January 2019 [Updated]

You're a marketing manager for a leading online music store and have been given a new key performance indicator (KPI) to hit this quarter: sell 25 percent more units of electronica artists month over month. What mobile engagement would you recommend to achieve this goal?

Mandeep Kaur January 24, 2019

Send a 10 percent off coupon to email mailing list
Enhanced GPS targeting to get customers into the store
Add a click-to-navigate button to your banner ads
Make your home office address easy to find

How to find mobile customers

Why should companies adopt mobile-first thinking?

Mandeep Kaur January 24, 2019

The offline and online worlds are blurring and it's prudent to start anticipating how to leverage this space
Mobile first is great, except for campaigns when you're trying to increase brand awareness
Almost a quarter of the world owns a smartphone, a tablet, and a laptop
It encourages siloed thinking and that creates efficiencies

How to find mobile customers

You're surfing some of your social media sites and the exact same electronic music school advertisement from earlier in the day appears. Earlier, you clicked on the ad, but this time you don't. What could have been done to be more relevant in that micro-moment?

Mandeep Kaur January 24, 2019

The marketers should have focused only on environmental signals.
The marketers could have relied on more media signals.
The marketers' ad could have said how your friend "liked" the school.
The marketers should have ignored this micro-moment.

How to find mobile customers

The other day you were searching for electronic music schools and visited some related sites. A few days later you were curious about how many calories were in the curry rice you had at lunch and searched "calories in curry rice". You landed on a site with nutritional tips and noticed a display ad for an electronic music school. You decide to click on it. What signal was used to target you with this ad?

Mandeep Kaur January 24, 2019

All those who searched for a recipe
People who were interested in half marathons in the area
An earlier site visit of electronic music school
People who searched for "where to buy chicken curry"

How to find mobile customers

You received some feedback that your team thinks you missed some vital micro-moments. What do you do to find the ones you missed?

Mandeep Kaur January 24, 2019

Try to speak to every moment your customers may be using their smartphones and devices
Rule out signals such as likes, comments, browse behavior, and reading an article
Go back to your search data and try to anticipate all the questions your customers may have
Disregard the feedback and trust that your instincts are correct

How to find mobile customers

You've been asked to identify micro-moments for a new automotive client. Where do you start?

Mandeep Kaur January 24, 2019

Avoid location data and information relating to time
Just focus on the moments involving cash transactions
Capture each and every moment you can. Don't hold back.
Look at your data to get insights on customer behavior

How to find mobile customers

Imagine an intern asked you about contextual and intent-rich signals. What would you say?

Mandeep Kaur January 24, 2019

Contextual signals are the ones to focus on.
Intent-rich signals are the only ones that matter.
Finding the balance between intent and context is key.
Neither matter to marketers in a mobile world.

How to find mobile customers

You just received disappointingly low results from an awareness campaign for a local non-profit that you managed. You did your research and used a wide array of signals to make sure you got your answers to your micro-moments right. What will you try next time?

Mandeep Kaur January 24, 2019

Combine fewer signals, so that you reach more people
Absolutely nothing and let this pass you by as a lesson learned
Combine even more signals, so that you are sure to reach more people
Completely start over from scratch with a new campaign

How to find mobile customers

Your data is showing that mobile isn't performing well. However, you know from a focus group that users are using mobile early in their journey and that mobile isn't getting the credit it deserves. What mobile engagement and conversion strategy do you suggest to ensure mobile gets proper credit?

Mandeep Kaur January 24, 2019

Site traffic
Cross-device conversion
Lead generation
Mobile commerce

How to find mobile customers

Your manager asked you to give more consideration to a user's location. What kind of signals would you look at?

Mandeep Kaur January 24, 2019

Learned
Media
Environmental
Intuitive

How to find mobile customers

Which is not a common barrier for mobile-first companies?

Mandeep Kaur January 24, 2019

Consumers only want to make purchases on a desktop computer and site
High abandonment rate of apps after users have downloaded them
Targeting the wrong customers with your mobile assets
Failing to align business decisions to a mobile-first strategy

Choose the right mobile asset

Which is a good app design practice?

Mandeep Kaur January 24, 2019

Don't interrupt users when they make mistakes completing forms, wait until they submit and provide a single report with all errors.
Zoom viewers in automatically for app content you know is most important.
Make previous searches and recent purchases readily available.
Get users to enter valuable user profile information immediately when they first open the app.

Choose the right mobile asset

Which is not a good app design practice?

Mandeep Kaur January 24, 2019

Allow users to go back easily in one step.
Show the value of your app up-front.
Create frictionless transitions when going between app and mobile web.
Don't automatically show the search field, make it optional.

Choose the right mobile asset

Your friend has a jewelry business and just created an app that had dismal downloads during its first month. What advice should you give to get the app back on track?

Mandeep Kaur January 24, 2019

Suggest that she re-focus her app marketing to brand new customers. Improve the app with more professional photos and use social media and earned media to promote it.
Take another look at her customers' behaviors by reviewing all the data she already has and maybe doing some more research to better understand what they would respond to.
Tell her to wait for six months and then re-evaluate. Maybe her customers will come around and eventually find the app. Just be patient and see what happens because there is no need to invest anymore.
Recommend that she hire a consultant who could help her change her retail business into a completely online one. Customers will have to use the app to buy her products and she could save money on retail space.

Choose the right mobile asset

These are all key to good mobile site design except?

