Mobile Marketing’s Future

Everyone knows that majority of the population uses their mobile devices more each day. Wherever you look almost every person has their cell phone in hand or are browsing the web on a tablet. Even kids in elementary school have tablets and phones to keep them up to date on things that are happening.

Mobile marketing is already a huge part of our daily lives. We see it every time we are on our devices. The market for apps and further technological advancements is greater now.

The population expects a deeper personalized engagement and assistants from their smartphones. Some people depend on their phones to link them to news, friends, and help them with their every day tasks. So all the app providers have to work harder to keep their apps running smoothly and keep customers happy.

I picked the above quote because I believe it is true. Mobile is not the future, it is the now. Mobile marketing will continue to advance due to how much the population already relies on it. You will see ads about devices for your home where mobile marketing can also be used. For example Alexa, or google home. Both of these devices you can connect to the web and order product just by telling it to. It is simple and convenient for customers. They no longer have to leave their house to get what they want. They can order it from any smart device. And it is just going to continue to grow.

So the future of mobile marketing will continue to expand and continue to be more popular. Companies/business will either have to get on board or get left behind. Mobile marketing is the now and the future.

Mobile Marketing’s Future

Spotlight Analysis

Today, I decided to take a closer look at the term spotlight analysis from our textbook. Spotlight analysis is a follow up analysis of moderation in the marketing mix model that compares marketing mix variable estimates across two or more values of the moderator.

Spotlight analysis indicates that the slopes of the best fitting regression lines between the continuous predictor and the outcome are not parallel for every group. Basically you examine the differences in the slopes.

There are two ways to examine the differences in the slopes. You can use marginal means or square means. In both methods you will be able to get estimates of these marginal means but you are also able to run a post-hoc test to compare them.

Spotlight analytics can be a great tool to use. It can be used to screen managers, perform ongoing due diligence and monitoring, conduct peer analysis, track your funds, and build meeting and marketing materials. Spotlight capabilities include: comprehensive data, screening and monitoring, personalized dashboard, peer group analysis, fund comparison, correlation calculations, interactive charting, and presentation-ready reports and fact sheets.

As you can see there are quite a few benefits to using spotlight analysis. It can be helpful in many ways to you and your company/business. This can help your business improve in countless ways. And continuing to update and improve your business website will make your marketing useful that people would pay for it. Which helps your business gain more customers, which is always a good thing.

Spotlight Analysis

Campaign Life Cycle

Today I decided to take a closer look at campaign life cycle. My textbook did a good job of explain it but I wanted to get a little more information.

Campaign life cycle is the process of creating and running a campaign through several stages. Now my textbook went through the three main stages. The first stage is design. Design starts with exploratory research. You can use analytics or data from the web, or A/B tests. This data can be clustered, regressed, moderated, or mediated.

The second one discussed was implementation. This is when you do everything you can to ensure the success of the campaign. During this stage you want to pay close attention to the results of A/B tests. You may have to make adjustments or create new ones. The quote below is one that I thought fit not only to implementation but to our lives daily.

You need to implement your plan/strategies into action in order to move forward.

The last stage the textbook went through was evaluations. Evaluation is where you look to see if you have met the campaign goals. Every campaign has a specific set of goals. And if you didn’t meet the campaign goals here is where you think of ways to improve the campaign. This stage is also to determine how many resources should be spent on it in the future.

Now even though that information is enough to give you a good idea of the campaign life cycle, I wanted to learn more so I did some research. I found six steps to improve campaign life cycle. The first step is to grow your opt-in list. The second step is to determine your campaign goals. Third is to define the audience and create your segments. Fourth is to create a nurturing campaign. Fifth is to automate campaign tactics. And the final step is to track campaign effectiveness.

As you can see they are pretty much similar one just breaks it down into a little more detail. But knowing the campaign life cycle is an important part. It can help you in many ways.

Campaign Life Cycle

Mobile Marketing in China

Today I decided to take a look at how China does their mobile marketing. I never thought it would be that different from ours. In the USA you can order things from China easily. They have their own apps for us to use. One very popular app for oversea marketing right now is Wish. I thought it would be similar to our but I was wrong. It is not that similar.

First when researching mobile marketing in China, I found out that majority of all mobile marketing strategies involved the WeChat app. This app counts 1 billion users. 92% of online marketing uses WeChat.

