Week 7 E-Portfolio: Mobile Marketing

This e-portfolio explores mobile marketing strategies, focusing on the significance of mobile platforms in today's digital landscape. It highlights the importance of understanding the mobile audience, designing mobile-first content, and strategically using SMS/MMS marketing. The portfolio includes a personal experience of purchasing via Facebook, illustrating the effectiveness of social media advertising. It delves into the process of creating buyer personas to better target marketing messages and discusses Facebook's revenue generation models, including business ads and banner agreements. The portfolio utilizes research data to support its claims, emphasizing the high percentage of internet users who access the web via smartphones and the prevalence of mobile usage for various activities, including email, search, and product access.

WEEK7 E-PORTFOLIO 1
Social, Mobile, and Local Marketing
Institutional Affiliation
Courses
Instructor
Date of Submission

WEEK7 E-PORTFOLIO 2
Mobile Marketing
One of the strategies of digital marketing is mobile marketing. Mobile marketing aims at
reaching individuals with tablets, smartphones, email, as well as applications. However, it is
worth noting that the availability of mobile disrupts the manner in which mingle with brands. In
this society, everything gets done at the press of a button. Computers have been integrated in
mobile phones making things even easier (Marketo 2017). Activities like viewing or sending
emails have been made easier by just clicking through mobile applications. With the advent of
mobile phones, the following considerations should be made:
1. About 80% of individuals using the internet have smartphones.
2. Tablets and smartphones as mobile platforms host to as much as sixty percent of digital
media for the U.S alone.
3. According to the anticipations of Google, mobile devices’ search queries surpass those
for desktop searches.
On the contrary, it is worth noting that effective advertisement via mobile platforms
means that an organization has to understanding what the mobile audience seems to look like,
have content designed with mobile platforms as the basis of the same, and strategically employ
the SMS/MMS market (Marketo 2017).
Purchasing via Facebook
One of the goods I ever bought through Facebook is a pair of shoes. An online store
happened to have placed an ad on Facebook that ran through my wall. Having been attracted to
the quality of the pair against a good price tagged onto them, I clicked on the banner and
transacted for the shoes. Such simple!

WEEK7 E-PORTFOLIO 3
Facebook’s User Engagement via the Creation of Mobile Buyer Personas
The persona creation process requires the understanding of one’s audience as the initial
strategy for marketing. Such is due to the fact that buyer personas happen to be the most valuable
tool which would aid in understanding such strategies. These buyer personas are also recognized
as fictional representations of an organization’s customer types. On the same, the procedure
involves the description of an individual’s background, sources of information, job description,
challenges, goals, purchase process, and objections. Determining an organization’s channel for
having marketing messages sent simple in case a clear image of the market target audience is
available (Hunt 2017).
A particular point should also be made for the purpose of detailing an organization’s
mobile habits with regards to the target audience. Some of the questions to be answered in the
process include:
1. What amount of the targeted audience’ web usage takes place on mobile phones?
2. Would the target audience be comfortable with making purchases over the phone?
To help in responding to such questions, is to perform research projects on mobile usage. If so,
observations likely to be made with regards to research activities already performed would be:
1. About sixty-five percent of emails are opened using mobile phones.
2. Approximately forty-eight percent of users begin their sessions for mobile internet on
search engines.
3. About fifty-four percent of buyers employ smartphones frequently to have access to the
products offered by vendors.

WEEK7 E-PORTFOLIO 4
4. Approximately ninety-five percent of adults use smartphones for the purpose of accessing
information.
How Facebook Makes Money
There are a couple of ways through which Facebook makes money (Oniell 2017). Some
of these means include:
1. Business Ads – one of the major channels through which Facebook sources its
revenue is advertisement. Since the company is ad supported, revenue generation is
always easy.
2. Banner agreements and search tools – This includes the agreements done with
Microsoft to use its search tools. Such agreements led to Microsoft Corporation
investing in Facebook close to $250 million with a valuation of $15 billion. The
agreement also included the integration of search results of Microsoft into Facebook.
From the agreements, it is important, for purposes of estimation to assume that the
collected revenue is negligible although it is likely to surpass an annual amount of
$150 million.

WEEK7 E-PORTFOLIO 5
Reference
Hill, B. (2017). Marketing Plans for a Competitive Advantage. Smallbusiness.chron.com.
Available at: http://smallbusiness.chron.com/marketing-plans-competitive-advantage-
65986.html [Accessed 2 Jun. 2017].
Hunt, J. (2017). What Are the Basic Elements Found in All Marketing Plans?
Smallbusiness.chron.com. Available at: http://smallbusiness.chron.com/basic-elements-
found-marketing-plans-22980.html [Accessed 2 Jun. 2017].
Marketo (2017). What is Mobile Marketing? Overview & Resources. [online] Marketo.com.
Available at: https://www.marketo.com/mobile-marketing/ [Accessed 8 Sep. 2017].
Oniell, N. (2017). The Secret To How Facebook Makes Money. [online] Adweek.com. Available
at: http://www.adweek.com/digital/facebook-makes-money/ [Accessed 9 Sep. 2017].