What is mobile advertising. Mobile marketing tools with examples. Types and technologies of mobile advertising. Mobile marketing: what is it and what is it for?

The terms "mobile marketing" and "mobile advertising" have already firmly entered the vocabulary of marketers, but not every specialist today can clearly explain how these concepts differ.

In the real practice of marketers, mobile marketing and mobile advertising are often confused. And this would not be a big problem - really, what difference does it make what the tool is called, as long as it works! - if this confusion did not look through one serious problem: without capturing the fundamental differences, marketers often cannot use mobile marketing and mobile advertising with maximum efficiency.

Of course, terminological confusion is not uncommon in a young industry, which is mobile marketing: marketers working in other areas have most likely not had enough time to understand the differences yet. And here they can be useful specialists and companies for which this direction has been a profile for several years.

We would venture to offer our colleagues a systematization of mobile marketing tools, which was the result of an analysis of several hundred mobile marketing campaigns implemented over the course of six years by leading Russian providers of solutions in this area.

We hope that the proposed typology will be useful to marketers - and not from a theoretical point of view, but, above all, from the point of view of using the maximum potential inherent in various mobile marketing tools. Of course, the functionality of each of the presented tools may not be completely obvious to someone, but experienced companies specializing in mobile marketing will always help to reveal it.

Classification of mobile marketing tools

The easiest way to differentiate between mobile marketing and mobile advertising is to systematize conventional marketing tools. We will not bore the reader with the classic definitions of Philip Kotler and other marketing gurus, we will only say that the same principle applies to mobile marketing: mobile advertising is just one of the mobile marketing tools.

Here, it would seem, and it is necessary to put an end to this article. However, first, a little test: is it a simple SMS-promotion like “send a code and win a prize” – what is it, mobile advertising? What about the banner on the WAP site? Or a Java application that allows subscribers to quickly find out any information about the company?

I think many of you have experienced difficulties in classifying, since the usual SMS campaign does not seem to solve any other tasks, except for a reminder of the brand, and, therefore, this is a typical advertisement. But, on the other hand, it is also incorrect to characterize such an action as a means of conveying information about the benefits of products and services (which, in fact, advertising does).

Therefore, we propose a slightly different approach: to classify the most common types of marketing tools based on mobile technologies, according to the level and specifics of the tasks that they can solve, from direct advertising appeal to surveys, research, guerrilla marketing, etc.

For convenience, we have summarized the data in one table. Let's make a reservation right away that far from all the tasks are listed here, on the solution of which specialists of marketing services and departments of various companies work daily. We have chosen the most typical of those that are successfully solved using mobile marketing tools. On the specific tasks that mobile technologies help to solve, we will describe further.

Tools and tasks of mobile marketing

Mobile Marketing Tools	Marketing tasks
		Strengthening the image	Increasing brand loyalty	Sales promotion	Study of consumer demand	Studying the target audience	Guerrilla Marketing
SMS campaign like "Send code and win a prize"
Brand SMS quiz
SMS quiz on a "free topic"
Banner in the WAP space				Maybe
Combined promotion: MMS + SMS
Mobile communities
Branded Java Applications				Maybe
IVR portals: entertainment services, dating services, sweepstakes, TV voting, etc.
bluetooth marketing
SMS surveys

As we can see, most of the most common mobile marketing tools can solve not just one marketing task, but a whole complex. The only exceptions are, perhaps, QR codes, banners in the WAP space, SMS mailings, Java applications and mobile communities: they are more "sharpened" specifically for advertising, and therefore they can be distinguished into a separate group - a group of mobile devices. advertising. But, in any case, we must not forget that all these tools will be truly effective only if you have studied your consumer well.

Distinctive features

Another conclusion that can be drawn from this typology is that different technologies can successfully solve similar problems. For example, sales promotion can be done through SMS promotions, SMS mailings, QR codes, banners on WAP resources, mobile communities, Bluetooth marketing, and branded Java applications. And to study consumer demand, you can equally well use, for example, a mobile community or SMS voting.

Of course, in each case, the choice of the optimal format for a mobile marketing campaign or a mobile communication channel with the audience will depend on the specific tasks that the company sets for itself. And here, we emphasize this again, the advice of an expert who has experience in implementing diverse mobile marketing campaigns can be very useful.

Another important thing to keep in mind is that mobile marketing tools work well together to create unique, memorable campaigns. A striking example is the campaign held by Nokia in Russia. An ice skating rink was organized for the community portal Afisha.ru, where people could communicate using mobile phones in a chat that was broadcast on an interactive display. In addition, they could take part in an SMS vote to choose the winners of the competition for photos taken with Nokia camera phones. This promotion is a great illustration of how different mobile technologies can be combined in marketing to achieve a single goal.

Another example is a campaign for the Krutyshka brand, organized for the Talosto company. On the package of Krutyshka ice cream there was a question, the answer to which had to be sent in a message to a short number. Every hour (!) the creative committee determined the best answer to the question, and the winners received prizes - MP4 players. The uniqueness of the action lay in the fact that the Talosto company got the opportunity to find out the opinion of its consumers about the product without conducting expensive focus groups and surveys. Consumers took part in the campaign with pleasure and even invited their friends to participate, because it was easy and interesting, and besides, it allowed them to get a good prize and a guaranteed gift: a link to the WAP catalog, from where one could download melodies and pictures for free.

Finally, one should not forget about one more feature of mobile marketing: a cell phone can be used as a means of instant promotion of participants in an action. For example, you can credit funds to a subscriber account or provide winners with bonus mobile content. In general, the use of mobile content as an incentive prize is very relevant: a person receives a gift, albeit a small one, but immediately, and this, of course, causes positive emotions in him.

And, of course, we cannot fail to say that mobile marketing promotions are very easy, fast and inexpensive to integrate into any marketing campaign: in urgent cases, a service provider can organize and launch such a promotion in just a couple of days.

Mobile advertising in the Russian market

Many advertising market experts are sure that it won't be long before advertising in mobile media will blow up the global market. The two main screens that the advertising market has operated up to now, TV and the Internet, no longer seem to be the only relevant ones. The "battle" for the third screen begins - the mobile phone screen.

