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Right content

Agree on a clearly defined content plan 

(news& info, entertainment, mobile 

commerce).

Offer content which mobile users want 

to access on their handsets: maps, info, 

shopping, social networking and coupons are 

the most popular mobile Internet activities.

UX

Smaller screen size and lack of keyboard 

make easy, simple navigation critical.

Use simple navigation; vertical not horizontal 

navigation. Icons are easier to access than 

text links, and appear more ‘ app-  like’.

Personalisation

Personalised content maximises page views, 

extends dwell time, attracts repeat visits.

Build in behavioural, location and  time-  based 

components. (See responsive design section 

in Chapter 11.)

Promotion

Mobile users want to find you quickly and 

easily on the mobile Internet.

Use all media channels to drive traffic; use 

trackable links to detect which ones evaluate 

channel efficiency.

Source: Smart Insights (2013).

Mini Case Study 3.1

If you’re thinking that  location-  based marketing is just for corporates with large budgets, the likes of Starbucks 

and McDonald’s, then think again. ClickZ (2010) has reported how AJ Bombers, a speciality burger bar in 

Milwaukee, attributed a sale increase of 110% to Foursquare. It has 1,400 people on its Foursquare page 

who have checked in 6,000 times. The mayor gets a free burger, and currently that’s ‘Amy’, who has had to 

check in 40 times in the last 60 days at the  one-  location establishment in order to achieve the distinction.

Engagement is also increased through people who add a tip to the restaurant’s Foursquare page, getting 

rewarded with a free cookie when they show it to a waiter or cashier.

The sales increase figure is based on a single campaign which saw 161  check-  ins on 28 February, a 

110% sales increase when compared to a normal Sunday. Joe Sorge, owner of the restaurant, promoted 

an AJ  Bombers-  branded ‘Swarm Badge’ event to his  Foursquare-  using regulars. Such a custom badge is 

awarded to users who check in at a location where at least 50 other users are simultaneously checked in.

The restaurant owner advised that success involves implementing Foursquare as a regular part of 

operations:

Our staff encourages the use and engagement of Foursquare by virtue of our Foursquare specials being 

very prominent throughout our business. It encourages our customers to ask questions of our staff. 

Education of that staff is the key.

 Location-  based  marketing

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Chapter 3  Managing digital business infrastructure

Table 3.3

Examples of objectives and strategies to achieve them for mobile platforms