Mobile Marketing: How Mobile Technology is Revolutionizing Marketing, Communications and Advertising (Daniel Rowles, 2013)

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  •  Converting content marketing to interactive ideas.
  • “25 things to do during a rainy day.”
  • Traditional sales funnel: browsing/vague notion > active interest > point of interest > loyalty
  • Exponential growth effect in marketing: imagine filling a stadium with a drop of water that doubles up every minute.
  • Avinash Kaushik’s See, Think, Do, Care framework for content mapping
    • See: largest addressable qualified audience
    • Think: see segment with some commercial intent
    • Do: see segment with lots of commercial intent
    • Care: existing customers with 2 or more transaction
  • Targeting options
    • Location
    • Device and OS
    • Carrier
    • Demographic
    • Category
    • Content matched
    • Behavioural
    • Re-targeting
  • Creative options
    • Banners
    • Native
    • Expandable
    • Interstitial
    • Video


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