Mobile advertising is a new, steadily gaining popularity channel of communication with a huge audience: according to forecasts by Nokia Corporation, by the beginning of 2009, the number of mobile device owners worldwide exceeded 4 billion.

This unprecedented reach makes the mobile environment very attractive to marketers. And the realization of the promising prospects for mobile advertising has already forced the largest Internet companies and advertising agencies to join the race for dominance in the mobile environment, and world-famous brands to experiment with a new media resource.

The demand for mobile advertising was formed under the influence of two circumstances: the crisis of traditional mass media, which, with the high cost of advertising placement, began to yield to alternative channels in terms of effectiveness, and the rapid development of mobile technologies, which was marked by the emergence of functional mobile devices with good information transfer capabilities and Internet access. .

For several years now, mobile advertising has been intensively developing in the USA, Western Europe, Japan, South Korea, Singapore, and China. For example, in Spain, 75% of phone owners receive mobile advertising, in France - 62%, in Japan - 54%. Russia, of course, is still lagging behind: we made the first noticeable steps in this direction only last year. So far, mobile advertising in Russia is perceived exclusively as a technology of the future.

However, analysts' forecasts for the near future are very optimistic: according to Strategy Analytics, next year the Russian mobile advertising market may grow to $120 million, and by 2011 its volume will be one-fifth of the Internet advertising market.

What makes mobile advertising so attractive for brands? First, it is already mentioned wide scope. Secondly, excellent potential for targeting and targeted interaction with the target audience online. Thirdly, the long-awaited opportunity to evaluate the effectiveness of each advertising contact: today it is perhaps the only media channel that allows you to see the status of information delivery to the consumer. Fourth, the personalization of an advertising contact: since a cell phone is a personal thing, this creates a feeling of individual treatment in the consumer, which is more valuable to him. Finally, ATAWAD: a mobile phone is the only item that a person constantly carries with him, and therefore the user is available "Any Time, Any Where, Any Device".

Here, however, it is worth mentioning the potential audience. Mobile communication today is used by all age and social groups without exception, but, as world experience shows, people aged 18 to 34 are most susceptible to mobile advertising. These are mainly business users and the so-called "early enthusiasts" - lovers of new products, the first to purchase innovative products. As is known, it is these groups that are most oriented towards the active consumption of most goods and services.

Variety of forms

When it comes to mobile advertising, many marketers immediately turn on the “red light”: they are afraid that their ads will be placed on erotic sites that are very popular on the mobile Internet. Actually, this is exactly what their ideas about mobile advertising are most often limited to. And mobile advertising, meanwhile, already in the Russian expanses demonstrates a wide variety of forms and types: these are banners, and targeted text mailings, and the distribution of discount coupons, and audio clips.

Now the market is dominated by SMS-advertising - 66%, followed by WAP-push services (getting links to updated pages of the WAP-portal) and WAP-sites - 12% each. In the next three to four years, SMS advertising is likely to retain its position, but gradually the situation will change, and other technologies will replace SMS.

For example, QR codes (Quick Response) have great potential. This two-dimensional barcode can be placed on any objects and items - packaging, goods, posters, media, billboards, walls, fences, etc. The subscriber photographs the code with a cell phone and receives a link to a commercial or some information.

A very promising technology is ICB (Interactive Cell Broadcasting), which allows delivering text information to the subscriber in the mode of interactive broadcasting. This is the so-called advertising on the "sleeping" screen: during the day, messages are displayed on the phone's display, and the screen attracts the attention of not only the owner of the phone, but also those who are nearby. A similar service has already been implemented by Beeline (Chameleon service).

For advertising purposes, you can also successfully use voice technology - IVR (Interactive Voice Response). A striking example is the service of the American company Jingle Networks. This is a free help service; but during the call, the subscriber listens to two short commercials: the first - before he is connected to the operator, and the second - before the operator answers his question. The service has become very popular: the service receives about 21 million calls every month, and this is understandable, because the subscriber saves about $ 2 on each call - that's how much it costs to contact a similar paid inquiry service.

Today, the advertising capabilities of bluetooth technology are also being actively tested: it allows you to transfer short videos, music, games, gif-animation, Java-magazines with ads, etc. With the help of bluetooth marketing, you can, for example, broadcast information about discounts and promotions taking place in large shopping malls. The campaign using bluetooth was carried out, in particular, in the Mega shopping and entertainment complex in Moscow.

Advertising can also be placed in mobile books (contextual links), mobile content (screensaver before the video), mobile games: branded characters, objects, artifacts, banner dies, etc. Such product placement can be very effective for a number of brands.

And this is not all the possibilities available. Large content providers specializing in mobile marketing can offer marketers a lot of creative advertising moves and forms of mobile advertising.

Coming soon on screen...

Special mention should be made of new generation networks. They are being actively launched into commercial operation, and as soon as 3G-enabled phones become widespread, search advertising on the mobile Internet will become relevant - advertising that appears in the form of links, banners or text on a mobile phone search server in response to keyword searches.

Quantifying the potential and audience of this advertising channel is easy enough: Juniper Research shows that by 2013, local mobile search services will be used by 1.3 billion mobile subscribers, and these services will provide more than 40% of mobile advertising revenue.

There will be fewer advertising messages on the phone screen than on the computer screen - this is a definite plus. Another plus is the novelty of the channel. So, according to experts, the CTR of mobile search may be higher than the CTR of advertising on the regular Internet. According to Wapstart, CTR for mobile contextual advertising already today averages 3-5%.

A significant impetus to the development of mobile advertising will be given by new generation networks. Experts predict that the introduction of 3G will cause a sharp growth in this segment - it can "inflate" the market by 500%. This is understandable: 3G networks will provide high-speed data transfer and allow the introduction of such advanced services as mobile TV, video calls, video conferencing, and text advertising will be replaced by dynamic advertising and video advertising.

First experiences

Of course, one might get the impression that so far the possibilities of mobile advertising look like only promises. However, this is not the case: the experience of the world's leading brands in the Russian market indicates that the effectiveness of this communication channel exceeds the wildest expectations.

