THE

FACILITATOR’S
GUIDE
MEDIA PUBLISHING
APTECH

MODULE: Mobile Marketing in Practice

©APTECH LIMITED
 Module Overview and Objectives
This book, Mobile Marketing in Practice, introduces you to various aspects harnessing the power of mobile
marketing. With the change in times and technology, we humans have learned to adapt to the changes
and use technology for our benefit. Mobile marketing is a relatively new way of campaigning for your
products or services using the power of mobility and technology all at the same time.

©Aptech Limited
Pre-Class Activities
Before you commence the session:

 Establish an optimal learning environment by introducing yourself to the class and vice
versa.
 Recall the content covered in the earlier session, in case if the session is a continuation.
 Prepare real-time examples, pertaining to the session, wherever possible. This will help
in easy retention.
 Analyze the participants’ learning styles; this will help in effective management of the
session time.
 Provide an outline of the module and also state its objectives.
 Scan through the facilitators guide to understand the flow of the topics and the
application/concept being taught. It is of utmost importance to have a hands-on
knowledge of the application that you will be teaching in the class.
 Refer to the resources on OnlineVarsity (articles, blogs, industry connect, and so on) for
additional information on a topic.

©Aptech Limited
Session 1

Introduction to Mobile Marketing

Slide 2

Session Overview
In this session, you will be able to:
▪ Explain key concepts in mobile marketing
▪ Discuss mobile devices
▪ Identify opportunities and risks
▪ State best practices
▪ Describe trends in mobile marketing
▪ Discuss UI/UX on mobile
▪ Define QR codes
▪ Identify types of mobile marketing campaigns

© Aptech Limited
Mobile Marketing in Practice / Introduction to Mobile Marketing / 2 of 26

Instruction(s) to the trainer:

• Begin the session by giving a basic introduction to the key concepts and trends in mobile marketing.
• Conclude this screen by listing down the objectives of the session.

Quick Tips:
Before commencing the session, students may express their knowledge about mobile marketing
campaigns.

© Aptech Limited
Slide 3

Overview
Mobile marketing is a digital marketing approach where it is
intended to reach the customers on their smartphones, tablets,
and/or other mobile devices, via Websites, email, SMS and MMS,
social media, and apps.

Statistics of Global Users

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Instruction(s) to the trainer:

• Discuss mobile marketing as a digital marketing approach.
• State the statistics of global users.

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Slides 4 to 6

Key Concepts in Mobile Marketing 1-3

Given here are key concepts in mobile marketing:

• Places your mobile display ads across a great variety

Ad Network
of mobile Websites and mobile apps

• The ratio of people who clicked your mobile ad or

Click-Through Rate (CTR)
scanned your QR code.

• The fraction of respondents who took the desired

Conversion Rate action or converted from prospects to leads or
customers.

• A pricing metric, which is used to understand the cost

Cost Per Thousand
of advertising banners.

• A process wherein the publisher asks the user to

Double Opt-In confirm whether he has opted-in for any alert or
offer.

© Aptech Limited
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Key Concepts in Mobile Marketing 2-3

Example of Double Opt-in

© Aptech Limited
Mobile Marketing in Practice / Introduction to Mobile Marketing / 5 of 26

© Aptech Limited
 Key Concepts in Mobile Marketing 3-3

• The total number of mobile users who have seen any

Impressions
specific ad, text message, landing page, or Website.

• The Webpage where the visitor lands when he clicks

Landing Page
some ad or text message.

• The global not-for-profit trade association recognized

Mobile Marketing Association (MMA) to lead the evolution of mobile marketing and its
allied technologies.

• Content sent to the customer whenever he/she

Pull Messaging
asks/subscribes for it.

• Any content sent to you by advertisers to your mobile

Push Messaging
device at a time when you have not requested it.

• A mobile phone that gives additional features and

Smartphone
connectivity than a regular mobile phone.

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Instruction(s) to the trainer:

• Discuss key concepts in mobile marketing.
• State important aspects such as CTR, CPT, and so on.
• Provide an example of double opt-in.
• Describe difference in concepts such as push message and pull message.

In-Class Question:
Pose two questions to the students to break the monotony. This will help you in reviewing their
understanding of the topic.
• CTR can be calculated by dividing the number of users who clicked on your ad by the number of
impressions you received for your ad. (True/False)
• Impressions are the total number of mobile users coming to a site. (True/False)

Answer:
• True
• False

© Aptech Limited
Slide 7

Opportunities and Risks

A quick SWOT analysis for mobile marketing:

•Most private marketing platform available in the

Strengths market
•Role can be measured easily

•Awareness problem
Weaknesses
•Absence of standards across platforms

•Availability of quality content on mobile as publishers

Opportunities launch mobile editions
•Creating space for targeted ads

•Mobile is still treated with trial budget

Threats •Network providers surge marketable SMS delivery
fees to opted-in subscribers

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Instruction(s) to the trainer:

• Discuss a SWOT analysis of mobile marketing.
• Describe strength, weaknesses, opportunities, and threats.
• State examples of strengths, weaknesses, opportunities, and threats.

© Aptech Limited
Slide 8

Planning Mobile Marketing Strategy

Aspects to consider while planning your mobile marketing policy:

Mobile Mobile Mobile Mobile Email

QR Codes Mobile Apps
Commerce Website Advertising Opt-Ins

If you sell Mobile The use of QR You need to

products advertising is a codes—both make sure the
online, you type online and customer
should You must have of advertising, ‘offline’—is a knows what Mobile apps
understand a mobile which is done good idea they will get in are becoming
that your users version of your for mobile because return when easier to
must know Website. devices. It is a interested they sign up create.
where to go subdivision clients like to and follow up
for doing the of mobile scan them with on the
transactions. marketing. their phones. promise.

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Instruction(s) to the trainer:

• Discuss aspects to consider while planning your mobile marketing policy.
• State how mobile commerce plays a vital role in the policy.
• Explain how new additions to mobile marketing such as QR codes and mobile email opt-ins are
important.

© Aptech Limited
Slides 9 and 10

Best Practices 1-2

Some of the best practices related to mobile marketing:

Design and build a mobile experience

Ask for permission and confirm

Access and authorization

Grow engagement and conversion

Timing is everything

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Best Practices 2-2

Some of the best practices related to mobile marketing:

Make technology your friend and build a dialogue/create loyalty

Socialize mobile experiences and build community

Tag, monitor, and opt out

Arrange cross-channel programs and optimize

Test and learn

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Instruction(s) to the trainer:

• Discuss best practices related to mobile marketing.
• Explain aspects such as permission, engagement and conversion.
• State initiatives such as cross-channel programs and authorization.

In-Class Question:
Pose two questions to the students to break the monotony. This will help you in reviewing their
understanding of the topic.
• If you are sending your mobile users to your desktop site, in that case their mobile browser will act as
a platform for the content. (True/False)
• The use of QR codes is ideal for online use only. (True/False)

Answer:
• True
• False
© Aptech Limited
Slide 11

Trends in Mobile Marketing

Key trends for mobile marketing in 2017:

Smartphone as the center Advertisers must focus their advertising efforts on the smartphone.
of your life

Mobile connects the real There are three online/offline bridge functions location-based services in retail,
world augmented reality and shopper marketing.

Many channels, many Consumers are progressively using multiple devices to stay connected.
devices, and one customer

App fever Apps account for most of, much of all mobile usage.

Social media has been overwhelmed by video, with four times as many customers
Mobile video desiring digestible video content over text.

Messaging is the new More people use messaging apps today than they do social media and adoption
medium continues to increase rapidly.

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Instruction(s) to the trainer:

• Discuss key trends for mobile marketing in 2017.
• State trends such as smartphone turning into the center of people’s lives, app fever and mobile video.

© Aptech Limited
Slides 12 to 18

UI/UX on Mobile 1-7

Given here are some important aspects of UI/UX Mobile:

Right-Size Graphics

• When it comes to graphics, developers usually follow the thumb rule of ‘one size fits all’,
which is a wrong method.

Fully Responsive

• The user interface should be designed in a way such that the app is operational on
multiple devices and mobile operating systems.

Repeat for Better

• For an app creator, the best practice is to repeat the interface design options to create
mobile apps that are highly interactive and hold the attention of the users for a longer
time.

