Mobile Marketing Campaign Execution: Success Metrics & Tools

Leanna Jones Professor Gravino Mobile Marketing 23EW1 October 9, 2023 Milestone Three III. Execution A. Success Metrics When creating an action plan for measuring the effectiveness of our campaign, we must consider the various metrics that need to be audited. Such metrics specific to our digital campaign will include; social SEO/trends in searches, total website traffic, traffic from channels, conversion, demographic data, brand awareness, response rate, and pageviews. Along with our metric system, various digital tools will assist with our data collection process. This process will monitor & track the performance of our mobile tactics and metrics. We have selected the following tools: 1. Google Analytics - We will use Google Analytics to track website traffic, user behav- ior, conversion rate, and other important metrics. 2. Hootsuite - We will use Hootsuite to manage our social media channels and track so- cial media metrics such as likes, shares, comments, and engagement rates. 3. SurveyMonkey - We will use SurveyMonkey to conduct surveys and collect feed- back.

from our target audience. This will help us understand their preferences, needs, and expectations. 4. Heatmap - We will use heatmap to track user behavior and understand how they inter- act with our website. This will help us optimize our website for a better user experi- ence. 5. HubSpot - We will use HubSpot to manage our email marketing campaigns and trace email open rates, click-through rates, and other important email metrics. Our next step is to integrate these digital tools into our mobile marketing campaign and start collecting data. We will use this data to evaluate the effectiveness of our mobile tactics and make necessary adjustments to improve our campaign performance (Newberry, 2023). For instance, if we find that the conversion rate is low, we will examine the user journey and try to identify any bottlenecks that are hindering conversions. We will optimize the landing pages, improve the call- to-action, and simplify the checkout process to reduce the bounce rate. Similarly, if we find that the engagement rate on social media is low, we will analyze the content and identify what type of posts resonate with the audience. We will then create more of such content to increase engagement. In summary, we will use the data collected to identify areas that need improvement and make necessary adjustments to improve the campaign's performance. B. Success Metrics When it comes to mobile marketing campaigns, several ethical and professional standards should be considered. Firstly, it is important to ensure that all marketing communications are truthful

and not misleading. This means that any claims made about the product or service being promoted should be supported by evidence. Additionally, marketers should respect the privacy of consumers and ensure that any personal information collected is used only for the intended purpose and with the consumer's consent. Several regulations must be considered when implementing a mobile marketing campaign. For instance, the Telephone Consumer Protection Act (TCPA) regulates telemarketing calls and text messages and requires that marketers obtain prior express written consent from consumers before sending promotional messages. The CAN- SPAM Act regulates commercial emails and requires that marketers include an opt-out mechanism in all promotional emails (TCN, 2023). In addition to federal regulations, there may also be state-level regulations that should be considered. For instance, some states have laws governing email marketing and require that marketers obtain prior consent before sending promotional emails. To address the ethical and legal considerations for promoting positive brand awareness and ensuring compliance with industry standards and regulations, it is important to develop a comprehensive marketing plan that considers these considerations. This may include implementing best practices for data collection and use, ensuring that all marketing communications are truthful and not misleading, and obtaining prior consent from consumers before sending promotional messages (Learning, 2023). It is also important to stay up to date with changes in regulations and industry standards and to make necessary adjustments to the marketing plan as needed. This may involve working with legal counsel or industry associations to ensure that the marketing plan follows all relevant regulations and standards. Overall, by taking a thoughtful and ethical approach to mobile marketing, marketers can promote positive brand awareness while also ensuring compliance with regulations and industry standards.

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C. Next Steps The importance of moving forward with the mobile marketing campaign lies in the fact that mobile devices have become an integral part of people's lives. According to a report by Statista, the number of smartphone users is forecasted to reach 7.33 billion by 2023 (Statista, 2021). This presents a huge opportunity for businesses to reach their target audience through mobile marketing campaigns. By leveraging the power of digital tools and metrics, businesses can create effective mobile marketing campaigns that deliver measurable results. Additionally, mobile marketing campaigns can help businesses stay competitive and relevant in today's digital landscape. The long-term vision of our mobile marketing campaign is to establish our brand as a leader in the industry and increase our market share. We aim to achieve this by creating a strong brand identity, building customer loyalty, and expanding our customer base. By using data-driven insights, we can create personalized and engaging campaigns that resonate with our target audience. This will help us build a strong relationship with our customers and increase their lifetime value. Once the mobile marketing campaign has been proven successful, the next step is to expand the current tactics and explore new opportunities. One new mobile marketing tactic that we can implement is mobile app marketing. According to a report by App Annie, consumer spending on mobile apps is predicted to reach $270 billion by 2025 (Udonis, 2023). By creating a mobile app, we can provide our customers with a seamless and personalized experience. We can also leverage the power of push notifications to keep our customers engaged and informed about our latest offerings. Another segment that we can target is the Gen Z audience. According to a report

by Forbes, Gen Z is the largest generation, comprising 27% of the global population (Staglin, 2022). This demographic is known for its tech-savviness and mobile-first mindset. By creating campaigns that resonate with this audience, we can tap into a huge market and increase our brand awareness. In summary, mobile marketing campaigns are crucial for businesses to stay competitive and relevant in today's digital landscape. By leveraging the power of digital tools and metrics, businesses can create effective campaigns that deliver measurable results. The long- term vision of our campaign is to establish our brand as a leader in the industry and increase our market share. Once the campaign has been proven successful, we can expand our current tactics and explore new opportunities such as mobile app marketing and targeting the Gen Z audience. IV. Roadmap Stage 1: This stage will involve setting campaign objectives, defining deliverables, and identifying resources needed to properly execute the campaign. Stage 2: During this stage, the team will create and refine the campaign design, develop prototypes, and conduct testing on digital marketing tools, following evaluation. Stage One - Planning & Preparation Stage Two - Design & Development Stage Three - Implementation Stage Four - Monitoring & Evaluation

Stage 3: This stage includes full-scale production, delivery, and installation of the coffee product. Stage 4: Finally, I will be required to monitor the product's performance post- implementation, evaluate feedback, and make any necessary adjustments.

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References Bianchi, T. (2023, April 27). Global Mobile Traffic 2022 . Statista. https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile- devices/ The Complete Guide to TCPA Compliance . TCN. (2023, June 1). https://www.tcn.com/complete- guide-to-tcpa-compliance/ Learning, L. (2023). Introduction to business . Promotion: Integrated Marketing Communication (IMC) | Introduction to Business. https://courses.lumenlearning.com/suny-wmopen- introbusiness/chapter/promotion-integrated-marketing-communication-imc/ Mobile marketing trends for 2023 - Udonis . Udonis Mobile Marketing Agency. (2023, March 7). https://www.blog.udonis.co/mobile-marketing/mobile-marketing-trends-in-2020/ Newberry, C. (2023, August 14). How to track social media in google analytics (beginners start here!) . Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/tracking-social-media-in-google-analytics/ Staglin, G. (2022, October 12). The future of work depends on supporting gen Z . Forbes. https://www.forbes.com/sites/onemind/2022/07/22/the-future-of-work-depends-on- supporting-gen-z/?sh=34aa55c2447a

5-2 milestone three

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