What to Know About Mobile Marketing Strategy
Mobile marketing is basically the liquid gold of marketing, it is the star of online marketing, the final bus stop of online marketing. Mobile marketing is the center stage of all promotions, some call it “the attention seeker” or “messenger” because it delivers its goal and purpose.
Do you know that 85% of internet users own smartphones? This is more than half of the target audience waiting to be reached.
Are you all excited now? Better not be, because there are numbers of things that can make it a success or failure.
The mobile marketing strategy is using multi-channel links through digital marketing to reach a target audience on mobile devices like smartphones and tablets through emails, websites, SMS, social media, MMS, and apps.
Smartphones are increasing customer engagements with brands and products, it is giving both producers, marketers, retailers, and consumers a direct access in terms of communication, promotions, and sales. The desktop was previously a direct access to online marketing, but right now, the surge in mobile usage has since pushed that away. It is much easier to access your social media accounts, visiting websites, and opening your email with a mobile phone.
See it this way,
There are millions of people using smartphones,
All connected to the internet,
60% of them surfing the internet at least 3 times an hour,
What is posted in Russia gets seen by someone in South Africa within minutes.
[fancy_box id=3 align=”center”]Mobile marketing is the new intercontinental missile of the digital world, and can only be compared to the speed sound, ironically.[/fancy_box]
But to create an effective mobile marketing strategy, you have to understand customers behavior and your mobile audience. You have to create or designing your content to appease the mobile platforms, to organize and execute effectively using apps and SMS/MMS.
Setting objectives are like setting goals, what do you want to achieve? Once the goals/objectives are set, then the means follows, how? when? and where?.
Mobile advertising should not sound different from every other marketing strategies, but the goal and objectives are more targeted especially where mobiles are more present and in use. To start a mobile marketing, follow this trail of other mobile advertisers is using.
Mobile Brand Awareness:
Creating and maintaining good brand awareness is very important, it helps to maintain the success of any business through consistency. When creating a brand awareness, it should have a memorable brand message, let the audience remember the brand and associate the brand with different functionalities.
When setting out with brand awareness through mobile marketing, ensure that your advertising message complies with your audience psychological, geographical and demographical information. Align your target market with the message you want to deliver especially when it comes to brand awareness, content is vital and should be seen as a means of unifying and growing a positive awareness of the brand.
Be informative about it by creating informative ads, make the content useful not to appear to be selling.
Mobile Website Traffic:
One of the main objectives of mobile marketing is to generate mobile website traffic, and increase conversion. Mobile website traffic can be measured in different ways:
- Tracking metric through total visit
- Traffic source through segments eg
Direct traffic (URL)
- Having to get up to 15% returning traffic is basically huge and successful mobile advertising.
Mobile Lead Generation:
Mobile lead generation can be challenging, its like walking into a lion’s den and hope to come out with a lion cub, if you succeed, you will grow yourself a huge lion. To get the mobile lead generation right will increase sales, getting it wrong will destroy the mobile advertising efforts. There are few methods to generate leads,
- Online registration form
- Request for information
- Sign up for newsletter
- Pay per click (PPC) ads
- Organic SEO
- Local SEO
Mobile Phone Calling:
Mobile phone calls are one of the highest means of generating leads, and it is regarded as a quality lead source because it involves direct interaction with actual customers. Marketing ads with phone number get more attention and engagements, customers who are interested in online purchases but need assistance will call to ask some question. If you are engaging in search engine marketing, add click-to-call services so to generate calls as a result of searches on mobile phones.
Mobile App Downloads:
The fun of using a smartphone is the availability of apps, and it is one of the top objectives of big companies because app downloads are a premium commodity. App downloads in today’s market are equivalent to the value a product sale. Smartphones users spend more time on apps, while mobile marketers channel their ads to this apps. App developers make money through app purchases and in-app purchases, advertising commissions, content sponsorships and CPI networks.
Mobile Product Sales:
There are two active working parts to this mobile product sales, mobile phone users and making a sale. Over 60% of high street stores engage in online sales, to increase sales, sign-ups, leads, awareness, and traffic. Online product sales are growing and will soon surpass physical stores. The mobile website will generate click-to-call customers, reach mobile searchers quickly, displays actual store/shop location for nearby searches.