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UI/UX on Mobile 2-7

Round Corners
• It is better to make softer look of the interface by including round cornered controls,
such as Web style, comfortable with users.

Sharp corners Vs. Round Corners Appearance of Sharp corners Vs. Round

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© Aptech Limited
 UI/UX on Mobile 3-7

Keep It Simple

• A method in which the first-time user can use the app without having to go through a
set of instructions or tutorials.

Balanced Shadowing

• The latest versions of Android offer holographic styling, 3D icons, and much more.

Drop Shadow Effect Gradient Effect

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UI/UX on Mobile 4-7

Contrast for View

• Decide on high-contrasting color schemes that makes design and content clear.

Large Clear Fonts

• Use fonts that are readable and pleasing to the eyes.

Team up with Users

• If you are a Web designer, remember it is always better to have real users for their ideas
and opinions.

Back Button on Guard

• Back button is an ultimate savior for users.

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UI/UX on Mobile 5-7

Popular Icons Work

• If you want your UI to score higher, try placing these favorable icons in your mobile app
to add a spontaneous factor to it.

High-Res Images

• High-tech smartphones support striking resolutions that add to the visual appeal of the
interface rapidly.

Go for Beta Testing

• It is habitually observed that developers are not good with QA or beta testing.

Content for Screen

• People are fond of using their favorite apps on multiple devices and in diverse contexts
such as in Split View on iPad.

© Aptech Limited
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© Aptech Limited
 UI/UX on Mobile 6-7

High-Res Images
• High-tech smartphones support striking resolutions that add to the visual appeal of the
interface rapidly.
Go for Beta Testing
• It is habitually observed that developers are not good with QA or beta testing.

Content for Screen

• People are fond of using their favorite apps on multiple devices and in diverse contexts
such as in Split View on iPad.

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UI/UX on Mobile 7-7

Manage Security Issues

• The strategy should be to decrease the learning curve of the users and boost overall
experience.

UI/UX of Shopping App UI/UX of a Planner UI/UX of a Website

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Instruction(s) to the trainer:

• Discuss some important aspects of UI/UX Mobile.
• Explain aspects such as right-size graphics, contrast, large clear fonts, and so on.
• Differentiate between sharp corners and round corners with the help of images given on the slide.
• State examples of drop shadow effect.

© Aptech Limited
Slides 19 and 20

QR Codes 1-2

Quick Response Codes (in short, ‘QR

code’) are similar to barcodes,
except they can hoard extra data,
including downloadable content.

Examples of QR Codes:
▪ QR code can be used to send
email, business card, or postcard
to give a discount Promotion Using QR Code

▪ Give customers a quick view of

your new Facebook ad
▪ Take them to a page with more
detailed information that wouldn’t
easily fit in a print ad
▪ Use them to offer tutorial videos
or a printable format sheet

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QR Codes 2-2

Effective Places to Publish QR

Codes:
•Business cards
•Restaurant menus
•Brochures and pamphlets
•Point-of-sale receipts
•Product packaging and inserts

Wrong Places to Publish QR

Codes:
•Clothing
•Anything that constantly moves
•Billboards
•Vehicles
•Online

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Instruction(s) to the trainer:

• Define QR codes.
• State examples of QR codes.
• Discuss effective and wrong places to publish QR codes.

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Slides 21 to 24

Types of Mobile Marketing Campaigns 1-4

Promotional Campaign

▪ This type of campaign helps to

manage your multi-channel
promotion campaigns with
various types of messages.
▪ Looking through examples of
multi-channel promotional
campaigns will help you see how
these campaigns can work across
channels to good effect.

Promotion using QR Code

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Types of Mobile Marketing Campaigns 2-4

Transactional Campaigns
▪ The branding ability of transactional
messages is often ignored.
▪ Transactional messages track a user
transaction.

Mobile Tracker Website

▪ In a marathon a Website was linked
to the runner’s Radio Frequency
Identification (RFID) tags that were
attached to his or her shoes. As the
Mobile Tracking App
runner progressed along the
marathon route, that data was
recorded on a computer, which was
tied to the Website.

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© Aptech Limited
 Types of Mobile Marketing Campaigns 3-4

Triggered Campaign
▪ These personalized messages are set
up to send in reply to a user action:
a receipt email is sent, triggered by a
purchase, or a congratulatory push
message is sent after a gaming app
user reaches 1,000 points.

Dynamic Content Campaign

▪ Dynamic content is continuously
updated information.
Nivea Sun Protection App

Nivea sun protection app:

▪ The ad campaign used a combination
of mobile and print.

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Types of Mobile Marketing Campaigns 4-4

Location based campaign

▪ These messages are a distinct category that may be applicable
for some brands.

Re-Permission Campaign
▪ These can be beneficial if you depend profoundly on channels
such as push notifications.

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Instruction(s) to the trainer:

• Explain the various types of mobile marketing campaigns.
• Discuss promotional campaign with the help of an example.
• State transactional campaigns.
• Describe the Nivea Sun Protection app campaign.
• State location-based campaign.

© Aptech Limited
Slides 25 and 26

Summary 1-2

▪ Mobile marketing is a digital marketing approach where it is

intended to reach the customers on their smartphones, tablets,
and/or other mobile devices, via Websites, email, SMS and MMS,
social media, and apps.

▪ CTR can be calculated by dividing the number of users who clicked

on your ad by the number of impressions you received for your ad.

▪ Every marketing program begins with building a strategy that not

only considers the client, but their experience.

▪ Mobile remains the marketer’s area of focus, progressively

incorporating the overall digital advertising landscape.

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Summary 2-2

▪ Consumers are progressively using multiple devices to stay

connected.

▪ Mobile is a perfect tool to reward brand communications beyond

just transactions.

▪ For your app to look great, include pictures that are custom-made
to the screens of specific devices.

▪ Basic QR code scanners can now be downloaded as smartphone

apps and used to scan any QR code published by anyone and from
anywhere.

▪ The location of your QR code is also significant.

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Instruction(s) to the trainer:

Summarize the session.
Highlight the key points covered in the session and provide an introduction of the next session.
Facilitate a group discussion; ask open-ended questions in relation to the session that was conducted.
Invite responses from the participants.

© Aptech Limited
Session 2

Modes of Mobile Marketing

Slide 2

Session Overview
In this session, you will be able to:
▪ Explain SMS marketing
▪ Discuss MMS marketing
▪ State Mobile Web
▪ Describe Bluetooth Proximity Marketing
▪ Discuss Mobile Apps
▪ Explain Pay Per Call (PPC) Mobile Marketing
▪ State Mobile Banner Ads
▪ Define Location Based Marketing
▪ Discuss voice Marketing
▪ List mobile games
▪ Explain Subscription-based Push Marketing

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Instruction(s) to the trainer:

• Begin the session by giving a basic introduction to the SMS marketing and MMS marketing.
• Conclude this screen by listing down the objectives of the session.

Quick Tips:
Before commencing the session, students may express their knowledge about Pay Per Call (PPC) Mobile
Marketing.

© Aptech Limited
Slides 3 and 4

SMS Marketing 1-2

Some aspects you need to consider when you opt for SMS
marketing:
Understand Your Goals

Clear Call-To-Action

Leverage Incentives

SMS Permission

Compliance

Leverage Immediacy

Consistency

Media Integration

Measurement

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SMS Marketing 2-2

Example of an Ad with Call-to-Action

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Instruction(s) to the trainer:

• Discuss SMS marketing.
• State the various factors one must consider when opting for SMS marketing.

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Slide 5

MMS Marketing 1-2

MMS Messaging for Business

MMS messaging for business is a technique of advertising.

Includes sending prospective job seekers current job vacancies.

