Consumer Response Models

Cognition Phase Attention Awareness, Knowledge Awareness Presentation, Attention, Comprehension

Affective Phase

Interest, Desire

Liking, Preference, Conviction

Interest, Evaluation

Yielding, Retention

Behavioral Phase





FIGURE 4.1 The AIDA Consumer Response Model, seen here in the second column from the left, is one of several response models that help explain the cognitive process people go through when they consider and purchase a product or service.

Try This: QR Code/2D Code
Did you know 14 million people scanned a QR code in June 2011, up 400 percent versus the year prior?


Visit, download its QR code reader, and scan the QR code shown in Figure 5.1 to learn more interesting facts about QR or 2D codes.

Derived Importance

Latent Motivators

Key Drivers Stated Importance

Low Priority

Price of Entry

FIGURE 7.1 By examining the stated versus derived importance quadrants, you’ll be able to find out what actually drives sales for your product or service.


Top Four Operating Systems1
Most Popular Second Most Popular iOS (28%) Third Most Popular Fourth Most Popular

United States Android (39%) United Kingdom Australia Brazil Canada China Egypt France Germany India Japan Russia

BlackBerry (20%) Windows (9%) Android (16%) Symbian (7%) Symbian (4%) Windows (1%) Android (8%) Android (5%) Android (4%) Bada (2%) Sony Ericsson (3%) Sony Ericsson (3%) Unknown (3%) Unknown (10%)

BlackBerry (41%) iOS (37%) iOS (72%) Symbian (42%) Apple (46%) Symbian (42%) Symbian (76%) iOS (58%) iOS (54%) Symbian (69%) iOS (48%) Symbian (45%) Android (18%) Symbian (22%) iOS (6%) Android (28%) Android (29%) Samsung (15%) Android (42%) Android (16%)

Unknown (21%) Samsung (20%) Unknown (37%) iOS (12%) Unknown (5%) Symbian (5%) Symbian (7%) Unknown (9%) WAP (6%) iOS (14%)

BlackBerry (19%) Android (8%)–201107; wire/online_mobile/in-u-s-smartphone-market-android-is-top-operating-system-apple-is-top-manu facturer; accessed October 24, 2011.


Professional Services (Accounting, Law, etc.)

Movie Theatres

Restaurants, Bars, Coffee, Shops

Banks, Insurance, Financial

Book Stores


Grocery Stores, Florists, Dry Cleaners

Short-Term/ Promotional

Colleges and Universities


Electronics Manufacturers

Plumbers, Electricians, etc.

Magazines, Newspapers Non-Profit Heavy Industry Nonlocation-Centric

Consumer Goods Products

FIGURE 9.1 As you’re developing your mobile marketing strategy, decide whether you need a brand-oriented or promotion-oriented campaign. You’ll also want to consider whether your campaign should be location-centric or nonlocation-centric.
Source: Dr. Reshma Shah and Jamie Turner


Domain Name

Subdomain Domain Extension

FIGURE 10.1 You probably won’t have to spend too much time worrying about protocols, subdomains, and subdirectories. Even so, it never hurts to understand the anatomy of a URL.

The 14 Most Powerful Words in Marketing
Research indicates that consumers respond most readily to the following 14 words.6 Be sure to use them in your calls to action:
r r r r r r r

Free Now You Save Money Easy Guarantee

r r r r r r r

Health Results New Love Discovery Proven Safety

FIGURE 14.1 Location-based marketing allows you to market to customers based on their proximity to certain hotspots. It’s ideal for brick-and-mortar locations interested in driving foot traffic to their stores.

Apps Used in the Last 30 Days 75




Games (64%) Social Networking (56%) Music (44%) Entertainment (34%)

Weather (60%) Maps (51%) News (39%) Banking (32%)

FIGURE 15.1 The most popular categories for apps are games, weather, social networking, maps, music, news, entertainment, and banking.

Source: Created by Jamie Turner. Research from Nielsen, “The State of Mobile Apps,” http://blog.nielsen. com/nielsenwire/online_mobile/the-state-of-mobile-apps, June 1, 2010

FIGURE 15.2 The Coca-Cola Company uses apps like PUSH! þ Play to connect with consumers and promote its brand image around the globe.

