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Unit 6.3

Mobile Marketing Strategies

DMKT-301: Principles of Digital Marketing

Digital Marketing Course

Today's Learning Objectives

By the end of this session, you will be able to:

  • ✅ Define mobile marketing and explain its critical importance in today's digital landscape.
  • ✅ Differentiate between a mobile-friendly website, a mobile-first approach, and a native mobile app.
  • ✅ Evaluate the core mobile marketing strategies: Mobile Web, Apps, and SMS Marketing.
  • ✅ Analyze real-world mobile marketing examples from the Nepali context.

The Mobile-First World 🌍

Mobile is no longer a "secondary" screen. For a majority of users, it's the primary screen.

Global Snapshot 📊

  • Over 60% of all internet traffic comes from mobile devices.
  • Average user spends 4-5 hours per day on their smartphone.

The Core Idea

Mobile Marketing: The practice of promoting products or services to consumers on their mobile devices, such as smartphones and tablets, through various channels.

Strategy 1: The Foundation

Mobile-Friendly Website

This is the non-negotiable starting point for any digital presence.

What does "Mobile-Friendly" mean?

  • Content reflows to fit the screen.
  • Tap-friendly navigation.
  • Readable text without zooming.
  • Fast loading times.

Why it's critical:

Google's "Mobile-First Indexing" means your mobile site's performance heavily impacts your overall SEO ranking. A poor mobile experience directly hurts visibility.

Going Deeper: Responsive vs. Adaptive

Responsive Design (Mobile-First)

A single, fluid design that adjusts to any screen size. It's the modern standard.

  • Pro: Consistent experience, SEO-friendly.
  • Con: Can be complex to develop initially.

Adaptive Design (Mobile-Friendly)

Serves different, fixed-layout versions of the site based on detected screen size.

  • Pro: Can be highly optimized for specific devices.
  • Con: More maintenance, may not cover all screen sizes.

🎯 Takeaway: Aim for a responsive, mobile-first approach for the best user experience and SEO results.

Strategy 2: Deepening Engagement

Mobile Apps

Mobile apps are for your most loyal customers. They are a direct channel to provide value and foster community.

✅ Pros

  • Push Notifications
  • Offline Access
  • Device Feature Integration (Camera, GPS)
  • Personalization

❌ Cons

  • High Development Cost
  • Requires User to Download
  • App Store Approval
  • Ongoing Maintenance

🎯 Best For

  • E-commerce (Daraz)
  • Services (Pathao)
  • Banking (eSewa)
  • Loyalty Programs

Strategy 3: Direct & Immediate

SMS Marketing ⚡

Leveraging text messages for promotional campaigns. Known for its incredible open rates and immediacy.

Key Feature: SMS messages have an average open rate of 98%, compared to ~20% for emails.


Example SMS Campaign:

"Flash Sale! ⚡ Get 25% off all menu items at Himalayan Java until 3 PM today. Show this SMS to redeem. Don't miss out!"

Crucial Rule: Always get explicit consent (opt-in) from users before sending promotional messages.

Strategy Comparison at a Glance

Mobile Website

Goal: Reach & Accessibility

  • Broadest audience
  • Essential for SEO
  • Low barrier to entry
  • Platform independent

Mobile App

Goal: Loyalty & Engagement

  • Deeper user relationship
  • Push notifications
  • Personalized experience
  • Higher conversion rates

SMS Marketing

Goal: Immediacy & Action

  • Time-sensitive offers
  • Extremely high open rates
  • Simple and direct
  • Great for alerts/reminders

Practical Application: Mobile Marketing in Nepal 🇳🇵

📱 Mobile App: eSewa

eSewa uses push notifications effectively for:

  • Transaction confirmations.
  • Bill payment reminders (e.g., "Your internet bill is due").
  • Promoting cashback offers and new services directly to users.

Strategy: Building loyalty and frequent usage through utility and incentives.

💬 SMS Marketing: WorldLink

WorldLink sends targeted SMS messages for:

  • Informing customers about network maintenance in their area.
  • Subscription renewal reminders.
  • Promoting new speed upgrade offers.

Strategy: Direct, critical communication and time-sensitive promotions.

Key Takeaways 🔍

  • A mobile-first mindset is no longer optional; it's the default for reaching modern consumers.
  • Your mobile-friendly website is the foundation of your entire digital presence and is critical for SEO.
  • Mobile apps are powerful tools for engaging your most loyal customers and require a significant investment in value.
  • SMS marketing offers unparalleled immediacy and open rates, making it ideal for time-sensitive offers and alerts.
  • The best approach often involves an integrated strategy that uses each channel for its unique strengths.

Thank You!

Questions?

Next Up: Unit 6.4 - Social Media Marketing Fundamentals

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