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

The slide includes following aspects:
1. Marketing with SMS & MMS
2. Mobile Apps trend in 2016
3. Mobile App Strategy in 2016
4. Types of Mobile Apps - Productivity, Commerce, Retained Engagement & Mixed-use Apps
5. Payment Models & Strategies- Paymium, Free, Paid, Freemium
6. App Promotion & Engagement
7. In-App Engagement
8. Push Notification Strategy
9. Testing, Measuring & Optimization.

1. MARKETING WITH SMS &
MMS MESSAGING

2. Text Messaging
•1-5 message/month from brand to 31% consumers &
more than 20/ month to 23% consumers.
•Why Text messaging?
•Quick way to grab attention and easy proliferation.
•SMS/MMS- Important marketing strategy
•Open rate of SMS- 98%
•8X more effective engagement source
•Instigate direct purchase by 50% consumers
•Predicted growth contribution 40% b 2017
•10x more coupons redemption

3. Short Message Service
•SMS is a fast and efficient way to engage with your
customer.
•SMS enables you to reach your customers.
•You have limited space.
•Types of SMS text: Promotional & Transactional
Special offers,
Promotions, or
sales
Order Alerts Appointment
reminders
Contest Alerts

4. SMS: Industry Practices
Brief & Focused
Avoid Slang & Abbreviations
Offer something valuable
Identify yourself
Make customers feel special
Always have a CTA

5. Multimedia Messaging Service
•Special offers, promotions, or sales.
•Video Content
•New product images
•MMS messaging provides great branding opportunities.
•MMS texts have a higher customer engagement with a 15% average CTR.
•MMS increases campaign opt-ins by 20% over SMS.
•8x more sharing from subscribers.
•You can fit more in a MMS message.

6. Create Engaging MMS
•Use rich, engaging visuals.
•Consider including a scannable code
for promotions.
•Connect your MMS message to a full
campaign.
•Include social sharing buttons.

7. Subscriber consent
Text
Message
Signage
Website
Form
Social
Media
Email

8. Compliance Guidelines
•Include instructions on how to opt out.
•You must notify subscribers if there is
a cost to the service.
•Provide subscribers with a way to ask
questions.
•Set expectations.

9. PART V: MOBILE APPS

10. DEFINING YOUR MOBILE APP
STRATEGY
Mobile apps can support your business goal, whether that is to extend your product, drive
engagement, or support commerce. Mobile apps provide an opportunity to drive extremely
deep engagement with your customers.
STEPS
1
2
3
4
YOUR APP DEVELOPMENT TEAM
SELECTING YOUR APP STRATEGY TEAM
DETERMINE YOUR APP STRATEGY
CREATING YOUR APP ROADMAP

11. 1 YOUR APP DEVELOPMENT TEAM. REALLY?
•Is Mobile app right for your business?
•If yes! Assemble a cross functional team of stakeholders
2 YOUR APP STRATEGY TEAM:
•Executive Leaders - CMO, CPO’s & CTO’s
•Marketeers - “Don’t forget sales guys”
•UI & UX People
•Product Managers & Developers
3 YOUR APP STRATEGY GOALS:
•Acquisition
•Engagement
•Retention/Conversion
4 CREATING YOUR APP ROADMAP
•Long Term Focus for app.
•Continuous Iteration as per market need/trends

12. TYPES OF MOBILE
APPS
Productivity
Apps
Commerce
Apps
Retained Engagement
Apps
Mixed use
case apps

13. Productivity
Apps
Engagement
Apps
Commerce
Apps
Mixed Use
Apps

14. PART V: PAYMENT MODELS & PRICING

15. PAYMENT MODELS AND PRICING
Once you have decided what type of app makes the most sense for your business,
you need to decide whether & how to price your app ?
PRICING STRATEGIES
! "#$

16. MOBILE APP DESIGN & DEVELOPMENT
Once you have determined the type of app and the pricing model that fits your business,
it’s time to get started on app design.

