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

•  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