Benefits of MMS Business Marketing

Most effective form of direct marketing

Significantly better than TV

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Instruction(s) to the trainer:

• State MMS Messaging for Business
• Discuss benefits of MMS Business Marketing

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Slide 6

MMS Marketing 2-2

Developing an MMS Marketing Service Database

Click-to-Join’ Web widgets can be based on Websites or on social media platforms

Keyword-to-short-code’ service includes short simple keywords

Features of MMS Marketing Software

Schedule your MMS messages

Categorize your contacts into various groups

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Instruction(s) to the trainer:

• Explain how to develop an MMS Marketing Service Database
• State the features of MMS Marketing Software

© Aptech Limited
Slide 7

Mobile Web 1-3

Mobile Website vs. App (Application)

Mobile Website Apps

• Similar to any other Web-site • Applications downloaded and installed on
• Designed for smaller display your mobile device
• Can show text content, data, images and • May extract content and data from the
video. Internet
• Can be opened without an Internet
connection

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Instruction(s) to the trainer:

• Differentiate between mobile website and app.
• Explain the distinctive aspects of mobile website and app.

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Slides 8 and 9

Mobile Web 2-3

Advantages of a Mobile Website vs. Native Apps

Easy Availability

Compatibility across Devices

Upgradability

Easy

Shareability

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Mobile Web 3-3

Advantages of a Mobile Website vs. Native Apps

Broader Reach

Small Shelf life

Dual Usability

Less Expensive

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Instruction(s) to the trainer:

• Explain the advantage of a Mobile Website vs. Native Apps
• Discuss unique aspects of mobile websites that make them preferable over native apps.

In-Class Question:
Pose two questions to the students to break the monotony. This will help you in reviewing their
understanding of the topic.
• MMS messaging for business is a technique of advertising in which businesses can communicate with
larger groups of customers and employees at a quicker and more successful rate. (True/False)
• A mobile Website is instantly available to users via a browser across a range of different devices.
(True/False)

© Aptech Limited
Answer:
• True
• True

Slides 10 and 11

Bluetooth Proximity Marketing 1-2

Some elements needed to work on Bluetooth proximity marketing:

Customer should be
using Bluetooth via
phone or tablet

Bluetooth transmitter
(beacon)

Target audience must

have a specific app
installed

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Bluetooth Proximity Marketing 2-2

Bluetooth Proximity marketing can be used in following ways:

Marketing The primary objective is to directly market to the customer.

Improving One of the best ways Bluetooth Proximity technology can

Operations improve the operations and benefit the retailers is by using the
payment via Bluetooth feature.

Pros and Proximity Marketing will definitely change the way people shop.
Cons

Customers need to download the app related to that particular

store

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Instruction(s) to the trainer:

• Discuss elements needed to work on Bluetooth proximity marketing.
• Explain the various ways Bluetooth proximity marketing can be used.

© Aptech Limited
Slide 12

Mobile Apps 1-4

Types of Mobile Apps

Native Apps

•Developed exclusively for a single mobile

Operating System (OS.

Hybrid apps

•Designed using cross-platform Web technologies

Web apps
Mobile Web App
•Use browser to run and are typically written in
HTML5, JavaScript, or CSS.

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Instruction(s) to the trainer:

• Explain the various types of mobile apps
• Discuss the distinctive aspects of each type of app.
• Provide example of mobile web apps.

© Aptech Limited
Slide 13

Mobile Apps 2-4

Strategies for Mobile App Marketing

Concentrate on KPIs related to the app’s market

Allot proper budget for your app

Market the experience, not the app

Use Various Methods to Market Your App

Improving Your Organic Page Ranks

Downloads do not necessarily mean success

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Instruction(s) to the trainer:

• Discuss the strategies for Mobile App Marketing.
• State how these strategies will make marketing initiatives successful.

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Slide 14

Mobile Apps 3-4

Mistakes in Mobile App Marketing

Marketing Strategy

Assuming the Apps to be same as Downsized Website

Not Using Analytics Properly

Irrelevant Notifications

Ignoring your App Users

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Instruction(s) to the trainer:

• State mistakes in mobile app marketing
• Discuss how these mistakes can affect the market response to the app.

© Aptech Limited
Slide 15

Mobile Apps 4-4

Tips for App Marketing

App Store
Optimization Fill out all the fields with correct details while submitting your app to the
(ASO) app stores, and select your categories carefully.

Promoted Tweets Begin with some segments and scale up what brings the best Cost-Per-
Acquisition (CPA).
Drive reviews,
naturally Find an impressive way of bringing reviews.
Leverage other Guest posting can be an amazingly effective way of getting your mobile
people’s audiences app installs.

Retargeting Use retargeting to run ads on Facebook, Google, or any Websites

supporting Google Ads.

Email marketing Design a newsletter and offer your prospective users information that’s
useful and beneficial to them.

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Instruction(s) to the trainer:

• Discuss tips for app marketing.
• Explain how retargeting can play a key role in app marketing.

In-Class Question:
Pose two questions to the students to break the monotony. This will help you in reviewing their
understanding of the topic.
• One of the best ways Bluetooth Proximity technology can improve operations and benefit the retailers
is by using the payment via Bluetooth feature. (True/False)
• Hybrid app is not a combination of both web-app and a native app. (True/False)

Answer:
• True
• False

© Aptech Limited
Slide 16

Pay Per Call (PPC) Mobile Marketing

Importance of Implementing Pay Per Call Campaigns

Pay Per Call marketing method ensures that your ads are visible to relevant
audiences.

Pay per Call uses exclusive trackable phone numbers to forward qualified calls to
you.

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Instruction(s) to the trainer:

• Discuss importance of implementing Pay Per Call Campaigns.
• State the working of Pay Per Call Campaigns.

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Slide 17

Mobile Banner Ads 1-6

Interstitial Ads

Graphic ads that cover the entire mobile

screen at the size of 320 x 480 pixels.

Appear during navigation when you are

opening, surfing between pages, or in
between games.

Have the ability to grasp a user’s attention. Interstitial Ads

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Instruction(s) to the trainer:

• Discuss interstitial ads.
• Explain how these ads grasp user attention.

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Slide 18

Mobile Banner Ads 2-6

Expandable Ads

A form of rich media ad

Offers a larger area for advertisers to

deliver the marketing message

Expandable Ad

Gives a different ad experience on mobile

apps

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Instruction(s) to the trainer:

• Discuss expandable ads.
• Explain how these ads give a different ad experience on mobile apps.

© Aptech Limited
Slide 19

Mobile Banner Ads 3-6

In-App Video Ads

Gradually gaining power

Reach on mobile is incredible

Should be short

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Instruction(s) to the trainer:

• Discuss in-app video ads.
• Explain key points to consider while designing video ads.

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Slide 20

Mobile Banner Ads 4-6

Native Ads

Do not cover the screen space or the full

display

Undoubtedly the best mobile ad format

Appear on a related page and can be

considered an extension to the blog/article.

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Instruction(s) to the trainer:

• Discuss native ads.
• Explain why these type of ads are the best mobile ad format.

© Aptech Limited
Slide 21

Mobile Banner Ads 5-6

Strengths of Mobile Banner Ads

•Mobile banner ads are used by lots

Massive Reach
of publishers.

•As compared to other channels,

Inexpensive Format
banner ads are very cost-effective.

• The type of ads supports an array

Highly Flexible
of unique targeting options.

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Instruction(s) to the trainer:

• Discuss strengths of mobile banner ads.
• Explain how the inexpensive format makes it more sought after form of ad.

© Aptech Limited
Slide 22

Mobile Banner Ads 6-6

Weaknesses of Mobile Banner Ads

Accidental •The estimated number of accidental clicks in

Clicks such ads is as high as 50%.

•The restricted screen space offers brands

Tiny Sizes and advertisers an inferior creative
experience.

•On mobile, overall banner ad performance

Poor
has seen low Click-Through-Rates (CTR) and
Performance
decreased engagement metrics.

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Instruction(s) to the trainer:

• Discuss weaknesses of mobile banner ads.
• Explain tiny size of ads makes it hard to view for the user.
• State the performance factor of mobile banner ads.

© Aptech Limited
Slide 23

Location Based Marketing

Effectiveness of Location Based Marketing

Personalized

•Boast greater engagement than their generic

Timely

•One of the main strengths of location-based ads is that

they are well-timed.

Targeted

•Correctly targeted ads, are assured to be more relevant

© Aptech Limited
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Instruction(s) to the trainer:

• Discuss effectiveness of location based marketing.
• Explain why timeliness plays an important part in marketing.

© Aptech Limited
Slide 24

Voice Marketing
Why Should you Invest in Voice Marketing?