17. HOW TO KICK START &
ACCELERATE ?
%
App Functionality &
Flow
Development
Cost Time

18. REASONS FOR CREATING WIREFRAMES
WIREFRAMING
Creating a wireframe—an outline or diagram of your app’s ow and functionality
Save Money Expand Idea Structure Work
Assess App
Functions
Early Feedback
ELEMENTS TO CONSIDER:
Ask for Review
Share the app
User Help or Support
Option to change settings

19. Few Important Concepts:
UX First Credentials Later
Decide Engagement Flow
Solicit Feedback & Review
Personalize UX & Content
Localization & Local Content

20. APP DEVELOPMENT
To ask the right questions and evaluate which development plan can
work best for your app and organization.

21. TIME & COST BREAKDOWN
Simple
Apps
Moderate
Apps
Complex
Apps
Cost of
Development
$ 35000
Cost of
Development
$ 200,000

22. iOS App
Anatomy
Color, Icons &
Graphics
Terminology &
Wordings
Start || Stop
Navigation
Model Context
C# and iOS
Integration
Interactive &
Feedback
Animation &
Branding
Adaptivity &
Layout
UI DESIGN BASICS FOR iOS

23. PART V: APP PROMOTIONS & ENGAGEMENT

24. APP PROMOTION
Cross Channel
Promotion
EXPAND REACH
INCREASE DOWNLOAD VOLUME
App Promotion
Checklist
EVENTS
IN-STORE
PRINT
TELEVISION
WEBSITE
BLOG
EMAILS
SMS
PAID SEARCH
SOCIAL MEDIA

25. • 63% Apps discovered by App Search
Elements of App Store Optimization
•Title : primary keyword in your title helps improve your ranking.
•Description: should support ASO strategy.
•Keywords: choose better keywords and maintain a high ranking
•Reviews and ratings: 60% downloads through recommendations of
friends
OPTIMIZE APP STORE PROMOTION

26. IN-APP ENGAGEMENT
REMINDERS
UTILITY ALERT
PROMO ALERTS
APP FUNCTIONALITY
TRAFFIC DRIVERS
PERSONILAZTION
Push Notifications : Messages or alerts delivered by your app to the user.

27. PUSH NOTIFICATION STRATEGY
Know Your Customer
Don’t Overdo It
Make it as Compelling As Possible
Customer is King
Drive Cross Channel Interactions

28. KEY OBJECTIVES OF IN-APP
New feature within app
Engage with specific content
Drive Conversion on app
Ex: Ola Share
Ex: Netflix
Ex: Flipkart

29. PART VI: TESTING MEASUREMENT
& OPTIMIZATION

30. 5 Step Testing Process
Define Success
Identify Bottlenecks
Construct a Hypothesis
Prioritize
Test

31. Testing across all 

Mobile Marketing activities
Tes$ng SMS/MMS
Messages
• Copy
• Call-to-Ac-on
• Send Times
• Image
• Subscribers
• Cross-Channel
Tes$ng Mobile
Landing Pages and
Web Pages
• Copy
• Offer
• Images
• Bu?ons
• Call-to-Ac-on
• Mobile-friendliness
Tes$ng Mobile
Op$mized E-mails
• Copy
• Offer
• Images
• Bu?ons
• Call-to-Ac-on
• Mobile-friendliness
• Cross-Channel
Tes$ng in the app
• Login Screen
• Order of Screen
Flow
• Checkout Process
• Menus
• Layout
• Personalized
Sugges-ons
• Messages and Copy
• Promo-ons and
Offers

32. • Users
• Session Length & Session Interval
• Time in-App
• A9ribu<on
• Screen Flow
• Ac<ons
• Reten<on
App metrics
• Sent
• Delivered
• Bounced
• Opens/Open Rate
• Clicks/Click Through Rate
• Unsubscribed
• Marked as Spam
Metrics for responsive
design
• Click-Through Rate
• Page Views
• Cost-Per-Click
• Conversion Rates
Responsive Landing
Pages and Web Metrics
MOBILE METRICS & ROI

33. Conclusion
Each of the different tactical channels offer a new way to engage with the
customers.
The ubiquity and proximity of the mobile device in today’s modern culture
demonstrates why mobile has become and will continue to be indispensable to
marketers.
Marketing via mobile devices is about unlocking the potential of a huge,
expanding, captive, and engaged audience. Mobile marketing is modern
marketing.

34. THANK YOU
Aditi Jain NO39
Vidhi Tanna NO40
Gaurav Singh Bisen I071
Parag Samant I052
Tuhina Sharma N023