Category Archives: Mobile Marketing

Mobile Marketing topics for business.

What mobile devices are the Chinese using?

chart of Chinese device use

What device do you use to connect to the internet?

So if 95% of the Chinese are using their Smartphone to connect to the internet, that means they are nearly always using the best connected tool in the world for accessing information. Only 60% are using the desktop (trending down) and just over a third using the laptop (trending down) and fewer using the tablet (same). One trend to note here is that Connected TV usage is up in 2016, to 25% (trending up). This comes to us from eMarketer. (Jan 2017)

What does it tell us? It says that the Chinese users have embraced mobile in a big way, with 19 out of 20 people (1.3 Billion live there) owning and using a smartphone that connects them instantly from where they are to where they want to be.

mobile marketing in the classroom.

Dr. McCabe, teaching Mobile Marketing Essentials in Guangzhou, China

I was grateful to have been invited to be a Visiting Professor for a week at Nanfang College at Sun Yat-Sen University, Guangzhou, China in November, 2016. Pictured, above, I was in the classroom, teaching some of the basic and not so basic strategies of marketing. I also taught from my textbook, Mobile Marketing Essentials (pub. by Stukent, Inc).

These students taught me so much about Mobile payments. They did not carry or need credit cards or cash. They used their smartphone everywhere they went, and purchased whatever they needed directly from the phone. It was as simple as waving the phone near the reader and letting bluetooth technology take over the payments.

These payments can also be found inside the WeChat app, so you don’t even need to download a different app. They have mini apps inside, so you can have a one stop shopping experience. I will hope to return to China again, and this time, not wait 28 years to make that happen. Maybe I’ll be back again this year!

Meet Rich Brooks

Want to learn more about Lead Gen? Meet Rich Brooks on March 13 on our own special zoom cast. We’ll have an hour long Q and A about how to become more successful as a business owner, when it comes to digital marketing. Limited seating, so arrive early. Find out more @mobilemarketingsocialmedia on Facebook. This is #5 in a series.

Rich wrote the book that he wished someone had written when he started his business. He’s passionate about bringing you more customers and success. We’d like to share this special time with a few of our closest friends and associates. So far, we’ve had Melodie Tao, Lon Safko, Kendra Losee and Francisco Martinez on our show. We’d like to hear from you. Ask your questions and get real answers, too.

Take it from Mari

Why do I need Mobile Marketing?

chapters

8 chapters in Mobile Marketing Essentials

Let’s face it, you would not be reading this if you didn’t think that it was important, right? Of course it is.
Do you check your device more than 200 times per day, and like me, sometimes have more than 20 apps open?
Try this: see if you can only use your mobile device for just one day. Try it. Cold turkey on the desktop. Can you do it?
For some, it’s really difficult because of habits we have that make us want to use the desktop. For others, they already use the mobile device for 90% of their work-related projects.
If you want to know more about Mobile Marketing, please consider buying this textbook from this link here, where Stukent, Ink, our publisher, will guide you to access the textbook.
We’d like to know what you think about the book, and how you like it. And, we will be using your comments as we launch the improved version ebook in the near future.

Order the textbook here

photo of Michael Hanley

co-author Michael Hanley, Ball State University

 

Amanda

Amanda, from Stukent, at recent San Diego conference with Mary Beth McCabe.

Watch this short interview with Kimberly, who learned Mobile Marketing and Social Media at National University. To learn more, please contact advisor@nu.edu

Why location and measurement is important for Mobile Marketers

It may seem intuitive to many of us that location is a key feature for mobile marketers. This year the MMA has been very focused on this topic. I have just spent a few hours reviewing MMA Location Based Advertising Measurement Guidelines.

Here are a few things that I learned. First of all, the device and user location is used to produce longitude and latitude. That is basic to the discussion.

There are many ways that measurement can be delivered. I’ll list the top 8 below:

  1. As part of a bid request (impression, user, device)
  2. Beacons
  3. GPs-identifies user location 10-100 meters
  4. WiFi- 30-100 meters and indoors is better. Not subject to provider/carrier limitations
  5. Cell Antennae Trilateration-between cell towers at the zip code or neighborhood level, with carrier and transmission limitations
  6. IP address- Static devices such as PC’s connected TV or OTT. Not very accurate.
  7. Registration Data
  8. 8. Behavioral analysis

So if you are asked to give your “location” in app, and you do so, these are ways you can be tracked. Yes, marketers are into tracking the results of their campaigns. Will they zero in on you, personally? It’s not likely.

Here is a link to the press release about the guidelines. http://www.mmaglobal.com/news/iab-mrc-mma-propose-updates-ad-measurement-guidelines-moving-industry-count-begin-render-model

If you would like to read the guidelines and comment, before the end of January, here is the website to visit. http://www.mmaglobal.com/documents/mobile-app-and-mobile-web-advertising-measurement-guidelines

 

Faculty can access the new textbook on Mobile Marketing

See the release here and if you are faculty, let them know and you can access the book for free for a limited time. It’s been a two year effort from four experts.  A university in New Zealand was one of the first to adopt this week. We will donate 10% of all receipts to support scholarships for Marketing Students through Marketing EDGE. Stay tuned here for more details. http://finance.yahoo.com/news/stukent-inc-publishes-first-kind-124100976.html

book cover

Educators and students welcome mobile marketing textbook

graphic about mobile and social

Coming in 2017, The Mobile Marketing Essentials

mobile graphic

Is your business mobile ready? Take the test.

We have been working on a book “The Mobile Marketing Essentials” since 2014 and it’s coming closer to being finished. We know there is a need for this, because we have been searching and not able to find the right materials. We will announce a date and a location where you can download the book for free for a limited time. So, please follow this page and you will be notified of that date. In the meantime, look for chapters and content to roll out as well. The authors are: Michael Becker, Michael Hanley, Paul Berney and Mary Beth McCabe. We really appreciate your support and encouragement as this writing and publishing process is critical to the growth of content and distribution that has a high quality and value for the reader.

Ad Blocking: How does it work? What do you use?

How does Adblock work?

How does Adblock work?

In my search for more content on mobile marketing, I found a pub from Britain that is called “Mobile Marketing” and I found a very interesting article about Ad blocking. If you remember pop up ads, then you know why there is such a thing.
Ad blocking is coming to mobile in an explosive way in the near future, they claim. I agree with that prediction.
Yes, you can get a “White Label” for your ads. But most large companies actually pay for this, they say. So, what confidence do we have with a white label if it just costs a company extra cash?
I’ve installed Adblock, and it tells me that in 3 weeks, I’ve had 42 ads blocked and that I have saved 54 MB of data. That tracking tells me that the app has been good for me, so I will keep it and keep checking my stats.
The welcome screen says Adblock blocks banners, pop-ups and videos in any app. It works on both Wi-Fi and cellular networks and protects your privacy by blocking malicious tracking.For a visual demonstration on how this works, see the figure above, “How does Adblock work? This was a screen shot of my mobile phone.

The reason Adblock and other apps that exist is that the ad community has been obnoxious in their pursuit of eyeballs. Some few have ruined the desktop and now the mobile experience.
When we watch TV, we can zap through the commercials. Now, with an app, we can block them out, mostly. And with paying a fee to a firm like YouTube ($9.95 a month) we can go ad free! That’s Google, getting paid to serve the ads, and getting paid NOT to serve the ads. Wow.
What a business.

Want to read more? See the magazine below for some very good articles on the topic.