Talking can be faster than typing

Voice search is simpler

Voice searches are longer and informal in nature

© Aptech Limited
Mobile Marketing in Practice /Modes of Mobile Marketing/ 24 of 31

Instruction(s) to the trainer:

• Discuss why you should invest in voice marketing.

© Aptech Limited
Slide 25

Mobile Games
Top mobile game marketing trends

Long Term The top trend seen in mobile game marketing indicates
Marketing long-term marketing techniques.
Strategies

The latest trend in mobile marketing is a shift from Cost

CPE Mobile Ad Per Install (CPI) to Cost Per Engagement (CPE) or
Networks retention.

The mobile games market is growing. Have a look at the

Brand top 10 paid mobile games in the Apple App Store
Positioning and Google Play.

© Aptech Limited
Mobile Marketing in Practice /Modes of Mobile Marketing/ 25 of 31

Instruction(s) to the trainer:

• Discuss top mobile game marketing trends
• Explain long term marketing strategies
• Discuss brand positioning.

© Aptech Limited
Slide 26

Subscription based Push Marketing 1-2

How do Website Push Notifications Work

Given here are the steps for the Website push notification process:

Get permission
from visitors

Send push
notifications from Explaining the Web Push Notification
your Website

© Aptech Limited
Mobile Marketing in Practice /Modes of Mobile Marketing/ 26 of 31

Instruction(s) to the trainer:

• Discuss how do website push notifications work.
• Explain the steps for the Website push notification process.

© Aptech Limited
Slide 27

Subscription based Push Marketing 2-2

Optimizing Push Notifications

•As push notifications have character limits

Copywriting for Push
on the title and the message, the
Notifications
copywriting becomes more important

•An important thing to consider while you

Frequency design your push notification campaigns is
the frequency of your messages

•The metric that instantly comes to mind

What Metrics to Track while thinking about Website push
notifications is click rate.

© Aptech Limited
Mobile Marketing in Practice /Modes of Mobile Marketing/ 27 of 31

Instruction(s) to the trainer:

• Discuss how to optimize push notifications.
• Explain the metrics to track.
• Describe frequency of push notifications.

© Aptech Limited
Slides 28 to 30

Summary 1-4

▪ The best thing about SMS is that almost 100% of all mobile
devices in the market are SMS enabled, making it the advertising
channel that offers the most expansive reach possible.

▪ SMS is a permission-based opt-in channel similar to email.

▪ MMS is an extension of Short Message Service (SMS) used to send

plain text messages over a cellular network and it allows for
images, audio, and video files to be attached to those messages.

▪ ‘Click-to-Join’ Web widgets and ‘keyword-to-short-code’ services

are available from bulk-texting service providers.

© Aptech Limited
Mobile Marketing in Practice /Modes of Mobile Marketing/ 28 of 31

Summary 2-4

▪ A mobile Website is instantly available to users via browser across

a range of different devices (iPhone, Android, BlackBerry, and so
on).

▪ Bluetooth proximity marketing includes setting up Bluetooth

‘broadcasting’ tools at a particular location and then sending info in
the form of text, images, audio, or video to Bluetooth enabled
devices within the range of the transmitter.

▪ A mobile software application or mobile app is a software

application created to run on a handheld device such as a
smartphone or tablet.

▪ Hybrid apps are designed using cross-platform Web technologies

(for example, HTML5, CSS, and JavaScript).

© Aptech Limited
Mobile Marketing in Practice /Modes of Mobile Marketing/ 29 of 31

© Aptech Limited
 Summary 3-4

▪ Mobile is an ever-changing platform for a marketer to connect with

his potential customers.

▪ Guest posting can be an effective way of getting your mobile app

installs if it is done in the right places.

▪ Research states that people are increasingly using mobile over

desktop for searches.

▪ Location-based advertising works around the fact that these days

we carry our mobile everywhere we go.

© Aptech Limited
Mobile Marketing in Practice /Modes of Mobile Marketing/ 30 of 31

Summary 4-4

▪ Voice searches are longer and informal in nature than the normal
typed search in the search engine.

▪ The top trend seen in mobile game marketing indicates long term
marketing techniques.

© Aptech Limited
Mobile Marketing in Practice /Modes of Mobile Marketing/ 31 of 31

Instruction(s) to the trainer:

Summarize the session.
Highlight the key points covered in the session and provide an introduction of the next session.
Facilitate a group discussion; ask open-ended questions in relation to the session that was conducted.
Invite responses from the participants.

© Aptech Limited
Session 3

In-App Advertising
Slide 2

Session Overview
In this session, you will be able to:
▪ Explain in-app advertising
▪ State the benefits of in-app ads
▪ Identify effective approaches to in-app advertising
▪ Discuss in-app advertising vs. mobile Web/online advertising
▪ List the pros and cons of in-app ads and mobile Web ads

© Aptech Limited
Mobile Marketing in Practice/ In-App Advertising/ 2 of 14

Instruction(s) to the trainer:

• Begin the session by giving a basic introduction to the students about in-app advertising and mobile
web/online advertising.
• Conclude this screen by listing down the objectives of the session.

Quick Tips:
Before commencing the session, students may express their knowledge about the mobile ads.

© Aptech Limited
Slide 3

Introduction
▪ According to comScore, a leading cross-platform measurement company,
smartphone users spend nearly 88% of their phone time using apps.

▪ In-app ad placement can help your brand ensure that it’s grabbing the
attention of the right consumer and users, and encouraging them to click
the ads.

Examples of In-App Ads

© Aptech Limited
Mobile Marketing in Practice/ In-App Advertising/ 3 of 14

Instruction(s) to the trainer:

• State statistics provided by comScore
• Discuss the importance of in-app placement in the current market scenario.

© Aptech Limited
Slide 4

Benefits of In-App Advertising

Highly accessible to reach

customers
Mobile phones are always handy.

Increasing use of mobile

phones
Mobile ads offer you a helpful way to reach large numbers of audiences.

Sending time relevant

notifications/messages
No other advertising platform offers this ‘ always on’ advantage.

Cost-Effective
Mobile advertising costs less as compared to television and radio ads.

Higher Click Through

Rates (CTR)
High correlation between CTR with leads and conversions.

© Aptech Limited
Mobile Marketing in Practice/ In-App Advertising/ 4 of 14

Instruction(s) to the trainer:

• State the benefits of in-app advertising.
• Explain various aspects of in-app advertising make it an ideal option for advertising.

In-Class Question:
Pose two questions to the students to break the monotony. This will help you in reviewing their
understanding of the topic.
• One of the main reasons why mobile in-app advertising works well is because your ads can be
improved by the collection of key data signals. (True/False)
• With mobile Data Management Platform (DMP), you reach right audiences or users based on their
gender. (True/False)

Answer:
• True
• False

© Aptech Limited
Slide 5

Effective Approaches
Effective approaches to get into in-
app advertising are:
▪ Audience analysis: Mobile ad
networks are available globally
and therefore you must be
careful to decide where to display
your ad. Acquisition
▪ Buying options: There are a
few options buying in-app mobile
advertising. User
▪ Measure the results: The best
part of in-app mobile advertising
Various forms of In-App ads
is that, it is easy to track the
results.

© Aptech Limited
Mobile Marketing in Practice/ In-App Advertising/ 5 of 14

Instruction(s) to the trainer:

• Explain the various approaches one can consider for venturing into in-app advertising.
• Discuss in brief factors such as audience analysis, buying options and measuring results.

© Aptech Limited
Slides 6 and 7

In-App Advertising vs Mobile Web/Online

Advertising 1-2

The mobile Web versus mobile app dilemma is perhaps one of the most
common battles fought within the mobile advertiser’s mind.

Statistics of Platforms Preferred for Shopping in India

© Aptech Limited
Mobile Marketing in Practice/ In-App Advertising/ 6 of 14

In-App Advertising vs Mobile Web/Online

Advertising 2-2

Parameters advertisers need to consider before planning and allocating

budgets for ads:

User Creative Ad
Relevance Attribution
engagement capabilities Blocking

© Aptech Limited
Mobile Marketing in Practice/ In-App Advertising/ 7 of 14

Instruction(s) to the trainer:

• State the statistics of platforms preferred for shopping in India.
• Discuss parameters advertisers need to consider before planning and allocating budgets for ads.
• Describe in brief parameters such as user engagement, relevance, attribution, creative capabilities, and
ad blocking.

