Professional Diploma in Digital Marketing Module 8: Mobile Marketing Version: 5.0 Lecturer: Shane McAllister. Mobile Marketing AGENDA

Transcription

1 Professional Diploma in Digital Marketing Module 8: Mobile Marketing Version: 5.0 Lecturer: Shane McAllister Mobile Marketing AGENDA Introduction Mobile Optimized Website App Development Mobile Advertising Proximity Marketing SMS Marketing Mobile Analytics Emerging Trends Laws & Guidelines 1

2 Shane Mc Allister Founder MobaNode Ltd 8 years running own mobile design firm B.Eng (Elec) and M.A. in Product Design MobaNode have delivered over 85 Apps with over 1 million downloads between them My areas of expertise include SMS, MMS, Mobile Advertising, Mobile Sites, Games and Mobile Marketing Process Effective Mobile Marketing is an Iterative Process 1. Opportunity Challenges/ Risks Characteristics Trends Devices 2. Optimize App Development Mobile Sites 4. Analyze Measure Analyze Optimize Emerging Trends 3. Advertise SMS Mobile Advertising Proximity Marketing Source: Digital Marketing Institute

3 Phone Love! but it s not the phone, it s what it enables it s about people, not devices Phone Evolution 1983 onwards 3

4 Phone Evolution The Balance of Power On the internet the balance of power is always shifting towards the consumer Consumer V Company 4

5 Fundamental shift/ change Consumers are driven more and more towards mobile because of the freedom and control it provides them over their experience Mobile Consumer Evolution The range of activities and services available to consumers through mobile devices has evolved along the following route: Phone, SMS, Web Search Sites, Buy Communicate Access Games, Reading, Photo Activate Social Media, Interact GPS, Location, Commerce Context Source: Digital Marketing Institute

6 Communication Zones Depending on consumption channel users apply personal preferences and etiquette and expect marketers to do likewise Website Facebook Mobile Phone User Public Zone Websites and Discussion forums where the accepted norm is public and open Social Zone Social Media Networks where the interaction is governed by social norms Personal Zone Personal communications devices/ systems with a personal etiquette Source: Digital Marketing Institute A Super Computer in your pocket iphone CPU has 625x more transistors than a 1995 Pentium CPU iphone launch weekend, Apple sold 25x more CPUs than all the PCs on planet in 1995 Leverage Effect Smartphones have more sensors than PCs and can do so much more (GPS, Camera, Payments etc) Speed of Change 4Bn people changing phones every 2 years, PCs 1.6Bn every 5 years and declining Size of Market Smartphone/ Tablet business = 50% of total Consumer Electronics Business 6

7 Mobile is eating the World... Mobile Devices Trends Global: Mobile Phones > Population 7

8 Mobile Devices Trends Global: More Daily Android Activations than Babies! Mobile Devices Trends Global: 36,000 iphones every hour, every day 8

9 Mobile Sites Statistics In 2014 Mobile Internet usage exceeded desktop internet usage Smartphone penetration globally has exceeded PCs Tablet Penetration growing rapidly 7 Billion Mobile Subscribers 2.8 Billion of which are Smartphones Reaching Users with Mobile Time to reach 50 Million Users 9

10 The Advantages of Mobile over other Mass Media Permanently Carried Always on Built in Payment mechanism At point of inspiration/ impulse Personal Social (Sharing) Interactive & Enhancing (AR) Digital Interface to Reality Mobile is Immediate 37% 55% 44% YR OLDS YR OLDS MOBILE USERS checked their mobile in the last five minutes. checked their mobile in the last fifteen minutes. checked their mobile in the last thirty minutes. 10

11 Mobile Is Where Our Attention Is On average we check our phones 150 Times per Day That s once every 6.5 Minutes Mobile is: A massive medium Forces us to adapt to optimize your solution Forces us to be more personal Unchartered territory The future 11

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13 Living in a mobile world (Video) 13

14 Mobile Marketing Process Effective Mobile Marketing is an Iterative Process 1. Opportunity Challenges/ Risks Characteristics Trends Devices 2. Optimize App Development Mobile Sites 4. Analyze Measure Analyze Optimize Emerging Trends 3. Advertise SMS Mobile Advertising Proximity Marketing Source: Digital Marketing Institute 2015 Mobile Marketing AGENDA Introduction Mobile Optimized Website App Development Mobile Advertising Proximity Marketing SMS Marketing Mobile Analytics Emerging Trends Laws & Guidelines 14

