MKTG2001 · Digital and Social Media Marketing
Mobile Marketing on Social Networks
Week 11 covers mobile marketing on social networks: the mobile customer experience, designing mobile-first content, and location- and app-based marketing. Because most social use is on mobile, this shapes how the plan's creative and journey design should work in practice. The cohort material is light here, so the chapter builds on the mobile-first video and app ideas from earlier weeks and the schedule topic — confirm the set activity on Canvas; this week usually also hosts the group-plan workshop.
What this chapter covers
- 01The mobile customer experience — most social engagement happens on small screens and on the move
- 02Mobile-first content and design — vertical video, thumb-stopping openers, concise copy, fast loading
- 03Location-based marketing — geo-targeting and place-based offers
- 04App-based marketing — push notifications, in-app engagement and loyalty apps
- 05Mobile funnels — diagnosing where mobile users drop off versus desktop
- 06Designing the buyer's journey for mobile touchpoints
- 07Consistency across mobile and desktop while optimising for mobile first
Diagnose a mobile funnel gap and recommend fixes
- +1Quantify the gap. Desktop completion 64% − mobile completion 56% = an 8 percentage-point mobile shortfall.
- +1Why it matters. Because most traffic is mobile, the 8-point shortfall applies to the larger share of sessions, so it costs more conversions than the number alone suggests — mobile is where the volume is.
- +1Fix 1 (likely cause: friction on small screens). Streamline the mobile checkout — fewer form fields, autofill, and mobile wallet options — to reduce the effort that drives drop-off.
- +1Fix 2 (likely cause: slow, non-mobile-first pages). Optimise load speed and use a mobile-first layout with large tap targets and vertical creative, so the experience matches how the audience actually browses.
Key terms
- Mobile customer experience
- The end-to-end experience a customer has with a brand on a mobile device — where most social engagement and much conversion now happens.
- Mobile-first design
- Designing content and pages for the small screen first — vertical video, concise copy, large tap targets and fast loading — before adapting to desktop.
- Location-based marketing
- Targeting or serving offers to users based on their geographic location, such as place-based promotions near a store.
- App-based marketing
- Engaging customers through a brand app via push notifications, in-app content and loyalty features.
- Mobile funnel
- The sequence of steps a mobile user takes toward a goal; comparing mobile and desktop completion reveals where mobile friction loses conversions.
- Percentage-point gap
- The arithmetic difference between two percentages (e.g. 64% − 56% = 8 points), the correct way to state a gap between two rates.
Mobile Marketing on Social Networks FAQ
Why does mobile deserve its own week?
Because most social-media use — and a large share of the resulting traffic and conversion — happens on mobile, so content designed for desktop often underperforms. Treating mobile as the primary context (vertical creative, fast pages, simple checkout) rather than an afterthought materially changes engagement and conversion, which is why the plan's creative and journey design should be mobile-first.
How do I show mobile thinking in the plan?
Diagnose the brand's mobile experience with evidence — compare mobile and desktop engagement or completion, note where mobile drops off — and recommend mobile-first fixes tied to causes (speed, layout, checkout friction). Design the creative for mobile (vertical, thumb-stopping) and consider location and app touchpoints where they fit the audience.
This week is light on cohort material — what should I rely on?
Build on the mobile-first video and app ideas from earlier weeks and the schedule topic, and treat mobile-first design as the standard lens. This week usually also hosts the group-plan workshop, so use it to advance the plan. Confirm the exact Week 11 activity and any deliverable on Canvas and in the course outline.
Can AI help me with mobile marketing analysis?
Yes — Sia can test your funnel-gap reasoning, help you translate a mobile-versus-desktop comparison into fixes, and check that your creative recommendations are genuinely mobile-first. It teaches the method and checks your logic; it will not do graded work, and academic-integrity rules apply.
Exam move
Adopt mobile-first as your default lens for the plan's creative and journey design, since that is where the audience actually is. Practise a simple diagnostic: compare your focal brand's mobile and desktop engagement or completion, state any gap in percentage points, weight it by the traffic mix, and recommend fixes tied to causes (speed, layout, checkout friction). Fold in location and app touchpoints only where they suit the audience. Use this week's workshop slot to push the group plan forward. Confirm the exact activity on Canvas, and ask Sia to pressure-test your funnel diagnosis and mobile-first recommendations.
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