Mobile marketing tools with examples. Types and technologies of mobile advertising

Mobile advertising- this is an innovative type of advertising, in which contact with the user occurs through mobile devices by means of various advertising messages. From year to year this advertising channel becomes more and more creative and interesting in terms of formats and ways of communication with users.

The main advantages of mobile advertising:

Often there are questions: what tasks can mobile advertising solve and for what type of advertisers should consider this channel as an obligatory component of the digital split. The answer is simple: mobile is suitable for everyone, it is important to use it correctly, and most importantly, evaluate it in conjunction with other traffic sources. On the this moment search giants, social networks, as well as various mobile grids offer a wide range of tools for solving both image and performance tasks. It is important to understand exactly what challenges your business faces and how mobile can help you.

We can say that the mobile channel is indispensable in the overall digital split, as it affects both various online activities in general and the user's path to conversion, which can also end up offline. This pattern is very clearly reflected in the report. Google, which we present below, where it is clear that in addition to a large share of direct transactions, a significant part is associated.

Range of mobile agency services iContext :

Mobile Ads - advertising in mobile advertising networks (CPC, CPM, CPI, CPA)

Advantages:

• The largest sources of mobile traffic
• Technological solutions in traffic monetization management
• Rich opportunities in creative management

SMS - advertising via SMS messages

What for?

More than 50 targeting parameters based on behavioral characteristics.

Advantages:

• Personalized customer service
• Flexible targeting options
• Low contact cost
• High speed sending

Advantages:

• Biggest Traffic Sources
• High conversion with low CPC
• Extensive targeting options
• Small test budgets

Mobile development

• Application Development
• Preparing creatives
• Suggestions for improvement

Mobile analytics

What do we offer?

• behavior analysis
• assistance in choosing analytics and its further installation
• reporting preparation
• promotion recommendations

PR - promotion of applications through articles

What for?

Reviews allow you to cover the part of the audience that is ready to install applications consciously.

Advantages:

• Demonstration strengths and application benefits
• Formation positive image applications
• High conversion to installs (500 – 3500 per review)

Store Top - bringing applications to the top App stores

What for?

Increasing the position of the application in the top, to increase the share of organic downloads and increase brand loyalty.

METHODS OF OUTPUT TO THE TOP:

Various traffic mixes depending on the client's tasks.

Advantages:

• Additional PR
• Large volumes of organic installs
• Low CPI

ASO - App Store Search Optimization

What for?

To optimize a mobile app to maximize search visibility.

OPTIMIZATION CHECKLIST:

• Text preparation
• keywords
• Visual design

Advantages:

• Promotion of the application in the top
• Increasing organic installs

Why is it better to work with iConText?

• Single point of entry to mobile
• Extensive mobile experience advertising campaigns
• Ability to solve any client tasks - from traffic to performance
• A wide pool of mobile partners, as well as effective methods of interaction with mobile networks that affect the quality of advertising campaigns
• A rich experience strategic planning and adaptation of customer products in mobile
• Daily monitoring of the effectiveness of advertising campaigns, which allows you to optimize costs
• Customer support in mobile analytics
• Certified employees

Cross-device formats (mobile and desktop):

Desktop formats only:

Mobile formats only:

Multi-format placement

Requirements:

Image 256x256

• file format - JPG, PNG;

• Large image 1080x607

  • file weight - no more than 150 Kb;
  • file format - JPG, PNG;

• Image 600x600

  • size not less than 600x600 pixels;
  • file format - JPG, PNG;

• Websites must be mobile friendly

Locations:

V CPC placement package:

V CPM package, you can choose any set of placements from:

How to create a "Multi-format layout"?

Now it is possible to add "Button text" of the call to action (Call-to-action button) in the native block of the multiformat.
Depending on the content of the advertisement, you yourself choose in the myTarget interface which call to action button to use for the desired banner: "Buy", "Play", "More", etc. This tool will increase the CTR of your ad, thereby increasing the effectiveness of your advertising campaign .

Please note: currently "Button text" (Call-to-action button) is NOT available on all myTarget sites.

myTarget PRO

Teaser 90х75

Title - must contain no more than 25 characters, including spaces;

Text - the description must contain no more than 90 characters, including spaces;

Image

• size not less than 90x75 pixels;
• file weight - no more than 60 Kb;
• file format - JPG, PNG;

Read more about the format on myTarget PRO

Banner 240x400

Image

• Size 240x400 pixels;
• File weight - no more than 60 Kb;
• File format - JPG, PNG;
• The background of the banner should not be transparent, the contents of the banner should occupy the entire area and have a clear border (frame);
• External codes are not accepted for placement;
• An independent audit of impression and click events is possible using the following systems: AdFox, AdRiver, DoubleClick, Gemius, Mediascope, Weborama;

Read more about the format on myTarget PRO

Banner 240х400 HTML5

Create ads

• Enter the target link
• Choosing the "Banner 240x400 (HTML5)" package in social networks and services

