Mobile MKT

Question 1

What does “Mobile” mean?

Answer 1

Mobile refers to portable, internet-enabled devices such as smartphones, tablets, and smartwatches that allow users to access digital content, communicate, shop, play games, and interact with applications ubiquitously—anytime and anywhere

Question 2

What is “Mobile MKT”?

Answer 2

Mobile MKT is a strategic approach through which companies engage with consumers via their mobile devices. This encompasses a variety of tactics, including in-app advertising, SMS and push notifications, mobile-optimized websites, and social media campaigns, all designed to deliver timely, personalized, and context-relevant MKT messages

Question 3

Key Characteristics of Mobile MKT: Summary of Mobile (Technical) Features

Answer 3

• Portability
• Real-time communication
• Location-based services
• App integration -dedicated space for brand interaction.
• Personalization - based on their behavior, preferences, location, and past interactions

Question 4

Key Characteristics of Mobile MKT: Summary of Mobile User Behaviors

Answer 4

• Frequent short-session usage: interact with devices in short bursts throughout the day
• Multi-tasking and short attention span: distracted or multitasking
• Cross-device behavior: often switch between devices (e.g., from phone to laptop to tablet)

Question 5

How do Mobile Apps & Desktop Website compare?

Answer 5

• Information Display
• Search Experience
• Purchase Experience

Question 6

How do Technical Features differ between Mobile Apps & Desktop Websites?

Answer 6

• Smaller screen means less information displayed at once, some things might be more difficult to read
• Slower, more difficult typing
• Less precise clicking
• Smaller/slower processor (and slower networks in some cases) means slower page loading and page submission

Question 7

How do User Behaviors differ between Mobile Apps & Desktop Websites?

Answer 7

• Shorter Attention Spans & Frequent Distractions
• Interruption-Driven Consumption
• High Frequency of Use
• Rich media (e.g. video) is equally effective for mobile and desktop users
• Contextual Relevance & Location Sensitivity
• Personalized Mobile Devices
• Touch-Driven Interactions
• App-Centric Behavior

Question 8

How do Features & User Behaviors affect a mobile MKT strategy?

Answer 8

Marketers need to:
- give clear, concise, and consistent messaging/information
- make quick and easy to use

Question 9

What strategies do marketers use target consumers with Mobile MKT?

Answer 9

• Location-Based Targeting
• Habit Targeting
• Weather Targeting
• Social Context Targeting

Question 10

How do marketers use Location-Based Targeting to target consumers with Mobile MKT strategies?

Answer 10

• Major strength of mobile MKT
• Geo-fencing targets users within a specific radius of a location
• Best results when combined with:
  
  • Behavioral targeting (user actions/interests)
  • Temporal targeting (time of day/week)

Question 11

How does Mobile MKT Work?

Question 12

What are “Mobile Apps”?

Answer 12

Mobile Apps are software programs for smartphones and tablets, used for tasks like social media, banking, and gaming. Apps are OS-specific, mainly Android or iOS:
- Companies track mobile app user behavior through install sources, in-app actions, and key metrics like retention and ROI to improve MKT effectiveness

Question 13

What are Key Performance Metrics of “Mobile Apps”?

Answer 13

• App installs is the core metric for measuring success
• Overall functionality is also critical
• Install tracking & app MKT
• In-app analytics
• Direct user feedback

Question 14

Mobile Customer Journey & Mobile MKT Strategy

Question 15

How do Mobile Apps map the customer’s journey with the AIDA Model?