digital marketing & importance of sms, mms, app design & development
TRANSCRIPT
MARKETING WITH SMS & MMS MESSAGING
Text Messaging
• 1-5 message/month from brand to 31% consumers & more than 20/ month to 23% consumers.
• Why Text messaging?• Quick way to grab attention and easy proliferation.
• SMS/MMS- Important marketing strategy• Open rate of SMS- 98%• 8X more effective engagement source
• Instigate direct purchase by 50% consumers• Predicted growth contribution 40% b 2017• 10x more coupons redemption
Short Message Service• SMS is a fast and efficient way to engage with your
customer.• SMS enables you to reach your customers.• You have limited space. • Types of SMS text: Promotional & Transactional
Special offers, Promotions, or sales
Order Alerts Appointment reminders
Contest Alerts
SMS: Industry PracticesBrief & Focused
Avoid Slang & Abbreviations
Offer something valuable
Identify yourself
Make customers feel special
Always have a CTA
Multimedia Messaging Service
• Special offers, promotions, or sales.• Video Content• New product images
• MMS messaging provides great branding opportunities.• MMS texts have a higher customer engagement with a 15% average CTR.• MMS increases campaign opt-ins by 20% over SMS.• 8x more sharing from subscribers.
• You can fit more in a MMS message.
Create Engaging MMS
• Use rich, engaging visuals.• Consider including a scannable code
for promotions.• Connect your MMS message to a full
campaign.• Include social sharing buttons.
Subscriber consent
Text Message
Signage
Website Form
Social Media
Compliance Guidelines
• Include instructions on how to opt out.
• You must notify subscribers if there is a cost to the service.
• Provide subscribers with a way to ask questions.
• Set expectations.
PART V: MOBILE APPS
DEFINING YOUR MOBILE APP STRATEGY
Mobile apps can support your business goal, whether that is to extend your product, drive engagement, or support commerce. Mobile apps provide an opportunity to drive extremely
deep engagement with your customers.
STEPS
1
2
3
4
YOUR APP DEVELOPMENT TEAM
SELECTING YOUR APP STRATEGY TEAM
DETERMINE YOUR APP STRATEGY
CREATING YOUR APP ROADMAP
1 YOUR APP DEVELOPMENT TEAM. REALLY?
• Is Mobile app right for your business? • If yes! Assemble a cross functional team of stakeholders
2 YOUR APP STRATEGY TEAM:
• Executive Leaders - CMO, CPO’s & CTO’s • Marketeers - “Don’t forget sales guys” • UI & UX People • Product Managers & Developers
3 YOUR APP STRATEGY GOALS:
• Acquisition • Engagement • Retention/Conversion
4 CREATING YOUR APP ROADMAP
• Long Term Focus for app. • Continuous Iteration as per market need/trends
TYPES OF MOBILE APPS
Productivity Apps
Commerce Apps
Retained Engagement Apps
Mixed usecase apps
Productivity Apps
Engagement Apps
Commerce Apps
Mixed Use Apps
PART V: PAYMENT MODELS & PRICING
PAYMENT MODELS AND PRICING Once you have decided what type of app makes the most sense for your business,
you need to decide whether & how to price your app ?
PRICING STRATEGIES
😊 😎😡🤑
MOBILE APP DESIGN & DEVELOPMENTOnce you have determined the type of app and the pricing model that fits your business,
it’s time to get started on app design.
HOW TO KICK START & ACCELERATE ?
🤔
AppFunctionality&Flow
Development
Cost Time
REASONS FOR CREATING WIREFRAMES
WIREFRAMINGCreating a wireframe—an outline or diagram of your app’s ow and functionality
Save Money Expand Idea Structure Work Assess App Functions Early Feedback
ELEMENTS TO CONSIDER:Ask for ReviewShare the appUser Help or SupportOption to change settings
Few Important Concepts:
UX First Credentials Later
Decide Engagement Flow
Solicit Feedback & Review
Personalize UX & Content
Localization & Local Content
APP DEVELOPMENT To ask the right questions and evaluate which development plan can
work best for your app and organization.
TIME & COST BREAKDOWNSimple Apps
Moderate Apps
Complex Apps
Cost of Development
$ 35000
Cost of Development
$ 200,000
iOS App Anatomy
Color, Icons & Graphics
Terminology & Wordings
Start || Stop Navigation
Model Context
C# and iOS Integration
Interactive & Feedback
Animation & Branding
Adaptivity & Layout
UI DESIGN BASICS FOR iOS
PART V: APP PROMOTIONS & ENGAGEMENT
APP PROMOTION
Cross Channel Promotion
EXPAND REACH
INCREASE DOWNLOAD VOLUME
App PromotionChecklist
EVENTS
IN-STORE
TELEVISION
WEBSITE
BLOG
EMAILS
SMS
PAID SEARCH
SOCIAL MEDIA
• 63% Apps discovered by App Search
Elements of App Store Optimization
• Title : primary keyword in your title helps improve your ranking.
• Description: should support ASO strategy.
• Keywords: choose better keywords and maintain a high ranking
• Reviews and ratings: 60% downloads through recommendations of friends
OPTIMIZE APP STORE PROMOTION
IN-APP ENGAGEMENT
REMINDERS
UTILITY ALERT
PROMO ALERTS
APP FUNCTIONALITY
TRAFFIC DRIVERS
PERSONILAZTION
Push Notifications : Messages or alerts delivered by your app to the user.
PUSH NOTIFICATION STRATEGY
Know Your Customer
Don’t Overdo It
Make it as Compelling As Possible
Customer is King
Drive Cross Channel Interactions
KEY OBJECTIVES OF IN-APP
New feature within app
Engage with specific content
Drive Conversion on app
Ex: Ola Share
Ex: Netflix
Ex: Flipkart
PART VI: TESTING MEASUREMENT& OPTIMIZATION
5 Step Testing ProcessDefine Success
Identify Bottlenecks
Construct a Hypothesis
Prioritize
Test
Testing across all Mobile Marketing activities
Tes$ngSMS/MMSMessages
• Copy• Call-to-Ac-on• SendTimes• Image• Subscribers• Cross-Channel
Tes$ngMobileLandingPagesand
WebPages
• Copy• Offer• Images• Bu?ons• Call-to-Ac-on• Mobile-friendliness
Tes$ngMobileOp$mizedE-mails
• Copy• Offer• Images• Bu?ons• Call-to-Ac-on• Mobile-friendliness• Cross-Channel
Tes$ngintheapp
• LoginScreen• OrderofScreenFlow
• CheckoutProcess• Menus• Layout• PersonalizedSugges-ons
• MessagesandCopy• Promo-onsandOffers
• Users• SessionLength&SessionInterval• Timein-App• A9ribu<on• ScreenFlow• Ac<ons• Reten<on
Appmetrics
• Sent• Delivered• Bounced• Opens/OpenRate• Clicks/ClickThroughRate• Unsubscribed• MarkedasSpam
Metricsforresponsivedesign
• Click-ThroughRate• PageViews• Cost-Per-Click• ConversionRates
ResponsiveLandingPagesandWebMetrics
MOBILE METRICS & ROI
ConclusionEach of the different tactical channels offer a new way to engage with the
customers.The ubiquity and proximity of the mobile device in today’s modern culture
demonstrates why mobile has become and will continue to be indispensable to marketers.
Marketing via mobile devices is about unlocking the potential of a huge, expanding, captive, and engaged audience. Mobile marketing is modern marketing.
THANK YOU
Aditi Jain NO39Vidhi Tanna NO40
Gaurav Singh Bisen I071Parag Samant I052
Tuhina Sharma N023