Technical requirements for HTML5 banners

1. The .zip archive must contain the .html file and all resources used
2. The following resource types are allowed.png, .jpg, .jpeg, .gif, .css, .js, .svg
3. Maximum size of .zip archive: 150 Kb
4. File names must be in Latin
5. Text files must be utf-8 encoded
6. Must have clickable area with macro %link1% as target URL
7. Links should open in a new window
8. Must have a tag with the size of the creative
9. Should work correctly in browsers: IE 10+, Firefox 14+, Safari 5+, Chrome 18+
10. For unsupported browsers, it is necessary to provide a simplified version of the banner or stub gif
11. Access to external resources is prohibited
12. Animation control should not significantly load the processor of the user's computer. Celeron 1.5 GHz is used as the reference processor, the banner should not use more than 35% of the processor on average and 60% at the peak.

link1

link1 link2 link3 link4 link5

An example of a meta tag (for a 240x400 banner):

At the moment, the ability to create a format is only available legal entities and media agencies.

Read more about the format on myTarget PRO

Video banner

Technical requirements for a 240x400 video file:

• The maximum volume is 2 mb.

Technical requirements for other video file formats:

• Timing - no more than 30 seconds;
• The maximum volume is 10 mb.
• Video resolution - from 640x360. Recommended resolutions: 1280x720, 1920x1080.
• Stream requirements:

-
-
-

• Video format:

-
-
-

Video banner 240x400

Video ad size 240x400. Placement is available on the Odnoklassniki social network, Mail.Ru Group projects and the myTarget advertising network in the right and left columns.

Video technical requirements:

Substrate— an image that fills the space of a 240x400 column if the video is smaller. The image can be in JPEG or PNG format, size is 240x400.

Mobile advertising

A single native format is valid for all myTarget mobile sites: event feeds social networks VKontakte, OK.RU and My World, Mail.Ru mobile services and myTarget mobile advertising network.

Requirements:

Title - must contain no more than 25 characters, including spaces;

Text - the description must contain no more than 90 characters, including spaces;

Image 256x256

• size not less than 256x256 pixels;
• file format - JPG, PNG;

• Large image 1080x607

  • size not less than 1080x607 pixels;
  • file weight - no more than 150 Kb;
  • file format - JPG, PNG;

Mobile Advertising CPI

Payment for app installs

Notes in Odnoklassniki

Group notes in Odnoklassniki are shown in the event feed of the web version and on mobile devices.

Locations:

• Desktop
• Mobile

Note:

The announcement is created automatically based on the content of the note:

Desktop Note

Mobile Note

upload XLS/CSV report

Read more about the format on myTarget PRO

Video notes (OK)

Videos in notes with autoplay in Odnoklassniki are shown in the event feed of the web version.

Locations:

• Desktop
• Mobile

Note:

Inside the note, the use of third-party shorteners is prohibited. You can use the link shortening system https://okl.lt/en/cabinet/login

The announcement is created automatically based on the content of the note:

For detailed statistics, upload XLS/CSV report for the current campaign. The following metrics are available:

Locations:

• Mobile
• Desktop

Ways to get Leads:

1. Sending leads to Email. Select the checkbox on the page Campaign Leads and choose checkboxes Send notifications to selected email addresses.

To add an Email on the page, fill in the Email field.

2. Received leads on banners can be downloaded in xlsx file, in campaign statistics:

Click the "Download report" button

Select "Leads by Campaigns" from the drop-down menu on the left. Campaign leads are only available in Lead Ads ads.

Click "Download report".

Statistics:

Campaign stats:

Depending on the display location (site), the format of promotional materials may be changed.

Read more about the format on myTarget PRO

Preroll in video

Full Screen and Rewarded Video

Carousel

Read more about the format on myTarget PRO

Cross-platform video posts (OK+VK)

The advertiser will be able to use two social networks as a single advertising platform. The new impression accounting algorithm recognizes the same user not only on different devices, but also in different social networks. So, if the campaign settings are set to a single display per unique user, then a person will see the commercial only once: after viewing an advertising post on VKontakte on a smartphone, a similar ad on Odnoklassniki on the desktop will no longer be shown - and vice versa.

• It is possible to advertise only "Hidden VK posts" with a video inside. Video recording should be played in the "VK player"
• It is possible to advertise any "Post OK" with a video inside. Video recording should play in "player OK"
• Both posts in one ad must be similar in content

Locations:

• Desktop: VK feed and Odnoklassniki.
• Mobile: VKontakte and Odnoklassniki feed in IOS and Android apps

How to create a "Hidden VK Post" (Hidden VK Post)?

Note! Additional elements (such as call to action buttons) are not allowed.

How to create a "Cross-Platform Video Post"?

1. Select "Social Media Actions"
2. Enter a link to a VK post or OK
3. Select package "Cross-platform video posts"
4. Add a second link

For detailed statistics, upload XLS/CSV report for the current campaign. The following metrics are available:

Placement examples

Desktop VK:

Desktop OK:

Mobile application VK IOS

OK IOS mobile application

Articles (myWidget)

Advertising materials are displayed inside the recommendations widget (myWidget) on mail.ru projects, as well as on external network sites. The decision on the relevant display (targeting) of advertising materials is made on the side of myWidget technology based on collaborative filtering and content analysis.