15 What is a Mobile Optimized Website? a variant of an existing website that is optimized using style sheets to facilitate presentation on a mobile device Digital Marketing Institute The Potential Drawbacks It s too small I can t click the links Is the information I want here? I just want a phone number/directions Annoying Pinch & zoom issues No tolerance 15

16 Reactions 57% Say they won t recommend a business with a poorly designed mobile site 40% Have turned to a competitor s site after a bad mobile experience Context is Key Desktop Users Tablet Users Mobile Users In the office, at a desk? Relaxed, on the sofa, after work? On the go, in between places, in a rush 16

17 The Web The Web On Mobile Two Ways Old Way OR New Way? Digital Marketing Institute 17

18 New Way = Optimized Sites Adaptive OR Responsive? Digital Marketing Institute Adaptive Sites 18

19 Adaptive Sites Trip Advisor ScreenShots Adaptive Sites Lufthansa 19

20 Responsive Sites Responsive Sites 20

21 Responsive Sites World Wildlife Fund Responsive Sites Starbucks.com 21

22 Mobile Optimized Sites Adaptive OR Responsive Who Cares? Users don t care about technology just getting to the info they need - QUICKLY Digital Marketing Institute What Should You Care About? The characteristics of an effective mobile site 1 Content over Navigation 2 Large Tap Targets 3 Remove anything unnecessary 4 Provide for Quick Tasks Digital Marketing Institute 22

23 Other Considerations for Mobile Sites 1 Download Speed (data use) 2 Power Usage (battery impact) 3 Off-line Access (local storage) 4 Interactions (touch v click) Digital Marketing Institute The Fundamentals Touch Design 23

24 The Fundamentals Design Ideal touch Area Finger-Tip Size targets If your layout places controls too close together, Users have to be cautious where they tap, and are likely to tap the wrong area The Fundamentals Touch Gestures Use standard touch gestures as much as possible familiarity, learning curve 24

25 The Fundamentals Phone Integration GPS Keyboard Choices Click to Call AutoCorrect SMS Auto Detect Numbers Visit Desktop Site Standard Website Key Characteristics Horizontal Navigation Excess content Scrolling Large Images/Logo Marketing and Services Based Not actionable (no click to call) 25

26 Mobile Optimized Website Key Characteristics Vertical Navigation (Hamburger) Less Content Only Large Logo no other images Vertically Scrolling Actionable Call (tap phone number) Tasking Buttons: Find a center Request Quote etc. Advantages of Mobile Optimized Websites Immediacy: Mobile Websites Are Instantly Available Compatibility: Mobile Websites Compatible Across Devices Upgradability: Mobile Websites Can Be Updated Instantly 26

27 Advantages of Mobile Optimized Websites Findability: Mobile Websites Can be Found Easily Shareability: Mobile Websites Can be Shared Easily by Publishers and Between Users Reach: Mobile Websites Have Broader Reach Advantages of Mobile Optimized Websites Life-Cycle: Mobile Websites Can t be Deleted Time and Cost: Mobile Websites are Easier and Less Expensive Support and Sustainability: Investment considerations of apps vs websites don t end with the initial launch 27

28 Features of Good Mobile Optimized Websites Usability Legibility Image Size Site Navigation Page Structure Scrolling Integration with Phone functionality Big Decision App Vs Mobile Site Apps Platform specific Do not require always on internet access Can leverage the features and functions of the phone: Camera, GPS, Accelerometer etc. Generally built for a specific purpose or use 28

29 Big Decision App Vs Mobile Site Mobile Website Platform agnostic Will render on any handset Uses standard recognizable interface and navigation Generally built for a wide range of uses Big Decision App Vs Web App 29

30 Key Features of Web Apps Use HTML5 to be cross platform All activity takes place in your browser (on every phone) You can save it to your homescreen (Bookmark) Behave like Native apps, but live on the Web Don t need AppStore Approval Challenges for Web Apps Fragmentation across devices HTML5 treated differently across different browsers Inconsistency of implementation of core HTML 5 structures Don t work off-line no local storage HTML5 predominantly a desktop technology, not mobile. Less access to Device functions and capabilities than Native Apps Discoverability & distribution Revenue options (not in the AppStore Ecomony ) 30

