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Under a Creative Commons license Open access Highlights• Psycho-graphical tendencies and properties of the Korean smartphone user are discovered. •A theoretical framework for consumer segmentation is designed based on Q methodology. •A Q–R hybrid mechanism linking a qualitative and a quantitative approach is proposed. •Strategic marketing lessons from the Korean smart mobile advertising industry are provided. •We interpretatively define consumer typologies based on Q theory's cognitive subjectivity. AbstractThe mobile advertising paradigm is shifting from the web2.0 to the web3.0 generation in the Korean market and pursuing a customized and context-aware advertisement service for each consumer in this cloud computing era. In the Korean telecommunication market, the expanded demand for smart devices and the heralding of the 4G mobile broadband networks have increased the use of mobile applications and web services, with strengthened competition among advertising industrial players. Recently, as the mobile ecosystem becomes more complex, advertisement marketers are focusing on targeted marketing to customers to maximize the impact of advertising. Mobile advertising businesses should differ in terms of content and delivery patterns as to what users want, as well as how they react to different smart devices and platforms. The purpose of this study is to discover and theorize customer typologies based on Q theory's subjectivity in a qualitative approach and then verify and generalize sequentially these theoretical definitions and concepts through a combination of the Q and R empirical methods. The results of this research can be used as an antecedent of theoretical and industrial frameworks and a basic statistical data in advertising marketing and customer relationship management domains. KeywordsMobile advertising New media marketing Consumer segmentation Q methodology Subjectivity study Cloud computing Cited by (0)Ki Youn Kim is an assistant professor in the department of Marketing Information Consulting at Mokwon University, Daejeon, South Korea. She received her Ph.D. degree in Management of Information Systems at Yonsei University. She conducted researches on the fields of marketing strategy, customer behaviors, new media advertising, business consulting, ICT policies and industries and digital convergence. Bong Gyou Lee is a professor in the Graduate School of Information at Yonsei University, Seoul, South Korea. He received his B.A. degree from Yonsei University in 1998 and his M.S. degree in 1992 and Ph.D. in 1994 from Cornell University. He was the commissioner of the Korea Communications Commission in 2007 and 2008. Copyright © 2014 The Authors. Published by Elsevier Inc. Generating Customer Demand and Nurturing Leads & Prospects By the end of this chapter, you should be able to:
Mobile Marketing StrategyMobile marketing refers to those activities that use and leverage mobile devices, e.g., tablets, phones, or watches, to connect with target audiences and to promote a brand’s products or services. Before diving into a variety of mobile marketing tactics and activities, let’s first develop a mobile marketing strategy. Your mobile marketing strategy is a subset of your overarching digital marketing strategy. This means your mobile marketing strategies should support and align with both your marketing and digital marketing goals and objectives. That said, since so many people are now accessing the internet using mobile devices, i.e., smartphones and tablets, a mobile marketing strategy may represent the core digital marketing strategy for a particular organization. This strategic decision will largely be driven by the target audiences and their mobile behaviours. To begin developing your mobile marketing strategy, you will want to ask the following key questions:
Mobile Advertising Content ChannelsLike other areas of digital marketing, content is a core element of mobile marketing. To ensure that your content is viewed, you need to make sure your content is optimized for a mobile experience. When reviewing your mobile content, think about the following areas:
Now, let’s look at several specific, mobile-optimized content options: Responsive Web DesignMost web building technologies, e.g., WordPress, Wix, Weebly, Squarespace, etc., have responsive web design built right into their platforms. Or in other cases, these transformations are likely to be coded into your webpages by developers in conjunction with the design or marketing teams. As a marketer, if you are building standalone landing pages and/or other webpages, do make sure that they are responsive by testing and viewing your webpages on a variety of screens. For example, this can clarify whether your call-to-action buttons are visible or not before scrolling. To see an example of how one might rearrange a webpage to be responsive, here’s a great blog post by Kristina Kledzik of Moz, who walks through the fundamental processes to create responsive webpages.[3] Or, give it a try with this responsive landing page exercise: H5P: Responsive Landing Page Remember our previous example of a Great Landing Page? Well, now it’s your turn to take elements from this webpage and create a responsive, mobile version. If you want to create a distinct customer experience, e.g., a customer portal, you might consider creating a completely separate mobile website. However, managing two different website experiences will be more expensive and will involve significantly more time, work, and maintenance. Google’s Accelerated Mobile Pages[4] (AMPs)However, to make AMPs work, marketers must use Google’s infrastructure, which has three key components:
While faster page loading times are compelling, there are several fundamental issues with AMPs
Given the above issues, AMP-enabled pages are being used less and less. AMP-enabled pages tend to work best for large media sites that have time-sensitive news / content that is primarily being viewed on mobile devices. As mentioned in our SEO chapter, there are many other ways to optimize your webpages and improve your SEO, while maintaining control of your webpages. So, you will need to decide if AMP-enabled pages best support your specific mobile marketing strategy or not. Facebook Instant Articles[5] (IA)To address many of the issues mentioned with AMP, Facebook Instant Articles have added several features over the years:
While Facebook has done quite a bit to address many of the issues highlighted with AMP-enabled pages, there are still some drawbacks:
Overall, Facebook Instant Articles can be a compelling distribution channel for your content. That said, make sure it is part of your broader mobile marketing strategy. Mobile AdsDigital marketing agency, Marketo, also stated that Facebook mobile ads were five times (5x) more effective than their desktop versions. So, mobile advertising can clearly be an effective alternative to desktop advertising. Given that these ads are displayed on mobile devices, it may present more convenient and direct ways for potential customers to connect with you, e.g., to call you. To do this, simply use the “call extension” option, e.g., in Google Ads, which allows the person to call your organization directly by simply clicking on your call-to-action button or link. Types of Mobile AdsLike other digital marketing ads, there are a variety of mobile ad types. Depending on your goals, target audience, and the platform, you will need to select the appropriate type. That said, the following is a list of the most commonly used mobile advertising formats:
Interstitial ads get higher click-through rates compared to display ads. However, show these ads only at transition points, so that you do not interrupt the content flow. Ad types may include text, graphics, or rich media. Since these ads fill up the entire or majority of the screen, they are hard to ignore and tend to get noticed.
SMS & MMSSMS stands for short message service and is often also referred to as a text message. MMS stands for multimedia message service and includes text messages with audio, video, or images. Many brands, such as Starbucks, have been using SMS successfully to advertise their products and promotions and drive real results. Specifically, Starbucks has used an SMS holiday campaign to offer holiday specials, weekly deals, and cheerful holiday messages. Many SMS campaigns have been quite successful, but if possible do consider MMS campaigns. Like other marketing activities, providing more interactive and visual content can help get your audience’s attention and be more memorable. Set aside an appropriate budget and explore both of these underutilized options because they may deliver surprising results. Location-based AdsLocation-based (also called geofencing or geo-targeting) ads refer to mobile marketing messages sent to a target audience based on their location. By tracking the location of the mobile device, marketers can send targeted messages to individuals when they are within a specific geographic area. Many ad platforms like Google Ads and Facebook Ads allow marketers to specify locations or geographic areas where their ads will be shown. Mobile Apps & Push NotificationsMobile apps are programs that get downloaded onto your smartphone, smartwatch, or tablet. These apps usually serve a very specific purpose, e.g., email apps, social networking apps, or game apps. App-based marketing has risen quickly due to the increase in smartphone, smartwatch, and tablet daily usage. Once an app has been downloaded, the app developer can communicate with the user via push notifications. Push notifications are messages or notifications that pop up on these mobile devices without the need to open the app. While these notifications only reach an audience of one, i.e., the smartphone user, they should push valuable information or insights directly to the user. To make sure that your push notifications are beneficial and not annoying, marketers should make sure their notifications follow these three tips:
The following types of push notifications generally perform well:
For more ideas, check out these 50+ push notification examples and inspirations to drive more engagement.[11] Now that we have covered what works, let’s review a few practices to avoid. Steer clear of these common mistakes:
