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• Mobile marketing is a crucial part of modern digital strategies
• Firms use it to connect with customers, and mobile devices enable marketers to reach consumers anytime, anywhere

Defining Mobile Marketing

• Mobile marketing involves two-way communication between a firm and its customers via mobile devices

• The Mobile Marketing Association (MMA) defines mobile marketing as using wireless media (phones, PDAs) within cross-media campaigns

• Dushinski & Marriott (2019) define mobile marketing as connecting with customers at the right time and place, with their permission

• Smartphones enable immersive experiences through interactive ads and augmented reality

• Location-based services (LBS) and geofencing target consumers near stores/events to enhance message relevance

• Mobile marketing integrates online, social, and offline channels for a seamless customer journey

• Mobile connectivity and portability allow for real-time engagement, data collection, and personalized marketing

• Explicit consumer permission is often required in mobile marketing, aligning with privacy-centered marketing

• Permission Marketing model (Seth Godin, 1999) builds trust through customer consent

• Personalized offers, dynamic content, and adaptive messaging are central to effective mobile relationships

• Marketers need to understand technical aspects, data analytics, consumer privacy, and digital regulations for mobile marketing

• Mobile marketing is multifaceted, combining communication, relevance, and omnichannel integration

• The traditional marketing funnel starts with awareness through advertising and media

• Desire is created through engaging content/endorsements

• Interest grows as consumers explore products

• Action is when consumers make a purchase

• Mobile marketing adds post-purchase stages to the traditional funnel

• Adoption: positive experience encouraging repeat purchases

• Loyalty: consistently meeting expectations to build a strong relationship

• Advocacy: satisfied customers recommending the brand

• Mobile marketing uses digital tools to nurture customers beyond the initial transaction

Principles of Mobile Marketing

• Permission: Obtain explicit user consent before sending communications, aligning with privacy regulations

• Personalize: Tailor content based on preferences, behaviors, and interests to increase relevance

• Automate: Use predefined rules/workflows to deliver messages at optimal times for efficiency

• Segment: Group users based on shared characteristics to tailor messages

• Optimize Content: Design all campaign elements to be mobile-friendly and responsive for effective messaging

• Mobile-First: Prioritize mobile user experience with optimized websites and apps for small screens

• Measure and Iterate: Continuously assess campaign performance through analytics to improve strategies

• Effective mobile marketing enhances user experience and creates a robust digital landscape

Technologies in Mobile Marketing

• Mobile cameras: capture visual content and enable user-generated content for brand engagement
• Live streaming: broadcast video in real-time to allow brands for immediate interactive experiences
• Built-in software for facial recognition enhances security
• QR codes: two-dimensional barcodes to quickly access websites, promotions, or payment gateways
• Augmented Reality (AR): overlays digital information onto real-life views for enhanced user experiences in sports/retail
• Voice Interaction Technologies use voice commands for speech-to-text capabilities to boost engagement
• Motion sensors in devices detect movement/orientation, and allow interactive features and gaming
• Proximity/Location-Based Marketing: Bluetooth that enables businesses to send localized messages based on proximity
• Near Field Communication (NFC): short-range technology enabling contactless payments and secure, localized interactions
• Connectivity and IoT Integration: 5G offers faster speeds while The Internet of Things (IoT) allows devices to communicate

Effective Mobile Marketing Pillars (MIST)

• Mobile Pillar: Design mobile solutions that are a purpose-built mobile experience suited for phone use
• Intimate Pillar: Leverage data to create personalized experiences, tailoring messages to user patterns
• Social Pillar: Engage in genuine conversations with customers and integrate into social channels
• Transactional Pillar: Minimize purchase steps to reduce friction and maximize conversions

MIST Strategy Filters:

• Portable: Content/services accessible everywhere, ensuring a seamless mobile experience
• Personal: Strategy allowing customers to tailor the service to their needs for personalization
• Potent: Powerful, compelling approaches that drive action using simplicity

Development Approaches

• Native applications are built using platform specific language (iOS/objective-c, Java/android); separate code bases for separate systems

• Web Applications: Uses HTML, CSS and Javascript to run accross platforms with a single code base

• Hybrid Application: Combines native code with web code for faster updates

• Native applications offer choosing the right development approach; allows for resource allocation; requires optimal performance but increases developers needs

• Web Applications are developed using web technologies that fun accross platforms. it speeds up developement and saves costs

• Hybrid Applications offer faster code with cost savings with web components.

• Native Applications are on the app store needing to dowload an instillation

• Web Applications are accsessed via a web browser and URL

• Hybrid Applications can be access in an app store with a web component update

• Provides limted hardware accses, due to browsers API, effects the users experince.

• Offer highly optimial with stable user enviorments

• Internet Connection is a factor

• Native applications are available to work offiline providing all can connect without need

• High Disciverabilty

• Time and Cost Factors come in to it, using code saving on single code base.

• Maximum Code that delivers optiimal performance

• is importaint to gain users visibility

• Leverging approch can signifiantly save developement time.

Development

• If yes, Native offer highly optimised performance

• If not. A single Code based across

• Native or Hubrid app allow deliver update.

Hardware

• Nataive and hydrib can get full access to code ware

• Web and Cloud

• Native that provide platform. Provides an overall experience

Applications

• ENTERTIANMENT app used media for entertainment

• LIFESTYLE to help serces to imporve daily

• New as current events

• Gaming interaction

• Produce

• In advertismnt Revenue is genarted by displaying ads (third-party networks) within the app

• Own IAP ads

• unlimited full acces

• In app Purchase

• E commerce. buying

• Subsription

Payment

• Data is encrypted

• Tokeenised: replaces security

• Payment prossing

• bank SDK use pre packed services to deliver services to mobile devices

• APIs

• Hosited Pages - managed data

Security

Payment

• Do not contain to many pages
• Do not contain to many navigation button-
• Do not load slow as cause cart abandment from customers
• Do not use unsecuted web pages
• Do not have poor layouts

DATA STANDARD

• data protection
• firewall
• restrict access
• logging mechanism
• testing security

DATA BREACHES

• Unauthorized user
• Man int eh middle attck injectting malicious script SQL INJECTTION
• x scripting
• phishing
• unsecured api
• session high jacking tokening can safe gaurd the