31 Help Is Here Web tools have been around a long time Web standards are organized HTML, CSS, JavaScript well known Standard Web skillsets Plenty of tools to help May not be as much work as thought Themes & Responsive designs inexpensive Site Development Process The site development process should include the following steps: 1. Justify 3. Make Live 5. Measure Justify Build Live Promote Measure Update 2. Build 4. Promote 6. Update 31

32 Tips from the Consumer s Perspective #1. Design from a Consumer s Perspective Establish User s Intent: Search, buy, research, contact etc. Cut The Clutter: Straight to the point - Call, Location etc. Understand Circumstances of User Viewing Site: Walking, commuting, driving Required Outcome: Order, Call, Book, Connect 32

33 #2. Target The Most Popular Devices Analytics>Audience>Mobile>Devices #3. Enhance UX with Mobile Specific HTML Click to Call SMS Keyboard type Location Services Automatic detection of numbers, dates Link to alternative Desktop Site 33

34 #4. Put The Consumer s Requirements First Ask what do they want, what do they need? Only when that is sorted, worry about: Responsive Adaptive SEO File Size Images #5. Think like a Consumer Not like the client Not like the CEO/ Marketing Manager Think like the average consumer, finding your site, in the way they normally would, at the time that they normally would, in the location they normally would how does it work then? 34

35 Mobile Marketing AGENDA Introduction Mobile Optimized Website App Development Mobile Advertising Proximity Marketing SMS Marketing Mobile Analytics Emerging Trends Laws & Guidelines Mobile Apps A self-contained program or piece of software designed to fulfill a particular purpose; an application, especially as downloaded by a user to a mobile device Oxford English Dictionary 35

36 WE drink and sleep, to work, travel, relax, read, listen and watch to shop, chat, date and have sex! to eat, APPS! It s all Apps Everything that powers your phone is actually an App Phone SMS Camera Photos Contacts GPS Settings 36

37 Attributes of an effective app Built around a specific need Clear utility value Integrates with the device s functionality Easy to use Interactive Connected App Market is Enormous! ios 37

38 App Market is Enormous! Google More time in Apps 38

39 Do more, stay more with Apps App Development - a Layered Process Need Context IDEA Goal Strategy Function Device UI Development Usability DESIGN Optimization Testing MARKETING 39

40 The Fundamentals User Expectations Know your Audience What does my audience expect? What does my audience want? What do you want your audience to want? The Fundamentals User Expectations Know your Audience Access Anywhere (we re mobile) Quick response time (we re impatient) Intuitive & Easy Resource Management (less battery, less data) 40

41 When To Use An App INTERACTIVITY/GAMING REGULAR USAGE/ PERSONALIZATION COMPLEX CALCULATIONS/ REPORTING NATIVE FUNCTIONALITY/ PROCESSING NO CONNECTION REQUIRED Mobile App Platforms 41

42 Mobile App Platforms Each Platform has: Different costs to register as a developer Different submission guidelines Different certification requirements Different agreement processes Different registration process Different App submission process Different App listing process (Some have reviews associated with app aproval/certification) What is a Hybrid App? an HTML5 Web App (that uses standard web technologies - HTML, CSS, JavaScript) wrapped in a shell to make it appear like a Native App, so it can be deployed to AppStores Digital Marketing Institute 42

43 What is a Hybrid App? Key features of Hybrid Apps Cross platform the majority of the code is the same; the wrapper is different for each platform Can be uploaded to the App Stores Most casual users won t know the difference between a Hybrid App and a Native App Hybrid apps are built with web technologies which means there are millions of web developers who already have the base skill set to build mobile apps 43

44 What is a Hybrid App? The Reality All the technologies are converging HTML5 is growing in capability Native Apps are becoming easier to build The Web is the common ground However Overall Performance is better with Native Apps Native Apps are faster Native Apps provide for better user interfaces Security features are stronger on Native Apps 44

45 COST? HOW MUCH IS A CAR? ALWAYS SOMEONE CHEAPER 45

46 EFFECT? App Development Process The App development process should include the following steps: 1. Justify 3. Submit 5. Measure Justify Build Submit Promote Measure Update 2. Build 4. Promote 6. Update 46

