ads and campaigns that are based on their
location. These can pop up on their phones by either receiving notifications about special
offers, conducting “near me” searches on Google, or in other ways.
Whether online or offline, marketers use location data to target and reach people
based on their preferences and demographics. From proximity to a shop to events taking
place in a region, experts use this information to create targeted offers. And of course, users
must opt-in to receive location-based marketing notifications.

Types of Geo-Based Mobile Marketing

Geotargeting
Normally used to deliver instant messages to users in a certain area, geotargeting
determines where users are with IP addresses. In mobile marketing, this works best to
deliver breaking news without getting too precise. This means that geotargeting isn’t real-
time and you can’t collect detailed information regarding where your users are or determine
foot traffic.

Geofencing
Unlike geotargeting, geofencing uses real-time data to determine where users are.
This occurs with the help of triangulation of location services—these include Wi-Fi, cellular
towers, and more. Essentially, this type of location-based marketing is the process of using
geofences to track app users when they enter, exit, or remain in a certain region, meaning
it’s better suited for long-range outdoor aiming. As a result, when users enter the
boundaries of the geofence, they are prone to receiving push notifications or messages from
the brand.

Geoconquesting
Perhaps the sneakiest type of location-based mobile marketing is geoconquesting. To
put it simply, this is the art of “stealing” your competitor’s customers. Geoconquesting is
the process of placing a boundary around your rival’s location. When a user enters that
boundary, they receive messages or notifications from your brand, urging them to use your
product or services instead of the competitor.

Proximity Marketing
Although the aforementioned types target larger areas, proximity marketing is ideal
for smaller ones—preferably within 200 feet. In fact, this is its greatest advantage. With
proximity marketing, you discover users’ exact locations thanks to technologies like
Bluetooth beacons, NFC, QR codes, and more. Most experts use this type of mobile

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 17 of 20

 Digital Marketing
marketing strategy for local events to guide users throughout your business and provide
personalized experiences.

How Does Location-Based Marketing Work?

Geotargeting
Ad servers utilize a user's IP address to determine their location when conducting
geotargeting. The ad server has a vast database behind the scenes that has every IP address
already registered to its country, region, and postal code. When an order comes in, the ad
server extracts the IP address from the request's header. It then searches this table, gets the
relevant location data, and selects an ad that meets that criterion.

Geofencing
To employ geofencing, a system administrator or developer must first create a virtual
border around a specific place in GPS or RFID-enabled software. This may be as basic as a
100-foot circle generated on Google Maps, as defined using APIs when designing a mobile
app. If an authorized device enters or leaves that area, the virtual geofence will trigger a
reaction determined by the administrator or developer.

Geoconquesting
Geo-conquesting uses GPS technology to target consumers near your rival. When
opposed to monitoring their digital journey, tracking the actual sites clients visit can imply
a more dedicated buying intention. This technology enables you to discover unidentified
leads and the target audience of your rivals. It converts anonymous prospects into identified
leads who may be reached via a variety of omnichannel executions.

Proximity Marketing
Proximity marketing often uses Bluetooth low-energy beacons or geofences to initiate
a series of events. RFID, NFC, QR codes, and Bluetooth beacons are examples of
technologies that can help with this. Each has unique powers and limits. However, when it
comes to the most common proximity use-cases, Bluetooth beacon technology is the most
adaptable and effective solution.

Location-Based Mobile Marketing Examples

Geotargeting Example
Google search results are the most common examples of geotargeting. Picture this:
you’re googling vegan restaurants in your area. The search engine brings up results based
on location data from your device’s IP address.

Geofencing Example
Imagine you own a retail store and you want to target customers near your business
to get them to visit. Thanks to geofencing, a consumer can receive back-in-stock notifications
about a certain product at the store if they review it online.

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 18 of 20

 Digital Marketing
Geoconquesting Example
The most popular example of geoconquesting is Burger King’s campaign. With the
help of geoconquesting, the fast-food chain was able to target McDonald's customers when
they were 600 feet from a branch. Burger King motivated them to download their app and
sent promos for a 1 cent whopper, therefore “stealing” McDonald's customers.