Article requirements:

Requirements:

• Title - must contain no more than 120 characters, including spaces;
• Text - the description must contain no more than 500 characters, including spaces;
• Image 400x300
• file format - JPG, PNG

Placement example:

Out-stream video on the Nativeroll network

Logo
. header
. Description
. Call to action button
. Video player

Requirements:

Video

1. Timing - no more than 30 seconds;



5. Video format:
MP4 (MPEG-4): H.264 video codecs, AAC audio codec.

Logo

2. file format - JPG, PNG;

Text

Read more about the format on myTarget PRO

Bumper Ads video on Nativeroll network

Logo
. header
. Description
. Call to action button
. Video player

Bumper Ads can be displayed on both desktop and mobile devices. To set up a campaign with a new format, you need to select the goal "Accessibility" in the myTarget advertising account (available advertising agencies; direct advertisers open on request).

Requirements:

Video

1. Timing - no more than 6 seconds;
2. The maximum volume is 10 Mb.
3. Video resolution - 640x360, 1280x720 or 1920x1080
4. It is recommended not to show important information in the top 10% of the video, because there will be player controls.
5. Video format:
MP4 (MPEG-4): H.264 video codecs, AAC audio codec.
6. The video should not mislead the user, that is, it cannot contain buttons that duplicate services and other elements.
7. The video must not contain visible artifacts, distortion of proportions and other errors. Videos of low processing quality and with a high degree of compression are not accepted for placement (the portal administration reserves the right to subjectively evaluate advertising materials)

We also reserve the right not to accept advertising materials for placement, the execution of which does not comply with the internal policy of the company.

Logo

1. size not less than 256x256 pixels;
2. file format - JPG, PNG;

Text

1. Title - up to 25 characters, including spaces;
2. Text - up to 40 characters including spaces;

All elements native block clickable.

Mobile video advertising

Native video format myTarget: shown in the mobile feed of social networks VKontakte and Odnoklassniki.

The video in the banner starts automatically, which gives more user engagement.

header- must contain no more than 25 characters, including spaces;

Text- the description must contain no more than 90 characters, including spaces;

Icon image 256x256:

• size not less than 256x256 pixels;
• file format - JPG, PNG;

First frame:Important element ads, if low speed internet connection.

• Rectangular image - size not less than 1080x607 pixels; File weight - no more than 150 Kb; File format - JPG, PNG;
• Square image - - size not less than 600x600 pixels; File weight - no more than 150 Kb; File format - JPG, PNG;

Video file:

The maximum volume is 90 mb.

Video resolution:

• Horizontal video 16:9: - from 640x360. Recommended resolutions: 1280x720, 1920x1080.
• Square video 1:1 - from 600x600

Stream requirements:

• Video bitrate: 400-450 kbps Frame rate: no more than 25 frames / sec.
• Audio bitrate: 80-100 kbps Volume level no more than 30dB
• Total bitrate: 480-550 kbps

Video format:

• MP4 (MPEG-4): H.264 video codecs, AAC audio codec.
• The video should not mislead the user, that is, it cannot contain buttons that duplicate services and other elements.
• The video should work correctly in browsers: IE 10+, Firefox 14+, Safari 5+, Chrome 18+

Read more about the format on myTarget PRO

Vertical video

Vertical video is available in the Odnoklassniki mobile app for iOS and Android.

header- must contain no more than 25 characters, including spaces.

Text- the description must contain no more than 90 characters, including spaces.

Icon image 100x100:

• size not less than 100x100 pixels;
• file format - JPG, PNG;

First frame: An important element of the ad if the Internet connection speed is low. Vertical image - size 1080x1350 pixels; File weight - no more than 150 Kb; File format - JPG, PNG;

Video file:

• Timing - no more than 30 seconds. We recommend uploading videos less than 15 seconds.
• The maximum volume is 90 mb.

Video resolution:

• Vertical video 4:5: - Resolution: 1080x1350

Stream requirements:

• Video bitrate: 400-450 kbps Frame rate: no more than 25 frames / sec.
• Audio bitrate: 80-100 kbps Volume level no more than 30dB
• Total bitrate: 480-550 kbps

Video format:

• MP4 (MPEG-4): H.264 video codecs, AAC audio codec.
• The video should not mislead the user, that is, it cannot contain buttons that duplicate services and other elements.
• The video should work correctly in browsers: IE 10+, Firefox 14+, Safari 5+, Chrome 18+

Hello! In this article, we will talk about such a promotion and sales tool as mobile marketing.

Today you will learn:

• What is mobile marketing;
• What are the tools for implementing mobile;
• What technologies should be used for each tool.

Mobile marketing: what is it and what is it for?