TABLE 15.1

Key App Platforms
Android November 2008 39% 250,000 iOS July 2008 28% 500,000 BlackBerry April 2009 20% 25,000 Windows November 2009 9% 18,000

Device Market Share Number of Apps

Source:,,, Nielsen, and

TABLE 16.1

Common 2D Codes
2D Code Format QR, UPC/EAN QR, DataMatrix, BeeTagg QR, DataMatrix, UPC/EAN EZcode, QR, DataMatrix, UPC/EAN Tag Download Link* Scan.Mobi

BeeTagg Reader AT&T Code Scanner ScanLife Microsoft Tag

à If a 2D code reader isn’t already installed on your phone, you can download one by visiting one of these websites from your mobile device.

FIGURE 16.1 Want to give a 2D code a try? Just download a QR code reader from, then scan this code. It’ll take you to a blog post on the 60 Second Marketer mobile website called “101 Top Mobile Apps for Business.”

U.S. Mobile Phone Users Who Are More Likely to Use M-Commerce If Retailer Has a Mobile Website 75




Auto Dealerships (88%) Furniture (62%) Jewelry, Luggage, Etc. (60%) Sporting Goods, Books, Music (49%)

Auto Parts (65%) Florists (61%) Beer, Wine, Liquor (50%) Clothing and Shoes (47%)

FIGURE 18.1 The majority of consumers are ready, willing, and able to use m-commerce—provided the retailer has the capability to meet their needs.
Source: Brand Anywhere and Luth Research, Supply & Demand of the Mobile Web for Retail, Nov 16, 2010.

Customer Lifetime Value Worksheet
Here’s a simple worksheet you can use to calculate your customer lifetime value: Average Revenue per Customer $ _____ Average Number of Repeat Visits per Customer _____ CLV ¼ _____

Laying the Foundation for Your Campaign & Review your company’s business and understand its mission, goals, and objectives. & Review your company’s sales program and understand how prospects are brought into the sales funnel and converted into customers. & Review your company’s marketing program and understand what role it plays in the overall success of the company. & Before you move on to the next section, ask yourself, “Is mobile marketing right for my company?” If you conclude that it is, continue with the competitor review. Competitor Review & Review the strengths and weaknesses of your company’s top competitors. & Assess the sales and marketing efforts of your top competitors. & Analyze the specific mobile marketing campaigns being conducted by your top competitors. & Create a list of mobile marketing strategies and tactics that your competitors are using and that appear to be working. & Generate a list of mobile marketing strategies and tactics that your competitors are using and that appear to be failures. & Study both lists. Learn from both. Setting Yourself Up for Success & Assemble a mobile marketing team to help execute your program. (Your team can be as small as 1 or as large as 100-plus). & Review the Four Ps and Five Cs in Chapter 7. Think through how they apply to your business.

& Set S.M.A.R.T. (specific, measurable, actionable, realistic, and time-bound) goals for your mobile marketing campaign. & Review your S.M.A.R.T. goals with your team; encourage their feedback and input. & Conduct an in-depth analysis of your target market to gain a genuine understanding of who they are and what makes them tick. & Define your primary, secondary, and tertiary target markets. Avoid being too specific (e.g., 31-year-old male businesspeople living in Manhattan) or too vague (e.g., teenagers). & Develop an overall strategy for your mobile marketing campaign that will help you accomplish your overall business goals. & Develop a list of tactics for your mobile marketing campaign that will help you accomplish your strategic goals. & Develop an executional timeline for your mobile marketing program that will help you accomplish your tactical goals. Budgeting and Scheduling & Establish a launch date for your campaign. Take seasonality into consideration. & Review your budget again. Is there any place you can squeeze 10 percent more efficiency out of your numbers? & What kind of messages do you want to send via your campaign? Branding messages? Direct response messages? Or something in between? Measuring Your Success & Come to agreement with your team on what your customer lifetime value is. & Establish your allowable cost of customer acquisition. & Run a test campaign before deploying the real thing. & Once you’ve launched your campaign, run a split test so you can measure the success of each program. & The winner of the split test will be your control. Test other campaigns against your control. See if you can beat its results. & Provide regular updates to management on the ROI from your mobile marketing campaign. Refer back to Chapter 20 for specifics on calculating your ROI.