Create a good mobile experience for your audience, build a good and responsive mobile-friendly website, target mobile SEO more, and create a good content for brand awareness.
If your targeted audience doesn’t want what you offer or don’t find your ad interesting, it is not good for the paid campaign. Center your campaign around creating demand, creating awareness, solving problems, customer interest.
Engage in digital channels for demand generation through, email, mobile and social searches. Create a responsive email design, link the search and social campaigns to the landing page, and create mobile call-to-action.
Test the proposed mobile/digital tactics, engage with reps to determine their needs, experiment with pipeline acceleration application.
Increase market intelligence:
Gather data on mobile visitors behavior, their needs and preferences, gather information via web analytics, automate marketing platforms for information, frequently accessed mobile content, types of devices used and conduct surveys.
- Create a good buyer personas
- Set achievable goals
- Establish measurable KPIs
- Monitoring mobile metrics (google analytics)
- Creating mobile friendly website
- Create mobile advertising email
- Consider SMS and MMS marketing
- Include mobile apps
- Use push notifications for apps
- Use in-app notifications
Spreading information about new deals, new contents, and new products.
Using businesses to build brands. Displaying offer messages after sign up, sign up, in-app downloads.
Educating target market about the functionality of the company website, apps, brand, products, and services.
Opt-in priming campaigns:
Asking visitors for feedbacks, to sign up, take surveys, and offer of discounts.
Targets action of user/visitor by sending triggered push messages eg congratulatory push messages of purchases or gaming success.
Dynamic content campaigns:
Personalising and updated information sent to customers in form of images or an updated copy of the message, providing update relevance.
Targeting activity of followers either through their comments the sent it across the board so other members can see and join/engage.
Ad campaign which appears on a mobile phone based on their location, usually restaurants, popular areas, nearby shops.
This is also the re-targeting audience of what they may have missed, in some cases an app appearing twice, also a user who may have opt-out or revoke permissions of an app getting reminder offers so they can join back.
One of the key skill for every digital marketer is to be able to create an effective mobile marketing campaign which will engage audiences, increase conversion, generate leads, increase traffic and deliver ROI for businesses. Big brands are engaging in mobile marketing, spending millions for a share of the mobile users market. For a good typical mobile marketing strategy examples, here is the list of effective mobile marketing campaigns.
- The Bitcoin Billionaire ad integration
- Halifax Home Finder App
- Hiscox’s location-based WiFi campaign
- Nivea sun protection track your kid’s app
- Audi start-stop app
- Nissan interactive video ad
- IKEA catalog app
- Ford Motor Company
- Lifetouch Portrait Studios
- Starbucks Mobile Payments
- National Wholesale Liquidators
- L’Oreal INOA color capture app
- The Co-operative: driving education and awareness through mobile
- LG Ticket Hunter
Features of Mobile Marketing Strategy
This involves targeting customers with location-based ads, either targeted by subscriptions, or related purchases or around an area covered by the promotions.
This involves targeting customers what apps the visit, download, or purchases made, offering them other services or products that could go with what they already have.
This involves targetting customers with adds across the board, it’s like preying on mobile phone users especially when they move from one app to another, displaying either repetitive ads and ads related to what they are viewing.
This involves sending or displaying unrelated ads to customers phone, either because they sign up for an offer, or downloaded a game app, hoping somehow they will engage with such ads. Basically, this can be referred to as ad spamming.
This involves ads which send alerts or notifications to customers phone, prompting them to open it, this form of ads usually are news alert, eBay alert, Alibaba alerts, they are usually sent 3-4 times daily.
- It is cost efficiency.
- Reach more target audience.
- Easy to target audience.
- It is effective.
- Provide immediate and fast response.
- Establish a long-term relationship with customers.
- Easier to issue promotions and marketing incentive services to the user.
- Due to the size of the mobile phone, it convenient for the content creators to keep it basic and simple.
- User response can be tracked almost instantaneously.
- Mobile marketing has huge viral benefits.
- It gives the mobile marketer the opportunity of geo-location, sending location-specific messages to users, through the use of GPS and Bluetooth technology.
- The use of microblogging feature like Twitter can be very highly beneficial to the marketer.
- Easy and accessible mobile payment options.
- Accessible user information.