According to statistics, about 40% of online purchases occur through mobile versions of websites or mobile applications. In order not to lose this lion's share of customers, you need to get acquainted with such a science as mobile marketing.
Mobile marketing has its origins in the 2000s, when mobile phones only began to enter the life of Russians. At its inception, mobile marketing was SMS spam. Annoying promotional SMS messages were sent to all users whose phone numbers could be obtained.

Today, mobile marketing has turned into a science, where the main thing is a personalized approach and customer assistance.

So, mobile marketing - a set of promotion tools that are implemented using mobile communications and mobile devices, in contrast to classical marketing in companies.

Benefits of mobile marketing:

• The ability to gain access to more users than when using;
• Relatively low cost per contact;
• Focus on sales;
• Personalization.

Disadvantages of mobile marketing:

• obsession;
• Difficulty in obtaining data;
• High .

Mobile marketing should be used when you set one of the following tasks for a company:

• Increasing customer loyalty;
• Establishment feedback with clients;
• Stimulation of repeated purchases;
• Retention of existing customers;
• Increasing brand awareness;
• Sales growth.

In addition, it must be added that mobile marketing can be considered a great example. That is, the channel that allows you to promote the product to a wide audience without large investments.

Mobile Marketing Tools

In order to select a specific tool for the distribution of mobile advertising, it is necessary to carry out the following work:

• Designate the target audience of the product and the company;
• Determine what share of yours is using mobile communications, mobile applications, uses QR codes;
• Determine the budget for the advertising campaign.

Mobile marketing has long gone beyond the usual SMS messages, although they have a place to be, but in a different form.

SMS messages

SMS messages as a mobile marketing tool today are personalized advertising letters. Promotional messages should only be sent to users who are interested in your product.

At the same time, it is important to generate messages individually for each user, taking into account the needs, interests and other data of potential customers.

All this sounds great in theory, but how do you get all the data you need in practice?

There are several ways to do this:

• Inclusion of the fields necessary for the formation of personalized messages in the registration form on your official website. Don't forget to include the "mobile phone" field and permission to send SMS. Don't forget to track the history of purchases and page visits by the user. Let's imagine that you sell hair care products in . So, if a user visited pages with a description of dandruff remedies, but did not make a purchase, then offer him an effective remedy in an SMS message that will solve his problem. If the user has made a purchase, then offer complementary funds.

In order to generate a personalized promotional SMS message, the following fields may be useful to you during registration: “Shampoos with which effect are you most interested in?”, “What flavors do you prefer?”. Do not overload the questionnaire and always offer answers, otherwise you will frighten off a potential consumer.

• Obtaining the necessary data when making a purchase. In this case, bonus cards are of great help, for which the buyer is offered to fill out a short questionnaire.
• Social Media Polls will allow you to get the missing data about potential customers;
• Purchase of a database of numbers and data on potential customers. But in this case, you run the risk of running into a negative reaction from users.

MMS messages

Mobile marketing in the form of MMS messages is completely identical to SMS mailings. In the case of MMS messages, you get the opportunity to send not only text ads, but also visual (images), auditory (voice messages), and video ads.

Advertising in mobile applications

The cost of this service ranges from 1 ruble to 3 rubles per subscriber. You choose the number of subscribers to whom you want to show ads by paying for a certain number of impressions.

• Choose applications whose target audience matches target audience advertised product. No need to advertise a women's hair mask in the Tanchiki mobile application;
• Ask the app developer for download statistics to understand who the user is. This will allow you to comply with the previous point;
• Check out the number of app downloads and the number of users you would like to notify.

It's best to contact the app developers directly, but you can also contact the DoubleClick and OpenX exchanges.

• Horizontal banner - occupies part of the screen, does not prevent the subscriber from using the application;
• Static image - occupies the entire screen, in order to remove ads and continue working with the application, you need to close the ad by clicking on the cross;
• Animation - video 3-5 seconds long;
• Expandable banner - when you click on it, it expands to full screen.

In addition, you can create a mobile application yourself, for example, a game whose storyline intersects with . For the passage of this game, assign bonuses that can be exchanged for a discount or a gift.

QR codes

A relatively new tool for Russia. It is a code that can be placed on a printed medium that can be read using a mobile application. Such code should carry value for the consumer. No one will download a QR code reader app in order to view ads.

Therefore, a QR code must carry one of the following values:

• Provide an online discount coupon;
• Provide an online gift voucher;
• Other.

Short numbers

In this case, a potential client contacts you himself to get some information. As a rule, this tool is used in combination with some other tool that had a “hook” for a potential client and the short number itself.

Services of mobile operators

Services such as "Chameleon" from Beeline, "Kaleidoscope" from Megafon and MTS-news also provide advertising services. In the case of using these services, advertising will take the form of teaser advertising.

Mobile Marketing Technology

Which marketing tool you choose to distribute mobile advertising messages will depend on the marketing technology through which it will be implemented.

The table shows the main technologies of mobile marketing with their brief description and correlation with specific tools and form of implementation.