In-Class Question:
Pose two questions to the students to break the monotony. This will help you in reviewing their
understanding of the topic.
• The type of in-app ad campaign you opt for should fulfill your overall goals. (True/False)
• Visits to mobile Websites are generally the result of searches initiated by users or clicks indicating the
interest and intent of the user or customer. (True/False)

© Aptech Limited
Answer:
• True
• True

Slides 8 and 9

Pros and Cons of In-App Ads and Mobile Web

Ads 1-5

Advantages of In-App Ads

Secured brand

Highly secured

Greater visibility

Greater engagement

Fewer Ads on screen

© Aptech Limited
Mobile Marketing in Practice/ In-App Advertising/ 8 of 14

Pros and Cons of In-App Ads and Mobile Web

Ads 2-5

Advantages of In-App Ads

Higher CTR and conversion rates

Access to location-based or navigational

elements

Less privacy concerns

SDK-enabled apps

© Aptech Limited
Mobile Marketing in Practice/ In-App Advertising/ 9 of 14

Instruction(s) to the trainer:

• Discuss the advantages of in-app ads.
• Describe in brief aspects such as secured brand, greater visibility, greater visibility, greater
engagement and fewer ads on screen.
• Explain other aspects such as high CTR, access to location-based or navigational elements, less
privacy concerns and SDK-enabled apps.

© Aptech Limited
Slide 10

Pros and Cons of In-App Ads and Mobile Web

Ads 3-5

Disadvantages of In-App Ads

Must download
No cookies available
certain apps

Fewer users Expensive

© Aptech Limited
Mobile Marketing in Practice/ In-App Advertising/ 10 of 14

Instruction(s) to the trainer:

• Discuss the disadvantages of in-app ads.
• Describe in brief aspects such as must-download certain apps, non-availability of cookies, fewer users
and steep price.

© Aptech Limited
Slide 11

Pros and Cons of In-App Ads and Mobile Web

Ads 4-5

Advantages of Mobile Web

Easy access and

viewability

Greater variety of users

More affordable

Availability of cookies

© Aptech Limited
Mobile Marketing in Practice/ In-App Advertising/ 11 of 14

Instruction(s) to the trainer:

• Discuss the advantages of mobile web.
• Describe in brief aspects such as easy access and viewability, greater variety of users, affordability and
availability of cookies

© Aptech Limited
Slide 12

Pros and Cons of In-App Ads and Mobile Web

Ads 5-5

Disadvantages of Mobile Web Ads

No access to
Greater
Less security user location
competition
based data

© Aptech Limited
Mobile Marketing in Practice/ In-App Advertising/ 12 of 14

Instruction(s) to the trainer:

• Discuss the disadvantages of mobile web ads.
• Describe in brief aspects such as less security, no access to user location based data, greater
competition.

© Aptech Limited
Slides 13 and 14

Summary 1-2

▪ Mobile advertising costs less as compared to television and radio

ads.

▪ Visits to mobile Websites are generally the result of searches

initiated by users or clicks indicating the interest and intent of the
user or customer.

▪ Brand advertisers have usually depended on interactive ad

creatives to engage or interact with their target audience, and
build a relationship with the user.

▪ Applications are more brand secured because the functionality and

content of the app are typically more targeted, and have higher
quality than mobile Web.

© Aptech Limited
Mobile Marketing in Practice/ In-App Advertising/ 13 of 14

Summary 2-2

▪ Apps are typically focused on their functionality, making it easier

to properly target users, and achieve optimized targeted
performance.

▪ Cookies are being used as the de facto standard on desktop or

browsers and mobile Web to identify the same user in order to
personalize their experience and retarget them again.

© Aptech Limited
Mobile Marketing in Practice/ In-App Advertising/ 14 of 14

Instruction(s) to the trainer:

Summarize the session.
Highlight the key points covered in the session and provide an introduction of the next session.
Facilitate a group discussion; ask open-ended questions in relation to the session that was conducted.
Invite responses from the participants.

© Aptech Limited
Session 4

Tracking and Analytics of Mobile Marketing

Slide 2

Session Overview
In this session, you will be able to:
▪ Explain how to use Google Analytics for performance analysis
▪ Define Mobile Marketing Analytics
▪ Identify metrics for Mobile Marketing
▪ Compare Mobile Analytics tools

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 2 of 18

Instruction(s) to the trainer:

• Begin the session by giving a basic introduction to the students about Google Analytics and various
mobile analytics tools.
• Conclude this screen by listing down the objectives of the session.

Quick Tips:
Before commencing the session, students may express their knowledge about the metrics for mobile
marketing.

© Aptech Limited
Slides 3 to 8

Using Google Analytics for Performance

Analysis 1-6

▪ Some important performance indicators are:

Reports and data

Overview report

Reports on mobile acquisitions

Reports on mobile outcomes

Reports on mobile engagement

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 3 of 18

Using Google Analytics for Performance

Analysis 2-6

Reports and data

Data and reports are organized based on four main principles:

▪ Acquisition
▪ User
▪ Engagement
▪ Conversions

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 4 of 18

© Aptech Limited
 Using Google Analytics for Performance
Analysis 3-6

Overview report

▪ An active user is
essentially anyone who
has ever been identified in
the application metrics
▪ The total goal completions
for Websites and the in-
app goal completions can
be in the form of events or
screen-views, respectively.
▪ The in-app revenue is
tracked using goal values Google Analytics Dashboard
or ecommerce tracking.

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 5 of 18

Using Google Analytics for Performance

Analysis 4-6

Reports on mobile acquisitions

▪ These reports provide information about your new users or

audiences, including what devices they use, the versions of
the device, and other such things.
▪ You can check the conversion rate and ecommerce metrics to
measure the efficacy of your marketing regardless of what
your app does.

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 6 of 18

© Aptech Limited
 Using Google Analytics for Performance
Analysis 5-6

Reports on mobile outcomes

▪ The optimization opportunities

focus around creating a good
experience for a user.
▪ The in-app revenue report
contains a breakdown of the
revenue (day-wise), along with
a list of all other transactions
and products that were
purchased.
Google Analytics Dashboard
Device and Network
Overview

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 7 of 18

Using Google Analytics for Performance

Analysis 6-6

Reports on mobile engagement

▪ Contain information about the screens people see, the

events, and the errors or crashes in your application.

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 8 of 18

Instruction(s) to the trainer:

• Explain each performance indicator
• List the important performance indicators.
• State the important performance indicators.
• Explain each indicator in brief.
• Discuss the basis of data and reports.

© Aptech Limited
Slide 9

Mobile Marketing Analytics

Methods to capture and analyze mobile marketing metrics:

Tracking your The most useful set of mobile metrics to focus

mobile on is the encompassing volume, demographics,
visitors: and the purchasing patterns of your users.

Tracking user Applications offer a more engaging

behavior in understanding of the user experience compared
your mobile to a mobile Website.
application:

Tracking your
mobile Mobile marketing is the next frontier of
marketing advertising.
campaigns:

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 9 of 18

Instruction(s) to the trainer:

• State the methods for capturing and analyzing mobile marketing.
• Discuss how tracking mobile visitors is essential for metrics.
• Explain what the applications offer.
• Describe tracking of mobile marketing campaigns.

© Aptech Limited
Slide 10

Metrics for Mobile Marketing

Some reasons for opting for mobile app analytics:

Understanding the
Measuring important
ROI of mobile
aspects
marketing

Mobiles play a very

important role in
Analysis of mobile
helping to
activity
understand your
customer’s journey

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 10 of 18

Instruction(s) to the trainer:

• State the reasons for opting for mobile app analytics.
• Emphasize on the importance of ROI of mobile marketing.
• Discuss the important aspects of mobile app analytics.
• Describe why mobile plays a vital role in understanding the customer’ journey.