Last summer, the big three mobile operators tested the possibilities of mobile advertising by conducting a series of pilot advertising campaigns. Thus, Beeline organized advertising campaigns for Fanta and Burn brands on its WAP-portal and with the help of the Chameleon mailing list. According to data from open sources, in Chameleon the average response to one mailing out of 400 thousand people was from 1.5 to 2.5 thousand clicks, and brand banners on the main page of the Beeline portal showed a CTR of 5%.

MegaFon also launched new advertising platforms: WAP-portal MegaFon PRO, SMS/MMS by subscription and from the operator's website. As a result, the CTR for the test placement of an advertising banner on the WAP portal was 5-7%, which is 5-10 times higher than on the regular Internet. And in the presence of additional mechanics - participation in the promotion, drawing of prizes, etc. You can get even more feedback.

The foreign experience in mobile advertising is of course more impressive: here is just one example of a Mini Cooper promotion that took place in the USA. Interactive billboards with Mini Convertible advertisements were installed on the roads, which “reacted” only to Mini Cooper cars: when a car approached, they greeted its owner with an inscription on the electronic scoreboard “Hello! Isn't it a good day for a convertible?" This was made possible thanks to special chips that were built into Mini key fobs.

Such advertising, which at first glance seems like just a fun feature, nevertheless, works great for consumer loyalty. And such examples perfectly demonstrate how witty, bright and non-trivial you can use modern possibilities cellular communications for advertising purposes.

How to improve the loyalty program?

With personal contact, you direct all efforts to ensure that the client has a positive attitude towards your company, but as soon as this contact is interrupted, the eternal question arises: how to maintain client loyalty to your company and build effective remote communication with him without risking be overly intrusive? Mobile technologies can significantly improve the quality of such remote communication. Their advantages are obvious: a cell phone allows real-time exchange of information with each member of the loyalty program, which has a positive effect on strengthening relationships with the client and encourages program members to be active in the direction that is beneficial to the company.

In addition, mobile services integrated with loyalty programs can be successfully used for marketing research target audience: with their help, you can organize, for example, SMS customer surveys, SMS voting, SMS surveys to identify consumer preferences, etc. Moreover, mobile technologies today even allow evaluating the effectiveness of advertising media - this can be done, for example, using QR codes.

There…

Mobile communication within the framework of loyalty programs can occur in two directions: the program organizer addresses its participant and, conversely, the participant addresses the organizer.

Let us first consider the first option, when the program organizer approaches the client with an offer or information that, in the opinion of the company, may be of interest to him. Most in an efficient way notification in this case is SMS-mailing, which by its effectiveness bypasses other types of communications.

The benefits of using SMS technology are numerous. First of all, this is the personalization of the appeal: any SMS message that comes to the phone is perceived by a person as an appeal addressed to him personally. More than 99% of subscribers read all SMS messages they receive - regardless of the sender. Such a high percentage guarantees the attention of the addressee to the text of the message, in contrast to the e-mail newsletter or traditional advertising in the media.

The organizer of the loyalty program can inform customers about anything, depending on the specifics of the company's activities: about the number of bonuses, about the expiration of the insurance policy, about the departure of the emergency commissioner to the scene of an accident, about the approaching date of the next loan payment, about a flight delay, about changing the class schedule in a fitness club, about booking a hotel or tickets, etc.

In addition, using SMS, you can send news of the loyalty program: information about the start of seasonal promotions and sales, discounts, double bonuses, new products, etc. And, of course, SMS-congratulations on the holiday will be a good form. And this is not a complete list of the possibilities of the SMS communication channel that are relevant for loyalty programs.

The range of companies that can benefit from SMS-mailings is very wide: from small beauty salons to the largest corporations. All of them can significantly improve the quality of information service for their customers through this service.

And back…

The possibilities for a loyalty program participant to contact its organizer are even more extensive. Thus, a client can request the information he is interested in by sending an SMS message or by accessing a WAP site or mobile application.

However, each technology has its advantages and limitations that you need to be aware of. So, the use of the SMS channel is relevant when the requested information is small. For example, it can be a request for the number of points on a bonus account, a movie ticket reservation, a restaurant reservation, a flight status check, a code registration during a promotion or loyalty program, a brief complaint, etc.

If a program participant needs to receive a significant amount of information or perform some kind of “complicated” action, for example, to exchange the number of accumulated points for a prize from a catalog, then the WAP site or a special mobile application will be the most relevant in this case.

These resources allow you to transfer large amounts of information online and create "Personal Accounts", where the participant can perform various actions: for example, order prizes in exchange for accumulated bonuses, choose seats in the cinema that are currently free, view the schedule of movie shows or flights and more. In addition, using these technologies, you can record each visit to the "Personal Account", as well as track customer activity in various sections of the loyalty program.

Naturally, in this case, it is desirable for a company to have a WAP site or a mobile application created specifically for the loyalty program.

Ten "golden rules" of SMS-mailings

Since SMS technology is still the most in demand as a means of communication with a client in loyalty programs today, here are the most important rules that you need to remember when integrating SMS services into a loyalty program.

1. Send the client, first of all, the information to which he agreed to receive - this issue is easily resolved by questioning. Always give advertising information later. For example, in response to a request from a loyalty program member about the number of points accumulated in his account, you can send the following SMS: “Your account has 500 bonuses. We have a promotion: in November, with any purchase, you will receive triple bonuses to your account! If the message first indicates the requested information, and the advertising message follows, it will not cause indignation or dissatisfaction with the client, moreover, it will definitely be remembered.

2. Tell me where you can get more information. Since the size of the SMS is limited, it is imperative to notify the client about how he can get detailed information. This can be a company call center phone number or an IVR number (automatic voice portal) or a link to a WAP site.

3. Respond promptly to a request. It is very important to instantly respond to a client's request for additional information.

4. Address the program participant by name - modern technologies allow you to create templates with a specific client name.