	Technology Description	Tools implemented by technology	Implementation form
	They are simple voice messages of an advertising nature.	MMS messages; Short numbers
	Promotional SMS	SMS messages	Text message
	Promotional MMS messages	MMS messages
Wap, gprs, edge	Internet communication technologies for mobile devices (methods of access to mobile Internet)	Advertising in mobile applications, QR codes	Video, image, text
	Voice menu	Short numbers
ICB (Interactive Cell Broadcast)	Mobile mailing from telecom operators	Services of mobile operators	Image (clickable)

Successful Applications of Mobile Marketing

Every mobile marketing tool can lead you to success. Here are examples of successful advertising campaigns carried out using various tools.

“This is very confidential information… Only shh!:) We are giving away love and everything that comes with it.” And they do it very well.

Such fast food establishments Catering how Burger King and KFS have long ago released their mobile applications that allow users to receive discounts, which attracted the attention of customers.

QR codes

Scandinavian Airlines held a promotion during which a potential client was asked to scan a QR code in order to receive a discount on a flight. The peculiarity was that it was possible to scan the code only with the help of two gadgets. Thus, users began to bring companies of their friends and acquaintances to use their gadgets.

In conclusion, I would like to note that mobile marketing does not end with the above promotion tools. It includes the adaptation of your site under mobile devices.

It is important that your site on a smartphone displays basic information and allows you to perform targeted actions. To do this, install images of the appropriate resolution and size, get rid of plugins, slightly increase the font, buttons and other active elements of the page.

The ancient Greeks had two deities of time - Chronos and Kairos. Chronos measured time in days and years, distinguishing events in the sequence of hours. Kairos - the god of a happy moment, a good minute, called for planning things not according to a schedule, but in the context of other events. In the modern world, we have almost forgotten about Kairos and are guided by the legacy of the unbiased Chronos, writing in the diary: send SMS with a promotion on August 5 at 15-00. But how much more effective can your ad be if delivered at the right time, in the right place, and in the right context.

Showing a doubting customer a 20% discount when he is standing at your storefront is the height of relevance in advertising. Previously, we simply didn’t have the opportunity to guess the right time, but now, thanks to mobile devices that invariably follow the owners, targeting is becoming more accurate.

Round-the-clock access to all resources on the network is one of the main driving forces in the world of mobile devices, along with speed and responsiveness. Mobile technology will soon become the location for all interactions between customers and brands.

You and I need to be on the alert and have time to adapt to survival in a mobile environment. How can you find your buyer and make him an offer he can't refuse using a mobile device? Oracle's study describes the ability to contact a customer using SMS, online advertising, and even notifications inside an electronic wallet. But let's talk about everything in order.

Oh, the brave new world of smartphones

Proof that the mobile age is on the rise is not only the proliferation of portable devices, which customers carry with them from morning to night, but also how people use smartphones and tablets. They socialize, shop, search for information, travel, play, read and explore. They live in a mobile world.

Sir we're losing control

Research shows that mass marketing campaigns that target literally everyone that we could see in the previous decades (advertising on TV, radio and newspapers) are losing their effectiveness. Consumers now want to manage their interactions with the brand themselves. Thanks to technology on desktop and mobile, users can rewind, delete or adjust ads. Shamelessly breaking into the client space with an intrusive spam-like message, you risk getting blacklisted.

Harmonious mobile marketing today is a story about the customer journey. Responding to the dramatic shift from marketer tyranny to consumer democracy requires focusing on the user journey while building a strategy.

Marketers who keep their noses to the wind are starting to respond by focusing on user experience. They orchestrate the process of obtaining experience in accordance with the behavior and preferences of a particular user. This creates an impeccable experience: discreet, highly personal, and always relevant.

Next generation mobile marketing tools

In response to a dramatic shift in the way consumers communicate with brands, marketers are finding engagement solutions at every possible touchpoint: SMS, in-app and website notifications, and mobile email messages.

Let's take a closer look at each of these tools.

Mobile Internet

While mobile apps are gaining popularity, many users still shop directly from online shopping sites.

This is both a challenge and an opportunity for marketers. Brands that haven't optimized their sites for mobile are leaving customers alone with unreadable content, or worse, with buttons that simply can't be clicked on a touch screen.

Astute marketers have redesigned websites to dynamically adapt the display to the customer's device and facilitate shopping anywhere in the world. According to a Google report, two-thirds of customers are more likely to make a purchase on a mobile-friendly site than on a site that is not mobile-optimized.

Mobile mail

Over half of emails open on mobile, and that should be enough to convince brands to make responsive email design a top priority.

Responsive design ensures that emails display well on all mobile devices and operating systems. In addition to this, make phone numbers, email addresses, and products easily clickable within the email.

SMS

Almost 90% of messages are opened and read in the first 90 seconds of receipt by making SMS the perfect way warn customers about upcoming sales, contests, new products or provide delivery information.

For example, airlines can notify travelers about changes in departure times, and online stores can inform about delivery status in near real time.

However, you can communicate via SMS with clients who agree to such interaction, otherwise the messages will damage the company's reputation.