Mandeep Kaur January 24, 2019

Easy conversion
Easy user customization
Easy navigation
Easy search

Choose the right mobile asset

A newer kind of mobile site can do a lot of what only apps used to do, so the line has blurred between sites and apps. What are these sites called?

Mandeep Kaur January 24, 2019

Progressive Sites
Enhanced Mobile Sites
Mobile Site Apps
Progressive Web Apps

Choose the right mobile asset

All of these were recommended to help build a faster site except?

Mandeep Kaur January 24, 2019

Implementation of AMP (Accelerated Mobile Page) best practices Implementation of AMP (Accelerated Mobile Page) best practices
Customer surveys about site performance
Optimized content delivery
Site works on a range of screens and devices

Choose the right mobile asset

Why should you build a mobile site or app instead of just resizing your desktop site for a smaller screen?

Mandeep Kaur January 24, 2019

It's a cheap way to provide a narrower set of options to mobile customers.
Desktop sites typically don't load quickly on mobile devices.
Mobile users don't need all the features a website can offer.
Mobile browsers aren't powerful enough to load most desktop sites.

Choose the right mobile asset

Which asset model would you recommend to a company who already has a successful mobile site?

Mandeep Kaur January 24, 2019

App-centric model
Site-first model
Audience asset model
Site and app model

Choose the right mobile asset

You've been given free reign to create a mobile-first campaign and a healthy budget to invest in mobile assets. What are the first steps you should take to get started?

Mandeep Kaur January 24, 2019

Incorporate an app-centric model into your strategy and find the brightest marketing graduates to make your campaign happen.
Do your own version of an award-winning, mobile-first campaign. If the campaign was successful for that business, it'll definitely work for yours.
Take the time to really understand your audience and investigate all of mobile's unique capabilities to see what would best help reach your audience.
Put all of your money into a gaming app because research shows how successful they can be. If done properly, you're certain to reach new customers.

Choose the right mobile asset

Why is a digital-first brief an important part of the campaign process?

Mandeep Kaur January 24, 2019

It ensures all teams are aware of budget, the parameters of the project, and how to execute the key messages.
It gives teams a sense of what the key performance indicators for the project will be and what the key message will be for their channel.
It provides ample detail and prevents contributors from going off message and out of scope.
It stimulates people to come up with creative, diverse, and expansive solutions befitting a digital landscape.

Activate customer-centric marketing

Your manager thinks the detail you've used in your customer portraits isn't necessary. What should you do next?

Mandeep Kaur January 24, 2019

Agree with your manager and redo all the portraits according to his vision; implement a best practice to follow suit
Point out that the more you know about your audience, the more targeted you can be with your messages across the entire journey
Say that you see his point and that this is just a way for you to glean more insights; you'll be prioritizing demographic data only
Advocate for keeping the detail in the portraits because it represents very accurately what the people in your focus groups told you

Activate customer-centric marketing

You work for a perfume company and identified a customer portrait for young, working moms who are fans of organic, natural products. How would you target them during the "Think" stage of See, Think, Do, Care?

Mandeep Kaur January 24, 2019

Create a search campaign based around the terms "looking for organic, hypoallergenic perfume"
Deliver a display ad that promotes a blog post on the top perfume ingredients that work well for children who have allergies
Make a pre-roll, skippable video ad that showcases the lifestyles of your target audience
Send out an exclusive newsletter with instructions on how to apply for a loyalty discount card

Activate customer-centric marketing

Thursday, 24 January 2019

You're a marketing manager for a leading online music store and have been given a new key performance indicator (KPI) to hit this quarter: sell 25 percent more units of electronica artists month over month. What mobile engagement would you recommend to achieve this goal?

Why should companies adopt mobile-first thinking?

You're surfing some of your social media sites and the exact same electronic music school advertisement from earlier in the day appears. Earlier, you clicked on the ad, but this time you don't. What could have been done to be more relevant in that micro-moment?

You received some feedback that your team thinks you missed some vital micro-moments. What do you do to find the ones you missed?

You've been asked to identify micro-moments for a new automotive client. Where do you start?

Imagine an intern asked you about contextual and intent-rich signals. What would you say?

You just received disappointingly low results from an awareness campaign for a local non-profit that you managed. You did your research and used a wide array of signals to make sure you got your answers to your micro-moments right. What will you try next time?

Your data is showing that mobile isn't performing well. However, you know from a focus group that users are using mobile early in their journey and that mobile isn't getting the credit it deserves. What mobile engagement and conversion strategy do you suggest to ensure mobile gets proper credit?

Your manager asked you to give more consideration to a user's location. What kind of signals would you look at?

Which is not a common barrier for mobile-first companies?

Which is a good app design practice?

Which is not a good app design practice?

Your friend has a jewelry business and just created an app that had dismal downloads during its first month. What advice should you give to get the app back on track?

These are all key to good mobile site design except?

A newer kind of mobile site can do a lot of what only apps used to do, so the line has blurred between sites and apps. What are these sites called?

All of these were recommended to help build a faster site except?

Why should you build a mobile site or app instead of just resizing your desktop site for a smaller screen?

Which asset model would you recommend to a company who already has a successful mobile site?

You've been given free reign to create a mobile-first campaign and a healthy budget to invest in mobile assets. What are the first steps you should take to get started?

Why is a digital-first brief an important part of the campaign process?

Your manager thinks the detail you've used in your customer portraits isn't necessary. What should you do next?

You work for a perfume company and identified a customer portrait for young, working moms who are fans of organic, natural products. How would you target them during the "Think" stage of See, Think, Do, Care?

Search All Questions Here

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