5. Remember that it is better to write the text in Russian, and not in Latin - it is more convenient for customers and they are more loyal to such messages. Try not to shorten words, trying to fit all the text into one message. Phrases like “Only in Sept. Promotion: 2nd bonuses each!” are not always clear and can irritate the client.

6. Enter the name of the company in the sender field, not the phone number from which the message came. This is a sign of respect for the client.

7. Carefully prepare the base. This is the most important and time-consuming stage of work with SMS informing: the database needs to be carefully checked, since, as a rule, many mistakes are made when specifying a mobile phone number. It is especially important to control the spelling of the so-called direct, seven-digit numbers: they cannot be used without a three-digit operator code.

8. Profile the base. It can be differentiated by groups, taking into account customer preferences, geography, etc. This will allow you to work with mailings more efficiently - firstly, taking into account the buying behavior model, and secondly, taking care of the client's convenience: it is clear that if your client receives SMS messages in the early morning on weekends, you can hardly count on increasing his loyalty, rather the opposite. Unfortunately, such obvious mistakes when conducting SMS mailings are far from uncommon.

10. And, of course, give the client the opportunity to unsubscribe from SMS mailings at any time - so that he knows how to do this.

And in the end...

Mobile technologies have great marketing potential. A typical example: two years ago, Svyaznoy, together with one of the banks, conducted an advertising campaign in Nizhny Novgorod for Svyaznoy Club cardholders: for issuing a bank credit card, promo points were awarded to the account of the Svyaznoy Club cardholder. The campaign used different communication channels - press, radio, SMS-mailing, and the cost of SMS-mailing was less than 10% of the total advertising budget. As a result, more than 80% of the calls registered in the bank's call center for this action came from people who learned about the action from an SMS message, and not from the press.

Of course, today SMS technology is the "queen" of mobile marketing, but it is far from the only mobile technology that has great potential in relation to loyalty programs. Thus, in the very near future it will be possible to use mobile discount cards: a subscriber downloads a unique barcode on the company's WAP site and, presenting it at the checkout, can receive various discounts, bonuses, and special offers. Such a barcode is read from the phone screen by a conventional commercial scanner - similar to the barcode on the product packaging. This technology appeared in Russia three years ago, and today some companies are already successfully using it: for example, Fashion Street and Silver Stone clothing stores, 03 pharmacies, the largest Moscow network of clinics MedCenterService, tour operator Hot Tours, car dealerships " Avtomir-Rostov, etc.

Mobile marketing in various business sectors: what is relevant?

Mobile technologies became the recognized know-how of the election of the new American president: Barack Obama's campaign headquarters created interactive mobile portals through which voters could participate in polls, express their opinion about the candidate, and even communicate with him personally - at least, this was stated on the website. . And besides, the campaign actively used voice chats, SMS-mailings and even a special application for the Apple iPhone.

This format of communication especially appealed to young voters, and the level of response to the main call of Obama's mobile campaign, "Get Involved!", exceeded the wildest expectations.

This is not surprising: no one doubts the high efficiency of mobile communications. The main thing is to find a format that most fully meets two key criteria: firstly, it must solve a specific marketing problem and, secondly, it must take into account industry specifics.

And so, what mobile marketing tools are most effective for companies operating in different markets.

We will try to cover, first of all, those industries where mobile marketing has already found application, albeit somewhat limited so far, both in Russia and abroad.

FMCG market

Let's start with the FMCG market, because it was FMCG companies that became the pioneers in the field of mobile marketing and have already accumulated quite extensive experience in its application over several years. It can be said without exaggeration that the most advanced of them have tried almost all kinds of promotions based on those mobile technologies that are supported by the main fleet of cell phones.

Of course, the choice of a mobile marketing tool is not an end in itself, it should be dictated by marketing objectives. However, today we can already name the formats that demonstrate high performance in the FMCG sector: first of all, these are stimulating SMS lotteries and quizzes (“Send the code from the package and take part in the prize draw”, “Send the answer to the question and take part in prize draw”, etc.), as well as accumulative programs (“By sending codes, you can accumulate points and receive the prize of your choice”).

The data of large content providers that implement several dozen mobile marketing campaigns a year, and information obtained from open sources, indicate that the response to such promotions varies from 10 to 25%, and the CPT is 2-3 rubles - this is the order is lower than on any media, including TV, as well as on traditional BTL channels. Of course, this is very valuable in a crisis, when everyone is thinking about minimizing advertising costs.

In addition to promotions, quizzes and savings programs, the FMCG sector can also benefit from: SMS voting, creative contests, SMS mailings, mobile advertising, QR codes, WAP portals.

Retail

Abroad, mobile marketing has been used in retail for a long time, and with its help a whole range of tasks is successfully solved: from simply informing customers about discounts to increasing the amount of one purchase.

In this industry, SMS mailings have proven themselves well: for example, according to the retail chain Wal-Mart Stores Inc., which launched a system for prompt notification of customers about discounts through SMS mailings, more than 10% of the chain's customers signed up for this service in three months. And the South African retailer Redwood City, which has implemented a similar system, has reached 25% signatories. Here, of course, the fact that all the signatories took part in the drawing of prizes - travel, free shopping, etc. played a role.

In addition to SMS mailings, other mobile marketing tools can be successfully used in retail: SMS quizzes, prize draws, mobile coupons and flyers, mobile advertising, WAP portals.

Unfortunately, we do not have the opportunity to consider each of these tools in detail, we will only mention mobile coupons and flyers, since not everyone in Russia is familiar with them yet.

The mobile coupon or flyer is delivered directly to the cell phone of the customer who sent the corresponding SMS request, eliminating the traditional paper coupons and coupons published in newspapers. There is a direct benefit: the company saves on placement in the media, printing and promoters.

Here is just one interesting example: the American commercial network Kroger distributed mobile coupons to branded cardholders. The peculiarity of the program was that the buyer "attached" a mobile phone number to his discount card, and the discount was automatically activated when he presented the card at the checkout.

WAP resources are becoming especially relevant for retail today: for example, Tesco, the largest retail chain in the UK, has launched its own WAP portal, where you can easily and quickly find store addresses, find out their opening hours, and also get various additional information that may be of interest to customers. : about diets, book novelties, entertainment. More than 300,000 unique users visit this mobile site every month.