47 Mobile Marketing AGENDA Introduction Mobile Optimized Website App Development Mobile Advertising Proximity Marketing SMS Marketing Mobile Analytics Emerging Trends Laws & Guidelines Mobile Advertising Goals What do you want to achieve with mobile advertising? Business Goals: lead generation & sales. Product Goals: product downloads, interactions, upgrades. Communication Goals: communicating brand personality. Marketing Goals: branding, awareness, engagement. 47

48 Mobile Ad Formats How to publish mobile advertising Mobile Search (Pay Per Click - PPC) In App Adverts (Direct/ Agency) Mobile Sites (Direct/ Agency) Branded Apps Networks (Google/ Agency) Wi-Fi (Direct/ Agency) Mobile Ad Spend Mobile advertising spend in 2015 will be $64Bn, an increase of 40% on 2014 but still a low percentage of Media Spend 48

49 Mobile Search Mobile Ad spend is up - BUT is still predominantly in mobile search Up to 64% of smartphone owners use their mobile device to search the web on a daily basis. Searching for local products/ services. Where are you driving traffic to? Use search to drive app downloads. Mobile Search Mobile Ad placement much harder to grab space Much smaller screen size Hence, generally only 2 ads per result hint Yellow Box Therefore, cost on mobile can be higher Do you have a mobile optimized site/ page? Is your phone number clickable? Harder to stand out organic search below the fold 49

50 In-app Adverts In-app adverts present advertising that is relevent to what you are doing, e.g: Using a fitness app to track your activity Using an entertainment app to search for cinema listings. Using a timetable app to track arrival times of trains. See across where a film is advertised to support it s listing in the cinema app. Examples of In-app Adverts In Game In App ipad 50

51 Mobile Sites Mobile Ad placement in context of overall site Very small area Limited in text generally scroll the text message Not always apparent it s an ad Can t control the context in which it is shown Interruption advertising people are looking for something else Harder to stand out Mobile Sites Spot the Ad 51

52 Branded Apps Provide a more immersive experience Longer retention (on phone) Scalable/ Viral Brand information through: Association Sponsorship Many opportunities: Game based or game rebrand Event, Sport, Music based Theme Based Customer Engagement brand extension Branded Apps - Games They re both ads 52

53 Branded Apps - Sponsorship Through association Branded Apps Straight Branding 53

54 Branded Apps Straight Branding Branded Apps Straight Branding 54

55 Mobile Formats Standard Expandable Interstitial Rich elements Video HTML overlays Interactive elements Phone Functionality Standard Banner Specifications Format: Standard Banner Dimension: 300 x 50 File size: <10k Format:.gif /.jpg /.png Format: Large Standard Banner Dimension: 320 x 50 File size: <10k Format:.gif /.jpg /.png Format: Mobile MREC Dimension: 300 x 250 File size: <10k Format:.gif /.jpg /.png Source MobileTheory.com 55

56 ipad/ Tablet Banner Specifications Format: Tablet MREC Dimension: 300 x 250 File size: <25k Format:.gif /.jpg /.png Format: Leaderboard Dimension: 728 x90 File size: <25k Format:.gif /.jpg /.png Source MobileTheory.com Expandable Banner Specification Format: Expandable Banner Dimension: 300x50, 320x50 -- >300x416 Sub-load Size: <10k Max File Size: <50k Format:.png, HTML5 Format: Expandable Banner Dimension: 300x250, 728x90 --> 768x900 Sub-load Size: <25k Max File Size: <100k Format: HTML5 Source MobileTheory.com 56

57 Video Specification Format: Interactive Video Dimension: Full Screen File Size: <1MB Format: H.264 MP4 Format: Interactive Video Dimension: Full Screen File Size: <2MB Format: H.264 MP4 Source MobileTheory.com Mobile Ad Units iphone/ Android Source MobileTheory.com 57

58 Rich Media Ad Units iphone / Android Used within Sites and Apps Source MobileTheory.com Rich Media Ad Units iphone/ Android In banner video and multiple interactive banners Source MobileTheory.com 58

59 Rich Media Ad Units iphone / Android Tap to call on iphone and Android Source MobileTheory.com Rich Media Ad Units on ipad Source MobileTheory.com 59