Pop-up notifications

Today, consumers spend more time on apps than watching TV. Push notifications help brands communicate a message to users on mobile apps. Such messages can be created both on the basis of classic information about customers: demographics, previous purchase history, and on the basis of important information received from devices. For example, an automatic notification can be generated when the user has not logged into the application for a long time or when he is close to an offline store.

Location based offers

Smartphones already have the ability to display alerts and ads based on the user's physical location. And this technology is advancing at an incredible rate.

For example, developers from Apple have rolled out iBeacon Bluetooth "beacons" for mobile devices that support low power consumption technology. The beacons connect to a physical transmitter in the store. When a customer is browsing TVs in an offline store, pop-up notifications with reviews and additional information about the product can be shown in real time, bridging the gap between the physical and digital world. The disadvantage of this technology is that only Apple devices are supported.

In July 2015, Google showed the world the Eddystone technology, which is a cross-platform technology for bluetooth beacons. The technology is similar to its "apple" counterpart, but more open and supports devices running different operating systems, such as Android.

How can such technologies be used by businesses? McDonald's plans to take self-service to the next level by 2020. Just imagine, you can pre-order lunch, and when you approach the restaurant, the beacon will send a signal that it is time to serve the order.

wallet

This is an Apple application that allows customers to electronically store discount cards, tickets, Gift certificates and credit cards on mobile devices.

While the application provides customers with a simple and convenient way organize a virtual wallet, marketers can send more messages.

Wi-Fi in the offline store

By distributing the Internet in the showroom, you give customers the opportunity to read reviews about the product online or even order it in the online store.

Marketers can use Wi-Fi to invite customers to purchase items that are often purchased as a bundle (such as a printer and replacement cartridges).

Do no harm

Mobile technologies are getting smarter, but the problem is how they are used. In marketing races, specialists strive to use as many ways as possible to reach the client on the other side of the screen. Mobile marketing tools work for you and the customer when set up correctly, and can turn users off when they create a disjointed experience.

Here are a few unfortunate examples that, unfortunately, are now ubiquitous.

• The traveler receives an in-app notification that check-in for their flight to Hawaii has already begun. And just a couple of minutes later, a notice arrives about discounts on air tickets to Alaska with a departure on the same day.
• The buyer received an SMS with the declaration number of the parcel with a pair of shoes that he ordered in the online store. And then a message comes up about a 25% discount on all shoes of this company, provided that the order is placed through the application.
• On his birthday, the user receives an SMS with congratulations and a 10% discount on all products for the next week. On the same day, a notification comes about a total sale with a 25% discount on all products until the end of the month.

To sum up, if you build a relationship with a client without taking into account the individual experience of this buyer, you can scare even the most loyal fans.

3 examples of how to organize harmonious mobile marketing

The following examples are truly meticulous work that creates a harmonious experience for each user. Perhaps these examples will seem like excerpts from a futuristic novel, or maybe they will inspire you to implement something similar in your business.

First example: Mobile communication from order to delivery

A large retailer operates online and trades in an offline store. A lover of beautiful shoes is walking and sees a sign on the door shoe store: 25% discount for everyone who sends SMS "SHOES" to our number. The client decides to take advantage of the promotion and immediately after sending the SMS receives a notification on his mobile with a URL where the discount coupon number is located for purchasing in an offline store. After payment, she receives a mobile-optimized email thanking her for the order. When a purchase is sent from the warehouse, a notification is sent to the mobile with the expected date of arrival of the package. The next notification comes when the purchase has been delivered to the door.

In addition to excellent shoes at a discount, the client receives a transparent checkout process and an understanding of what stage the order is at. It's a wonderful experience.

Second example: Cross-sell and up-sell - sell more, sell more

An avid skier buys a plane ticket to relax in the mountains.

Immediately after that, he receives a confirmation email on his phone. The letter offers various promotions for accommodation in local hotels and car rentals. Exactly 24 hours before the flight, the tourist sees a pop-up notification reminding them to save the ticket in the Wallet app. After takeoff, the user receives a friendly SMS reminder that the partner car rental agency has four-wheel drive SUVs for mountain trips.

In this example, the user received personalized messages that contained useful information and current offers. It's a wonderful experience.

Example 3: Personalized experiences based on geographic location

A sports fan buys tickets from his computer for the next game. He receives a confirmation email with a link to download the event organizer's ticketing app. Once you download the app, tickets are automatically uploaded to Wallet, eliminating the hassle of fiddling with paper tickets. On game day, the app shows you how to get to your seat. When a fan takes a seat in the hall, he receives a pop-up notification with an offer to order snacks with delivery "in hand". The user orders a hot dog and soda directly from the app, which sends a location signal thanks to a beacon installed under the seat. Now you don't have to worry about missing the exciting moment on the field while you're looking for snacks. It's a wonderful experience.

5 steps to integrate mobile marketing into your overall strategy

So, we found out what cool mobile marketing is. Now the next question is where to start? How to create a great user experience with SMS and push notifications?

