CHAPTER 7:

MOBILE
MARKETING
STRATEGY
AND
ANALYTICS
MKT302
4
Chapter summary

■ Best practices for planning and developing mobile marketing

campaigns from industry sources are listed.
■ How to steps in strategic pre, planning and, post campaign
planning are suggested.
■ A list of the common types of mobile marketing campaigns including
tactics & tools marketers can adopt to achieve a measurable result is
provided.
■ This presentation lists key metrics marketers and clients use to
measure mobile marketing effectivity.
■ Calculation of customer lifetime value (LTV) according to
various marketing analytics companies are mentioned.
DEVELOPING A MOBILE
STRATEGY
Mobile marketing strategy
(MMS)
■ Mobile marketing strategy (MMS) can be successful only if integrated
into a multi- channel / cross-channel marketing plan.
■ Three main levels of mobile marketing are: Direct mobile marketing,
enable other channels, enable products and services.
■ MMS should deliver: hyper targeted messages, two-way
communication and engagement with customers, and
interactive features.

4
Mobile marketing vs. mobile
advertising
■ Mobile marketing has a broader aspect and is not limited to just
promotion.
■ It involves interacting with customers through multiple points, often
referred to as the 4Ps of the marketing mix.
■ While mobile advertisement is purely a promotional tactic in
multi-channel marketing.

5
The 4 P’s of mobile marketing

Product Price services Place Promotion

features can such as online alternative using mobile
be displayed bill payment, distribution tech and
in multiple eWallet, plans and channels in
formats such digital networks like communicati
AR, VR. A currency, online store ng using
product or credit card front, location social media,
service can payment services, ads
be optimized within the online campaign,
to be app, cash marketplace email
delivered on donation/ to download marketing, 6
4 Keys of Mobile
■ MMA 7
4 Keys of Mobile
■ MMA
Marketing 2 8
Group Activity

Choose 1 mobile strategy as follows and present the selected case to

the whole class:
■ OMO: OMO Mobile Loyalty Program: https://www.mmaglobal.com/case-study-
hub/case_studies/view/27022
■ Mercedes: #YOUDRIVE: https://www.mmaglobal.com/case-study-
hub/case_studies/view/27292
■ AT&T Mobility: AT&T’s LGBTQ+ Campaign, The Love Connection: https://
www.mmaglobal.com/case-study-hub/case_studies/view/80518
■ Biti’s Hunter: How This Shoe Brand Saved Back-to-School Sales with a Digital Tarot
Card Deck: https://www.mmaglobal.com/case-study-hub/case_studies/view/80493
4 Keys of Mobile
■ MMA 10
4 Keys of Mobile
■ MMA
Marketing 4 11
Steps to a mobile strategy 1

1. Strategic thinking
■ Does this mobile activity make sense for your
business?
■ Collaborate with teams across your organisation:
marketing, sales, IT/ Engineering, customer
service, finance, product development.

Marketo
n.d.

12
Steps to a mobile strategy 2

2. Consider your audience

■ Create mobile customer
personas
■ Conduct interviews and
research
■ Understand the customer
lifecycle

Marketo
n.d.

13
Steps to a mobile strategy 3

3. Define your goals

■ What are you currently doing for mobile? If
yes, how are you performing?
■ What are your main objectives for
including mobile in your overall marketing
strategy?
■ Who are the key audiences you want to
target with mobile marketing?
■ How are you engaging your mobile
audience cross- channel? Marketo
n.d.

14
Steps to a mobile strategy 4

4. Develop your KPIs

■ Customer engagement
■ Contacts, user, and sales
acquisition
■ Service quality
■ Others

Marketo
n.d.

15
Steps to a mobile strategy 5

5. Creating cross-channel strategy

■ Consider mobile and how it fits with other marketing
initiatives
■ How do they fit in your marketing calendar?
■ What channels work together in harmony?

Marketo
n.d.

16
METRICS THAT
MATTER
Mobile
metrics
1.
1
Engagement metrics:

– Video completion
– Social sharing
– Click thru rates (CTR)
*engagement metrics are the
most common source of ad
fraud

WARC MMA 18
Mobile metrics 2

2. Behavioral metrics

– Post-click engagement
– New users
– Traffic to sites
– Foot traffic to physical stores
*metrics to track lower funnel
objectives WARC MMA
2019
19
Mobile metrics 3

3. Business metrics

– Return on Investment
(ROI)
– Customer Lifetime Value
(LTV)
– Incremental sales,
revenue
WARC MMA
– Profit 2019
20
Mobile metrics 4