HoReCa

Companies specializing in this industry are gradually also starting to include mobile marketing tools in their marketing arsenal. Moreover, along with universal formats such as SMS-mailing, they can also use unique solutions, "sharpened" specifically for this business.

So, for example, for hotels, very useful options can be: SMS informing about seasonal discounts, SMS confirmation of room reservation, WAP portal where you can get complete information about the hotel, Java application that will provide access to information even in the absence of a mobile phone. Internet.

Visitors to fast food chains, cafes, bars and clubs will certainly appreciate the "mobile menu", which can be viewed on the institution's WAP site. It’s good if this site contains a photo gallery of the establishment and a map, and even better if the functionality of the site allows you to book a table and write a review.

By the way, the world giants of the fast food industry have long and successfully used the possibilities of mobile technologies to promote their brands. For example, in China, McDonald's and Coca Cola held an SMS contest, the participants of which had to guess the maximum temperature in the capital during the day. Every day, the winner was awarded an annual supply of soda and a mobile phone. A coupon for visiting McDonald was offered as a guaranteed prize " s and Coca Cola branded jingle, which could be set as a call to a mobile phone. The results of this campaign are impressive: over 4 million SMS messages were received in 35 days, more than 50 thousand people downloaded the jingle, and about 20 thousand coupons for going to McDonald's.

Of course, the key to the success of such actions is, first of all, an interesting, non-banal scenario and an accurate hit in target audience: Let us remind you that young people and teenagers are the most loyal to mobile marketing campaigns.

Here are a number of mobile marketing tools that may be of interest to companies in the HoReCa sector: SMS informing and SMS booking confirmations, WAP portals, Java applications, SMS chats with screen broadcast, interactive games, quizzes, photo contests.

auto business

The largest automobile concerns and their dealers have always tried to use innovative technologies for communication with the client, and mobile marketing quickly became part of their practice. Moreover, many of them demonstrate a very creative approach, implementing projects with non-standard mechanics. We have already cited as an example a campaign aimed at promoting Mini Cooper convertibles in the USA.

Another typical example is the use of mobile marketing by BMW: realizing the importance of this tool, the company opened a special department of marketing innovations, which develops the company's strategy in the field of mobile marketing. Now the concern is actively developing mobile sites and regularly holds interactive mobile promotions. In one of the latest, QR technology was used: a person photographed a QR code in a magazine and got to a mobile advertising site.

In general, the following mobile marketing tools are most relevant for the auto business: WAP portals, banner advertising in the WAP space, Java applications, branded Java games, SMS mailings, SMS lotteries and quizzes.

Entertainment industry

Mobile marketing can be a good help for the entertainment industry as well. It can be used to do a lot: book movie tickets and tables in restaurants, organize SMS chats with screen broadcasting in clubs, organize interactive games, photo contests, carry out Bluetooth marketing, create branded social networks.

Chats, games, photo contests can become a memorable feature of any event - from a club party to a large-scale music festival. It is worth remembering that for the target audience attending such events, the mobile communication channel is one of the most relevant. The effectiveness of the response can be from 10 to 30%, depending on the format of the action and its scenario.

For example, engagement in on-screen SMS chat at the popular rock festival Wings, hosted by Stary Melnik beer brand, reached 17%: anyone could send an SMS to a short number, and after prompt moderation it would appear in a couple of minutes. on the screen above the stage. The audience willingly commented on the course of the concert, conveyed greetings to each other and even offered their hand and heart.

Promotions for the distribution of discount mobile flyers based on Bluetooth technology are also great for such events. For example, at the beginning of the event, flyers can be sent to visitors to receive a gift or bonus. By the way, such a scheme allows you to attract partners' shares to the organization, for example, alcohol or tobacco brands and, as a result, minimize advertising costs.

In a word, mobile marketing for the entertainment industry can become a real Klondike - the main thing is to come up with a non-trivial and vivid scenario, which is always valuable for a young audience.

Banks

Mobile banking, due to its specificity, today can already be considered as a separate, independent branch of additional mobile services. But since it mainly solves traditional marketing tasks, we include it in the field of mobile marketing. In the next issues of the Mobile Marketing School, we will tell you in detail about this marketing tool: about existing and promising technologies, about the possibilities and advantages of mobile banking, about the level of its security.

Mobile technologies have ushered in a new era of remote banking. Already in many countries, mobile banking has pretty much supplanted Internet banking, and, according to experts, this trend will continue to develop, even despite the crisis. Moreover, it is possible that it is during the crisis that the potential of mobile banking will be revealed to the maximum, since mobile banking is an effective and low-cost customer service technology.

Some history and statistics. The beginning of mobile banking is considered to be 1992, when the Finnish bank Merita Nordbanken Group launched a number of mobile services, with the help of which the client could quickly receive information about the status of his account.

Today, according to the research company Berg Insight, in Europe there are already more than 100 million people using mobile banking services, and in the USA - more than 80 million. Mobile banking is also actively developing in Southeast Asia. For example, last year alone in South Korea, the number of mobile banking users increased by 70%, according to the Korea Times.

The history of Russian mobile banking, of course, is much shorter - about ten years, and in Russia, unfortunately, there is no consolidated data on the number of users of such services. But there is an estimate of the volume of this market: for example, MForum Analytics experts believe that next year it will amount to about 2.3 billion rubles. Almost all large and medium-sized banks operating in Russia offer their customers to use mobile banking services that allow you to control the movement of funds on your account and transactions made using plastic cards.

The possibilities of Internet and mobile banking, according to MForum Analytics, are most often used today to pay for cellular services: the share of such transactions is almost half of all payments - 48%! A significant place is also occupied by payment for services of Internet providers - 12% and payment for housing and communal services - 11%. And, according to analysts, the share of remote banking, and especially mobile banking, will grow rapidly in the coming years.

What allows experts to make such optimistic forecasts at a time of total instability in most sectors of the Russian and global economy, because the crisis is not the best time to promote innovation? The answer is simple: mobile banking enables financial institutions to bring customer service to a fundamentally new, high-tech level at the cost of minimal costs.