Here are five steps that will serve as a roadmap to smartphone marketing management.

1. Break the boundaries

Why can't brands organize marketing and mobile marketing in particular? Perhaps because they have too much trust in marketing departments that work inconsistently. Specialists sit in their bunkers and do not know what is happening in the neighboring sales department or in the public relations department. For example, an email marketer will develop and implement a strategy without having any idea what his colleague is doing while maintaining corporate social media accounts. Each marketing combat unit is left to itself.

“CMOs need to address a critical flaw in the way their marketing departments are organized. Teams are organized around disparate channels: email, mobile, social media. Campaign success is measured in silos, so the overall marketing message is nowhere near as effective as it would be if all efforts were focused on the customer and their unique brand experience.” - Kevin Akeroyd, SVP and GM of the Oracle Marketing Cloud

What you need to do to build a cohesive team:

• Make marketers responsible for all mobile alerts.
• Make sure all members of the marketing orchestra are physically close to each other.
• Eliminate traditional job titles if they don't reflect a key task.
• Hire marketers with extensive experience in related fields. For example, an email marketer needs to understand what mobile marketing is, while an SMS specialist needs to understand how to compose notifications in applications.

2. Focus on mobile user information

Marketers can't create a personalized experience if they don't know who their customers are: what they buy, when they buy, and how they choose to buy. For example, if a user clicks on an offer to buy a sweater in an email, the mobile marketer needs to know that the next step is more effective: display a notification with a discount on this sweater in the application or in SMS.

Research proves that knowing how customers behave across multiple channels increases the chances of a successful interaction. In particular, emails that are delivered directly after some customer action in another channel are opened 70% more often than standard mailings.

3. Focus on the user, not the campaign schedule

Standard for winter period Offering a vacation to tropical destinations isn't even close to being as effective as sending an email based on intent, such as flight views to a specific destination.

The shift in strategy focus from the calendar to the user is especially relevant for mobile marketing. Imagine clients who are not in a serious relationship and get tons of texts and notifications on Valentine's Day. Somewhat aggressive. However, the unfortunate truth is that too often mobile marketing is based on a schedule rather than a user's personal story and needs.

4. Let the user decide when to contact them

It's easy to know when customers want to receive your messages. Let customers choose how often they want to receive notifications and how.

• Content: whether the client wants to receive promotional offers, new product notifications and event alerts?
• Frequency: How often does the client want to receive messages: daily, weekly, or maybe monthly? He probably doesn't want to be distracted by notifications early in the morning or during dinner. Let the user set the frames themselves.
• Channel: Through which channels do customers prefer to communicate? Offer to choose from the list: SMS, notifications on the site and in the application, Email or even phone calls.

5. Leverage smart data and customer behavior in your mobile strategy

Once you understand the need to collect and respect consumer preferences, take advantage of the wealth of new data available to marketers when collecting through apps and connected devices.

Thanks to the integration of marketing technologies in applications and the Internet of Things, it is possible to collect new types of data that were not even possible before. This information allows you to complete customer profiles and improve their marketing journeys.

Integrated mobile marketing is now the prerogative of large companies, but in the near future it will become a necessity even for small players in the market.

When not every company had a website, Bill Gates said: "If your business is not on the Internet, then you are not in business." Will customized mobile marketing be a must-have for the next decade?

The trend to create content sites to make money on traffic began 10 years ago. The number of resources created exclusively for advertising is growing. However, you need to bet on mobile traffic. By data research company TNS, in 2017, six out of ten people accessed the Internet through mobile devices. One in four uses only mobile Internet. This is 20 million people.

The mobile advertising market in Russia is also booming. growing . In 2016, it grew by 86%, in 2017 - by 44%. By 2021, the volume should triple and reach $1 billion. Mobile advertising is divided into two channels: mobile web and mobile applications. Mobile application owners successfully monetize traffic by providing space on the screen and in the script for advertising even at the design stage.

What type of advertising to choose

rewarded video.

Banner.

Rich Interstitial.

Video Interstitial.

Reward Video- video format ads that can be viewed or skipped. As a reward for watching, users receive bonuses in the form of virtual currency, character upgrades, extra moves, and the like. The advertising format is highly engaged.

Banner(banner)- the most common form of advertising. A static horizontal banner is placed at the top or bottom. The sizes differ: at the request of Google, they should be 300x250, 728x90, 320x50 or 468x60, for advertising in Yandex - 320x100 or 320x50, additionally it can be 300x50.

Rich Interstitial- Full screen ads that can't be skipped. It only shows up for a few seconds. The usual size is 320x480. Not so long ago, a new option appeared - playable ads. This is an ad format in which the game is offered to the user.

Video Interstitial- full-screen ads in video format that can be skipped.

Appodeal Agency analyzed in 2017 the global market for advertising in mobile applications. Separately, statistics were not collected for Russia. Our country entered the region "Eastern Europe" together with 21 other countries, therefore, general data for the region are given.