4. Audience delivery metrics

– Views
– Impressions delivered by target
group
– Viewable impressions
– Spectators (i.e. live streaming)
– Participation (i.e. gaming apps)
WARC MMA
2019
21
Mobile metrics 5

5. Attitudinal metrics

– Brand awareness
– Reinforcing brand image perceptions
– “Top of mind”
– Consideration
*survey metrics, to track upper funnel
objectives
WARC MMA
22
2019
Mobile metrics 6

6. Communications metrics

– Public Relations (PR) value

– Earned media
*associated with social media
tactics

WARC MMA
2019
23
Relevant mobile
metrics
■ The key to reaching that potential is in the use of

consistent metrics. Advertisers only will be able to

measure their advertising outcomes accurately
according to metrics that matter, rather than
merely the ones that are most available.
1. Daily versus Monthly Reach
2. Target Reach Efficiency
Fulgoni, GM & Lipsman, A
3. Incremental Lift in Cross-Platform Campaigns2017
24
Lifetime Value 1

■ Customer lifetime value (CLTV), sometimes referred to as lifetime

value (LTV), is the profit margin a company expects to earn over the

𝑪𝑳𝑻𝑽
entirety of their business relationship with the average customer.

= 𝐴𝑣𝑒𝑟𝑎𝑔𝑒 𝑆𝑎𝑙𝑒 𝑉𝑎𝑙𝑢𝑒 𝑥 # 𝑜𝑓 𝐴𝑛𝑛𝑢𝑎𝑙

𝑇𝑟𝑎𝑛𝑠𝑎𝑐𝑡𝑖𝑜𝑛𝑠 𝐶𝑢𝑠𝑡𝑜𝑚𝑒𝑟𝑠
𝑥 𝑅𝑒𝑡𝑒𝑛𝑡𝑖𝑜𝑛 𝑃𝑒𝑟𝑖𝑜𝑑 𝑥
𝑃𝑟𝑜𝑓𝑖𝑡 𝑀𝑎𝑟𝑔𝑖𝑛

Clever Tap
n.d.
25
Lifetime Value 2

■ Customer lifetime value must account for customer acquisition costs

(CAC), ongoing sales and marketing expenses, operating expenses,
and, of course, the cost required to manufacture the product and
services the company is selling.

Clever Tap
n.d.
26
Lifetime Value 3

■ LTV is a user’s total value throughout their time using an app. To

calculate LTV, find out how much revenue an app is generating and
from which sources.
■ Revenue streams: in-app purchases, in-app advertising,
subscriptions, and premium/paid-for apps.

Apps Flyer
n.d.
27
Lifetime Value 4

LTV can be broken down into three categories of variables:

1. Monetization – How much customers contribute to your mobile
revenue (in the form of ad impressions, subscriptions, or in-app
transactions).

Apptentive
2018
28
Lifetime Value 5

2. Retention – The level of engagement a customer has with your

app, looking particularly at the length of the average customer
lifecycle.
3. Virality – The sum value of additional users a customer will refer
to your app.

Apptentive
2018
29
“Murky” mobile metrics

■ Which metrics do and do not matter for

evaluating mobile advertising in the context of
cross-platform campaigns?
1. Clicks: Mobile click-throughs long have worn out
their welcome and should be replaced with
consistent measurement of mobile branding and
sales-lift effectiveness.
2. Views: Ought to be anchored to whatever
minimum view time drives meaningful lifts in brand
metrics, rather than to any previous standards
Fulgoni, GM for
2017
& Lipsman, A

digital advertising on desktop. 30

“Vanity” Metrics

■ Avoid “vanity” metrics that aren’t actionable. They just make

you feel good by creating an illusion of growth.
■ They are not useful to track sales growth & revenue.
■ Of course if you’re trying to raise brand awareness, then clicks
and views are important.

Clever Tap
n.d.
31
Measurement limitation 1

■ Questions about measurement, attribution, and mobile

fragmentation might have different answers, depending on the type
of campaign or even the industry and product type.

Bakopoulos et. al.

2017
32
Measurement limitation 2

■ Understanding the value of mobile is part of a much bigger challenge

of accurate attribution across all marketing channels—the process of
assigning value to a set of events or touch points that contribute in
some manner to a desired outcome.

Bakopoulos et. al.

2017
33
Measurement limitation 3

■ Marketers, moreover, are unclear about the degree to which mobile

drives revenue and profitability and its impact within the context of
their overall advertising mix.

Bakopoulos et. al.

2017
34
 Measurement limitation 4
■ Adding to the attribution problem is the downside of mobile
innovation.
■ The increasing number of formats, platforms, and targeting methods
has made it extremely difficult for marketers to decide where to
focus.

MMA 2016 cited in Bakopoulos et. al.

2017
35