When you create and send push notifications, think like a user, and respect their time and experience. The more you understand your user, the easier it is to keep them informed, entertained, and engaged. Mobile In-Game AdsIn-game mobile ads refer to ads placed within mobile games, which appear during gameplay. The ads that perform best and deliver the highest conversions are those integrated directly into the game such that they become an extension of the gaming experience. These seamless ad experiences can improve engagement, retention, and conversion rates. Many marketers have concerns about the effectiveness of mobile in-game ads. However, in this article, 4 Common Myths about Mobile In-game Advertising[12], author, Kori Wallace, refutes the following four myths:
Action CodesAction codes include scannable, visual codes like QR codes or bar codes (see images above). In many cases, these codes are presented offline, e.g., transit ads, posters, magazine ads, or product labels, and when scanned by mobile devices, people are sent to a related, online landing page. One very recent use of these codes has been the rise of digital menus in restaurants during the pandemic. Many restaurants simply printed QR codes and left them on their tables. Diners could then scan the codes to pull up the restaurant menu and this avoided the need to print menus or navigate pandemic safety issues with people sharing menus. QR codes have also been used to verify COVID-19 vaccinations. Now that more people have been using QR, there may be even more areas where marketers can use them. Mobile EmailReading emails on mobile phones is considered one of the top 5 activities for smartphone users globally. And according to a recent Mobile Ecosystem Forum survey of smartphone users in ten markets worldwide, almost five in 10 respondents preferred receiving business communications via email. So, mobile-friendly emails are essential in communicating and converting your target audiences. That said, marketers do need to provide compelling and valuable emails because if they do not, people will either delete or ignore their messages. In our next chapter, we will explore email marketing in more detail. Keys to successAs you can see, there are many similarities between website and mobile advertising. However, to deliver a successful mobile marketing experience, consider the size of the screen, the communication opportunities, e.g., calling, the GPS capabilities, and the portability that make mobile experiences personalized, special, and unique. Take advantage of these built-in features to deliver richer and more interactive experiences for your mobile audiences. Also, consider mobile marketing in conjunction with other marketing channels – online or offline. Success happens when all marketing channels support and promote each other, i.e., when your marketing activities are well integrated. Marketers are increasingly combining their social, local, and mobile activities, also called So-Lo-Mo, into one comprehensive strategy. Since social media is increasingly more mobile-friendly and mobile is targeting local customers and driving local conversions, the three areas work well to build on each other. This results in customer touchpoints across multiple marketing communication channels and strengthens a brand’s overall marketing and messaging strategies. And, finally, don’t forget to personalize your mobile interactions and ads. Customers connect and respond best to personalized messages customized for them, whether that be by geographic area, specific location, or behaviours. For example, Best Buy and Subway use geo-location technology to deliver targeted messages to customers who have opted-in to their mobile marketing programs. Many marketers wonder about the willingness of their target audiences to opt into mobile marketing programs. However, a recent study by Google found that almost half of the women surveyed would share their location if offered a $5 store credit. And, that percentage jumped to 83% when offered a $25 store credit. So, with the appropriate incentive, marketers can encourage customers to participate in mobile campaigns and initiatives. The following video provides a nice summary of many of the topics covered in this chapter: Mobile marketing refers to those activities that use and leverage mobile devices, e.g., tablets, phones, or watches, to connect with target audiences and to promote a brand’s products or services.
Media Attributions
Which country was the leader in mobile advertising?The United States is the world's leader in mobile advertising spending. The U.S. spends more on mobile advertising than anyone else. The second-largest mobile advertising market in 2020 was China, worth $72.2B.
Which of the following refers to the group of people advertisers wish to reach?The people you want to reach with your marketing efforts. These are the consumers who will be most interested in your products or services—and most likely to convert from leads into customers.
Is the measure of the number of pages that users have clicked through?Click-through rate (CTR) is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.
Which of the following is a characteristic of a conformist?Conformists are characterized by precision, reliability, efficiency, discipline, hence they “do things better” (Kubes, 1998; Puccio, 1999). Such qualities as timeliness, accuracy, attention to details, timely coordination and dependable follow-through correlate positively with performance.
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