Make sure you are making the most of your mobile marketing by following the Mobile Marketing Commandments. To get the free print, head to http://mobilemarketingcommandments.com/

1. THE
MOBILE
MARKETING
COMMANDMENTS
10 things to remember when
marketing with mobile

2. THE
MOBILE
MARKETING
COMMANDMENTS
1 MOBILE-FIRST
THOU SHALT
THINK
.

3. THINK MOBILE FIRST
Increasingly mobile devices are the
primary device and starting point
for user journeys. It therefore
makes sense to start with the mobile
experience and work towards bigger
screens second.
This also forces a more streamlined Design your mobile experience first to
approach to features & design due ensure a good experience on all devices
to the limited real estate on offer
(see Minimum Viable Product).

4. THE
MOBILE
MARKETING
COMMANDMENTS
2 INTEGRATION
THOU SHALT
LOVE THY
.

5. LOVE THY INTEGRATION
Mobile devices are connecting MOBILE
devices. They allow users to start
new journeys (potentially
simultaneously with second- TV & PRINT
screening) and continue existing radio & OOH
ones.
TV, print, radio should now start
journeys rather than being ends in
IN
themselves. These journeys can be STORE
PR
carried through in-store at POS
and post purchase with RM activity.

6. LOVE THY INTEGRATION
Integration is not a new idea. Back in 2008
BMW developed a campaign that utilised MMS
to sell snow tyres to customers. Based on
sales data from their CRM program they
customised MMS messages showing same the
car they user had recently bought, with snow
tyres super imposed. The first day it snowed
they sent the MMSs out with a link to a mobile
optimised site. With a 30% conversion rate the A great early example of an
campaign generated $45 million in sales. integrated mobile campaign, from
BMW

7. THE
MOBILE
MARKETING
COMMANDMENTS
3 .
THOU SHALT
EMBRACE
NATIVE FUNCTIONALITY

8. EMBRACE NATIVE
FUNCTIONALITY
Mobile devices are capable of a lot
more than loading responsive
websites.
Accelerometers, GPS, cameras,
microphones, touchscreens… Take
advantage of the native functionality
to give users experiences they can’t
get on other devices.

9. EMBRACE NATIVE
FUNCTIONALITY
Rather than have a standard banner
placement on the homepage, Lynx created an
interactive game controlled by the user’s
phone. Tilting your phone steered a boat on
the screen, fully taking advantage of the
phone’s accelerometer functionality.
Of course, the boat could also be Interactive YouTube masthead banner,
controlled by touch enabled buttons on the controlled by user’s phone’s
accelerometer
phone, or the computer’s keyboard, so no
one missed out.

10. THE
MOBILE
MARKETING
COMMANDMENTS
4 LOCATION
THOU SHALT
KNOW THY USERS’
.

11. KNOW THY USERS’ LOCATION
Location is a powerful targeting tool –
because mobile devices can be taken
anywhere we need to cater for experiences
that can be augmented with location data…
alerting to sales in nearby stores, displaying
more relevant contact data, hyper-local
mobile couponing… The possibilities are
endless

12. KNOW THY USERS’ LOCATION
Quiznos used historical location and
behaviour data of mobile users to directly
target 18-34 year olds who had visited fast-
food vendors such as subway in the last
month, all within a 3 mile radius of a Quiznos
in Portland.
The campaign had 3.7 million impressions but
because the adverts were so targeted there
was a 20% boost in coupon redemption in
comparison to nationwide campaigns.

13. THE
MOBILE
MARKETING
COMMANDMENTS
5
THOU SHALT BE
CONTEXT-
. SPECIFIC

14. BE CONTEXT-SPECIFIC
People use different devices in different ways. If a user is
searching for your business from their phone they are
probably more interested in finding or contacting you than
reading your latest blog post.
Always make sure you are designing for the right user
context

15. BE CONTEXT-SPECIFIC
The Costa Coffee website lets you quickly
find your nearest cup of costa coffee
quickly and easily on mobile, placing store
locator at the heart of their mobile site,
above other content which might be less
useful to consumers using a mobile device

16. THE
MOBILE
MARKETING
COMMANDMENTS
6 EVERYTHING
THOU SHALT
MEASURE
.

17. MEASURE EVERYTHING
At the heart of effective marketing
sits data, and it ’s no different with
mobile.
Effective measurement lets you see
what you’re doing right, and wrong.
It allows you to continually
optimise and tweak, as well as
watch for relevant trends in user
behaviour. Without measurement
you’re flying blind

18. THE
MOBILE
MARKETING
COMMANDMENTS
7 THOU SHALT
THINK
. BEYOND PHONES

19. THINK BEYOND PHONES
Whilst smartphones have been the driving
force, mobile marketing is more than phones.
Tablets account for 10% of UK web traffic
and wearable tech is on the horizon.
You need to understand not only what
devices your audience is using, but how they
are using them. What a user expects on their
phone is different to what they want from a
PC.

20. THE
MOBILE
MARKETING
COMMANDMENTS
8 BANDWIDTH
THOU SHALT
HONOUR THY USERS’
.

21. HONOUR THY USERS’
BANDWIDTH
Designing for mobile means trimming
the fat – those high-res background
images that look beautiful on your
desktop? They probably just added a
few seconds to the mobile page load
and added to your user’s phone bill.
Ensure you optimise to make your
And they don’t look great when they content loads quickly without impacting
are on a 4” screen anyway. on your users’ data usage

22. THE
MOBILE
MARKETING
COMMANDMENTS
9 THOU SHALT
NOT COVET THY
. NEIGHBOURS’ APPS

23. DO NOT COVET THY NEIGHBOURS’ APP
Just because your competitor has created a shiny new app
doesn’t mean you should. Always make sure that your
mobile activity is aligned with your own strategy, not
just as a reaction to your competitors’.

24. THE
MOBILE
MARKETING
COMMANDMENTS
10
THOU SHALT BE
SEAMLESS
. ACROSS DEVICES

25. BE SEAMLESS ACROSS
DEVICES
Users are not loyal to any one device,
and increasingly journeys that start on
one device will continue on another.
By designing for a multi-device
experience you can ensure that you don’t
break user journeys and allow users to
experience your content however, Build for multi-device user journeys
whenever and where ever they want

26. BE SEAMLESS ACROSS
DEVICES
Netflix customers are able to watch
content on one device and easily stop and
continue watching on a different device.
The video streaming service is designed to
be pick up and play across multiple devices
Netflix allows users to continue
enabling users to watch shows however watching where they left off, on
they want. any device

27. GET THE MOBILE
MARKETING PRINT
Already forgetting the amazing points made
in this presentation? Want to get your
colleagues thinking about mobile? Have a
stain on the wall you need to cover up? Then
download the high-res Mobile Marketing
Commandments print!
Get yours at:
MobileMarketingCommandments.com

28. QUESTIONS?
GET IN TOUCH
MIKE PHILLIPS, PLANNER AT TMW
@IMJUSTMIKE
www.IMJUSTMIKE.com