© Aptech Limited
Slide 11

Mobile Analytics Tools 1-6

Mobile analytics tools can give you some vital information about:
▪ Where your users or audiences come from
▪ How often they visit your app or use the app, and
▪ How you can or you should monetize your assets more effectively

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 11 of 18

Instruction(s) to the trainer:

• State what the mobile analytics tool offers.
• Explain the information provided by mobile analytics tools.
• Discuss tracking of mobile app usage.
• Explain various mobile analytics tools.

© Aptech Limited
Slide 12

Mobile Analytics Tools 2-6

Google Analytics (Pricing: Free)

Google Analytics is an exhaustive

analytics tool provided by Google for
free.
Your app overview on the Google App
Analytics tool gives you four metrics:
▪ Acquisition Google Analytics Logo

▪ Mobile Application Audience

▪ Mobile Application Behavior
▪ Mobile Application Conversion

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 12 of 18

Instruction(s) to the trainer:

• Discuss Google Analytics.
• Explain the important of the four metrics offered by Google App Analytics tool.

© Aptech Limited
Slide 13

Mobile Analytics Tools 3-6

AdMob (Pricing: Free)

AdMob is an extension to Google Analytics.

▪ It provides information about the
referral source that is driving users
to the app page and it helps measure
the number of drop-offs.
AdMob Logo

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 13 of 18

Instruction(s) to the trainer:

• Explain AdMob.
• State the various information the tool provides.

© Aptech Limited
Slide 14

Mobile Analytics Tools 4-6

Mixpanel (Pricing: Free + paid,

starting from $150 p.m.)

▪ Provides real-time data, funnel

analysis, and in-depth app analysis.
▪ Launched a new app as it helps
monitor the app performance very
closely. MixPanel Logo

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 14 of 18

Instruction(s) to the trainer:

• Discuss Mixpanel.
• Explain how it helps monitor the app performance.

© Aptech Limited
Slide 15

Mobile Analytics Tools 5-6

Flurry (Pricing: Free)

Flurry is a free mobile app analytics

tool for mobile apps and mobile
Websites.
▪ Used for IOS, Android, Windows, and
Blackberry.
▪ Based on user acquisition. AdMob Logo

▪ The Flurry interface is quite easy to

understand.

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 15 of 18

Instruction(s) to the trainer:

• Explain Flurry app.
• Discuss the various platforms it is used on.

© Aptech Limited
Slide 16

Mobile Analytics Tools 6-6

Localytics (Pricing: Free for up to 10-

15k active users monthly)

A paid mobile app analytics tool used

by companies such as AT&T, Marvel,
National Geographic, and Temple Run.
▪ Provides reports on application usage
and other reports by location, device, Localytics Logo
operating system, carrier, and app
version.
▪ Offers A/B testing, screen flow,
funnel, segments, and cohort-based
retention reports.

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 16 of 18

Instruction(s) to the trainer:

• Explain Localytics.
• Discuss the types of reports offered by Localytics.

© Aptech Limited
Slides 17 and 18

Summary 1-2

▪ Tracking the campaign is an important part of the marketing

process.

▪ An active user is essentially anyone who has ever been identified

in the application metrics; this includes new users.

▪ These reports provide information about new users or audiences,

including what devices they use, the versions of the device, and
other such things.

▪ The use of mobile application analytics tool plays a vital role in the
success of any mobile app.

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 17 of 18

Summary 2-2

▪ The most useful set of mobile metrics to focus on is the

encompassing volume, demographics, and the purchasing patterns
of your users.

▪ Google Analytics is an exhaustive analytics tool provided by Google

free.

© Aptech Limited
Mobile Marketing in Practice / Tracking and Analytics of Mobile Marketing/ 18 of 18

Instruction(s) to the trainer:

Summarize the session.
Highlight the key points covered in the session and provide an introduction of the next session.
Facilitate a group discussion; ask open-ended questions in relation to the session that was conducted.
Invite responses from the participants.

© Aptech Limited
Session 5

Developing a Mobile Campaign

Slide 2

Session Overview
In this session, you will be able to:
▪ Explain the creation of mobile marketing strategy
▪ State key elements of mobile marketing strategy
▪ Identify steps to develop campaign
▪ Explain how to budget and time the campaign
▪ Discuss tips for launching a successful mobile campaign
▪ State Mobile Marketing Examples

© Aptech Limited
Mobile Marketing in Practice / Developing a Mobile Campaign / 2 of 12

Instruction(s) to the trainer:

• Begin the session by giving a basic introduction to the students mobile marketing strategy and
successful mobile campaigns.
• Conclude this screen by listing down the objectives of the session.

Quick Tips:
Before commencing the session, students may express their knowledge about mobile marketing strategies.

© Aptech Limited
Slide 3

Creating a Mobile Marketing Strategy

An effective mobile campaign can make a marketing strategy a success or
failure. Given here are five keys for successful mobile marketing strategies.

Make every Keep every

Develop your Make it
message SEO matters device in
own database personal
count mind

Business
leaders
should A
It is critical Ensure that SEO is incorporate personalized
to develop every critical for video, mobile
and manage message is any audio, and marketing
your worthwhile company’s images into campaign,
customer for your marketing mobile and will have a
database. customers. efforts. desktop- greater
focused impact.
marketing
campaigns.

© Aptech Limited
Mobile Marketing in Practice / Developing a Mobile Campaign / 3 of 12

Instruction(s) to the trainer:

• Discuss how mobile is now a key part of most companies’ marketing efforts.
• State the keys points to consider for successful mobile marketing strategies.
• Explain aspects such as database, message count, SEO, types of devices to consider, and personalized
mobile marketing campaigns.

© Aptech Limited
Slides 4 and 5

Key Elements of Mobile Marketing Strategy 1-2

Elements to consider to ensure you’re reaching the right audience, at the

right time, with the right content:
• An effortless buying experience for
Social Media Marketing customers, increases likelihood of
conversions.

• Ensure that you provide an optimal user

Tailor Content for Mobile experience for your customers and
consumers.

• Always optimize your campaigns for small

Use Mobile-Friendly Emails
devices.

• The ability to serve users with an ad as they

Hyper-Targeted Ads
shop holds a wealth of opportunities.

• A vital component to any strong mobile

Responsive Design marketing campaign strategy.

© Aptech Limited
Mobile Marketing in Practice / Developing a Mobile Campaign / 4 of 12

Key Elements of Mobile Marketing Strategy 2-2

A responsive design ensures that regardless of the device that users are
accessing your site from, the screen will render appropriately to fit the size of
their device.

Responsive Web design

© Aptech Limited
Mobile Marketing in Practice / Developing a Mobile Campaign / 5 of 12

Instruction(s) to the trainer:

• State key elements of mobile marketing strategy.
• Discuss aspects such as social media marketing, tailor content for mobile, using mobile-friendly
emails, hyper-targeted ads.
• Explain the importance of responsive design to mobile marketing strategies with the help of an
example.

© Aptech Limited
In-Class Question:
Pose two questions to the students to break the monotony. This will help you in reviewing their
understanding of the topic.
• Hyper-targeting ads allow you to target a specific Global Positioning Systems (GPS) coordinate and
serve users with an ad. (True/False)
• Responsive design need not be included in your mobile marketing campaigns. (True/False)

Answer:
• True
• False

© Aptech Limited
Slides 6 and 7

Steps to Develop Campaign

(Implementation) 1-2

A framework will ensure that you have a game plan to improve your future
success. Steps to develop campaign are:

• Established objectives are important to

Objectives
identify if the campaign was successful.

• Certain standard admin tasks also need

Set-up
to be included.

• Add additional contacts to your opt-in

Opt-in and Opt-out database to develop a relationship
between the user and your brand.

• Make sure you can track your mobile

Tracking and
marketing campaign to connect with
Attribution
your mobile marketing sources.

© Aptech Limited
Mobile Marketing in Practice / Developing a Mobile Campaign / 6 of 12

Steps to Develop Campaign

(Implementation) 2-2

• This is especially vital if your campaign

Execution Flow
contains cross-channel components.

• You must come up with effective

Creative
creatives for mobile phones.

• Properly manage the data you are

Data Management collecting through your mobile
promotions.

Reporting and • One of the most important parts of any

Analysis campaign

• Before you launch your mobile

Testing campaign, remember to test all the
variables.