60 Rich Media Advertising on ipad Source MobileTheory.com Advertising What Networks we offer Performance - Cost per click Ads run on relevant apps and mobile sites on a Pay-Per-Click (PPC) basis or Pay-Per-Install (PPI) Optimal Response for: Travel Entertainment Socializing Gaming Target by: Device Network OS Country Traveling/ Roaming Visitor 60

61 Mobile Advertising Networks Hundreds available Choice will depend on: Budget (Apple s iad circa $1Million to engage) Local or International Cross media Service Level Reach and scope of campaign Mobile Ad Performance Display What we Landscape offer - Cost per click 61

62 Wi-Fi Why Mobile Wi-Fi? Ad funded Wi-Fi Social venues: Concerts Airports Hotels Stations Public high traffic venues Branding opportunity: Offers Discounts Loyalty Drive Trade Mobile Advertising Campaign Process The Mobile Ad campaign process should include the following steps: 1. Justify 3. Put Campaign Live 5. Measure Justify Build Live Cross Promote Measure Update/Modify 2. Build Campaign 4. Cross Promote 6. Update 62

63 Mobile Advertising Tips #1. Consider the Destination of Your Campaign An app/ mobile site Click to call Click to video Landing page E-commerce Click to Facebook Sync to calendar Click to map 63

64 #2. Consider the Response Mechanisms Take advantage of the mobile device s functionality! Goal: move beyond clicking an ad and use the functionality of the device. Tap to Expand Tap to Buy Tap to Visit Tap to Call Tap to Apps Tap to Video Tap to YouTube Tap to Tweet/ Facebook/ LinkedIn Tap to Maps Sync to Calendar Tap to Photo #3. A/B Test Message AND Ad Type Try different ad types: App Wall Discovery Ads Interstitial Ads Banner Ads 64

65 #4. Retargeting Give users time to adopt and a reason to adopt Retargeting is the practice of serving ads to users who have interacted with your brand, content, or app It has been widely adopted online but has been tough to do on mobile E.g. Smart App Banners Trends Mobile at the Point of Action 83% Research a product or service on their phone 78% Of mobile searches for local business information result in a purchase 67% Prefer accessing a mobile website than an application 75% 60% Of mobile shoppers have used a mobile coupon Have performed a mobile search after seeing an ad on other media 65

66 5 Mobile Advertising Mistakes Failing to Target wasted spend Not Optimizing across devices Test Creativity A/B Test Follow through Not once off Measure, Measure again and repeat One size does not fit all! Mobile Marketing AGENDA Introduction Mobile Optimized Website App Development Mobile Advertising Proximity Marketing SMS Marketing Mobile Analytics Emerging Trends Laws & Guidelines 66

67 Proximity Marketing Proximity Marketing is the localized wireless distribution of advertising content associated with a particular place Proximity Marketing Distribution targeted to devices in a particular location: A cellular phone being in a particular cell A Bluetooth or Wi-Fi device being within range of a transmitter An Internet enabled device with GPS enabling it to request localized content from Internet servers An NFC-enabled phone can read a RFID chip on a product or media and launch localized content from internet servers 67

68 Proximity Marketing - ibeacons Based on Bluetooth Low Energy (LE) technology Cheap ibeacons: Small 2 year Battery Life Inexpensive circa $5 to $10 Big Brands using this technology: Macy s Bloomingdales Apple s own retail stores Major League Baseball (MLB) stadiums QR Codes A QR Code is a matrix barcode (or two-dimensional code), readable by QR scanners, mobile phones with a camera and smartphones. The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data 68

69 QR Codes Advantages: Convenient, Cost Effective, Versatile, Measurable Uses: Links to: Site, Video, Brochure, App, Contact, Feedback QR Codes How they work: Create QR Code for Free on Web Publish QR Code on Advert or Poster User Installs QR Code Reader App on smartphone User Scans QR Code User is Re-Directed to Landing Page 69

70 QR Codes A QR code is only as good as its landing page SMART QR Codes: Point to mobile optimized landing pages Grab attention Help spread mobile coupons Build lists of mobile phone users Run better marketing metrics Easily share mobile media (photos/ videos) Achieve marketing objectives! Bad QR Codes do none of the above and take you to the Homepage of the Company/ Brand How much easier would it have been to type that in? Or Search for it? QR Codes QR Code Fails Why? 1. Too small 2. Too far away 3. Danger of Death 4. No internet in Tube station!! 70