According to Appodeal, Rewarded Video is the most profitable format, with an average CPM of $1.05 for Android apps and $2.33 for iOS apps.

Android

Android

Before choosing, evaluate the advantages and disadvantages of different advertising formats. Unskippable ads annoy users but generate the most revenue. Banners are the least profitable. However, they are treated loyally and do not affect the decrease in the retention rate. Also, banners are popular with advertisers due to the ease of production, so the banner advertising space will always be occupied.

How to increase the return on advertising

Study the Audience mobile application: gender, age, profession, geography. These are important indicators for advertisers, according to which sites for display will be selected. User data can be collected using services Flurry and MixPanel.

Gather dataon the number of active users, the so-called DAU, WAU and MAU. For advertisers, these metrics are more important than downloads and retention rates.

Analyze ad formats whether they are suitable for the application. For a content application, it is better to use native advertising, and for a game application, Rewarded Video. Determine if it is possible to run the selected format immediately. If, due to technical possibilities, the display of ads is delayed, do not place an application for this format. The display rate will be low: the ad has been loaded but not processed. Neither advertisers nor the ad network want this situation.

Add Rewarded Video Format for apps with purchases. It will bring additional income. For example, the Rusty Lake studio uses hints as bonuses for players when they cannot complete a level. The player watches the ad and plays on until the next dead end. This allows you to show ads to the same user many times.

Try native advertising . It is believed that it is less annoying to users. In this case, native advertising is simply disguised as regular content, i.e. advertising is native not in content, but in design. According to the Mobyaffiliates service, the share native advertising in mobile applications is growing by 2-3% per year and by 2020 should take 63% of the total advertising volume.

Source: Mobyaffiliates.

Set a limit when showing the same ad. Set price floor - the minimum price level for advertising in your application. Additionally, limit the frequency caps - the frequency of impressions. This will reduce the intrusiveness of ads and help mitigate user annoyance.

Evaluate efficiency according to the ARPDAU metric - average revenue per daily active user. Divide the ad revenue by the number of active users. It is better to separately count different ad formats and ad impressions in different countries. When calculating, do not include December and January, because. there is a large variation in traffic during these months. In December, as a rule, the highest yield for the year, in January - the lowest.

Which ad networks to work with

The advertising network must provide partners with regular advertisers and good income. Choose an ad network by rating. In 2017, the following networks showed the highest rates of occupancy and revenue:

Android

Reward Video	Banner	Rich Interstitial	Video Interstitial
AppLovin	AdMob	AdMob	Unity Ads
Unity Ads	MyTarget	MyTarget	AppLovin
AdColony	Yandex	Yandex	AdColony
tapjoy	Major Marketplace	Major Marketplace	Vungle
MyTarget	Inneractive Marketplace	Facebook AN	Major Marketplace
AdMob	Facebook AN	Inneractive Marketplace	InMobi
Vungle	AppLovin	startapp
Major Marketplace	Smaato	AppLovin
chartboost	InMobi	InMobi
IronSource		chartboost
Facebook AN		Smaato

iOS

Reward Video	Banner	Rich Interstitial	Video Interstitial
AppLovin	AdMob	AdMob	AppLovin
AdColony	Major Marketplace	startapp	Unity Ads
Unity Ads	Yandex	Major Marketplace	AdColony
IronSource	Inneractive Marketplace	Inneractive Marketplace	Vungle
tapjoy	MyTarget	Yandex	Major Marketplace
Vungle	AppLovin	AppLovin	InMobi
AdMob	Facebook AN	MyTarget
Facebook AN	InMobi	Facebook AN
chartboost		IronSource
Major Marketplace		InMobi
MyTarget		chartboost

The format of work is different. You can work with the advertising network directly or through intermediaries:

SSP (Sell Side Platform) - technological platforms for the sale of advertising space;

Ad Mediation - advertising optimization services to work with many advertising networks.

How to work with ad networks

You can't force users to click on ads. No CTA messages and plaintive inscriptions in the format “Advertising helps us provide our services for free.”

• after each button press or transition;

  when the application is minimized;

  when launching a mobile application;

  when returning from sleep mode;

  on the login, logout, thank you, error, and similar screens;

  several times in a row, one after the other.

• do not place multiple banners on the screen.

Remember

The share of mobile Internet users is growing. In 2017, 54% of users in Russia accessed the Internet via smartphones at least once a month, 24% use only Mobile Internet. Volume Russian market mobile advertising for 2016 amounted to $309 million. By 2021, the volume should grow to $1 billion.

The main advertising formats in mobile apps are: Rewarded Video, Banner, Rich Interstitial and Video Interstitial. They differ in demand among advertisers, in the degree of user annoyance and in income. The highest average CPM comes from Rewarded Video.

Collect statistics on the audience of the application and provide data on the socio-demographic characteristics of users and geography. Indicate indicators for the active audience DAU, WAU, MAU. Choose ad formats for the type of application. Try suitable formats, evaluate using the ARPDAU metric. Set a limit on the frequency of impressions and a minimum price threshold.