© Aptech Limited
Mobile Marketing in Practice / Developing a Mobile Campaign / 7 of 12

Instruction(s) to the trainer:

• State the steps to develop campaign.
• Discuss aspects such as objectives, set-up, opt-in and opt-out, and track attribution.
• Emphasize on other aspects such as execution flow, creative, data management, reporting and analysis,
and testing.

© Aptech Limited
Slide 8

How to Budget and Time the Campaign?

Decide the goal Consider the Set a realistic Schedule the

•The action you overall goal for a campaign for
want consumers to marketing conversion rate the best
take. budget possible time
•A conversion rate is
•Launch a larger the percentage of •Use data from
campaign and push people who took previous campaigns
for more marketing action the way you to help to
budget. wanted them to. determine the best
time of day and day
of the week to
contact your
customers

© Aptech Limited
Mobile Marketing in Practice / Developing a Mobile Campaign / 8 of 12

Instruction(s) to the trainer:

• Discuss how one must plan budget and the total time required for a campaign.
• Explain main aspects such as deciding a goal, budgeting, setting a goal, and scheduling the campaign.

In-Class Question:
Pose two questions to the students to break the monotony. This will help you in reviewing their
understanding of the topic.
• The testing elements will be the same as the elements you would test online. (True/False)
• If you use a third-party service to send the message, it typically charges you based on your list size.
(True/False)

Answer:
• False
• True

© Aptech Limited
Slide 9

Tips for Launching a Successful Mobile

Campaign
Tips to run a successful mobile marketing campaign.

Conduct a study of
your target customer

Grab all the possible

Provide incentives to
opportunities on social
your customers
media platforms

Leverage mobile Derive a clearly

device’s unique defined goal and
features objectives

Take advantage of
location-based Customize for mobile
marketing

© Aptech Limited
Mobile Marketing in Practice / Developing a Mobile Campaign / 9 of 12

Instruction(s) to the trainer:

• State tips for running a successful mobile marketing campaign.
• Discuss aspects such as conducting studies, planning opportunities in social media platforms, and
customizing mobile.
• Describe how to take advantage of location-based marketing, leverage mobile device’s unique features
and provide incentives to your customers.

© Aptech Limited
Slide 10

Mobile Marketing Examples

Given here are examples of prominent mobile marketing campaigns:

Calvin Klein’s #MyCalvins

Starbucks Mobile Order and Pay

Dominos Pizza Creation App

This campaign Unilever’s Brilliant
continues to Mobile Radio Station
reverberate
throughout, beyond
social networks, and Expected 17% - 22%
into the stores. increase in sales.
53% of the digital
sales through the
application Reached 8 million
people in just six
months.

© Aptech Limited
Mobile Marketing in Practice / Developing a Mobile Campaign / 10 of 12

Instruction(s) to the trainer:

• State four examples of prominent mobile marketing campaigns.
• Explain how each of the companies worked towards ensuring their campaigns are successful.
• Describe the output of the successful mobile marketing campaigns.

© Aptech Limited
Slides 11 and 12

Summary 1-2

▪ Mobile is now a key part of most companies’ marketing efforts.

▪ Experts assert that to strike the right balance here, it is critical to

develop and manage your customer database.

▪ Never assume that a new page design or embedded video will

work fine in a mobile format.

▪ Both Instagram as well as Facebook offer advertising variants that

make it quite easy to connect with highly targeted users and
audiences on their mobile devices.

▪ A responsive design site is a vital component to any strong mobile

marketing campaign strategy.

© Aptech Limited
Mobile Marketing in Practice / Developing a Mobile Campaign / 11 of 12

Summary 2-2

▪ One of the main reasons to run a mobile promotion campaign is to

add additional contacts to your opt-in database to start developing
a relationship between the user and your own brand.

▪ Before you start your mobile campaign, remember to test all the
variables.

▪ Use data from previous campaigns to help determine the best time
of day and day of the week to contact your customers or
consumers in general.

▪ Whether you are designing a Website, an app or creating content,

make sure your results are fit for mobile usage.

© Aptech Limited
Mobile Marketing in Practice / Developing a Mobile Campaign / 12 of 12

Instruction(s) to the trainer:

Summarize the session.
Highlight the key points covered in the session and provide an introduction of the next session.
Facilitate a group discussion; ask open-ended questions in relation to the session that was conducted.
Invite responses from the participants.

© Aptech Limited
Session 6

Mobile SEO
Slide 2

Session Overview
In this session, you will be able to:
▪ State the key benefits of mobile SEO
▪ Explain mobile SEO ranking factors
▪ Discuss mobile SEO tips
▪ Describe mobile SEO techniques/steps
▪ Compare mobile SEO trends
▪ Explain Mobile First Index
▪ Describe mobile App Store Optimization (ASO)
▪ Explain mobile SEO as competitive advantage and optimizing for
mobile
▪ Compare mobile site and mobile app

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 2 of 22

Instruction(s) to the trainer:

• Begin the session by giving a basic introduction to benefits of mobile SEO.
• Conclude this screen by listing down the objectives of the session.

Quick Tips:
Before commencing the session, students may express their knowledge about mobile site and mobile app.

© Aptech Limited
Slide 3

Overview 1-3

Mobile SEO vs. Desktop SEO

Mobile SEO focuses on the

mobile browser compatibility of a
Desktop or Traditional SEO
Website. Mobile compatibility
applies to both mobile and
factors include viewports, font
desktop and focuses primarily on
size, touch element spacing, load
the content of a Website
speed, and proper media content
usage.

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 3 of 22

Instruction(s) to the trainer:

• Explain the difference between mobile SEO and desktop SEO.
• State the distinctive aspects of each type.

© Aptech Limited
Slide 4

Overview 2-3

Mobile Browser Types

There are four main types of mobile devices:

Smartphones

Tablets

Multimedia Phones

Feature Phones

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 4 of 22

Instruction(s) to the trainer:

• State the main types of mobile devices.

© Aptech Limited
Slide 5

Overview 3-3

Mobile SEO
Google offers a free mobile-friendly test to allow Webmasters to easily check
how mobile-friendly their Website is according to Google’s standards.

Webmasters should always manually QA their Website as much as possible to

ensure that there are no errors in the pages.

Mobile friendly tag on

mobile browser

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 5 of 22

Instruction(s) to the trainer:

• Discuss mobile SEO.
• Explain the job of Webmasters in analyzing the Websites and spotting errors.

© Aptech Limited
Slide 6

Key Benefits of Mobile SEO

•Businesses such as shops, transports, personal
services, hotels, restaurants, and so on increase their
More business
business through mobile friendly layouts and simple
form fills.

Better Ranking
•Mobile Website that takes time to load will not be
on Search
crawled by google/Bing bots resulting in loss of ranking.
engines

•Your backlinks will point to the same domain rather

Backlinking than being split between desktop Website and mobile
Website.

Website Load •Mobile optimized Websites load comparatively faster on

Time desktop and laptops.

•A mobile-responsive Website may cost a little more to

Low Maintenance
start with, but has much lower maintenance expenses.

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 6 of 22

Instruction(s) to the trainer:

• Explain the benefits of mobile SEO.
• Define backlinking.
• State Website load time.

© Aptech Limited
Slide 7

Mobile SEO Ranking Factors 1-2

Good Factors

• If the Website doesn’t load in three seconds, mobile

Site Speed
users simply close the browser’s tab.

• The AMPs do have a positive effect on the rankings

Accelerated Mobile Pages (AMP)
and on click-through rates too.

• Visual media are an integral part of creating an

Images
enjoyable site.

Keywords and Related Phrases • Keywords are most important in terms of SEO
in the Body ranking.

• Rich social engagement provides a ranking boost for

Social Signals
a site regardless of the platform.

Local Search Optimization • Local SEO is essential for every business.

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 7 of 22

Instruction(s) to the trainer:

• Explain the good aspects of SEO ranking factors.
• State the importance of site speed, social signals, and images.

© Aptech Limited
Slide 8

Mobile SEO Ranking Factors 2-2

Bad Factors

• Most of the mobile browsers do not support

Flash Flash content and therefore cannot display it.

• If you have ever opened a desktop Website on

Small Fonts your mobile phone/tablet, you undoubtedly had
trouble reading its contents.