And mobile banking here has significant advantages compared to Internet banking. Firstly, it provides a more personalized contact with each client: after all, a cell phone, unlike a computer, is almost always used exclusively by one person - its owner. Secondly, this contact will be operational and around the clock, since a person always has a mobile phone at hand.

Finally, thirdly, mobile banking makes it possible to develop narrowly segmented, special services for certain groups of the population - due to the fact that customers can be differentiated by geography, their preferences and other parameters.

All this makes mobile marketing an effective tool in such a highly competitive market as the financial services market is today.

Typology of mobile banking services

So, what are the possibilities of mobile banking? Before answering this question, let's define the concept itself.

Mobile banking is a set of services that allow you to receive information about the state of a bank account, as well as manage it using personal mobile devices - phones or PDAs.

The benefits of this tool are quite obvious - both for customers and for the banks themselves. For customers, this is an undoubted convenience of communication with the bank: efficiency, round-the-clock availability, the ability to receive information on request and carry out various banking operations, having only a mobile phone at hand.

This technology is also very useful for the bank: it significantly saves the cost of customer service, allows you to work effectively with various consumer groups, ensures high customer loyalty and, as a result, creates a very attractive image for the bank.

What specific opportunities does mobile banking provide to bank depositors and what services are available today in the Russian and global markets?

In order not to get confused in the variety of these services, it is advisable to differentiate them according to the principle of activation. Mobile banking professionals divide all services into two types: services initiated by the bank and services initiated by the client himself.

Services initiated by the client are divided into two types: the first provide obtaining reference information, and the second allow the client to perform various banking operations. The latter are more difficult to implement, as they require the introduction of an additional system for protecting data transmission from the client's mobile phone.

The principle of operation of services at the request of the client is the same as in an ATM. Their intuitive mechanics, built on the principle of personal communication between a client and a bank employee, makes it as easy as possible to perform all operations with an account.

We add that the maximum efficiency of mobile banking services is achieved by combining information flows from the bank to the client and vice versa, that is, with the integrated implementation of services initiated by the bank and initiated by the client.

Types of mobile banking services:

Services initiated by the bank	Client initiated services
Informing the client	Client request for information	Client's request for a banking transaction
Notification of the approaching date of payment of the loan (SMS-collector) Notification of the approaching minimum balance on the account Transaction notification Information about new services	Balance inquiry Account statement History of recent transactions Map list request Card blocking Unblocking a card Setting a spending limit on the card	Money transfer Payment of bills Conversion Other financial transactions

Additional marketing bonuses

But the potential of mobile banking is by no means exhausted by its direct purpose: it can also be used to successfully solve other marketing tasks. Here are just a few examples of what else mobile banking can do.

Creation of additional conveniences for clients. Instead of using the long federal number 8-800-, which is very difficult to remember, the bank can use a short number - the client will send an empty SMS to it, and the bank employee will call the client back.

Collection of statistical information. When developing a new product line, preparing a sociological profile, etc. mobile banking can be successfully used to conduct surveys among various consumer groups. This will help the bank collect the information necessary for marketing analysis and, as a result, will increase the guarantees of high demand for a new product.

Implementation of bonus programs and loyalty programs. Mobile banking allows you to segment client base bank by various parameters - for example, by geographical principle, by type of client requests, by types of transactions carried out, and create loyalty programs addressed to various consumer groups.

Stimulating interest in consumer loans. If a client pays with a plastic card for a large purchase, the bank can send him an SMS message with information about the new lending conditions. The client will receive this message immediately after the transaction - while still in the store, and if he plans to make other large purchases in the near future, then this information may stimulate him to apply for a consumer loan.

The expansion of the customer base. Finally, mobile banking itself can be a powerful and convincing argument when choosing a bank. This is especially true for the youth audience, which always positively perceives simple and convenient services based on advanced technologies. modern technologies communications.

Mobile banking technologies

Most banks operating in Russia are already very actively using some models of mobile banking. Most widely used today SMS banking, which allows customers to control the state of their bank account using information messages received from the bank.

This is convenient not only from the point of view of controlling cashless payments in stores, gas stations, cafes, restaurants, etc., but also for obtaining information about the actions of additional card holders. In addition, using SMS, the bank can easily provide the client with essential information: about the location of the nearest service departments and ATMs, about work on holidays, about approaching the loan repayment period, etc.

Today, SMS-banking is more of a given than an innovation. By the way, Sberbank, which has been developing a range of banking services using mobile communications since 2001, according to press reports, in May 2009 had 8 million users of the Mobile Bank service. The monthly number of SMS-notifications to customers about completed transactions exceeded 40 million, and the monthly turnover of payments using Mobile Bank amounted to over 200 million rubles. These figures are the best evidence of the demand for such services among the broadest segments of the population.

However, the most promising mobile banking systems have not yet become widespread in our country, although every year there are more and more innovative offers for customers.

Thus, another relevant system is SMS banking Advance. This technology, in addition to informing the client about transactions, allows you to manage bank account. It happens like this: the client sends an SMS with the transaction code to the bank, after a few seconds he receives a request from the bank asking him to confirm the transaction, and, after confirmation, receives an SMS about the transaction.

Another relevant technology is STK banking: here access to bank account management becomes possible after flashing the SIM card. STK-banking is convenient because it saves a person from having to remember and enter long transaction codes - as is the case with SMS-Advance banking. However, STK-banking also has its disadvantage: today, not all mobile operators offer users a SIM card with a built-in application.

Has much more potential Java banking: the client downloads a special application to his phone and gets almost unlimited opportunities for remote interaction with the bank. All operations carried out through a Java application are authorized in the bank's processing center - this provides identification of the client, additional verification of his electronic signature and, of course, verification of the availability of funds on his account necessary to carry out the requested operation. So Java banking is distinguished not only by exceptional convenience, but also by a high level of security.