Proximity Marketing Example

Walmart is a smart case of proximity marketing. The retail company utilized GE light
bulbs to house beacons and transmit push alerts to in-store shoppers about discounts and
discount coupons. Using the beacons embedded within them, these beacon-equipped LED
lights can follow consumers throughout a business. This reduced the need for such
businesses to purchase additional beacon-related gear.

Mobile marketing analytics

Mobile marketing analytics is a process of gathering data and insights
from mobile marketing campaigns and mobile applications. This data is then analyzed to
improve marketing campaigns, optimize user experience, and drive business
growth. Mobile marketing analytics helps organizations to understand user behavior,
preferences, and needs, which can help them create more targeted and
effective marketing campaigns. This article will provide an overview
of mobile marketing analytics and discuss some of its key components.

Mobile Marketing Analytics Components

1. Mobile App Analytics: Mobile app analytics provide insights into how users are
interacting with an organization’s mobile application. These insights can help
organizations to identify areas for improvement, such as usability, engagement, and
retention. Mobile app analytics can also help organizations to understand user behavior,
preferences, and needs. Common metrics used in mobile app analytics include active
users, retention rate, time spent in the app, user flow, and app crashes.
2. Mobile Web Analytics: Mobile web analytics provide insights into how users are
interacting with an organization’s mobile website. These insights can help organizations
to identify areas for improvement, such as page load times, user engagement, and
conversion rates. Mobile web analytics can also help organizations to understand user
behavior, preferences, and needs. Common metrics used in mobile web analytics include
bounce rate, click-through rate, time spent on site, user flow, and conversion rate.
3. Mobile Ad Analytics: Mobile ad analytics provide insights into how users are interacting
with an organization’s mobile advertising campaigns. These insights can help
organizations to optimize their advertising campaigns for better performance. Mobile ad
analytics can also help organizations to understand user behavior, preferences, and
needs. Common metrics used in mobile ad analytics include impressions, clicks, click-
through rate, conversion rate, and cost per click.
4. Mobile CRM Analytics: Mobile CRM analytics provide insights into how users are
interacting with an organization’s mobile CRM system. These insights can help
organizations to optimize their customer relationship
From the desk of Mr. Manjunath Balluli, Dept. of CS Page 19 of 20
 Digital Marketing
management processes. Mobile CRM analytics can also help organizations to understand
user behavior, preferences, and needs. Common metrics used in mobile CRM analytics
include customer engagement, customer retention, customer lifetime value,
and customer satisfaction.

Mobile Marketing Analytics Techniques

1. A/B Testing: A/B testing is a technique used to compare two different versions of
a mobile marketing campaign or mobile application to determine which one performs
better. A/B testing is commonly used in mobile app development to test different user
interfaces, layouts, and features. A/B testing can also be used in mobile advertising
campaigns to test different ad copy, images, and targeting parameters.
2. Segmentation: Segmentation is a technique used to group users based on shared
characteristics, such as demographics, behavior, or preferences. Segmentation can help
organizations to create more targeted and effective mobile marketing campaigns. For
example, an organization could segment users based on their location, interests, or past
purchase history.
3. Personalization: Personalization is a technique used to
customize mobile marketing campaigns and mobile applications for individual users.
Personalization can help organizations to create more engaging and relevant experiences
for their users. For example, an organization could personalize a mobile application by
providing customized content based on a user’s interests or location.
4. Predictive Analytics: Predictive analytics is a technique used to predict future user
behavior based on past behavior and other data. Predictive analytics can help
organizations to identify patterns and trends in user behavior, which can be used to
create more effective mobile marketing campaigns. For example, an organization could
use predictive analytics to identify users who are most likely to make a purchase and
target them with personalized offers.

Top 15 mobile marketing analytical tools

From the desk of Mr. Manjunath Balluli, Dept. of CS Page 20 of 20