According to study approximately half of the Chinese population is using the internet. More than any other country. When I looked further I found out that China’s internet usage is the highest at 731 million people. And of the 731 million 95% access internet through their mobile devices. China also uses QR codes for mobile marketing. QR codes are a huge part of China’s mobile marketing.

Doing more research I learned that China has the highest mobile transaction rate. China’s population uses online shopping for everything. It is the preferred method of shopping. Between January and October of 2017 China had 12.8 trillion US currency in mobile transactions. That is a lot. But then I started to think about how I would get my mobile marketing across in China if I couldn’t use Google. Google is not allowed in China and it is the number one internet site in the USA. So I tried finding out where would be the best sites to use in China. The two sites that are used the most for mobile marketing are Baidu and Shenma. Shenma is actually a site that is only used for mobile marketing. You can’t access Shenma on any desktop.

There is a lot more information that I need to look into but just from the research I did to today. I learned a lot.

Mobile Marketing in China

Before – After Experimental Design

Before – After experimental design also known as pre and post experimental design is the outcome variable that is measured before and after the participants have been assigned to a condition.

Before refers to a measurement being made before a variable is introduced to a group. After refers to a measurement being made after its introduction. A single test group or are is selected and the dependent variable is measured before the introduction. The variable is then introduced and the dependent variable is measured again after. In this test there is not comparison group.

This method can provide preliminary evidence for effectiveness. It is most useful in demonstrating the immediate impacts of short-term programs. It is less useful for evaluating long-term programs. Another component of the before – after experimental design is history threat. A history threat occurs when one or more events, which are not part of the but could affective outcome, takes place between the before and after measurements. Common history threats include changes in management personnel, work processes, structure or pace, legislation, and management – labor relations. The longer the time between the before and after measurements, the more opportunity is is there for an extraneous.

There is another experiment that is out there. It is the after only type. The only after type is measurement only of the dependent variable after exposure to experimental variable. Compared to the after only type you would be better off with the before-after experimental design. You can choose to use a single group, one control group, two control groups, or three control groups.

Before – After Experimental Design

Mobile Ads

So I’m back again to talk about mobile ads. In our everyday lives while on our mobile devices we come across countless ads. They are everywhere. I just want to talk a little about how mobile ads work and mobile formats.

There are two different types of formats that are most commonly used. These two formats include horizontal and vertical ads. Before you get started you have to consider the size of ad you want. The three options for a mobile device is 120 x 20, 168 x 28, and 216 x 36. 120 x20 is a small, 168 x 28 is medium, and 216 x 36 is large.

Now to pick which type of ad you would like depends on you solely. When I took a look at the different ad types I would go with vertical and here is why. With the vertical format you can fit a bigger image or video. You can also have all the information you need on the ad fit nicely. This makes it easier for consumers to see your ad and click on any links or promotions you have to offer.

As for the horizontal format. It isn’t bad, to me it just doesn’t really catch your eye and you can’t fit everything that you really want on it. The ad is easy to see. I was also able to click on the sing up Botton which was smaller than in the vertical ad I used. And they also had a promotion but it wasn’t on their ad itself it was in the post from an individual.

So when you are considering doing a mobile ad make sure you think of the kind of ad you want and the size you want your ad to be.

Mobile Ads

Purchasing Habits

So this week we looked at purchasing habits. See how many individuals buy products from their mobile phones. And how many purchase products from their desktops or laptops.

First I asked my friends how much they use their mobile phone to purchase items and how often they use their laptops to purchase items. 3 out of the 4 said they only purchase things from their mobile phone. And most of the times the things they purchase are either from Wish or Amazon.

Next I looked at my own habits. I wrote down everything that I purchased in the last week from my mobile phone and from my laptop. Now I buy things from Amazon, eBay, and Wish all the time.

I was surprised to see that I bought more products from my mobile phone than I did on my laptop. Most times I wouldn’t be able to tell which device I bought a product from but this last month I been using Apple Pay and that’s only active on my iPhone. So it was easy to tell which products I purchased on each device. From my iPhone I purchased 5 things from Amazon, 6 things from Wish, 2 things from eBay, 10 things from iTunes, and 4 things from eat street. From my laptop I purchased 2 things from eBay, and 1 thing from Amazon.

Looking at those results I can see the trend. I purchase most of my products using my mobile phone. And this article that I found states that mobile purchasing is going to continue to rise.

Thinking about this and just looking around you can tell that individuals spend more time on their mobile phones. So it only makes sense that mobile purchasing is only going to continue to rise.

Purchasing Habits