• If you plan to use interactive elements on your

Small Touch Elements site like buttons, then make sure it is big
enough to press easily

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 8 of 22

Instruction(s) to the trainer:

• Explain the bad aspects of SEO ranking.
• State the effect of flash, small fonts, and small touch elements.

© Aptech Limited
Slide 9

Mobile SEO Tips

Mobile First

Responsive Web Design

Maximizing Mobile Potential

Mobile Landing Pages

Location

Analytics and Testing

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 9 of 22

Instruction(s) to the trainer:

• State the mobile SEO tips.
• Explain important aspects such as responsive Web design.

© Aptech Limited
Slides 10 to 14

Mobile SEO Techniques/Steps 1-5

• The very first thing you must do to enhance your mobile

Go Mobile search engine optimization is make sure your Website is
mobile accessible.

Optimize for Mobile Local • 20% of Google’s four billion searches a day are local in
Search intent.

Mobile Local Listing

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 10 of 22

Mobile SEO Techniques/Steps 2-5

• It is found that almost half of mobile local search

Other Local Listings
happens in apps.

• Based on your budget and the competition in your

Advertise on Google industry, paid advertising can be an effective way to
generate leads from mobile searchers.

Paid Ads on Mobile Browser

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 11 of 22

© Aptech Limited
 Mobile SEO Techniques/Steps 3-5

• If you already have a WordPress site hosted on your own

Mobile Options for WordPress
domain, use Google’s mobile-friendly test page to check
Sites
if it is mobile-friendly or not.

Give Your Mobile Searchers a • User activity on your mobile Website is yet another
way to Easily Call or Find You ranking factor.

Call Us Options for Mobile Website

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 12 of 22

Mobile SEO Techniques/Steps 4-5

Make Sure Your Page Loads • A critical factor in Google’s mobile friendliness is your
Quickly Website’s load speed.

Avoid Common Mistakes • Pop-ups never work for mobile devices.

• If you have a separate parallel mobile site, mobile users

Faulty Redirects should be redirected to the corresponding mobile version
of every page on the Website.

Representing Faulty Redirects

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 13 of 22

Mobile SEO Techniques/Steps 5-5

• Another critical factor that Google incorporated into its

Font size
mobile SEO rankings is font size.

• Designers, pressed for space, cannot afford to scrimp by

Touch-tap targets:
cramming buttons into too close proximity

Content and videos that refuse • Content, such as videos that simply aren’t accessible on
to perform your smartphone, is a no-no.

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 14 of 22

© Aptech Limited
Instruction(s) to the trainer:
• Explain the mobile SEO techniques.
• State aspects such as optimizing mobile local search, advertising on Google, and WordPress.
• Describe call us options for mobile Website.

In-Class Question:
Pose two questions to the students to break the monotony. This will help you in reviewing their
understanding of the topic.
• Rich social engagement provides a ranking boost for a site regardless of the platform. (True/False)
• You must have an optimized Website to enjoy good rankings from the search engines. (True/False)

Answer:
• True
• False

© Aptech Limited
Slide 15

Mobile SEO Trends

Preparing for Increase in Focus on Less Emphasis on Better

Google’s AMP Voice Search Intrusive Micro Content
Mobile Search
Index
Symbols •There has been a Ads Moments •To get ahead of
•By now, most of significant •Sites with content •Digital marketers the competition
• Google recently us know how increase in the which are not are nowadays and rank higher
announced on critical it is to number of voice easily accessible paying more in organic search
their have fast-loading searches and use in mobile search attention to results, site
Webmaster Webpages. of virtual results may not micro-moments owners need to
Central Blog assistants such as rank that high. produce content
that they have Siri, Cortana, that resonates
begun Amazon Alexa, with mobile
experimenting and Google users.
Home.
with a separate
mobile search
index.

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 15 of 22

Instruction(s) to the trainer:

• Explain the common mobile SEO trends.
• Describe aspects such as AMP symbolism, voice search, intrusive ads, and micro moments.

© Aptech Limited
Slide 16

Mobile First Index

Few recommendations to help Webmasters:

If one has a responsive If you have a Website

Website or a dynamic configuration, where the
serving Website where the primary content of the site
primary content and and markup language is
markup is equivalent quite different across
across the mobile and both, mobile and desktop,
desktop, you do not need changes should be done to
to change anything. your Website.

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 16 of 22

Instruction(s) to the trainer:

• State some recommendations for Webmasters.
• Explain the difference in responsive Website and dynamic.
• Describe changes to be done to a Website configuration.

© Aptech Limited
Slide 17

Mobile App Store Optimization (ASO)

Importance of ASO
Even with the large amount of applications in each app store vying to rank
above one another, the incredible reality is that most of the publishers are
not even investing in app store optimization.

Mechanics of ASO

Primary Factor Secondary

(Main) Factor

Total
Title Number of
Downloads

Ratings and
Keywords
Reviews

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 17 of 22

Instruction(s) to the trainer:

• State the importance of ASO.
• Explain the mechanics of ASO.

© Aptech Limited
Slide 18

Mobile SEO as Competitive Advantage and

Optimizing for Mobile

Homepage Basic mobile Site search Form entry Commerce Form factor
and site optimization • Let the site • Each task and and
navigation • Page speeds be visible should have conversion usability
• Menus should • Search the simple • Give users a • Entire mobile
be short and • Responsive results input method chance to site should
sweet web design should be • The form explore first be optimized
• Call to action relevant entry should before • Images
should be be committing should be
front and streamlined • Maximize expandable
center convenience
using
existing
information

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 18 of 22

Instruction(s) to the trainer:

• Explain mobile SEO as competitive advantage and optimizing for mobile.
• State factors such as homepage and site navigation and form entry.

In-Class Question:
Pose two questions to the students to break the monotony. This will help you in reviewing their
understanding of the topic.
• Digital marketers are nowadays ignoring micro-moments of mobile usage. (True/False)
• The goal of ASO is to increase user traffic and to drive more user traffic to your application page in
the app store. (True/False)

Answer:
• False
• True

© Aptech Limited
Slide 19

Mobile Site or Mobile App?

Determining if you should opt for a mobile app or a mobile Website and working out,
which is most, suited to your needs will depend upon a number of factors, including
target audiences, available budget, intended purpose, and required features.

The main benefit of developing a mobile app versus a mobile friendly Website is
that by developing a mobile app in native code, you can embrace the native
functionality or the hardware of the phone.

While a mobile friendly Website will always require an Internet connection; with an
app, this is not always the case.

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 19 of 22

Instruction(s) to the trainer:

• Explain the difference between mobile site and mobile app.
• Explain the benefit of using mobile app over mobile site and vice versa.

© Aptech Limited
Slides 20 to 22

Summary 1-3

▪ Mobile SEO is optimizing a mobile Website for the best search

engine rankings possible across multiple search engines.

▪ Search engine results for mobile and desktop differs.

▪ Google offers a free mobile-friendly test to allow Webmasters to

easily check how mobile-friendly their Website is according to
Google’s standards.

▪ Every brand must have a mobile-friendly Website.

▪ Rich social engagement provides a ranking boost for a site

regardless of the platform.

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 20 of 22

Summary 2-3

▪ Many designers and developers are now choosing to work using

the ‘mobile first’ approach.

▪ A strong CTA should appear towards the top of the page.

▪ The very first thing you must do to enhance your mobile search
engine optimization is make sure your Website is mobile
accessible.

▪ Based on your budget and competition in your industry, paid

advertising can be an effective way to generate leads from mobile
searchers.

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 21 of 22

© Aptech Limited
 Summary 3-3

▪ Digital marketers are nowadays paying more attention to micro-

moments.

▪ App Store Optimization (ASO) is the practice of optimizing and

improving the visibility of a mobile application to rank higher in
search results of an app store.

▪ Views generated by mobile sites are higher than what you get
from computer searches.

▪ By developing a mobile app in native code, you can embrace the

native functionality or the hardware of the phone.

© Aptech Limited
Mobile Marketing in Practice / Mobile SEO / 22 of 22

Instruction(s) to the trainer:

Summarize the session.
Highlight the key points covered in the session.
Facilitate a group discussion; ask open-ended questions in relation to the session that was conducted.
Invite responses from the participants.

© Aptech Limited