Another emerging technology is WAP banking. Everything here is built according to the laws of Internet banking already known to everyone, only the connection between the client and the bank is carried out via a mobile Internet channel. Increasing speeds in the mobile Internet and the widespread development of third-generation cellular networks make WAP-banking more and more accessible to the mass consumer.

Which of these technologies is the best? According to experts, a promising and long-term trend throughout the world will be not so much the dominance of any one of the listed technologies, but their convergence. After all, it is important for any client of any bank that the remote account management system provides him with the choice of the most convenient channel for banking operations and guarantees absolute security.

The tone here is set, of course, by the giants of the mobile payments industry. For example, this year MasterCard, together with Bancorp Bank, launched a new mobile payment platform, where customer service is carried out through the MasterCard-MoneySend money transfer system. As a result, MasterCard customers were able to use their credit cards to register an account online and transfer money using their mobile phone - by sending a text message. To receive money, you need to register in the system, indicating all the required details.

There is also Russian experience - for example, the Khanty-Mansiysk Bank service, implemented on the basis of MasterCard Mobile Authentication technology. Bank customers are offered to install a midlet on their phones - an MMA calculator that acts as a one-time password generator for secure entry into Internet commerce and web banking systems. With the help of a password, the client gets access to his confidential information on the bank's web portal, and he does not need to worry about the theft or loss of the password: it will no longer be possible to apply it a second time.

It should be noted that all operations carried out in such systems are safe, because. they are authorized in the processing center. Authorization provides identification of the client, additional verification of his electronic signature and verification of the availability of funds on the account necessary to carry out the requested operation.

The trend in the development of payment systems is such that soon mobile devices will be used as electronic wallets - just as PCs and credit cards are now used. Such services are already being successfully implemented in the US, Europe and Southeast Asia. A number of large banks, such as Citibank, Wachovia, Bank of America, BC, Scotiabank, offer their customers mobile applications with which you can easily and quickly get comprehensive information about the status of your account, pay for services, transfer money to another account, etc. d.

Russia, of course, is still lagging behind the world community, and primarily because we do not have an appropriate regulatory framework that would regulate the functioning of electronic money. However, the events of recent months inspire optimism: for example, in the fall of 2008, the largest players in the electronic payment market - WebMoney, Yandex.Money, i-Free, QIWI, together with the national industrial associations NAMIR and NAUET created the Electronic Money Association (AED), the main goal of which is the development of the electronic money market in Russia as a public financial service.

The activities of the AED should have a positive impact on the entire field of remote payments, including the mobile banking segment, since these are interconnected processes, especially in the mind of the consumer.

Popularization of mobile banking, according to analysts of the research company IDC, will largely contribute to mobile payments and transfers: IDC experts predict that by 2014 up to 20% of international money transfers will be made using mobile phones. So mobile banking will get a good impetus for development.

Berg Insigh is equally optimistic: it believes that the number of mobile banking users worldwide by 2014 will increase by almost ten times compared to 2009 and reach 913 million.

About the provider's role

It is necessary to integrate mobile technologies in such a way that the mobile banking system is as efficient as possible, works without failures, and ensures maximum data security.

In Russia, there are two main approaches to the implementation of such projects: banks either do it on their own, or outsource such tasks to professional providers. From a business point of view, both approaches have a right to exist, professional provider solutions have a number of advantages.

First, the service provider takes over the entire technical burden, leaving the bank to concentrate solely on promoting new services.

Secondly, a large provider that has agreements with all mobile operators operating in Russia can provide the bank with single short numbers instead of long federal numbers in all regions and in all networks. Short, easy-to-remember numbers are an added convenience for consumers.

Thirdly, the service provider will offer the most advanced security features for mobile banking systems.

A competent provider will definitely test services on all modern phone models on the market, since he has a large fleet of models specifically designed for testing.

And, of course, all major providers specializing in the implementation of mobile banking services provide a system technical support. This allows you to minimize the consequences of possible failures and eliminate all technical problems as quickly as possible. Such service support greatly facilitates the monitoring task for the bank, since the provider takes over the round-the-clock monitoring of the mobile service performance.

Instead of a conclusion: when the crisis is not terrible

At the end of 2008, the situation on the mobile marketing market was very dramatic: marketing budgets were drastically reduced, and, naturally, innovative projects, including mobile marketing, were the first to go under the knife. Most of them have been suspended or frozen indefinitely.

However, after a couple of months, it became clear that marketers, who lowered the barrier in front of mobile marketing, got a little excited: in a crisis, budget solutions became extremely relevant, which, despite their low cost, could nevertheless provide high efficiency. And solutions based on mobile technologies just have this advantage - they surpass all traditional communication channels in terms of the "price of one contact / efficiency" ratio and, moreover, are quite simple to implement.

In particular, the top management of most financial institutions today is well aware that mobile banking is a very effective tool. At the cost of minimal costs, it makes it possible to raise the service to a qualitatively new, high-tech level, and, as a result, make the bank more attractive to customers. It is also important that Russian consumers today are ready for the emergence of more sophisticated mobile banking services - in any case, that part of consumers who actively use Internet banking. The advantages of mobile banking for them are quite obvious: a cell phone is always at hand, and mobile communication is available where it is difficult to find access to the Internet.

In a crisis, mobile banking technologies can become a very effective tool for banks in the fight for customer loyalty - this is eloquently evidenced by the data presented this year by the CGAP World Microfinance Center. Thus, in a CGAP study conducted in developing countries, it is noted that the current economic situation makes it relevant to widespread safe alternatives to the use of cash. Such alternative payment systems have achieved impressive success, for example, in Kenya: there, the mobile money transfer service M-Pesa, launched by Vodafone in partnership with Citibank, is 45% cheaper than other alternative money transfer services. With the help of the M-Pesa system, you can put cash on a deposit, from which they will be transferred to the recipient's account.

CGAP believes that mobile banking will go beyond money transfers and become a universal financial system. “This financial crisis does not mean the end of innovation,” says CGAP CEO Elizabeth Littlefield. "Let's remember that the greatest innovations of the last century - the pocket calculator, television, the Internet - were created just in times of economic adversity."