71 Mobile Marketing AGENDA Introduction Mobile Optimized Website App Development Mobile Advertising Proximity Marketing SMS Marketing Mobile Analytics Emerging Trends Laws & Guidelines Why use SMS? Targeted Relevant Timely Personalized 98% open rate Possibility of integration Part of marketing mix 71

72 SMS Campaign Considerations What is my campaign objective? Do I have a mobile contact database? Have the contacts given permission to be contacted? Will my campaign be measurable? Where will the analytics come from? Do I need a short code? Will I use a keyword? A well-crafted SMS marketing message is concise, high impact, targeted, relevant and context sensitive. SMS Campaign Constraints There is a strict requirement to be relevant There is a strict requirement to be to targeted There is a strict requirement to be specific Message is 160 characters so choose words carefully Always have a call to action - link, short code, response Best practice is always to include an opt-out Be engaging with your message Anticipate what the response will be 72

73 SMS Supplier Considerations Is it a managed or self service product? Is it accessible online as SaaS? Can I change the sender id? Can I schedule texts? Do they support short codes? Do they support group lists? What are the upfront costs? What are the ongoing costs? Short Codes & Keywords Short code: is a short telephone number used in SMS marketing by service providers to address and run campaigns aimed at consumers Keyword: is a word or name used to distinguish a targeted message within a Short Code Service If you want special deals on concerts and events from Circle City Tickets you text TICKETS to

74 Opt-in & Opt-out Opt-in means: Mobile marketing is opt-in marketing or permission-based. Consumers must prequalify themselves and opt-in before they are approached via mobile marketing Opt-out means: Equally the consumer must be allowed to opt out the same way they opted in. This could be by dialing or by SMS SMS Campaign Process Steps 1. Provider Selection 3. Landing Page 5. Review & Measure Provider Subscriber Landing Message Measure 2. Subscriber List 4. Message Campaign 74

75 Mobile Messaging Campaigns in Action Mobile Marketing AGENDA Introduction Mobile Optimized Website App Development Mobile Advertising Proximity Marketing SMS Marketing Mobile Analytics Emerging Trends Laws & Guidelines 75

76 Analytics for Mobile Search (Google Analytics) In App Adverts & Mobile Sites (Agency Analytics/ Google Analytics) App Downloads & Analytics Networks (Network Analytics & Google/Agency) Analytics: Mobile KPIs SMS Campaign Mobile Apps Mobile Optimized Websites Proximity Marketing Mobile Advertising 76

77 Analytics for Mobile Sites Identify mobile statistics and information about audience activity Analytics for Mobile Sites Identify mobile statistics and information about audience activity 77

78 Analytics for Mobile Sites Identify mobile statistics and information about audience activity Mobile Marketing AGENDA Introduction Mobile Optimized Website App Development Mobile Advertising Proximity Marketing SMS Marketing Mobile Analytics Emerging Trends Laws & Guidelines 78

79 Mobile Trends One web Responsive Touch Context Mobile First Content & Design Agnostic Data Trends M-Commerce: E-Wallets, NFC Chips, Coupons Geo-Location: Foursquare/ Swarm/ Places, ibeacons Showrooming: In physical stores, but shopping/ comparing online Wearable Computing: VR (Google Glass, Oculus Rift), Smartwatches (incl. Apple Watch), Fitness Trackers M-Commerce Geo-Location ShowRooming Wearable 79

80 Mobile Marketing AGENDA Introduction Mobile Optimized Website App Development Mobile Advertising Proximity Marketing SMS Marketing Mobile Analytics Emerging Trends Laws & Guidelines Laws Mobile, like web, must adhere to country specific standard laws around Data protection & Privacy: Go to dlapiperdataprotection.com/ OR heatmap.forrestertools.com/ for details on your country Copyright: Go to copyright-watch.org/ Cookies: Go to Accessibility issues: 80

81 Guidelines Self imposed Guidelines since 2008 Interactive Advertising Bureau and the Mobile Marketing Association started to implement guidelines Currently a huge push towards self-regulation and privacy standards across the mobile ecosystem, before enforced We always welcome feedback, ideas, case studies, and examples from your personal experience. Do share! Send to: clairemonahan@digitalmarketinginstitute.com 81

82 Professional Diploma in Digital Marketing Module 8: Mobile Marketing Version: 5.0 Lecturer: Shane McAllister 82