Topic 1 Mobile Marketing

• Mobile Marketing has become the most important marketing strategy. It is an instant and
direct channel that company can communicate with its audience anytime and everywhere
• Mobile marketing refers to the marketing activities undertaken to reach consumers directly
via mobile phones, connected to a widely accessible network, to which consumers are
frequently connected.
• It leverages tools such as SMS, apps, mobile websites, and social media, enabling real-
time engagement and fostering conversions and brand loyalty.

Evolution of Mobile Marketing

• SMS Campaigns: As Short Message Service (SMS) capable devices became common,
brands began using text messages for immediate engagement, knowing these messages
were often read right upon receipt.
• MMS Campaigns: Brands started using Multimedia Messaging Service (MMS) to send
promotional images and videos, allowing for more visually engaging content.
• QR Codes: QR (Quick Response) codes enabled easy access to information or promotions.
Scannable by smartphone cameras, QR codes could direct users to websites, apps, or
promotional content instantly.
• Push Notifications: Integrated with smartphone features, push notifications became a tool
for driving user engagement, acting as reminders, acknowledging achievements, and
highlighting special offers.
• App Store Optimization (ASO): ASO focuses on improving an app’s ranking in search results
within app stores, increasing visibility and traffic to the app’s page, which can lead to more
downloads.
• Location-Based Services (LBS): With the ability to use GPS data, brands can target
consumers more precisely based on their physical location, personalizing ad placements
and promotions at the local level.

Reason Mobile Marketing is Becoming More Important

• Time Spent on Mobile Devices is Increasing

• Mobile Commerce and Mobile Marketing Go Hand in Hand
• SMS Open Rates are Higher than Email
• Mobile Marketing Reaches a Borader Market
• Work as a Direct Marketing Channel
Essentials of Mobile Marketing

• Build and Design Mobile-Friendly Websites

• Ensure Messaging Fatigue Doesn't Set in
• Make use of Social media apps
• Emphasize Relationships, Not Transactions
• Optimize Your MarketingEmails
• Mobile advertising
• Mobile wallets

Topic 2 Email and Influencer Marketing

• Email marketing is a form of direct marketing that involves sending promotional messages
or content to a list of subscribers via email.

Goal: To build relationships, promote products or services, and drive conversions

4 Types of Email Marketing

• Newsletters: regularly sent emails that provide updates, news, and insights
• Promotional Emails: emails focused on sales, discounts, or offers
• Transactional Emails: automated emails after a specific user action, like purchase
confirmations
• Welcome Emails: initial emails sent to new subscribers to engage them early

Influencer Marketing

• Influencer marketing is a marketing strategy that leverages endorsements and product

mentions from influencers who have a dedicated social following.

Goal: To reach targeted audiences through trusted figures,

Types of Influencer Marketing:

• Sponsored Content: Brand pays influencers to promote their products in posts.

• Affiliate Marketing: Influencers earn a commission for driving traffic or sales to the brand.
• Product Reviews: Influencers review products in-depth for their followers.
 • Takeovers: Brand allows influencers to manage its social media for a day.

Topic 3 Social Media Advertising

• Social media advertising is a type of social media marketing where you use paid media to
promote your business on any of its many channels. This media comes in many formats
and placements and supports a range of creative, from images and video to immersive
experiences.

Benefits of Social Media Advertising

• Brand Awareness: Social media platforms allow businesses to showcase their products
and services to a vast audience, enhancing visibility and recognition.
• Targeted Advertising: Advanced tools help focus on specific demographics, interests,
locations, and behaviors, ensuring ads reach the right audience.
• Cost-Effectiveness: Compared to traditional advertising, social media ads are more
affordable, offering businesses a high return on investment.
• Engagement: Social media enables direct interaction with audiences, fostering stronger
customer relationships through comments, shares, and messages
• Real-Time Analytics: Performance metrics like impressions, clicks, and conversions are
accessible in real time, allowing advertisers to optimize campaigns effectively.
• Increased Sales and Leads: With call-to-action option and retargeting capabilities, social
media ads drive conversions, boost sales, and generate quality leads.

Social Media Advertising Channels

The most popular social media platforms for advertising are, unsurprisingly the same as those for
organic marketing. These include:

• Facebook
• YouTube
• Instagram
• LinkedIn
• TikTok
• Twitter
• Pinterest
 • Snapchat
• Quora
• Reddit

How Social Media Ad Works?

• Targeting the Right Audience: Social media platforms have a wealth of data about their
users, including demographics, interests, online behavior, and more. Advertisers can utilize
this data to target very specific groups, making ads more relevant and effective.
• Ad Format Types: platforms offer a variety of ad formats that cater to various goals.
• Bidding and Budgeting: Social media ads work on a bidding system, where advertisers
compete to have their ads shown to their target audience. The higher the bid, the better the
chances of your ad being shown.
• Ad Auction and Delivery: When you create an ad, it enters an ad auction, where the
platform decides whether and when to show your ad.
• Performance Metrics and Analytics: Social media platforms provide detailed analytics for
tracking the performance of ads, allowing advertisers to see what works and what doesn’t.
• Optimization and A/B Testing: Advertisers often use A/B testing to compare different
versions of an ad to see which performs better. Adjustments are made over time to
optimize the ad based on performance data
• Retargeting and Remarketing: Social media ads also support retargeting, where users who
have previously interacted with your website or app are targeted with ads to bring them
back.
• Account structure: While naming conventions vary for each platform, each one has an
account structure that allows you to organize ads into groups and then organize groups into
campaigns.

Essentials of Social Media Advertising

• Clear strategy & Goals: Define specific objectives, such as brand awareness, engagement,
lead generation, or sales
• Audience Understanding: Know the demographics, interests, and behaviors of your target
audience to create relevant content
• Platform Selection: Choose platforms that best align with your audience and goals, such as
Instagram for visuals or LinkedIn for B2B networking.
• Content Creation: Post engaging, valuable, and visually appealing content consistently to
maintain audience interest
• Engagement: Interact with followers by responding to comments and messages to build
loyalty and community.
• Adaptability/Trend Awareness: Stay updated on platform changes and trends to keep
content relevant and effective.