And IDC's latest report on mobile banking makes it clear that financiers should not ignore mobile banking apps if they don't want to be marginalized by the time the mobile banking market explodes. IDC experts emphasize that although the crisis has undermined the strength of banking institutions, mobile banking remains one of the leading trends and is steadily making its way. So already in the second half of the year, the situation in the mobile marketing market improved noticeably, and with the start of the new business season, it became completely clear what the crisis had given mobile marketing good chance show your potential. J'son & Partners analysts predict that the mobile marketing and mobile advertising market in Russia will grow by more than a third and exceed $26 million.

We want to emphasize one more point that can be very relevant in a crisis, when the advertising budgets of many companies continue to shrink: this is the ratio of mobile marketing costs per share to its effectiveness.

According to the experience of foreign and Russian companies, the cost of mobile communication channels in standard marketing campaigns is 5-10% of the budget of the entire event. While the response can reach up to 80-90%: such a result was obtained during the campaign organized for the Tatneft brand, in an interactive survey conducted for the SAP CIS company, in the campaign for the President brand and a number of others.

Of course, in order to get a high response, the campaign must be clearly planned and run smoothly: its marketing logic must be flawless, the campaign scheme must be simple and understandable to the consumer, and the communication itself must be carried out at the right time for this.

But even if we take the average response rates for a standard mobile marketing campaign as a basis, then in terms of cost-effectiveness it will still be much more attractive than traditional advertising channels, and this circumstance cannot be ignored today.

Glossary

Wireless mobile devices— smartphones, cell phones, communicators, PDAs. They make the cherished dream of marketers come true: they create an individual communication channel with each consumer or client.

Branded content- "branded" pictures, images, melodies, games for mobile phones. They can be a great gift: it’s inexpensive for a company, but it’s nice for a person.

Wap portal- a special site that is read from a mobile phone. An excellent channel for quick access to information about the company.

Mobile vending- a technology that allows you to buy goods in a vending machine using cell phone. Provides sales growth, image improvement, the possibility of promotions, etc. In general, everyone is fine: both sellers and buyers.

Interactive SMS campaign— implementation of a marketing idea that motivates people to send SMS messages to a short number. The most popular interactive format: not everyone admits it, but everyone has tried it at least once.

Internet mobile- the same Internet, only instead of a computer - a mobile phone. That is, the Internet in any place where there is a cellular connection.

Community mobile- community "of interest" in a mobile environment, great for guerrilla marketing. You can organize such a community around the brand - you get an excellent promotional platform.

Content- pictures, melodies, videos, games - in general, everything that fits into your mobile phone.

Content provider is a company that knows best how to create an efficient mobile service that will bring you maximum dividends.

Ku-ar codes(QR Codes) - special barcodes that are read mobile phone. They are placed anywhere - even in magazines, even on fences: take a picture of the code, and watch the commercial, read about discounts and sales. They help to evaluate the real effectiveness of each specific advertising medium.

Mobile mailing list— sending SMS-messages containing advertising or relevant information. A great way to stimulate sales and increase customer loyalty. But remember: according to the current law, it is required to obtain the consent of the subscriber for such mailing!

Dating and communication services- services that help people get to know each other, and marketers - to promote brands and products through guerrilla marketing or flash mob-style promotions. With a creative approach, they can become a good marketing tool.

SMS banking — « business card» Russian mobile banking, well mastered by all categories of the population.

STK-banking is a convenient tool for those who do not want to train their memory by memorizing long digital codes for communication with the bank.

Cellular technologies- tools that really transform everyday life and significantly improve its quality.

"Heavy" or multimedia content— streaming video, music full tracks, multiplayer games, mobile TV, etc. Requires high speeds, possible in networks of the third and fourth generation.

Forum- a place of communication on a particular topic. Can be an effective guerrilla marketing tool if used wisely and carefully.

Chat- instant messaging, text or voice, on any topic. Used mainly for dating. However, some companies successfully practice advertising in chats.

• Personal managerYour project will be supervised by a personal account manager. He controls the actions of employees and is always ready to answer questions, advise on the development strategy of the web resource.
• media planner Compiles a list of keywords for an advertising campaign using special software developments and own experience. No streaming solutions: you get a personal strategy to achieve the goals for your advertising campaign.
• Mobile Advertising SpecialistHe is engaged in the creation of advertising materials, setting up an advertising campaign and its optimization. He is always up to date with all the latest Internet marketing and new technologies.
• copywriter Writes texts for your advertising campaign that help increase sales. He understands more than 100 topics and masterfully plays with words.
• Designer Responsible for the implementation of creative ideas and the creation of graphic content. Knows how your ads should look in order to attract as much attention as possible from loyal users.
• Targetologist Participates in the targeted adjustment of ads to the target audience, and also connects in the case of complex solutions, when contextual advertising and SMM interact.
• Project ManagerControls the work of all specialists to get the most out of the advertising campaign. He has a unique ability to see the whole picture of the project in as much detail as possible.
• Quality Control SpecialistAssesses risks and constantly monitors compliance with the requirements for the quality of work performed.

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:

AT CPC placement package:

AT 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 available only to 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 in the campaign settings a one-time impression is set for one unique user, then a person will see the commercial only once: after viewing advertising post in VKontakte on a smartphone, a similar ad in 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 "Accessibility" goal in the myTarget advertising account (available to advertising agencies; open to direct advertisers 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 of the native block are 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: An important element of the ad if the speed of the Internet connection is low.

• 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+

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 advertising market 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 of 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 a 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.

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 that 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 touchscreen.

Astute marketers have redesigned websites to dynamically adapt to the customer's device and make it easier to shop 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

Nearly 90% of messages are opened and read within the first 90 seconds of receipt, making SMS the perfect way to alert customers to upcoming sales, contests, new arrivals, or deliver shipping 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 product information can be shown in real time, bridging the gap between the physical and digital worlds. 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 store in in electronic format discount cards, tickets, gift certificates and credit cards on mobile devices.

While the app provides customers with an easy and convenient way to organize their 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 of a 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 hand delivery. 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: Does the customer want to receive promotional offers, new product announcements, 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 a 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?