Digital Marketing & Importance of SMS, MMS, App Design & Development

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

Email

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

PRINT

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